In Shandong, describing a person's snobbery is generally described as follows: XX is a businessman and even has a derogatory taste in it. So at first, I thought that Wenzhou people were all out doing business, and they should be businessmen, so I formed a prejudice invisibly in my mind, thinking that people who do business are snobbish and difficult to associate with.
There is a saying called "I don't understand, but I don't understand!" " After really getting in touch with Wenzhou people, I think they are a respectable group because they have many excellent qualities. Today, I wanted to write an impression of Wenzhou, but I was really unfamiliar with eating, drinking and having fun in Wenzhou. Because I have only been to Wenzhou once, I wrote an impression of Wenzhou people.
I'm a junior entrepreneur, and I haven't achieved much. It's hard to meet high-end people on your own. Some high-end people I met in Qingdao were introduced by Ajun. When I asked about my work at school, Jun asked me how I was doing. I said I made it. There were only two products at that time, but we have achieved a turnover of 20,000 yuan/day. The marginal cost of educational products is relatively low, so the profit is relatively high. I gave her a general description of my work in Shanghai.
Jun said that he would come to see you when he is free, because Jun is a graduate of Shanghai University. She is familiar with Shanghai and has many classmates. The density of flights from Qingdao to Shanghai is relatively high, and it is very convenient to travel from Qingdao to Shanghai. Then I made an appointment, because I said I would introduce Mr. Hu to Jun for an interview. Jun likes to communicate with thoughtful people.
Two days later, Jun called me. She said that she wanted to visit the school with a friend. On the other hand, she wondered whether the Ke Fan model was feasible. At that time, she didn't say who this friend was. Later, Jun didn't come because of something in the newspaper. Her friend is here. This is the first Wenzhou entrepreneur I know. Call him "Mr. Chen" He went to Shanghai Jiaotong University to study. But I'm not going, so I'm here to chat. He said that the core "course" is for everyone to come out for tea and chat after class. This is the most interesting thing. As for what the teacher said, it's basically useless, because EMBA is a course designed for multinational companies, which is of no use to local enterprises, but these students who study EMBA are resources, so everyone will get together to eat, drink and have fun after class.
He gave me a business card with a simple title on it. He is the chairman of an investment company and his business card is relatively simple. He is a more capable person, giving people a very practical feeling. He uses the mobile phone of a Vertu collector, which is beautiful and feels good in his hand. His EMBA classmates texted him and told him where to eat in the evening. He gave me his mobile phone, let me read the message and asked me if I knew this restaurant. I said I didn't know, but I thought the phone was cool.
He said he was from Wenzhou. At present, investment is the mainstay. If there is a good project, he can provide it to him, or cooperate or transfer it. He even asked me to ask Mr. Hu if he wanted to invest in the school, because he said that investing in education can not only accumulate fame, but also accumulate morality for the investment company. The key is that he is very optimistic about asking the school, although the education mall of the school had just made a profit.
I don't think he knows anything about the Internet. I thought the exchange meeting was difficult. I analyzed the development model of the school with a small blackboard. The model is simple. I asked the school to provide brand support, product development, customer service and after-sales, and the promotion and sales process was completed by the agent. I'm afraid he doesn't understand. I also drew a topology map specially. He said that this model is very simple and completely consistent with the model of making clothing brands on the ground. He said that this model is feasible. As long as the agent can make money, this model can be bigger. If the agent can't make money, this model is useless. On the contrary, if the agent can't make money, it must be a product problem, so in the final analysis, whether the model is good or not depends on the product.
He said that he has been making shoes for 20 years, and basically he wears a pair of shoes, so he knows how much it costs. If it is produced in Wenzhou, he also knows which factory produced it. He said that Vanke Eslite is very popular now. If you have very good quality shoes, how much advertising cost and success will it take to promote them online and use the same model as Fanke? ! What would you do if you were asked to sell shoes online? This is the question he asked me at that time.
