Hubei Niulang graduated from Ye Guofu technical secondary school and earned 24.2 billion yuan by selling trinkets. Why?

No one expected that the newly rising chairman of the famous and excellent products was once an ordinary cowherd.

Even he didn't expect that he was a poor boy 40 years ago, and he was already the chairman of Feynman Holding Group 40 years later, worth tens of billions!

How good is he?

Born in a backward rural family from 65438 to 0977, he was an ordinary cowherd.

In 2000, at the age of 23, he became the sales champion of the company.

Opened the first store in Foshan in 2002, and then opened a chain store. The first chain store earned more than 8600 on the first day.

In 2004, he established Aiya Jewelry Store in Guangzhou, and invited popular stars, She He to speak for him.

After that, Aiya Jewelry Store went to Beijing, Shanghai, Shenzhen and other prosperous cities, and its daily income could reach 10,000 or even 20,000 or 30,000.

20 16 cooperated with Japanese designers to create famous products. Publicly scold Ma Yun, scold Ma Yun's old horse and ridicule Wang Jianlin.

He was listed as "the most terrible competitor in the world" by MUJI, Uniqlo and Watsons.

In 2020 10, Ye Guofu ranked148th on the 2020 Forbes China 400 Rich List with a wealth of 24.29 billion yuan.

He is Ye Guofu, a middle-aged man who knows young people best.

1977, the autumn wind blew through the big trees in Hubei, and the leaves on the trees fell to the ground. A little boy also landed quietly. He is Ye Guofu.

When he was born, his family was so poor that there were no ingredients to cook a bowl of porridge for the newborn.

There are seven people in the family who take turns eating meat and seafood. A small piece of meat, it's my brother's turn today and Ye Guofu's turn the day after tomorrow.

Dad is the pillar of the family, and the expenses of the whole family depend on his meager salary.

Children from poor families have been in charge since childhood, and Ye Guofu has been very sensible since childhood.

After school, other children go out to play football. It was not until nightfall that I quickly wiped the sweat from my head and went home happily.

As soon as Ye Guofu finished school, he grabbed his schoolbag and ran home. He wore shoes with holes in the soles, crossed the rugged mountain road, crossed the stream, came home, put down his schoolbag and ran to the mountains.

He will take classes for his mother, herd cattle and chop wood up the mountain.

Every time I look at my cow, I just go around in circles and never go far. Ye Guofu will think, will I stay in the mountains forever like this cow?

Such a thought, teenage Ye Guofu will be a chill in my heart.

But when he looked up, he saw that the mountains filled his sight, and he thought, is it better there than here?

In the past, he often chased his father and asked him why he was called Guo Fu. He is not rich, so he just wants to make the country rich. Is it too whimsical?

Dad replied, "Only when the country is rich can we have a mouth to eat."

But Ye Guofu has been in the mountains for more than ten years, and he can't see whether this country is rich or not. The outside world is too big for him to even think about.

He vowed to go out and have a look.

Therefore, "going out of the mountains" became Ye Guofu's obsession.

With a goal, there is motivation. Ye Guofu began to study hard, hoping to finish his studies as soon as possible and get out of the mountains.

Children from other families can take part in extracurricular interest classes and remedial classes, but it is difficult for Ye Guofu to finish even the most basic classes.

There is not enough time to absorb knowledge, and there is not enough energy to study and do farm work and housework at the same time. Therefore, although Ye Guofu studied hard, his grades were not good.

Because my father has to support seven people at a salary, and Ye Guofu's parents saw that his son was not a "genius" in learning, they discussed it for a while and decided to send Ye Guofu to a technical secondary school to study technology and come out to work as soon as possible to support his family.

Ye Guofu's father said to him, "Dashan learned the skill of making money and went out at once."

Ye Guofu believed it and happily accepted the arrangement of his parents.

In technical secondary school, he studied skills seriously. If someone else gets 90 points in the practical class, he will force himself 100 points; If others spend three hours on this knowledge point, he will spend six hours.

Because he thinks there must be many deep places for him to learn, and he can't dabble in other people's knowledge.

However, even though Ye Guofu spent 12 points on his studies, he still failed to get his diploma.

Why?

Because he couldn't pay his tuition last semester, the school didn't give him a diploma.

It's still no good asking the headmaster.

