Small jewelry to make big business: Ah ah fortune investment in the proposed distribution of electricity business

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100 million yuan investment, for the management scale of more than 10 billion fortune venture, not a small investment, but is Fortune President Liu Day after three years of project;

100 million yuan, for the annual sales of more than more than 1 billion alas, not a big money, but it is the most crucial step in the development process.

May 29, Guangdong Ah ah Jewelry Chain Co., Ltd. (hereinafter referred to as "Ah Ah") Chairman of the Ye Goofu in a special interview, said, Ah Ah will be listed in the calendar officially, is expected to be listed in 2013.

10 years ago, the secondary school has not graduated from the Ye Goofu, with their own work to earn 200,000, opened the first cosmetics jewelry store, then he will be located in the store "only sell about 10 yuan", did not expect this small adjustment, suddenly jumped up on the rapid development of the rocket mouth.

By 2011, alas, the number of stores has thousands of, store gross profit margin of 55%, the annual terminal sales of more than more than 1 billion, ranked the first place in the jewelry industry, more than the ranking of several enterprises combined.

After gaining fortune investment, Ye Goofu is considering whether to "layout high-end jewelry e-commerce, and at the right time to enter the field of E-commerce." He plans to create a creative industrial park that integrates design, animation, E-commerce and logistics.

Oh, my God. Sales growth in 2010 was about 40% per cent, or about 30% in 2011, and sales growth in 2012 is expected to remain at 20%-30%.

But for alas, its stores, 95% for franchise stores, the franchisee's control, is the inherent model of a potential risk. At the same time, alas, we also have to face the impact of electricity dealers on their parity advantage.

Positioning 10 Yuan Store: cheap strategy started

"Oh, so cheap!"

This is a lot of customers into the Ye Goofu 10 Yuan Shop, said the first sentence. In the 2004, Ye Goofu the name "oops", registering the company and brand.

For a long time, the small jewelry industry has been a marginal industry, and most people just regard it as a breadwinner's job. And from the business itself, small jewelry shop is difficult to big: entry threshold Low, regional replication is difficult, fierce competition.

But Ye Goofu doesn't think so.

2005, ah ah in only more than 1 million liquidity, Yefu will all the net worth to sign Hong Kong star endorsement, Big dozen brand advertising, fortunately, he bet right. 2006, alas, the number of shops reached 400. 2009, ah ah shop up to more than 2000, annual total retail sales exceeded 1.2 billion yuan.

"Bought not distressed, lost no pity", "Parity strategy", "civilian fashion" positioning, stimulating customers to repeat consumption, ah Ah also quickly occupied the market share.

Since 2007, alas, it has expanded at a rate of 2 new stores a day. Ah Ah open shop so fast, on the one hand, the cost of each shop is low, but the most important thing is that the franchisee quickly make money.

The 23-Year-old King of the South is the general agent of Shanxi region. His first Ah Ah store, only 40 square meters, rent 130,000, opening day sales is 22,000 yuan, his first purchase of 230,000 yuan, and only a short week on the turnover of profits.

"Small jewelry store basically no stock of pressure, are the site ordering system, new goods update fast, category rich, easy to purchase, more than the gross margin of clothing 20%, investment risk is small, find a shop is also convenient, do not need to stay in the shop all day," Wang Ice South said. In a year's time, he opened 35 stores.

This seems to be different from the other people think, these seemingly "cheap" "difficult to make money" small ornaments, but is a real "money", gross margin can exceed 50%, is a big profit of the industry.

This is Ye Goofu can be a bite to do jewelry chain positioning adhere to the end of the reason is: There is profit, large demand, strong expansion, at the same time it caters to the trend of China's consumption upgrades, in Ye Goofu eyes, these points, is the choice of a business of several key elements.

Three-side attack: make small business bigger

After thousands of stores, alas, is there a market space?

Oh, Gee! A survey shows that more than 30,000 of the population in the township can open a heck ah shop, can even open 2.

What does that mean?

"The channel sinks. The essence behind this is the unprecedented urbanization movement in the history of mankind, and the opportunity of consumption escalation. Alas, although inconspicuous, it is China to do the most extreme channel sinking enterprises. "Alas, Brand director Wang Yong admits.

Alas, the main consumer group is 14-26-year-old women. Research shows that this age is the most frequent consumption of jewelry in women's life stage.

But alas the main consumer group, is also the main force of online consumption. "At present, the impact of online shopping is not yet reflected", Ye Goofu that in many other physical stores are generally under the impact of online shopping, alas, but because of positioning and geographical advantages of the comprehensive, less affected.

