Chapter 19 Chapter 19: A Business Elf with a Fusion of East and West

Acer, BenQ, Uni-President, Ting Hsin, Want Want...these well-known brands all come from the same place—Taiwan, China. Taiwanese businessmen have a strong charm of traditional Chinese culture, but they do not lack modern awareness. A large number of people studying in the United States have become the mainstream of Taiwanese business circles. Patience and stubbornness are the most notable characteristics of Taiwanese businessmen, which are not only reflected in their business, but also in their attitude towards life.Taiwanese businessmen are not afraid of hardships in doing things. They believe that doing business requires a flexible mind, but what is more needed is a persistent spirit.Doing things in the business field, Taiwanese businessmen believe in saying what they say and doing what they say, and never go back on what they promised.

In business, they attach great importance to traditional Chinese culture to the point of superstition.For example, Taiwanese residents generally taboo the number "4", because "4" is similar to the sound of "death", so they always try to avoid the number "4" no matter what they do, or change the number "4" to "double double". " to express. Under the influence of the west wind spreading eastward, the Chinese people's aesthetic point of view has gradually changed from focusing on the beauty of the appearance to focusing on the fitness of the body.This change also has business opportunities in the mainland.

Many years ago, there was a product called "Xiantao Brand Tongru Wan" in the Taiwan market. This product is aimed at married women. If there is insufficient milk for breastfeeding babies, taking Tongru Wan can make the milk sufficient.Due to the good effect and reasonable price, it is more trusted and welcomed by women in many rural areas, and the sales volume is very stable. However, in recent years, due to the improvement of people's living standards, the phenomenon of women's malnutrition and insufficient milk has gradually decreased. Coupled with the improvement of education levels and the aggressive promotion of milk powder, the number of mothers who breastfeed their babies in person has greatly decreased. The sales of pills have gradually declined, and even disappeared in drugstores.

Because Tongru pills can not only make milk sufficient, but also make breast development normal.Therefore, under the careful planning of the marketing staff, the repositioning of Tongruwan is to update the product sales target and demand target. In the past, the focus of demand for products was to make breast milk sufficient, but now it has changed to make breasts develop soundly.What used to be a marketing focus on married women giving birth is now on unmarried girls.The change of promotional focus and targets has enabled Tongru Wan to reappear in the market with a brand new look. This change immediately aroused the interest of many unmarried girls, because flat breasts are really a major physical limitation for women who love beauty.Nowadays, there are products that can make your breasts stand up and help your body look good. How can anyone not flock to them?A product that was already on the verge of death, just like that.

"Centured insects are dead but not stiff", products on the verge of death can also be revived under careful planning. Zheng Mianmian is the head of a huge multinational consortium with more than 5 billion US dollars. Taiwan newspapers called her "the most profitable person in Taiwan". Fang Ming is at the top of the list. The Plaza Hotel in Taipei is the largest hotel in Taiwan. The Plaza Hotel opened in advance without the completion of some facilities and before obtaining the relevant business license. It was fined 360,000 NT dollars three times. The owner of Plaza Hotel is Zheng Mianmian. As a very intelligent entrepreneur, why was she fined for opening early?Which has its own tricks!

The Plaza Hotel was severely fined. This is a hot news. Taiwan's major media rushed to report on this matter, which caused an unprecedented sensation.Such a wonderful advertising plan has saved tens of millions of yuan in advertising costs for the hotel, and the effect is much better than advertising.The hotel has attracted tourists from all over the world and the island, so that the Plaza Plaza Hotel has not yet been fully completed, and its name has been spread around. Not only that, the hotel also launched a "set banquet" with an asking price of 500,000 yuan and a "presidential suite" with a daily accommodation of 200,000 yuan.This staggering price requires ordinary people to work hard for several years to enjoy a meal and a night of accommodation.This move also attracted the attention of the public, newspapers, and radio stations, who criticized and condemned it one after another. However, it was these abnormal actions that attracted public attention and made people from all walks of life know that there is a Plaza Hotel.Compared with spending tens of millions of yuan on advertising, the effect is many times better. As a result, the Plaza Hotel has a lot of guests.Tourists from all over the world come to stay here, and the hotel makes a lot of money.

Modern people are so familiar with being surrounded by numerous advertisements that they have to be creative if they want to be famous. Special planting and special breeding: People need food and clothing, so there will always be opportunities for planting and breeding, but there is almost no chance of making a fortune relying on ordinary planting and breeding.At present, the largest investment opportunities in planting and breeding exist in special planting and special breeding. Special planting mainly refers to the introduction of fine varieties from abroad, especially varieties that are not yet available in China.The investment cycle of special planting is relatively long, and investors need to have sufficient psychological and financial preparations.

Special breeding is also popular in recent years, showing good development prospects.There are mainly two types of sources of special breeding, one is the introduction, importing excellent varieties from abroad and varieties that are not yet available in China, the method is similar to special planting; the other is domestication, domestication or semi-domestication of animals that were only wild before. animal.The risk of special breeding lies in the generally high technical requirements. If investors do not master the technology themselves and rely entirely on external personnel to solve technical problems, the risk will be even greater.

