Yanzi Valley of Jingcheng

Chapter 108 Industry Research Law

"Mr. Hu, if your Baihe Bookstore enters our shopping mall, the rent will be waived, and it will be free forever."

At the same time, Guan Hongwei in the master bedroom of a certain villa in Sanyun City rubbed his head while talking to the phone with a big smile on his face.

Guan Hongwei didn't mind that he was still discussing business at this point in time, because according to the current market conditions, it was not easy to invite a bookstore to enter his shopping mall.

The person named Mr. Hu who is talking to Guan Hongwei is the real leader of Baihe Co., Ltd. - Hu Yi.

Baihe Co., Ltd. is the company that Xiao Jie asked Ren Tianxing to study before. It belongs to the holding company of "Hongfeng Invesco No. 1 Fund". Its business involves clothing retail, catering, KTV, book publishing, and bookstores.

The Baihe Bookstore that Xiao Jie went to before belongs to the company, but the Baihe Bookstore is not the main business of Baihe Stock, and there is only the one near Yanzi Valley in Qingyang, the only one.

"It's not just Guanhong Real Estate. If other real estate companies develop shopping malls, they will either offer discounts or free rent for bookstores." Xiao Jie said to Ren Tianxing.

Ren Tianxing wanted to blurt out and ask Xiao Jie why he did this, but he stopped when he reached the point of his mouth.

Compared with knowing the answer directly, Ren Tianxing now began to consciously control himself, actively thinking about the doorway before asking a question.

Real estate developers give more profits to bookstores. Why?
Is it because the bookstore is too poor and can't make much money to pay the rent, so it treats it very leniently?

No, it is not.

If they can get rent relief because they can't pay the shop rent, the real estate developers won't get any benefits.

No one is born a philanthropist. The purpose of Guan Hongwei's hard work in building a shopping mall is naturally to make money. He does not hesitate to sacrifice rent to attract bookstores, hoping to make a profit from it.

It's just that what Ren Tianxing couldn't figure out at first was, how could Guan Hongwei benefit from a bookstore that couldn't even afford the rent?
He thought over and over again, looking at this issue from the standpoint of consumers, and suddenly, Ren Tianxing figured it out.

If there is a bookstore in a shopping mall, its cultural atmosphere will be improved and the passenger flow will also increase. People usually don’t go to bookstores to buy books, but if they go to a shopping mall to buy clothes, watch movies or eat, and pass by bookstores on the way, go in and read a few books. There is still a great possibility of eye-catching, especially those parents with children, who originally went shopping by themselves, but as long as there is a bookstore in that shopping mall, it is called euphemistically - take the children to buy books.

Real estate developers are not the only ones who like bookstores. Most brands in shopping centers also hope to live next to a bookstore. In this way, they can not only catch the bookstore’s customer flow, but also get a little bit of cultural atmosphere and improve their brand quality.

A shopping mall with a bookstore is often easier to attract business.

Therefore, for shopping centers, bookstores are the most suitable format to introduce besides catering services.

A real estate developer like Guan Hongwei is actually the biggest beneficiary of the compound flow of people after the bookstore enters the mall, because he has transformed the single purchase consumption of the bookstore into experiential consumption, aesthetic consumption and lifestyle consumption.

After realizing this, Ren Tianxing immediately told Xiao Jie about his analysis process.

From the arc of Xiao Jie's mouth, Ren Tianxing knew that he was right this time.

"Actually, you are very smart. If you calm down and think, you can figure out the answers to many questions, but you rarely ask yourself such questions." Xiao Jie pointed out Ren Tianxing's weakness.

Ren Tianxing nodded, and glanced out the window. Ni Die in the distance was still live broadcasting in front of the camera as if he had been beaten with chicken blood. Several assistants stood by to deliver and withdraw goods at any time, very busy.

Ren Tianxing judged that Ni Die would not end in a short time, so he asked Xiao Jie, "Mr. Xiao, you said before that my industry analysis report can only get 60 points, can you tell me how to get 100 points?"

Xiao Jie looked at Ren Tianxing's sincere eyes and dark blue eye circles, even though he didn't have much energy to teach and educate people at the moment, he had no choice but to teach the young man in front of him because he was moved.

"The reason why I gave you 60 points is because you have done what ordinary industry analysts can do. For example, you can find out the development history of this industry, know the top ten companies in this industry, and understand what is happening in this industry. The required core technologies and the list of national policies involved in this industry are all things that should be completed within the passing line."

Xiao Jie told Ren Tianxing that doing industry research requires real-time follow-up of the dynamics of leading companies in the industry, because it is often the leading companies in this industry that determine the future direction of an industry.

