Rebirth Starts From 2006

The business grew bigger and bigger, and it was not just Boss Xu who became a self-employed business owner.

My eldest uncle Su Jiadong is not the same,

As Aunt Wang's fresh food stores opened more and more, he relied on his previous work in the grain management office to reach agreements with many small farms in the countryside, and almost contracted half of the entire fresh food company's egg shipments. The brother-in-law who far surpasses Yang Yong,

Even in terms of free-range eggs, he is the only supplier.

Now there are egg transport trucks from Xijiang County every day, and the money earned is not much less than that of my uncle, and this is still a long-term business.

Unlike my uncle's decoration company, after this year is over, he will probably have to rely on himself to develop the market.

Yes, when the number of stores reaches 1,000, Auntie Wang’s Fresh Food Store will stop expanding.

Chen Yang dusted off the cigarette ashes and whispered, "Our country is vast and rich in resources, and the living habits in the north and south are different. For example, you can only buy one garlic in the south, but in the north, if you only buy one garlic, people will think you are looking for trouble. of!"

"Ah?" Yang Yong turned to glare at him, "Is there such a thing?"

Comparing North and South has not become popular yet, not to mention that he has never been to the North and doesn't like to surf the Internet. He really doesn't know about this kind of thing.

"Well," Chen Yang nodded and said seriously, "Don't believe it. Let me ask you, how did you buy fried dough sticks when you went out to buy breakfast?"

Yang Yong rolled his eyes and said with a slight hesitation, "Buy one?"

I can't say buy half a stick, otherwise the boss won't pour oil on me!

"Hehe," Chen Yang exhaled a puff of smoke and said with a smile, "Wherever you go, it's just a matter of weight!"

Yang Yong was immediately confused. Are you selling fried dough sticks by weight?

So how do I know how much I can eat?

Chen Yang took a puff of his cigarette and chuckled, "I'm telling you this just to tell you that Aunt Wang's Fresh Food Store is suitable for Guangzhou and Shenzhen, but it may not be suitable for other cities, let alone other regions!"

Yang Yong frowned slightly, "You mean, it's almost time to stop opening new stores?"

He is not a fool. My old cousin told him this in a roundabout way, not to ask him not to open a store in other places. But now Guangzhou has become saturated, and Shenzhen is also developing rapidly. By the end of this year, these two cities will It should be no problem to win, but then we can only suspend investment promotion.

Chen Yang smiled and nodded gently,

If you say this to Yang Yong directly, Yang Yongzhen may not be able to listen. Now Aunt Wang’s Fresh Food Store is open in full swing, why can’t it be opened elsewhere? !

But after such a turn, Yang Yong understood the difference.

Different regions lead to different living habits. The climate in the north is dry and cold, which makes it easier to store food. Many families can buy vegetables for several days at a time.

The climate in the south is warm and humid, especially in summer. Sometimes the vegetables you buy in the morning are no longer edible by the afternoon, so we pay attention to less but more.

Auntie Wang's fresh food store focuses on freshness and convenience. It sells a head of garlic, a piece of ginger, and even meat for only one yuan. This refined marketing model is not necessarily suitable for the northern region.

Chen Yang continued, "This fresh food store model, if you find the right place and the right market group, is almost a guaranteed profit-making business. It is not impossible to expand in the future, but it must follow the trend of regional and urban development. , finding a location that meets our criteria for expansion.”

Yang Yong nodded slowly and said thoughtfully, "What you are talking about is the site selection criteria originally formulated for our operations department. So far, all new store locations have been selected according to the rules you set at that time. Execution, it seems that one company is really popular."

Chen Yang smiled and said, "That's the truth. If you find the right market and the right crowd, you can basically go wrong. Therefore, according to this logic, Aunt Wang must open a store with a dense foreign population and enough office workers. From this point of view, only two or three cities within the Zhujiang River Delta meet the requirements."

After a pause, Chen Yang continued, "Site selection is one thing, and operation is another. The purpose is to ensure that the store can make money. Therefore, when formulating operating policies, the interests of the store must be fully taken into account. Only the store makes money. Only then will they support the headquarters’ promotional plan, allowing the company to make money and benefit consumers, thus forming a virtuous cycle.”

Upon hearing this, Yang Yong couldn't help but laugh, "You don't need to say that?! If the store doesn't make money, how can they come to us to get goods? It's good if they don't come to make trouble."

