In the new era, there are business opportunities for "lazy people"
In 2002, Hao Xinxin, who lived in Yantai, Shandong Province, had just graduated from college. At the affectionate call of her boyfriend, she came to Shanghai. My boyfriend is a professional buyer in a well-known shopping mall in Shanghai. He travels around the world to collect fashion "treasures" for the mall.
After arriving in Shanghai, Hao Xinxin quickly relied on her computer science skills to work as a programmer in an IT company in Pudong. Although as a newcomer, her monthly salary is only 2,600 yuan, she has finally fulfilled her white-collar dream.
In Shanghai, white-collar workers are often synonymous with the "new lazy people." They have good salaries, are well-dressed, advocate a simple and time-saving lifestyle, and have the courage to exchange money for energy and time.
Hao Xinxin's boyfriend's life is a typical "lazy man". His residence has a complete set of "new weapons" that are necessary for lazy people. In order to facilitate moving and traveling, he likes to sleep on an inflatable bed; the new dishwasher he bought can even be thrown into the pot to clean; he wears "lazy socks" to save time to distinguish his heels every morning; he uses laziness The human breakfast machine can automatically produce delicious sandwiches at an astonishing speed every day; his sweeping machine does not require the user to bend down at all...
On the night of Hao Xinxin's birthday, the young couple was at "home" "There was a small party there. When a group of white-collar colleagues saw the lazy products that she and her boyfriend used, they were very surprised. One of them suggested to Hao Xinxin, why not open a "lazy products store"?
Hao Xinxin was stunned for a moment and thought excitedly: Yes, facing the fast pace of modern life, who doesn’t want to save some time? If you open a "lazy people's supplies store" that specializes in lazy people's products that can save white-collar workers time, will there be a big market?
Smart attack, selling fire on the beach
Hao Xinxin is an impatient and does what he says. In October 2003, Hao Xinxin resigned decisively. She and her boyfriend spent 60,000 yuan in savings and began a massive "stock search operation." On the one hand, Hao Xinxin visited the major wholesale markets in Shanghai and bought many disposable products. Such as disposable tableware, napkins, tablecloths, disposable towels, toothbrushes, soaps, disposable aromatic shoe cleaning cloths, paper underwear, slippers, fashionable nipple patches called "lazy girl bras"... these are all They are products that do not need to be recycled. They are easy to operate and just throw away after use. They are usually very popular among lazy people.
At the same time, her boyfriend and his colleagues also took the opportunity to go to major cities at home and abroad to select goods for shopping malls, and by the way, they helped her search for some trendy products suitable for "new lazy people", such as a month The "lazy flower pot" that only needs to be watered once; the "lazy bone sofa" that makes you comfortable whether you want to sit, lie down or lie down; and the "lazy garbage" that can automatically compress the volume of garbage by two-thirds Bucket" etc.
A month later, Hao Xinxin selected an unused shop of more than 40 square meters near Zhangjiang Science and Technology Park in Pudong. The service group of "Lazy Man Products" is mainly white-collar workers who are busy at work, often work overtime and travel, and have no time to take care of their lives. Tens of thousands of white-collar men and women gather in the skyscraper office buildings here every day, which is exactly the Feng Shui for opening a lazy man shop. Treasure land.
In order to make shopping easier for lazy customers, Hao Xinxin arranged the store into a supermarket layout. The interior decoration of the store looks simple and fashionable, making the "new lazy people" feel friendly at first sight. Unexpectedly, as soon as the name "Lazy People's Products Store" was announced, it immediately caused a sensation in the neighborhood. On the first day of opening, the popularity of the store was beyond Xinxin's expectation. Waves of people looking at the store almost overwhelmed the store. However, despite the large number of people watching the excitement, the business in the store has always been tepid. The turnover at the end of the day was only more than 300 yuan, and only some one-time small commodities were sold.
An enthusiastic customer reminded Xinxin: "It turns out that you have so many fun and practical 'lazy products' in your store. I almost missed them. In fact, you should take the initiative to introduce these products To everyone, otherwise who would know?"
One word wakes up the dreamer. The next day, Xinxin moved the workbench to the entrance of the store and demonstrated the wonders of these lazy products to the white-collar men and women who were watching.
Sure enough, this "speculate now and sell now" promotion method quickly boosted sales. The turnover on that day was as high as 2,300 yuan, more than 7 times more than the previous day!
