Chapter 821 Generous Gift
Song Huagui really saw the sales of the discount store on the first day of its opening in the afternoon of the second day.
This is because the next day is a working day, and the number of people visiting the mall is destined to be greatly reduced, so the accounting staff have the spare capacity to calculate in time.
Otherwise it will be useless no matter how anxious you are.
And even though Song Huagui was prepared, he knew that the discount store was extremely popular and had already become an instant hit.
But the final sales and gross profit figures were far beyond her expectations.
What a surprise.
On the first day the discount store opened, it actually created more than 120,000 yuan in turnover and a gross profit of 80,000 yuan!
Both sales volume and gross profit exceeded that of Pierre Cardon's best-performing Great Wall Hotel franchise store, and it was three times its sales on the same day!
It can almost be said that one meal is enough to last half a month.
The key is that such data was actually obtained at a 20-30% discount on the price of clothing.
In other words, the discount store equivalent to Pierre Cardin sells a hundred times the amount of goods as the authentic specialty store.
And to be honest, since discount stores not only sell clothing, half of the turnover comes from countless small OEM products, and the actual situation is even worse.
For example, ballpoint pens and mechanical pencils together sold more than 4,600 pieces, which is 10,000 yuan.
More than 3,000 keychains and 200 pencil cases were sold that day, adding up to another 11,000.
More than 300 wallets of various styles were sold, worth 20,000 yuan.
Lighters, watches, and Western glass wine sets from Huashi Street Factory are even more unexpectedly popular among customers.
Two hundred lighters were sold, watches were sold for more than 50 yuan, and more than 100 sets of Western glass wine sets were sold, totaling more than 50,000 yuan.
The remaining part is the main business of Pierre Cardon Company-clothing sales.
It can be seen from this that people in the capital are flocking to the brand "Picardon". This is the power of the brand!
You know, although the unit price of these OEM products cannot be compared with Pierre Cardin ethical clothing, they seem to be very cheap, but in fact they are not.
Because these OEM products are bulk goods commissioned by Pierre Cardin's overseas agents in order to covet the low domestic manufacturing costs.
The quality and functionality are not much better than similar domestic products, and there is nothing advanced at all.
Looking at things alone, the only bright spot is that the product shape is novel.
However, the brand named "Picardon" can successfully ignite consumer enthusiasm and sell at a price several times higher than similar domestic products.
Its selling price is not much lower than after exporting to Europe, Japan, and Singapore.
Considering the high logistics costs these days, if this is not a huge profit, then there is no huge profit!
Of course Song Huagui is excited. There is only one thing that makes her feel uneasy now.
I am just worried that this is a temporary excitement. Customers who buy these things should not regret it or return them later.
Fortunately, more than ten days have passed, and after ushering in the second Sunday in May, everyone at Pierre Cardin Company has seen clearly through the still hot sales data during this period. With the potential of discount stores, there is nothing to worry about anymore.
Yes, discount stores sell the most on the first day they open.
Yes, from the next day, sales began to drop sharply, falling by more than 70%.
And this is true as long as it is a working day.
But to be honest, most people never get back what they bought.
At most, the clothes I bought were for someone else, and I wanted them returned because they really didn’t fit.
Especially when everyone has to go to work, the discount store can still maintain a daily turnover of 40,000 yuan, which is unique in Beijing.
The key is that as soon as Sunday comes, the sales volume of discount stores goes up again.
Even if it can’t compare to the first day of opening, it’s not far behind, with sales reaching 80,000 to 90,000 yuan.
This is still an amazing and unbelievable number.
If you compare it more carefully, you will find that the sales on the second Sunday are higher than the first Sunday, which further illustrates a good trend.
Obviously, with the fermentation of word-of-mouth, consumers in Beijing are becoming more and more enthusiastic about this discount brand store.
This kind of yearning and pursuit of brands is not a one-time event, and will most likely continue like this for a long time.
Originally, Song Huagui thought that Ning Weimin's purchase of 300,000 yuan worth of OEM goods from franchisees seemed a bit too much.
If it can be sold within a year, it will be considered good.
Looking at it now, I’m afraid I won’t be able to hold on to it for two months, and I’ll have to restock it soon.
Even her son told her that Pierre Cardin ballpoint pens were popping up in their school.
Some people in many classes showed off their skills, making the whole class envious.
I also asked Song Huagui if he could give him two pens. He also wanted to be fashionable.
For this reason, Song Huagui, who never encouraged his children to compare, promised to satisfy his son's vanity for the first time and actually got a pen for his son.
