Zhang Junming, Manager Of Seven Color Flower Ornaments: Take Advantage Of Group Advantage To Cut Daily Chemical Industry.

Lead a girl

Reporter: when I came to Guangzhou, I found a store like seven colored flowers. But I found that the image of it changed over the past two years. Why did it happen?

Zhang: seven color flowers are the fashion accessories of China.

With the continuous improvement of consumer taste, the demand for products is also rising. So the original ten yuan shop now becomes the seven color flower now.

At first, it was called "ah Ya". Later, because this business opportunity was discovered, many imitators appeared on the market.

Seven color flower is now the only jewelry company in China.

Reporter: how many stores are there in China?

Zhang Junming: it should be said that it is still in the front, and the specific number is different every day.

Because the number of stores is changing every day.

In general, we strive to open to ten thousand in 5 years. This is the slogan put forward last year.

Reporter: I find this is a lot of local daily chemical chain stores also put forward the "Wan Dian" plan, but according to my observation of the direct shop speed actually not imagine so fast?

Zhang Junming: now we have direct stores, there are also franchisees, mainly to join the main.

Personally, I think joining the industry is an infinite industry. It is difficult to push a brand or a career to a certain height by relying on its own strength. If it is through social forces, such as joining and acting, this mode will make the cause infinitely easier.

Reporter: after joining in the big business, it is difficult to manage. It is difficult to maintain the unity of the store's image and quality.

No innovation will be eliminated.

Zhang Junming: the leading characteristics of joining the industry, such as KFC and McDonald's, are standardization and product innovation. Our company has been doing well in product innovation.

Reporter: what do you mean by innovation?

Zhang Junming: because we are fashion enterprises, do beautiful business and do fashion business. The company's full name is "seven color flower world fashion girl products shop".

We have a difficult problem now. There is no example of learning. In other words, we are leading the fashion of Chinese women.

Some countries are in the forefront of fashion, for example, Japan and Korea do more than China for many years.

For a long time, designers have been studying, studying, and studying fashion in Japan and South Korea, ensuring that we will have new products every month.

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Reporter: the brand positioning of the seven colored flowers you mentioned is the fashion girl shop. Is that something that fashionable girls need to buy in seven colors?

Zhang Junming: we first started by decorations, tools, cosmetics and make-up. Our products have 7 main categories.

If a fashion girl needs everything, I don't think an enterprise can do it because fashion is too extensive.

Fashion is a feeling of beauty, not easy to control.

Besides, everyone has different understanding of fashion definition.

We can only guide or take the lead in selling all kinds of fashions we have studied to consumers.

Because we have been doing guidance work, it is very difficult.

For example, is a headwear a fashion? Only we think fashion, and then guide consumers to agree that this is fashion, so that is the real fashion.

Of course, we also have a basis for developing products. For example, we have excellent designers to study fashion in Japan and Korea and develop products.

Seven color flower ornament shop

Reporter: you have just said that seven color flowers in jewelry, you have been in the leading edge, but in fact, we also found that in every field, there will be some vertical subdivision enterprises, such as natural beauty, this kind of enterprise will have some impact and impact on seven colors of flowers.

Zhang Junming: there are some influences, but we still think that the Chinese market is very huge. The most important thing is to make the cake big. There are no problems with the 10 or even 20 of them.

The service category covered by seven colored flowers is quite small in comparison with Hongkong, Taiwan and Japan and Korea, and may not be as good as their 1/5.

Just as the market for skin care products is getting bigger and bigger, I feel that the industry will be bigger and consumers will be able to accept new ideas and new things of fashion.

For example, women in northwest rural areas can live without skin care products and cosmetics. How to persuade and guide her to dress up to make herself more beautiful, and to guide more women's perception of beauty in China, such a market will naturally become larger. It is also important for the industry to make this cake bigger.

Reporter: there are many specialized stores in China nowadays, and many of them are regional and national.

The business models we all live in are almost the same, either interlocking, direct or joint.

In the face of this homogenization phenomenon, how do you look for your long-term development space? What do you think your advantages are?

Zhang Junming: actually, as a whole, the industry we do is a fashionable industry, so the idea of advocating fashion is very important.

Now there are various models in the whole market, but fashion needs constant innovation, and innovation is the soul of enterprises, and our strength is here.

We will launch hundreds of single products every month and eliminate hundreds of them.

