Source: http://qbar.book.qq.com/culture/
I picked levis out of maoye and stood at the door to wait for a friend. A professional beggar found me and was very professional and directly parked in front of me. This pause gave me a story that shocked me deeply, just like a vivid market research case study. In order to be faithful to the original intention of this beggar, I tried to repeat his original words with my memory.
"Sir ...... Please do it ." When I was bored, I found a coin in my pocket and threw it to him and chatted with him.
Beggars are talkative. "…… I am begging only in the area of Huaqiang north, do you know? I will see you right away. Levi's in maoye will definitely be willing to spend money ......"
"Oh? You know a lot !" I was surprised.
"To be a beggar, we must also use scientific methods ." He said.
I asked with great interest what scientific methods ?"
"What's the difference between me and other beggars first ?" I looked at him carefully, his hair was messy, his clothes were broken, his hands were thin, but they were not dirty.
He interrupted my thinking and said, "People are disgusted with beggars, but I believe that you are not disgusted with me. I can see this. This is what makes me different from other beggars ."
I nodded my head by default. I really don't dislike it, or I would like to talk about it with a beggar.
"I understand swot analysis, including strengths, weaknesses, opportunities, and threats. For my competitors, my advantage is that I am not disgusted. Opportunities and Threats are both external factors. They are nothing more than a large population in Shenzhen and the city will be rectified in Shenzhen ."
"I have made accurate calculations. There are tens of thousands of people every day, and there are more people and more rich people. Theoretically, if I ask each person for one dollar a day, I can earn 0.3 million yuan a month. However, not everyone will give it, and so many people cannot be discussed every day. Therefore, I have to analyze which are the target customers and the potential customers ." "In the North China Region, my target customers are 3 of the total traffic, with a success rate of 70%. Potential customers account for 2 of the total, with a 50% success rate. I chose to give up the remaining 5, because I don't have enough time to take chances on them ."
"How do you define your customers ?" I asked.
"First, target customers. A young gentleman like you has an economic foundation and is generous. In addition, those couples also belong to my target customers. They will also give generous gifts in order not to lose face in front of the opposite sex. Second, I think of beautiful girls alone as potential customers. because they are afraid of entanglement, most of them will spend money on Disaster Tolerance. Both groups are aged between 20 and 20 ~ 30 years old. The age is too small, there is no economic foundation; the age is too big, it may be married, and the financial power is in the hands of his wife. This kind of person has no fun at all, and you can't wait to ask me for money ."
"How much can you ask for every day ." I will continue to ask.
"From Monday to Friday, the business was almost complete, about two hundred RMB. On weekends, we can even discuss things and five hundred ."
"So many ?"
Seeing that I had some doubts, he calculated an account for me. "Like you, I work 8 hours a day, from eleven o'clock A.M. to, and work normally on weekends. Every time I beg for a request, it takes about five seconds. after deducting the time for moving back and forth and searching for the target, I have to pay 1 RMB for a begging request in about one minute, and 480 RMB for 8 hours, multiply the probability of success by 60% [(70% + 50%) limit 2] And get nearly 300 pieces."
"Never stick the customer across the street. If you can't afford it, I will never be overwhelmed. If he was willing to give the money, he would have given it long ago, so even if he was jealous, the chance of success was still very small. We cannot waste the limited time on customers who do not have the desire to give gifts. Instead, we should look for the next goal ."
Strong! It sounds like a senior marketing director.
"You go on ." I am more interested. It seems that I can learn new things today.
"Some people say that it is luck to eat beggars. I am not sure. For example, at the door of the Female World, a handsome boy and a beautiful girl, which one do you choose to beg ?"
I thought about it and said I don't know.
"You should go to male's place. He is surrounded by beautiful women. But if you want to go to the girl's side, she can pretend to be afraid that you will be away from it ."
"Let's give you another example. At the door of cocopark that day, a young girl, with a shopping bag, had just bought something. There was also a young man and a pair of men and women who were eating ice cream. The third was a well-dressed young man with a bag. I think it takes only 3 seconds for a person to come and beg without hesitation. The girl threw me two coins in the bag and wondered why I only begged her. I replied, It is not convenient for the couple to pay for what they are eating. The man is a senior white-collar engineer and may not have any change in his body. You have just bought something from the supermarket, and there must be a change in his body ."
