The Pentium Era - South to North

"The second thing I want to do is change our company's propaganda, or advertising strategy."

Zhang Xiangbei said: "What we want to promote is that we have something that 'Daily Fresh' does not have. Everyone knows that their dishes are all imported from the wholesale market. They do not have their own large-scale supply base. As long as the sold vegetables are not rotten, they will continue to be sold the next day. Unlike us, they have food factories and can reduce costs through deep processing.

"In terms of publicity, I think we can use soft articles, advertisements and interviews to highlight three points. We must also let everyone know about our own precious things. The first is of course not selling next-day vegetables, and the second is direct supply from the place of origin. The third is our full quality control management from field to workshop.

"We want consumers to understand the truth about what fresh food is. Only by meeting these three points can it be considered fresh. And these three points cannot be achieved by 'Daily Fresh'. Whether it is consumers or reporters, When I asked them about these three points, they couldn't answer.

"They carry the reputation of a bad person and then become synonymous with low quality. At this time, if they continue to engage in price wars, the actual effect will be reduced. People will say, you should be cheap, your products are so Poor, really cheap but not good.

"If two companies have established such distinct corporate images, including our former customers who are now their customers, they will know the quality of the dishes, but they are still hesitant. Once this happens, After impressing them with our publicity, I believe some customers will return.”

Zhang Xiangbei said, and everyone nodded, thinking that his idea was very good. In this way, at least in the fresh food delivery market, we can divide into two big parts. One is a high-quality company in everyone's impression. Although the price is not the cheapest, But the quality is guaranteed, such as "Zhai Xian Delivery" and another one, which is low-priced but low-quality.

Mr. Ma probably didn’t think that he would become Pinduoduo in the field of fresh food delivery. Once such an impression is formed in the minds of consumers, it will be difficult to change.

In the future, if the "Zhai Xian Delivery" and "Daily Fresh" fresh-keeping cabinets are put together, then those who go to pick up food from the "Daily Fresh" fresh-keeping cabinet will feel embarrassed.

"Okay, Beibei." Liu Yun said, "I can make Fanhua Network fully cooperate."

"Thank you, Godmother. We will also promote it on our own website and other websites, focusing on promoting the people of 'Zhai Xian Shou', and write down each of the purchasers in the branch below, how they do a good job in base field management and quality control. By promoting them, we let everyone know our ideas.

“We also need to promote our food factory and how we can ensure that the workshops below do not sell next-day vegetables and can achieve the purpose of reducing costs. In addition, the products of our food factory have now become one of our business cards. "Zhang Xiangbei said.

"Gu Gong has a lot of stories to tell." Zhang Chen said, "Beibei, you can ask Xu Wenhui to help, and do more publicity in traditional media. Those middle-aged and elderly customers will still insist on reading newspapers every day. , Their trust in print media is much higher than that of website news, and they stubbornly believe that what is said in newspapers is correct."

"I can organize some experts to publish some analysis articles on 'Home Delivery' from the perspectives of business management and economics in Hong Kong, Taiwan and overseas media. Domestic websites like to do this kind of news for domestic sales. In this way , we can establish the image of 'fresh home delivery' from several levels," Xiaofang said.

"Yes, the media in Taiwan can be left to me. I can arrange for newspapers and TV stations to come over and do exclusive interviews. Every day, many mainland viewers jump over the wall to watch Taiwanese TV programs." Xiaohu said.

Zhang Xiangbei raised his hands and said to everyone: "Thank you! Thank you!"

"Beibei, go on," Liu Yun and Zhang Xiangbei said.

"The third thing to do is actually what I have figured out. That is, when 'Daily Fresh' forces us into a corner through price wars, it actually forces themselves into a corner." Zhang Xiang North said.

Xiaofang asked: "Why do you say that?"

"They have lowered the price to such a low level. If they can beat us to death, they win. The purpose of the price war is to beat their opponents to death. If they can't beat us, they will give up halfway.

"We were beaten to death by them and disappeared, and then they could start to adjust prices. At this time, customers have no choice, because they have no other choice, and they can only accept the scolding. They can't just go to the market to buy food because of this. Consumption habits have been changed, and it is difficult to change them back.

"This brings us to the third thing we have to do, which is to fight head-on and how to fight. I won't start a price war with you. I will stay here. I will not retreat or reduce our business territory. We are in Shanghai and Every community in Hangzhou cannot remove a fresh-keeping cabinet. Even if we don’t have a single customer in this community, we still have to occupy that position.

"Why? This is the sniper war and war of attrition I want to fight. I will fight with him. As long as we are still there, we will give customers one more choice. It is also the general who will kill them. As long as we are still there, they will There is no way to adjust the price. As long as he adjusts it once, it will definitely cause dissatisfaction among some customers. These customers will come back to us because of their anger.

"Customers who have transferred back like this will be completely cut off from them from now on, and will never be able to go back. Many people may delete the 'Daily Fresh' APP because of this. This is what I said. They are enjoying the price war for a while. , forcing us into a desperate situation. I don’t know that as long as we persist and are not beaten to death, they are actually using low prices to push themselves into a desperate situation.

"Yesterday we calculated that they are losing more than 70 million yuan a day in Hangzhou and Shanghai. As long as we are still here, they will lose so much, and they don't dare to adjust the price. As I said before, it is equivalent to It is sending customers to us, and as for us, we calculated yesterday that even with the current number of members, we are still profitable.

