Explosive entrepreneurship

Jinshan Wuya Group.

meeting room.

As the slides in front of the conference table went out, the lights came back on, and the room fell into heated debate again.

Looking at the quarrel between the two factions, Jin Shan pinched the end of his tie with a diamond pattern on his chest, and remained silent.

This time, the big difference within the group is whether [Jinshan Dinner] should fight a price war.

[Jinshan Dinner]'s profit does not account for a large proportion of the group, and the group's catering industry is still dominated by offline mid-to-high-end restaurants.

However, [Jinshan Dinner] is an online delivery nutritious dinner brand that the group has explored for nearly ten years, which is of great significance to the group's next strategic development.

The new faction in the group believes that - "one step cannot be backed down, competitors must be strangled in the cradle, and the market position must be consolidated";

The old school of the group has always believed that "there is no need to spend a lot of money on price wars. The market for delivering nutritious meals is large enough for them to swallow. Let alone whether [Sheng Yuan Afternoon Tea] can be made, it can be done. At most, it can be divided into two parts." ".

Golden Mountain supports the new point of view. As young people become more and more dependent on the Internet, online catering will sooner or later replace offline catering and become the main force for profit.Whoever can occupy the market early will be invincible in the future competition.

More importantly, the development direction of [Shengyuan Afternoon Tea] is exactly the same as [Jinshan Dinner], and the main focus is "health"

"Fat reduction", "convenience", "monthly nutrition customization", etc., the two highly overlap.

It's just that the old-school camp is all the company's veterans, and it's inconvenient for Jinshan to offend.

If it's time to get along with the mud, it's okay to fight with the mud, and don't make a statement, but the price war continues.

Huang Qinglong, director of the operation department, is the confidant of Jinshan. Seeing Jinshan's solemn expression, he knew that he had something to say.

Huang Qinglong is a typical middle-of-the-road school, with a gentle temper. If it weren't for the news from [Shengyuan Afternoon Tea] that Gan Shengyuan started to increase the production line and planned to expand the market outside Beicheng, he personally would not suggest a price war.

But if Gan Shengyuan is not a wolf who lives in peace, but a lion who intends to occupy the territory, this battle must be fought.Otherwise, one day, they will surely become the prey in the mouth of the lion.

Huang Qinglong coughed a few times, everyone's mouths were parched, but now they weakened their voices with a heartbeat.

Jin Jinshan glanced at everyone: "When [Shengyuan Drinks]'s [Chasing Wind Tea] was on the rise, did anyone think that it could kill blood in the beverage market that is already a red sea?"

The crowd was silent.

Jin Jinshan: "The other party dares to spend hundreds of millions on advertising and marketing regardless of the cost. Is this the courage of a new company?"

The crowd meditated.

Jinshan: "You want to divide the world with the other party, but the other party doesn't want to live in peace with you. In this battlefield, you can only live and die."

Before Jinshan finished speaking, the door of the conference room was pushed open, and Jinshan's assistant walked to him and whispered for a while.Huang Qinglong, who was at the side, saw that Jin Jinshan looked slightly ill, and couldn't help asking.

"The eyeliner said that Gan Shengyuan invited many friends to the company."

"what?"

Both of them were puzzled and didn't know their intentions.

The reason why Jinshan is so afraid is because Gan Shengyuan is now cooperating with Gou Dai, and Gou Dai frequently goes in and out of Shengyuan's headquarters.

Who is Gou Dai? Jin Shan had dealt with [Gone with the Wind] when he bought it before, so he couldn't be more clear.Even Gan Shengyuan himself admitted that Shengyuan's drinking industry relied on Gou Dai to bring him back to life.

One is rich, the other has brains, and the strong cooperation, how can we not let Jinshan be afraid.

==

at the same time.

Katsumoto afternoon tea headquarters.

A group of young people were sitting in the meeting room, some of them looked like they were fooling around, and they were sitting awkwardly; some were serious and sat upright; Group development history" photo wall whistled.

The door opened, and Gan Shengyuan and Gou Dai walked in.