That makes sense! The more interesting I listen.
"So I said, Knowledge determines everything !" I have heard this from more than a dozen presidents. For the first time, I have heard this from beggars.
"We need a scientific approach to begging. How can I get money when I lie on the flyover every day? All the people who take the flyover are passers-by who are in a hurry. Armed with knowledge, learning knowledge can turn a person into a smart person, and a smart person can turn into a talent by constantly learning the knowledge. What is the most important thing in the 21st century? Talent ."
"On one occasion, one person gave me 50 yuan and asked me to shout" an ", I miss you" for him downstairs, with 100 voices. In total, it took me five seconds to scream, which was the same as the time I spent begging for a time. I received only five cents, so I refused ."
"In Shenzhen, a beggar can win eight hundred million children every month. When you are lucky, there may be more than two thousand points. There are 100,000 beggars in Shenzhen, and there are only 10 beggars. More than 10 thousand yuan can be obtained every month. I am one of the two. It is also very stable, and there will be basically no great fluctuations ."
Too strong! I admire this beggar more and more.
"I often say that I am a happy beggar. Other beggars say that I am happy because I have a lot of money. I told them, you are just wrong. It is because I have a happy and positive attitude that I have a lot of money to ask ."
How nice it is!
"Begging is my job. I need to know how to enjoy it. When there are few people in rainy days, other beggars complain or go to bed. Never feel the beauty of the city with your heart. After work at night, I took my wife, children, and shopping to watch the night scenes. The three of them were so happy that they would not be happy. If you meet your peers, sometimes you may also throw a coin and watch them say "thank you" to go away, as if they were seeing themselves ."
"You have a wife and children ?" I couldn't help but admire it, attracting passers-.
"My wife is a full-time wife at home, and the child is in elementary school. I mortgaged a suite in Futian district and paid off it in ten years. I want to earn money for my son to go to college as a marketing major, and then become a better beggar than me ."
"I did Marketing Planning in China's China Region five years ago, and I was promoted to a marketing manager two years ago with a monthly salary of 5 thousand. At that time, a 10 thousand-plus Samsung notebook was mortgaged and paid yuan a month to survive. Later, I thought that I would never be able to get out of my head, and I would resign and quit. I would like to be a high-quality beggar ."
There is a profound truth behind the success of the call: it is the eye-catching economy, Attention Economy, who has personality, who has characteristics, who can attract everyone's attention, no one will be able to attract the yuan. Xuan Zhong's creative studio has been running for more than half a year, and there are only a few serious businesses. It can be a bit confusing or even a joke. This is not the case. When I first got to work, I had a poor dress and asked him to help him plan.
"Hello, Xuan manager. I used to be a boss, but I lost my business. My wife also ran away. I have been working as a boss for many years. I have no skills but a little temper, now we have to beg for a living, but now we are begging for this industry. The threshold is too low and the competition is too fierce. I want you to give me an idea to improve my begging performance ".
"You are all confused, but what performance do you pay attention ."
"Even if people are down, they must keep improving and pursue excellence ."
"Well, it's just for you, and I 've got you to live ."
The man was very happy. "I have no money to pay your consultation fee now. When I make money, I will give it to you. What do you think I should do now ?"
Differentiated begging
Xuan Zhong thought, "You see, you have to make achievements in the begging industry. You have to have a brand first. Your surname ?"
"Surnamed Li ."
"Call Li, do you think this name is okay ?"
"It's good, it's good ."
"Do you have a fixed business place? That is, do you have a place to beg ?"
"Yes, I am generally in People's Square. There are many people ."
"What about you, I will keep it in People's Square every day. I will hold a bowl in my hand. I will put a bulk of hair in the bowl. In front of you, I will set up a brand and write" name li "on it ". In this way, you are different from other beggars. You already have your own brand ."
