Chapter 40 "Output Market"

Xu Lin is not the first person to "export the market", but he may be the first person to try this idea strategically and generously.He is a 32-year-old farmer, but the project he gave made the professors in the university do it for three months. His first experiment was a shell market. In 1992, the professional market was in full swing in Zhejiang, and Fuyang people who did not have a decent market could not sit still.They sent two cars of cadres to Jinhua, Taizhou, and Wenzhou to study their market experience.When they arrived in Longgang, they felt enlightened after hearing the experience: why not build a peasant city in Fuyang?

So, when I returned to Fuyang, I immediately set aside a 1,500-acre piece of land in the northwest corner of the city and raised a banner: Fuyang Farmer City, the second peasant city in Zhejiang. The colorful flags are fluttering, and the scenery is momentary. However, what follows is 1,500 acres of emptiness and 1,500 acres of blankness. The market is easy to create but hard to read, and people in Fuyang are caught in a dilemma. At this time, Xu Lin came in a fluttering manner.This young man who started his business by selling lamps has been eyeing this market for a long time, and now he knows that his opportunity has come.

Hearing that someone came to rescue the city, Fuyang people were naturally very pleasantly surprised. They went out of the city to greet each other, admired each other, sat down on both sides, and asked the wise men. Xu Lin said that building a second peasant city will lead to nothing and no way out. If you want to build it, build the first Wenzhou city. It should be noted that there are now no less than 200,000 Wenzhou people doing business in the Hangjiahu area, but they all use other people's venues to sing their own plays. If you can build a nest for them, it will definitely be very popular.Moreover, this is good news in itself, and once the reporters come to speculate, the advertising effect also has.

The people of Fuyang slapped their legs in admiration, and only then did they realize that what they had brought from Wenzhou was just a "trunk" from the market, and the real "pearl" that could shine was in Xu Lin's hands. Xu Lin said that to run the market well, the market must first be run in a market economy.It sounds like a mouthful, but in fact it is to demutualize the market and everyone should bear the risk, not the government or Xu Lin's family. In March 1993, a new "packaged" Wenzhou Mall came on the scene, and a Wenzhou Mall Development Co., Ltd. was established accordingly, with 25 wealthy farmers participating in the shares, and Xu Lin served as the general manager.

A whole set of marketing plan has been implemented.In order to recruit Wenzhou businessmen across the province, Xu Lin contacted the Provincial Committee of the Youth League.Use Wenzhou Mall as a social practice base for college students in the province to go to the market during the summer vacation. At that time, tens of thousands of college students wore the cultural shirts of "China Fuyang·Wenzhou Mall" and were active in various places, counties and cities. In just half a month, the first batch of 178 stores were sold out. Xu Lin felt that he had broken a new path. Through the Wenzhou shopping mall in Fuyang, he saw a ray of sunshine not far away: "Zhejiang people know how to run a market. This matter itself is a brand, and the experience of running a market is a It is an intangible commodity, why not make good use of this brand and sell Zhejiang’s experience at a good price?”

It sounds very shallow, very snobbish, and very coppery, but if you think about it carefully, isn't that what it is? However, Xu Lin feels that there is too much work to be done on how to effectively integrate the advantages of the Zhejiang market, how to form an effective market operation model, and how to seek support in theory.In May of this year, he took these questions as a subject and handed them over to several university professors, and he was in charge of spending money to buy ideas.” At the same time, he rushed to Beijing to visit Du Runsheng and other economists.He talked eloquently and listened piously at the same time. This young farmer wished to become an "export master" overnight.

After that, Xu Lin raised funds to build Wenzhou shopping malls in Deqing in northern Zhejiang, Fengtai in Beijing and other places, and "sold" the Wenzhou model. Up to now, he is still busy day and night for his "export" business. Xu Lin is not the only one who "exports" Zhejiang market experience. Before the 1990s, Zhejiang villages and Yiwu streets all over the country were formed spontaneously, not without accidental factors.Since then, there has been a large-scale and conscious construction of off-site markets. Around 1994, we repeatedly read such refreshing news:

Shanghai Bund Rise Zhejiang Big Market A Zhejiang shopping mall with a construction area of ​​40,000 square meters was built in the prosperous Huangpu District. Since November 1994, it has been fully attracting investment. The general manager is Yiniao businessman Wang Zhengan.According to him, Zhejiang Mall will be a daily necessities market mainly for wholesale, which will be operated by Zhejiang bosses.It is said that on the first day of investment promotion, people from Wenzhou booked 100 business rooms at a time.Local public opinion believes that Zhejiang businessmen's involvement in Shanghai business poses a threat to the well-known Chenghuang Temple market... A large Zhejiang market appeared in Erenhot-in 1993, the international trade market invested and built by Zhejiang Shangyu people was completed in the border city of Erenhot.The market area is 13,000 square meters, with an investment of 13.2 million yuan.When attracting investment, we adopted the more common method of raising funds and participating in shares in the Zhejiang market. Enterprises or individuals who enter the market only need to pay 66,000 yuan to obtain an exhibition space that can be used for 15 years... Zhejiang commodity market appeared in the capital—June 1993 In April, Ruian City, a county-level city in Zhejiang, built a Zhejiang Ruian Commodity Exchange Hall in Beijing.The hall is located in Shazikou, outside Yongan Gate, with a business area of ​​1,100 square meters. According to rough calculations, there are about 10,000 businessmen in Rui'an in Beijing.After the completion of the hall, it advertised in Zhejiang news media for a week, posted more than 10,000 copies of promotional papers, and all 129 stalls in the first phase of opening were full... No matter where the market is built, Zhejiang farmers always grasp one purpose, that is to graft local Zhejiang The professional market provides services for Zhejiang traders who are wandering abroad.It is this inextricable connection that makes those markets exude a strong flavor of Zhejiang even if they are thousands of miles away, so that the Zhejiang traders who operate there do not feel lonely and helpless.

Pieces of "Zhejiang enclaves" have sprung up in the north and south of the river, opening a new chapter for the market myth of Zhejiang.And we haven't actually gotten to the most daring and sensational pages yet. That is the "chain output" of Yiwu people.