In desperation, Ye Guofu can only console himself that he has learned all the skills, even though he has no diploma.

1998, Ye Guofu thought it was time to start his dream of "walking out of the mountains", and he decided to go to Guangdong.

At that time, foreigners looked at Guangdong just like Kyle Polo looked at China, thinking that there were flowers everywhere and gold everywhere.

Ye Guofu borrowed some money from relatives and friends and traveled long distances from Hubei to Foshan, Guangdong.

In the bustling streets of Foshan, I can see Ye Guofu, and I just scream. But a few days later, he realized that this prosperity made him breathless.

When he came to a big city, Ye Guofu was like a small stone thrown into the sea, and he clearly realized that he was powerless.

His education is not higher than others, and his contacts are not wider than others, not to mention his family background. When he first arrived here, Ye Guofu was defeated by society.

I want to find a job, but I can't find it anywhere.

If you can't find a job again, Ye Guofu will run out of money borrowed from relatives and friends, and Ye Guofu will have to drink the northwest wind.

Ye Guofu also slowly lowered his requirements. He told himself that it is important to live now, not to ask for a decent job.

So he entered a small hardware factory as an assembly line worker.

But for a long time, the repetitive work in the factory made Ye Guofu constantly doubt himself. Can he really only stay in this dark place? If so, why did you come out by yourself? It's not bad to stay in the mountains and herd cattle.

But what can I do? Education and background are inferior to others, and even the best job will not take care of yourself.

But here comes the opportunity.

Ye Guofu is a salesman in the factory. He heard that his sales performance is high and he can get a commission.

This is definitely better than staying here. He immediately became a salesman.

So, Ye Guofu walked out of the factory and ran business outside all day. Whether it rains heavily or the sun shines, Ye Guofu is determined to go out on business.

Competing with him are people with bachelor's degrees and graduate degrees, all of whom have either entered a large company or worked as leading cadres. Only Ye Guofu is an ordinary working boy.

As a result, just like a drama, Ye Guofu became the sales champion by mistake.

Ye Guofu also took this honor as a springboard and successfully entered an electromechanical company as a sales manager.

From an assembly line worker to a sales manager, Ye Guofu also understands the hardships along the way.

Coming out of the countryside and living without money, Ye Guofu knows the importance of money more and more.

Although the sales manager earns a lot of money every month, if you pass by Ye Guofu's residence at lunch time, you will see that his lunch box is always full of vegetables and pickles, and sometimes a carrot soup is added.

Colleagues thought he was a vegetarian. After all, his salary is higher than all of them.

If you go to him, I'm afraid it will be difficult for you to see anything of value after a few turns. Colleagues who have been to his home often say that Ye Guofu's home is empty and impersonal.

On the other hand, Ye Guofu thinks that if you don't need something, don't buy it, which will take up space.

"Money should be used on the cutting edge" is his famous saying.

Because of working under others, it often happens that money is deducted and bullied. Ye Guofu smiled on the surface and secretly vowed to make a career and be a big boss himself.

During the three years of working, Ye Guofu scrimped and saved some money. The idea of being a big boss is getting stronger and stronger. He doesn't know what to do or what kind of big boss to be.

In 200 1 year, I attended a friend's birthday party and accidentally met Yang, a girl engaged in women's jewelry industry.

Yang is talkative and generous. She stays in the circle of friends, but Ye Guofu can't see anyone except her.

I fell in love with Yang at first sight.

As soon as they met, they were surprised to find that the other side had so much in common with themselves: they were both wandering in a foreign land and both wanted to start a business. There is also the indomitable power in his bones, which fascinates Yang.

So the two slowly came together.

After being with Yang, my life has changed a lot. It is no longer just daily necessities, but more beautiful ideas for the future.

Before meeting Yang, starting a business was just an idea, but after coming together with Yang, a mirage suddenly became a reality, which surprised and delighted me.

One day, after dinner, they went for a walk in the nearby Little Square. At this time, small vendors also came out to set up stalls. The street vendors shouted and called on passers-by to come and have a look.

Ye Guofu dragged his girlfriend into a crowded stall, which is a stall selling trinkets. Ye Guofu bent down and selected a small jewelry and earrings for his girlfriend.

While busy looking at the ornaments, I pulled Yang over to see them. Yang Yunyun suddenly slapped Ye Guofu's arm hard and pulled him out.

