There is a French pub called ” right around the corner” in northern London. Guests here often spend two hours tasting good wine and delicacies. They settle accounts and pay for their meals. Customers can decide how much to pay for their meals. The restaurant pays for meals ” at will”, which is the idea of restaurant owner Vasos.
Vasos said: ” If the service and food are very good, people will give a lot of tips. So I thought, why don’t you hand over the whole account to the customers, who will pay as much as they think it is worth? ” He did an experiment: let customers enjoy wine, crab roe and salmon and then decide how much to pay. To our surprise, most customers pay their bills fairly or generously.
Many people think that Vasos is doomed to lose money, but the fact proves that its marketing strategy is still very successful. Vasos said: ” So far, customers have paid 20% more than the original price of those dishes. People want to look cultured. If they don’t pay enough, they will feel embarrassed.” Walsos also has a stake in four other restaurants, and their weekly profits are 5% to 10% less than those of restaurants where customers decide to pay their own bills.
In fact, Voss also has a clever way to prevent customers from paying too little. If a guest is too stingy, he will give the money back to the other party, so that they will know if they want to patronize again, they should pay more money. Due to the successful operation of ” just around the corner”, a number of restaurants have followed the operation method of Walsos.
I don’t sell coffee, I sell cell phones.
In October 2004, Germany’s coffee giant, ranked fifth in the world and with more than 1200 chain stores in Europe, announced its cooperation with British mobile phone operators to enter the mobile phone market.
” What is this coffee shop? The whole grocery store! ” People can’t help sighing when they walk into the brew coffee shop. Indeed, not only mobile phones, there is everything from coffee and watches to saucepans and underwear. Selling these irrelevant commodities together is the legendary ” brew mode”, that is, customer sharing to maximize the brand’s contact range.
Chebao coffee shops are all over the streets of Germany. In these coffee shops, customers can not only enjoy delicious coffee, but also get basic technical support, purchase mobile phones, prepaid cards, SIM cards, and go through signing procedures. This joint sales mode gives full play to the integration effect of products. Some customers intended to come to the store for a cup of coffee, but ended up buying a mobile phone. While other people handle the mobile phone service, they are also hard to resist the temptation of delicious coffee and pay for it obediently. In just 16 months, qibao has attracted more than 500,000 prepaid users and a large number of contracted users, and has now become one of the largest prepaid service providers in Germany.
I don’t sell food, I sell color.
The owner of ” Sanye Cafe” in Tokyo, Japan, Sanye has made every effort to save coffee materials and make more profits by making use of human eyes to feel different colors. He asked 30 friends to drink 4 cups of exactly the same coffee each time, but each cup of coffee had different colors, namely coffee, red, cyan and yellow. As a result of the test, two-thirds of the people said ” too strong” for the coffee in the coffee cup. For the coffee in the blue cup, most people think ” neither strong nor weak, just right”; Nine out of ten said ” too strong” to the coffee in the red cup. On this basis, Sanye came up with a way to save coffee materials-coffee shops will all use red cups. This not only saves coffee materials, but also leaves a very good impression on the customers. As a result, business is booming.
I don’t sell recipes, I sell cooking.
There is a small bookshop with a red awning on a narrow and inclined street in the west 2nd district of London, England. it is called ” kitchen bookstore”. A quick look at the shop’s exterior decoration is nothing special, but its name is really not small. It claims to be ” the best bookstore in the world”. Due to the unique design of the store and the complete range of recipes, many food lovers come here.
The kitchen bookstore, which only sells recipes, was opened in 1983 by a nurse named Haidi. Haidi realized that delicious food is very important to everyone when nursing patients. Unfortunately, compared with many big cities in the world, London’s restaurants do not have a good reputation. However, as an international metropolis, London is a gathering place for all kinds of recipes in the world. As a result, Haidi’s ” Kitchen Bookstore” came into being. She hoped that Londoners could learn from the advantages of various world cuisines and make their meals more delicious.
” The Best Taste Bookstore in the World” is not just an empty name. This bookstore often smells of various foods. Find the fragrance and walk into the bookstore. You will find a standard kitchen in the depth of the room: a half-height dining table with all kinds of pots and pans. There is a small blackboard above the dining table with several dish names written in chalk. Every day at 12 noon, the chefs here carefully select several dishes from the bookstore’s recipes for on-site operation. At that time, food was no longer the words and photos in recipes, and the bookstore had become a food world.
