Small Business Starts Eight Stores A Year

December 01 news, Wang Chang town began in 1992 Entrepreneurship In the opposition of his family, he insisted on abandoning the position of director of the Hubei office stationed in Shenzhen. At first, he valued the second-hand trade and gave up the idea of family decoration because he was not familiar with home decoration.

However, "water-based" is not good. He lost 170 thousand yuan in his first business. After that, he came out of the house with the remaining 50 thousand yuan, and became the pioneer of Shenzhen in the industry.

　 The first time he went to sea was choked. Management Old goods lost 170 thousand

For Wang Chang town, the first step in the sea is not a sweet memory.

When we embarked on the road of entrepreneurship in 1992, "money is borrowed from relatives and friends, and we can borrow thousands of people, so long as we can get all the people we want." The embarrassment at the beginning of the business still makes this home decoration leader fresh in mind.

"I looked at two at that time. industry One is second-hand goods, the other is family decoration. At that time, considering that the cost of decoration industry was too big and unprofessional, they gave up. I take it for granted that running second-hand goods is buying and selling, which is very simple. Besides, many people came to Shenzhen at that time. Some of them soon became rich. They often sold their old furniture for new homes. Many people came to the market at the beginning of the year, so they could buy some second-hand goods without money. The market should be bigger and easier to do.

With the support of this simple idea, a 50 square meter second-hand store opened in South Baoan road.

Gradually, Wang Chang found that there was a big difference between running secondhand goods and doing business in the office: the goods in the secondhand goods market were very complicated, some old appliances could not be maintained at all, or they could not be sold at all, so they had to pile up in the warehouse. All this was not expected by Wang Chang town.

Less than a year ago, the old goods in the warehouse occupied a large part of the commodity. No choice but to reluctantly close the door. When I check out, I lose 170 thousand yuan. The original 210 thousand venture capital, leaving less than 40 thousand yuan.

The shop was closed, and the money was not made, and it still owed huge debts. Wang Chang town, lying at home for two days and two nights, could not get up. To this day, Wang Chang town always can't forget the mood of that kind of anxiety. "I am full of brains, I think it will take 10 years or 8 years to make money back to work." What do we do? "Wang Chang was thinking hard at home, hoping to find an opportunity that did not require much money but could quickly repay the money.

　 Empty handed operation decisive battle of Pine Mountain

Pine Hill is the first centralized residential building in Shenzhen, with more than 2800 suites. For Wang Chang town, the Pine Mountain is of unusual significance. "At that time, a friend in the pine hill mountain decoration project, I introduced here to contract works, later I looked at more than 2800 houses, the opportunity came."

Wang Chang town, who has paid a "tuition fee", did not choose to become a "decoration contractor". This is the general form adopted by the family decoration industry in Shenzhen that year. He took another way and took a different way.

Wang Chang town wants to cooperate with Property Management Company to take charge of family decoration works in the district. "I promise to pay 100 thousand yuan to the management office first, and the decoration team will be managed by me. If the householder has a complaint for decoration, the management office can deduct the money from here."

Now it seems that this self created "payment of quality assurance, unified management" mode is the "prototype" of the formal home decoration companies. This is endorsed by the management office.

When the residents came to the management office to get the keys, Wang Chang town thought of a small trick: putting the decoration leaflet into each household information bag, which made free advertising and was issued in the name of Property Management Company, which enhanced the trust of the head of household. Not only that, Wang Chang also rented the 10 shops in the commercial street of Song Ping mountain to show his financial strength. "At that time Property Management Company looked, wow, so strong, of course, more assured and I cooperate. As a matter of fact, I had no money in my pocket, and no one was two.

When the market is available, the contract is signed and where is the capital? Therefore, Wang Chang has about a batch of material suppliers to see the market in Pine Hill. "I told them that there are 2800 new houses to decorate. As soon as they heard this, their eyes were bright, and they rushed to enter. I offered to collect their advance payments, a total of 90 thousand yuan financing, together with the sum of 100 thousand yuan to the management office.

The first step was done. Wang Chang town, who had no soldier at all, stood on the street to recruit soldiers. "When there is a market, I do not worry about no one to do it. I recruited 10 contractor teams at a time, each collecting 20 thousand yuan deposit, and the funds were finally settled."

Pine Hill is the masterpiece of Wang Chang town. A year later, Wang Chang town made more than 500 houses, earning nearly 500 thousand yuan, so excited that he could not sleep. Today, Wang Chang town also goes back to Song Ping Shan from time to time, walking around the street district, and recollecting the breathtaking campaign.

　 Commitment to the professional market and today's scale

Wang Chang town, who earns the first barrel of gold, has steadfast confidence in the home decoration industry: "Shenzhen is a new city, and there are so many houses built every day."