There is Gudi Co., Ltd. in Taiwan, which deals in handicrafts.Wu Lu, the owner of the company, found a way to make money while appreciating ancient paintings. Once, a friend invited him to watch "Surfing the River During the Qingming Festival".In this famous painting, there is an ancient Chinese sailing boat in the Bianliang style during the Qianlong period. He was immediately moved when he saw it. If this unique sailing boat was made into a handicraft, many people would definitely like it. After investigation, he found that there are only imitation sailboats from Spain and other countries in the craft market, and no one has thought of the ancient sailboats in China.Therefore, he first made a sample and sent it to an art store for exhibits. Sure enough, many people came to inquire and asked for other styles of ancient Chinese sailing ships.

After getting the news, Wu Lu often went to the Palace Museum, History Museum and other places to collect more than 50 ancient Chinese sailing ships of different styles.With the pattern, he looked for materials for making it, and finally, he thought that pagoda wood was more ideal.As a result of these efforts, Gudi's sailboats were sold out as soon as they appeared on the counter, and the business became better and better. Don't say that there is no way to make money, there are business opportunities everywhere. Beauty and hairdressing industry: The beauty and hairdressing industry is an industry that accommodates more investors in mainland China.In recent years, the domestic beauty salon industry has developed relatively rapidly. According to relevant industry reports, in the past three years, newly opened beauty salons in China accounted for nearly 80% of all beauty salons, and nearly 800,000 new beauty salons were opened.This shows that more and more investors are optimistic about this industry.In addition, the average profit of the beauty salon industry is relatively high, especially the beauty industry, which is estimated to have an average gross profit of 70%.In addition to the storefronts on the street, the location of the store has now extended to residential houses, hotels, and office buildings in the community.The beauty and hairdressing industry has a low threshold and relatively fierce competition. If you want to achieve good business results, you must pay more attention to "service" and "features".

Hitting east and attacking west is a common strategy to deceive the enemy in the art of war.Throughout the ages, the tactics of attacking the east and attacking the west have been repeatedly used in the military.In the Taiwan stock market, there is a big man named Li Yuzhong who used this tactic freely and made a lot of money. Li Yuzhong holds both TSRC shares and Taiwan Benzene shares.He repeatedly applied to the Securities Management Commission for the sale of Taiwan Benzene shares in order to free up funds to buy a large number of TSRC shares.The matter seemed very simple. He wanted to take advantage of the rising price of Taiwan Benzene stock and sell the stock to make a big profit. In fact, Li Yuzhong applied for a large number of shares for sale, but actually sold a small number of shares.Since the outside world doesn't understand the truth, they only know that after the big investors sell Taiwan Benzene stocks and invest their funds in TSRC stocks, TSRC's annual profit will increase, and next year's dividends will be good.As a result, investors rushed into the shares of TSRC, and the stock price of TSRC jumped three levels in a row, rising from NT$40 to NT$98.At this time, the big investors quickly sold TSRC shares.After such a wonderful smack, Li Yuzhong profited on both sides. When the stock price was NT$50, a large investor in Wanyou Paper reported to resell 4.9 million shares of Wanyou Paper within one month, causing the stock price to plummet.When many investors sighed at the price of NT$32, Li Yuzhong sold all the 511,000 shares in his hands.As a result, Wanyou shares were like a river breaking its embankment, flooding, and the decline was out of control.Under such circumstances, Li Yuzhong immediately set up a net to catch fish and recovered all of them.A week later, the board of directors of Wanyou Paper announced that due to the change of location, the value of the land belonging to Wanyou increased by three times, so Wanyou shares rose back to NT$52. At this time, Li Yuzhong took the opportunity to pour out the recovered stocks, earning a profit A lot of money. The market and the battlefield are very similar, and it is definitely beneficial to use the strategy of a battlefield merchant to do business. Pacific Construction Corporation is one of the largest giants in Taiwan's real estate industry.Due to the company's long history and sound management, the houses launched have a good reputation in terms of design and quality. Over the past 10 years, more than 90% of the houses launched by the company have been sold out during the pre-sale period, even if the price is slightly higher than that of competitors, because they often have genius-like creative masterpieces in advertising. A few years ago, the company launched the "Sunshine Mountain Forest" villa area near Yangmei, and it started to sell very hard.Because it is too far away from Taipei, it hinders customers' interest in visiting.If no one came to the door, of