At present, Master Hua has opened 12 stores nationwide.
From Yinchuan to Beijing
1994, Hua was laid off from Yinchuan Chemical Fertilizer Plant. After that, he used to set up a stall in the old city of Yinchuan and sell some trinkets. He earns seventy or eighty dollars a day, more than going to work. But it was really hard to set up a stall, and then he simply opened a small shop.
Hua discussed the name of the shop with his three sons. The eldest son Hua believes that since his father's surname is Hua, "Hua Ye" is quite good, concise, catchy and easy to remember.
Flowers agree with this very much, so the "gardener" jewelry store was born.
Hua's first store opened in Tongxin Road Market, Yinchuan City, next to Ningxia University and Northwest Second University for Nationalities. This small booth, which is less than 5 square meters, only sells some small ornaments, such as earrings and necklaces. At first, the students who came to the store were mainly from the above two universities, and a small number were middle school students around.
In the process of selling small ornaments, customers often ask for ear piercing. Over time, I was tempted. In the second year of doing business, he bought a gun specially for piercing ears according to other people's instructions and began to learn to do this business.
Hua is a thoughtful person. When he worked in a factory, he had many small inventions. He gradually found that the traditional gun piercing method had the disadvantages of ear inflammation after punching, and he was determined to study a new method to solve this problem. From 65438 to 0998, Master Hua introduced the original "safe ear piercing technology" and applied for a national patent.
Master Hua's service is characterized by putting on silver nails and applying anti-inflammatory liquid immediately after piercing the ears, so that the ears are not red and swollen, and providing follow-up services. As a result, customer satisfaction is quite high. After word of mouth, business is getting better and better.
Master Hua's second son used to work in an oil refinery under Sinopec, and his business benefits and personal income were good. But in the end, he followed his father's advice, quit his job and opened Master Hua's second shop in the old city of Yinchuan. Under careful care, the shops in the old city are in good condition, with a maximum income of more than 5,000 yuan a day.
In 2002, Master Hua took out all his possessions and paid a down payment of nearly 200,000 yuan. He bought a house of more than 80 square meters with a total price of more than 400,000 yuan for his third son in Qinghe, Beijing. At that time, the price of Qinghe was only 4000 yuan.
In China's view, although the business of ear piercing is good, Yinchuan is a small city after all, and it costs one or two yuan to get a pair of ear piercing in a local ordinary store.
Although it is more expensive in the florist's shop, it is only five yuan and ten yuan, which can't form a scale return. He intends to go out of Yinchuan to look for new opportunities.
After the third child settled in Beijing, Hua often visited and visited some markets in Beijing. He soon found that the Wudaokou market next to University of Science and Technology Beijing was crowded and popular, which was especially suitable for floral masters to settle in.
Hua Hua, the eldest son of Hua, was once the editor of organ newspaper 12 of Yinchuan Municipal Committee. He can't break the limits of his work. In 2006, he resigned and came to Beijing to help his father explore the market.
Gengenwudaokou
On March 28th, 2006, Master Hua began to decorate Wudaokou Store.
Hua specially invited famous designers in Beijing to help design LOGO, and he himself and Audrey? Billboards with Hepburn's classic head are hung in a conspicuous position in the market. In addition, the wonderful photos of the gardener serving customers for many years have also been posted on the glass door of the shop to attract customers.
On April 1 day, 2006, Master Hua's professional ear-piercing shop (Beijing store) officially opened. To our surprise, without any publicity, the store earned more than 1400 yuan on the first day.
Fu, a Chinese teacher, still used a gun in the early days when he entered Beijing, and the service price varied according to the location and earrings.
Later, more and more customers often have to queue up. Considering that if the price is too high, it will take time for customers to choose, and it will be more troublesome to distinguish one by one when serving, so Master Hua simply set the price as 120 yuan on the basis of improving the technology.
The vertical positioning manual perforation technology invented by Huada Normal University gradually replaced the gun type. Master Hua's hammer locator can achieve accurate positioning and ensure that the pierced ears are strictly symmetrical.
In the choice of puncture needle, Master Hua uses a safe and hygienic medical copper puncture needle. The product is a one-time sealed package, with one hole and one needle for puncture. Disinfect the ear with Anemone iodine after perforation, soak the ear nail with medical alcohol, and wear it after sterilization and disinfection.
In view of the fact that some customers have allergic reactions to non-sterling silver jewelry, 925 silver jewelry is also listed here. Master Hua specially contacted the earring manufacturer and customized 999 sterling silver earrings with higher purity. Hua told the reporter of Entrepreneur that high-purity silver jewelry has the function of sterilization and disinfection, which can make ear holes run in faster and can be worn by customers with sensitive skin.
