" Kicking " Lin Chiling " Near " Guan Xiaotong Urban Beauty Only HK $1.

In 1995, Zheng Yaonan, a 20 year old boy from Fujian, came to Shenzhen for gold for 500 yuan. At that time, Shenzhen was far from such a place today.

"Opportunities given by the times are sometimes better than personal struggles and efforts."

In the process of urban development, as long as smart enough and willing to endure hardships, then the probability of personal success will be greatly improved. With the growth of these young people in Shenzhen, as long as they can stick to the present, they can have one or two tens of thousands of apartments by themselves.

In 90s, many buildings in Shenzhen were not air-conditioned. The sultry weather always drove people crazy, but all of this was unusual for the 20 year old secondary technical school graduates.

Zheng Yaonan's first job was WAL-MART's security guard. As with most graduates, he always seemed to be attentiveness and prudence in his first job.

In the days of looking at the gate, he can quickly remember the faces and names of the customers who enter and leave the supermarket, so whenever customers come in and out of the supermarket, he always smiles and greets them, so that he has impressed the customers of the supermarket, which lays the foundation for his future mobilization.

In addition to his earnest work, he was quite different from ordinary people after work. He classified the wages of 1000 yuan a month, in addition to the necessary daily expenses, and almost all the rest was spent on book learning. His fate soon changed. He was transferred to be a security guard in the store. It was this experience that changed his trajectory.

During the time of selling, there are two things he likes to do besides the necessary work.

The first is to observe customers' consumption habits.

The second is to observe salesmen's marketing skills.

In this way, he gradually became interested in management, and gradually he had a certain understanding of supermarket commodity management and management.

On one occasion, he heard that a small bottle of cosmetics could sell for 300 yuan. At that time, his heart had a great impact. He wanted to know why a bottle of cosmetics could be worth 1/3 of his salary. Driven by curiosity, he applied for a shopping guide at the supermarket make-up counter.

The work of shopping guide opened another field for him, and also satisfied his understanding of products. Because of his outstanding ability, he was promoted to a sales director by a grass-roots shopping guide. Two years later, he took the twenty thousand yuan he had saved to start his own business and started his career in the cosmetics industry he was familiar with.

His first venture was surprisingly successful, and a year later he opened 10 stores and earned the first pot of gold in his life.

Under the coercing of the huge aura, Zheng Yaonan gradually became unsatisfied and only made cosmetics. He began to extend his business tentacles to restaurants, stationery stores, bookstores and other industries. These unfamiliar fields soon brought him to the taste of failure. Not only that, but the stores that had been rushed away almost exhausted the money he had saved from selling cosmetics.

At the heart of his dismay, God gave him second chances.

By accident, he passed through the roadside stalls in the east gate of Shenzhen, and saw a crowd of people surrounded by a group of people, who were selling underwear. When nervousness and curiosity drove him, he came up with one and asked for the price. The stall seller proudly told him that those underwear with less than ten yuan could sell more than 100 pieces a day.

At that time, his heart was extremely shocked. After he returned, he immediately made market research. He found that the differentiation of high-end underwear and low-end underwear is very serious in the market. Although the quality of high-end underwear is good, high prices will block a large number of consumers. But low underwear is cheap, but it can not satisfy people's requirements for quality and aesthetics.

After finding this business opportunity, he began to turn off his storefront, acting as the middle end underwear of other brands. Besides, he put underwear, socks and underwear in a specialty store, so he created a marketing mode of "one-stop shopping".

In 1998, after accumulating considerable capital, Zheng Yaonan founded the "city beauty", mainly engaged in middle end underwear. And by virtue of the mode of price performance and franchised stores, urban beauty soon opened the market in three or four cities.

In 2003, urban beauty ushered in a period of expansion. During the SARS period, Zheng Yaonan bought a lot of factories and stores at a low price. At the most exaggerated time, a street can see several stores of "city beauty".

In the ten years since then, urban beauty has maintained a relatively high growth rate. In 2010, in order to effectively and scientifically manage, he spent a lot of money to build a company's specialized IT system, so that he could quickly understand the sales and inventory situation of the national stores through the Internet.

In 2012, urban beauty welcomed the first turning point. On the way of "fast fashion" transformation, Zheng Yaonan spent a lot of money inviting the "goddess of the nation" Lin Chiling as the spokesman of the image, and signed for several years.

In 2014, the city beauty came to Hong Kong successfully. More than 7000 stores, which earn nearly 5 billion a year, let it sit on the throne of "the first strand of Chinese underwear".

In 2015, the city beauty ushered in its high gloss moment, 4 billion 553 million of its revenue, 540 million of net profit and the market value of more than HK $20 billion.

Blessed is the calamity of the calamity.

After 2016, the underwear of urban beauty began to be unsalable, and the strategy of urban beauty did not change at that time. Zheng Yaonan thought that the difficulty was only temporary. So he began to do a lot of discount sales promotion, but this did not change the current situation of urban beauty, which triggered off the tide of offline shop, just like today's La Natsu Bell.

On the stock price, the price of urban beauty dropped from HK $9 to HK $2 in one year.

After being rectified, the urban beauty performance in 2018 rebounded briefly, and the share price also rose to HK $5 from a minimum of HK $2. After the rise, there is an endless fall. The short change of sales channels has not changed the real situation of urban beauty. By contrast, the beauty of the city has already lost its original cost-effective performance and fashion. Under the "encirclement and suppression" of brands such as UNIQLO 6ixty 8ight, its past superiority has vanished.

In June this year, in order to save the urban beauty, Zheng Yaonan took great efforts in the brand endorsement. He first "quit" Lin Chiling who married a woman, and invited a more young "national girl" Guan Xiaotong. In August 19th, Zheng Yaonan resigned.

Obviously, Zheng Yaonan's method of stimulating products by replacing spokesmen did not work. Over the past year, the price of urban beauty dropped from HK $5 to HK $1, creating a record low. Today, its market value is only HK $2 billion 300 million, and its market value evaporated by about 18 billion yuan from its peak.

Lin Chiling can't save the urban beauty, nor can Guan Xiaotong. Only Zheng Yaonan can save the city beauty, but he resigns.