"Thank you for your support." Gan Shengyuan warmly greeted everyone.Probably because he grew up in a foreign country, he likes intimate physical greetings very much, and has gained a lot of disgust.

"I invite everyone to come today because Shengyuan's afternoon tea business has encountered a little difficulty. Of course, I am not inviting you to overcome the difficulties together, but to invite you to mutual benefit and win-win." Gan Shengyuan cut to the point.

However, this group of fox friends and dog friends are obviously not very supportive.

"Katsumoto, it's ok. Not long after returning to China, I've lost my word game."

"Mutual benefit and win-win? Hey. Sheng Yuan, do you know that there are existences like you, and what else, Liang Junche, people like you are simply the common enemy in our circle."

"That's right! Fuck! My dad thought I was unworthy of your tea drink before, and my pocket money was cut off. Later, Liang Si's grandson was exposed. I'll go, and I won't give you a penny. Me?"

"That's right, you are our traitors!"

Gan Shengyuan: ...

Gou Dai smiled and said nothing.

In the end, He Mingzhan, who was sitting in the farthest corner, came out to smooth things over.

He Mingzhan: "So you see, Xiao Gan has been punished? Now he is being chased and beaten."

"It deserves it!" Everyone said in unison, without hiding the gloating in their tone.

Gan Shengyuan looked at Gou Dai helplessly.

According to Gou Dai's instructions, Gan Shengyuan invited friends who also do business in Beicheng and are not in the catering industry.

However, Gan Shengyuan’s circle is like this. The friends in China are basically the rich second generation. Except for him who is considered “self-reliant”, most of the others rely on the favor of their ancestors. money at home.Whether a small business makes a profit or loses money is just a drop in the bucket compared to the huge family assets behind them.

Gou Dai looked at the crowd and said, "Actually, Mr. Gan invited everyone here today to discuss business cooperation."

When Gou Dai opened his mouth, the eyes that had been fixed on him from time to time after he entered the door were instantly concentrated.

A young man wearing a black turtleneck sweater and combing his oily hair: "Hey...are you Gou Dai?"

As soon as the words fell, the dean was wearing a half-shoulder and knee-length T-shirt beside him. The dean looked at the young man Da Chidao who was vomiting three catties of blood: "Ah? Who is Gou Dai? I thought it was Xiao Gan's lover!"

There were many echoes and laughter from the crowd.

This group of rich second generations rarely pay attention to financial and social news. Except for entertainment stars, they may not even recognize their own family's rivals.Coupled with the fact that Gou Dai is too attractive, the second generation whose heads are stuffed with condoms naturally lead them in another direction.

Gao Lingnan seems to know Gou Dai quite well: "[Taokongkong][Aren't you hungry] Heard of it? It was founded by Boss Gou."

The banter among the crowd immediately subsided a lot, and the indifference in their eyes disappeared without a trace.

A yellow-haired young man put down his legs that were on the table, looked at Gou Dai, and said what the circle knew about Gou Dai: "So you're just Gou Dai who is known as an entrepreneurial genius who can do anything?"

Gou Dai: ...

I don't want that title at all.

Another short young man who has been playing games from the beginning to the end also put down his tablet: "You are the so-called master of the entrepreneurial circle, as long as you are enlightened, you can soar into the sky."

Gou Dai:? ? ?

The young man in red who had been wandering in the void also stared at Gou Dai: "It is said that Liang Junche and Gan Shengyuan were both led by you?"

Gou Dai: It really has nothing to do with him.

Everyone looked at Gou Dai with eager eyes——

This is not Xiaogan's love, they have a chance!

Even if it is good-looking, it can be powerful, and it can earn both people and money, and it's okay to pry a corner to loosen the soil.

Gan Shengyuan didn't have the thinking mode and dirty thoughts of the crowd, following the praise of the crowd, he came again with a "song of Gou Dai" who did not fear to spare any effort.

After this round, the atmosphere in the meeting room was serious and harmonious.

Gou Dai turned on the projection screen and let everyone watch the activity plan of this [Shengyuan Afternoon Tea].

