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"The news is sent out to the front seat. Do you know the layout news of Xinhua Supermarket SC Province?"
Yan Haibo tapped the table and said, "What if Xinhua Supermarket let out the wind first to test our reaction?"
"general manager Yan"
One person said cautiously, "I don’t think the news of Xinhua Supermarket should be a smoke bomb, but they should have a layout long ago, right?"
"Oh?"
Yan Haibo looked at him and said, "Why do you say that?"
"I noticed that there was a deep merger between Xinhua Supermarket and Shenlong Company in their news announcement."
The man explained, "As far as I know, this Shenlong company should be the company that launched the high-end brand liquor’ Longjiu’ at this time. It is our SC provincial company …"
Chapter five hundred and sixty-five Differentiated competition
"So I think Xinhua Supermarket should have made the layout very early, and it is very likely that it has been completed before the news was officially announced."
"Well, you have some truth."
After listening to his analysis and judgment, Yan Haibo nodded his head, his eyes fell on Wang Taoshen and said lightly, "Mr.wong will explain it."
Wang Tao’s forehead is a little sweaty. Yan Haibo’s sentence is very obvious. Xinhua Supermarket seems to have laid out its own vice president of the competent industry very early, and there is no news at all.
This is not a dereliction of duty!
"Manager Yan, I think we have to act at once."
Wang Tao blurted out, "If Xinhua Supermarket has already entered the layout of SC Province, it will definitely seize the market with us. We must take action to carry out various promotional activities …"
"Do you mean that we have a price war with Xinhua Supermarket?"
Yan Haibo interrupted him, and his heart was a little angry. The price war was a bayonet.
It’s a promotion
However, this kind of sales channel in supermarkets is different. The original gross profit margin is not high, and the net profit is relatively lower. Once the promotion is made, the overall net income will be drastically reduced. If it is short-term, it can be resisted.
However, if it is a price reduction promotion with Xinhua Supermarket to fight for the price, Runhua Supermarket will inevitably have no way to stick to it.
Because the great cause of Xinhua Supermarket is much larger than Runhua Supermarket, for example, Xinhua Supermarket SC Province does not make money to promote the business, but Xinhua Supermarket SGS Province does not fight the price war.
That is to say, Xinhua Supermarket can make up for the loss caused by the price war in SC Province by the income of S Province and GS Province-at most, it just makes less money.
However, Runhua Supermarket can’t help it. Once a price war is started, unless one party gives up, it will inevitably go bankrupt and the outcome will be cruel.
The reason is very simple. If Xinhua Supermarket sells for 10 yuan and Runhua Supermarket sells for 12 yuan, customers will definitely choose to go to Xinhua Supermarket-customers will definitely not enter the supermarket because a business is cheap, but many businesses have promotions.
This business is cheaper by one dollar, and that business is cheaper by two dollars. Shopping in a supermarket may be cheaper by dozens of dollars, and ordinary people will settle accounts.
And let Runhua Supermarket also reduce the price to 10 yuan. In the short term, Runhua Supermarket can stick to it, but what if it is long-term?
How much is the loss of rent, water, taxes, labor, etc. in a month?
It’s all about fighting a price war. Once a promotion is made, there is no way to stop. Whoever dares to stop first will die.
Yan Haibo is absolutely unwilling to take the lead in launching a price war until the last step.
He had hoped that Wang Tao could come up with some good ideas, but it seems that this guy can’t root out anything.
"That’s not what I meant, General Yan."
When Wang Tao saw Yan Haibo’s face look pale, he quickly explained, "I think we should get some top-up members before the Xinhua supermarket industry, and there will be preferential activities to win over some members. If they want money, we will definitely have to cancel it here, right?"
"What should we do if Xinhua Supermarket does the same?"
Yan Haibo asked 1.
Wang Tao choked and didn’t know what to say at the moment.
"Whether it’s recharging members or promotional activities, it’s actually a disguised price war, but the name is different."
Yan Haibo’s face looked seriously at all and said, "This time Xinhua Supermarket entered SC Province. If we don’t think of a good way, we can just sit back and watch Xinhua Supermarket devour our market share. There is no doubt about this."
"general manager Yan"
A very capable young man raised his hand and said, "I suggest that while the iron is hot, we should be hard-working. Runhua Supermarket and Xinhua Supermarket are all targeted by the sales industry in general, and the promotion and price war are the same. I think it is better to start from another place."
"Oh?"
Yan Haibo looked at him with interest and said, "Lv Yan, what do you mean by another place?"
