In 2002, Hao Xinxin, who lives in Yantai, Shandong Province, just graduated from university. She came to Shanghai under the affectionate call of her boyfriend. My boyfriend is a professional buyer in a well-known shopping mall in Shanghai. He travels all the year round, collecting fashion "treasures" for shopping malls.
After coming to Shanghai, Hao Xinxin quickly became a programmer of an IT company in Pudong with her computer major. Although as a newcomer, her monthly salary is only 2600 yuan, but after all, her dream of white-collar workers has come true.
In Shanghai, white-collar workers are often synonymous with "new lazy people". They are well paid, well dressed, advocate a simple and time-saving lifestyle, and dare to exchange money for energy and time.
Hao Xinxin's boyfriend's life is a typical "lazy style", and his residence has a set of "new weapons" necessary for lazy people. In order to facilitate moving and traveling, he likes to sleep on an inflatable bed; The new dishwasher he bought can even be thrown into the pot for cleaning; He puts on "lazy socks" every morning to save time in distinguishing heels; He uses the lazy breakfast machine to automatically generate delicious sandwiches at an alarming rate every day; His sweeper doesn't need the user to bend over at all. ...
On the night of Hao Xinxin's birthday, the young couple had a small party at home. When a group of white-collar colleagues saw the lazy products she and her boyfriend used before, they were all surprised. Some of them suggested that Hao Xinxin should not open a "lazy shop".
Hao Xinxin was shocked and thought excitedly: Yes, who doesn't want to save some time in the face of the fast pace of modern life? If you open a "lazy shop" and specialize in lazy products that can save white-collar workers time, will there be a big market?
Clever attack, selling fire to the beach
Hao Xinxin is a hothead. He just does what he says. June 5438 +2003 10, Hao Xinxin resigned decisively. She and her boyfriend took out 60 thousand yuan savings and started a massive "search for goods" On the one hand, Hao Xinxin visited all major wholesale markets in Shanghai and bought many disposable items. For example, disposable tableware, napkins, tablecloths, disposable towels, toothbrushes, soaps, disposable aromatic shoe polish, paper underwear, slippers, and fashionable breast stickers called "lazy girl bras" ... these are goods that do not need to be recycled. They are easy to operate, throw away after use and are very popular with lazy people at ordinary times.
At the same time, my boyfriend and his colleagues also took the opportunity to go to shopping malls in major cities at home and abroad to choose goods, and by the way, help her collect some fashionable goods suitable for "new lazy people", such as "lazy flower pots" that only need to be watered once a month; Whether you want to sit, lie or lie down, it will make you very comfortable. A "lazy trash can" that can automatically compress two-thirds of the garbage volume.
A month later, Hao Xinxin selected an idle shop of more than 40 square meters near Zhangjiang Science and Technology Park in Pudong. The service groups of "lazy products" are mainly white-collar workers who are busy with work, often travel overtime and have no time to take care of their lives. Tens of thousands of white-collar men and women gather in the skyscrapers here every day, which is a treasure trove for opening lazy shops.
For the convenience of lazy customers, Hao Xinxin turned the store into a supermarket. The interior decoration of the store is simple and fashionable, which makes the "new lazy people" feel affinity at first sight. Unexpectedly, as soon as the name of "lazy goods store" was typed, it immediately caused a sensation nearby. On the first day of opening, the popularity of the store was far beyond Yan Yan's expectation, and the store was almost packed. However, although there are many people watching the excitement, the business in the store is always tepid. At the end of the day, the turnover is only in 300 yuan, and only some disposable commodities are sold.
An enthusiastic customer reminded Xinxin: "There are so many interesting and practical' lazy goods' in your shop that I almost missed them. In fact, you should take the initiative to introduce these products to everyone, otherwise who knows? "
Wake up the dreamer in one word. The next day, Xinxin moved the workbench to the door of the store and demonstrated the magic of these lazy things to the white-collar men and women who were watching. Sure enough, this kind of "stir-fry and sell now" promotion method quickly boosted sales, and the turnover of that day was as high as 2300 yuan, more than 7 times that of the previous day!