【Golden Mountain Dinner】This time the attack is fierce, the opponent has sufficient capital in terms of strength, and obviously wants to strangle 【Shengyuan Afternoon Tea】in terms of motivation and occupy the market.

Gan Shengyuan naturally wants to fight, but he can't fight passively.

Jinshan Wuya Group intends to change its cost structure by changing its market share in the future. It has a large plate and strong strength, and can afford a price war.

No matter how much the other party lowers, you will follow the sharp price reduction, which will only cause vicious competition and eventually die.Even if it wins and maintains its market share, it will fall into the realm of substantial losses.

If you don't follow and meet or fight passively, there is only a way to meet from the side.

Gou Dai sorted out the cases of ancient and modern Chinese and foreign price wars. Generally speaking, the party who dares to launch a price war is basically the ultimate winner, because it is generally the industry leader and has strong strength.There are usually only three ways for companies that can face success:

One is by means of law;

The second is the differentiation strategy;

The third is to increase added value.

Using the "Anti-Monopoly Law" to interfere with market competition is not uncommon in foreign countries, but it is unrealistic in China.

The differentiation strategy is to open up markets in other segments, and use packaging, marketing, services and other means outside the product to avoid competition in the market at the same price.

Just like when a beauty group wants to harvest leeks from low-consumption groups, it will not discount the existing high-priced products, but will re-launch a civilian brand.

[Shengyuan Afternoon Tea] can completely launch new brands and low-price set meals to compete with [Jinshan Dinner], and take the route of high price and high quality, low price and low quality, so as to avoid a frontal price war.

Just launching a new line of products requires a very high new publicity cost and management investment, and it is difficult to kill the blood in the short term.

Therefore, for the current [Shengyuan Afternoon Tea], the best way is undoubtedly the third way, which is to increase the added value of the product.

There are two ways to increase added value, increase services, or give gifts.

For the online delivery business, it is difficult for you to increase the service too much. You cannot experience the all-round 360-degree caring service without dead ends like [Haidilao]. At most, it is more punctual and the dishes are fresher.

Therefore, to give customers a sense of shock, it can only be a gift.

The "high-quality image" of the product is maintained by not reducing the price of the product, and the price war is fought back through gifts to maintain market share.

And how to give gifts is a science.

At the beginning, [Shengyuan Afternoon Tea] gave Gou Dai a plan to add a salad boiled egg to each afternoon tea, and a surprise gift box to each lunch and dinner, such as two grilled vermicelli scallops, or a bowl of mapo tofu, Or two fruit Daifuku etc.

For this, Gou Dai was very helpless, not to mention whether some of the gifts fit the product’s positioning of “reducing fat and light food”, the portion of the gifts is not attractive at all, especially compared to [Jinshan Dinner]’s discount that is lower than the cost.

Gan Shengyuan said that if he really gave a large number of high-priced gifts, the expenditure would be no less than a direct price war with [Jinshan Dinner].

After thinking about it, Gou Dai came up with the trick of "find another way and use strength to fight".

At this moment, the event plan is displayed on the projection screen in the conference room.

【Shengyuan Afternoon Tea Event Plan】

Order any monthly package of Shengyuan afternoon tea, and you will get a chance to draw a lottery with rich prizes, up to a car worth 10!

At the same time, if the order package amount exceeds 999 yuan, in addition to the lucky draw chance, a 9999 yuan gift package will be given.

The gift pack includes:

1. Free [Aiyin Shasha] four-piece bedding set, worth 2199 yuan;

2. Free [Fenlinas high-end fruity wine], worth 1200 yuan;

3. Free [Keely and Clever] entertainment city coupons of 666 yuan;

4. Free [Shengyuan Afternoon Tea] new abalone soup for one month, worth 99*30=2970 yuan;

5. Free [North and South Fulin Supermarket] shopping coupons of 600 yuan;

6. Free [North City Customs and Health Care] 300 yuan coupon;

7. Free [Hongli Yida Boxing Gym] a single-session experience coupon worth 150 yuan;

8. Send [Cheng Cheng Tiancai Early Education] experience class worth 800 yuan for three sessions;

9. Free fresh flowers for a week from [Non-Slack Farmer] boutique, worth 599 yuan;

10. Free [Ai Ri Crazy Tide Brand] exquisite T-shirt, worth 399 yuan;

11. Free three pairs of [Cool Love Baby] baby sleep socks, worth 116 yuan.

After Gou Dai's plan came out, there was an instant silence in the conference room.

