What Is The Name And Quality Product That Can Open 2 Stores In 1100 Years?

Over the past year, a brand entity store has been expanding only after the braised chicken rice.

When everyone was silent at the store, it appeared in the consumer's view with a bold and overbearing image: I was cheap! I was pretty! Come and buy me! It's MINISO.

UNIQLO's compel, the price of ten yuan shop.

His boss also said: Suning has nothing in my eyes.

In the end, what kind of model and bottom line has he let out such a statement? Let's take a look at today's article and listen to how Ye Guofu, the co founder of the famous and excellent product, is "confessed".

At the weekend, I saw a strange scene in Xuanwumen's SOGO Department Store: just entering the door, several big boys in front of the cosmetics counter were playing kicking shuttlecock in the hot air, while the customers in the mall were empty. A new idiom jumped out immediately: the door kicked shuttlecock.

Is the retail store's life time? No, recently, if you go shopping, you won't know a department store that calls you a good quality product: in less than two years, there are 1100 stores all over the world. This year's revenue is expected to be 5 billion, sprint 6 billion, and plans to open 6000 stores in 2020, half of which are overseas, with revenue breaking 60 billion.

What really touched me was not a digital game. It was a bit of a "boiling" sensation in the shop: Wudaokou was less than a square kilometer, and four famous and famous products were opened, no matter whether there were people queuing up sooner or later. Every time we went to the city, we could find new products and new designs. The large screen in the shop was rolling the earth night scene in rotation. Shanghai, Tokyo, Paris, New York, New Delhi and other urban groups were shining brighten, and the slogan "love life, love the name and create good products" reverberated in the shop.

Co-founder Ye Guofu, the little born in Hubei in 1977, has shown us ambition at the meeting. "Today's online traffic in China has been taken away by BAT. Where is the line traffic? It's in my hands.

At present, the number of people who enter the store is nearly 5 million, and the number of people passing by is even more numerous.

"More importantly, my mainstream customers are young women between 18 and 28 years old."

Then, he "bluster": "why is Suning (editor's note: Su Ning line shop") in my eyes, there is no money in my eyes. First, people who buy things in Suning do not believe in Internet users and customers are aging. Second, Suning stores are open in many remote areas and high-rise buildings, and the exposure rate is not high. Unlike famous brand products, they are placed in the first-class position of first-class business circle and can not escape. Third, Suning sells standardized products and is more easily subverted by the Internet.

According to Ye Guofu, although the highest price of the highest quality commodity is not more than 50 yuan, some single store performance in Wanda Plaza is ranked the first time, the first UNIQLO, second apple, and third are famous products.

I asked him, "what is the vision of the famous brand product expansion?"

After thinking for a few seconds, Ye Guofu jumped out of a sentence: "liberating a generation of young people."

"Now young people have a lot of pressure on their lives. We hope that we can reduce prices by trying to buy a box of rice in the past 10 yuan, and now that 10 yuan can buy two boxes of rice and an egg, will the young people's happiness index be improved?"

We talked for three hours.

One of the most talked about companies is UNIQLO. "Do you know what UNIQLO calls in Japan? It's called" money free clothes ". How do people do it?

I would like to add a "good" word, if one day, the name of creating good products can become people's mouth "no money good things", it is even more exciting.

At present, more than 3000 SKU, 10 yuan and 20 yuan are the mainstream. Ye Guofu wants to make the highest price in the shop within five years, not exceeding 50 yuan.

"I take the low price line, I hope to do a high volume of customers, and now the gross profit around 8 points, I strive to control the gross profit in 6 points to achieve economies of scale.

Of course, it is possible to expand the revenue side by grafting other ways, such as our own P2B Internet Finance (editor's note: sub PO) and the future cross-border e-commerce products.

Now our WeChat public number has 10 million fans and can be pferred from offline to online at any time.

The success of famous brand products is another important point, "timing".

I said he "copied" a few "bottom", Ye Guofu thought: first, the physical storefront is sluggish, the store rent drops; second, the export is blocked, the supplier eliminates the stock pressure to be big, the name creates the superior product to be able to purchase at low cost.

Ye Guofu added: "we have copied the bottom of the economic situation, and the worse the economic situation is, the more advantageous it is for me, because consumption is more rational and the necessities are more popular. UNIQLO is the rise of the Japanese economy in the 80s of last century."

Guangzhou logistics center.

At present, there are seven big names in the world.

Center: Guangzhou, Changshu, Wuhan, Chengdu, Langfang, Shenyang, Xi'an.

Xinjiang is under construction.

The two is the impact of branding on prices.

"Traditional retail companies generally has gross margins of more than 35%, such as Semir, Anta, Metersbonwe, XTEP and other brands. Maori is basically 40%. How much is the gross profit of famous brand products? 8%.

According to the traditional mode, it is assumed that 1 yuan will be purchased, the middleman, the brand operator and the operator plus 40% gross profit will be 1 yuan 4.

However, only 8 points, 1 yuan and 8 points, will be added to the product. Meanwhile, the upper limit of 30% of the retail price will be strictly controlled, so the terminal price will be very low. This is a revolutionary change.

How to survive in the low profit margin of enterprises? The logical relationship behind them is to rely on capital to push them forward.

"I become a famous product, and I can no longer be a" small peasant consciousness ". I have prepared nearly 1 billion of it. It is not enough to take millions of projects in the past.

Where is the gold content of the new retail formats higher than the traditional retail formats? Ye Guofu said, "three high" and "three low", that is, "high efficiency, high technology, high quality, low cost, low gross profit and low price". After these six key words, my product can be like tap water, so that consumers can't use pressure and want to use it.

Today, many people say that the Internet has changed the habit of public consumption, and retail stores are finished. I think this is a flicker.

Looking back, how did the Internet break down the line?

The Internet saves a lot of intermediate links. Customers vote with your feet. Your price is high, and it naturally leaves you. But if you can do the same price online, I believe that consumers will return to the line. The expansion of UNIQLO and famous brand products is a proof of the fact: who can bring down the price on the basis of guaranteeing a certain quality, and who can regain the market.