In the view of a certain prince, these profiteers in front of him basically have novice marketing experience, and they can deceive them as they please: "Just now, I have introduced to you some of the simplest and most effective methods of promotion. Promotion is just a means for a store to sell goods to customers, nothing more. Before that, we must first solve the most basic question, that is, who do merchants regard customers?
Are they parents who provide food and clothing for all requests, or are they confidant friends, or are they children who beat and scold casually? This directly depends on the merchant's attitude towards customers, resulting in differences in sales volume and money earned.
There is a proverb in the fairy world, details determine success or failure. When doing business, big problems are easy to spot and solve. And small problems often appear in the details, and they are likely to cause the whole game to be lost.
How you treat customers is the closest detail to completing a sale. If you don't grasp it well, it will cause irreparable losses. All merchants will smile and greet customers warmly when soliciting customers. But there are also people who put on a bad face, thinking that they are superior to others and whether customers want to buy or not.
This attitude may have been able to get by in the past, but it will definitely not work in the future. Why can Qianqi Department Store be packed with customers? Regardless of decoration or services, they are the goods sold, and those are superficial phenomena.
The root cause is that when our store was first opened, all store staff were required to serve all customers who came through the door as their basic necessities. In layman's terms, when customers come in and spend money, whether they spend one tael of silver or a hundred taels of silver, it is a kind of enjoyment for them.
They are here to be uncles, not grandsons. When customers enter any store, the first thing they come into contact with is not the products, but the clerks in the store. The clerk's attitude is the customer's first impression of the store, which directly determines subsequent purchase intentions.
You treat your customers like uncles, and you feel embarrassed if they don't spend any money. According to surveys conducted by our staff, more than 90 of every 100 customers who enter the store will pay, and the remaining customers who have not paid will also be potential consumer groups.
On the contrary, if you trample your customers under your feet, think of yourself as a boss, and want customers to spend a lot of money, I will first splash you with a basin of foot-washing water to wake you up! "
Many merchants became more and more fascinated when they heard it, and felt that what the prince said was particularly reasonable. They didn't take it seriously before, but now after the prince's instructions, they all realized the importance of service attitude.
In this world, whoever is willing to pay for you is your uncle. Although it's in name only, calling yourself a few times won't shorten your life, not to mention it's just an attitude and service, not a real call.
Many customers see merchants and even clerks ignoring them, and even if they come in, they will leave with excuses and go to other colleagues.
For us, this is undoubtedly a loss of business. Over time, the loss will become so great that it is impossible to recover it.
The pencils in many people's hands were quickly recording what the prince said, for fear of missing a sentence or even a word.
A certain prince probably spoke very slowly, with pauses between each paragraph, just to make it easier for the students to record.
Seeing that everyone had almost remembered it, a certain prince drank tea and moistened his throat before continuing: "Commodities are the root, service is the basis, and the combination of commodities and services is the 'fundament' of business operations. If you want to do There are hundreds of century-old shops, and none of them are indispensable.
As a businessman who serves customers, he must first improve the service level of the entire store. Only in this way can he instill his will into the clerks and helpers. To this end, scientific and systematic training must be carried out to realize this original intention.
Before that, merchants should think about a question, that is, what is their core competitiveness. 'Core competitiveness' is an advantageous resource that one owns, which can be store location, personal connections, product features, etc.
But many core competencies have one thing in common, that is, they can attract customers to patronize, causing them to spend money. If a merchant's core competitiveness is strong enough, it will be difficult for competitors to imitate and surpass it.
Only by thinking clearly about this can we do good business. If you can find it, that would be the best. Otherwise, you have to forge it with your heart, or even create it with your own hands.
Because merchants without core competitiveness are destined to be unable to attract the attention of customers, they will have to face unprecedented fierce market competition, and it is not surprising that they will become mediocre or even eliminated.
Every businessman wants to enter the blue ocean from the red ocean. The 'red ocean' here refers to the market with stimulated competition, and the blue ocean is the opposite. So if you want to stand out in the fiercely competitive market, you must clarify your core competitiveness.
