Small experience, big wealth

Chapter 2 (1)
1.device password

In September 2007, I traveled to Guangzhou, Shenzhen, and Hainan with my friends. When I came back, my friend said: "You and I will go to the aluminum factory today?" I said: "Okay, what's the matter?"" I want to order a batch of aluminum materials, send the drawings of the molds, and talk to them about the price by the way." I asked curiously: "What special aluminum materials, I have to make the drawings of the molds myself, isn't there any ready-made aluminum materials? ? It will cost an extra 9+ mold fee to make the mold yourself, and your head is squeezed by the door?” My friend said: “You don’t know about it, it’s probably because your head is flooded, and the knowledge in it is great. Yes, most people I don't tell him.

"Business is not easy now, and many Party A do not take Party B seriously, so we have to be careful and keep a hand. If you use standard aluminum, you will suffer when you are serious. For example, Party A is in When you sign the contract, you promise Party B to pay according to the schedule, but when you are halfway through the work, Party A refuses to honor the contract, and then you have nothing to do. If you want to quit, do you dare? Another party B is found, who is your project money going to?
"But I dare to be picky, don't look at my head being squeezed by the door, we are not squeezed, whoever I love, I will pick someone who doesn't give me progress." "Really, what's your trick? Teach me Dude?" "You want to know the secrets? Then I'll tell you a thing or two, here's the trick! You know? The trick is in this custom mold." I said, "Don't keep it secret, show off and show off. It’s your secret!” My friend giggled: “My secret is even more secret than Jay Chou’s "The Untold Secret", so don’t sell it to me. Why do I dare to pick things up? Because my aluminum is not a national standard product. All the aluminum materials are designed by ourselves, and all the molds are also customized by our company at our own expense. Only our company has them. If I give up to Party A, Party A will definitely not buy my account, and I am not his father. , I have been a grandson all these years, and Party A still doesn't think about it: this kid is fat, so I find another grandson to come over and continue my project. As for the project money owed to me, just wait until the year of the monkey, don't count on it .

"However, I am not afraid. The grandson who is new to the construction site will not be able to withdraw in ten days or eight days. Why? Because their aluminum and mine cannot be connected, and the donkey's lip is not right for the horse's mouth. Standard aluminum. In the end, Party A has to come to me obediently, obediently pay me the progress payment, and finally the father has to obediently give me, the grandson, to settle all the balance, because they have to pay for the maintenance in the future Rely on my support." "So you are really his father?" "I dare not say that you are a father, because you are not a grandson anyway. See, although I have lost a lot of custom molds, but the benefits are great , This is called taking advantage of a small loss to gain a big advantage.

This project is not the same as your business. You have money and goods, but we can’t do it. The project money is endlessly padded. When the project is finished, Party A has no money. settle.You can't make any mistakes, a small mistake will bring you a huge loss, and even ruin your success for half your life. ""Your kid's move is insidious enough!" ""I'm not being mean, I'm protecting myself."There are risks in doing business. We must first protect our own capital and then think about making money. This is called harming others and preventing others. "How about it, is my friend's trick enough?
Coincidentally, in April 2008, I encountered a more unique one.

At that time, I was a supplier of Dalian Development Zone Fantai Automobile Co., Ltd., and I purchased an electronic switch for one of their German-made machining centers (a fully automatic lathe).After a lot of effort, I finally managed to buy this electronic switch in a roundabout way. For a small electronic switch, a company in Shanghai offered me more than 3000 yuan, which was ridiculously high.However, the very same switch that was purchased at such a ridiculously high price did not work well after installation.

This is not bad, three switches can be 1 yuan!I found the merchant who supplied me with the product, but they did not admit that the switch had quality problems, and the switch was indeed unusable when it was installed on the equipment. After a delay of some time, a German engineer who came to repair the machining center told the truth. Secret: "Each of our devices has a password for each device. The password of the electronic switch must be consistent with the password on the device. If you don't know the password of the device, the electronic switch cannot be used." It turns out that in order to prevent other countries from cracking the advanced technology , Many advanced equipment in Germany have password protection. You can buy the accessories needed for the equipment, but you cannot buy the password on the equipment. You cannot use it without knowing the password.Moreover, each large-scale equipment is not a secret code, but a secret code for a key part. Each equipment has an ID card and a file. It is recorded who the equipment is sold to. If you want to buy equipment, you must first Report your own identity, report the device number, and then the manufacturer will pre-adjust the password of the accessories sold to you based on these information, so that you can use it smoothly after you buy it.

