Rebirth 2008: I Can Make Money Reading

Chapter 86 The Four Magical Weapons of Marketing

Store No. 1 opened for the first hour, from ten o'clock in the morning to eleven o'clock in the morning. Excluding the entrusted consumption, only 9 orders were actually sold;

Each order, of course, is not only a drink, but also other food, or a double serving.

Seeing this turnover, Song Xuelu looked sad.

She has calculated that the daily turnover of the No. 1 store reaches 7,500 yuan, and the gross profit is about 5,700 yuan, which is considered as the cost of paring. Based on the average consumption of 45 yuan per order, there are about 167 orders per day.

At twelve o'clock, maybe there were more people out shopping, and the hourly orders reached 35 orders, Song Xuelu's mood improved a little.

The business hours are from 10:00 am to 10:00 pm every day, a total of 12 hours of business hours, and the average order per hour needs to reach 16 orders to break even.

From 12:00 to 1:00, there are 45 orders per hour.

But after one o'clock, the order volume dropped. From one o'clock in the afternoon to four o'clock in the afternoon, the hourly average order was only 21 orders.

Song Xuelu stood at the bar, watching the fluctuations in business performance, worrying about gains and losses.

After four o'clock, the order volume rose.

Especially from 5:00 pm to 8:00 pm, the number of young people shopping in the evening increased sharply, and the order volume of milk tea shops exceeded 60 orders per hour. After 9:00 pm, the order volume dropped sharply.

It was newly opened on the day, and when the leaflets were distributed, a 20% discount was offered. The order volume on the day was only 374 orders. After the discount, the turnover was 13,465 yuan, and the actual gross profit was about 8,400 yuan. After deducting labor costs, rent, and tax The previous profit was about 2,700 yuan.

Store No. 2 had only 405 orders that day. After discounts, the turnover was 14,460 yuan, and the actual gross profit was about 9,000 yuan. After deducting labor costs and rent, the pre-tax profit was about 3,200 yuan.

If the activity expenses are deducted, it is actually a loss.

But in any case, the opening of the new milk tea was successful and achieved the expected goal.

When it opened in the morning, Mu Yang observed each store for half an hour before leaving, and he arrived at store No. 1 when it was about to close in the evening.

Compared with the milk tea shop, he is more anxious to upgrade the reading system and waste time to gain experience.

"Yangyang, business is not very good, hey!"

Seeing Mu Yang, Song Xuelu seemed to have found a spiritual support.

After Mu Yang saw the account, he didn't worry too much, it was better than he imagined.

"The milk tea shop is newly opened, and the business is not very good at the beginning. You even have to be mentally prepared to lose money for a month or two, or even half a year. Slowly accumulate customers and form a good reputation. When there are more repeat customers, the business will naturally improve.

It's okay, we still have a lot of new gadget marketing routines that haven't been released yet.

Let’s wait for a few days and see the effect of distributing leaflets and asking people to line up. From the first day, the performance of the two stores has reached my goal, and there is no loss. It is beyond my expectation, very good . "

Mu Yang said comfortingly, but he didn't say that if the word of mouth is not good, there will be no repeat customers, and the business will get worse and worse.

Even the best marketing routine is useless, and it can only be popular for a while.

After more than ten days of decoration, the milk tea master debugged various formulas for a month. Many of the formulas were bought by Mu Yang, and he even asked the milk tea master to go on a business trip to secretly learn the formulas at the popular milk tea shop that his classmates helped him investigate.

After the formula is determined, all raw material data and production processes must be recorded, and then the salesperson is taught to make it, but the raw material data cannot be disclosed to the salesperson.

The masters who debug milk tea recipes and soft European buns earn relatively high wages, while the wages of store employees are very low. Many part-time students even work as hourly workers, with an hourly wage of only 10 yuan.

The next day, the activity continued and the business got a little better.

The total turnover of the two stores reached 29,500 yuan.

After some passers-by entered the store and saw the price, they felt that it was too expensive and retreated;

But most young people can still accept it. After drinking it, they feel that the taste is great, and the sweets are also delicious.

On the third day, the total turnover of the two stores exceeded 30,000 yuan, reaching 32,100 yuan, and there are already many repeat customers.

There are also survey sheets after tasting in the store. Hundreds of survey sheets have been compiled. Customers are very satisfied with the environment and the taste of milk tea. The satisfaction with the soft European buns is not so good. What is not satisfied is the price.

Song Xuelu made a conclusion based on the survey list, especially the soft European buns, which need to be improved quickly, and the varieties of milk tea that are not good should be improved, or even canceled, and the hot varieties should be launched.

On the fourth day, the discount activities are over, and other types of marketing activities are carried out.

The daily sales orders of the two stores have decreased, but the turnover has not declined, and the total turnover reached 33,100 yuan.

Perhaps the focus is on the introduction of hot varieties, and the marketing has worked.

On the seventh day, the total turnover of the two stores reached 38,000 yuan.

