Liu Yang asked his secretary Xiao Wu to tell the human resources department to pay attention to the white employees in the Northwest, but just being prepared, it does not mean that he has made up his mind to copy the business of squirrel fruit.

In this world, only subordinates are ready and waiting for the boss to be lucky;

I didn't wait for the boss to be interested, but I had to wait with my pants on.

The boss moved his mouth, broke his leg below, and finally ordered something he didn't want, which is all too common.

What's more, Liu Yang also knows the market situation, and in these years, in dealing with the government, "ignorant beautiful girls" are always the best to mix.

The so-called "ignorant beautiful girl" naturally refers to people from the Wudang faction, intellectuals who have returned from studying in the United States, young people, and women. It is common for such people to enter organs or institutions, with the same qualifications and the same conditions, and to give priority to promotion to one or two levels.

Reserve a few more such talents in the company, and there will always be a time when they can be useful.

After the secretary left, he continued to carefully check the internal data of the Taobao platform sent by the market research department.

After studying it for a while, his original idea of following the trend was a little shaken.

He thought about it for a moment, and a phone call called the head of the market research department to his office.

Two minutes later.

"Mr. Liu, what are your orders?"

"Xiao Xue, sit. Liu Yang didn't look at anyone, only raised his arm vainly, pointed to the chair opposite the desk, then took a sip of tea, frowned and asked:

"As soon as I looked at the public data at the front desk, I pondered a problem: the cut cakes sold by this squirrel fruit industry can sell more than 24,000 yuan even if they are sold for as little as one without free shipping. The number of transactions is close to 60% of the 1 kg specification. And the two-pound package has a slight discount, but only more than 5,600 transactions have been sold, only 13% of the one-pound specification - what do you think the proportion of such a transaction ratio for the same specification of the product?"

The person in charge of the market research department, who is called Xiao Xue, obviously had already thought about this problem before taking the materials, so he reacted very quickly and answered almost in response:

"Mr. Liu, I think this shows that most of the other party's current customers are buying with the curiosity of trying and trying the fresh, not really because the cake is delicious.

It's just that the local news broadcast on Mango Satellite TV in Hunan Province in the south in the early stage aroused a relatively large national misunderstanding, and public opinion was hot, and the post-80s and post-90s went to try it and watch.

If you want to benchmark this kind of behavior, I think it's similar to 'NICONICO video online there is a fertilizer ad called Jinkra that has been concentrated on the ghost, so everyone buys a small bag of fertilizer and goes home to enjoy the spiritual pleasure of participating in the creation of history. ’

Real farmers buy hemp bags when they buy fertilizer, while the post-90s scum house will only buy one or two catties of small packages when they buy fertilizer, because they are collected and don't need to be really sprinkled. It's the same with cutting cakes, so so many people only buy small pieces of 9 yuan a tael, and would rather pay 8 yuan for the courier fee themselves, for them, just eat it. ”

Xiao Xue said a little annoyingly, but the problem was analyzed very clearly.

Liu Yang nodded slightly, this point of view coincided with what he had just thought of.

He is afraid of this market and will not last long.

If the vast majority of customers buy it once, eat it and never buy it again, then it is obviously not cost-effective for him to enter this market now.

After all, engaging in industry is not as good as engaging in a virtual economy.

The adjustment of the supply chain, whether it is the procurement and expansion of equipment, or the adjustment of production line technology, or the coordination of raw material suppliers, it takes time.

Liu Yang's own account knows by himself, even if he orders to cut the cake today, it will be more than a month before the product is launched.

What if more than a month later, this wave of wind has completely passed?

Xiao Xue saw that the boss was groaning, and he knew that the boss was also inclined to this point of view, so he had the courage to add fire again:

"Mr. Liu, there are some things that I don't need to say. I believe that with your wisdom, you must have seen it a long time ago - judging from the internal data obtained by Taobao in the future, their more than 50,000 one-pound orders only have a repurchase rate of about 5% for the same account, and accounts for more than three purchases account for only 2%. It can be seen that they have very few repeat customers.

The data of repurchase rate is more telling than the proportion of single product transaction volume. So I estimate that even those who make up an order of 88 yuan, many people buy it and don't eat it alone, but share it for the whole family, and even share it with the roommates, and everyone has a taste.

Nearly 90 yuan a pound to buy food, for today's income is still too high, our company has never bought such an expensive single product, even pure small walnut kernels can hardly be sold, can only use inferior quality. Even if the consumer income level in the Jiangsu, Zhejiang and Shanghai markets is higher, they can't afford this high-end route of FMCG.

It is even more difficult to promote it to the whole country - at most, it will be promoted to Liangguang, which is relatively wealthy, and other inland provinces will definitely not be able to afford it. ”

With so much real evidence in front of Liu Yang, he had to be serious.

Although this opportunity seems a bit of a pity.

He finally made a decision: "Let the procurement department talk about the suppliers first, and stabilize it." The raw materials that need to be inquired about to make cakes are all knocked on the porcelain, and they know how to do it - just tell the supplier that there will be a big order in the near future to hang their appetite. The production department also made the line adjustment process plan first.

