Chapter 1236 Gravity
Chen Ze didn't expect Li Mu to use the car's commercial insurance as a price reference for the club's annual fee, but according to his analysis, this reference does have a certain meaning. For a sports car owner, it must have enough economic strength. , the amount of car insurance for him, if not a drop in the bucket, at least not a large expenditure, it should be within the acceptable range of these car owners.
Immediately, Chen Ze asked Li Mu again: "After we gradually complete the membership grading system, what kind of services will be given to members of different levels?"
Li Mu thought for a while, and said, "Members pay to join the club, on the one hand, for the club's connections, but on the other hand, it is for the enjoyment of the club's services, so the membership fee is the basic operating fund for us to provide special services to members, my thoughts. Yes, treat membership fees as pre-recharge consumption. For example, A-level users pay 100,000 yuan in membership fees each year, then we will treat this 100,000 yuan as his pre-deposit amount in our club, and then customize each item for them in the next year. A kind of free service until the amount of 100,000 yuan is used up, and the rest can be matched with some other paid items.”
Chen Ze asked in surprise: "Take it from the people and use it for the people?"
Li Mu said with a smile: "It's true, but we calculate it according to the market price, and there will be enough profit margins."
After speaking, Li Mu said again: "For example, we use one thousand yuan for the external track, and we make a profit from this thousand yuan. When accounting for members, we also use this price. For example, we usually hold a cocktail party and open a bar. The normal situation here is that the per capita consumption is 2,000 yuan, so we also calculate the membership according to 2,000 yuan. A-level users pay 100,000 yuan, and we provide services worth 100,000 yuan. According to the profit rate of the high-end service industry, we need to pay 100,000 yuan. Keep 50% of the gross profit."
"It's almost..." Chen Ze smiled and said, "I thought you would spend 100,000 on them if you wanted to take them 100,000."
Li Mu said with a smile: "How can there be such a good thing? While we provide basic services to users who pay membership fees, we will also cooperate with major high-end service providers to launch other paid programs, so that those who provide golf, yachts, high-end Suppliers of overseas travel and high-end parties access us, they will provide services, and we will sell to members. At that time, we will encourage members to pre-pay in our club, find a senior event planner, and continue to customize for them , Combining various entertainment projects, let them use us for group-style high-end consumption. In this way, our club will not only have a certain amount of capital on the book, but also earn considerable profits while selling high-end services. "
The high-end service industry itself is an industry with very high gross profit. However, although the gross profit of this industry is high, the net profit is relatively average. The main reason is that selling these high-end services requires high operating costs.
The high-end members of a golf club may cost at least 200,000 to 300,000 a year, but the promotion for sales staff should be at least 5-10%.
Some are even higher.
For businesses like golf clubs, it is difficult to expand high-end users simply by relying on their own sales team, so they usually find businesses with high-end users for cooperation, such as five-star hotels, or high-end brand 4S stores. Merchants with high-end customer resources will conduct consignment sales, and this cooperation model should give at least about 20% of the sales to the seller.
If the CSC club is established, the high-end users that can be gathered here will definitely exceed any 4S stores in Yanjing or even in the country. At that time, the club will do consignment sales for high-end service merchants such as golf clubs, which will not only have considerable sales, but also will Get at least 20% or more of the sales share, which will also become a major source of income for the club in the future.
After listening to Li Mu's overall analysis, Chen Ze completely understood Li Mu's gameplay. No matter what Li Mu does, he pursues a complete business model. The future of the club will not only gather high-end users, but more importantly, the club itself must have a business model. A healthy business model to maintain its own operation, although both Li Mu and Chen Ze have enough money to maintain such a club for a long time, but in Li Mu's eyes, any business model that cannot achieve self-sufficiency is a The product of failure, he himself would not be interested.
At this time, Li Mu added: "In the future, after we gather a large number of high-end users, the first thing we need to think about is how to provide a full range of high-end customized services for high-end users. Yazi, not only will such a club not be able to go up in level, but it is also difficult to have any long-term development, so we should not only consider their food, drink and entertainment, but also have higher-level things."
"A higher level thing?" Chen Ze was a little puzzled. He was really not good at doing business, and his thinking mode in this regard was far less vivid than Li Mu's.
Li Mu said with a smile: "Look, we will gather a large group of wealthy first- and second-generation wealthy people at that time. These people's economic strength is very high. We can guide and lead them to do some charitable activities in groups. The club won a better social reputation. On the one hand, it can also bring them a better reputation. In addition, we can also set up an investment fund in the club in the future. I will manage this fund and follow my company or my other funds to make a little investment to create a better internal financial product for everyone."
Chen Ze said with a smile: "This is interesting, can you talk about it specifically?"
