Back to 1988

Chapter 993
Lu Feng saw that Xiao En hadn't spoken yet, but the two subordinates spoke first. Did he invite an ancestor back?
"This is an office place, of course we have to meet here, Mr. Xiao En, you are here to work, not to enjoy, right?" Lu Feng said with a gloomy voice.

Before Li Xiaosi finished translating, another yellow-haired man next to him looked at Lu Feng disdainfully. He felt that the Asian man in front of him looked about the same age as him. He probably had money in his family and didn't have much in his stomach. He said, "Xiao What kind of person is Mr. En? He is a business mentor throughout Europe, do you know what it means to respect people?"

The atmosphere at the scene was a little stiff. The people who followed Lu Feng were all middle-level managers of the company. They had never encountered such a situation, and they didn't know what to do for a while.

Lu Feng turned to Li Xiaosi and said, "Ask him if he can do this job, and if he can't do it!"

After Li Xiaosi finished speaking, Xiao En just accepted the look of waking up from a dream, looked at Lu Feng with a smile and said, "I'm sorry, it's really inconvenient to not understand the language, maybe my two assistants didn't speak right just now, Young people, I hope you don't mind too much, but I still hope that Mr. Lu can find a better place in the future."

"Of course there is no problem with a better place. The problem is that you are worth it. Let's have a meeting first. I just got off the plane today and am very tired. Let me tell you about the market situation here and your plan." Lu Feng opened a chair and sat down. down.

Xiao En waved his hand towards Huang Mao who was next to him. Huang Mao took out a folder, stared at Lu Feng and said, "This is the survey report of the British home appliance market we made and the market plan made by Jiafeng Electronics."

"go on!"

"Now the main home appliance brands in the UK market are Siemens, Beko, and Haile. Siemens has a market share of [-]%, and it is definitely the market leader. A giant like Siemens has a great reputation in terms of brand recognition, Market share, product quality, sales channels and other dimensions are unshakable by Jiafeng Electronics."

"There are only two companies left, Beko and Haile. The quality of Beko's products is inferior to Siemens' technical content. Their main sales are not hardware, but TV content providers. They currently have two wireless media companies. , to provide fee-based content services.”

"Haile Electronics, whose main business is the production of low-end accessories, auto parts, construction and other industries, mainly sells low-end home appliances with low profits. According to last year's financial report, Haile Home Appliances has only Nine percent, far lower than the industry. If Jiafeng Electronics wants to compete with Haile in terms of low prices, we think there is no chance at all. High tariffs will become barriers, and the cost of sales channels will be superimposed, making it impossible to compete. "

"These three companies account for [-] percent of the entire UK market, and the remaining [-] percent of the market is dominated by foreign capital."

Since the birth of the European Union, the internal tariff barriers of European countries have disappeared, opening up the flow of products between countries. On the contrary, companies in Fuso and the United States have raised tariffs, resulting in a continuous decline in the market share of the two parties in the past two years. It is also the original intention of the establishment of the European Union.

Each of the three companies has its strengths and weaknesses. One has the hard power of products, the other has the soft power of exclusive content, and the other has low prices to grab the market. There is no room for others to survive.

Even if the local enterprises and policies do not intentionally suppress Jiafeng Electronics, it is simply a dream to survive. No matter how low the price is, the tariff price will immediately go up.

After Xiao En had a brief understanding of the market, he read a lot of information about Jiafeng Electronics. When he first saw this document, he even told his subordinates to just write that you are not welcome in Europe and that’s it.

But he can't do this, the money still has to be earned, and he has to find a way to delay it as long as possible, anyway, it will end in vain, so he can just earn money.

"According to the different policies of these three companies, we have come up with two sets of plans for Jiafeng Electronics. The low price will definitely not work, and the license of wireless media is not easy to get. The content provider is an exclusive monopoly content, so we We can only benchmark against Siemens, mainly aiming at the price space between Siemens and Beko, which is where the two sides are relatively weak.”

"Siemens TV sets are an example. The combined price is [-] pounds. The combined price of Beko's TV sets is [-] pounds. Haile is less than [-] pounds."

"According to the data you provided, the cost price of the three TV sets of Jiafeng Electronics after passing the customs and landing is [-] pounds, which is lower than the price of any other company, but this includes dealers and sales channels. cost, advertising expenditure, etc., we estimated a price, which is [-] pounds, which just overlaps with Beko's product price."

