witch, who is
, the versatile and changeable queen
, is a legendary woman who was born in the village but is playing with custom jewelry; a Wonder Woman who only wanted to be a barbecue Xi Shi at the beginning of her business, but embarked on a journey to become Chanel in China; A new female representative who started with 30,000 yuan but bought herself a dowry of 1 million yuan when she married.
The jewelry brand she founded-Menglu Jewelry (formerly Monroe Jewelry) was reported by the U.S. Department of Commerce as a typical case of entrepreneurship in Chengdu. It has just won the "Asian Wedding Fashion Popular Jewelry Brand in 2017" without any publicity costs. The witch’s personal IP has accumulated more than 20,000 high-end customer groups and has been valued by a well-known Beijing fund of 200 million. She is also the entrepreneurial mentor of the female entrepreneurship training camp under the famous fund company...
▲The elegant witch
Sorry, she has too many titles. Up. She is a filthy demon queen who wears high-end luxury goods but speaks pornography, a straightforward shooter who dares to love, hate and dare to be. In the face of entrepreneurship, she has a clear goal and accurate judgment and seized opportunities overnight; in the face of love, she is passionate and wild and even pursues marriage in one go. For an archer, she is considered a sharpshooter, every arrow can hit the bullseye.
Yes, the witch is such a pure and unpretentious existence, completely different from the coquettish bitches outside! You are not afraid to be surprised when you say it. A girl in the village who "until college, my dream is to eat McDonald's three meals a day, wear Daphne shoes, and Metersbonwe clothes" now has a millionaire.
Dreaming Deer
firmly choose your own way
If you think that the witch is a very high-end, open your mouth, Chaumet shut up Tiffany & Co. jewelry ladies, then I suggest you go to the witch’s shop to meet her, she will Tell you with her most original performance: "I, witch, a woman who is flying herself anytime and anywhere, can shoot herself anytime and anywhere."
▲ Witch won the most popular fashion shopkeeper
in Chengdu in 2016. In 2009, the Witch who had just graduated from university decided to start a business, crying and took 30,000 yuan from her family. Even if she felt sorry for the hard-earned savings at home, the witch did not have any thoughts of shrinking, because she knew that this was the only opportunity to change herself and the destiny of her family.
"I knew at that time, a hero and three helpers, start a business first to find a partner", so she found college classmate and girlfriend Cui Cui, they are roommates in college, and they are partners knocking on the door of the dormitory to sell underwear. . The witch called Cui Cui to return to Chengdu to start a business together. Cui Cui knew that apart from the enthusiastic witch, when they had nothing to do with their business, he only said one sentence: "You are enough."
When choosing the direction of entrepreneurship, the witch was really grounded, swaying between Roujia Mo Xi Shi and the owner of the skewers stall. Fortunately, there is still Cui Cui who can control the wild horse of the witch, otherwise today. It may be that a well-known rouqian steamed rice shih or barbecue shih tzu was born. After denying all food-related proposals, the witch saw a post on the forum selling jewelry. After analysis and field investigation, They believe that the online and offline O2O model has a great chance of success, so Menglu Jewelry (formerly Monroe Jewelry) came into being.
Lucky rebirth
live an orgasmic life
Regarding the choice to become an Internet celebrity, she said purely because she did not! Have! money! Dreams always come with filters and the highest level of beauty, so beautiful that you can't see reality. The witch who finished the preliminary preparations found that there was no extra money to promote their brand, and even she and her partner Cui Cui could only choose jewelry for customers in a small shop in 10 pings.
is a small shop of 10 square meters, Cui Cui of Taurus searched through all the intermediaries and picked up the 700 yuan "Chunxi Road Shop in the city center", mixed in many shops. Guests will not know the hardships in the middle. The witches and Cui Cui were not all well-intentioned. In the past six months or so, the business did not get on the right track as expected and began to bring them profits, instead leaving them in debt.
▲The witch (left) and Cui Cui (right)
face the dilemma that no one cares about, the witchDecided to take the initiative. She began to use the vest called the "old witch" to put forward some unconventional and interesting opinions on municipal construction, free blood donation and other issues on the forum, as well as some interesting things such as strategies on how to sleep until her current husband. "Of course, it contains some shameless posts posing as navy soldiers, but it is just helpless in the early stage. After the number of customers gradually increases, we all let customers go to the platform to truly speak for us and do word of mouth."
Gradually, the witches began to gain batches of fans, and these fans slowly turned into consumption power, and came to the witch’s shop, just to chat with her for a while, "They said they came to me to buy jewelry, as if It is the same." The witch uses her sincere and humorous manner to introduce and select to every customer, and tell them her own story. These stories, clear or red soup, permeated the hearts of every friend who came to Menglu.
With the development of the Internet, some social apps such as Weibo, WeChat, etc. have gradually appeared. Witches followed closely to transfer themselves and their fans to various new interactive platforms, making it more convenient and more direct to communicate with each Luke. Therefore, it is not intentional to become an Internet celebrity, but to become an Internet celebrity by mistake. "On the path of internet celebrity, I didn’t deliberately do it with the witch. It’s just that on the free self-media platform, I truly expressed the value of'live out the climax', and led a group of sorrowful females. We have embarked on a climax of no return!"
entrepreneurial deer
will also get lost in the forest
confident as a witch, and actually had a skeptical attitude towards the internet celebrity economy that relied on the influence of internet celebrities to transform into purchasing power. . "Once, I would question this model. I can customize jewelry with a unit price of tens of thousands just because others like me. Is this healthy and sustainable for the future of the brand." This suspicion made the witch start to shake. The witch decided to try to shift her focus back to the jewelry itself, and by changing her wearing temperament, she hoped to weaken her personal label and internet celebrity temperament, thereby enhancing the brand value of Menglu Jewelry.
