Chapter 318: I have Qiu Wen, so why worry about failure!
The day after Huang Panpan came to pay New Year's greetings, which was the sixth day of the Lunar New Year, Su Zelin and Qin Shiqing went back to the company because they had a holiday on the seventh day of the Lunar New Year.
There are a lot of things to do after the new year. Among other things, many investors have seen the booming sales of this company's stores, and the number of applications for franchise stores has increased sharply. It will take a lot of time to deal with this, and it will be busy. On the morning of the seventh day of the Lunar New Year, I arrived at the Dingsheng Building headquarters. The staff were all beaming with joy.
During this special Spring Festival, New World started its annual vacation later than most companies, and took vacation earlier than most companies, but no one complained.
New Century has always emphasized and cultivated team spirit, and employees all have a sense of identity of sharing weal and woe. What's more, the company also uses part of the income for bonus incentives for various departments.
In other words, the better the company's performance and the more outstanding the department's performance, the higher the monthly bonus and year-end bonus will be.
Unlike some tough private companies, no matter how hard the employees work and work overtime all day long, their income is still the same, or their bonuses are pitifully small, so they naturally lack motivation.
The first battle to hit the national market in the new century was a complete victory. This was the result of the joint efforts of all employees of the entire team. Everyone is proud of it. Moreover, the bonus this month is expected to increase significantly, so I took a few days off to work early.
No one has any complaints.
What's more, on the first day back to work at the company, they will give out new year's red envelopes, the minimum of which is 300 yuan, which is much more generous than most companies' new year's red envelopes of 100 yuan or even 50 yuan.
The employees couldn't help but feel happy, glad that they had joined a good company.
With enthusiasm and drive, we began our struggle in the Year of the Rooster.
Two months have passed in the blink of an eye.
In the spring of March, the grass grows and orioles fly, winter fades away, and the breeze becomes warmer. It is the picturesque season in Lin'an. This world-famous cultural ancient city has also entered the peak tourist season, and the number of tourists has increased significantly.<
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The continuous plum rain has been falling for a week, and the long-lost spring light has finally returned to the earth, bringing people a good mood for an outing.
In the office of New Century Headquarters, Su Zelin was also in a good mood while looking at the report submitted by the Finance Department.
The sales data of national direct-operated stores after the Spring Festival have been calculated. In the past two months alone, a lot of blood has been restored, and the effect of sponsoring the Spring Festival Gala has been very significant, including the Jiangsu, Zhejiang, and Lu regions.
, the performance in the second month was also very good.
At this time Yan Qiuwen walked in.
"Qiu Wen, you're here just in time. What do you think of this financial statement?"
The gangster handed her the report. Although such sales data were the secret of the company, the female military advisor was involved in almost all the most important affairs in the new century, and Su Zelin also needed her opinion.
Yan Qiuwen took it and looked at it casually for a while and made a detailed analysis.
"On the surface, it seems that sales in the second month of the Spring Festival have dropped significantly compared with the previous month."
"However, the first month was an atypical result, due to the popularity of the Spring Festival Gala and large-scale marketing activities."
“By the second month, consumers’ desire to buy has already returned to rationality, and the sales volume can reach this level, which is already quite good. Taking the stores in Jiangsu, Zhejiang and Lu regions as an example, there has been a big improvement compared to last year’s peak season!
”
"Considering that the second month after the Spring Festival happens to be April, which is the most difficult time for business, most businesses will be more miserable than in other months. However, our company is bucking the trend, and this time
The report card is very good. Sales after April will undoubtedly reach a higher level!"
Su Zelin stroked his hands and said: "That's very well said. Just as I thought, we have won a big victory this time. The 300 million won was not in vain! But after winning the first battle, we can't stop. We have to strike while the iron is hot.
Continue to segment the market into counties, followed by towns!"
The counties and towns in Jiangsu, Zhejiang and Lu regions have been well laid out, but other provinces had only opened stores in prefectures and cities before. After all, time was limited. It only took three months from the decision to expand nationwide to the establishment of direct-operated stores in all provinces.
It is impossible to eat a fat man in one bite.
However, in the past two months, more and more direct-operated stores and franchise stores have been opened in prefectures and cities, so the next step is to prepare to turn our attention to county towns.