No one else, because the brand presented in the big gift bag is the company run by everyone present.

Not to mention everyone present, even Gan Shengyuan, when he heard the plan for the first time, his face was flushed, and he said how it was impossible.

The turtleneck man looked at Gou Dai: "Boss Gou, are you going to buy these things from us?"

Gou Dai smiled and said, "No, I want you to provide it for free."

"Damn." The irritable and explosive young man in red swears diagonally. He wanted to swear habitually for 10 minutes, but he shrank back when he saw Gou Dai's face.

Forget it, be more polite to beauties.

"Boss Gou, you are acquainted with Shengyuan, so it is understandable to help out with suggestions, but it is meaningless to pit us for Shengyuan."

Gan Shengyuan on the side hurriedly said: "It's mutual benefit and win-win!"

The young man in red curled his lips: "Mutual benefit and win-win, pluck a feather from each of us to decorate your phoenix. Apart from becoming more bald, what else do we have?"

The remarks of the young man in red were echoed by everyone present. Although he did not clash with Gan Shengyuan on the face, the atmosphere and eyes obviously cooled down.

Gou Dai calmly said, "It's cold, drink tea first."

No one responded.

Gou Dai shrugged, thanked the female secretary who had just brought water in, moistened her throat contentedly, and said.

"This big gift package is only the first package. In the future, there will be higher-level gift packages corresponding to higher-value packages. Companies that are not on the list can discuss in detail at that time."

The yellow-haired young man on the opposite side snorted: "If you don't pay, what does Boss Gou plan to give in exchange?" Halfway through the speech, his eyes turned around Gou Dai's face unscrupulously, "A body? I'm quite moved .”

There was a burst of unexplained laughter at the scene.

Gou Dai's expression remained unchanged, but Gan Shengyuan on the side couldn't bear it, rushed up and almost punched him in greeting, and was dodged away.

"You fucking keep my mouth clean." Gan Shengyuan's eyes were round and red, like lanterns in an ancient street at night.

"Bai Zhanqi is justifiable and confident, can't I please please?" The yellow-haired young man was also angry.

Gou Dai waved his hand: "Listen to me first, both of you."

Gou Dai's voice was neither loud nor sharp, just as gentle and gentle as his person, and a bit lazy, but he managed to make the two confronting people sit back in their seats.

"Let me talk about the fourth and ninth items first."

"The fourth item is Sheng Yuan afternoon tea abalone soup, 99 yuan per serving, 30 days free. Everyone who is in the related industry should know that the price of abalone is purely hyped up, and the cost of breeding abalone is not high. .Especially in recent years, many large farmers have put into production, and they are basically in a stage where supply far exceeds demand. But in the hearts of many consumers, because of long-term habits and not often knowing the real-time market conditions, they still position them as high-priced products.”

Everyone present nodded, except for the big abalones such as the nine-headed abalone, the market price of the small abalones has fallen sharply.

Gou Dai continued: "I can explain to you all, because abalone is unsalable in many coastal villages this year, and our abalone is basically purchased at cost price, so two small abalones in an abalone soup plus some dishes, the cost price is less than 2 yuan .”

It is not surprising that some of the people present showed astonishment, and some obviously had a good understanding of the market.

Gou Dai: "The ninth item is the weekly fresh flowers of [Non-Slack Farmer]. Yes, [Non-Slack Farmer] is my agricultural park. There are indeed landscape flowers in the park, which mainly serve tourism and other services. But currently the park does not The tourism industry has not been opened, and the flowers are facing changing seasons. Instead of letting them wither and waste in the park, it is better to use them to contribute to Boss Gan. Of course, the cost is also very low, so I don’t feel bad about it.”

