Return To 1990

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Lu Feng saw that Sean hadn't spoken yet, but his two subordinates spoke first. Did he invite an ancestor back?

"This is an office space. Of course we have to meet here. Mr. Sean, you are here to work, not to enjoy, right?" Lu Feng said somewhat gloomily.

Before Li Xiaosi could finish the translation, another yellow-haired man next to him looked at Lu Feng with disdain. He felt that the Asian man in front of him looked about the same age as him. He probably had money in his family but little in his stomach, so he said: "Xiao Who is Mr. En? He is a business mentor throughout Europe. Do you know what it means to respect people?"

The atmosphere at the scene was a bit stiff. The people following Lu Feng were all middle-level managers of the company. They had never encountered such a situation before, and they didn't know what to do for a while.

Lu Feng said to Li Xiaosi: "Ask him if he can do this job, he can't do it!"

After Li Xiaosi finished speaking, Sean looked like he was just waking up from a dream. He looked at Lu Feng and smiled and said, "I'm sorry, the language barrier is really inconvenient. My two assistants just said something wrong. As a young man, I hope you won’t mind it too much, but I still hope that Mr. Lu will find a better place in the future.”

"Of course there's no problem with a better place. The question is whether it's worth it to you. Let's have a meeting first. I just got off the plane today and I'm very tired now. Let's talk about the market situation here and your plan." Lu Feng pulled out a chair and sat down. down.

Sean waved his hand towards Huang Mao next to him. Huang Mao took out a folder, stared at Lu Feng and said, "This is the British home appliance market survey report we did and the market plan we made together with Jiafeng Electronics."

"go on!"

"Now the main home appliance brands in the UK market are Siemens, Beko and Haile. Siemens has a market share of 45%. It is definitely the market leader. Giants like Siemens have great advantages in brand recognition and Market share, product quality, sales channels and other dimensions are all Jiafeng Electronics cannot shake."

"There are only two companies left, Beko and Haile. Beko's product quality is inferior to Siemens' technical content. Their main sales are not hardware, but TV content providers. They currently have two wireless media companies , providing paid content services.”

"Haile Electronics' main business is the production of low-end accessories, auto parts, construction and other industries. The home appliances it mainly sells are low-end products with low profits. Last year's financial report showed that Haile Home Appliances only had a net profit of Nine percent, far lower than the industry. If Jiafeng Electronics wants to compete with Haile in terms of low prices, we think there is no chance at all. The high tariffs will become barriers, and the sales channel costs will add up, making it impossible to compete. "

"These three companies account for 87% of the entire UK market, with the remaining 13% dominated by foreign capital."

Since the birth of the European Union, internal tariff barriers among European countries have disappeared, opening up the flow of products between countries. On the contrary, tariffs have been raised on companies from Fuso and the United States, resulting in a continuous decline in the market share of the two countries in the past two years. This has This is also the original intention of the establishment of the European Union.

Each of the three companies has its own merits. One has the hard power of products, the other has the soft power of exclusive content, and the other competes for the market at low prices, leaving no room for others to survive.

Even if local companies and policies do not deliberately suppress Jiafeng Electronics, it is simply a fantasy to survive. No matter how low the price is, the price will immediately go up with tariffs.

After Sean had a brief understanding of the market, he also read a lot of information about Jiafeng Electronics. When he first saw this document, he even told his staff to just write that you are not welcome in Europe.

But he can't do this. Money still has to be earned, and he has to find a way to delay it as long as possible. Anyway, it will be in vain in the end. He just needs to make money.

"Based on the different policies of these three companies, we came up with two sets of plans for Jiafeng Electronics. Low price is definitely not feasible, and Wireless Media's license is difficult to obtain, and the content provider is an exclusive monopoly, so we We can only benchmark against Siemens, mainly focusing on the price space between Siemens and Beko, which is where both parties are relatively weak.”

"Siemens takes TVs as an example. The comprehensive price is 876 pounds. The comprehensive price of Beko's TVs is 627 pounds. Haile's TVs are only less than 400 pounds."

"Based on the data you provided, the cost price of Jiafeng Electronics' three TV sets after passing customs is 304 pounds, which is lower than the price of any other company. However, this includes dealers and sales channels. In terms of cost, advertising expenditure, etc., we estimated a price of six hundred and twenty pounds, which just overlaps with the price of Beko's products."

"However, Jiafeng Electronics' three products are better in quality and size than Beko, so we believe that the comprehensive terminal retail price of the three products will be set at 736 pounds, mainly to attack the price weakness between the two companies. Department, this is a plan.”

