Chapter Five Hundred and Twenty Seventh

There is a thing called the lipstick index, which was proposed by the former president of Estee Lauder Group, which means that the sales of lipsticks will not decrease during the economic recession, but will be sold against the trend.

From an economic point of view, when the economy is in recession, consumers will reduce their purchases of bulk commodities, so they will have more spare money than in normal times, just to buy cheap non-essentials such as lipstick.

In fact this is a substitution effect. Under normal circumstances, when people's income increases, they will buy more commodities, and the demand for bulk commodities and luxury goods will also increase.

When the economy is depressed and income decreases, people's consumption will decrease. When people give up buying houses, cars, and luxury goods, cheap non-essentials like lipstick will replace the original bulk commodities and luxury goods. resulting in a substitution effect.

Of course, this situation will only occur in economically developed countries. In developing countries, consumers are still satisfied with daily necessities such as food and clothing. Only material-rich developed countries will consider lipstick.

Not only lipsticks, but also products such as foundation, perfume, nail polish, stockings, etc., will also be big sales during the economic downturn.

For example, during the subprime mortgage crisis in 2008, luxury goods companies were in a difficult situation, but the sales performance of perfume was exceptional. In 2009, sales of high-end fragrances priced above $100 in the United States grew by 7%.

If you look closely, these so-called cheap non-essentials are actually women's goods.

This is a very interesting phenomenon. Whenever there is an economic downturn, women tend to dress up more beautifully, and the sales of various products aimed at women will increase instead of falling.

Beauty equipment is obviously such a commodity. When the storm of the Asian financial crisis hit Japan, the consumption situation in Japan fell sharply, but the sales of beauty equipment were not affected.

Later generations often say that the income of the Japanese has not changed for 30 years, which means that the income of the Japanese 30 years ago was the same as it is now.

Moreover, Japan at that time had not yet expanded the scope of employment of temporary workers, and a large number of workers were employed for life. In this way, the overall salary of the Japanese at that time was actually higher than it is now.

After the Koizumi cabinet took office in the future, the Labor Dispatch Law was revised and passed, expanding the scope of temporary employment of temporary workers.

Although this has reduced labor costs in Japan and nominally increased employment opportunities, it has led to a decline in the overall income of corporate employees. Many Japanese who entered the workplace during the Koizumi cabinet were in their 40s by the time of the Tokyo Olympics. Still a temporary worker.

In the 1990s, the income of Japanese people was really high, and after 40 years of rapid development, the savings rate of Japanese households was still acceptable. Therefore, even if the new micro-current face-lifter launched by Puppy Electric is priced at 15,000 yen, it is still an acceptable range for Japanese women.

More importantly, the financial power of Japanese families is often in the hands of the hostess.

In most Japanese families, women do not need to work after marriage. The typical male lead is the female lead, the male is responsible for making money, and the female is responsible for spending money.

In Japan's consumer market, female consumers account for nearly 80% of the total, which means that nearly 80% of the products in Japan are bought by women. This ratio is the highest in the world.

It is precisely because women hold the financial power of the family, so women's products are not worried about selling.

...

Specialist Sang Ye walked into a chain store of Yamada Denki, which is considered a relatively prosperous area in Tokyo, but the storefront of Yamada Denki was a bit sluggish. The clerk stared wide-eyed inside, and there were no customers at all.

Is it always like this today? Director Sang Ye asked with a gloomy face.

The store manager next to him immediately replied, It's been like this for more than a month. There are very few customers. Even if many customers come to the store, they just take a look and then leave without looking to buy.

Specialist Sang Ye took a deep breath with a bit of depression, and then he stood near the door, intending to feel it on the spot.

Sure enough, there were many pedestrians on the road, but no one walked into Yamada Denki.

On the opposite side of the road, there happened to be a drugstore. The situation of this drugstore is much better than that of Yamada Denki. Although it cannot be said to be a crowded market, there are still customers who come in and go out.

What makes Sangye more jealous is that these customers basically enter the store empty-handed and come out with bags, which means that they have purchased goods in the drugstore.

Others can sell things, but he doesn't have a single customer here. Specialist Sang Ye has mixed feelings in his heart. He subconsciously walked to the drugstore opposite, intending to find out.

