Lao Yan said: "The brand with the best sales and reputation in the UK is Fairy, followed by Persil. I'll say a little more about the sales channel in the UK. The largest supermarket chain in the UK is Tesco, which we call Tesco. Shops are widely distributed and can be found everywhere, and the prices are affordable. ”

Yang Fei said: "Tesco has four kinds of stores, Tesco Extra sells the most complete things, the largest area, but there are fewer stores, Tesco Superstore, which is a little smaller than Extra, and the things are quite complete, Tesco Metro, which is a little smaller than Superstore, can be found in urban areas and shopping streets, and Tesco Express, the smallest Tesco supermarket, similar to our convenience store, may not have so many products, but you can find them everywhere. ”

Lao Yan said: "Yes, the boss has a deep understanding of Tesco's business methods. ”

Yang Fei said: "There are only two kinds of stores in our beautiful shopping mall, one is a large supermarket, and the other is a separate supermarket. ”

The business of the beautiful shopping mall is managed by Gutian, and Gutian immediately responded: "The boss has the right guidance, we should open beautiful shopping malls of different scales according to the size of the city's consumption capacity." No matter how big or small the mall is, the one that fits the city is the best. ”

Lao Yan said: "The second largest supermarket entity in the UK is Sainsbury's. This is a large supermarket chain second only to Tesco, and it is also very popular with the public. Their stores are divided into three types, the first is the largest Sainsbury's supermarket, the second is Sainsbury's Central, which is smaller than the former, but the same supermarket size, and the third is Sainsbury's Local, which is the size of a convenience store, with more stores and more convenient. ”

Yang Fei said: "Yes, Sainsbury's, this is the model we want to learn. There are three kinds of large, medium and small stores, which can adapt to the needs of various cities and streets. ”

Lao Yan said: "ASDA is Wal-Mart's supermarket in the UK, and it is also quite large-scale, but they do not have a convenience store under their umbrella, so it is generally more common in the suburbs. ”

Yang Fei said: "Wal-Mart is also very good at doing business, and it is not unreasonable that it can become the world's largest supermarket entity." Their most powerful trick is localization. No matter where the supermarket is opened, it will be localized. Use local people to manage, use local people to market, sell local products, and operate as a local supermarket, rather than with a strong headquarters color. No matter how good the culture of a country or nation is, it is impossible for it to be loved by everyone. For a foreign supermarket, the fastest and most practical way to integrate into the local area is localization. ”

Furuta said: "If our beautiful shopping malls are opened abroad, they should also be localized. ”

Yang Fei said: "Not only the beautiful shopping mall, but also our brand. If our brand wants to go to the market abroad, we should also try to localize it as much as possible. ”

Wei Xinyuan said: "The localization of the brand is also a very important corporate culture. ”

Yang Fei said: "Brand localization is the behavior of enterprises to modify their brands to adapt to local culture due to the pressure of the local environment when they open up new regional or international markets. Coca-Cola has been the most successful in doing so. Coca-Cola entered the Chinese market, and in order to adapt to China's culture, it gave a name with very Chinese cultural characteristics, that is, Coca-Cola, which we are now familiar with! Coca-Cola and the original English trademark are used at the same time. The industry believes that Coca-Cola, the Chinese translation of the name, has a good phonetic meaning and meaning, which has made great contributions to Coca-Cola's development of China's market. ”

Zhu Zhongnan said: "The localization and internationalization of the brand complement each other. Only localization can complete internationalization. ”

First of all, the brand's localized product design, that is, our product design, needs to effectively combine the specific needs of consumers in various regions, combined with their own product standardization production standards, to carry out regionalization and differentiation; secondly, brand localization marketing is to implement personalized and differentiated marketing strategies for consumer preferences and market characteristics in different regions. Therefore, the implementation strategy of brand localization includes the localization of brand culture, the localization of human resources, and the localization of product development. Yan Lao, you continue. ”

Lao Yan said: "In addition to the above-mentioned shopping mall entities, there is also one of the largest cosmeceutical chain stores in the United Kingdom, which is called Boots. Boots can be said to be the national brand of the United Kingdom. A wide range of goods are sold, including toiletries, makeup, hygiene, health care and other supplies, and there are many stores, which can be found in large and small cities in the UK, just like a commissary, convenient and fast. ”

Yang Fei said: "Speaking of cosmeceuticals, I will say a few more words. ”

Zhu Man was in charge of the cosmeceutical business, and immediately straightened up and listened carefully.

Yang Fei said: "Our drugstore should also be opened in every corner of the town! Zhu Man, this matter should be on the agenda!"

Since Zhu Man became the director of the Beauty Cosmeceutical Division, he has gone all out to integrate the newly purchased brands and the original brands, and developed several new herbal skin care products, which have made great contributions and have been appreciated by Yang Fei.

"Boss, our drugstore in China has already started to attract investment. We adopt a combination of direct sales and franchise methods. ”

Yang Fei said: "Direct sales and franchise?"

Zhu Man said: "Many domestic brands are using a combination of direct stores and chain stores. ”

Yang Fei said: "Well, you can try." However, on the door of the store, the direct store or chain store must be indicated, and the serial number of the store must be added, so as to facilitate management and consumer supervision. ”

Zhu Man said: "Okay." ”

Yang Fei said: "Compared with our beautiful shopping mall, I thought that our drugstore could go abroad faster. The products produced by our group can be sold in drugstores. ”

Zhu Man said: "Yes, we should integrate all the products of the group, in the form of drugstores, all over the world, good locations in big cities, you can open larger stores, small towns to open smaller stores, mainly direct stores, supplemented by chain stores, you can quickly lay stores." ”

Yang Fei said: "Zhu Man, I'll give you a task, this year, around the world, open more than 3,000 cosmeceutical stores!"

Wei Xinyuan immediately raised objections: "Boss, the food must be eaten one bite at a time, and the stores must be opened one by one." There are only half a year left in this year, and in such a short period of time, more than 3,000 drugstore stores will be opened? This is inevitably expanding too fast, right? With such rapid expansion, there will be problems!"

Yang Fei was about to speak, when he suddenly heard a noise coming in from outside.

"What's going on?" Yang Fei asked in a deep voice.

Chen Mo sat at the door, and hurriedly got up and went out to ask.

After a while, Chen Mo came in and reported: "Boss, Jiang Wenwen is making trouble. ”

Yang Fei groaned: "Jiang Wenwen, oh, you invite her in!"