Lu Feng has been listening. Their market report is very good. He has to admit that no money is wasted. This is the business boss's control of the overall market.

"I have a question. You just said that our comprehensive landing price is three hundred and four pounds. The final estimated terminal cost price in the market is more than six hundred?" Lu Feng frowned and said, "This price has gone up. Double that."

"That's right, our estimate is based on the comprehensive cost method. The hard profit of dealers and home appliance dealers is 20%, followed by sales channels. Now the largest electrical appliances city in the UK is Fingani. , Carrefour, their approval threshold is 30% profit, as well as goods storage, turnover cycle, goods transportation, employee costs, these add up to about 25%, and the remaining 25% It's advertising, celebrity platforms, appropriate price reduction promotions, losses, etc." Sean stared at Lu Feng and replied.

"The threshold for joining these electrical appliance cities is so expensive, 30%? Aren't the profit margins of retail single products very low? Are Siemens products also priced at this price?" Lu Feng said dissatisfied.

"No! The threshold for Siemens to enter these two companies is less than 10% of the terminal profit. After all, they are a big brand, and we are a foreign brand. We rely on their channels for sales, and when signing the contract, we are expected to pay a fee A deposit of tens of millions of pounds." The tall-nosed man next to him stared at Lu Feng and said, "These are the basic business rules in the industry, don't you understand?"

"Ten million pounds? That's equivalent to more than 100 million yuan? I've suddenly turned my light asset into a heavy asset? This plan is unacceptable." Lu Feng's face looked very ugly, good guy, so After all, I have to invest several hundred million first. I don’t know if I can make money, but I have to spend it first.

Sean looked a little ugly when he saw that Lu Feng did not accept this plan. In his opinion, this should be the safest plan. As long as it advances steadily, it is really possible for Jiafeng Electronics to gain a foothold in the European market in the next three to five years. As long as Find a living space and trade time for the market, and a daughter-in-law can always survive and become a mother-in-law.

Huang Mao next to him was a little unhappy and said, "Do you know anything about business?"

"Do you know what it means to be a poor family?" Lu Feng scolded him: "I came from a poor third world country to a developed country to throw away money. Is there something wrong with me? You can't just study the market and competitors. , we should also consider Jiafeng’s actual situation when making plans.”

"Then what you mean is that we create a project with no costs and only profits?" Huang Mao sneered disdainfully: "Are you kidding me? Do you understand the basic rules of business?"

"Do you understand Jiafeng?" Lu Feng frowned and asked, "What is the next plan?"

Sean was so angry that he didn't want to speak anymore. He kept waving his hands towards Li Xiaosi to tell her to stop translating. He didn't want to listen.

Generally speaking, there will be two such plans, one main plan and one sub-plan, and the sub-plan is just nonsense to make up for it, so that the other party feels that the money is not wasted.

"The other option is the high-end route. To put it simply, it is to exceed Siemens' pricing and market at high prices. I won't go into details. You can see for yourself." Huang Mao handed over the copy impatiently and leaned on the chair. not talking.

Lu Feng looked at it twice and closed the folder and said: "Both options are not feasible. As for you, you mainly need to do a good job in the local market research report. You don't need to do other things. I can also see that, relying on your solution to make money I will never make money in this life.”

This sentence directly angered Sean. As a person who has been in the European business world for most of his life, a young boy dared to say such a thing in front of him?

Huang Mao and Big Nose were unhappy for a moment. They stared at Lu Feng and yelled: "Do you know what you are talking about? Do you know who is sitting in front of you? He once did international market planning for Siemens and Philips. Product line planning, global chief planning consultant of Volkswagen Group, known as the boning knife of the European business community!"

Lu Feng rolled his eyes when he heard this. You told him about the front door building, and he told you about the crotch axis. He said, "You said he is the European business world's boning knife, then I am the Eastern business world's machete. No need." What plan have you made? I will do it myself and do a good job in collecting relevant information, market intelligence, and interpersonal relationships. I am very tired now. This plan is not without value. It enters the market as a third-world country enterprise. The negative teaching materials from developed countries are very meaningful.”

Lu Feng's words simply added fuel to the fire. Huang Mao couldn't bear it anymore. He slapped the table with his hand and shouted: "This is the best plan and the most executable plan. Let me tell you, according to this As long as the plan is implemented, this enterprise still has a glimmer of hope. If you mess around, you will definitely be dead."

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