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“The business in my store is to accessorize cell phones.” For some people， this is not a great business project， but it’s the first step for a 25-year-old woman to realize her dream. Li Yunxia， born in 1988， still possesses the innocence of college students. She said she chose her major depending on good employment. Differently from other Beipiao1， she didn’t come to Beijing because of a pure yearning for big city life， but because she had relatives here. In short， Li leaves others an impression that she is well-prepared for everything with a down-to-earth attitude. However， this prudent woman gave up the "golden rice bowl" in others’ eyes --- a job in a public institution. Instead， she chose to take the entrepreneurship program supported by Hua Mulan Fundation， with the courage for the first step of her “adventure” in life.
“我店里的经营项目是给手机美容。”或许对一些人来说，这算不上什么了不起的创业项目，但却是一个25岁女孩实现梦想的第一步。1988年出生的李云霞，脸上仍未脱去大学生的稚气。她说自己选专业的时候，最看重是否好就业；且与许多北漂不同，她来到北京并非单纯对大城市生活的向往，而是因为有亲戚可投靠，才到此地发展。总之，李云霞给人的印象，是一个脚踏实地、步步为赢的女孩，她从不打无准备之仗。然而这个谨慎的姑娘，在大四毕业之际，放弃了别人眼中事业单位的“金饭碗”，选择了花木兰基金的创业项目，鼓起勇气走出了人生中的“冒险”一步。
Abandon the "golden rice bowl" for a startup
舍弃“金饭碗”，踏上创业路
In the summer of 2012， Li Yunxia finished her four years of undergraduate studies and graduated from Huanghuai University in Henan Province. Before long， she went to Beijing， a new and huge city. She lives at her relatives’ and started finding a job. Like most other female graduates， her favorite job requires stable working hours and salaries. “My major is Civil Engineering Budget. It’s not hard for me to find a job.” She sent a couple of resumes and got a job related to civil engineering budget before long in a public institution. In a competitive graduation season， such a plum job can make many graduates green with envy. However， Li was hesitant. Destiny put her at the key crossroads --- a good friend introduced her to the “Hua Mulan Fundation Supporting Women Graduates for Entrepreneurship” campaign and advised her to have a try.
This is a programme dedicated to supporting female graduates’ entrepreneurship. It provides not only training and startup capital， but also well-decorated stores and mature business projects. In a word， the cost of input for female graduates in this project is almost zero. Such a rare opportunity is appealing to Li. “It’s like pennies fall from heaven. I don’t dare to believe that I’m so lucky at the very beginning.” She submitted a registration application and attended training courses. After a comprehensive understanding of the project， she determined to reject the project budget job and decided to be a female boss herself. 2012年夏天，李云霞完成了四年的本科学业，从河南黄淮学院毕业了。没多久她就买了北上的火车票，只身一人来到北京这座陌生而庞大的都市，一边借宿在亲戚家，一边着手找工作。和许多女大学生一样，让她心仪的是上班时间及收入都稳定的工作。“我读的是土木工程预算专业，找工作倒也不难。”她投出几份简历，没多久就得到了在事业单位做工程预算的职位。在竞争激烈的毕业季，这是让多少毕业生都眼红的“肥缺”，然而李云霞竟然迟疑了，命运将她摆在了关键的十字路口——一个好朋友向她介绍了花木兰基金会的“女大学生创业支持行动”，建议她去申请试试。
这是一个专门为了支持女大学生创业而设立的项目，不仅为学生们提供培训、成本资金，还有已经装修好的店面和成熟的经营项目，可以说，能够成功参与项目的女大学生完全是零成本投入。这样难得的创业机会，对李云霞来说简直有着无穷的吸引力。“这太像天上掉馅饼了，我一开始都不太敢相信有这样的好事。”她从网上递交了报名申请，又去参加了培训课程，对项目有了全面的了解后，便即刻下定决心，果断拒绝了工程预算的工作机会，而是要自己当起女老板。
Starting enterprises is hard
下海方知创业苦
Speaking of the reasons why she made this choice， Li said without hesitation： "I don’t want always to be working for others." Li’s parents divorced when she was young. She learned to be independent early but also felt pressure in life. She aspired to be financially independent. “If I take the job in project budget， what would it be like？ I may get fixed salaries set by others year after year. Starting enterprises is different. I can be a boss myself and everything I do is up to me.” To Li， the Hua Mulan Foundation with its mature business “flow line” is an once-in-a-lifetime opportunity. “After gaining one year’s profit， I can get a 10% stake as a manager. This is so attractive！ With such incentives， I am confident that I can do it well.” However， there are various difficulties and risks in actual operation even though there is zero cost of input. Li had never thought about this when at college. “If you do not experience it yourself， you cannot know all the details of starting enterprises and how difficult it is.”
