The great enthusiasm shown by consumers early made Zhang Wenhao feel a little worried. He began to worry about whether his operation model could have a real effect. If he could not solve this problem well, he might do the wrong thing with good intentions and eventually end up doing something wrong.
It turned into a mess.
Chinese consumers have an unusual consumption concept, which is hoarding. Hoarding is extremely common for Chinese consumers. One person takes the lead and thousands of people respond. Incidents such as grabbing houses, grabbing salt, and grabbing candles are all common.
It reflects the sensitivity of consumers to commodity prices. If Dongchen suddenly drops the price of imported milk powder to a point beyond the market rules, then consumers will definitely hoard. The main reason is that they have been suffering from
High-priced milk powder. Once the price of milk powder drops, they will keep some of it first to feel at ease, regardless of whether the price drop is temporary or permanent.
Some time ago, the international gold price plummeted, and Chinese old ladies showed amazing hoarding capabilities. Zhang Wenhao was afraid that milk powder would contribute to the same phenomenon. If this happened, everything would be out of control. If there is no one
As an effective solution, Dongchen can only wait for consumers’ hoarding mentality to gradually weaken before the market can return to normal order.
Milk powder is Dongchen's money-losing business. For Dongchen now, any business can bring extremely generous profit returns. Only milk powder must be operated at a loss, but Zhang Wenhao attaches great importance to this matter.
No matter what, he will solve this problem that has been plaguing the people for a long time, and he will use an effective method to permanently solve this problem.
To this end, Zhang Wenhao convened a high-level meeting, including Long Xiaoyue, Yang Chenshan, Zhang Ranran and the CEOs of each branch group. Zhang Wenhao expressed his concerns as soon as he came up, and then said: "We ignored it before
We have solved this problem, and now our milk powder sales are about to officially start. If there is not a truly effective solution, then this matter will make us a joke in the eyes of outsiders. Do you have any good opinions?
Everyone expresses his or her own opinion."
Long Xiaoyue said: "I think there are two main issues. First, how do we prevent consumers from looting and hoarding? Second, how do we prevent second-rate dealers who buy low and sell high from destroying the market."
Zhang Wenhao said: "The problem of second-hand dealers is not big. First of all, our Dongchen 4S stores have sprouted all over the country. All prefecture-level cities and quite a few county-level cities have Dongchen agents. With such strict and meticulous coverage,
, it is difficult for second-rate dealers to operate in the market, but I am worried that a situation will arise when the time comes, that is, the people in Hong Kong and other places will reverse the previous situation. In other words, it is very likely that there will be a large number of Hong Kong people.
When people buy milk powder from the mainland, after all, our terminal price is much lower than their terminal price. At this time, the second-tier dealers traveling between the two places will find new ways to make money."
Zhang Ranran asked: "Then can we communicate with the customs and follow the old road in the port area and strictly prohibit the export of milk powder from Dongchen agent?"
Zhang Wenhao nodded and said: "Now it seems that this is the only way to operate. I will say hello to the customs then. This problem is not big. The biggest problem now is the first point Xiaoyue mentioned just now, how to prevent
Consumer panic and hoarding?”
Everyone, look at me and I look at you. James explained through the translator. He was half a beat slower than the others to understand the meaning of Zhang Wenhao's words. At this time, seeing that no one expressed their opinions, he said: "I think we can learn from supply and demand."
Let’s start with the root of the relationship. Most of the reasons why consumers hoard milk powder are because they have infants and young children at home. However, their actual consumption depends on that. Today’s infant milk powder is divided into age groups.
Very detailed, the level of refinement has reached an extremely high level, 0-6 months, 7-12 months, 12-18, 18-24, etc. Generally speaking, a subdivided time period is half a year, based on China's
Judging from the situation, most families have only one child, so the milk powder they need is extremely limited. A child between 0-6 months old can only consume a dozen or twenty cans of milk powder at most. The demand is here.
It doesn’t make much sense to buy more, not to mention the milk powder itself has a shelf life.”
Zhang Wenhao shook his head and said: "You still don't understand Chinese consumers. Even if the milk powder market is divided so carefully, a family with only one newborn baby will hoard milk powder for 0-6 months, and also for 7-6 months.
12-month milk powder, even if the shelf life allows, he will keep hoarding it until 24 months. In this way, the problem will be very big. A consumer may buy dozens of cans of milk powder from you. In this way,
, there will be huge consumption from the beginning, and I think it will be difficult for the entire Netherlands to meet this consumption, not to mention us. Once the supply exceeds the demand, the market will be chaotic."
