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Chapter 432 Xu Wen's Opinion

Zheng Yue realized that this was a good topic, and Xu Wen was free now, so he was willing to sit on the sofa and talk to her about this.

So Zheng Yue continued to ask: "Brother Xu, can you tell me specifically what is the difference?"

Xu Wen smiled slightly.

"Let me give you a very simple example. Slender West Lai is a supermarket, right? Then let me ask you, before Slender West Lai became popular, how many people knew about this supermarket?"

Zheng Yue shook her head.

"It seems that not many people know about it, but isn't this normal? Because this is a local supermarket and it doesn't have chains in other cities."

Xu Wen nodded.

"Yes, remember what you said. I will say this last. Let me ask you again, now that Slender West is very popular, can you tell me one feature of this supermarket? Just one will do."

Xu Wen's question stumped Zheng Yue.

She hesitated for a moment and then said, "I heard from others that the things sold in Shouxilai are of very good quality, and the service is also very good?"

Xu Wen said calmly: "Supermarkets' procurement channels are basically the same, because supermarkets themselves don't produce anything, so the high quality of the products is the same for other big brand supermarkets, so it's not an advantage."

"As for the good service you mentioned, we can certainly regard this as an advantage. So the question is, when you go to the supermarket to buy something, are you selling the service or the product?"

Zheng Yue thought for a while and said, "Of course I'm going to buy things, but if the service of this supermarket is very good, then I will definitely come here more often instead of going to other supermarkets."

Xu Wen nodded.

"You are right. The most important thing is that the product itself has to be good. Service is just an added value, right?"

“Added value has two characteristics. One is that it cannot exist alone, otherwise it will become ridiculous.”

"Imagine that you go to a store to buy something, and the items in the store are all of poor quality or expired products. The better the service in this store, the more weird and strange it will feel to you, right?"

Zheng Yue thought about it carefully and it seemed to be true.

If she buys groceries to cook, and the service staff in the supermarket are very nice, but when she gets home she finds that most of the vegetables are rotten, then this enthusiastic service means nothing to her.

"The second characteristic of added value is that it can bring you repeat customers and extra profits, but correspondingly, it also requires additional costs. This is because this value does not exist in the original product and is artificially added."

"For example, in other supermarkets, if you like a certain fruit, you need to pay for it and buy it all, then cut and peel it yourself. But if you buy fruit in Soushi, you don't need to cut it yourself. They will do it for you, and they can also package it for you, and some can even make juice for you."

"These services are undoubtedly additional services, so the question is, are these waiters willing to do this? Or what makes them willing to do this?"

Xu Wen's words are thought-provoking.

People are lazy.

If many things can be completed in one go, most people are unwilling to do unnecessary things.

This is why supermarket salespeople generally don't have a very good attitude, because interacting with customers is not their main responsibility.

Their main responsibilities are replenishment, delivery, checkout, cleaning, etc.

The supermarket manager will not give you a salary increase of a few hundred yuan or promote you to be a team leader or something just because you are helpful.

But Shouxilai did the exact opposite.

They put service first and believe that as long as you serve customers well, even if they don’t buy anything or just want to take advantage, you are a good employee.

But such operating logic goes against business logic!

The purpose of commercial activities is to make money.

If you open a supermarket not for the purpose of making money, then you might as well just open a charity hall instead of a supermarket.
Therefore, putting service first is absolutely inconsistent with the logic of business operations.

You haven’t even bought a mobile phone, can you put the mobile phone film business first?

This is not nonsense.

Then why is Shouxilai still so popular and its daily turnover still so high?
In fact, the reason is very simple, that is, after becoming popular, there is too much traffic and it is too much.

Any supermarket that has the same traffic and popularity as Suzhou Xilai will have good sales.

Zheng Yue thought about it and shook her head.

"No, Brother Xu, I think you are wrong. Pang Xilai became popular because of its good service attitude. It is not because of its popularity that its service attitude becomes good. So I think this wave of traffic is what it deserves, and it is something that other supermarkets cannot learn."

Xu Wen smiled and said, "Do you remember what you said at the beginning? Why is Slender West Lai so popular and so popular, but it is only available in their city?"

“The reason is that it costs money to maintain added value.”

"Their bosses buy cars and houses for their employees, give them annual leave, and give them red envelopes during festivals. These are all costs."

"These costs could have been used to open new chains and expand into other cities, but now they are gone because we have no money."

"Do you think it is a successful supermarket? That depends on how you define it. It's just like the old teahouse downstairs in our community. It has been open for decades. A bowl of tea only costs three yuan. Elderly people can spend three yuan to sit in the old teahouse for an entire afternoon, chatting and playing cards."

"Can you say the old teahouse is unsuccessful? After all, it has been open for decades. But can you compare the old teahouse with other tea houses?"

"Those tea houses not only sell their tea all over the world, but also have annual turnover of several hundred million. Do you think the old teahouses in our community can compare with these big tea houses in terms of influence?"

Xu Wen concluded: "So success and failure depend on how you define it. Companies like Slender West Lai, like many national brands, are too dependent on the brand founder. Once the brand founder passes away, the company is basically over."

"Because when the founder passes away, many old employees may not necessarily obey the management, and it is difficult for them not to take advantage of their seniority. And any reforms or changes that the new successor wants to make may affect the interests of the old employees, and that will be the beginning of the decline of the company."

(End of this chapter)