I said, first, let's analyze Vanke's success. Although Vanke has achieved an annual sales of 500 million, we can only admit that it is an internet brand, but we can't admit that it is a clothing brand, because most people who have bought its clothes will not buy it again, because the quality is really poor. When we first started as an education mall, we wanted to know about Vanke's distribution methods. We bought five clothes of Vanke, all of which were really cheap. A dress is about 90 yuan. But after I got it, I understood that it was no different from the clothes that cost ten dollars. Just look at Vanke's reputation. It's a curse, because it's made by a group of people who do the internet, and what he pursues is profit. This is the first reason for his success, that is, the product cost is very low. Therefore, many clothing brands find themselves losing money when imitating Fanke's crazy advertising, because the clothing cost is too high.
So why should Vanke use such cheap clothes to hit the market? Because of its promotion cost, the clothing advertising cost in Ke Fan is about 50%, so if the cost price of the product exceeds 50%, it is definitely a loss. At the same time, Ke Fan's founder is a person in the internet circle, and his initial advertisements are paid according to the effect. For example, he put an advertisement on Sina and cooperated in the way of selling 39 yuan commission, which is also a cooperation resource that outsiders can't get.
Therefore, apart from Ke Fan, there has never been a good clothing brand, because regular brands will not do online direct sales mode, which will directly impact the ground agency system, which is counterproductive. It's not that selling shoes through the Internet is not feasible, but the current network determines that if you want to make a brand through crazy advertising, you must have enough profit space to balance advertising expenses and sacrifice product quality.
Mr. Chen said that this is similar to his analysis, and predicted that Vanke will not last long, because a brand, if the first product does not build a good brand image, it will be difficult to make up people's first impression of it even if they try hard later, just like BYD and Geely, even if they launch millions of cars, no one thinks it is a high-end brand.
I said, what if I promote shoes? It depends on the specific situation:
If it is authorized by a regular brand, such as Nike, then I will open Taobao Mall, and with the influence of the brand itself, I can naturally generate income. He interrupted me when I talked about this topic. He said that your idea is very good, because it is difficult for the Internet to convince others that a famous brand is genuine, and the official certification of Taobao Mall can solve this problem. He asked me, then you can form a team to help some big companies open Taobao Mall and sign an online agency agreement for 3 to 5 years, so that you can grow bigger and bigger, and you can make your career bigger with the help of other people's brands.
At that time, hearing his analysis, I thought it was feasible in theory, but I never knew how to negotiate with other merchants, and I didn't know that my heart was not in Taobao Mall. But today, in retrospect, I missed a good opportunity. The last issue of Taobao introduced a company doing Taobao Mall. Now they have signed mall promotion agreements with more than 20 brands, usually for three years, because most brands are not familiar with online promotion. And they specialize in shopping malls, and naturally they can be favored. There are also successful cases. The more they do, the easier it is to become bigger, because when they deliver the goods, they will also cut out the advertising pages and cash coupons of other brands. Now their gross profit is more than 6.5438+million a year.
If it is a new brand, I suggest not to be an independent B2C mall, but to settle in Taobao, because Taobao has become a gathering place for online shoppers. If we open another platform, it will be a waste of time, just like lamb's underwear. We can throw out an online brand by investing 5 million advertising fees.
He denied the idea. He said that this idea is feasible for companies with venture capital. Many companies spend money desperately after getting venture capital, because they may not pursue how much profit, but hope to make some fakes and give some cash in the process of spending money. He said that he is an investor himself and is most familiar with this. His advice is, if you are an amateur, then slowly enter the Internet.
I said that if it is a new brand, there is another way, that is, to make it a B2C independent mall, but the main station doesn't sell it, all of them are sold at the agency station. Just like the mode of asking the school, you have to pay a certain fee to get the agency qualification, but there is a premise that the product must be reliable and can generate repeat customers, and the agent will make a permanent commission at the same time. For example, if a customer is promoted by me, I will get a commission no matter how much he spends in the future, so that everyone can get it.