It is also worth mentioning that it is not only the Pierre Cardin Discount Maintenance Store that stands out, the sales of Yi La De and Goldlion are also very optimistic.
Even though it's just a tie, the average daily sales volume of each brand can be maintained at around four to five thousand yuan per day from the beginning, and then gradually rises.
Especially for Easy Lad, although it is a new brand, it does not do much advertising.
Because of its functional advantages and the attribute of self-propagation, the trend of repeat customers is particularly obvious.
People often buy one and then buy it again a few days later.
And there are many cases where friends are brought with them, or even buy things for others.
In fact, by the second Sunday, there was a clear trend that the sales volume of Yi La De had doubled that of Jinli Lai. It was a real hit.
So much so that they were worried about insufficient inventory, and some of the low-end goods to be sent to Shanghai were held back by the capital.
Then add orders to urge the factory to work overtime for production.
The situation in Huacheng is similar to that in Beijing.
You know, the south is more open and more people wear suits, so the sales of easy-to-tie ties are more popular than in the capital.
The high-end goods that Goldlion was responsible for producing in Huacheng were also not enough to sell, so Zeng Xianzi had to choose to sacrifice part of the Shanghai and Shanghai markets to ensure supply in the capital first.
To put it bluntly, Zou Guodong, who is in Shanghai, is a man of few words and has nothing to do with shop gossip and product manufacturing.
He is simply a master that his uncle doesn’t love and his grandma doesn’t love, so he can only suffer from it.
That’s not all. After seeing the positive feedback from the market, Zeng Xianzi became more aware of the importance of Yi La’s patent, and was glad that he did not refuse cooperation in the first place.
So in order to consolidate the alliance, he later flew to the capital to visit Mr. Picardon.
And he made a special trip to bring a valuable gift - an 18K gold lighter. Gifts were given to Pierre Cardon, Song Huagui, and Ning Weimin, one for each of the three company shareholders.
If Zou Guodong learns about this, he will probably become even more jealous of the widening reality gap between himself and Ning Weimin.
But having said that, Ning Weimin did not accept the gift in vain. Even Zeng Xianzi had to admit that this gold lighter was so worth it.
What's going on?
When Ganqing received the lighter, Ning Weimin's eyes lit up and he told Zeng Xianzi on the spot.
"Mr. Zeng, this lighter looks so beautiful and is exquisitely made. I like it very much. But I am also a little curious. Is this an OEM product that Jinli comes to others to make, or is it made in your own factory? ? Can it be produced? ”
Zeng Xianzi answered very honestly.
“The movement is made in my own factory, and the gold casing is made by outside craftsmen and is purely handmade. It is unlikely to be mass-produced, mainly due to the difficulty of making the casing pattern, which requires extremely high skills. So I only made sixty of these lighters, sold forty in the Hong Kong market, and kept twenty, specifically as gifts for distinguished guests."
After hearing this, Ning Weimin naturally thanked him again. Then he continued to ask questions.
"I would like to ask, how much does this lighter cost? How much are the raw materials and labor costs? How much does it sell for in Hong Kong City?"
"The cost is probably close to 15,000 Hong Kong dollars. Well, the raw materials cost about 138 grams of gold, which costs nearly 11,000 Hong Kong dollars. Most of the rest is labor costs. As for the selling price, to take a rough figure, it is 28,880 Hong Kong dollars. ..."
Then Ning Weimin's eyes brightened, "Mr. Zeng, you seem to be making a bit of a loss on this deal. The price seems to be a bit low, less than four thousand US dollars, and the profit margin is not even high. Fifty percent."
Zeng Xianzi could only sigh, "When I made this lighter, I was coveting the plummeting international gold price. I thought it would be a good opportunity to launch high-end products and establish a product image. I didn't expect the craftsmanship fee. It’s so high, and we didn’t know until it was launched. This kind of high-end luxury goods are not that easy to make. Unlike ties, they can’t be sold just because they have good quality, fine workmanship, and beautiful styles. Rich people would rather spend one. I spent 3,000 U.S. dollars to buy Dunhill gold lighters, but I didn’t want something that cost me a few thousand U.S. dollars. The middle-class people who have a little money are too smart. They usually have to estimate the price of gold and are reluctant to part with it. I have to pay more for the processing fee. To be honest, I only sold nine of them after selling them in Hong Kong City for more than a year. This gold lighter did not help Jinlilai’s reputation. We have to bear the additional risk of gold price. I am afraid it will take several years to recover the investment of one million Hong Kong dollars. Fortunately, the output is not too much..."