If the other party has a new wave of marketing promotion at that time, we will immediately work overtime to launch this product and follow a wave of tailwind. If the squirrel fruit industry has no follow-ups, we can't do it. ”

In this way, when the next wave of market really comes, the follow-up speed of the premium store can be faster. And if it doesn't come, it's nothing more than the supplier being fooled by the pie drawn, and the store itself will not have a loss.

Liu Yang's decision is obviously betting on Tian Haimo's follow-up actions.

He didn't believe that Tian Haimo would sit back and wait for death after this wave of market cooling.

If Tian Haimo spends a lot of money on advertising again, or fancy hype and promotion, and pushes the concept of cake cutting to the whole country again and to a new climax, then he will follow.

If Tian Haimo resigned himself to his fate after this wave of market passed, then he would have acted as if it hadn't happened.

In a word, he will not spend the advertising money that is beneficial to the entire industry. But if there is a peer who spends a huge amount of advertising money enough to benefit the entire industry, then he must follow the trend in vain.

The abacus is fine.

……

The questions that Liu Yang can think of, of course Tian Haimo and Feng Jianxiong can also think of.

For the occasional wave of sales upsurge, it is a very risky thing to rashly purchase a large number of production equipment and expand production.

From a financial point of view, "selling one ton of sugar will make a net profit of 40,000 or 50,000 yuan, and selling 20 or 30 tons a month will make a net profit of 1.2 million", which looks very beautiful.

But everyone knows that the premise of this algorithm is to depreciate fixed assets according to the classic financial fixed asset depreciation period.

For example, according to Article 60 of the Regulations for the Implementation of the Chinese People's Government and the State Enterprise Income Tax Law, unless otherwise stipulated by the financial and tax authorities of the State Council, the minimum years for calculating depreciation of fixed assets are as follows:

Houses, buildings, 20 years...... 10 years for aircraft, trains, ships, machines, machinery and other production equipment...... Appliances, tools, furniture, etc. related to production and business activities shall be 5 years...... for other means of transport, for 4 years;

In other words, the equipment that Tian Haimo invested in order to expand production can only be scrapped in 5 or even 10 years at the earliest according to the tax law.

Therefore, if the 3 million investment is spread evenly over 5 years and 60 months, the state believes that her monthly equipment depreciation cost is only 50,000 yuan (of course, there is also the issue of interest, for example, the source of equipment funds can be disguised as a loan, so that some more financial costs can be reflected in the book).

But in fact, in those short and fast wave of business, whose equipment can really be used for five years?

Maybe a year later, the device is really not broken, but the product is outdated. The machine is left there to eat ash and rust, and it can't start, and there is no order to start. Unless the process is adjusted, the equipment is transformed to exert the residual heat, or the equipment that is really unpromising is sold at a low price and eliminated.

From 2016 to 2017, when domestic bicycle factories produced bicycles for bike-sharing companies, they generally charged prices far beyond the memory of normal people, so that the public exclaimed, "Haven't the prices of industrial products been dropping? When have bicycles become so expensive?".

The key reason for this is the surge in orders, which has forced bicycle factories to purchase new equipment to expand production.

The tax law says it takes five to 10 years for these bike-building assembly lines to be depreciated, but everyone knows that the irrational money-burning war of shared bicycles will end in two years at most. Those companies with Internet capital backgrounds will collapse one after another, and in the end, only two leading companies like Didi Kuaidi will be left, competing to see who loses the slow blood rate, and then acquire and annex each other.

In this context, when the bicycle factory sets the price of the car, it must "put the production line that the state thinks I will scrap in 5 years, and actually calculate the cost according to the scrap in 2 years", and increase the depreciation cost of the production line of each car by 2.5 times, and the bicycle will naturally be expensive.

Tian Haimo didn't study the Fa, so there were some things that she could only move forward with, while occasionally relying on Feng Jianxiong and even Feng Yiji to give her the risks of popularizing science.

"So, have you thought about it? The state thinks that the production line that you will scrap in 5 years may pass after half a year, and you can only dispose of the old machine at a low price.

According to the classic financial algorithm, you are now netting 1.2 million profits per month. But in fact, even if you pray that this wave of enthusiasm will not subside within three months, your earnings in the first three months will only be completely discounted and your fixed investment will be completely preserved. The follow-up wave of cake heat energy continues to be popular, which is the part of your real net profit. ”

This experience, of course, was persuaded by Feng Jianxiong to Tian Haimo.

But it was also Tian Haimo's business for more than a month after cutting cakes that he deeply realized it.

Without this step-by-step process, she may not have understood this logical pattern.

"Alas, I still want to prove that I am a strong woman who can be on an equal footing with Xiaoxiong, what a failure. Tian Haimo felt so tired, she worked so hard, it seemed that there were always blind spots, and it was not as clear as Feng Jianxiong, who was an elegant bystander.

She could only keep a shy face and humbly continue to ask for advice: "Xiaoxiong, now that you have joined the shares, whether the company makes money or not, you have 35%, and then think about whether there is a way to continue to expand the influence of the hype?

"You know the traffic to buy Taobao, what else do you know!" Feng Jianxiong complained about his girlfriend from the Ahri family, "I have to rely on this matter." ”