"DO YOU KNOW NIKE?"

Fan Yang smiled slightly and asked the two of them.

The two looked at each other and nodded, not knowing what Fan Yang was doing if he didn't talk about the price.

"DO YOU KNOW WHY NIKE IS SO BIG? BECAUSE IT'S EXPENSIVE. In the seventies and eighties in the United States, there were thousands of shoe factories and hundreds of sneaker brands, but only the CEO of NIKE noticed the consumer market for high-end running shoes, and it was the largest because it was expensive. ”

The two of them pinched their fingers unconsciously, and they had a bad premonition.

Didn't speak.

"My surname is Fan, my name is Fan Yang, you don't know much about me, let me introduce myself, I am not only the general manager of this foreign trade company, at the same time, I am also the owner of a food production enterprise with assets of 50 million, I am specialized in marketing, graduated from the School of Economics of Fudan University, and then went to the United Kingdom to study, under the tutelage of modern marketing masters, Professor MacLeod, studied for a master's degree in economics at Edinburgh Business School, after returning to China, the first product I created, has successfully landed in the British market, and with the British 48 group delegations, has a very good cooperative relationship, a lifetime of dedication to creating an international brand, to create a large multinational group like NIKE, currently focusing on the commercial development of non-staple foods, the bottle of canned fruit in front of you is the second product I independently developed. ”

Then Fan Yang took out his wallet and put out four business cards.

One is the title of general manager of a foreign trade company, one is the executive director of Yuepai Food Processing Co., Ltd., and one is the marketing director of Hanzhong Lvye Food Co., Ltd., and the most shameless is the general manager of Weiye Leather Shoe Factory.

Four business cards are in front of you.

It's really not bragging.

The two of them said that where they had seen this battle, and where did they think that it was bragging, they stood up and bowed together.

I don't know what to say.

Fan Yang pressed his hand, motioned for the two to sit down, and said: "I introduce myself, I don't mean anything else, I just want to explain a problem, even if you are yourself, but I want to say, I know the market better than you, you have no opinion, right?"

"No, no, please advise. ”

The two of them sat upright and showed their admiration for Fan Yang.

"In your book, there is a very famous theory of consumption upgrading, which was put forward by your famous economist and sociologist, Mr. Zhan Miura, who believes that since the market economy has been embarked, it has experienced four consumption eras and has been at the forefront of the world, do you know this?"

The two of them looked at each other and shook their heads.

Fan Yang nodded, it's easy to say if he doesn't know.

straightened his body and began to brainwash:

"As far as I am concerned, I also admire Mr. Miura very much, his writings have a very practical humanist spirit, and this is actually very easy to understand about the age of consumption. The first era of consumption is the consumption era enjoyed by a small number of middle classes, which is the best explanation for this, polarization, extreme imbalance, the people at the bottom are hungry, the superstructure is rich, the country's industry and manufacturing are completely unable to meet the two extremes of consumer demand, multinational groups take advantage of the void, so there is Hermes, there is Louis Vuitton, with luxury goods to highlight the identity, grade. ”

"The second era of consumption, the era of family-centered consumption, this era, the gap between the rich and the poor is narrowing, the income of the people at the bottom is increasing, the employment of men and women is more balanced, the country is in the manufacturing industry and stimulating domestic demand blowout period, this period of consumption, in marketing, to production promotion, quality and quality-based, belongs to the era of parity consumption, home, construction, daily necessities, electrical appliances and other products, to create huge economic value. ”

"The third era of consumption, the era of personal consumption, to achieve the era of personal consumption, must conform to several characteristics of Western economics, to meet the standards of developed countries, both high wages, high welfare, high consumption, people's family construction, has been gradually completed, the development of manufacturing into a big country, a strong country, the supply of the market, has been greater than demand, from the seller's market, the transition to the buyer's market, the basic life of the country and the people to be solved, began to consider personal consumption tastes, NIKE, is to seize the third consumption era of the United States, for the United States high school students to provide a new quality demand, show off demand, brand demand, to meet personal consumption desire, you careThis is the Veblen effect under the macroeconomy, which was put forward by Veblen, a great master of market economics in the United States, in his book "The Theory of the Idle Class" and the Finch effect of commodities, which constitute the mainstream concept of the era of individual consumption. In this era of consumption, goods have a very big feature, the more expensive, the easier it is to sell, the Veblen effect. The cheaper, the more unsalable, the Finch effect. Do you admit that?"

The two said that they had been blown into a daze.

I don't know anything else, but Miura Zhan still knows.

The eyes of the two became more and more confused, and their heads were lowered unconsciously.

Ponder.

Fan Yang saw that he had entered the rhythm.

At this time, you can't rush, take a sip of tea first, and let them digest it.

Sure enough, after digesting it for a while, the two Yue people raised their heads and felt a sense of empowerment.

In this book, NIKE's best-selling is already a devilish existence among high school students, and people's desire to consume is indeed developing towards individuals.

"Sir, we get it, we really get it...... In the past two years, the cosmetics market, personal care series, one brand a day, is this a characteristic of the third consumption era?"

Fan Yang smiled slightly, this smile was actually very ordinary, but it was inexplicably attractive in the eyes of the two people.

"I understand very well, cheap goods, low-end goods, high-end goods, luxury goods, any company, when positioning their products in the market, must take this into account, so, I want to know my goods, this Dingjunshan series of canned fruits, is it positioned in what era of consumption?"

The two said without hesitation: "The third era of consumption?"

"Wrong. Fan Yang refused: "What I define is the elderly society you call the original." ”

"Geriatric society?"

"Yes, according to the general law in the world, the total population, the elderly over 60 years old, accounting for more than 10 percent of the total population, is called an aging society, said Ben, is moving towards an aging society, said that the economic development of the economy is earlier, middle-aged, has become the pillar of society, and assets, but most of the hands of the elderly, young people, is still in the exercise, and what are the consumption characteristics of the aging society?

"Please advise. ”

"Don't, use your brains, come, you guys think about it. ”

The two of them really began to ponder.

In the end, Yosuke Yokoyama was the first to raise his hand, as if he had returned to his high school days and raised his hand to his teacher.

"Very well, you say it first. ”

"Represents the level of medical care, medical equipment, medicine, health care products, do these products sell well?"

Bang, bang, Fan Yang applauded twice.

"Well said, what's your name?"

Yokoyama Yosuke was praised and unconsciously puffed up his chest: "Teacher, my name is Yokoyama Yosuke." ”

"That's right, in an aging society, people will pay attention to health, home life is beautiful, personal desires are satisfied, consumption levels are further, they will pay attention to their own health, as long as it is harmful to health, no matter how cheap, no one will buy, as long as it is conducive to health, no matter how expensive, it still sells well, now you understand, what is the definition of my product?"

Takahashi Seiichi refused to let Yokoyama perform alone, and raised his hand first and said, "Health?"

"That's right. ”

Fan Yang pointed to the canned food on the table: "Come, you look at the back of my company's products, how long is the shelf life?"

The two of them quickly grabbed a bottle of canned food, only to see that what was written on the back was only six months.

"Six months?"

The shelf life of ordinary canned fruits is at least one year, and some can be as long as two years. When people buy this type of food, they are most concerned about the expiration date.

Actually with a six-month shelf life?

What if it is unsalable?

"Don't worry, now you can open this bottle of canned fruit, mine canned food, without any additives, without any preservatives, only six months shelf life, the main thing is health. ”

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