The equipment used by the company I supplied to is a second-hand product. Where did the foreign party buy the second-hand equipment at that time, what is the serial number of the product, there is no way to check, and the file of the equipment is also missing. Of course, the switch cannot be used!In the end, it was the German engineers who helped solve the problem.Because many things in Germany have such technical protection measures, most of their equipment cannot be repaired by ordinary people. If there is a problem, the manufacturer must send personnel to repair it, so they know every piece of equipment well.When people saw this device, they knew who it was. As soon as the engineer contacted his company, he immediately obtained the secret code. The German engineer adjusted the electronic switch a few times, and the secret code was fixed, and the switch was easy to use up.

You see, the supplier in Germany is also Party B, but not only is Party B not a grandson, he is simply an uncle.The engineers of Party B in Germany are charged by the hour for each maintenance of the equipment, just like the lawyers in the United States, which cost hundreds of dollars an hour, and Party A has to reimburse the uncle for round-trip air tickets and provide accommodation above three stars.Why are people so awesome?Because they have secret codes!You can't copy, clone, or steal. When you encounter problems, you have to find the uncle.

How is it, is my friend a little pale compared to those German uncles?

Look at our country, as soon as a new technology is born, it will overwhelm the world in less than half a year. Why, because you can't protect it!It is true that you have a patent, but the patent is divergent. As soon as the technology is disclosed, imitations will appear immediately. You can crack down on counterfeiting, but how high is the cost of cracking down on counterfeiting?Why don't we think about it and learn it?Why not also use several electronic switches at key parts, and also establish several secret codes?This is much less than the cost of going to court and cracking down on counterfeiting!And you can provide service for this kind of accessories for life, and earn more profits on spare parts!How about it, is it better than my friend whose head was squeezed by the door!This world is like this, there are mountains outside the mountains, and buildings outside the buildings.

Business life is the stage.Didn't they say: 10 minutes on stage, 10 years off stage.What have you practiced in the past 10 years?What you practice is a unique skill that no one else has, and it is your password to be invincible in life.

The mall is the battlefield.What is the most important thing on the battlefield?Mao Zedong once said in "On Protracted War": "The purpose of war is nothing but to protect oneself and destroy the enemy." The same is true for shopping malls. Facing competitors, the most important thing is to protect oneself.

2.Same product with different prices by air from Beijing to Dalian.

I am sitting in row 9, seat B, seat A on the left is a university professor, seat C on the right is a salesperson of a department store in Beijing.The professor went to Dalian for a meeting, and the salesperson organized them to travel to Dalian because the unit rewarded the outstanding employees in the company.When we were sitting there chatting, an unexpected thing aroused the surprise of the salesperson: the salesperson's plane ticket was 330 yuan, the professor's plane ticket was 590 yuan, and my plane ticket was 740 yuan.

The salesperson was baffled by the incident.

In a market economy, money is the medium of commodity exchange, and the law of value determines that the exchange of commodities must be exchanged at equal value. Then we must follow the exchange principle of "everyone is equal before money", otherwise the exchange of commodities will lose the principle of fairness.The salesperson, in particular, felt the most sympathetic to this principle of fairness. Even if her third uncle and second uncle came to buy things, she had to sell them at the price set by the mall, otherwise she would still have to pay for it herself.But why do three people travel from the same place to the same destination and spend different currencies for the same seat?I didn't drink an extra bottle of mineral water because I spent a high price of 740 yuan, and the salesperson didn't eat a bag of peanuts less because I spent 330 yuan.Why are there such huge disparities in ticket prices for the same flight, the same seat, and the same service?

It turns out that a commercial term is involved here - differential pricing.Differential pricing, also known as price discrimination, is to implement different price strategies for different customer groups.

I bought my ticket when I was going back to Beijing before boarding the plane. I didn’t enjoy the preferential treatment. It was the base price of the plane ticket, which was 740 yuan. The professor was going to Dalian for a meeting, and the meeting date had already been confirmed a long time ago, so the professor was half a month in advance. The booked air ticket enjoys a 8% discount, 740 multiplied by 0.8, and the fare is 590 yuan; the salesperson booked the air ticket through a travel agency, and the travel agency enjoys a 4.5% discount, and the fare is 330 yuan.

You see, it's not just that people have the problem of "seeing people order dishes". The big airlines also watch people order dishes, and everyone is not equal when it comes to money.

But there are also unequal causes of inequality.

