Crystal Fang Zeng Yong: China'S Populace Jewelry Chain Empire Rises

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Behind the business legend of crystal Fang is actually an inspirational story by Ceng Yong, an entrepreneur.

The story of Zeng Yong will make more people believe what wealth is threatening. It will also make people who get rich first understand what Thanksgiving is rewarded.

In May 2011, reporters went to Changsha, Hunan to visit the crystal square, explore the story behind this commercial legend, and discover the riddle of "the model of civilian jewelry chain", known as the "wealth copying machine".

Witness the new journey of the chain enterprise that will be listed 5 years later.

The business of stall is also worthy of conscience.

"Entrepreneurship is being driven to the top." Zeng Yong has almost all the successful entrepreneurs in China.

He said that he was a little more humble and had become a lifelong career. The jade industry, when he was in secondary school, settled his own living expenses and tuition fees. He always bought the old people from the school doorway to sell jade, bought them at a low price, arranged them in a small amount, and then went to various quarters to promote profits.

Apparently, when Zeng Yong jumped out of the door, he sold jade as a tool to make money.

His ideal is that after graduating from secondary schools of Agricultural Mechanization in Hunan Province, we can find a safe job.

But I never expected that the factory would be restructured on the first day of work. He had no choice but to lay off.

As the saying goes, happiness is not the only thing that leads to evil.

Shortly after losing his job, in 1996, the family was devoured by an untimely flood. When he was forced to survive, he came to Changsha to dream with his father's 16 yuan.

Later, the story is now widely known: when he first arrived in Changsha, Zeng Yong went around looking for a job during the day and slept at the hotel carpet in the evening.

Zeng Yong has never been able to find a satisfactory job to solve his own food and clothing problems.

What is he going to live on? He has to start selling jade stones to make ends meet.

It has been recorded that in the past few years, in the "Slums" with shoes and tri wheels on the Orange Island Chau, Xiangjiang spent 110 yuan a month to rent a small house. Several times at the end of the month, the landlord's boss threw the quilt out of the house because he could not pay the rent on time.

The embarrassment of life made him eat only one meal.

Despite the hardships of life, Zeng Yong never gave up his pursuit of himself.

Every day he rode a bicycle of 40 yuan to Changsha in rain or shine, selling from one office to another, being driven out again and again, but he never let any chance of making money.

Finally, in 1998, Zeng Yong, 20, opened a ten square meter shop in Huang Xing Road, Changsha, with the accumulation of stall business.

3000 yuan a month's storefront.

He used the accumulated money to pay the deposit and ran around persuading wholesalers to buy goods on credit. He spent 200 yuan to buy an abandoned glass shoe cabinet and placed it in the shop. After simple decoration, Zeng Yong's first crystal jade store opened.

Many years later, when Zeng Yong was unforgettable, the story of an old man cheated stung his heart.

Shortly after the opening of the first crystal jade store, a more than 70 year old man walked into the shop. The old man took out a bracelet from a layer of parcel. He said that his son had spent more than 700 yuan on a business trip to buy filial piety. She could not bear to wear it, and had to distinguish the true from the false.

As soon as she saw it, she knew that the real thing was worth tens of dollars, but she could not hide it like a treasure.

In those years, the domestic jade industry was mixed, and consumers lacked the ability to distinguish genuine and fake jade. So many businessmen took advantage of the false truth to make profiteering, "three days without opening and three years of opening."

The old man's behavior was deeply shaken by Zeng Yong's heart. Zeng bravely determined that he must do a business that is worthy of conscience.

Many years later, some people evaluated why Zeng Yong could accomplish his career. He would mention his Buddha nature and mention his conscience.

It is because of conscience that it is possible for the real stone to gain market recognition and become bigger and bigger.

"Crystal Square" leveraging "Shuijingfang"

Although there are shops, everything is not going smoothly.

One night in April 1999, the goods were stolen by thieves, and the direct loss was more than 50 thousand yuan.

This disaster means that 3 years of hard work has been lost.

For a farm boy who starts from scratch and accumulates little by little, this kind of blow is hard to bear.

But this fatal blow has not discouraged the rural child, and has further strengthened the belief that Zeng Yong has come out of the world.

With the help of his friends, he soon stood up again.

Through a period of market investigation, Zeng has taken the fashion women group as its target consumer, and chose the crystal that was not submerged by jade and merchants and customers.

With crystal products as the main products, we only do professional products, and strive to fill the gaps in the market and avoid greedy for perfection.

