Small experience, big wealth

Chapter 11 (2)
In addition, when the scale has not yet reached a certain level, blindly expanding one's own business increases management costs, supervision costs, and transportation costs.Let this market be fully managed by the managers you hire, and you will inevitably increase warehouse keepers, accountants, and cashiers. The salaries, accommodation, and meals of these personnel are a lot of money. As a cashier, you have to take care of everything by yourself. At that time, I was still working in the government. It is impossible for my wife to manage two stores at the same time, right?At that time, I didn't think about these things carefully. Now that I think about it, the decision is indeed too reckless.

In fact, for small private companies like us, the best way to expand is not to blindly increase business outlets. Jack Ma, the founder of Alibaba, said: "The strategy of a small company is two words: survive and make money." Then, What is the best way to expand?

The best way is to continuously increase and deepen the business varieties in the original area.The expansion space of the market is unlimited, so for some small-scale private enterprises, it is definitely better to develop in-depth in the same field and in the same area than horizontally. , management costs, supervision costs, and transportation costs will not change much, but with the continuous development of business varieties, the turnover continues to rise, and the risk of expansion is relatively low.

Of course, this is my personal opinion summed up by my many years of doing business, and the words of my family.But after all, it was bought with tuition fees.

Business experience:
When business is going too smoothly, people tend to get hotheaded, and when you are hotheaded, you tend to make wrong judgments and wrong decisions.

Keep calm and sober at all times. When your eyes are only on success and money, it is easy to fall into mud and traps under your feet.So always look at your feet, look for the road, and don't fall into the pit.

twenty two.The cooperation between Song Zuying and Jay Chou Alibaba founder Ma Yun said: "The word 'marketing' emphasizes the pursuit of results as well as the process, both sales and marketing." When our company opened, there was only 22 yuan. Qian Capital opened in a small temporary building of only 5 square meters, and the rent is 30 yuan a year. From this small temporary building of only 1 square meters to the current 1 square meter shopping mall, various things have passed through during the period, such as When fish drink water, they know whether it is warm or not.

When we first lived in the 30-square-meter hut, we always felt the narrowness of the room, and the house was filled with a truckload of things.When we moved to the current big house of 350 square meters, the house suddenly became empty again, feeling that there were too few varieties of goods in the house.

Thousands of products welcome thousands of customers, the more things there are, the more customers there will be.If you want to make more money, then find a way to fill the house.So, we started to dump things in this house, which is going to use our brains.You think, at that time, the most aluminum parts in our house were aluminum parts, so we stroked this line to use our brains:
To process aluminum, you first need a measuring ruler. You need a tape measure, pencil, stylus, and glass pen. After measuring the ruler, you need to cut the material. You need a cutting saw, saw blade, toothless saw, glass knife, and then assemble it. This requires the use of screws. , rivets, screwdrivers, riveting guns, electric drills, glass glue, caulking glue, and finally the installation process, which requires levels, squares, rubber hammers, sealants, sealing strips... Following this idea, we continue to expand Operate varieties until the 350 square meter house is packed like a junk stall. The house of 350 square meters is indeed not big, but it is like a treasure chest. Although the arrangement inside is a bit messy, there is a very scientific internal combination of products to meet people's various needs for house decoration.

This reminds me of one thing.

That day I watched Song Zuying hold a solo concert in the Bird's Nest on TV, and I saw Song Zuying and Jay Chou, who had a very different style, singing "Thousands of Miles Away" together.My wife even asked me: "Why is Jay Chou so popular? Fei Yuqing will be with him for a while and Song Zuying will be with him for a while." At that time, my wife's words did not attract my attention. I am writing here today, and I suddenly combined this article with The question my wife asked me was connected, and the answer to this question came out.

In fact, whether Jay Chou and Song Zuying or Fei Yuqing is a partner, it is the same reason to combine and sell various products in our store, because they want to occupy a larger market share through combination.

Most of Song Zuying's "cherry blossoms" are middle-aged and elderly men and women, while Jay Chou's "super fans" are mostly young men and women.Most of them are young men and women in school. The combination of the two immediately includes young, middle-aged, and elderly audiences. Tickets are sure to sell well.

When Jay Chou released the album "Still Fantasy", people were surprised to have his younger brother Fei Yuqing sing a duet. The first wave of the title song turned out to be "Thousands of Miles Away". A very strong contrast, creating a strong contrast.In fact, before the cooperation, Fei Yuqing and Jay Chou did not have any musical exchanges, Jay Chou approached Fei Yuqing through his boss Yang Junrong.

Jay Chou, who is full of confidence in the creativity of this cooperation, said: "Brother Fei Yuqing sang Chinese-style songs very nicely! I think this is the best collaboration I have ever had! Our voice matching has a 'contrast' effect! Last year when I was writing "Fat Ruxue", I thought about looking for my brother to cooperate in the future, but I didn't know what channel to use. Later, I thought that our general manager Yang Junrong is also a person who has been in the entertainment industry for a long time, so I asked him for help. Really It is a great honor to invite my brother to cooperate!" Mr. Yang also thinks that the cooperation between the two is very good, saying that it is really a combination of two classics, and he also feels that this is a kind of musical inheritance.And the younger brother is also very happy to express this cooperation: "Jay Chou is a talented musician, and I am also looking forward to what kind of sparks will be collided in music when I cooperate with him! Especially after these few close contacts, I feel that he If you can sing, write, and direct, you are very general!" In fact, these rhetoric did not reveal the real purpose of their cooperation. Disc sales.Young boys and girls like Jay Chou, and middle-aged women and women's husbands like Fei Yuqing, so the two appeared together on the same album, and the audience of the album doubled at once, and the sales volume naturally increased.