Thought Yang didn't like these cheap gadgets, but Yang, who came out of the crowd, suddenly smiled and said, "Why don't we open a jewelry store?"

With her keen sense of smell for women's jewelry for many years, Yang thinks that women's jewelry has a great market.

Small ornaments are easier to process than gold and silver products, with low cost and high profit. Girls like this kind of small ornaments best.

Women know women's hearts best. After that, Yang did a lot of market research, confirmed his ideas, and with a data report, persuaded him to open a women's jewelry store together.

Ye Guofu's entrepreneurial dream was suddenly ignited, and he nodded in agreement.

After a year of preparation, they searched around for goods, screened ornaments and decorated storefronts. Finally, in 2002, Ye Guofu's "10 yuan Jewelry Store" opened in Foshan.

And this is just the beginning of Ye Guofu's challenge to life.

People are all visual animals. In order to attract passers-by, Ye Guofu made great efforts to decorate the shop.

Soft lighting makes a few degrees with the desktop, which can make the ornaments on the desktop look more beautiful;

What kind of paint should be painted on the wall to add points to ornaments, etc., Ye Guofu has considered it comprehensively and thoughtfully.

In order to survive in this busy street, Ye Guofu still carries out the concept of "frugality is a virtue", and tries to be as cheap as possible in terms of goods supply, but at the same time it should be beautiful.

Ye Guofu ran back and forth between Foshan and Guangzhou, looking for jewelry in Guangzhou wholesale market, so he developed a good bargaining skill.

Use instant noodles to solve three meals on the way, stay in the cheapest hotel, and prefer to take a detour and take the cheapest bus.

Because I am sad by life, I have tasted the sufferings of the world. I'm afraid I'll be slapped by life if I'm not careful.

Ye Guofu can't afford to lose, but he doesn't have the capital to lose again.

"You save a dollar, you earn a dollar."

In just four or five months, Ye Guofu recovered all its investment and entered a profitable period.

Tortured and cared for by life, Ye Guofu ate the first candy and couldn't stop. His ambition grew bigger and bigger.

With experience, I discussed with Yang and wanted to open 10 yuan's store as a chain store.

In order to prevent every step from being cheated, Ye Guofu studied the chain store giants: Carrefour, Gome, Hualian and Michelle.

From the design of their shops, to the supply of goods, and finally to the marketing methods, Ye Guofu studied them one by one, and finally found that these enterprises all adopted the management mode of "low price operation, low profit, constantly updating goods, and winning by quantity".

This coincides with his current business philosophy of "10 yuan Jewelry Store", which further proves the feasibility of opening a chain store in Ye Guofu.

Ye Guofu contacted the franchisees to discuss the details of opening a shop, and at the same time, he used the information he collected in the existing shops to let the "white mouse" verify his ideas and accumulate more practical experience for opening a shop.

In 2003, the first chain store in Ye Guofu opened in a commercial street in Nanhai District, Foshan City.

On the first day of business, Ye Guofu made a lot of money, while Ye Guofu ran up and down all day, collecting money and picking up the goods, so tired that he ran around.

As soon as I checked out at night, the turnover on this day was actually 8600 yuan and the net profit was 4600 yuan.

Ye Guofu seems to have eaten a handful of sugar, and the sweetness stuck in his throat and itched. He was too happy to sleep. He had no choice. He called his parents in his hometown in Hubei in the middle of the night to report the good news.

The old mother at the other end of the phone was so excited that she wiped her tears over and over again and said hoarsely, "Finally, finally."

Ye Guofu also shed tears because of this emotional contagion, and finally let her parents see her excellent self, which is really good.

A few months later, Ye Guofu opened a third store, and a few months later, he opened a fourth store.

In one year, Ye Guofu saved 200,000 yuan from these four stores.

After digging up enough gold in Foshan, Ye Guofu took a fancy to Guangzhou.

In 2004, Ye Guofu established Aiya Jewelry Co., Ltd. in Guangzhou and applied for the patent trademark of Aiya.

The storefront design is still aimed at girls' tastes, with conspicuous pink tones and soft lights shining on the ornaments. Because it is located in the bustling commercial street, the daily income of "Alas" is also very considerable.

