Spring Breeze 1991

"It's really crazy, boss, you don't know. At the peak in the morning, the queue moved more than 1000 meters, and the People's Avenue was blocked. I sent someone out to check, and some customers were passively shunted to other stores, but some customers who were on the verge of The closed stores cleared out some of their goods, mainly TV sets.”

Lu Gongming said with a slightly wry smile, but the smug smile at the corner of his mouth was clearly visible.

Yao Yuan was very happy, and nodded in affirmation, "You guys have done a good job during this time."

"It's the boss's strategy that worked." Lu Gongming hurriedly said modestly.

Yao Yuan waved his hand, became serious, and said, "The sales volume has reached this level, so we have to pay attention to the problem of second-hand dealers. This time it is two or three thousand units. Maybe we will become wholesalers in the future. This is in line with the business philosophy of Yuanda Electric Appliances. Contradictory."

"Boss, I have a suggestion." Lu Gongming has the momentum of fighting more and more courageously.

After getting approval, Lu Gongming said, “I think another price should be implemented for this part. For example, they can buy goods, but they don’t enjoy the free delivery policy, the seven-day unconditional return and exchange policy, and the one-year warranty policy. It is unrealistic to sell the wholesale price higher than the retail price, but we can start from these three points to distinguish these two dealers."

Lin Wei immediately agreed and said, "Ah Yuan, this is a good way. There will be more and more second-hand dealers like this in the future, unless it is unprofitable. However, according to the purpose of Yuanda Electric Appliances, our product prices must be the same as those in the whole country. The lowest, which means that the second-hand traffickers must be profitable."

"They resell them. Judging from the current situation, the profit of a single item may be higher than ours." He Xueli said thoughtfully, "I also agree with Mr. Lu's opinion that a different policy should be implemented for these second-hand traffickers."

Yao Yuan glanced at them and nodded slightly, not surprised that they had the same opinion.In fact, in this situation, 90.00% of people will do it, whether it is now or in the future.

The emergence of Erdao dealers seems to be just a sign now, but as Lin Wei said, Yuanda Electric’s asking for the lowest price of home appliances in the country means that there must be profit margins that can be exploited by Erdao dealers, and such things can never be eliminated.

The reason why Yao Yuan nodded was to express his affirmation that they had learned to think.

After gesturing them to sit down, Yao Yuan said, "Have you ever thought about how it will affect our sales policy if we treat them differently? What does Yuanda Electric rely on to win the market?"

"Fei Wei, tell me."

Lin Wei scratched his head and said, "We have low prices, free delivery, seven-day unconditional return and exchange, and one-year warranty. In summary, these four points are not available in department stores and other self-employed businesses."

Yao Yuan turned his attention to Lu Gongming.

Lu Gongming was at a loss for words, because Lin Wei had already said everything he needed to say, and he really couldn't think of any other advantage.As a general manager, it is not good to not know the advantages of the company you are in charge of, but apart from these four points, there are really none.

He said embarrassingly, "Boss, Wei Ge summed it up very well. We have four major advantages, which are not available in the whole country. I have done investigations."

Yao Yuan nodded slightly and asked He Xueli, "Director He?"

He Xueli said confidently, "I think there are still advantages in advertising and marketing."

Advertising marketing is a genuine new way, and it is a common corporate marketing method in Hong Kong, but it is still a new thing in the mainland, otherwise Yao Yuan would not have won the one-year prime-time advertisement of CCTV for only 300 million yuan.

He Xueli smiled and nodded to Lin Wei and Lu Gongming, and said, "The advertisements placed by Yuanda Electric on CCTV are very, very powerful. The credibility of CCTV is very strong, and most people think it is the voice of the country. That’s it. Our ad is running right after the simulcast again, which is even more effective.”

"We only have one store in Nangang now, and we habitually think that the influence of advertisements only works in Nangang area. In fact, this is not the case. After the branch opens to other places in the future, we will find how powerful this advertisement is. I always think that , the boss spent 300 million yuan to buy the prime advertising period for the next year. This price can be said to be super value. The advertisements of the same period in Hong Kong cannot be bought without tens of millions, and the influence cannot be compared with that of the mainland TV station. .”

At the beginning, almost everyone thought that Yao Yuan spent a lot of money wrongly, but because of the habitual trust in Yao Yuan, they unconditionally believed that whatever the boss did was right.

Now it seems that it is not only right, but also far-sighted.

Yao Yuan said, "I can tell you that in two years, CCTV's advertisements at the same time period may be auctioned for hundreds of millions of yuan. We won 300 million yuan in advance and it is almost the same as picking it up for nothing. Fei Wei, you must be sure about this matter." To follow closely, we must ensure that in the next three years, the advertising time of CCTV at this time will be ours. Don’t be reluctant to spend money. You can earn back 100 if you spend 1000, and you can earn back if you spend [-]. A million or even [-] million."

"You're bragging again." Lin Wei pouted.

But this time he was not as determined as before, because he found that every time Yao Yuan boasted, he had succeeded.

Yao Yuan glared at him, and continued, "The appearance of second-hand dealers getting goods from Yuanda Electric proves that our policy is correct, and we can use them to advertise. Whether we return or exchange the goods or the warranty policy, we rely on the original invoice , the Erdao dealer resells it, and we naturally don’t recognize the receipt he issued.”

"I see, the next step is to publicize the return and exchange policy and warranty policy on the city's TV stations and newspapers, clarify the conditions, and let more people know that they can't enjoy these products if they buy products sold by Yuanda Electric from Erdao dealers. It's policy, but if you have an invoice, it's fine."

"Of course, this is just the first step."

Yao Yuan asked Lu Gongming, "Has the matter you were asked to discuss with the supplier come to fruition?"

"There is a result. They are willing to put a nameplate specially supplied by Yuanda Electric Appliances on the electrical appliances. After all, the cost will not increase by a few dollars, and they can sell us one." Lu Gongming reported quickly.

Yao Yuan nodded, "Let the after-sales team record the production serial numbers of all products, when each electrical appliance was put into storage, when it was sold, and the name of the customer, all collected and entered into the computer, even if the customer loses the invoice in the future, As long as there is a record in the system, you can give them a warranty."

"Office automation?" He Xueli blurted out.

Several other people were stunned, they had never even seen what a computer looked like.

Yao Yuan said with a smile, "It's not just about office automation. We need to build a database. Such a database is a treasure."

I can't explain it now, and they can't understand it even if I explain it, but the preliminary work must be done first.

"Just imagine, customers who are able to buy modern home appliances, do they only need home appliances? If we have relevant information about them, we can do precise marketing and even develop new products for them." Yao Yuan said with a smile.

He Xueli was thoughtful. This concept has never been heard even in Hong Kong, but it seems that some companies in some developed countries abroad have done this.

In fact, there are too many things that can be done after having a customer database. This is the simplified version of big data in this era!