Reborn Industrial Tycoon

Chapter 321 Buy one get eighteen (please subscribe)

Just after New Year's Day, Li Weidong's puppy microwave oven went on the market.

In the face of imported microwave ovens on the market, although domestic products have manufacturing cost advantages, Li Weidong did not engage in a price war.

The ex-factory price of puppy microwave ovens is only slightly cheaper than the CIF price of imported microwave ovens. When it reaches the end retail market, the retail price is not much cheaper than imported microwave ovens, which can be regarded as the same price.

The reason why Li Weidong did not engage in a price war was not only to ensure sufficient profits, but also because it was not the time to cut prices to seize the market.

Li Weidong's microwave oven production line has just started operating, and the production capacity is very limited. If there is a price war now, the sales of microwave ovens will increase, but Li Weidong will not be able to provide enough microwave ovens, which will reduce profits by then.

To use price war to seize the market, at least he will not do it until Li Weidong has enough production capacity.

Historically, the price reduction of microwave ovens began in 1995, and it was Galanz that first started the price war.

In just a few years, Galanz reduced the price of microwave ovens from three thousand yuan to several hundred yuan. Since then, expensive imported microwave ovens have disappeared from the market.

In the first year when Galanz started making microwave ovens, its production capacity was less than 10,000 units. At that time, they did not engage in a price war. Instead, like imported brands, they sold microwave ovens at high prices to make profits.

When Galanz's production capacity expanded to hundreds of thousands, it started a price war for microwave ovens and took away the market from imported brands in one fell swoop.

Li Weidong's puppy microwave oven was launched earlier than Galanz. Naturally, Li Weidong did not need to rush into a price war to seize the market.

…

Home appliances have always been the most important component in the consumer market.

In the 1980s, home appliances were mainly sold through department stores. After entering the 1990s, department stores gradually began to be unable to meet the needs of the people, and specialized home appliance stores were born.

In 1992, specialized home appliance stores were only available in big cities, and they were all state-owned. Individual households selling home appliances would open a shop, just like the mobile phone stores on the streets of rural towns today.

Larger self-employed businesses will have several stores, such as the famous Gome, which had grown to more than a dozen stores in 1992.

In a state-owned home appliance store in Beijing, a well-dressed middle-aged couple walked up to the microwave counter.

This kind of middle-aged people with a good economic income are obviously the main buying group of home appliances. If it were placed in future generations, the shopping guides in home appliance stores would definitely rush to welcome such customers and enthusiastically sell them.

It's a pity that this is a state-owned home appliance store. Such things as enthusiastic sales simply don't exist in state-owned stores. In the era of supply and marketing cooperatives a few years ago, customers would have to beg the salesperson to deal with them.

The middle-aged couple walked to the microwave counter and looked at the microwaves on the counter. The prices were almost the same, even if there was a difference, they were only one or two hundred yuan.

"Let's buy Panasonic. Panasonic is the most famous home appliance brand. The best home appliances we can buy in China are all Panasonic!" the husband said.

"Generally, Panasonic's household appliances are better, but I heard that Xizhi's microwave ovens are better than Panasonic's. Let's take a look at Xizhi's." The wife said to the salesperson, "Comrade, we want to take a look at Xizhi's."

Micro-wave oven!"

The salesperson pointed to a few of the samples: "These are all Xizhi machines."

"Comrade, which Panasonic is it?" the husband asked.

"The ones here are all from Panasonic." The salesperson pointed to the other ones.

My wife looked at it for a long time, pointed to a microwave oven and asked, "What functions does this one have?"

"The functions of microwave ovens are all the same. The upper switch is for fire power, and the lower switch is for heating time." The salesperson continued to say with a poker face.

At this moment, the wife saw a leaflet posted next to it: "PUPPY puppy microwave oven, buy one and get eighteen free!"

"PUPPY? What brand is this? I've never heard of it!" the wife murmured to herself.

The husband looked at it and said, "This must be a foreign brand, otherwise why would it be in English? Maybe it's American!"

This is where Li Weidong is shrewd. He knows that Chinese people are still relatively superstitious about foreign brands.

Especially household appliances, which were originally imported products. Domestic household appliances only appeared in recent years. Many people have a preconceived notion that foreign brands are better than domestic brands.

So Li Weidong printed the English letters "PUPPY" on the trademark. People who don't know the truth can easily misunderstand Puppy Electric as a foreign brand when they see the English.

