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This article comes from the WeChat public account: Take Wood to Build a Warehouse, author: Take Wood to Build a Warehouse, title image source: AI generated

1. The 99 rejections of the top salesperson

"It can't be sold." This was the 99th time Xiaojia was rejected.

In the age of online dating, being rejected 99 times can take up to one day.Why is the number so accurate? Because Xiaojia needs to make a timetable so that she can submit her daily report after get off work.

Xiaojia is a newly hired business person in the company. Her job is to promote the boss's products to various anchors and let them sell the products through their own live broadcast rooms. She needs to work with 200 anchors every day and make sales of more than 100,000 yuan a month. In this way, the boss will not lose money, which means Xiaojia can support herself. If the sales are good, the boss can still make some money.

In fact, the boss doesn’t make much. With a gross profit of 5%, he can only make 5,000 yuan on a sales volume of 100,000 yuan.

Xiaojia is not a newcomer in the industry. When she was in her previous company, she could sell more than 500,000 products a month, and when her performance was good, she could achieve sales of several million.

On my first day at work, I was able to list 99 famous influencers who clearly did not carry products, which was already very impressive. Although there are various tools for building connections in this industry, none of them are useful.In a society where personal relationships are valued, efficiency is not a concern.

2. “A century-old store” is only a dream for some people

The last company was good, why didn’t I quit? Because the boss was financially independent, so he closed the company and went to enjoy life.

"How much money is considered financial freedom?" Luo Xi poured Xiaojia a glass of beer.

Xiaojia said: "I can't really explain it, but the boss still made a small profit. Once he got drunk, he said he had never seen so much money in his life and he quit. It's a pity, actually. If he keeps working, he will have a chance to build a brand. I have already opened up all the sales channels for him, and he just needs to iterate seriously."

Rossi: "I've met several similar bosses. They were nothing before, but they made a quick buck from 0 to 1 and became very excited. They had no intention of going from 1 to 10, let alone from 10 to 100. I was actually very depressed. We finally helped them get started, but they didn't want to do it anymore." Rossi is a business person in another company. He and Xiaojia belong to the "Million Business Club" and they are the organizers of the club. Today is the day they welcome new members and try to raise funds.

3. On both ends of the scale, "extreme cost performance" strongly suppresses "differentiation"

Rossi continued to ask: "How is the new company?"

Xiaojia answered while eating: "I think it will fail. Today is my first day at work. By the way, I didn't bring any of the 99 experts. Of course, I can ask them to broadcast it for face, but it's not necessary. They can make 100,000 or 200,000 yuan for five minutes. I don't want to take a few thousand yuan from my boss and owe him such a big favor."

"Then withdraw. I know your resources. 99 has already explained the problem. The mechanism is not good, and there is no need to discuss other things. The operating logic of this market does not leave room for differentiation. The mainstream product sells for 9.9 yuan, so you have to sell it for 9.9 yuan too. Others can give 25% commission for selling at this price, so you have to give it too."

Rossi took a sip of wine and continued, "Today I met another stubborn boss who made a product for 19.9 yuan, and I asked him why.He said that he used better materials and wanted to use quality to create a gap and differentiate himself from the 9.9 yuan products.”

Xiaojia clinked glasses with Luo Xi and said, "I admire such a boss. At least he makes good things. I joined my current company because I liked this aspect of the boss."

Youyou said, "He knows the market price is 9.9 yuan, but he still sells it for 19.9 yuan. There must be something wrong with his brain."

Youyou is the person that Rossi wants to win over today. No matter what you start, you need money, and Youyou has money. Youyou is not a professional investor, but he has invested in the angel round of some projects and the returns are very good. Therefore, in the state of almost silence of investment institutions, individual investors like Youyou are a treasure.

Youyou continued: "Why is Pinduoduo so popular? Isn't it because everyone wants something with 50% lower quality but 100% lower price? In the current environment, how can you make better and more expensive things? If you really have the ability, make better and cheaper things."

Xiaojia retorted: "You are being a little theoretical. Better and cheaper can only be achieved in industries that can achieve technological breakthroughs. The raw materials, packaging, express delivery, logistics, and warehousing of consumer goods are all there. There is no room for that. Better will inevitably be more expensive."

“Then face the reality, reduce the quality by 50% and the price by 100%. Let me take Xiao Yang’s coconut water as an example, 245 ml a bottle, 100% pure coconut water, 3.98 a bottle, you can’t do it, don’t even think about it. He can find the strongest supply chain, and he has unlimited traffic. A buddy said that his coconut water tastes better, but it costs 5 yuan, I say you should stop playing, there is no chance. I don’t believe you can make everyone pay for your so-called "better taste". You are just moving yourself.” Youyou was a little excited because he had just suffered a loss of craftsmanship and got a batch of goods, but didn’t sell any of them.

