The Potential Growth Rate Of Jewelry Development In Chiba Is 100%.

In 2009, when the management of Chiba jewelry was debated over whether to be a direct store or a franchisee, chairman Lin Mingjie threw up the problem.

5 years, 32 times, means that the performance doubled in one year, which is certainly fast enough.

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< p > "if we can join and direct the mode, we will definitely choose to do direct battalion.

Because the value of an enterprise and the value of its employees can be maximized.

Lin Mingjie said.

To join or to be a direct battalion is the most critical choice for Lin Mingjie in the past 10 years.

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< p > almost no one can resist the temptation of joining.

Since the beginning of 2008, the jewelry market has been booming. Many enterprises have expanded rapidly by joining the company. Some vivid examples are in sight. In 2009, Taiwan star Lin Chiling signed a contract for Zhou Dasheng jewelry. The company that joined the chain quickly gained popularity and entered an explosive stage of development.

In 2013, Zhou Dasheng jewelry has more than 2000 stores, the number of shops in the world is the first, the annual fee is only 100 million.

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Lin Mingjie has also been deeply moved by P.

He is a Fukien, graduated from the jewelry specialty of China University of Geosciences. If he wants to join in, the resources of the villagers and his classmates are readily available.

You know, China's jewelry retail network is basically in the hands of the people of Fujian Province, Zhou Dasheng jewelry can explode development is also borrowed from the strength of Fujian villagers.

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There are also many people who come to Lin Mingjie to talk about brand joining in < p >.

In 2009, Chiba jewellery was recognized by Beijing and Wuhan front-line shopping malls, and its market image was good.

Many people are painstaking, through department stores or industry leaders.

There are also some venture capital to come to the door and put forward some more radical development models.

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< p > no matter from which point of view, brand franchising is very reliable.

But Lin Mingjie always feels wrong, the speed of joining is very fast, but the quality of growth? Basically, the franchise is a mode of stocking. Many franchisees casually purchase goods, and the phenomenon of fleeing is common. The quality is difficult to guarantee, and the larger the scale is, the weaker the franchisee's control power is.

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< p > internal disputes continued for a long time.

The focus is whether Chiba needs rapid growth, sustained growth or rapid and sustained growth. < /p >

When p is not playing chess, Lin Mingjie asks the question to the origin of the enterprise: what is the purpose of doing business? It is to create value.

How to create value and create value for people? The final consensus of this discussion is that only the customer value is guaranteed, the value of employees and shareholders can be guaranteed.

Lin Mingjie also pointed out another defect of affiliate mode: in the chain of Commerce, reducing one action cost a piece of cost, bringing more value to shareholders and customers, and joining mode is adding links.

"Managing franchisees also costs money. Why do they not manage direct shops?" < /p >

< p > after repeated analysis and discussion, Lin Mingjie's thoughts gradually became clear.

If the battalion can also grow 32 times in 5 years, it will not consider joining.

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< p > to be a direct battalion or to join a company, it is only a choice of sales methods on the surface.

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< p > 2013 CCTV 3. 15 evening, exposing Zhou Dasheng and other brands of gold jewelry suspected of doping iridium in gold.

An important reason is that Zhou Dasheng's own production of products is very small, not enough to supply more than 2000 franchisees, can not control the quality of franchisee products.

In 2012, there were more than 180 direct outlets in Chiba, with an annual sales scale of about 1000000000.

Although this is much slower than joining, products and channels are firmly controlled in their own hands.

In the product, channel and brand ranking, Lin Mingjie thinks that the product is the most important. If the product is ready, the channel and brand will be supported.

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< p > May 2013, when gold prices plummeted and "Chinese mothers" went shopping in jewelry stores, Lin Mingjie was somewhat helpless. "Our goods are not enough to sell, and the counters are empty."

All jewellery products in Chiba are designed independently, and then commissioned by the processing plant. This order type production has cycle, it is very difficult to quickly replenish the goods.

Some people complain that why do they have to sell products of their own designs and pick up some goods directly from Shenzhen jewelry factories?

But Lin Mingjie did not hesitate. He knew how to choose.

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Less than P, 8 of the top executives in Chiba are Lin Mingjie university students. The team attaches great importance to technology and design.

The first wave of entrepreneurs in China's jewelry industry is generally low in quality, and teams like Chiba are rare.

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In P August 2013, a personalized jewellery shop called "build up" will be opened. This is the second brand created by Lin Mingjie.

"Take up" was originally a product of Chiba. Three or four kinds of jewelry were free to match, and there were more than 100 kinds of jewelry.

"The biggest problem with jewelry is that your designs are always copied.

But you can't copy the product that you can't copy, because it is something designed by the system.

Lin Mingjie said.

His logic is that the popular simulation jewellery is beautiful now, but the material is false. Real jewelry emphasizes the value of materials, and often lacks design.

"Riding" has two characteristics, the material is real, the style is also very fashionable, and has the innovative ability of fake jewelry.

In the whole industry, this is still blank.

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< p > although Chiba has lost the opportunity to earn fast money, it is a more valuable capability.

"We have the experience of building brand, the experience of cross regional operation, and the team has also been built up."

Lin Mingjie said, after having the channel, second or third brands will be fast.

In his plan, there will be more than 100 stores before the listing of Chiba.

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< p > "from today's point of view, it is right to choose a direct camp, but it was very tangled at that time."

Lin Mingjie said that by 2014, the growth of 5 years and 32 times has been almost without suspense.

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In 2011, Chiba raised 1 hundred million of its 20 times price earnings ratio, and its scale has increased by more than 4 times. The first round of investment price earnings ratio is only four or five times that of P.

Chiba jewelry first round investor and He Jun venture senior partner Yi Yangchun believes that Chiba's growth exceeded their expectations.

"It was thought that the annual growth rate of 60% would be good, which is basically 100% growth over the past two years."

He values Chiba's design ability most. "If you invest in a company that may become a Chinese Cartire, it will not give you more than 20 times the value."

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< p > Yi Yangchun thinks that Lin Mingjie's greatest characteristic is "willing to endure". He would rather not lower his posture for the sake of quality.

In the three or four tier cities, jewelry companies do two hundred or three hundred franchisees very easily, but the more than 180 shops in Chiba, the proportion of first tier cities and front-line shopping malls is very high.

In 2011, when the survey was conducted in Chiba, there were only 52 stores in the city, and more than 40 were located in the first tier cities and the first tier shopping malls.

In these stores, the sales volume of Chiba is basically a local jewelry brand champion. He thinks that although Chiba is small, "it's the hardest part to earn."

The most difficult thing to do is to accumulate potential energy for Chiba's explosive development. Now Lin Mingjie has received many invitations from two or three line shopping malls.

Yi Yangchun believes that Chiba still has a long period of rapid growth.

You know, Chiba achieved 1 hundred million scale, Lin Mingjie spent 10 years, "a company's high growth of all kinds of foundation have been completed."

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