Chapter 16 Chapter 16 Born to be a Boss Southerner Making Money Story

In China, southerners represented by people from Zhejiang and Guangdong are very good at making money, which is universally recognized.There are several reasons why southerners can make money: One is historical reasons: In Chinese history, southerners have always attached great importance to business, so there have been Cantonese merchants and Fujian merchants. From Fan Li in the Spring and Autumn Period to Hu Xueyan, a red-capped businessman in the late Qing Dynasty, southerners have continued to do business.Moreover, since the Southern Song Dynasty, the south, especially the Jiangsu and Zhejiang areas, has been the most economically developed place, so there is a saying that "the wealth of the two Zhejiang provinces is what the country relies on".

The second is natural conditions: the ancient south was still a remote and barren "Nanyi" land, and the natural conditions were quite harsh.In order to survive, they have to endure hardships, take risks, and innovate... These are the necessary psychological qualities for businessmen. The third is the unique geographical location: Take Wenzhou and Guangdong as examples. Wenzhou is surrounded by mountains on three sides and faces the sea on one side; Guangdong is separated from the hinterland by the Nanling Mountains.This relatively isolated geographical location makes the two places in a relatively independent space, which provides a rare space for survival and development for the rise of the private economy.

The fourth is a shrewd and pragmatic character: the common characteristics of southerners are: easy-going nature, like to be clever, advocating wisdom and strategy, understanding, less impulsive and more weighing when encountering problems, like to seek the straight from the curve, and be good at pondering carefully; new things Flocking to her... Such a personality trait is especially suitable for doing business. People from Wenzhou are known as the Jews of the East, which has been increasingly recognized around the world.The history of a Wenzhou boss surnamed Li, from having nothing to owning 80 million yuan of family property, can fully prove this point.

At the beginning, Boss Li had nothing, not even a decent dress.When he saw other people doing business, making a lot of money, and living a good life, his eyes became hot.But what should I do if I have no capital?After thinking about it, there was no way out, so he walked around to see if there was a way out.This way, a path has been walked out. He found that people in the city began to pay attention to the fact that the living room is well furnished, and cleaning and sanitation must be done every day, such as mopping the floor. It takes a lot of time and effort to wipe the floor with a piece of cloth. If you use a cotton mop, it will be much more convenient and simple. up.How difficult is it to make a cotton mop?So he asked around to see if he could get some materials. As a result, he picked up many scraps of cotton cloth discarded by many manufacturers in the garbage dump of a large cotton spinning factory.He then used them, sorted them out and tied them into various mops, and took them to the street for trial sale, and each one could be sold for 2 yuan.Yes, let's do this no-cost business first.So, he let it go.A year later, he actually saved more than 500 yuan.

With this more than 500 yuan, he thought, how can he get rich quickly?After much deliberation, I still feel that the business of "utilizing waste" is the most interesting.Therefore, he changed the single product structure of only mop mop, borrowed from east to west, got some capital, and bought a sewing machine.He stitched the slightly larger pieces of the broken cotton cloth into children's clothes, and used the small ones as mops.After doing this for half a year, I earned more than 5,000 yuan. At this time, Boss Li set his sights even further. Aiming at the hot sale of blankets in the market, he specialized in purchasing all kinds of leftover materials from cotton mills and chemical fiber factories in big cities such as Shanghai and Hangzhou, and the cost was not much.After being transported back, they are screened and sorted. The big ones are made into children's clothes, and the small ones are no longer made into mops, but stripped into silk, spun into silk threads, and woven into various blankets or tapestries.

For example, the cost of each piece of children's clothing is quite low. The cost of raw materials, labor and various expenses is only 3 to 4 yuan, while bulk wholesale is generally more than 10 yuan.Those blankets woven with colored chemical fiber leftovers are bright in color, ingenious in composition, and strong and dense, so they are very popular among users.The products are sold to more than 10 provinces in the Mainland. After tasting the sweetness, Boss Li increased investment and expanded the scale of production. In addition to the production and processing of children's clothing and blankets, he also expanded his business to the catering industry.A year later, he started to get involved in the home appliance industry.At that time, the home appliance market was just getting started, so Boss Li took the lead and specialized in original Japanese imported products. Soon, he made a fortune and became a multi-millionaire.

After the success, Boss Li said with emotion: "It doesn't matter if you don't have capital. There are gold and silver treasures on the ground. If you pick them up, you will be a rich man." This is an era of entrepreneurship. More and more people want to start their own businesses and become their own bosses, including many office workers.The problems encountered: time constraints, limited funds, lack of experience, and worrying about gains and losses are problems that almost all office workers who want to start their own businesses will encounter.Targeted measures can be taken to address these issues.

Measure 1: For office workers who don't want to take any risks but want to have a taste of entrepreneurship, you might as well try a part-time job first.At present, in Beijing, Shanghai, Guangzhou and other big cities, it is a common phenomenon for office workers to do part-time jobs.There are high and low part-time positions, which need to be determined according to each person's ability and opportunity.However, no matter any part-time job, you can exercise your ability, accumulate experience, and at the same time accumulate a certain amount of funds without taking up working time or giving up your current job. It can just make up for the shortcomings of office workers who want to start a business. It can be said to kill two birds with one stone. good thing.However, when office workers choose part-time jobs, they must pay attention to combining their own strengths and future development directions.Part-time job is to shorten the distance of self-employment and shorten the distance from migrant worker to boss. If you fall into part-time job for the sake of part-time job, care about the little profit in front of you, and forget to exercise your ability and accumulate resources, then It's not worth the candle.

Measure 2: Make full use of the resources accumulated in the work and the personal connections established.This is a characteristic of office workers and an advantage of office workers. Learning to make full use of the resources accumulated at work and the personal connections established to start a business can greatly reduce the risk of starting a business.A reporter interviewed a friend who used to work in a large computer graphics production company in Beijing. During his work, he established relationships and accumulated contacts with many small computer graphics companies, newspapers, TV stations, and TV program production companies.When the time was right, this friend resigned from his original job and set up a computer graphics studio by himself.Because it is equivalent to the continuation of the original work and seamless connection, this friend embarked on the road to success almost without taking any risks.Now this friend's studio business is booming.But in this regard, we should pay attention to not confuse personal business with unit business, reverse the work order, and even as long as it is profitable business, it belongs to itself, while unprofitable or loss-making business belongs to the unit. Doing so will not only take a moral risk, but it is likely to be punished by law.In addition, it is necessary to clearly distinguish between main business and side business, and not to affect the work of the unit because of one's own entrepreneurial activities.

