Tan Chuanhua was born in Wanzhou rural area of Chongqing. At the age of 18, he lost his right hand when he went to the river to fry fish, and his life trajectory changed from then on. However, he quickly got out of the shadow of physical disability, learned good painting with his second brother who came back from the army, and became a primary school teacher.
At the age of p>23, his love was blocked. After reading a lot of books, he wanted to go to Wan Li Road. He took the 5 yuan money given by his parents, and he searched for his dreams in the vagabond, looking for his own painter and poet dreams. In the early 198s, there were not many floating population, and Tan Chuanhua became the "first generation of vagabonds" after the reform and opening up.
Tan Chuanhua, who drifted to Kunming, drew a picture of a young man on the third day and earned 2 yuan money. Tan Chuanhua recalled to reporters: "This is a very important 2 yuan money in my life. He gave me hope to live. Moreover, I have three important 2 yuan money in my life. "
Because of the disability of his right hand, Tan Chuanhua always used to put his right hand in his trouser pocket. He waved his left hand and said, "My second 2 yuan money was that I bought a wooden comb from Shenzhen with 2 yuan money, which made me a carpenter in Tan. The third 2 yuan money, a wooden comb I made, was sold to 2 yuan money when I first sold it. These three 2 yuan dollars make up my entrepreneurial history. It is the most important turning point in my life. "
After wandering in Yunnan for two years, a serious illness in Guizhou made him finally choose to return to his hometown, marry and have children, inherit the occupation handed down by his ancestors, become a carpenter and start a business.
"At that time, more than thirty workers didn't know how to make combs. It took half a year to study and finally made them." Tan Chuanhua's first batch of products left the factory, and it took him a whole day to get on the market. His four salesmen shouted themselves hoarse, but only sold a two-yuan comb. This two yuan, Tan Chuanhua said, is an important two yuan in his life and the first step in this career.
Tan Chuanhua said that Tan Carpenter Company is rich, and we are determined not to buy high-grade office buildings or luxury villas and cars, and we should spend our limited funds on "one hard and one soft": only good equipment, soft and capable people; The quality and softness of products are the cultural content of products
"I always wanted to be a poet and painter when I grew up. Because of my innocence and romance, I paid a heavy price and almost starved to death on the street. God forbid, I still want to be a carpenter."
How many entrepreneurs try their best to hide or whitewash their past after becoming famous, but Tan Chuanhua, the owner of Tan Carpenter's comb, has neatly framed this "family history" in every franchise store. For him, without these real past events, there would be no today of his own, and there would be no "Carpenter Tan" now.
The surprise of "Tan Carpenter"
In p>1995, Tan Chuanhua officially registered the trademark of "Tan Carpenter" comb. After a difficult sales trip, I burned unqualified products worth 3, yuan, made numerous technical reforms, and founded the Happy Carpenter Tan Comic Newspaper ... In 1997, Tan Chuanhua's small wooden comb finally gained a good market reputation. Just as he was sharpening his knife and preparing for a big fight, an unexpected difficulty stood in front of him: because there was no fixed assets as collateral, the bank was unwilling to lend money to this small enterprise that made a living by producing small combs, and Tan Chuanhua was weak in succession.
this was a common growth problem for all small and medium-sized private enterprises in China at that time. On August 19, 1997, Tan Chuanhua, who pleaded with the bank without results, was angry and put out a full-page advertisement in a newspaper in Chongqing: Tan Carpenter Crafts Co., Ltd. wanted a bank. In China at that time, the recruitment of banks by private enterprises was a sensational event at home and abroad. More than 1, media from all over the country and even the world flocked to report the phenomenon of Tan Carpenter's recruitment of banks, which subsequently triggered a series of discussions on the relationship between banks and enterprises in the financial and business circles.
Tan Chuanhua finally got the support of the bank, and the popularity of "Tan Carpenter" was unprecedented. But the market does not seem to give this "first brand" face. At the moment, the sales model of "Tan Carpenter" mainly depends on the shops in shopping malls. However, after "Tan Carpenter" became famous, other wooden comb enterprises began to wake up, and the competition in shopping malls became fierce.
Just when Tan Chuanhua found that the road of shopping malls was not only slow, but also increasingly downhill, the turnover of several specialty stores he inadvertently tried to build soared. It's better to find a new way to write articles in a specialty store than to get caught up in hand-to-hand combat in the mall. Tan Chuanhua immediately invited the famous "Yu Mingyang Expert Group" at that time to introduce CIS to the company. This introduction, Tan Chuanhua "dared" to spend one-third of the profits of that year. At the same time, he re-planned the enterprise strategy, withdrew from the counters of shopping malls around the country, and turned the business model to the direction of franchise chain, a specialty store.
On March 7th, 1998, "Tan Carpenter" signed a contract with the first franchise chain store, and since then, the development of franchise has started. Franchising has enabled Tan Carpenter Company to embark on a long-term development path with controllable production and sales, controllable channels and controllable brands.
"I've been struggling with impetuousness"
By the beginning of 2, there were nearly 1 "Tan Carpenter" specialty stores. However, in the spring of this year, the joining speed of specialty stores plummeted, and franchisees everywhere began to complain. The core of complaint is benefit: first, because of the single product and style, customers have few choices when they come to the store; Secondly, Tan Carpenter's comb is very expensive, but the brand added value for high-taste and high-consumption groups has not been done enough. Third, although the comb is good, the decoration of the shop is very general, and it is often buried in the commercial street and can't attract attention. As a result, the franchise stores in various places have mediocre business, barely strong profits, low return on investment, and some even closed down at a loss.
This is actually a hurdle that all franchise chain enterprises in China must encounter. Whether we can overcome this hurdle depends on the ability and attitude of entrepreneurs. Tan Chuanhua's ability is outstanding and his attitude is firm. He said, Tan Carpenter Company is rich, and we will definitely not buy high-end office buildings and luxury villas, and we will spend our limited funds on "one hard and one soft": just good equipment, soft is capable people; The quality and softness of products are the cultural content of products.
After spending a lot of money, with the help of absolutely first-class "capable people", Carpenter Tan's new storefront design scheme, which is both traditional and modern and based on China's traditional culture, was quickly taken out. I tried to install a store myself, which was a great success, and the sales volume was more than double that of the old one.
The new storefront design is simple and elegant, full of personality and traditional culture, which fully demonstrates the long lasting charm of "Carpenter Tan, handmade" and greatly enhances the brand culture content of Carpenter Tan's comb. After its launch, it immediately caused a sensation inside and outside the industry, and the high-priced wooden combs, set off by cultural content, seemed to make consumers feel value for money. By word of mouth, at the end of 2, the number of people who asked to join the franchise network of Tan Carpenter was several times that of 1999.
In p>21, Tan Carpenter Company, which started business less than 8 years ago, took shape as a "century-old shop".
"In fact, since the establishment of the first chain store, I have been struggling with impetuous. Everyone wants to become famous in one fell swoop, and impetuousness is everywhere. I have been doing counseling on this issue, and what I insist on is honesty. "
I've been making combs for more than ten years, but so far none of them have completely satisfied Tan Chuanhua. "So my comb will continue to be made. I want to be the best comb in the world." Carpenter Tan has a big heart.