Rebirth 98, the rise started from ripping off Microsoft

Chapter 473
Iterative upgrading of products according to customer needs should be classified as a service category.

In the general environment of gradually moving from a seller's market to a buyer's market, any sales behavior can be summed up in only three words: selling services.

Decades or even more than ten years ago, there were still people who couldn’t eat enough to eat. At this time, if you had rice in your home—no, you don’t need to have rice, even if you had a sack of bran and sweet potato shreds in your 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 the city, especially in an international metropolis like Zhonghai, how to eat well, how to eat healthy, and even how to eat culturally Connotation, eating out the joyful feeling in the heart is the question that these urban white-collar workers who have gradually accumulated wealth in their hands think about.

Therefore, in the first development stage of Zhenxiang Fast Food, Lu Yiming first played the health card, and successfully ran a track for Zhenxiang Fast Food by exaggerating the hazards and nausea of ​​gutter oil.

Now, the first stage is over, because not only Zhenxiang Fast Food, but also other fast food brands and street restaurants have followed suit, making a promise not to use gutter oil or spoiled ingredients.

So, after the health card expires, what should we do when facing competitors?
What Lu Yiming wants to do is to make a fuss about the packaging, so that Zhenxiang fast food can enter the second stage - from eating healthy to eating happily.

The customized packaging box not only looks clean and hygienic, but also very beautiful and convenient.Disposable chopsticks, spoons, plastic gloves and tool kits are included to fully reflect the company's culture.

People are greedy for petty gains. It is only natural for him to give him a pair of chopsticks when he comes to eat, but if you give him a spoon and a pair of gloves, he will feel that he has earned money no matter whether he can use it or not.

This is Lu Yiming's strategy for competing with Xiao Longbo.

This strategy proved to be very successful.

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

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

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

In the student union office, Xiao Longbo was very depressed when he learned that Fan Zhenxiang's sales had plummeted.

Xiao Longbo thought about it but couldn't figure it out. Obviously, Zhenxiang Fast Food didn't do anything, but just opened a store in a mediocre way. How could the business suddenly improve?

Is it true that the pirated version can't beat the genuine one?

It doesn't make sense.

When Xiao Longbo was puzzled, Ji Feiyang walked in with two lunch boxes.

"Well, this is for you."

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

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

The new Zhenxiang fast food store didn’t do too much publicity, but the business improved all of a sudden, which made Xiao Longbo and the others really puzzled, so Ji Feiyang decided to buy a copy and have a taste, to see if they were improving on the taste. improved.

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

"The taste is the same."

Xiao Longbo was even more depressed now.

He also speculated whether the sales of Zhenxiang fast food had improved because of the improved taste, but he found that it hadn't changed at all.

This level of depression is equivalent to abducting your goddess because you thought your rival lost weight and became handsome, only to find that he is still short and poor, but still abducted your goddess, making you want to find some excuses I can't find comfort for myself who failed.

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

"Feiyang, come here!"

Ji Feiyang came over and saw Xiao Longbo squatting next to the trash can, and 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 box lunch, which is what we used to eat before."

Afterwards, he took out the packaging of the box lunch he ate just now, and said, "This is the packaging they are using now."

"The previous packaging was very fragile, and it would shatter when squeezed with a little force, and it contained some dishes with soup, and nine out of ten the soup would spill out. But their new lunch box is deeper than the instant noodle box , and it is divided into two layers, not to mention the food is separated, this opening has also been specially treated, just like a coffee cup, even if the cup is turned upside down after the lid is closed, it will not spill out. There are also disposable chopsticks and disposable non-toxic plastic spoons, disposable gloves.”

"The taste hasn't changed, but the packaging has changed. Is that why they steal our business?"

Xiao Longbo felt even more uncomfortable. It felt like, you thought your rival had lost weight and became handsome, so you abducted your goddess, only to find that this short and poor guy just changed a set of clothes, but still abducted your goddess .

"probably?"

Ji Feiyang was also very depressed, and couldn't understand why Zhenxiang Fast Food could beat them to pieces just by changing the packaging.

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

For example, many so-called luxury items are actually IQ taxes. For example, an umbrella that costs thousands of dollars but is not waterproof, but people still buy it. Why?Is it because the person who bought it is a big idiot?Of course, this possibility is not ruled out, but the deeper reason is for face.

People live in this world, who doesn't want face?
Not to mention luxury goods, a product with good packaging is more likely to gain the attention and love of users.

Think about it, in an office, other people’s boxed lunches are packaged in high-end and elegant, while your lunch box is packaged in foamed plastic. Does the gap immediately manifest?

