Of course, smokers buy cigarettes by going to small shops, but mom-and-pop shops basically do not sell e-cigarettes, and for convenience stores, as long as the profit is high enough, the clerk can push e-cigarettes to users who buy cigarettes, and assume the function of sales and local promotion personnel. In other words, only convenience stores can reach potential and accurate users, and the counters opened in shopping malls can only be fished by Jiang Taigong, waiting for e-cigarette users to take the bait themselves.

Therefore, a meeting was urgently arranged before Chu Yuanxi set off. And when he knew that it was Ma Yuening who was going to visit him, his reaction was of course different from the previous three groups of people, and he even entrusted Yuan Yu to conduct a detailed investigation through Zheng De, and I wanted all the industry trends and the investigation of the other company.

As a result, when Yuan Yuan submitted the research report, Chu Yuanxi's psychological activity was called "evil thoughts"......

For e-cigarettes, the current situation is that the channel is king, and only those who have resources have the right to survive, and all talents with channel experience are the objects of contention. And the well-off itself is a channel, a resource, and the Ba people have money.

At the same time, after a simple calculation, the business dilemma faced by the company is nothing more than that the stall is too big, the cost is too high, and the short-term cannot be profitable, the money burned in the product and brand is too much, and the money is suddenly unable to be raised.

But in other words, this is also the starting point of the future outbreak, that is, the huge layout of offline stores, as well as product quality and brand are at the head.

So the key question becomes, the offline e-cigarette business is not good now, but what is the future? If the future is not good, then the well-off should be satisfied with recording an admission fee, anyway, as long as it is a brand-name product and the quality is fine, it is good. But if the future is worth looking forward to, what is actually most lacking for Shake Force is not the channel, but the rations to survive this cold winter.

When Chu Yuanxi saw the report, he immediately calculated the cost in extreme cases, and then found that if he took advantage of Ma Yuening's business difficulties to start and completely merge the other party at a better price, it seemed to be a good deal?

Of course, the key is that the price must be good, the price is a huge fat mouthful, and if the price is not good, you may lose too much money in extreme cases, and it is not worth betting.

The main reason for his thinking is that the report brought by Yuan mentioned that the tobacco bureaus of many provinces are doing research on e-cigarettes, and cooperation initiatives and regulatory regulations on "heat-not-burn" e-cigarettes are also frequently circulated at the official level.

Chu Yuanxi was already interested in it, and the intensity of his reaction made Yuan Wei and Xue Jianhua feel a little intense, because they didn't know that Chu Yuanxi had already absorbed nourishment from other people, and he wanted to continue to absorb it.

But fortunately, when facing Ma Yuening, he did not express his intentions too quickly, but chatted first according to the process, and then talked about the matter, after all, the other party is not out of money now, and the original intention of coming is to send his products to the well-off.

As a result, after chatting like this, Chu Yuanxi suddenly realized that he should not be involved in this matter, and made the mistake of empiricism in a field that he was not familiar with. He thought he was prepared for this meeting, but he was not prepared at all.

Mainly because he deliberately seduced people with his words, Ma Yuening vomited bitterness, this industry is mixed, it is not a standard entrepreneurial track, there are many people in it who are neither entrepreneurs nor businessmen, but some people who can find a way.

A state like Ma Yuening is a relatively standard entrepreneur, all behaviors are within a certain framework, and tactical actions can be played within the allowable range, but instinct drives not to get out of this framework. At this point, Chu Yuanxi is the same.

However, the water in this industry is too deep, and some people cannot enter the market without paying the threshold fee, and some people can be immune to fierce offline competition. Especially some big brothers from outside the Guan, very wild.

This is also the reason why Ma Yuening prefers first-tier cities, and the competition in large cities is relatively fair.

This vomiting completely dispelled Chu Yuanxi's evil thoughts. In the original world, he had already begun to work on the well-off and enter the sinking group before crossing over, and then soon found that the further north he went, the more difficult it became. Therefore, some clichés in the business field of the state and dynasty are not without value.

Therefore, there are some things that cannot be considered after the well-off ability is strong in the future, but it is better to stay away from it now.

Considering the previous established strategy, Chu Yuanxi also did not promise Ma Yuening's sole generation, as for the admission fee, it can be discussed, all big brands of e-cigarettes can be discussed, according to Chu Yuanxi's official tone: "Xiaokang is open to this regard." ”

"Mr. Chu, this won't help me much......" Ma Yuening was a little anxious, because of course he knew that only the only generation could closely bind the two companies, so that a win-win situation of cooperation could be generated, and his company could enjoy the dividends promoted by the convenience store clerks.

"And if it's just admission, it's not worth it for my financing, and I can't give too high an entrance fee. If we sign an independent agent, it will be easier for me to raise funds, do you understand?"

This means that the signing of the independent generation can be signed a little higher, of course Chu Yuanxi can understand, the question is how much he knows how much higher Chu Yuanxi's appetite is than the "high point" in his mind?

"Mr. Ma, I can't agree to this matter, because the only generation is not in the interests of the well-off. Chu Yuanxi refused without hesitation, because the book profit is indeed higher after the independent generation, but on the other hand, the sales of ordinary cigarettes will also become lower, forming a seesaw, so that in this comprehensive calculation, it is definitely not as cost-effective as charging a few more entrance fees every year......

