Chapter 1114 The profound meaning of ultra-low pricing! (For the leader, Mr. E, 2/3)
Liang Qingfan smiled: "Don't worry."
"When working in Tengda, you just need to give full play to your intelligence and talents. As long as Mr. Pei chooses you as the person in charge and hands the project to you, it means that Mr. Pei has already calculated that you can successfully complete it.
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"With President Pei in charge, what's there to worry about?"
Zhang Yahui nodded immediately: "Yes, yes, with President Pei in charge, the project cannot fail."
The two of them were talking as they walked back to the entrance of the snack market.
It will be officially opened soon, and there is still a lot of follow-up work to be done.
For example, as requested by Mr. Pei, the price lists of all food stalls should be changed to give them a 40% discount.
Just as Zhang Yahui was about to continue busy with the work at hand, he heard someone calling him from behind: "Yahui!"
When I turned around, I saw that it was Qi Yan, the person in charge of the cold-faced girl, followed by an unknown young man.
Zhang Yahui was a little surprised: "Hey, Mr. Qi, aren't you in the imperial capital? Why are you here in Jingzhou?"
Qi Yan smiled: "Didn't I hear that the snack market will open soon? Come and have a look and learn."
"By the way, let me introduce you, this is Rui Yuchen, the person in charge of Moyu Takeout."
Zhang Yahui shook hands with Rui Yuchen: "Hello, hello, I've seen the name among the people in charge before, but I don't know the number."
Rui Yuchen had previously responded to President Pei's call to "enter super first-tier cities" and opened Moyu takeout to the imperial capital, and he went there and watched it for a while.
Now that Moyu Takeout's business in the Imperial Capital has basically stabilized, Rui Yuchen took a break from his busy schedule and ran back to Jingzhou to visit the snack market, a project appointed by President Pei.
Liang Qingfan said: "It's a bit unlucky that you two are here, Mr. Pei has just left. If you could have come half an hour earlier, you would have bumped into Mr. Pei."
Qi Yan was a little annoyed: "Ah? That's such a pity! I haven't seen Mr. Pei for a long time, and the cold-faced girl just has a few questions she wants to ask him."
Rui Yuchen didn't pay much attention to this, but asked: "Mr. Pei just came to visit? Do you have any suggestions or requirements for the snack market?"
Zhang Yahui thought for a while: "Well...it seems like there are no special requirements."
"The only request is to let the snack market set the price a little lower. All the snacks were not very profitable to begin with, but now they are sold at a 40% discount."
"A serving of grilled cold noodles was originally planned to cost ten yuan, but now it only sells for six yuan, which is the same price as the grilled cold noodles on the street."
"Oh?" Rui Yuchen rubbed her chin, "It's exactly what I thought."
Qi Yan also showed a knowing smile: "Indeed."
Zhang Yahui was stunned for a moment: "Huh? Do you know the deep meaning of President Pei's move?"
Rui Yuchen couldn't help but smile like a veteran.
Obviously, Zhang Yahui had just become the person in charge and was not able to see Mr. Pei's deep meaning and extraordinary vision.
As for Liang Qingfan... he is professional in the field of architecture, but he is still far behind in the field of catering. It is normal not to notice.
In fact, when President Pei confirmed the personnel transfer and selected Zhang Yahui as the person in charge and asked him to prepare the snack market, Rui Yuchen had already guessed President Pei's intention and analyzed it in detail with Qi Yan.
That's why Qi Yan fully cooperated and sent those stall owners over in a steady stream.
Today, after hearing that Mr. Pei's only guidance for the snack market was to reduce prices, Rui Yuchen became even more sure of his speculation.
Next, naturally I have to give Zhang Yahui a little nudge.
Rui Yuchen explained: "Actually, when Mr. Pei arranged for you to be the person in charge of the snack market, he had already created a very grand blueprint."
"Just as Meng Chang, the original founder of Cold Noodle Girl, planned, Cold Noodle Girl and Moyu takeout are actually on two different tracks: one is daily food and the other is snacks."
"There are differences in the positioning of the two. Moyu takeout pursues nutritional balance and health, while snacks pursue distinctiveness and delicious enough."
"Although the combination of Moyu takeout and unknown restaurants has been successful in the conventional catering field, it has not yet touched the field of snacks."
"It's a pity that Meng Chang only boasts but does not do actual work. This theory is just to deceive investors, so the cold-faced girl did not achieve this effect at all."
"Mr. Pei bought the cold-faced girl, obviously he wants to continue along this line of thinking. Mr. Pei doesn't mind helping him realize the awesomeness that Meng Chang boasted about."
"The relationship between the cold noodle girl and the snack market is equivalent to the relationship between the fish takeout and the unknown restaurant."
"One focuses on mass-produced, fast-food flavors, and the other focuses on authentic high-end flavors. The two complement each other perfectly, and coupled with the impact of the documentary "Stands in Everywhere"... this is a complete snack ecosystem.
