Success Of Famous And Excellent Products: Four Good Theory + Expression Index

In order to survive and develop in the future, there are only two ways to go: to kill a blue sea through scientific and technological innovation, or to provide consumers with ultra-low prices on the premise of guaranteeing certain quality.

Ye Guofu said: "good offline stores often have 4 characteristics, such as good products, good prices, good environment and good service, such as fishing at sea and grandma's home. They are all opened in gold shop, decorated with emotional appeal, service is in place, dishes are exquisite, or public prices. If a restaurant achieves first-class environment, first-class service, first-class products and five price, there is no queue at the door.

I go to my grandmother's house for dinner, three dishes and one soup, 40 dollars to settle, so good environment, so good service, where did you dare to think?

Over the past thirty years, China's export oriented manufacturing industry has brought about a problem. Its manufacturing capacity is strong, its market capacity is weak, its brand capability is weaker, and its brand capability is not overnight. Ye Guofu's view is pessimistic, less than thirty years, and fifty years long. In addition to tea and ceramics, Chinese brands are hard to fight, so he concluded: Chinese enterprises can't walk in the short term, but Chinese entrepreneurs can go out.

If any line store can do this "four good", it can attract a lot of traffic.

Ye Guofu said that the store of famous and excellent products was designed by foreign designers.

The producer of the production rack is very friendly and never persuaded to buy. Recently, a new lady's vest has been put up in the famous store, priced at 25 yuan, while the same quality and similar style is priced at about 79 yuan in other shopping malls.

Ye Guofu once told Lei Jun that the goal of creating famous products is to sell products to 1/3 of the same price, others sell 100, I sell 30, others sell 30, I sell 10 pieces, can not be three times cheaper than others, and the impact on customers is not enough, so that customers can not scream.

He said his biggest hobby is shopping -- he usually goes shopping.

He invented a word: "customer expression index": he often observed in the store, a customer bought a single face to go out of the shop's five or six steps of facial expression, if the goods on the side of the toss shopping bags show happiness, it shows that the purchase is very good, indicating that your business model is feasible, if expressionless or difficult to show, he expressed doubts about this shopping.

"The core of business success or failure is the 5 steps away from the checkout counter to the doorstep, the expression on the face of the consumer, the moment when customers choose the goods to reach their hands, they decide the life and death of an enterprise."

Ye Guofu said that in fact, there is no deep theory in business, and the most essential thing is to see and satisfy customers.

Over the past few years, Ye Guofu has frequently studied the retail industry in the world, especially in Japan. One thing is carved in his mind: in 2008, the global financial crisis broke out, and the yen depreciated, and TOYOTA automobile, which was famous for its cost performance, was extremely popular. In those days, TOYOTA's profit was higher than that of China's auto industry. TOYOTA chief told reporters that it was not a good phenomenon because he did not want employees to think that it was easy for them to make money, then they developed inertia and forgot their original intentions.

"What kind of realm is it?" the general boss is dead. "Here, Ye Guofu, hi," said the TOYOTA boss, saying that high profits are not a good thing. TOYOTA has a good saying. The profits of enterprises should be like water coming from dry towels. Notice that dry towels are not wet towels. TOYOTA will even take the initiative to reduce profits, avoid impetuous people, and can not focus on quality improvement.

Japanese companies have exerting a subtle influence on Ye Guofu's philosophy of management: "almost no Japanese company has made huge profits.

Like UNIQLO, one.

It sells for 399 yuan in China and 349 yuan in Japan. Japan's per capita income is five times that of Japan, which is equivalent to 75 yuan for a Japanese down jacket. Can you imagine that you can spend 70 yuan on a down coat in China? 170 pieces can't be bought.

China's unreasonable costs are too high! "

Why China

Two years of sadness and sadness? Ye Guofu said, because we are used to good days and rich lives, we have been making huge profits and quick money. The cost of a piece of clothing is 100 yuan, not 199, not 1000 or 2000.

Also, many Chinese bosses retire at the age of more than 40 and play golf every day. In Japan, the sixty or seventy year old also takes the subway to work.

"Today is the normal business environment. How do you fight?"

Ye Guofu said, "do we want to earn today's money or make tomorrow's money? Is it a matter of philosophy that we want to buy a hammer or let customers follow me forever?"

In the past few nights, Ye Guofu has been thinking about one thing with his team: how can WAL-MART make such a low profit margin for the world's richest for many years? He inspires the team: "so we are very hopeful. Don't think we are selling cheap, though it is hard now, but if we can make this model global, then everyone of us will be very aggressive."

After lunch, we talked more and ate less. After dinner, Ye Guofu asked his assistant to pack a course of food. This detail confirmed his statement: "thrift and family planning are human instincts, so do businesses."

In Shiyan's old home in Hubei, there are local tyrants who do not understand Ye Guofu's business: what's the best thing to do in the ten block and eight yuan business? Ye Guofu said: "if the pformation of Chinese enterprises does not pform from values and business philosophy, no matter how they turn, they will not continue."

Those who are careful will find that Logo is made up of two boxes, and the left box is "four famous Japanese brands". (editor's note: it is exactly the same as Chinese characters, such as "Muji" four words). It may be that consumers do not recognize Japanese brands, and the four patterns in the right box are made up of strokes.

I deliberately tested Ye Guofu. Did he create a Japanese brand? He sniffed: "we are a Japanese brand."

It is true that Ye Guofu and Japanese designer three Zhai Shun were jointly founded by the famous and creative products. In 2013, they obtained business licenses in Japan.

Wu Xiaobo, a financial writer, said that the name of "good quality products" has provided a new way for Chinese enterprises to "go out".

Ye Guofu said that Chinese enterprises have two ways to "go out" and "borrow" and "shipbuilding". It is very difficult to go out of China's original brand with the current technological capabilities and cultural influence of China. It takes a long time to go out. "Borrow the boat" also has two modes. First, like Li Shufu, spend astronomical figures to buy boats and buy them, and the other is the "name creation mode".