Interview: "Ah Ya" Chairman Ye Guofu

Moderator: our reporter Zhou Zhou

Guest: Ye Guofu, chairman of the company

Ah ah - a loud girl jewelry chain brand, China jewelry chain leader.

Ah ya, founded in 2005, is now the largest jewelry chain in China, and owns more than 3000 chain stores with annual sales of several billion yuan.

Celebrities such as Cherrie Ying, Li Xiang and SA have endorsed the brand.

After that, over the past few months, tens of millions of astronomical prices have finalized S.H.E and Yoga Lin as the new brand spokesperson, creating a record of the industry's endorsement.

Without dreams, there is no passion; without passion, there is no sense of urgency; without urgency, there is no acceleration in the development of enterprises, nor the dignity of leading brands in Chinese fashion accessories.

I believe that any everlasting enterprise must have a group of people who are full of dreams and passion.

Ye Guofu, chairman of the board

Zhou Zhou: in the past 7 years, you have made the most humble thing.

Ye Guofu: I can't believe it when I say it. I choose the category of fashion accessories instead of deliberately.

At the beginning of my business, I saw that ten yuan shop was cheap and well received by young girls, and the sales scene was particularly hot.

I think people will be able to make money, so they step into the jewelry industry.

However, the problems also followed.

However, the road of brand is not smooth sailing. High investment has quickly put me in financial difficulty.

Once I went shopping in the supermarket and realized that although the retail price of the supermarket was very low, it was rich in products and varied in small profits and quick turnover.

I was inspired by this and realized that the key to the success of the retail chain industry is in terms of scale. Only by adopting large-scale joining can we seize the market quickly and let our competitors be caught off guard.

So, I began to break through the scale and carry out the operation mode of franchise chain, and finally led the team to the present by focusing and insisting.

Zhou Zhou: in 2007, there were less than 1000 shops, but by the end of 2010, the number had turned to 3000, and the total retail sales rose from 560 million yuan in 2007 to 1 billion 200 million yuan in 2010.

In China's jewelry industry, no brand can develop as fast as ah ya.

How did you make it? Can you share your successful experience with the apparel industry?

Ye Guofu: in fact, ah Ya's success is the experience from UNIQLO, GAP, H&M and ZARA.

They rely on the "fast fashion" business model, and the opposition of traditional luxury brands, making the brand fast racing on the road.

Alas, the success is also attributed to the fast fashion business mode.

However, we aim at the characteristics of the jewelry industry and pform the "fast fashion" into three aspects: parity, keeping up with fashion trends and product updates.

Ah, the first to see the unique consumption psychology of young women - the fashionable girls are no longer satisfied with the pursuit of expensive classic, gold earrings, gold rings, and gold necklaces.

Fashion changeful and rapidly updated inexpensive ornaments are what they really need.

So, ah, invest heavily in opening up this fast fashion industry chain, and strictly control buyer procurement, R & D, production, order processing, distribution, retail six links, so that the fast fashion cycle mode from start to landing takes only seven days.

In the "fast fashion" business mode, the key is landing execution.

Just like some international clothing brand giants know perfectly well.

Zhou Zhou: entering the next ten years, more intense commercial fighting is inevitable.

In most of the city's most prosperous streets, good shops have become scarce resources, which may directly affect the strategic advance.

You have been insisting on setting up a shop on the expensive pedestrian street. What are the achievements of the 3000 stores nowadays? What is the profit model of the shops?

Ye Guofu: young girls all over the country have heard of ah, ah, shops all over the country are our best advertisements.

The reason why I choose the Alai flagship store in the pedestrian street is not impulsive, but because the pedestrian street is not only a huge sales place, but also can bring strong brand effect.

If you spend 10 million yuan on TV advertising, it will not cost 10 million yuan to open a flagship store in Beijing Road, Guangzhou.

There are tens of millions of people in Beijing road pedestrian street every year. Quite a few of them are our target customers. If the shops can make profits, it means that I will advertise without spending a penny, let alone Guangzhou Beijing Road, ah Ya shop is profitable.

{page_break}

In 2010, the number of stores has reached 3000, with annual retail sales exceeding 1 billion 200 million yuan.

Just like ah ye in Hunan satellite TV, Jiangsu satellite TV and Huayu satellite TV tens of millions of advertising claims, "ah ya, Chinese jewelry chain leaders, 3000 stores nationwide, new products every week."

Ah, ah, the reason why I can get this achievement is that the new products that have been constantly emerging have firmly grasped the hearts of young girls, and their products have been updated once a week. The dazzling new products have made them like a shop in a completely different fashion, attracting fashionable fashion girls to frequent consumption.

Many of the young millionaires have been born in the aisle franchisee. I hope more people will benefit from choosing to join in.

Zhou Zhou: Recently, ah Ya first proposed the avant-garde marketing concept of "post marketing era". What kind of boost will it play in brand operation and marketing?

Ye Guofu: this illustration will be clearer. I personally think that McDonald's is a successful example of "post marketing".

McDonald's began to inculcate brand culture for children between two and three, even though no two to three year old children go to McDonald's.

This is the masterpiece of McDonald's brand strategy, which aims at smaller children and brand names in the happy memories of children aged two to three, so as to cultivate children's "lifelong habits".

Ah, ah, on this basis, put forward the concept of "post marketing era", referring to the education and construction of brand, starting from 00.

Ah, ah, I am convinced that after 90 and 00 is the main consumer group in the future. The brand communication of enterprises should also be carried out from children's perspective, which makes it easier to form a sense of dependence on brands and develop a lifelong consumption habit.

If a brand can be picked up accurately from a doll, it is not only low in cost, but also very durable.

How to succeed in the post marketing era depends on the foresight and rob of a brand communication opportunity.

Zhou Zhou: cross boundary channels provide consumers with another option and create new growth opportunities for enterprises.

It is reported that you are actively planning second brands, which is seen as a harbinger of remolding the fast growth mode.

The industry conjecture that it is very likely to break through the store mode and become a commodity provider that crosses many industries such as clothing, shoes and hats.

How will you use the influence of the brand to realize your second brand dreams?

Ye Guofu: in most of the most prosperous streets in the city, good shops have become scarce resources, which may directly affect the strategic advance.

Ah, ah, we need to make a breakthrough in strategy so that the boundaries of the market can be extended indefinitely.

As a matter of fact, as early as 2010, he reached strategic cooperation with WAL-MART, a global retail giant, and settled in WAL-MART's large retail channel.

In the retail industry, similar pboundary can be seen everywhere. For example, Starbucks's Via instant coffee is sold in shopping malls, supermarkets and restaurants, accounting for 7% of its revenue, and has a sustained growth trend.

At the same time, ah ah e e - commerce platform is also in the active establishment, in the near future can be put into use.

Whether the offline terminal channel or the online network platform, alas, spare no effort in channel construction.

As for ah Ya's brand influence, it may not be as big as you think.

Alas, the brand recognition of "parity jewelry" has been formed.

On the basis of the existing second brands, it is difficult to break through, such as improper management, but has a negative impact on the brand.

By contrast, the 3000 terminal stores are the biggest resources.

If I run second brands, a strong sales network will be the most supportive backing.

I am a very effective person.

If I have a good idea, I will execute it immediately.

In the seven years of development, I have injected general brand management and powerful executive power into brand genes and become a part of corporate culture.

All these will deeply affect the development of the second brands.

In other words, the second brand has stood on the shoulders of a giant at the very beginning, and I have full confidence in the future of her.

The picture shows the sales outlets.