A 30 yuan cow leather is the total amount of annual sales volume of 10 million yuan.

"Food grass hall", a primitive style handmade leather production headquarters, an original art design and production company, has more than 140 franchisees chain of art sales alliance.

The name of the creation of the "grass hall" is Niu Heyin, who wishes to have the character of the cow - to eat grass and milk.

The collision between art and fur

Since he was young, he had loved drawing. When he became a soldier, he wanted to test military skills. But the conditions for martial arts examination must be cadres.

No matter what he did, he applied for the Military Medical University to realize the pition from soldier to cadre.

After the graduation of the Military Medical University, the cattle were distributed to the hospital and became an obstetrician and gynecologic doctor.

However, he who is obsessed with art often draws traditional Chinese paintings and practices calligraphy.

At the army painting and calligraphy exhibition in 1992, Niu CO produced two first prize in art works.

In the same year, he entered the junior college of military art department.

After seven or eight years, he finally entered the palace of art, when he was 30 years old.

After graduation, the cattle went to the Hebei TV station, starting from the video shooting. After the reporters and choreographers, they had been producers.

In the autumn of 1995, an old man was seen on the streets of Shijiazhuang. He was cutting a cow skin into a belt.

"When my heart moved, I bought a piece of leather with 30 yuan."

He found a shoemaker in the street and spent the whole morning making an interview bag.

On the second day, he went to work with his bag on his back.

After the arrival of the unit, this ancient rough and unyielding cowboy bag was unanimously praised by colleagues.

"I could not afford to praise, and then I bought leather for the old man, and later I went to the leather factory to buy Leather and buy hardware accessories.

Constantly changing to do all kinds of things, mainly for their own use.

From then on, whenever he had time, he went to the balcony of his home to make a cow bag.

He has become addicted to hand-made leather products, and often does it at midnight.

The awakening of business consciousness: Art and practicality combined one day in 1997. Cattle met with his former colleague Xiao Guo, who was also studying painting. He was opening a small decoration company.

When the cow took him to his studio, he was surprised when he saw the picture of the cattle. He was very commercial minded. He immediately thought of opening the shop and selling the bags.

That night, the two people talked all night long, and hit the nail on the head and decided to open a shop.

In September 1997, the first "eating grass hall" officially opened, and the business of small shops gradually entered the good environment. The two people recruited three workers and began to copy the works of cattle. The business was getting better and better in the store.

After returning to the countryside, the life of the cattle was back to the past, buying leather, designing, and continuing to make his purse day after day.

The cattle began to analyze the next development of the "thatched grass hall". He believed that the food grass hall should reposition the product, when the practical commodity could no longer satisfy people's needs, and when the pure art market had not yet arrived, it could combine the art with the practical, and there would be a market.

In the spring of 1998, the "grass house" began to rebuild.

The new "food grass hall" has made considerable improvements in store design, interior decoration, commodity display, color lighting and leather making technology.

This year, cattle and India confirmed a very important price strategy of the "thatched house", that is, no price cuts.

"This is a brand issue.

We put in very good raw materials and design. Our products are original, and we feel that our products are worth so much money. "

The opening up of the capital city has made brilliant achievements in the chain. In order to do the "grass eating hall" wholeheartedly, the cattle resigned from the TV station and devoted all their efforts to the "grass eating hall".

By chance to work in Beijing, the bustling crowd on Wangfujing Street touched his nerves: opening the "grass house" to Beijing!

Think of it, the same day, Niu he found a first rent ninety thousand yuan shop, he handed over twenty thousand yuan on the spot to the landlord.

After the opening of the new store, a simple and genuine leather bag with personality and flavor is sought after by many young people in Beijing.

Three months later, the cow not only earned the rent, but also made a huge profit.

After the success of Beijing's store, Xi'an began its first expansion, followed by Taiyuan, Urumqi and Changsha.

Now, an area of 25 mu has been invested and built by cattle and India. It has developed into the largest manual leather design, R & D and production base in China.