I turned self-discipline into a business and I earned 20 million a year

Bao Ruiming's company has been selling self-discipline watches for 15 years. Over the years, it has insisted on upgrading products, refining content, and developing online and offline. Over the past decade, more than 300,000 people have come to the store to place orders for self-discipline watches. Let's take a look at this entrepreneurial case that discovered opportunities from daily life needs.

The Spring Festival holiday is over, and "workers" are back to work and students are back to school, but many people have not yet found the state of going to school or work. In order to "recover fully" as soon as possible, they have studied various "self-discipline artifacts". Bao Ruiming said that this period is the peak season for the sales of self-discipline supervision tables in the store, and the flow of orders has doubled. A single store can receive more than 15,000 orders a month and sell more than 20,000 self-discipline tables. Parents of students favor self-discipline tables and place orders early before school starts to help their children adjust their learning status as soon as possible; adults are also fans of self-discipline tables, relying on them to dismantle their goals for the new year and express their willingness to strive for them. The recent movie "Hot and Spicy" has inspired many people. People who have been eating and drinking all holiday have flocked to the store to order self-discipline tables, saying that after completing the corresponding exercise tasks every day, they reward themselves with a small red flower, "That feels great."

Although some people always shout about lying down and letting things go, in fact, the number of people who actively seek change and self-monitor is increasing year by year. Bao Ruiming is optimistic about the market for self-discipline watches. She said, "The company has been selling self-discipline watches for 15 years." Every year during the start of school and work season, the store's self-discipline products are particularly popular, with monthly sales reaching 2 million yuan. At the craziest time, sales of millions of yuan can be made in one day.

1. Make self-discipline a business

I want to lose weight but I can't stick to it. I want to save money but I can't control my hands from "buying, buying, buying". I say that going to bed early and getting up early is the most important thing to survive, but in fact many people still stay up late. These days, young people who say they can't do it are also distressed, complaining that they "always hover on the edge of death". How can we develop good habits? In recent years, they are keen on buying various self-discipline supervision products, customizing wake-up services, joining exercise training camps, etc., and they are very busy. On the Internet, forms that cost dozens of yuan are regarded as self-discipline artifacts by many people. They say that it can be used monthly to cover all aspects of eating, exercising, consumer finance, raising children, etc. It is easy to see at a glance when posted on the door or bedside, and the reminder effect is good. In addition, there are corresponding reward icons for each completed task. "Watching the forms being filled one by one gives me a special sense of accomplishment."

Bao Ruiming's company has been selling self-discipline tables for 15 years. The company's founder is a young man from Hunan who came to Shenzhen more than 10 years ago and worked in sales for several years. On the road of sales, he found that there were corresponding goals every month and every year, and he often had to use tables. He made a mark every time he completed a goal, which gave him a sense of accomplishment. He is also very self-disciplined in his daily life. Unless there are special circumstances, he goes running at 5:30 every morning. Many people envy his perseverance and say that they also want to achieve their goals step by step and develop good habits of self-discipline, but they have never found a way. So he embarked on the road of entrepreneurship and thought about developing a product to help people achieve the purpose of supervising themselves. Good habits must be developed from childhood. When developing the self-discipline table product, he first thought of children. Most parents want their children to be self-disciplined and maintain a healthy schedule, so that they will have good habits when they grow up and benefit from it for a lifetime. He listed 12 items such as brushing teeth, taking a bath, and going to school on time, added them to the table, and made a self-discipline table for one month. Then he opened an online store and put the product online for sale.

At that time, few people thought of selling self-discipline watches online. After the product was put on the shelves, the sales have been good. At its peak, it could sell 2 million yuan a month. In the process of upgrading the product, they will develop new products such as small red flowers, smiling faces, and black crying faces based on the suggestions of young parents. "Every day you persist, you can print a small red flower or smiling face on the watch. If you don't complete the goal that day, you will get a black crying face." It takes about 21 days to develop a good living habit. Once children develop good habits, the items on the self-discipline table are useless. After that, they developed a series of new products, adding content such as tidying up the housework, paying attention to hygiene, and not swearing according to the age of the children. Children will receive positive pattern feedback when they complete the tasks in the table, and they will receive improvement prompts if they fail to complete them. In the early years, riding on the Internet dividend, the sales of self-discipline watches in his store increased year by year, and they became more and more popular.