Song Xuelu was still dissatisfied with this turnover, but at least she had achieved profitability, and the pressure was not as great as before.

Mu Yang and Song Xuelu discussed it, and the operation of the two stores has been on the right track, and they can expand their recruitment.

Build an online celebrity shop!

Upgrade to become a holy place for taking pictures and punching cards.

There has been no Internet explosion and publicity before, but it is not bad to be able to maintain a small profit.

Judging from the current customer feedback, they are successful.

As long as it can operate normally, the next big marketing move can be made.

Mu Yang is going to use four big moves.

The first move: the national milk tea sister activity

(Event rewards: 500,000 yuan for the first place, 200,000 yuan for the second place, 100,000 yuan for the third place, 20,000 yuan for the 4th to 10th place, and a collector's T-shirt or a collector's phone for the top 1,000 One shell, in principle, all contestants must hold Nayuki’s tea as the background of the photo)

(Participating age: women over 16 years old)

As for whether the contestants can go to the scene to take pictures, it has nothing to do with Nayuki's company, and they can also participate, but the top ten must hold Nayuki DE tea as a background photo.

The voting activity is on Naixue's website, and Mu Yang is going to rent a server.

ID card registration, one person can cast one vote, but if you spend more than 50 yuan in the store, you can get a receipt with a serial number printed on it, and you will be rewarded with 5 votes after entering the serial number on the receipt on the website.

This means that contestants in City H can spend money to cheat, but the officials recognize this unfair method.

To promote this event, besides spending some money to ask the media to report, Mu Yang will also use hacking methods and hire online trolls to promote it.

He is not afraid of others swiping votes. If there is a swiping of votes, Mu Yang will naturally manipulate the number of votes. As for fairness and unfairness, these are not important. His goal is to fire Nayuki.

The purpose of throwing money into it is to stir up the brand of Huonaiyuki and the concept of new milk tea (just like some mobile phones that have not yet produced mass products). It doesn’t matter how many stores there are. If you stop the loss in time, there is no need to open so many stores.

As for whether it can become popular, the milk tea sister and sister Feng also became popular this year, and the Internet has become popular.

Mu Yang used various means, such as hacker drainage, trolls, soft article hype, coupled with this novel activity, it should be able to become popular.

The second trick: Koukou space and Koukou group sharing.

During the event, as long as you take a picture and share it in the Koukou group after you spend at Naixue Store, you can get up to 20 yuan free according to the amount of sharing.

Or take a photo of Naixue Nai tea in hand and share it to Koukou Space, and attach the store name and address, you can enjoy 10% off consumption.

The third trick: activity rewards.

Mu Yang has prepared more than a dozen brands of mobile phone cases and T-shirts printed with Nayuki's LOGO. As long as the purchase of a single order exceeds 100 yuan, you can get the same for free. These mobile phone cases and T-shirts are very cheap to produce, but Muyang requires better quality, so they are more expensive, and I believe they will be popular with customers. Via phone cases and t-shirts, it can go viral.

The fourth measure: cross-border joint activities.

Although Nayuki is not well-known at present, and it is impossible to cooperate with some large companies, but there are already two stores in operation, with assets of nearly 10 million, and it is possible to cooperate with some small bosses for publicity.

For example, we will promote with well-known local mountain bike dealers, wear Naixue and Automobile brand LOGO, and prepare to ride around the city. Young people like to be in the limelight, especially college students. As long as mountain bikes are provided for free, they will be happy Do free labor.

Not enough cars, Mu Yang can spend money to rent mountain bikes.

Dozens of hundreds of people ride mountain bikes around the city, which is really cool.

Other joint activities, such as cooperation with brand hot pot restaurants, restaurants, etc., can buy things from my house and go to your house to consume, and you can get a discount.

This cross-border joint activity, Heytea, which is valued at tens of billions in later generations, especially loves to engage in such activities. It is a magic weapon for them to maintain their competition, and now it is first used by Muyang crazily.

Of the four activities, except for the first one which lasted for one month, the other three activities will be carried out for a long time. If you are tired from the activities, you can take a break before doing them again.

Mu Yang will spend one or two million yuan on these four activities, mainly for the activities of the first milk tea sister. The rest are equivalent to discount activities.

At present, it didn't cost much money, and it cost tens of thousands of yuan to entrust the manufacturer to produce mobile phone cases and T-shirts.

If it is only for a few stores to hold activities, it is definitely not worthwhile to spend so much money.

However, Mu Yang's goal is to spread the name across the country, hype the concept, attract capital financing, and then go public to collect money, not to mention the one or two million yuan in the initial marketing, and tens of millions of yuan in the later stage.

The controversy will be relatively large, so we will release all the big moves at once, and find a way to arouse heated discussions in the media, otherwise you will talk about hydrology. Let’s just read this Nayuki story without thinking. It’s difficult for a family to adjust. I also want to finish writing this story as soon as possible and write back to a high-end mainline industry.