The monkey told Mu Hanxia something.
He heard what happened when Lin Mochen graduated from Columbia University.
A classmate of Lin Mochen's family is a farmer who grows fruit. Because of the high level of mechanization in the United States and the factors of policy subsidies, the surrounding farms are generally over-produced and cannot be sold at prices.
Lin Mochen and his classmates sold fruit together.
When other people dump fruit, they are all about pulling relationships, running sales, and engaging in transportation. He doesn't. After months of quiet preparation, he suddenly launched a new website called "OneFresh".
What does this website do? Specializing in selling fruit to white-collar workers in Manhattan.
The website advocates: Eating a fresh fruit every day is a healthy lifestyle for Manhattanites. It's not that you're busy with work, so you can't take care of it and don't remember to buy it? It doesn't matter, as long as you place an order on the website, someone will regularly deliver the fruit to the nearest convenience store every day. You just need to drop in to pick it up on your way to work, commute, or out for lunch.
And the fruits we sell are absolutely fresh and green. Each fruit will be accompanied by a small card, indicating which day, what time, and whose farm, Tom or Jack's house, was picked from the first tree. This is definitely more Fresh than the fruit you buy from the supermarket or fruit store, whether it is overstocked or how long it has been refrigerated. (Of course, whether this is really the case, only Lin Mochen himself knows.)
The target customer base of the site is women, but men are especially welcome to give a long-term order as a gift to their girlfriend. The site also comes with roses. Due to the connections and influence of Lin Mochen and his friends in the local circle, the website was quickly promoted and even swept the entire Manhattan.
If you make money, you will naturally be jealous. The largest fruit supplier in the New York area has quit.
They ran a promotion first, but it didn't work. White-collar workers don't care at all. After all, what people eat fruit now is style, and it is a kind of heart for themselves. Who cares if your apples are 2 cents cheaper each
Later, competitors also built websites, wanting to follow suit and launch the same service. Originally, this is a very dangerous thing in the market. Because a new business model created by a small company, once copied by a big company, the big company is stronger in all aspects, and the small company can only be killed.
But the opponent suddenly discovered that the website could not be built. why
Because Lin Mochen secretly signed a paper agreement with those community convenience stores - he can only provide fruit storage and distribution services for his family. Otherwise, it is a serious breach of contract and faces high compensation. Because no one had ever done such a thing before, those convenience stores accepted Lin Mochen a little money and happily agreed.
In the past few months of silence, Lin Mochen just did these things.
Competitors' fruit may be no worse than Lin Mochen, and the price can be even lower. But it just can't get close to the customers.
They are also on fire, and they want to do tricks. He poached some farmers from Lin Mochen, threatened to beat his delivery staff, and even sent threatening letters to him. Lin Mochen was unmoved at all, the website was still booming, and even set ambitious goals such as "annual sales target of 500 million US dollars" and "expanding the United States within 3 years".
In the end, the opponent has nothing to do, invite Lin Mochen over, and the two sides sit down and negotiate.
As a result of the negotiation, the opponent purchased the exclusive management right of Lin Mochen with a lot of money, and stipulated that the "OneFresh" website could not provide similar fruit delivery services from now on. It is said that in this battle, Lin Mochen and his partners made a lot of money.
…
"How do you feel?" Monkey asked.
Mu Hanxia: "Amazing... But I don't think there's anything unkind about what he did."
Monkey: "Hehe... Do you think this is the end?"
…
Competitors thought the same, just as they invested a lot of money in promotion and hoarded a lot of fruit inventory, the website opened. When customers saw that "OneFresh" was no longer delivering fruit, they all switched to the new website, and the situation was very good.
At this time, "OneFresh" launched "Fruit's HeartCard" (fruit heart card).
What is the concept of this card? The website tells you that in order to repay the love of customers, we will provide you with a batch of fruits of the same quality and lower prices than you can imagine. This time, we don't make money. You only need to place an order on the website and buy a card, and then you can pick up this gift that belongs to you in several local large supermarkets and our supply points. And the amount can not be used up at one time, you can use it next time.
When a customer bought a card and went to the supermarket to see it, he was really pleasantly surprised. It's still the same fruit that I ordered before, and each fruit is marked with its fresh lineage. The price is not only lower than the previous website, but also lower than the competitor's website. It is even much lower than the promotional price of ordinary fruit supermarkets! It's really beyond your imagination and unprecedented price!
- The price will of course be lower. Because Lin Mochen put all the money given by his competitors here.
For a time, sales skyrocketed, and it was rumored that at least hundreds of thousands of cards with a face value of $100 were sold.
In one area, the demand for fruit is limited, not to mention that some customers have bought a lot of cards, giving Lin Mochen all the fruit demand for the next year. Competitors' sites were all over the place, and in some days even had zero dollars in sales.
Lin Mochen used an extremely bloody low-price flanking battle to kill the new business model he had created.
And what is the result of this small-scale business war in the region
The large amount of fruit hoarded by the opponent had nowhere to sell, and it could not be delayed. In the end, they could only transfer all of them to Lin Mochen at a lower price. In this way, Lin Mochen not only did not lose, but also made a lot of money from it. And the company of him and his friends has completely and firmly occupied the fruit market in New York.
…
Monkey: "Furthermore, didn't there be a few farmers who betrayed him and joined a competitor? It is said that Lin Mochen didn't seem to care at the time. Afterwards, when he monopolized the market, he specially found these people and comprehensively Blocked their sales. Also, haven't some of his employees been beaten? He himself has also received threatening letters. Later, he spent a lot of money to hire the best lawyers to take the beaters and the instigators. They all went to court, and the sentences were very heavy... In short, those who offended him had a tragic end. He was a very vengeful and very insidious person."
Mu Hanxia: "…"