Film and TV: Obtain Alpha Dog at the beginning

The publicity in mid-September was just a warm-up to give Hong Kong people an impression of the name "Hema".

Starting from September 25, TVB will play a 90-second promotional video of "Hema" every night during prime time advertising.

In the promotional video, Chow Yun-fat is like an NPC, from Hema's membership system to Hema's strict control of goods, and finally leads the audience to visit the supermarket immersively.

The first impression that "Hema" supermarket gives the audience in the promotional video is that it is "big". Compared with ordinary supermarkets that place products everywhere, leaving only a passage for one person to pass through, Hema's products are basically arranged They are all within the shelf area, allowing customers to freely choose and buy. In addition, in the picture taken with a wide-angle lens, the already large supermarket space is photographed even larger. People walking among the rows of shelves feel like they are walking in a high-rise building. The building is the same as the street.

At the same time, the second impression conveyed to the audience in the promotional video is that it is cheap. It only earns 5% of the gross profit on the goods. It also compares the prices of some paper towels and daily chemical products with other supermarkets, and they are at least about 10% cheaper.

At the end of the promotional video, Chow Yun-fat is holding the wine poured for him by the waiter, eating the freshly fried steak from the deli stall nearby, and reads out the advertising slogan.

"Go to Hema Supermarket and enjoy exquisite life."

Although there is no creativity, there is no doubt that this advertisement is very successful.

Overnight, most housewives in Hong Kong knew that there was a place called "Hema Supermarket". Not only were the prices cheaper than other supermarkets, but the shopping environment was also better. More importantly, Chow Yun-fat said that he would go to this place. A supermarket is about enjoying exquisite life.

Even housewives who did not watch TV on September 25th will learn about such a place through their neighbors’ chats after dinner.

"Then, where is this Hema boutique supermarket?"

Regarding this issue, Liu Sen was also confused as to why Qin Hao didn't release the supermarket address at the end of the promotional video.

"The supermarket is not open yet, so asking customers to make a wasted trip will undoubtedly wear down their patience and even make them feel like they have been cheated."

"It's better to whet their appetite first, and then tell them the business hours and address when it reaches its peak."

Facing Qin Hao's answer, Liu Sen was silent for a few seconds, and then gave Qin Hao a thumbs up to express his conviction. Since the two began to cooperate, he no longer knew how many times he had done this action. He had to admit that , the gap between people is sometimes so big.

As Qin Hao expected, the three consecutive days of advertising bombardment without telling the customers where the supermarket was made them anxious.

It was not until September 29 that customers were notified of the specific business hours and supermarket address at the end of the promotional video, and at the end of the promotional video on September 30, an event for members to smoke household appliances was announced.

The audience, who had been so excited that they couldn't bear it, realized that the day after tomorrow was the official opening day of "Hema".

"That Hema boutique supermarket will open the day after tomorrow. Do you want to go?"

"I'm definitely going. I heard that there will be a lottery for membership on the opening day. My house happens to be short of a refrigerator. If I can get one, I don't have to buy one."

"It's a good idea. It's not that easy to win."

"It doesn't matter if you don't win. Things there are cheap. Although it costs 100 yuan to become a member, you can make it back after just a few visits."

For most housewives, living a budget-conscious life is their primary concern. Enjoying a refined life is far less important than affordability. Of course, it would be best if they could have both.

In addition, due to Qin Hao's overwhelming publicity, colleagues are also paying attention to the dynamics of "Hema", but most of them still have the mentality of watching a joke. In most people's eyes, supermarkets open their doors to do business. Collect money first? Wouldn't that drive customers away?

Especially after they found out that one of the owners of "Hema" was a young man who came to start a business from the mainland, and the other was the young master of the Liu family, they became more confident in their judgment. They felt that this was a trial run by a wealthy family for their children. It's a game that won't make a difference at all.

Finally, the time came on October 1st, the day when "Hema" officially opened. Qin Hao and Liu Sen came to the supermarket early in the morning to conduct a final inspection. The supermarket staff were also in place and ready.

Glancing at his watch, he saw that it was already half past eight, and the opening would be in half an hour. Liu Sen still felt somewhat uneasy.

He had done so much work in the early stage, spent so much money, and used family resources. If "Hema" didn't take off, it would be a big blow to him.

At this moment, the supermarket manager suddenly ran over in a hurry.