Li Mu said: "It's actually very simple. Suppose the initial size of this fund is 100 million yuan, we will make it into a graded fund, and then the two of us will first invest 50 million yuan to make inferior funds, and then use 100,000 yuan per share. Price, issue 500 shares to the entire fund, each member can subscribe for a certain number of shares, and then raise 50 million as a priority fund, and after collecting 100 million yuan, the fund will officially start operation.”
"Our 50 million yuan is used as the bottom line for inferior funds, taking the greatest risk and enjoying the greatest return; the member's 50 million yuan is used as the priority fund to take the minimum risk and enjoy the capped return. Suppose we set an annual 15% net profit for this part of the priority fund. The upper limit of the profit, then if this 100 million yuan is earned back 30 million within a year, then we need to first pay the priority fund 50 million principal plus 7.5 million net profit, and the remaining 22.5 million profit will belong to us; There are still 80 million yuan left in a loss of 100 million yuan in one year, so we still have to give 57.5 million yuan to priority funds first, and all the remaining losses will be borne by us."
Chen Ze asked, "What if you lose everything?"
Li Mu said with a smile: "If you lose everything, everyone will lose everything. We don't need to pay additional priority funds. If you don't lose everything, then let the priority funds be taken first until it's enough, or until it's finished."
Chen Ze looked at Li Mu like a monster, and asked, "Where the hell did you learn all this stuff?"
Li Mu said with a smile: "Isn't it very common to have tiered funds? It is also a normal cooperation model to give priority to inferior funds. One has high risk and high return, and the other has lower risk and lower return, so that the interests of these members can be guaranteed to the greatest extent. "
After speaking, Li Mu added: "If this fund starts to operate, we will take this fund to invest in small-scale projects in the future. For example, if our Wanying wants to invest in a one-billion-dollar project, we will let this fund follow suit. Invest 20 million. If I want to invest in a project with a few hundred million, I will also let this fund invest 10 million. In short, we do everything we do, and let this fund participate in a small part, which is also a point we give to our club members. Small bonus."
"By the way, if the capital of this fund is large enough, we can also use it to invest in the entrepreneurial projects of other members of the club, and it is no problem to develop it into an internal venture capital fund, as long as it can operate in this circle. A set of capital system, then the centripetal force of this small circle will be very strong!"
Chen Ze was speechless for a long time, and after a long time he sighed: "If I don't know you, and I blindly go to a racetrack, I'm afraid I'll have to accompany you. After I know you, everything will be different. Look, I think this club can not only keep itself going, but make a lot of money!"
Many of Li Mu's operational concepts are not only dazzling and stunned by Chen Ze, but some of these operations are a bit different even after more than ten years.
There are many well-known super-running clubs in later generations. The annual membership fee is around 10,000 yuan. The membership fee is not expensive and the threshold is not high. In a short period of time, a large number of people are gathered to have fun, and occasionally they have some influence in the society. Small moves, although this mode of operation is not very risky, it is very difficult to really enlarge the influence of the club.
Because the club itself has no financial support and no healthy business model, it is easy to slowly develop into a gathering place for eating, drinking and entertainment. Slowly, those members who spend money to join the club are like spending money to do it. A white-collar worker with a fitness card will probably never participate in the club's activities again after the three-minute heat has passed.
Under such an operation mode, it is impossible for any club to become bigger and stronger, so Li Mu has to change a new way of thinking to increase the cost of membership to a certain extent, but at the same time give club members enough feedback on activities, plus various Customized high-end services and build an internal capital system, so that the club has enough ability to rotate and generate a strong gravitational force.
Li Mu didn't know that while he was talking, he had already completed the whole process of his deification in Chen Ze's mind.
Chen Ze looked at Li Mu reverently and asked him, "What am I going to do next?"
Li Mu said: "In addition to preparing the club's publicity, we also need to find a few planners who are good at high-end event planning, and find someone who is familiar with capital operations."
Speaking, Li Mu suddenly thought of his own affairs and said to Chen Ze: "By the way, I want to start a charity project, can you find me a good project leader? It requires strong control skills and media sensitivity. of."
Chen Ze frowned and thought about it for a long time, his eyes suddenly lit up, and he blurted out, "I know a girl who was in the fashion circle before and has planned many major events in the domestic fashion circle. She is very capable, but she seems to have lost interest in the fashion circle some time ago. Now, I went to the North and South Pole and Africa for a long time, and I just came back last month, I can introduce her to you, and the two of you can talk."
As soon as Li Mu heard that the other party was in the fashion industry, he knew that this person must have strong planning, public relations and media sensitivity. Although such a person is responsible for the project of the veteran's immortality, although it sounds unreliable, one is serious and the other is exaggerated, but if you think about it carefully I still have room for imagination. I don’t want to make the veterans immortal as an official charity project that only focuses on influence. I want to commercialize it and make it a “China Famous Trademark”. Those who play cards in the routine come to the sword and go sideways!