If an enterprise does not scale and does not have the strength to develop, it is difficult to guarantee such a high rate of delivery.

Many enterprises in the industry are imitating us. Our products are coming out today, and they will come out tomorrow. This kind of enterprise can also survive. An enterprise has no innovation spirit and relies entirely on imitation and copying. I do not think it is easy to do better and scale up.

Reporter: so do you think that the advantage of the seven color flower is always to maintain its own innovation and leadership?

Zhang Junming: at least in the industry, we are still in the leading position.

Reporter: actually, I just thought that the seven colors of flowers have changed your identity now, that is, you have positioned yourself as a fashion store.

Zhang Junming: Yes, our product line will be more abundant, including 7 series, and we can produce as many as 3000 single products. This does not include different styles of a product. For example, a hairpin may have 20 styles at the same price, and 3000 single products do not contain this difference.

Reporter: you have to undertake the development of your own work, then how much power do you develop?

Zhang Junming: the number of people engaged in our company may be larger than that of small cosmetic companies.

We now have dozens of logistics centers in Yiwu, Yiwu and Guangzhou headquarters.

Because fashion business has to go ahead, it has to be forward-looking. If you do not have the ability to develop, you will lag behind, which will affect the development of the whole company.

Foreign brands will not be convinced when they enter China.

Reporter: so what do you think about the impact of foreign brands such as Watsons and Hongkong on the entry into the Chinese market?

Zhang Junming: I have been concerned about the development of these enterprises. I think the biggest opponent of local brands is excellent enterprises. The foreign enterprises of Watsons and Si Fu Lan are relatively standardized from various aspects of management, and their funds are relatively strong. However, the problems that exist in China are not acclimatized to China, especially the decision-making mechanism.

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Reporter: what is the problem of decision-making mechanism?

Zhang Junming: foreign enterprises may invite a person who is familiar with the Chinese market to operate the whole market, but the decision-making power is always in the decision-making level, and it is difficult for him to adapt to the market.

Many enterprises have no problem in the operation of Chinese people. After the acquisition of foreign capital, they gradually disappeared in the market.

Foreign capital and local brands have different concerns.

For example, China's concern is simple and fast. They are concerned about safety and reasonable application.

Although both are good, the same two things will be very different in the Chinese market.

So foreign-funded enterprises have an advantage in the high-end market, but they are generally in the low and middle end market.

I don't know what strategy L'OREAL bought for small nurses, but almost no nurses in the market after the acquisition.

Reporter: let's add a little more detail, for example, is Watsons directly competitive with you?

Zhang: No, because our positioning is quite different.

Reporter: so the seven color flowers have no rivals in the market?

Zhang Junming: Yes, there are no rivals, no competition, no development. Opponents must be there.

For example, anyone in this industry, no matter what, is always competing with you.

For example, when you were in high school, one person competed with you, another went to university, and another went to work.

No matter which stage the enterprise or the brand will have competitors, business opportunities can not be monopolized by one person. The business opportunities you will find will follow others. Business opportunities grabbed by others can also be created through innovation.

March into the big daily chemical industry

Reporter: the seven color flower group now has the brand of Yiri LAN. How does this brand introduce to us?

Zhang Junming: the seven color flower group has achieved a certain height. Our group is concerned about the cause of beauty and fashion business, and is also optimistic about the prospect of cosmetics.

So last year, we started to set up Yat Chi LAN Biotechnology Co., Ltd., launched Yat Chi LAN brand, then developed the formula, put forward products, to the market.

On the whole, we feel that the capacity of China's daily chemical market is quite large, and we hope to get a share from it.

The seven color flower group also has many advantages in the daily chemical industry. The seven color flower group has strong strength, which is a top class in China from capital, management, technology, storage and pportation, culture and so on.

There are also skin care products and make-up products in the product line of the seven colored flowers. For us, we need integration and personnel deployment.

In fact, over the past year, the market has made rapid and effective marketing and gained many consumers' approval. However, we are now going to dig deeper into the breadth and depth of the channel, which will have a greater impact in the industry.

Seize the market of skin care products at the middle end

Reporter: how does this brand locate, is it high-end, middle end or something like that?

Zhang Junming: locate the skin care products at the middle end.

Because when we analyze the market, our strategy is to catch the largest consumer group in China, that is, the white-collar workers with a certain consumption ability, and seize their own world through competition.

