Chen Hao, Founder Of NOME, Graduated From Elementary School And Became A Leader In The Home Industry.

Written by Liu Ximo

Editor Dong Jinpeng

One day in July 2014, some people asked anonymous questions: what was the status of the left behind children when they grew up? At that time, the children of the first generation of migrant workers had gradually entered the society.

That year, Chen Hao was 28 years old and did not want to live in a better place. So he went back to Guangdong, where he worked.

At this time, Chen Hao has stepped into society for more than 10 years, and he has been washed away by society as another person.

When I was little, my parents opened a restaurant in Dongguan, Guangdong, and Chen Hao and grandparents stayed in Jiujiang, Jiangxi.

Chen Hao's academic performance is not good, many times repeating, like fighting, the teacher was elected as monitor, sitting in the last row near the door of the position, maintain discipline, plug the tuyere.

Chen Hao felt that he could not find a sense of achievement in school. After graduating from primary school, he did not want to read any more.

Before he left school, he told his parents that you didn't care. I had already abolished it and didn't want to read.

The parents said, "you think about it, don't blame us later.

When his peers were enjoying their school, Chen Hao had mixed up with society. He washed dishes in Taiyuan, Shanxi, and worked as a shampoo worker in Dongguan Changan town for a year. Then he went back to Taiyuan, Shanxi.

Ten years later, Chen Hao returned to Guangzhou from Taiyuan.

At this point, the left behind children have already mixed up, and hundreds of millions of lives, ambition and vision can not be mentioned in the same breath.

Back to third years in Guangzhou, in August 2017, Chen Hao founded the home retail brand.

Opened in Guangzhou.

In one year and three months, NOME opened more than 400 stores nationwide, and another more than 100 stores were open for business.

He felt like he was changing the tire on the freeway. It was dangerous and exciting.

"No two hundred million, don't start.

Chen Hao, founder and CEO of NOME, told the new economy 100 people, "if I hadn't accumulated more than 10 years, I wouldn't dare to make more than ten billion dollars a year. That would be a problem.

"

One

- important business people are stepping up the social rhythm.

In the early summer of 2016, Chen Hao met with business school students in Hongkong. The other side began to do business and gradually expanded to the financial industry.

Looking at the office environment of the financial industry, Chen Hao was stimulated and felt that he should go to a bigger stage.

Chen Hao from clothing sales, store manager to small boss, later founded the clothing chain brand Carmen.

With diligence, Chen Hao went further to the Yangtze River Business School and University of Virginia.

In the United States, he completed the course of University of Virginia with plator.

In 2011, Chen Hao bought goods from Taiyuan to Guangzhou and met a townsman with hundreds of stores.

He wanted to invite people to dinner, but the other party ignored it.

In the third year, he left Taiyuan with dozens of brothers and left to Guangzhou.

In Guangzhou, they upgraded Carmen's brand name.

Take the speed to continue to do the tide Mens men's clothing, located in the three to seven line city of 18-30 years old man.

As of 2017, KM opened more than 600 stores nationwide, with annual sales of nearly 3 billion yuan.

In Hongkong, Chen Hao realized that there was not enough diligence in the light, but also had a pattern and vision.

He studied all the important commercial figures in the world and found that they had a common feature and stepped on the social rhythm.

When KM expanded rapidly, Chen Hao had to face a reality: China's clothing industry is going downhill.

In China, there are only 2 clothing listed companies with a market value of more than 80 billion yuan, Anta and Shenzhou International; most of the other market houses with a market value of less than 10 billion yuan, have more than 4500 stores, and the market value is only about 40000000000 yuan.

Looking at the world, globalization of Nike, Adidas, UNIQLO, Zara and other companies has been very mature, leaving KM with limited imagination.

After returning from Hongkong, Chen Hao went to England again.

At this time, Chen Hao's tentacles are open like radar and are looking for new opportunities.

