Chapter 237 Supermarket Data Research and Plastic Bag Business Opportunities
Liu Huayu then said: "Thank you Yang Sheng, do you want to come with us?"
"I'll forget it." Yang Wendong waved his hand and said : "If I go, everyone will feel uncomfortable eating, so you shouldn't go."
"Okay." Liu Huayu nodded and said.
Whether it is in the United States, Europe or Asia, the relationship between employees and their bosses is always a little uncomfortable. This is also normal. He has also been promoted step by step from an ordinary employee.
"When will Li's TV station broadcast our news?" Yang Wendong asked again.
This time he specially invited Li's TV station to have an exposure on the screen.
The main reason is that supermarkets are a new thing. No matter how much you brag about it in newspapers or on the radio, it will not be as effective as broadcasting it directly on TV.
"It will be around 9:15." Liu Huayu raised his hand and glanced at his watch and said, "It's about 10 minutes away."
"Yes, okay." Yang Wendong nodded and said : "Wait a minute then. Go talk to the staff and come back later to see how Li's plays."
In shopping malls of this era, the main business is still during the day and evening, and there are relatively few people at night.
Mainly because there is no mobile communication, and even Central is not that safe at night, so most shopping malls targeting ordinary people close at 8-9 o'clock.
Except for high-end clubs, the players in these places all have cars and subordinates, so naturally they don’t worry about safety, and it is normal to play until midnight.
"Okay." Liu Huayu agreed and left, and came back after a while.
He then said: "Yang Sheng, I will also tell Qin Sheng this number. The Hong Kong China Daily and several other newspapers will also report this matter tomorrow morning."
"Well, okay." Yang Wendong nodded and said, "It's good to promote it some more."
...
The time soon came to 9:15, the news anchor of Li's TV station said : "Today, the Cheung Hing Shopping Mall on Des Voeux Road, Hong Kong Island opened, and many business tycoons in Hong Kong also went to participate in the ribbon-cutting...
Shopping Mall Inside, a new type of store called Carrefour Supermarket has been opened. This is a new retail model from Europe and the United States. The shopping experience is very good.
The products inside Carrefour Supermarket are all placed directly. On the shelves, anyone can choose and take whatever they want, which is very convenient.”
Another host asked: "Sister Yun, what should I do if no one tells me the price of something?"
Sister Yun said with a smile: "Don't worry, all the products in Carrefour supermarket are above There are price tags, so you don’t need to ask anyone to know the price.”
“Really.” The host next to me said in surprise: “Then I don’t need to keep asking about the price? Okay, when I’m shopping, I hate asking the price all the time.”
“Yeah, it’s annoying to the store if I ask too many questions, and I feel embarrassed if I don’t buy.” Sister Yun also laughed. : "Then let's take a look. The reporter from the front is interviewing Carrefour Supermarket today."
The TV screen soon changed to a scene in the mall during the day. The first scene was that there were many people at the entrance of the supermarket talking to each other. Walking inside, there were many people sifting through the products on the shelves, and many people checking out at the cashier.
"What do you think of the shooting?" Yang Wendong asked casually.
Liu Huayu thought for a while and said: "Based on my experience of watching TV in the United States, the filming is indeed not very good, but it does show the situation of too many people.
And in the end The most attractive place should be the home appliances area. As far as I know, these home appliances are very attractive to many middle-class families, but the TV crew just glanced at them."
"Well. , there are many shortcomings, and there is nothing we can do about it." Yang Wendong nodded and said: "This is the only TV station in Hong Kong, and we have no choice."
Liu Huayu added: "The main reason is that we don't have time tonight. When it comes to broadcasting, I can only send one person to Li’s TV station, and he doesn’t know TV stations very well.”
Yang Wendong shook his head and said: "It's useless to understand. Li's side doesn't have outsiders to guide them. They can only let them do it themselves. We can only give some advice, which is not necessarily professional."
In the non-digital era, there is no way to know the content of the shoot immediately after shooting, so you can only shoot for a while and then edit after going back.
In addition, the cost of film is extremely high, and cameras are also very expensive, so we will be more cautious when shooting.
“It may be because there is no competition that the level of their photographers is not high.” Liu Huayu guessed: “If there is no competition in any industry, it will be useless.”
“Yes. Ah." Yang Wendong nodded.
TVB in its previous life began to decline in the 21st century, which is partly related to the lack of competition with Hong Kong.
Of course, the more important problems include the disappearance of the market and the internal talent gap.
Liu Huayu asked again: "This exclusive interview news has cost 8,000 yuan. Do we still need to continue advertising?"
"Add it appropriately. The visual advertising effect of TV is The best." Yang Wendong thought for a while and said.