"The advertising and marketing strategies for consumers in counties and towns must be different. I have made a new plan. Qiuwen, please take a look!"
This was the main purpose of calling Yan Qiuwen to the office.
Every time he makes an important plan, the female military advisor will be invited to join in the discussion, and Yan Qiuwen can often provide him with many very constructive supplements. These ideas are worth thousands of dollars.
While talking, Su Zelin took out a document from the drawer, sat down on the sofa in the office, placed it on the coffee table, and then started making tea.
This kind of large-scale project usually cannot be finished in a short time, and often lasts for more than an hour, or even several hours, so Su Zelin is used to talking while drinking tea, which is not so boring and can refresh the mind at the same time.
Yan Qiuwen sat next to him and her eyes fell on the cover of the plan - "Thousand Counties Plan".
Direct and clear.
At present, there are more than 1,600 county towns and county-level cities in China. Excluding Jiangsu, Zhejiang and Lu regions, which have completely occupied the market, there are more than 1,000 remaining.
The first digital giant to establish itself in the county was Blue and Green Factory. However, Green Factory was just established last year and has not yet become a success. It is currently focusing on MP3 and will not launch its first mobile phone until 2008. It also comes from Blue Factory, a junior fellow of Bu Gao.
It will be a few years later.
However, these two rising stars defeated many of their predecessors in the country, and finally stood at the top of the industry and became the two giants in the future. One of the important reasons is that they are very concerned about the layout of the offline market.
Other mobile phone manufacturers have been led astray by rice and are bent on developing on the Internet. Only the big blue and green manufacturers are silently working offline, opening a sea of authorized stores to counties and towns, and carving out a bloody road.
When the Internet market is saturated, other manufacturers will set their sights on small offline places, which have already been fully occupied by big blue and green manufacturers.
This chapter is not over yet, please click on the next page to continue reading!
When did Huawei, another giant, become the county seat?
2016!
It will be a few years before every county seat is laid out.
With such a market expansion speed, how can you compete with other big blue and green companies?
However, Su Zelin entered the urban and rural market a few years earlier than the big blue and green manufacturers, and he had all the opportunities. Therefore, even if he is impacted by the Internet in a few years, he will not be afraid at all.
If the strategies of big blue and green companies can be successful, you can also be successful, and it will only be more successful!
After opening the Thousand Counties Plan and looking at it, Yan Qiuwen had a slight understanding of Su Zelin's ideas.
There is no need for too many direct-operated stores or franchise stores in the county. Just one or two will be enough at the beginning. The specifications can also be more conservative than those in prefectures. After all, small places have limited spending power, but they must be opened in areas with the highest traffic flow.
place.
New Century is following the path of the big blue and green factories in the previous life, but it is making high-quality products, ensuring that each store has complete products and first-class services, so the strategies will be different.
Just like fruit direct-sales stores, there are only a few in the country, and they are only considered to open in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen.
With the development of the domestic economy and the improvement of people's consumption power, the number of stores in county towns can gradually increase.
Yan Qiuwen looked through the documents for a while and nodded.
Su Zelin's plan, if viewed by others, would be almost impeccable.
He has a strong view of the overall situation, is far-sighted, and has various sales methods at his fingertips, and they are also very "detailed".
What does "fine" mean?
Take the impact of the New Century on the national market last year as an example. If it were operated by another company, it is likely that a general plan would be made and then sent to the market leaders of each province and city, saying that you should all implement it according to this thing.<
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But Su Zelin is different. He will first make a general plan, and then make slight adjustments according to different provinces and regions. For example, the sales methods and promotion strategies will be different between economically backward provinces and economically developed provinces, and there are also things like
Some ethnic minority areas will have to make additional adjustments.
Before the plan is finalized, he will also encourage the regional director to provide additional opinions. After all, the regional director knows the situation and consumer psychology of that place better than he does.
If Su Zelin thinks the suggestion is reasonable, he will adopt it and reward the regional leader.
In this way, the regional leaders will have a greater sense of identity and participation, instead of feeling like they are following instructions like a machine. They will also actively provide feedback during the marketing promotion process in the region, forming a very good relationship with the headquarters.
Good interactive communication.
