Impression of Wenzhou

The earliest impression of "Wenzhou" is the "Wenzhou Hair Shampoo" in the streets and alleys, and there are them all over the country. I don't know if it is a chain, but it is very prosperous anyway. In addition, there are many shoe polishers. I am from Wenzhou, so my initial impression of "Wenzhou" is that the people there like to travel abroad and do small businesses. This is my initial judgment. After all, I have little experience. When I started my business in Rizhao, I rarely came into contact with it. Foreigners’ impressions of Wenzhou people naturally come from daily observation and imagination.

Here in Shandong, describing a person is more snobbish, usually like this: XX is a businessman, and there is even a derogatory flavor in it, so at first I thought that Wenzhou people are all doing business, so it should be They are all businessmen, so a prejudice has formed in their minds, thinking that business people are snobbish and difficult to interact with.

There is a saying that goes “It’s not that you don’t understand, it’s that you don’t understand!” After actually meeting Wenzhou people, I feel that they are a group worthy of respect because they have many excellent qualities. , I originally wanted to write about my impression of Wenzhou today, but I am really not familiar with the food, drink and entertainment in Wenzhou, because I have only been to Wenzhou once, so I will write about "Impression of Wenzhou people".

I am a junior entrepreneur with little achievements. It is difficult to meet high-end people by relying on my own abilities. Some of the high-end people I met in Qingdao were introduced by Sister Ajun. When I was working in the school, Arjun asked me how I was doing. I said we were already profitable. We only had 2 products at the time, but we had already achieved a turnover of 20,000 yuan/day. The marginal cost of educational products was relatively low, so the profits were relatively high. I gave her a general description of what we were doing. work situation in Shanghai.

Ajun said, let’s visit you when I have time, because Ajun herself graduated from Shanghai University. She is very familiar with Shanghai and has many classmates. The density of flights from Qingdao to Shanghai is relatively high. So it was very convenient to go from Qingdao to Shanghai, and we made an appointment because at that time I said I wanted to introduce Teacher Hu to Ajun for an interview. Ajun likes to communicate with thoughtful people very much.

Two days later, Ajun called me. She said that she wanted to go with a friend. On the one hand, she wanted to visit the Wenxuetang, and on the other hand, she wanted to know whether the Fanke model worked. At that time, she didn’t say who this friend was. But later, because Ajun had something to do at the newspaper, she didn’t come, and her friend came. This is the first Wenzhou entrepreneur I know. Let’s call him “Mr. Chen.” , he went to Shanghai Jiao Tong University to study EMBA. He said that there were classes in the afternoon, but he was not going to go, so he came over specially to chat. He said that studying EMBA, in fact, the core "course" was after class, everyone came out to drink tea and chat. That's the most interesting thing. As for the things the teacher said, they are basically useless, because EMBA is a course designed for multinational companies, and it is of no use to local companies. But these students who study EMBA are resources, so After class, everyone will get together to eat, drink and have fun.

He gave me a business card. The title was very simple. He was the chairman of an investment company. The business card was also relatively simple. He was a relatively capable person and gave people a very down-to-earth feeling. The Vertu Collector’s Edition mobile phone is very beautiful and feels great in the hand. His EMBA classmate sent him a text message and told him where to eat at night. He gave the phone to me and asked me to read the text message and asked if I knew this restaurant. No? I said I don’t know, I just feel that the phone is quite cool.

He said that he is from Wenzhou and is currently mainly engaged in investment. If there are good projects, they can be provided to him, either through cooperation or transfer. He even asked me to ask Mr. Hu for help. Should Wen Xuetang want to invest? Because he said that investing in education is not only about accumulating fame but also morality for investment companies. The key is that he was very optimistic about Wen Xuetang, even though Wen Xuetang’s education market had just made a profit at the time.

I thought that he must not understand the Internet. I thought communication would be difficult. I used a small blackboard to analyze the development model of Wexuetang. The model is very simple. Wexuetang provides brand support and product research and development. , customer service and after-sales, and the promotion and sales process is completed by the agent. I was afraid that he would not understand, so I specially drew a topology diagram. He said that this model is very simple and is completely consistent with the model of making clothing brands on the ground. Yes, he said that this model is feasible. As long as the agent can make money, this model can become bigger. If the agent cannot make money, this model is useless. On the contrary, if the agent cannot make money, there must be a problem with the product. , so in the final analysis, the model is good, and success depends on the product.

He said that he has been making shoes for 20 years. Basically, when he gets a pair of shoes, he knows how much they cost. If they are made in Wenzhou, he also knows which factory produced them. He said, now Vancl Eslite is very popular. If you have very good quality shoes and promote them online using the same model as Vancl, how much advertising fees will it cost and how sure are you of success? ! If you were asked to promote shoes on the Internet, what method would you use? This was the question he asked me at that time.

