Rebirth in 1998 is also a kind of life

(Thanks to the book friend 20190928181554882 for the reward, 5200 starting coins, this number can make people daydream; but I am even more surprised that this book friend even rewarded the character Yang Zhu with 1000 starting coins - I have always I think the hero of this book is very unpopular.)

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It turns out that the person who knows you best is not yourself, but your competitors;

And under the close attention of Wan Qingyi and others, they finally discovered that the group of people who planned to encircle and suppress Zhutou's business were definitely not only preparing for Huixuanfang and Modu Jinchu.

In mid-September, after nearly half a month of information screening and investigation, a company named "seed Catering Management Investment Co., Ltd." entered Wan Qingyi's field of vision.

The reason why I suddenly paid attention to this company, which was established at the beginning of the year, is that this company's actions are a bit too eye-catching-since May, this Catering Management Investment Co., Ltd. with a registered capital of 5 million has been in frequent contact with Huaxia The franchisees of various KFCs, even McDonald's, which has few outlets, have not let go, which can be described as extremely high-profile.

You know, it’s 2002, and KFC and McDonald’s are still considered light luxury products at the moment. At this point in time, obtaining the franchise qualification of these foreign fast food is not just about having money—in other words, investment in seed catering management The group of people that the Co., Ltd. has found are all rich and expensive, and they are all right people.

And according to the information obtained from many sources, the content that Seed Catering Management Investment Co., Ltd. talked to these people is not complicated. Business layout, to create the largest fashion catering groups in the province.

Ok……

Those who don’t know much about this area will probably be a little confused. They don’t understand the advantages of the cold chain at all. Why would they dare to talk about becoming the largest fashion restaurant group in the province? Some people will even scoff and think that this The company is nothing more than a liar with a mouthful of running trains.

However, if you have been in contact with the catering industry and have persisted in this industry for more than three years, then you probably don't think so.

As we all know, there are many factors that affect the success or failure of catering. If uncontrollable factors such as consumer preferences and changes in the market environment are not included, cost control is definitely the core factor that businesses need to consider most—in the words of industry insiders, cost control Well, it means that you got 60 points in the exam. Although it depends on God's will whether it is popular or not, as long as you don't have no customers, you can at least survive; and if the cost control is not good, even if the business is full every day, you will still survive It is entirely possible to make one order and lose one order.

Of course, there are many factors related to cost, but at any time, rent, labor, and raw materials are always the three largest expenses for catering.

Those who can get the franchise rights of KFC and McDonald's at the moment will naturally have the ability to get the cheapest shop with the best location. Therefore, it is not a big problem to control the rent cost. In fact, KFC and McDonald's are in the Today’s self-contained traffic, as long as you can get nearby shops, even the cost of traffic can be controlled in a very low range, and as a franchisee of KFC/McDonald’s, you have an incomparable advantage in this area .

But here comes the problem...

Even if you can enjoy all kinds of conveniences in the pavement area, and even get a lower price, but in such a location with a good location, the rent is not much lower, so if you can’t do a good job per square meter, then Even if there is abundant natural traffic, it is often a dead end - the CBD and the businesses on the bustling streets that change every year or two have proved this well.

Therefore, compared with rent, labor and raw materials are the key for these people to control costs and achieve a good per-square-foot ratio-and gathering cold chains can greatly reduce the cost of these two components.

The so-called "gathering cold chain" is to centralize the procurement of raw materials, and then use refrigerated transportation to centralize regional distribution, centralized category distribution, and centralized warehouse management-to some extent, it is similar to Wal-Mart's supply chain management.

Due to the scale effect formed in the procurement of raw materials, not only can the price of raw materials be greatly reduced, but also the number of labor and kitchen waste in a single store can be greatly reduced, and the operating cost will be reduced by 40% at once—everyone on the earth knows , Under the traditional catering mode, because the kitchen has a strong right to speak, "kitchen waste" can often generate more than 30% of additional operating costs. If the management is not good, it is not right for the kitchen to pile up this figure to 50% or even 60% for you. What a strange thing.

And the best part is that even if other bosses are aware of these problems, or have this kind of idea, they are often powerless to put it into practice—not to mention that the refrigerated trucks needed for the cold chain are still in China today. It is a rarity, and the strong logistics management ability required for this area alone is enough to discourage 99.99% of people.

But these are not difficult questions for those KFC/McDonald’s franchisees—it has been more than ten years since KFC entered China in 1987. After so many years, these franchisees have already had a group of The logistics management team far exceeds the domestic average level.

Therefore, for Seed Catering Investment Management Company’s proposal to create a customer-attracting effect through a composite store opening model, that is, to use KFC, a big hen, to lead a group of chickens, and then maximize the conversion of high-quality passenger flow brought by KFC/McDonald’s in small areas The commercial value of KFC is actually very attractive to these franchisees-it is no taboo to say that KFC's franchise conditions in China are extremely strict, so although it is said that drinking soup can make yourself fat, But if you want to say that these franchisees are not unwilling at all, it is absolutely impossible.