2. The product is popular among people of all ages, with annual sales of 20 million yuan

The product was a hit, but it also brought challenges. Some parents reported that the items in the self-discipline table were becoming less and less sufficient. After the first child finished using some tables, they lost interest and let the second child continue to use them. However, as the children grew older, the tasks in the table became less and less challenging. Sometimes they would use a pen to make corrections and add new tasks to improve their children's enthusiasm for self-discipline.

Taking these factors into consideration, the company set out to upgrade its products, further refining the more than 30 items in the traditional self-discipline table into several categories, such as study habits, moral qualities, hygiene habits, social etiquette, hobbies, etc., increasing the number to 120 items, and also adding icons such as small stars for rewards. While enriching the content of self-discipline, they also upgraded the material of the product, changing the traditional paper material to magnetic stickers, so that it can be used repeatedly. As the product was upgraded all the way, the store attracted more and more parents' attention. A store can sell more than 2,000 sets of products a month, with tens of thousands of tables. If you catch up with the "Double 11" promotion and other activities, parents will buy self-discipline tables in groups, and schools will also place orders for purchases. At the craziest time, the store sold 1 million yuan a day. The hot sales of self-discipline tables also drove the sales of other products in the store, such as magnetic wall stickers, game stickers, and award collection books, and the sales of the entire store rose all the way.

In recent years, self-discipline watches have become more popular. With the rise of short video platforms, many adults have also been attracted to magnetic self-discipline watches. They break down the goals set by the company every month, fill them in the form, and urge themselves to make a little progress every day. In addition to company tasks, some people also use self-discipline watches for self-improvement and family life: some people set a 5-kilometer run for themselves every day, and some people start a self-discipline money-saving plan with their family, saving 10 yuan a day, "moving towards the goal of financial freedom." The sales of self-discipline watches for primary school students are booming, and the sales of adult monthly planners have also improved significantly. In a year, the store's sales exceeded 20 million yuan.

3. One table changes the lives of more than 300,000 people

Eight years ago, Bao Ruiming was attracted by the self-discipline watch products. She felt that a planned life, working hard little by little according to the set goals, was cool and energetic. Thinking that selling self-discipline watches online was different from the working atmosphere of traditional companies, it was more lively and flexible. She quit her product testing job in a traditional company and joined the self-discipline watch e-commerce team.

She started with customer service, introducing the design and production of self-discipline tables to people, encouraging netizens to try bravely and make changes. After that, she was responsible for e-commerce operations, and together with the team, she displayed products through various channels to cheer those who wanted to change; and explored rich forms of rewards with buyers so that everyone could keep going. "If you give people 3,000 yuan a month, many people will not be motivated to work. If you set a higher reward on the self-discipline table, it will mobilize everyone's enthusiasm and work towards the goal." And after completing the task, you can also give a reward higher than their expectations. Then the positive feedback brought by the self-discipline table can change the character and even the fate of many people. Bao Ruiming gave an example, just like losing weight, many people say they want to lose weight, but their weight is getting heavier. Because she sits at work all year round and lacks exercise, she used to use spreadsheets to urge herself to run every day to lose weight. But in fact, it is very tiring to look at the computer all day, and she is too lazy to open the spreadsheet. But with the self-discipline table, she posted it in a conspicuous place at home. She asked herself to run 5 kilometers every day. After six months, she lost almost 5 kilograms and completed a small goal. Excellent people live the life they like by completing small goals one after another.

Although this business can bring motivation to people, it also has challenges. Some people bought self-discipline watches, but still couldn't stick to it, and instead complained that the product was useless. She reminded the other party that the self-discipline watch is auxiliary, and the key to success lies in people. People's persistence and the supervision of the self-discipline watch complement each other and will bring people the possibility of transformation. There are self-disciplined people at any time and in any region, and there are also people who want to change the status quo. In terms of self-discipline, foreigners are on the rise, just like Chinese people. Domestic customers are more self-disciplined and like a simple style, while foreign customers prefer bold and bright colors and a more distinctive style. Through background data, they found that over the past decade, more than 300,000 people have come to the store to place orders for self-discipline watches and work hard towards the life they want.

Bao Ruiming hopes to help more people achieve the goal of self-discipline in the future, so that people can move forward step by step, regardless of wind and rain, and live the life they like.

Author: Jiang Xuefen; Editor: Zheng Yawen

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