Newspapers and radio stations are suitable for direct advertising. In other words, users already know what the product is, and then tell them where to buy better products through simple text or a sentence. That's it.
But for new things, this method is inefficient. Even for your own radio stations and newspapers, if you spend a lot of words or language to introduce it, customers may just pass it by.
"Okay." Liu Huayu said.
Yang Wendong added: "In addition, you can cooperate with Changxing Real Estate's theater chain on Hong Kong Island, buy advertising space from them, and put up pictures to promote it."
As early as the 1960s, Changxing Properties Real estate companies began to acquire theater land to build their own theaters or directly purchase them. In the past two years, they have been acquired and listed under Changxing Real Estate. Now, there are 20 theaters.
However, most of them are in Kowloon and only 8 are on Hong Kong Island.
"Theatrical chains? I understand." Liu Huayu nodded and said, "The theater chains in the United States also have this kind of advertisement."
"Well, okay." Yang Wendong said: "Today's high sales volume is Discounts plus the results of previous publicity will require normal operations later.
You still have to invest in advertising, and you have to figure out the specific plan yourself. Check it out, and the other thing is to build other supermarkets. Our advertising investment can target all supermarkets. It would be a big loss if there is only one supermarket, and it may even have counter-effects.”
Once the advertisement is put out, then It is aimed at the whole of Hong Kong, or some people all over Hong Kong, but only Hong Kong Central has such a business, which is a big loss.
"Okay, I plan to open two more properties at the beginning of next year." Liu Huayu said: "Changxing Real Estate has purchased the properties and is renovating them.
It just so happens that I will spend another three months training relevant personnel, and the time is just right. "
"Okay, you don't have to worry about the funds for expansion. Yang Wendong added: "However, a single store must achieve profitability as soon as possible and find out the best operation and management method." ”
During the period of rapid expansion, the overall situation will definitely be a loss, but each single store is another matter.
As for profits, supermarkets are actually not as good as real estate companies, and Yang Wendong is not far behind. Only when the profits of a supermarket are profitable can it prove that a business model is correct, and then we can use this model to expand and even continue to optimize to minimize costs.
In this way, when other consortiums find out that this new industry is profitable, they will have to face pioneers that have their own properties and cost control capabilities before entering the market. Even if Jardine Matheson enters the market, Yang Wendong will not be afraid.
Liu Huayu said: "Don't worry, Yang Sheng, I will sort out a business model suitable for Carrefour based on the Hong Kong local market and Wal-Mart's operating model as soon as possible."
"Well, good." Yang Wendong glanced at the TV station again.
At this moment, the news has been changed to other content.
“I wonder if we can promote the emergence of TVB in advance?” Yang Wendong thought thoughtfully.
If I could get a TV station one or two years earlier, it would really be even more powerful for my career.
……
Admiralty, Hong Kong, in a residential complex:
A family of five is watching TV.
“This supermarket looks really good.” A woman said: “We are going to Central tomorrow, why not take a look here?”
"Okay." The man lying half-lying next to him said, "I just want to buy a refrigerator. I looked at several before and it was not easy to compare. Now this supermarket puts many refrigerators together, which is really convenient."
"Maybe it can be cheaper." The woman said with a smile: "The TV station said that this supermarket is cheaper!"
"Maybe, we will find out if we go and take a look tomorrow." The man Then he said: "When I looked at the refrigerators in the mall before, I always noted the price..."
"Yeah!"
...
Early the next morning, the sky was bright:
Outside a newsstand in Central, a man came over and said: "Boss, please give me a Mingpao."
"Okay." The boss Handed over a newspaper, the man looked at the title and asked in surprise: "A supermarket sells 350,000 yuan a day? This What is a supermarket? "
The newsstand owner said with a smile: "I have never been there, but I have heard that it is similar to a large department store, but better. You can know the price without asking anyone. Just buy whatever you want?”
“How is this possible?” The man couldn’t understand.
"Didn't you watch TV yesterday?" the newsstand owner said again: "Forget it, it's a bit unclear. Just read what the newspaper says. If it doesn't work, just go to Des Voeux Road and take a look."
"De Voeux Road? Okay." After the man agreed, he asked: "It's 350,000 a day for opening, but not 100 million a year?"
"It seems true to your math teacher. Awesome? "The newsstand owner has Some people said speechlessly: "It must be the effect of large-scale publicity on the first day. How can it be so strong later?"
"That's right." The man took out the money from his pocket and said, "Then I Go and read the newspaper yourself."
"Well," the newsstand owner smiled and took the cash and said, "You can go there and take a look, it may be much better than what the newspaper said."
"Okay." After the man agreed, he came to the side and read the newspaper. After a while, I finally understood: "So this is a business model like this? It's really novel. I have to go check it out after get off work today."
