Whether it was Fat Donglai or Costco in the previous life, a large part of the reason for their success lies in their human touch.
In fact, no matter which country or dynasty, doing business is actually doing business.
This is especially true in the service industry.
If you are successful as a person, you will become more and more successful in the service industry.
This is what Haidilao is like.
Some people must ask, how can Costco compete with Pang Donglai in terms of human touch
In fact, Costco still has a lot of shining points.
For example, a very simple one is their membership card. Even if you use it for 364 days and return it on the last day of the year, they will refund it unconditionally.
Even if you cancel and apply for a one-year membership card on the spot, you will not be discriminated against.
Another eye-catching tactic is their hot dogs.
In the window on the side of every Costco door, a huge hot dog costs $1.50, plus a drink that can be refilled forever. This is Costco's most classic marketing.
From the 1980s to 2020, they have not increased prices and have maintained this price for more than 30 consecutive years.
Even in the United States, there is inflation. Over the past thirty years, in terms of prices, the price should have risen to about 3.5.
But Costco remains unchanged.
The company even advertises heavily and welcomes everyone to come and eat.
Although for a big eater, such a big hot dog and a drink are not enough to fill the stomach, for ordinary people, it is enough.
In the United States, US$1.5 can only buy a very small hamburger at McDonald's, a box of gum at a gas station, and a bottle of drink.
But at Costco, you can buy a meal.
This makes Americans very touched and feels that they are really a conscientious enterprise.
Except for a very small number of homeless people, everyone came to Costco to buy a 1.5 hot dog set, and basically bought some daily necessities along the way.
That’s the power of a hot dog combo like this.
As for the 4.99 yuan roast chicken in the supermarket, it is the favorite of the poor.
A roasted chicken from Noda is enough to feed a family of five. It is more nutritious and better preserved than hot dogs.
So basically, five out of ten people who go in will buy one and take it home.
Roast chickens like this cost at least US$12 or US$15 each outside, and only Costco can make them so cheap.
Similarly, after customers enter, it is generally impossible to buy just one roast chicken and go home. As long as they buy a few more things along the way, the loss cost will be recovered.
This is where Costco is humane, and this is where they have a human touch.
The reason why I say so much is because this strategy does not exist in Fat Donglai.
So when Shen Huan was planning for Yongxing Supermarket, he specifically pointed out this point and told them to sell these two things.
Zhang Duocai was very convinced of Shen Huan, and Shen Huan explained the secrets in detail. The more he thought about it, the more he felt that it was very powerful, very attractive, and could even be used as a signature gimmick.
However, Shen Huan had no say in pricing, leaving it to Zhang Duocai.
Zhang Duocai specially found two groups of people to investigate and discuss this, and finally priced a hot dog that was a little larger than an adult's hand, plus a medium-sized drink at 2 yuan.
It's just that there is no refill service for drinks, because based on the actual situation, they think this will lead to some bad consequences.
Even if it is a large-volume purchase, even if it is planned to sell two to three thousand packages a day, the price of 2 yuan is absolutely impossible to make a profit.
Because in addition to the cost of raw materials, which is more than 2 yuan, there are also store costs, labor costs, etc. - the store Zhang Duocai set up has expenses every month, and it is not in vain.
Basically the more you sell in a day, the more you lose.
But as a gimmick product at the door, such losses are completely acceptable.
Another group of people set the price of a 3-pound roast chicken at 29.99 yuan.
The average price is 10 yuan per pound.
However, the price of freshly slaughtered chicken in Yongxing Supermarket is also 12 yuan per pound.
It will shrink after being baked, and there are production costs, labor costs, etc. The cost will never be less than 20 yuan per pound.
Now it sells for 29.99 yuan for three pounds, which is really a conscience.
But in fact, Yongxing Supermarket does not lose much money on this. They order directly from the farms, and when ordering in large quantities, the price is much lower than 12 yuan.
Even with all the fees added, the price is still within 35 yuan.
"A chicken loses about 5 yuan. Even if we sell 10,000 chickens a day, we only lose 50,000 yuan."
This sentence was said by a senior vice president at the time.
As a result, now, his words have come true.
Since it opened on the first day of the Lunar New Year, almost every group of customers who come to Yongxing Supermarket every day buys a piece of roast chicken to take home.
The taste has been adjusted, and it is much better than the previous version of Costco. It is sweet and fragrant, which is very suitable for the taste of Lin'an people.
