In the paradoxical and volatile market, some enterprises took the lead in realizing the business ideal of "hiding in the small building into a unified system and merging things from east to west." But they have never been particularly blessed and are in a corner of the forgotten corner of competition. In fact, they have established themselves in timeless bloodless competition. Li Shuzhong, an ordinary Shanxi businessman, entered an ordinary optical industry. In the second-tier market far away from the hubbub, he spent nearly ten years cultivating a cobra - excellent light. Lurking in the crisis of four volt environment, forbear with, insisted, ten years of "blood experience" accumulated, it has learned to nuanced, both offensive and defensive. Dark and light into the brightest corporate headquarters located in Taiyuan, an old shabby residential buildings, after twists and turns alley, no elevator, no lights, this feeling very uncomfortable, like going into the boss of MLB liar, very It is hard to imagine this is a business headquarters in Shanxi glasses industry for decades. At the end of the corridor on the 4th floor is the office of Chairman Li Shuzhong. The 40-square-meter area is divided into an office, a small warehouse and toilets. There is no sign on the wall, no large sofa and desk, no secretary, A variety of ornaments, some just a variety of books, newspapers, invoices, a lot of things a decade ago is the case, a decade later! Have seen too many magnificent style of office building, seen too much luxury office, Li Shuzhong's low-key and humble hit the hearts of reporters. "If you are in the image of the company's future consideration, I can Taiyuan, the company built a very luxurious modern, but now, there are a lot of brilliant did not do a good job. Face work to do, but still have to distinguish between primary and secondary stores face Much bigger than the head office. "Compared with the dark, dark, brilliant headquarters, the glitzy franchise is another landscape. Two days reporters walked eight stores in Shanxi Province, just as the brightest 10 years of intensive cultivation leaving the beautiful harvest scene. A clear and a dark, a relaxation, and many merchants of Shanxi merchant logic compared to Li Shuzhong too offbeat, in him, the reporter saw today's business people lack the wisdom, reason and dedication. Glasses store 50 million eyebrow time reversal Ten years ago, at the beginning of 2000, Li Shuzhong is facing bottlenecks in his career, in his words, "I wanted to find someone else do not owe me money, do not naughty me, I can get cash quickly in the industry. "This is the most straightforward reason why Li Shuzhong switched jobs. After ten years in the business industry, he moved between hundreds of supermarkets in Taiyuan. Exhausted, facing the cash flow of the company too much triangular debt, Li Shuzhong wanted to be a single product facing the retail terminal. Once, Li Shuzhong went to an individual optical shop called "Sun Moon" near Taiyuan Railway Station. He looked at the simple decoration and equipment. He thought that this simple operation did not require too many staffs and that a person could prop up a shop , Do not need a huge inventory, no complicated financial relationships, Li Shuzhong heart. Heart to do it, do it slowly to amend, this is Li Shuzhong's philosophy of the past 10 years. Near the Tianlong Mansion, the best spot in Taiyuan, he set off a shop of more than 100 square meters, renting 150,000 yuan a year. Do not understand the technology, spend a huge amount of money to hire a technical director, full-time optometry and processing, coupled with renovation, purchase, before and after spent nearly 500,000 yuan, Li Shuzhong all the old all posted inside. In order to ensure the pre-opening effect, Li Shuzhong triggered tens of thousands of leaflets, stop by the streets during the day and sweep the floor at night, persisting for a whole month. "I still remember clearly that at the end of March 2001, most of the night, Li and I spent half a meter of deep snow on my doorstep leaflets, and every night I had to walk a few blocks. Blow-up, because no time during the day, and many people are at home at night, so the leaflets have an effect. "Now Bright glasses executive director, operations director Zhang Lihong said. At that time, this move was very crazy, for a long time, people thought that Li Shuzhong crazy. A paper move was crazy move to create a bright optical shop finally has some effect, Li Shuzhong has received a deadline to move the order! The original store near the Denon to rectification, all stores within half a month to relocate, Li Shuzhong Tears and tears, the first store that has cost hundreds of thousands of months in the past months to face the relocation. "At that time, I was really discouraged. After all, I dropped in so much money. But looking back, this is not an issue of our ability. It is an objective factor. As long as we operate in accordance with our established direction and approach, it will be a big deal to go further." Li Shuzhong quickly calmed down, tight money on hand, Lee Shu-chung simply moved the store to the streets of non-commercial circles, shops from more than 100 square meters down to more than 60 square meters. Glasses manufacturers in Jiangsu and Zhejiang to do the industry are laughing at him: you shop to open sooner or later, because the location is too partial, optical shop is not a vegetable market, only to open the business circle to be effective. In the opposite direction, who said the established model must be right, Li Shuzhong simply give bright glasses a completely different position - do not flow, do membership, word of mouth marketing. In 2002, this idea is