course there would be no sales. To this end, the company authorities held a review meeting to plan countermeasures. Everyone agreed that the location, value, and development potential of "Sunshine Mountain Forest" should be competitive. The problem lies in not attracting customers to visit. How can we break through this problem? After painstaking thinking, a master planner proposed to build a tennis court first, hold various tennis games and cooperate with the "National Tennis Association" to provide venue equipment for free, and move important games to the "Sunshine Mountain Forest". Holding ball games on construction sites, especially high-level sports such as tennis, is of course very attractive to athletes and those who love this sport.This move is not only smarter than traditional venues, but most of the demand objects are middle and upper class with purchasing power.After the first-class tennis court was built and many important competitions were held successively, the construction site of "Sunshine Mountain Forest", which was originally empty, was full of people every holiday, and the villas that no one cared about were sold one by one. go out. Don't be afraid that you can't do it, just that you can't think of it, as long as you use your brain, you can always solve the problem. Salary sports market: Recreation and fitness is a sunrise industry, but most of the current fitness and fitness centers are hidden in high-end office buildings or special places, which are expensive to get started, and some can even be regarded as extravagant consumption, only providing services for the boss class and "successful people".At present, there are very few health and fitness centers suitable for the consumption of ordinary wage earners, and they are basically blank. If someone can use their brains in this area, for example, using community open spaces and community squares with mobile sports equipment, the investment is not much. If Done right, this could be a big gold mine.For example, if you operate a trampoline for children in a community park, the cost of a trampoline for children is about a few hundred yuan, and each child is charged 3 yuan for 20 minutes of jumping. The business is very prosperous, and many children wait in line.During peak seasons, such as spring and autumn and summer evenings, it is easy to earn two or three hundred yuan a day. Mention Zhang Zilu, everyone in the Taiwan stock market knows it well.He has been involved in securities for more than 40 years and is known as a "tumbler" in the stock market. The reason why Zhang Zilu has been invincible in the treacherous and ever-changing stock market for more than 40 years is mainly due to his unique investment philosophy. Zhang Zilu has a keen eye and sees the timing. In 1951, Taiwan began to implement the policy of land to the tiller, expropriating land from landlords, issuing physical bonds and matching 30% of the stock certificates of the four major companies "Taiwan Cement", "Taiwan Paper", "Agriculture and Forestry" and "Industrial and Mining". At that time, people were unfamiliar with stocks, and the shadow of inflation in the past had not been completely eliminated. Landlords worried that stocks would become less and less valuable.Therefore, Zhang Zilu, who has experience in financial transactions, posted the words "Purchase the physical bonds of the four major companies at a high price" on red paper at the door of his house, and started the most primitive transaction in Taiwan's stock market.He bought it at a price of NT$1.5 per share and sold it at a price of NT$1.55, earning a considerable profit from the price difference. Zhang Zilu uniquely believes that in the stock market, speculation should be carried out in the same way as investment.He emphasized that one should not expect to earn the most in the stock market, but should pursue the most stable earning.The stock market is made up of money, and there is endless money to be made. It is not a pity to miss an opportunity to make money, because there are too many opportunities to make money in the stock market. Therefore, his experience is that he would rather earn less than lose money. By mistake.Because it is not easy to get up after falling down. There is so much money in the world, investing with a peaceful mind can easily generate benefits. Rumors are terrible, and sometimes a single rumor is enough to shut down a company. Let’s see how a company in Taiwan smashed the rumors and turned defeat into victory. "Mary's Medicinal Soap" produced in Taiwan was originally a very popular commodity, but because it was once rumored that the "G-11" content in the medicinal soap imported from the United States was too high and harmful to the human body, its sales suddenly shrank by 2/3.Affected by this, the soap company is determined to recover the impact after testing that there is no problem with the product. At the same time, they published an advertisement "Mary seeks victims" in Taiwan's major newspapers.It is said that anyone who has adverse reactions due to the use of "Mary" can get compensation of more than 500,000 Taiwan dollars after the company's medical certificate and re-examination are true.And according to the victim within 10 days to send the relevant certificates directly to the law firm. Three days later, the advertisement was republished, with