"Once in the distance, in countless dreams, my heart was like a wandering lonely sail, always looking forward to that true fate; Yesterday, a casual look back, I seemed to hear, hear the sound of your heartbeat, the illusion in that dream has quietly gone away, let the footsteps of spring take me to knock your heart. "
Road of entrepreneurship
In the late 1970s, Su's brother washed his feet from the turbid water stream in Changhua County and came to the suburb of Keelung in northern Taiwan Province. He joined hands with several young people to set up a small living room workshop to process Taiwan Province's jade ring face on behalf of customers, thus opening the prelude to The Story of the Stone. Sue's career also started from this small workshop. In 1980s, Yuan Yi Enterprise Co., Ltd. was born, and grew rapidly in a few years, steadily entering the leading position of jade industry in Taiwan Province Province.
1990, Sue came to Dongguan, Guangdong. At that time, Taiwan Province Province had just opened people to visit relatives in the mainland. The differences in ideology and lifestyle between the two sides of the strait gave people a strange feeling, and businessmen who came to invest were inevitably at a loss. Sue said frankly, at first, I tried. If I can do it, I will do it. If there is any trouble, I will run away. However, the development of things is both surprising and gratifying. The more business is done, the more harmonious it is with mainlanders. The rapid development of his career made Sue never want to "run away" again, and it was the incalculable prospect of his career that kept him from running away. From 65438 to 0993, Yuan Yi Jewelry Company took the lead, invested in the mainland on both sides of the Taiwan Strait, built a large factory building in Guangzhou, and adopted the most advanced automation equipment, striving to become the "world number one" in the jade industry. 1997, Yuan Yi Company registered and established the service trademark of "Story of Stone", which announced the birth of the first commercial brand in the gemstone industry in China!
"My life is destined to be yours."
The Story of the Stone inherits the cultural spirit of A Dream of Red Mansions, takes the promotion of China traditional culture as its own responsibility, endows jade with a brand-new concept, shows a completely refined and unusual product style, and embodies a warm, romantic and natural style.
"Once in the distance, in countless dreams, my heart was like a wandering lonely sail, always looking forward to the true fate; Yesterday, a casual look back, I seem to hear, hear the sound of your heartbeat, the illusion in that dream has quietly gone, let the footsteps of spring take me to knock your heart.
"Autumn poetry, wrote the extraordinary of each paragraph; Staring at the distant sky, who made this beautiful promise; What I wanted to say last night lingered on my lips countless times. When the happy moment really comes, let my heart and heart hold hands. I am destined for you in this life. "
This is the words in the "concentric" advertisement of "The Story of the Stone". Let's look at The Stone in 2000. In the advertising feature film, there is such a passage: "Since the Stone Age, human beings have formed an indissoluble bond with stones, in order to survive, defend against enemies, believe, entrust and decorate beauty. Yes, "fate" is the theme and connotation of "stone story" advertising and even "stone story" corporate culture. It contains the blessing of the Story of the Stone to people, and also conveys the good wishes of the Story of the Stone to the world-cherish the relationship between man and nature, man and stone, man and man, and man and the Story of the Stone.
Open-shelf self-help chain operation
Stone story is the first in the domestic jewelry industry to adopt the mode of open-shelf self-selection and chain operation, which has set up the banner of brand marketing.
Open-shelf sales is a consistent practice in retail industry, but there is no precedent for its application in jewelry industry. When Su proposed to adopt this model, his "victory" was questioned. Jewelry is extremely valuable, so it needs to be sold on the counter with extreme caution. The risks brought by open-shelf sales can be imagined. In the face of various questions from franchisees, Su still firmly believes that the advantages outweigh the disadvantages-for specialty stores, it can reduce the number of employees and workload consumption and reduce costs; For customers, they can really feel the product and take it, try it on and choose it conveniently. More importantly, "Stone" is fully qualified for sale, which is its unique advantage. If you give up a good marketing plan just because there may be problems in individual cases, it is undoubtedly a loss of sesame seeds and watermelon, which is not worth the candle. In recent years, Sue's decision has been proved to be correct. Now, those franchisees who have benefited a lot from various sales policies that are in line with modern consumer psychology, full of affinity and humanization, and their business performance is booming, no longer doubt the benefits of open-shelf sales; Creating a good shopping environment has become the most consistent knowledge and interest link between "Stone Story" and franchisees.
Chain monopoly and franchise are widely used in catering, clothing and other industries. Can the jewelry industry choose this model? The attractiveness of the market and products has become an important condition for success. The mainland market has great potential, which is one of the reasons for Su Yiran's westward advancement. As for the strength of the "Stone Story" brand, just look at the dealers who come in and out of the headquarters of "Stone Story" in Guangzhou every day and the merchants who have not joined but are deeply attracted by the charm of "Stone Story" to discuss cooperation matters. The story of the stone won the title of "famous brand in Chinese jewelry industry", which can better prove the gold content of this brand. The name "Stone Story" undoubtedly created the most important conditions for chain operation. Gemstone products produced by enterprises in Yuan Yi, both in design and processing technology, have long been recognized in the international market. All these have laid a foundation for Yuan Yi enterprises to finally choose the chain operation mode as a means to open up the domestic market. [File system: page]
During the first year from the opening of the first store in Nanjing 1998 to 1999, the layout, operation mode, standardized management and other aspects of the store were groping and adjusting, so the development speed was not fast. In the meantime, for the sake of survival and profit-seeking, some specialty stores violate the contract to operate non-Stone Story products; Some stores can't reflect their brand benefits because of unreasonable location and poor management. Facing many difficulties, Sue is still full of confidence. He often said: "We are not afraid of making mistakes, and we don't care whether we are cheated or not. Sometimes I even appreciate this experience. Because we are learning, and learning everything has a process. We are doing and trying, so we are making progress. "
He thinks so. The chain management system of "Stone Story" will really get better gradually. During this period, Su has made a series of substantial enhancements and improvements in advertising promotion, standards and product packaging. He also hired an interior design company to design the overall layout of the store. Since the second half of 1999, the franchise store system of "Stone Story" has matured in all aspects and started to enter a virtuous circle and rapid development track. After four years of development, there are more than 400 joint sales stores in China, covering every important province and city.
Shopping mall rujiang
Sue is a Confucian general in the shopping mall, not only because of his gentle image, but also because he can decorate his company with cultural taste. Yuan Yi jewelry enterprises have set up a stone story culture communication company, publishing magazines or promotional materials such as Popular Information of Stone Story and Real Stone Collection, which are used to explain corporate culture and product culture, express business philosophy, not only promote products from the perspective of professional knowledge, but also guide people to appreciate and appreciate beauty according to the unique cultural taste of the Chinese nation.
Su is currently the vice president of Guangzhou Taiwan-funded Enterprise Association and the chairman of Baiyun District Friendship Committee. There are many meeting activities, rich forms and enthusiastic participation of members, which are the characteristics of Baiyun District Friendship Association and the highlight of Baiyun District Friendship Association. Leaders of various government departments are invited to hold policy briefings, symposiums, aid for students, sympathy for orphans, poverty alleviation, blood donation, and Taiwanese tourism-there are many activities all year round. These activities have enhanced Taiwanese businessmen's sense of identity with the association and enhanced its cohesion, but at the same time, they have taken up a lot of personal time of Su, one of the founders and organizers of the association. "This should be dedicated." Sue said, "Since you are involved in this work, you should do your best."
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