Back to 1990

Remember [New] for a second,! Lu Feng saw that Sean hadn't spoken yet, but the two subordinates spoke first. Did he invite an ancestor to come back?

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

Before Li Xiaosi could finish the translation, another man with yellow hair next to him looked at Lu Feng with a disdainful look, and felt that the Asian man in front of him looked about the same age as him. Who is Mr. En? He is a business mentor all over Europe, do you know what it means to respect people?"

The atmosphere at the scene was a little stiff. Several people with Lu Feng were middle-level management of the company.

Lu Feng said to Li Xiaosi, "Ask him if he can do this job or not!"

After Li Xiaosi finished speaking, Xiao En just looked like he was awake from a dream, looked at Lu Feng and smiled, "I'm sorry, the language barrier is really inconvenient, my two assistants may not be right. Young people, I hope you don't mind too much, but I still hope that President Lu will change to a better place in the future."

"Of course there is no problem with a better place. The problem is that you are worth it. Let's have a meeting first. I just got off the plane today, and I am very tired. Tell me about the market situation here and your plan." Lu Feng pulled out a chair and sat down. down.

Sean waved to Huang Mao next to him, Huang Mao took out a folder, stared at Lu Feng and said, "This is our research report on the UK home appliance market and a market plan made by Jiafeng Electronics."

"go on!"

"Currently, the main home appliance brands in the UK market are Siemens, Beko, and Hilo. With a market share of 45%, Siemens is definitely the market leader. Market share, product quality, sales channels and other dimensions are all unshakable by Jiafeng Electronics."

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

"Haile Electronics' main business is the production of low-end parts, auto parts, construction and other industries, and the main household appliances sold are low-end products with low profits. Nine percent is far lower than the industry. If Jiafeng Electronics wants to compete with Haile in terms of low prices, we believe that there is no chance at all. High tariffs will become barriers, and the cost of sales channels will be superimposed, making it impossible to compete at all. "

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

Since the birth of the European Union, the internal tariff barriers of European countries have disappeared, opening up the liquidity of products between countries. On the contrary, the tariffs on companies in Fusang and the United States have been increased, resulting in a continuous decline in the market share of the two parties in the past two years. It is also the original intention of the establishment of the European Union.

The three companies have their own strengths, one is the hard power of products, the other is the soft power of exclusive content, and the other is to grab the market at a low price, and there is absolutely no living space for others.

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

After Xiao En had a brief understanding of the market, he read a lot of information about Jiafeng Electronics. When he first saw this document, he even told his subordinates that it would be over if he directly wrote that you are not welcome in Europe.

But he can't do this, he still has to make money, and he has to find a way to delay it as long as possible, anyway, it will eventually come back in vain, he can make money.

"In response to the different policies of these three companies, we have come up with two sets of plans for Jiafeng Electronics. The low price will definitely not work, and the wireless media license is not easy to obtain, and the content provider is an exclusive monopoly of content, so we We can only benchmark against Siemens, mainly for the price space between Siemens and Beko, which is where the two sides are relatively weak.”

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

"According to the data you provided, the cost price of Jiafeng Electronics' three TVs after passing through customs is 304 pounds, which is lower than the price of any one, but this includes the dealers and sales channels. In terms of cost, advertising expenditure, etc., we estimated a price of 620 pounds, which just overlaps with the price of Beko’s products.”

"However, the quality and size of Jiafeng Electronics' three products are better than Beko's, so we believe that the comprehensive terminal retail price of the three products is set at 736 pounds, mainly to attack the weak price between the two. Here, it's a plan."

Lu Feng has been listening. Their market report is very good. I have to admit that no money is wasted in vain. This is the overall control of the market by business leaders.

"I have a question. You said just now that our comprehensive landing price is 304 pounds. In the end, the final market cost is estimated to be more than 600?" Lu Feng frowned a little and said, "This price has turned over. double it."

"That's right, our estimate is based on the comprehensive cost method, in which the profit of the hard, dealer and home appliance dealer is 20%, followed by the sales channel, and now the largest electric city in the UK is Fingani. , Carrefour, their approval threshold is 30% of profit, as well as cargo storage, turnaround cycle, cargo transportation, staff costs, these add up to about 25%, and the remaining 25% It's advertising, celebrity platforms, appropriate price reductions, losses, etc." Sean replied staring at Lu Feng.

"The entry threshold for these electric appliance cities is too expensive, 30%? Isn't the profit of a single retail product very low? Siemens products are also at the same price?" Lu Feng said dissatisfied.

"No! Siemens is the threshold for entering these two companies, and the terminal profit it gives is less than 10%. After all, they are a big brand, and we are a foreign brand, relying on other people's channels for sales, and when signing the contract, it is expected to need to pay a A security 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?"

"10 million pounds? That's like more than 100 million yuan? My light assets have turned into heavy assets? This plan is unacceptable." Lu Feng's face is very ugly, good guy, so After one pass, I have to invest several hundred million first. I don’t know if I can make money. Anyway, I spent 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 is steadily advanced, Jiafeng Electronics may really gain a firm foothold in the European market in the next three to five years. Find a living space and use time for the market, and the daughter-in-law can always become a mother-in-law.

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

"Do you understand what a poor family is?" Lu Feng scolded him, "I've come from a poor third world country to a developed country to spend a lot of money, I have a hole in my brain? You can't just study the market and competitors. , Jiafeng’s actual situation should also be considered when making plans.”

"Then what do you mean, let's make a project with no cost and only profit?" 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's the next plan?"

Sean was so angry that he didn't want to speak anymore, he waved to Li Xiaosi non-stop to signal her not to translate, he didn't want to listen.

Generally speaking, this kind of plan will be two, one main plan and one sub-plan, and the sub-plan is simply a nonsense to make up the number, so that the other party feels that the money is not wasted.

"The other plan is the high-end route. In short, it is more than Siemens' price, and I won't say it at a high price. You can see for yourself." Huang Mao handed over the copy impatiently and leaned on the chair not talking.

Lu Feng glanced at the folder and closed the folder: "Both options are not good~www.readwn.com~ What about you, the main thing is to do the local market research report, you don't need to do the rest, I can see it too. , relying on your plan to make money, you will never be able to earn it in this life."

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

Huang Mao and Big Nose were instantly unhappy, staring at Lu Feng and scolding: "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 front planning, Volkswagen Group global chief planning consultant, known as the deboning knife in the European business community!"

When Lu Feng heard this, he rolled his eyes, you told him about the front door, he told you about the crotch, and said, "You say he is a deboning knife in the European business world, then I am a machete in the Eastern business community, no need What plan do you have? I will do it myself. I will do the relevant data collection, market intelligence, and interpersonal relationships. I am very tired now. This plan is not without value. The negative teaching materials of developed countries are very meaningful."

Lu Feng's words just added fuel to the fire, Huang Mao couldn't bear it, he slapped the table with his hand and shouted, "This is the best plan and the most executable plan, I tell you, according to this If the plan is implemented, this company still has a chance of survival, if you mess around, it will definitely be a dead end.”