I said, first of all, let’s analyze the success of Vancl. Although Vancl has annual sales of 500 million, we can only admit that it is an Internet brand, but not a clothing brand. brand, because most people who have bought its clothing will not buy it a second time because the quality is really poor. When we first started to build an education mall, we wanted to know how Vanke distributes goods, and we have bought 5 pieces. Fanke's clothes are indeed very cheap, a piece of clothing is about 90 yuan, but after you get it, you will understand that it is no different from the ten yuan clothes on the street stalls, so you will know just by looking at Fanke's reputation, an article scolded, because it is a clothing made by a group of Internet people who pursue profits. This is the first reason for its success. The product cost is very low, so many clothing brands should imitate Fanke and adopt crazy advertising methods to promote it. When I arrived, I found out that I was losing money because the cost of clothing was too high.

So why does Fanke use such cheap clothes to hit the market? It is determined by its promotion cost. The advertising cost of each piece of clothing of Vancl is around 50, so if the cost price of the product exceeds 50, it must be a loss. At the same time, the founder of Vancl is a person in the Internet circle. His initial advertising was all paid based on results. For example, when advertising on Sina, he cooperated with a commission of 39 yuan for each item sold. This is also a cooperation resource that is not available to people outside the circle.

Therefore, except for Fanke, there has never been a good clothing brand, because formal brands will not do online direct sales, and will directly impact the ground agency system, which is counterproductive. It is not about selling shoes through the Internet. The road is unworkable, but the current stage of the Internet has determined that if you want to build a brand through crazy advertising, you must have enough profit margins to balance the advertising fees, and you must sacrifice product quality.

Mr. Chen said that this is similar to what he analyzed, and he also predicted that Fanke would not be able to persist for long, because if a brand does not establish a good brand image with its first product, no matter how hard it works later, it will fail. It is difficult to make up for people's first impression of it. Just like BYD and Geely, no one thinks it is a high-end brand even if it launches a million-dollar sedan.

I said, what if I were to promote shoes? It still depends on the situation:

If it is authorized by a formal brand, such as NIKE, then I will open a Taobao mall. With the influence of the brand itself, I can naturally generate income. When I talked about this topic, he interrupted me and said that your idea is very good, because it is difficult for the Internet to make others trust that a famous brand is authentic, and the official certification of Taobao Mall can solve this problem, he asked Me, then you can form a team to help some big companies open Taobao malls and sign a 3 to 5-year network agency agreement. In this way, you can grow bigger and bigger, and you can build your own business with the help of other people's brands. Big.

When I heard his analysis, I thought it was theoretically feasible, but I always didn’t know how to negotiate with other merchants, not to mention that my heart was not in Taobao Mall. But looking back today, I missed it A big opportunity. The last issue of "Taobao World" introduced a company that runs Taobao Mall. They have now signed mall promotion agreements with more than 20 brands, usually for three years, because most brands They are not familiar with online promotion, but they specialize in shopping malls, so they can naturally gain favor. At the same time, they have successful cases. The more they do, the easier it is to grow bigger, because when shipping, they will also include advertising pages of other brands and cash. The company now has a gross profit of more than 10 million yuan a year.

If it is a new brand and you want to promote it through the Internet, I suggest not to build a B2C independent mall, but to enter Taobao, because Taobao has become a gathering place for online shopping people. If we create another platform , then it is just a matter of giving up the good and chasing the last. Just like Lanmu Underwear, investing 5 million in advertising fees can create an online brand.

He rejected this idea. He said that this idea is feasible for companies with venture capital, and many companies spend money desperately after receiving venture capital, because they may not pursue How much profit is there, but he hopes to make some fake money in the process of spending money, and get some cash with nothing. He said that he is an investor himself and is most familiar with this. His suggestion is that if it is for a layman Generally speaking, to enter the Internet, you still need to start slowly from a young age, and have at least a 2-year familiarization period. When you are confident about the Internet, you can adopt this method.

I said that if it is a new brand, there is another way, which is to create a B2C independent mall, but the main station will not sell it, and all sales will be done by the agent station. It is the same as Wenxuetang’s model, and you must pay a fee. Only then can you obtain the agent qualification, but this has a prerequisite: the product must be reliable and able to generate repeat customers, and the agent will receive a permanent commission. For example, if a customer is promoted by me, then no matter what he consumes in the future, I will have it. Commission, this allows everyone to treat agency as a business, and the more you accumulate, the bigger the snowball will be.

