Chapter 1282

With the gradual fermentation of public opinion, the reputation of CSC club is constantly improving, but the image in the eyes of the general public has not changed well. For the general public, the best attitude is not to recognize CSC club, but to feel nothing.

In addition to some people who are not sensitive to it, more people are more or less resistant to it. Li Mu, who is in the middle of the vortex, has not taken the initiative to pay attention to the public opinion, but focuses on two things. One is to sort out the follow-up operation of CSC Club, and the other is to prepare for the next press conference.

Compared with other clubs, the operating cost of CSC club is very high. Other clubs can start business by renting a venue, but CSC club has invested hundreds of millions of funds to build its high standard hardware facilities.

Therefore, in the future, the operation of CSC club will not only maintain the operation of the whole racetrack and other hardware facilities, but also support an increasing team.

In the first year, the current 40.5 million dues, if all of them are used for operation, can cover up the cost, but these 40.5 million dues also need to provide 40.5 million worth of services to members. Even if the profit margin is set higher, at least half of them should be deducted. It is very difficult for the remaining money to maintain the overall operation and development of the club.

So what Li Mu has always stressed is to provide high-end products and services for his members in the club, do business for members, and earn the insufficient part of the cost.

Cai Zhengmao's car import business has been incorporated into the CSC club. 30% of the net sales profit is left to him, and the remaining 70% of the profit is used as the club's revenue, which rushes into the flow of the club. During this period, he has ordered more than 100 cars. If all the cars are delivered, the profit is more than 20 million, and the profit left to the club is about 15 million.

If CSC club continues to develop, it should not be a big problem to sell another 100 cars this year, that is to say, at least 15 million profit will be gradually put in place in the next half year.

Although the income of this area is considerable, Li Mu knows that the overall market of this business must go down. The reason why Cai Zhengmao's import and export business is good is that many high-end automobile brands have not officially entered the Chinese market. With the development of time, more and more brands have set up branches in China and expanded their sales channels After that, there is not much room for imagination in this business.

CSC club just burst into flames, collecting more than 40 million dues, selling more than 100 million cars and collecting more than 80 million good money. Although there are some criticisms in the society, it can be regarded as an extremely successful business case on the whole, but Li Mu didn't enjoy the present situation, but called Chen Ze and Cai Zhengmao together to discuss the subsequent profitability of CSC club Question.

Chen Ze and Cai Zhengmao both don't quite understand why Li Mu is so anxious about the follow-up profits because the current income is much better than expected.

Li Mu said to the two people without any disguise: "you must not think that we have been very successful at present. The book income during this period is good, but don't forget that we are living beyond our means."

"In other words, overdraft the late profits ahead of time, our CSC Club suddenly burst into flames in the circle, which really stimulated a large number of users who did not have sports cars to invest in buying sports cars in a short time, but this is just equivalent to that we forced the market behind us ahead of time. This year, taking advantage of the fire in the club, we sold 100 cars and 200 cars It's not a problem. Next year? How many more next year? I'm afraid there won't be much left in the next year. "

Chen Ze nodded and said, "you are right, but we still need to do the sales business of high-end products and services. This business will also bring us a good profit in the future."

Li Mu said: "Lao Chen, I want to think about a longer-term future. The club wants to maintain an upward trend. The more benefits, the better. Don't forget that we have such a huge hardware investment, and the maintenance cost of this part is also very high. What's more, don't you still want to maintain your own carding team?"? This requires more investment and, in contrast, greater profits. "

Chen Ze said seriously: "to be honest, the team is a money burning thing. It's impossible to expect it to make money, and it's bound to lose money. Besides, this is my ideal, and I can't let you help me pay the bill together, so I've considered the team's business very clearly before, and the team's expenses are borne by me personally."

Li Mu waved his hand and said, "don't talk about these useless things. At the beginning, when you said to build a racing track and a team, I suggested to build a club on this basis. These projects are one thing in themselves. Now you still want to separate them?"

Chen Ze said: "the team's business itself is a burden..."