Not only that, Master Hua's after-sales service is also very caring.
Every customer will get a care package to prevent the wound from inflammation after piercing, including disinfectant, medical alcohol, waterproof earmuffs and so on. In addition, customers will also receive a copy of Punching Notes. On this little black card, there are intimate tips such as "Don't take off your earrings within one month, eat less spicy and seafood food, avoid touching and squeezing, don't stay up late, and drink as little water as possible".
The official account of WeChat WeChat was also put into use by Master Hua in due course. They interact with enthusiastic netizens through WeChat to provide business consultation and follow-up services. For customers with pierced ears, Master Fu promised to take care of them free of charge until the wound healed.
For the convenience of customers, the store not only installed Qian Fang QPOS credit card machine, but also can scan the code to pay, as well as free WiFi.
Master Hua has won the praise of many customers with his skillful technology, years of experience and warm and thoughtful service. 1Although the price in 20 yuan is relatively high, the business is very hot.
From direct selling to joining
On 20 10, Master Hua completed the trademark registration in the State Administration for Industry and Commerce. On this basis, the gardener Taobao shop was launched. They hope to do nationwide brand promotion and store joining through the window of Taobao store. At present, all of Master Hua's 12 stores are franchisees from all over the world except three direct stores.
As far as the cost of opening a store is concerned, Hua, who has gradually taken over his father's business in Beijing, thinks that the minimum cost is about 60 thousand yuan, of which the store rent accounts for the largest proportion. For example, in Nanjing, the store rent is at least 6,000 yuan a month and 70,000 yuan a year. In third-tier cities, the rent is slightly lower, but it is basically more than 3,000 yuan.
For the top 20 franchisees, Master Hua introduced preferential policies. For example, the capital city has an initial fee of 50,000 yuan, and now it only needs to pay 20,000 yuan first, and the remaining 30,000 yuan can be replenished one year later; The joining fee for a non-provincial capital city is 30,000 yuan, so you only need to pay 1 10,000 yuan in advance, and the other 20,000 yuan can be replenished after one year.
Hua's point of view is that in small and medium-sized cities, although the price of pierced ears is not as high as that of Beijing, franchisees will still make a profit even if they price a pair of 60 yuan. The head of Master Hua Nanjing Branch borrowed money to join us. 2065438+Since the store was opened in April 2004, the business has been very good, and the income on the first day was more than 500 yuan. It took the owner of Urumqi branch only one year to recover all the investment, which is rare in franchise chain industry.
When I first arrived in Beijing, Hua found that few customers painted tongue nails, eyebrow nails and nose nails. But in recent years, more and more young people in their twenties have made this request, and it is not only the ears, nose, lips, eyebrows, but also the tongue and other special parts. They think it's cool and fashionable to punch holes and nail in these parts, but in recent years, services such as price and number of customers, ear piercing are rising rapidly.
March is the hottest month of flower shop business every year. Hua explained that there is a tradition in China, that is, Tomb-Sweeping Day has his ears pierced. Before Tomb-Sweeping Day, especially from March to April, the ear piercing business was the most tense period of the year. At the peak, Wudaokou 1 Store traded 100 pairs in a single day, with revenue exceeding 100 yuan and profit of nearly 200,000 yuan in that month.
At present, more than half of Master Hua's shop income comes from business such as ear piercing, and silver jewelry sales only account for 30%~40%.
It is said that the profit rate of silver jewelry sales is about 60%, such as earrings, which are generally bought for about ten yuan, and the price is thirty or forty yuan.
"The price of silver jewelry will be doubled or tripled, and ear piercing can be more than ten times. It only takes two times to complete in five minutes. Charge 120 yuan, small profit. " Hua bluntly said that the materials for ear piercing are actually not expensive. The monthly procurement cost is 1 10,000 to 20,000 yuan, but the annual net profit can reach more than 600,000 yuan.
Master Hua opened Baidu Post Bar, and the content of the post bar was personally maintained by Hua, who retired to the second line. Flowers answer questions in the post bar every day to attract customers. Some foreign customers first found a gardener in Baidu Post Bar, and then made a special trip to the store to get their ears pierced.
Hua said that in recent years, physical stores such as clothing, bags, shoes and socks have been greatly impacted by Taobao and other e-commerce. E-commerce has not only brought shocks to shops such as nail art and ear piercing, but also brought a lot of opportunities with considerable prospects.
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