Hua Mulan Foundation offers a number of projects to choose from and provides related pre-service training. Li selected the “Daqin Cell Phone Accessories” project， which is funded by Hua Mulan Foundation. Daqin Company provides personalized equipment and products for cell phone accessorizing and joins for chain business. Li started by putting on screen protectors. She first learned the actual operation of the business in her store. Then she learned other workflow processes like budgeting and purchasing as well as mentality adjustment from professionals. “I used to think it quite easy to put on a screen protector. However， it’s not easy at all in reality to make the screen protector smooth and beautiful.”
In December last year， when her fellow graduates were still worried about finding a job， Li had been promoted as Store Manager of “Daqin Cell Phone Accessories”. However， she encountered some unexpected things when she was first engaged in business. Some male customers would chat with her when finding her a young woman managing the store. “They didn’t come for shopping， but for chatting.” Until now， Li is still embarrassed when mentioning such situation. “I didn’t know how to deal with it at first. I didn’t want to respond to them. But I was afraid the customers might be lost. Now I’ve learned to guide the topic back to our products for selling.” She smiled proudly. Having developed tact and eloquence， Li has also learned to conduct market research and online publicity. She has been aware that vision and wisdom are needed even for pricing the products and looking for new products. 说起作出这个选择的原因，李云霞毫不犹豫地说：“我不想永远给别人打工。”李云霞年幼时父母离异，懂事的她早早学会了独立，也感受到了生活中的压力，于是她迫切希望自己能早一些经济自主。“如果我去做工程预算，又能怎么样呢？年复一年地做下去，永远拿别人定下的工资。创业就不一样了，可以自己当老板，自己说了算。”花木兰基金会提供的已经建立成熟的创业“流水线”，对李云霞来说，无异于一个千载难逢的“速成”机会。“店铺盈利一年后，作为店长我能得到10%的股份，吸引力太大了！有这样的鼓励机制，我有信心做好！”然而，即使是这样零成本的“馅饼”，在实际操作起来，也有着种种困难和风险，这些都是初出校园的李云霞从来没有想到过的。“如果不是真的去做，不是去了解创业的种种细节，真的不知道有这么艰难。”
花木兰基金会提供了一些可供选择的项目，并在上岗前提供相关培训。李云霞选择的是“大秦手机美容”。这个项目由花木兰基金会出资，大秦公司提供个性化手机美容的技术设备和产品，以加盟方式进行经营。李云霞于是从亲手贴手机膜开始学起，先去了解自己店内业务的实际操作，再去学习预算、进货等等流程，并从专业人员那里学习调剂经营心态。“以前觉得手机贴膜是很简单的小手工，自己做了才知道要做得平整、美观一点儿也不容易。”
去年12月，当同届毕业生还在为找工作或适应新工作而发愁时，李云霞已经上任“大秦手机美容”苏宁北太平庄店的店长。然而初入商场的她，还是遇到了意想不到的情况。有些男性顾客看到她一个年轻女孩守在店里，就来找她聊天。“并不是要买东西，就是聊些不正经的话题。”直到现在，李云霞提起这种情况还是有些尴尬，“刚开始不知道怎么应对，想不理这种人，又怕损失客流。但现在我就学会把话题绕回我们的产品上，向他推销我们的东西。”说到这里她得意地笑了笑。除了锻炼出机智和口才，李云霞还学会了怎样做市场调查、怎样做网络宣传，也了解到连为产品定价、寻找新产品这样听起来轻描淡写的过程，其实都是需要眼光和智慧的事。
Persevering in the enterprise for a better future
美好未来靠“坚持”
When asked “what is key to the success of entrepreneurship”， Li thought carefully and replied： Persevere. She said， it is an attempt to start enterprises. An inexperienced female graduate would inevitably encounter some difficulties. She may feel depressed if the business is not successful. Before Li worked in this store， a female college student had worked in this store for about half a year and finally quitted due to the hardship of starting enterprises. However， Li thinks it would be better to find a way out instead of quitting， being disheartened. For example， Li introduced a unique LCD screen protector in Beijing to her store and gained praises and profits in a competitive market.