only the headline "So far, no victims have been recruited".Another 3 days later, the advertisement appeared again, with the headline saying "There are two victims who have been recruited", and then explaining that one of them did not have a hospital certificate and was not accepted, while the other was under review.After another 3 days, the advertisement appeared for the third time, titled "Who is the victim", saying that the victim's skin rash was caused by eating seafood after a reexamination, and the victim withdrew the lawsuit on his own.It also stated that once the 10-day deadline has passed, such cases will no longer be accepted. After 5 days after the 10-day limit, they immediately published a full-page advertisement with the title "I am the victim", saying that they are the most innocent victim, because there is no precedent of Mary soap causing illness in all parts of the world!The ad features a pair of handcuffs holding Mary's medicated soap.As soon as this set of advertisements was published, it really caused a sensation. In addition to the sensation, the sales of "Mary's Medicinal Soap" rebounded. It is worth noting that the two recruited victims in the advertisement were fictitious by the company, which was a "fake show". However, it was this "fake show" that achieved the effect of attracting customers' attention. This series of advertisements is full of drama, suspense, impact and climax are all arranged properly, which can be called a first-class masterpiece.Greatly increased the customer's trust in the advertisement, which invisibly improved the reputation of the soap company. crisis!crisis!Don't think these two words are so scary. Crisis means that there are opportunities in danger. When many Hollywood blockbusters are released, important costumes and props will be publicly displayed in theaters to arouse the interest of the audience and increase box office revenue.In this regard, Taiwanese film producers have also done a good job. In the spring of 1965, when the blockbuster "Xi Shi" co-produced by Taiwan Film Studio and International Film Company at a cost of NT$20 million was about to be screened, both the famous director Li Hanxiang and the director of the studio felt that there should be special advertising methods. , in order to strive for market effect. This idea caught the attention of the general manager of Guoyi Advertising Company, who immediately expressed that he could make wax figures to wear these costumes.So a total of 14 real-life wax figures were made, with appropriate scenery, and the scenery became the scenes of four climax scenes, including "Huansha", "Kicking to Death", "Tasting Courage" and "Shirt Drum". It happened to be the first large-scale department store in Taipei—the First Department Store was preparing to open, but the products were not rich enough, and the fifth and first floors were still empty. When I heard that there was a wax figure exhibition plan for Xi Shi, I actively strived to exhibit it on the fifth floor. out. On October 15, 1965, the first department store and the wax figure exhibition opened at the same time. There were countless visitors. Promote, make a splash.And department stores have thus attracted a flood of customers, which can be said to kill three birds with one stone. Promoting means that benefit oneself is not considered superb, but a business plan that allows everyone to make money is truly brilliant. It is not uncommon to use monthly tickets to take buses and subways, but it is very unusual for supermarkets to use monthly tickets to buy vegetables. A supermarket in Kaohsiung City, Taiwan Province recently launched an ingenious promotion method.This market issues a "monthly ticket for grocery shopping" to every customer: Anyone who goes to the market with a monthly ticket can not only enjoy a 10% discount, but at the end of the month, the market will also reward the first place with the highest purchase amount this month. NT$3,000 tourism fund. If you think about it carefully, "Monthly Pass for Buying Vegetables" is a kind of management trick for product promotion, and it will definitely produce a series of effects. The first is the "long-term effect". Customers buy vegetables with a "monthly ticket for buying vegetables". In order to save 10% of the cost of vegetables and strive for a considerable amount of travel funds, they must continue to buy vegetables in the same vegetable market, virtually "tied" These ticket-holding consumers have been captured, thus winning a large number of "long-term customers" for the vegetable market.The second is the "snowball effect". Buying vegetables with a monthly ticket can save 10% of the money and have a chance to win prizes. This kind of affordable temptation will attract many customers, and like a snowball, the team of buying vegetables with tickets will continue to expand.The third is the "over-purchase effect". Buying vegetables with a monthly ticket saves money and wins prizes. The more you buy, the greater the chance of winning, which invisibly plays a role in promoting purchases and increasing sales. Learning from the marketing techniques of unrelated industries can often achieve surprising results. Investing in the art market: In recent years, mainland China's art investment has been booming, and it is definitely not a mistake to get involved in art investment.There