Therefore, roast chicken has always been a star product. Some greedy people just buy three or five of them and take them home, freeze them in the refrigerator, and then process them when they want to eat them. This is not surprising.
Even if there are a total of five ovens and 12 people in each shift, they can't keep up with the speed of their purchases.
There will often be people making noises, saying that the person in front bought too much, causing him to have to wait another 10 minutes.
At this time, the employees of Yongxing Supermarket rushed over, bowed and apologized, and gave small gifts.
Only in this way can the grievances of customers be suppressed.
Of course, customers’ grievances are certainly not for Yongxing Supermarket.
People's hearts are full of flesh, and they also know that Yongxing Supermarket's products are as cheap as possible and its service attitude is good, so few people are really angry.
Just like that, at the end of the day, the average number of roast chickens sold was more than 15,000. In the first few days of the new year when it first opened, the number directly exceeded 30,000 per day.
Roast chicken is not the most popular.
The most popular one is the 2 yuan hot dog set at the door.
Because you don’t have to go to the supermarket to buy roast chicken, you can just buy a hot dog set, so many people around, including white-collar workers, will come and buy one.
Yongxing Supermarket's five supermarkets are all located in prosperous urban areas, just above the streets, surrounded by residential areas, office buildings and shopping malls.
Therefore, there are already a lot of people here. From the opening of Yongxing Supermarket to the closing of the store, there was no queue less than 20 meters long at the end of the day.
Even though there are 5 windows to serve customers, most of the bills are paid using WeChat and Abao. You can pay at dozens of vending machines and get the hot dog set with the receipt, which reduces the payment. The process cannot satisfy the crowded crowd.
The day with the least sales was 35,000 hot dog combos.
The biggest day was on the first day of the Lunar New Year, with more than 71,000 copies sold! !
God knows why it's so cold and so many people come to buy cold drinks.
But also because of these two flagship products, Yongxing Supermarket has a very, very good image in the minds of young people.
As for roast chicken, a young man can buy it and eat it for two days without any problem.
Hot dog combos are even simpler.
Except for breakfast, you can buy lunch, lunch and dinner as long as you like and take them back to the office or home to eat.
Can you believe that you can eat two meals for 4 yuan and still be basically full
Even if you have a bigger appetite, just buying two portions is enough for a meal, which is only 4 yuan per meal.
In this day and age, where else can you find a full meal with a drink for 4 yuan
Even people with low salaries can afford to buy and eat.
So on the meager side, this 2-yuan hot dog set meal has a nice new name.
"The most dignified warmth given to the poor."
Netizens on Weibo and the forum commented this way.
"I am deeply gratified by the kindness and responsibility of Yongxing Supermarket. In this era when commercial interests are paramount, we are lucky to have such a pure merchant like them! Now I only hope that this 2 yuan hot dog set, They can always exist, at least for a longer time. After all, there are still many people who rely on them to make ends meet."
"Now everyone says, what can you do with 2 yuan? You can't even buy a bottle of drink in the supermarket, which is the price of a bottle of mineral water. But at the entrance of our Yongxing Supermarket in Lin'an, you can buy a meal Breakfast, lunch or dinner. That's our hot dog combo."
"As a girl, I feel very full after eating such a set meal. I don't need to eat anything else. If I have to go out to the company to do errands, then I can pack a portion and take it with me and eat it when I get hungry. It will also be very good at resisting hunger. ! The only thing that makes me regretful is that we usually have to queue for 10 minutes to buy it.”
"Do you know why we call it 'the most dignified warmth for the poor'? Because it is the greatest food satisfaction you can get for spending 2 yuan. It has the disadvantage of being high in calories and starchy, and under the threat of starvation, It’s nothing! It’s the greatest charity that can fill a person’s stomach when he has the least money!”
"More than once, we saw sanitation workers, scavengers and homeless people coming to buy hot dog sets. I also saw that as long as they went there, the store clerks would buy some damaged bread dough, ham sausages, etc. A little, put it in a bag and give it to them. I will also tell them very gently that this is something that cannot be sold, so I ask them to help dispose of it. This makes me want to cry~~~"
"Yes, yes! I saw it too! Their attitude is really good. I feel so warm when I look at that smile. No matter how sad I am, I am healed all of a sudden! They not only give the poor the most dignified Warmth also brings warmth to those of us who work hard~~"
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