Measure three: choose the right partners to start a business.Some office workers do not have time to start their own businesses, but they can provide certain funds, or have certain business experience and business channels. At this time, they can find partners to start a business together.Things to pay attention to when starting a business with a partner: responsibilities, rights, and benefits must be clearly distinguished, preferably in written form, signed by both parties, and witnesses, so as not to be empty-handed when the time comes.You can't wait until you make money.We have seen countless partners who have started a business together. Before the company is profitable, both parties can get along in harmony and harmony. Once the company makes money, conflicts begin to appear, and sometimes they get out of hand.This is the reason why most partnerships start out bustling with hustle and bustle, fighting in the middle, and finally fail miserably.

Measure four: Find the right project.During the Spring Festival, a reporter interviewed a friend.This friend works in a Taiwan-funded enterprise in Shanghai, and his wife works as a salesman in a large electrical appliance company.This friend has a certain amount of savings on hand, but he does not want to pay interest in the bank, because the bank interest rate is too low (currently it is negative interest rate).Seeing the right time, he opened a ramen restaurant at Wusong Wharf in Shanghai, and later opened 4 restaurants in a row.Now these four ramen restaurants can bring him an income of more than 20,000 yuan per month, far exceeding his part-time salary.The friend said that it was actually very simple. He spotted the right place, paid for the storefront, invited several people to open the store, set up a store manager, and the salary was higher, and the others followed the market conditions. Food and lodging for takeout.He just needs to go to the store once a week and take stock.Because the store is small, the accounts are very simple, nothing more than purchase and shipment.Purchase refers to how much flour, beef, and vegetables were bought this week; shipment refers to how much flour, beef, and vegetables were consumed this week; Calculated, excluding the rent, water and electricity, taxes and staff wages, it is the money he earns.It saves worry and effort, and does not take time.Projects like this are very suitable for office workers who want to start a business.The key is that you have to use your brain, always pay attention, pay attention to everywhere.In addition, it is time to act when it is time to act, without hesitation.Everyone is looking for an opportunity. If the opportunity comes, if you don't take it, you may be caught by others in the blink of an eye. Relevant departments in Taiwan have conducted a survey on the 10 most enthusiastic entrepreneurial projects of office workers: street stalls selling clothing and accessories, accounting for 20.81%; food stalls such as fried chicken chops and salty crispy chicken, accounting for 18.78%; coffee shops accounting for 16.63%; Stores opened on the Internet accounted for 15.54%; convenience stores accounted for 15.32%; beverage and ice stores accounted for 14.15%; chain restaurants accounted for 13.11%; language tuition classes accounted for 11.96%; Goods or services, accounting for 11.22%.These 10 projects all have a common feature, that is, less investment, and another feature is that the management is relatively simple, and it does not require entrepreneurs to stare at them for many years, time-consuming and laborious. Measure five: It is not bad to be a good product agent.Now when I open the newspapers, there are advertisements looking for product agents everywhere.Some people instinctively reject such advertisements, thinking that they are all liars, but this is not the case.There are also hidden gold mountains here, the key is that you have to have a vision.When choosing a product agent, the most important thing is to see clearly the development prospects of the agent's products.Mature products do not need to advertise all over the world to find agents, and many agents will come to you without advertising.The products advertised to recruit agents are generally new products that are still in the market expansion stage, so how to judge the market prospect of the product, that is, the "money" situation of the product to the agent, is a science.Here are a few principles for reference: First, try not to act as an agent for large companies and mature products, because the market for such products is generally stable, but the profit margins are small and the conditions are harsh. Second, the selected product must be genuine and produced by a formal enterprise, and it is best to have a product certified by the relevant department with legal procedures.Whether there is a market among them can be judged by the functions of its products and the intensity of advertising support. Third, the uniqueness of the product and the high barriers to entry.Some products are very good, but they are too easy to imitate. As a result, as soon as the market opens, the followers rush in, and the market quickly collapses. At this time, besides the manufacturers, it is the agents who suffer the most. We have seen many such examples.The uniqueness of the product and whether it is easy to imitate can be judged according to whether the source of the raw material of the product is rare and unique, the technical content