Listening to the face of Yulou as a landmark in the town, it is really extraordinary. Not only is the exterior antique and full of style charm, but the interior decoration is also magnificent, elegant and chic.

Although it is not the first time that Xiaoguang has been here, he still feels that such a luxurious restaurant is built in a town with only 50,000 people, which is overkill.

The reality is more complicated than Xiaoguang's impression, listening to the rain building is like a misplaced resource, although the environment and dishes are good, but the restaurant operation is still getting worse, even the wealthy Wu'an is a little unbearable.

Xiaoguang, Wu'an, and Xiao Stubble gathered in the private room of the old place, and the delicious dishes like jade plates and delicacies had been served, and several people were talking and laughing and making greetings before the meal.

"Boss Xiaoguang, the 'process management' you taught me last time is really amazing, I have divided every aspect of the kitchen operation, and the efficiency has been greatly improved, the work is well organized, and a lot of labor costs have been saved. Come, I replace wine with tea, thank you for your advice. ”

Xiaoguang raised his glass and said with a smile: "That's right, you run such a large industry, cost is the top priority, and an effective management model is very important." ”

"Alas!" Wu An sighed, "Brother, I won't tell you, I originally responded to the county's call to contribute to the construction of a characteristic town, and this restaurant was set for this project." The original plan was to take some government compensation, and by the way turn a small restaurant into a big restaurant, who would have thought that these millions of dollars were smashed in, and the hair was not caught, and now I am losing money every day, brother, I am worried. ”

Listening to Wu An's meaning, he should have managed the small restaurant well before, and he really made a lot of money, especially with the back of the government, it is estimated that he made extra money from eating and drinking at public funds, but this time the large-scale reform, the store has expanded more decently, but the operation has not kept up, and the profit is difficult to maintain.

Xiaoguang was puzzled: "I see that our store is busy every day, and there is a lot of customer flow, what's the matter?" Not making money? ”

"Brother doesn't know, I am holding a wedding banquet most of the time here, and the wedding banquet seems to be lively, but the profit has been depressed a lot, and the wedding banquet is not every day, and it is not stable. The average diner in the town can't go up in terms of spending power, so the flow of customers can't go up either. Lower the price of the menu, my store repair, staff salary, not to mention the return to the capital, I can't take care of it at all. Wu An sighed three times, obviously bothered for a long time.

Xiaoguang nodded, indeed, this is equivalent to building a five-star hotel in the countryside, if there is no special resources to rely on, it is difficult to maintain business.

"Brother, the last time I saw your store's promotion was booming, can you teach me the trick?" Wu An saw Xiaoguang's hesitation, and hurriedly added: "Our friendship is friendship, but I will definitely pay for the activity fee, and I won't let you help in vain." ”

It's no wonder that Wu An put down his body and asked Xiaoguang for help, because Xiaoguang's casual guidance last time immediately allowed him to save a lot of costs, and the most important thing is that Xiaoguang talks well, and his business ideas are even more reasonable, which makes people very trustworthy. Now it is rare to have real talents who have learned from them, and the society is full of advertisements that deceive and cheat money, or the operation of seeing is believing, which makes Wu'an feel more secure.

At the same time, Xiaoguang also thought of his predicament, his left hand unconsciously stretched out to his pocket, and his fingers stroked the note that Wang Meili gave him just now: My father came back a few days ago, and the result of their discussion was that they were ready to make the price of goods reduce in an all-round way to compete with you.

Terrible, simply horrible.

For the retail industry, where the product experience and product differences are not too big, price reduction is simply a fatal killer feature, and no matter how loyal customers are, they can't resist such temptation.

So when he saw this news, his heart was half cold.

If Lao Wang really plans to fight a price war, then for Xiaoguang, who has a weak capital chain, if he wants to survive, he has to survive the long winter.

This is too bad news to be any worse.

However, the cruel reality also forced Xiaoguang to think like this: Can his goods be cheaper? How about a little cheaper?

"Ahem......"

Xiaoguang heard Wu An's reminder, woke up from his stunned state, and said in a deep voice: "Brother, let's do it, I'll go back in the next two days to make a promotion plan first, and give it to you the day after tomorrow at the latest, we'll see if it's suitable or not, and then move on to the next step, how about it?" ”

"Yes, of course it's suitable!" Wu An was overjoyed, he had seen Xiaoguang's grand occasion when he was promoting in the supermarket, and when he heard the other party say this, it seemed that he had found a way to redeem him, and his heart was at peace for the most part.

Wu An enthusiastically pushed the cup and changed the lamp, and praised the little stubble a few words. You know, Wu An doesn't know much about computers, so he looks down on Xiao Stubble's computer store in his heart, although the two are a bit related, but he still thinks that Xiao Hu A college student who graduated from a famous university does not go to be a civil servant, but goes back to his hometown to open a computer store, which is incomprehensible and a waste of talent.

……

————

Two days later, Xiaoguang and Wu An gathered in the old place again to communicate the promotion plan they had just formulated.

"Brother, after in-depth research and analysis of our restaurant in the past few days, I hold the same view as you: it makes no sense to reduce prices, we can only engage in promotions!"

A few days ago, Wu An was in a hurry to go to the doctor and shouted that he wanted to carry out promotions, but when it was time to make a decision, he began to hesitate again, "Xiaoguang, is this promotion really feasible?" ”

Xiaoguang categorically said: "Marketing guru Kotler said: There is no brand loyalty that cannot be offset by 2 cents. Discount promotion can directly and effectively reduce the user's 'decision-making threshold'. ”

Wu An nodded unconsciously, but he still had a lot of doubts these days, "Isn't it the same to discount the dishes and reduce the price of the dishes?" The unit price of customers has decreased, and profits are still difficult to maintain. ”

Xiaoguang was speechless, it was you who asked me to help you design a promotion plan, and now it's ready to be implemented, hesitating and questioning you, all of them are adults, do you want to be so willful?

"In fact, the nature of discounts and price reductions is completely different. You know, human beings have a good adaptability, whether it is happiness or disaster, they can gradually become insensitive through the passage of time. In other words, when you first start to reduce the price, the customer will think, "Oh, that's good." But after the price reduction for a period of time, customers will feel that this is the case, and there will no longer be the urge to buy because of the price reduction.

"However, the discount is completely different, if there is a discount today, it does not mean that there will be tomorrow, and it is likely that you will miss this village, and there will be no such store. This impulse to spend on loss aversion will increase your customer base. At the same time, when the promotion ends, people will not have a negative impression of the price increase because of the price return. ”

Wu An nodded, it turns out that the discount is so meaningful. However, he has a bigger doubt in his heart: "After the promotion, will the business of the restaurant return to its original state?" ”