……< br>
After a while, the sun rose high, and many office workers also bought newspapers one after another. When they saw the astonishing daily sales of 350,000 Hong Kong dollars, everyone was surprised. Such a high amount is only one day's sales. .
Many people have also made up their minds to take a look no matter what, after get off work in the evening.
...
In the morning, Yang Wendong came to Carrefour again.
As for Changxing Shopping Mall, he actually doesn’t care much. In shopping malls in Hong Kong, as long as the location is good, you basically don’t have to worry about being able to rent it out. Although there are some management requirements, they are not very high.
Carrefour is one of the cores of its future industries, even more important than real estate and shipping.
Even if shipping still has scale after the 1980s, its influence is far less than before. Real estate may make more money, but it is only money and nothing else.
The upper limit of supermarkets is higher. When the number of terminals is large enough in the future, the tilt in procurement can even affect the fate of a small country.
"Yang Sheng." When Liu Huayu learned that the boss was coming, he naturally came to the door to greet him.
Yang Wendong nodded and said: "Look at the flow of people at the door. Although it is not as good as yesterday, it is still good."
Liu Huayu said with a smile: "Yes, last night's TV, The effect of the radio station and the publicity in several newspapers today will definitely last for a while."
"Well, continue the publicity and use the internal resources as much as possible," Yang Wendong said.
"Okay, Yang Sheng." Liu Huayu agreed.
With its own internal media channels, it is indeed much easier to promote the supermarket, which is much better than when it was in Wal-Mart before.
Although brother companies also need to settle accounts, you can choose from various high-quality locations. The only pity is that you can't just go on TV to promote it, and the TV penetration rate in Hong Kong is still very low.
A few people came to the interior of Carrefour again, and Yang Wendong asked again: "Lao Liu, have any supermarkets in the United States conducted research on the optimal placement of products?"
"Most "The best location?" Liu Huayu was a little confused and said: "The location of Wal-Mart is basically the same type of store, but it is about the same height as an adult, so the products will be easier to sell."
"That's pretty much what it means." Yang Wendong nodded and said, "But it's a little more complicated.
For example, snacks and small toys should be placed at the bottom because the child's height will be just right, or chewing gum should be placed at the cashier. , candy.
There are also different products that may sell better when paired together. For example, American beer and popcorn are a very good combination. Do you think they will work together? Will it be easier to sell?”
“It’s possible,” Liu Huayu thought for a while and agreed.
Yang Wendong added: “In Hong Kong, we don’t really like beer paired with popcorn, but there are many products in supermarkets with different locations and different combinations, which may have a stronger effect.
< br>
Therefore, your next step is to arrange for people to observe and study this aspect to see how best to promote consumption. ”
How to place products in supermarkets in previous lives is a profound knowledge. It is said that in the same supermarket and traffic volume, well-placed products can increase sales by 15%.
It’s just Yang Wendong I don’t know the logic behind this, and times are different. The details have to be discovered through a lot of practice. .
In this era, the supermarket industry in Europe and America has just started. There should be no research in this area. My own research is very meaningful.
The only pity is that this kind of research is not available. It may be patented, but being the first to do it will have its own advantages
"Okay, I will set up a department to study this." Liu Huayu agreed.
"Okay, this is important, but it's not urgent." Yang Wendong asked again: "Are there any other questions?"
Liu Huayu paused and said: "There is one question Yesterday, security saw someone suspected of hiding some candy in his pocket, but there was no absolute evidence. Plus it opened yesterday, so no action was taken."
"This is very well done, there is no absolute evidence. You can't do anything." Yang Wendong nodded and said, "This is actually what I expected. Supermarkets are not like shopping malls, where there are dedicated tellers who look at the goods and hand over the goods.
In such an empty environment, with many people and containers blocking the view, there will definitely be people trying to fish in troubled waters.”
There is no other way to solve petty thefts except to have more cameras and video evidence. Otherwise, even if something is found in the pocket and someone says they put it in to pay for it but forgot about it, it will not be clear.
As a service industry, it is not easy to push people too hard.
“American counterparts also have such problems.” Liu Huayu said: “This loss can only be avoided as much as possible, because unless there is absolute evidence, we cannot offend suspicious users, otherwise they will be wronged and cause trouble. The bigger the loss, the greater the loss."
"Well, This is also a disadvantage of supermarkets." Yang Wendong thought for a moment and asked, "Can I wrap the small items at my own place and give them to the customer before coming to the checkout counter?"
"But there is no way to wrap them up? Ah! Even if it is wrapped, it will be opened," Liu Huayu said with some embarrassment.
"Yes, I understand." Yang Wendong nodded and said nothing more.
Because what is currently lacking is plastic bags.
If there are plastic bags, many small commodities can be put directly in them and sealed, just like snacks in supermarkets in previous lives.
