On the night of November 17, the "Clothing Night Market" created by Hong Yanwu gave him the best feedback.
On this day, half of the goods brought by everyone were sold out, and thirteen or four tricycles were sold out.
Although they were mainly bargains with low unit prices, the final turnover amount was still close to 15,000 yuan.
Fifteen thousand!
This means that based on an average profit rate of 10%, the collective created a net profit of 1,500 yuan on this day.
The absolute achievement was so impressive that even Hong Yanwu himself was surprised.
Don’t forget, this was 1981, an era when information dissemination was least convenient. On the first day of opening, not many people knew about this night market.
Even if he distributed 20,000 leaflets, it would still be the same. Because compared to the entire capital, this amount of publicity is too small.
In addition, the market area is not large, with only fifty-six stalls, and it is open at night in winter for only four hours.
With conditions like this, on the first day of opening, each stall achieved an average revenue of nearly 300 yuan. So what else do you want? Can he ask for more?
This is indeed Xidan, where every inch of land is precious. It’s really worth all the hard work he put in, it’s incredible!
Hong Yanwu's eyes flickered as he wrote the last stroke on the paper. Without further delay, he waved goodbye to everyone, got directly into a boy's carriage, and found a phone to inform Song Guofu that he was gone.
Next let’s talk about Song Guofu.
Think about it, even Hong Yanwu was so surprised, how could that kid still stay calm?
Twenty minutes later, after yawning continuously, he finally got a call from Hong Yanwu reporting the statistics. Song Guofu felt no sleepiness at all. He even almost suffered from insomnia because he was so excited.
Because he calculated, this number needs to be multiplied by thirty. Calculated on a monthly basis, among the thirty-six markets in Xicheng District, the clothing night market is already among the top ten.
But the question is, how big are the other markets that can reach such a scale?
The four farmers' markets, Di'anmen, Deshengmen, Huangsi and Xihai, cover a total area of 20,000 square meters and accommodate a total of 2,100 stalls.
Guanyuan and Chengfang Street, which have just been renovated with an investment of 300,000 yuan this year, are closed farmers' markets. They have an area of three to four hundred stalls.
But as for the night market, there are only fifty-six tricycles, and they can actually follow closely behind. What does this mean?
Not only does it show that Hong Yanwu has really sharp eyes and sees things very accurately. It also shows that the effectiveness and achievements of this market far exceed the expectations of the district leaders, and there is still great potential to be tapped in the future. It is difficult not to take it seriously.
Of course, it also shows that he has achieved results in his work and has no chance of getting promoted to section chief. The future will definitely be bright.
Just like that, the more he thought about it, the more excited he became. Song Guofu was gearing up in the living room. He smoked half a box of cigarettes, drank two ounces of catechu, and wandered around from eleven o'clock to two o'clock in the night, still not sleepy.
Later, his own father was disturbed by the news about him turning around.
When Director Song roughly understood the situation, he was very happy, but he also gave him a scolding.
scold him for getting carried away, scold him for being beaming with joy. Say that he is happy too early. If the official hat is not on your head, it is not yours. The matter is not over yet. If you don't sleep well, what will you do if you miss something the next day?
?
In addition, he was reminded that this is the stage where he can fully cooperate with the leader in singing a big show. He must remember that showing clumsiness is better than showing cleverness now. Do whatever you are told, but don’t rush forward. Otherwise, you will not know how to restrain yourself and will not understand.
Make way for the leader and you will be in trouble.
In this way, Song Guofu felt calmer and went back to his room to sleep.
To say it was thanks to his "filial piety", he really held back and did not tell me about the private agreements he and Hong Yanwu had reached.
Otherwise, I can't help but think about this matter, maybe it will be Director Song's turn to be unable to sleep in the middle of the night.
People say that the higher the level, the calmer the leader. The next day, Song Guofu understood that this was absolutely true.
Because not to mention the deputy district chief, even the deputy director of their branch did not show the emotion or surprise he imagined when he learned about the turnover amount of 15,000.
Although after a night, they probably had some predictions and mental preparations. But it must be said that the leaders have excellent psychological quality, and they are all masters of playing cards. This hand is enough for him to practice.
But even so, as the turnover he came to report every day was getting higher and higher day by day, the two leaders gradually couldn't bear it anymore.
On the second day, it was fifteen thousand six... On the third day, it was seventeen thousand three... On the fourth day, it suddenly reached twenty-one thousand!
Finally, Song Guofu got his wish and realized the gaffe of the two leaders.
When he heard that it had exceeded the 20,000 mark, his immediate boss's eyes widened and he spilled the tea cup in his hand.
It was the same in the district. When we were on the phone that day, the deputy district chief yelled "How much?" which almost deafened Song Guofu's ears.
In fact, this is not surprising.
You know, if calculated according to this figure, the monthly turnover of the clothing night market can reach 600,000, which has completely surpassed all the markets in Xicheng District.