are conditions and prerequisites for investing in art. First of all, investors need to know the goods.To be able to distinguish genuine goods from fakes; to be able to spot potential authors.Of course, both of these issues can be resolved by seeking the assistance of industry experts. In addition, art investment is not just an investment in art itself. As the art market heats up, providing peripheral services for art investment can also make a lot of money.For example, those that provide venues for art sales, such as galleries, etc.; those that provide mounting and framing services for art works, such as picture frame factories; those that collect special raw materials for artists, such as pens, inks, paper, inkstones, special pigments, and clay Wait.In short, the art market is a complex market. As long as you have the ability, you can always find your foothold and find your way to make money in it. A clothing company in Taiwan designed and produced a unique kind of children's fitness pants, but they didn't sell them. Instead, they spared no expense in advertising on TV with the slogan "Give it away, not sell it, while supplies last". When the news came out, it immediately touched the hearts of thousands of consumers, and the first batch of 500 sample pants put on the market was sold out.Many mothers with love for their children came to hear the news but couldn't get it, and couldn't bear to disappoint their children. They called the company one after another and expressed their willingness to pay for it.For several days in a row, there have been constant calls to buy. The company saw that the time had come.Immediately sent a large number of already prepared goods to the sales outlets, and at the same time sent a "notice" on TV: In order to meet the needs of the public, the company specially organized employees to rush to produce a batch of children's fitness pants, which will be on the market tomorrow. I would like to know that there is a cost fee for each item.After the product was put on the market, it has been selling well.Not only has the company made enough money, but its reputation has also been established, and it has a good image among the public. In order to make a new product known to everyone, not only must it be actively advertised, but it must also break through the inherent thinking mode, and only by surprise can it win. Casual Western Restaurant: It is filled with light music that seems to be absent, which is most suitable for chatting, chatting, reading... This is the feeling of a casual western restaurant. Stores can be opened in places with large traffic near stations, docks, theaters, schools, etc.The store area is about 30-70 square meters. The decoration style can be forest-themed, and the chairs can be in the form of swings; the business varieties include Western-style light meals, fast food, pearl milk tea, fruit juice, ground coffee, etc., casual snacks, Italian Flavored pizza, pasta series, etc. The ice cream series includes deep-fried ice cream, ice cream fondue, and sundae ice cream.Consumer groups are not only young people and children, but also middle-aged people. It's a Jewish business rule that when your product is better than someone else's, you should advertise it with great fanfare.In this way, not only can you sell it yourself, but also prevent consumers from buying defective products. A screw factory in Taiwan does just that. Their production technology and equipment are top-notch, and the quality of their products far exceeds other similar products on the market.However, due to the increase in production costs, the product price is about 30% higher than other similar products.This has brought certain difficulties to product sales. The salesman of this factory came up with a way.Every time he went to a user, he always politely asked the other party to soak the products of the factory and the screws produced by other manufacturers in a basin of salt water, then took out the screws together, put them aside to dry, and explained to the head of the household. Check back next week for results. A week later, the salesman came to the door again and observed the screws that had been left out last week with the head of the household. As a result, all the other screws that had been soaked in salt water were rusty, but the screws he sold were not rusted.At this time, the salesman made a detailed introduction to the head of the household about the advanced production technology and equipment of the factory, the superiority of the product, and the reason why the price of the product is higher than other similar products sold in the market. .He made a calculation with the head of the household again; although the factory's screw price is slightly higher than other similar products, it is still more cost-effective due to its high quality and low depreciation rate.In particular, the factory's screws are of high quality, safe and reliable to use, and this advantage is unmatched by other similar products. After practical tests and detailed introductions by salesmen, almost all users were convinced and voluntarily switched to the screws of this factory.In this way, the products of the factory finally occupied a large market. As long as the melons are good, they should sell themselves with great fanfare. There is no free lunch in the world, so no one knows