As public opinion gradually ferments, while the reputation of CSC Club continues to increase, its image in the minds of ordinary people has never changed for the better. For ordinary people, the best attitude is not to recognize the CSC Club, but to have no recognition of it. feel.
Except for some people who are indifferent to it, more people are more or less resistant to it. Li Mu, who is in the center of this whirlpool, has not taken the initiative to pay attention to public opinion, but has focused his energy on two things. The first is to sort out the follow-up operations of the CSC club, and the second is to prepare for the next press conference.
Compared with other clubs, the operating costs of CSC Club are very high. Other clubs can just rent a venue to open, but CSC Club has invested hundreds of millions of funds to build its high-standard hardware facilities.
Therefore, the future operation of the CSC club will not only maintain the operation of the entire racing track and other hardware facilities, but also support an ever-increasing team.
If the current membership fees of 40 to 50 million in the first year are all used for operations, the cost can be covered. However, these 40 to 50 million membership fees must also provide services worth 40 to 50 million to members. Even if the profit margin is set If the price is set higher, at least half must be deducted. It will be very difficult to maintain the overall operation and development of the club with the remaining money.
Therefore, what Li Mu has always emphasized is to provide high-end products and services to his members in the club, do business with members, and earn out the insufficient costs.
Cai Zhengmao's car import business has been merged into the CSC club. 30% of the net sales profit is reserved for himself, and the remaining 70% of the profit is used as the club's revenue and goes into the club's flow. During this period, he has booked a total of There are more than 100 cars. If all the cars are delivered, the profit will exceed 20 million, and the profit left to the club will be around 15 million.
If the CSC club continues to develop, selling an additional 100 cars this year should not be a big problem. In other words, at least 15 million in profits will be gradually realized in the next half year.
Although the income from this area is considerable, Li Mu knows very well that the overall market trend of this business must be downward. Originally, the reason why Cai Zhengmao's import and export business was good is because many high-end car brands have not officially entered the Chinese market. With the development of time, more and more brands have established branches in China and expanded their dealer channels, and there is not much room for imagination in this business.
The CSC club has just become very popular. It has collected more than 40 million in membership dues, sold over 100 million in cars, and raised more than 80 million in donations. Although there are some criticisms from the society, overall it can be said to be an extremely successful club. There was a business case, but Li Mu did not enjoy this status quo. Instead, he called Chen Ze and Cai Zhengmao together to discuss the CSC Club's subsequent profitability.
Both Chen Ze and Cai Zhengmao don't quite understand why Li Mu is so anxious about subsequent profits as the current income is so good that it far exceeds expectations.
Li Mu said to the two people unabashedly: "You must not think that we are already very successful. The book income during this period is good, but don't forget that we are in Yin now."
"Yin eats maoliang, in other words, it is to overdraw the later profits in advance. Our CSC club suddenly became popular in the circle, which indeed stimulated a large number of users who did not have sports cars to invest in buying sports cars in a short period of time. However, this is just equivalent to us putting the money behind The market has been pushed ahead of schedule. This year, taking advantage of the popularity of the club, it’s not a problem to sell 100 or 200 cars. What about next year? How many will be left next year? I’m afraid there won’t be many left the year after.”
Chen Ze nodded and said, "You are right, but don't we still have to do the sales of high-end products and services? This business will also bring us a good profit margin in the future."
Li Mu said: "Old Chen, I have to think about the longer term now. If the club wants to maintain an upward trend, the more revenue, the better. Don't forget that we have such a huge investment in hardware, and the maintenance cost of this part is also It’s very high. What’s more, don’t you want to raise your own kart team? This requires greater investment, and in turn requires greater profits.”
Chen Ze said seriously: "To be honest, the fleet itself is a money-burning thing. It is impossible to expect it to make money, and it will definitely lose money. Besides, this thing is an ideal of mine. I can't let everyone help me pay the bill. So I have already thought about the team’s affairs very clearly before, and I will bear the team’s expenses personally.”
Li Mu waved his hand and said: "Stop talking about these useless things. When you said you wanted to build a racing track and a racing team, it was I who suggested building a club on this basis. These projects are one thing in themselves. Do you still want to take them apart now?”
Chen Ze said: "The team matter itself is a burden..."
Li Mu interrupted him and said: "Not all projects that cannot be profitable in the short term are burdensome. The three of us are working together to build a CSC club. The pattern must be bigger. We cannot think that the team is not profitable. We must change the team from this Instead of peeling off the club's big plate, we have to think about how to get more and more funds in our big plate. What we want to pursue now is to improve the club's profitability, and then allow the club to incubate more related businesses. The project and the team are just one of them."