What about Xidan Shopping Mall? The annual sales were only 140 million. And how much of that was clothing sales? It was only 10 million.
Think about it, if a small clothing night market really surpasses all the bazaars, and if the sales volume catches up with the largest department store in Xicheng District, wouldn't it be surprising enough?
What's more, for a long time, textile factories have only blindly pursued output value, deliberately avoided production difficulties, and produced too many chemical fiber products regardless of real market demand.
These materials were distributed to the following factories according to the unified purchasing and marketing policy, and they could only continue to process and produce. Then naturally, the production and marketing went wrong. Although the goods were sold in shopping malls, it was very difficult to sell them.
As a commercial leader, the deputy district chief on the phone has been troubled by how to solve this problem. Now he finally found a hope to solve the problem. How could he not be excited?
So the deputy district mayor could no longer sit still. He immediately decided to handle special matters and immediately organized a meeting to discuss the development direction of the clothing night market.
At the same time, we must also study how to provide new sources of goods for self-employed people in the "clothing night market", whether we should fully liberalize the backlog of inventory in district-affiliated factories, and partially liberalize the genuine inventory of clothing companies.
Coincidentally, at this moment, "Beijing Evening News" and Hong Kong's "Ta Kung Pao" also added fuel to the fire. Their reports on the clothing night market were also published one after another.
On November 19, 1981, an article entitled "Beijing's first clothing night market opens, chopstick promotion highly praised" was published in a prominent position on the second page of "Beijing Evening News".
The accompanying photos include not only the photos of district leaders cutting the ribbon, but also the scene of Song Guofu accompanying the leaders on their inspection and shouldering a heavy burden.
In addition to focusing on the original intention of the district government to run the clothing night market and the bustling business scene on the opening day, the article also introduced in detail and fully praised the business order, product varieties, price advantages and this novel promotional method of the clothing night market.
To put it bluntly, this is really equivalent to a free full-page advertisement, letting almost half of the people in the capital know about this high-quality and low-price "clothing night market".
From this we can see that this is probably how the sales on November 20th exceeded 20,000 yuan in one fell swoop.
The relevant report of "Ta Kung Pao" on November 21, 1981, was titled "Beijing is a city that never sleeps." The picture distributed was a panoramic view of the greenhouses decorated with lights during business hours, and business was booming.
This article obviously has a higher footing, mainly analyzing the serious shortage of commercial services in the capital.
Although the article sarcastically says that Beijing's development in recent years has been "extraordinary and inconvenient," it also affirms the night market as a relatively active business form.
For example, the article writes, “At this point, the capital city has commercial lights at night, and active lights and shadows appear on both sides of the streets. We look forward to the rise of more night markets, so that the capital city can break away from the nature of a large village and become a real
city in the sense of the word.”
So the clothing night market became popular, completely popular.
From the seventh day onwards, not only compatriots from Hong Kong, Macao and Taiwan appeared among the customers who came back to see what was new, but sales also began to move towards a higher peak.
On the tenth day, when Song Guofu was officially appointed as a full-time section chief, the night market's daily sales had climbed to 24,000 yuan.
But in the end, it still failed to break through the 25,000 yuan mark expected by the district, because starting from the eleventh day, sales plummeted again, hitting a new low, reaching around 10,000 yuan.
This is because the backlog of the most popular items, such as autumn clothes, long trousers, velvet trousers, artificial cotton, and sweaters, has been cleared. The warehouses of clothing companies only have genuine goods available for stores.
It can be seen that no matter how good the market is, there must be sufficient supply of goods.
Fortunately, at this time, the district government's discussion also came to fruition due to the positive feedback from the society and the affirmation of the city government.
In the end, the district government decided that not only all the overstocked products of all district factories would be fully open to the "clothing night market", but also the genuine goods of chemical fiber fabrics of clothing companies could be opened to the "clothing night market".
In this way, when leather shoes, cotton shoes, cotton hats, socks and other items are put on the market, the sales situation will gradually improve again.
In the end, after experiencing fluctuations, the daily sales amount returned to around 16,700 yuan.
And what this brings about is even more far-reaching significance and impact.
On the one hand, it was those two reports that gave the clothing night market the significance of a benchmark event and left a strong mark in the history of commercial services in the capital.
So in the future, when many people talk about the clothing self-employed in Beijing, everyone agrees that the earliest group of people developed from this clothing night market.
On the other hand, because this big tent night market should not have appeared in history, it replaced the messy small market in the original history that only relied on "drawing the ground as a prison" to house the vendors.
It also indirectly changed the form and pattern of Beijing's retail industry and greatly accelerated the development of lighting equipment, neon lights and light box advertising.
For example, the Donghuamen night market will appear a full year in advance due to this.
For another example, Wangfujing's department store will soon, at the request of the district government, imitate Xidan, set up a greenhouse in the open space in front of its door, and open a night market that specializes in selling unsalable goods.
And all this was not something that Hong Yanwu, the man behind the scenes, could have foreseen in advance.