In short, after discovering the big pothole on the track and therefore unable to enter the industry, Chu Yuanxi immediately retreated to a safe distance. However, Ma Yuening also benefited a lot, because although this uncle is a typical entrepreneur and debuted earlier, his skills have not been perfected, which is why he is now facing a difficult decision.

For example, during the chat, Chu Yuanxi repeatedly emphasized that he is currently in milestone 4, and only the special category of e-cigarettes will be considered for admission, and the independent generation will only be considered after milestone 6. Another example is to talk about Xiaokang now only sells other people's goods, without its own products, but has already made a plan, but milestone 5 will start the planning of the "quality of life" series of products.

Ma Yuening didn't understand why entrepreneurship should be divided into milestones? He also made a milestone plan for projects, but he had no concept of being a company.

Chu Yuan Xixin said that you are reckless all the way, reckless became the first wave and then the second wave, and the result was the rhythm of hitting the street?

"Why do we need to divide milestones? Because starting a business is not only about when to do things, but also about finding money, getting funds in place, and arranging cash flow. ”

Ma Yuening was not sleepy at that time, because what bothered him was the problem of finding money. The only thing that is more promising for him to raise money now is the current 400 stores, and with this scale and the ability to open stores, it may be able to impress some investors.

I only heard Chu Yuanxi say in a leisurely manner: "Let's just talk about financing, you have to finance rhythmically, you have to be in front, you can't always want to do one thing, find that there is no money, and then finance once, so you have to make a framework first." But how to do the budget and framework? And you can't just consider the enterprise itself, but also the scale of financing, right? According to the round, the valuation of start-ups in the early and middle stages is always getting higher and higher, the company is getting bigger and bigger, and it is healthy to raise more and more money. ”

"Yes, yes, yes!" Ma Yuening has not carried out smooth financing for so many years, not to mention that this time he was too old, when he was doing the official account in his early years, he melted it at the beginning and then did not melt it again, until he sold the account, which is not in line with the normal law of entrepreneurship at all. In fact, this is also a common problem of many self-media people, the situation of "The Home of the High Stationmaster" is completely similar, but "Late Night Gallery" follows a normal law, but it is also not smooth.

"Therefore, you must organize the rhythm of your enterprise development into milestones, not only consider the development law of the enterprise itself, when should do what, but also count the financing node to make a comprehensive plan, consider when to do what can be enough money, consider the demand for the amount of funds at each step, and achieve a balance in the overall design. ”

Ma Yuening suddenly slapped his thigh, this is simple to say, it is what to do at each milestone, how much money is needed, when is financing, and how much is financed. However, because the results of the previous work affect the follow-up financing, as long as the overall planning can be smoothly carried out after the milestones, then the previous achievements should be convincing enough, so as to achieve an ideal state of interlocking and capital and entrepreneurs promoting each other.

So Ma Yuening was convinced, and felt that although Mr. Chu did not reach a willingness to cooperate based on commercial interests, he was a friend!

This is Chu Yuanxi's mood when he goes south.

His departure this time is not a big mess, whether it is Ba people or Xiaokangli, many people have been left with homework by him. For example, Uncle Sheng has to hand in the design draft of the big movie as soon as possible, and Xue Jianhua has to check the R&D team for the online content of Milestone 6 to ensure that the content can be taken out without discounting or missing work, after all, it is only four months, which is the top priority.

In addition, Mu Lian, who is also a member of the Ba people, has to put the first finishing touch on the recruitment of Ganxin Grocery Shopping, and the team must be built completely, and Wang Ou, the supply chain director of the well-off, must submit a plan to map the upstream supply chain for the next milestone of the "quality of life" plan.

This plan is actually very simple, that is, Xiaokang is going to start doing self-operated goods, mainly focusing on FMCG, especially bagged videos and beverages, of course, it is still based on the OEM + quality control model, rather than self-built factories, and can directly merge and acquire upstream when everything goes well in the future. There are a lot of procedures to run in the plan, such as food certificates, etc., and the state has relatively strict requirements and inspections, but the OEM can omit the more bald parts.

Although it is easy to say, this is a significant profit point, not only because of the integration of upstream resources, but more importantly, Xiaokang can launch more attractive products according to its own user group.

Costco's self-operated products are well-known all over the world, and the SKU composition is basically 25% self-operated + 75% brand products, and then the self-operated products are used to force the brand to reduce prices, so as to complete the control of the supply chain.

The purpose of Chu Yuanxi's self-management is not here, but to make personalization, which is not only convenient to seize a certain type of high-value users, but also convenient to make better operational activities in the future.

Chu Yuanxi's plan is also relatively simple, the first card focuses on sugar-free health food and beverages, and high-sugar people are far less sensitive to price than sugar content for what they eat.

And the most common alternatives on the market often add aspartame, sorbic acid, sucralose, caramel color and xylitol, etc., collectively known as sugar substitutes. There is also the evil margarine, which is extremely unhealthy, and the physical harm to people with high sugar is not much different from eating sugar directly.