what a free lunch tastes like, but there is a beauty and fitness salon in Taiwan called "Kagura Beauty Salon", which makes people taste the taste, and the owner also makes money. The beauty gym has complete fitness equipment and 5 fitness beds.People come and go here every day, and the business is very prosperous.Under the guidance of the owner, Ms. Chen, the guests use various fitness equipment, plus appropriate temperature and heat therapy, and infrared penetration therapy, which can produce very good medical effects. Many difficult diseases diagnosed by doctors as untreatable, after this All fitness treatments are cured.Moreover, lying on the bed makes the muscles and bones of the whole body comfortable, the blood circulation is good, and it is very comfortable, so most people do not want to get up after finishing, and most of them become frequent visitors. It seems that this fitness center has a prosperous business, but it is actually a completely free service. Even if someone comes to use the fitness equipment every day, it is still free and popular.Even so, Ms. Chen still earns more than NT$60,000 a month. Why?Relying on the sale of fitness equipment to maintain.Some people may ask, why not make fitness equipment in the first place and open a fitness center? Ms. Chen's cleverness lies in the fact that unless she experiences the effectiveness of fitness equipment herself, she cannot persuade others to believe it. Moreover, using it only once or twice will not produce any effect. It must be used for a long time to show its excellent function.Therefore, guests who have been using the fitness center for free for a long time will, without exception, be reluctant to stop using the fitness equipment, and finally ask to buy one.Therefore, the business of the hospital is very hot. Moreover, those who come here to use free treatment, after recovering their health, still often come to this fitness center, they tell new customers about their experience, and take the initiative to help new customers, and continue to introduce friends, neighbors, relatives , Familiar people come to do fitness and recuperation, which makes the new customers of the fitness center come in an endless stream; the new guests have the old customers to explain the use of the fitness equipment in detail for them, and soon the newcomers are familiar with the environment, and they are enthusiastic again Teach the next batch of newcomers.So much so that when outsiders first came in, they thought they were Ms. Chen's "entrustment".In fact, this is because the fitness center is for the purpose of service.Since it is completely free and open to the public, the guests will also help each other and are willing to serve others. Similar health and beauty salons are now quite common in Taiwan. Many people use their homes to set aside a corner to run fitness centers. Most of the operators are housewives. income. Only when you serve customers comfortably, will customers be willing to let you make money. Nail Beauty Centers Make Money: Nowadays, nail beauty is rapidly spreading into a popular fashion in large and medium-sized cities. The scope of nail modification is very wide, including women of all walks of life. Many girls are even more fond of a kind of painting nail art. Use different nail polishes to paint their favorite figures of flowers and birds on the nails, which is very unique. The barrier to entry for running a nail salon is not very high.Ordinary people can master this technique in half a month after formal training, and the tuition fee is only about 2,000 yuan.In this way, plus the start-up capital of 20,000 to 30,000 yuan you have prepared, a nail salon that includes business items such as dry and cracked hand care, nail color stickers, color spray, and hand-painted patterns can be successfully opened. The protagonist of this story is not taking advantage of the patient's danger to make black-hearted money, but to make money by satisfying the patient's needs. In Taipei, there was a man named Lin Xiang who ran a small restaurant, but because the location was relatively remote, the business was very deserted, and Lin Xiang was anxious about this all day long.One day, a patient in a nearby hospital sneaked to a snack bar to eat. While eating, the patient complained that the food in the hospital was expensive and unpalatable. This incident triggered Boss Lin’s inspiration. He thought that many people who come to this hospital for medical treatment are foreigners, so they must solve the problem of food. Although the hospital provides food, it may not be suitable for the patient’s taste. The patient requested that if the business is aimed at this market, the snack shop will surely thrive. So Lin Xiang approached the director of the hospital to discuss the matter.The dean also knew that the food in the hospital was poor, and the patients had great opinions, so he agreed to Lin Xiang's suggestion, and also put forward two conditions to him, one is that the food must fully meet the hygienic and nutritional standards; The profit goes to the hospital.Lin Xiang readily agreed. Then, Lin Xiang redecorated the snack shop to make it beautiful and tidy. He also invited the nutritionist from the hospital as a consultant to formulate menus carefully according to the different types of patients.The preparation of meals varies