Chapter 142 You will eventually be eliminated (2 more updates please order)
Minister Wang Wang Liang is a top student majoring in market management at a key university. He was assigned to work in Jiangzhou Department Store three years ago.
Wang Liang is very down-to-earth in his work, and his current job is very stable, so he cherishes it very much.
But since last year, Wang Liang has felt that the department store's operating profits and customer traffic have dropped significantly.
The income of Jiangzhou people has increased significantly in recent years, and many families have purchased the latest color TVs, refrigerators, washing machines and other necessary home appliances.
In addition, many customers have also purchased home appliances that improve their lives, such as CD players and home karaoke.
All this shows that people's living standards are gradually improving.
But the number of customers in department stores is getting less and less.
After careful investigation, Minister Wang found that home appliance stores like Gomei were taking over the business of traditional department stores.
Not only are the goods in these home appliance stores cheaper than those in department stores, but they also have more varieties and better after-sales service.
In fact, this matter is obvious. Department stores are state-owned enterprises. From the managers of the mall to the employees below, everyone depends on their salary to make a living, and they do more or less.
If you sell goods for 10,000 yuan today, you will get the same salary as if you sell goods for 1,000 yuan.
Under such circumstances, everyone from the manager to the person in charge of the purchasing department will try their best to make money.
How can I get money?
The best way is to reach an agreement with the supplier of the product and receive a rebate.
Originally, the market price of a color TV was 5,000 yuan. The manager and the purchasing staff would collude and report the purchase price of this color TV to 5,500 yuan.
For an extra 500 yuan, most people won't notice any problems.
The manager and purchasing staff can allocate the 500 yuan proportionally.
But when the product is put on the market, the price reflected in the hands of consumers may be 1,000 yuan more than the actual price.
And Gome's products are only 1,000 yuan cheaper than department stores.
Consumers vote with their feet, and the choice of where to buy is obvious.
In addition, the purchasing targets of traditional department stores are fixed, and the products for these fixed purchasing targets have obviously aged.
Products that are popular among young consumers, such as MP3 players and PS game consoles, can be purchased in places such as Gome, but may not necessarily be available in department stores.
Over time, consumers will definitely give up shopping in traditional department stores and turn to home appliance stores such as Gome.
When Manager Wang visited Gomei this time, he discovered that Gomei has many new gadgets that are loved by young consumers.
Among them are MP3 and PS game consoles.
He suggested to Manager Hao: "We can also purchase corresponding products to our department stores to attract young consumers."
"The most profitable business is the business of women and children. Products such as MP3 are aimed at children. Adults may be reluctant to buy a DVD that costs a few hundred yuan or 1,000 yuan, but if a child wants an MP3, he will definitely grit his teeth and buy it."
Manager Hao is sitting in the office smoking a cigarette. He is still thinking about going to Karaoke to sing at work with the kettle supplier, Mr. Li.
As for MP3, Manager Hao has never heard of it.
Manager Hao said: "Xiao Wang, you have to know that what our mall wants is stability, not something new and different."
"What are you talking about? Is it a necessity for the family? Is it something everyone needs? Even if it is selling well now, it will not be long before it is eliminated from the market."
Manager Hao also said in an educational manner: "You are still young and you don't understand many things!"
Listening to what Manager Hao said, Wang Liang was very angry.
Manager Hao didn't even look at the Guomei operation report that he spent a lot of effort researching.
Wang Liang had no choice but to say: "Lingyue MP3's factory is in Jiangzhou. Logically speaking, I have no geographical advantage and it will be cheaper to get the goods."
"Today alone, 100 units of Lingyue MP3 players have been sold in a store in Jiangzhou. The average sales price per unit is 700 yuan, and the revenue has reached 70,000 yuan."
"This is just MP3. If you include Gome's TVs, refrigerators, washing machines and other home appliances, the revenue of Jiangzhou Gome Mall on the first day of National Day will be around 200,000."
"On the contrary, our department store's daily revenue today is less than 100,000 yuan. This is a huge gap!"
"And as far as I know, the profit of MP3 is very high. If we can introduce such a product, it will definitely attract a large number of young consumers! We also have a university town in Jiangcheng, with as many as 100,000 college students in school. They all
It’s a potential consumer group!”
Wang Liang feels that he has done his best, "For these young consumers, we should try our best to let them spend money in our department stores instead of pushing them to Guomei."
Sure enough, Manager Hao was still unmoved, and he didn't want to talk nonsense with Wang Liang.
At this moment, the landline phone on Manager Hao's desk rang. It was Liu Bing, chairman of the municipal company, calling.
The department store just underwent reforms last year.
There are department stores and some supply-oriented state-owned enterprises. The establishment of new group companies can also be regarded as increasing the competitiveness of department stores.
Liu Bing just returned from an inspection trip to the Shanghai Stock Exchange yesterday. The objects of his inspection were newly emerging home appliance stores such as Gome.
You don’t know if you don’t compare them, but you will be shocked when you compare them.
Compared with Gomei, which offers a full range of home appliances and services, department stores are like an aging old man, following the trend.
Liu Bing also saw Lingyue MP3 in Guomei yesterday.
This product sells very well and can attract young consumers.
As soon as he came back yesterday, Liu Bing was having a meeting with the department store's top management.
Finally, three principles for department store reform were determined.
The first one is to introduce MP3 players and high-quality overseas home appliances and other products.
The second item is to reduce procurement costs and at the same time lower sales prices to attract consumers at low prices.
The last item is to do a good job in after-sales service, learn from Guomei, and provide free home installation and maintenance services for home appliances.
When Liu Bing learned that Lingyue MP3's company and project were located in Jiangzhou, he was overjoyed.
Isn't this drowsiness meeting the pillow?
So he immediately called Manager Hao, hoping that Manager Hao could negotiate with Lingyue Company immediately and introduce MP3 as soon as possible.
"Okay, okay! I'll do it right away!"
After Manager Hao hung up the phone, he immediately asked Wang Liang: "Do you know about the Lingyue MP3 you just mentioned? Is their factory in Jiangzhou?"
Wang Liang rolled his eyes helplessly. As expected, his suggestion was of no use at all. The leader had to speak.
With such a physique, Wang Liang had the urge to quit his job.
Manager Hao frowned again and said in confusion: "Lingyue MP3, why does this name sound so familiar to me?"