Pioneering state: An entrepreneur who challenges "American urban Management"

Their lorries are cruising around the big cities in the United States, but they offer a stylish and affordable convenience-a gold rush that many grassroots entrepreneurs in America are pouring into. _ Wen/regina schrambling every weekend, the Soho and Prince Street of Broadway are the most frequented places, where street artists, trendy shops, tourists, and customers flock .... The hottest dance music attracts people's eyes and lets them watch the shirts with beautiful designs in the window and the toys with the collection meaning.　　Every few minutes, a passer-by will become a customer, spend 35 of dollars to buy a toy, and get a "proof": Smart businesses will use Canon digital camera for each buyer to take a picture, customers can put their own smiley face on the site, and friends to share the fun. However, the service is not a traditional retail store, but a moving van. Its window is improved from DHL's freight car. Its name is Cookies-n-cream, it sounds very tempting (delicious), but it does not provide any food.　　The owner of the van, three entrepreneurs, is trying to sell the toys and T-shirts with a mobile truck and hip-hop music. Creative idea of the ox? Ledchoby (Ganiu Ladejobi) shared his own journey, "What we're looking for is a cool, cooler experience every day." "Today, delivery services have dramatically changed the hospitality industry, which aims to get food out of geographic limits and lower rents," he said. If this is the first wave of retailing, it will now enter the second wave of new waves.　　A small number of pioneer entrepreneurs, who often have a background in art and design, want to bring a new cultural landscape to the city-through mobile retail stores-while changing the physical retail store. Some big-name companies have put their products on the shelves of mobile retail stores. Well-known costume designer Cynthia? Loretta (Cynthia Rowley) has opened a mobile fashion store, shuttling across the United States, showcasing its latest design work and equipped with specialized dressing rooms. Armani's exchange for young consumers is being sold at Mobile retail outlets in Los Angeles.　　Last fall, the Olsen Sisters (Olsen Twins) also used the same move to promote their design brands. It's not hard to find out why businesses favor street sales: The rent required to open a traditional retail store is a big expense. For example, Cookies-n-cream now has a store in Prince Street where it rents as much as $53,000 a month, while a mobile van costs just thousands of dollars.　　With social media platforms such as Facebook and Twitter, mobile retail shopkeepers can share their information and keep track of their users, both promoting themselves and creating cool images. The expert on retailing, Patricia? Chanoris (Patric"A mobile van, whether it's selling food or fashion, looks very unique," says Ia norins. It can quickly arouse concern and give a sense of urgency. "Consumers are not sure if the next mobile train will come again," he said.　　Uniqueness is also important, and it differs from those of the physical retail stores. More importantly, the mobile van looks like a very rare thing. People often like to experience different shopping environment, and have been exploring new channels.　　In a traditional physical retail store, people might just hang out, or just go shopping when they really need something. So, aside from the eyeball effect of a mobile truck, it has another advantage. Unlike traditional physical food stores, it does not require a business license from the health sector, and inventory issues are less pressing and more competitive.　　The physical clothing store on Broadway welcomes the arrival of Cookies-n-cream's mobile van, as the van and its music can attract people to stop and may be transformed from a simple glimpse of the store into a store. For cities like New York, getting a commercial license is very difficult. Because only 853 applications are approved throughout the year, even though the licence fee is only 100~200 USD/year, a certificate is difficult to find. But New Orleans not allow mobile vans to sell any goods other than food. The barriers to entry are relatively low, but the outlook is rather tempting. Cookies-n-cream's start-up partners only spent 10,000 of dollars to buy goods and improve the sound system, exterior and so on. So far, the three have not paid any parking fees and they have parked the train at one of their grandmothers ' homes.　　If the business is good, they can sell 1000 of dollars of T-shirts and toys every day, even if the business is poor, can have about 300 dollars of harvest. Mitra-Haiyam (Mitra Khayyam) opened a company in Los Angeles and sold artist-designed T-shirts on physical stores and websites. When she bought a taco in front of a studio, a thought popped up: Wouldn't it be fun to sell T-shirts in a van? Her company's gross income had reached 780,000 dollars in 2009, but she was still hesitant about insisting on a physical store. So, she decided to take this opportunity to try the depth, explore the earth. In less than one months, she bought an old van from the Aramark Support management services company on Craigslist, a classified website, costing US $12,000. Then she quickly found two other partners. June 6 this year, her "flying Summer" truck began to spin around the city.　　