These are things that many companies, even the operations of giant companies, may not be able to do, but Su Zelin can do it. This is also the reason for the rapid development of the new century. It is not an exaggeration to call him the absolute soul of this company. Although Yang Fen is the president and Kang Baohong is the manager, the real leader is Su Zelin after all. The other two cannot say no, but if they are at the helm, the new century will be far from what it is today.
After reading it, Yan Qiuwen spoke.
"Urban and rural consumers are a special group in the market, and they are also a larger group than consumers in prefectures. Affected by their living environment and income level, they have special consumer behavior."
"Take farmer consumers as an example. Although they have received support from national policies in recent years, especially the 'Three Rural Policies' implemented this year, their income will increase even further in the future, but overall they are still at a low level. After all,
Last year, the per capita income of farmers in our country was less than 3,000 yuan!"
"Therefore, farmers generally pay more attention to the practicality of goods in purchasing motivations, requiring reliable quality, strong durability, and low prices, rather than the appearance factors such as brand, packaging, style, and design of the goods. For example, the already unsalable items in big cities are aggravated.
Bicycles, non-folding umbrellas, and small TVs are still very popular in the county and township markets!"
"In this way, when promoting the county market, especially the township market, I think we should focus on low-end and mid-range products with high quality and low price, and at the same time, the proportion of computers can be appropriately reduced."
"The decoration of the facade should be slightly adjusted. Rather than being professional and high-end, it would be better to give people a sense of intimacy."
"The service of store clerks also needs to be further strengthened. Just like the skit in the Spring Festival Gala, many rural consumers who buy mobile phones for the first time will feel cramped or even at a loss. If you can encounter good service, it will be easy to establish a reputation in the minds of such consumers.
, and make them loyal customers."
"..."
Yan Qiuwen talked eloquently, while Su Zelin listened with joy.
The female military advisor is a talent who can "strategize and win decisively thousands of miles away." Although she was born in a provincial capital city and may not have had the opportunity to go to small places like the countryside in the county, she has a clear understanding of the consumer psychology of these people.<
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Yan Qiuwen's words are undoubtedly very reasonable.
If you want to sell computers and mobile phones in big cities, consumers may first pay attention to the number of styles when entering the store, whether there are popular new models, and what the configuration is like. Of course, the price is also within their consideration range, but they are not that sensitive.
Consumers in small counties and towns are different. If a farmer enters a store and sees only mobile phones worth more than one thousand yuan, he may be frightened and run away without any desire to consult.
As for computers, many people in villages and towns now don’t even know what they are, let alone buy them.
The decoration style of the store must be changed. Just like a countryman who wants to eat and sees a well-decorated restaurant, he will definitely not consider dining in, even if the restaurant's consumption is not high.
Of course, decoration cannot drastically lower the grade.
After all, the consumers in the county are quite complex. There are bosses, working-class people working in state-owned enterprises, migrant workers, farmers, etc., with different incomes, so we have to come up with a new decoration plan and make changes based on the original ones, without downgrading it too much.
, and at the same time, it will not be intimidating to low-level consumers, who don’t even have the courage to come in and take a look.
Yan Qiuwen continued to speak, and Su Zelin listened carefully and poured her tea from time to time.
After more than an hour passed like this, the female military advisor made a summary.
"When you first start doing business in the county and township markets, the profits may not be too high, so you have to be patient enough."
"However, this group of consumers is huge in number, and our country's policies have been tilted towards counties and townships in recent years. Their income will increase rapidly year by year, and their potential is greater than that of consumers in prefectures and cities!"
"If we build a good reputation and gain their trust, the loyalty of county and township consumers will be higher than that of consumers in prefectures and cities. In a few years, the benefits they will bring to the new century may not be as high as those in prefectures and cities."
!"
"Another point is that very few digital companies now focus on the county and township markets. If New Century is willing to invest and exert efforts in this area, it will hardly face too much competition and can easily win."
Su Zelin clapped his hands and praised: "I have Qiu Wen, so why worry about failure of great things!"
Many of Yan Qiuwen's ideas coincide with her own, but she can always remind her of the blind spots that she has never thought of, and the female military advisor can always solve the problems that she cannot figure out.
Qiuwen is really easy to use, I really hope I can use it longer!
