Hu's experience comes from Shanghai Xieduhui Aquatic Products Co., Ltd. (hereinafter referred to as Xieduhui), and he is the co-founder of the company. Hu claimed that, relying on the "publicity" of Metropolis Daily, Xieduhui became the largest crab distributor in China, with more than 200 franchise stores in more than 100 cities, and the company's turnover in 20 12 years would reach10.50 billion yuan.
Hu is plain in appearance, of medium build and dark in skin. "They are all farmers, coming out of their hometown in Jiangxi", just as their peers described the founder of Xieduhui. The young man was born in 1986, graduated from junior high school, and scored in the senior high school entrance examination 168. Most of his classmates work in leather factories, shoe factories and glasses factories along the southeast coast of China. Now, he drives a BMW 730 to show reporters around another company under his command, Royal Territorial Sea.
Doing business with my uncle
That's his uncle Xu Nengzong, who is older than Hu Da 1 1. In 2004, after losing money in small business in Guangdong, Xu planned to go to Harbin to sell crabs. He called Hu and asked him to help him sell Learning to Do Business to a seafood restaurant.
Hu thinks he is a "mud leg", but since the age of 18, he "has a special impulse to change his fate". In 2004, Napoleon Hill entered Hu's world with his uncle. He didn't know where he got a book "The Law of Success": Your contribution must be greater than your return, and you can change your destiny through struggle. The cases in the book deeply shocked and yearned for Hu.
Previously, he worked in Shanghai for more than three years, mostly in a restaurant called Memory in Yangpu District, Shanghai. His daily job is to take care of the salinity, temperature and cleanliness of the fish tank, and his monthly salary is close to 1000 yuan. At that time, he thought, "how happy it would be to get a salary of 3000 yuan."
Hu, Xu Nengzong and Crab rented a 26-square-meter rental house in Harbin and went door to door during the day. Obviously, they won't meet the person in charge of the hotel once, and they won't complete a sale. These are all moves that make Hu timid. He lives in a closed environment and seldom communicates with others.
Hu turned to two salesmen for help. One is Chen, dressed in a red suit, with one arm up and forefinger up, who is called "the world's first salesman" by Anthony Robbins, the "master of world potential"; The other is American joe girard, who is "the greatest salesman in the world". They gave Hu chicken blood, and Hu recalled: "Let your blood boil ..."
In 2004-2005, Xu Nengzong earned about 200,000 yuan, and Hu only got a salary of several thousand yuan, but he had the experience of selling crabs: the market was in remote areas of China; Have to find the person in charge of the hotel to sell and allow the hotel to sell on credit; I have to tell people about the nutritional value of Yangcheng Lake hairy crabs.
Cooperate with local metropolis daily
Hu thinks it's time to go it alone. But the local underworld gave him a duel. After several threats and blows, they told Hu that all seafood should be protected, each box 10 yuan, which is a tradition. Hu once had the idea of resigning. At this time, Hu's cousin Huang called to share his joy.
Huang is the earliest seller of crabs in the Hu family. In 2003, he went to a city in the northeast, but the profit has been meager. In 2005, under the impetus of a vice president of the local evening news who loves crabs, Huang presented crabs to the newspaper to offset the advertising expenses, and the newspaper published a report on its crab shop during the festival. Hu relayed what my cousin saw, "Wow, suddenly so many people lined up to buy hairy crabs, and even one buy was five or six hundred kilograms. The hotel has to pay for it, all in cash. "
Hu was moved when his colleagues set their sights on hotels or stayed in the aquatic products market. In 2006, he borrowed tens of thousands of dollars from his grandmother and went to Nanning. He took the newspaper faxed by Huang and pointed to the article above and said to the local newspaper, "I'm going to invest 654.38 million yuan in advertising. Have you planned it? " Then the newspaper appeared "The first Yangcheng Lake hairy crab shop is here!" Information.