of the product, and so on. Fourth, it is best to contact the manufacturer directly instead of being a second-hand or even third-hand agent, unless the manufacturer has special requirements.If you plan to be a second-hand or third-hand agent, then, first, you must consider whether the profit margin left by the superior agent is sufficient; second, you must consider the character and reputation of the superior agent; and third, you must consider the relationship between the superior agent and the manufacturer. .The higher-level agents are not good in quality and have a bad reputation. They are likely to lose you after you open up the market in order to reap their own benefits; Make all your hard work go to waste.In short, on this issue, we must adopt an attitude of "don't have the heart to harm others, and you must have the heart to guard against others". "A man is not rich without windfall, and a horse is not fat without night grass."This statement is well known to almost everyone, but it is a misunderstanding that "windfall" should be "constant wealth". A "windfall" refers to having a steady stream of income.Make full use of your network and industry resources to expand and accumulate your own "Hengcai". Roasted sweet potatoes are roasted sweet potatoes, which can be said to be a "national quintessence" with Chinese characteristics. From the south to the north, this kind of roasted sweet potatoes is very popular in many places.But roasted yams have never been elegant. Why did a five-star hotel start a business like roasted yams? The China Hotel in Guangzhou is a luxurious five-star hotel. In the cafeteria on the 14th floor of the hotel, there are all kinds of Western-style and Chinese-style dim sum.However, what attracts "foreigners" most is "roasted potato". "Foreigners" are very appreciative of this kind of roasted sweet potato, which is hot, sweet, golden in color and full of fragrance, and thinks it is a rare delicacy that has been eaten all over the world.China World Hotel also gave the baked potato an attractive name - "Gold and Silver Dessert". The China World Hotel made a surprise move by bringing in such a seemingly unrefined small business as baked potatoes.However, the hotel's roasted yams are modernized.All high-quality sweet potatoes are selected.Wash and peel off the skin, wrap it in a piece of silver-white tinfoil, and put it in the microwave to heat up.Because the tin foil is heated evenly, it is clean and hygienic, and it will not be burnt and has a high sugar content, so the fragrance will not evaporate.Such roasted sweet potatoes not only sell for a high price, but are also favored by foreigners. This kind of business reflects that the hotel is very serious about the psychology of diners.Because, when "foreigners" come to China, they just want to eat Chinese food, especially snacks with Chinese characteristics.However, it may not be realistic for them to stand on the street eating roasted sweet potatoes. Therefore, selling roasted sweet potatoes in a five-star hotel is a good business. Five-star hotels usually sell delicacies from mountains and seas, but a baked potato suddenly appeared, which can achieve the effect of "rare things are more expensive". One of how to successfully start a business with 50,000 yuan: 1. Vendor-type entrepreneurship.This kind of business model usually appears in places where crowds gather, such as night markets, scenic spots, stations and so on.There are two main types, one is in the form of a stall car, and the products sold are mainly catering, such as roast chicken, cooked meat, omnivorous food, breakfast, etc.; the other is to use a large cloth towel or a large box to store the products Displayed on the ground or in a specific place for sale, this kind of goods are all-encompassing, including clothes, hair accessories, glasses, leather goods and so on. 2. Home-based entrepreneurship.The main feature of home entrepreneurship is to use home as the working place, so the rent cost of the store is saved.The industries that can start a business at home with as little as 50,000 yuan mainly include: housekeeping, blueprint design, tutoring, talent classes, etc.The main limitation of this kind of entrepreneurship is that it must have sufficient professional ability or technology. For example, those who are engaged in text translation must have good foreign language ability. To do business, you must learn to change according to the situation, and you must be good at "changing a place with one shot". When a business has no "money" prospects, you should give up decisively and open up a new business battlefield, so as to ensure a lot of money.Mr. Wang Ji from Shenzhen is such a shrewd businessman. In 1992, Wang Ji rented a house in Luohu and opened a grocery store.At that time, if you had a store in Shenzhen, you would have money.But Wang Ji, who has just tasted the sweetness, believes that construction is a hot industry in the development of Shenzhen. If you want to make a lot of money, it is better to open a building materials store.So he borrowed more than 700,000 yuan from the bank and rented houses in Shekou, Nantou, and Baoan to open three building material chain stores.This transfer made Wang Ji a lot of money. Soon there were many building materials stores around, and it was difficult to do business.Through careful observation, Wang Ji found that the life of Shenzhen people has reached or exceeded the well-off level, and the era of enjoyment consumption