After all, the Chinese at that time could not recognize many foreign brands, so it was not difficult to give them a slightly foreign name and pretend to be a foreign brand.

At this time, my husband also saw the slogan "Buy one, get eighteen free".

"I've heard of buy one get one free, and I also saw buy one get eighteen get free!" The husband was stunned and asked, "Can you buy one of these microwave ovens and get eighteen for free?"

"How can I give you eighteen!" The salesperson smiled sarcastically, and then said, "Buy one and get eighteen free, which means that if you buy a microwave oven, you will get eighteen free gifts!"

"Let me tell you, there is no such thing as buying one and getting eighteen free!" The husband paused and then asked, "What are the gifts?"

"Let me take a look!" The salesperson took a leaflet and read it: "Purchase this product and immediately enjoy a luxurious gift package worth 1,288 yuan!"

"1288?" The middle-aged couple were shocked at the same time. They spent 3,000 yuan to buy a product and received a gift of 1288. This is really a good deal!

I just listened to the salesperson looking at the flyer and then read: "The gifts include a twelve-piece set of microwave oven dishes worth 160 yuan, microwave oven-specific heat-insulating gloves worth 30 yuan, and microwave oven-specific rags worth 10 yuan.

A microwave cooking apron worth 20 yuan, a stainless steel manual egg beater worth 20 yuan, a microwave protective cover worth 35 yuan, a microwave cooking recipe worth 125 yuan, and a one-year free warranty worth 888 yuan!"

The salesperson read the brochure and found that if the twelve-piece set of microwave dishes were taken apart, there would be exactly eighteen gifts.

And the one-year free warranty of 888 does not have a physical product, but it does add money. After all, for many people, a gift without a physical product is not considered a gift.

These things sound like a lot, but in fact they only cost tens of dollars.

Qinghe City itself has a ceramics industry. The high-end bowls and plates Li Weidong ordered in Qinghe cost only eighty cents each, and the total cost of twelve pieces was less than ten yuan.

The so-called insulated gloves for microwave ovens are just a pair of thick gloves. Even if they are made of better materials, one pair only costs more than one yuan. There are also rags, aprons, etc., which are not worth ten or twenty yuan!

The egg beater is just a novelty. Most people can beat eggs with chopsticks.

As for the microwave oven protective cover, it is considered a popular product. In the 1990s, household appliances were still important family assets. Many families were accustomed to using a cover made of cloth to cover household appliances to prevent them from getting dusty, such as TV sets.

, washing machines, air conditioners, all must be covered when not in use.

A microwave oven, a household appliance worth 3,000 yuan, is much more expensive than a TV, a washing machine, etc., so naturally it needs to be covered with a cover.

A microwave cooking recipe that costs 125 yuan, even if it is printed in full color on matte pink paper, costs only a dozen yuan. The price of 125 yuan is obviously outrageous.

The one-year free warranty of 888 yuan is simply to round up the auspicious number of 1288, making the value of the gift appear higher.

If you are picking out the words, you already said it was a free warranty, and you still marked it at 888 yuan. Isn’t this playing a word game with consumers?

In later generations, the national "three guarantees" regulations already stipulated that the warranty period for household appliances is one year, and some even extend the warranty period.

In 1992, manufacturers did not establish product repair channels at all. If consumers wanted to seek warranty, they needed to send the product to the manufacturer themselves. The transportation cost may be enough to buy a new one, so the so-called warranty

It can only stay on the lips.

The lack of manufacturer warranty channels also made home appliance repair a very good business in the 1990s. When ordinary people’s home appliances broke down, they could only find home appliance repair masters. Therefore, among vocational and technical schools, home appliance repair majors are more

Driving an excavator is even more popular.

At that time, many large electrical appliance brands did not establish their own maintenance channels. Small businesses like Li Weidong were even less likely to have maintenance channels. Therefore, the so-called one-year free warranty was actually empty talk and could not be implemented at all.

Of course, if you encounter the kind of customer who comes to ask for warranty, the electrical appliance factory will still have to provide warranty service. Such a persistent customer must be a die-hard fan, and you can just replace him with a new one!

The middle-aged couple were obviously more interested in the gifts. The husband asked, "What does this gift look like? Can you show it to us?"

"Do you want to buy it?" the salesperson asked impatiently.

"Buy, we are here to buy a microwave oven today." The husband replied. People in that era were used to the salesperson's arrogant and coaxing attitude.

"Wait a minute, I'll get it for you!" The salesperson doesn't like this kind of customer who increases her workload.