This year, Hu earned 300,000 yuan. You can't go wrong. You can cooperate with the local metropolis daily to sell crabs. "About 30% of our sales revenue goes to the media," he said. On the eve of Mid-Autumn Festival, their advertisements will be overwhelming. "20 1 1, the national specialty stores spent about 30 million advertising fees."
The spine of the book "The Law of Success" is about to be broken by him, and the two "world's first salesmen" also have a low tide. Opening a specialty store in Nanning, he found that there was no need for door-to-door sales promotion. "Advertising marketing ability is very important." Hu remembered the chairman of Successful Action International Education Group (hereinafter referred to as Successful Action). He has seen Li's CD "Be Who I Want to Be" in Northeast China, and he also knows that he used to be the president of Tom Outdoor Media Group. In 2006, Hu heard Li's story many times in videos at the airport and pirated CDs in the computer city. For example, about advertising, "to whom, target customers; What to say, selling point; When and where did you say your launch time was? How to say, your creative performance, what form; How to write advertisements and how to evaluate whether advertisements are effective. "
Hu recalled his reaction: "This man is really something, which he summed up." Hu said to Huang, "Cousin, shall we go together?" Just what you want. An article on the Internet entitled "Details Improve Quality, Learning Achieve Career-A Record of Huang, General Manager of Xieduhui" said that his CD "Be What You Want to Be" has become a turning point in Huang's life.
In 2007, when relatives and franchisees were about to flood in, Huang Hehu set off from his hometown in Lean County, Fuzhou, Jiangxi Province and drove to Shanghai. They talked about the success of the action and their confusion: how to become a big enterprise? The output of hairy crabs in Yangcheng Lake is scarce. What should I do? The successful learning consultant said, "You can solve Mr. Li Jian's' profit model' at once. I recommend you to go to class. "
Abandon "successful learning"
Hu and Huang's relatives and friends, friends' relatives and friends, about 200 people, heard that the crab business made money and joined in one after another, expanding to the whole country.
The number of friends and relatives who have joined is also gradually increasing. Hu, Xu Nengzong and Huang, three self-employed individuals with sales income of millions, feel it necessary to unify management and procurement and establish commercial brands. In 2008, Xieduhui was registered in Shanghai, and the three of them are major shareholders.
The cost of crab shop is not high, and the net profit rate is about 30%. According to Hu, find a cheap place in the second and third tier cities and rent a storefront of 50 to 80 square meters. Usually only one or two employees need to be hired, and the monthly salary of one employee is about 2000 yuan. Mid-Autumn Festival sales can account for about 70% of the whole year, and temporary workers will be hired to tie crabs. A male crab of about 4 Liang costs 100 yuan during the Mid-Autumn Festival.
The crab business is not short of cash flow. "Suppose 1000 kg of crabs are worth 65438+ 10,000, and we sell 65438+ 10,000 crabs to replenish onr's stock. Goods worth 65438+ 10,000 yuan may be gone 1 day in the peak season. After closing 100 times, the turnover will reach100000, and the purchase cost will always be100000. " Nonsense.
During the development of the company, Hu made a decision that he regrets so far. "At that time, many markets were just developed and were losing money. The loss of Xieduhui Shanghai Branch in the first year exceeded 1 10,000. When the three of us look at it, Shanghai will not work. Let's leave the new market to our relatives, not direct selling or holding. Let's go back to our own plot. As a result, there are now 30 to 40 people in the headquarters and more than 30 people in the purchasing department. In fact, it is to deliver goods to franchisees. "
"Franchisees are equivalent to the permanent generation of the city. The headquarters let it hang the brand of Xieduhui, free of charge, and taught him marketing. He is almost certain to make money. " Nonsense, the turnover of Xieduhui has increased by about 40% year-on-year in recent years. "But the headquarters doesn't make money every year. 20 1 1, the headquarters turnover is about 80 million, and the net profit is less than 3 million. "
"Our original intention is how to help these people get rich. All relatives. Some people have no money to buy crabs at first, and we even owe him money. " Hu comforted himself by opening his mouth.
