The case to be brought to you today is: there is a gym in Guangzhou, the boss uses "sugar-coated shells" to attack customers, and the result is a crazy profit of 4 million yuan a year.
<h1 class="pgc-h-arrow-right" data-track="24" > [1] Case background</h1>
Boss Zhou is the owner of this gym, and he is also the protagonist of the case that I want to introduce to you today. Speaking of Boss Zhou, you don't look at his 40s, ugly and short, with a large piece of bald hair, in fact, he can attract the likes of young and beautiful women. Why? It's very simple, because people have money in their pockets.
Boss Zhou used to be a migrant worker, and because his appearance was too obscene, his daughter-in-law could not marry. I wondered, if Boss Zhou had been very rich before, even if he looked ugly, he would definitely not have fallen to the point of not being able to marry his daughter-in-law. Later, it was also boss Zhou's fate that caught up with a good time, because of the demolition in the village, Boss Zhou received a large amount of demolition money, and from then on he ate and drank without worry, and lived a good life that people may not be able to enjoy for a lifetime.
Many people often say: "If I get rich, I will definitely eat and drink spicy, and I will call a few beautiful women to play when there is nothing to do, and it is impossible to work." However, Boss Zhou is an exception, when he didn't have money before, he felt that his fate was unfair, not that he was incompetent, if it weren't for his bad birth, it was estimated that he could become a rich man with his ability.
What the truth is, this kind of thing that has not happened, we can't guess. It can only be said that in order to show his ability, he specially ran to open a gym. In fact, in my opinion, he opened a gym with another purpose, that is, to know more beautiful women with good figures.
As a result, you really don't have to say, this week the boss is really capable. No, after Boss Zhou put down a gym that collapsed at a loss, it took a week to bring the gym back to life. In the year after that, Boss Zhou made 4 million yuan and made a lot of money. You say, isn't this enough to prove Boss Zhou's ability?
<h1 class="pgc-h-arrow-right" data-track="23" > [2] Scheme Introduction</h1>
Don't look at Boss Zhou's gym can make so much money, in fact, his method of making money is also very simple, just a sentence: if you want to take it, you must give it first. Simply put, it is to make sugar-coated shells for customers.
To this end, Boss Zhou launched a total of two activities:
1. During the event, enter the store for free annual pass, you can enjoy a year of free fitness.
2. All customers who enter the store to apply for a card can get 9,000 yuan in cash.
The above two points are the sugar-coated cannonballs given to customers by Boss Zhou. Seeing this, do you think that Boss Zhou's "sugar-coated shells" are indeed attractive, but how does this "cannonball" attack customers?
If you are having difficulty operating now, if you lack customers, if your products cannot be sold, you may wish to look for a suitable industry in the column to see how smart people do business.
<h1 class="pgc-h-arrow-right" data-track="15" > [3] Profit analysis</h1>
When the gym reopened, Boss Zhou launched an opening activity: as long as customers enter the store, they can apply for a free annual pass, and then come to the gym to enjoy free fitness for one year.
As we all know, there are three profit points in the gym, one is the cost of card application; one is the private teaching fee; and the other is the purchase of fitness equipment. Among these three points, the card processing cost accounts for the majority, and it is also the basis of the other two points. Now Boss Zhou lets customers come to the gym for free, isn't it a blood loss?
First of all, because the annual pass is now free, there are definitely more customers who come to the gym than before. The customer base is large, so there will be more students who will choose to ask for personal trainers, and there will naturally be more customers who are willing to buy fitness equipment. In this case, won't Boss Zhou also be able to make more money?
Secondly, although Boss Zhou said that he could come to the store for a fitness annual pass for free, in fact, it was also conditional, that is, customers who came to apply for an annual pass must pay a deposit of 3999 yuan. The 3999 yuan is exactly the cost of the annual pass, if the customer completes the punch card plan required by the gym during the time of the year, then the deposit will be fully refunded. If it doesn't work out, then sorry, the deposit will not be refunded.
Finally, Boss Zhou also told customers that any customer who enters the store to apply for a card can get 9,000 yuan in cash. What's going on here?
In fact, this is a fission activity, Boss Zhou proposed, as long as customers can introduce friends to the store to apply for cards, they can enjoy commissions. The more customers introduced, the higher the commission ratio, until the customer got enough commission of 9,000 yuan, the activity was considered to be abandoned.
Of course, the activity (industry) examples cited here are only a few ways to do it, and my column has more to say about the strategies, opportunities, and "routines" of brick-and-mortar store operations. And summarized hundreds of money-making industries and new categories that are now at the forefront. If you're interested, you can check to see if there's a project for you.
In the end, Boss Zhou is like this, using "sugar-coated shells" to make 4 million yuan a year and make a lot of money.