Famous Product Ye Fuguo: Rapid Reproduction Strategy

A few days ago, a shoe maker came to Ye Guofu and asked if I could make the name of the shoe industry. "Ye Guo Fu said," of course, many good shoes in the world are made in China, so long as we find a group of like-minded designers in Italy and work together to create a Italy shoes brand, they design out, we integrate China's first-class suppliers, and then go to the crowded shopping mall shop, shop is not too small, between 200 parties to 500 parties, at the same time planning the category, pricing 199 yuan, 299 yuan, the market will soon be opened.

I am here

Headquarters found that Ye Guofu himself has started copying the "name creation mode" in two industries, underwear and fried chicken.

"I am doing underwear in this mode, and I am working with the Americans to set up a new brand Just For You. The goal is to build UNIQLO in the underwear industry, underwear for the whole family, and one stop shopping, all of them are first-class suppliers.

At present, the area of the underwear shop on the street is 350 square meters, and my two hundred square feet are the largest, which is the largest five hundred party underwear store. You enter the super first-class decoration display, and the price is also very low.

"The name creation mode" does not sound very complicated. Is the clothing industry and home furnishings industry no one doing this? Is anyone walking through it? Ye Guofu said, as a Chinese, it is very fast to build a national brand, but business logic is not always what you want, so beware of being self absorbed.

Two years of fame and good products prove that this model is feasible.

The organizational challenge of famous brand products is just beginning. Our particular concern is that you can really do four words of "good quality and low price". My colleagues and I are also users of high quality products. Many products do buy a really high price performance, but they also have bought an earphone, which has not been used for a few days.

"There are problems with individual products, I believe.

At present, the higher rate of complaint is electronic products.

Ye Guofu answered very frankly: "we found that there are individual suppliers who are not honest, the first batch of goods delivered is good, the later ones are bad, and Jerry built, and one of them is a supplier. We have deducted 10 million of the goods. We are now going to the third party in Japan to do quality control, and we are working hard to rectify the suppliers. I believe that these problems will be solved in half a year."

Make rules for yourself, at least two to three days a week at the store.

"If the business is bigger, if I don't shop, I won't hear the truth.

Fortunately, we are doing retail business, and I can go to all the stores in the country to see. Every time I go, I have to ask three indicators: which product is best to sell, which product is the best seller, and which product has the highest complaint rate, especially the complaint rate, quality is still the most concern for us.

"Rich people buy us more stuff, because they never pretend to be forced."

Ye Guofu said,

It is his top priority: what is the support behind globalization strategy?

Two years, the name of the top quality products has 14 thousand employees, the end of the year is expected to nearly 20 thousand people.

Recently, Ye Guofu invited the Hay group to build a human resource system at a high price. He also worked with the top management team to study HUAWEI's human resource management outline, "striving for the best."

He likes management level flattening, and intends to organize the global organization of famous and excellent products in the world as a whole.

There is also a voice that the consumption orientation of the Chinese middle class is no longer cheap and fine, but "the price of goods is not cheap" and is willing to pay high prices for good things.

Ye Guofu did not agree with this: "the Japanese are rich and cheap. They are consuming UNIQLO.

A lot of facts have proved that the higher income consumers buy us more things. Beijing and Shanghai have the best business, because they are more smart, know the value, never pretend to be forced, they have seen the world, are very rational, and know how much money a thing is worth.

The last question.

I asked Ye Guofu, "do you create things with your own name?"

He lifted his trouser legs and showed me: "socks, 10 yuan, two pairs, the name of the best quality product", and then take out the wallet from the trouser pocket, also 10 pieces, and perfume, right, underwear is also......