Chapter 1282 Longer-Term Considerations

With the gradual fermentation of public opinion, the CSC club's reputation has been continuously improved, but its image in the eyes of ordinary people has not changed. For ordinary people, the best attitude is not to recognize the CSC club, but to have no sense.

Except for some people who are indifferent to it, more people are more or less resistant to it, and Li Mu, who is in the middle of this vortex, has never taken the initiative to pay attention to public opinion, but concentrates his energy on two things The first is to sort out the follow-up operation of the CSC club, and the second is to prepare for the next press conference.

Compared with other clubs, the operation cost of CSC club is very high. Other clubs can rent a venue to open, but CSC club has invested hundreds of millions of funds to build its high-standard hardware facilities.

Therefore, in the future, the operation of the CSC club will not only maintain the operation of the entire racing circuit and other hardware facilities, but also support a growing team.

The current membership fee of 40 to 50 million yuan in the first year, if all of them are put into operation, it can cover the cost, but the 40 to 50 million yuan of membership fees must also be provided to members for services worth 40 to 50 million yuan, and the profit margin is set. If it is set higher, at least half of it will be deducted. It is very difficult to maintain the overall operation and development of the club with the remaining money.

Therefore, Li Mu has always emphasized that in the club, he provides high-end products and services for his members, conducts business for members, and earns the insufficient cost.

Cai Zhengmao's car import business has been merged into the CSC club, 30% of the net profit from sales is reserved for himself, and the remaining 70% of the profit is used as the club's revenue and rushed into the club's running water. During this time, he ordered a total of There are more than 100 cars. If all the cars are delivered, the profit will exceed 20 million, and the profit left to the club will be about 15 million.

If the CSC club continues to develop, it should not be a problem to sell another 100 cars this year. That is to say, at least 15 million profits will be gradually made available in the next half year.

Although the income from this segment is considerable, Li Mu knows very well that the overall market of this segment must be going down. The reason why Cai Zhengmao's import and export business is good is because many high-end auto brands have not officially entered the Huaxia market. With the development of time, more and more brands have established branch offices in Huaxia and expanded distributor channels, so there is not much room for imagination in this business.

The CSC club has just become a hit. It has collected more than 40 million membership fees, sold more than 100 million cars, and collected more than 80 million donations. Although there are some criticisms in the society, it can be regarded as an extremely successful overall. There is a business case, but Li Mu did not enjoy the status quo, but called Chen Ze and Cai Zhengmao together to discuss the follow-up profitability of the CSC club.

Both Chen Ze and Cai Zhengmao didn't quite understand why Li Mu was so anxious about the follow-up profit because the current revenue was much better than expected.

Li Mu said to the two of them unabashedly, "Don't think that we have been very successful at present. The book income during this period is good, but don't forget that we are now living in poverty."

"In other words, it means overdrafting later profits in advance. Our CSC club suddenly exploded in the circle, which indeed stimulated a large number of users who did not have sports cars to invest in sports cars in a short period of time, but this is only equivalent to us putting the back The market for China has been pushed ahead abruptly. Taking advantage of the club’s fire this year, it’s not a problem to sell 100 or 200 cars. What about next year? How much will there be?

Chen Ze nodded and said, "You are right, but don't we want to do the sales business of high-end products and services, and this business will also bring us a good profit in the future."

Li Mu said: "Old Chen, I have to think more long-term now. If the club wants to maintain an upward development trend, the more profits the better, don't forget that we have such a huge investment in hardware.

The maintenance cost of this part is also very high, not to mention that you still want to raise your own kart team? This requires greater investment and, correspondingly, greater profits. "

Chen Ze said seriously: "To be honest, the team itself is a money-burning thing. It is impossible to expect it to make money, and it will definitely lose money. Besides, this thing is one of my ideals, and I can't let everyone help me pay the bill. So I have thought about the team very clearly before, and the expenses of the team are borne by me personally.”

Li Mu waved his hand and said, "Don't talk about these useless things. When you said you wanted to start a racing circuit and a team, I suggested to build a club on this basis. These projects are one thing in themselves. Do you still want to take them apart now?"

Chen Ze said: "The matter of the team itself is a burden..."

Li Mu interrupted him and said, "Not all projects that are not profitable in the short term are cumbersome. The three of us are working together as a CSC club, and the layout should be bigger. It can't be because the team feels that it is not profitable, and the team must be removed from this. To strip out the club's big plate, but to think about how to make our big plate more and more funds, what we want to pursue now is to improve the club's profitability, and then allow the club to incubate more related The project, the team is just one of them.”