And this unwillingness, accompanied by more than half of the 20-year franchise, has gradually evolved into an inexplicable panic-in fact, this is another important reason why Seed can continue to contact these franchisees frequently.

Speaking of this, some people may have to ask, since Seed Catering Investment Management Co., Ltd. has thrown out its own suggestion from the very beginning, and this suggestion seems to be very good, then why don't those franchisees of foreign fast food Put aside the seed company and go it alone? ——In these days, there are still fools who are willing to part with a piece of cake for free for no reason?

In fact, the seed company really doesn't want to be a cake that separates people for free-aside from the fact that the company needs to inject funds into various local catering groups in proportion, the project design and operation management of those "chicks" , It is enough for them to have the capital to sit down and talk face-to-face with those franchisees, without having to shy away from each other and kick themselves off.

As I said earlier, when opening a store near a kfc outlet, there is no need to worry about high-quality customer flow, but how to convert it into the turnover of other catering stores is a big challenge. People only have one stomach, and what can be filled is after all. The mentality of consumers who can eat these "light luxury" foreign fast food at this point of time is self-evident; under the mentality of the invisible superiority, the general catering items will definitely not allow them to eat easily. exciting.

Therefore, how to design or introduce catering items that can attract these consumers and effectively stick to them is the biggest problem facing domestic catering people at the same time—to satisfy the sense of light luxury, fashion, non-heavy food, and non-heavy food at the same time. The four requirements of traditional catering, but also the formation of a complex business layout under the unified cold chain management model, is not easy for today's domestic catering professionals?

But it is obvious that the seed company must have its own unique skills, or else it will have signed cooperation agreements with more than a dozen foreign fast food franchisees in less than half a year, and has begun intensive preparations for corresponding catering projects—you know, these They are all provincial and municipal franchisees, and signing an agreement with them means that the catering project planned by Seed Company will be rolled out on a large scale in more than a dozen economically developed provinces and cities.

If it’s just that, that’s all. The emergence of these projects is nothing more than the possibility of impacting the original local life service projects of Zhutou Trading. At that time, Zhang Jun, the fat man, will naturally have a headache. Wan Qingyi can’t afford to eat now Carrot light worry.

However, when these catering projects gradually revealed their true colors under the rush of workers working overtime, Wan Qingyi could no longer calm down.

"Bass Robin" ice cream for young couples;

"X Café" specially aimed at white-collar workers;

"Swiss Teana cake" specially aimed at grass-roots fashion women;

"Stone Roasted Wanwan Small Sausage" widely aimed at young grassroots consumer groups;

"Wanwan BT Spicy Chicken Wings" that combines novelty hunting and challenges......

This centralized format, which is obviously aimed at hunting young consumer groups, actually intentionally directs the flow of people to Huixuanfang on the same street in terms of physical space layout.

Obviously, this Seed Catering Investment Management Co., Ltd. is in the same group as Huixuanfang, and the intention of that group of people is also obvious-they want to use the public's curiosity and admiration mentality to create and leverage one by one. A small leisure consumption business circle mainly targeting low- and middle-income young consumers, and gradually forming a traffic closed loop!

And looking at these catering items that have basically "eliminated" chefs, Wan Qingyi couldn't help frowning.

This model of gathering cold chains will undoubtedly bring huge troubles to the local life service department of the little fat man Zhang Jun - people are all profit-seeking, once this catering model that can greatly reduce operating costs is verified to be feasible Yes, then immediately there will be a large number of followers begging for money to cooperate with the seed company, and Zhutou Trading, which originally had the absolute say in local life services, will also be faced with the launch of a large number of these emerging catering projects. huge challenge.

Is the other party planning to copy another casting investment business?

Looking at the essence through the phenomenon, and discovering the logical context behind this series of targeted actions, Wan Qingyi felt that he had grasped the truth.

........................

"No, it's not that the other party wants to copy another Zhutou business. With the pissing nature of that group, they will never be willing to take the follower route!" Yang Zhu turned over with a satisfied face, and hugged Xiaobai next to him Lamb shoulder.

Wan Qingyi was trembling like a crucian carp coming ashore, and he closed his pink mouth for a full 2 ​​minutes before recovering from the lingering rhyme.

Resisting the weakness and powerlessness of his body, Wan Qingyi patted Yang Zhu's chest in retaliation, and then asked with a puzzled face: "Didn't they want to copy our Zhutou business? Then what do they want to do? "

No wonder she was so confused. Although the two companies took different routes and targeted different core groups, judging from the several hunting projects that have surfaced so far, the strategic logic adopted by the other party is similar to that of Zhutou Trading Co., Ltd. It's almost exactly the same—if this route continues, at most three or four years, if the other party doesn't become the second Zhutou Business, she Wan Qingyi will come to see her!