"Mr. Qin, Mr. Liu, there are many customers outside, and the service desk is already overwhelmed."

Liu Sen was shocked: "Really?"

"Absolutely true."

Liu Sen burst into laughter and gave Qin Hao a bear hug: "Ah Hao, Hema is ready!"

As the supermarket manager said, the service desk is already overcrowded. Even if there are three computers to input data, it cannot satisfy the customers who come together with Wuyang Wuyang.

"We can't go on like this. There's already a long queue outside. It's too inefficient." It was obviously the first time Liu Sen encountered this situation and he was a little out of sorts.

After Qin Hao thought for a moment, he squeezed into the service desk.

"From now on, don't enter information. Activate all membership cards. Let customers pay directly to get the card. Let them fill in the information later. In addition, make it clear to them that the membership card will be lost if it is lost before being entered as a member." There is a way to reissue it.”

"Okay, Qin Sheng."

Paying money and getting a card eliminates the need to enter information, and the efficiency is immediately improved. Except for a few customers who still insist on entering information, most customers choose to take the card and enter the supermarket first.

Seeing the customer swiping the access control with their membership card, the joy on Liu Sen's face became more and more intense.

Seeing that order at the service desk was gradually restored, Qin Hao secretly breathed a sigh of relief. At this time, the manager came over and reminded him in a low voice.

"Mr. Qin, Mr. Liu, are you still going to hold the opening ceremony?"

Liu Sen then remembered that he had invited Chow Yun-fat to attend the opening ceremony.

"The customers have already entered, what else to do? We'll talk about it later. Is Mr. Zhou here?"

"I just talked on the phone. There's a traffic jam on the road. I'll be there soon."

"Okay, when Mr. Zhou arrives, tell him that the opening ceremony will not be held for the time being and ask him to go to the supermarket."

After talking to Liu Sen, Qin Hao entered the supermarket through the employee passage. At this time, many customers had come to the supermarket. To their surprise, the space inside "Hema" was larger than they imagined, and most importantly, The price per unit is much cheaper than other supermarkets.

"Wow, there are actually freshly made cakes here, they look good."

"Yeah, it's quite fragrant, but I don't know how it tastes."

At this moment, a staff member took out a piece of cake, cut it into small pieces, and inserted toothpicks into it.

"Welcome to try."

Several middle-aged women looked surprised and confirmed again: "No need to pay?"

"You don't have to pay for the taste. If you think it tastes good, you can buy some."

Immediately the stall was crowded with people.

"Well, this cake is pretty good."

"Yeah, it's better than the pastry shop I usually go to."

"Wow, a box of this only costs three and a half yuan. I usually pay five or six yuan for a cake. Give me two boxes instead of three."

"I want it too, oh, don't grab it, I haven't eaten the cake before. It's true."

There are many similar tasting stalls, the most popular of which is the cooked food stall. Roast goose and barbecued pork are the favorites of Hong Kong people. There is already a long queue in front of the stall.

Seeing such a scene, Liu Sen gave Qin Hao a thumbs up again. Before, he thought that there was no need for supermarkets to have these cakes, cooked food and other products. Not to mention that the shelf life was too short, and they also needed to support many more employees.

Only at this moment did he realize that these things were so attractive to customers.

Not long after, Chow Yun-fat entered the supermarket under the leadership of the supermarket manager. His appearance pushed the atmosphere in the supermarket to its peak.

"Fairy Hair!"

"Chow Yun-fat!"

"Brother Ma, I love you!"

A group of female teachers showed no less enthusiasm for Chow Yun-fat than any other fan. If a security guard hadn't stopped them, they would have pounced on them.

"Brother Fa is still more popular." Qin Hao joked.

Chow Yun-fat smiled helplessly: "Qin Sheng, please stop teasing me."

"How do you feel? How is it different from the last time you came here?" Qin Hao asked.

The last time Chow Yun-fat came to shoot a promotional video, many goods were not on the shelves yet, and the pastries and deli areas were not open. They only filmed part of the supermarket.

"Well, it's better than I imagined. The most important thing is that Qin Sheng and Liu Sheng are prospering in business and making a lot of money." Chow Yun-fat smiled and said congratulations.

"Then I'll give you some good advice." Qin Hao and Liu Sen looked at each other and smiled.

As more and more customers enter the site, it is inevitable that some situations will occur, such as customers hurling insults at each other or even pushing each other in order to compete for limited-purchase goods, or staff accidentally offending customers and causing customers to complain.

