Iterative upgrades of products based on customer needs should fall into the service category.

In an environment that is gradually moving from a seller's market to a buyer's market, any sales behavior can be summed up in three words: selling services.

A few decades ago or even more than ten years ago, there were still people who didn't have enough to eat. At this time, if you had rice at home - no, you didn't even need to have rice. Even if you had a sack of bran and sweet potato shreds at home, then

You also have absolute bargaining power when facing customers.

But with the development of the times, eating is no longer the main difficulty faced by people in cities. Especially in an international metropolis like Zhonghai, how to eat well, how to eat healthily, and even how to eat culturally

Connotation, eating out the inner pleasure, is what these urban white-collar workers who are gradually accumulating wealth are thinking about.

Therefore, in the first stage of development of Zhenxiang Fast Food, Lu Yiming first played the health card. By exaggerating the dangers and disgustingness of gutter oil, he successfully created a track for Zhenxiang Fast Food.

Now, the first phase is over, because not only Zhenxiang Fast Food, but other fast food brands and street restaurants have also followed suit, making some promises not to use waste oil and not use spoiled ingredients.

So, after the health card expires, what should we do when we face competitors again?

What Lu Yiming wants to do is to make a fuss about the packaging and let Zhenxiang fast food enter the second stage - from eating healthily to eating happily.

The customized packaging box not only looks clean and hygienic, but is also very beautiful and convenient. It comes with a disposable tachyon, spoon, and plastic glove tool kit, which fully reflects the company culture.

People are greedy for petty gains. When he comes to eat, it is natural for you to give him a pair of fasteners, but if you also give him a spoon and a pair of gloves, he will feel that he has earned something, whether he can use it or not.

This is the strategy used by Lu Yiming to compete with Xiao Longbo.

This strategy has proven to be very successful.

After the opening of Zhenxiang Fast Food, relying on the reputation accumulated in the past and the nearby delivery principle implemented by Lu Yiming, the new store gradually penetrated into the shopping malls and office buildings around Quyang Road after sharing part of the distribution tasks of the old store.

For two companies with completely overlapping businesses, competition is a zero-sum game. If one of them gets an order, it means the other one loses an order.

After a few days of penetration, the sales of Fanzhenxiang fast food dropped significantly.

In the student union office, Xiao Longbo felt very depressed after learning that the sales of Rice Zhenxiang had plummeted.

Xiao Longbo thought hard and couldn't figure it out. It was clear that Zhenxiang Fast Food didn't do anything but just opened an ordinary store. Why did the business suddenly improve?

Is it true that pirated copies cannot beat genuine ones?

It doesn't make sense.

While Xiao Longbo was puzzled, Ji Feiyang walked in carrying two lunch boxes.

"Here, this is for you."

Ji Feiyang sat opposite Xiao Longbo, and then placed one of the lunch boxes in front of Xiao Longbo.

"Here you go, this is the lunch box I bought from the new store of Zhenxiang Fast Food. Let's see if there is any difference in taste."

The new store of Zhenxiang Fast Food did not do any excessive publicity, but the business picked up all of a sudden. This made Xiao Longbo and the others really puzzled, so Ji Feiyang decided to buy one and try it to see if they had improved the taste.

improved.

As a result, after the two of them finished eating, they found that the taste was not much different from that of the old store.

"It tastes the same."

Xiao Longbo became even more depressed now.

He also speculated whether the sales of Zhenxiang fast food had improved because of the improved taste, but after eating it, he found that there was no change at all.

This level of depression is equivalent to thinking that your love rival has lost weight and become more handsome, so you abducted your goddess, but it turns out that he is still short and poor, but still abducted your goddess, making you want to find some excuse.

I can't find any comfort for my failure.

After Xiao Longbo finished eating the fast food, he planned to throw the packaging box into the trash can in the corner, but when he bent down, he made a huge discovery.

"Feiyang, come here quickly!"

Ji Feiyang came over and saw Xiao Longbo squatting next to the trash can, so he asked: "What's wrong with you? Are you vomiting?"

"no!"

Xiao Longbo took out a foam lunch box from the trash can, pointed to the logo on it and said: "Look, this is the packaging of the Zhenxiang lunch box. This is what we used to eat before."

Then, he took out the packaging of the truth-clarification lunch box he had just eaten and said, "This is the packaging they use now."

"The previous packaging was very fragile and would break if you squeezed it hard. If it contained some soup-filled dishes, the soup would probably spill out. But their new lunch box is deeper than the instant noodle box.

, and is divided into two layers. Not to mention the separation of meals, the opening has also been specially processed. Just like a coffee cup, after the lid is closed, even if the cup is turned upside down, it will not spill out. And there are disposable tachyons and

Disposable plastic spoons, disposable gloves.”

"The taste has not changed, but the packaging has. Is this why they are stealing our business?"

Xiao Longbo felt even more uncomfortable. It felt like you thought your love rival had lost weight and become more handsome, so he abducted your goddess, but it turned out that this short and poor man just changed his clothes, but still abducted your goddess.

.

"Should...right?"

Ji Feiyang was also very depressed and couldn't understand why Zhenxiang Fast Food could defeat them all just by changing the packaging.

In fact, if explained from a psychological perspective, the principle of all this becomes very simple.

For example, many so-called luxury goods are actually IQ taxes. For example, an umbrella costs several thousand yuan but is not waterproof, but some people still buy it. Why? Is it because the people who buy it are idiots? Of course it is not excluded.