Everyone didn't think it was difficult.

The yellow-haired young man flicked his legs wearing expensive sneakers: "But so what? Boss Gou? Whether you buy products at a low price or reuse waste, what does it matter to us?"

Gou Dai smiled and said, "Because the bedding, fruit wine, T-shirt and baby sleep socks in this gift bag are all very similar to these two products."

Huang Mao remained silent, because what Gou Dai said [Fenlinus high-end fruit wine] is the property under his name.This fruit-flavored wine is priced at 1200 yuan, and the actual cost may be less than 5 yuan, but what he makes is a high-end line, and the premium price is the same as a luxury product, so there is nothing guilty about it.

In the same way, the four-piece bed set is also made of high-end home textiles, but the actual cost is less than 30 yuan.

Not to mention the trendy T-shirts, they are all based on design, and the quality is not very good. The original fabrics are the cheapest, and the cost is about 5 yuan.

As for baby socks, one pair costs less than 1 yuan, and three pairs cost less than 3 yuan.

Gou Dai: "Several products are in the mid-to-high-end line. Everyone knows the actual cost. The price depends on the brand. However, your brand is still far from the real brand product."

Gou Dai said it tactfully, but everyone knew it in their hearts.

The gap between them and real high-end brands is: high-end brands are sold at a hundred times premium, and some people buy them; their products are sold at a hundred times premium, purely for self-entertainment.

Just like everyone writes a piece of calligraphy that doesn’t make sense and has no calligraphic attainments. The cost of a pen, ink, paper and inkstone is less than 1 yuan, but the works written by celebrities can sell for tens of thousands, and no one will write them for free. want.

Because the value of the brand itself lies in the instillation of value, not in the self-positioning of value.

If they really want to be a high-end brand, they need to spend the same marketing strategy as a high-end brand. It is not an easy task, at least the rich second generation did not manage it well.Some also invited first-line stars to endorse, and some also named variety shows, but they never showed improvement.

The yellow hair was poked at the sore spot and looked at Gou Dai viciously.

Huang Mao's name is Tang Jiangyou, the youngest son of Tang Shifeng, who started his career in real estate.Tang Jiangyou really likes wine, not only to the extent of drinking, but when he was studying in Europe, he went to almost all the local wineries, and he has a lot of experience in wine research and development.

It's a pity that due to his background, it is impossible for him to be a wine researcher, but he really doesn't have the ability to do management and product.

Tang Jiangyou sincerely and diligently made the brand [Fenlinus], but suffered from Waterloo in the market. He lost nearly 4000 million in two years, and was ridiculed by his father Tang Shifeng.

Gou Dai's words evoke some bad memories in Huangmao, and his tone became more aggressive: "So what? There are activities and gifts, and we won't deliver them ourselves? Is it your turn to make a wedding dress for you?"

Huang Mao's words were echoed by the heads of several other companies.

Gou Dai looked at the crowd and said softly: "So I say, this event is a win-win event for mutual benefit."

Huang Mao put his feet back on the table very bluntly: "Oh, let's hear how Boss Gou is fooling around."

Gou Dai is not annoyed, which shows the feasibility of the plan.

Gou Dai typed three words on the projection screen - "precise drainage", "store pick-up" and "locking customers".

"Boss Tang, since you said you want to send things directly, how will you do your gifting activities?" Gou Dai asked with a smile.

Huang Mao's two sneakers were doing regular movements, and said arrogantly: "It's not easy to do this kind of activity, so just shout at the door and grab your head."

"It's okay to shout casually, and it's true to grab your head, but will it bring you any benefits?"

Huang Maonu pouted: "Then advertise it on TV, saying that as long as you come to the store to pick it up, you will get it!"

Gou Dai nodded: "Then what kind of group do you think the customers you attract to receive free wine will be?"

Seeing free advertisements on TV, the first ones must be the old people and housewives who are greedy for petty gain and have nothing to do, or young people who are careful about budgeting and have a lot of experience in wool. Neither of these two groups can cost more than 1000 yuan a bottle Consumers of fruity wines.