Reporter: another advantage is the channel. The seven color flower itself is a very sound channel.

Zhang Junming: that's not the case either, because the location of our whole yirchi and the seven colors is essentially different.

Yat Chi LAN is a high-grade cosmetics, mainly sold in seven color flowers, low grade cosmetics.

The target consumers of seven colored flowers are young girls, whose income is limited, so the product must be under 30-50 yuan.

And the price of Yat Chi is more than 100 yuan, so there are still many differences.

Our low-end products are also sold in seven color flowers.

Reporter: you said the low end, that is, Yat Chi LAN, it has a series of slightly lower.

Zhang Junming: because maybe Yat Chi LAN is also adhering to the innovative spirit of seven color flowers and constantly innovating products. We have developed ten major series, and three series are about to go public.

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Development meets talent bottleneck

Reporter: in the course of development, or what kind of difficulties do you feel in the process of feeling the company?

Zhang Junming: all the difficulties that I meet can be met by people.

Reporter: talent question?

Zhang Junming: Yes, there are very few people who are independent.

Reporter: is it because the whole environment of private enterprises is not very good, or are Chinese talents accustomed to starting their own businesses?

Zhang Junming: actually, this problem exists in all walks of life, but I have different views on this issue.

First, when China's economy develops too fast and grows too fast, many environment and resources will go wrong.

I think this is a major reason.

Second, I think there are many problems in China's education system. Many graduates may have to reeducate themselves before they graduate, so that they can become talents in all aspects.

Enterprise competition, operating costs, all kinds of costs are often wasted on the biggest cost of human resources.

A famous British scholar has said that the salary of an enterprise employee is 1/60 of the value created for the enterprise.

But I find that only thirty percent of employees are actually doing things.

Third, I still believe that the problem of family planning more than 20 years ago.

The number of people we need to use is much less.

I think that if China's economy is stagnant, it must be the problem of human resources.

There is no cheap labor in China anymore, and there are no more good labor forces.

Five years into the top three local skin care products

Reporter: what is the most important decision made by the seven color flower in its historical development?

Zhang Junming: Generally speaking, I think it is more sensible to choose the cosmetics industry, do what we want to do, or be happy.

The Chinese market is indeed quite large, and the growth rate of the cosmetics market is far greater than that of GDP.

In this industry, we will have more chances to start a business.

The key is to enter the daily chemical industry, the strategic choice is right, specific small things done right, or done beautifully, I think it is not worth talking about.

There must have been good battles and some not beautiful.

Reporter: so what do you want to make seven colors of flowers for seven colored flowers?

Zhang Junming: seven color flower belongs to the listed company. The whole group company's decision is collective decision, not the decision of individual will.

Why is there very few excellent companies in the cosmetics industry in China? I think it's a mechanism problem. It's all personal decisions. The boss has the final say.

Because both the good and the bad are related to individualism, the individual is strong, but it is hard for individuals to ensure that they are strong at any time. Collective energy is more reliable than individualism.

I am not strong enough to support the whole world.

Reporter: Li Bai, he also did a good job in family business.

Zhang: I have met with Chen too many times. He has given full power to himself. He even said that I did not know his spirit of enterprise. He did not know much about it. But Li Bai had a very strong culture of collective decision-making in the whole corporate culture.

Reporter: then tell me about the long-term development goals of yerchi?

Zhang Junming: I never make plans too far, usually three to five years.

Because we think so that our group's overall strength, including our requirements for the industry, the requirements of the project, or the requirements of the enterprise, is to really do a job.

So we set ourselves a five year plan to achieve the top three in China's skin care market.

Reporter: the top three Chinese skin care products market, which includes foreign capital?

Zhang Junming: not included.

Reporter: is it local?

Zhang Junming: Yes, because the goal is unrealistic and impossible to achieve. The impossible goal is zero.

Interviewer: it's an impossible goal.

Zhang Junming: Yes, because I think if the whole foreign-funded enterprise is added together, I don't think there is any possibility.

For example, it may take 100 years for China to build a brand like Lancome.

A local brand said to be a Lancome company, I think he may not have considered it clearly.

Tens of millions of new media outlets every year

Reporter: now the new media has become an important means of marketing brand communication. How do you view the influence of new media development?

Zhang Junming: brand communication enterprises see the navigation of consumers. What we see from consumers is what we pay attention to from that point.