I'm afraid that one day she will tell me that the research is completed and I have to leave.
At that time, it will be a huge loss to yourself.
Although the idea is smooth, the specific decentralization and implementation will still take some time.
If nothing else, the money will be in place.
Because in the next new century, we will have to open more than a thousand counties. Even if there is only one direct store in each county, the specifications will be lower than those in prefectures, and the money required will not be less than before in prefectures.
This is easy to solve, just find a bank for a loan.
After the Spring Festival Gala, the momentum of the new century is as strong as a tiger, and the company's valuation has skyrocketed. It will definitely not be a problem to borrow an extra two to three billion from the bank.
However, the local market has not yet been completely settled, and a large number of franchise stores are waiting for approval every day, so it will have to wait for another month or two.
The "Thousand Counties Plan" will be launched in the middle of the year, and then it will be the turn of towns and villages next year. Even if the national layout is completely completed, it is estimated that a total of 15 billion bank loans will be required.
Because there are a lot of towns, nearly 20,000, each town can only open one at most. Even if some investors join, New Century will not invest in many direct-operated stores, so this expense is the largest.
.
In fact, 15 billion is not enough, but considering that the thousands of stores in prefectures and cities that have been opened now are able to continuously transfuse blood every month, it is estimated that the total amount borrowed from banks will be about the same.
However, it is totally worth it for the huge potential of the rural market.
After laying out the rural market, the channels in the new century will be astonishing and terrifying.
What is the concept of tens of thousands of boutique stores?
This offline dominance even surpasses the big blue and green factories in the previous life!
Even if there are 10,000 direct-operated stores, the average monthly net profit of each store is 10,000 yuan, and the monthly revenue is 100 million yuan, which is 1.2 billion yuan a year.
In fact, the net profit of each directly-operated store far exceeds this number, plus the revenue from supplying franchise stores, the revenue is at least several billion a year.
What's more, the purchasing power of consumers in counties and townships will continue to increase, and their income will also increase year by year.
It is easy to pay off the bank's debt, and then the new century will hold huge cash flow like the big blue and green factories in the previous life, and there will be no worries about funds at all.
By that time, the gangster will probably have retired and gone to enjoy life.
Of course, the premise is that the relationship between several girlfriends is settled, otherwise you will still have to worry.
After finishing the serious chat, Su Zelin suddenly remembered something: "Qiuwen, have you done any exercise these days?"
Yan Qiuwen had a fever some years ago. When she was being given an intravenous drip, the nurse told her that her arteries were too narrow and that she needed to do some exercise. I wonder if she took it to heart.
"No time!"
Yan Qiuwen said without thinking.
Su Zelin frowned: "This is not possible. As my female military advisor, you have to ensure your health so that you can better devote yourself to work. Besides, why are you not free? You need to rest or take a vacation. Feel free to talk to me
Just say it.”
"It's boring to be alone!"
Yan Qiuwen said again.
When Su Zelin thought about it, it was really true.
Yan Qiuwen's social circle is too small and she has very few friends.
Qin Shiqing can barely count as one, because the two of them were roommates for four years in college. In fact, even though they are in the same company, Yan Qiuwen doesn't want to play with Qin Shiqing.
Maybe it’s because my IQ is not at the same level and there is no topic.
Therefore, Qin Shiqing has a better relationship with Song Yuwei now, rather than her roommate, because Qin Shiqing also knows that Yan Qiuwen has no interest in playing with her.
Yan Qiuwen’s other friend is herself.
He can be regarded as a true friend and even confidant of the female military advisor.
After all, there is Lu Xiaofeng and Ximen Chuixue.
Su Zelin glanced at the bright sunlight outside the floor-to-ceiling window, and said with a slight hesitation: "If you think exercising alone is boring, how about this? Taking advantage of the nice weather today, how about you and I going to play tennis after get off work tonight?" /p>
"Play tennis? I can't."
"It doesn't matter if you don't know. It's very simple. Qiu Wen, you are so smart, just learn it casually. Besides, I can also teach you step by step, and I will teach you for free!"
"Can I say no?"
"No, you have to go exercise and get better, otherwise you will suffer from injections in the future. I have decided so happily, I will decide the venue now!"