Chen Ze hesitated for a moment, seeing Li Mu's resolute attitude, knowing that he was unwilling to let himself take all the risks, and his heart was full of warmth, so he gave up the idea of ​​taking out the team and investing by himself, and asked Li Mu: "What do you think? Well, what are we going to do?"

Li Mu said: "In addition to the sales of high-end products and services, I want to do something deeper. After all, this kind of cooperation on agency sales has no technical content."

Chen Ze and Cai Zhengmao asked curiously, "What is the deeper level?"

Li Mu smiled and said: "It's like when you see a beautiful woman, the most superficial idea is to sleep with her, and if you go deeper, you will want to fall in love with her, or even marry her, have children, and stay together for the rest of your life. What we have to do now , is such a deep plan."

Saying that, Li Mu said to Cai Zhengmao: "Zhengmao, Maserati is a good opportunity, you take the time to have a good chat with the Maserati interface person, and talk about deeper things, I don't want to just help them sell cars, I want to give They do the promotion of the Huaxia market! Let them allocate at least 50% of the brand promotion and promotion expenses that they are going to invest in the Huaxia market to the club!"

Cai Zhengmao was stunned. After a while, he asked Li Mu, "Mr. Li, we are not an advertising company, how can we promote them?"

Li Mu said: "The promotion of real high-end brands is different from the promotion of ordinary brands, especially for high-end brands with high customer unit price. It can be like melatonin, it is a simple, brainwashing advertising bombardment. After all, the unit price of the product is only one or two hundred yuan, and most audiences can afford it. Take Maserati as an example, do you think that by advertising Maserati on TV every day, it will be able to build the brand and directly bring in considerable sales?”

Cai Zhengmao pondered for a moment and said, "This is the case. It is definitely more difficult to promote high-end brands."

Li Mudao: "Actually, if you look at the development history of these high-end brands all over the world, you can find that many high-end brands will, because of improper market promotion and positioning, lead themselves to 'the ordinary people can't afford it, and the rich don't want to buy it'. In an awkward position, Maserati wants to develop in China, how many Chinese people know that it is second, and how many people are really willing to spend millions to buy it is the fundamental.”

"At this point, 4A advertising companies may not be able to guarantee it, and the same is true for those companies that specialize in planning for the high-end market. Their products are good in form, but it is difficult to implement or produce practical results. The reasons are very Simple: They don't really have any real influence on high-end consumers. High-end consumers will not be led by their noses. It's like those fashion magazines, which are just a group of editors with a monthly salary of 5,000, telling people with a monthly salary of less than 3,000 How can a person earning 30,000 a day live, but think about it, would a person earning 30,000 a day be led by these editors?"

Cai Zhengmao touched his nose and said with a smile, "That's right, my girlfriend doesn't really care about fashion magazines. She has always said that the editors of most fashion magazines are actually very mediocre, and those who can afford luxury goods are basically Will not be swayed by these editors."

Li Mu nodded: "This is the crux of the problem. Advertising companies and planning companies cannot deeply influence high-end consumers, but we are different. You can see our attractiveness and influence on high-end consumers by looking at our registration status. How strong is the force, if we do marketing for them, we can largely ensure their actual conversion rate in the Chinese market in the future, which is unmatched by any advertising company or planning company."

"When a new brand enters a new market, especially a new market with a country as a unit, it is like fighting a transnational war, and sufficient funds must be prepared, so we can imagine that the next step for Maserati to enter China, at least thousands of dollars must be prepared. The promotion budget of more than 10,000 yuan is used to quickly build up brand awareness, so Zheng Mao, your task is to make Maserati realize this, and as I said, give at least half of their promotion budget in Huaxia to us."

Li Mu believes that Maserati is an opportunity for CSC to show its muscles to high-end product suppliers all over the world in the future. If it can win Maserati and help Maserati fight a beautiful landing battle in China, then it is very likely that most luxury car brands will in the future. , must carry out in-depth cooperation with the CSC club, which will also become an important part of the CSC club's profits in the future.

Cai Zhengmao said: "Mr. Li, I will communicate with the interface person at Maserati as soon as possible, but to tell the truth, whether this brand can gain a firm foothold in China and whether it can be accepted by the Chinese people, I am not sure."

Li Mu suddenly thought of a brand and asked him with great interest: "Zhengmao, do you think the Land Rover brand has a future in China?"

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