Shop owner sales Broken tens of millions: find the right product positioning to be successful

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They are big Boss, also ordinary entrepreneur, they all day shine rain, open the plain ordinary shop. Read the story of the two most cattle owners, they are slowly growing from the grassroots, but finally made a sales breakthrough 10 million yuan in the big shop.

Gold Store Chief: Zhang

Introduction: 2009, the company settled into the cat flagship store, is expected to exceed the end of the year sales 10 million. The company tried to use organic cotton design, production of its own brand infant clothing supplies, consumer groups mainly for the young mother.

With a ox attitude

Cultivation Organic cotton Quality

The Gold store chief said

Now open shop There are two kinds of people, one is to see the network to create a rich speed, hope to be in the network of wealth; a goal is not to make money, is by interest in selling things online. I would like to say to the first class of entrepreneurs, unfortunately, your dream can be dispelled. Now the network has changed, big offline businesses have been eyeing the line, and the expansion of fast, small businesses difficult to compete with. I want to say to the second type of entrepreneur, you are great, please keep working hard.

Looking back to the month before this scene, Zhang always felt alarmed: in the vicinity of three Li Tun Sanlitun, the surrounding small shops almost a depression. In this Beijing's most core business circle, only the Apple experience store bustling still. Just a few years ago, Zhang had planned to open an experience shop here.

A wise choice.

"It was so right to give up, and if that store really opened, the company would be closed in 1 or 2 years," he said. "Zhang is very grateful:" The traditional store rents are too high, small brands simply can not survive.

So she made a decision that was crucial to the company: from offline to online. 2009, Zhang Registered Day Cat Mall; Two years later, the company is on track.

This is a wise choice. At present, Zhang's company is located in a courtyard of Chaoyang District Wanghua Road: The office area is not big, the staff is more than 20 people. However, this humble two-storey building, this year to create sales are expected to exceed 10 million yuan.

In fact, as early as 2004, Zhang run the company has been established, at that time she has an idealized idea: mining the quality of other people's cultivated cotton, and then turn them into products to promote to consumers.

Find Organic Cotton

The idea made Zhang go a lot of detours. Because in a few years ago, the domestic organic cotton does not matter the industrial chain, many links exist fault: production base, yarn factory, Fabric factory, processing plants are mostly individually.

Start-up Zhang found that few factories in the country through the production of organic cotton certification, because the middle of the program is very complex: organic cotton planting base needs certification, yarn factory needs certification, weaving links need certification, late dyeing needs certification ...

For 8 or 9 years, every time a certified factory was established, Zhang to connect with them, and until now, this supply relationship has been in place for many years.

Zhang very confidently said: "Now we use the raw materials, are domestic good organic cotton." She said that the current market of cotton and the gap is very large: genetically modified cotton, non-renewable cotton, and so on, the cost is different.

In the

Organic Cotton has a good quality but one drawback is that it is ugly, while other kinds of cotton (such as genetically modified cotton) look beautiful but flashy.

"The general enterprise does not purchase organic cotton, ordinary genetically modified cotton has a lower cost, but the fabric is very engaging." But organic cotton because completely natural growth does not apply the fertilizer, the appearance has to be reduced. "Zhang said. The general genetically modified staple cotton has a beautiful appearance, it feels more comfortable after the soft treatment, and the pilling rate is lower, but the organic cotton is different.

For example, organic cotton will be slightly bleached before processing and will have a small amount of cottonseed hulls. And ordinary cotton will be completely bleached, the original residue of the cotton hull color disappeared. But it destroys the balance of ph in the baby's load. ”

Zhang said that ordinary cotton yarn made out of the cost of about 40000 to 50000 yuan per ton, but the cost of organic cotton yarn is higher than 30% to 40%, the cost of about 50000 to 70000 yuan per ton.

The threshold is the time

Shop initially very difficult to start flow, but the flow of peach is slowly growing: Last July, the total store turnover was only more than 20,000 yuan, but in August, the turnover reached more than 90,000 yuan, and September, the turnover exceeded 300000 yuan.

"We rarely talk about marketing, we value products more. "Here, Zhang laugh that he is a" ox "," in fact, the Peach did not do very special things, in the online diligent operation, the more word-of-mouth accumulation will be easier to search, traffic will grow. ”

"This industry is actually very easy to enter, the highest threshold is time." "Zhang thinks, now come in organic cotton baby clothing shop a lot of, but in another 10 years, must most will be eliminated." "But I'm confident that Peach will still be in the cat Mall." ”

Today, the organic cotton industry chain has gradually improved. "Find organic cotton fabric is not difficult to find a factory is not difficult, now have the money to buy things back, made of clothing to sell online." "Zhang says these are easy to do, the hardest thing is to insist on quality."

