On the fourth floor of Wudaokou Clothing Market in Beijing Jinma Building, there is a florist professional ear piercing shop. Although the area is only about 5 square meters, it is famous in the country for the ear piercing market segment. .
In addition to ear piercing, Master Hua also provides many services such as lip piercing, nose piercing, and sales of small accessories. Brand founder Hua Shiguang has been working in this field for nearly 20 years and has served hundreds of thousands of customers.
Currently, Flower Master has opened 12 stores across the country.
In 1994, Hua Shiguang was laid off from the Yinchuan Fertilizer Factory. After that, he once set up a street stall in the old town of Yinchuan, selling some trinkets. He could earn seventy or eighty yuan a day, which was more than what he earned from working. But setting up a stall was really hard work, so he later opened a small shop.
Hua Shiguang had a discussion with his three sons on the issue of naming the store. The eldest son Hua Jinhu thought that since his father's surname was Hua, "Master Hua" was a good name. It was concise, catchy, and easy to remember.
Hua Shiguang agreed with this, and the "Hua Shifu" jewelry store was born.
Hua Shiguang’s first store opened in Yinchuan Tongxin Road Market, close to Ningxia University and Northwest Second Nationalities College. This small stall of less than 5 square meters initially only sold some small accessories, such as earrings, necklaces, etc. The people who came to the store to spend money were mainly students from the two universities mentioned above, and a small number were students from surrounding middle schools.
During the sales process of trinkets, customers often asked for ear piercing. Over time, Hua Shiguang became interested. In his second year of business, he followed the advice of others and purchased a special gun for ear piercing, and began to learn how to do this business.
Hua Shiguang is a person who loves to think about things. He made many small inventions when he worked in a factory. He gradually discovered that the traditional gun-type ear piercing method had the disadvantage of causing ear inflammation after the piercing, and he was determined to research a new method to solve this problem. In 1998, Master Hua launched the original "safe ear piercing technology" and applied for a national patent.
The service characteristics of Master Flower are that after the ear piercing is completed, silver nails are put on immediately, and anti-inflammatory lotion is applied at the same time, so that the ears are not red or swollen, and follow-up services are provided. In this way, customer satisfaction is quite high, and after word of mouth spreads, the business gets better and better.
Master Hua’s second son once worked in an oil refinery affiliated with Sinopec, and his business performance and personal income were both good. But in the end he followed his father’s advice, quit his job, and opened a business in the old town of Yinchuan. Opened Flower Master's second shop. Thanks to careful management, the store in the old town is doing very well, with a peak daily income of more than 5,000 yuan.
In 2002, Master Hua took out all his belongings, collected a down payment of nearly 200,000 yuan, and bought a house of more than 80 square meters with a total price of more than 400,000 yuan for his third son in Qinghe, Beijing. . At that time, the housing price in Qinghe was only more than 4,000 yuan per square meter.
In Hua Shiguang's view, although the ear piercing business is good, Yinchuan is a small city after all, and a pair of ear piercings in ordinary local stores costs one or two yuan
In Hua Shiguang's opinion, Yinchuan is a small city after all. Although the store is more expensive, it only costs RMB 5 to 10. It cannot generate scale returns. He plans to go out of Yinchuan to look for new opportunities.
After the third child settled in Beijing, Hua Shiguang often visited him and also inspected some markets in Beijing. He soon discovered that the Wudaokou Market next to the University of Science and Technology Beijing is densely populated and popular, which is particularly suitable for flower masters to settle.
Hua Jinhu, the eldest son of Hua Shiguang, worked as an editor for a newspaper of the Yinchuan Municipal Party Committee for 12 years. He suffered from the inability to break through the ceiling at work. In 2006, he resigned and came to Beijing to help his father develop the market.
On March 28, 2006, the Flower Master Wudaokou store began to be renovated.
Huajinhu specially invited a well-known Beijing designer to help design the LOGO. He himself designed and produced a billboard with Audrey Hepburn’s classic face and hung it in the market. Prominent location. In addition, wonderful photos of flower chefs serving customers over the years have also been posted on the store's glass door to attract customers.
On April 1, 2006, Master Hua’s professional ear piercing shop (Beijing store) officially opened. Surprisingly, without any publicity, the store made more than 1,400 yuan in revenue on the first day.
In the early days of entering Beijing, the flower masters still used the gun style, and due to different positions and different earrings, the service prices were also different.
Later, there were more and more customers, and they often had to wait in line. Considering that if there were too many price ranges, it would be time-consuming for customers to choose, and it would also be troublesome to distinguish one by one during service, so on the basis of improving technology, Master Hua Simply set the price at 120 yuan.
The vertical positioning manual perforation technology invented by Master Hua gradually replaced the gun style. The flower master hammer positioner can achieve precise positioning and ensure that the pierced ears are strictly symmetrical from front to back, left and right.
When it comes to the selection of perforation needles, Master Hua uses safe and hygienic medical copper perforation needles. The product is a disposable sealed package, and the holes are perforated with one needle. After the piercing is completed, the ears are disinfected with amriodine, and the earrings are soaked in medical alcohol. After the sterilization and disinfection process is completed, the earrings are worn.
