Go back to 1990 to start a business

Chapter 516

Late at night.

Xia Chuan and Shiyun hugged each other and whispered in bed.

"Sister, I can't survive anymore. I will make up for my baby tonight."

"Sister, how are you okay? You just couldn't do it because you saw this girl."

Xia Chuan immediately changed his mind: "By the way, sister, I know you don't like watching football. We won't go to Stockholm tomorrow."

"Brother, please don't expose your secret when you lie to your sister again, okay? Let your sister be happy for one night, how disappointed will you be if you find out tomorrow morning that this is not the case?"

"I swear I won't go."

"Sister knows that she really won't go, but your reason for not going is a lie, right?"

"Uh, is there any other reason?" Xia Chuan looked innocent.

Shiyun smiled and reminded: "Weizsäcker said that he supports your acquisition of Carl Zeiss."

"He casually expressed his support, and we rushed back to ask him if he wanted to be acquired."

"No, I think the butler will come in the morning and Adolf wants to talk to you again."

"Let's bet, what will happen if Adolf doesn't come to me?" Xia Chuan said with a narrow smile.

"Okay, you won't go to the game because of my sister. My sister is very happy, but don't reveal your secret tomorrow morning."

"Don't worry. I didn't reveal anything."

Shiyun smiled and said softly: "Sister, do you want the reward to be at the top or in the middle?"

"Why isn't it down there?"

"This is not a great day."

"Oh, I want the middle."

Shiyun put the condom on him gently...

……

The next morning, when the two walked out of the room, Zang Hong smiled and said, "Carl Albritt wants to talk to you. He will be here at ten o'clock."

Shiyun asked in confusion: "He is just the richest man, why is he so loud? He didn't even ask whether we agree or not?"

"Oh, he is also the head of the Carl Zeiss Foundation." Zang Hong said with a smile.

Shiyun suddenly woke up. It turned out that the foundation had already visited Xia Chuan last night. No wonder the younger brother said there was no need to go.

She immediately blasted her, "You lied to my sister! You knew he was from the foundation but you didn't say anything!"

Xia Chuan quickly begged for mercy: "Sister, I really didn't know he was from the foundation, I swear!"

Shiyun immediately stopped her hand and said softly: "Little brother, don't always swear in the future, as if my sister doesn't trust you."

Xia Chuan was speechless and choked up, and Zang Hong burst into laughter.

After the three of them finished their meal, Shiyun said casually: "Tell my sister about Alblit."

Xia Chuan said cautiously: "Sister, I do know this person's business legend, but I really didn't know that he was from the Carl Foundation."

Shiyun smiled apologetically and said softly: "Sister, I'm wrong, tell me."

"Okay." Xia Chuan immediately started telling:

“The Alblit brothers started as a chain store, and they still do it now.

They were born into an ordinary miner family.After World War II, the brothers took over a grocery store selling cheese from their mother. They always adhered to the 'simple and cheap' business strategy, and as a result, the business grew bigger and bigger.

At that time, Aldi supermarket could only be regarded as a small supermarket in terms of area and product types.

与其他商店相比，阿尔迪连锁店最大的特色是便宜，1公斤面粉1块8；1升盒装纯苹果汁3块5；1公升盒装牛奶3块。

Due to its low price, Aldi has become popular among low-income families and foreign students.

But precisely because it is famous for its cheap prices, many people have a prejudice that cheap products are not good.

For a long time, Germans, as long as their economic conditions were acceptable, did not even bother to shop in this store, because it was embarrassing to walk on the street carrying Aldi shopping bags.

Aldi has long maintained low prices and mid-range quality.

Then the product structure and grade were constantly adjusted, gradually changing the image in people's minds.

Today, shopping at Aldi is no longer a shameful thing. There are many people driving Mercedes-Benz and BMWs to shop. 95% of workers and about 85% of employees and civil servants in Germany shop at Aldi regularly.

In the past year, while sales and profits of many companies have shrunk due to the economic downturn, Aldi's customers have increased by 20% and sales have increased by 10%.

Although cheapness is Aldi's foundation, its rapid expansion over the past few decades has relied on more than just being cheap.

When purchasing goods, Aldi puts forward its own quality standards to suppliers. In addition to the company sending its own personnel to conduct testing, Aldi also hires a third-party inspection agency to test the quality of the goods. Once the sampling fails, the supplier will not only You will lose a big customer and have to pay huge compensation.

Since Aldi's demand is large and stable, once it is selected as its designated supplier, the manufacturer will surely have an easier time.

There is a saying in the supplier circle: fighting for Aldi's long-term supply contract is as difficult as trying to qualify for the German Football League, and being abandoned by Aldi is worse than being betrayed by your wife.

In order to reduce the cost and price of goods, Aldi conducts global procurement and searches for goods with the cheapest comprehensive cost around the world. However, there are also many products in the store that use their own brands and entrust manufacturers to process them.

In order to ensure the quality of its products, Aldi often entrusts famous brand manufacturers of similar products to supply them.

As a result, Aldi’s shelves are filled with products that are not name brands but are made by name-brand manufacturers.

This approach can not only significantly reduce product prices, but also maintain the independence of Aldi's independent pricing. At the same time, it successfully resists the competitive strategy of competitors to sell brand-name goods at low prices.

As a large company with thousands of chain stores, Aldi has never had a public relations department or advertising department, and has never invested a penny in any advertising company.

The only way they can introduce themselves to the outside world is to publish updated notices once a week and put them in the store for customers to pick up.

Or put it in a local newspaper and send it to customers.

Compared with large chain stores, the variety of the same type of products in Aldi stores is pitifully small. Generally, there are only one or two choices, and the prices remain unchanged for many years.

The products supplied by each branch are basically the same, and even the layout of the shelves in branches across the country is roughly the same. Many customers are familiar with the placement and prices of the products in the store, thus cultivating a high dependence on Aldi's products. sense and fidelity.

In order to win more customers, Aldi often organizes other types of special products, such as electrical appliances, textiles, etc., but it does not continuously supply them. It just organizes and sells a batch until sold out, and the price is absolutely cheap.

In particular, the computers sold by Aldi every year have been tested several times by relevant departments and their performance and price are much better than those of famous brand products.

Therefore, every day on this day, people will continue to queue up at the door of Aldi at four or five o'clock in the morning. Those who arrive late can only wait until next year.

Although the price is extremely low, they have effectively controlled procurement costs, management costs, and logistics costs, successfully minimizing costs. Therefore, Aldi's profits are not low.

The sales profit margin of general commercial enterprises is 0.5%-1.5%, but Aldi's sales profit margin is close to 5%.

Today, there are more than 3700 Aldi supermarkets in Germany.

Over the decades, the brothers' business has grown bigger and bigger, but they have always kept a low profile. Although they are extremely wealthy, they live a simple life. They do not have a villa or a mansion, and they never appear at gatherings of celebrities.

My younger brother was once kidnapped. When the kidnappers caught this humble old man wearing a wrinkled chemical fiber suit, they couldn't believe it. He was a billionaire.

After paying a record ransom of 700 million marks, the Germans learned how much money the brothers had earned from the dime store.

The brothers have not given any interviews for decades and have lived a life of near seclusion. Even today with the rapid development of media, there is not a single word about the brothers. The latest photo of them taken by the media was 15 years ago. before.

They have a famous saying: The tighter money people have, the more they want to buy bargains, and the easier our lives will be. "

Shiyun listened with great interest, "Aren't these brothers misers?"

Xia Chuan smiled and said, "You'll know just by looking at it."