[introduction] millet pregnant baby with 50 thousand yuan in the office opened the first store started, just 4 years, to reach 80 stores, sales of 150 million, and its gross profit is 2 times the normal baby shop. Millet pregnant baby advantage in 1) unique products; 2) attractive price; 3) for customer friendly, personalized service.
Yan Ling and
founder Li Zhiheng Millet’s dialogue
Chinese baby · editors press
a pregnant baby retail chain, in 2010, with 50 thousand yuan in the office opened the first store started, just 4 years, to reach 80 stores, sales of 150 million, and its gross profit is 2 times the normal baby shop. This is home to the rocket speed up enterprise is Taiyuan’s millet.
in August 15th, millet founder and CEO Li Zhiheng made a special trip from Shanxi to Guangzhou to participate in "Yan Ling salon"". He interviewed Yan Ling in the more than 40 minute gap salon lunch, interview, thinking of God as millet’s dialysis.
Yan Ling: rumors, millet Yunying chain is opening in the office of the
Li Zhiheng: yes. I entered the baby industry very occasionally, 2010 I run a DM’s magazine, a customer to advertise in the magazine, I went to him to look, I feel very bad, in the face of children’s shop, how can you do? So, I try to open the first shop in the office.
Yan Ling: what was the result then,
Li Zhiheng: about second months, sales exceeded 200 thousand, gross profit is still very high. As sales continued to grow, we opened a new store in the office and soon became profitable again. We are proud of a 200 square meter office shop, about a month sales of 1 million.
Yan Ling: How did you do that,
Li Zhiheng: we have a large circulation of DM advertising, and play a promotional role. In addition, high-end customers are willing to go to the office building, relatively quiet. We shop assistants as consultants, sales of good operation, although the number of customers is not many, but the unit price is high.
Yan Ling: what is the rate of street shops and office shops now?
Li Zhiheng: the office shop opened 3, because there are too many customers, some impact on the office, we will turn to the street.
understand after 85, mother, with cultural marketing to drive the market
Yan Ling: I understand that the "mother show millet pregnant by a lot of the masses, the idea is how to get it? What is the promotion of your brand
Li Zhiheng: the exhibition of "pregnant Mommy show" was praised by the media as "mother’s Spring Festival Gala", which was held in 2006