An optical store comparable to Apple, a single store wins 400,000 a year by relying on a free trick This is a story of a
An optical store comparable to Apple, a single store wins 400,000 a year by relying on a free trick This is a story of a traditional old cannon using a free model to give his peers a stab. The model of traditional optical stores is to buy low and sell high. Yu Junyi, however, gave away all the fees that are taken for granted in traditional optical stores or the vision care industry to users for free, and instead gained wealth.
Among the nearly 100 stores across the country at his helm, in terms of a single store, it only needs to be busy for 3 days a week, with an average annual profit of 400,000. 1. 7 years of stumbling on a pair of glasses, who is Yu Junyi? He can be regarded as a highly talented student, and graduated from Northwest A&F University, which is an out-and-out key university.
After graduating from university, he entered a steel mill, did marketing planning, tinkered with cosmetics, and sold Shi Yuzhu's brain gold. After going against Shi Yuzhu's philosophy, he started his business in 2008, but he didn't expect that he would spend more than 7 years on a pair of glasses. Now, with a pair of glasses, he has become the guest of CCTV celebrity Aqiu, the "industry Jobs" in the eyes of the media, the knife drawer in the glasses industry, and is keen on social love and public welfare.
Yu Junyi became a guest of CCTV and talked with CCTV celebrity Aqiu on June 11, the famous CCTV host Scarab (far right) of the third anniversary celebration of Limei's "Little Feet in the World" landed at the scene, and Yu Junyi donated 50,000 yuan to children in mountainous areas on the spot. Behind the flowers and applause, there is ten times the effort and sweat.
In 2008, Lao Yu, who captured the business opportunity, began to enter the emerging glasses industry, and decided to join a glasses brand to become the general agent of Shaanxi Province, but it almost made him lose his family. In 2009, Lao Yu's best buddy, the partner who invested 1 million for him, suddenly withdrew his capital, and the 600,000 invested by Yu Junyi almost completely came to naught.
The departure of the partner caused a domino effect, and the executives and employees left one after another, and finally the company was left with only him and his assistant. A person can be destroyed, but not defeated. He hit the south wall and didn't look back, and after some rectification, he stood up tenaciously and won the crown of the brand's sales crown all year round.
The dawn of victory seemed to be at hand, but suddenly another bolt from the blue came, and in the blink of an eye, it sent him to hell. In 2010, the brand was exposed by CCTV: exaggerating the efficacy and false publicity, it was "crusaded" by the media and netizens.
One stone stirred up a thousand waves, and the brand quickly fell into the altar. This also means that his first foray into the myopia eyewear industry failed. The franchise failed, and he decided to create his own brand. He went to the United States, South Korea and other parts of China, and read and studied all kinds of professional books on myopia prevention and control in his spare time, just to explore the truth about myopia prevention and control in adolescents.
It took him nearly two years to introduce the OEP21-step international optometry standard testing process from the United States and the environmentally friendly frame from South Korea, developed four patented technologies for the prevention and control of juvenile myopia, integrated professional optical listed companies, and became the production base of Shilimei, and finally created the Shilili full-focus axis control lens. In 2011, he established Vantilo Optical Technology Co., Ltd., which realized the rebirth of Phoenix Nirvana, focusing on the prevention and control of myopia in adolescents and the secret weapon is "Shilimei".
2. Climb out of the pitfalls of entrepreneurship, Ben Horowitz, the author of "The Difficulty of Entrepreneurship", a lesson worth 10 million blood and tears, said in the book: "In the more than 8 years of being CEO, only 3 days are good, and the remaining 8 years are almost all difficult." Yu Junyi has stepped on countless pits along the way. During the interview, he blew up a lesson worth tens of millions of blood and tears, hoping to give entrepreneurs something to think about.
Yu Junyi's personal experience has encountered a lot of turmoil: about corporate values, encountering liar CEOs, partners leaving, investors withdrawing and so on The first pit: Values determine how far a company can go In 2008, Yu Junyi joined a brand. In 2010, the brand was exposed by CCTV, exaggerating the efficacy and false publicity. In fact, exaggerating effects is a common problem across the industry.
It's not just the brand, many brands are a raccoon dog. The owner of another brand was even jailed for this. During this experience, he reflected that when the myopic eyewear brand advertised "restore", "recover" and "take off the glasses", his conscience was already broken.
What Yu Junyi and his team want to do is to give myopia patients an objective and scientific fact - to let consumers see the truth of "vision correction" and know that "prevention" and "control" are the foundation of this industry. Because values determine how far a company can go. Some time ago, the aftermath of the uproar of the Baidu Tieba incident still exists.
From the perspective of the comparison of the values of Baidu and Google, compared with Baidu's unlimited value concept of "you can sell anything, you can't buy it, only you can't think of it", Google's concept of "integrating global information so that everyone can access and benefit from it" and the promise slogan of "not doing evil" are obviously more deeply rooted in the hearts of the people.