Specialist Sangye walked into the drugstore, and the clerk immediately bowed to greet him, and then ignored Specialist Sangye.

The clerk obviously thinks that Sang Ye is in charge of a big man, not like customers who need cosmeceuticals, but give priority to receiving those Obasan who really want to buy things!

Superintendent Sang Ye was so happy that no one paid attention, and he quietly observed from the sidelines.

At this time, the clerk was selling a micro-current face-lifting device to an Obasan.

Microcurrent can stimulate the growth of collagen and elastic fibers, making the skin more elastic. It can also tighten the contours of your face and improve the lines of your face...

After some introductions, Obasan spent 15,000 yen to buy this face-lifting device.

Can this little thing sell for 15,000 yen? Mr. Sang Ye was already in his mind. He stepped forward subconsciously and asked, Can I take a look at this product?

The clerk was a little surprised, thinking that it's just a face-lift for women.

However, based on the service concept of customer first, the clerk still handed the micro-current face-lifting device to Specialist Sang Ye, and then began to introduce it carefully.

Which company produced this product? Specialist Sang Ye asked.

It's PUPPY electrical appliances. The clerk replied politely.

In Japan, Puppy Electric uses the English name PUPPY, which is also more foreign. This is also a conventional method for Chinese companies to expand abroad. When ordinary Japanese see trademarks with English subtitles, they will not associate them with Chinese brands.

Specialist Sang Ye pondered for a moment, then shook his head: I haven't heard of this brand. Where is this company?

There is a description of the place of origin here. The clerk had no choice but to hand the manual to Specialist Sang Ye.

Specialist Sang Ye took the instructions and took a closer look. A surprised expression suddenly appeared on his face: China? Is this a Chinese brand?

It does say that it is made in China. But you can rest assured that the quality of this product is still good, and we are responsible for after-sales service. The clerk quickly explained.

Specialist Sang Ye suddenly remembered that Section Chief Kobayashi had mentioned before that he wanted to sell new products, and the so-called new products were Chinese brand beauty instruments that have been sold in drugstores. And he has also said that he would rather cut himself to death than sell Chinese brand products.

Thinking of this, Specialist Sang Ye asked, How is the sales of this product?

The sales volume is still very good, and many customers buy it. And this product is also endorsed by Takuya Kimura, so it is very popular with customers! The clerk pointed to the poster of Takuya Kimura next to him.

Specialist Sang Ye nodded silently: It seems that the head of Xiaolin said that this is the product!

...

In the evening, Specialist Sang Ye dragged his tired body and returned home.

I'm back! Specialist Sangye shouted at the entrance.

Soon, Mrs. Sangye came out, took the briefcase from the manager of Sangye, and asked at the same time, Are you back? The meal is ready and the bath water is ready. Are you going to eat first, or do you want to eat? Take a shower first?

Let's take a shower first, and then prepare me a bottle of beer. Specialist Sang Ye said.

For Japanese, taking a bath every day is a necessary homework. After taking a bath, eating and drinking a glass of beer is probably the most comfortable time for many Japanese office workers every day.

After dinner, Director Sangye watched TV for a while, then walked directly into the bedroom and lay down with a tired face.

Soon, Mrs. Sangye, who had finished the housework, also came in, but Mrs. Sangye was not empty-handed. She was holding a face-lifter and rolling around on her chin.

Specialist Sang Ye saw this face-lifting device at a glance, and he was shocked. Even his wife bought this face-lifting device, which is enough to show that the sales of this product are very good.

However, when his wife bought a Chinese brand product, Manager Sangye was still very unhappy. The next second, Manager Sangye asked coldly, What are you holding in your hand?

This is a face-lifting device, a beauty device for women, you don't understand. Mrs. Sangye replied.

How much did you buy it for? Specialist Sang Ye asked again.

It's not expensive, just a few thousand yen. Mrs. Sangye replied with a red face and a heartbeat. She obviously didn't want to tell her husband the real price, lest she say she was spending money.

Thousands of yen? Not likely, right? Beauty equipment for women is generally more expensive. Director Sangye immediately questioned.

I seem to have misremembered, it was in the early ten thousand. Mrs. Sangye said with a guilty conscience.

15,000 yen, in the early ten thousand? Specialist Sang Ye said angrily.

