"Oh? That's interesting, a competitor has appeared." Li Jianren stood up and took two steps, "When will they open? Are there any of our branches nearby? Have you found out if they have any other branches open or under construction?"
"The advertisement is that it will open next Saturday, and there are still ten days left. There are two branches of ours nearby, which are larger than theirs. They have been open for several months, and their performance has been good. Are there any other stores opening?
There is no news yet." Wu Chengcai has obviously done some research to be so targeted.
Li Jianren knows that in terms of medium-sized scale, Jianhui Supermarket is already ahead. Not only are there many branches, but also good locations have been occupied. Otherwise, as a new store, it would be impossible to survive in the gap between two supermarkets.
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It can only be explained that Yiguo Supermarket has no choice. There are branches of our Jianhui in good locations, so he can only choose these. If he chooses a remote place, he cannot guarantee the flow of customers, and secondly, he has not yet established his reputation.
Just choosing a store like this will make it even more difficult to create a buzz.
As for why you chose to open a medium-sized store in the first place, it may be out of helplessness. Even Jianhui Supermarket needs to build its own large-scale store. Can others find a better place?
Of course, it could also be a test of the waters. But Li Jianren didn’t think so. He knew very well in his previous life that this store had taken root in the city of Jinling and was not small in scale.
Since they are already natural opponents, there is nothing more to say. We must suppress them completely.
"Lao Wu, please remember a few things. First, during this period, all resources in Jinling City are directed towards the two stores on Xuanwu Road."
Wu Chengcai quickly took out his notebook and recorded it.
"Second, immediately arrange for personnel to conduct street-level social surveys, and go deep into the communities to understand people's needs, acceptable prices, or what services they hope the supermarket can provide, etc. The specific content of the questionnaire, you
I'll have a meeting to discuss it later." Li Jianren paused and then continued.
"Third, continue to collect information about your opponents. Only by knowing yourself and your enemy can you win every battle. My ultimate goal is to completely suppress this store, no matter the cost." Li Jianren punched the table with a murderous intent.
Wu Chengcai went out to get busy. He had many things to do. Li Jianren also stayed behind. He wanted to see the battle with his own eyes.
If memory serves me correctly, Yiguo's first large supermarket opened on Hanzhong West Road in 1997. Unfortunately, they are a step too late now. Jianhui's self-built store is already under construction and will take at least two months.
time, we can open for business.
At that time, Yiguo Supermarket will either face competition directly or find another location. But is the location so easy to find? In the urban area of Jinling, Jianhui has as many as six self-built stores, all near the central area. Unless they choose remote areas
, otherwise you will have to face suppression from Jianhui.
In terms of brand awareness, service, and price, Jianhui will not be afraid of them in any of them.
Wu Chengcai acted very quickly. In two days, he had already prepared the questionnaire and mobilized hundreds of people from various places to spread it to all communities and streets around Xuanwu Road.
Another three days have passed, and the final questionnaire data has been compiled. Based on the needs of surrounding citizens, Jianhui will formulate a strict promotion plan. Most of them are based on cost, with a few points of profit added.
Ready to put it out.
You must know that Jianhui's current scale can be regarded as a nationwide purchase, and the number of batches cannot be matched by a medium-sized branch. Their costs cannot be lower than Jianhui.
A large number of coloring pages and posters began to be distributed around Xuanwu Road. Not only our own clerks, but also hundreds of students from universities were temporarily hired to distribute them everywhere.
Li Jianren believed that Yiguo had already received the news, and maybe he was already thinking of countermeasures.
Indeed, as Li Jianren speculated, the top management of Yiguo Supermarket was having a meeting at this time. They originally wanted to open a branch to test the waters, but they did not want to incur such a big reaction from Jianhui Supermarket.
In the advertisements, all product prices are below their cost, which makes them feel embarrassed.
To follow or not to follow? This difficult decision tests everyone. If you follow, it means losing money, and you will not know how much you will lose during the seven-day promotion. If you don’t follow, then it will be like a squib when you open the door. How can you compete with others in the future?
