Expensive diamonds are free to wear.

Daniel is a businessman in Brazil. In March 2007, he borrowed $8 million from the bank and opened a luxury jewelry store in downtown S? o Paulo, mainly dealing in all kinds of high-end diamond rings for men and women. There are many rich people in Sao Paulo, and Daniel thinks his jewelry store will be very prosperous.

However, contrary to expectations, after the jewelry store opened, many people came to the store every day, but few people actually bought it, and the turnover in one month was pitiful.

Seeing that the jewelry store is running at a loss every day, coupled with the high rent and the great pressure of bank loans, Dan Ai Rui is miserable and anxious like an ant on hot bricks. Finally, he had to ask for help from the outside world and promised that if someone could help him increase the sales of diamond rings in jewelry stores, there would be a big reward.

Soon, many people came to give advice to Dan Ai Rui, but with little effect, until one day, a man named Hyde appeared.

Hyde first stayed in the jewelry store for a whole week, and then found Daniel and said, "My method is to make such a promise to customers who enter the store-if they buy a diamond ring and wear it for a year, they can return it without reason, and we will refund it in full!"

This suggestion surprised Daniel, knowing that the price of a diamond ring in a jewelry store is at least $65,438+0,000. Full refund is not easy to talk about.

Seeing Daniel's face full of surprise, Hyde smiled and slowly explained that he found that more than 85% customers thought the diamond ring in the store was expensive through the investigation of the reasons why customers only looked at it but didn't buy it. If once they buy it, they find that its quality is not good, they will lose a lot. They are not without money, but afraid of taking risks. If we can remove this risk and give customers a sense of security, they will naturally buy it. Moreover, once they buy a diamond ring, they find that the quality is really good. Few people will really return it after one year, even if someone does, it doesn't matter, because we have obtained the interest-free use right of $65.438+0 million a year, which can be used for turnover and reduce the pressure on bank loans.

After hearing these words, Dan Ai Rui jumped with excitement. Three days later, the slogan "10000 USD expensive diamond ring will be tried on for one year for free" prominently appeared in several major media in Sao Paulo. As a result, the business of jewelry stores was booming, and customers who came to buy diamond rings lined up.

What makes Daniel even more happy is that, as Hyde expected, very few people came to return the diamond ring a year later, accounting for only 5% of the purchase, which is almost insignificant compared with 95% who did not return it.

Today, Daniel is already a famous big jeweler in Brazil, and the idea of "trying on a diamond ring for free" has made him rich.

Increasing your protection for customers and relieving customers' worries and worries about risks after buying your products is to increase your sales and profits.

Tea eggs in Sun Moon Lake

One summer, when I traveled to Sun Moon Lake, the boatman "predicted" that "I will see the flowers in Sun Moon Lake and the most beautiful 18-year-old" spice girl "who specializes in selling tea eggs ..." Hearing this, everyone's eyes lit up and swallowed, but the boatman added in time: "I will report to all the handsome guys.

It turned out that grandma had to boil the eggs, black tea, sea salt and water with strong fire first, then scoop them up and cool them thoroughly, then gently crack the eggshell with a wooden stick, and finally put the eggs back in the pot, add mushrooms and black tea, and cook them slowly for more than 6 hours with low fire until the tea eggs taste good. In this way, it takes seven or eight hours to boil a pot of tea eggs. Grandma is also very particular about materials. Black tea must use big leaves, mushrooms must use basswood, and water must use the lake water of Sun Moon Lake.

Grandma's tea egg protein is smooth and tender, and the yolk melts in the mouth. The aroma of mellow black tea and mushrooms tease people's taste buds together. Because of this, her business is enduring.

And those who thought they understood the true meaning of grandma began to cook tea eggs according to grandma's method after returning home. But soon, they took pains to boil eggs with black tea and soy sauce, and then cracked the eggshells. So no matter how they yell at tourists, it won't be long before they will eventually close down.

Making tea eggs may be a small skill, but what is behind it is professionalism. Sometimes, there is not much secret to success, that is, serious persistence in some small details. Opportunism such as simplifying procedures in order to increase profits can only run counter to success in the end.

A cake with a story

A few years ago, Nash, a Wuxi girl who worked as a chef and pastry chef in a restaurant for more than ten years, borrowed tens of thousands of dollars and opened a drink shop called "Fragrance". Business in this shop has been dull since it opened.

One day at the end of this year, a middle-aged couple came to the store and asked for a customized chess cake, saying it was a gift for their son who won the championship in the chess game. The couple went to several pastry shops, but they all refused to accept the business.

Nash thought it was no problem to make such a cake with her own skills, so she agreed. That evening, she went to the stationery store to buy a pair of chess, and she pondered it alone in the store. Because the other party bids for 60 yuan, it is not profitable to make it with some expensive raw materials, but if ordinary materials are used, the cake made is definitely not ideal. After careful consideration, she finally chose the best raw materials.