"However, the quality, size, and size of the three products of Jiafeng Electronics are better than those of Beko, so we believe that the comprehensive terminal retail price of the three products is set at [-] pounds, mainly to attack the weak price between the two This is a plan."

Lu Feng has been listening. Their market report is very good, and they have to admit that no money is wasted. This is the overall control of the market by the business tycoons.

"I have a question. You just said that our comprehensive landing price is [-] pounds, and the final estimated market terminal cost price is more than [-]?" Lu Feng frowned and said, "This price has turned over. Twice."

"That's right. Our estimation is based on the comprehensive cost method. Among them, dealers and home appliance dealers have a [-]% profit, followed by sales channels. Now the largest electrical city in the UK is Fingani , Carrefour, their approval threshold is [-]% of the profit, as well as the cost of goods storage, turnover cycle, goods transportation, and staff costs. These add up to about [-]%, and the remaining [-]% It’s advertising, celebrity platforms, appropriate price reductions, loss, etc.” Sean stared at Lu Feng and replied.

"The entry threshold for these electrical appliance cities is so expensive, [-]%? Isn't the profit of retail single products very low? Siemens' products are also at this price?" Lu Feng said dissatisfied.

"No! Siemens has entered the threshold of these two companies, and the terminal profit given is less than [-]%. After all, they are big brands, and we are foreign brands. A deposit of tens of millions of pounds." The man with a high nose bridge next to him stared at Lu Feng and said, "These are the basic business rules in the industry, don't you understand?"

"Ten million pounds? That's equivalent to more than [-] million yuan? My light assets have suddenly become heavy assets? This plan is unacceptable." Lu Feng's face is very ugly, good guy, so After all the calculations, you have to invest several hundred million first. I don’t know if you can make money, but it will be spent first anyway.

Seeing that Lu Feng did not accept this plan, Xiao En looked a little ugly. In his opinion, this should be the safest plan. As long as it is steadily promoted, Jiafeng Electronics may gain a firm foothold in the European market in the next three to five years. Find a living space and exchange time for the market, and the daughter-in-law can always make it into a mother-in-law.

Huang Mao next to him was a little unhappy, and said, "Do you understand business?"

"Do you know what a poor family is?" Lu Feng yelled at him, "I came from a third-world poor country to spread money in a developed country, am I out of my mind? You can't just study the market and competitors , Jiafeng’s actual situation should also be considered when making a plan.”

"Then what do you mean, let's make a plan with no cost but only profit?" Huang Mao snorted disdainfully, "Are you kidding me? Do you understand the basic rules of business?"

"Do you understand Jiafeng?" Lu Feng frowned and asked, "What's the next plan?"

Sean was so angry that he didn't want to talk anymore, he kept waving to Li Xiaosi to signal her to stop translating, because he didn't want to listen.

Generally speaking, there are two such plans, a main plan and a sub-plan, and the sub-plan is simply a make-up of nonsense, so that the other party feels that the money is not wasted.

"The other plan is the high-end route. Simply put, it is to exceed Siemens' pricing and market at a high price. I won't talk about it. You can see for yourself." Huang Mao handed over the copy with some impatience, and leaned on the chair not talking.

Lu Feng glanced at the folder and said: "Both options are not good, what about you, the main thing is to do a good job in the local market research report, and you don't need to do the rest, I can see it, relying on your plan to make money Money, I can’t earn it in my life.”

This sentence directly annoyed Sean. As a person who has been in the European business world for most of his life, how dare a brat say such a thing in front of him?
Huang Mao and Big Nose became unhappy for a moment, stared at Lu Feng and scolded: "Do you know what you are talking about? Do you know who is sitting in front of you? He has done international market planning for Siemens and Philips. Product line planning, Volkswagen Group's global chief planning consultant, is known as the European business boning knife!"

Lu Feng rolled his eyes when he heard this. You told him about Qianmenlouzi, and he told you about the crotch shaft, and said, "You say he is a boning knife in the European business world, then I am a machete in the Eastern business world. What plans have you made, I will do it myself, just do a good job in relevant data collection, market intelligence, and interpersonal relationships. I am very tired now, and this plan is not without value. It enters as a third-world country enterprise. The negative teaching materials of developed countries are very meaningful."

Lu Feng's words simply added fuel to the flames. Huang Mao couldn't bear it at all. He slapped the table with his hand and shouted: "This is the best plan, and it is also the most implementable plan. Let me tell you, according to this If the plan is implemented, this enterprise still has a glimmer of life, if you mess around, you will definitely die."

(End of this chapter)