He spent 10 million yuan to hire a British consulting firm to investigate the consumer market in mature countries such as the United States, Britain, Germany, northern Europe and Japan.

They found that in the developed Japanese market, the top 9 of the market capitalization were 7-11, the whole family and Rosen three convenience stores, the first was UNIQLO, second was the home brand NITORI, and third was the "home brand".

Fourth is ten yuan store big Chuang, fifth is Quixote, sixth is the grocery chain LOFT.

Half of the six categories do not exist in China.

The United States has eBay, Amazon, China has Ali and Jingdong, the United States has Facebook, China has Tencent, Europe and America have IKEA, Home Depot, NITORI, but China has no corresponding company.

Home products in retail developed Europe, the United States and Japan, only after clothing, catering, accounting for 15%-19%.

Japan's NOTORI market value is over 100 billion yuan, and continues to rise. IKEA's sales in 2018 fiscal year are 25 billion 500 million euros (equivalent to RMB 201 billion 260 million yuan); Home Depot market capitalization is about 190000000000 dollars.

Chen Hao's office is located in Liwan District, Guangzhou. The textile city within ten kilometers is the source of many ten yuan stores in China. In the one hundred km range of Foshan, Dongguan, Shunde and other places, the upstream suppliers of home brands such as IKEA and NOTORI are distributed.

For these home brands, this is only a cheap raw material processing plant.

Chen Hao NOME CEO

A household product, from raw materials to consumers, is the real soft power of design, supply chain and channel.

Chen Hao has been to Scandinavia, which has the best home design in the world.

In Stockholm, it gets dark very early. People stay at home for a long time. The research on home life is also very mature, and the design is simple, without losing the details.

Twenty years ago, Chen Hao was still living a life of cattle in the village. IKEA had brought a brand-new way of selling home life to China.

Later, when he was in the streets of Taiyuan, starving and fighting, Muji, NITORI and other brands landed in China. A group of people sitting in Stockholm, Sweden and Tokyo decided the Chinese people's home life.

"Can no one find these things? Is no one in China doing it? Is it brain drain? After thinking for a long time, we find that no one is doing it, so I will try it.

After years of deep plowing, Chen Hao asked such questions, and he decided to make up for huge value holes.

Xu Xin, founder and President of today's capital, is a continuous investor of NOME.

She told the new economy 100 people that NOME stepped in the three largest social dividend.

China's supply chain dividends.

In order to help foreign brands to make OEM/ODM, China has built a relatively good quality and technology level production line.

Now, with excess capacity and export to domestic sales, NOME can catch cheap and high-quality supply chain dividends.

Western designer bonus.

There are many free designers in the west, but these designers lack big customers.

China's consumption is upgrading dividends.

In many foreign shopping centers, most of them have 3-5 home brand stores, while the domestic ones are blank.

Stepping on the social rhythm, especially the new global retail opportunities, Chen Hao believes that the rapid integration of online and offline industries will reshuffle the industry pattern, so Chen Hao must do a big job.

NOME combines the supply chain of China with the Nordic design, and continues to expand territory on the retail battlefield. IKEA and Muji have more than one competitor from China.

Two

- IKEA's style, Muji category -

In August 2017, the first store opened in Wanda, Guangzhou, and Chen Hao and his team breathed a sigh of relief.

"After a battle, we finally got what we wanted. Everyone was watching and crying.

Ouyang Ying, the head of NOME franchisee, is still very excited when he recalls.

Before the opening, the team lasted 5 days and 5 nights, sleeping for only 3-4 hours a day.

Chen Hao took the lead and put all the products developed in a year into the store for the first time.

Before entering the store, store display, lighting, music and so on have undergone several rounds of testing.

We imagine that when the door opens, guests will be attracted automatically, like shopping in supermarkets, without the need to guide them to buy the desired products, and then automatically queue up at the cashier's desk to pay the bill.

Shop NOME

Direct contact with users, Chen Hao is extremely meticulous and extremely sensitive.