The development of leading players in the industry sometimes determines the turning point or great change of the entire industry.

As a mature industry analyst, you should develop the habit of reading news, company financial reports and related research reports every day.

You don’t need to spend a whole block of time reading these contents. You can read them while waiting for the elevator, eating, going to the bathroom, or waiting for the subway. Always remind yourself that industry research is not a static job, just write a report, but a dynamic one. The process requires continuous follow-up.

Xiao Jie said: "Secondly, any industry is a link in the entire industry chain, if we learn more about the industry chain, it will be more beneficial for us to analyze the industry itself.

For example, we ask ourselves what is the contribution of this industry in the industrial chain?
What are the upstream and downstream enterprises?Which link in the industry chain is the most indispensable?
Which enterprises in the upstream, midstream and downstream have the pricing power of the final product?
Ask yourself more extended questions. When doing research, the more questions the better, it is best to list at least 100 related questions on a white paper before you start researching anything, and then try to answer them one by one. "

"To predict the future, we need to study history." Xiao Jie said, "You can look at all the research reports of this industry in the past 10 years.

For example, you can look at the forecasts of analysts in a certain industry for the next 2009 years of the industry in 10, and then you can reverse-verify based on the industry research report in 2019 to see how much what actually happened is consistent with past predictions. How much does not match.

If you train like this frequently, you can clarify the development of the entire industry, and at the same time, you will become more and more able to deliberate on the accuracy of existing industry forecasts in the market, and your own control over industry trends will also be strengthened.Finally, if you can, you should chat with industry practitioners, such as company executives or front-line employees, for example, if you originally studied the live broadcast industry, you should chat more with Ni Die..."

As soon as Xiao Jie said this, the door of the meeting room was pushed open by Ni Die, "Who are you talking about? Me?"

Ni Die originally saw Xiao Jie smiling all over his face, but when he saw Ren Tianxing, the curvature of the corner of his mouth withered away quickly like a withered epiphyllum.

"I brought you the man." Xiao Jie smiled and said to Ni Die, "Boss Fang and the others will come over later."

Seeing that the meeting hadn't started yet, Ni Die strode up to Ren Tianxing and said, "Mr. Xiao showed me the live broadcast industry research report you wrote earlier, and asked me to give my opinion."

"Ah?" Ren Tianxing didn't react, Xiao Jie showed Ni Die the research report he wrote?

"Let someone in the industry guide you." Xiao Jie on the side was calm.

Ni Die sat down on the sofa opposite him angrily, "The report said that our live broadcast depends on low prices to survive, and that we sell everything by talking about the original price, the current price, and the price of our live broadcast room, and then sell them. Please! It’s not that era anymore! Did I say this when I was broadcasting live?! I sell thousands of skin care kits in the live broadcast room, and I sell 1800 yuan mobile phones and 8800 yuan mobile phones at the same time. They sell well The mobile phone sold at 8800 yuan, and the sales volume is 1800 times that of the 10 yuan mobile phone, do you think people who watch the live broadcast are greedy for cheap?!"

Ren Tianxing swallowed when he heard the words, Ni Die's accusation made him at a loss.

"What do you think our anchor is? Selling goods?! Salesperson?!" Ni Die is still aggressive, "Our anchor is a bridge connecting consumers and brand owners, ok? Are the products of those merchants good? Come to Ni Die for live broadcast Just take a short walk and you’ll know everything! If it’s like what you said, our anchors rely on 9.9 yuan to fight orders, rely on the lowest price on the entire network, and rely on group purchases, and this industry will be eliminated next year!”

"Miss Ni, I'm sorry, I'm a newcomer, that's my first report, and I'm not very good at it yet..."

"I know you are a newcomer, if you are not a newcomer, according to your company's research level, I will scold Mr. Xiao directly!" Ni Die finished speaking and glared at Xiao Jie, "Fortunately, this is internal information and it has not been made public. , Otherwise, our profession has been distorted! Before Mr. Guan’s daughter came to me, you were there, weren’t you there? Did I ask her to change the color and section of the lipstick? I know what consumers like, I have served thousands of brands and tried more than [-] products, and my mind, Ni Die, is a big database of consumer preferences!"

"I, Ni Die, am not the kind of online shopping guide you simply understand, let alone an anchor. Strictly speaking, my profession is an Internet marketer. Marketing is knowledgeable and sophisticated. Marketing is not sales. Upgrade, let a brand go on for a long time!"

Ni Die scolded a lot afterwards, and the more she scolded, the more angry she became. Ren Tianxing didn't even dare to open his eyes because he was afraid of being sprayed with saliva.

Women are creatures that can't be offended, especially very successful women, who would die if offended once.

(End of this chapter)