"There must be a strong restriction." Yang Chenshan on the side said: "Although I don't know much about this industry, but if we want to control the market rhythm and prevent it from getting out of control, then the first problem we must solve is that we must have a
Absolutely powerful restrictions will prevent consumers from hoarding even if they have the opportunity to implement them."
Zhang Wenhao nodded slightly. Yang Chenshan mentioned electronics, but how to set this limit? Zhang Wenhao couldn't think of a truly effective method for a while.
Long Xiaoyue frowned, thought for a moment, and said, "How about real-name purchases? Each store establishes a consumer database when selling, and then imposes certain restrictions on the purchase volume in a single time or in a single month.
For example, each person can only buy up to four cans of milk powder per month."
Zhang Ranran said: "I don't think this will have much effect. Nowadays, Chinese families are all in the 421 model. For a newborn, there are at least six adults on it. What Chinese people like most is to find ways to break the rules.
, bypassing the rules instead of following them. If we implement real-name restrictions, I am worried that when they come to buy milk powder, six adults in the family will take turns to buy milk powder to realize their own hoarding needs."
Zhang Wenhao said: "Real-name purchasing does have certain drawbacks, and it may not have very good results."
Long Xiaoyue nodded slightly. She was still convinced by Zhang Ranran's words. She really had not considered this.
Immediately, an idea flashed in Long Xiaoyue's mind, and she said: "Since every newborn is covered by several adults, we will not conduct real-name purchases on adults, but on real-name purchases on infants themselves. Every baby will be covered by real-name purchases."
Almost everyone has a birth certificate. If consumers want to buy milk powder, they must provide the birth certificate of the newborn. In this way, no matter how many adults are covered, we will ultimately target the newborn, so even if the whole family comes together, there will be no
use."
Speaking, Long Xiaoyue added: "And the birth certificate also states the date of birth of the infant. If the newborn was born on this day last year, then with the birth certificate of the newborn, you can only buy 12-16
Milk powder for 6 months old cannot be purchased for other age groups. In this way, they can avoid hoarding. Even if they do want to hoard, it will only be limited to a specific time period."
Zhang Wenhao's eyes lit up and he blurted out: "This is a good idea! If it is done in this way, there will basically not be many loopholes that can be exploited. Just buy milk powder according to the age of the children in the family, and no matter how many adults there are in the family of the newborn,
, in the end, the purchase will be based on the identity of the newborn, so I think it should be able to play a very good limiting role."
Everyone else nodded in agreement. Long Xiaoyue's idea was indeed a good one. When everyone was worried that adults would bypass the rules to do things, Long Xiaoyue set his sights on the newborns themselves. In this way, supply and demand would be reduced.
The root cause of the problem was found out. The supplier was Dongchen, but the demander seemed to be the parents of the newborn, but in fact, it was the newborn himself!
Zhang Wenhao couldn't help but smile: "In this way, as long as we can generally stabilize the occurrence of panic buying, we are basically done. If Dongchen can maintain parity and sufficient supply for a long time, and let these consumers form a subconscious mind, they will
The craze for hoarding will gradually lose. If Coca-Cola sells for one yuan a bottle, it is estimated that the whole world will hoard. But if Coca-Cola maintains the price of one yuan a bottle for half a year, consumers will gradually lose their hoarding.
With interest and enthusiasm, if Xiaoyue’s method can save Dongchen for half a year, I think after half a year, no consumer will be tempted to hoard milk powder.”
No one had any objections to Long Xiaoyue's view. In fact, this may be the most appropriate and effective method at present. After confirming this idea, Zhang Wenhao began to formulate his own plan, saying: "No matter how we restrict it,
, I think the phenomenon of hoarding will still happen to a greater or lesser extent. Consumers will not buy one can and then another, so there will still be a certain amount of hoarding. This does not matter, as we have recently been reorganizing the sales of hardware.
At the same time, we can also accumulate a large supply of goods to ensure that there are sufficient goods to cope with the hoarding and panic buying of consumers after the sales begin."
Ericsson said: "Mr. Zhang, I think not only the dairy products of the Netherlands can be considered. Although the output of New Zealand is lower than that of the Netherlands, the quality is even higher than that of the Netherlands. Switzerland, Sweden, Germany, Austria and even Australia, they
The quality of the dairy products produced has sufficient quality assurance. If we absorb the brands and sources of goods from these countries, I think even panic buying will not matter to Dongchen."
Zhang Wenhao nodded and said with a smile: "Let our public relations contact us later to see if these well-known dairy companies in the country can hand over the mainland agency rights to Dongchen. (To be continued. If you like this work, welcome
You come to Piaotian Literature as a registered member to recommend this work. Your support is my biggest motivation.)