In fact, people with high sugar do not have to taste sweetness, as long as there is a little taste, not unpleasant, they are already very satisfied, these chemical additives are not necessary, especially drinks.

Therefore, Chuyuan Xiyuan World has mainly featured pure natural fruit drinks and all kinds of spicy and sour snacks. Of course, these foods and beverages are not as delicious as those without sugar substitutes, but they are more profitable than those with sugar. In particular, it is promoted through the well-off and perfect online functions, and the same style cannot be bought in e-commerce and other convenience stores, which in turn has become a tool for customer acquisition.

Because sugar is a universal seasoning, whether it is salty or spicy, it is not delicious without sugar, and it is not suitable for ordinary people's tastes, so almost all dishes in restaurants must be sweetened. Other sugar-free foods also hope to expand sales for ordinary people to buy, so sugar substitutes are desperately trying to put it, and the main focus is the gimmick of "sugar-free", but there is no sucrose.

The well-off "quality life" series products are not suitable for ordinary people, which Chu Yuanxi knows in his heart, and the sales area is relatively narrow. However, the price is not suitable for ordinary people......

In this sense, friends make black money, and well-off earn peace of mind money. These are all personalized customized products of the "Quality Life" series, and the world of Chuyuan Xiyuan was once forced to dig out their financial reports to conceal profit margins, for fear of being learned by others.

And now, Xiaokang also has a convenient condition that the original world did not have, that is, it can be jointly operated with the Ba people, such as the operation of the pop-up store model of shopping malls. In the original world, the well-off could not enter the major shopping malls with a bunch of food and drinks to open pop-up stores, in fashionable terms, the content was insufficient, and these "quality of life" series of products were too thin to support the sales model of a pop-up store.

But now that Ba Ren owns the artifact company Banana, there are already a lot of products to sell, and at the same time, there are IP cheers, and it is completely possible to use the co-branded way to pull "Wudao Dusk Jun" and "Jixia School Palace", making the pop-up store not only sell products, but also have the effect of promoting IP.

This effect can reach 1+1 greater than 2, which has a boosting effect on both sides. You must know that the pop-up store model in today's business chain, the marketing role of brand promotion is far greater than the profit gain, and it is a very intuitive and effective way to establish a brand offline. Especially for the well-off, the "quality of life" is launched through the pop-up store, and at the same time, the well-off itself is promoted, which is a base point beyond the original world's well-off.

However, this kind of specialized commodity customization also needs the supply chain to be effective, and it is not only the foundry that can solve it, but also the raw materials need to be sorted out.

In addition, he also left an interesting homework for all the employees of Xiaokang and Ba people. It was originally a task that Yuan Jing threw to him, hoping that he would help come up with a marketing plan for the snow project, which should have social attributes. Chu Yuanxi has invested in the snow project, and marketing is a compulsory course in Sankei, so it is not too much to ask him to do a small favor.

"How detailed do you want to be?" Chu Yuanxi asked Yuan Jing while looking at his schedule, and said in his heart I am about to set off, how busy am I, and I still have the heart to make a plan?

He originally wanted to hand over this matter to Xue Jianhua, but he didn't expect Yuan Jing to say, "It's better to market in one sentence, the marketing of the snow project rather than a certain brand." ”

Chu Yuan Xixin said that this is not a plan but a marketing idea, which can test brain power, or just do it......

So he sent an all-staff email to his brothers, asking his brothers for a marketing idea, and deliberately emphasized that there was no interest, neither DKP nor options.

As a result, on the southbound train, Chu Yuanxi really received internal emails like raindrops, especially the front-line employees, and their desire to express themselves was extremely strong. You must know that Chu Yuanxi, the boss, has instilled a company culture of balanced value in both companies, and there has almost never been a thing where employees only make extra efforts without any return, but this time it is unusual.

Ba Ren and Xiaokang each have talents in the market and products, which are theoretically good at marketing, but Chu Yuanxi sent an all-staff email, and it was also an all-staff email from two companies, it was impossible for him to make such a low-level mistake, one of them.

And then I have to emphasize that there is no return, isn't this the same as Sun Wukong and his master knocking on the monkey's head? The implication is too obvious!

As a result, among hundreds of emails, Chu Yuanxi found a pretty good one-sentence idea, which perfectly meets social needs - you just learned to jump, and the scumbags and scumbags have gone skiing.

And it came from an acquaintance, and it was Feng Qin who gave this sentence for marketing. When the National Day just passed, Liu Lu's old colleagues made a big fuss, but they were scolded by this eldest brother dei in the company, and directly scolded a director to the point of explosion, and then was fired by Chu Yuanxi on the spot, and then he also sent an email to all employees, criticizing him without naming him.

This marketing idea is very good, according to this sentence, Chu Yuanxi quickly made up several large, medium and small marketing activities, and it is very suitable for making videos.

However, Chu Yuanxi immediately recalled how pitted this Feng Qin was, and he was simply the master of the pit that killed people and did not pay for his life, so after he reposted this sentence to Yuan Jing, he made up his mind to carry out the previous promise, and there was absolutely no reward.