Membership Card and Shopping Card? These two cards have high potential? The company's top management was confused. How come they could not tell?
Hong Kong's supermarkets had membership cards and shopping cards, and they were selling well. But they were not making much money.
Membership card was a card used by the members to prove their identity. The supermarket membership card was the identification card of the supermarket members. Its function was nothing more than to enjoy some membership benefits.
Of course, the shopping card was easy to understand. It was equivalent to a consumer voucher.
"All of you don't seem to believe what I said. All of you are more experienced than me in supermarkets. But I will say the same thing again. All of you do not understand China! When I said we can expand our supermarkets, all of you were worried that it will be too risky to set up too many stores at once. But now, all of you want to open the shop even faster. You're even more radical than me. "
Feng Yu saw the embarrassed look on the faces of Fu Guangzheng and the rest. He continued: "Did you all notice that there are already private clubs in China? There are clubs in Guangdong, Beijing, Shanghai, Tianjin, and many other cities. The only way to enter a private club is with a membership card."
"In your eyes, a membership card is a consumer point card, or equivalent to a discount card. But don't forget the word 'member' is also a symbol of status. "
Fu Guangzheng and the rest were confused. Membership is also a symbol of status? Is membership so important? Wasn't it just a way to attract customers and increase the rate of customers returning?
Feng Yu sighed when he saw their confused looks. All of them did not know how competitive Hua Xia's people were. If I am a member and you are not, I will feel superior to you.
"All our supermarkets have parking lots and charge fees. But all of you should know that there are not many cars in China, and those who own cars are not willing to pay parking fees. They would rather park by the roadside and walk a few more steps. That's why there are not many people parking in the parking lots. But what if members like us can park our cars for free by spending points? What if we have a member's day every month, and they can enjoy membership discounts? Or those who hold a membership card can have priority in paying? "
Anyway, there weren't many cars in the parking lot, and he didn't intend to use this parking lot to make money. But with such a discount, I believe that many people who have cars will apply for a membership card. There are many benefits. They can't always walk a distance every time they go shopping, right? If so, they won't be able to enjoy the convenience of having a car.
Not all members would come on the Members' Day, but it could greatly boost spending. People tend to follow the crowd, especially people from Hua Xia, who loved to join in on the fun. When they saw many people shopping at Tai Hua Supermarket, they also wanted to go and take a look.
Priority checkout with membership cards solved the problem of many people not wanting to queue up. They could even set up a checkout channel for members to specifically serve members. This would satisfy the mentality of many people to experience being superior to others.
Fu Guangzheng and Li Zekai looked at each other. What Feng Yu said made sense. These methods did not seem special, but as long as they advertised it properly, they should be able to sell a lot of membership cards.
"How do I apply for a membership card? In Hong Kong, if you spend more than a certain amount, you will get a membership card. You can also get points for the amount you spend, and you can use the points to exchange for cash. "Fu Guangwei said.
"Give? Of course not. Our membership cards are sold for money! There are two types of membership cards. The ordinary membership card is also called VIP card, and the premium membership card is also called SVIP card. The ordinary membership card is sold for 30 RMB each, and the premium membership card is sold for 200 RMB each. "
"200 RMB for a membership card? If this was in Hong Kong, the price might not be high. But in China, will anyone buy it? This is equivalent to half a month's salary for a normal worker. Just to buy a membership card? "Li Zekai frowned. What he wanted to say was that even in Hong Kong, not many people would buy the membership card at such high prices.
Feng Yu shook his finger: "I am an ordinary worker. Of course, I will buy an ordinary membership card, and I will not get many benefits. For example, the free parking. Ordinary members will not get this because they cannot afford to buy a car. The VIP membership card was prepared for the rich or the powerful. Two hundred dollars was not a lot to them. I even think 200 RMB is too low. "
"How many membership cards do you think we can sell?" Fu Guangzheng asked.
Feng Yu showed one finger.
"1,000?"
"10,000 premium membership cards in every supermarket."
"10,000? Every supermarket? You are saying that just the premium membership cards can sell for 40 million? Aren't you being too optimistic? "Fu Guangzheng asked.
"I am not optimistic at all. I am sure that even 10,000 membership cards will not be enough. Every supermarket will announce to the public that we will only provide 3,000 premium membership cards. The rest of the people can only buy the ordinary membership cards. "
"Hunger marketing?" Fu Guangzheng immediately understood what Feng Yu was trying to say. But hunger marketing is not an easy method to succeed. Many companies had learned this method, and in the end, their products could not be sold and starved to death.
"That's right. You don't understand Hua Xia's mentality. The lesser something is, the more they will fight for it. The more people fight for something, the more they will be willing to buy it. "Feng Yu said confidently.
"Then how much do you think we can sell the membership cards for?"
"At least 100 million RMB! It might look like we are giving them discounts, but we are still making money. We can even clear our inventory during the Members' Day. "
"Fine. Even if what you said is feasible, but 100 million is only enough to set up two Hypermarkets."
Feng Yu calmly said: "The next step is the shopping cards. Although our supermarkets had introduced shopping cards, we had not gotten anyone to sell them. We only place them at the cashier counters, and the prices are not low. Not many people are asking for it, right? "
Fu Guangwei nodded. "That's right. We had done promotions in our shops, but many people left when they saw the value on the cards. We are still discussing if we should introduce some smaller cards for our customers to use as company welfare." Fu Guangwei nodded.
Feng Yu rolled his eyes at Fu Guangwei. Look at your position. A shopping card in Hong Kong might be a benefit for a big company. But in China, how many companies can give out such benefits?
What are the benefits of shopping cards? There is no name or password, and you can just use it to spend money. You will not be afraid of being investigated if you accept this card. My name is not written on it, and I did not have time to hand it over to the police.
But it is convenient to spend it. Tai Hua Supermarket has a wide range of products. This shopping card is equivalent to a bank card that can be used to spend money at specific places.
Although shopping cards are equivalent to vouchers, there is another benefit. It is not easily damaged, and it is more convenient to use than vouchers. It is also more convenient to give out vouchers. Currently, the largest denomination of the voucher was only 100 yuan. If he were to give 10,000 yuan vouchers, it would be a small stack.
"You all have misunderstood the positioning of shopping cards. The real positioning of shopping cards should be … … gifts!"
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