Then, Hao Xinxin came up with the second trick-carefully making a beautiful direct investment manual to introduce her "lazy goods". This move is really clever. Just after a week, Hao Xinxin has completely opened up the sales situation, and the business in the specialty store is getting more and more hot, and it is crowded every day. The favorite products of "new lazy people" are automatic breakfast machine, disposable fashionable breast patch, slippers for mopping the floor, lazy sofa and so on. These products are often sold out. Within a month, Hao Xinxin went to the wholesaler five times in a row. Later, every product she sold was registered in the notebook, and then several best-selling products were selected and "eaten" in large quantities when purchasing. ...
Through word of mouth from customers, the popularity of Hao Xinxin's shop gradually resounded throughout Shanghai. With more and more "lazy people" entering the specialty store, her monthly income is soaring. In just 4 months, Xinxin miraculously earned back all the original investment. After half a year, the monthly profit of the specialty store has exceeded 20,000 yuan.
Small setbacks, big business.
By the beginning of 2005, Hao Xinxin had accumulated a wealth of 200,000 yuan. Seeing that the small storefront has been "filled" with customers who come in every day, she decided to expand her business and open a chain store. In March of that year, Xinxin gave everything she had, and opened two branches in Zhabei District and Xuhui District, and gave them to four fellow villagers for full care. After the opening of the new store, the business is also very hot.
Two months later, just as her "lazy business" was booming, something unexpected happened-it seemed that five or six lazy shops imitating her suddenly appeared in Shanghai overnight. Colleagues kept commodity prices low, which greatly impacted Xinxin's business, and many former "die-hard customers" were taken away by rivals. Seeing that the once prosperous storefront gradually quieted down, Yan Yan could not help but worry that the two branches were almost on the verge of "closing down".
In order to compete, Hao Xinxin decided to add more new products and win with the advantages of "various commodities". So she began to visit Canton Fair, Lanzhou Fair and Yiwu Commodity Fair frequently, and selected new products suitable for lazy people from thousands of exhibits to take back to the store. At the same time, let my boyfriend take the opportunity of business trip to collect lazy items at home and abroad for the specialty store. After some searching, the goods in Hao Xinxin's shop are gradually enriched, and the shelves are filled with more than 200 kinds of lazy goods, covering all aspects such as food, clothing, housing, transportation and play. Moreover, some fashionable "lazy goods" are returned by boyfriends from foreign manufacturers in small batches, and colleagues can't contact the source of goods at all. As a result, her business advantage was highlighted again, and some "lost" white-collar customers returned to Hao Xinxin's specialty store for treasure hunting.
In order to firmly grasp these customers who have been recovered, Hao Xinxin learned the promotion methods in the supermarket and applied for membership cards for old customers. With the card, he can enjoy a 10% discount on all products and accumulate "consumption points". When the score accumulates to a certain extent, he can redeem the grand prize from the "lazy shop". After hard work, the business of Hao Xinxin's three stores is booming.
After this change, Hao Xinxin keenly felt that in order to avoid others' imitation, she must have her own brand. In August 2005, Hao Xinxin registered the trademark of "New Lazy Man" and obtained the most secure golden key for business development. Later, she began to let manufacturers process disposable products and small commodities such as "lazy trash cans" with less investment, and then put on their own trademarks. This not only achieves the goal of "maximizing profits", but also enhances the reputation of its own specialty store with the help of brand power, which can be described as killing two birds with one stone.
On the eve of the Spring Festival last year, the boss of a big company in Shanghai suddenly bought more than 30,000 yuan of "lazy things" from Hao Xinxin's shop. The boss said that every holiday, Chinese and foreign enterprises in Shanghai will give some welfare products to their employees. He thinks that giving these "lazy things" to subordinates is more innovative than other gifts and more popular with "lazy white-collar workers". Hao Xinxin was overjoyed after hearing this. In the past, she only paid attention to individual customers and ignored the big market of group consumption. Wouldn't it be more profitable to turn the fashion "lazy goods" in the store into gifts for employees from some big companies?
Then, she carried a color printing advertisement book and some fashionable lazy articles on her back and knocked on the door of the company boss one by one. Although the experience was quite bumpy and hit a wall many times, with sincere words and persistent spirit, Hao Xinxin finally moved some bosses and signed supply agreements with more than 10 companies. This alone, on the eve of the Spring Festival in 2005, she earned nearly 500,000 yuan. Some of them are willing to cooperate with her for a long time.
Up to now, Hao Xinxin has five branches in Shanghai, with 16 employees and personal assets exceeding 1.3 million yuan. She proudly said: "Next, I will not only open a lazy shop all over the country, but also set up a company to produce more lazy products of my own."