Shuya Fabric: Knowing the fabric better understands the customer and the market

——General Manager of Gaoqiao Shuya Fabric Firm Zeng Yuelian

The model of creating wealth for laid-off women workers in Takahashi;

The advocate of Hunan curtain fabric "outside group purchase" mode;

China's well-known cloth brand - Buzhenpu language, the largest sales agent in the world.

Laid-off workers' entrepreneurial journey

In the 1990s, under the sweep of the wave of reforms, a large number of public-owned enterprises experienced mergers and acquisitions and even collapsed, and also affected a large number of workers who once had "iron rice bowls". It is in this case that Zeng Yuelian, a 30-year-old shoe factory employee, has become a member of many laid-off and unemployed forces.

Due to her livelihood, in 1996 she rented a small shop of four or five square meters in Gaoqiao and started a custom-made business. At that time, many people around did not understand, saying that she is all 30 years old, why bother to toss myself, it is better to concentrate on bringing children at home, let men go out to make money, or go to work, at least not so worried. However, Zeng Yuelian, who is very strong, believes that as long as efforts are made, he will be able to change his life.

At the beginning, due to the lack of experience in doing business, Zeng Yuelian waited for the door to go to the door every day, and the money earned was only enough for him to eat lunch. However, with its excellent craftsmanship and sincere service attitude, customers began to spread word of mouth, more and more repeat customers, the greater the popularity, Zeng Yuelian business has gradually improved.

However, what she did not expect was that, after doing this for less than two years, she was hit by the finished clothes. There were fewer and fewer customers who customized the clothes, and the business situation turned straight down. Since then, she has begun to seek transformational development.

In 2000, Zeng Yuelian officially changed his curtain fabric, named "Shuya Cloth", and expanded the facade to more than a dozen square meters. With the rapid development of the real estate and decoration industry in those years, coupled with the business and customers accumulated by her custom-made clothing, Zeng Yuelian, who is no longer a newborn calf, is becoming more and more prosperous. The store will be expanded every two to three years. From the first dozen square meters to more than 300 square meters today.

Do more understanding of customers and markets

Although it has been developed by the industry, if you don't have two brushes, you can't be the best in the industry. Zeng Yuelian is a person who has experienced the era of collective enterprise big pot rice. She has a deep memory of the cruelty of the market economy. She witnessed how the once-hot shoe factory was defeated by foreign manufacturers until it closed down. She said, "I have been very optimistic about its development in this industry for more than ten years, but I have seen many of my peers come and go. The market competition is very intense, so I pay great attention to down-to-earth, keep pace with the times, and strive to make I am not being eliminated, so I can do better."

Meet the individual needs of customers. With the experience of clothing customization, Zeng Yuelian is very good at meeting the individual needs of different customers. Namely: According to the customer's decoration style, occupation, personality, living habits, etc., accurately recommend the appropriate curtain style. There used to be a customer who had already booked the curtains on his own acquaintance, just wanted to look around and compare. However, Zeng Yuelian warmly received this customer, and according to her decoration style and professional characteristics, recommended the appropriate curtain style, the customer was very satisfied after watching, and finally decided to customize a curtain in Shuya cloth.

Provide the best service experience. For curtain fabrics, a set of curtains can be used for many years, so it is not realistic to want to go back to patrons as you did before. Therefore, on the one hand, Zeng Yuelian started from the service and never did a “one hammer” sale to ensure that the follow-up service was put in place. Not only the curtains are damaged for free maintenance, but also free on-site service, such as free on-site service, and good customer experience with careful and thoughtful service; on the other hand, making friends with customers and superb technology, so that old customers are very willing to do something for her. Introduction. According to statistics, more than half of the customers of Shuya Fabric are from the recommendation of old customers.

Establish product development advantages. In order to be able to make competitive curtain fabrics, Zeng Yuelian not only systematically studied the professional knowledge of curtain fabrics, including: curtain design, cutting and installation. Every year, I go to Shanghai, Guangzhou and other places to learn advanced trends, understand and order the latest fabrics, just to make their products and quality more comprehensive. As long as the customer came to consult the curtain fabric, she was able to accurately provide the relevant crafts, fabrics and design styles, and make the curtains of customer satisfaction. In addition to the excellent curtain fabric technology, she has established more than 2,000 "design libraries" to greatly provide their own competitiveness.

Vigorously develop the "group purchase" business. As a retail industry, curtain fabrics have a very obvious regional nature. Communication with customers in the early stage, on-site volume, customization and installation, and even follow-up services are subject to geographical restrictions. This attribute also determines that the curtain fabric is not easy to expand into the field business. However, Zeng Yuelian opened up another path and opened up the "group purchase" model. Namely: For the intentional customers in the field, we will do centralized promotion to the local area on a regular basis. After the development to a certain amount, we will unify the local size, design, and style, and then carry out unified installation. With such a "group purchase" approach, Zeng Yuelian successfully expanded its business to all parts of the province.

Achieve win-win development with the group

With the reputation of customers, Shuya Fabric has the foundation of the market, and has a place in the industry. In the face of fierce market competition, Zeng Yuelian did not choose to compete with his peers for "you die", but to warm up and win-win cooperation. In 2016, she took the initiative to cooperate with two other curtain fabrics in the surrounding area, and finally reached a situation of three joint developments.

The advantages brought about by the merger are obvious, and there is further improvement and clarity in terms of scale and division of labor. Zeng Yuelian is mainly responsible for business development, and the other two are responsible for sales and manufacturing in the store, so that everyone has their own expertise and strengths.

On this basis, the channels and networks of the three stores have also been merged, achieving optimal allocation and efficient use of resources, enabling them to obtain more favorable purchase prices from manufacturers, thereby reducing costs. At the same time, it is able to bring a better experience to customers at a more affordable price and efficient service, and further enhance the competitiveness.

Today, Shuya Fabric's annual sales scale has reached several million yuan. In addition to the steady growth of retail customers, it is also the curtain fabric appointed service provider for large hotels such as Jasmine Hotel. Next, she has a bigger goal, which is to open branches and franchise stores to create a “Shuya Cloth” chain.

As a "female man" who is down-to-earth and strong in execution, Zeng Yuelian's idea is not made out of thin air. Rather, with the increase of foreign customers, regular “group purchases” can no longer meet the needs of customers. Therefore, she plans to open branches throughout the province to better serve and develop. At the same time, we will actively seek partners in curtain fabrics in various places to break the bottlenecks from materials, design and crafts, and provide a more effective and effective path for the development of Shuya Fabric.

From laid-off female employees to becoming bosses, from clothing customization to curtain fabrics, to the current achievements. The native of Gaoqiao, Zeng Yuelian, succeeded in changing his destiny with his own enthusiasm and tenacity. However, in this hot land of Gaoqiao, there are still many examples of changing life like this unyielding situation. They used the story of hard struggle and self-improvement to create the spirit of Takahashi and become the legend of Takahashi.

Address: No. 10-11, 2nd Floor, Zhongdong 2 District, Gaoqiao Clothing and Home Textiles City

Editor in charge: Zhou Lingling