In 2009, Chen Hao opened a clothing store in Taiyuan. He observed every day what the crowd was wearing and what hobbies he had.

When we go to Beijing zoo, we should also ask the best selling stalls and observe the best selling products in the best stalls.

"Both sides observe a docking, the purchase is absolutely explosive.

"He said excitedly.

Relying on this strength, Chen Hao took Carmen to the Shanxi fashion brand menswear market.

When he was doing NOME, he could follow the example and find unique positioning in IKEA, Muji and other brands, and polish unique products.

At present, China's home brand supermarket, Muji is the best, the price is high, the main crowd is 70 and a part of the 80, 90's brand is vacant.

After 90, they will enjoy life, like things with tunability and taste, and also like to buy seasonal products.

Because of their lack of financial resources, they prefer products with value and cost performance.

NOME is a small white collar worker who is 25-35 years old. Most of them are cohabiting couples or married couples.

The location of NOME is IKEA style, Muji category, but the price is only 1/3 or even lower than Muji.

For example, the pure Nordic color or flower series mugs are mostly less than 15 yuan, the clothing is 100 yuan -300 yuan, and all kinds of kitchen utensils such as pots and pans are also 10 yuan -50 yuan.

3000 SKU, of which clothing accounted for nearly 30% of the total, the rest for beauty, small household appliances, kitchen supplies.

A product from the design manuscript to the factory, and then to the revision, to determine the material, production, the whole process takes at least half a year to a year.

At present, NOME has set up a design center in Stockholm, Sweden, and signed more than 20 local designers to provide product innovation and design for NOME.

At Guangzhou headquarters, there are more than 60 domestic designers as auxiliary.

Designers provide creativity, Chen Hao, co-founder Guo Bin and other ten product groups, according to cost, technology, tonal final.

Manager Luo Fang introduces that at present, NOME is going to set up a designer sub station in Hongkong so as to save communication costs and reduce process time.

In addition to designers, NOME also works with hot IP.

For example, a series of "non violent" products was created jointly with public welfare organizations and sold out on the day of sale.

(NOME) non violent products series

Chen Hao, with his team, climbed the data of several home brands in the market and finally picked out 3000 SKU.

High frequency, rigid demand and mass are the most basic selection criteria from the perspective of customers.

Besides, there are five characteristics: high color value, practicality, good quality, low price and large scale production.

At the same time, 5 million members are also important tools for NOME to enhance product strength.

Users can feedback the experience of a product at any time and even demand directly. Users at high level can directly talk with designers and participate in product design.

Luo Fang told the 100 people of the new economy that the mugs of NOME were only plain colored before being tucking out by fans, hoping for more styles.

Soon, this proposal was adopted. Now, on the shelf of NOME, the mugs of the flower series become explosive.

The beauty of store display saturation degree, whether the new frequency of products can keep users' freshness depends on the efficiency of information flow, commodity flow and cash flow on the whole supply chain.

Three

The weeds growing in the cracks are not easy to be killed.

In November 2018, the weather turned cool. In most shops of NOME, scarves, hats and autumn winter clothes were put on.

In order to enhance user experience, NOME's new frequency is once a week.

After the autumn and winter, new products such as summer wear, cold towing and so on are pported to the warehouse.

The latter part is pported to stores in tropical areas such as Hainan, and the rest is disposed of as inventory.

A Liang, director of NOME commodity planning department, said with a smile, "before seeing the display, there is not much inventory. A season is over, and now it is still over expected."

There are more than 300 stores at the top of the market (at the rate of 70 per month), and the first one is 500 suppliers. How to calculate the inventory accurately in the high-speed development can ensure that the goods are sold, and that there will not be too much inventory. It needs to be rigorously calculated by mathematicians.

"The difficulty of fighting at first is how to find the best supplier in a short time and how to make him give priority to your production.

I have a knack.

Chen Hao, one by one, shows his pride in his eyes.