Qin Hao and Liu Sen turned into on-site firefighting captains to help deal with these problems.

At eleven o'clock, Qin Hao also arranged an on-site lottery session for various electrical appliances and daily necessities. Although the prizes were not many, the winning customers could not close their mouths with smiles, saying that this member did a really good job. value.

When we arrived at the delivery room, judging from the behavior of the customers when they left, most of them were quite satisfied with Hema. The most common complaint was that there were too many people. The most satisfying part was that there were many free samples, Sample the drink.

Busy time always passes quickly, and before I know it, it’s already half past nine in the evening, and it’s time for the supermarket to close.

However, except for a small number of staff who can take a break from get off work, many need to stay and work overtime.

"There are more people opening today. Thank you for your hard work. This is something Mr. Liu and I would like to express. Please believe that as long as you work hard and your performance increases, the company will not treat you badly."

"Thank you Mr. Qin and Mr. Liu."

"Long live Mr. Qin and Mr. Liu!"

After receiving the red envelope, even the staff who stayed to work overtime to restock the goods did not complain at all and returned to their jobs happily.

Qin Hao and Liu Sen came to the finance room and waited quietly for today's revenue.

It was not until one o'clock in the morning that the finance department prepared the financial statements for the whole day.

After seeing the various data in the financial statements, Liu Sen shook his fists excitedly, raised his arms and shouted at Qin Hao: "Ah Hao, we succeeded!"

Qin Hao took over the financial statements.

In one day alone, Hema's membership revenue reached 500,000, which means a total of 5,000 people applied for membership cards.

In addition, the single-day turnover also exceeded 1.75 million, which means the average consumption per customer is HK$350.

It seems that the data is not too explosive, but for Hema, which opened on the first day, it is definitely a good start.

What surprised Liu Sen even more was that there was also an endless stream of customers who came to apply for membership cards on the second day, even more than the first day. According to some customers, they did not trust Hema at first. , I came here specially today after hearing the introduction from the neighbors who came here yesterday.

There are not a few customers who have heard about "Hema" through word of mouth. Many of them come here for the pastries and cooked food, because customers can buy other products in other supermarkets, but like these in If you buy it from outside, it is either too expensive or the quality is not good.

This is a bit like the fresh vegetables in the supermarket. Most of them don't make much money, they just rely on them to drive customer flow.

Of course, the quality of Hema’s fresh vegetables far exceeds that of other supermarkets. This does not mean that Hema’s purchasing channels are better than other supermarkets, but Qin Hao has stipulated that most vegetables and meat cannot be stored overnight. Anything that cannot be sold must be donated to the volunteer service center. Volunteers will come and take it away every night, which can also prevent the logistics staff from doing tricks to a certain extent.

And this is just the beginning. With the broadcast of TVB's new column "I Am a Millionaire" on October 7, "Hema" has immediately become the most popular supermarket brand in Hong Kong.

The advertising slogan "Go to Hema boutique supermarket and enjoy exquisite life" has also attracted many middle-class families.

At the same time, many colleagues were stunned. Previously, they were waiting to see the "Hema" joke, but the reality was a slap in the face.

What makes them even more puzzled is that "Hema" obviously violates the basic operating logic of the supermarket, why is it still so popular?

With this question in mind, many supermarket managers came to Hema to investigate the enemy's situation. They found that they couldn't squeeze in at all. They had to wait all morning just to apply for membership cards. They really couldn't imagine that if their supermarkets allowed customers to If you wait a whole morning, customers will probably destroy the supermarket.

However, they discovered that even though the customers who had been waiting all morning complained, the expressions on their faces instantly changed to joy when they got their membership cards.

Entering "Hema", these supermarket managers all frowned because they found that except for the pastry section and the cooked food section, "Hema" was not fundamentally different from their supermarkets, and the goods were the same. Even they The variety of goods in the supermarket is even more complete.

The only difference is that Hema's products are indeed cheaper, but their supermarkets don't have to pay membership fees.

"Could it be that these people have been poisoned? Otherwise, why would they be so enthusiastic about a 'mediocre' supermarket?"

There are also some supermarket managers who report to their bosses and want to copy Hema's business model and create a membership-based supermarket.

But the longest one didn't last more than three months, and was eventually forced to close because no one cared about it. (End of chapter)