The Pioneer of the Rebirth Era

"What do you think about the future of Jingdong and Dibao?" Hu Dashan drank a glass of beer, and then loosened his belt with a full stomach.

It is easy for people to gain weight in middle age, and Hu Dashan is no exception, especially when all kinds of drinking parties are constantly going on, it is impossible to lose weight.

But fortunately, Hu Dashan pays great attention to health preservation. Now his blood pressure is a little high, accounting for one of the three highs, and there are no other major problems in his body. This is directly related to his liking for swimming.

After all, compared to other big bosses, I can't control my favorite food, and I don't like sports. Hu Dashan has a relatively good amount of exercise.

"Why do you think of asking this question?" Yang Dongxu couldn't help asking.

"I just saw the development of these two companies and thought of when Millennium Supermarket was first established.

At that time, we also chose one of two routes, one was a boutique route similar to Jingdong, and the other was a route similar to Treasure, which meant that there were more cheap products to attract customers first and then it was over.

And after the Millennium Supermarket became famous, the mode of digging treasures gradually moved closer to JD.com.

Therefore, the future development routes of these two companies are actually somewhat similar to those of Millennium Supermarket.

In the past two years, the development of Millennium Supermarket has been brilliant on the surface, but in fact it has encountered a bottleneck. Although we continue to open branches, and even open branches to neighboring countries, our performance is growing every year.

But the Millennium Supermarket gave me the feeling that it is obviously very profitable, but there is always a feeling of being restrained against the ceiling and unable to perform. Do you understand? "

"The only reason to make money is because of the increase in size, but the upper limit is no longer growing, right? Although the brands of the products in the supermarket are constantly changing, the essence of the products is the same.

The management of the supermarket, the equipment of the supermarket, and even the layout of the supermarket are all exactly the same. I always feel that there is still a realm above, but I just can't improve it. "Yang Dongxu said with a smile.

Hu Dashan was stunned for a moment, and then gave him a thumbs up with admiration, "It's a good thing that the big boss summed it up well."

After he liked it, he looked at Yang Dongxu with hope in his eyes. Since the big boss knows these problems, there is obviously a solution.

To be honest, this problem has troubled him for a long time, and he has figured out what the problem is, but he is at a loss as to how to solve it.

Because not only in China, but also in the whole world, the operating mode of supermarkets seems to be like this, and it has become unchanged.

However, the existing Millennium Supermarket can be said to have achieved the ultimate, and more and more companies have become multinational companies, but they are at a loss for the future of the company.

"You can first improve the brand by referring to Yintai's business model." Yang Dongxu said.

Hu Danshan pondered for a moment, and frowned slightly, "I have thought about this method, and even conducted a few trials, but the effect is not very good. Not only did the business not improve, but it deteriorated."

"How did you refer to Yintai's changes?"

"Improve the quality of products and increase the price at the same time, giving buyers a very high-end and face-saving feeling. For example, the shopping mall is divided into two floors, the upper floor is the boutique area, and the downstairs is the general area." Hu Dashan said.

"Then what?"

"Then the business was quite good when it was first launched, but it didn't take long for the sales of goods in the common area downstairs to start to go bad."

"Do you know why?" Yang Dongxu asked.

"Investigated, it's because of the face." Hu Dashan said, taking a mouthful of meat skewers, and said a little bit dumbfounded: "Everyone knows that it is very face-saving to buy things in the boutique area upstairs.

But the price of this face is that you need to spend more money, but not everyone is so rich.

In this way, when you enter the Millennium Supermarket, you only visit the common area downstairs and not the boutique area upstairs, even if other people don’t care about you at all, but you yourself feel awkward and shameless.

But you went to the boutique area upstairs and bought a few things for the sake of face, but your pocket didn't allow you to do so. So people simply don't even enter the first floor of the supermarket, so as not to be upset, go directly to other supermarkets to buy things. "

Many times things are so wonderful, a person can be willing to eat instant noodles to buy luxury goods for the sake of face, or avoid luxury goods because of face and don't even want to get close.

"So what you need to change now is to make consumers feel honorable to spend in Millennium Supermarket, and at the same time, their own pockets support him to do so."

"This is a bit difficult." Hu Dashan frowned.

"It's because it's difficult, so we do this, because difficulty is the best industry barrier. If you make it, you can enjoy the result for a long time, and others can only look at you and drool."

Yang Dongxu opened his mouth and said, seeing that Hu Dashan still frowned and continued.

"Using money to save face is indeed the fastest and most effective method, and it has been tried and tested in the luxury goods industry. But we run a supermarket, you can't turn eggs into luxury goods, can you?

So the price can change, but not too much. You need to start with software, for example, to further enhance the brand value of Millennium Supermarket.

Let people know that this person has just finished visiting the Millennium Supermarket, or feels that shopping in the Millennium Supermarket is a very face-saving thing.

It's as if someone wants to go out to play, go to the movies, travel to a place where the budget allows but does not have a safe hotel, the first thing that comes to mind is to go to Hurricane Square.