The salesperson opened the cabinet behind him, took out a set of gifts, and placed them in front of the couple.

The wife picked up a white porcelain plate, touched it carefully, and said, "The quality of this plate is quite good. You can't buy such a plate in ordinary shopping malls."

Cheap plates sold in rural markets only cost 40 or 50 cents each, and good-quality plates in shopping malls will cost no more than one yuan. And Li Weidong ordered this batch of plates, and the cost per unit is 80 cents! Put it away

It costs two or three yuan to sell in the mall.

Qinghe City produces porcelain, especially white porcelain, which is of the best quality. Qinghe's porcelain can be exhibited at the Canton Fair, which also shows that the quality of Qinghe's porcelain is still very good. In the main producing area of ​​porcelain, it costs 80 cents

The quality of the custom-made dishes is naturally of the highest quality.

The wife picked up the apron and gloves again. The apron was very soft and the gloves were very thick. You could tell by touching them that they were made of good materials!

The ex-factory price of a microwave oven exceeds 2,000 yuan, so Li Weidong doesn't have to save money on gifts worth a few yuan. Naturally, he chooses the best materials to reflect the quality of the product.

Then my wife picked up the microwave cookbook again.

"The paper is so thick, and it's all full of color pages! Our photography album didn't even use such good paper!"

At that time, only photography albums were printed in full color. However, in order to reduce costs, most photography albums were reluctant to use matte paper. They usually used ordinary coated paper, even if it was a waste of money.

The husband took the microwave oven recipe, flipped through it casually, and then said, "It turns out that microwave ovens can cook so many dishes. I always thought that microwave ovens can only heat a cup of milk or a hot plate of leftovers!"

"With this microwave cookbook, I can cook a lot of delicious food for you!" The wife paused and then said; "The prices of microwave ovens are similar, but this microwave oven has so many gifts, and this cookbook.

, let’s buy this one!”

The husband hesitated: "But I have never heard of this brand. Even if it is a foreign brand, it is definitely not as good as a big brand like Panasonic. I don't trust the quality if I buy this unknown brand!"

"But there are a lot of gifts here. Look at the plate, how good the quality is; the gloves and apron, how soft they feel! The quality of the gifts is so good, the quality of the microwave oven is definitely not bad. There is also this recipe, which introduces several

There are ten dishes! If you buy a Panasonic microwave oven, it doesn’t have these." The wife said.

The husband pondered for a moment and then said, "We don't lack these dishes and aprons and gloves. You can just use a sewing machine to cut one later. As for this recipe..."

"I can't cook these dozens of dishes without recipes!" said my wife with a pout.

"If you like this recipe, we can buy a Panasonic microwave oven and then buy this cookbook separately!" The husband said, looked at the salesperson and asked, "How much does this cookbook cost?"

"This is a gift, not sold separately!" The salesperson still had a cold poker face.

"Didn't you just tell me the price of the gift? Please help me find out how much the recipe costs!" the husband then asked.

The salesperson glanced at the flyer in her hand and replied, "The recipe costs 125 yuan!"

"So expensive! Just this book, selling for 125? Even if it's in color, it doesn't cost that much!" The man showed a questioning expression, as if he felt that the salesperson was trying to trick him.

"If you don't believe it, there's a price on the recipe, you can check it out for yourself!" the salesperson showed an indifferent expression.

The man immediately looked at the cover on the back of the recipe, and there were indeed the words "Price: 125 yuan" written in the lower right corner.

"It's so expensive!" The man was shocked.

Spending 3,000 yuan to buy a Panasonic microwave oven is already a huge investment. Spending 125 yuan to buy a cookbook is really hard to bear.

In comparison, if you buy a puppy microwave oven, you can get this cookbook directly, as well as 17 other free gifts such as dishes and aprons, which is much more cost-effective.

The wife next to me said, "The total of these gifts is 1,288 yuan. Not counting the one-year warranty, there are 400 yuan in gifts. It is much more cost-effective than selling a Panasonic microwave oven!"

For people in 1992, 400 yuan was still a lot of money, equivalent to more than two months' salary of a state-owned enterprise worker. Taking away this pile of gifts is equivalent to two months' salary in vain, isn't it nice?

Thinking of this, the husband finally nodded: "Okay, let's just use this puppy microwave oven!"

Thank you for your subscription. I have been busy all day today and started coding in the evening. I finally coded out one chapter. Please just take a look at it. Tomorrow, I should be able to resume the normal two-chapter update.