The second floor of the bookstore is a workshop, where readers who love cooking can do it by themselves, and there are famous teachers nearby to give directions. The courses studied are fixed: Italian pizza in March; May teaches Japanese sushi; What was taught in July was the Mexican chicken roll … all the courses can be found online and the cost is reasonable. Although many people do not come here specially to buy books, under the temptation of the aroma in the store, few people can do it without greediness or ” itching of the hand”. For those gourmet experts, the recipes collected here are made by famous experts and are very professional.
What I picked up was not garbage, but celebrity privacy.
A man who picks up junk in garbage bags outside London’s street law firms late at night earns 250,000 pounds (nearly 4 million yuan) a year because he can always find a lot of ” celebrity top secret privacy” and ” important case evidence” in the ” junk” and sell the ” junk” found to the media or related organizations.
The man who became rich by digging celebrity ” garbage” was Benjamin Pell, in his 40s, nicknamed ” garbage king”. Every night, he would drive his big truck quietly to London’s major law firms and wear a pair of rubber gloves to search for rags in waste bags. However, what Pell is looking for is by no means ordinary ” garbage”, including a large number of celebrities’ privacy and even evidence of some important cases in court. It was by selling these ” rubbish” that pell was able to make a fortune quickly.
I play music and earn dollars.
There is a restaurant opposite the Zurich Opera House in Switzerland, and there are often spectators who have attended the opera and dined in the restaurant. The passenger flow and turnover of the restaurant are closely related to the plays performed by the theater: when Wagner’s ” the wandering Dutch” was performed, the audience was exhausted by the heavy music. after the end of the play, people hurried home to rest and no one had leisure to patronize the restaurant. When ” La Traviata” was performed, people who were extremely touched had to stay in restaurants for a while and eat something in order to calm their emotions. When ” Country Knight” was performed, the sales of restaurant wine increased significantly.
Senior U.S. market researchers have done some very interesting experiments in a supermarket in the southwest of the United States on whether music affects customers’ purchasing psychology. The results show that customers’ behaviors are often in tune with music: when the rhythm of music reaches 108 beats per minute, customers enter and leave the store more frequently, and the average daily turnover of the store is 12,000 U.S. dollars. When the rhythm of music drops to 60 beats per minute, the time customers spend in front of the shelves to buy goods is correspondingly prolonged, and the average daily turnover of the store increases to 16,740 US dollars, up 39.5%. Some people have also carried out similar experiments in restaurants. When light music is played during business hours, customers will unconsciously speed up the meal, thus improving the utilization rate of meal seats.
According to the subtle relationship between music and business operations, Ronald, a shrewd businessman in Orleans, USA, plays soft and slow music from morning till night in his own shopping malls, thus boosting the turnover by more than 10%. He said happily: ” The music rhythm in the shopping mall has a great influence on the turnover.”
I bought 50 million dollars for one dollar.
Ford, a young man from a poor family in Sacramento, USA, helped others from an early age. At the age of 25, he decided to start his own business. He has saved a little money through years of frugality, but it is still far from enough to run a business on this money. However, he is full of confidence in the social experience he has gained through many years of work and the unique skill he has come up with. He is convinced that a buyer of household commodities is often a housewife, so he has a good eye on the vast market of housewives. He advertised ” one dollar goods” in a first-class women’s magazine. These goods are all practical and high-quality small goods made by famous big manufacturers. Among them, 20% of the purchase price does not exceed one dollar, and 60% of the purchase price is just one dollar. Ford’s selling price for all these goods is US $ 1, only asking for payment in advance. As soon as the advertisement was published, orders flew in like snowflakes, and a large amount of advance payment followed. Ford therefore had the necessary capital, so he used the money to purchase goods and mail them to subscribers.
Although it requires little capital, it also has a large turnover. But the greater the turnover, the greater the loss? Is Ford a fool? Of course not! Each Ford subscriber will receive a catalogue of 20 commodities and illustrations of the commodities at the same time when receiving the reserved commodities. These goods are also the products of large manufacturers, with prices ranging from 3 to 100 US dollars and a blank money order. A brief explanation is attached to the catalogue: ” If you need the goods on the catalogue, please tick the name, fill in the money order at the above price and send it to us together.
In a few days, you will receive the goods you need. ” As the sale of” one dollar commodity ” has made customers have a sense of trust and convenience in Ford’s operation, a large number of subscribers have ordered the commodities on the catalog from him. Profits from operating these commodities are more than enough to cover losses on ” one dollar commodities”. Ford’s business snowballed. A year later, FDT Communications Trading Company was officially established. In 1947, this commodity-free company had sales as high as 50 million US dollars.