Methodology shop Text / staff reporter YE spend less and shop! shop when the number of single-store revenue has become a standard in the business plan, the shop has become the founder of the most vexing problems every day. Rely on primitive accumulation, a home shop approach is outdated, and simply not join the model has to meet the founder of control freak. So, it was with other people's money to shop, it was with someone else's shop to shop, even someone with others who shop. Powerful opponent, went to the market to competitors blank; weak opponent, it resorted to a strike to kill each other. All in all, with the least money, open up shop; the fastest, most occupy the site. You will see the following several entrepreneurs who are located in Sichuan, Shanghai, Jiangsu and other places, involving liquor sales, additional services, rural marketing and pharmacy industries.
They also rely on their own funds by one shop, and now they have a better model. He is the shop business, but also the electricity supplier, or financial providers. Yangling river shop, both with other people's money, and using other people's resources, but also to let others take the risk. More powerful, proprietary shop he had firmly in his hands. 1919: Secret founder liquor line: Yangling River Company Name: Sichuan Jiu Jiu business management chain Limited (1919) on expansion: more than 30 existing stores, with annual sales of 400 million yuan, the 2015 target 600 stores. Expansion path: Money-style shop - by agreement, other investment and risk, the 1919 legal ownership. Phi outlets coat line financial management. 'Liquor, next year may have to crash!' Three months ago, when Jiang's 1919 founder Yangling thrown when this assertion, and did "dragon ball z wigs " not expect to get into the liquor industry plasticizer crisis in late 2012. He is saying another thing, the liquor industry bubble soon broken. A bottle of wine Satomi lakes. 1919 store entrance most conspicuous place, piled with fine porcelain vase 'safflower Lang', price 348 yuan, slightly familiar with the brand will know that the vast majority of channels in the retail price of a bottle of wine were more than 500 yuan. 1919 was earned crying, but not a loss of crying. Take it from the dealer's purchase price was 320 yuan, compared Langjiu ex-factory price is 358 yuan. Price upside down. Price inversion channel in the foam, the liquor industry is not secret. It Yangling Jiang Jieshao, 2012, in addition to continued strong Maotai, other liquor market is not good. National Pits are struggling, firms pay, whenever the market sell-off to a strong recovery, prices have gone up on the surface, actually heap in the Treasury sold.
This may be in the previous years liquor prices soaring yet account. 2009, 2010, for three consecutive years, driven Maotai and Wuliangye, the high-end liquor 'rise' a price increase has also become a major wine distributors make money mode. 'This boom is likely to mislead the outside world.' Jiang recalled Yangling, 2009, Wuliangye price was upside down, before 2008, Maotai price has upside down, even though the past three years, can really achieve this spreads only Wuliangye, Maotai, Yang Daqu and several strong second-tier brands. But in the midst of prosperity always forgetful, she had forgotten the lessons, have forgotten future risk, just as the stock market in early 2007, only to hear the myth of making money. And the corresponding rise in the price of liquor and is less than two years between the emergence of Sichuan joint liquor Stock Exchange, Shanghai International Wine Trading Center, the Stock Exchange and other 10 Guizhou liquor than wine exchange. Liquor, are not only goods, but also become a way of managing money. Beijing gold vest Luzhou jointly launched the '1573 large altar custom wine', Hangzhou Equity Exchange launched the 'Tower licensing manual brewing possession of the original wine winter 2007.' But according to insiders said, has been to break the former and the latter in order to ensure investor returns, offering long plus long side Zhejiang Food \u0026 Beverage Chain Co., Ltd. at issue provides simple annual interest of 8% minimum guarantee repurchase arrangements. These Langjiu Yangling river "cosplay vampire knight " from Shenzhen, a dealer, the dealer in 2011 to take the prices of goods 318 yuan per bottle, the price of 320 yuan recently sold the Yangling river, earn 2 dollars per bottle, if considered the previous year's cost of capital, the deal apparently lost.