Then, Hao Xinxin came up with the second trick - to carefully create a beautiful direct investment manual to introduce her "lazy products". This trick worked really well. After just one week, Hao Xinxin had completely opened up the sales situation. The business in the specialty store became increasingly popular, and it was overcrowded every day. Some of the favorite products of "New Lazy People" are fully automatic breakfast machines, disposable fashionable breast pads, floor-sweeping slippers and lazy sofas. These products are often sold out. Within a month, Hao Xinxin I asked for goods from the wholesaler 5 times in a row. Later, she registered every product she sold in her book, and then picked out a few best-selling products and "ate in" them in large quantities when purchasing...
Through word of mouth from customers, Hao Xinxin's store Her popularity gradually spread throughout Shanghai. As the number of "lazy people" entering the store continued to increase, her monthly income also soared rapidly. In just 4 months, Xinxin miraculously made back all its original investment. Six months later, the store's monthly profit has exceeded the 20,000 yuan mark.
Small setback, big career
By the beginning of 2005, Hao Xinxin had accumulated 200,000 yuan in wealth. Seeing that the small store could no longer accommodate the influx of customers every day, she decided to expand her business and open a chain store. In March of that year, Xinxin spent all his money to open two branches in Zhabei District and Xuhui District, and gave them full management to four employees from the same hometown. After the new store opened, business was booming.
Two months later, just as her "lazy business" was booming, something unexpected happened - as if overnight, five or six companies imitating hers suddenly appeared in Shanghai. Lazy person supplies store. Colleagues kept product prices very low, which greatly affected Xinxin's business. Many of its former "die-hard customers" were snatched away by competitors. Seeing that the once popular store gradually became quiet, and the two branches were almost on the verge of "closing down", Xinxin couldn't help but feel anxious.
In order to compete, Hao Xinxin decided to introduce more new products and win with the advantage of "a wide variety of products". So she began to frequently visit the "Canton Fair", "Orchid Fair" and "Yiwu Small Commodity Fair", etc. From thousands of exhibits, she selected new products suitable for lazy people and took them back to the store. At the same time, she asked her boyfriend to take the opportunity of a business trip to collect domestic and foreign products for lazy people for the store. After some searching, the variety of goods in Hao Xinxin's store gradually became richer. More than 200 kinds of lazy supplies filled the shelves, covering all aspects of clothing, food, housing, transportation, entertainment, etc. Some of these fashionable “lazy goods” were wholesaled in small quantities by boyfriends from foreign manufacturers, and peers could not contact the source of the goods at all. As a result, her business advantages were highlighted again, and some "lost" white-collar customers returned to Hao Xinxin's store to hunt for treasures.
In order to firmly capture these lost customers, Hao Xinxin also learned the promotion methods in supermarkets and applied for membership cards for old customers. With the card, you can enjoy a 10% discount on all products. And you can accumulate "consumption points". When the points accumulate to a certain level, you can exchange them for grand prizes from the "Lazy Man Store". After hard work, the business of Hao Xinxin's three stores has become increasingly prosperous.
After this incident, Hao Xinxin keenly felt that if he wanted to avoid others' imitation, he must have his own brand. In August 2005, Hao Xinxin registered the trademark "New Lazy Man" and obtained the most guaranteed golden key for business development. Later, she began to ask manufacturers to process disposable products with low investment and small commodities such as "lazy trash cans", and then put her own trademark on them. In this way, we not only achieve the goal of "maximizing profits", but also use the power of the brand to enhance the reputation of our own stores, which can be said to kill two birds with one stone.
On the eve of the Spring Festival last year, the boss of a large company in Shanghai bought more than 30,000 yuan of "lazy people's supplies" from Hao Xinxin's store. The boss said that every New Year and holidays, Chinese and foreign companies in Shanghai would give out some welfare gifts to their employees. He felt that giving these "lazy products" to subordinates was more innovative than other gifts and would be more popular among "lazy white-collar workers." Our welcome.
After hearing this, Hao Xin was overjoyed. In the past, he only focused on individual customers, but ignored the big market of group consumption. If the fashionable "lazy goods" in the store could become gifts for employees from some large companies, wouldn't it be more profitable? Big money?
Then, she carried a color-printed advertising brochure and some fashionable items for lazy people, and went to knock on the door of the company’s boss from house to house. Although the experience was quite bumpy and she hit many walls, with her sincere words and persistence, Hao Xinxin finally impressed some bosses and signed supply agreements with more than 10 companies. From this alone, she earned nearly 500,000 yuan on the eve of the Spring Festival in 2005. Some of these companies are willing to cooperate with her for a long time.
As of now, Hao Xinxin has 5 branches and 16 employees in Shanghai, with personal assets of more than 1.3 million yuan. She said with pride: "Next, I not only want to open 'Lazy People's Stores' all over the country, but also plan to set up a company to produce more of my own 'Lazy People's Products'."