Mr. Chen said that this idea is feasible, but for an enterprise, the most difficult thing is to recruit agents. So how do you think we can recruit agents? I said, this is what we are good at. There are two levels of agents. The first layer is like a regional agent. For example, if you have a B2C mall selling shoes and I am your first-class agent, then I can develop an agent. These agents are the direct promoters. For example, their promotion commission is 25%, and I take 5% of their sales. There are many people who have connections online. If you give them a first-class agent, they will
He asked me, how sure are you? I said that I asked the school to recruit 40 agents a day, and advertisements would soon be all over the Internet, so I thought it could be started instantly.
Having said that, he didn't say anything, and then suggested going to dinner together. I didn't go because it was his classmate's party after all. I called Jun and reported the situation to Jun's sister. Ah Jun said that this friend is very unusual. He is the secretary-general of the Chamber of Commerce, that is, the third-in-command, and also the general manager of the famous leather shoes in Shandong (temporarily confidential). Now the liquidity of the investment company exceeds 1 100 million yuan. ...
After listening to this, I regret being so arrogant and showing off the Internet in front of others. I don't know why he left so soon. He must be dissatisfied with me, but things are not as bad as I thought. After a week or so, the boss of a fitness equipment factory in Wenzhou contacted me. His surname is Hu, so call him Hu. He said that Mr. Chen has always been an investor in this fitness equipment. He heard teacher Chen mention me and told him to find me and work out first.
Mr. Hu is the second Wenzhou native I contacted. I went back to Qingdao to deal with some things. Mr. Hu came to Shanghai to see me. I said I was in Qingdao. Mr. Hu said, I'll buy you a plane ticket. I said I didn't need it, so I bought my own plane ticket and flew back to Shanghai. My daughter-in-law and I met with Mr. Hu at "One Tea One". The Shanghai manager who had fitness equipment at that time was a beautiful girl. Let me call her Sister Wang.
Mr Hu's notebook is very attractive. The screen can be rotated and you can write on the screen. I was deeply attracted by the notebook that day. Later, I went home and bought one with the same function, but it was second-hand. IBM Series X4 1, get to the point, Mr. Hu showed their products. The biggest feeling after reading it is that the design is very emotional and a little Korean design style.
Because at that time, they were mainly doing OEM work for big foreign brands, and they were going to design a new brand for domestic sales. I didn't have a name at that time, so I chatted with them for a while that day and then left. It was a strange day. I wonder if I got it on the plane. I had a high fever in the afternoon and burned until the next day.
The second time I saw Mr. Hu, he came back from Hong Kong. He told me his itinerary a week in advance. He is a very serious person. He said that before going on a business trip, he bought the plane tickets he needed to buy during the trip in case he changed his mind. He came to Qingdao to discuss the promotion ideas of this product, and later decided to go to Taobao Mall. At that time, he had thought of the name BESTFEEL, and later decided to use this trademark. Now, it is.
Teacher Hu gave me the greatest feeling that she was very planned. He makes plans every day and does things strictly according to the plan. There are grand plans and detailed plans. I remember he stayed in the Oceanwide Celebrity Hotel next to Qingdao Newspaper, and he could see the sea view from his bed. It is really comfortable.
After returning to Qingdao, I had the opportunity to meet more Wenzhou friends. It was the first time that I realized that Wenzhou talents were our role models. Once I went to their office, some of their friends, some driving Ferraris and some driving Land Rover, thought that the office must be magnificent, but after I went, I felt completely different. Their office is in a residential building, where a friend joked that the office is used for daily chat.
Tell me what I saw and heard in Wenzhou circle:
1. breaking the law means breaking the law, and obeying the law means obeying the law. Speaking of QQ from plagiarism, Xunlei Youku from piracy, HAO 123 from virus, Ke Fan's clothes are all rubbish ... Mr. Chen said that if you drive in a rural town, the tractor is in front of you and you are driving in the fast lane, if you can't overtake from the right according to the traffic law, then you can only walk behind the tractor all the time, so you will never run fast, and what about others? He said that in the early stage of any industry development, just like the road of a small town, the rules of the game you need to know are developing rapidly. On the contrary, if you always want to obey the rules of the game, you will be as slow as a tractor. On the contrary, when an industry is mature, just like driving in a big city, you must obey the traffic rules, or you will be punished, just like in the early days of Vanke's development, if high-quality clothes are sold at low prices, if you can't make money, that is the biggest failure of an enterprise. On the contrary, if a customer makes money, he can create a new high-end brand when the network is mature. Because he is rich, he can do the same, so he must know whether his road is rural or big city.
