Why did it take only 10 years for famous and excellent products to break through the painstaking efforts of 10 years?

Ye Guofu said, "What you see is just the tip of the iceberg on the water. The real core competitiveness comes from 96% invisibility under the water.

Find simplicity from complexity, harmony from inconsistency, and opportunities from difficulties. As Einstein said, this is an era in which the old and the new alternate, and the rules are reshaped in advance. Chaos brings anxiety, innovation and growth.

Everyone should be familiar with the names of excellent products. I will go shopping occasionally, after all, no one will refuse such a good and cheap thing. 10 yuan's eyeliner, 10 yuan's aloe mask and 15 yuan's facial cleanser are my regular lists.

Then, speaking of alas, most of the partners you know should be post-80 s. At that time, we were ignorant and loved beauty. Small objects of 65,438+00 yuan in 5 yuan and 2 yuan attracted many students to dress themselves up with pocket money.

The founders of these two stores are both Ye Guofu. No one would have thought that famous and excellent products, a cheap store with Uniqlo logo, Muji design concept and Costco product selection logic, opened 2,600 stores around the world in less than three years, with an annual income of 654.38 billion yuan. Alas, it took 10 billion years to break through10.

How did he change his life?

What's the difference between famous and excellent products and alas?

What happened in this 10 year?

Today, combined with the book "There are no secrets for famous and excellent products", let's take a look at the invisible 96% core competitiveness of famous and excellent products.

In 2005, Taobao beat eBay, Ma Hua Teng beat MSN and Baidu went public. At that time, e-commerce had just sprouted.

This year, Ye Guofu also founded the brand "Ai Ya" with "low price" as its core concept.

Walking in the streets, you can hear everywhere: "It's a real clearance, it's a real dumping, two full-court, two full-court, pass by, don't miss it …" Advertisements with accents are played loudly in the speakers. There are a dazzling array of small commodities on the shelves, pots and pans all over the floor, and an aunt is collecting money at the door. This is most people's first impression of two-dollar stores and ten-dollar stores.

Alas, born in such an era. At that time, relying on the advantage of low price, it quickly seized the jewelry market. Under the planning of a marketing company, it quickly sank in the third-and fourth-tier cities by joining the chain, achieving an annual income of 10 billion.

However, since 20 13, alas, the performance has fallen off a cliff. The traditional franchise chain model has a single category and low grade, so it is difficult to break through the bottleneck in sales scale; Homogenization competition is serious; Coupled with the upgrading of users' consumption concepts, they are more pursuing quality.

In 20 13, Ye Guofu established the brand of "Famous and Excellent Products" with the core concept of "high quality+low price".

When the number of competitors increases, they have developed to the third and fourth lines, and the consumer user groups have also awakened. Obviously, simple low prices can no longer attract customers.

At this time, Ye Guofu chose a composite weapon: it is still a commodity with an average price of 65,438+00 yuan, but it has more tasteful decoration style+design sense of product appearance+imported brand, and upgraded its joining cooperation and supply chain.

How similar are their signs?

For example, just last year, the super-hot UNIQLO KAWS co-branded money was snapped up. Information such as "drilling shutter doors", "model undressing", "sold out instantly" and "someone has physical conflict" frequently appears in various small videos. Others ran to the famous boutique ... So, the following screenshot of the conversation appeared:

Because of the similarity of LOGO, it brings controversy and spits out points, and achieves publicity effect and brand effect to a certain extent, and then whitewashes it through subsequent operations, which is recognized by users.

From the operational point of view, we can define it as touching porcelain marketing. This is much faster than simply making your own brand. Of course, it takes some courage.

Such cases of touching porcelain, such as Ruixing VS Starbucks, Didi VS Uber and so on.

I wrote it late today, so let's continue. ...