In view of the fact that some customers have allergic reactions to non-sterling silver jewelry, and 925 silver jewelry is also included, Master Hua specifically contacted the earring manufacturer and customized 999 sterling silver earrings with higher purity. Hua Jinhu told Entrepreneur Reporter that high-purity silver jewelry has sterilization and disinfection functions, which can make the ear piercings break in faster, and can also be worn by customers with sensitive skin.
Not only that, the flower master’s after-sales service is also very considerate.
After the ear piercing is completed, each customer will receive a care kit to prevent wound inflammation, which contains disinfectant, medical alcohol, waterproof earmuffs, etc. In addition, customers will also receive a copy of “Piercing Tips.” On this small black card, there are thoughtful reminders such as "Do not remove or replace earrings within one month, eat less spicy and seafood-prone foods, avoid bumping and squeezing, do not stay up late, and try to avoid getting wet."
The WeChat public account was also put to use by Master Hua at the right time. They interact with enthusiastic netizens through WeChat and provide business consultation and follow-up services. For customers who have their ears pierced, Master Flower promises free care throughout the process until the wound heals.
For the convenience of customers, the store not only installs Qianfang QPOS card swiping machines, but also scans QR codes to pay. Free WiFi is also available.
With his skilled technology, years of experience and warm and thoughtful service, Master Flower has won praise from many customers. Although the price is relatively high at 120 yuan a pair, business is very popular.
In 2010, Master Hua completed the trademark registration with the State Administration for Industry and Commerce. On this basis, Flower Master Taobao store was launched. They hope to do nationwide brand promotion and store franchise through the window of Taobao store. Currently, among Hua Shifu’s 12 stores, except for 3 directly-operated stores, the others are franchise stores in various places.
In terms of the cost of opening a store, Hua Jinhu, who has gradually taken over his father's business in Beijing, believes that the minimum cost is about 60,000 yuan, of which store rent accounts for the largest proportion. For example, in Nanjing, the monthly rent of a store is at least more than 6,000 yuan, and the annual rent is more than 70,000 yuan. In third-tier cities, the rent is slightly lower, but it is basically more than 3,000 yuan.
For the first 20 franchise stores, Master Hua has launched a preferential policy. For example, if the franchise fee in a provincial capital city is 50,000 yuan, you only need to pay 20,000 yuan first, and the remaining 30,000 yuan can be made up after one year; if the franchise fee in a non-provincial capital city is 30,000 yuan, you only need to pay 10,000 yuan first, and the remaining 30,000 yuan. The $20,000 can also be replenished after one year.
Huajinhu’s point of view is that in small and medium-sized cities, although the price of ear piercing is not as high as in Beijing, even if the price is 60 yuan a pair, franchisees will still make huge profits. The person in charge of the Nanjing branch of Flower Master took out a loan to join the franchise. Since the store opened in April 2014, business has been very good, with an income of more than 500 yuan on the first day. The owner of the Urumqi branch recovered all his investment in just one year, which is rare in the franchise chain industry.
When he first arrived in Beijing, Hua Jinhu found that there were relatively few customers who had tongue piercings, eyebrow piercings, or nose piercings.
But in recent years, more and more young people in their twenties have made such requests, and not only for ears, noses, lips, eyebrows, but also for special parts such as tongues. They think it is cool and fashionable to have holes and nails pierced in these areas. In recent years, services such as ear piercing have been rising rapidly, both in terms of price and number of customers.
March every year is the busiest month for flower masters. Huajinhu’s explanation is that China has a tradition of piercing ears during the Qingming Festival. Before the Qingming Festival, especially from March to April, the ear piercing business is the most intensive period of the year, with the highest number at Wudaokou one store. 100 pairs were played in a single day, the revenue exceeded 10,000 yuan, and the profit for the month was nearly 200,000 yuan.
Currently, more than half of the Hua Shifu store’s revenue comes from ear piercing and other services, while silver jewelry sales only account for 30 to 40% of this.
It is said that the profit margin of silver jewelry sales is around 60 yuan. For example, earrings are usually purchased for around ten yuan and sold for thirty or forty yuan.
“The price of silver jewelry is only two or three times the price. Ear piercing can be more than ten times the price, and it only takes two steps and can be completed in five minutes. It costs 120 yuan, which is a small cost and a big profit. "Hua Jinhu said bluntly that the materials for ear piercing are actually not expensive. The monthly purchase cost is only 10,000 to 20,000 yuan, but the annual net profit can reach more than 600,000 yuan.
Master Hua has opened a Baidu Tieba, and the content of the Tieba is personally maintained by Hua Shiguang, who has taken a back seat. Hua Shiguang answers questions and attracts customers every day in the post bar. Some foreign customers first find a florist on Baidu Tieba and then make a special trip to the store to get their ears pierced.
Huajinhu said that in recent years, physical stores selling clothing, bags, shoes and socks and other products have been greatly impacted by e-commerce companies such as Taobao and JD.com, but e-commerce is more important than manicure and ear piercing. For stores, not only is there no impact, it also brings a lot of opportunities and the prospects are promising.
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