Seeing that she didn't believe her, Yang Zhu first gave a certain little white sheep a free medical examination, and then said: "Actually, my description is not accurate-the other party's original intention is not to copy another Zhutou business. , what is being done so far is nothing more than demonstrations and the creation of exchange chips;”

"Of course, if I, Yang, who is ignorant and refuses to lower my profile and take the initiative to come to make a deal, then they naturally don't mind righting [the second casting investment business], and then go all out to follow me Here comes a life-and-death contest in which one thousand enemies are killed and eight hundred are self-destroyed!"

Wan Qingyi saw his calm expression, thought for a while, and asked uncertainly: "Is it something about the beautiful country?"

Yang Zhu nodded, but did not continue to explain; Wan Qingyi frowned when he saw this.

She is also aware of the series of silent waves that Zhutou International Trade has stirred up under the water in Europe and the United States recently. This kind of vaguely concerned about the redistribution of discourse power, if it does not involve contests and games outside the home court, she is the first I don't believe it - but judging from the financial strength, social resources, team decision-making ability and execution ability recently demonstrated by the other party, it should undoubtedly be a trader team from Europe and the United States.

But what puzzled her was that the other party's series of actions cost more than hundreds of millions of dollars, and the result was to create a bargaining chip? ——What my lover hinted very clearly just now, once Yang Zhu bows his head and the two parties reach a cooperation, then no matter whether it is Huixuanfang, Seed Company, or even the Magic City Gold Reserve, which can be regarded as a priceless treasure, it will be extremely valuable. It may become a part of Zhutou's business assets through the "merger and acquisition" model.

Sending such a big gift package...is it worth it?

Hearing Wan Qingyi's question, Yang Zhu smiled noncommittally: "You know, for some real superiors, [funds] are the least valuable thing in the world, and [assets] are more valuable. The most valuable is [resource]”

Gu Xiao

"And the reason why resources are most valued by them is actually because resources can affect their right to speak in the game-so in the final analysis, what they value most is actually the right to speak."

"Compared to the right to speak in a game that is about to change the rules, a little money is nothing - this thing is plainly a piece of paper, and if necessary, they can print as much as they want."

Wan Qingyi faintly heard what he meant, thought for a moment, and finally nodded seriously: "Don't worry, no matter what, I will definitely keep the basic market of Zhutou Trading; no matter what, it can't be broken. I won your big game of chess—although I don’t know what your big game of chess is.”

Seeing the beautiful woman in his arms say these words resolutely, Yang Zhu was a little moved in his heart. After thinking for a while, he turned over and walked to the computer, and pressed the power button: "Although I don't really want to Interfering in the affairs of the company, but I feel that there are some things that should be said or must be said... You underestimate your opponents too much."

Wearing pajamas, Wan Qingyi followed with flamboyant steps, and was startled when he heard this: "It means that the other party has other big moves that we don't have the gap with?"

Yang Zhu nodded, and then shook his head again: "The biggest problem for you now is that you still haven't seen what your opponent is planning, and what is their real hole card... If you don't understand this, you will only be outcompeted." The opponent led by the nose, and was exhausted in the end!"

???

Wan Qingyi was a little shy, and looked at his lover suspiciously - the other party had already made it clear that he planned to reproduce Zhutou Shangmao 1:1, is there anything else that he didn't see?

Seeing this, Yang Zhu shrugged his shoulders noncommittally, then quickly entered a URL with two fingers, and within three seconds, a very festive-looking but rather rough website appeared in front of Wan Qingyi.

The Forty Thieves?

Wan Qingyi looked at this pure e-commerce website that had already appeared in the "competition prevention list", and the current website framework had obviously been re-optimized.

Seeing her like this, Yang Zhu smiled: "Although the ticket person is replicating our Zhutou business model on the surface, it looks like he is adopting a follower strategy, but in fact it is just a smoke bomb—— Otherwise, based on what I know about them, you will never notice so many movements before they start to really encircle."

"The so-called 20-year cycle of business, if I expected it right, what they are really playing is... a simplified version of the generational competition strategy!"

Generational competition strategy?

As one of the three giants of Zhutou Trading, Wan Qingyi naturally knew what this was.

This thing sounds bluffing, but it’s not uncommon to put it bluntly—it’s nothing more than businesses spending several years or even more than ten years to vigorously infiltrate the minds of the next generation of main consumer groups in the future, and wait until they really enter the society and become consumers. With the support of public opinion, one's own brand will smoothly realize the leap of the mental dimension and become a first-line brand or a super-first-line brand with a large and loyal consumer base.

In fact, as long as the international first-class brands or big ambitious brands, there is no one who does not do this-whether it is Coke or Adidas Nike, they have been playing this trick in recent decades.