is coming, so high-end furniture has quietly entered the families of ordinary people.Wang Ji made a decisive decision and immediately set up a high-end furniture factory. The original three building materials stores turned into furniture stores.This transfer made Wang Jiji a big money in Shenzhen. In 1997, the high-end furniture market in Shenzhen was saturated, and there was not much room for the development of high-end furniture.Wang Ji, who had two successful career changes, found that the home decoration market in Shenzhen began to sell well.So he changed the furniture production factory into a processing and decoration material factory, and changed the furniture sales store into a decoration material store. At the same time, he used his expertise in construction to open a home decoration engineering company.Although the transfer this time was not as profitable as the last few times, in Wang Ji's own words, "In this day and age, when others lose money and you make money, it means you are making a lot of money." It is impossible for a living person to be suffocated to death by urine, and if the business is not successful, they will change their careers. If eating in a restaurant, the boss and the staff greet the guests, order dishes, report the names of the dishes, and tell jokes and humorous language like storytelling, what kind of effect will it have?See how this unassuming little restaurant treats its guests. If 8 guests have just arrived at the door, the staff responsible for greeting the guests will yell at the top of their voices: "8 heroes, serve in the private seat!" "Handsome guy!" The customer clicked "pig mouth", and when it came to the employees, it became "love each other".These unique and alternative dish names make all the "heroes" who come to eat in the store laugh and spit! Here, shredded potatoes - "eat inside and climb outside", dried tofu - "Huanglong loincloth", chicken, duck and goose wings - "flying high", soles - "travel all over the world", stewed tongue - " Sweet words", fried diced lettuce - "stars light the lamp", stewed pigeon - "longing for the eagle", vinegar - "water of forgetting love", beer - "when you wake up from a dream", liquor - "stay half awake and half drunk"…… After three rounds of wine and five flavors of food, the store will give each table a free "belated love" - ​​a plate of ordinary kimchi!What about after the guests are full?There will also be a few "stingy" toothpicks given to the heroes at each table! It is said that the business of this small shop was not good, and there were no famous specialties in the shop.That is, every very ordinary dish has a very different "elegant name".Letting guests eat and drink here is a kind of super-value spiritual enjoyment, so the business is surprisingly booming. The warm reminder given to us by the shop is: there are many ways to make money, and we are not afraid of not being able to do it, just being afraid of being unexpected. In 1987, the Hubei Pharmaceutical Industry Research Institute developed a new type of gastric medicine that reached the international advanced level in the 1980s, and named it "Dile".At that time, the research institute was in urgent need of a preparation drying machine, but suffered from lack of money, so it proposed: Whoever can provide the drying machine (converted into money is 30,000 yuan) can be the co-developer of "Dile" and Obtain production rights.A pharmaceutical factory in Wuhan and a research institute are close neighbors. They were the first to get this information, but the decision-makers in the factory couldn't agree on the issue of "whether spending 30,000 yuan is worthwhile", and finally let it go. In 1990, Guangdong "Livzon" Pharmaceutical Factory learned of this abandoned information. They took a long-term view, analyzed the pharmacological properties of "Dile" in detail, contacted their own factory's production facilities and technical conditions, and accurately predicted the development of the drug. Prospects for the production of this drug.Determined to seize the business opportunity that others gave up, he spared no expense to buy out the drug exclusively.Therefore, the factory leader rushed to Wuhan in person, and obtained the production technology and new drug certificate of the drug for 400,000 yuan, and changed the original name of the drug "Dile" to "Livzon Dele" which is in harmony with the name of the factory and the effect of the drug. ", quickly put into production.In the second year alone, the output value of "Livzon Dele" reached 120 million yuan. The same business opportunities are invisible to short-sighted businessmen, and they may even give them away.When someone else made a fortune, he remembered that the opportunity to make money originally belonged to him. How to successfully start a business with 50,000 yuan 2: 1. Business entrepreneurship.This type of entrepreneurship is the same as working in a company. Although the products sold are not wholesale or produced by themselves, the source of customers is something that entrepreneurs can control.Entrepreneurs of this type generally start their own businesses in the form of franchise or agency.Entrepreneurs want to invest in this mode of business, the most important thing is to pay attention to service quality, because it is difficult for entrepreneurs to control the quality of goods, relatively speaking, service quality is much more important. 