情醉潇湘梦51 ‍—— 欧阳辉纯‍‍‍‍‍‍‍‍ ‍Intoxicated by the Dream of Hunan

躍龍

“怎么没关系？”许宝山提高了声音，“元旦节谁都会消费点商品的，上至上班族，下至初中生。上班族，走亲访友，联络感情。初中生也会和朋友、老师联络感情。就是你龙国祯不也得寄几张明信片给高中的老师、同学吧？如果这个时候，我们去批发市场，买几百张明信片，中午摆在潇湘师范大学附中的校门口，那些初中高中的小弟弟小妹妹出来吃午饭，肯定会来我们这里看看，顺便就会买几张。我还打听到了，批发市场的明信片是三毛一张，我们如果卖五毛或者一元一张，那就是百分之二百到三百的利润。这在经济学上，就是奇迹了。”

"Why is it okay?" Xu Baoshan raised his voice. "Everyone will buy something on New Year's Day, from office workers to junior high school students. Office workers visit relatives and friends to keep in touch. Junior high school students will also keep in touch with friends and teachers. Even you, Long Guozhen, have to send a few postcards to your high school teachers and classmates, right? If we go to the wholesale market at this time and buy a few hundred postcards, and put them in front of the school gate of Xiaoxiang Normal University Affiliated High School at noon, those junior and senior high school students will come to our store to have lunch and buy a few. I also found out that postcards in the wholesale market are 30 cents each. If we sell them for 50 cents or one yuan each, that's a 200 to 300 percent profit. In economics, this is a miracle."

龙国祯听后，如醍醐灌顶，茅塞顿开，大喜：“哎呀呀，你小子不愧是学经济学的。太好了。太绝了。太牛了。马克思说过，资本如果有百分之五十的利润，它就会铤而走险；如果有百分之百的利润，它就敢践踏人间一切法律；如果有百分之三百的利润，它就敢犯下任何罪行。咱们不践踏法律，不犯罪，但得铤而走险，想试试。明天就去进货。如何？你敢不敢？”

After hearing this, Long Guozhen was suddenly enlightened and overjoyed: "Oh my, you are indeed an economics major. That's great. That's amazing. Marx said that if capital has a 50% profit, it will take risks; if it has a 100% profit, it will dare to trample on all human laws; if it has a 300% profit, it will dare to commit any crime. We don't trample on the law, we don't commit crimes, but we have to take risks. Let's try it. Let's go buy the goods tomorrow. What do you think? Do you dare?"

“谁说不敢？大丈夫敢说敢做。”许宝山拍拍胸膛说。

"Who said I dare not? A real man dares to say and do." Xu Baoshan patted his chest and said.

“这叫‘知行合一’，真知即所以为行，不行不足谓之知。”

"This is called 'unity of knowledge and action'. True knowledge is the reason for action. If it is not done, it is not enough to be called knowledge."

“妙。”

"Great."

两人一唱一和，计划着元旦的发财梦。

The two sang in unison, planning the dream of getting rich on New Year's Day.

第二天，天麻麻亮，两人就起来了，骑自行车赶往批发市场，买了六百七十张明信片，批发价是三毛钱，共计二百0一元，但老板只收了二百元。两人合伙均摊，每人出一百元成本，利润平均分配。老板见他们买得多，格外又免费送了三十多张，共计七百张明信片。这些明信片是经过两人反复挑选的，各式各样的图案都有。有港台明星的，有欧美的明星，有山水风景图的，也有各地有名的建筑风景的图片。现在的问题是得赶快脱手，否则过了元旦，这些东西就是废纸。

The next day, the two got up at dawn and rode their bicycles to the wholesale market. They bought 670 postcards. The wholesale price was 30 cents, a total of 201 yuan, but the boss only charged 200 yuan. The two of them shared the cost equally, each contributing 100 yuan in cost, and the profit was evenly distributed. Seeing that they bought a lot, the boss gave them more than 30 free postcards, a total of 700 postcards. These postcards were repeatedly selected by the two of them, and there were all kinds of patterns. There were Hong Kong and Taiwan stars, European and American stars, landscapes, and pictures of famous buildings and landscapes from all over the country. The problem now is that they have to get rid of them quickly, otherwise after New Year's Day, these things will become waste paper.

所以，周一到周五的中午和下午，学生快放学的时候，他俩匆匆忙忙背着一袋明信片，赶到潇湘师范大学附中门口设摊，看见学生出来了，俩人赶紧拉直了嗓子喊：“来啊来啊，明信片有卖嘞！”

So, from Monday to Friday at noon and in the afternoon, when students were about to finish school, they hurriedly carried a bag of postcards and rushed to the entrance of Xiaoxiang Normal University Affiliated High School to set up a stall. When they saw the students coming out, they quickly shouted, "Come on, come on, postcards are for sale!"