The next day, when the couple saw the beautiful chess cake, they kept thanking them. Later, they introduced some friends to Nash's drink shop to order cakes.

This accidental business inspired Nash. She thought: in today's society, everything talks about individuality. How can the cookie-cutter cake attract people? If each cake has a theme related to customer experience and a unique cake is tailored for them, it may bring improvement to the business in the store!

From then on, whenever a customer came to the store to order a cake, Nash would ask the other person to sit down, pour a glass of water, and patiently ask, "Tell me who you want to give it to, what is his relationship with you, and what his hobbies are ..." Although customers often feel puzzled about her, there will be unexpected surprises after understanding her mind. I was even more amazed when I saw the theme cake she made according to her own story.

Word of mouth, the reputation of "story cake" soon spread, and more customers came to order cakes. Nash can sometimes sell 65,438+00 cakes a day. Among them, there is a kind of "story cake" specially prepared for a five-story wedding. Although the price is as high as 65,438+0,000 yuan each, there are still an endless stream of people coming to order. Seeing that her cake is very popular and can bring everyone a good mood, Nash changed the romantic name of her drink shop to "cake with stories".

Since then, Nash has been inundated with calls to order cakes one after another. Now in Wuxi, a cake shop in the city, the business of "story cake" is particularly good, with a monthly income of nearly 10 thousand yuan.

Shoes that grow up with feet

Jones is a cashier in a supermarket, and her husband drives a taxi in this small town with only 6,000 people. The economic conditions are not plentiful, and the birth of a pair of twin daughters has added a lot of burden to the family.

Although every effort is made to be frugal in life, with the growth of her daughter's age, the expenses are getting bigger and bigger. Clothes are often too small to wear after a year, and shoes need to be replaced after a few months, which makes Jones break his mind.

One morning, two children went to school and went out to put on their shoes. They are fast, but they all sit on the ground and don't want to wear them. When Jones asked, she realized that her daughter's feet hurt as soon as she put on her shoes. She pressed the toe of the shoe with her hand and the shoe with her toe, which was very tight. No wonder my daughter said that her feet hurt these days and she didn't want to wear them today, so she asked her mother to buy new shoes.

After some comfort, my daughter finally went to school. Jones frowned at the pile of 70% to 80% new shoes in the shoe cupboard. My daughter's head is like a mushroom after the rain, and her feet are not idle. I bought a bunch of shoes last year, but I can't wear them this year.

Jones thought about it, disinfected and cleaned all the shoes he couldn't wear and took them to the community auction. He has auctioned other daily necessities before. Although the price is very low, he can not only get rid of useless items, but also get some money back. Who knows that this time, a pair of shoes have not been sold. It turns out that everyone has a pile of such shoes at home. Besides, they don't want to buy them for fear of health problems.

Disappointed, Jones had to cancel the plan of selling a pile of shoes to buy a pair of shoes. She even complained about the growth speed of her daughter's feet. If only the shoes could grow with her feet, she was tempted. Why not invent a shoe that can grow with your feet?

Immediately, she inquired online that only roller skates can stretch the shoe support, but the soles can't. Disappointed, she decided to design it herself. After consulting a lot of information, she began to be creative according to the principle that bugs can stretch freely. The middle part of the sole is made of elastic plastic, so it can stretch freely, and the corresponding upper is made of folded canvas. After the idea was clear, Jones experimented with her daughter's little shoes, tried several pairs, and finally was able to stretch freely.

With the support of her husband and daughter, Jones perfected the design by adding some springs to the sole and designing a button in appearance. In addition, there is a counting device at the heel, which can display the current size of shoes. Each pair of shoes can be provided in four sizes, and the shoes can be extended by half a yard each time the button is pressed. As long as the wearer presses the silver button on the shoe, the shoe body will automatically conform to the size of the foot, and those growing feet will no longer be a problem.

According to Jones' shoes, I usually wear four pairs of shoes, but now I only need one pair, which saves a lot of money. After the whole family was satisfied, Jones contacted the manufacturer and produced the shoes with a loan. As soon as it entered the market, it was immediately loved by countless families, and she also made a lot of money. Seeing such a good response from the market, she designed five kinds of shoes for children aged 3 ~ 10, and then designed different shoes according to different seasons and children's preferences for styles and colors.

Nowadays, in America, more and more parents choose this kind of "growth shoes" for their children. Jones finally stopped worrying about buying shoes for his children. However, she still insisted that her daughter put on "growth shoes" to educate her children on environmental protection.

20 12 June, Julia Roberts, a Hollywood movie star, went to Africa to do charity and sent a pair of shoes to poor children. She ordered tens of thousands of pairs from Jones. Media reports have made this kind of "shoes suitable for growth" famous all over the world, and the number of orders is almost exploding.

Good ideas must come from the needs of life, and solving the troubles in life is the best business.