from person to person. For example, gastrointestinal patients should eat liquid food, and the meals of trauma patients should be beneficial to wound healing.Every night, Lin Xiang personally goes to the bed in the ward to ask the patient to order the next day's recipes, and deliver the food to the bed on time the next day according to the order. Due to the considerate service, delicious food and reasonable price, the snack shop is very popular with patients, and the business is gradually booming. A need is a business opportunity, no matter who needs it, even an animal needs it, it is also a business opportunity. Chen Maobang is a well-known entrepreneur. He only graduated from elementary school, but he was awarded an honorary doctorate in business from St. John's University in the United States.Because he has developed the habit of reading at least two hours a night.He said a famous saying: "A person's fate is determined between 8:00 p.m. and 10:00 p.m.." Chen Maobang was born in the 1930s. He worked in a bookstore as a teenager. He worked as a clerk and deliveryman. He traveled more than 300 places by bicycle every day, and his monthly salary was only NT$12.The store also sells gramophones and radios.In order to expand the business, the boss stipulates that individuals can get a commission of NT$1 for selling a radio. Chen Maobang thought that many of his book-delivering customers were wealthy people, so why not sell radios while delivering books?Due to his diligence, honesty, honesty and reliability, all customers who buy radios are willing to find him.The monthly income from selling radios can reach more than 20 yuan, far exceeding the 12 yuan monthly salary of a shop assistant.This was a considerable income at the time. Mr. Chen "must seek only a small profit". Not only did he get an extra commission through hard work, but he also got an unexpected inspiration. He saw the future of the radio and the entire home appliance industry, which prompted him to make up his mind to operate electrical appliances by himself.Therefore, Chen Maobang started his business with NT$100 savings as capital, and soon created a family business of NT$100,000. Because of his superior business skills, his business became more and more prosperous.In 1956, he established Dongxing Electric Company, which was later merged into Shengbao Electric Company.Now the company has 4 large factories, 5 large companies, 70 service stations and more than 500 dealers in Taiwan.By 1983, its total assets had reached NT$11.9 billion.Became the "Pioneer of Electrical Appliances" in Taiwan. The money-making mentality of "seeing the profit must win" has enabled Chen Maobang to develop from a coolie as a shop assistant to a tens of billionaire. Jinshitang Bookstore is the first large-scale bookstore in Taiwan. It has 91 branches in Taiwan Province. The total sales of the four branches in Tingzhou, Zhongxiao, Chengzhong and Zhanqian alone account for 1/5 of the book sales in the province. . The success of Jinshitang Bookstore lies in its novel concepts and extraordinary techniques. Whether it is static design layout or dynamic promotional activities, it can break through the layout and methods of old-style bookstores, and run it impressively.It not only creates a brand-new shopping space for book lovers, but also injects the fragrance of books and culture into the Taipei area. The choice of the geographical location of the bookstore is also a major reason for its success.The location of each of its branches has attracted crowds of different classes and book lovers.The Zhongxiao Store, Zhanqian Store, and Chengzhong Store are all located in the most conspicuous positions in the area with smooth access. Although the Tingzhou store is located in a corner, it can also attract a large number of people near National Taiwan University, Gongguan, Grand Century Theater, and Southeast Asia Theater.The hidden danger of the location of the Tingzhou store is that if someone sets up a large-scale bookstore near the intersection of the east side of Roosevelt Road and the north side of Xinsheng South Road, the crowds that Tingzhou can attract will be greatly reduced. In order to prevent this unfavorable situation from happening, Jinshitang Bookstore took precautions. After careful evaluation, it took the lead in establishing a "National Taiwan University Store" on the east side of Roosevelt Road.This strategy not only prevents future intrusions by other investors, but also eliminates the hidden dangers of the Tingzhou store, and also incorporates the largest cultural circle in Taipei City into its strategic map of Jinshitang Bookstore. People have no foresight, but there must be near-term worries. Successful people always eliminate potential hidden dangers in advance. Taiwan's large-scale anti-counterfeiting magazine "Military Men" is a pioneer in introducing high-performance cutting-edge weapons, with the highest popularity and market share. In the mid-1980s, some people saw that this type of professional magazine was profitable and that the market still had potential, so they organized another magazine of similar nature, "Spear and Shield", to compete with "Military Man".Faced with the great threat from the opponent, an employee of "Military Man" who has studied Sun Tzu's art of war came up with a plan.Just before the inaugural issue