Ning Weimin was completely happy.
"Mr. Zeng, don't say that. Seriously, I agree with your idea and would like to cooperate with you on this matter. How about we continue to develop gold lighters in the mainland together? From now on, Goldlion will be responsible for providing production raw materials and styles. We will be responsible for the relevant procedures and special processing. We will share the profits equally..."
Zeng Xianzi was immediately shocked.
"Ning...Mr. Ning, don't be joking. Such expensive things can't be sold in Hong Kong. You want to sell them in the mainland? The living standards of the people in the mainland are too low, how can they afford it? "
Ning Weimin shook his head and smiled in recognition.
"Mr. Zeng, the economic level of the mainland is not high, and most people cannot afford to sell it. But as the saying goes, a skinny camel is bigger than a horse. Aren't there still a few people? Otherwise, why are our products so good? The sales are so good, but the price is higher than that in Hong Kong City? Of course, gold lighters are not clothing and ties after all, they are indeed much more expensive, but don’t forget that the biggest difference between the mainland and Hong Kong City is the closed information. Economic growth. Nowadays, there are more and more upstarts in China, and they are getting richer. However, there are not so many foreign brands in the market, and there are not so many high-end luxury goods. Why don’t we work together. Only ten people in one city can afford it. How many cities in the mainland can you count? This is a good opportunity for us..."
Zeng Xianzi thought for a while, but was still not convinced.
"Mr. Ning, I admit that there is some truth in what you say. But the problem is that the market is not a simple arithmetic problem. You have to think about it. This kind of pure luxury product should not be eaten or worn, and it should not be eaten or worn. It is not the same as a suit and tie. There is a difference, after all, the latter is a attire requirement for important occasions. I don’t believe that when mainlanders just have a little money, they don’t think of ways to expand their business and make more money, but instead buy things that are of no practical use. Don’t forget, I am also half a mainlander. I grew up in Meizhou and experienced hardship. The first million I earned was to increase the equipment of the factory. I didn’t even bother to replace my watch..."
"Haha, Mr. Zeng, you are right from your own point of view. I believe most people think so, but having said that, there are also certain blind spots in thinking. Have you ever thought about it, if some people are not open-minded? The factory is only engaged in buying and selling? "
Ning Weimin asked back, his smile did not fade, but became even brighter.
"Mr. Zeng, you should know something about the current situation in the Mainland. The most profitable business is actually to obtain supplies through connections. Some of the people who eat this bowl of rice rely on their background, and some rely on their background. People rely on their mouths. But no matter what the situation is, they are taking advantage of the two-track system, and the most important thing for them is to gain the trust of others as soon as possible. It’s not surprising that many people who wear high-end suits don’t take off their cuff tags just to show off their economic power, even if they’re treating guests to dinner. I eat steamed buns and drink cold water in the second half of the month, and I also insist on taking people to a star-rated hotel. Maybe the meeting place is very close to discuss some business, but these people have to find someone to buy a car. Do you think this is the case? When these people want to show their identity and strength, is there any better prop than this golden lighter? ”
This moment was truly enlightening, and Zeng Xianzi was immediately speechless.
He finally realized the crux of the problem - it turned out that being ostentatious was not without practical significance.
“It looks like this... Yes, you are right, I understand a little bit. For these people, buying luxury goods is actually buying production equipment, which can generate huge profits.”
"Yes, although this phenomenon is not a good thing. But after all, it represents a certain degree of practicality and is a very real consumer market."
Ning Weimin added again, "What's more, from a production point of view , there are also some objective conditions that are more favorable to us. For example, the gold price in the mainland is not completely synchronized with the international market, and it lags behind. Moreover, the common people can only access the price of jewelry with added labor costs, and there is no pure gold price at present. In the mainland, it costs 85 yuan per gram, which is about 28 US dollars. When converted into one ounce, it costs nearly 800 US dollars, which is far higher than the international market price of 300 US dollars per ounce. On the other hand, jewelry processing is very cheap. The related special arts factories have a large number of skilled craftsmen. As far as I know, the cost of processing such a lighter gold shell is at most 100 yuan, and we can give the company another 100 yuan..."
< br>
Now that the words have come to this point, there is nothing Zeng Xianzi doesn’t understand.
“You mean, we import the movements and materials from the port city to the capital, and then process them here?”