On top of this, it is necessary to understand one's own positioning and mission. 'Positioning' means knowing your specific position in the industry. Analyzing from a height perspective, one is at the bottom, in the middle, or at the top.
From a plane analysis, it is where it is located in the market segment. What is a 'market segment'? It is a detailed market. As far as the overall grain market is concerned, the rice market is a segmented market.
If your family can be the best in selling rice, it means occupying the top spot in the market segment. How to ensure this leading position is the next question to consider.
As a businessman, you must think clearly before speaking, because in the business game, the competition is brain power, not physical strength, which is similar to an intellectual game.
'Mission' is easier to understand. For example, I am a grain merchant and I want to provide my customers with a variety of grains, rain or shine. This is the value and meaning of my existence.
If there is no food, I am not a food merchant. To the customers who need to buy food, I have no meaning of existence, and they will not come to my store.
In layman's terms, I am the one who has the food, but if the food is not in my hands, I have to change my career! If a grain merchant has no grain in his hands, what kind of grain merchant is he?
After clarifying the mission, positioning, and core competitiveness, it is easy for businessmen to clearly understand their own characteristics. It will be a matter of course how to leverage their own advantages, exploit their strengths, avoid weaknesses, and suppress competitors.
Before I open Qianqi Department Store, I must first think about these issues. I have many novelties in my hands, these are my core competitiveness.
But to make a bunch of core competitiveness more powerful, the simplest way is to integrate them and sell them together. This is the original intention of establishing Qianqi Department Store.
Qianqi Department Store is a new business format, and the so-called 'business format' refers to the business form. Qianqi Department Store adopts a one-stop service, that is, customers can purchase most of the same products on the market when they come to the store.
This not only saves customers time and energy, but also stimulates customers to spend money in the store. The palace also hopes that the Qianqi Department Store can serve as a model to encourage merchants in Kifu to open similar stores.
Only in this way can scale effects be formed, attracting more customers to come for consumption, ultimately promoting the economic development of the capital, and at the same time helping more merchants achieve profitability.
Department stores do not need to be understood literally, they can be opened even if they only have a few products. In fact, the funds required are not much. If one businessman feels that it is difficult, he can join several, or even a dozen businessmen to start a business together.
Adopting a joint-stock system, Kailuan Mining, jointly established by this palace and nobles, is a joint-stock company. The 'company' is an interest group. Just like an ordinary store, it can be registered with the Ministry of Accounts to facilitate the relevant procedures.
A joint-stock company is funded by one or more shareholders and operates by assuming risks and distributing profits in proportion.
All the funds invested by shareholders will be used as working capital, while the rest will be used to purchase relevant venues, equipment, materials, recruit relevant personnel, etc.
In fact, it is no different from a joint venture shop or restaurant, except that the responsibilities are clearer.
The operation model of Qianqi Department Store is not much different from that of a restaurant, except that the restaurant sells food and wine, while Qianqi Department Store buys various commodities, that's all.
The principle is the same. They all make various efforts to make customers feel at home, hoping to increase customer loyalty and turn them into repeat customers.
There are similar stores in Fairyland, but from decoration to service, they are ten times, or even a hundred times better than Qianqi Department Store. I just imitate its appearance to the mortal world so that you can understand it clearly.
In the future, there will be more and more department stores, because as merchant services gradually improve, customer requirements will also increase accordingly, and department stores that can provide one-stop services will become the mainstream in the market.
Why is it mainstream? Because department stores concentrate a large amount of high-quality resources, the waiters have received the best training, and the building decoration is also the most elegant style. The products inside will naturally be dazzling, which will naturally attract high-end customers to come and spend.
Due to the large number of customers, it is common to sell one thousand or even ten thousand taels of silver in one day as long as the business is done properly. "
When the prince said this, many merchants were also moved, and everyone was settling accounts in their hearts.
It doesn’t take much, even if you sell a thousand taels of silver a day, it will be more than 300,000 taels a year!
