Preface
"How the Wall Street Journal Tells Stories" is a book that the author read during the research period at Nanjing Terminal Book. Its introduction includes the following sentence: "Tell me a story, and for God's sake make it interesting." Only when the impact and resonance of the story have taken shape can it be regarded as a "mature" story. . Therefore, the author would like to share with you today a few conversation stories I heard during the research at Nanjing Station.
Story 1
Purchase guide:We are brand bricks, so we cannot wholesale with 20 yuan/piece Bricks are equivalent.
Customer:You said you are a brand, then I will give you 38 yuan/piece Well... you see, a certain Luo is only 58 yuan/piece, and they are a brand, and the lowest promotional price is 38 yuan/piece.
Interpretation:This is a common embarrassment for second- and third-tier brands in the current market.
▲ Nanjing Pukou District is known as the most promising local market at present. Large and small stores/markets such as Hongyang, Jinsheng, Citifa Decoration City, Juyuanjian, etc. will all set up shop here
Story 2
Salesperson:Mr. Wang, long time no see. Business has been good in the past two years... …
Dealer:... (It took me two minutes of chatting to find out that the other person was a former My friend, I lament that his hair is half white now and his appearance has gone through changes.) I will introduce it to you, don’t worry.
Salesman: We are brothers, I know you are selling a certain brand , it doesn’t matter if we don’t do it, I will come and chat, every timeI couldn't find a dealer here for several days during my first business trip. The brand has been in Nanjing for several years. The factory kept pushing me hard. I had no choice but to run away.
Interpretation: Even if local dealers agree with the salesperson’s character, they are often unable to cooperate with him because the company’s policy guidance is not in place or not attractive enough. This is a helpless situation for those who want to help him, and even more so for the salesman. It is a kind of helplessness. Please be kind to every salesperson from the manufacturer, the hot summer is coming again.
Story Three
Distribution: I get the same brand for only ten yuan per piece, you want I pay 5 yuan/piece, why should I cooperate with you?
General Agent:My normal pick-up price is 48 yuan/piece. What we got over there were defective products that the manufacturer didn't warehouse.
fenpin: Anyway, you are cheating and you can no longer be trusted!
Interpretation: This is a contradiction that will arise between distribution and general agents. Special price bricks have disrupted the market. Chaos. First of all, in order to get rid of defective goods, manufacturers will actively cooperate with special price bricks, but the contracts signed by both parties do not play an actual binding role and are difficult to control, resulting in a blowout existence, but they cannot Avoid, because the brand cannot be sold to dealers, and it is worried that it will affect the brand image. If everyone wants to survive under the same pressure, there will be competition, and then this situation of "if there is a sale, there will be harm" is said to be the current mainstream. This phenomenon exists for all brands.
▲ On May 22, the Nanjing Station of "One City, One Activity" was launched in the office area conference room on the 5th floor of Jinsheng International Home Furnishing Center on Jiangdong Road. Prior to this, the terminal research team also visited local representative designer studios and design circle organizations, and interviewed Li Kuanxi, founder of Pinyi Decoration, and Ma Lu, founder of Yunshang Designer Club
Story 4
Reporter: How to solve the problems we are facing now?
DistributionBusiness:The most immediate impact is optimizing spending.
Reporter:For example?
Dealer:For example, in the past, the daily subsidy for business outside the home was 150 yuan. Reduced to 120 yuan/day...
Reporter: But what should we do now that the consumption level is higher than before?
Dealer:So we as bosses are very embarrassed...< /span>
Interpretation:I don’t know if I can establish a trusting relationship and cooperate with the assembly company, which is very embarrassing; there are countless embarrassments with distributors, employees, and peers... Yes, this is an embarrassing place.
Story Five
Customer:What are the advantages of your negative ion ceramic tiles?
Purchasing Guide:Our negative ion ceramic tiles have the same characteristics as those from a certain place...
Customer:...Then I will choose a certain place.
Interpretation:The era of product price wars has passed. Consumers pay more attention to the innovation of products. If similar products are compared with original brands, even if consumers’ original awareness is low, after mistaken comparison by shopping guides, consumers will be interested instead. Will go back to other brands. Because comparison hurts.
▲ The accompanying picture shows the children’s area in the renovated exhibition hall in the past two years. As Li Kuanxi, founder of Pinyi Decoration, a Nanjing native, said: In fact, each of us will recall the carefree childhood, which is why so many designers The reason why I admire people like Tadao Ando is because he always thinks about the relationship between architecture and city, nature, light and shadow, and life.
End
The above dialogue story may be like the heaviness brought by the city of Nanjing, which is worthy of reflection. There are many brands selling products, but there are not many brands with image and profit anymore. The era of selling products has indeed passed. “The best way is to take the right path and create value.” It seems that many people have begun to realize this - 2018 was the worst year in the past, but it will be the best year in the next ten years.
Author : Yi Ya