Xuan Zhong swallowed up his mouth and said, "If you have your own brand, this is not enough. You must differentiate yourself from competitors in the way of begging. You must differentiate your business. Let others think that you have personality and characteristics, that is, they are different from others ." "No matter who gives you money in the future, you will only accept five cents. You are still like in the past, facing the bustling crowd, take a bowl, reach out to the crowd, mouth advertisement: OK! OK !" I guess most people don't even have a look at you. Hiding is over. Don't be discouraged. This is a normal phenomenon. Don't expect to turn everyone into your customers. Remember, we only serve some people and need to find our target customer base. I don't understand it. "Wouldn't I want less? No ."
"Lao Li, no, name li. You heard me say that if you want to make a breakthrough in the begging industry, you must do what you say. At the beginning, it was a little loss, but you are different from other beggars. You think about what it feels like when you look for five cents to give to someone. It is estimated that the person was holding the five cents in his hand and stood there for a while. "What's going on, "You believe it or don't believe it. When you go home, he will promote it.
The guy who gave you two hairs was even more surprised. It was estimated that he had to face your face. "What, are you wrong? Are you still having the lowest consumption? I ask you, are you still calling me ?" Go back and he will publicize it for you.
These people advertise for you for free, and do word-of-mouth ads for you for free. You think that your popularity has increased, and intangible assets have increased. In this age, attention is the Economic Age. As long as you gather popularity, you don't have to worry about money.
"Really? Then I will try it ."
After two weeks of flourishing begging, Xuan Zhong came to People's Square to call Li. As soon as I entered the square, I saw a group of people in the corner of the square and crowded them into the square. The middle result was really called Li. In front of him, there was a sign, book: famous professional beggars --- called Li. There is also a registration certificate for homeless people. Li Zheng is busy collecting money and looking for money. A middle-aged woman in the group said, "Hey, the one from our family has come back and told me that I still don't believe it. There are still such complaints in the sky. I only accept five hairs. If I have more, I still don't want, here, we can see that it is really a job to look at people's beggars." The guy next to him is overwhelmed. "I still don't believe it. Someone will not be able to see the money ." Said, go forward, come out with a 100 yuan big pass, and pass it to Li, "it's hard to see you, don't look for it ." Call Li to hold him down and count a pile of wool tickets to him and say, "Thank you for your kindness. It is not easy for you. I will accept you for five cents, if you do not accept more, you are welcome to come back next time." When the onlookers saw this scene, they even raised their hands. Xuan Zhong saw this and felt very satisfied. He did not say hello to Hua Li, so he got out of the crowd. Simple phenomena are justified
After two or three days, a rainy day called Li. "Xuan manager, thank you for your planning. My current begging business is booming. If it weren't for rain, I couldn't leave it empty to come and see you ."
"Xuan manager, you said it's strange. Those who begged with me in People's Square are worse than me, but they don't have to pay a few dollars a day ."
"You don't understand this. The McDonald's boss once said, don't think that McDonald's is a fast food company. In fact, McDonald's is a real estate company. By doing catering, you can make a good place, all are occupied. The same is true for you. Don't think that you are from the begging industry, but you are from the entertainment industry. While begging, you bring novelty and happiness to everyone ."
"Really? I did not expect my work to be so lofty ."
"Yes" Xuan Zhong saw someone who could understand it and said it was even more vigorous. "Now it's an eye-catching economy, Attention Economy, who has personality, who has characteristics, who can attract everyone's attention, no one will be able to attract the yuan. There are profound truths behind Simple phenomena !"
"Well, I will continue to engage in my eye-catching economy and entertainment industry ."
After a few days, Xuan Zhong saw a report in a local tabloids on the title of "A professional ethics". After Xuan Zhong finished reading the report, he thought, "This name is Li, I am already famous for it. I should look for him to collect planning fees. So Xuan Zhong came to People's Square to look for him, and he saw a lot of people in the corner of the square, more people than the last one. Xuan Zhong stepped forward and squeezed in to see that although the brand put on the ground is still called Li, but people have already changed a person, "is it called Li ?" Xuan Zhong asked the man.
"Do you ask my boss? You can find him at the door of the department store ."
"Why did he go there ?"
"He said he would open a branch at the door of the department store. He hired me to look at the old store ......"