of "Spear and Shield" released the rumor: "The price of "Military Man" will be adjusted from NT$148 to NT$165 starting from the next issue." After confirming that the news was absolutely true, "Spear and Shield" also revised the price from NT$148 to NT$165, and it went on the market that month.Unexpectedly, within a few minutes before printing, "Military Man" quietly revised the finalized NT$165 to the original NT$148. This strategy immediately plunged "Spear and Shield" into a helpless "contradiction" dilemma.The price is high and the content cannot surpass "Military Man", how can it be competitive?If the pricing is revised in the second issue, it will inevitably break the trust of readers and destroy its prestige. "Spear and Shield" had no choice but to drastically cut the price after struggling for several issues under such a situation of being unable to advance or retreat. The power of the carbine is that it is hard to guard against, and often one move can kill a person. Highlight individuality and monopolize the market: Only in the pursuit of individuality, can the store attract the discerning eyes of customers; only with distinctive personalized management, can your store stand out in the cruel business competition. 个性店的概念最早起源于美国，个性化概念可分为两种，一种是商品个性化，主要是抓住时下消费者求变求新、标榜另类和时尚的特性，提供独一无二的个性化商品；另一种是店铺个性化，如强调咖啡文化的星巴克、提供精致生活用品的无印良品等，这些独具个性的店铺，从文化理念着手以博得消费者的认同感。 前苏联在一夜之间的解体，让很多人不可思议，在人们还没有回过神的时候，台湾商人却利用这个机会发财了。 一个“台湾”商人在苏联解体之前，进口了许多便宜而有特色的消费品，在苏联解体之后，他开始了“伤感商品销售”。他打出“挥别苏联”“再见苏联”为宣传主题的广告，强调印有“苏联制造”字样的产品将会成为绝迹，有可能由一般消费品变成抢手的收藏品。比如前苏联最后的邮票、代表证印有“苏维埃社会主义共和国联盟”的书籍、地图等等。于是，人们纷纷收集这些“绝版品”，希望将来奇货可居。商人因此大大地赚了一笔。 另外一个商人也加入了这场“赚政治钱”的竞争中。他在苏联解体之后，马上在当地买了许多望远镜。这些在前苏联价格相当低廉的东西，由于披上了前苏联军用品的神秘色彩，因而购者踊跃，因此也发了一笔小财。 不要说商人与政治无关，有时候，政治的变化对商人的影响是最大的。 天福集团在台湾省拥有54家连锁店，其资产超过新台币30亿元，为目前全省规模最大的茶商。 公司的创办人李瑞河能够成为亿万富翁，那是因为在钓鱼中得到了启发。 李瑞河27岁时，为了选择第一家店的地点，曾经伤透了脑筋。当时，有建议他在台南市开业，但台南市已经有许多茶行，竞争激烈，也有人建议他到台南县的佳里镇或麻豆镇开业，理由是这一带尚无茶庄，无竞争对象，比较容易成功。一时之间，他莫衷一是，不知如何取舍。 有一天，他又到佳里、麻豆一带去调查市场，黄昏时回到台南市。跑了一天他觉得很累，正好路过天仁儿童乐园，于是走入园内休息，他想到开业地点尚未决定，内心很烦，就去钓鱼散心。 在钓鱼的时候，李瑞河看到了一个奇怪的现象，那里有大小不同的两个钓鱼池，小鱼池热闹非凡，挤满了人，而大鱼池冷冷清清，只有两三个人。 李瑞河仔细观察，原来是小池鱼多，不断有人钓到鱼，大池鱼少，没人钓到鱼，所以大家都拼命往小池挤。就在一瞬间，他想通了。大池就好比佳里与麻豆，虽然无竞争对手，但喝茶人口稀少，所以会“钓”不到顾客。由于钓鱼池的启示，他不再犹豫，立刻决定在台南市开业。 人源就是财源，人扎堆的地方才容易赚钱。 健康消费绿色商机： 生活方式不仅让消费升级，同时在消费需求的结构上也发生了巨大的变化。眼下，人们越来越追求生活质量，关注自身的健康状况，都市中等以上生活水平的家庭对于保健投资比重渐趋上升。从绿色食品的热销到健身俱乐部、养生餐厅的兴起，都传递着这样的信息：随着人民健康意识的不断提高，健康领域蕴藏着巨大的商机。 健康是一个宽泛的概念，而且从现有市场的开发状况而言，尚处于起步阶段，这对于创业者而言，可以开辟和挖掘的钱“井”并不难找。 很久很久以前，在一个很遥远的地方，有一位很讲究美食的国王。在皇家的御厨房中，有一位烹饪技艺高超的厨师，他所做的大餐小点都极受国王的喜爱。有一天，国王忽然发现餐点差了，将厨师叫来一问，才知道原来厨师那双巧手不知为什么突然变得又红又肿，当然就做不出好的餐点来了。国王立即命御医给厨师医治，可惜无效，逼得厨师不得不离去。厨师流浪到森林中的一个小村落，帮助一位老人牧羊。他常常用手去抚摸羊身上的毛，渐渐地发觉手不痛了。后来，他又帮老人剪羊毛，手上的红肿亦渐渐消失了，他欣喜自己的手痊愈了。他离开了牧羊老人再返回京城，正遇上皇家贴出告示征召厨师。他所做的大餐小点，极受国王的欣赏，他知道自己的手已恢复了过去的灵巧。于是，他蓄须前往应征。他被录用了，当他剃了胡须，大家才知道他就是过去的那个大厨师。国王召见了他，问他的手是如何治好的，他想了想说，大概是用手不断整理羊毛，获得无意中的治疗。根据这一线索，国王让科学家们详细研究，结果发现，羊毛中含有一种自然的油脂，提炼出来，有治疗皮肤病的功能，并由国王命名为兰丽。 这个故事是1976年10月，美国加州兰丽公司的台湾地区代理商在宣传画册上，给消费者编撰的一个故事。 当时，在兰丽系列产品遭遇到很多的同类产品竞争的情况下，如翠兰貂油、芳香绵兰油等，兰丽却始终能保持住市场优势，主要就是因为代理商编撰的这个故事太传奇、太美丽了，在公众中形成了对兰丽的美好形象。 人是有感情的，能够打动人心的广告，哪怕是杜撰的呢？也是一个好广告。 “选手”牌的运动用品在台湾是以物美价廉出名的，而且经常打折，这令同行又气又急：这样的生意就不怕赔钱吗？ 在台湾，许多名牌运动用品坚持不二价，有时为了促销也打打折，但打到定价的七折就已经相当不容易了。而专门出售选手牌运动用品的商店则让人称奇：打了九折后还可再打七折，有的甚至打到三折，一些季节性产品换季后干脆以一折出售。 俗语有云：杀头的生意有人做，赔钱的生意没人干。选手牌运动用品的总公司当然不会为了赚吆喝而做赔本生意。虽然产品终年都在打折，但成本核算之下，还是划得来的。原因在哪里呢？ “直销”二字就是其秘诀，选手牌运动用品多在直销专卖的店面出售。产销直接挂钩，一脉连承，省了中间一层转手费用。而这省下来的就可以作打折促销的筹码。This is one of them.还有一层好处是，直销方式使工厂的现金回收快速方便。别的委托代售零售的商品，一般结算时间较长，致使资金周转不快，损失了利息。选手牌用品则相反，仅是利用利息就增加了不少市场竞争能力。 做生意不要只看金钱上面的利益，要会算大账，包括市场、人缘、名气、发展后劲等等。 女人的钱仍好赚： 犹太人说：“赚女人和孩子的钱！”这条创业金言经过时间的考验依然掷地有声。据有关调查显示，70％的社会购买力来自女性。大到商场小到街边店，消费的主体人群均是女性。女人身上的商机无非是与美丽有关，但与其他商机相比，大多数产业项目在经营业绩上呈此消彼长的态势，美丽产业的差异在于，在新的商机出现时，对于原有结构的冲击并不明显。举例说明，从近20年的女性消费热点看，从服装、化妆、美容瘦身、整容一路过渡着，但是新热点的出现，对前者并不会产生冲击，甚至有着相辅相成的效果。可见，这一市场是一个无限扩张的市场，对于创业者而言，对于后期经营能力的考验胜于前期项目选择的判断。 台湾省有位着名歌星叫包娜娜，她那甜美的歌喉、优雅的舞姿，以及她那首着名的《掌声响起来》，在台湾几乎是家喻户晓。 有一年，台湾香蕉和菠萝获得大丰收，台湾省“农林厅”希望通过一位明星来做广告，向大家推荐香蕉与凤梨。但是，利用哪位明星来做这广告呢？如拍一张她或他品尝香蕉与凤梨的玉照，读者会不会只去欣赏他们的风韵而对农产品视而不见呢？既要利用名人的知名度，又要突出产品，选择谁才能使二者结合得巧妙呢？ “农林厅”选来选去，最后选定了包娜娜。因为包娜娜与香蕉结合的巧妙在于：英语中香蕉的Banana，读音恰好与“包娜娜”这三个字相谐。 于是，婀娜的身段、诱人的果香、“包娜娜－Banana－香蕉”的诱惑！一则绝妙的广告成为经典之作。 同时，凤梨广告也利用了红歌星凤飞飞名字的谐音，以这位妙龄女歌星多情的口吻，向消费者推荐“甜蜜蜜的台湾凤梨”。 利用明星为产品做广告，这是人人都能想到的点子，但要达到产品与明星交相辉映的效果，非要创新的思维不可。 亚热带地区因为气候潮湿，成人极易感染“香港脚”，所以居住在台湾的人，很多人都会患程度不同的“香港脚”。至于治疗“香港脚”的方法，五花八门，各种偏方、秘方都有。 “足爽”和“悠悠乐膏”两种药品，多年来始终执“香港脚”治疗药市场之牛耳，占据了90％以上的市场。“足爽”是以热水浸泡为治疗方法，每年都会投入大量的广告费，加上其“足爽”的命名，用“台语”发音即“非常舒服、痛快异常”之意，所以知名度高，市场占有率也最大。“悠悠乐膏”则以涂抹之方法治疗，也有相当不错的口碑。 在这种情势下，新的品牌若想介入这个市场和“足爽”“悠悠乐膏”一较长短、甚至瓜分一部分市场，不但困难重重，而且也事倍功半。因此，很少有药厂打这个主意。 但是，1986年一种叫做“喷脚好”的香港脚治疗药却在台湾大胆地上市，并且在很短的时间内就被消费者接受，在市场上取得一席之地，严重威胁着“足爽”和“悠悠乐膏”。 “喷脚好”何德何能敢于向老牌子挑战呢？从其名称可知它的使用方法是用“喷”的，它的宣传重点就是“不用浸泡，不用手擦”。因为浸泡法麻烦而费事，手擦法既不方便也不卫生，只有用喷的方法简单快捷、干净利落。“喷脚好”就那个小小的喷头，在两年内就取得市场上的优势。 不要害怕垄断，对手的产品总是有缺陷的，这就给了后来者居上的空间。 在台湾省食品界，味全、统一、味王可称得上是鼎足而立的三张王牌。这三家的食品因为种类多、品质好而有很高的市场地位和占有率，很难有人能够摇撼其地位。 不过，最近几年来，这三家企业在罐头食品方面，却遭到强劲的挑战。其中尤以“大茂”来势汹汹，令这三家元老如坐针毡，深感不安。大茂从事食品业也有数十年的历史，过去只是经营作风相当保守，所以知名度较低。但是，最近几年来，他们经营创意不断，才被市场上视为可怕的竞争者。 首先是大茂的“黑”瓜的推出。瓜的种类当然多不可数，名称也令人记不胜记，不过查过所有的植物本名、学名，都没有一种瓜称为“黑”瓜的。任何用小黄瓜经酱腌渍过的酱瓜都会呈黑色，所以基本上所有的罐装瓜应该都是黑瓜才对。不过，大家都称之为花瓜或酱瓜，没有人叫黑瓜，唯独大茂大胆地称为“黑”瓜。这一“黑”字就将它与其他品牌的产品作了差异化的区别，也为它的销售打开一条通道。 其次是“大”。土豆麦筋的品牌很多，产品本身亦没有什么特色可言，口味的淡、咸则随个人感觉喜爱而异。至于土豆，当然有大有小，很少有人会刻意地去加以比较。然而，大茂却在它的土豆麦筋上加了一个“大”字，这个“大”字即大大地使它的产品异于其他品牌，因此也使它的销量大为提高。 销售产品就是得突出自己的差异性，要让自己的产品与众不同。实在不行，也得要让产品的称呼与众不同。