A large part of the franchisees of Aunt Wang's Fresh Food Store are from Xijiang. They are not the kind of ordinary merchants who can be manipulated by the headquarters. If you really piss them off, they will raid your hometown!

Who doesn’t know Yang Yong’s hometown in Wangjia Village, Nanjiang Town, Xijiang County?

Taking a puff of cigarette, Yang Yong smacked his lips and said, "I understand what you mean. Later I will tell the investment department to pay attention to controlling the scale of expansion. Guangzhou and Shenzhen will be selected for expansion first, and other places can be left alone.

In fact, the concentration of stores is also conducive to logistics and distribution, which is also a good thing for us. I will handle this well. "

Seeing that Yang Yong understood what he meant, Chen Yang stopped talking.

The reason why he told Yang Yong this was to avoid following the same path as Dad Qian in his previous life.

For Dad Qian, the company can be divided into two stages:

The first stage is the self-operation stage. Word-of-mouth and sales are soaring, and many merchants are willing to join. Basically, they can make profits quickly after joining, and many of them can repay their capital within half a year.

What follows is the capital-dominated stage. After capital led by Jingdong took over Qian Daddy, they began to use capital means to expand the market.

On the one hand, they completely ignored market differences, launched investment promotion in major cities across the country, adopted a unified operating model, and frantically opened stores regardless of cost to increase sales volume.

On the other hand, the franchisees are over-squeezed and the cost of competing with peers such as wet markets and community vegetable sellers is transferred to the stores, and the purpose of attracting new customers is achieved by exploiting franchisees.

Except for those who opened stores in the early days and those who joined later, not to mention making money, there are not many stores that can survive the new store period, because not everyone can spend millions to lose money to attract new customers!

The final outcome is that a large number of newly opened stores close down, franchisees become injured, and the company's reputation falls to the bottom.

In this outcome, the capital is certainly not lost, because the number of consumer membership registrations and activity are real data, and they can make back their capital by relying on those alone.

Without stores, I still have e-commerce! Later, the online mall built by Jingdong for Mr. Qian relied on more and more offline stores as transit hubs. Isn't it running very well?

However, the consequences of the Daddy Qian brand, hundreds of thousands of franchisees, and numerous consumers are beyond their scope of consideration.

Chen Yang didn't want Aunt Wang under Yang Yong's control to look like that.

Although with him here, no capital will enter the game, but Yang Yong is afraid that he will not be able to resist the temptation of some people below and start a crazy expansion path.

Wouldn't it be great to be safe and be a conscientious enterprise that can not only make money but also benefit the country and the people?

The two brothers sat and smoked silently. Everyone else thought they were talking about business, and no one came to disturb them.

After Yang Yong digested what his old cousin just said, he had a rough idea in his mind, so he put the matter aside for the time being, turned to look at Chen Yang, and said with a smile,

"Hey, it's Boss Huang from the seafood wholesale market across the street, do you still remember?"

Chen Yang looked at him and said a little puzzled, "Remember, he seems to be a relative of Director Peng's family. What's wrong?"

When Auntie Wang's Agricultural Products Company had not yet opened and Chen Yang was busy with preparations, Peng Qiguang, director of the Wholesale Market Management Office, helped him a lot.

Not only did he choose several of his own shops to open, but he also wrote him a note, which contained well-known conscientious merchants in this wholesale market. This solved a large part of the company's purchasing problem.

Among them, the owner of a seafood stall is a relative of Director Peng’s family, also known as Boss Huang in Yang Yong’s mouth.

Thinking of this, Chen Yang recalled, "I remember that Boss Huang had a son who also opened a fresh food store. How is he doing now?"

At that time, Peng Qiguang wanted to ask Chen Yang for help, bringing along his eldest nephew who had just graduated. However, he was very ambitious and wanted to do it himself. It happened that Boss Chen also looked down on that guy who had high ambitions but low abilities, so he naturally went with the flow and was optimistic about the success.

As soon as Chen Yang talked about Boss Huang's son, Yang Yong couldn't help laughing, "Oh, I just want to tell you about his son. He is really a genius!"

Um?

Chen Yang's eyes widened, "What happened to him?"

Can't that guy who doesn't know anything and still looks arrogant really be able to make a career?

But apart from Aunt Wang, he hadn't heard of any other famous fresh food company.