People lose money than him, some of the ex-factory price to 358 yuan Langjiu dealers are trying to get the price of 348 goods transferred into the hands of 1919. Liquor, this ancient industry, even today, it has a complex multi-layer distribution system, and a strong vendor and firmly grasp the pricing terminal. In the call sound, a peaceful channels; look bad sound, perilous. Yangling Jiang never known and vendors, free outside vendors, manufacturers will get rid of the control of the prices. Complex multi-layer distribution system, but also let him have enough choices and avoid factory blocked. 'Manufacturers of our control, that is, the two varieties! - Flying Maotai and Wuliangye 52 degrees, the other species which have little say,' said this when 杨凌江 has more than 30 stores, Chengdu has become the region's largest drinks retailer. 'We are now mainstream distributors is that, to the point we add little. But they gave me the account of, the equivalent provides us with funding, if they raise funds, far greater than the cost increase.' Now, 1919 and account of inter-dealer has dozens of days, or the agreement is based on a different account of the different situations. In 2005, Jiang Yangling 1919 when the founder of the first, there is no account period. Before that, Yangling Jiang made a six-year wine distributors, manufacturers Yahuo tired of the terminal voltage of money, and experienced a failure of product development, decided to self-built terminal, make wine supermarket chain.
Positioning 'supermarket', but also facilitate the distinction between traditional drinks line. 'I was two-way position, in front of me is a company with the terminal manufacturer distributor; in front of consumers is the dealer liquor I convey my idea liquor dealers directly, so that consumers feel more expensive,' said Yang . At that time, the United States 杨凌江 dream mode, the major financial publications from time to time Huang deeply moved by his heartstrings. Yang rented a 200-square-meter shop, also can think of and then bad as the office, as well as a distributor for the manufacturer to show strength. With retail water per day from several hundred yuan to 2,000 yuan, Yangling Jiang felt might go the right way. Data analysis showed that some of the original people who buy wine at Carrefour transferred to 1919, and the number is increasing. In 2007, the Yangling river abandoned auto identity, to concentrate on the start of the terminal. 'The wine industry is there are still a lot of gray space, but great Chinese wine market, there are many opportunities to get rid of the gray space.' Yang said. He felt a once lucrative industry ended, the channel began to flatten, the ultimate winner will be the big platform 'Ctrip' type, his goal now is to make such a big platform. Shops to + electricity supplier 'My understanding is that for 1919 the retail chain, the electricity supplier to combine these three together.' Jiang said Yangling, 1919 mainly with the electricity supplier members of management and order management system.
Shop at the beginning, Yangling Jiang put written into the system where members of management, but in addition 'members may calculus' that several characters, not any real initiatives. With the rise of Internet companies Ctrip and, in 2008, Yangling river began to study and public comment Ctrip, found at the electricity supplier is to use the most advanced information technology to do point-to-one client management can be achieved for each a customer calls, send e-mail, which is traditional offline stores can not imagine. 2010 buy rise, more exciting the importance he attaches to membership management system. After spending nearly a million yuan to improve the information system construction company after this membership management on the Internet he moved to the line. In 1919, members were divided into blue, yellow, white categories. Where the blue is retail customers, yellow is per customer, white is the customers buy. 'Blue is equivalent to Ctrip members ordinary members; yellow Membership is institutional customers; white members are large institutional customers,' Yang said. In this system, the same concept into the cards, recharge, the higher the discount. Membership has been subdivided into three 17 different levels to enjoy the different amount of discount. In 1919 'shops to + electricity supplier' model, in addition to the introduction of membership management system, but also the introduction of order management and sales line. In addition to self-built official website, 1919 is also actively cooperate actively with the third-party platform, and the third party in the position of priority on the development of its own official website is a supplement to third parties. Yangling Jiang think of vertical business platform will face considerable cost pressures in the future, because the flow is too low. We will give priority to Jingdong, Lynx these platforms, as their strategic partner. 'I hope in the future, where orders are coming from third-party platform.'
September 2012, 40 million yuan of revenue in 1919 supermarkets nearly 400 million from the line. 'Electricity supplier is a consumer orders a channel, now the main electricity supplier to sell products is not the social value of the electricity supplier, the low-cost, loss-burn mode is not normal, if a loss to sell online, it makes no sense.' In Chengdu, relying on more than 30 stores, for orders from the line, and strive to 1919 the vast majority of orders can be delivered in 30 minutes. In the wine industry, this phasor combination of online and offline mode, is a common attempt at maximum line in Zhejiang province long line plus long chain alcohol is also stationed in Taobao and other third-party platforms. In the field of wine, liquor electricity providers started under the United States also is fast layout line store experience, so that combined with the online order platform. Expansion of the existing 1919 financial formula more than 30 stores, mainly in Chengdu. Three years ago, the field began to try to shop 1919, after three pilot were profitable, in 2013, Yangling river plan out Chengdu, covering Sichuan, and radiation surrounding cities, he hoped 2015, it has 600 stores. However, funds can not keep up the rhythm of expansion, resources do not reach the intended expansion of the site, the face of this problem, Yangling Jiang wanted a law. He designed a six-year agreement: Partners need to pay 200 yuan deposit 1919, after its 1919 opened a store. The first three years, regardless of store profit and loss, the partners are required to ensure the 1919 headquarters annual profit of $ 70,000, in addition to the profits or losses are attributable to the partners. From the fourth year, 1919 began staging headquarters refundable deposit of partners, and adjusts the ratio of dividends, an increase of administrative expenses, six years after the end of the collaboration back end margin.