too advanced. Li Shuzhong finally sink to heart, the entire Taiyuan glasses market made a comprehensive investigation thoroughly. By visiting the major optical shops in Taiyuan and exchange of ophthalmology experts with peers, for a long time to observe, so that Li Shuzhong summed up the Taiyuan glasses market had several inherent characteristics, as shown below: Glasses is an old, old, operating The idea of ​​slow development of the industry, a single store-based business model has many drawbacks, abnormally sensitive in the business minds of Li Shuzhong, began to change: to be a brand, to be franchised. Li Shuzhong began to strengthen service awareness. In Taiyuan, he was the first optical shop to propose six free services and the first optical shop to run through a formalized company. Bright glasses executive director, chief operating officer Zhang Hong Li washing the Taiyuan market the next few years, according to Li Shuzhong's "design", excellent bright glasses to do a few did not want to do at that time, no one can dare to innovate: the first A innovation is to avoid business circles, open a large number of community stores. On the one hand greatly reduce the rental costs, on the other hand, to facilitate the customers, and through excellent service and emotional marketing greatly enhance the excellent word-of-mouth effect. Many think that it is wrong to open a shop in a residential area and open a non-commercial circle because the optical shop is not a vegetable market, not a clothing store, and it must have a stable and abundant passenger flow to ensure its entrance rate and purchase rate , But I think this concept is outdated! "According to Li Shuzhong's view, optical shops in the future to assume more than just the role of selling products, more commitment to education, mentoring, service, and even assume part of the medical role , And glasses is not a product, many people ignore the follow-up service, this is the best time for customer loyalty training. Brilliant is precisely in the pre-sale, sale, sale of three links continued plowing, the consumer firmly "plugging" at home, through word-of-mouth communication, so that stores can continue to profit. Bright first proposed six free services in the industry, optometry, cleaning glasses, adjusting frames, changing screws, replacement nose pads, contact lens care and so on, through the "small profits" closer to the customer distance. The second innovation is to break the glasses industry legislation and other desirable practices, adhere to the technical optometry (non-computer optometry), unified processing, unified delivery, unified training, to achieve franchise's "zero inventory" and "zero equipment" The investment costs lower than their peers 50%, 45% lower operating expenses. "The idea of ​​an equally desirable attitude is wrong. As for the names of those who carry the 'computer for 10 minutes of optometry', it is even more fooling around. The true effect of optometry must be 30-40 minutes, and it is manual and computer-intensive because it involves Many can not ignore the technical parameters, consumers do not understand, think the sooner the better. "Zhang Lihong told reporters. Youliang and other handicraft workshops Optical shop biggest difference is the implementation of uniform processing and uniform distribution of the lens, thus greatly reducing the franchisee inventory costs and equipment staff costs, which is excellent light community store than peer optical shop to invest less than half Tips. Then, through the layers of quality control, you can achieve excellent delivery of 99.9%, the final show in the hands of consumers, not just a pair of glasses, there are bags of origin of the lens - a detailed record of the lens above Of the brand, parameters and origin; a optometry card, a detailed record of the optometry in a series of parameters. "Can not achieve the desirable, is not convenient for customers?" Reporters asked. Li Shuzhong believes that the best is to take the irresponsible approach to consumers, Youliang professional consumer spending experience can be enhanced, in addition, Youliang community shop opened in the community, but also very convenient for consumers to take Glasses, and even we will provide some home delivery services for customers with limited mobility. In addition to these two major innovations, at that time, Bright has also done so many businesses have not been able to do the service - every glasses customers must make a telephone return visit, each customer must be registered in the book; each franchisee (manager ) There must be two business training sessions a week at headquarters, and a five-year windshield (now changed to once a week). In 2006, with the deep plowing in the community shop, Youliang has more than 40 franchise stores throughout Shanxi, and has adopted a set of corporatization operations to carry out systematic skills training, logistics and distribution, processing and production, financial management, short Short five years, excellent light to do the NO.1 location in Shanxi Province. South "Sap" "Chinese enterprises want to make big, but ignore their own overall entity and quality, we are no exception." In 2007, after more than five years of intensive, bright in the number of franchise stores in Shanxi has 60 About the franchisee management, training, support efforts have greatly improved, Li Shuzhong began to look at the market outside of Shanxi. First put the inventory center in Shanghai, set up a company in Shanghai, because Shanghai is close to the optical industry clusters, office locations on Kunshan. Li Shuzhong began to look into the surrounding cities, in just one year in Wuxi, Suzhou, Kunshan opened a dozen stores, just a year