Gold Store chief: Jia Chengwei

Introduction: December 2011, the company settled into the cat flagship store, is expected to exceed the end of the year sales 10 million. Brand for 80, a custom, to provide to meet their inner needs of the trend of fast fashion home textile supplies.

The product in the story

Sales outside of tension

The Gold store chief said

Shop owners are often very busy, with physical and mental health to change the flow, this is very bad. Four years ago, I found on the road a stray dog abandoned by the owner, very cute, so I took it home, a raise is four years. I suggest that every shopkeeper keep a pet, take them after work to take a walk, and then pretend to bully them, the mood will be comfortable, the body is the most important.

Love to Sell Meng, love the network, Love struggle also love to enjoy life, born in 1984, he is "feel Home" brand founder Jia Chengwei.

Jia Chengwei is a Leo, although the founder of a brand, but life and open shop of the vast number of cock silk male no difference: a confused life, to the age of marriage but do not know their future girlfriend body where.

Market marketing Frustration

Leo, the king of the gas is very strong, which makes Jia Chengwei very easy to get into tension. The most stressful time is to cast hard. Last December, the company's cat flagship store online, the initial sales also very bleak, one months of turnover is only 100,000 yuan.

See this number, Jia Chengwei feel very worried, hope to hurry to do the sales. This January, it is the time to put annual leave, Jia Chengwei and the cat signed a promotional agreement, planning a series of promotional activities, and finally ended up: 120,000 of the advertising fee for only 150,000 of the sales.

There is a similar situation. This July, Jia Chengwei found the home of the cat a very good location, so once bought 10, which is equivalent to one months 10 days in the exhibition of his products. Since July is the hot weather, very few consumer buyers spinning, so the effect is not satisfactory.

But the Leo personality let him not give up, many setbacks, let Jia Chengwei in the operation of gradually become old. January, the total store sales of 100,000 yuan, February soared to 500,000 yuan, March continued to grow steadily, sales reached 700,000 yuan; in May, sales were close to 1 million.

A product that tells a story

Brand currently has 6 designers, product positioning to meet 80, the inner demand, the trend of fast fashion home textile brand. "All products are copyright design, each of the needs of their own production, printing and dyeing, stocking, each of the efforts to trigger a customer emotional resonance." ”

Near the Tanabata festival, Jia Chengwei had a "love woke up" home textile supplies, the pattern adopted 26 English letters, from A to Z each letter represents a meaning, "such as A is accept,b is believe,c is care ..."

"At that time we planned an application for trial and submitted a user to thousands of people." "Jia Chengwei said. One of the applications was very special, a romantic love letter to his girlfriend, and a 26-letter interpretation of the meaning of love.

Jia Chengwei in the product of the main differentiation strategy, the current total of only more than 10 kinds of products. 6 July, for home textile supplies is a off-season, but for the mat, mosquito nets is a peak season. "But it is because it has not yet differentiated, so there are no online products." ”

The tension of the mountain rain

9 to December is home textile sales of the golden season, three months of sales are expected to reach half of the year. But the Leo Jia Chengwei again first tense: "This will be my first experience in the peak season, I expect to pay a lot of tuition." ”

On the eve of the mountain rain, there is always some inexplicable tension. In July, a heavy rain hit Beijing, the company located in the warehouse of Fengtai District five stores flooded, resulting in direct losses of 1 million yuan. For Jia Chengwei, this is a calamities.

"At that time the water in the warehouse was 3 meters deep, power outages, the whole company overnight rescue, the next day the warehouse is a mess." "Here, Jia Chengwei is really a little nervous," more than 1 million do whatever it is, so it's gone. "The indirect loss is even greater." Jia Chengwei must be stocked, but also need to ask people to sell the defective goods stall. "Although the sale is very cheap, but after all is defective, one months past, the vast majority did not sell." ”

Busy season eve, Jia Chengwei also nervous a problem, that is, in the promotion, how to sell the conversion rate well. "This year's sales estimated at more than 10 million yuan, but our goal is to become the trend of the first brand, which requires the net shop turnover must reach 30 million to 40 million yuan."

Until the press deadline, Jia Chengwei's heart is still tense.

Morning News reporter Li Xiaojuan

Intern reporter Wang