In fact, the development path of the court is also a "vivid picture album" of Shenzhen home furnishing enterprises "from scratch to new". In 1995, Wang Chang first set up a store in the building material market, home decoration City, matching with the market of professional building materials, and embarked on the road of professionalization of family decoration. In 1996, the establishment of decoration companies needed approval from relevant departments, and the qualification examination should be carried out, but the government did not specifically examine the auditing standards for family decoration companies.

Wang Chang town, who was unable to get professional home decoration business license, skillfully played a "edge ball": set up the "atrium interior beautification design company", the scope of business: packaging design, this is also the first company specializing in family decoration in Shenzhen.

"At that time, the whole professional market was decorated for our family. Many people didn't understand that I rent a pavement purely waste of money, because contractors do not need Pavements at all.

But it turns out that our path is right. Wang Chang said that with the help of the professional market, the turnover of the court has doubled over the past 4 years, and there have been tens of millions of turnover a year, and the number of branches has increased from 1 to 10. "It's all because we walked early, and later, many people walked along this model." {page_break}
 

　 Forming "Four Dragons of home decoration" to end the "scrimmage" of the industry

"When the industry is good at doing it, it will be overwhelming." In 1998, the Construction Bureau began to approve the establishment of Jiezhuang company. After the court, there were many home decoration companies overnight. The intensity of market competition is evident in the media advertising market in that year.

Wang Chang's memory of the 2000 "thrilling" industry war is fresh. Before that, the home decoration industry in Shenzhen sold advertisements in the media, all of which were "little tofu blocks". By 2000, the home decoration industry had a press conference every day. Many home improvement enterprises try to expand the market share through the way of "holding together". Wang Chang town came back after a business trip abroad, and found that the Shenzhen home decoration market has changed greatly: "it's unexpected for me to have a home decoration business." The original elegant court was isolated.

At this time, Wang Chang's bitter strategy. In 2000, Ya Ting took the lead in the newspaper to print the full page advertisement of home decoration. "At that time, our slogan was:" a hundred families are not as good as a good one. There are ten families in the court. "It is intended to respond to Baotuan and tell consumers that we are the best and the largest scale is single, which is much better than the combined enterprises. The move is like a fuse. Shenzhen's home decoration market is in a "melee". "As far as I can see, I spend too much money on advertising campaigns for a long time. So, we began to imagine the re establishment of a coalition.

After a period of deliberation, Jiefang, Jiayin, and Hong Kong's home decoration enterprises, which are quite similar to the court, form a new alliance. "We call it Shenzhen" home furnishing four little dragons ", and carry out all kinds of planning activities and advertising campaigns. Wang Chang town excitedly described the fierce competition in the market.

Expansion should not be neglected. Practice of internal planning can not delay market timing.

Shenzhen's home decoration business is booming. Wang Chang town wants to be bigger, aiming at the foreign market. In 2000, Wang Chang town opened its first branch in Wuhan, and became the first home improvement enterprise to go out of Shenzhen. Subsequently, 10 branches were opened in Wuhan, and 4 branches were opened in Xi'an. In less than three years, the average Court opened 1 stores in one and a half months.

The stall is bigger and the crisis follows. From 2003 to 2004, Wang Chang obviously felt that he was not able to work hard, and the operation of talents and funds was difficult. At this point, he began to reflect on the past business strategy, and slowed down the pace of national expansion, focusing on the company's internal management.

Wang Chang town frankly said that the pace of expansion can not be too fast and can not be misled by diversification. "Plainly, it is not too greedy to go out. It is inevitable to go out. After all, the market in Shenzhen is limited, but the pattern of" Tian Tian San Hua Hua "is not suitable for the development of the industry. Now, our foreign strategy is to aim at one or two key cities and make full use of the local market.

Wang Chang town summed up his experience for many years: it is equally important for enterprises to practise internal strength and to seize the site. "Before, we attached great importance to long-term planning and paid for various kinds of analysis, and the results were planned out. When we looked up, the time had passed." Wang Chang town said that before the company made five years of planning, the current plan is implemented to every month of the year. Before the company had ideas, always had to pass all kinds of arguments. When the results were implemented, it was found that "mountain top" had already been seized by peers. It is very difficult for the home decoration industry to guide the market, and it is very important to cater to the market. Therefore, we must establish an emergency mechanism and respond to market demand in time to grasp the market.

Experienced the first to repay the money, two days and two nights sleepless nights, experienced the first pot of gold earned two days, two nights sleepless nights of joy, the current Wang Chang town, sitting in the elegant atrium decoration design Engineering Co., Ltd. president's seat, its branches throughout Wuhan, Beijing, Shanghai, Qingdao, Xining and other big cities - a heavy Shenzhen home decoration signs.