“Yes, even if customs taxes are excluded, the cost will be It can be reduced by at least double, and the price can be doubled. It doesn't matter if you go back to Hong Kong City to sell it. After all, the lighter is small and the logistics cost is not high. It costs 15,000 Hong Kong dollars. If the cost is reduced by 3,000 Hong Kong dollars, the profit margin will be larger..."
Zeng Xianzi couldn't help but marvel. "Yes, that's a thought-provoking insight."
But then he couldn't help but gasped, "That's good...it's just...this...is this price too high? Don't you think it's too high?" Are you going to sell this lighter for $8,000? Will anyone really buy it?"
Ning Weimin did not answer directly this time. Instead, he took a pen and paper and pondered silently for a while.
Then he offered a condition that Zeng Xianzi could not refuse.
"Mr. Zeng, you are talking nonsense. You won't believe me when I say this. Otherwise, wouldn't it be hard to sell these gold lighters in Hong Kong City? It doesn't matter, nine thousand You sell it to me for RMB 19,000 each. I will engrave it with the Pierre Cardon trademark and sell it in our specialty store at a price of RMB 19,999. If the market feedback is not good, we will sell it to you. Let's just give up and pretend that we haven't discussed cooperation today. If the market feedback is good, we will develop a gold lighter together..."
Zeng Xianzi used the official exchange rate of one hundred Hong Kong dollars to calculate the 35 foreign exchange coupons. I know it's a great deal for me.
Because Ning Weimin promised him 9,000 yuan for a lighter, which was nearly 26,000 Hong Kong dollars.
After the deal was completed, he could not only withdraw the funds quickly, but also make a lot of money. Each lighter made a profit of 11,000 Hong Kong dollars.
However, he was a little worried about Ning Weimin, fearing that Ning Weimin's ideas were too beautiful and it would be difficult to get what he wanted.
So although he agreed, he kept trying to persuade Ning Weimin.
"Mr. Ning, what you do is really embarrassing. However, I think you still need to be conservative and not set the price too high. Twelve thousand yuan is about the same. I'm really afraid that you will make a mistake. I made the same mistake. In the end, I can only keep these goods in my hands. At worst, I will give you the goods for 8,000 yuan and give you a profit of 1,000 yuan, so that you will not have trouble in the company. "
Ning Weimin was really dumbfounded by Zeng Xianzi's behavior.
To be honest, his calculation of this account is completely different from Zeng Xianzi's.
Because in terms of exchange rate, he did not calculate it based on the official exchange rate of one hundred Hong Kong dollars to thirty-five foreign exchange coupons, but the black market exchange rate of one hundred Hong Kong dollars to sixty-seven yuan.
So in his mind, the gold lighter that sold for 28,888 yuan in this port city was originally worth 19,000 yuan.
Even the raw materials cost RMB 12,000 according to the mainland market. What about the processing fees and brand added value? Doesn’t it count?
When it comes to things, there is not even a profit margin of more than 50%. It is really the most honest and least deceptive business of Pierre Cardon Company.
To put it bluntly, the source of his profit is actually because he cut Zeng Xianzi in the middle. The purchase price was low enough, and the selling price was really not bad.
But the problem was, he didn't understand, how could this person You've obviously suffered a big loss, but you're still so grateful to him?
After thinking about it, he finally figured it out. In the final analysis, he still took advantage of the dual-track exchange rate system.
It’s really embarrassing to think that this good guy is acting like a good guy, it’s so nonsensical.
He could only find another reason and said it half-jokingly.
"Mr. Zeng, don't worry about me. I'm not afraid of selling goods at all. You know, the value of gold may still appreciate. I have nothing to explain to the company. Do you believe it? Even if, like you said, I have to put a ten In twenty years, I will definitely be able to sell these lighters for US$10,000 each. Okay, just sell them to me. Unless you are too greedy for profit, let me tell you how good the mainland market is. , I want to eat alone again, I regret it..."
What else can Zeng Xianzi say?
I can only shake hands with emotion, accept Ning Weimin's kindness, and look for opportunities to repay him in the future.
However, he also determined in his heart that Ning Weimin was a true friend he could make, and he always took the initiative to help him solve problems.
So in the days to come, he not only cherished his personal relationship with Ning Weimin, but also seriously abided by the terms of cooperation between the two parties.
He has always told others that Ning Weimin is a moral model for mainland businessmen.
There are too few talented and moral people in the shopping mall, and they are definitely an endangered species.
But if anyone is lucky enough to work with such a person, he will get twice the result with half the effort, and there will be nothing to worry about.
(End of this chapter)