2. Start a business by opening a store online.There are two main types of online store openings: online auctions and online stores. In addition to having a basic understanding of computer and network applications, the products sold must also be unique and attractive.At present, women's clothing, supplies and children's products are selling best on the Internet.Therefore, young women and housewives who are sensitive to fashion can choose to open their own shop on the Internet. Have you heard of the box lunch for 1 yuan?Not only that, such a cheap box lunch has also made a millionaire. Feng Zhijiu was originally a homeless man who wandered around. Although he went through hardships, he was very poor. In 1990, Feng Zhijiu followed millions of gold diggers to the Pearl River Delta, but found that the place was already overcrowded. He wanted to work in the factory, but because of his age and lack of skills, the factory refused to accept him. Feng Zhijiu was bored, so he wandered around the factory areas. He saw the workers carrying their lunch boxes to the small shops on the street after get off work, and those hungry blind people on the street. A small shop for migrant workers to eat! So, he rented a very cheap private house as a kitchen, and every day at noon and night, he took two barrels of food and sold them to the homeless crowd, earning 30 yuan a day.Soon he scraped together 37,000 yuan, rented a 5-square-meter shop on the side of Huangpu Avenue in Guangzhou, got a license, set off firecrackers, and officially opened a fast food restaurant. As soon as Feng Zhijiu's small restaurant opened, it attracted many customers like flowers attracting butterflies. The main trick of his business is low charges.At that time, the lowest price of fast food in restaurants in Guangzhou was 2 yuan, but he was all 1 yuan. Who doesn't come to eat for 1 yuan!Feng Zhijiu worked hard for a month, and after paying the bill, he earned 2,000 yuan in addition to expenses. Later, Feng Zhijiu added tables, stools and tableware, hired temporary workers, expanded the storefront, and sold noodles for breakfast and rice for lunch and dinner every day, all for 1 yuan.In this way, there are at least more than 500 customers every day, and at most more than 1,000 customers. The secret of Feng Zhijiu's making money lies in small profits but quick turnover.There is actually no earning money for each 1 yuan meal, but if you plan well, you can make some money. If you can sell 1,000 meals a day, you can earn 300 yuan, which is 9,000 yuan a month.A tramp becomes so business-like.Over the past few years, Feng Zhijiu has been worth millions of yuan, and his fast food is still priced at 1 yuan.People call him "1 yuan money tycoon". Don't look down on small money. A tycoon once said that "small money is the ancestor of big money". With the development of society and the advancement of science and technology, many novel industries are constantly emerging, and they are often profitable industries. In Guangzhou, there is such a new industry as "computer leading the way". In 1989, Zhang Dawen, a native of Hunan, came to Guangzhou with a gold rush dream like many others.However, he didn't go any further as soon as he got off the train.Because, he found his career in the bustling railway station square.Those people from all over the world on the square, carrying big bags and small bags, kept asking for directions, looking up maps, and looking for bus stop signs in different accents, with tired and anxious expressions on their faces.It would be great if someone could show you the way, even if you charge a fee, Zhang Dawen thought this way, and a flash of thought appeared in his mind, why can't I do it? As a result, Zhang Dawen's little computer knowledge came in handy.He began to collect data on more than 480 roads, more than 6,500 streets and alleys, and more than 4,000 units in Guangzhou, including addresses and telephone numbers, zip codes, and bus routes of restaurants, hospitals, and shops, and compiled them into programs and stored them all in the computer. In the middle of the trip, a "Lvsui Computer Consulting Booth" was set up in the square of Guangzhou Railway Station.Anyone who wants to inquire about a unit, the operator only needs to press a few keyboards, and within a few seconds, a small piece of paper will be printed out, which clearly shows the telephone number, zip code and bus line of the inquirer's desired address. , Even the address of the transfer is clearly written. Since its opening, three or four hundred people have asked for directions every day, and even some taxi drivers and old Guangzhou people have come to ask about computers.Because modern cities are changing rapidly, it is impossible for one person to understand everything, so we have to use computers.This is just like what is said on the billboard of the consultation booth, "A computer guides you better than a fairy guides you." The computer guide not only pointed out the direction for others, but also allowed Zhang Dawen to find a way to make money. How many new industries that can make money have not appeared so far?Go find it!To find them is to find the God of Wealth. The most enthusiastic entrepreneurial projects among office workers in Taiwan: The relevant departments of Taiwan Province once conducted a survey, and the results showed that the most enthusiastic entrepreneurial projects of office workers are as follows: 1. 20.81% of them set up street stalls to sell clothing accessories. 