Ye Guofu, founder of Fenlibao, chairman of Aiya Group, president of Famous Excellent Products (Greater China), founder of Syman Fund, chairman of Syman Investment Company, famous angel investor and top ten marketing figures in China. At present, he is the vice president of China Jewelry and Jade Jewelry Industry Association, the vice president of Guangdong Chain Store & Franchise Association, the director of China Entrepreneur Council and the honorary president of Fashion News. More than ten years ago, Ye Guofu was just a poor boy in Shuanglongyan Village, Liping Town, danjiangkou city City, Hubei Province. Because of the arrears of tuition fees, he didn't even get a secondary school diploma. A typical one? Diaosi? . How did he complete the great change of his identity in more than ten years? What are the unknown stories during this period?

I have no money to go to school and work in the south

Ye Guofu was born in a poor peasant family in Shuanglongyan Village, Liuliping Town, danjiangkou city City, Hubei Province in October, 1977. There are seven people in the family, and her life is particularly poor.

the children of the poor are in charge early. After finishing secondary school, in order to earn money to help support the family, at dusk on June 11, 1998, Ye Guofu, 21, got on the train from Hubei to the south. He should have gone to high school and college, but he couldn't get a secondary school diploma because of his arrears in tuition fees. In order to avoid unemployment after graduation, he went south to Guangdong without telling his parents. ? I always remember that evening many years ago, when I set foot on the train going south alone, I suffered the melancholy of leaving my hometown and the confusion of my unknown future alone. ? Looking back, Ye Guofu was filled with emotion.

it was three months after I arrived in Guangdong that Ye Guofu, with a low education, found her first job in her life? Salesman of steel pipe factory. Although he was full of ambition, Ye Guofu soon found that his colleagues were more educated and experienced than him. If he failed to make achievements, he would be eliminated from the bottom, and it would be a matter of time before he packed up and left.

In order to stay, Ye Guofu often walks around the workshop to get familiar with the production process and progress. After a long time, the customer can immediately finalize the delivery time as long as he quotes the required quantity. This earned him the trust of his clients.

a year later, Ye Guofu's performance quickly ranked first among his colleagues, and his annual sales commission also reached 1.2 million yuan.

After trying to start a 11-yuan shop for many times

and accumulating some funds, at the beginning of 2111, a friend who sells ceramics explained to him the development prospect of the ceramic industry, which made Ye Guofu excited. He immediately quit his well-paid job in the factory and moved to Fujian as a boss, doing ceramic parts business. However, due to lack of experience and harsh cooperation conditions of partners, he had to make up his mind to push off all the business after one year. In the year of starting a business, Ye Guofu and his partner * * * lost 411,111 yuan, and all their previous hard work was put on fire, which inevitably made him a little discouraged. However, Ye Guofu, who didn't give up easily, quickly adjusted his status and began to return to his old job in a machinery factory? Salesman, and this is a whole three years.

The first attempt to start a business ended hastily, but the seeds of starting a business were buried in Ye Guofu's heart. During the period of working again, Ye Guofu is thinking about his way out every day and looking for a blank spot in the market. He believes,? As long as I put my heart into it, I will certainly get something. ? Unwilling, he has set foot in seven or eight industries such as clothing and photo stickers. Although he has a small fortune, he has never found a fixed main business.

At the end of 2111, at a sales training meeting, Ye Guofu got to know Yang Yunyun, now his wife and then a cosmetics salesman. Two young people are thinking? Ye Guofu knows sales, and Yang Yunyun is familiar with the cosmetics industry. Why not open a cosmetics store together? In Foshan's most popular Baihua Shopping Mall, a shop is invited to bid, and the reserve price for bidding is 1,511 yuan per month. Ye Guofu is determined to win the shop. A bid requires a sincerity payment of 5,111 yuan, and Ye Guofu spent 1,111 yuan to get two bids. The bidding result surprised everyone? 1511.9 yuan! Ye Guofu's two tenders, one with 1511 yuan and the other with 1511.9 yuan. It was Ye Guofu's second tender that won the bid. In less than a year, Ye Guofu successively opened cosmetics shops in the same location on the third and fourth floors of Baihua Shopping Mall.

in 2112, his four stores made a net profit of more than 411,111 yuan.

In 2114, a former shop assistant who had left her job came to Ye Guofu's store to take a photo. She said in a chat that she was now a shop assistant in a jewelry store, and the trinkets were very popular, selling for almost four or five thousand yuan a day. Hearing this, Ye Guofu was shocked. He never realized that there was such a big market demand for seemingly insignificant trinkets.