It's just that there is no problem at all for commodity brands to play this way, but a new platform with an unknown lifespan and Internet nature...can it also play like this?

Wan Qingyi looked incomprehensible.

Seeing this, Yang Zhu laughed: "So I said they are playing a simplified version of the ribbon competition!"

"The other party obviously intends to start with those young women who are weak in mind but love vanity. They intend to take advantage of the weakness of human nature, gradually form weakness and bias, and finally break through the barriers between commodity-value-path, thus forming a barrier to us. Cast investment in the counter pressure trend of business."

Speaking of this, Yang Zhu casually found a pen and paper from the table and began to draw: "Well, first of all, it is commodity dependence;"

"First of all, it is about catering. You will find that their main catering items are all sugar, roasted and fried food, and caffeinated drinks-these things are extremely addictive. Once you form physical dependence, then in the future , every time they go out, they will subconsciously flow there, which ensures the stability of offline traffic to a certain extent."

"Looking at Huixuanfang, you will find that they also focus on various addictive snacks, and they also launch bags and small accessories with novel styles and in line with current European and American trends, but at very low prices—this is why The dual addiction of physiology and psychology provides the possibility; and the tentacles of Shanghai Metropolitan Gold Reserve in various industries also ensure the possibility of long-term change and maintenance of this addictive environment; "

Speaking of this, Yang Zhu looked at Wan Qingyi with a smile that was not a smile: "As a woman, you naturally know the thoughts of ordinary young women... So, please tell me, if you want to complete the mental closed-loop preemption, which track does the other party need to occupy?" the heights?"

Seeing this, Wan Qingyi gave him a blank look first - you asked me to put in the thoughts of ordinary women, isn't that embarrassing me?

Having said that, she still thought quickly.

What are the products that young women are most concerned about and sensitive to?

Food and snacks, there is nothing wrong with this, every woman is greedy;

Luxury cars, um... Although there are no problems, these two types are obviously not suitable for composite platforms, so pass;

Bags and trinkets, um... there is nothing wrong with it, women love beauty, according to the latest survey, many women now have to buy a whole house of bags after going bankrupt;

Ok……

pretty?

Shoes, clothes, cosmetics?

After scanning all the women's clothing, shoes and hats on the Forty Thieves' website, Wan Qingyi's eyes lit up, "You mean clothing, hats and beauty?"

Yang Zhu nodded: "That's right, all women love to be beautiful, and the word [beautiful] has the supreme attraction for them;"

"In fact, everyone knows that in the chain of contempt in business, young women>children>old women>dogs>men——due to the particularity of our China, the consumption power of a woman who has the right to control two wallets cannot be used by paper data at all. To measure, and its influence and driving force in the consumer market is by no means comparable to other consumer groups."

"Therefore, I can tell you responsibly that once they can take advantage of various psychological loopholes of human beings and gradually cultivate a strong psychological dependence on young women at the grassroots level, out of the [principle of the silent majority], the entire market will They will all fill their voices—you should be clear about the meaning behind this, right?"

Wan Qingyi was dripping with cold sweat when she heard it—she was too busy thinking about business matters, but she didn't expect that group of people would just play a game of bottom-hunting, planning to spend a few years directly pulling strings to manipulate young female consumer groups consumption mind.

And once they really succeed, it is no exaggeration to say that according to China's current national conditions, under the chain reaction, this group of people's invisible dominance over the market is definitely much stronger than any institution-by then, In their eyes, Zhutou Trading is like a younger brother!

Taking a deep breath, Wan Qingyi nodded heavily: "I know what to do!"

After finishing speaking, he looked at his lover with some hesitation: "Yang Zhu... have you ever thought about re-establishing Zhutou Business? After you delegated power, in the recent period, everyone has been devastated, and they always feel that they have lost their backbone."

Yang Zhu smiled when he heard the words: "Since the power has been delegated, I don't plan to take it back... It's okay, people have to learn to grow up. I believe you can handle the messy things in front of you;"

"Besides, I'm also busy with things recently. Where do I have the time and energy to face so many messy things every day?"

Wan Qingyi naturally knew that this guy often went to the genetic laboratory recently, and kept talking with the other side of the ocean for an hour or two, mysteriously, and he didn't know what he was doing.

Immediately, he said with some displeasure: "You have confidence in us, but we don't know what to do... What if we mess up and the Zhutou business collapses?"

Yang Zhu shrugged disapprovingly: "If it breaks, it will break. Anyway, everyone has made a lot of money in the past few years. Even if you lose your job, you won't starve to death!"

Carefully discerning the expression of his lover, and found that he was not joking, Wan Qingyi's heart tightened suddenly.

Yang Zhu,

you……

Are you talking angry?

Or,

Are you really planning to give up Zhutou Trading?