2. Food stalls such as fried chicken chops and salty crispy chicken accounted for 18.78%. 3. Coffee shops accounted for 16.63%. 4. 15.54% of those opened stores on the Internet. 5. Convenience stores, accounting for 15.32%. 6. Chain franchise restaurants accounted for 13.11%. 7. Language supplementary classes, accounting for 11.96%. 8. Tuition classes for further studies, accounting for 11.62%. 9. Slimming beauty products or services, accounting for 11.22%. 10. Beverage ice shop, accounting for 10.15%.These 10 projects all have a common feature, that is, less investment, and another feature is that the management is relatively simple, and does not require entrepreneurs to stare at them for years, time and effort. There is a suit shop in Shenzhen, with an area of ​​more than 200 square meters, which specializes in selling high-end suits. In this store, a room of more than 20 square meters is specially separated as a small coffee shop.Exquisite tables and chairs, elegant layout, and soft lighting make this small world extraordinarily comfortable and comfortable, making many passers-by confused whether it is a coffee shop or a suit shop. Go to this store to buy suits or make suits, the store provides coffee, juice, drinks for free.Customers can also discuss the style and color of suits with the salesperson in the coffee shop, or wait for their discretion, which looks very friendly and natural.Although the store paid hundreds of dollars a day for free coffee, it earned thousands of dollars. Buying a suit and drinking coffee seem to have no connection between the two.However, high-end suits are a high-level consumer demand, and providing a high-level consumption environment for suit buyers can be said to be "high versus high".General stores only consider luxurious decoration for high-level consumption environment.But this suit shop thought of the high-level method of "drinking coffee".It is a wonderful strategy to make customers buy goods in a leisurely atmosphere and produce novel feelings from them. Doing any business must pay attention to "targetedness", what kind of service is provided for what kind of people. "Selling dog meat with a sheep's head" was originally a derogatory term for dishonest business. In fact, as long as the sheep's head can attract customers, no matter what you sell, you can hang it up and use it as a cover. There is an individual clothing store called "Jiali" in Guangzhou. Although the store has two fronts, its business has been mediocre. How can it make the business flourish?The boss racked his brains and finally came up with a good idea. One day, several newspapers published an advertisement at the same time: Jiali Clothing Store has newly purchased a batch of ultra-luxury men's and women's clothing, each price ranging from 3,200 to 5,300 yuan.This news made people very interested, and many people came to the clothing store to feast their eyes on the excitement. Under the meticulous arrangement of the boss, the small shop has been resplendently decorated.One side of the store is hung with ultra-luxury clothing, which looks luxurious; on the other side of the store, the hangers facing the ultra-luxury clothing are full of imitation brand-name clothing, including imitation ultra-luxury fashion, the style of which is the same as that of the opposite beauty 5300 yuan, 3200 yuan Yuan's clothes are similar, but the materials and workmanship are slightly inferior, but they can be faked at first glance.But the price of these imitations is only a fraction of the real ones, ranging from 200 to 300 yuan per set. The visitors walked around the small store, and almost most of them were motivated to buy after seeing the imitation products.The imitation luxury clothing quickly sold out. The highest record was women's imitation luxury suits, which sold more than 2,500 sets a day, and men's suits sold more than 2,000 sets a day.This little-known clothing store not only made money, but also had many repeat customers. Selling cheap knock-offs under the guise of luxurious but expensive real goods is the idea behind this clothing store. Textile self-service store: Men farming and women weaving is the distant dream of modern urbanites.More and more people are satisfying their nostalgic feelings by experiencing textiles in warm and quiet textile self-service shops. The storefront is chosen in a cultural market or a large shopping mall. The decoration should be innovative and the auxiliary facilities should be complete, such as incense, background music, etc., so that customers can feel a strong warm atmosphere.If conditions permit, a production area can be set up, one table and two chairs are enough.You can also put a few fashion magazines on the table, and put some dolls and other accessories that girls like on the chairs.People come here with great enthusiasm, take the weaving shuttle in hand, listen to the creaking music from the old loom, return to the handicraft era of "do it yourself, have enough food and clothing", and are willing to be a weaver girl.The textile self-service store is unique, nostalgic, and gives people a feeling of returning to the original, so it attracts many female customers, especially young girls. Most of them are students or senior white-collar workers, and naturally they can obtain considerable economic benefits. The opening of a new store often gathers popularity in the form of discounts, but some people dare to do the opposite, not afraid to scare away customers, and raise prices when