later, there are 8 stores closed down, this aggressive "expansion" Li Shuzhong gave painful lesson, lost nearly millions of dollars! Open shop than Taiyuan, into the goods more expensive than Taiyuan, decoration beautiful than Taiyuan, why failed? Li Shuzhong began a painful reflection. First, improper employment, the general manager of Wuxi in Suzhou is the past from Taiyuan, subject to the model of Taiyuan, in a competitive environment, the market environment is completely different in the Yangtze River Delta region, past experience has become a stumbling block, either on the site , Or in specific operations are not suited to local conditions. Second, quick success, when Li Shuzhong Wuxi to Suzhou task set must be a month to open two stores, resulting in the site too casual, store clerk training is not sufficient. Third, the management is weak and there is no precipitation in Taiyuan in four or five years. Therefore, the excellent management advantages of Brightness can not be implemented in the new region. Finally, there have been mistakes in media campaigns, inadequate research on the local market, and many campaigns failing to achieve good results. After learning the lesson, Li Shuzhong took "ambition" back and, in the face of the prosperous Taiyuan, Li Shuzhong failed to calm down and plunged into the quagmire of "diversification." "At that time, Taiyuan market has done very well, the flow of funds is very abundant, I suddenly felt the optical industry is too small, a hot mind, made a 'US service' dry cleaning projects and advertising agencies, compiled a magazine, Behind for various reasons, had to stop and lost nearly 200 million. "Success is not accidental, and more money if the lack of a calm mind will not accomplish great business, and these lessons are brilliant future brands The development must face, it is both a lesson and experience. "After this round of frustration, I really reflect on, he let me know when the bright is still very immature, both team and talent are very weak, do not have a real career, there is When mistakes are sure to see themselves. "Li Shu-chung said. Happy franchisees Li Suping standard or standard 2010, bitter experience, Li Shuzhong decided to concentrate on joining, in order to be able to really create the bright brand, he spent a lot of effort. He began to study all kinds of books on joining, Chinese and foreign successful joining cases, groping in the complicated experience is brilliant brilliantly successful model, more than two years of precipitation, he laid off a lot of unqualified franchisees, existing Franchise management plow, Li Shuzhong finally realized! Various industries are too much the Red Sea, Blue Ocean is too little, but with the patented technology to create even less technical barriers, homogenization, the same type of glasses in the future Ten years will not change, then, in such a big market to highlight their strengths, what is the best? "Bright with a simple model and details of the standard," Li Shu Zhong Road , "KFC's products are very simple, burgers, fried chicken and french fries, but why these few simple foods can be opened thousands of stores around the world? In fact, the details of the various processes, and strict implementation Go down, down to the height of the counter, the number of toilet cleaning, the only way, no matter which restaurant you eat, enjoy the same service, only the standard can be reassuring. Bright model is very simple shop, franchisees do not need to know too much knowledge of glasses, do not need to know the know-how in the inventory, do not even need too much financial knowledge, excellent overall operation, the company a unified transfer, unified processing and distribution , Unified clerk store clerk management, unified service process, unified financial revenue management, everything is unified. In the details of the standardization to create, excellent bright to do the following: First, the pre-sale, sale, sale of a set of if the standard surgery, store clerk does not require memorization, because twice a week training will make these details Deeply imprinted in the clerk's mind. Second, optometry, processing, distribution A complete set of test standards, three gateways have strict rights and responsibilities mechanism, so that the quality of products are fully guaranteed. Third, the purchase, transfer goods, financial support a set of standards, inspectors every day come to investigate the display of franchise stores, shipping revenue situation. Appears in Li Shuzhong, a franchisee is not only the unity of products, logos, but also the key is to franchisees export their own corporate culture, business philosophy, management systems and services, is based on the unity of brand content as the key to Franchise system. In the national optical industry to join such as the status quo Lin, Youliang is the only franchisee before joining, joining, opening 360 degrees to be concerned about, training and guidance of the lord. In his team, in more than half of Li Shuzhong to follow the old franchisee in 1978, and some of them are doing well in other areas, while others opened two or three "big boss" , And some have become the glasses industry sales champion. "Bright is to know that everyone understands the small details, made one by one standard, not the immediate interests of the temptation to persevere in the service to the extreme, the various aspects of making a quantifiable standard, made of habits, Made of culture; product quality perseverance to do a good job; lifelong free training perseverance to do a good job, six free services to do a good job perseverance; sales visit to persevere to do a good job.
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