At present, he quickly went to Guangzhou to inspect the market, and found that there are 11 yuan shops everywhere in Shangxiajiu area, and the business is very hot. What has always been popular in Guangzhou will soon become popular in Foshan.

So, the first ten-dollar store in Foshan was born soon, specializing in women's trinkets. Many people think that a humble little jewelry store is not much better than a roadside stall and can't become a big climate. Ye Guofu said to himself and his employees:? When others don't take you seriously, you should take yourself seriously. ? Ye Guofu opened her shop on a busy pedestrian street, with fashionable decoration and low price, which attracted girls to visit? Oh, so cheap? Sigh. In just four months, he opened four stores in Foshan and then entered Guangzhou.

in March, 2115, Ye Guofu formally established the company. Inspired by customers' sighs, the company was named? Ah! . And locate customers at the bottom of the pyramid? The neglected majority? That is, a female consumer group with a monthly income of less than 2,111 yuan and an age of 12-28. Go? Civilian fashion? Route, emphasis? Parity strategy? It is not a pity for consumers to buy it and lose it.

Do a good job and invite the stars to promote the products

Although I set up my own company, I started? Ah! Brand, but until July 2115, Ah! There are still only a few facades. If you want to expand your business scale, you must keep abreast of the new trends of fashion accessories. Therefore, Ye Guofu has established long-term cooperative relations with Japanese and Korean enterprises in product development.

not only that, he also set up a 6,111-square-meter domestic large-scale distribution center in Baiyun District, Guangzhou, which is responsible for the distribution of goods in various chain stores and franchisees, and delivers new goods every Wednesday.

After doing business for a long time, Ye Guofu, who has a heart, found that making ornaments means making details. So he asked every small product to be exquisite and well developed, and every detail can be greatly improved. ? Small gaps make a big difference? .

finally, Ye Guofu's attempt was successful, and the company developed rapidly. By 2116,? Ah! The number of shops has reached 411. But a new problem has followed: imitators have mushroomed. To this end, Ye Guofu has made a bold decision to invite celebrities to be brand spokespersons and carry out large-scale brand expansion. At that time, this surprised many people. Ye Guofu was the first person to eat crabs, because in the jewelry private enterprises, celebrities were invited as spokespersons.

With celebrity endorsements, the brand influence of Aiya and the word-of-mouth effect of franchise stores spread geometrically. In 2117? Ah! The number of shops is nearly 1,111, and the total retail sales reached 561 million yuan, reaching 3,111 by the end of 2111. And steadily expand at an average speed of two new stores every day, which is twice that of KFC and six times that of Watsons.

The big decoration field of small ornaments

Successful entrepreneurs seem to have one characteristic: boldness and prudence. Ye Guofu in Scorpio likes prudent and thoughtful adventures. In 2118, it has become the leader in the jewelry industry? Ah! Instead of standing still, we spent RMB 15 million to launch the ERP(EnterpriseResource Planning) enterprise resource planning system, realizing refined management for the first time in the industry.

Colleagues think that it's a bit overqualified to use ERP system like giants like Gome, Suning, Wal-Mart and Carrefour, but Ye Guofu doesn't think so.? ERP has straightened out the logistics, people flow, capital flow and information flow of enterprises, and more importantly, we have a huge data resource of young female customers, which will provide the most solid foundation for our future business development. ?

　? Alas, it has completely changed the rules of the game in an industry. ? Famous marketing expert,? The first female marketer in China? Rolling even thinks that its revolutionary significance is comparable to that of Ma Yun to e-commerce and Baidu to search engines. Many people are dismissive of the small stall-style business of trinkets, but Ye Guofu has pushed open this humble property door. Ye Guofu has become a leader in the industry, but he never thinks that this is success. Entrepreneurship has always been on the road, and success never ends. If you want to win, you must run faster than others. ? Ye Guofu believes that it is not easy to focus on one thing all the year round, and it will be effective to stick to it.

from Ye Guofu? Ah! Like an entrepreneurial apocalypse, it reminds people with a triumphant gesture that even in those humble business areas, there may be a limited amount of treasures. ? Live to change the world of decoration? Ye Guofu changed a word in the famous saying of his idol Jobs, which Ye Guofu believed. Can we change the world from? Change the decoration industry? Start,? Change the decoration industry? It can also push us to change the world! ?