Within a few months, "alas!" Has settled in Guangzhou, Beijing, Shanghai, Shenzhen and other metropolises. Ye Guofu even "blurted out wild words"-alas, everywhere.

Alas, he didn't realize his dream, and later famous products came true.

To push! In order to gain a bigger market, Ye Guofu knew that it was impossible to rely solely on his own brute force. He had to use the star effect to let the traffic stars drive consumption.

In 2005, although Ye Guofu was only the owner of a small chain store, his difficult entrepreneurial experience touched the star Cherrie Ying and successfully persuaded Cherrie Ying to become the spokesperson of Alas.

At that time, notices were posted in major shopping malls-Cherrie Ying spoke for Ouch, and advertisements were constantly broadcast on TV to let more people know Ouch.

At that time, when Super Girl swept the country, Ye Guofu also invited Li Xiang, the host of Super Girl, to speak for her. Later, she and Yoga Lin were the brand spokespersons of Aiya.

Relying on the star effect and unique business philosophy, Ye Guofu successfully launched "Alas!" . It was also awarded the annual cover by the authoritative magazine Chain and Join.

After the interview, the first thing Ye Guofu did was to call her old parents at home, shaking her mobile phone in her hand and saying, "Mom, I was in a magazine and on TV. I am rich. I am really rich now. "

Ye Guofu thinks he can rely on "Alas!" Collect money safely, but Alibaba was born and Ye Guofu was caught off guard.

In 20 12, Alibaba went public in Hongkong, and Ma Yun suddenly became the richest man in China, while Ye Guofu, who had just tasted a little sweetness, fell off the altar.

Those little girls who love jewelry, sitting at home and using Taobao, can buy inexpensive trinkets. Alas, business is not as good as before.

Desperate, I took my daughter-in-law Yang to visit Japan.

When Ye Guofu talked about taking his wife to Japan, he was actually whispering: Since the market in China was robbed by Ma Yun, I will go to other countries to find business opportunities.

As a result, Ye Guofu really got business opportunities in Japan.

While visiting a Japanese jewelry store, Ye Guofu met a designer-Miyake Junya.

Ye Guofu told him about his brilliant moment of starting a business and his experience of being defeated by Taobao. Miyake Junya also talked about the walls and pits he met in the design industry.

Chatting, the two thought of opening a jewelry store together.

He stood up from where he fell. Ye Guofu was resurrected with blood and partnered with Miyake Junya to open a Sino-Japanese mixed-race jewelry store-a famous product.

Miyake Shun suggested that this store should have an international temperament, so he gave it an English name-Miniso.

Two people work together, Miyake Junya is responsible for product and store design, and Ye Guofu is responsible for finding franchise stores.

The biggest difference between famous products and alas lies in the face value of jewelry. Ye Guofu pursues "face value is justice" and has made great efforts in jewelry packaging.

Sure enough, the store just opened, attracting a batch of people and many repeat customers. Ye Guofu got into trouble and stood up again with famous products.

20 16 is the time for famous products to start businesses, and it is also the highlight moment of Ye Guofu.

Ye Guofu, who got up from the trough, not only gained more self-confidence, but also seemed to gain more pride. Ye Guofu once publicly challenged Ma Yun in the 2 1 century business report.

Because Wang Jianlin once bet with Ma Yun, in 2022, if e-commerce wins the traditional retail market, Wang Jianlin will give Ma Yun 100 million yuan.

Ye Guofu said confidently, "I will give 100 million yuan from Beijing to Lao Wang!"

In 20 16, Dong Mingzhu, chairman of Gree, resigned, and Ye Guofu put out a huge advertisement on the front page of Yangcheng Evening News, hoping to poach Dong Mingzhu with an annual salary of 1 100 million.

But the transformation in Ye Guofu is not very beautiful.

Brand logo is very similar to Uniqlo, and product design and MUJI are like twins. Sometimes at first glance, customers will think that Uniqlo, Muji and Dachang are dear to each other.

But Ye Guofu, who has just struggled out of the mire, doesn't care about these negative news, and no one can stop his determination and ambition to "get rich".

Ye Guofu has also opened its famous products to Europe, and is known as "10 Euro Store".

This year is 202 1 year. One year later, the result of this tens of billions gambling game will be known, whether it is Ma Yun's abundant capital or Ye Guofu's hard bones. See you in 2022!

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