A young man from Yiwu sells this product and makes 20 million yuan a year. He has risen from a wage earner to a corporate partner.

After only one year of working, the company went bankrupt. Li Menghua was forced to lose his job and joined a pillow company to show his skills. Sales continued to rise, but the company fell into crisis due to the epidemic. In the end, Li Menghua not only survived the crisis, but also ushered in the spring of his career. Let's take a look at how Li Menghua did it with the author~

The street stall economy has ignited the city’s lively atmosphere and also brought fame to the “shovel sellers” behind it.

The sales of hanging cloth in Li Menghua's store have seen rapid growth since the second half of last year. This year is different from previous years. After the adjustment of the COVID-19 prevention and control policy, the sales of hanging cloth have grown more rapidly. The monthly sales of hanging cloth at night market stalls alone reached more than 100,000 yuan. Li Menghua has been selling hanging cloth for 5 years, and "sales are getting higher every year." With this business, he was pulled by the boss of Yiwu to start a business, and he went from being a wage earner to becoming a partner of the company.

With the adjustment of the COVID-19 prevention and control policy, the atmosphere of fireworks has returned, and there are many night market stalls in every city. Recently, more and more people are pursuing personalized slogans on the stalls, and new stall owners selling food, accessories, handicrafts, etc. have flocked to the store to place orders.

1. Being dragged by the boss to become a partner

Selling hanging cloth was not the first job for Shandong boy Li Menghua when he came to Yiwu. Six years ago, after graduating from university, he did not stay in the local area to take the civil service exam like his classmates in Shandong. Instead, he believed that "Yiwu has many entrepreneurial opportunities and there is no shortage of miracles there", so he went to Yiwu with enthusiasm to dig for gold.

Based on his experience studying e-commerce and the successful experience of running an online store in college, Li Menghua found a job in a bag factory in Yiwu, responsible for the operation of the online store. This job was quite challenging because he was faced with an online store that was full of negative reviews and almost in a semi-paralyzed state. At that time, the boss of the bag factory came from a traditional factory and did not understand the ins and outs of e-commerce operations, but he gave full trust to his employees, which gave him a stage to show his skills and let go.

Li Menghua is a man of few talents. He started from the main picture, title, and details page, improving the visual beauty of the store and introducing the advantages of the bags in detail. He also improved the service experience, paid attention to the logistics situation, informed buyers of the transportation status, and patiently answered various questions about zippers, capacity, etc. in the after-sales service.

In less than half a year, he pulled the store back from the brink of "death" and achieved monthly sales of more than 200,000 yuan.

However, before he could be happy, the company fell into a financial crisis. At that time, the company was worried about a large order of 3 million yuan. "Because of problems with quality control in the later stage, the customer cancelled the order, and the pressure on capital turnover increased sharply." Finally, the company could not hold on any longer, and the boss announced the bankruptcy of the enterprise.

After working for only one year, Li Menghua lost his job. He was not idle even though he lost his job. He often went to a nearby pillow company to discuss e-commerce with the boss. They got along better and better and became friends. After the company went bankrupt, the pillow boss invited him to work.

At that time, the boss of the pillow company was developing new hanging cloth products and opened an online hanging cloth store, but the sales were not good. He was recruited by the pillow boss to work in the company and be responsible for the online store.

He cherished the hard-won opportunity and did some research on the hanging cloth market. He first familiarized himself with various usage scenarios, then searched the entire Internet for keywords for hanging cloths, took several sets of new photos, highlighted the beauty of the product in the main picture, and optimized the title.

After the adjustment, the store's traffic increased. In less than three months, sales began to pick up, with monthly sales exceeding 500,000 yuan. As the sales of hanging cloths grew steadily, Li Menghua was appreciated by his boss and was asked to become a partner of the company, responsible for setting up the company's e-commerce department and expanding online sales channels. He opened a store called "Yangyang Home Decoration Treasure House" with full confidence, "to expand the entire hanging cloth market."

