Chapter 360: Won a Lot of Profits
Coincidentally, perhaps it was August 8, 1982, which included all the good and auspiciousness represented by solar terms, holidays and numbers. It was really a comprehensive auspicious day of the zodiac.
The first fast food restaurant in mainland China, far away in Tianjin, also chose this day to open for business.
Of course, perhaps it cannot be denied.
As Zhao Hanyu’s uncle, Wang Dadong has a relatively detailed grasp of the basic situation of the mainland catering market precisely because of Mi Xiaoran’s help.
Only then could he be ahead of the curve, make up his mind to invest extremely quickly, and dare to sign a ten-year cooperation contract with Jinmen Light Industry Import and Export Company and Jinmen Youth Industrial Company.
In the end, the opening date of "Orchid Flower Express Restaurant" was fully one month earlier than the original September 9 in history.
But no matter what, the history of fast food in the Republic will eventually begin to write the first page of history on this day because of this incident.
And from the moment this store opened its doors to welcome customers, it illuminated the great prospects for the vigorous development of my country's fast food industry and became a benchmark for many latecomers to imitate.
You know, as the first serious Sino-foreign joint venture catering company in Jinmen, it is a pilot project that the Jinmen Municipal Government focuses on.
The "Orchid Flower Fast Food Restaurant" founded by Wang Dadong is not comparable to ordinary enterprises regardless of its investment scale, business model, or policy support.
First of all, Wang Dadong spent US$200,000 just importing kitchen equipment from the United States.
And after that, he had to decorate the restaurant in American style and train employees in American way.
To settle the general ledger, he has spent all his money.
If it were converted into RMB, at least six or seven hundred thousand would have to be invested to barely be enough.
Fortunately, he doesn't have to worry about the business premises, and can save a large amount of expenditure in this area.
Because it was provided by Jinmen Light Industry Import and Export Company for free.
This state-owned unit generously "contributed" its staff canteen.
It is a two-story building with a construction area of 400 square meters, and the address is quite ideal.
It is located at No. 164 Liaoning Road, Quanyechang, the most prosperous golden area in Tianjin.
To be honest, if combined with the tax exemption and reduction policies provided by the government, Wang Dadong actually has no loss at all.
Because in these years, if it weren’t for such a partner.
Even if he was willing to spend one million, he still couldn't find such a suitable business location.
Similarly, another partner of the fast food restaurant does not get the dividends for free.
They can properly solve the problems related to hiring employees for Wang Dadong.
Since the Youth Industrial Company in Tianjin is specifically responsible for placing unemployed young people, this company has too many young people who are eager for work.
There is no doubt that the cost of recruiting and selecting employees on their behalf will be much lower than what Wang Dadong expected.
In fact, the first batch of thirty or so employees hired by this company for the fast food restaurant had a monthly salary of only 80 yuan, but their quality was outstanding.
Because those young men and women were selected from hundreds of people through layers of selection.
Not only are they outstanding in height and appearance, but their educational backgrounds are almost all high school or above.
And everyone thinks it is great luck to be hit by the "American Pie" falling from the sky.
Every one of them cherishes this kind of job opportunity very much, obeys the management 100%, and is very motivated.
In short, judging from the basic composition of the three shareholders of this fast food restaurant, the funds, locations, and personnel are all complete, forming an iron triangle.
This can already be said to be the perfect time, location, people and people.
What's more, compared with the traditional catering industry in Tianjin, the exotic food brought by Wang Dadong, as well as the international catering model and management method, have advanced advantages that are difficult to match.
How could their business not be recognized by consumers and achieve great success in a market environment lacking competitors?
This is not an exaggeration.
Because we have to admit that at this time, state-owned restaurants across the country have very similar three major chronic diseases.
First, the price is high.
A serious banquet can cover an average person's salary for less than half a month.
Second, the service attitude is not good.
The waiter and the uncle all have a love-to-eat attitude.
Third, there are few restaurants and many customers.
Often the meal is over by the time it’s ready.
In this context, fast food restaurants with Western operating models also have three major advantages.
First of all, fast food fast food, as the name suggests, has to be fast.
Advanced processing machinery, fast production process, high service efficiency, and stable food quality.
Customers only need to wait three or four minutes from ordering to eating.
The service criteria set by Wang Dadong for the restaurant are also "fast, cheap and friendly". The clerks are uniformly dressed, provide enthusiastic service, and are required to use polite language.
All the waiters who issue invoices use electronic calculators to calculate the accounts quickly and accurately.
Second, the store style and dining methods are novel.
The fast food restaurant is decorated and renovated in American style. The kitchen is upstairs and the restaurant is downstairs.
There are eighty seats in total, filled with rows of orange seats.
The lighting in the restaurant is soft, background music is often played, and there are restrooms and air conditioners.
When customers enter, they need to queue up at the counter downstairs to order, and then return to their seats to eat.
There is even a small neon sign hanging on the wall with the words "I love tips" written on it.
Of course, the decorative significance of this thing is definitely greater than its actual significance.
Our national conditions mean that few people would really give generously for this reason.
Third, the price is moderate, small profits but quick turnover.
Wang Dadong fully considered the spending power of mainland citizens at this time and the fact that Tianjin at that time did not have the conditions to prepare Western food.
The decision was ultimately made to serve only simple fried chicken nuggets, a few sandwiches and burgers for the time being.
This can be said to coincide with Ning Weimin’s strategy of running Zhai Palace Cafe.