The two companies, which were founded and listed one after another, operate very similar businesses, and Baidu's market value has fallen again and again for 15 years, and they have taken different paths.
The second pit: Without excellent products, everything may come to naught In response to the departure of partners in 2009, the withdrawal of investors Yu Junyi made a comprehensive reflection: The reason for the departure of partners is mainly not to make money; The reason for not making money is poor management and poor execution of marketing strategies.
The staff is accustomed to waiting for customers to come to the door, and there is no awareness of active marketing; absenteeism, tardiness, no specific records; There are only a few lens materials and frame styles; Lack of eye-related complementary products. The investor's divestment is ostensibly a failure of the China Merchants Association, but in essence it is a lack of experience on both sides. The customer service work is not in place, resulting in a sense of resistance from many interested parties; There is no professional answer to the question of the interested party; The lack of welfare incentives makes the product unattractive.
And these two things expose the following problems at the same time: without market competitiveness, products cannot expand in the market. The core competitiveness of the USHILI full-focal axis control lens lies in the technology of "prevention and control", and the key to its technology lies in the lens.
When normal zoom glasses are worn, only horizontal and up-and-down directions can be seen realistically and clearly, while objects become distorted when viewed from other angles. After being processed by bionic technology, the USHILI full-focus axis control lens can achieve a comprehensive fit between the image and the retina, so that the ciliary muscles of teenagers are always in a relaxed state, avoid the farsighted defocus caused by conventional glasses, and let a pair of glasses completely curb the myopia that grows crazy year by year.
"I want to give users a pair of world-class glasses, the best glasses in China." Excellent products make Yu Junyi very confident. 3. Free is not only a business model in the Internet field, there are often such phenomena, there are many startups that make things that are free and can't see how to make money at all, but they are very popular.
At this time, some critics questioned how long the startup would survive and whether it was sustainable. So much so that after Yu Junyi proposed the free business model, it also aroused doubts. He gave away all the fees that are taken for granted in traditional optical stores or the vision care industry to users for free.
For example: visual inspection, instrument physiotherapy, 3D training, far-point and near-point training, etc.
How can I make money without a fee? The design of this business model breaks the rules of the industry, and the three free - free optometry, free training, and free classes make peers stunned. "Consumers only need to spend once and don't have to spend a penny later." He said it was the idea of "one consumption, one free for life".
Time has verified his model: In 2015, nearly 100 directly-operated stores and franchised stores have spread across Beijing, Guangzhou, Shenyang, Harbin, Shaanxi, Shanxi, Hebei, Henan and other places. In the first half of 2016, many franchisees have plans to open branches again. From the perspective of a single store alone, the wealth phenomenon of "only 3 days a week and 400,000 yuan a year" abounds.
Through the free model, the input-output ratio analysis of the single store allows consumers to establish the awareness, loyalty and trust of the Limei brand, which is more effective than any means. To build brand loyalty, you have to give users a reason why you have to do it.
It's like marriage, although it's easy to flirt with a girl, it's more difficult for two people to spend their lives together faithfully. In his view, free is not only a business model, but also a revolutionary method, but also a means of marketing, and to a certain extent, it also reflects the spirit of the Internet.
4. Beauty Plan: The community of interests of enterprises and partners When everyone is still studying how to imitate the production process of Shilimei's magic glasses, Yu Junyi has brought "golden handcuffs" to the company and partners.
As the saying goes: When you hear the engine roaring, the plane has already flown by. In 2016, Shilimei quietly used another top-secret weapon - the "Beauty Project" to turn the company and partners into a "community of interests".
For franchisees, the growth of the store is inseparable from professional talents, and the first thing to face after joining is talent cultivation. The talent incubation support plan of Shilimei is to help each agent cultivate their own professional talents for free. The franchisee sends the talents planned to be trained to the headquarters, which not only provides free training, but also pays them wages during the training period.
A few days ago, the "Beauty Program" has been successfully carried out for two phases, and a total of more than 40 "beauty" participants participated in the 21-day training. Group photo of some students of the second phase of the "Beauty Plan" 5, ConclusionHow many services did Haidilao send for free, Haidilao made money; Computer antivirus software 360 is free to give away now 360 makes money; Google's search engine is free for users to use, and it makes money with the support of advertising.
Behind the appearance of free, there is a disruptive force. The free business model has achieved many enterprises, as the so-called "lost mulberry elm, reaped the east". It took 7 years for Yu Junyi to change the rules of the game in the industry, and became the hidden champion of the industry with his ultimate products and unique business model.
Lao Yu has always believed that less routines, more sincerity, and warm brands will definitely be able to go further. Piece of pure titanium frame.