Chapter 1184 Can this broken mirror really be auctioned off?
After seeing this full-page advertisement from Jiujiang Glass Company, many people thought that Jiujiang Glass Company wanted to make a fortune with this full-length mirror auction, but Yang Cheng had never thought of making a profit on this meniscus mirror.
How to make money? I have never even thought about making money from the Ladies brand dressing mirror, the most high-end one, which is estimated to cost at least two thousand taels of silver, because there is simply no market for this thing.
Because not many people can afford it!
At least, it is impossible for a big businessman of Geng Youhua's level, or even Yang Cheng himself, to spend thousands of taels of silver to buy such a useless thing. Even if he is a prodigal, he will not prodigal to this extent.
Those who can really afford it are the top rich and powerful, those who do not regard money as money, and the number of these people is very small, which means that the shipment volume of this kind of full-length mirror will be
Very limited.
At the same time, it is impossible for Yang Cheng to lower the price to obtain greater shipments, because the cost is there, the cost of more than a thousand taels of silver, if taxes, marketing costs and other costs are added, in fact, the full-length mirror
The cost is probably more than 2,000 taels of silver. Even if Yang Cheng buys it for 2,000 taels of silver, he can't actually make any money, he can only maintain not to lose money.
But doesn’t Yang Cheng know this?
he knows!
But why do we still spend so much money on advertising?
The reason is simple. He wants to use this limited-edition Lady's Meniscus full-length mirror to become famous, and then drive the sales of several other Lady's products, especially their core flagship product, the Lady's flip-top mirror.
Yang Cheng has never expected to make money from a real luxury accessory such as a full-length mirror, but is planning to make money from hand-held mirrors that sell for more than ten taels to less than tens of taels!
Although Yang Cheng himself cannot give an accurate description of his business behavior, if the Holy Emperor Li Xuan were here, he would definitely be able to see it.
Yang Cheng wants to build a brand. From now on, he will not be selling products, but brands!
This kind of thing is very common in the business society of later generations. Those businesses will always come up with something that looks high-end to attract attention, but what really makes them money is actually those cheap goods.
However, many people cannot see what Yang Cheng is doing now, because although many people have done this kind of thing, information exchange is lagging behind now, and various business practices have not been compiled into teaching materials for widespread dissemination.
, so although many people may have already done some business measures with very good results, they have not summarized them and formed a complete set of processes or simply various theories.
The current businessmen in the industrial and commercial industries of the Tang Empire still rely on their own intelligence to do business, rather than what they learned from various schools and training institutions.
Even though the Tang Dynasty already has several vocational schools and is preparing to open more vocational schools, these vocational schools only teach basic technical things.
As for several universities in China, their subject settings, although they have various new subjects, are generally more traditional. For example, at Guozijian University, they also have economics, business and even engineering.
Subject.
However, they teach some upper-level theories, and the main application level is actually inclined to administrative management. For example, those who study economics are prepared to work in the Ministry of Finance or the Ministry of Taxation in the future. Their economics is focused on
National macroeconomic control, rather than teaching you how to play finance and do business.
The same is true for business studies, which are specifically designed to train officials to develop industry and commerce for the Ministry of Commerce and local government offices, rather than to train businessmen.
This cannot be blamed on them for not wanting to make progress, but because at present, in various universities in the country, these students are all the proud sons of the emperor, and all of them are rushing to become officials in the imperial examination. If they really can't pass the exam, there is nothing they can do.
Only under certain conditions can one engage in business.
In this environment, people found Yang Cheng's series of business operations strange, and they couldn't figure out Yang Cheng's routine. Even Yang Cheng himself couldn't figure out whether he could succeed in this way.
His inner thoughts did not include the concept of building a brand. He just had a vague idea of how to sell the goods he produced to rich people.
More often than not, he actually uses himself as a comparison!
Why?
Because he himself is a rich man, and the potential target customers of Ladies brand mirrors are these rich people, no matter whether they are rich or small.
After all, you can't expect those families who only earn a few taels of silver a month to spend more than a dozen taels or even dozens of taels of silver to buy his Lady brand mirror!
Only those rich people who have enough food and clothing, including the wives of famous gentry, the wives of medium and large merchant families, and at least the ladies of respectable families with small fortunes, are the target customers of Ladies brand mirrors!
And what is the mentality of these people?
Different people have different mentality!
Yang Cheng doesn't quite understand other people's thoughts. Naturally, he can't understand the thoughts of those truly powerful and wealthy people, because he has never been from that class. But Yang Cheng has come into contact with so many people in these years, and he has never been in school.
