Chapter 1922: 3,000 Stores to Be Opened in One Year!

Lao Yan said: "The brand with the best sales and reputation in the UK is Fairy, followed by Persil. Let me talk about the sales channels in the UK. The largest supermarket chain in the UK is what we call Tesco. The stores are widely distributed and can be seen everywhere, and the prices are People-friendly.”

Yang Fei said: "There are four types of stores. They sell the most complete items and have the largest area, but there are fewer stores. They are smaller than Extra and have quite complete items. They are smaller than Superstore and can usually be found in urban areas and shopping streets. Find;, the smallest supermarket, similar to our convenience stores, there may not necessarily be so many products, but they can be found everywhere.”

Lao Yan said: "Yes, the boss has a deep understanding of our business methods."

Yang Feidao: "There are only two types of stores in our beautiful mall now, one is a large supermarket and the other is a separate supermarket. We can also consider and learn from them. Between the large supermarkets and small supermarkets, it is not big to add another one." Not a small medium-sized store.”

The business of Beautiful Shopping Mall is under the management of Gutian. Gutian immediately responded: "The boss's guidance is right. We should open beautiful shopping malls of different sizes according to the city's consumption power. Regardless of the size of the shopping mall, the one that can suit the city is the best. .”

Lao Yan said: "The second largest supermarket entity in the UK is Sainsbury's. This is the largest large supermarket chain and is also very popular with the public. Their stores are divided into three types, the first is the largest Sainsbury's supermarket , the second type is Sainsbury's Central, the store is smaller than the former, but still the size of a supermarket; the third type is Sainsbury's Local, which is the size of a convenience store, with more stores and more convenience."

Yang Fei said: "Yes, Sainsbury's, what we need to learn is this model. There are three types of stores: large, medium and small, which can adapt to various city and street needs."

Lao Yan said: "ASDA is Wal-Mart's supermarket in the UK, and it is quite large. However, they do not have convenience stores, so they are generally more common in suburban areas."

Yang Feidao: "Wal-Mart is also very good at doing business. It is not unreasonable for it to become the world's largest supermarket entity. Their most powerful trick is localization. No matter where the supermarket is opened, it will be localized. Use Management by local people, marketing by local people, selling local products, and operating it completely as a local supermarket instead of a strong headquarters. The culture of a country and nation, no matter how excellent it is, is not It may be loved by everyone. For a foreign supermarket to integrate into the local area, the fastest and most practical way is to localize.”

Gutian said: "If our beautiful shopping malls are opened abroad, they should also be localized."

Yang Feidao: "It's not just a beautiful shopping mall, it's also our brand. If our brand wants to go abroad to compete in the market, it should also be localized as much as possible."

Wei Xinyuan said: "Brand localization is also a very important part of corporate culture."

Yang Feidao: "Brand localization is when a company opens up new regional or international markets and is forced to modify its brand to adapt to local culture due to pressure from the local environment. The most successful company in this regard is Coca-Cola. Coca-Cola has entered In the Chinese market, in order to adapt to Chinese culture, a name with very Chinese cultural characteristics was given, which is the Coca-Cola we are now familiar with! Coca-Cola and the original English trademark are used at the same time. The industry believes that the Chinese translation of Coca-Cola has both sound, shape and meaning, and is Coca-Cola. We have made great contributions in opening up the Chinese market.”

Zhu Zhongnan said: “The localization and internationalization of brands,

They complement each other. Only through localization can internationalization be completed. "

Yang Feidao: "Mr. Zhu's words speak to my heart! First of all, the brand's localized product design, that is to say, our product design needs to effectively combine the specific needs of consumers in each region and the standardized production standards of our own products. Regionalization and differentiation; secondly, brand localization marketing is to implement personalized and differentiated marketing strategies based on consumer preferences and market characteristics in different regions. Therefore, the implementation strategy of brand localization specifically includes brand culture localization, human resources There are several parts of localization and product development localization. Mr. Yan, you continue."

Lao Yan said: "In addition to the above-mentioned shopping mall entities, there is also one of the largest drug and cosmetics chain stores in the UK called Boots. Boots can be said to be the national brand of the UK. It sells a wide range of products, including toiletries, makeup, hygiene, health care, etc. Supplies can be found in many stores in large and small cities in the UK, just like a canteen, convenient and fast.”

Yang Fei said: "Speaking of cosmeceuticals, let me say a few more words."

Zhu Man, who was in charge of the cosmeceutical business, straightened up immediately and listened carefully.

Yang Fei said: "Our drug stores should be opened in every corner of the town! Zhu Man, you should put this matter on your agenda!"

Since Zhu Man became the director of the Beauty Cosmetics Division, she has gone all out to integrate newly purchased brands and original brands, and developed several new herbal skin care products. She has made great contributions and has been appreciated by Yang Fei.

"Boss, our domestic drug stores have begun to attract investment. We are using a combination of direct sales and franchising."

Yang Fei said: "Direct operation or franchise?"

Zhu Mandao: "Many domestic brands adopt the method of combining direct-operated stores and chain franchise stores."

Yang Fei said: "Yes, you can try it. However, the direct-operated store or chain franchise store must be marked on the door of the store, and the serial number of the store must be added. This will facilitate management and consumer supervision."

Zhu Man said: "Okay."

Yang Fei said: "Compared with our beautiful shopping malls, I think our drugstores can go abroad faster. All the products produced by our group can be sold in drugstores."

Zhu Man said: "Yes, we should integrate all the products of the group and open them in the form of drug stores all over the world. We can open larger stores in good locations in big cities, and open smaller stores in small towns. , with direct-operated stores as the mainstay and chain franchise stores as the supplement, we can quickly build storefronts.”

Yang Fei said: "Zhu Man, I give you a task. This year, open more than 3,000 drug and cosmetic stores around the world!"

Wei Xinyuan immediately raised objections: "Boss, you have to eat one bite at a time, and you have to open stores one by one. There is only more than half a year left in this year. Do you want to open more than 3,000 drug and cosmetic stores in such a short period of time? This is too rapid expansion. Right? Such rapid expansion will cause problems!"

Yang Fei was about to speak when he suddenly heard a noise coming from outside.

"What's going on?" Yang Fei asked in a deep voice.

Chen Mo was sitting at the door and quickly got up and went out to ask.

After a while, Chen Mo came in and reported: "Boss, Jiang Wenwen is making trouble."

Yang Fei groaned: "Jiang Wenwen? Oh, please invite her in!"