Li Mu interrupted him and said: "not all the projects that can't be profitable in the short term are cumbersome. The three of us should work together as CSC clubs, and the pattern should be bigger. We should not think that the team is not profitable, but we should take the team out of the club's big plate. Instead, we should think about how to make more and more funds in our big plate. Now we need to The pursuit is to improve the profitability of the club, and then let the club incubate more related projects, the team is just one of them. "Chen Ze hesitated for a moment. Seeing Li Mu's resolute attitude, knowing that he was unwilling to let himself bear all the risks, he was full of warmth in his heart. He gave up the idea of taking out the team and investing by himself. He asked Li Mu, "you can tell me what we should do."

"In addition to the sales of high-end products and services, I want to do something deeper. After all, the way of cooperation in this kind of agency sales has no technical content," said Li Mu

Chen Ze and Cai Zhengmao asked curiously, "what is the deeper meaning?"

Li Mu said with a smile, "it's just like when you see a beautiful woman, the most superficial idea is to sleep with her, and then go deeper. You will want to fall in love with her, even marry her, have children, and stay together for a lifetime. What we need to do now is such a deep-seated plan."

Said Li Mu to Cai Zhengmao: "Zhengmao, Maserati is a good opportunity, you take the time to have a good chat with Maserati's contacts, talk about something deeper, I don't want to only help them sell cars, I want to do the promotion of the Chinese market for them! Let them allocate at least 50% of the cost of brand promotion and promotion to the club! "

Cai Zhengmao was stunned and asked Li Mu after a while: "Mr. Li, we are not advertising companies, how can we promote them?"

Li Mu said: "the real high-end brand promotion is not the same as the promotion of ordinary brands, especially the high-end brand with high customer unit price. The promotion of ordinary brands and low customer unit price is very good. If it is not good, it can also be like brain platinum, which is a simple, brainwashing advertising bombing. After all, the customer unit price of products is only one or two hundred yuan, most of the audience It's all affordable, but sports cars are different. Take Maserati for example. Do you think Maserati will be able to build the brand and directly bring considerable sales volume by advertising on TV every day? "

Cai Zhengmao thought for a moment and said, "it's more difficult to promote high-end brands."

Li said: "actually, looking at the development process of these high-end brands all over the world, we can see that many high-end brands will get the awkward position of" ordinary people can't afford it and rich people don't want to buy it "because of the improper marketing and positioning. Maserati wants to develop in Huaxia. How many people know whether it's the second, and how many people are really willing to spend it It's a million dollars to buy it. "

"At this point, 4A advertising companies may not be able to guarantee, and so are those companies that plan specifically for the high-end market. Their things are very good in form, but they are difficult to land or produce practical effects. The reason is simple: they really have no real influence on high-end consumers, and high-end consumers will not be led by them , just like those fashion magazines, which are just a group of editors with a monthly salary of 5000, telling people with a monthly salary of less than 3000 how to live a life with a daily salary of 30000, but think about it, will the real people with a daily salary of 30000 be led by these editors? "

Cai Zhengmao touched his nose and said with a smile, "well, my girlfriend doesn't like fashion magazines very much. She always said that most of the editors of fashion magazines have a common vision and can afford luxury goods, so they won't be around them."

Li mudian nodded: "this is the key to the problem. Advertising companies and planning companies can't deeply affect high-end consumers, but we are different. If you look at our application, you can see how attractive and influential we are to high-end consumers. If we do marketing for them, we can largely ensure that they will be in the Chinese market in the future The actual conversion rate of is unmatched by any advertising company or planning company. "

"A new brand entering a new market, especially a new market based on the country, is like fighting a transnational war, so we must prepare enough funds, so we can imagine that Maserati will prepare at least tens of millions of publicity budget for the next step to enter China, which is used to quickly sit up the brand awareness, so Zhengmao, your task is to Make Maserati aware of this and, as I said, give us at least half of their promotion budget in China. "

Li Mu thinks that Maserati is an opportunity for CSC to show muscle to high-end product suppliers all over the world in the future. If we can win Maserati and help Maserati to play a beautiful landing war in China, it is likely that most of the luxury car brands will have in-depth cooperation with CSC club in the future, which will also become a major profit for CSC club in the future To be part of.

"Mr. Li, I will communicate with the contact person at Maserati's side as soon as possible, but I have no idea whether this brand can stand firm in China and be accepted by Chinese people," Cai said

Li Mu suddenly thought of a brand and asked him with interest: "Zhengmao, do you think Land Rover has a future in China?"