After excluding taxes and costs, as well as other partners' shares, I can still have at least tens of thousands of taels left.
The risk can still be taken, but it is much better than fighting alone now.
"You are all classmates, and you may not know each other very well, but you can discuss it. If you think it is feasible, you can discuss it privately and try it. I also said just now that the original intention of opening Qianqi Department Store is to set a model , not to monopolize the market, but to allow you to make money with me. The more department stores opened in the capital, the greater the passenger flow will be attracted, and the more prosperous the economy will be. The prerequisite for the court to be able to collect more taxes and fees is that you can collect more Earn money. As for how to select a location, decorate, recruit people, and pay for it, that is your private matter. I will only provide a reference here. If you make money, you will share it yourself. If you have risks, you will naturally have to To bear."
If a few more stores of the same type were born near Qianqi Department Store, the situation on the entire street would be very different, and it would be much better than standing out from the crowd now.
A certain prince is not afraid of competition at all, because most of the products with core competitiveness are in his own hands. The more department stores there are, the greater the short-sucking effect will be.
The capital itself has a vacuuming effect on surrounding areas, and if commercial streets are formed, it can also have this effect on the city.
In this way, in conjunction with new city projects and many factories, we can create the first generation of industrial workers. These workers have higher income and consumption power than farmers, and can better stimulate economic development.
The capital itself is a place where wealthy people gather. One department store is far from meeting the needs of wealthy people. A certain prince plans to open at least two stores in the inner city.
"I know that some of you still regret not being able to have your own products in Qianqi Department Store. This is easy to do. I will open at least one store of the same type in the inner city of the capital. You all have If you are interested, you can sign up to settle in. After the new city is completed, two more will be opened there, and they can open as early as the end of next year. Of course, even if all four are opened, I'm afraid they won't be able to satisfy everyone who can settle in at the same time, so I am happy to see you You can support yourself."
However, after the prince finished speaking, the merchants listening to the class still felt that the number of stores was too small and it was impossible for many merchants to enter at the same time.
Take Qianqi Department Store as an example. Due to the limited floor area, only four counters can be located in one industry. However, in each industry, there are at least a dozen companies in the same industry. How can this be used?
At least Taizi Ye will open three or four more stores, but at the current pace, everyone has to look forward to the end of next year, which is simply hopeless and helpless.
For the merchants who have already settled in Qianqi Department Store, they are not very interested in finding someone to set up a similar store by themselves.
Since you can eat and drink enough just by holding the prince's thigh, why bother?
Isn't it boring to go and sing opposite to the prince?
Many people are content with the status quo and are quite satisfied with the combination of their own stores and department store counters.
At best, his own shop is just a way to make ends meet, while the counter in a department store is where he makes a lot of money every day.
Instead of opening a store in partnership with others, without the high-quality service and special products like the Prince's store, wouldn't it mean losing money if no one patronizes it?
However, most merchants currently have no chance to enter Qianqi Department Store, and they are very enthusiastic about this business model. After hearing the prince's encouragement, their thoughts came to life.
Not to mention making thousands of taels of silver a day, even if you make a hundred taels of silver a day, cumulatively over a year, it would be an incredible thing, and you could laugh while dreaming at night.
If it is really appropriate to open a department store, then get a dozen people to try it, and a family of 1,800 taels of silver is enough.
The prince is not someone to be trifled with, so at worst, he should open the store farther away so that he can drink some soup without affecting the prince's eating of meat.
With the prince's character and foresight, he would not blatantly suppress humble businessmen like them for a piece of meat as big as a mosquito's leg, otherwise it would chill the hearts of his peers.
The location selection is easy to solve, just find a similar building, and the decoration is not difficult. What is difficult is to get so many good things sold in Qianqi Department Store and to meet the corresponding level of service personnel.
But thinking about it roughly, if everyone shares the risks and costs, so many products are sold together, and the customer base is inevitable. At least you can not lose money.
If you want to make a lot of money, that will happen later. You need to open a store first.
If you don’t take the first step, how can you take the second and third steps?