Through the efforts of Internet media people over the years, the influence on consumers is getting bigger and bigger. To a certain extent, it surpasses TV, which is definitely far ahead of magazines.

So our group has invested more in this related network, and this year we have increased tens of millions of investment.

Reporter: how many millions have you put on the website?

Zhang Junming: Yes, they are all kinds of websites.

Reporter: will the Internet media be the main platform in the future?

Zhang Junming: for the seven color flowers, the key publicity resources or propaganda means must be put on the Internet.

For Yat Chi LAN skin care products, it may be dominated by television media and supplemented by online media.

After so many years of testing, seven color flowers found that the most effective platform for communication is the Internet media.

Reporter: is this the conclusion you have already reached?

Zhang: we have voted many magazines, basically stopped this year, and we have also voted a lot in the TV media. The overall evaluation effect is still the best of the Internet media, with the help of a relatively large network platform combined with our official website, the effect is very good.

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Fashion is beyond the present.

Reporter: today, Chang is also dressed very handsome. He is indeed a practitioner of fashion industry.

How do you understand fashion? How do you define fashion?

Zhang Junming: fashion should be said, everyone has different definitions.

Just like beauty, there is no accurate standard.

I think fashion is a pcendence of the present and a reflection of the future.

Reporter: in your daily life, I think it should also be a very fashionable person.

Zhang Junming: I don't care much about this.

Reporter: do you have any particular style of clothes you usually wear?

Zhang Junming: as a whole, I wear formal dress every day, no matter how hot it is, I can wear a tie.

But I still like leisure, because I don't want to restrict myself.

Wearing formal clothes is bound to restrict a lot of things.

Reporter: then why do you need to wear formal clothes? Is this the company's corporate culture?

Zhang Junming: I am a manager. I am an example. I need to use my own way to influence employees.

If I am too casual, employees may follow you at will, perhaps more than I do.

Reporter: what kind of hobbies do you usually have? What hobbies do you have outside your job?

Zhang: it seems that there is no hobby and energy is spent on work.

Because for my position, often the requirements of the enterprise or the requirements of the society are far greater than their abilities.

The brand of Yat Chi LAN includes seven colors of flowers. There are so many things that there is no time to think about other things.

Hobbies are actually a lot of hobbies, but there really is no time to run hobbies.

Reporter: actually, you have a better understanding of the Internet media just now, because you usually have more contact with the Internet? Are you a deep web user?

Zhang Junming: I know all the most advanced things.

I am engaged in the cause of beauty, and our products should be used by people who want to be fashionable.

If we are not at the forefront, we will be outdated. As a brand decision-maker, we must understand the mentality and values of customers.

Therefore, I should pay more attention to the network than the boss or boss of a general company.

Reporter: are you active in micro-blog or SNS community?

Zhang Junming: No, I don't have micro-blog.

If I build a micro-blog, I must build my micro-blog better, which will cost me a lot of time.

I know many people are playing micro-blog now, but I am not involved.

Advocating inaction management

Reporter: what kind of management experience can you share with us after so many years of management?

Zhang Junming: on the management, I pursue nothing, and of course, inaction is not really inaction.

I do not seek personal heroism, I think the strength of the team is endless. In the team, I am just a coordinator, organizer, I strive to achieve this level, but the result is very difficult, and many things still need to be done.

I think the position of general manager is more decision making, followed by guiding work, then checking and supervising. I think this is my main job responsibility.

For example, product development, design and recruitment should be delegate to other colleagues.

I often encourage employees to surpass themselves and tolerate them to make mistakes, because failure is the mother of success. I believe that employees can grow without making mistakes, and the wealth created after growth is far greater than the losses caused by their mistakes.

Reporter: where do you think a man's taste should be embodied?

Zhang Junming: the taste of men is first reflected in personal pursuits.

Secondly, I think a man of taste must be a wise man. He has his own requirements, willing to learn, willing to share, and can become a master in some aspects.

A man with taste will attract others to take the initiative.

A man of taste also needs love and responsibility. He is willing to give, have the ability to pay, and can shoulder the responsibilities of society.

Men's taste has nothing to do with appearance and appearance.

Reporter: what good books have you shared with us recently?

Zhang Junming: I like to read books about Laozi and Taoism.

There is a bestseller in America, "send it to Garcia." I recommend it to my colleagues in the company and recommend it to you.