From a small 5 square meter small mouth in Shanxi to nearly 100 square meters of chain stores, Chen Hao spent 3 years, during which he stepped on numerous pits, dealing with all kinds of people, and trained the wisdom of survival.

After returning to Guangzhou, the wisdom of mixed society enabled Chen Hao to do more business in business.

Chen Hao did not first look for suppliers, but first found suppliers with resources.

In 2015, Chen Hao bought a headhunting company to find out the key position, core competitiveness and other information, and to recruit talents.

Through headhunting company, Chen Hao quickly set up a supplier team of nearly 100 people, all of whom brought resources to IKEA and Muji suppliers.

With these people, the next thing is to talk roughly about the future, the big bill and the credit.

"

Chen Hao invested nearly 200 million yuan in the early stage, most of which was used to open up cooperation with suppliers.

We need to give the factory money first, and then let them produce, but it is not enough to give money. NOME has a set of negotiation manuals to talk about the ideal of NOME and talk about the past of the founder.

The factory has opened a new production line. If customers fail in a few days, the factory will lose a lot.

Many core

It is necessary for Chen Hao to take care of himself.

"The really great supplier boss still wants to see people and see if your mind is awake," Chen Hao said.

Whether it is talent recruitment or supplier negotiation, it is Chen Hao's conquest ability and the embodiment of EQ.

"Compared with other young entrepreneurs, I may be more aggressive, like weeds growing out of cracks, which are not easy to be killed.

"

With the supply of goods, how to improve the efficiency of the supply chain, but not the high EQ can be solved.

The pfer of 3000 SKU between factories, warehouses and shops requires a complete process support, which is another mountain to greet Chen Hao.

NOME connects the whole process with data system to improve efficiency and automation of each link.

This system is also referred to by NOME as a commodity flow linkage system, which can be understood as:

First, organize purchases and production of goods by forecasting sales.

Second, the market is changeable at any time, and can be rapidly adjusted between emergency variable planning and product procurement and production.

Third, automate and control information flow, commodity flow and cash flow according to the above logic.

Chen Hao said that the system originated from the clothing company KM, and then continued to optimize, the current system can achieve 70%-80% product forecast.

At present, the total turnover time of NOME is 3 months.

Chen Yongliang's goal is that by 2020, all goods will have 45 days in a year and 15 days in total.

From the current small batch and high-frequency production mode, we can further optimize the cost structure.

Four

- run for life -

The competition appeared in the form Chen Hao did not expect.

"Before thinking about fighting a battle with IKEA and Muji, I didn't expect to shoot a famous brand.

Chen Hao said that at present, there are 20% categories of coincidence between NOME and famous products.

In April 2018, Wang Yang took part in the NOME conference of Ye Guofu, the founder of the famous creative product. At that time, Ye Guofu's first shop had not yet opened and only had some concept maps for franchisees to see.

A few days later, Wang Yang took part in the NOME franchisee conference organized by Chen Hao.

After comparison, Wang Yang finally decided to join Chen Hao's NOME.

Two NOME, LOGO are basically the same, but Chen Hao's NOME has a crown on O.

The new economy 100 person research found that two NOME decoration style is very similar, there are a lot of overlap, there are clothing, beauty, snacks, household goods.

However, Ye Guofu's NOME is mostly open on the street, with fewer categories and smaller areas, and some categories coincide with famous products.

On the top is Chen Hao NOME, and next is Ye Guofu NOME.

From Ye Guofu

On the official website, there are about 100 stores.

In response to Ye Guofu's actions, the two sides held a war of abuse in the media.

Although Chen Hao first registered the trademark of NOME, it would tilt the time priority in law. But Chen Hao knew that only by really pulling away the distance could we win the war.

It is not only a strategic significance but also a reputation war, which is related to the survival of a brand.

NOME is going to run away, and it needs channels to spread quickly.

NOME's affiliate belongs to pure financial investment. Franchisees are only responsible for finding the location, and the rest of the business is handed over to NOME.

Ouyang Ying lifted the battle and opened hundreds of stores in April 2018.

