Xueba Fengyun

"Shouldn't we put the most expensive things in the most conspicuous place?" Father Li asked his own question.Although Li's father came from the construction industry, he has been with Liu's father for a long time, and he also knows something about old department stores.

"This is the difference between supermarkets and department stores." Liu Miao took the conversation and continued, "Department stores are for people to 'shop', while supermarkets are for people to 'buy'. We must grasp the needs of customers , know what kind of customers are only willing to be on the first floor, and what kind of customers are willing to go to the second and third floors. Generally speaking, housewives and young people who are only willing to visit the first floor must be housewives and young people. Mothers come to the first floor The purpose is very clear, just buy the necessary ingredients for today, and add some non-staple food and seasoning at the same time; the young people hope to go home with drinks and snacks as soon as possible. That's why we put these things on the first floor, and at the same time Snacks and drinks are placed at the checkout. Because for young people, they will walk away without clogging our aisles. And mothers who like to compare prices will seriously clog our aisles, so I recommend that vegetables, fruits and poultry The egg and meat area is placed on the right side of the first floor, because it is far away from the entrance, no matter how blocked it is, it is difficult to affect customers entering the supermarket and going to other floors. At the same time, there is a certain distance from the checkout area, which will not affect The queuing of the checkout crowd can also save mothers from having to go too far. And I also suggest that the first floor can consider selling cooked food and fast food. There are many people at the south gate who don’t have time to cook for themselves, and the restaurants nearby are also The venues are sold out. If we can offer deli and fast food, that’s also a profit point.”

Liu Miao stopped talking and looked at the three adults present.Liu Miao knew very well that these three adults were looking at her with suspicion and scrutiny, even her cheap father was no exception.Perhaps the fact that he asked for a reward was so shocking that the three adults doubted themselves a little.But soon Father Liu turned the corner. After all, he has been in a department store for more than ten years, so he is naturally the one who knows the meaning of Liu Miao's words best. "Then, should our layout on the second and third floors be the same as on the first floor? Brands and supplies suitable for young people should be placed near the stairs; brands suitable for older people should be placed in a slightly inner block? Because it is easy for young people to Impulse consumption, take the goods and go directly to the checkout; while the elderly will spend a lot of time for comparison, so placing them in an inconspicuous inner block is not only good for them to pass the time, but also can prevent young people from spending time once they have The reference will learn how the older people compare prices, which will eventually lead to a decline in the turnover rate?"

"That's right, that's roughly the reason." Liu Miao nodded, "Secondly, we should have our own brand or at least establish an alliance brand." Liu Miao timely presented her second point of view, which also made The Big Three felt novel.

"Having both upstream and downstream product lines is indeed a good way to reduce costs, but it will have an impact on our main business." Zhang's father quickly understood Liu Miao's meaning, but he was worried that excessive involvement in the production industry would affect the The main business of retailing is a shock.The retail industry pays attention to cash flow, while the production industry is notoriously a big money sucker and has a long return time.If there is no sufficient funds, both production and retail, it is simply the best way to seek death.

"The profit of a supermarket is nothing more than making a profit difference, and obtaining a profit difference is nothing more than two methods. The first is to learn from Wal-Mart in the United States, global procurement, and try to minimize costs. But the question is, do we have the strength of global procurement? ?And the amount of Wal-Mart’s one-time purchase is often the output of a region for one to two years, so they are willing to lower their own profits. Therefore, basically this way is not feasible for us. Second, it is also the current domestic supermarket The commonly used method is to learn from Carrefour in France. On the one hand, it charges the so-called entry fee, and on the other hand, it lengthens the settlement cycle with the supplier, which is tantamount to passing on our cash flow pressure to the supplier. The problem with this is, do we have the face to allow suppliers to do this? Also, this method is actually tantamount to killing the chicken and picking the eggs, and one day suppliers will not be able to stand this exploitation and choose better channels.” Liu What Miao didn’t say in his heart was online supermarkets. Why are the retail prices of many big brands so exciting once they open online stores? Because they don’t have to pay various entrance fees to the channel dealers, and secondly, they come to online shopping. The return speed is much faster than traditional channels, so merchants are willing to use low prices to attract consumers to transfer purchase channels. "The advantage of our own brand is that we have the bargaining power for basic commodities, so we are at least not so easy to be squeezed out when facing other competitors. We don't need too many private brands, the oil that the common people need most If you can catch one of the four salt, sauce and vinegar, you will make money, and if you catch two, you will make a lot of money. Of course, the salt industry monopoly determines that we have no chance for salt. But there is a grain and oil company in Baoqing City, and they seem to be living well recently Not very happy. Besides, isn’t there an old brand of sauce and vinegar company in Xiangjiang City next door to us? Aren’t they also clamoring for acquisition? Why don’t we try it?”