Although Huang Mao burned 4000 million yuan in two years, he is not stupid, so he naturally heard the meaning of Gou Dai's words. "Then buy wine and get free. Users who come to my store, buy a bottle and get a free bottle."

Gou Dai nodded: "The customer base is right, but do you think your user base has increased?"

Those who can come to Huangmao shop to buy wine are basically expensive, at least more than 1000 yuan a bottle of wine, which is not a consumption that needs to be blinked for them.For such people, buy one get one free is not attractive.

At the same time, the buy one get one free campaign is very attractive for a bottle of beer that costs three or four yuan, and it is even better for Moutai, which is recognized by the public as worth several thousand yuan. But for expensive wines that are not well-known by the public, buying One get one free is basically the same as the original price, at most it is giving the original customer an extra bottle of wine.

Huang Mao was silent for a while, and his arrogance weakened a bit: "Could it be useful to throw this broken afternoon tea?"

Gou Dai nodded: "It is indeed useful."

Gou Dai pointed to the three words on the screen.

"Precise drainage means that the group that Shengyuan afternoon tea can bring is an effective group. Your products are not very down-to-earth, and the premium is too high. The original customer group of [Shengyuan afternoon tea] is also not hungry. Urban white-collar workers with fireworks in the world. They are willing to pay a premium, and are willing to accept the added value of goods in addition to the cost value.”

Gou Dai's gaze scanned the faces of everyone: "Everyone should know that it is extremely costly and difficult to find an effective group nowadays. This event is to directly help you find effective groups from [Shengyuan Afternoon Tea]. Precisely screen out users with strong spending power.”

"Pick up at the store, this is a design of the event. That is to say, all the products, except Boss Gan's abalone soup and my bouquet are delivered together with the daily meals, we will distribute other products in the form of electronic coupons to the customer's personal account."

Gou Dai said, and clicked to open a virtual account to demonstrate.

In the background of [Shengyuan Afternoon Tea], an electronic coupon function will be added.There is a time limit for receiving e-coupons. The physical coupons are generally valid for one month, and the others are for one quarter. They cannot be transferred as gifts. They need to be confirmed and written off in the store in person, and cannot be collected on behalf of others.

So there are two possibilities.

One is that customers disdain gifts and give up their rights, so you don't have any expenses;

The second is that the customer chooses the gift and picks it up at the door.

Bring a high-quality customer with good spending power to the store, and then how to lock the afternoon tea customer as the customer of your store, you need to use your own brains.

After Gou Dai finished speaking, Huang Mao restrained his arrogance a bit, wanted to say something, but felt slapped in the face, his mouth was half opened, which looked very funny.

"Boss Gou, can you briefly explain, how do we lock in customers?" Said the woman with brown twin ponytails sitting in the back row on the right.

Gou Dai nodded, and recognized the other party as Ye Yueying, the person in charge of [Cool Love Baby].

Ye Yueying is the youngest daughter of Ye Changmin, who started out as a mechanic. She was rebellious in her early years and caused a scandal of being pregnant out of wedlock, which drove Ye Changmin straight to the hospital.Until now, no one knew who the father of Ye Yueying's son was.

But Ye Yueying likes children very much, otherwise she wouldn't take the baby product store as her first business test.It's a pity that several stores have opened, but they still can't hit the market.

Gou Dai: "I've discussed with Boss Gan before about locking in customers. There are no more than four methods, membership, group buying, gifts and discounts."

"I'm rather stupid, can Boss Gou explain more?" Ye Yueying humbly asked for advice, obviously she really wanted to be a good baby products store.

Although the others didn't say anything, they couldn't help but sit up straight, pricked up their ears, some thieves took out their mobile phones, and secretly clicked on the recording button under the table.

Gou Dai ignored the past: "Then I will take the baby products store as an example."

"First of all, the baby sleep socks I chose as a gift are very targeted products, at least not for adults to wear on their own. Its use is limited and its value is not high. Most of the non-applicable target groups will give up the gift. Therefore, customers who are willing to pick up at their door are basically the target group, or families who are breastfeeding babies, or young people who are planning to conceive or plan to conceive, or relatives and friends who have pregnant families around them.”