▲Asian Wedding Fashion won the 2017 Popular Jewelry Brand
After a period of exploration, the witch and her team found that the effect was not obvious, and there were even obvious problems. The problem is divided into two parts. The first is a decision-making error in business strategy. After moving into a well-decorated physical store, the witch feels that she can set her customer base on the high-end customer base. After a period of trying, she thinks she should still set her goal. The customer group returned to the mid-range customer group, "After the high-end customer group purchases, they will not be as enthusiastic about word-of-mouth as the low-end customers. Even if there are many such customer groups who have made word-of-mouth, the conversion rate is very low."
The second is to abandon the label of "climax culture" and become a witch who is not the witch himself. In fact, the value and style of a brand will not be negatively affected. On the contrary, for the witch, it is precisely because everyone likes and supports the values and ideas of the witch that they choose Menglu. The witches who have lost their characteristics, although elegant, have not created better value from them.
's four-year college life has made Cui Cui know witches very well. She knows that changing the maverick of witches is not good for their entrepreneurship, because the system of their brand cannot be separated from the seriousness of the witch. personal appeal. After a while, Cui Cui advised her not to change herself, "Lanhua'er (the nickname of the witch among friends), in fact, you should not get rid of the label of climax, you should be yourself, because many customers know us, just from The cognition of the culture of climax started, but we need to make your climax more positive.”
The daily life of the Internet celebrity witch:
driving, Menglu, spreading dog food
▲Click to watch Menglu Jewelry "Living the Real Me" promo
(real deer representatives, Monroe employees and witches co-interpretation)
climax Life, in addition to a keen attack at work, of course, also includes many aspects of active attack. For this, the witch is also very proud.
"I chased my husband, because he was afraid of marriage, so I took the initiative to propose." Distressed, Honest Xia Ye fell into the hands of the witch witch for a second, and more envied their sweetness every day. The encounter between the two stems from a service. When chatting, the caring deer said that he would introduce the rich and handsome in the unit to the witch. The witch did not shyly refuse her but directly rejected herThe QQ account of the guest was squeezed into the hands of the guests and told the guests to do what they said.
, this "marriage madness" general behavior, may be a joke on others, and the witch not only sold the jewelry, but also got a handsome and warm husband. Whenever Xia Ye's sophistry was not that he was not proactive enough, but that the witch rushed up in a 100-meter race like a hungry wolf, the witch couldn't restrain her pride and joy. "Let him quibble in every possible way, and the fact that I can deal with it is better than eloquence. For me, happiness has always been that I have to fight for."
The Lord was eaten to death by the eating witch, but not all. The witch’s daily activities must have a large amount of dog food. While watching the witch’s smile, the deer will eat the exclusive yellow dog food sprinkled by the witch. Although the witch is very vigorous in the workplace, in private, she is cute like a milk cat. "In addition to giving me impenetrable love, Xia Ye also taught me how to get rid of the strength at work in front of my family."
Of course, not everyone is willing to eat this dog food. The business of the witch is booming, and of course there will be rumors against Xia Ye, Xia Ye often laughs off. "I often said to him that when we first met, I owed more than 100,000 debts. You have everything. As long as anyone who is not blind knows, is all because of your unreserved respect and support. I can live out my brightest side ".
▲The three best-selling witches and Xiaye
tells the history of unwilling to struggle against mediocrity
" cares about our Luke like friends", this is the service philosophy of Menglu people. In addition to the product itself using real emotions to infuse temperature and resonate with female customers, the service is also valued by the witch. She said that the scene of buying a diamond ring must not be like the traditional buying scene of jewelry, but from the first step of the customer’s online consultation , Establish a good communication model, care about their emotions like friends, and refine them to emotional keywords, whether they are "acceptance, mutual understanding or long-lasting companionship, so as to suggest corresponding designs that match emotions.
and In addition to the diamond ring itself, it will also follow up the whole process to provide more intimate care and suggestions for the guests' wedding preparations, because many deer customers will always think of dreams for the first time in any ceremonial scenes that require gifts as gifts after purchasing a diamond ring. Deer, so Menglu’s diamond jewelry, colored diamonds and colored gemstones are also selling very well, and the extremely high repeat purchase rate is also known in the industry! said that she does not agree that jewelry is a low-frequency consumer product, as long as Establishing your own IP, using details and emotions to build trust, can also break the curse of low-frequency jewelry consumption.
▲The hot spot at the physical store on weekends
The witch feels that the ideals and values are the ultimate, business and brand must return to the essence to make products. And she extracted real emotions from the real stories she experienced at different time periods in her life, and incorporated natural elements to form the three explosive products of Menglu Jewelry: "MOONLOVE" which represents the original heart fax, which represents faith and love "Born for Love", represents the dream of being unwilling to be mediocre "Demon". In the 7 years before
started her business, she conveyed the value of "live the climax", and now it is renamed "Menglu Jewelry", she refined the climax to "live the climax" The value of "true self", because she believes that every woman who wants to realize self-worth must have her own unique advantage, but we need to discover this advantage by ourselves and use it to the extreme. This advantage is hidden in your reality. The witch also relies on her truthfulness to accumulate a high-quality and loyal customer base, creating miraculous value, her truth is climax and enthusiasm, what is your truth?