Wenzhou people have always been ahead of other provinces in investing in real estate, land, coal, red wine and agricultural products. Why? Mr. Chen said that there are two basic factors. First, Wenzhou people like to make money together, which can be seen from the development history of Wenzhou people. For example, at first, someone went out to work and found that the business of making shoes was good, so they took this technology home, so they asked my uncle to make shoe boxes and menstruators to make shoelaces ... In this way, everyone developed. Second, although there are chambers of commerce in every province, most of them exist in name only, but Wenzhou Chamber of Commerce is different. It will play a real role, that is, let everyone share the good projects discovered recently, and then everyone will enter a market together and the association will communicate regularly.
3. It is better to stick to the 1 0 project for 30 years than for 3 years. He said that the most promising industry is the first three years, because it is easy to make money at this stage. For example, leather shoes, originally sold from Wenzhou to Qingdao for 20 yuan, sold at 100, which is very easy to make. Because there are only a few leather shoes, the market is almost in a semi-monopoly state. But after three years, everyone knows the profits here, not only more and more leather shoes are sold, but also the prices are becoming more and more transparent. At this time, he said, in the entrepreneurial environment of China, we need diversified development, so we need information. As soon as we hear about making money, we should enter immediately, and don't wait, so his fields are: real estate, red wine, fitness equipment, seafood hotels and so on.
Wenzhou people like to let others make money, but they don't like to make money by themselves. He said that this is the biggest difference between northerners and southerners. Northerners like to hold all their shares and rights in their own hands, and like that kind of virtual ostentation and extravagance, such as showing off to friends: this company is mine alone. Wenzhou people, on the other hand, said that if they are optimistic about a market, they will invest themselves and let people with entrepreneurial ability share a piece of the action. He took his own restaurant as an example. He said that he invested in this hotel, but he didn't understand seafood, so he went to the lobby manager of his peers. He said I wouldn't give you money, but I would give you 40% of the shares. What would you do? ! Of course, if the other party is willing to do it, he will do it as his own thing. They Wenzhou people also cooperate with each other. They basically monopolized the red wine, clothing brands, shoes and glasses in Qingdao. Do you worship them?
Their division of labor is very clear. For example, if someone specializes in brand optical shops, someone will invest, and they will devote themselves to making optical shops. For example, if someone specializes in making playboy clothes, then everyone will invest and let them enjoy the resources. If you take their business cards, you will find that there are more than a dozen brands behind their business cards, and they are all well-known brands.
5. Qian Shengqian is the fastest. He said that entrepreneurship must study the future development trend, and the country will inevitably open personal banks in the future, so they are ready to enter this market. Their main business now is capital operation. In fact, it is very simple, that is, a large enterprise has borrowed money from the bank, but it can't afford it. Then the bank lends money to the enterprise and returns the money to them. This is called "bridging", and they have been doing this for many years. Recently, I often listen to the radio in the car. I heard that it is also available in our local area. It is said to be the first one. Alas, this is the information behind the times.
Usually he also does venture capital. He said that venture capital is basically five draws, three wins and two losses, because the investment company's own money is invested by shareholders. He said that shareholders' money will not be invested in one project at a time, but will be divided into 10 shares on average to spread the risk, that is, don't put the eggs in the same basket.
This is also the life planning advice he gave me. He said that if you want to make money quickly, you must learn to operate capital and do multiple projects at the same time. It doesn't matter if the project is small, and it doesn't matter if there is no time. You should learn to make others make big money, and you can also make small money, so that you can easily make money and run dozens of projects at the same time. He said that it turns out that this is the fastest way to start a business. If they stick to one direction, most people will die alone.
After contact with Wenzhou people, I think they are a group of wise people and very approachable people. They don't have big shelves, and they all pay great attention to their personal image. They are generally young, which may be related to the little pressure of life, and they are completely different from the Wenzhou people I imagined.
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