"When target customers come to the store, of course you can't just let them take away three pairs of baby socks. Most customers will choose to visit the store for a while. This period of time is your 'targeted promotion period'. Shengyuan afternoon tea Most of the customers are white-collar workers who have spending power and pursue the quality of life, so they are willing to invest in better materials when nurturing the next generation, which coincides with the concept of the store.”

"When customers come to visit for the first time, their willingness to buy will not be too strong. Customers who are willing to buy for the first time either like and recognize your store very much, or the salesperson in the store is eloquent, both of which can be met. It is impossible to ask for. The easier thing to do is to turn it into a customer that can be developed. At this time, four methods of membership, group purchase, gift and discount are needed.”

"Membership is the best way to cultivate long-term customers. The easiest way is that when customers come to receive baby socks, you can ask them to follow official accounts and mini programs to become ordinary members. Of course, the retention rate of this kind of membership itself is not high. , because there is no giving and receiving.”

"At this time, you can use some tricks, such as telling customers that if you spend any amount in the store today, even if you buy another pair of children's socks or a bag of baby diapers, you can upgrade to a premium membership. Premium membership You can come to the store once a month to receive a gift, which lasts for one year. The gifts can be socks of the corresponding age group, or milk powder trial packs, small washbasins, touch oil, etc., try to control the cost to be acceptable, and customers are willing to come here degree of receipt."

"When customers come to the store twice or three times, can't they still be eager to move? Coupled with following your official account and mini program, you can continue to receive product information from you, and subtly become interested in your products."

"As for group joining, giveaways and discounts, you can directly copy the model of [Sheng Yuan Afternoon Tea], the discount is low for small group, high discount for multi-person group, low discount for old users, high discount for new users. Suppose you sell a piece of children's clothing, The purchase price is 20 yuan, and the sign price is 200 yuan. You can open a group purchase for 4 people. Most mothers will have baby care groups, or little sisters who are pregnant and preparing for childbirth together. It is not difficult to "get people into the group". 4 people Many people are willing to waste some time to get this discount. If the little sisters who are attracted to buy are interested in the product, they will also look at your other products. This is an opportunity. At the same time, you can stipulate that if If there are new users in the 6-person group, you can get a 4% discount. This discount is very attractive and will encourage customers to work hard to attract new users. Realize customer fission.”

"By increasing the quantity, you can achieve small profits but quick turnover, and lock in the future consumption possibilities of a large number of target customers. The specific method of innovation still needs to be pondered by Ye Boss himself."

After Gou Dai finished speaking, the expressions of everyone in the room changed completely.It seems that they didn't lose money from this cooperation?even earned?

The high-necked black sweater, who was full of awe and curiosity towards Gou Dai before, couldn't help asking: "What about the consumption coupons, is this model also adopted?"

The name of the high-necked black sweater is Zhang Dong. He is the second son of an entertainment boss in the Northeast. A few years ago, he came to Beicheng to develop and built the [Cute and Clever] entertainment city.

Gou Dai shook his head: "The model of consumption coupons is slightly different from that of gifts."

In the gift package, the coupons for [Keeling and Keli Entertainment City], [North and South Fulin Supermarket], and [Northern City Style Health Care] coupons belong to the same category in Gou Dai's view.

"The specific model of the coupon needs to be agreed upon by the bosses. I personally give two models: one is full discount, and the other is divided."

Zhang Dong leaned forward, as if he could get closer to Gou Dai this way: "Boss Gou, can you elaborate more?"

Gou Dai: "For example [Ke Ling Ke Li] entertainment city, three or four girls go, the general cost is about four to five hundred, three or four boys go, more drinks, the cost is about one thousand. 666 yuan consumption voucher, You can divide it into 3 cards, which are valid for one year, and deduct 222 yuan each time. Of course, such a small effort is not very attractive. My personal suggestion is to set up a membership, such as applying for a membership card on the spot for 300 yuan. 222 yuan, the recharged [-] yuan plus all remaining consumption will be refunded to the membership card.”