Chen Ze hesitated for a moment. Seeing Li Mu's resolute attitude and knowing that he was not willing to let himself take all the risks, Chen Ze felt warm in his heart. He gave up the idea of taking out the team to invest by himself and asked Li Mu: "What do you mean? Well, where should we work hard?"
Li Mu said: "In addition to the sales of high-end products and services, I want to do something deeper. After all, this kind of sales cooperation method has no technical content."
Chen Ze and Cai Zhengmao asked curiously: "What are the deeper ones?"
Li Mu smiled and said: "Just like when you see a beautiful woman, your most superficial thought is to sleep with her. On a deeper level, you will want to fall in love with her, even marry her, have children, and stay together for a lifetime. What we have to do now , it’s such deep planning.”
With that said, Li Mu said to Cai Zhengmao: "Zhengmao, Maserati is a good opportunity. Take the time to have a good chat with Maserati's interface person and talk about deeper things. I don't just want to help them sell cars, I want to give them They do publicity and promotion in the Chinese market! Let them allocate at least 50% of the brand publicity and promotion expenses they plan to invest in the Chinese market to the club!"
Cai Zhengmao was stunned, and after a while he asked Li Mu: "Mr. Li, we are not an advertising company, how can we promote them?"
Li Mu said: "Real high-end brand promotion is different from the promotion of ordinary brands. Especially for high-end brands with high customer unit prices, promotion is even more difficult. Promotion of ordinary brands with low customer unit prices is easy to do, no matter how difficult it is. It can be a simple, brainwashing advertising bombing like Melatonin. After all, the unit price of the product is only one or two hundred yuan, and most audiences can afford it. But a product like a sports car, which can easily cost more than one million yuan, is different. Take Maserati for example, do you think Maserati will be able to develop the brand and directly bring considerable sales by advertising on TV every day?"
Cai Zhengmao thought for a moment and said: "It is true that it is definitely more difficult to promote high-end brands."
Li Mudao: "Actually, if you look at the development history of these high-end brands around the world, you can find that many high-end brands actually get themselves into a position where ordinary people can't afford it and rich people don't want to buy it because of improper marketing and positioning. Maserati wants to develop in China, how many Chinese people know about it is secondary, how many people are really willing to spend millions to buy it is fundamental."
"At this point, I'm afraid 4A advertising companies can't guarantee it, and the same goes for those companies that specialize in planning for the high-end market. Their stuff is good in form, but it's hard to put it into practice or produce actual results for many reasons. Simple: They really have no real influence on high-end consumers. High-end consumers will not be led by them. It is like those fashion magazines. They are just a group of editors with a monthly salary of 5,000, telling people with a monthly salary of less than 3,000. How do people with a daily salary of 30,000 yuan live, but think about it, will people who really earn 30,000 yuan a day be led by the nose by these editors?"
Cai Zhengmao touched his nose and said with a smile: "That's true, my girlfriend is not interested in fashion magazines. She has always said that the editorial vision of most fashion magazines is actually very average. Those who can afford luxury goods can basically I won’t be swayed by these edits.”
Li Mu nodded: "This is the crux of the problem. Advertising companies and planning companies cannot profoundly influence high-end consumers, but we are different. If you look at our registration status, you will know our attraction and influence on high-end consumers. No matter how powerful our marketing capabilities are, if we do marketing for them, we can largely ensure their actual conversion rate in the Chinese market in the future, which is unmatched by any advertising company or planning company."
"When a new brand enters a new market, especially a new market based on a country, it is like fighting a transnational war. Sufficient funds must be prepared, so we can imagine that Maserati will need to prepare at least thousands of dollars for its next move into China. A publicity budget of more than 10,000 yuan is used to quickly increase brand awareness. So Zhengmao, your task is to make Maserati realize this and, as I said, allocate at least half of their promotion budget in China to us."
Li Mu believes that Maserati is an opportunity for CSC to show its muscles to high-end product suppliers around the world in the future. If it can win Maserati and then help Maserati fight a beautiful landing war in China, then it is very likely that most luxury car brands will be included in the future. , we must have in-depth cooperation with CSC Club, which will also become an important part of CSC Club’s profits in the future.
Cai Zhengmao said: "Mr. Li, I will communicate with the interface person at Maserati as soon as possible, but to be honest, I am not sure whether this brand can gain a foothold in the country and be accepted by the Chinese people."
Li Mu suddenly thought of a brand and asked him with interest: "Zhengmao, do you think the Land Rover brand has prospects in China in the future?"
(End of chapter)