Chapter 219 Luxury
In Xia Daohua's opinion, the manager or founder of Jixiang County is most likely a guy with obsessive-compulsive disorder.
He designed this city in an orderly manner.
Each functional area has a fixed location.
The commercial street is also divided into blocks. Although it is not absolutely forbidden to mix up the locations, in most cases, the functions of most blocks are quite clear.
The "Rice Fragrance" of summer rice flowers is located on a commercial street called "Liuxiang Street".
Of course, strictly speaking, this street is not just a commercial street, there are also some residential houses and houses interspersed among them. But most of the houses facing the street are open to various shops.
Moreover, I don’t know if it was an intentional plan by the county magistrate, but often the things sold and the businesses done in the same area are somewhat related to each other.
For example, restaurants compete with each other, theaters and brothels are piled together, bookstores and study treasures are not far apart, antique porcelain and collectible bracelets are linked together...
Near the shop owned by Xia Daohua, there are Zhencui Zhai which sells jewellery, Yunjin Pavilion which sells silks and satins, and Xiecaifang which sells rouge and powder. The consumption level of all these shops is above average.
Most of the guests received were wealthy and prominent people.
This is quite similar to the positioning that Xia Daohua gave to the first store of "Daohuaxiang" in Jixiang County.
In this time and space, the income of ordinary people is not high.
If you want to make money from ordinary people, you have to earn it slowly, penny by penny.
Sometimes, your profit may be as low as half a penny, or even one third or one quarter of a penny.
But if you are selling luxury goods and something new and different, it’s a different story.
The first market we face is not the common people.
Of course, the profit can also be set higher.
Sometimes if you set the price too low, it may be difficult to sell the product.
To put it bluntly, Xia Daohua intends to price the items in "Daohuaxiang" as luxury goods or light luxury goods. What they sell is not only the freshness, uniqueness, powerful functions and outstanding appearance of the products, but also the "Daohuaxiang" brand and the unique identity brought by using this brand.
On the opening day, Xia Daohua unexpectedly found that there were quite a lot of guests attending the opening ceremony.
Although she had posted the message before and invited some prominent figures in Jixiang County, she had also prepared herself mentally, thinking that these people would most likely treat the message sent by her, an unknown commoner, as garbage and throw it away.
In fact, as a commoner, strictly speaking, it is somewhat rude of her to post to others.
However, I don’t know if it was because Li Gan’s maternal family was too powerful, or because Xia Daohua’s post was too unique, which led to the guests coming in quite a large number.
The special thing about Xia Daohua's posts is that she took some exquisite photos, made them into black and white watermarks, and printed them on the posts.
This technique is actually very simple and not that new, but it successfully aroused the curiosity of customers.
Although most people just showed up and left, some stayed, or had their families stay, and came into Xia Daohua's shop.
Most of these people were curious and wanted to see what kind of business this young lady from outside the area was doing.
Judging from the name, "Daohuaxiang" sounds like a dim sum shop, and the shop does have dim sum, candies, pickles and other food.
But it also sells alcohol.
Moreover, it perfectly circumvented the prohibition of alcohol. Among the alcoholic beverages sold, there was not even the lowest alcohol sweet wine, but all kinds of fruit wine. There were purple wine, red hawthorn wine, light yellow peach wine, amber apple wine, light green plum wine...
They are colorful and taste sweet and sour, and are placed in very delicate glass bottles. One look at them makes people feel excited.
This is interesting.
In addition, they also sell exquisite glassware and ornaments, as well as soaps, perfumes, scented beads, scented balls, and scented sachets.
If it is a grocery store, the product variety seems to be a bit limited.
If you say it is a dim sum restaurant, there seem to be too many things that are not related to dim sum.
The customers were very excited and interested in these new things. Many of them pointed out the ones they liked and asked the store staff to pack them up on the spot.
The first wave of sales was quite strong, almost covering half of the renovation costs, but the money spent on purchasing the yard and stocking the goods has not yet been recovered.
After this group of prominent customers left, the "Daohuaxiang" store became quiet.
Although some people came in occasionally to see the novelty, many people were immediately put off by the stacked shelves, the exquisitely arranged items, and the guys in uniform, and turned away.
Many people don’t even have the courage to go into the store and take a look.
In addition, among these small fish and shrimps that came into the store, some actually wanted to steal things.
However, either the waiter discovered them and politely stopped them, or the alarm went off before they reached the door...
On the first day of opening, the alarm went off seven times.
Xia Daohua couldn't help but laugh out of anger - it turned out that there were only a few people who really came to buy things, but there were waves of people who wanted to steal things?
She calmed down a bit and reflected on whether there was something wrong with her positioning - was the store too high-end? Was the price too extravagant?
However, the benefits of these things can only be known after they have been used.
For the time being, there is no need to worry about sales volume.
Erlang looked at the business situation and felt that he could not rely solely on this store, but still had to find a wholesaler.
Xia Daohua also thinks that wholesale is a better idea.
Although the profit of wholesale is definitely lower than that of retail, it can sell in large quantities! You can sell a large number of goods at one time, which saves trouble and worry, and is very pleasing to the body and mind.
Xia Daohua regards "Daohuaxiang" as a display unit rather than a store purely for sales, hoping that once the situation changes, her mood will improve.
Although the luxury goods industry is very profitable, taking the luxury route means that "not opening for three years" is the norm.
If you only make luxury goods, your little heart will inevitably go through tests again and again.
If you are doing wholesale business, you need to get paid quickly but not ship too much. Otherwise, if you are not careful, you might ruin the "luxury" brand.
Finally, after careful discussion, Xia Daohua and the money-making team decided that the "Daohuaxiang" store would go the luxury goods route, but the wholesale business would also continue.
It is just a wholesale business, so the business scope of suppliers must be limited, and the products are also shipped in limited quantities. After all, "scarcity makes things valuable"!
When good things become abundant, they become worthless.
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(End of this chapter)
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