Although it is possible to force open the metal buckle, it is more laborious. In a crowded environment like a supermarket, this behavior is obvious. People who want to save face may not do this.
And the terminal packaging also requires better quality plastic bags, otherwise many people will not come shopping because they don’t bring bags...
Perhaps the rise of supermarkets in history has a lot to do with the popularity of plastic bags, and may even complement each other.
After thinking for a moment, Yang Wendong said: "Let's do this for now. Only by experiencing many things can we discover problems. This will certainly be the case in new industries like ours."
"Okay, thank you Yang Sheng for understanding." Liu Huayu said with a smile.
"I will arrange for a person to come here, and he will not participate in management." Yang Wendong added: "In the future, the daily sales data need to be calculated, and then given to him, he will pass it to me."
Each branch of Changxing Group has someone from the headquarters office to ensure that Yang Wendong can accurately understand the development of each business.
"Okay, no problem." Liu Huayu agreed.
......
In the afternoon, Yang Wendong came to the Changxing Ten Thousand Industrial Park in Kwun Tong:
When Wei Zetao learned that the boss was coming, he immediately came to the door to greet him: "Yang "Sir, why are you here so suddenly?"
"I thought of something and I need to discuss it with you." Yang Wendong smiled and said, "I haven't been here for a while, so I came here to take a look." ”
"Okay, please come inside." Wei Zetao followed, "We can go around for a while, and I'll introduce it to you."
"Okay." Yang Wendong nodded.
Afterwards, Wei Zetao took Yang Wendong past a dozen industrial buildings that have been built so far. Everywhere he went, he introduced several different companies in the building. They are all Changxing Industrial Co., Ltd. of suppliers.
After walking around, Yang Wendong said: "Even if we have only developed half of the area now, the vacancy rate of the existing factory buildings is still more than half."
Wei Zetao nodded and said : "Yes, first, we still have a lot of room to expand our production capacity. Second, when we acquired this land and built so many industrial buildings, it was not just for ourselves, but also to attract other plastics. Industry.”
"Well, okay." Yang Wendong asked again: "Over at Wanwan, Wang Yongqing's factory can already produce at full capacity?"
"Yes, it has a production capacity of 2,000 tons a month." Wei Zetao said: " In addition to the plastic particles shipped back from the United States, I am planning to make a big price reduction next month;
Kill out the few trading companies that had a monopoly on the import of plastic particles. "< br>
"Okay." Yang Wendong nodded: "It's time to win this market."
Although Hong Kong is still controlled by the British, the British Empire basically cannot control many colonies anymore , Therefore, except for special industries such as banking and electricity, in other industries, British capital and local capital are basically in a state of normal competition.
Especially trade, which cannot be monopolized at all. Whoever is cheap and has high cost performance will get the market. Unless the Hong Kong government orders Chinese capital not to participate in this market, but this is impossible.
The Chinese cannot touch the core businesses of large foreign banks such as Jardine Matheson, Swire, Wheelock, Hutchison, and Whampoa, but the competition among small foreign companies is really "fair".
Wei Zetao added: "Wang Sheng has taken a larger piece of land near Taipei City and plans to supply it to the Southeast Asian market after completion. He also wants to borrow funds from Hong Kong banks;
However, , this requires us to participate in the guarantee, otherwise Hong Kong banks will probably not lend money.”
“It can be guaranteed, but there will be a guarantee fee or other benefits. Even if we are shareholders, we cannot give it to the joint venture company in vain. Take advantage." Yang Wendong said nonchalantly.
In fact, Hong Kong also has specialized guarantee companies, which are actually similar to insurance. They will guarantee companies with low business risks. This is also considered an industry, as long as it is profitable.
Wang Yongqing could become the king of plastics in Asia in his previous life, so in his current business, the possibility of losing money is unlikely, and there is no guarantee, but everything must follow normal business procedures.
"Okay." Wei Zetao agreed.
Yang Wendong nodded and asked: "Do you know polyethylene?"
"Polyethylene?" Wei Zetao thought for a while and said: "Yes, this is a polymer compound. There were already laboratories before World War II, and it seems that it was only in the 1950s that large quantities of oil began to be extracted. ”
Yang Wendong asked again: "Please check it for me. In addition, help me check whether there are plastic or polyethylene bags in Europe and the United States, and give me an answer as soon as possible. This matter is more important."
Plastic bags in It was very common in previous lives, but not in Hong Kong in this era, and it seems that it has never been seen in the United States before.
I just don’t know whether it was not invented or whether it was invented but not popularized.
No matter which one it is, it will be a good business opportunity.
PS: Please give me a monthly pass
There will be more in the evening, maybe a little later, around 10 o'clock
(End of this chapter)