Ceng Yong said: crystal and ordinary sand are a kind of substance that "goes out of the womb".

When silicon dioxide is crystal perfect, it is crystalline; silica is gelatinized and dehydrated; agate; silica gel with water content solidified into opal; and when the grain size of silicon dioxide is less than a few microns, it forms chalcedony, flint and secondary quartzite.

More importantly, the significance of different crystals, such as colorless crystals, represents purity and selflessness.

It can enhance people's aura and dispel distractions.

Purple crystal represents romance and marriage.

Yellow crystal represents wealth and good fortune.

Wait.

At the same time, Zeng gave his shop a formal name, crystal Fang.

Ceng Yong told reporters that the name "Crystal Square" was due to the lack of money to advertise at that time, and he thought of the famous Chinese liquor Shuijingfang.

We hope that we can rely on the popularity of "Shuijingfang" to let everyone remember "Crystal Square".

In the beginning of 2001, Zeng Yong rented a small single room with ten square meters on the four floor of Chinatown, Changsha, and the walls were covered with crystal ornaments.

A desk, a telephone, two or three employees, that's all, he started a new round of entrepreneurship.

With his knowledge of products, he began processing and weaving some crystal necklaces and bracelets while selling products.

In order to better promote the product, Zeng Yong carried a big bag with samples in front of him and sold them from door to door.

Because of lack of experience, the product style is not original enough, and the packaging is not beautiful enough, so he always goes out with enthusiasm and returns with great disappointment.

After being rejected, Zeng Yong came up with a unique trick: find someone to sell for sale, and then give money.

After his departure from Changsha, he traveled all over the whole southwest to Qijiang, Wanzhou, Chengdu and Kunming in Chongqing.

The heart of Zeng Yong has finally touched several young people who want to create a career like him.

Finally, the first provincial chain store opened in Chengdu's Wuhou Temple, and then opened second crystal shops in Qijiang, Chongqing. At this point, the chain store mode of crystal square was emerging, and the standardized shelf design, terminal image and LOGO design of the enterprise were imported one after another.

Millions of dollars cut off wholesale money making way

In Zeng Yong's development of the southwest market, he found another way to make money - wholesale products.

2002, Zeng Yong registered Changsha crystal Fang Jewelry Trading Co., Ltd. with the first 500 thousand earned.

At this time, there are more than 30 chain stores in the whole country.

When the time came to 2003, this year was very intense for the whole nation. The SARS attacked, and the whole nation was afraid to go out at home.

Crystal Fang has its first crisis.

All the salesmen of the company returned to Changsha. They gathered in a room and frown and saw that the business that had just entered the right track might be in decline. Zeng Yong felt more anxious than anyone else.

It was also at this critical juncture that Zeng made a difficult decision: to cut out the wholesale business that had already been formed.

Wholesale business was very popular at that time, and many wholesalers in many parts of the country kept looking for Yong Yong to buy goods. Even at the peak, they even sold goods.

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Why should we cut it?

"Because wholesale can never be a brand, it will never take into account the interests of franchisees.

If we want to be bigger and stronger, we need to cut corners.

Ceng Yong said.

Facts have proved that Zeng Yong's decision is brilliant.

If we continue to walk on two legs of "wholesale + Chain", there will be no prosperity of the more than 800 chain stores today. Naturally, there is no glory of today's crystal shop, the first brand of China crystal jewelry and jewelry chain.

"Consultant" sales experts subvert tradition.

Gradually use the network platform, pay attention to online promotion; cut down wholesale, only join; formulate marketing policy, determine the first purchase standard; make revision design for the packaging.

In 2003, a series of "internal quality and outer plastic image" reform was adopted. In 2004, the crystal Fang company bought the 15 and 16 floors of the South Building of Yangjia mountain in Changsha, and the office space increased to more than 1000 square meters.

In December 2004, crystal Fang won the "ten gold medal in entrepreneurship" in Wuhan, with more than 500 stores.

In 2008, crystal Fang beat many powerful crystal ornaments enterprises. In the 2008-2009 year development report of China crystal ornament Market, it won the top 2008 list of the ten largest crystal ornaments in China.

With the rapid development of franchisees, Zeng has made three major policies to maximize the interests of each franchisee.

First, ensure that every county town only opens a crystal square, and implements the exclusive agent system of county-level cities.

Second, there are only a few cities in each prefecture level city.

Third, in 2010, a video advertisement was given to each franchisee to present a computer and establish a network sales channel.