Mr. Chen said that this idea is feasible, but for a company, the most difficult thing is to recruit agents. So how do you think we can recruit agents? I said, this is what we are good at. Agents are divided into two levels. The first level is like a regional agent. For example, if you have a B2C mall selling shoes, and I am your first-level agent, then I can develop agents further down. , these agents are direct promoters, for example, their promotion commission is 25, and I commission their 5 sales commission. There are many people with network resources on the Internet, so you can give them first-level agents, and they will work hard. To promote, at the same time, the agency fee is collected and owned by the first-level agent. This model is exactly the same as the real channel.

He asked me, how confident are you? I said Wenxuetang recruited 40 agents in one day, and the ads were soon overwhelming on the Internet, so I thought it could be launched instantly.

After chatting so much, he didn’t express his opinion. Then he proposed to go to dinner together. I didn’t go because it was his classmate’s reunion after all. I called Ajun and informed him about the situation. Sister reported it, and Ajun said that this friend is very unusual. He is the secretary-general of the Chamber of Commerce, that is, the third in command, and he is also the general agent of the famous leather shoes (let’s keep it secret for the time being) in Shandong. The investment company’s current liquidity exceeds 100 million. Yuan...

After hearing this, I regretted that I was so arrogant and showed off my Internet in front of others. I thought why he left so quickly. He must be dissatisfied with me, but things were not as expected. So bad, about a week later, the boss of a fitness equipment factory in Wenzhou contacted me. His surname was Hu, and he called him Mr. Hu. He said that Mr. Chen was an investor in this fitness equipment, and he had heard Mr. Chen mention me. , Mr. Chen asked him to find me and test the Internet first with fitness equipment.

Mr. Hu is the second Wenzhou person I have come into contact with. At that time, I went back to Qingdao to handle some matters. Mr. Hu came to Shanghai to find me. I said I was in Qingdao, and Mr. Hu said, I will buy it for you. Get a ticket, I said no need, so I bought my own ticket and flew back to Shanghai. My wife and I went to "Yi Cha Yi Yi" to meet Mr. Hu. At that time, the manager of the Shanghai side who also had fitness equipment was a beautiful woman. Sister, let me call her Sister Wang. Sister Wang is an authentic Shanghainese with extraordinary temperament.

Mr. Hu’s notebook is very attractive. The screen can be rotated and you can also write on the screen. I was deeply attracted by the notebook that day. Later, when I returned home, I also bought a fully functional notebook. The same thing, but I bought a second-hand one, the IBM series X41. Closer to home, Mr. Hu showed off their company’s products. After seeing it, the biggest feeling is that the design is very emotional, a bit Korean design style, very artistic. The feeling is not as stiff as domestic fitness equipment and massage equipment.

Because at that time they were mainly doing OEM work for big foreign brands and were planning to design a new brand for domestic sales. The name had not yet been chosen at that time. I chatted with them for a short time that day and then left. That day I still It’s quite strange. I don’t know if I was infected by someone on the plane. I had a high fever in the afternoon and it lasted until the next day.

The second time I met Mr. Hu was when he came back from Hong Kong. He told me his itinerary plan a week in advance. He bought the air tickets he needed to buy to prevent him from changing his mind midway. He went to Qingdao to find me and discussed the promotion ideas for this product. Later he decided to go to Taobao Mall. At that time, he had already thought of the name BESTFEEL and later decided to use this trademark. , now it has become bigger.

The biggest impression that Mr. Hu gave me is that he is very planning. He makes a plan every day and strictly follows the plan. He has big plans and subdivided plans. I remember that he lived in At the Oceanwide Celebrity Hotel next to the Qingdao newspaper office, you can see the sea view from the bed, which is really comfortable.

After I returned to Qingdao, I had the opportunity to meet more Wenzhou friends. For the first time, I realized that Wenzhou talents are role models for us to learn from. Once I went to their office, several of their friends , some drive Ferraris, some drive Land Rover, I thought the office must be very grand, but after I went there, it didn’t feel that way at all. Their office is in a private house, and a friend there jokingly said: The office, It's just a place for daily chats. Why should it be so grand? It's a waste.

Let me talk about what I saw and learned in the Wenzhou circle:

1. When you should break the rules, you must break the rules, and when you should abide by the law, you must abide by the law. When it comes to QQ, it started by copying, Xunlei Youku started by piracy, HAO123 started by making viruses, Fanke’s clothes are garbage... Mr. Chen said that if you drive in a rural town, there will be a tractor in front of you, and it will On the fast lane, if according to the traffic law, you cannot overtake from the right side, then you can only walk behind the tractor all the time, then you will never run fast, while others will overtake from the right side of the tractor... If most people in Beijing are obeying traffic rules, but you overtake from the right and violate the rules, the traffic police will definitely catch you. He said that in the early stage of the development of any industry, it is like a road in a rural town. You have to understand the rules of the game to develop quickly. On the contrary, if you always hope to abide by the rules of the game, you will end up being as slow as a tractor. On the contrary, When an industry matures, just like driving in a big city, you must abide by traffic rules, otherwise you will be punished. Just like in the early stages of Vanke's development, if high-quality clothing is sold at a low price, it will definitely suffer losses. Failure to make money is the biggest failure of an enterprise. On the contrary, if Fanke makes money, then when the network matures, he can create a new high-end brand because he has money, and he can do the same, so he must know Is the road I am on a rural area or a big city?