Today, Hu turned over the notes of that year, such as "Five Golden Values of Action Success", and smiled. "After class, we didn't have the concept of brand until we thought of being a crab club. In 2008, we discussed the establishment of a company in class, and I sometimes negotiated with the metropolis daily according to Li Jianjiao's advertising teaching. " He said, "They will give you a basic understanding of many things, but what we have learned is one-sided. Why did we go to the end and organize like this? " It's all wrong, and I'm not on the big picture. He tells you that the most important thing in enterprise management is marketing. What does a person who only knows marketing do, hype, and others will not. "
20 1 1 Hu finished the successful course of "Teaching Organization Model", and found that its content was completely from the book "The Foundation is Evergreen". "And the teacher is not very understand. They are all superficial, screaming and screaming. " Hu's wife, Zhang Song, said.
Hu "abandoned success" from then on. But this experience at least gave them a harvest: in 2008, they met in a successful class.
Later, Hu did not know where to turn to a book "Masters: A Case Study of Original Ecological Business Ecology in China". This book confirms Wang Mingfu's very powerful statement. Hejun Consulting's training courses are quite famous among grassroots entrepreneurs. He decided to go to class and recommended Wang Mingfu to his uncle and cousin. But my cousin recommended Sparta to him.
20 1 1 In May, Hu and his cousin Huang attended the "Business Wisdom" lecture of the founder of Sparta in Guangzhou Sports Center. Liu told "more than 10,000 students": "Share reform is the most important thing. Why did China succeed in reform and opening up? Because everyone is helping themselves. "
In the case of Sparta official website, there is a yellow head. This is a middle-aged man who began to go bald, grinning at the camera with crabs. On this website, Huang claimed to have thoroughly understood the core idea that "all problems of the company are problems of mechanism", and he was planning an equity incentive plan on the basis of the original performance incentive.
"He is really a share reform." Nonsense, Huang invested millions of yuan in the pig farm business, while Huang's brother-in-law provided manpower and land, and both sides held half of the shares. Hu believes that my cousin is basically sending money, which seems to be fooled by "options instead of management".
Hu analyzed: "The core is to know how to divide the money. That's true, but it's too one-sided. So many people say this trick, I think more than half of it is not suitable. He received money to teach everyone a kung fu, but he never practiced it himself. What will people practice after listening to your words? "
"First-class company in aquatic products industry"
Competition has intensified, and e-commerce has replaced traditional formats into the crab industry. Not to mention the footsteps of offline dealers selling "high-end" crabs. In the low-end market, many farmers and dealers also go to Taobao to sell crabs. Hu estimates that the annual turnover of some Taobao crab sellers has reached100000 yuan depending on the price war. He also tried to sell at a discount in Taobao shop, but his relatives were not happy. "We don't discount. Is there an online discount? "
Crabs are rampant in the gift market in recent years, and crab coupons around 600 yuan have become the main products of the Crab Capital Club. Hu wants to strengthen the brand image of Xieduhui, unify the frontage, improve the image design and invest in national advertising ... but "the profit of the headquarters is not enough". Therefore, Xieduhui is going to set up a management department to prohibit franchisees from taking goods and smuggling them privately, and charge an annual franchise fee of 6,543,800 yuan. In addition, Xieduhui also intends to adopt a direct operation or holding mode in the blank market that has yet to be developed.
The feedback from relatives came, "peers don't charge ... just pay the initial fee, and the delivery will go up if it goes up a little, not too much." Hu explained one by one, "the peers are all small companies, and no one has joined him yet! Our shareholders don't make money by this, we rely on our own market. "
Hu heard from his peers that there are not many crabs in 200 1 Yangcheng Lake. "Yangcheng Lake resources are gone, and everything sold is fake." After reading Feng Lun's Wild Grow, I felt that I had a wild grow, but I said I would not sell fakes any more.
20 1 1, Hu founded the royal territorial waters. He said that this company selling exotic seafood has broken even, with a turnover of more than 6,543,800 yuan, and its future goal is to be a "first-class company in aquatic products industry".