cpa300_4(); Membership card and shopping card? Do these two cards have a lot of potential? The company's executives were confused. Why didn't they see it
When it comes to membership cards and shopping cards, there are supermarkets in Xiangjiang. The sales can be said to be acceptable, but they don't make much money. [Maopu Novel www.mpxiaoshuo.com is the fastest updated and most complete free novel]
Membership card, simply put, is a card held by members to prove their identity. The supermarket membership card is the identity card of the supermarket members, and its function is nothing more than to enjoy some membership benefits.
Of course, shopping cards are easy to understand, as they are equivalent to card-based consumption vouchers.
"Everyone doesn't seem to believe what I say. You all have more experience than me in supermarkets, but again, you don't understand the mainland at all! When I said the supermarket could be bigger, you were all worried. , opening too many stores at once is too risky. Now, you all want to open stores faster, and you are more radical than me."
Seeing the embarrassed looks on Fu Guangzheng's and their faces, Feng Yu continued: "Have you noticed that there are already private clubs in the mainland, in southern Guangdong, Beijing, Shanghai, Tianjin and even many provincial capitals? Access is just a membership card.”
"In your opinion, a membership card is a consumption points card, or equivalent to a discount card. But don't forget that the word membership is also a status symbol."
Fu Guangzheng and the others all looked confused. Is membership still a status symbol? Are members that important? Isn’t it just a way to attract customers and increase their return rate
Seeing their blank eyes, Feng Yu sighed. They had no idea how much people in China wanted to compare at this time. When I go shopping in a supermarket, I am a member and you are not, so I feel superior to you.
"Our supermarkets all have parking lots, which are charged. But as you have also seen, there are not many cars in the mainland. Those who have cars are not willing to pay parking fees. They would rather park on the roadside and walk a few more steps, so the parking lots are also Not many people park in. But what if our membership card holders can park for free by spending points? What if we have a membership day every month so that they can enjoy the membership price? Or what if we have a membership card holder? People, can I check out first?”
There aren't many cars in the parking lot anyway, let alone this parking lot in the first place. I don't intend to use it to make money. But with such a discount, I believe many people who own cars will apply for a membership card. There are many benefits. You can’t go shopping every time. Then they won’t enjoy the convenience of owning a car. .
Not all members will come on Membership Day, but it can greatly promote consumption. Everyone has a herd mentality, especially Chinese people, who like to join in the fun. When they saw many people going to Taihua Supermarket for shopping. They'll want to check it out too.
The membership card gives priority to checkout, which solves the problem of many people not wanting to queue up. You can even set up a member checkout channel to specifically serve members, which satisfies many people's desire to feel superior to others.
Fu Guangzheng and Li Zekai looked at each other, as if what Feng Yu said made sense. These methods may not seem special, but as long as they are properly promoted, they should be able to sell a lot of membership cards.
"Then how to apply for a membership card? In Xiangjiang, if a certain amount of consumption is reached in a single transaction, a membership card will be given as a gift. And the consumption amount can earn points, which can be used to redeem cash." Fu Guangwei said .
"Gift? Of course not. Our membership cards are sold for money! There are two levels of membership cards. Ordinary membership cards are also called VIP cards. Premium membership cards are also called SVIP cards. Ordinary cards cost thirty yuan each. Zhang, premium membership card, sold for two hundred yuan each."
"Two hundred yuan a piece? If this is in Xiangjiang, the price is not high. But in the mainland, will anyone buy it? This is equivalent to an ordinary worker, more than half a month's salary, just to buy a membership card?" Li Zekai Frowning. In fact, he wanted to say that with such a high price, even in Xiangjiang, not much could be sold.
Feng Yu shook his finger: "Of course ordinary workers will not enjoy so many preferential conditions if they buy ordinary membership cards. For example, free parking is not available for ordinary members, because ordinary people cannot afford to buy a car. Premium Membership cards are prepared for those in the rich or powerful class. Two hundred yuan is not much for them. I even think that two hundred yuan is a bit low."
"How many membership cards do you think we can sell?" Fu Guangzheng asked.
Feng Yu raised a finger.
"A thousand?"
"Ten thousand premium membership cards, for every supermarket."
"Ten thousand? Every supermarket? What do you mean, the premium membership card alone can be sold for 40 million? Are you too optimistic?" Fu Guangzheng asked.
"I'm not optimistic at all. I'm even sure that 10,000 of them won't be enough to sell. Each of our supermarkets announces that it only provides 3,000 premium membership cards, and the rest can only buy ordinary membership cards."
"Hunger marketing?" Fu Guangzheng quickly realized what Feng Yu meant. But hunger marketing is not easy to succeed. How many companies have learned this method, but the final product cannot be sold at all, and they starve themselves to death.
"That's right. You don't understand the psychology of Chinese people. The fewer things there are, the more willing they are to grab them. The more things are being robbed, the more willing they are to buy them." Feng Yu said confidently.
"Then how much do you think we can sell for membership cards?"
"At least 100 million RMB! It seems like we gave them a discount, but we still make money, and we can clear inventory during the membership day."
"Okay, even if you can achieve what you said, 100 million can only open two super supermarkets."
Feng Yu said calmly: "The next thing is the focus, that is the shopping card. Although our supermarket has launched shopping cards, we have never found anyone to sell them specifically. They are placed at the cashier of the supermarket, and the price is also It’s not low, not many people ask, right?”
Fu Guangwei nodded: "Yes, we also promoted it in the store, but many people turned away when they saw the amount of the shopping card. We also discussed whether to launch some shopping cards with smaller amounts. Let people buy it back for company benefits."
Feng Yu rolled his eyes at Fu Guangwei and said, "Look at your positioning. Putting the shopping card in Xiangjiang may be a benefit for a large company." But how many companies in the Mainland can offer such huge benefits
What are the benefits of shopping cards? There is no name or password, you can just make purchases directly. I accepted this without fear of being investigated, and my name was not written on it. Isn’t it okay if I didn’t have time to hand it over to the police
But when it comes to shopping, it’s very convenient. Taihua Supermarket has a full range of products. This shopping card is equivalent to a bank card for consumption in designated places.
Although the function of a shopping card is equivalent to a voucher, it has another advantage, that is, it is not easily damaged, and it is much more convenient to use than a voucher, and it is also more convenient to give it away. The current maximum face value of a voucher is one hundred yuan. If you give a voucher worth ten thousand yuan, it will be a small pile.
"None of you have figured out the product positioning of shopping cards. The real positioning of shopping cards should be... gifts!" (To be continued.)
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