Xie Xiaokang intends to open a pure Chinese-style handmade cloth shoe workshop with its own design studio and workshop. If it is scaled up in the future, it will be expanded into a factory.
His MBA tutor told him that before starting a business, feasibility studies must be done carefully and with caution. A few years of college edification has also made this small and successful advertising company manager have more "rational thinking" before making new investments.
There was no intention to turn on the television that day and saw an underemployed female worker named Wang Ping's Beijing Shoe Factory No. 2 being interviewed by TV. She said she was planning to open a handmade shoe shop with a group of laid-off sisters and had already negotiated with Xidan Department Store. Cooperation……
Hey, there is such a wonderful thing in the world! Xie Xiaokang first burst of tension, like his own flag did not stand up on the first encountered a competitor, fear is a sign of ominous? However, a look at Wang Ping's simple, middle-aged woman's appearance, talking and realizing that she can't hear anything "deep", she also breathed a sigh of relief. Forgive her about the female workers, culture is not high, lack of funds, support by the streets, the biggest resource is nothing more than the skills and experience of shoes, why compete with me? Can she speak English? Will she plan marketing? Does she understand market research?
Xie Xiaokang breathed a sigh of relief and turned off the TV to plan a business plan. Before he started writing, he suddenly thought that one person could be his own technical advisor, that is, his 70-year-old grandmother. Grandma is from the Langfang countryside in Hebei and is a well-known clever hand in the village. Xie Xiaokang's single shoes, cotton shoes, and tiger's head shoes were all worn by grandmother.
The grandmother listened to the idea of ​​a great grandson and smiled kindly, saying that I was afraid that my old eyes would be dizzy and I couldn't play the tricks of the year.
“Grandma you do it, you do not have to work hands-in-hand, just click and dial next to it, direct the workers, how to paste the shell, how to reach the bottom, how to help ... ... in the future, you are my technical director!â€
With her grandmother to help, Xie Xiaokang had more confidence.
It is necessary to make big mistakes
The difference between a cultural person doing business and dealing with big old business is whether there is in-depth cultural thinking about the project. You can't make money to make money, you should have Confucianism. Isn’t it all about culture? Tea Culture, Wine Culture, Costume Culture... 咱 咱 Climb a shoe culture. Haha, from scratch, Xie Xiaokang suddenly felt that he had had distinctions and differences between those who had been laid off and those who had been laid off.
Xie Xiaokang wrote and wrote about the background of entrepreneurship. People in modern life, enjoying the splendor of fashion and western-style clothing, began to perceive the unique charm and rich cultural charm of traditional costumes; suits and shoes, skirts and high-heeled shoes, running around After Lawton's official duties and entertainment, can he not adopt a commoner, a pair of loafers, and enjoy the leisurely taste of poetry? In spite of the vaunted dance and dance, there are always a group of great people in China who are very different from each other. They wear plain shoes and give pointers to the country: Mao Zedong, Lu Xun, Shen Congwen, Chen Xi, Zhou Zuoren, Qian Zhongshu, and Zhang Zhongxing... They are quiet and profound. As if a mouthful of deep wells, row sit calmly and peacefully in conversation, they are the best image spokesperson for Chinese handmade shoes!
He continued to write: Xiaokang handmade shoes industry, to tap the traditional folk handmade crafts, carry forward Chinese culture, to meet the modern people's return to the basics, advocating the pursuit of personality as their own responsibility......
Accidentally created a "well-off manual cloth shoes" brand, how wonderful the pun! Xie Xiaokang thought.
He went on to write: Xiaokang Handmade Shoes Co., Ltd. currently produces pure Chinese-style Chinese style handmade cloth shoes. It is soft and comfortable, relaxed and warm, natural, healthy, and attractive. Compared with the modern shoes made of rubber, plastic, and synthetic materials, which are everywhere nowadays, it is well-deserved "environmental protection "Shoes" and "green products" cater to international trends and follow nostalgic fashions. It is the best choice for urban leisure families today...