People are more dead than people, and goods are thrown away!

Ordinary people don't have the ability to compare luxury goods, so can a box lunch still be compared?
Although my lunch box is [-] cents more expensive than yours, but it looks like you are more high-end and more refined than that, so it is worth the money!
This strategy is especially popular in a place like Zhong Hai.

Ji Feiyang thought for a long time before he could figure it out. He felt that his IQ had been insulted, so he was furious, and said, "This Lu Yiming actually played such a dirty trick!"

Xiao Longbo himself made it by imitating Zhenxiang fast food, and now he naturally thought of the corresponding method: "Isn't it just to change 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, it is obvious to change the packaging to increase sales, and it is easy to reproduce.

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 luxurious than the packaging of Zhenxiang fast food, 5 yuan was spent on the cost alone.

Ji Feiyang was in pain when he saw it, and murmured: "We originally used the money to open a branch, but now we are forced to use it to consolidate the existing market, so please don't make any more problems. 5 Ten thousand yuan, how many boxes of lunch do we have to sell to earn back?"

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

Ji Feiyang said: "The 100 million that Boss Gao invested, we spent a lot."

100 million seems like a lot of money, but after it was actually put into operation, the two realized that they had to spend money everywhere. Fortunately, the cash flow in the fast food industry has always been abundant, and Fan Zhenxiang can still maintain its operation.

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

After a few days, Fanzhenxiang fast food all used the latest design packaging boxes, which even looked more high-end than Zhenxiang fast food packaging boxes.

When the new packing box arrived at the store, Xiao Longbo laughed wildly after reading it, with a ferocious expression on his face: "It's delicious fast food, let me die!"

303 Dormitory.

Ni Cong came back after buying some boxed lunches, put them on the table, and said to Lu Yiming, "Come and eat."

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

Ni Cong said, "The rice is delicious."

After hearing this, Lu Yiming couldn't help joking and said, "My good fellow, you are conferring on the enemy."

Ni Cong said, "They also changed the packaging."

"Oh?"

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

"President Xiao, he's pretty good at coming. He followed up so quickly."

Ni Cong said sullenly: "Are you still laughing? I heard that they spent tens of thousands of dollars to design this packaging. I just took a look at it, and it is really cleverly designed, and it looks more convenient than our packaging box." It's easier to use. How about we change it too?"

"Change your fart."

Lu Yiming said nonchalantly: "You change one and I change another? I don't have that much time. Since they are going to follow me, I really want to see how long they can follow. We just need to continue to improve. Those who learn from me will live, and those who are like me will die. They don't have any ideas of their own, they just follow me and pick up people's wisdom. I have at least nine ways to kill him. Nine ways!"

"Then tell me, what should we do now?"

Lu Yiming said casually: "It's simple, you go to someone to order a discount card, which is about the size of a business card, with a more beautiful design. After customers order food from us, it will come with the meal as a gift. Our food delivery staff will carry a gift card with them Stamp, stamp one on the card after it is delivered, each discount card has nine stamp slots, if one discount card is filled, the tenth time will be free. Our discount is actually not big, but the effect will be very good, after all People are greedy for cheap, this move is tantamount to binding the customer base, but anyone who bought the Zhenxiang boxed lunch will definitely have to continue to order food in the future for the free boxed lunch."

Ni Cong exclaimed: "Wonderful! Lu Yiming, you are too awesome. Every decision is precisely stepped on the prostate of the consumer, which makes people want to stop."

Lu Yiming smiled without saying a word. The milk tea shops on the street used the rotten tricks of later generations. In this era, it is natural that people block people from killing people, and Buddhas block people from killing Buddhas.

Lu Yiming said: "The really powerful part of this trick is not to increase sales, but to reduce the sales of our opponents. After all, there are only three meals a day. If customers eat ours, they will not be able to eat theirs again. We can maximize our sales." Suppress the speed of development of the opponent."

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

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

Of course, there is basically no difficulty in imitating such a small strategy. It is estimated that Fanzhenxiang Fast Food will follow up in just a few days.

But so what?It's time to change the game.

If Fan Zhenxiang doesn't think about overtaking on curves, but only follows behind Zhenxiang fast food, sooner or later, he will be played to death by Lu Yiming.

After replacing the new packaging, the sales of Fanzhenxiang fast food has increased significantly, which made Xiao Longbo feel relieved.

However, before he was happy for a few days, sales fell again.