But that doesn't mean there's no pressure for change. Compared with competitors, Ah Ah's own research and development capabilities and not as new light jewelry, compared with popular beauty, alas, the service does not prevail. and its parity strategy, but also spell electricity business platform.

April 2011 AH Ah the online membership management system, currently has millions of of information very complete members. Ah ah hope, from the channel to upgrade to brand merchants, and then to the platform, and ultimately to become a focus on female consumption-oriented value-added services provider.

"Jewelry, chain retail, service female consumers ' fast fashion ' enterprise, it's the three key words of the brand," Wang Yong said, "also corresponds to the heck of the three core competencies: products, channels and users, and prices, brands, IT systems is the chain of enterprises, ' lock ' up the key factor. "Wang Yong introduced.

2008 began, Ah Ah put tens of millions of dollars, the construction of information management system, so that enterprises step into the fine management of the times ahead.

In the channel construction, alas, the strategy is "adhere to positioning, self-built channels, build content." Sticking to the position is to adhere to the "jewelry" positioning is not shaken. The so-called self-built channel, refers to gradually began to generate their own brand communication channels.

In the absorption of fortune investment, ah ah the focus is to build offline transmission channels. All stores within the unified installation of LCD screen, with the continuous expansion of the terminal network to form a small audience. Through this channel, the future with the AH Ah Channel open, attract more brand to settle in, then this small niche becomes the client's advertising resources.

On the other hand, alas, set out to build a consumer's shopping-sharing community, which is expected to be online at the end of the year and combine it with membership cards, credits and E-commerce.

Ye Goofu that the trend of self-built channels will become more and more obvious. The future LCD screen will certainly be replaced by digital signage technology, and membership card itself with financial functions, it will have a greater imagination space.

The biggest risk: 95% franchise how to control?

Interview Ah, an interesting phenomenon is that its current specific in the country exactly how many stores are like a mystery.

At present, alas, the total number of stores in the country has three kinds of statements. China Chain Management Association May published data show that 2011 Ah ah, the head office number 1640, joined the number of 1638; AH Ah! In the franchisee brochure to publicize its 3,000 stores nationwide. In the face of reporters, Ah ah the saying is "thousands of home."

Number of franchises this fuzzy interface behind, is Ah ah chain way of a fatal point: 95% for the franchise store. To franchise the control of the shop, is the biggest risk.

As a result of the limited number of direct stores, franchise stores, customer resources are in the hands of agents and enterprises in the viscous imbalance, which has also made investors worried.

Oh, yes. The management of franchisee, through the provincial agents to complete. The incentive for provincial agents is to draw 5% per cent of the monthly sales from the region and to increase sales by 40% a year.

Therefore, the franchisee to make money, agents have a good return. "To the franchisee to double the good, is the management of chain enterprises to join the king." Wang Ice South frankly.

Ah AH headquarters, is a franchisee of the "back-office gas station" in the delivery speed, billing, training and other aspects to provide support. May 2007, "Ah Ah Business School" was set up to specialize in training.

And the construction of IT system, make management, production, sale and so on each link, can the terminal networking, realizes the internal resources sharing and the network management. According to the King of the south of the ice, in the supply chain, ah Ah has been able to shorten the delivery time to one day.

At present, alas, the total number of members has more than 70 million, is expected by the end of 2012, the total number of members will exceed the 100 million mark, the number of active members will reach 30 million, the national chain stores have more than 3,000, annual sales of more than 1.8 billion yuan, the annual average growth rate of more than 50%

On the other hand, ah ah ready to increase the proportion of the direct shop, the current 5% of direct shop, the future of the proportion of the direct shop will be raised to 10%. After the financing plan in 5 years to develop to 10,000 stores.

At present, Ye Goofu is most worried about is: after the development too fast, whether there is a rapid response capacity, which will determine the life and death of AH.

He knew very well that the most competitive model of the future, must be the line under the fusion of O2O mode, and Ah Ah E-commerce is still in the layout stage; Moreover, the small jewelry industry's talent reserve starting point will not be too high, it is understood that the current AH AH staff of the majority of college education, talent is a fault will be a bottleneck in the future development.

Liu Day frankly, before AH ah development speed too fast, many drawbacks have no time to perfect. After the financing, it is going to the development of the speed down, the company's small and medium-sized projects to invest, and AH ah upstream and downstream do resources docking. Of course Ye Goofu Choose Fortune also value it has Hunan SARFT this resource, will be in the brand publicity, and radio, Hunan satellite TV docking. The happy purchase of Hunan Radio and television is AH Ah e-commerce docking platform one.