Fang drinks Jianye water and eats Wuchang fish.

Tian Haimo's squirrel fruit industry has just exploded a little on TV, and her new product has been put on the watch list by her peers.

At this moment, it has only been a month since her family's cake-cutting products were launched, and it is not even 20 days before she is on the TV show.

The upper reaches of the river, thousands of miles away in Wuchang.

In an ordinary office building in the Optics Valley Development Zone, in a chain fruit company that has been established for about two years, someone noticed Tian Haimo's explosive new product. The main business items of this company are also all kinds of processed nuts, so the two sides are peers with a relatively high degree of overlap.

It is said that Feng Jianxiong's first wave of media promoters did not let Tian Haimo's influence spread to a large extent, but only made a small hit in Jiangsu, Zhejiang and Shanghai. At this level, generally speaking, it is not enough to enter the "competitive analysis" list of peers.

But, the nine-headed bird in the sky, the HB guy on the ground. Huaxia is so big, there are always characters who are more sensitive to chicken thieves who can see the subtleties - the word chicken thief is not derogatory here, in fact, Feng Jianxiong himself is also a guy with a bit of chicken thief attributes.

The company that noticed Tian Haimo is called Youpin Shop, and the owner of the company is surnamed Liu and named Liu Yang.

When the store was established two years ago, it was not an e-commerce enterprise, but a chain store. It took Liu Yang nearly two years to bring the chain stores of Premium Stores to most of the key prefecture-level cities in his hometown of Hubei Province.

During the summer of this year, he successfully expanded to neighboring Hunan Province, and now the situation has expanded well in the past few months.

In Liu Yang's plan, he spent a year deeply cultivating the market in Hunan Province and verifying whether the standardized routines he had explored in Hubei Province could be realized. If everything is good, then next summer he will develop eastward into Jiangxi Province, and then accelerate the split, and then go east to the Jiangsu, Zhejiang and Shanghai markets, and finally to the whole country.

The online channel of e-commerce, after all, is a new thing, and Liu Yang is quite receptive, and has also opened a flagship store on Taobao since this year, which can be regarded as slowly exploring.

In such a development environment, any peers that suddenly rise in the eastern market are worth studying.

The materials he had in hand were sent by his secretary early in the morning, and they were nothing more than a large number of analysis reports of potential competing products, the content was very complicated, and the first one was a summary of the running account.

The person who is a secretary can't analyze which of these things to be sent to the boss are important and which are not, so they can only be mixed and sent, and wait for the boss to read the catalog and intuitively judge which one should be studied in detail before making requests.

When Mr. Liu saw the cake-cutting performance of the squirrel fruit industry, he almost immediately intuitively felt that this potential opponent was worth studying, so he immediately called the female secretary in: "Xiao Wu, let the market research department pull out the detailed performance of this 'squirrel fruit industry', this data is too general! What I want is Taobao's background report, including the repurchase rate." ”

"Okay, I'll go. When the female secretary Xiao Wu heard this, she immediately went down to convey it.

"Wait!" Liu Yang called out to her.

"What else do you command?" Xiao Wu asked humbly.

"Do you have any samples of this thing? take a few pieces and try them. ”

"Okay, Mr. Liu. ”

After Xiao Wu went to convey the request, he immediately got back a few samples for analysis from the R&D department (of course, they had not been unpacked yet) and sent them to Liu Yang's office.

The materials sent by the strategic research department in the morning are actually very conscientious, but some data is impossible to get if the boss does not pay special attention to it.

For example, the user repurchase rate and retention rate of an e-commerce competitor company on Taobao. (The public data only shows sales volume, but there is no component behind the sales volume.) ）

This data is a trade secret, and normally only two types of people in the world know about it.

One is the competitor company itself, and the other is the data management department of the Taobao platform.

You can't get the data from your competitors, unless you dig up traitors and jump ship.

Then there is only one way left: buy the relevant staff of Taobao's data management department.

In fact, this kind of thing has never stopped. Although Ma Feng has been emphasizing the security of customer data, and is also cracking down on the act of secretly selling customer data, and even sent a group of people to prison, internal corruption cannot be 100% eliminated within four or five years. There are always people in relevant key positions who can't resist the temptation of businesses on the market and secretly do how.

Taking detailed data from competitors from such a channel is definitely going to make some blood. This is also why when Mr. Liu himself did not speak, the person in charge of the market research department of Youpin Store would not take the initiative to spend this unjust money to investigate the popularity of a potential opponent.

While waiting for detailed data, Liu Yang first looked at the surface materials.

Of course, by the way, I also opened those few pieces of cake and tasted the taste. He has been in the dried fruit business for almost a decade, and sometimes the ability to taste with just one tongue is worth the ingredient analysis equipment in the purchasing department.

Anything he has eaten, whether the materials are good or bad, and how much the cost of the materials cost, can be eaten.

"Squirrel Fruit Industry, the largest performance of the current transaction volume lies in overseas orders, relying on the exclusive agent of 'L Gan Ma' hot sauce. Monthly sales of millions of pieces, 6 bottles per piece free shipping. On the contrary, the domestic sales volume is only a quarter of that of overseas, and it is concentrated in Jiangsu, Zhejiang and Shanghai, and the domestic and foreign prices are ......"

