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Chapter 154 Price Anchor

At present, the market competition is fierce, and it is unlikely for Lu Qiuyu to rashly launch a new product with high cost, which is unlikely to succeed.

If Chu Tianyao chooses to lose money and make a profit, then even if Bamboo Beer becomes popular, Xingyao Brewery will not be far away from closing down.

In the office, just when Lu Qiuyu and Luo Jin were at their wits' end.

"This is easy to do. Go to Lucheng and contact a can factory. This new product is packaged in brand-new cans. The net content is reduced to 330 ml, and the retail price is four yuan a bottle."

During the scene, upon hearing Chu Tianyao's words, Luo Jin and Lu Qiuyu were also stunned.

At four yuan a bottle, the price is not cheap.

Moreover, Chu Tianyao also greatly reduced the capacity. A bottle of ordinary beer is 600 ml, but the bamboo beer that Chu Tianyao sells for 4 yuan only has 330 ml. This is equivalent to cutting off half of the volume.

, and the price has doubled.

Who would buy such a product?

"Don't worry, there will be cheap ones if they are expensive."

Chu Tianyao glanced at the two people in front of him, and then said: "Cans are mainly supplied to the mid-to-high-end market. In addition, we can also use small beer bottles to keep the price unchanged while reducing the net content. This is actually a disguised form.

It raised the price.”

After hearing these words, Luo Jinshang was still a little confused, but Lu Qiuyu chuckled and said:

"Price anchoring effect, your method is quite good."

As expected of a top student who had returned from studying abroad, Lu Qiuyu saw Chu Tianyao's strategy at a glance.

The so-called anchoring effect means that when people need to make quantitative estimates of an event, they will use certain values ​​as the starting value, and this starting value will become the standard of judgment in people's minds.

In simple terms.

The common people are used to a bottle of beer costing two yuan. If you charge a price higher than this, no matter how good the quality is, the common people will not be happy to accept it.

Therefore, Chu Tianyao's method was not to directly raise the price, but to maintain the original price and just quietly reduce the net content.

In this way, the cost of each bottle of bamboo beer is greatly reduced, and even if it is sold at the price of ordinary beer, it can still be profitable.

On the other hand, under the same net content standard, Chu Tianyao launched a more expensive canned bamboo beer.

Just imagine, as a consumer, facing these two products at the same time, he will naturally choose the cheaper bottled bamboo beer.

The same product only costs half the price, and consumers will have the mentality that they will make a profit after buying it.

It is this mentality that makes people subconsciously think that bottled bamboo beer is cheaper, while ignoring the problem of small quantity.

Such pricing tricks will be countless in a few decades.

During the meeting, Luo Jin knew that he was not a business talent, so he was too lazy to participate in the conversation between Lu Qiuyu and Chu Tianyao. He just clasped the back of his head and asked:

"Brother Yao, when will our bamboo beer be launched on the market?"

This issue is naturally what Luo Jin is most concerned about.

On the side, Lu Qiuyu also looked at Chu Tianyao curiously.

"Let's wait and see how popular the news in Dazhu Township is. We'll talk about it when the time comes."

Having said that, Chu Tianyao did not forget to remind him: "I will install a TV in the office tomorrow, and I will also buy famous newspapers and magazines from Sichuan Province as soon as possible."

"yes!"

Although he didn't quite understand why Chu Tianyao was so concerned about the news in Dazhu Township, Luo Jin still nodded and agreed.

Not long after, Luo Jin left.

Lu Qiuyu and Chu Tianyao were the only two people left in the office.

"The risks involved in converting all two factories in Yongning to produce bamboo beer are not small. Are you really prepared?"

Lu Qiuyu asked Chu Tianyao.

This time Chu Tianyao made up his mind to bet the winning card on the bamboo beer project. If it failed, the loss would be something that the current Xingyao Brewery could not afford.

"No one in this world is prepared for everything."

Chu Tianyao lowered his head and lit a cigarette, then blew out a smoke ring and looked out the window.

"We just have to give it a try now, right?"

Through the window, Chu Tianyao could still see the workers sweating profusely in the factory.

Hearing this, Lu Qiuyu was startled.

Chu Tianyao was right. Competition in the province's beer market is fierce. The battle between Lan Jian and Shancheng has not yet ended, and Tsingtao Beer has put enough pressure on it.

During this period, Xingyao Winery's sales channels in various places were taken away by these two companies, resulting in a continuous decrease in sales. Lucheng, as the base camp, was okay, but in other places, Xingyao Winery was losing ground one after another.

Like Xingyao Brewery, there are dozens of small and medium-sized breweries in the province.

This time Lan Jian and Shan Cheng were frantically plundering the market without hesitation, and almost cut off their sales in half.

However, this is not the end yet. As a foreign brand, Tsingtao Beer has not only become the main sponsor of the Chengdu World Cup preliminaries this time, but also brought new products, making it clear that it wants to show off its talents.

The entire beer market in Sichuan Province is currently shrouded in a bloody storm.

The struggle between Lan Jian and Shan Cheng is just the opening battle, and now the real fight is just about to begin.

It is foreseeable that the entire beer industry in Sichuan Province will undergo an unprecedented purge.



Sichuan Province, Fang City.

Headquarters of Sichuan Blue Sword Group Co., Ltd.

Lanjian Group, which has six branches across Sichuan Province, has become famous recently.

However, what is different from what outsiders think is that Guo Yiming, the general manager of Blue Sword Group, is having a huge headache at the moment.

In the office.

Guo Yiming looked at the reports sent by branches from various places on the table, but there was not much joy on his face.

"Tens of millions have been invested in publicity, but the net profit is less than 3%. I just want to know, are we losing or winning this time?"

Guo Yiming looked at Vice President Ren Hu next to him and sighed helplessly.

"Of course we won. It is initially estimated that our market share in the entire Sichuan Province has reached 45%, far better than Shancheng Beer."

Ren Hu gave his answer on the sidelines.

In his view, although the company has invested a lot during this period, it is now the time to burn money to seize the market. Suppressing Shancheng and other small and medium-sized beer companies is their ultimate goal.

Although the cost is indeed heavy, the results are undoubtedly good.

"Have we won? But how long can this situation last?"

Guo Yiming seemed to be muttering to himself, his lowered eyes just looking at a newspaper on the table.

There is a piece of news on the newspaper headlines.

There are only three days left until the World Preliminaries start.

It is obviously a news report about the World Cup preliminaries, but between the lines, there are many references to Tsingtao Beer's upcoming new product Yuedong Beer.

Not only the newspapers, but also the billboards on the streets were contracted by Tsingtao Beer.

The World Cup preliminaries begin, which is also the day when Tsingtao Beer’s new product is launched.

This is the leading company in the domestic beer industry. Even Guo Yiming felt really unsure this time.


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