Yang Yong couldn't stop laughing, "Didn't we start a company at that time? That guy copied our model, and even the purchase channels were exactly the same as ours. If his store hadn't been in the old city, it would have been far away from where we were at that time. From a very far distance, it can disgust people to death.

But don’t tell me, this business model, as long as you choose the right place, is really just like what you just said, you almost sit back and collect money.

In the beginning, the same was true for his two stores. At that time, when I met Director Peng, he laughed whenever he talked about it.

It's a pity. If only that guy had been steady and steady, but he saw that our stores were opening one after another, so he couldn't help but start to expand.

They have the advantage of being locals. They have many connections and rich net worth. I heard that in the past year or so, they have recruited more than a hundred franchisees. If our company hadn't suddenly gained popularity half a year ago, we might not have been able to take the lead. How many of them. "

Chen Yang held a cigarette between his fingers and rolled his eyes twice, "What do you mean by this, did you collapse later?"

"What are you waiting for later?"

Yang Yong shook his head disdainfully, curled his lips and said, "Their investment model is also copied from ours. The difference is that they have been collecting franchise fees from the beginning.

It's just that, if you compare a cat to a tiger, what you draw is not a tiger after all. He thinks that opening our store into the community is the core, so when choosing a location, we always look for the surrounding areas of the community.

But where did he start? old Town!

Many elderly people are shopping there, and the market is well-equipped with everything. Even the stall owners are old neighbors who have been there for decades. Your newly opened store is so beautifully decorated that the elderly people don’t dare to go there. Li Jin, the final outcome can be imagined!

At the beginning, when those stores lost money, he said they were in the new period and wanted to do more promotions. In addition, there were no stores that were making money, so no one made trouble.

It can be a promotion, but he refuses to lower the wholesale price. Instead, he lets the store bear the cost of promoting the promotional items. The result is that the store sells more and more and loses money.

In addition, there are also problems with his purchasing channels. To this day, the wholesale market is still the main market, and the cost of purchasing goods is high, which in turn weakens the profit margin of the store.

However, the boy ignored these problems and instead continued to attract investment and open stores. More and more stores were opened. He thought he was very successful. He bought office buildings and luxury cars.

Until the first two months, those loss-making stores couldn't stand it any longer, so they went to his company to ask for an explanation. Oh my god, it was a big thunder! "

Yang Yong stretched out his hand, made a gesture, gritted his teeth and said, "Eighty percent! Eighty percent of the stores are losing money! Less than 20% of the stores are making money!"

Well,

Chen Yang had a cigarette in his mouth and was speechless. He was stunned for a long time before asking, "Didn't he hire a few knowledgeable people?"

At the very least, there must be a marketing department that analyzes the market and target customer behavior, and a purchasing department that reduces the cost of purchasing goods. These must be there!

"I've invited someone, but I hope he can listen."

Yang Yong curled his lips and said, "Besides, the purchasing manager suggested that he get the goods directly from the place of origin, but he said that the logistics fee and storage fee would be about the same, and if you get the goods from the place of origin, you have to sign a long-term agreement price, and sometimes wholesale If prices plummet, they will suffer losses.

Moreover, the people he hires are not necessarily very capable people. The marketing department does almost the same job as our operations department. They don’t even do market analysis. They only engage in promotional activities all day long. They are not the same person at all. Something happened. "

Chen Yang blinked, dusted off his cigarette, and asked curiously, "How do you know so clearly?"

Yang Yong smiled, leaned forward, lowered his voice, and said mysteriously, "Don't you know that our headquarters is also expanding its recruitment this year? There are many people from his company coming for interviews, and even the market The manager and the purchasing manager are here, and this is what I heard them say when I interviewed them.”

When Chen Yang heard this, he was immediately speechless. Even the backbone managers wanted to run away. What would the company be like now? !

Yang Yong took a puff of his cigarette and sighed, "Really, as the old saying goes, there is no harm without comparison!"

Then he pointed at Chen Yang and said with a smile, "You have never been in the meat and vegetable business, but you will not miss the strategy you set."

Then he pointed out the window, "That kid is from a family background, and he has a college background. He studied chain operation management, but he ended up doing shit. The gap between people is simply not that big!"

After saying that, he threw away the cigarette butt, leaned back, and smiled at Chen Yang, "Don't worry, I will definitely put the issues you asked me first. To prevent over-expansion, I will hold a meeting for them to discuss when I return to the company tomorrow. , I promise not to follow that boy’s old path!”

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