Mrs. Sangye didn't expect her husband to know the price of the face-lift. After a brief panic, she immediately changed the topic.

I saw Mrs. Sangye smiled instantly, and then pulled down the collar of her pajamas, trying to show herself as much as possible, and then approached Mr. Sangye and asked, Dear, look, my face is not Much smaller?

...

In Yamada Denki's conference room, the board of directors is being held.

The founder of Yamada Denki, who is also the president of Yamada Denki, Mr. Yamada Noi, sits in the center, next to him is another founder, Mr. Miyake Koji.

Gong Koji is Yamada's brother-in-law, and he is also the vice chairman of Yamada Electric.

These two are the core of Yamada Denki's power, and the rest of the board of directors are the only two who follow their lead.

Yamada Denki was founded in the early 1970s. The first two people, Yamada Denki and Miyako Koji, conquered the world. Later, when Yamada Denki became bigger, it began to boldly recruit new people to the board of directors and management. It was at that time that Mr. Sangye entered Yamada. motor.

In Yamada Denki's administrative structure, Mr. Sangye is the one who holds the most power under the president, but in the board of directors, Mr. Sangye does not have much say.

Now all the people sitting in the conference room are the bosses of Sangye Specialist, and Sangye Specialist also needs to report to them.

Due to the outbreak of the financial crisis, Yamada Denki's sales figures are not good, and its profits are far less than last year.

When such data is reported to the board of directors, other directors are naturally very dissatisfied.

As a result, a series of questioning voices sounded, and even the president Yamada Nozomi, who had always trusted him, also cast some doubting eyes.

Fortunately, Mr. Yamada gave the commercial manager an opportunity to explain, and he said: In recent years, the work of the special manager Kuangye has been very good, and our Yamada Electric's profit has also greatly improved.

But this year, our sales have been very poor, and our profits have dropped sharply. Mr. Sang Ye, do you have anything to explain to the board of directors?

Specialist Kuangye immediately said: Dear directors, the cliff-like decline in sales this year occurred in the last two months, which was caused by the sluggish Japanese economy.

In the past two months, several securities companies and banks in Japan have collapsed, and those that have not failed are also considered to have potential risks, which has led to a recession in the entire Japanese economy.

This recession will inevitably affect the consumption of household appliances. Those consumers who originally wanted to buy household appliances are in a wait-and-see state due to the economic downturn, which has led to a sharp drop in our sales!

Yamada Noble nodded slightly: The economic downturn is a real phenomenon. As far as I know, sales of other home appliance chain companies are also declining, so this year's profit decline, can't blame Sang Ye.

Yamada's words made Director Kuangye heave a sigh of relief. It seems that he has worked hard all these years and still has the trust of the president.

Gong Koji, the vice chairman next to him, said, The economic downturn has affected sales, so we can't blame Mr. Sangye, but in the face of such a sluggish economy, Mr. Sangye should also take some countermeasures. ?

If there is no countermeasure, will our sales next year be so bad? Mr. Sang Ye, the board of directors invited you to come here to solve the problem, not to let you shirk your responsibilities!

Hi! Specialist Sang Ye quickly responded.

However, Specialist Sangye did not prepare any solution at all. Faced with the pressing step by step of the board of directors, in a desperate situation, Specialist Sangye suddenly remembered the suggestion of Section Chief Kobayashi.

So Specialist Sang Ye quickly said: I have already formulated a solution to the problem.

What plan? Gong Hao Er asked.

The current economic outlook is not optimistic, and it is difficult for traditional home appliances to recover in a short period of time, so I think we should look for new growth points. Specialist Sang Ye directly repeated the words of Section Chief Kobayashi.

What is the new growth point? Gong Hao Er then asked.

The new growth point is new varieties of home appliances. Recently, I have been doing market research and found that there are several beauty devices in the market. Even in the current economic downturn, sales are still very good.

Mr. Sangye continued to repeat the words of Section Chief Kobayashi: The profit of beauty products is generally relatively large. Therefore, I think that we, Yamada Denki, should also introduce these beauty equipment to make up for the losses in the field of traditional home appliances.

While speaking, Specialist Sangye patted his stomach secretly, thinking to himself:

It's still a bit painful to cut oneself to death. Forget it, don't cut it, the Chinese brand is the Chinese brand, and it will be sold if you endure it!

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