4. Differentiated products are not unsalable

Rossi said:No difference, no product.I still agree, that's how high-end products are made. But if you don't have enough money, don't do it this way. Big companies have money to throw, but their people often fail when they start a business because they don't have the resources to make products from top to bottom. People like us know how to make products from bottom to top."

"If you take the 'better and cheaper' route, you can sell at a loss, build up sales and reputation, and earn money from repeat purchases. Once you build up your store, basic sales, and visibility in channels, you can also be considered to have completed your initial accumulation."

"If you don't want to lose money on your product, spend money on seeding and endorsement. You can pay for celebrity endorsements or top anchors. In the live streaming industry, the social proof effect is very obvious. The same product, whether it is promoted by Xiao Yangge, Dong Yuhui, or Li Jiaqi, or not, the channel's response is completely different. Therefore, we must correctly understand the role of top anchors. Increasing sales is not the first goal of using them. Of course, they do bring goods a lot of times."

5. Lao Li, the Pagoda-Bearing Heavenly King

"It looks prosperous on the surface, and many of the so-called leaders are just my sheep's heads." Old Li, the Pagoda-Bearing Heavenly King, spoke.

Lao Li took a bite of lamb chop and said: "The anchors are second, their slot fees are getting less and less, and they have to guarantee sales. I like celebrities the most. Celebrities are good at bringing goods. I hope more celebrities who have never brought goods will do so. The brand will have growth, the business will have work, and we will have money."

Lao Li, nicknamed Pagoda-Bearing King, is a very stable pallet merchant who specializes in ensuring sales for the live broadcast room.

What does it do? Organize people to buy the goods in the live broadcast room within the specified time, so that the star's data will not be too bad and the brand's e-commerce manager can report to the boss.Agencies have to turn stars’ slot fees and commissions into product discounts.In addition to celebrities, he also sells trays for big anchors. After all, selling dozens or even hundreds of products every day is not enough to sell all of them. In this way, Lao Li has a lot of big-brand discounted products and new brands of 0-yuan products.

Lao Li has connections and can get good products. Communities and offline stores all like to buy from Lao Li. Lao Li's store is a shopping paradise. Free new products are nothing. 10% off big-name health products, 20% off luxury goods, 30% off brand-name jewelry, Lao Li has everything.

There are many ways to buy goods. You can go to the live broadcast room designated by Lao Li to place an order, and he will reimburse you afterwards. You can also give Lao Li your address and Lao Li will send it to you directly from the warehouse. If the company's procurement is not strict, Lao Li can buy all the annual party gifts for you.

This is how Old Li, the Pagoda-Bearing Heavenly King, holds up the face of some people and the positions of others.

Xiaojia said: "Brother Li, you can only support the wealthy brands, and you never put any effort into those new brands that are struggling to develop."

Lao Li said, "Xiao Jia, if you make your own products, I can guarantee that your products will have continuous exposure in my channels. As for me, I don't have a brand dream. I feel comfortable selling mature products. I don't have to explain to people what they are. I just need to send out the model and price. It's so simple."

6. On the night of the group formation of the big-name stalls, it is only a matter of time before a brand becomes popular

Luo Xi saw that the opportunity was right and said, "Lao Li, let's get together today. I have a suggestion." Luo Xi looked at You You and said, "Boss You, Xiao Jia will make the products, and Lao Li will serve the trays. I will organize other sales champions to sell them together. Do you think the sales volume is guaranteed?"

Youyou said, "Before I came here, I was thinking about what I could do with you guys. I have a few more questions, you tell me. Xiaojia has seen enough products, and I don't worry about the product mechanism, selling point description, and basic channels. Lao Li has enough consumers here, and there is continuous exposure in the private domain, so there is no loss. But how can you guarantee that your sales champion club can make the product popular? The window period left for a product in the public domain is very short. It may be taken away quickly."

Rossi said: "In this way, we rent a hotel conference room, and the sales champions come from all over the country to work for only 60 days. Everyone only promotes this one product every day. In an industry, excellent brand business is limited. Don't look at so many brands, there are only a group of people promoting products. Influencers are very busy, and they will rely on trusted business. If everyone promotes a product at the same time, the probability of this product being selected is very high. If several products are ours, then we will not lose money no matter how we sell them.

Youyou began to daydream: "It feels a bit like in the big era. 'Today, I want the price of dace with black bean sauce to increase to 2.8 yuan!' Hahahaha."

Rossi said, "Want to give it a try? Of course."

Xiaojia raised his glass: "I think it's okay. I will quit tomorrow. Let's do it."

Lao Li said: "I'll give you a hand. The mechanism is competitive and it will definitely sell. I'm confident of this."

This article comes from the WeChat public account: Take Wood to Build a Warehouse, author: Take Wood to Build a Warehouse

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