Different God of Cooking [Rebirth]

In the final analysis, the strategy of Star Papa's casual wear products is out of the market reality.

The reason why Papa Xing spread across China like wildfire is closely related to Papa Xing's strategy in China.

The first Star Papa chain store in Huaxia was opened in Beijing International Trade Center at the beginning of last year (1999).

This is the top commercial area in China at present, and Papa Xing suddenly became the endorsement of outstanding people, high-end life, and artistic sentiment.

At this moment, Papa Xing realized that although China's average GDP is low, there are many local tyrants.Star Papa immediately decided to take the high-end product route in Huaxia.

In 99, a cup of coffee cost 30 or 40 yuan. Although it seems unbelievable, there are quite a few people who follow it.

In the next ten years or so, being like a father will be closely associated with words such as high class, petty bourgeoisie, elegance, and style.

Drinking star dad turned out to be a way to declare one's class and income, and star dad instantly became popular on the Internet at that time.This has also become a fairly classic case in marketing.

After Xingpapa occupied the high-end coffee consumption market in China, a branch in the Greater China region was also established.

However, at this time, StarPapa made some wrong decisions on the road to product portability.As a star dad whose main business is coffee, the first mass-produced product is bottled coffee.

Star Papa is also aware of the particularity of its product positioning and the brand premium that consumers are willing to pay, so Star Papa’s bottled coffee also insists on taking the high-end route.

There is actually an unwritten rule in the field of portable beverages. In order to reduce the specification costs of refrigerators, cartons, transportation and other channels, the volume of beverages is similar, and the packaging materials are basically flat plastic or aluminum or tinplate cans.

However, Papa Star chose glass for its bottled coffee. This design really makes Papa Star's bottled coffee look full of style.

However, no matter how beautiful the packaging is, it still cannot change people's impression of portable drinks.

When people picked up Star Papa bottled coffee from the shelf and found that its price was almost the same as the price of freshly brewed Star Papa, they silently put it back home.

Many customers of Starbucks are using money to buy Starbucks' sense of ritual, service and other social added value, rather than the quality of the coffee itself.

Zhao An is well aware of Papa Xing's failure in bottled coffee, so Zhao An will try to avoid similar mistakes as much as possible.

"Are you going to sell at the level of 5 yuan?"

In recent years, the price of "One Tree" milk tea has also increased. The general single product is around 8 yuan, while the luxury single product can reach more than ten yuan.

Lu Jianfeng is naturally familiar with the various data collected by himself. He continued to explain to Zhao An:

"Well. This is the result of market research. We interviewed nearly a thousand members of One Tree, and the purchase intention is mainly around 5 yuan."

This figure also basically refers to the prices of the two Cokes in China.

Speaking of the price of Coke, it can indeed be regarded as the benchmark in the beverage industry. It has not increased in price for more than ten years.Because of the existence of Coca-Cola, the future price changes in the Huaxia beverage market will always be small.

"In addition to bottled liquid milk tea, we also designed milk tea powder that can be brewed. You can brew it yourself in a paper cup, and you can even imitate the bar packaging of Nescafe coffee to make milk tea sticks. Milk tea is still more popular as a hot drink, and Access to hot water is not too difficult.”

According to similar products on the market and his understanding of the future portable milk tea market, Zhao An also gave his own suggestions.

Lu Jianfeng quickly wrote down that, as an old employee of "One Tree", he knew very well how important Zhao An's decision had been in the development of "One Tree" and even Hongxiu and Yuehua. There are no examples of mistakes.

"However, the price should be adjusted accordingly for convenience. You should do a new market research. Although you are using the brand of One Tree, since it is a portable package, the price positioning must be clear.

The concept you need to convey to consumers is that freshly brewed milk tea tastes better and has more ingredients.If you can do this step, your plan is considered a success. "

Zhao An originally thought it was a very simple matter, but before the first month, Lu Jianfeng came to Zhao An again with a plan to discuss.

The plan this time is obviously more detailed. It has basically determined the production process of the product, the publicity plan, the expected profit statement, and even brought a packaging sample.

As long as the supply of raw materials is in place, mass production can be carried out at any time and put on the market.However, Lu Jianfeng came to Zhao An today because of the supply of raw materials.

"Boss, there are several domestic milk merchants who have come to our door and said that they can provide us with high-quality and cheap milk houses."

Hearing this, Zhao An glanced at Lu Jianfeng, without the slightest ups and downs in his tone:

"Did they really come here on their own initiative? Haven't signed a contract with the previous milk powder dealer?"

Hearing this sentence, Lu Jianfeng broke out in cold sweat. He knew that Zhao An was asking him seriously, so he immediately explained:

"I have already discussed this matter with foreign milk powder manufacturers several times, but they know that we have a large demand for milk powder this time, so they have the idea of ​​raising the price, but they have not reached an agreement."

Although Lu Jianfeng did not answer the first question directly, in fact he was already trying to prove his innocence.

Inside Food Safety, all employees know that Zhao An has two bottom lines, one is safety and the other is hygiene.

