Shenhao started as a military training anchor

Chapter 331: I challenge Yonghui’s entire supply chain alone
From a rational perspective, it is not a wise choice for a community supermarket like Sendinuan to enter into a price war with a large national supermarket chain like Yonghui.

Your opponent is not a store with an area of ​​[-] to [-] square meters, but Yonghui’s smart supply chain.

The "direct procurement" and "self-operated" supply chain management model allows Yonghui to keep upstream gross profit very low and sell goods at a lower price than its peers.

Coupled with various data collected by Yonghui's customer data platform, it can accurately locate market demand, understand consumer demand, and adopt a price war model of targeted strikes and key breakthroughs to defeat opponents.

Warmth Superstores relies on intermediary suppliers, and it is definitely not possible to forcefully lower gross profits and fight a protracted war with Yonghui.

But if he doesn't fight, he keeps asking Yonghui to do promotions, and he will die if he gives Nuan Nuan to the supermarket.

A supermarket with an area of ​​[-] square meters is different from a convenience store with an area of ​​several dozen square meters. All costs are quite high. Without the support of high turnover, losses will soon occur, and the losses will become more serious.

Holly did not deny his wife's idea of ​​starting a price war with Yonghui, and there were certain advantages in sending Nuan Nuan Supermarket.

First, the store was bought for her by Holly, so the rental cost was saved.

Second, the stickiness of community supermarkets is relatively high, and they follow the word-of-mouth route. Warmth Supermarket has always had a good reputation. It has accumulated a good reputation for itself since my daughter-in-law ran a convenience store when she was young.

Third, Song Wenwen is a member of the community owners committee, and most of the supermarket employees are residents of the community and street. This relationship can form a popularity network that can be exploited.

But how to fight?
You still have to think hard.

It is impossible to spend tens of millions to compete with Yonghui right away, otherwise you will lose everything.

Now, the daily turnover of Warm Warmth Supermarket is about 8 yuan. Calculated based on the gross profit of 15% to 20%, the daily gross profit is only about 1.5 yuan. After excluding labor, water, electricity and other costs, the net profit is less than [-] yuan. Ten thousand.

A profit of two to three million yuan a year.

In order to fight a price war, tens of millions were invested at once, and it is estimated that it will take 20 years to earn back.

Offline retailers are not e-commerce. E-commerce can spend tens of billions or tens of billions at will, because it has a wide range of coverage and reaches users across the country. As long as there is traffic, it can be monetized.

However, the scope of offline retailers' radiation is residential areas, communities, streets, and even streets cannot be completely radiated. The customer source is limited, so naturally they cannot waste money in a price war.

Song Wennan wanted to borrow money from him to start a price war, and Holly would give it to her, regardless of whether to borrow it or not. After all, she was his little wife.

But he has a numerical standard in his heart. He will not give Song Nuannuan more than 1000 million.

It's not that I can't bear to give up and I can't afford the loss, but I'm telling her that doing business this way is wrong.

We can't let her continue on the wrong path.

But this time Holly looked down on his little wife.

Not only did she not impulsively ask for a lot of money, but she also compiled a set of PPTs.

Holly said: "How many are needed?"

Song Wenwen said: "500 million."

Holly nodded: "OK, I'll forward it to you."

Song Wenwen smiled and said, "Thank you, husband."

He turned around and told the supermarket manager: "Call the suppliers of the four major categories of fresh food, fruits and vegetables, grains and oils, and daily necessities, and ask them to come to the office tomorrow so that we can communicate."

The manager responded: "Okay, Mr. Song, I will contact you right away."

After explaining the matter, Song Wenwen took Holly's arm and said, "Honey, do you want to eat fish tonight?"

There was no tension on the face.

It seems that she already has ideas in her mind on how to fight back the price war started by Yonghui Supermarket.

I went downstairs to the supermarket and weighed three kilograms of chili dices, and cooked them for Holly for dinner.

On the way back, Holly praised, "Boss Song is becoming more and more like a leader, and he is calm and calm in the face of competition."

Song Wenwen smiled and said: "Some time ago, I took the time to read a lot of business management books.

There is a point of view that I remember deeply. It roughly means that if you are already in the boss position and encounter provocation from the second and third boss, you must show strength and retaliate to shock your opponent.

Warmth Supermarket is now the supermarket with the best business in the community. The newly opened Yonghui wants to catch up after the price war. Do I agree? "

Holly smiled, "Of course not."

"Not only can't it be done, but we have to fight back with revenge." Song Wenwen said confidently.

When she got home, she started writing PPT.

Holly took a curious look and said, "Tell me what you think."

Song Wenwen said bluntly: "During this period, JD.com was engaged in a price war with Li Jiaqi. I studied it carefully and got some inspiration.

Husband, you see, Li Jiaqi’s influence is in beauty, and the core of his competition is beauty. Because live streaming is a strict selection model with limited product selection, Li Jiaqi’s upstream will give him a good price.

Even if JD.com joins in and the upstream cannot control prices, it can still provide Li Jiaqi with gross profit protection.

In the beauty sector, even if JD.com pays for a price war with Li Jiaqi, Li Jiaqi will not lose money.

Therefore, the purpose of JD.com is not to target Li Jiaqi or beauty products. JD.com is just using this gimmick to create public pressure on Taobao.

In fact, its target is Taobao. "

Holly nodded happily, "Go on."