Sandwiches and hamburger sets for two or three yuan a piece, or chicken nugget sets for three or four yuan each are just enough to meet the spending power of Chinese people at this time.
Although compared with the monthly salary of about 60 yuan for Chinese people at this time, it is still a bit expensive.
However, the freshness brought by the exotic flavors from across the ocean has virtually enhanced the appeal of Western fast food.
So whether young men and women are dating, or adults are occasionally satisfying their children, they will be willing to pay a slightly high price for a taste of something new.
In fact, this is exactly the case. On the day when Orchid Flower Express Restaurant officially opened, after the grand opening ribbon-cutting ceremony.
The restaurant soon became full, and even the takeout window had a queue of 300 meters long.
Nearly 2,000 customers were received that day, and at eight o'clock in the evening, the turnover exceeded 8,000 yuan.
To use an analogy, this single-day turnover is almost equivalent to the entire month's turnover of an average small restaurant.
How could such a success not make Wang Dadong proud and full of excitement?
He sincerely believes that he has a lot of capital and has taken advantage of the market. From now on, it will be difficult to find a rival in the fast food business in mainland China.
So on that day, he and the city leaders who participated in the ribbon-cutting not only vowed and guaranteed.
“As long as I manage and operate according to my method, I am confident that I can recover the cost within one year, and then achieve a 100% return on investment every year.”
He also talked to representatives of two other cooperative companies about his business philosophy of "one basic, ten thousand uses".
At the same time, he criticized the Chinese people for keeping exclusive secret recipes and not striving for progress.
But he never imagined that the capital was nearly 200 kilometers away.
A young man who is both an executive of a foreign company and the owner of a cigarette shop.
After drinking and eating, I was holding a cigarette and talking to my buddies about the shortcomings of the Western model of business operations.
"...What's wrong with the Japanese? Their electrical appliances are great now, but that doesn't mean they will be in the future. We can't do it now, but one day we will catch up with industrial technology."
"Besides, foreigners can't do it either. You can’t do anything. You have to make it clear that industry is industry and commerce is commerce. Even if we are not good at industrial technology now, when it comes to business, marketing and management, we are the ancestors of foreigners.”
< br>"You still don't believe it, right? I won't tell you anything else. Do you know what is the biggest problem with foreigners doing business? That is that they are too short-sighted, love to go to extremes, and are eager for quick success. Their business theories and The business methods are usually very one-sided. "
"Why do I say that? Of course there is a basis for it, right? The Jews believe that small profits but quick turnover are a waste. Selling more products to the same person, or selling the same product to more people, can make a dime, but not nine cents."
"Do you think this is an extreme? Just believe in this. What does this mean? It means that they only have money in their eyes, and only today's money. They don't understand what we say, "You must be familiar with the way of the Lord", and they don't understand that showing morality and charity is the best. Good advertising. If the east side seems to be losing money, the west side can make up for it and make more money.”
"Look at it, Westerners are still ignorant, and they owe it to the gap in history and humanities. They are too materialistic in their thinking. They are superstitious about funds, prices, data, and everything that is visible and tangible. , it’s purely superficial thinking, euphemistically called science, but it doesn’t even understand the fundamentals of business. There are too many variables in this industry, which cannot be measured by data without emotion.”
"What is the foundation of business? Needless to say, of course it is human beings. In this world, everything around us is basically human beings. After all, we live in this world. Don't laugh, this is not a nonsense joke What I, Uncle Kang, said is absolutely correct. Business is all about studying people. If you study people thoroughly, the business will be successful."
"Just say us. Why are the prices of high-end tobacco and alcoholic beverages different from those of low-end tobacco and alcoholic beverages? A bottle of Moutai sells for 18.8 yuan, but if you sell it for 50, there are still people who want it. It’s rare that people want to buy it if it’s two cents cheaper. Is there really such a big difference in the quality of the two wines? "
"Let me tell you, it is. It is determined by people’s hearts. People who buy Moutai may be asking for help, showing off their face, or making money by reselling it. Just because the wine is mixed with many frivolous things, it makes people feel that it is worth buying. On the other hand, even if Erguotou doesn’t make you a lot of money, it has no other functions and only exists as a pure wine. You still feel that the price-performance ratio is not high.”
“This actually illustrates a truth. , the so-called goods, there is no difference between cheap and not cheap, only people's emotions and feelings can judge the value for money. What is the foundation of the so-called "people's heart", and only by winning the people's hearts can we have the "fund". If you find the wrong one, everything else will be in vain.”
"I am afraid that few foreigners can understand this. Therefore, they have a rule in doing business. How they make money is often how they lose it in the end. Because once the objective conditions that make them successful change, their advantage will change. For the sake of disadvantage, they don’t know it yet, or they know it but can’t find the problem, let alone solve it effectively.”
“So you understand what we have experienced in five thousand years of history. The feudal dynasty did not pay much attention to science and technology, but I dare say that there is no other country in the world that can spend five thousand years studying people's hearts like us. Comparable? When it comes to people, foreigners are not qualified to be our great-grandchildren..."
Yes, these are the drunken words Ning Weimin said to Zhang Shihui after drinking.
It's a bit like the "old pig kidney" that people in the capital resent.
As for whether his "one million profits" or Wang Dadong's "one million profits" is better, who is correct?
I am afraid that the answer can only be given by the test of time and the market...
(End of this chapter)