The phenomenon that is most likely to qualify in the food industry is to use inferior products to make up for it.Therefore, in the food industry, it has always been said that the procurement department is the place with the most oil and water.

"One Tree" is a brand founded by Zhao An himself, and every raw material has been selected layer by layer.Moreover, the Food Safety Group also specially found a third-party inspection agency for experience.

When "One Tree" was about to launch a new product, the former supplier suddenly refused to renew the contract, and then other suppliers came to the door, Zhao An inevitably became suspicious.

Lu Jianfeng also knew that the timing of these milk suppliers' visits was too delicate, so he explained the reason.

Glancing at Lu Jianfeng, Zhao An said softly:

"Go back and find out who notified these suppliers."

Zhao An actually believed that Lu Jianfeng would not touch his bottom line, but it is also true that the information leaked.He was going to take this opportunity to beat up the employees in the company. He really hadn't made a name for a long time.

"I see, it's just about the milk powder..."

In the middle of speaking, Lu Jianfeng stopped. He didn't quite understand why Zhao An insisted on using foreign milk powder.

Looking at the quotations from those suppliers, he was also a little moved.If domestic milk powder is used, the cost of the product can be greatly reduced.

Seeing Lu Jianfeng's expression, Zhao An stretched out his hand:

"Give me the price list for domestic milk powder."

Lu Jianfeng immediately pulled out the quotation he had prepared in advance from the document in his hand.

This is the embodiment of Lu Jianfeng's working ability. No matter what documents and materials, Lu Jianfeng will prepare them in advance.

In terms of work, Lu Jianfeng's creed is: I would rather do more Pepsi than skip one thing.

Looking at the quotation in hand, those familiar names brought back some extremely bad memories.

Before Zhao An chose foreign milk powder, it was because Zhao An always remembered the shameful history of domestic milk powder.But seeing the names of those manufacturers now, Zhao An recalled more details, and the "poisonous milk powder incident" may have been brewing.

It's not that Zhao An hasn't thought about doing something in advance, but even the current food safety is still as powerless as a three-year-old child in front of those companies with the national prefix.

However, these dairy merchants offered Zhao An an offer, which might have provided Zhao An with an opportunity.

Although this opportunity may not necessarily solve the problem, and there may even be a great risk, it can at least serve as a reminder to the relevant departments, and it will also set a template for the food safety group's own food procurement standards in the future.

"What did the previous milk powder supplier say?"

"They insisted that the market has changed a lot now and they want to re-quote."

"Then tell them that the milk powder of One Tree's new product will use public bidding this time. At the same time, you also invite these domestic milk source suppliers to bid together."

"In this case, domestic suppliers have a great advantage. After all, domestic milk powder is not only free of tariffs, but also has policy support."

Zhao An's sudden bidding plan confused Lu Jianfeng. He could feel that Zhao An didn't really want to use domestic milk powder. Why did he suddenly propose a public bidding plan?

"Afterwards, you tell the general agent in China directly about the public bidding, ask them to submit a bid, and then don't contact them for the time being."

Speaking of this, Lu Jianfeng also knew Zhao An's idea: to put pressure on the other party through the domestic dairy company.If the other party loses the big client "One Tree", it is estimated that the position of the agent in Huaxia District will not be so secure.

"But if the bidding is really won by domestic manufacturers..."

"You go and take out the international dairy industry standards and add them to the bidding contract. Then take samples from multiple parties and send them for inspection, testing agencies directly under the government, private testing agencies in different places, and testing agencies with international credibility. This matter cannot be challenged by others. Something went wrong."

Forcing suppliers to lower prices is Zhao An's first goal, and taking this opportunity to disclose the status quo of my country's dairy industry is Zhao An's second goal.

If the results of the inspection are all normal, why not use domestic milk sources for "One Tree"?

It's just that Zhao An will definitely use strict safety standards for bidding, and it's the same for the foreign milk merchant.

"Boss, won't this be too much fanfare?"

"Is this a big fanfare? After that, I plan to publish all the bidding process and results online, so that everyone can take a look."

Hearing this, Lu Jianfeng suddenly broke into a cold sweat.

If something really goes wrong with the dairy inspection, it will really cause unimaginable storms.

But Lu Jianfeng also knew very well why Zhao An did this. It was not for food safety and profit, but to make Huaxia's food market more transparent.

Reminiscent of some work plans from Zhou Liwei, the person in charge of the computer and Internet department, Lu Jianfeng thought he had seen through his boss's thinking.

While he was impressed by the courage of his boss, he also had a sense of crisis that was about to come.

However, the two purposes that Lu Jianfeng guessed were just thoughts that Zhao An dared to say for the time being.

How to achieve a deeper goal through this matter, Zhao An dare not speak nonsense in the company.

Back home at night, Zhao An played "Symphony No. [-] in C Minor" in front of the piano.

After the song ended, Ji Jiashu sat beside Zhao An and said:

"Don't put too much pressure on us, we are just ordinary people, just do what we can do."

Looking at Ji Jiashu's smile, Zhao An nodded:

"Ah."