Everyone is looking at Chairman Wang, who has made the final decision to open a supermarket. For a large enterprise, a small branch really doesn’t take it seriously. But the problem is that this is the beginning. If it fails, it will continue.
Proceed?
Chairman Wang had a very ambitious goal at the beginning. He wanted to become No. 1 in the province. Unfortunately, before he could take the first step, he had already begun to be attacked by competitors.
"Follow, not only do we follow, but we also want to lower the price. How much money can we lose if we lose again? I can't do it. How can I, a state-owned enterprise, lose to such a private enterprise in terms of funds? Let's compare." Director Wang
Chang patted the table and immediately made up his mind.
"Chairman, if we are lower than them, then we will lose at least 18%. I don't know if Jianhui's price is the cost. If they follow suit, then we will lose at least 20%. If the sales amount
If it is huge, there may be gossip on the board of directors."
A comrade below who was obviously a senior official reminded.
"What are you afraid of? We can afford to lose tens or even millions. I want to see if Jianhui also has the courage." Chairman Wang was very determined.
At the same time, Jianhui is also having a meeting, and Li Jianren is also making arrangements, "When we open the day after tomorrow, we will transfer another 20 people from other stores. Once the promotion war starts, we will definitely face a shortage of manpower. We will
We must maintain order and avoid riots."
"Purchasing department, how is the communication with the manufacturer going?" Li Jianren said to the purchasing department manager.
"No problem, everyone agreed that during the promotion period, all purchase prices will be reduced by another 10%. In other words, on the basis of the promotional price, we still have 10% room for adjustment. Even so, we will not lose money. Just
Let’s see if the other party dares.” The purchasing manager said excitedly.
"Haha, don't underestimate the opponent's courage. Let's make preparations first. No matter what, we must win this battle." Li Jianren waved his hand with great momentum.
On the morning of July 28th, three supermarkets around Xuanwu Road will start a promotion war on time at eight o'clock. At this time, at the entrance of the three stores, gongs and drums are soaring into the sky, and firecrackers are blasting, creating a lively scene.
Customers who had received the news early had already begun to queue up. However, the queue in front of Jianhui Supermarket was obviously even more orderly and orderly.
However, due to underestimation and insufficient manpower, Yiguo Supermarket could not organize itself at all, so the team became more and more chaotic and even started to become noisy. Fortunately, there was no fight yet, otherwise it would be even more embarrassing.
Jianhui Supermarket used two branches to attack Yiguo. As expected, Yiguo suddenly lowered its prices to even lower prices, with most products being 5% cheaper than Jianhui.
There are still twenty minutes before the business will open. Li Jianren, who was on the scene, directly ordered to change the poster and reduce it by another 10% to see if they would follow suit. At the same time, he sent someone to shout through the loudspeaker at the door of Yiguo and quoted the price of Jianhui.
What to do with those people?
Sure enough, after a while, the customer who received the news immediately turned around and ran towards Jianhui. Yiguo had no way to stop him.
It was already eight o'clock, and there was another sound of gongs and drums. Jianhui's two supermarkets opened on time, and the crowd began to flow towards the two branches. Fortunately, we had been prepared, otherwise these people alone would have collapsed the store.
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Yiguo was still calling for instructions, but it was a pity that the reports were reported layer by layer. By the time Chairman Wang received the call, it was already nine o'clock and he had just arrived at the company to work.
And Jianhui's sales have exceeded 500,000, with two medium-sized branches, 500,000 an hour. This speed shocked everyone. But when they saw the customers who were still coming in a steady stream, they were relieved.
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Finally, Yiguo's senior management made up their minds to continue to follow up. Unfortunately, at this time, the customers had already been taken over by Jianhui, and most of them had already chosen their products. They couldn't just go to other stores to attract people. They could only learn from others.
, also held a loudspeaker and shouted among the people lining up.
Unfortunately, the decline this time is not large, basically the same as or slightly lower than Jianhui. At this time, the power of brand awareness is shown.
Even though the prices are almost the same, more people still choose Jianhui Supermarket. After all, this supermarket has always had a praiseworthy reputation.