He Mingzhan, who has been huddled in the corner to watch the show, in the spirit of "do not find faults, life is boring": "Wait a minute, if I spend 1 yuan today, I will sign up for a 300 yuan membership, and I still have a balance of 10088 in my card ? This business is too bad for Zhang Dong."

Gou Dai smiled and looked at Zhang Dong: "The profit margin of this entertainment city is more than 50%. All the consumption except alcohol, how high the profit of alcohol is, everyone here can count, but when you go to the entertainment city, no one does not drink. Besides, a customer who spends 1 yuan at a time, isn’t it a high-quality customer? Shouldn’t it be firmly grasped? The guests invited by high-quality customers are of the same grade and spending power, and they are all potential customers. You can carefully calculate whether this business is worthwhile."

As soon as Gou Dai finished speaking, a young man dressed most formally in the audience, white shirt and rhombic suit with blue tie, said: "What about the coupons in the supermarket? The gross profit rate of the supermarket is not 50%."

The young man is Xu Tianlian, the owner of [North and South Fulin Supermarket] in the gift bag.

Gou Dai smiled: "For supermarket shopping coupons, I personally recommend the use of electronic coupons, that is, 600 yuan electronic coupons. Boss Xu should have his own online applet, and he can do a docking at that time. The e-voucher in the Tea] was transferred to the online platform of the supermarket. In this way, Boss Xu immediately gained a high-quality member. Of course, the 600 yuan consumption coupon cannot be redeemed at one time, and it is impossible to use it in full. Boss Xu can Set it yourself, for example, every time you spend 20 yuan, you can deduct 10 yuan, and you can only deduct once a day."

He Mingzhan was very happy to watch from the wall, and crossed out: "20 is 10, isn't it still 5% off? Isn't Boss Xu also making money at a loss?"

Xu Tianlian loosened his tie, and spoke for Gou Dai: "It's not like losing money, but it's not very profitable, and I'm worried about messing around."

Gou Dai smiled and said: "Boss Xu, don't worry. First of all, there are not many customers who can only buy 20 yuan each time. If you buy more, the profit will naturally increase; Go to your supermarket 30 times. 30 times are enough to cultivate a long-term user. How to retain users is up to you. Thirdly, and most importantly, this activity has helped you gain enough users. If customers want to use the discount, they must keep the online program. Boss Xu is a supermarket chain. Based on the expansion of the past few years, he must have a lot of suppliers. Since Boss Xu can hold customers, he can do large-scale online group buying .”

Xu Tianlian seemed to understand but didn't understand, and said respectfully: "Can I ask Boss Gou to talk about it in detail."

Gou Dai is not stingy: "Boss Xu must have a way to obtain many low-priced products. It may be due to overcapacity or slow sales. In short, the producers and wholesalers are willing to sell at extremely low prices. For this batch of wired and online discounts For users, Boss Xu can build a group similar to the WeChat group, not too frequently, and moderately publish group buying information in the group, because the cost is low, the price can also be reduced, and the sales volume will be considerable. Then use the confirmed sales to find Upstream suppliers keep prices down. Boss Xu can estimate profits by himself.”

Gou Dai dialed it a little, not only Xu Tianlian, but everyone also understood.

"So, my boxing gym is the most advantageous?" At first, the young man who regarded Gou Dai as Gan Shengyuan's little lover, wearing a strapless T-shirt, said.

The young man's name is Weng Cheng, and his family is engaged in foreign trade. However, he is obsessed with boxing and opened a boxing chain store. Unfortunately, the business is sluggish and he cannot make ends meet. He is also a waste of money.

Weng Cheng is telling the truth. Compared with other stores that give away real products or actually consume vouchers, [Hongli Yida Boxing Gym] single experience coupon and [Chengcheng Tiancai Early Education] three experience classes seem vain.

After all, they distribute small leaflets in shopping malls and streets on weekdays, and they will also give one or two free lessons. Consumers don't think it is difficult for this, and often throw the experience coupons into the trash can.

Weng Cheng: "I