Of course, in order to ensure the interests of the other party when the other party three years ago is very good revenue and profit, it will pay a premium to the other 1919 refundable security deposit. Under the agreement, the partners will need to register a new company, called dividend rights on the profit or loss of the partners make up the surface taken away, in legal form called management consultancy. When the consolidated financial statements, incorporated 1919 financial stores. From a legal sense, it stores its stores in 1919. 'I was the equivalent of a finance company, you pay 2 million contract margin contracted a shop, the company gives you the output of retail management, contracted later, making money income attributable to you, you have to bear the loss.' Yang said . Understandably, this is equivalent to 70,000 yuan management fee finance companies. In the design of this protocol, Yangling river draws Banyan Tree's approach, is that the 1919 is responsible for store management.
But unlike the Banyan Tree, the partners need to pull customers buy the stores, which is one reason why the use of Yangling Jiang cooperation model. Yang's view, the partners are 1919's most important resource. Case in Meishan, Yangling river requires at least five shareholder partners, he hopes five different shareholders can bring enough to buy 1919 shares. '5 shareholders, if each person has 400,000 buy, the operating cost is enough.' Yang said. Wine sales is a major feature of the high proportion of buy in different stores, accounting for 30-60% range. Customers will have a direct impact on the store is profitable. 'The capital city of the retail market is large, open ourselves; Second tier cities slightly lower share of the retail, relationship marketing in the wine industry is very important, we are okay in the local area, if they open, maybe not this pattern is good' partner wealthy resource, why give 1919 cup soup? 'Some people do not want to manage.' Yangling river found a gap. 1919 system has matured, store management can be achieved basically fool, 'I'm the equivalent of a cash approach, this investment cooperation have tops, he is not convenient to cosplay costumes for sale go out management, investment money that we host.' Yang said. However, to achieve all this, we must first prove that the possibility of Yangling river 'path' to make money. In 1919 aviation store, for example, was invested 2.5 million yuan, was opened in 2012, the third year, with sales of about 40 million yuan, net profit of about 300 million. In 2012, sales will be about 30 stores in 400 million yuan, with an average per store sales of 10 million yuan. 'Our gross margin of about 20%, the annual operating costs of about 60 million, so the single-store profit of one million yuan.' Yang said. Store appears to be very profitable, but if you count the amortization of the headquarters, the need to make a profit or to fold. 1919 Headquarters operating costs nearly 20 million yuan each year, each store about 600,000. 'Management fees 70,000 Amortization enough,' Yang said in taking this cooperation strategy, in addition to want to borrow each other's resources, another reason is to ease the financial pressure on 1919. In 2009, the 1919 introduction of a new shareholder, a private investor in Wenzhou, while investment loans 20,000,000 2,000,000. With the money in 1919, the rapid expansion of 20 stores, and improve the company's management system.
But to borrow a lot of financial pressure. 'Every month two points, 24% per annum. 2010, 2011 substantially all money went to pay interest.' 2012, 1919 to 16 million a year to recover the price to sell 2 million shares. After that, a dream for listing in 1919, the company standardized management, when staff costs increased by 40% immediately. 2010 1919 loss of nearly 10 million. 30 million yuan of bank loans to help 1919 through the storm. 2013, 1919 is expected to finance 60 million yuan, of which 40 million yuan will be used to shop. 'Can only be opened 20 stores.
This model is actually to take profits in exchange for expansion.' Yangling Jiang said. And according to past experience, the new store opening may be a loss of the year, if all add a lot of stores each year earnings pressure is relatively large. Yang hope that through this model design, can solve the financial problems the shop, but will not affect future earnings. As for longer-term cooperation, Yangling Jiang assumption is listed first required to earn enough profit, after the two sides talk about the dividend and whether to continue the cooperation. 'Yangling Jiang dream is that by 2015, the number of outlets and other forms 1919 stores up to 600.