This is possible, but the deeper reason is to save face.

When people live in this world, who doesn’t want face?

Not to mention luxury goods, a product with good-looking packaging can gain more attention and love from users.

Think about it, in an office, the lunch boxes eaten by others are packed with high-end and classy packaging, while the lunch box you eat is packed with foam plastic. Is this difference immediately reflected?

Comparing people with others will lead to death, and comparing goods with goods will lead to throwing away!

Ordinary people don’t have the ability to compare with luxury goods, so why can’t they afford a boxed lunch?

Although my lunch box is a dollar and a half more expensive than yours, it looks like yours is more high-end and more refined, so it’s worth the money!

This strategy is especially popular in places like Zhonghai.

Ji Feiyang thought for a long time and couldn't figure it out. He felt that his intelligence had been insulted, so he became furious and said, "This Lu Yiming actually plays such a dirty trick!"

Xiao Longbo himself started by imitating Zhenxiang fast food, and now he naturally thought of a corresponding solution: "Isn't it just a matter of changing the packaging? Let's change it too. I don't believe it. I can't beat that Lu Yiming."

For Xiao Longbo, although the principle may not be clear, changing the packaging to increase sales is obvious, and it is easy to copy.

The next day, Xiao Longbo found an advertising company and asked the advertising company to design the packaging of the Zhenxiang lunch box for him based on the packaging of the Zhenxiang lunch box. In order to be more classy than the packaging of Zhenxiang fast food, just because of the cost involved, he went in. Fifty thousand dollars.

Ji Feiyang's heart ached when he saw it, and he muttered: "We originally used this money to open a branch, but now we are forced to use it to consolidate the existing market, but we must not let any more problems happen. Five Ten thousand yuan, how many lunch boxes do we have to sell to make money back?"

Xiao Longbo also sighed and said: "I hope everything goes well. As long as we can stabilize our share, the money will be earned back sooner or later."

Ji Feiyang said: "We have spent a lot of the one million invested by Boss Gao."

One million dollars seemed like a lot of money, but after it was actually put into operation, the two found that they had to spend money everywhere. Fortunately, the fast food industry has always had abundant cash flow, and Fanzhenxiang can still maintain operations.

Xiao Longbo pretended to be calm and said: "Don't worry, as long as we can open up the market and ensure sales, we will definitely make money."

After a few days, all of Fanzhenxiang Fast Food's packaging boxes were equipped with the latest design, which even looked more high-end than the packaging boxes of Zhenxiang Fast Food.

The new packaging box arrived at the store. After Xiao Longbo read it, he laughed wildly and said with a ferocious face: "It's such delicious fast food, I'll die for you!"

Dormitory 303.

Ni Cong came back after buying a few lunch boxes, put them on the table, and said to Lu Yiming, "Come over and eat."

Lu Yiming put down his book and asked, "Where did you buy this from today?"

Ni Cong said: "The rice is so delicious."

After Lu Yiming heard this, he couldn't help but joked: "Good guy, you are siding with the enemy."

Ni Cong said: "They have also changed the packaging."

"oh?"

Lu Yiming raised his eyebrows, expressing surprise, but he was not nervous at all.

"President Xiao is quite good at getting things done. He caught up so quickly."

Ni Cong said gloomily: "Are you still laughing? I heard that they spent tens of thousands to design this package. I just took a look and it is indeed very cleverly designed. It looks more convenient than our packaging box. It’s easier to use. How about we change it too?”

"Change it."

Lu Yiming said nonchalantly: "You change one and I change the other? I'm not that free. Since they want to follow me, then I really want to see how long they can follow. Let's just continue to improve. Those who learn from me will live, and those who resemble me will die. They have no opinions of their own and will only follow me to pick on others. I have at least nine ways to kill him. Nine!"

"Then tell me, how should we deal with it now?"

Lu Yiming said casually: "It's simple. You go find someone to customize a discount card. It's about the same size as a business card and has a more exquisite design. After the customer orders a meal from us, it comes with the meal. Our food delivery personnel carry a meal delivery card with them." Stamp, stamp one on the card after it is delivered. Each discount card has nine stamp slots. If you stamp one discount card, the tenth time will be free. Our discount is not actually big, but the effect will be very good, after all. People are greedy for cheap, and this move is tantamount to binding the customer group, but those who bought the Zhenxiang lunch box will definitely have no choice but to continue to order food in the future for the free lunch box."

Ni Cong exclaimed: "Wonderful! Lu Yiming, you are so awesome. Every decision you make accurately steps on the consumer's prostate. It makes people want to stop."

Lu Yiming smiled and said nothing. It was a bad trick used by street milk tea shops in later generations. In this era, it is naturally to kill someone if someone blocks it, and kill Buddha if someone blocks it.

Lu Yiming said: "The really powerful thing about this trick is not to increase sales, but to reduce the sales of competitors. After all, there are only three meals a day. If customers eat our food, they will not be able to eat our competitors' food. This can maximize Suppress the opponent’s development speed.”

The fast food industry is an industry with high cash turnover, but the risks are also high, because the storage period of food is very short, and fresh ingredients may start to spoil if they are not sold on the same day, and the losses will be huge.

Lu Yiming's strategy can be regarded as killing two birds with one stone.

Of course, such a little strategy is basically not difficult to copy. It is estimated that in a few days, Rice Zhenxiang Fast Food will definitely follow suit.
To be continued...