2. Wenzhou people have always been ahead of other provinces in investing in real estate, land, coal, red wine, agricultural products, etc. Why is this? Mr. Chen said that there are two fundamental factors here. First, Wenzhou people like to make money together. This can be seen from the development history of Wenzhou people. For example, some people went out to work at first and found that making shoes was a good business. I brought this technology home, so I asked my uncle’s family to make shoe boxes, and my aunt’s family to make shoelaces... In this way, everyone developed. Second, although there are chambers of commerce in every province, most of them are in name only. The Wenzhou Chamber of Commerce is different. It will play a real role, that is, let everyone share the good projects discovered in recent times, and then everyone can enter together. A market, and there will also be regular exchanges between associations.

3. It is better to stick to one project for 30 years than to stick to 10 projects for 3 years. He said that the most promising period for an industry is the first three years, because it is easy to make money at this stage. For example, at the beginning, leather shoes were sold from Wenzhou to Qingdao. They bought them for 20 yuan and sold them for 100 yuan. It was very easy to do because there were only a few companies selling leather shoes. , the market is almost in a semi-monopoly, but after three years, everyone knows the profits. Not only are more and more leather shoes sold, but the prices are becoming more and more transparent. At this time, he will choose to quit. He said that making money is the last word. Don’t pursue any brand. When you have enough money, a brand can be created in an instant. He said that in China's entrepreneurial environment, diversified development is necessary, so you must have information. If you hear something is profitable, enter it immediately without waiting. Therefore, the fields he covers are: real estate, red wine, fitness equipment, seafood hotels etc.

4. Wenzhou people like to let others make money and don’t like to make money themselves. He said that this is the biggest difference between northerners and southerners. Northerners like to have all the shares and rights in their own hands. That kind of virtual pomp, such as showing off to friends: This company belongs to me alone. Wenzhou people are just the opposite. He said that if he is optimistic about a market, he will invest by himself and let people who are capable of starting a business take a share in the operation. He took his own restaurant as an example. He said that he invested in this hotel, but he did not He didn't know much about seafood, so he found a lobby manager who was in the same industry. He said, I won't pay you a salary, but I will give you 40 shares. What are you willing to do? ! Of course the other party is willing to do it, and he will do it as his own business. Wenzhou people themselves also cooperate with each other. In Qingdao, they basically have a monopoly on red wine, clothing brands, shoes, and glasses. Do you admire them?

Their division of labor is very clear. For example, if someone specializes in brand eyewear stores, then others will invest in it. If they devote themselves wholeheartedly to running an eyewear store, for example, if someone specializes in making Playboy clothing, then everyone will invest in it. , so that they can share resources. If you take their business card, you will find that there are more than ten brands behind their business card, and they are all well-known brands.

5. Money makes money the fastest. He said that starting a business must study future development trends. The country will definitely open up personal banks in the future, so they are preparing to enter this market. Their main business now is capital. The operation is actually very simple. If a large enterprise borrows money from a bank and cannot pay it back, they can help pay it back. Then when the bank lends money to the enterprise again, it will return the money to them. This It's called "building bridges", and it only does orders of more than 50 million. They have been doing this for many years. Recently, I often listen to the radio in the car and heard that our local store also has one. It is said to be the first one. Alas, this is because the information is out of date.

He usually does venture capital. He said that when doing venture capital, he basically earns 5 for 3 and loses 2, because the money invested in the company itself is invested by shareholders. He said that he will not use shareholders’ money. If you invest in one project at once, it will be divided into 10 equal parts, which can spread the risk, that is, don't put all your eggs in the same basket.

This is also the life planning advice he gave me. He said that if you want to make money quickly, you must learn how to operate capital and do multiple projects at the same time. It doesn’t matter if the project is small or if you don’t have time, you must learn to make it happen. While others make big money, you make small money. In this way, it is easy and profitable for you, and you can operate dozens of projects at the same time. He said that facts have proved that this is the fastest way to start a business. Most people who stick to one direction and never let go Died on the single-plank bridge.

After meeting Wenzhou people, I think they are a group of wise people, and they are also a very approachable group of people. They don’t have any arrogance, and they also pay great attention to their personal image. They generally look younger, maybe because they don’t What life pressure is related to is completely different from what I imagined Wenzhou people to be like.

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