Chen Xingfu loves rock and roll, his character is sometimes low-key and sometimes inferior. Chen Happiness likes to sleep and beer, and he likes to hide in the toilet to watch fashion magazines. Chen Happiness’s name is ruined and looks very strange, but there are many “fansâ€, including the world financial giant Standard Chartered Bank. Chen Happiness was born in a bar in Beijing and is now under 3 years old. Chen Happiness is a cat, a colorful cloth toy cat. Its owner, Zhang Xiaoyu, is a graduate of Dalian Institute of Fashion, an authentic “Northern drifting familyâ€. In the days when he worked for a living in the bar, he sewed the toy cat by hand. At that time, he could not imagine that it took him more than two years to bring him nearly 200,000 yuan in wealth. 3000 yuan self-made small workshop When he was determined to do business, Zhang Xiaoyu was completely desperate. Previously, he posted photos of Chen Hsiang on the Internet. I did not expect this kind of fabric toy, which was similar in appearance, and was quickly sought after by netizens. "It's so cool! Where can I buy this toy?" In the face of more and more buying messages, the impulse to create wealth is growing stronger. But he was ashamed of the bag, when he had only 3,000 yuan in his hand. "1500 yuan registered to set up its own studio; purchase raw materials to spend 500 yuan; but also use the rest of the money to engage in sales." After some careful calculations, Zhang Xiaoyu decided to take risks. More than 30 toys originally produced were sold out quickly. The order quantity of individual customers is limited, and it is difficult to maintain business. In order to broaden the sales channels, Zhang Xiaoyu gnawed his teeth and took the toys to Shanghai and Guangzhou. He traveled to the big and small toy fairs. "At that time, even a booth could not afford to rent, and I could only hang around at the exhibition." Despite some shabby, the eye-catching Chen Happiness was still eye-catching by professional exhibitors. Someone started signing an agency agreement with him, and gradually received orders, and Zhang Xiaoyu began to feel the taste of happiness. "Adoption" toys are expensive Like Chen Happiness, Zhang Xiaoyu’s approach to doing business is very different. He is a good at storytelling. Every toy has its own character in the story: the "British patient" who heals the wound, the "red heart rabbit" who is obsessed with lipstick, and the "Chen Meiman" who wants to open the ice cream shop... These stories They are all printed on delicate cards and hidden in the box of the toy. “Everyone can find toys that are similar in character to their own.†Zhang Xiaoyan invented a strange concept, “Our toys are not sold, but are handed over to others for adoption.†Compared with the cost, the cost of "adoption" Chen Happiness is not cheap: from 100 yuan to 300 yuan. "At first, the price was only seventy or eighty yuan, but some friends thought that this was not in line with Chen Xing's brand value." After he tried to raise the price last year, he did not expect sales to follow. At present, on average, more than 200 toys are “adopted†every month. Not only do people follow suit but also make fabric toys. Zhang Xiaoyu even found pirated Chen Hsien in the market. "In this business, our sales are not the most, but the popularity is definitely the highest." I declined the Standard Chartered Bank. At present, Zhang Xiaoyu's studio has four or five colleagues, and the liquidity invested has increased from the initial 3,000 yuan to 200,000 yuan. In addition to dozens of specialty stores or agencies opened in Beijing, Shanghai and other places, some foreign customers also come to buy, and also help him to expand overseas markets. The amazing growth rate has attracted the attention of professional investment institutions. They have taken the initiative to propose shares or investment proposals, including the famous Standard Chartered Bank. "But I still declined the investment of Standard Chartered." In Zhang Xiaoxuan's view, the introduction of funds may be able to achieve scale expansion, but he is more willing to dig deep into the business value of Chen Happiness. On the schedule that printed a few pages of paper, the new project made him very excited: "This year I am going to develop a new teddy bear product, and I am still researching and designing the Happiness T-shirt. Maybe I have to make one. Chen Happiness's cartoon." Do not be the first, just do it Reader Yan Feng: I want to open a small shop selling handmade products, but there are quite a few shops that run this kind of business. What can I do to make my store stand out among the peers? Zhang Xiaoyu: To manage handmade products and personalized products, you must have a unique selling point. If you can't find the best selling points at the earliest, you must at least be different from others. In addition, although the handmade products business itself is not large, but also have a brand concept. On the one hand, there needs to be good packaging, and the work in the early publicity cannot be saved; on the other hand, the hot-selling handmade products are easily imitated by others. If you do not want the pirates to earn their own money, you must have some awareness of copyright protection. (Beijing Daily) | 