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"In addition, gathering stall owners into a snack market and allowing them to come into contact with customers from all over the world every day will make it easier to improve taste than locking them in a laboratory..."
Rui Yuchen explained the theory he had originally analyzed to Qi Yan to Zhang Yahui and Liang Qingfan.
Especially when combined with the cases of Moyu Takeout and Wuming Restaurant, as well as Moyu Takeout's experience of turning losses into profits and growing under the wise guidance of Mr. Pei, these words are particularly convincing.
Zhang Yahui nodded frequently after hearing this.
So that’s it?
Sure enough, the people in charge of Tengda all have unique skills. After many exchanges, they have benefited a lot!
Not only do they have outstanding personal abilities, but more importantly, because they joined Tengda relatively early, it can be said that they have grown up with various industries, so they have spent a long time with Mr. Pei and have a deeper understanding of Mr. Pei.
These valuable experiences with Mr. Pei allowed them to better understand Mr. Pei's business wisdom and guide the next business.
Take this incident as an example, if he had not communicated with Rui Yuchen, how could Zhang Yahui have guided the development and expansion of Moyu Takeout and Mr. Pei’s business wisdom had played such a big role?
It’s probably hard to imagine that the snack market seems to be poaching people from the cold noodle girls, which is a competitive relationship, but in fact it is a perfectly unified cooperation and complementary relationship!
Rui Yuchen continued: "Knowing this, the price reduction is not difficult to understand."
"Everyone should think carefully about the positioning of the snack market and the cold noodle girl."
"Cold Noodle Girl is positioned as a chain and fast food brand. It can open stores all over the country. As long as the number increases, each store can make a lot of money."
"The positioning of the snack market is the original high-end taste. Its existence is a display function of samples. It allows customers to understand that the delicious snacks recorded in the documentary "Stands" are real.
, it can also give the cold-faced girl more high-end value.”
"To put it bluntly, the cold noodle girl is a mass product, while the snack market is a concentrated display of samples."
"In this case, does it matter whether the snack market makes money or not? It doesn't matter at all!"
"Even if it's purely a money transfer, if more Cold Noodle Girl chain stores open in the future, the money you put in can be earned back tenfold or a hundredfold."
"Setting a low price has at least three advantages."
"First of all, this kind of exaggerated low price will stimulate customer discussions and create a high degree of popularity online, which naturally means saving publicity funds."
"Secondly, this kind of low price may not have much impact on customers from other cities. After all, their main expenses for a trip are air tickets, hotels, and snacks. The low price of these few yuan is not strong for them."
"But for the locals in Jingzhou, if the snacks are cheap, they will come to eat more frequently. This can ensure that the flow of people in the entire snack market is always high and makes it more lively."
"Finally, this ultra-low pricing strategy is a kind of care for new stall owners."
"If the snacks are very expensive, most customers will be more price-sensitive and will be more selective when visiting the food court. Because there are so many delicious foods, they will choose snacks with particularly good reputations."
"But if the snacks are particularly cheap, their price perception will decrease and they will buy various snacks more frequently, thus increasing the sales of the entire snack street..."
Although the human stomach is limited, not all tourists will be full when they go shopping in the snack street.
Some people selectively eat until they are 70% full and then stop eating. They would rather go to a restaurant to eat some serious food when they are hungry later.
In fact, there are only two reasons: one is that the quality of the snacks in the snack street varies, and the taste is good and bad; the other is that the food in the snack street is generally expensive.
Customers are afraid of buying snacks that are expensive and not very tasty, so they will carefully screen and select them when buying snacks.
However, the snacks in the snack street are rarely particularly unpalatable, so in the final analysis, I still feel that the price-performance ratio is not high, and the taste is not enough to support its price.
Price reduction is the most direct way to improve cost performance.
As long as the price is low enough, customers will feel that they have made a lot of money when they eat particularly delicious snacks; they will feel that they are so cheap when they eat snacks that are of average taste, and they will not suffer any loss at all.
This can comprehensively enhance customers' overall experience of the snack street, improve their psychological state of shopping in the snack street, and let them put down their guard.
Experience will affect word-of-mouth, and word-of-mouth will further affect the cold-faced girl.
Rui Yuchen finally concluded: "So, this pricing strategy is completely in line with Mr. Pei's entire layout!"
"It's a pity that you didn't realize this earlier."
"If you could have thought of it earlier, you should have set the price to the current level before Mr. Pei came. In this way, Mr. Pei will definitely appreciate you greatly!"
Hearing this, Zhang Yahui couldn't help but feel a little regretful.
"Hey, it seems I still thought too little!"
"It would have been better if you had come two days earlier!"
Rui Yuchen smiled: "It's okay, it's not a big problem."
"As the person in charge of the project for the first time, it is already very good that Mr. Pei can only give one opinion."
"As long as you continue to work hard, Mr. Pei will definitely see it!"
Qi Yan nodded: "You have successfully completed the task at the snack market, now we have to look at the cold noodle girl!"
"Don't worry, I will make good arrangements and I will never disappoint you and Mr. Pei!"