Writing this passionate text, Xie Xiaokang's heart is a mirror. The above is nothing more than playfulness. What follows is the essential part of entrepreneurship.
Every step is like a trap
Although Xie Xiaokang raises a small amount of funds, it seems to be more than sufficient to open a manual cloth shoe store. After all, it is a labor-intensive industry and the technological content will not be too high. Positioned as the modern version of an ancient workshop, measure how much money it will cost. The results are not unknown, a calculation startled!
The trilogy of entrepreneurship must be carefully scrutinized at each step, and money must be spent on the edge.
The first is raw material investment. At present, the style of handmade shoes has gone far beyond the concept of people more than ten years ago, and it is often overshadowed by people: round, square, elastic, antique, fashionable, cloth, and surface. Wick-faced, satin, chemical fiber, canvas, washed cloth, plain, floral, floral, floral, lace, mesh, high-profile Simple, cotton, cartoon style, animal series, inlaid leather ... ... to deal with such a rich style, how much material to prepare it? At the very least, find a warehouse and store dozens of shelves to store these fabrics and accessories. In addition, we have to buy twine, cotton, nylon thread, bags of flour, splints, awls, thimble and the like, it is expected to spend 300,000.
Followed by equipment investment. Must create a decent design room, a few computers, install a set of genuine AUTOCAD design software and PHOTOSHOP image software, and scanners, color printers, etc., must have a production workshop, wide, airy, bright, with perfect lighting Equipment, air-conditioning equipment, and fire-fighting equipment cannot be produced in the same harsh conditions as some underground black factories along the coast. How can we produce first-rate products? There must be several sets of mechanized auxiliary production equipment, such as cutting machine, threading machine, trimming machine and buttonhole machine, which can make manual work more standard and beautiful. This is easy to handle. Today, many shoe factories are in a sluggish state. The idle equipment can be rented at a low price... It is estimated that it will cost 200,000 yuan.
The second is human investment. For handmade footwear, this is the most important investment. Must have a good product designer, he (she) must understand art, computer, consumer trends, understanding the domestic and foreign markets, but also to understand the boss's intentions, convergence of production links ... ... this person may have high salaries, at least 3000 Yuan around it. As for grandma, let her walk in the workshop to see it. It is mainly to supervise the workers to work hard and the wages can not be opened. The basic labor force first recruits 10 lay-off or retired workers from the re-employment market who are practical, competent, and experienced shoe factories. After all, it is perfect practice to use women as the mainstay, and the monthly salary standard is tentatively set at 800 yuan, and the rewards are excellent. A sales manager is also needed to take charge of marketing work. This person may have to pay a high salary of at least 2,000 yuan. It is expected to spend 200,000 more.
700,000 yuan has already gone out. What other parts need to spend money? Hey, he took his head, and the most important facade did not consider it. You see, one hundred and one sparse, and even the laid-off female worker Wang Ping thought of the Xidan Shopping Mall... Why can't I try the Oriental Plaza in Wangfujing, Dashilar, and Chang’an Street?
Days, then the luxury of the land, how much did the rent cost? At the thought of this, Xie Xiaokang’s head began to grow big! How to look at entrepreneurial roads, full of flowers, sunny roads? Think carefully about the road to entrepreneurship, but it has become a swamp everywhere, a step-by-step trap, and every ring has to spend money, but also spend a lot of money?
The more you want to be stressed
In Beijing, where commerce is highly developed and high-volume, Beijing is slow to say that such prime locations as Dongdan and Xidan are those on the Third Ring Road. The prices are also far too high. A set of 20 square meters of small shops has a monthly rent of 5,000 yuan. The whole year is 60,000...
But what about the sensational effect of putting handmade shoe stores outside the Third Ring? Who cares? Xie Xiaokang was a little discouraged.
