Have you ever had such an experience, walking in a shopping mall or pedestrian street, suddenly attracted by a store, walking in to take a look, and found that the goods inside are less than ten yuan, and there are many types, good quality, and novel design, so that you can't help but want to buy a bunch?
This store is MINISO, a brand with a ten-yuan store as the main brand, its founder Ye Guofu, with his crazy ability to open a store, will be only worth 10 yuan of goods to make it popular, with an annual revenue of up to 20 billion, becoming a leader in China's ten-yuan store industry. How did he do it?What's the story behind him?
Ye Guofu was born in a poor rural family, and due to his family's difficult circumstances, he could not receive a good education, so he could only graduate from junior high school. But Ye Guofu has always had a strong desire to learn, he did well in school, and if there were no objective conditions, he could have been admitted to a major university and changed his fate.
Although he did not have the blessing of academic qualifications, Ye Guofu got the due reward for his hard work. Ye Guofu was not crushed by reality, he gave up his comfortable classroom and chose to go to Guangdong to create his own beautiful life. He believes that with his own hands, he can also create miracles himself.
In Guangdong, Ye Guofu found a sales job, where he was tasked with developing new customers and introducing products to customers. Unlike most salesmen, Ye Guofu pays attention to understanding products from the source and even entering the production site. This has enabled Ye Guofu to win the trust of customers, and they are willing to maintain a long-term cooperative relationship with Ye Guofu.
Due to his flexible mind and hard work, Ye Guofu soon became a sales champion, and his performance far exceeded that of his peers. After receiving a high commission reward, Ye Guofu decided to start a business and was no longer satisfied with working as a salesman in a small factory. So, he and his wife Yang Yunyun opened a small cosmetics store in Foshan. The couple sees this small shop as a starting point for their dreams and takes care of it as if it were a child.
Due to the high cost performance of the products and the fact that Yang Yunyun is good at makeup, the business in the store is very hot, with a daily net profit of 2,000 yuan, and there is an endless stream of people queuing up to shop. As the business became more and more prosperous, they decided to expand the scale, so they opened branches one after another, and named it "Oops".
As the store expanded, so did the performance and revenue. However, with the influx of Korean cosmetics, Ye Guofu's store faces the threat of market competition. Yip's success lies in his alertness, and he keenly sees the potential of the ten-dollar store market.
In a conversation with an old colleague, he learned that the market prospects of the 10 dollar store are very impressive. At first, Ye Guofu was skeptical of his old colleague's words, because he had achieved a lot of success in the cosmetics store and was a little complacent. However, when he heard that his old colleague's daily sales were as high as 4,000 yuan, Ye Guofu was not calm, which was more than twice the income of his store.
Ye Guofu went to the place run by his old colleague with a half-believing attitude, and found that the craze of the 10-yuan store far exceeded his imagination and had become a new business trend. Ye Guofu was inspired, immediately changed the direction of his business, and began to occupy a place in the ten-yuan store market.
Since he had a foundation in a cosmetics store before, and the process of selling cosmetics and ten-yuan small items was roughly the same, Ye Guofu quickly mastered the business skills. In order to obtain cheaper goods in the market, he did not hesitate to travel all over the world to find the best lower source of goods. Because his selling price is lower than other boutiques, customers are more willing to buy from him.
Worried about the lessons learned, Ye Guofu sought the business methods of various successful people and decided to expand his territory by joining. He named the franchise "Oops".
This brand has become the youth memory of many post-90s girls, which proves the audience level of "Oops". Since the opening of franchise channels, MINISO's brand influence and market share have been increasing, and it has gradually become a leading brand in China's 10-yuan store industry.
The secret of MINISO's success lies in continuous innovation and efficient operation. Ye Guofu pays attention to product development and selection, and each new product is strictly screened and tested before it is put on the shelves. He is good at capturing the needs of consumers and regularly launching new and practical products to attract more customers.
Ye Guofu pays attention to product development and selection, and each new product is strictly screened and tested before it is put on the shelves. He is good at capturing the needs of consumers and regularly launching new and practical products to attract more customers. In addition, Ye Guofu also pays attention to the design and packaging of products, which he believes is an important means to enhance the added value of products.
He hires a team of professional designers to create a unique look and style for each product, so that the product is not only functional, but also aesthetic and personal. He also equips each product with a beautiful box, making the product more valuable for collecting and gifting. Ye Guofu's products are not only cheap, but also have high-end quality and image, which makes his products more competitive and attractive in the market.
Ye Guofu's success stems from his unyielding pursuit of dreams, his change of direction, his continuous innovation, and his efficient operation. With his wisdom and efforts, he has created a business empire of his own, and has also brought more choices and convenience to consumers. His story tells us that as long as there are dreams, actions, and innovations, it is possible to realize our own value and achieve our own brilliance.