"When a franchisee conference came down, there were 1400 gold companies.

Ouyang Ying said excitedly.

It has been revealed that at present, a NOME store is required to invest 2 million -300 million yuan according to the size of the shop, and the franchisee needs to pay the cost of store rents and personnel. NOME will assign 38% of the daily turnover to the franchisee.

Generally speaking, a NOME of about 200 square meters, the daily sales of more than 20 thousand yuan, the annual turnover of about 8000000 yuan, gross profit margin is higher than millet home, the guest price is between 60 yuan -70 yuan.

The franchise will be back in about 18 months.

In April 2018, Wang Yang signed an agreement with NOME and did not open until October.

This is because NOME has extremely strict requirements for the location of the store. Wang Yang's shop was examined three times. After the increase in the number of people, NOME agreed to enter the decoration.

Wang Yang said that there was about 500 thousand yuan in revenue in the first month of opening, beyond expectations.

Ouyang Ying told the new economy 100 people, NOME shops must be in the core business district shopping center, the area of more than 200 square meters, the floor is better in the 1 storey, 2 layers, the subway station can also be the B1 layer.

Around the best H&M, uniqo, Starbucks, box horse fresh, Watsons.

NOME conveys the location requirements through training to franchisees, avoiding losses due to improper location.

Joining is only the first step. Meticulous operation of stores is the root of all things.

Lu Ming's mission is to get through the 1 version of the store operation process as soon as possible, and use the benchmarking store mode to optimize the 1 version continuously.

To accomplish this task, we need to rely on NOME for the majority of front-line staff business schools.

According to the configuration of 15 people in a store, NOME has more than 1000 new employees in a month. Recruitment, training, post and motivation are the soft power behind them.

Jiang Kaiyan is the director of NOME Beijing Road store in Guangzhou. Since joining NOME in May 2018, she has been promoted by 4, earning 200 yuan per liter. She plans to make the store manager in one year.

As a training supervisor, Jiang Kaiyan is going to teach the new partners of the store to the service operation process. For example, each waitress can recommend the free ice cream to the customers at the right time. When customers check out, they should recommend the scan code to become a member.

In addition to Jiang Kaiyan training director, the store also includes an operation supervisor and a display supervisor.

"Setting up process standards, first rigid, then optimized, and then solidified" is now standardized in NOME's store management.

Benchmarking shops and performance upgrading have also been steadily advancing in Lu Ming's planning.

With the expansion of NOME layout,

It is not limited to online vision, and online is also an important part.

To this end, Chen Hao is now looking for Liu Zhan, director of NOME online business.

Liu Zhan, a senior product director of vip.com, has accumulated many years in big data and electric business, and joined NOME in July 2018.

In Chen Hao's design, the offline supermarket type home shop is only part of it. Online shopping mall, 3000 square meter -5000 square meter large experience shop is like a wolf in the night, eyes open and opportunistic.

"China's home market 4 trillion, NOME should be a company of 100 billion market capitalization.

Chen Hao said positively.

New economy 100 people: what do you want to achieve in the future?

Chen Hao: when I didn't fill my stomach, I thought Li Jiacheng was good.

Now, I don't want to be XX second.

Even if I am the second Ma Yun, I am not very excited.

In 2005, Chen Hao was mixed up in the streets of Taiyuan. When he was miserable, he did not have enough to eat, nor did he extend his hand to his parents.

He cut grass on a farm in Shanxi.

One day, the body was covered with straw, itching and tired, only to earn ten yuan.

After he had cut grass, he lay alone on the grass and felt that he could not walk in this way for life.

After returning to Taiyuan quickly, Chen Hao finally welcomed the watershed of his life in the field of clothing.

From then on, he never looked back and went all the way.

When many people are bogged down in the swamp of life, he is still walking resolutely.

After filling his stomach, he just wants to be a different person.

Chen Hao said, "I never want to be the second person. I just want to be myself.

"