"So, if we want to fight a protracted war, we can afford it, but they can't. The further we go, the greater the pressure will be on them, not on us. As long as we don't make mistakes, we just don't make mistakes. This includes us all over the country. In other cities, our profitability is very good, even in Shanghai and Hangzhou, it doesn’t matter if we are not profitable.

"While we are fighting sniper wars and wars of attrition with them in Shanghai and Hangcheng, we must speed up the pace and promote our layout across the country. This is also to expand our profitability. I am sure that as long as we are so peaceful in Shanghai and Hangcheng, If they are exhausted, they will not dare to expand the battlefield, lengthen the front, and develop in other cities.

"The reason is very simple. The more they develop, the more their losses will expand. If they develop another city, if they still use this strategy, their daily losses will be hundreds of millions. Even Dad Ma cannot afford such losses for a long time. I dare not watch the company 'Daily Fresh' drag down Taobao to death. He will not do it and will definitely stop the loss in time."

"Then what if he goes to other cities to develop but doesn't launch a price war?" Xiaohu asked.

"Then he has no chance of winning." Zhang Xiangbei said, "Firstly, we have already laid out our plans in these cities, and secondly, through the first and second things, their reputation has been ruined. If the conditions are the same, there is no price difference. How can they win against us? How many consumers will choose them?"

Xiaohu nodded, feeling that what Zhang Xiangbei said made sense. It turned out that these things were intertwined with each other.

"We can appropriately lay off some of the surplus staff in Hangzhou and Shanghai to improve our profitability." Wu Huan said, "This is something that can be done immediately."

"No, no one can be laid off in Hangzhou and Shanghai. Instead, the daily recruitment work will continue." Zhang Xiangbei said.

"Why?" Wu Huan asked.

"Now is a sensitive period, and there can't be any disturbance. As long as there is news such as "Zhai Xian Delivery" has begun large-scale layoffs, everyone will think that we are about to be beaten by "Daily Fresh". We cannot give people such Impression." Zhang Xiangbei said.

"I'm talking about step-by-step, small-scale reductions, not large-scale cuts." Wu Huan said.

"Even if you lay off five people at a time, it will become a large scale in the media." Zhang Xiangbei said, "Besides, there is no need."

Zhang Xiangbei looked at everyone and explained:

"There is another account to be settled. Now is the most difficult time for our Shanghai and Hangcheng branches. I believe that through the few things I mentioned earlier, this most difficult time will pass and customers will return. Our current employees , all trained hard by us. When the manpower is insufficient, we will have to recruit people and train them again. Is it cost-effective?

"Also, we can't just settle our own accounts. Where are these people most likely to go when they leave us? It must be 'Daily Fresh'. They will definitely open the door to accept them. These are all skilled employees. Go in There is no need for training and you can start working directly. This means that we have saved our opponents a lot of training fees.

“I don’t know if it’s worthwhile just to calculate our own accounts, but when it comes to calculating the general ledger, it’s definitely not worthwhile for us.

"We can adjust the surplus personnel in Shanghai and Hangzhou internally. Didn't I say before that we need to speed up the deployment across the country? These surplus personnel can be adjusted to these cities."

"Many people will be unwilling." Wu Huan said.

"Of course they are not willing to make a horizontal transfer, but if an ordinary worker is transferred there and becomes a foreman, the foreman becomes a supervisor, and the supervisor becomes a manager, they will be willing. Also, it can be adjusted according to each person's situation. Those from Anhui were arranged to go to Hefei, and those from Henan were arranged to go to Zhengzhou. When they returned to their hometown in the provincial capital, they were promoted again and their salary was improved. Would they still be unwilling?" Zhang Xiangbei asked.

Wu Huan waved her hand and said, "Okay, I'm convinced by you."

"I agree with Beibei's opinion." Liu Yun said, "However, Beibei, I have one more thing to ask you."

"Say, godmother."

"Wouldn't it be okay if 'Daily Fresh' also started to build vegetable bases and start direct supply from the production areas?"

"It's not impossible, it's just that we also have a first-mover advantage."

Zhang Xiangbei said: "If we want to supply vegetables to Hangzhou and Shanghai, we cannot do it in small quantities. We must have a large supply base like us to ensure supply. Ningxia can do this among the five largest vegetable producing areas in the country." It is said that the most suitable place to start a farm is that we all have our own farms.

"We have established cooperative relationships with the largest local cooperatives or professional companies in Yunnan, Guangdong and Hebei and Shandong. Hunan and Chongqing are now our newly developed supply bases with strong momentum. They are now going to do this. It can be said that under the same conditions as us, they can no longer do it.

"Vegetables are grown in the ground, and the ground cannot be copied infinitely. This is different from factory products. In these places, if they want to replace us, under the same conditions, why should others cooperate with them? Moreover, even if the conditions are more favorable than ours, it will be difficult for them.”

"Why?" Liu Yun asked.

"Our current sales volume is more than ten times that of theirs. How many cooperatives or companies will give up large companies and choose to cooperate with small companies for a small profit? Unless this small company bleeds, if he bleeds, it will On this side of town, he’s even less competitive, and that’s our first-mover advantage.”

Liu Yun nodded and understood. She looked at Xiaofang, Zhang Chen and Xiaohu and said:

"I think it's okay. The strategies and steps for these three points mentioned by Beibei are very clear. I agree to do this. This may also be our least costly plan. What do you think?"

"And, and there's one more thing I need to do." Before the three people could answer, Zhang Xiangbei called out.

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