For Li， this store serves as her best experimental garden. Her future planning is to learn a variety of business workflow and to gain experience. She plans to open 2-3 chain stores herself. Li said the road towards starting enterprises is thorny， “but we must be long-visionary and persevere in this cause for a better future.”
问起李云霞“创业成功最重要的因素是什么？”这个年轻的姑娘仔细想了想，慎重地吐出了两个字：“坚持。”李云霞说，创业是一种尝试，作为一个缺乏经验的女大学生，总会遭遇困难，而经营不好的时候，心里就会有落差。在李云霞到职前苏宁这家大秦手机店曾有一个女大学生工作了半年左右，终究受不了创业的辛苦而放弃了。而李云霞却觉得，与其垂头丧气打退堂鼓，不如思考怎样才能绝路逢生。例如，店内的手机美容业务一直业绩平平，主要是因为同类产品市场竞争激烈。为了推陈出新，李云霞所在的店引进了全北京独一份的手机液态膜。这种液体可以在液晶屏幕表面形成一层超薄且具有高度柔韧性的无形隔层，厚度只有几微米，能提高触摸屏的灵敏度，其抗刮性、耐磨性等能达到传统固体膜的三四倍，可维持一年的效果，且环保无毒害。从今年1月份引进以来，受到顾客的广泛好评，也拉动了店里的经济效益。
对李云霞来说，这家手机美容店是她学习业务的最好实验园。她对未来的规划是，在这里踏踏实实掌握各种业务流程，积累经营经验，在未来三年中开2至3家属于自己的连锁店。李云霞说，创业这条路本来就荆棘丛生，“必须将眼光放长远，咬牙坚持，最后一切都会好起来！”
“我店里的经营项目是给手机美容。”或许对一些人来说，这算不上什么了不起的创业项目，但却是一个25岁女孩实现梦想的第一步。1988年出生的李云霞，脸上仍未脱去大学生的稚气。她说自己选专业的时候，最看重是否好就业；且与许多北漂不同，她来到北京并非单纯对大城市生活的向往，而是因为有亲戚可投靠，才到此地发展。总之，李云霞给人的印象，是一个脚踏实地、步步为赢的女孩，她从不打无准备之仗。然而这个谨慎的姑娘，在大四毕业之际，放弃了别人眼中事业单位的“金饭碗”，选择了花木兰基金的创业项目，鼓起勇气走出了人生中的“冒险”一步。
Abandon the "golden rice bowl" for a startup
舍弃“金饭碗”，踏上创业路
In the summer of 2012， Li Yunxia finished her four years of undergraduate studies and graduated from Huanghuai University in Henan Province. Before long， she went to Beijing， a new and huge city. She lives at her relatives’ and started finding a job. Like most other female graduates， her favorite job requires stable working hours and salaries. “My major is Civil Engineering Budget. It’s not hard for me to find a job.” She sent a couple of resumes and got a job related to civil engineering budget before long in a public institution. In a competitive graduation season， such a plum job can make many graduates green with envy. However， Li was hesitant. Destiny put her at the key crossroads --- a good friend introduced her to the “Hua Mulan Fundation Supporting Women Graduates for Entrepreneurship” campaign and advised her to have a try.
