Ye Guofu Bet That If The Real Store Loses, He Will Pay For Wang Jianlin.

The name of the top quality product has torn up the last layer of paper, that is, the virtual price of the retail terminal price. One is the obsolescence and heavy of the channel. The two is the greedy control of the brand by the brand, and the two spaces are knocked out, and the price space suddenly appears.

The main point of competition may not be online or offline, but the distance between factories and shops.

There is no contradiction between quality and low price, quality and low price are relative.

Why do many of us think that "high quality and low price" is a contradiction? Isn't UNIQLO's clothes not cheap at high quality? Because the high price and huge profits of the traditional physical retail market distort the price system of the Chinese market.

How to make quality and low price for famous brand products? I use popular language to talk about finding the top two suppliers in every category, large-scale purchase, buyout system supply, short supply from factory directly to shops, control every detail, do not spend one point of cost, plus 7~8% super low gross profit, so that we can create high-quality products at high quality and low price.

At the end of August, in Shanghai's 1000 people pformation class, I released a PPT: "how to save a department store."

I asked the 1200 participants, if I had a department store on the road in Nanjing, Shanghai, who would like to take over as manager?

No one raised his hand.

In the past few years, the retail industry has been hit by the fatal impact of Internet Co such as Taobao and Jingdong. Since 2011, the customs craze has swept across the country. Meanwhile, the rental price of the store has declined at an annual rate of 12%.

Of all the traditional industries that are in urgent need of pformation, the retail service industry may be the worst.

But from December 2013 onwards, a Hubei born person who was born in 1977 began to set foot in the department store industry. Up to now, he has opened more than 1100 famous stores in the world, and the sales volume is expected to reach 5 billion yuan by the end of this year.

I once walked into a famous product with curiosity. It opened in a Wanda Plaza in Jinshan District, Shanghai, with an area of about more than 300 square meters. It is full of everyday commodities, from lipsticks, sunglasses to coloured pencils.

Walk around.

The most amazing thing is that when the price of goods is cheap, most of the products are priced between 10 yuan and 80 yuan. I heard at least two pairs of girls whispering together, why is it so cheap?

When the short Ye Guofu sat down in front of me, I asked the same question, why is it so cheap?

Ye Guofu has been a chain store for ten years, and before that, he founded the alas brand, the main trinket.

Three years ago, when he traveled to Japan, he found that boutique shops were everywhere, there were many 200 yen shops and most of the goods were produced in China. "How much is two hundred yen and 12 yuan?

12 yuan to buy such a good thing, let alone in Japan, that is, it will be sold out in China.

Under such circumstances, I think we can do one thing like this.

Under the chance coincidence, he met Miyake Junya, a young designer. The two of them jointly started their business in Japan, Miyake Junya was responsible for the design, and Ye Guofu was responsible for supply chain integration and shop operation.

Listening to Ye Guofu's famous way to create superior products can be summed up as follows:

Direct collection of goods: there are about 3000 kinds of goods in a famous brand shop, most of which are directly ordered from more than 800 Chinese factories, so that they can guarantee the price advantage.

Almost all of these factories are exported, and 80% are in the Pearl River Delta and the Yangtze River Delta.

Design management and control: the name creates superior products to control the core power of the design of commodities. Apart from food, all of them use the brand of MINISO (name creation excellent product), thus mastering the pricing power of commodities.

Fast turnover: the general department store's commodity circulation time is three to four months, and the name creation product can do 21 days. Ye Guo Fu invested heavily in developing the supply chain management system, and managed the big data for all commodities' dynamic sales speed, and improved the efficiency of capital and sales.

With capital

To implement investment alliance, rent and decorate the shop by investors, create a good product for unified distribution and sales management, and investors participate in the business volume sharing, thus greatly increasing the speed of opening stores.

Global thinking: global output

Seamless docking with the global sourcing strategy. At present, there are 20% foreign purchases in the Chinese market, and at the same time, the layout of shops is gradually internationalized, from Tokyo, Hongkong,

And Dubai began to radiate the whole world.

Fans operation: through the "scanning micro signal can give free shopping bags" method, quickly accumulate fans, in a short span of a year, the name of WeChat subscriber number of more than 8 million users, become a super large, so as to create the possibility of interactive marketing.

The above six points do not make any startling pioneering work, but they are one of the key points in the current retail industry. Under the resolute and efficient implementation, the famous and excellent products have made an amazing new world in the chilly "retail winter".

Ye Guofu's experiment once again proves the truth of such a pformation: the innovation of the retail service industry should first take place in the links of commodity ordering and supply chain, not just a marketing pformation. The supply chain is the "waist" of the retail industry, and the waist force can help to reverse the overall situation.

Ye Guofu expressed his super confidence in the physical retail store. He even said, "Ma Yun and Wang Jianlin's gamble, I think Ma will be defeated. If the real retail sales are lost, I will give Wang Jianlin the money."