At the same time, you can also deepen some details. For example, the pork sold by Millennium is Jiankang pork that has completely passed the epidemic prevention standard, which can be eaten with confidence, and the beef sold is real beef, definitely not synthetic beef, etc. "

"The pork we sell has passed the epidemic prevention standards. If it doesn't pass, I dare to let it go on the counter. As for the beef is fake or synthetic, it is even more impossible. Our quality control is the strictest in the entire industry. How could it be shoddy."

"The age of adults has changed. It is no longer the era when the smell of wine is not afraid of deep alleys. Now it is the time when the smell of wine is also afraid of deep alleys. Do you still remember how the brand of Millennium Supermarket came about?"

"The previous tainted milk powder incident, coupled with our independent quality inspection system, has made many consumers trust the products on our shelves.

This is also the reason why we can still sit firmly on Diaoyutai when the competition in the retail market is so fierce and Carrefour and Wal-Mart are so aggressive. "

Hu Dashan immediately said without hesitation, as the boss, he is very clear about his biggest support and core, and he has always insisted on this core unshakably, which is the foundation of the survival of Millennium Supermarket.

"Aren't you very clear about this, why don't you continue to use it?" Yang Dongxu asked with a smile.

"what do you mean?"

"How long has it been since Millennium Supermarket advertised that the top products of its own merchants will conduct independent self-inspection and absolutely meet the national standards without discount?

You have been insisting on this, but except for those who have experienced the poisoned milk powder incident before. Today's consumers only know that the products of Millennium Supermarket are of good quality, but they have no impression of how good they are.

So what you have to do now is to deepen consumers' impression of this aspect. For example, synthetic beef is not only sold in supermarkets, but even some western restaurants are shoddy.

You have to let consumers understand that it is fake beef that may be bought at the same price in other places, but the beef in Millennium Supermarket must be real. This concept must be established in the hearts of consumers. "

"This is a bit offending." Hu Dashan rubbed his chin.

If you want to make consumers have a deep impression, you need to make a comparison.

And those who sell fake beef are the best negative teaching materials. They must be paraded in the streets to show the public, so as to set off the authenticity of the beef in the Millennium Supermarket. This is indeed an offending job.

And it will offend many people, after all, synthetic beef has formed an industrial chain now. If you open a western restaurant in a city and use synthetic beef to save costs, you can easily find suppliers, which shows how huge the industrial chain is.

Of course, at the end of the day, Hu Dashan wouldn't be afraid of the opponent if he really made a move. After all, he was on the side of justice.

I am righteous, and have absolute power to protect justice. This is basically invincible and can be touched casually.

I really can't bear it, isn't there still a great god standing behind me?

"It's naturally not good to offend directly. Although these sneaky things look annoying, but we are not a law enforcement agency, so there is no reason to do it for us.

So you can make a detour. For example, when someone buys beef from our house, they find that our beef is more expensive. The waiter and customer selling meat at the counter explain why our beef is so expensive.

What is the difference between real beef, synthetic beef, and fake beef? How to identify and prevent being cheated?

When consumers know how to distinguish between real and fake beef, they can go to our butcher counter to see if it is real, and go to other places to see that it is fake. Isn’t there a comparison that will deepen their impression? "

"That's good, that's good. I'm just proving that my beef is real, but I didn't mention your beef by name." Hu Dashan happily patted the table, instantly arousing displeasure from the guests on both sides of the table .

He hurriedly cupped his fists and bowed to apologize, he forgot the occasion in the moment of excitement.

"Just to give you an example, and you can grasp the rest by yourself."

"One example is enough. I was still confused before, but now I have a goal to work hard for." Hu Dashan raised his wine glass and touched one with Yang Dongxu.

Then he asked with a half-joke with a smile, "You also think quality is very important, so do you prefer Jingdong between Jingdong and Dibao?"

"No, no, no, in terms of prospects and profitability alone, I will stand out in the next 5 to 10 years. If only in terms of word-of-mouth and foundation, I will be Jingdong. But these two are not the current version of the answer. Not the final answer."

"Version answer?" Hu Dashan was stunned for a moment, unable to understand the meaning of the word.

"I'll tell you when the time comes. Now let's figure out the quality comparison and deepen and improve the brand image. It will be enough for you to be busy for several years."

Quality control is something that must be done after occupying market share. Otherwise, how did Ali's Tmall come about?

But sometimes what I have to say is that if you don't look at quality and only fight on price, it is definitely a magic weapon to conquer Chinese consumers.

For example, after digging out treasures, it is getting worse and worse, which has a lot to do with Pin Xixi who doesn't look at the quality but only the price.

Of course, Treasure was able to snatch so much market share so quickly, and push Ma Fengyun to the throne of the richest man, using price wars.

Is it cheaper to buy things on Taobao, why go to a physical store to buy them?

Relaxing the quality control and only focusing on the price made it possible to pay for the treasure, and then the treasure was overwhelmed by the price butcher. The things in the world are so wonderful.