Song Wenwen said: "JD.com cannot be the dominant player in every category, and Li Jiaqi has no intention of competing with JD.com to compete for the e-commerce market in other categories.

The current Shuannuan Supermarket and Yonghui Supermarket can be regarded as a price war game between Li Jiaqi and JD.com.

We don't need to be better than Yonghui. We just need to highlight our strong points to compete with Yonghui and stabilize our existing market. "

Holly said: "So what is your advantage?"

Song Nuannuan continued the PPT: "Daily necessities and services.

Fresh food, vegetables, grains and oils, daily necessities... these categories are what we must compete with Yonghui for the market. The price may not be lower than Yonghui, but it must not be higher than it, and the quality and quantity must be maintained.

Then there is service. Service is our breakthrough point and where we burn money.

In addition to the APP clients and mini programs developed by Yonghui itself, its delivery services on platforms such as Meituan require fees, and the fees are very high.

I decided to do free shipping and subsidize the delivery fee.

And there are no consumption restrictions. As long as you are our member, even if it is a 5-cent green onion, I am willing to pay a delivery fee and deliver it to your door, so that customers can experience more considerate services, enhance customer stickiness, and to a certain extent, it will also increase membership users. .In addition to delivery services, I also want to create fission among existing members. For example, if an old member introduces a new member, we will give him a credit ranging from 10 yuan to 30 yuan.

This can not only ensure the return of funds, but also reduce losses to the greatest extent.

For new members, I will give away some cooking oil, rice noodles, etc., strictly control costs, and lower prices with suppliers.

If the number of members in our supermarket can exceed 5000, the money lost will definitely be recovered quickly. If the number of members in our supermarket can exceed 1, I may be about to make a fortune.

If we follow this method to fight a price war, I think 500 million should be able to last for a long time.

Even if Yonghui wants to fight a protracted war, they will not carry out large-scale activities like they are now. Their costs are too high.

I estimate there will be obvious results by the end of the month. "

The thinking is clear and well-founded.

Holly praised: "You really should have studied economics and trade."

Song Wenwen chuckled and said, "I just want to keep my supermarket and don't want to do any big business."

In her heart, the job of being a teacher has more aura.

The little wife’s faith cannot be shaken.

Holly encouraged: "I can't give you any advice anymore, just do what you think."

Song Wenwen said: "But you can give me money.

With you here, I have confidence and confidence. "

He glanced at the time and said, "Oh, it's six o'clock. I'll cook for you."

I closed my notebook and hurried to the kitchen.

Holly smiled.

What a lifetime of worry.

She takes everything seriously and will go all out no matter what the outcome is. This is the character that Holly likes.

To a certain extent, Song Nuannuan's character also influenced him.

……

weekend morning.

Holly followed Song Wenwen to the supermarket office to meet with several suppliers.

Song Wennan was also very direct, asking them to squeeze their profits and get through this together.

However, several suppliers frowned slightly.

He said: "Mr. Song, the price we negotiated before and the contract have been signed, and what we have given you are the best sources of goods and we have always delivered according to your requirements.

You also found us after comparing three companies. The price is really unbeatable. "

Song Wenwen raised his hand and said: "The contract can be re-signed. If you still want to buy goods from me and hope to make more money by cooperating with me, I hope you will cooperate with me this time.

If you keep profits down, you will still make money. After the price war is over, return to the original price and the market will be bigger.

If we don't fight and sit back and wait for death, you will only lose this piece of fat.

Mr. Zhang, do you know how much pork I have sold to you in the past two months?

Mr. Li, among the supermarkets you cooperate with, we carry the largest volume, right?
Guys, I don’t need to explain more about the principle of hozens scattering when a tree falls, right? "

"Mr. Song, how much do you think the reduction would be?"

Song Wenwen said: "First reduce it by five percentage points."

"Five?"

Song Wenwen said: "Don't be surprised, maybe next week I will ask you to drop eight or even ten."

"Five can be considered, but ten can't be reduced."

Song Wenwen said: "Then let's agree to give up five points first. Not only do you have to give up, but the supermarket also has to give up. Otherwise, what can we use to fight the opponent?

In short, I won’t let you lose money in business. "

"Okay, Mr. Song, let's grit our teeth and get through this together."

Song Nuannuan reminded: “Bite your teeth and grit your teeth, the quality must be guaranteed.

Don't let the other side take advantage of the loophole.

After several calls from customers to complain, the Market Supervision Bureau issued a fine, but the success fell short. "

"Don't worry about this. We have been in business for more than 20 or [-] years. We will not shoot ourselves in the foot."

Song Nuannuan nodded.

After the meeting, Song Nuannuan told the manager, "You will work overtime today to come up with the promotion plan for the preferential activities, as before, focusing on local promotion."

"Okay, Mr. Song.", the manager responded.

Song Wenwen smiled at Holly and said, "Hubby, was I too strong just now?"

Holly smiled and said, "The slavish thinking in you has been almost transformed by me."

"Thank you, husband." Song Wenwen said, "I'm going to school tomorrow, so I'll ask you to take care of me at the supermarket."

"Go ahead, don't be distracted by these things." Holly smiled, "I'll just wait and see what happens and follow your ideas.

But to make me angry, I single-handedly challenge Yonghui’s entire supply chain.

By then we will also be a chain supermarket that delivers warmth.

Have a good fight with Yonghui in Jiangcheng. "

(End of this chapter)