At that time, among his classmates there were children of powerful people, and there were also children of gentry like him, and there were also children of ordinary landowners, businessmen, and poor children. Basically, in the same class, there would be people from all social classes.
For those rich and powerful, money is not a problem at all. When buying something, people will not consider the price at all, but care about whether it is useful or not.
In other words, people only use good ones, and the price doesn't matter.
After all, the expenses required for daily life do not mean much to them. There is no difference to them whether a good mirror costs one tael or one hundred taels.
Next, there is a group of gentry like Yang Cheng himself. They have money and status, but they are still some distance away from the real powerful. Such a class can not regard money as money when necessary, such as this lady card holder.
Mirrors range from ten to one hundred taels of silver depending on the style. If they are really good and are not embarrassing to use, they can buy them for more than a hundred taels of silver.
But they are not so luxurious that they spend hundreds of taels of silver on just buying a broken mirror, because in their opinion it is not necessary, and they are not stupid, and they will not spend money randomly if they have money.
Therefore, their mentality is that if the thing is really good, the price will be more expensive!
Next down, there are those families of the little rich. They have some money and are decent, but their background is much worse. On the surface, they are also wearing silk and satin, with servants following them, but you ask them to spend a hundred taels of silver to buy it.
If you have a broken mirror, people will immediately get angry: You think we are stupid, we are smart people!
But in fact, it's not that they are smart or stupid, but that they don't have much money. Spending one hundred taels of silver to buy a mirror is too extravagant and beyond their affordability.
However, if the item is really good and is used by the upper class, they can bite the bullet and buy it!
Yang Cheng guessed the mentality of his potential target customers based on the classmates and their families he had contact with when he was in school, and then formulated a specifically targeted sales strategy.
There are three major categories in the product line, namely handheld mirrors that are palm-sized and can be carried around. There are many styles, including ordinary handhelds, some with a handle, some square, some round, etc., but the main focus is
It is still a clamshell type. When this model was tested in the market in the early stage, the sales volume was quite good.
To this end, Yang Chengcheng has asked the engineers in the factory to design more than ten different flip mirror styles based on the round shape. The main difference is the packaging material and pattern. The overall specifications are still the same, and
According to different materials, they are divided into medium, low and high prices. The low-end ones are more than ten taels of silver, the mid-range ones are more than thirty taels of silver, and the high-end ones are priced at seventy or eighty taels of silver. The high-end ones,
Usually they are limited editions.
As for table mirrors, the starting price starts at a hundred taels of silver, ranging from a hundred taels to a thousand taels of silver, and the high-end ones are also limited editions.
As for the full-length mirror, there are currently two types, one is a crescent-shaped mirror with only one side, and the second is a newly designed full-length mirror with a marine pattern. Yang Cheng also gave it a very fancy name: Poseidon's Light.
At the same time, this Poseidon's Light is also a limited edition, and only three sides are scheduled to be produced. As for the price and whether it is a loss, Yang Chengcheng doesn't think much about it. In short, he requires that this Poseidon's Light must be high-end, so that
People can tell at a glance that this thing is extremely luxurious, something that only the top rich and powerful can afford, and only the top rich and powerful are qualified to use.
Because Yang Chengcheng is counting on relying on high-end products to build his reputation and then drive sales of regular models!
Yang Cheng's series of operations and product production are not a problem. He has also prepared the distribution channels in the past period of time.
Now, Yang Chengcheng is waiting for the Lady Mirror to become popular!
And the advertising he spent a lot of money on was indeed effective. He entrusted the meniscus lady's mirror to the largest auction house in the business district, 'Shanghai Fuhe Auction House', for auction. As the auction approached, he became more and more
Worried.
Speaking of which, Yang Cheng also spent a lot of money in order to put this crescent-moon lady's mirror on the auction block and make this mirror the final product. If the auction is successful, he will have to pay a handling fee of up to 15%.
, and also privately gave a big benefit to one of their managers, and promised that there would never be an unsuccessful auction, and the transaction price would never be less than 5,000 taels of silver.
Otherwise, people would not let Yang Cheng do this at all. After all, they were worried that even if this broken mirror was well-made, would someone really spend thousands of taels of silver or even more to auction this broken thing?
If the auction fails, the reputation of their auction house will be tarnished.
Since Yang Cheng made it clear that he would arrange for people to bid for the auction and there would be no unsuccessful auctions, and if this matter was settled before and after, it would cost one or two thousand silver at least, they acquiesced.
However, will there really be someone who takes advantage of it and bids for this crescent-moon lady’s mirror?
The auction house doesn’t know, and neither does Yang Cheng!
But no matter what the final result was, the auction was still held as scheduled!