"It's not... Most of the pets sold are still ordinary domestic pets. They didn't come to me to buy racing dogs, and even if they were pets, most of them were training some small skills in life, mainly for fun, and they weren't ready to participate in the competition, and then sent their dogs to me for training. ”

Jin Million smiled and said.

"That's not it, unless you really have a monopoly on the pet market, there will be some people coming to you looking for racing dogs and stuff. Otherwise, no matter how big your business is, it won't affect the pet base's business in this area. Moreover, when your business is getting bigger and better, you will naturally become the largest customer of the breeding base. They can't influence a big account like you because of one or two high-end individual customers. In fact, the bigger your business, the better, which in turn is more beneficial to them. He's your supplier, and every pet you sell, he's profitable. How can he become your competitor? What's more, when your brand really fights, you become fat in the eyes of suppliers. The two breeding bases in Haijiao City will have a lot of competition, and no matter how they compete, the one who will make a profit in the end will have you. ”

"I don't have to compete with them, my current suppliers, nine out of nine, will not change. My supplier here is a relative of a good buddy of mine. They have always taken good care of me, and the supplier will not change. It's just that what do you need to do to make this chain store? Do you keep opening pet stores in Haijiao City? However, I don't have that much money! How much do I need to open to have this kind of brand effect? Or how many pet stores can be opened to be considered a monopoly?"

"I don't know much about the exact number. As far as I know, the number of pet shops in Cape City does not exceed twenty. And the current market is far from saturation. If you want to have a brand effect, if you want to monopolize it, you must at least have a market share of more than 50 percent! The urban area of Haijiao City is not large, but it is not small when you add counties and suburbs. Forty pet shops, according to reasonable planning, spread all over the city of Haijiao, and they are almost saturated. In the case of ensuring that the saturated quantity is not exceeded, it wants to reach the point of monopoly ...

Jin Million thought for a while and said.

"Based on the current situation of 20 pet stores, you need to open at least 19 more pet stores. In other words, you own twenty pet stores, and within the city limits of Cape City, there are eighteen pet stores that are not yours. However, this is just a general situation, but I don't think this situation is for you. First of all, how many pet stores are in Haijiao City, what is their scale, these are all need to do market research, can not rely on guessing, after all, it is an investment, and the most accurate quantity calculation and reasonable planning are required. Secondly, because of brand influence, you don't need to consider the competition of your peers. The simplest truth, tomorrow a person will open a pet shop next to you, I believe that in less than a month, this pet store will not be able to do it. But on the contrary, the situation is not necessarily the same. If you open a chain store near a relatively small pet store, I believe that you may not be the one who will not be able to open in the end. That's where brand influence comes in. In fact, in the past two years, many real estate agents have developed, and they have developed rapidly by relying on this model. ”

"Real estate agent?"

"Well, there are already a lot of brands, even several, that are already familiar to those of us who don't usually care much about real estate. Even, now they have begun to advertise on CCTV. It is by virtue of this chain effect that they have created a brand effect and finally achieved success. For a city's market occupation, their approach is particularly simple and effective. Thirty branches are opened in one city, or even fifty, one hundred. Each branch has a maximum of two or three employees. And their office locations are all very small doors, even in apartments. The annual rent of a façade is 30,000 yuan, and the annual rent of an employee is 30,000 yuan. The cost of a branch office cannot exceed 100,000 yuan a year. On average, there are 50 branches in a city, and the investment is only 5 million a year. And what does the investment of five million mean? It means that they have taken over the city. Although their brand has not taken root, it already has a strong market presence. You see a real estate agent of a certain brand from the side of the street, and you probably don't think there's anything. And when you go to the next street and see it again, you will have some impressions. When you see it more than 23 times in a month, you will remember the name deeply. And at this time, one day you go out on the street and receive a flyer from their company, you are likely to be very curious and will go to see what this company does and why it is so powerful. Let's go back a long time, once you have the idea of buying a house, it's hard not to think about them. This is a very typical combination of chain effect and brand effect. ”

Jin Million smiled and said.

"Of course, it takes a lot of money. However, the rewards are also significant. It can be said that the return they get from the investment of 5 million a year is not in exchange for investing 50 million in advertising in a city a year. And when the brand influence reaches a certain point and the cities occupied are enough, at this time, a media with status is needed to justify their name! That is to say, the so-called top grade, so that a brand that lives by sending small advertisements every day has become a well-known real estate brand in China. And this high-grade medium is CCTV advertising. Although people rarely watch TV now, in people's hearts, they will unconsciously have a positive perception of CCTV. Especially for the elderly, and I've seen some data before, in China, the age proportion of people who buy a house, 45 years old, to 55 years old, accounts for 26 percent. People between the ages of 55 and 65 account for 39 percent. People over the age of 60 account for 11 percent. That is to say, in China, more than 76 percent of the people who buy houses are over 45 years old. What a scary number, and these brands have done their homework to make them invincible. In just one or two years, it has even spread all over the country, from a small intermediary company, to the richest real estate tycoon in my country with the richest resources and the most brand effect..."