This is a programme dedicated to supporting female graduates’ entrepreneurship. It provides not only training and startup capital， but also well-decorated stores and mature business projects. In a word， the cost of input for female graduates in this project is almost zero. Such a rare opportunity is appealing to Li. “It’s like pennies fall from heaven. I don’t dare to believe that I’m so lucky at the very beginning.” She submitted a registration application and attended training courses. After a comprehensive understanding of the project， she determined to reject the project budget job and decided to be a female boss herself. 2012年夏天，李云霞完成了四年的本科学业，从河南黄淮学院毕业了。没多久她就买了北上的火车票，只身一人来到北京这座陌生而庞大的都市，一边借宿在亲戚家，一边着手找工作。和许多女大学生一样，让她心仪的是上班时间及收入都稳定的工作。“我读的是土木工程预算专业，找工作倒也不难。”她投出几份简历，没多久就得到了在事业单位做工程预算的职位。在竞争激烈的毕业季，这是让多少毕业生都眼红的“肥缺”，然而李云霞竟然迟疑了，命运将她摆在了关键的十字路口——一个好朋友向她介绍了花木兰基金会的“女大学生创业支持行动”，建议她去申请试试。
这是一个专门为了支持女大学生创业而设立的项目，不仅为学生们提供培训、成本资金，还有已经装修好的店面和成熟的经营项目，可以说，能够成功参与项目的女大学生完全是零成本投入。这样难得的创业机会，对李云霞来说简直有着无穷的吸引力。“这太像天上掉馅饼了，我一开始都不太敢相信有这样的好事。”她从网上递交了报名申请，又去参加了培训课程，对项目有了全面的了解后，便即刻下定决心，果断拒绝了工程预算的工作机会，而是要自己当起女老板。
Starting enterprises is hard
下海方知创业苦
Speaking of the reasons why she made this choice， Li said without hesitation： "I don’t want always to be working for others." Li’s parents divorced when she was young. She learned to be independent early but also felt pressure in life. She aspired to be financially independent. “If I take the job in project budget， what would it be like？ I may get fixed salaries set by others year after year. Starting enterprises is different. I can be a boss myself and everything I do is up to me.” To Li， the Hua Mulan Foundation with its mature business “flow line” is an once-in-a-lifetime opportunity. “After gaining one year’s profit， I can get a 10% stake as a manager. This is so attractive！ With such incentives， I am confident that I can do it well.” However， there are various difficulties and risks in actual operation even though there is zero cost of input. Li had never thought about this when at college. “If you do not experience it yourself， you cannot know all the details of starting enterprises and how difficult it is.”
Hua Mulan Foundation offers a number of projects to choose from and provides related pre-service training. Li selected the “Daqin Cell Phone Accessories” project， which is funded by Hua Mulan Foundation. Daqin Company provides personalized equipment and products for cell phone accessorizing and joins for chain business. Li started by putting on screen protectors. She first learned the actual operation of the business in her store. Then she learned other workflow processes like budgeting and purchasing as well as mentality adjustment from professionals. “I used to think it quite easy to put on a screen protector. However， it’s not easy at all in reality to make the screen protector smooth and beautiful.”