Sandalwood box porcelain

China porcelain is simple, elegant and exquisite, and has always been welcomed by Europeans. From the19th century, with the continuous development of maritime transportation, China porcelain began to be exported to Europe in large quantities, becoming one of the largest export trade at that time.

However, porcelain is fragile, and it is easy to be damaged by sea transportation bumps. In order to transport these cicada-wing porcelain safely to Europe, Chinese businessmen skillfully took advantage of the characteristics of ship transportation and adopted the methods of "one dragging three", "one dragging four" and "one dragging five", which not only transported the porcelain safely to Europe, but also increased the "added value" of porcelain export-porcelain transportation, which promoted the export of other products and exempted many tariffs.

The so-called "one dragging three" and "one dragging four" mean that when porcelain is exported, it is first put into a finely crafted ebony box and then filled with tea; Then, put the small ebony box into a large ebony box with beautiful shape and fill it with tea; Finally, put the ebony box into a big wooden box nailed to the cabin floor and stuff it with tea. Because the inner and outer layers of tea are very tightly filled and the wooden box is strong, even if there are strong winds and waves at sea, the innermost porcelain will not be damaged at all.

After the cargo ship docked, China Merchants first screened and subcontracted the tea, and then sold it to the tea merchants who had been waiting at the dock. Tea has always been one of the most popular drinks in European society in China.

Those ebony boxes are sold to Europeans as furniture; Black ebony boxes are used as jewelry boxes and sold to antique dealers waiting on the dock; Finally, porcelain buried in tea was sold. These porcelains can fetch a good price because they are properly packed and well protected without any damage. Moreover, the profits of those tea leaves and large and small ebony boxes are higher than those of porcelain, and Chinese businessmen have made a lot of money.

Put the tea on your feet.

What is tea used for? Many people will answer without thinking: of course, it is used to make tea! But from now on, this answer will be rewritten because someone wears it on their feet.

Among all teas, spring tea tastes the best and is most popular with customers. Even being fired to the sky-high price of more than 100 thousand yuan a catty is a hot potato that everyone is vying for. In sharp contrast, summer tea and autumn tea are more bitter than spring tea, so they are not welcomed by customers and have been unable to open the market for many years. With the continuous increase of labor costs, there is no room for profit.

Yang Wei is the owner of a tea factory in Zhejiang. Seeing the mountains of summer and autumn tea in the warehouse, he was worried. It seems that the traditional marketing method is simply not feasible to deal with these unpopular teas, and he must find another way.

On Sunday, my wife and colleagues went shopping and came home happily and said, "I bought you a pair of deodorant socks, so you don't have to be afraid to take off your shoes in the future." When Yang Wei asked about the price, it was actually more than ten dollars, which was several times more expensive than ordinary socks.

The next day, Yang Wei couldn't wait to put on new socks on his feet, hoping that his feet would stop stinking. Unfortunately, the efficacy of deodorant socks seems to be not so good. Your feet still stink in them. This made Yang Wei a little annoyed. Isn't there anything in this world that can really deodorize? He suddenly thought of his tea. Tea polyphenols contained in tea have bactericidal effect. If it is used to make socks, the deodorizing effect must be very good.

But how do you turn tea into socks? He immediately got in touch with the personnel of the Tea Research Institute of the Academy of Agricultural Sciences and expressed his thoughts. The researchers found it very creative. So, Yang Wei cooperated with the Institute, and after several months of fighting, he finally developed the tea socks. This kind of socks is similar in color to tea and looks very eye-catching. After testing, the detection amount of candida albicans, Escherichia coli, Staphylococcus aureus and other microorganisms is less than 10. After socks were washed 10 times, the antibacterial rate was still as high as 99.99%, and the antibacterial effect reached grade A.

Socks have been developed, but how can they be recognized by customers? Now the socks on the market are already saturated, and all kinds of socks advertised for deodorization and sterilization are even more mixed. Why do customers believe that tea socks are the best?

Yang Wei didn't rush to market the tea socks, but sent them to a tea shop. Customers can get a pair of tea socks for free when they buy 10 kilograms of tea.

Because the color of tea socks is similar to that of tea, and it exudes the fragrance of tea, and only tea shops have it, which eliminates customers' doubts. The important thing is that these socks are not only refreshing and sweat-absorbing, but also really deodorize when worn on feet.

In this way, Yang Wei didn't spend a penny on advertising, but gave away tens of thousands of pairs of socks for free. Tea socks quickly became popular, and orders drifted in like snowflakes. When the socks market is saturated, tea socks not only sell well, but also sell at high prices in 20 yuan, with a profit of over 50%, far exceeding the value of spring tea.

Tea and socks, two unrelated things, are closely linked because of diligent thinking and bold innovation. Nowadays, companies in Yang Wei are developing tea underwear and tea towels, striving to open a new era of tea.

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