"general manager Yan"
Lv Yan got up and said seriously, "It’s not just a few ways to attract customers in our sales industry, such as promotional activities and price reduction activities, or it’s the strength of differentiated competition theory. We are definitely not as good as Xinhua Supermarket. I think we should take differentiated competition."
"Before, I remember that the sales of our stores in G city increased by 367% in the same period last year. This increase is very rare. Zhang Hua, the manager in charge of G city, came to the headquarters at the annual meeting. I took the opportunity to chat with him and asked him why he was in charge of the store."
I heard that Wang Tao cried the in the mind a tight.
"oh? You continue to say "
Yan Haibo became interested.
"Manager Zhang Hua said that he had thought before that Runhua Supermarket and Joy City Supermarket in G City were competing with each other, and the seller base was exactly the same. He felt that if he bought something, he would definitely choose a supermarket with more discounts."
"But if the two supermarkets don’t offer discounts, he will definitely choose to buy a large-scale place close to home. Manager Zhang Hua conducted in-depth research from a business perspective. Finally, he chose to merge with a company and got the exclusive agent of the company, and then vigorously promoted the company’s high-quality products."
"As a result, Manager Zhang Hua is on the right track. When Runhua Supermarket exclusively sells this kind of business, many consumers in G City can go to Runhua Supermarket to make purchases. As we all know, membership is very important for our supermarket. Manager Zhang Hua also launched an activity where members can buy the business indefinitely when the business is hot."
"There are certain restrictions for non-members to buy this supplier every time, so that they will steal many customers from Joy City Supermarket unconsciously, which leads to a sharp increase in sales of Runhua Supermarket and a sharp drop in sales of Joy City Supermarket in G City that year."
Lv Yan said seriously, "With this example, I don’t think there are any promotional activities compared with Xinhua Supermarket. We still have to rely on the difference of’ exclusive sales’ to conduct differentiated competition with Xinhua Supermarket. The worst case is that our market will shrink sharply, but it will not completely decline …"
Chapter five hundred and sixty-six Positioning
"What you said is very reasonable!"
After listening to Lv Yan, Yan Haibo’s eyes lit up and agreed.
It is true that Yan Haibo’s first thought after Xinhua Supermarket announced that it would enter SC Province to expand its business was not to squeeze Xinhua Supermarket out, but to keep its current market share.
Yan Haibo is a lucky man. On the one hand, it is the reason of the times, and on the other hand, it stems from his courage when he was young.
But now Yan Haibo is more than forty years old. He has been working hard for so many years and has long felt tired. In recent years, the situation of Runhua Supermarket SC Province is to maintain its current market share and then slowly compete with Joy City Supermarket.
That’s why every soldier bears a nest of bears.
Yan Haibo, the boss of Runhua Supermarket, has long since lost his enterprising ambition. Seeing that he can create Runhua Supermarket, a large supermarket chain, he is already satisfied with further developing his career into a giant in the domestic sales industry.
He has never thought like this, and he also feels that he doesn’t seem to have such ability.
The Joy City Supermarket can only hold up Runhua Supermarket in SC Province.
Seeing that Xinhua Supermarket intends to enter SC Province, Yan Haibo thinks about how he can ensure that Runhua Supermarket will not be washed out in the reshuffle of the sales industry.
He doesn’t ask for much, as long as Runhua Supermarket is not completely squeezed out. At most, he allows Xinhua Supermarket to take away 20% of the current market share.
Once it exceeds 20%, it will be a huge blow to Runhua Supermarket.
Yan Lu Yan’s words remind Yan Haibo of differentiated competition, which is indeed a very good choice.
The market economy is becoming more and more developed. Today, the seller’s market has changed from a few decades ago to a current buyer’s market-that is to say, consumers have the final say, because you are not the only one who has more choices in selling things.
Everyone fights for quality, categories and sales. Generally speaking, most companies have a clear positioning of their own companies.
Lu Yan’s speech made Yan Haibo instantly think of giving Runhua Supermarket an exact positioning!
"Then what do you think we should do as differentiated competition?"
Yan Haibo looked at Lv Yan with anticipation.
"It’s very simple."
Lv Yan said seriously, "I think manager Zhang Hua should come and talk about which company he signed the exclusive agency with, and then we can increase our cooperation with this company and push their production to provincial stores as much as possible …"
"Ahem!"
I heard that Wang Tao couldn’t sit still. He knew better than anyone that the operating performance of stores in G city, which Zhang Hua was in charge of, would rise sharply. The main reason was that after Wang Tao and Qing Liu failed to negotiate and returned to G city, he personally supervised Zhang Hua to stop the agreement with Shenlong Company.