She thinks it's as simple as a makeshift shop she used to run in a short time. In her view, the basic condition of a van attracts people's attention, and she uses a pink striped cloth to wrap a new one on the outside of the van, as eye-catching as a zebra crossing. At the same time, she thought that the window should have the display function, but also facilitatesTrading; music is also critical, so good sound systems are also very effective. Haiyam's truck also sells ice cream (from New York and Los Angeles, a highly profitable mobile ice cream maker, Coolhaus), because local law does not allow a mobile store to sell only a single item "So we have a food department that meets the needs of people, and we sell T-shirts." "Handset accessory maker Case-mate is her second largest partner, and her mobile store also sells BlackBerry and iphone accessories," she said.　　At the same time, customers can also log on to the Case-mate Web site, customized personalized products. The mobile retail store is parked outside schools, record stores and painter Studios, and focuses on hot spots such as Echo Park, Venice Beach in California and Los Angeles. "We want to be with creative people because we have roughly the same customer base," he said. At this time we can borrow each other and complement each other. "T-shirts are priced for 20~30 dollars and ice cream for each 3~5 dollar. "At the end of the game we found that the profit on the sale of lettered toys was greater than ice cream.　　"The biggest expense is the salaries of part-time drivers and salespersons, and the cost of buying goods vehicles." Haiyam has a degree in design marketing and management, and she thought her truck stores would not show up after summer. "This is because I like to do some short-term work, think about where to do it quickly." But now she has the will to keep it going.　　If costs are not recoverable, she hopes this experience will become an important marketing lesson. "Everything I do is an extension of the brand," she says. "I'm not simply trying to sell toys. One of the important values of our existence is to tell people more about the artists who design these toys." New York artist Lutz-Azul this year, New York artist Lutz-Azul (Luz Azul) has also begun to display his work on the road, and his colorful art Van sells both his paintings and billboards. He can provide customers with a canvas so children can paint and color on them, or they could use their own limited prints to donate money to charities. "It's no exaggeration to say that this is a great van and I am proud of my ideas." "15 years ago, Marco ran a studio in the lower Manhattan city, and it was not until last November that he began to develop out of town." He found an antique ice-cream train on Craigslist, a classified website, and bought it for thousands of dollars. Then 1.1 points to put it together, made countless phone calls to it with a new tires, equipped with a power supply system, and the window, such as a painting. May 1 This year, his mobile truck store officially opened. In the external image of the lorry store, he was very much in charge of the mind, waterproof material was carefully hit the store name, deepen the impression of consumers. For a single day of water breakthrough the millennium mark of the date,And the cost of paying for it, he was unwilling to disclose it in detail. But he still thinks the first plan to launch a mobile-train store was a painful one, largely because of the trivial process and the uncertainty that continues to be present. "You don't know what to do next," he said, "and if you ask me if I will do something like that again, my answer is probably not." "As for sales, it depends on the day, the weather, the flow of people, the time of the car, whether it is the weekend." When the harvest is good, there will be thousands of dollars a day, and less than 100 dollars if the weather is bad.　　He sells small print or silk prints on his mobile van, and his paintings are sold at a high price, ranging from 2500 to 10,000 dollars, depending on the size and ease of the painting. Marco's experience is a similar one. Since the 1980, Marco has been selling his work on the street, a block from the Cookies-n-cream train. However, Marco now took a different approach, and he only started working 2-3 days a week. He does not need a business license because it does not require a licence to sell works of art, photographs and sculpture in the local area.　　He consciously chose the holiday and other people with relatively high traffic on the day of the car. As with any mobile truck merchant, Marco's business is hardly as successful as it is now without social media. He shares his position on Twitter and Facebook, from the Lincoln Center to the Park Slope. At the same time, he also paid attention to manufacturing opportunities. Mobile trucks are different from physical stores, and anytime you want to attract customers ' attention, just approach them. His approach is to stop, open the window, sit on one side of the painting, when the crowd will often gather around and exclaim: "Oh, art!" Cool!　　