The salesperson buys the cheapest air ticket.First, because travel agencies are long-term customers of airlines.Secondly, the air tickets of travel agencies are purchased in groups, and the quantity is large.Furthermore, travel agencies have long-term cooperative relationships with various airlines, and these advantages of travel agencies are the conditions for bargaining with airlines.This is the reason why the so-called big shop bullies customers, and big customers bully the shop.After a long-term game, they have reached the current equilibrium price, which is 4.5% off.Since the airlines are not monopolies, the competition makes the individual airlines make huge concessions to the tickets purchased by the travel agencies, and they enjoy the lowest prices.

Professor fare is centered.The professor booked the air tickets in advance, and because it is convenient for the airline to formulate a feasible flight plan and make reasonable arrangements for the flight in advance. When there are many passengers, you can add flights, and when there are few passengers, you can adjust the flight plan. Therefore, the airline Out of encouragement to these passengers, the company has also given reasonable discounted prices to passengers who book tickets in advance.

The air ticket I bought was the basic price of the air ticket, and I didn't enjoy a penny discount.Passengers who buy air tickets temporarily will leave regardless of whether you give them a discount or not. This is the second way.Therefore, no discounts will be given to these people.

Airline companies are an excellent example of the application of the principle of differential pricing.

According to the different seats, the aircraft cabin is divided into first class and economy class, and the prices are different; that is, the prices of the seats in the economy class are different. Changes; the prices of morning flights, evening flights and afternoon flights are also different, and the prices of off-season and peak tourist seasons are even more different, and the prices of holidays and usual prices are even more different...

Differential pricing maximizes airline profits.

What price discrimination, what differential pricing?In the words of our common people, it is to watch people order dishes.The big shop bullies the customers, and the big customers bully the shop.

Business experience:
This is true of flying, but it is true of everything in business.You want others to look at you differently, and you want to sit in the best seat with less money. There is no trick, just like buying a plane ticket, just a few tricks:
Book tickets in advance - for businessmen, it is to make a purchase plan earlier than others and make more accurate forecasts for the market; join a travel agency - for businessmen, that is to enter an organization with advantages , industry, such as joining a chain store, franchising, obtaining exclusive agency status, etc.

Pay a higher price than others to fly first class—for a businessman, you must have more renminbi, stronger ability to pay, and stronger competitiveness.

3.wine secret

In fact, price discrimination exists in every industry in society.

If the application skill of this price strategy is used properly, it will bring a lot of extra profits to the company, and if it is not used properly, it will have a very bad impact on the company's image.

A friend of mine once told me about such a business secret: He ordered three brands of wine from a winery in the south, but in fact they all contained the same thing, but with different brands and different packaging.However, in order to target different consumer groups and earn different profits, he set three prices for these three brands of wine, one at around 25 yuan, one at around 35 yuan, and one at around 100 yuan.And the cost of this kind of wine is actually 15 yuan.But if the price is raised in this way, for high-income groups, he can earn 85 yuan for a bottle of wine; for ordinary consumers, he can earn 20 yuan; for low-income consumers, he can also earn about 10 yuan.

You see, my friend formulates different pricing strategies based on the gap between rich and poor consumers. We earn more from the rich, and earn less from the poor. This is for different income groups. price discrimination.

That day my wife and I went to the mall to choose a refrigerator.In the past, we used single-door refrigerators at home, and the price of a refrigerator was only 2000-3000 yuan. This time we wanted to choose a double-door refrigerator, but we were shocked when we saw the price. A double-door refrigerator The price was as high as more than 2 yuan and it turned a big corner, which surprised me.Think about it, a double-door refrigerator is just wider than a single-door refrigerator. Although there are a few more special functions, the price will not increase to such an extent.The material used to produce a double-door refrigerator must be less than that of two single-door refrigerators, including the production process, and it must be simpler than manufacturing two single-door refrigerators.But the price is not lower than the combined price of two single-door refrigerators, on the contrary, it is higher than the sum of the prices of the two single-door refrigerators, and it is as much as 5 times higher, which is quite eye-popping.

why?

Because generally speaking, single-door refrigerators are a necessity in current households, while double-door refrigerators are sold to the wealthy.Therefore, merchants learned a trick from the comrades of the airlines, making full use of the price discrimination policy and seizing the psychology of the rich to show off their wealth. Producers and sellers use the difference between single-door and double-door refrigerators to sell to ordinary people and The refrigerators of the rich have been differentiated, and the price of double-door refrigerators has been set at sky-high levels.

In fact, there are many producers who have made good use of this strategy.

(End of this chapter)