2. Annual sales of hanging cloth amount to 10 million yuan

In Li Menghua's opinion, the production process of hanging cloth is not complicated, "any factory that makes fabrics can do it". There are many manufacturers in the market that specialize in fabric products and ship quickly, so he faces considerable competitive pressure. At that time, the boss felt that if he cooperated with other factories to produce printed products, the profit would be low and it would not be a long-term solution, so he simply produced it himself, which would be more advantageous.

Therefore, the company invested nearly one million yuan, purchased more than a dozen printers, and recruited more than 10 production workers to implement a one-stop production model of hanging cloth printing, transfer printing, and overlocking.

With the steady increase in production, Li Menghua also recruited a group of designers to improve according to the customized needs of customers, and developed more than 20,000 new patterns a year, including light luxury style, Nordic style, INS style favored by overseas customers, as well as popular styles such as green plants and cartoons favored by Chinese buyers. There are many styles of hanging cloths, so he divided them into functional products such as "birthday hanging cloths", "kindergarten hanging cloths", and "indoor decoration hanging cloths" according to the place of use and the crowd.

Li Menghua further optimized the title, dividing birthday hangings into birthday hangings for primary school students, birthday hangings for the elderly, etc., and indoor scenes into curtain hangings, door curtain hangings, etc., to improve the matching degree between product search keywords and target groups.

After a series of actions, Li Menghua's order volume for hanging cloths increased rapidly. "Sales reached 5 million yuan in the first year, and doubled in the second year, exceeding 10 million yuan."

They struck while the iron was hot and sold the hanging cloth overseas through e-commerce. When Christmas, Halloween and other festivals came, overseas orders came in one after another, and the sales volume of hanging cloth increased rapidly.

Last year, the annual sales of hanging cloth exceeded the team's expectations, breaking through 20 million yuan, ranking among the top in the industry. Li Menghua's team is in high spirits and has entered multiple platforms.

3. Hot sales of hanging cloths at stalls, selling happiness

Although sales have been rising, the team is also under pressure. Unlike fresh food, hanging cloth does not have to consider cold chain transportation, etc., and the logistics and transportation costs are high. But they have also suffered a "big blow" due to transportation.

In the first half of 2022, they encountered a situation where "many goods could not be shipped out". He remembered that during the most difficult time, half of the goods were piled up in the warehouse, and the refund amount from customers reached millions of yuan every month, which made him "very worried".

What’s worse is that when he is under a lot of pressure, Li Menghua can only lie down at home and sleep, there is nothing he can do.

Fortunately, this situation turned around in the second half of the year.

With the adjustment of the COVID-19 prevention and control policy, the goods piled up in the warehouse were shipped out one after another. They found that not only the delivery was smooth, but also the sales of new products such as stall hanging cloths in the store "are increasing every month, and the monthly sales of stall hanging cloths alone have reached more than 100,000 yuan."

The public's love for stall hangings is not only reflected in sales figures, but also in slogans. In Li Menghua's impression, few stall owners used stall hangings in the past, and most of them just wrote a few words on wooden boards or paper boxes to introduce the products and prices, which was quite monotonous.

But now, setting up stalls seems to be becoming more and more "competitive". Most of the new stall owners who come to the store to place orders prefer hanging cloths, and also require that words such as "Set up a stall when you have time", "Worry-free shop, love is not as sweet as soda", "Work is not as fun as setting up a stall" be printed on them to show their personality and attitude towards life. The slogans are varied and full of creativity.

By selling hanging cloths, Li Menghua is no longer the worker who only earned a few thousand yuan a month, but has become a partner in a company with annual sales of tens of millions of yuan.

Because he is too busy, he has almost no time to go to the night market. But when he sees the colorful hanging cloth, he can feel the full atmosphere of fireworks. The vitality of the street stall economy has returned. Some buyers printed on the hanging cloth: This is not a street stall, but the fireworks of the world.

The buyer was happy, and he was happy too, feeling that he was not only selling hanging cloth, but also selling and delivering human happiness.

Author: Jiang Xuefen; Editor: Zheng Yawen

Source: WeChat public account "Seller (ID: maijiakan)"