On the 28th, Ms. Li, a customer from Inner Mongolia, visited the Taobao Mall store "Haiyue Furniture" for the second time and made a purchase of 40,000 yuan in one go. Store owner Chen Zhongfeng shared that there are many repeat customers like her. Chen, who graduated from Jiangxi Vocational College of Environmental Engineering in 2009, is now 24 years old. His online store is the third one in the Central China Furniture Industry Base (Nankang), and last year it achieved a turnover of 18 million yuan with a profit of 1.5 million yuan.
Chen’s entrepreneurial journey has been anything but smooth. After graduating in 2009, he went to Guangdong in search of business opportunities, but returned empty-handed. In October 2010, he came back to his hometown, Nankang in Ganzhou, where the furniture industry was booming. At that time, there were over 5,000 furniture companies, but only two online stores. Noticing this gap, Chen started an online B2C furniture marketing business with his classmates.
“When I first tried to find suppliers, they didn’t believe me,†Chen recalls. “They thought I was faking their products and didn’t think furniture could be sold online.†He approached dozens of factories, but big ones ignored him, while small ones didn’t trust him. Eventually, he managed to get a connection through an acquaintance, but the quality of the products was poor, leading to many after-sales issues. The website eventually collapsed due to a cash flow problem. However, instead of giving up, Chen decided to switch platforms and focused on selling furniture on Taobao and Taobao Mall. This decision saved his team and helped them rebuild.
As more people started operating online stores, many merchants opted for low-cost suppliers. But Chen, having experienced losses before, believed that poor-quality sources would lead to low customer retention. So, he quickly changed suppliers to improve product quality. To build trust, he sent products to the province for quality testing and obtained official reports. Through trial and various marketing strategies, the company attracted a large number of returning customers. They also experimented with different sales incentives, such as dividing the team into a Taobao Mall group and a regular Taobao group. In the first month of this division, the Taobao Mall group achieved a turnover of 600,000 yuan, three times higher than before. Today, the monthly turnover of the Taobao Mall store ranges between 900,000 and 1.5 million yuan.
Chen believes that there are countless paths to success for college students. As long as they stay focused and persistent, they can “make a difference in life†and “turn their dreams into reality.â€
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