This repeated accident made Xiao Longbo feel extremely irritable.On the day when the sales data was obtained, Xiao Longbo happened to have no class.He rode directly to the Fan Zhenxiang store on a two-eighth pole, and was furious: "I heard that our sales have plummeted again? What's going on? Haven't we changed the packaging box? Didn't they update it again? gone?"

"No."

Ji Feiyang handed over a small card with a blank expression, and said: "A customer gave me this, saying that it is a discount card that comes with Zhenxiang Fast Food. Buy nine and get one free."

"Depend on!!!"

After Xiao Longbo heard it, he sat on the wax on the spot, and his blood seemed to be frozen.

He is a smart person, so he immediately saw how destructive this "poisonous plan" was.

If it’s just a price reduction, Fan Zhenxiang is actually not afraid. The big deal is to follow up. Anyway, the profits of high-priced boxed meals are very high, and there is a lot of room for price reduction.

But the opponent's operation made him very uncomfortable.

If you want to get that discount, you have to order nine lunch boxes. Based on two meals a day, at least five days of box lunches will be bound to Zhenxiang Fast Food.

In other words, as long as you order Zhenxiang fast food once, basically in the next five days, it is unlikely that you will order Zhenxiang fast food again.

But during these five days, every lunch box will also come with a discount card. After five days and another five days, when will it be the end?

Xiao Longbo's teeth were about to gnaw, but he had no choice but to follow up: "We also offer discount cards, isn't he buying nine and getting one free? Then we'll buy eight and get one free!"

Facing successive battles, Fan Zhenxiang's capital consumption increased rapidly, but Xiao Longbo had no choice. The more he invested in the early stage, the more he couldn't get away now.

Because of him, he couldn't afford to lose.

On the side of Zhenxiang Fast Food, it was full of joy.

Lu Yiming made moves one after another, making his competitors exhausted and opening Ni Cong and Wang Dazhuang's horizons.

"Lu Yiming, Fan Zhenxiang has started to imitate our sales promotion, and the discount is even bigger than ours. What do you think?"

When Wang Dazhuang said this, there was no nervous expression on his face, but he seemed a little gloating.

Lu Yiming made strange moves one after another, so that he didn't suspect that Lu Yiming had more methods in his hands.

Ni Cong also asked enthusiastically: "Yes, how should we deal with it? Come up with a few more ideas and play him to death."

Lu Yiming smiled and said, "No need, we don't need to do anything now."

This made Ni Cong puzzled: "Why?"

Wang Dazhuang also said: "Isn't it right to beat the dog in the water now? It is better to chase the poor with the remaining bravery, and not to be known as the overlord."

Lu Yiming said: "Don't just learn a few poems and use them indiscriminately. We have already come up with several ideas one after another. In fact, the user's ability to bear has reached a bottleneck. I am tired enough to go to work every day, and I still have to accompany the merchant to play games. If you play too many tricks, you will lose your favor."

Lu Yiming couldn't help thinking of Bing Xixi in later life.

"Now, we just wait for them to make mistakes. Their discounts are bigger than ours, which means that their costs are higher than ours. Unless they increase their prices, their profit margins will definitely not match ours. We have two stores, and he only has one." , The basic market is so big, he can't touch the business of my first store, but my second store can steal part of his business, no matter what, he can't handle it first."

Lu Yiming is much clearer than them about the urine nature of capital.Capital is short-sighted, and their only mission is to pursue profits, and they are visible profits.Lao Ma’s evaluation of capitalists hits the nail on the head: as long as the price is right, capital will sell the noose that hangs itself.

Therefore, as long as Gao Yousi feels that he can't make a lot of money, he will definitely stop giving Fan Zhenxiang blood transfusions. By then, Fan Zhenxiang's stalls will have been opened, and if they can't make ends meet and can't get supplementary funds, they will close down in minutes.

After more than a week, although Zhenxiang Fast Food didn't have any new moves, Xiao Longbo was worried every day, for fear that Zhenxiang Fast Food would launch a sneak attack when he wasn't paying attention.

This left him in a very bad state of mind.

In terms of business, because Fanzhenxiang Fast Food and Zhenxiang Fast Food serve the same group of customers, no matter in terms of packaging, taste, and pricing, the two are almost the same. With this slight advantage, the business will be better, but it is also limited.

Originally, all the business in that area was Fan Zhenxiang Fast Food, but now Zhenxiang Fast Food opened on the opposite side. Although the business was 50.00-[-], for Fan Zhenxiang Fast Food, it actually lost [-]% of the market share.

This made Gao Yousi feel very unhappy.On a rainy afternoon, he came to the restaurant of Fanzhenxiang fast food.

(End of this chapter)