When I was watching "Mythology", I still yelled: "It's so fucking stupid. There are so many actors in mainland China, and they also recruited two oversized men from Hong Kong and Kim Hee-sun, an artificial beauty from Korea, and even exaggeratedly recruited a gypsy actor. The Indian girl Monica..." Now when I write this, I suddenly realized that this is the need of the market operation, no matter how famous Shao Bing is in the mainland, no matter how popular Jackie Chan and Liang Jiahui are in China, How many Koreans know them?Does anyone in India know about them?However, Jackie Chan and Tony Leung Ka Fai were used in "Mythology", which has a selling point in Hong Kong, Macau and even Southeast Asia; Kim Hee Sun has a selling point in South Korea, and the Indian girl Monica is used, and the movie has a selling point in India.

Whether it’s the Bird’s Nest concert, Jay Chou’s CD, or Mythology, they are art, but they are also commodities.If it is a commodity, we must find a way to sell them to more audiences and earn more money.

Interlacing is not separated by mountains, the reason is the same.It is very interesting and we are honored to compare and discuss our aluminum alloy with Song Zuying, Jay Chou and Fei Yuqing.

Business experience:
Commodity sales is actually a skill of commodity combination. Scientifically and reasonably combining and mixing the commodities you manage can greatly increase the sales of commodities.

A scientific and reasonable product mix can not only increase sales, but also greatly meet the needs of consumers and improve consumer satisfaction.Kill two birds with one stone.

23. A park without chairs On a sunny summer day, which coincided with a beautiful Sunday, my wife and I went for a walk by the seaside in Tiger Beach.

The green hills and green trees are reflected in the calm sea, and the sculptures of tigers stand beside the hills, which are lifelike.There are many tourists, and the tour guide holds a small flag in his hand and leads a group of tourists in red and green with a southern accent and a northern accent, walking through the crowd.At this time we were a little tired from walking, I bought two bottles of water and walked out of the crowd holding my wife's hand, looking for a secluded place to take a nap.After walking around for a while, I couldn't find a single chair in the huge square.When I looked up, I suddenly found a coffee shop not far away. I said, "Let's sit in the coffee shop for a while." We chose a table by the window, ordered two cups of coffee, and chatted while watching the scenery outside the window.

Suddenly I burst out laughing.The wife said: "What happy thing did you think of?" I said: "Why do you think there is no chair in such a big square?" The wife said: "I don't know." "I tell you, have you seen this coffee shop?" They opened the park themselves. If they have prepared enough chairs for you in the square, who would enter their coffee shop? They are creating opportunities for themselves, letting you enter the house to rest and let you drink their coffee Coffee." My wife nodded convincingly: "That's the thing." That's the way of doing business, you need to find ways to create consumption opportunities for consumers, and supply can stimulate demand.

Now life is better, and people pay great attention to the quality of life.Take room decoration as an example. Who paid attention to environmental protection in the past?I don’t understand formaldehyde and xylene at all. Now that it’s gone, many people who come to buy decoration materials ask, “Is this paint environmentally friendly?
Is your density board formaldehyde up to standard? "In fact, every word of consumers contains business opportunities.

Don’t you want environmentally friendly paint, so I bought water-based paint from Shandong Luyuan, using water as the solvent, it only takes 10 minutes to dry the surface, the paint film is thicker, the hand feels good, and all indicators are better than traditional oil-based paint, which is more important The best thing is that it does not contain any pollution.

Aren't you worried about formaldehyde exceeding the standard in MDF?We specially purchased density boards with up to the standard formaldehyde content. Although the price is high, it can satisfy customers of different levels.The levels of customers are different. Some people regard price as the most important factor, some regard quality as the most important element, and some regard environmental protection and their own lives as the most important element.Therefore, you have to divide your products into different levels to meet the needs of customers at different levels.

And even so, some people are still worried. After the decoration of the room is finished, they are still trembling, and they keep calling you for consultation: "Old Du, don't you study environmental protection? Look at my house, why is there still smell? What? Can the time live?" So I prepared formaldehyde and xylene testing equipment for them, and anyone who is worried can test it. This is another business, and it is a good business.First of all, this is a job done by a learned person, which seems to be worth a lot; second, this job is easy, and the competition for this job is not fierce; finally, this job is relatively profitable.

Like a square without chairs, so visitors are led into their own café.The same is true for business, you have to find a way to lead consumers to your store, let them take the initiative to sit on your "chair" and consume your "coffee".

Business experience:
Demand stimulates supply, and supply stimulates consumption.You have to make full use of this economic principle to create consumption opportunities for consumers.

Now is the era of information explosion, the most important thing is to attract the attention of consumers to you by means of information.

(End of this chapter)