THE girl who shared Du Yong's passion for dance left three years ago, leaving him fighting alone for their dream.
Now it has come true, and 26-year-old Du is the head of an Wuhan company that has six clubs.
"Our 2008 income hit 4.2 million yuan," said Du.
This all goes back to the summer of 2005, Du's time to make life choices.
He decided to give up an IT company offer and listened to his inner voice: He took just 2,000 yuan, 1,500 of it a loan from his younger sister, and started on his dance club idea.
First he did market research, which showed that Wuhan had no more than six small dance clubs, so he opened his first in July.
He rented an 80-square meter space in the Quanye Bazaar, a business center with convenient access and office buildings and colleges nearby.
He hired two people, paying them 30 yuan for an 8-hour shift to pass out leaflets and put up posters. Du was the Latin dance instructor.
But he got a real damper on his enthusiasm in the first month, when no more than 10 people enrolled in his class.
Failing to make ends meet, he studied the situation.
He saw that white-collar workers and university students were potential customers, so he targeted these two groups with his publicity.
此外，他还开始教授一些新舞蹈，例如Solid 和 Salsa，希望借此来满足人们赶时髦的需求。
Also, he introduced some new dances like Solid and Salsa to meet fashion-conscious demands.
Then, in July and September of 2007, Du opened two branch clubs after exploring the market in two of the city’s other districts.
In December of that year, he registered his company.
Du and his team take every chance to benefit from media coverage.
Theme promotions are conducted constantly to promote profits.
In addition, the club cooperates with enterprises and institutions, offering discounts for group purchases.
In the end of 2008, Du turned his business into a profitable franchise brand, and three "clones" were set up in Wuhan in January 2009.
1. Identify the different needs of your customers and find specific ways to meet them.
2. Learn to make use of media hype. Get some newsworthy information about yourself or your staff, and hand it to the local media.
3. Be creative. New marketing strategies like theme promotions and group purchase programs can be used to increase profits.