they open. There is a craft electroplating factory that is a social enterprise, which is small and dilapidated.In order to open up product sales, the newly appointed factory manager switched to producing plastic sculptures. Many of the handicrafts produced are imitations of unearthed cultural relics, and the mottled appearance can often be confused with real ones.But, how can we make the enterprise famous?The factory manager thought of a way. The next day, the company issued a letter to people from all walks of life in Guangzhou, telling everyone that the shop selling handicrafts would open soon, and the following note: "Opening price increase reward." Many people who received the letter were surprised, and some thought it was printed wrong.Because the newly opened shops are all discounted prices to seek good popularity and create excitement. This is called: "Good luck with the opening".How can the old rules of many years be violated? A reporter called the electroplating factory to ask if the printing was wrong.The answer was: "It's not wrong, it's just a price increase." This time, people became more curious.The press has always been curious. A reporter interviewed the director of the factory with doubts and asked why the price was raised.The factory director replied: "The cost of handicrafts is based on the value of art. The electroplating handicrafts sold at the opening are all made by famous sculptors, and each piece is produced in limited quantities, and each piece is a unique skill. Rare things are more expensive, so they are raised at the opening. The price is paid for the guests.” After the reporter reported, people wanted to go and see it on the opening day. When the opening day came, the small shop did not set off firecrackers or treat guests.They put a life-size electroplated statue of a Dai girl at the entrance of the store, with a bronze color and a graceful figure, which has both modern beauty and classical sentiment, and immediately attracted countless passers-by.In addition, those units and individuals who received the letter all wanted to take a look at this shop with a price increase, so the small shop was crowded with people.For a time, this electroplating factory became the focus of various newspaper reports.Guangzhou's "Yangcheng Evening News" reported on the front page, with the headline "A strange store opens strangely", plus a photo of the store.The small shop became a big star, and the reputation of the handicraft electroplating factory suddenly increased.Since then, there has been an endless stream of customers who come to buy products. If you don't come up with some incredible ideas, you won't be able to attract the attention of the media and the public. "Therefore, when Heaven will send a great mission to the people, they must first suffer from their will, their muscles and bones, and their bodies and skins..." Why does "suffering their hearts and minds" come before "working their muscles and bones, starving their bodies and skins"?That's because whether a person wants to make money, become a talent, or achieve great things, the tempering of the will and the suffering of the mind are indispensable steps. Lin Liren shares the same village as Wang Junyao, a leading Zhejiang businessman in Shanghai, and made his debut earlier than Wang Junyao.When he was well-known in Wenzhou business circles, Wang Junyao was still unknown.Although Lin Liren is not as well-known as Wang Junyao, his unique experience of having started his business four times and failed miserably three times, and being cheated and robbed all the more demonstrates the indomitable and strong will of Wenzhou people. Lin Liren recalled his several life experiences of great sorrow and great joy: "When I was very young, my father used fishing boats to transport longan and sugar from Fujian, and sold them in Wenzhou to earn the difference. At that time, this was illegal, called speculation, and could only be done secretly. For this reason, my father suffered a lot. , There was even a case where a shipment of cargo was robbed but he dared not report it or speak up. And every time the movement came, in order to avoid the bad luck of being criticized, my father had to go far away. My childhood memories of business are : It is a risky and difficult but very attractive thing. "My earliest business activities can be traced back to junior high school. At that time, I was 14 years old, and the reform and opening up had just started. The most common thing was to carry fresh fish to the market to sell, or I carried a burden, walked through villages and alleys, and went door-to-door收集螃蟹壳，然后再卖给国家，赚取差价，补贴家用。我的学费基本上都是我赚来的。高中还没毕业，我就选择了经商。 “第一次来深圳是1985年，我们来深圳卖文化用品，包括文件夹、文件袋等等。我们的利润不错，毛利能赚到70％，但由于深圳的需求量并不大，而我们做的是全国市场，所以我没有在深圳住下来。 “除了做文化用品之外，我还做过许多小物件，赚钱最多的还是编织袋。那时，全国乡镇化肥厂雨后春笋般冒出来，对编织袋的需求量很大。我渐渐成功了，二十四五岁，名声已遍及乡里，因为我在把大量编织袋运往全国各地的同时，也给乡亲们带来了编织这种袋的活计，让他们获得赚钱的机会。 “但失败马上就随之来临了。1989年，我们在河南签订了1。2亿元的大单，但我们提供了1000万只编织袋之后，发现货款收不回来，只好停止供货，随后是漫长而屈辱的讨债历程。但对方以种种理由拖欠货款，在经历了种种努力之后，仍有300多万元收不回来。到了1990年，我变得一贫如洗，只好两手空空离开家乡，远走深圳。 “来到深圳不久，我就发现了一个生财之道：做租房中介，收取佣金。当时，深圳的房租挺高，租的人还很多，因此生意火爆异常，我们几乎是坐地收钱。 “到1992年春天，我已积累了十几万元，觉得做租房中介不是长久之计，加上做中介的人多起来，公司有些员工知道租房中介的好处后，纷纷辞职，自己去做小老板，跟我抢生意。 “于是，我就开始炒起楼花。当时炒楼花比较赚钱，一般炒一套楼花，能赚5000～10000元，罗湖的许多小区，我都炒过，最多的是东乐花园，当时我一口气拿到了近30套。一年后，我的资产达到六七十万元。 “1993年初，全国各地到处都在盖房，似乎只要盖了房，钱就来了。因此我们在惠阳找到了一块地，计划盖一个26层的大楼。没想到，我们刚打了地基，6月份，中央开始宏观调控，到9月份，银根紧缩，因为我们建房的建筑公司本来是垫资做的，这时候贷不到一分钱，大楼最终成了个烂尾楼。 “这一次，尽管我的钱又赔个精光，但我还不死心，当时我发现温州的三轮车牌照一个已炒到五六万元，而在惠阳，基本上不存在炒作，我推测温州的情况不久也会在惠阳重演，就借钱从外地运来了一百多辆三轮车，准备在惠阳申请牌照。谁知，车子还没落地，就被没收了。 “接连不断的失败使得我在1995年连1000元也拿不出来了，生活没有着落，不得不寻求谋生之道。一天，我在通讯市场的一个柜台买了一台寻呼机，然后，转手卖给别人就赚了几十块钱。 “看见这样一个能够迅速赚钱的机会，于是我就花了200元，在报上登了个卖寻呼机的广告。前前后后，我接到了300多个电话，向我要寻呼机。我再次到那个柜台拿货。这样，我就做起了寻呼机小买卖。由于我经常向同一个柜台要货，就可以比一般的买主拿到更便宜的货。 “不久，我注意到一个现象：越是便宜的寻呼机，需求量越大，而这种便宜的寻呼机，一般都是二手机改频的。我琢磨，要想发财，必须找到二手机的货源，同时，必须找到技术人员，懂得改频。幸运的是，我碰到一个台湾商人，专门在日本收购二手寻呼机，更幸运的是，我又找到了几个懂得改频技术的工程师。有了这两大资源，我不再做零售了，改做批发。我向那个台湾商人购买二手机，再请那几个工程师给我改频，然后，将改装好的寻呼机批发给零售商。 “改频寻呼机给我带来了巨大的机会。当时，一个没有改频的二手寻呼机，只要20元就能买到，改频之后，每台价格可以上涨十几倍，能够卖到300元一台。而且还供不应求。由于我货源充足，可以源源不断地供货，到1997年，我的事业达到一个顶峰，好歹也算是个千万富翁了。 “尽管生意做得非常顺利，我还是清醒地认识到：寻呼机无疑是夕阳产业，被手机取代的趋势越来越明显，我必须另找投资方向。后来，我又做了两次较大的投资，一是对教育产业的投资，另一项是投资一个飞机驾驶培训学校，但这两项投资都不够成功，赔了一些钱，但真正让我元气大伤的，是B股市场。 “2001年2月19日，B股市场对境内投资者开放，在多个无量涨停板之后，我在朋友的怂恿下，重金杀入B股。谁知数月后B股跳水，我的股票全部被套。3年多的熊市让我越套越深，我的资产缩水了2／3。 “后来，经过仔细的思考与分析，我发现了自己以前的成功，都在于自己大胆敢试，善于发现别人所没有发现的商机，并能先人一步捕捉机会，带有一定的偶然性和投机成分。 “三次惨败，我历尽沧桑。痛定思痛，我决心沉下心来，踏踏实实做事，抛弃过去想依赖一两次机会迅速暴富的心理，脚踏实地练好基本功，一点一点做起来。 “2002年初，在朋友的帮助下，我将剩下的资金投资入股了一家叫伟伯的数码相机生产厂。2002年下半年，依托这家数码相机厂，我公司开始经营九九加一牌的数码相机。考虑到自己的资金实力、产品定位以及数码相机具体的市场环境，我们没有做那种大投入的市场推广，也没有搞什么连锁加盟，而是全部是针对低端客户，低价是我们的优势。这一次投资比较成功，到现在我的本金已全部收回来了，股权也增值了。” 最后，林立人说：“从十几岁经商到现在，20年间，我经历了三次大起大落，如今仍处在创业阶段。失败并不可怕，在我这个年龄做生意的温州人，谁没有受过骗？遭过抢？谁没有身无分文数年不敢回家的经历？谁没有睡过地板，甚至露宿过街头？重要的是不要被失败打倒，只有那些从失败中吸取教训，愈挫愈奋的人，才有可能获得最后的成功。” “谁笑到最后，谁笑得最甜”，只要最终能成功，前面的失败反而能为成功者增添光彩。 开个布头专卖店： 随着消费观念的转变，精打细算，买衣不如做衣已成为普通百姓的消费主流。渴望参与，渴望自己动手，都市人的消费观念已从纯享受的思维，转变到了“自己动手，增添浪漫”的境界。这种“自助式消费”方式，正向我们展示一条时尚信息：开个布头专卖店，它是大商场不热衷经营面料的遗拾补缺，也迎合了当前都市人热衷自助式消费的时尚。 别小看了布头，虽说是小布头但小有小的用处，小布头可做头饰、颈饰、腰饰，大布头可做上衣、裙子，碎布头可连接起来做成靠垫、坐垫，只要设计好，一点都不会浪费。投资“布头专卖店”，只要服务态度好，灵活经营，其中的盈利是相当可观的，用不了多久就会赚回本钱。它是下岗职工简单易行、投资小、见效快的理想投资项目。 红花还要绿叶扶，如果说电视广告里面那些燃气热水器是主角的话，那么，为他们生产热水器心脏部件热交换器的靖江热水器配件厂则是配角，而且是自觉自愿当的配角。 靖江热水器配件厂原是装潢标牌厂，由于同行竞争激烈，该厂决定通过发展新产品调整产品结构，闯出新的路子。在20世纪80年代中期，热水器出现畅销苗头，一定大有前途。在分析了热水器的市场前景和热水器的技术特点后，该厂决定甘当配角，瞄准热交换器进行开发研制。 为了能当好配角，厂长从研制的第一天起，就像老和尚敲木鱼似的对研制人员说：“冷水变热水，让人洗澡，洗东西，全靠在热交换器中燃烧煤气或液化气。如果选料、焊接加工有一丝一毫马虎，造成漏气，可是人命关天的大事。” 因此，厂里进料选了又选，严格进行生产过程中的质量控制和产品检验。该厂产品的声誉一炮打响，生产玉环牌热水器的南京热水器总厂率先同他们签订长期要货合同。接着，上海申花、广州万家乐、神州，以及天津，沈阳、苏州等地180多家燃气热水器厂，缠着厂长要货，使该厂半年的销售收入和列税猛增了好几倍。 当众多人抢着做一样生意的时候，如果能为这些想赚钱的人提供服务，那么，你赚的钱会比他们还要多。 号称中国“灶具大王”的广东华帝集团，在短短的几年发展时间之内，已经成为国内灶具的第一品牌，其燃气热水器也进入了全国十大主导品牌之列。华帝原何能够取得如此的佳绩，原因就在于创业的7兄弟同心同德、众志成城。 华帝热水器的创业群体被人称为是“七星北斗阵”。7个从小一起长大的朋友都来自广东中山市小榄镇的农民家庭，他们打破了中国人“一人是条龙，三人是条虫”的怪圈，树起合伙创业成功的典范。 1978年，邓新华、黄文枝、潘权枝、李家康4人一起被分配到了一家镇办机电厂工作。他们工作勤奋，都成为了业务骨干，1980年黄文枝还当上了主管生产的副厂长。后来机电厂关闭了，员工全部解散。与此同时，黄启均在一家镇办农具厂当铁匠，是厂里锻焊高手杨建辉的徒弟，关锡源则在一家镇办印刷厂当排字员。 1991年底，7位老朋友偶然间聚到一起，此时每个人都事业小有成就。没有了生存的压力，就有了发展的苦恼，他们商量着日后的发展大计。开燃气用具配件加工厂的黄文枝说：“我的厂最近一年给几家燃气灶具生产厂提供配件，每个月的要货量都在大幅递增，证明生产灶具是有利可图的。”大家一听，觉得不错，于是决定合伙创业。 1992年4月，7人一致推举邓新华为董事长，黄文枝为总经理，将企业更名为中山华帝燃具有限公司。在股权分配上，村政府占30％，余下的7人平分，各占10％，而黄启均和关锡源均以管理和营销知识入股，这在当时的中山市可谓是一大新闻，7位股东表现了惊人的胆识与气魄。 7位老板都没有读过大学，最高也就高中毕业。7个人开始遵循“各尽所能，各取所长”的基本原则，进行了合理的简单分工，每个人兼任一个部门的经理。同时，他们实行民主集中制，在重大决策问题上，7个人中有4个人赞成即算通过，彻底杜绝了个人独裁决策的失误，从制度上保证了华帝的健康发展。他们还制定了“不许亲属进华帝”的规定，从制度上坚决根除个别董事培植亲近势力的可能性。 华帝热水器的崛起，源于当时所有的燃气灶具都不注重品牌形象，产品缺乏差异性这一问题。他们率先发现问题，并聘请专业形象设计公司为企业导入CI策划，公司销售、宣传等事务用品全部按规范“CIS”化，使得华帝气派典雅的高品位形象很快得到了消费者认同，逐渐在热水器市场成为一支奇兵。 没有知识优势，凭借合伙人的齐心协力与规范管理，华帝热水器终成大器。从七兄弟做的“一加一大于二”这道创业题目中不难看出，合伙创业比单枪匹马有着独特的优势。 中国人祖祖辈辈都是“脸朝黄土背朝天”在土地中辛勤耕耘，但有一个农民不耕耘，直接将泥土卖成了钱。 四川省武胜县长安乡十村农民赵兵，发现城里人爱种花养草，但是卖花土的很少，他就想，怎么不将地里面的土当作商品卖给城里人呢？ 于是，他试着用加工袋装了腐叶土去卖，结果50公斤泥巴居然变成80元钱。第二天，他又装了500小袋土，结果3小时就被“抢”光，获利300多元。 村里人见泥巴赚钱，一哄而上，都去县城卖花土了。这时候，赵兵立即着手想办法提高花土的科技含量和档次。他订了《中国花卉报》《农家致富》等报刊，钻研花卉学、土壤学有关知识，研制出了用自然土加营养剂、生长剂、保鲜剂、防病虫剂组成的“四合一营养土”，产品十分好销。赵兵还给用户留联系卡做保证，如若不能做到花鲜、叶茂、果硕，全额退款。结果每公斤仅0。2～0。3元的花土可卖1～2元。 此后，赵兵陆续开发出了5个系列产品，并注册“憨哥花卉土”商标，在全国各地设点营销。2004年，赵兵卖土就获利20多万元。 卖土也得要有技术含量，才能卖一个好价钱。 开家赚钱的空调清洗店： 空调专家提示：家用空调在使用过程中每年都必须全面清洗保养一次，否则内部因堵塞了大量的灰尘污垢，会使其风力受阻，制冷，制热量下降、噪音增大或发出异常声音，压缩机功耗也会随之增加，容易损坏空调，直接影响到滋生温床，使其霉变产生异味和传染疾病等（就是人们常说的空调病）。只有通过专业清洗处理，才可达到清除污垢、除味杀菌、恢复空调性能、净化空气、保证人体健康的目的。因此家用空调和中央空调一样，每年一次的清洗保养必不可少。 开业时，应在当地晨报、晚报、电视报上做些科普广告，以培训知名度；同时派人在居民小区散发传单，组织业务人员上门联系服务单位，再有可以与牧业管理公司合作，由物业管理公司出面，承揽一些成片的家用空调清洗业务，再与其分成。 过去，“食在广州、穿在苏州、玩在杭州、死在柳州”是很多人的人生四大理想。“死在柳州”是指如果能在柳州去世，便可有一副上好的柳州棺材入葬。如今的柳州人又发起了棺材财，走起了棺材运。所不同的是，棺材不是用于丧葬，而是作为玩具。 原来，随着改革开放的深入，来柳州旅游的港澳同胞越来越多。他们中间流传着这样一句话“棺材棺材，升官发财”，游客们慕名而来，希望买些小棺材，图个时来运转。 柳州人了解到这一风俗，便把生财的点子出在本地的棺材上。他们用上好的楠木、樟木、杉木制成精致小巧的棺材，小的拇指大小，两元多一具。大的约有10厘米，一具10元多。这种棺材工艺考究、设计精美，主要外观设计有百寿图和百福图、九龙图三种，也可根据客户的具体要求而制作。 海外侨胞和港澳同胞来到这里，第一件事就是购买小棺材，一挑一大堆，带回去作为礼物送人，既经济简便，又颇受欢迎。此外，棺材还出口到东南亚各国和港、澳、台地区，并以其优良的质量和精美的外观设计赢得良好的信誉，柳州人由此开辟了一项可观的财源。 解梦的常说梦见棺材要发财，但柳州人告诉我们，经营棺材也能发财。 朱张金是鼎鼎有名的牛皮大王，靠经营牛皮而不是吹牛皮发了家，在中国最富有的500个人当中，他排在第331名。 从创业时的2。5万元本钱，到2004年卡森拥有25亿元资本，朱张金靠的不是运气，而是依靠他敏锐的洞察力，所以每一次产品调整都比人家快。 1995年下半年，朱张金在莫斯科成立了一家公司，当地出现了抢购卡森皮衣的风潮，一天可卖几千件。那一年，朱张金在俄罗斯总共卖了60万件卡森皮衣，赚1800万元。 当海宁老乡纷纷北上与朱张金抢着去俄罗斯卖羊皮衣时，他却转身做起了猪皮生意。1994年，国内皮革业一度走低，许多小企业倒闭，卡森却反其道行之，投资1000万元扩大猪皮革生产规模。不少人感到惊奇，朱张金说，小企业倒闭了，市场份额让出来了，卡森正好可以抢占市场。果然，卡森当年盈利750多万元，比上一年增长6倍。 1997年4月，朱张金到香港参加皮革展，他发现：展会上中国、韩国、斯洛文尼亚的企业展出的都是猪皮制品，而美、英、德等发达国家企业展出的都是牛皮。 朱张金认准了牛皮市场将会比猪皮市场大，于是从香港回来，朱张金就把猪皮生产线停了，上了牛皮生产线。有公司把一张100万元平方英尺的猪皮单子交给朱张金做，如果接这个单子半个月就可赚100万元，但朱张金没有接。许多人都说朱张金疯了，要知道当时许多企业因接不到订单而头痛呢！ 但是，固执己见的朱张金成功了。今天卡森成为了中国皮革行业规模最大、外贸出口额最高的皮革企业。其牛皮沙发等家具畅销美国，还顺利地进入了白宫。2004年，卡森向国内着名汽车生产厂供应汽车用坐垫革200多万平方米，结束了多年来中高档轿车用坐垫革依赖进口的局面。 那些市场趋势能够先知先觉的商人，才能像朱张金那样，从一个成功走向另一个成功。 “怀旧”餐馆： “怀旧餐厅”其实是主题餐厅形式的一种，地址应选在居民住宅区或临街的地段，可以到古玩市场收集一些反映民情风俗的黑白老照片、老城市市井图、老唱机、唱片、挂钟、老相机、旧草帽、旧书包、瓷器等等装饰在餐厅内，这些有独特个性的老物件，极易引起食客的好感和亲切感。餐厅内餐桌餐椅也不必全买新的，可根据各种怀旧风格自做，如想突出老上海的酒吧风格，就装饰成酒吧的样子；如要突出知青风格，可以找些树皮、竹片作装饰，挂上一幅老奖状、一个军用书包，再挂些农作物就可以；如想突出民俗风情，还可以找一些大红的木牌坊、循环不息的水车、石磨、剪纸等等，自己装饰还可节约部分费用。“怀旧”气氛要浓，随时放一些老歌曲，以引起人们的怀旧情思，营造不同的怀旧风格。