In December last year， when her fellow graduates were still worried about finding a job， Li had been promoted as Store Manager of “Daqin Cell Phone Accessories”. However， she encountered some unexpected things when she was first engaged in business. Some male customers would chat with her when finding her a young woman managing the store. “They didn’t come for shopping， but for chatting.” Until now， Li is still embarrassed when mentioning such situation. “I didn’t know how to deal with it at first. I didn’t want to respond to them. But I was afraid the customers might be lost. Now I’ve learned to guide the topic back to our products for selling.” She smiled proudly. Having developed tact and eloquence， Li has also learned to conduct market research and online publicity. She has been aware that vision and wisdom are needed even for pricing the products and looking for new products. 说起作出这个选择的原因，李云霞毫不犹豫地说：“我不想永远给别人打工。”李云霞年幼时父母离异，懂事的她早早学会了独立，也感受到了生活中的压力，于是她迫切希望自己能早一些经济自主。“如果我去做工程预算，又能怎么样呢？年复一年地做下去，永远拿别人定下的工资。创业就不一样了，可以自己当老板，自己说了算。”花木兰基金会提供的已经建立成熟的创业“流水线”，对李云霞来说，无异于一个千载难逢的“速成”机会。“店铺盈利一年后，作为店长我能得到10%的股份，吸引力太大了！有这样的鼓励机制，我有信心做好！”然而，即使是这样零成本的“馅饼”，在实际操作起来，也有着种种困难和风险，这些都是初出校园的李云霞从来没有想到过的。“如果不是真的去做，不是去了解创业的种种细节，真的不知道有这么艰难。”
花木兰基金会提供了一些可供选择的项目，并在上岗前提供相关培训。李云霞选择的是“大秦手机美容”。这个项目由花木兰基金会出资，大秦公司提供个性化手机美容的技术设备和产品，以加盟方式进行经营。李云霞于是从亲手贴手机膜开始学起，先去了解自己店内业务的实际操作，再去学习预算、进货等等流程，并从专业人员那里学习调剂经营心态。“以前觉得手机贴膜是很简单的小手工，自己做了才知道要做得平整、美观一点儿也不容易。”
去年12月，当同届毕业生还在为找工作或适应新工作而发愁时，李云霞已经上任“大秦手机美容”苏宁北太平庄店的店长。然而初入商场的她，还是遇到了意想不到的情况。有些男性顾客看到她一个年轻女孩守在店里，就来找她聊天。“并不是要买东西，就是聊些不正经的话题。”直到现在，李云霞提起这种情况还是有些尴尬，“刚开始不知道怎么应对，想不理这种人，又怕损失客流。但现在我就学会把话题绕回我们的产品上，向他推销我们的东西。”说到这里她得意地笑了笑。除了锻炼出机智和口才，李云霞还学会了怎样做市场调查、怎样做网络宣传，也了解到连为产品定价、寻找新产品这样听起来轻描淡写的过程，其实都是需要眼光和智慧的事。
Persevering in the enterprise for a better future
美好未来靠“坚持”
When asked “what is key to the success of entrepreneurship”， Li thought carefully and replied： Persevere. She said， it is an attempt to start enterprises. An inexperienced female graduate would inevitably encounter some difficulties. She may feel depressed if the business is not successful. Before Li worked in this store， a female college student had worked in this store for about half a year and finally quitted due to the hardship of starting enterprises. However， Li thinks it would be better to find a way out instead of quitting， being disheartened. For example， Li introduced a unique LCD screen protector in Beijing to her store and gained praises and profits in a competitive market.
For Li， this store serves as her best experimental garden. Her future planning is to learn a variety of business workflow and to gain experience. She plans to open 2-3 chain stores herself. Li said the road towards starting enterprises is thorny， “but we must be long-visionary and persevere in this cause for a better future.”
问起李云霞“创业成功最重要的因素是什么？”这个年轻的姑娘仔细想了想，慎重地吐出了两个字：“坚持。”李云霞说，创业是一种尝试，作为一个缺乏经验的女大学生，总会遭遇困难，而经营不好的时候，心里就会有落差。在李云霞到职前苏宁这家大秦手机店曾有一个女大学生工作了半年左右，终究受不了创业的辛苦而放弃了。而李云霞却觉得，与其垂头丧气打退堂鼓，不如思考怎样才能绝路逢生。例如，店内的手机美容业务一直业绩平平，主要是因为同类产品市场竞争激烈。为了推陈出新，李云霞所在的店引进了全北京独一份的手机液态膜。这种液体可以在液晶屏幕表面形成一层超薄且具有高度柔韧性的无形隔层，厚度只有几微米，能提高触摸屏的灵敏度，其抗刮性、耐磨性等能达到传统固体膜的三四倍，可维持一年的效果，且环保无毒害。从今年1月份引进以来，受到顾客的广泛好评，也拉动了店里的经济效益。
对李云霞来说，这家手机美容店是她学习业务的最好实验园。她对未来的规划是，在这里踏踏实实掌握各种业务流程，积累经营经验，在未来三年中开2至3家属于自己的连锁店。李云霞说，创业这条路本来就荆棘丛生，“必须将眼光放长远，咬牙坚持，最后一切都会好起来！”