Liu Miao's proposal has actually touched the hearts of the three people present. Although the profit of grain, oil, soy sauce and vinegar is not high, it cannot be resisted that it is a must-have household product, and there is a fixed shipment almost every day.If the cost can be suppressed in this respect, then the supermarket can really save a lot of money.And the most important thing is that besides supplying their own supermarkets, these products can also be exported, which is simply another profit point.Now, Zhang's father and Li's father also have to admit that some executives of the department store group may not be doing as well as Liu Miao.But it would be too easy to divide their shares just like this.

"Miaomiao, the shares can be discussed, and the position can also be discussed." Zhang's father finally spoke, and Liu's father wanted to stop him, but Zhang's father signaled Liu's father to listen. "We can give you a position as a marketing consultant with salary, but I can't give you shares now. You also know that there is an option in the west to motivate employees. You are the first person we plan to implement equity incentives. If you If you can provide a consultant for a department store group for five years, you can get 3% of the shares; if you can work for a department store group after graduation, you can get the remaining 2% of the shares. Note that this share is not first from your father’s share Instead, it is deducted from the shares of the three of us; second, you get shares that will not be diluted."

Liu Miao thought about it and accepted Father Zhang's opinion.So the two sides began to happily chat about how to arrange supermarket shelves. Although Liu Miao was not a professional supermarket management talent in his previous life, he had analyzed too many supermarket cases, so the amendments he put forward seemed to be in this era. Sobering advice.This is especially the case with the supermarket membership management method introduced by Liu Miao at the end. Even though everyone still understands that mastering users is the truth of mastering everything, they all see the great advantages of membership cards in motivating users to consume and attracting old users to return.And most importantly, this membership system is not expensive at all.After talking about the supermarket, Liu Miao talked about the supermarket again.Since department stores are positioned as consumption places for elite groups, the brands in department stores must not be tasteless, but they cannot be positioned too high-end.Liu Miao is very clear that the people who really live at the top of the pyramid don't bother to go to department stores to purchase, and they have special supply channels.When Liu Miao was still Zhou Sen, one of his famous clients was really from foreign aristocratic children. He still doesn't know what a credit card is for.Because for them, their name is the best credit card.Especially whenever he sees domestic discussions about what kind of credit card a black card is, Zhou Sen can't help but smile wryly.The so-called black card is actually a charge card, not a credit card.Credit cards have a consumption limit and recurring interest, allowing users to repay the loan according to the minimum amount; however, charge cards have almost no limit, and must be repaid in full after each month expires.To put it bluntly, debit cards are used by local tyrants without cash.The boutique department stores suggested by Liu Miao are the kind that seem to be used by rich people, but actually target the petty bourgeoisie or the middle class.They worship the rich, but they are not as rich as the rich, so they can create a place where the rich consume but you can also consume.Liu's father was a little surprised by Liu Miao's grasp of human nature. He actually secretly investigated why Liu Miao suddenly became interested in the economy, but what he found out was that Liu Miao did buy a lot of economic and marketing products. Books, even some in foreign languages.Although Liu's father didn't understand why Liu Miao suddenly liked reading these books, Liu's father still found an explanation for Liu Miao's sudden business talent.My son not only likes to read such books, the most important thing is to apply what he has learned.

After about ten hours of talking and stopping in the middle, Liu Miao finally explained the preliminary content about supermarkets, department stores and commercial plazas to the three adults.Although Li's father didn't fully understand because of the interlacing, Liu's father and Zhang's father fully understood Liu Miao's meaning.Zhang's father couldn't help but said: "If Zhang Yao in our family had half the vision of Miaomiao, I would be considered a successor. It's a pity that Zhang Yao's talent seems to be in reading, and the commercial plaza needs to be redecorated to attract investment. Fei Gong. By the way, we don’t seem to have any suitable cinemas and KTVs here that can be introduced into the square?”

"Then find someone who has qualifications and capital, and we will open it together." Liu Miao immediately proposed a new plan.At this time, those who don't deploy chain KTVs and theaters are fools.Although the film distribution rights in this time and space are still concentrated in the hands of the two major companies, the theater chain companies are still in the melee. Only two of the five major theater chains in the future are still developing, and the other three have not even seen a shadow.Unexpectedly, both Zhang's father and Li's father agreed with this opinion. They can see that the biggest profit points of this commercial plaza in the future may be in movie theaters and KTV, but they themselves don't need such profit points. , so they can use this profit point to win over more allies.An interest group is meaningful only if it is big enough and has enough allies, otherwise it is a fattened sheep, and it is better not to eat so much as usual.

After talking about the business with the three adults, Liu's father drove Liu Miao to school.When I arrived at school, Liu’s father suddenly said: “I heard that you have to prepare for a debate competition and write a novel recently, and then you dare not miss your homework. If you feel too tired, you don’t have to worry about the company’s affairs. At your age , It is more important to read good books.”

To be continued