In this case, Zeng Yong found a serious problem. Although the company headquarters made regular training for every franchisee at the beginning of the shop, many franchisees were not the owners of the store after the store opened, but the real owners were shop assistants and shop assistants.

Therefore, the late training of the real boss of the store is not enough. "This is also the key problem that many Chinese chain enterprises can not afford to lock up."

Zeng Yong truthfully said.

Therefore, Zeng Yong boldly decided to train shop assistants into expert talents.

First, let the shop assistant learn to identify the product.

Second, we should clearly introduce product advantages to consumers.

The desire to buy products not only stays at the basic beauty level, but allows customers to meet their needs in a certain stage by buying crystal ornaments.

By doing so, we can gradually abandon the traditional sales mode and turn all shop assistants into "consultant" sales experts.

At present, there are more than 1000 enterprises producing crystal ornaments in China, mainly in small enterprises.

With the increasing demand for crystal ornaments in the market, the future development of the industry will be considerable.

Despite its considerable prospects, it is known to all that the raw materials of crystal jade jewelry are non renewable resources.

Therefore, this has restricted the development of crystal ornaments enterprises to a certain extent, and also caused the current situation of no giant enterprises in the industry.

Zeng Yong, who has a unique and keen sense of business, knows this very well. So he contacted the jade business from the beginning, and he habitually looked for jade mines everywhere. In July 2009, Zeng Yong invested 20 million in Tonghua Township, Lixian, Sichuan, to carry out mining of jade crystal mines.

At the same time, he also actively sought out mine resources around Hunan.

A large number of ore resources ensure the continuous supply of raw materials for the production of crystal ornaments upstream.

The supply of upstream raw materials is guaranteed and the market demand is so great.

In order to create the first square of Chinese crystal, Zeng Yong achieved both hands. First, he asked the monks to open their eyes; the two was to create core technology and truly create "spiritual crystal, real stone charm".

The Spirit Crystal, the real stone charm, Zeng Yong is also a disruptive innovation. Please ask dozens of local monks or wizard to go to the store to shine every product, and fully tap the crystal "spirituality".

In the interview, Zeng Yong mentioned this sentence many times, which reflected the belief of Buddha in Zeng Yong's heart.

And reporters from the crystal wall market office wall, Zeng Yong and the various monks and mages of the group photo can also be realized.

At the same time, starting from 05 years, the crystal workshop will be held in February, 19, June, 19 and September 19. All the products will go out to the mage.

This will enable customers to truly feel the spirituality of their products, so that customers can appreciate the added value of crystal products.

Technically, Zeng Yong Hua about 2000000 introduced the "stone assembly technology" and set up a production workshop.

The so-called stone mixing technology is to splice the different materials and colors of jade, crystal and so on into various styles of ornaments.

The theme can clearly express the meaning of the jewelry.

This technology is unique in the large scale jewelry processing enterprises in China.

Ceng Yong told reporters that crystal Fang will launch its own flagship product every year.

In 2011, crystal Fang will launch its personal patron saint according to the twelve zodiac signs and the year of the ox.

The introduction of this product will play a crucial role in stone assembly technology.

Five years to build the first crystal of China Crystal

Today, Zeng Yong's popularity and popularity of China's chain are bigger and stronger.

But asked about the future planning, Zeng Yong smiled and said, "continue to start a business and strive to be listed in five years".

If 10 years ago, Yong Yong started to change life mainly, then 10 years later, Zeng Yong wanted to leap from life dream to career dream.

He wants to start a company with nearly 100 employees and continue to start business for all franchisees.

Therefore, Zeng Yong wrote "crystal Fang venture group" on the new crystal square building.

Ceng Yong said that in the next few years, he will promote the development of the crystal shop to the best local crystal ornament shop through the network promotion, and help each franchisee take a short story of his own entrepreneurial story, promote the well done franchisee and promote it to the provincial representative of the company.

The goal of the crystal house in the next ten years is to ensure that 60% of the shops in the country have crystal shops, and the total scale will reach more than 1, and the sales team will become a direct selling team of ten thousand people.

Thus, the Crystal Square will become the first square of Chinese crystal. Then, all the franchisees will become the original shareholders of the crystal square.

Ceng Yong told reporters that doing so is nothing but a thankful heart.

Zeng Yong has always remembered three words: "heaven, teachers, filial piety", customers are "days", excellent employees are "teachers", and dealers who leave the company are "filial piety".

Remembering these three words is just like remembering his motto: "to be a man with gratitude; to do business with love."