"He often reminds himself that we are not just selling products, especially when drawing." It's a process of mutual reciprocity, and I and my customers can get more money out of each other. This is one of the biggest attractions of the Cookies-n-cream team. The name of the train comes from partners ' sweet love and their dream of pursuing happiness in their entrepreneurial process. Jonathan Sinclair (Johnathan Sinclair) is a BBC documentary producer, and Peterson Lochar (Peterson Lochard) is still practicing law this spring. Their latest venture was to create a hip-hop network, but failed because of lack of funds. This time, funding is plentiful and they let consumers invest in the train. More interestingly, they also rejected part of the investment.　　In the first two months, they recovered 70% of the cost. Bakedinny.com is their online web site, selling alphabet toys designed by artists and some collectibleToys, priced at $35 to 200 dollars per piece.　　Each Friday night, they organize a social gathering in the Lower East Side, where the party is free and the music is great. "We are selling a cool experience," says Sinclair. And hope Cookies-n-cream culture in the future like Google or Starbucks generally ringing. By posting photos on the site, they give each buyer a chance to show up on the Internet, and give the buyer a bottle of water, juice or energy drink. They boast that everything they sell is produced locally, to win the trust of consumers.　　To keep the stunt, they turned down a lot of businesses that wanted to be in their stores. Sinclair believes it is too difficult to stand out in a store that runs 30~40 brands, so it is also unique to their business model. These entrepreneurs believe that selling small things along the streets at weekends is just as fun as partying. Sinclair was well acquainted with the various routines of the host, he and Jon? Together, Jon Blake the right music for their mobile train supermarkets and hopes to establish a chain of institutions in cities such as Miami, Los Angeles, Vancouver, Quebec or Toronto. He revealed that people would often ask him: "When will the mobile truck supermarket enter my city?"　　"But so far, they have just been clinging to one place because they prefer the feeling that they are manipulating everything."　　' If we take a picture of every tourist on the train and charge us a dollar, we've become millionaires, ' says Scorris scrills. The new agriculture of the 21st century is the same as that of the trucks that carry food on the road, and the grocery stores that sell the food do the same.　　Holden Farm, a family-style farm in Vermont State, has experienced 8 heirs, producing herbs, mutton and eggs, and now has a deep insight into the know-how of farm development: In the 21st century, when people generally value health, the biggest competition for urban consumers is green food. A white van has been selling green food in New York since November this year. The van, which has a range of ecological scenes, such as pastures and barns, offers fresh produce to urban residents 7 days a week. Having just obtained a retail licence, the lorry farm supermarket initially sold only the designated agricultural products and was then allowed to sell other produce on the spot, such as maple syrup and coffee, and "all farm products can be sold here." "Is that Bradley?"　　Fleming (Bradley Fleming), one of several young people who helped open the train. The farm has been maintained by the family since the 1700 's. But in the newest heir, Seth? Holden (Seth Holton) and his cousin Jurien-Swartz (Jurrien Swarts), Holden FarmerThe field began to use these mobile "shelves" out of the local market and restaurants, special shopping malls of the small circle. The idea that they become mobile and lightweight is largely motivated by a sense of purpose and kindness.　　In July this year, Swartz abandoned a lucrative financial career in the food industry to provide fresh produce for nearly half of New York's citizens who were unable to enjoy green food. The Gold portfolio works with other local farm suppliers to provide products such as meat, cheese and pickles. They found a Connecticut seller on ebay and bought the van. Fleming the interior of the compartment and placed a stereo inside the train, playing some pop music, and loaded a large-capacity fridge to keep the food fresh. Fleming said it cost more than 15,000 dollars to dress up the train as it is now. It also took some work to prepare for a lorry store permit and a mobile store permit, especially as the Mobile store license was more difficult, as the quota for the sale of food licences was limited. Agricultural products train in Battery Park, Upper West Side and Rossford shuttle, and also access to major office areas.　　The farm also updates its location and inventory information through Twitter information to make it easier for fans to patronize. Swartz said that the test water phase of the day is more difficult, a 150-dollar parking fee is enough to offset the day's profits. But the beginning of everything is difficult, think of a better future, "I am very happy, investors are very optimistic about our prospects." "Translation/Wen Yue