Liu Yang calculated it based on experience and the cost price of the domestic hot sauce industry, and found that the business flow is indeed very large, but the net profit should not be high.

The brand "L godmother" is famous for not leaving profits for dealers. Anyway, his taste is good, the brand is big, and the store is a big bully.

Therefore, the main role of Tian Haimo's business should be to obtain a stable source of traffic for his store, and let millions of users form the habit of "favorites and regularly click on this store".

In other words, if you want to make real money, you still need to rely on collecting more people in the store to get a high purity interest rate by selling other goods in the store.

And the current cut cake is obviously the "high" in the high and low matching, and it seems that the gross profit margin of a single piece is very expensive.

"1 piece is sold, the net weight is 50 grams, a single piece is 9 yuan, and there is no free shipping. The monthly sales volume is 24,650 pieces. ”

"The package is 10 pieces a pack, the net weight is 1 catty, and the shipping is 88 yuan. The monthly sales volume is 43,686 packs. ”

"The large package is 20 pieces a pack, the net weight is 1 kg, and the shipping is free of charge at 168 yuan. Monthly sales volume of 5677 packs. ”

The monthly sales of each single item can be seen by everyone directly on Taobao as a buyer - of course, if the seller has swiped the order, then ordinary people can't see the fake sales that are brushed.

However, considering the popularity of this single product and the fact that there are no competitors on the Internet now, Liu Yang feels that Tian Haimo does not need to spend money in vain.

Maren candy is not something that anyone can sell if they want to, and even if the Han people want to make this money, they have to weigh the policy risks. And 99% of the shrewd businessmen in China are Han Chinese, so excluding Han Chinese is equivalent to excluding 99% of competitors.

What else to swipe.

Liu Yang calculated the above data, and according to the net weight, Tian Haimo's cumulative shipments this month are not much, only twenty or thirty tons, and the cash flow is about 4 million.

After calculating the number, Liu Yang closed the report, then drank a few large mouthfuls of water, rinsed his mouth, and then stuffed the remaining small half cake (about 20 grams) into his mouth and chewed it carefully.

The small packaging of the squirrel fruit industry's cake is not exquisite, and the appearance and size are similar to the outside shaqima, but the density is much higher than that of the puffed shaqima, but it is not as hard as the compressed biscuits sold on the three-wheeled electric vehicle.

The taste is slightly hard, and it is just right to bite after a while.

"Jujube paste is definitely not the pure Hetian jujube advertised! It should just be mixed with Hetian jujube, and the amount will not exceed thirty percent!"

"Grape honey has the fruity aroma of Xinjiang's horse ** grapes!"

"The big walnut is produced in Lin'an, Qiantang, not the big northwest goods! But the big walnut in Lin'an is not bad, basically as famous as the small walnut. ”

Every time he tasted it, Liu Yang took a sip of water and rinsed it slightly, and swallowed some.

When he finished eating it thoroughly, he had already tasted it with his tongue: the material cost of this kind of sugar was about 40 yuan per catty.

Counting the manual production of packaging, it can be 100% guaranteed to be controlled within 50 pieces. Then amortize the company's management expenses, depreciation of fixed assets of equipment and plants, and financial costs, and 55 yuan can be done.

And Tian Haimo sells for 88 yuan a catty, so the difference of 33 yuan is the profit, delivery logistics costs, and advertising costs.

The cost of free shipping and express delivery of e-commerce is easy to calculate, and it is good to deduct an average of 8 yuan.

The advertising cost cannot be calculated, because Liu Yang does not know how much money Tian Haimo burned to promote and how much courage he has, unless he sees the financial statements of the other company at the end of the year.

However, on the market now, Liu Yang has not seen the advertising of the squirrel fruit industry, and it seems that its sudden rise relies on TV interviews and online hype of hot marketing.

Assuming that Tian Haimo really didn't spend money, that is, he would make a net profit of 25 yuan by selling a catty, and the net profit margin would be nearly 30%.

This is pure profit, not gross profit.

In this world, a business with a gross profit of 40% is considered to have a net profit of 10% in the end.

Liu Yang's eyes immediately became eager.

"Do you want to learn from others? Forget it, be cautious, it's better to prepare first, and then see if her business can last for a long time." ”

After thinking about it, Liu Yang suppressed his impulse. Fortunately, at this time, the people in the market research department were also very helpful, and they had already obtained detailed data about competitors stolen from Taobao for him.

"Mr. Liu, this is the material you want. Secretary Xiao Wu respectfully placed a report on his desk.

"You go down, um, wait. Liu Yang subconsciously ordered, "Let the human resources department pay attention to it, this year's marketing or production department, give priority to recruiting one or two employees in the northwest region, preferably fresh college students who have a good school." Our company should also pay attention to national unity!"

"Ah, Mr. Liu, this ...... Well, I'll go and communicate. Secretary Xiao Wu was a little embarrassed, and said in his heart that Hubei Province is not a province with a large inflow of migrant workers, where to find outsiders from specific sources?

If people want to go out to work, they have to go to the Yangtze River Delta and the Pearl River Delta.

I had no choice but to go to Wuhan University to find out if there were any fresh graduates from the northwest provinces.