Super Orchard

Chapter 208 Hard Resistance
The Lantern Festival on the fifteenth day of the first lunar month is a very important festival. Especially in ancient times, people paid more attention to the Lantern Festival, because this day represents the official end of the "New Year" festival.

On this day, Zhou Jianguo also returned to the orchard, and together with Shen Yangguang, ate big glutinous rice balls filled with minced peanuts and lard stuffed by Zhang Zhahui in the staff cafeteria.

During this period of time, the two have been paying attention to the operation of the fruit shop every day, and they are also paying attention to the dynamics of the real fresh fruit shop.

Since Jinquan Orchard launched the [-]% discount activity, because all fruits are sold with zero gross profit, there is no such thing as losing money or making money, but the daily expenses of the store are definitely at a loss.

Shen Yangguang did some calculations. The salaries of the staff in each store alone cost 5000 yuan a month. In addition, there are water and electricity bills and fruit transportation fees for the stores, plus other taxes. Waiting for expenses will cost about 2 yuan per month.

This does not include the cost of the stores, because these stores are bought by their own homes. If you look at the rents of nearby stores, you will lose 1 yuan in house rent every month.

Not counting the store rent, the 150 stores will lose 300 million yuan per month. No matter how much fruit is sold, this amount of money will definitely be lost. This is a real "losing money and making money".

The same is true for the Fresh Fruit Store. Both sell the same fruit at the same price. The number of stores and the number of employees are also the same. Other expenses are almost the same, so the Fresh Fruit Store is 300 million per month. dollar loss.

The amount of the loss was well known to both of them, so they didn't say much. Instead, Shen Yangguang asked: "Their fruit shop uses the same price and discount as ours. It's obviously because they want to fight the bayonet!"

Zhou Jianguo nodded and said, "I thought about it for a while. There are only two reasons why they did this. One is that their funds are still deep and they want to fight us to the end to see who can't hold on first. Another reason is that They are singing an empty city plan, trying to make us retreat in the face of difficulties."

Shen Yangguang took a bite out of the glutinous rice balls in the spoon, and said while eating, "Which of these two reasons do you think is more likely?"

"According to our previous speculation about their funding situation, I estimate that the second one may be bigger, but I can't guarantee it."

"I also think they are the second possibility. They want to frighten us by advancing as a retreat. We will not be frightened by them and continue to engage in activities!"

Zhou Jianguo said in a deep voice: "But we can't be blindly confident. If their cards are deep and they want us to take the bait and continue to consume, that would be bad."

Shen Yangguang smiled and said: "Your worry is not unreasonable, so we can't play too hard all at once, we have to take our time and boil the frogs in warm water."

"What kind of cooking method?"

"Now we have a monthly loss of 300 million yuan. This amount of money does not have much impact on our entire orchard. We have [-] million yuan in our hands, and after half a year, the self-produced fruits in summer will be on the market in large quantities. At least we can earn more money." Up to [-] million, enough for us to lose nearly [-] million per month. So, we will slowly increase our chips and see if they follow or not."

Zhou Jianguo nodded and said, "That's fine, but we must strictly control the loss within 9000 million yuan per month, so as not to break the company's capital chain. If the capital chain is broken, then We're done."

The 9000 million yuan was calculated by Zhou Jianguo based on the current profitability of Jinquan Orchard. Even if no major investment is made in the future, based on the current purchase and sales of Jinquan Orchard, it can only guarantee a monthly loss of 9000 million yuan. Survival, if this number is exceeded, Jinquan Orchard is at risk of closing down at any time.

Shen Yangguang smiled and said: "We must not cross this red line. In this way, starting tomorrow, we will cut prices again, and all fruits will be discounted by [-]% until the second day after the event at the True Fresh Fruit Store. Let's see how they respond."

Zhou Jianguo thought about it again, and said: "With a 300% discount, there will be more than a fixed loss of 9000 million yuan per month, and the sales of fruits will also become a negative gross profit. The more we sell, the greater our losses will be. If you are not careful, it may exceed the range of [-] million yuan."

Shen Yangguang was not nervous, and then said: "I have thought about this issue too, so this time our activity will be shorter, and it will only last until the second day after their activity ends. It depends on the situation at that time, even if the loss exceeds the budget , It’s only half a month, and it won’t hurt our fundamentals. If they still need to follow up urgently, we will bear with it and end this price war unilaterally.”

"Yes, I think it should be like this. At that time, we will continue to develop dullly. Although the fruit shop will still lose money, we will not cut prices, and the loss will not be too much. Let's not care about how to do it. We will focus on developing the base camp and slowly accumulating strength."

The range of 9000 million is as much as thirty times the current loss of 300 million. It stands to reason that this number is already very safe. Basically, no matter how hard the two of them struggle, it is not easy to lose 9000 million a month.

However, Shen Yangguang still wants to continue to maintain the rapid development of the orchard while fighting a price war, which also requires a large investment of funds, so the actual loss is far less than 9000 million, so it is appropriate to be careful.

On the day of Lantern Festival, which is celebrated everywhere, Wu Zhennan obviously didn't feel the festive atmosphere, but was a little upset, because the news that the Jinquan Orchard Fruit Store will have a [-]% discount from tomorrow had already reached his ears.

Looking at the think tank in front of him, Wu Zhennan couldn't help but frowned, and asked: "Not only are they not scared by us, but they have lowered their prices. Tell me what to do next?"

The think tank was also a little frustrated. He originally wanted to give it a go, but he didn't expect that Jinquan Orchard would not be scared away, but a bigger trick was brought in. After thinking hard for a long time, there was no good countermeasure, and he said softly: "Now we only have There are two ways to go, one is to continue to fight against them, and also play the brand of [-]% off the whole game."

Wu Zhennan said angrily: "I'm afraid our current funds won't last long. If we offer a [-]% discount for the whole house, it may not take a few months, and our pockets will be empty."

"So, our event this time can't be too long. The Golden Spring Orchard only ends the day after we end, so let's make a shorter one, which only lasts for a week. Even if the situation is not good at that time , can also reduce losses.”

"What about the second method?"

"The second is that we will directly restore the original price after this event is over, and take a breather before waiting for the opportunity."

Wu Zhennan was even more angry, and his voice raised a lot, and said: "Even if we restore the original price, they have a [-]% off sign next door to us, how many customers can we have? We can't earn enough income every month. We are still at a loss!"

Seeing that his mastermind had stopped making a sound, Wu Zhennan frowned and thought for a while, and finally decided to follow what he said and continue to fight hard, with a [-]% discount on the price.

(End of this chapter)