Deep down, think that the efficiency of hand-made shoes is very low, even if a master like grandma, before and after doing a pair of decent shoes have to be three days, you think about, sticky cloth shells have to use 20 to 30 layers of cotton fabric lamination, hanging After cutting dry, cut the bottom, use a twine to cover the bottom of a thousand layers, and a full line of needles must be stamped with a needle and thread! According to this calculation, a designer, 10 skilled workers, but also do 80 pairs of shoes a month, and wages have to open out 15,000 - this 80 pairs of shoes can be exchanged for 15,000 yuan it? Xie Xiaokang was a bit chilling.
Rent, utilities, taxes, medical insurance, environmental protection, civil air defense, urban management, training, Olympic propaganda, etc. There are several miscellaneous expenditures that are unexpected, just like a broken water pipe with many seepages. what!
The most deadly blow was an English-language hardcover album entitled "Hundred Years Boots" from a friend. It is a foreign material compiled and published by the Economic Publishing House. It records in detail the modern manufacturing history of traditional handmade footwear in Europe and America. It is illustrated in pictures and texts. From the end of the 20th century to the last hundred years, the selected boutiques are amazing.
Xie Xiaokang asked himself: In contrast, the Chinese people's noble and noble aristocratic style of shoe production has disappeared, all look at the commoner - simple, rustic, cheap, easily deformed, no wonder since ancient times there is a saying - Discard it. Do you think about how much rural women can do even if my grandma does not know a word?
Looking at the beautiful pair of handmade shoes in Europe and America on the foreign album, and thinking about the pair of high-priced public shoes that are difficult to sell in their own blueprints, Xie Xiaokang just started the flame of passion of entrepreneurship, as if by a cold water "Poppy" to extinguish.
After more than a month of hard thinking, the 38-page entrepreneurial plan instantly turned into a pile of waste paper.
Before the New Year's Day in 2002, the Beijing Evening News reported on the success of Wang Ping’s handmade shoe store. She said that she has opened five chain stores in Shanghai, Dalian, and Shenzhen. The unique Oriental craft products are loved by friends at home and abroad. The output value has exceeded 5 million and more than 60 laid-off brothers and sisters have been reemployed.
Xie Xiaokang read the newspaper and gave a long sigh. His heart was complicated and his mouth was silent...
From the registration of the company, the production of products, the crisis to the final failure, Li Jianping’s three-person investment of 500,000 to create hopes, it took only one and a half years to vanish, and it’s all gone. Experts from Beijing Renren Entrepreneurship Consulting Co., Ltd. as follows:
Compared with laid-off women's workers who are successful in startups, Xiao Xie mainly loses his own entrepreneurial ideals and does not pursue them with dedication.
The reasons behind Xiao Xi’s abandonment of entrepreneurial efforts include the following:
1, lack of industry experience in handmade shoes; do not understand the cost of hand-made shoes, technology, etc., so that it takes a lot of time to estimate production costs, planning processes, and conduct feasibility studies, come to many unrealistic Ideas and figures have caused a heavy burden of thought and have finally lost faith in persistence.
2. Over-reliance on one's own MBA theory knowledge, over-emphasis on some models or types of enterprises. As a result, the start-up of entrepreneurship is seen to be too complicated and the start-up costs are calculated to be too high, thus making it impossible to earn money and lose confidence. He did not know that starting from his own reality, because of his simplicity, he was the principle that many small businesses should follow in the beginning.
3. In-depth market research has not been conducted, making it difficult to identify its own products and market positioning. His analysis of the market was confined to the theoretical reasoning when writing a business plan. The sources of the information were mainly television reports and photo albums, which made it impossible to find business opportunities for the shoe market segmentation. Based on one-sided information, he concluded that hand-made shoes could not be compared with handmade shoes and shoes in Europe and America, and ultimately lost confidence and gave up efforts.
4. Xiao Xie insists on his own ideals, goes out to do a good job of market research, and based on his actual financial strength to take practical steps to start a business, to pragmatically operate and cultivate his own market, his MBA advantage is likely to be brought into play. In the end, it may be more successful than a laid-off woman worker.
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