设摊的头一两天，来的学生还很多，学生围着地摊，有的说这些明信片太老气，有的说颜色也不鲜艳，有的说图案不好看，还有的说太贵了。俩人开始见人多大喜，转而大悲，因为卖出去的很少。

In the first one or two days of setting up the stall, there were still many students who came and surrounded the stall. Some said that the postcards were too old-fashioned, some said that the colors were not bright enough, some said that the patterns were not good-looking, and some said that they were too expensive. The two were very happy at first to see so many people, but then they became very sad because they sold very few.

他们本想卖一元一张的，结果根本没人要，看到情形不对，马上降价，由一元降到八毛，但还是没人要。再由八毛降到七毛六毛，销量还是不佳。到最后实在没办法买两张送一张。

They wanted to sell them for one yuan each, but no one wanted them. Seeing that the situation was not right, they immediately lowered the price from one yuan to eighty cents, but still no one wanted them. They then lowered the price from eighty cents to seventy-six cents, but the sales were still not good. In the end, they could no longer offer buy two get one free.

俩人这样坚持了半个月的时间，直到元旦节放假。俩人把账一算，结果只卖出去一百张，而且是五毛一张的，总共收回五十元，亏损一百五十元，平均每人亏损七十五元，还累得半死。剩下的明信片只好做废纸处理了。

The two of them persisted in this way for half a month until the New Year's Day holiday. After they calculated the accounts, they found that they only sold 100 postcards, and they were 50 cents each. They made a total of 50 yuan, a loss of 150 yuan, and an average loss of 75 yuan per person. They were also exhausted. The remaining postcards had to be treated as waste paper.

过了几天，龙国祯到许宝山的宿舍，俩人总结这次营销失败的原因。

A few days later, Long Guozhen came to Xu Baoshan's dormitory, and the two summarized the reasons for the failure of this marketing.

“真的是郁闷，怎么会这样啊。”许山宝见到龙国祯进门就说。

"It's really depressing. How could this happen?" Xu Shanbao said when he saw Long Guozhen coming in.

“按道理，这些图案也不错的啊。怎么就没有人要啊。”龙国祯走近他，顺便拖了把椅子坐下。

"Logically, these patterns are not bad. Why doesn't anyone want them?" Long Guozhen approached him and dragged a chair to sit down.

“从销售逻辑来说，这并没有错的。问题的关键应该是，我们并不了解消费者的心理和爱好，没有对市场进行调研。”许宝山在宿舍里徘徊。

"From the sales logic, this is not wrong. The key to the problem should be that we don't understand the psychology and hobbies of consumers and have not conducted market research." Xu Baoshan wandered in the dormitory.

“得了得了，等你调得研来，元旦早过了。鸡不叫鸭都叫了。”

"Come on, come on, by the time you get the research, New Year's Day will have passed. The chickens are not crowing, but the ducks are crowing."

“也是。”

"That's right."

龙国祯想了想，说：“我看，我们太教条主义了，也太本本主义了。对这次销售的失败，我想了很久，也总结了一些经验。其实，我们应该多个地方设摊的，不仅仅只是集中在附中门口，而且应当在我们校园的食堂门口、研究生宿舍门口、女生宿舍门口等地设销售点的。我们应该一天换个地方，这样就可以给消费者带来新鲜的感觉。同时，我们不应该用废报纸垫在明信片下面的，应该弄张桌子，铺上红布，上面再摆上明信片，那样给人的感觉就很高雅。因为消费者买明信片是为了送给亲戚、好友、老师们的，所以，如果从地摊上买地摊货，肯定不太好意思送了。”

Long Guozhen thought for a while and said, "I think we are too dogmatic and bookish. I thought about the failure of this sale for a long time and summarized some experience. In fact, we should set up stalls in multiple places, not just at the entrance of the affiliated high school, but also at the entrance of the cafeteria, the entrance of the graduate dormitory, the entrance of the girls' dormitory and other places on our campus. We should change the place every day, so that we can give consumers a fresh feeling. At the same time, we should not use waste newspapers to pad under the postcards. We should get a table, cover it with red cloth, and put the postcards on it. That way it will give people a very elegant feeling. Because consumers buy postcards to give to relatives, friends, and teachers, so if you buy street goods from street stalls, you will definitely feel embarrassed to give them as gifts."

“……喔，对，问题出在销售末端市场，产品没有包装好，缺少人文含量。”许宝山想了想，很认同龙国祯的观点。

"...Oh, yes, the problem lies in the end-market sales. The product is not well packaged and lacks humanistic content." Xu Baoshan thought about it and agreed with Long Guozhen's point of view.

“哎呀，这次真的是赔了夫人又折兵啊。”龙国祯叹了口气，“老天爷负我啊！”

"Oh, this time I really lost both the wife and the army." Long Guozhen sighed, "God has let me down!"

“没关系的，年轻人嘛，失败是福。好在这几十元的亏损，我们还是亏得起的。吃一堑长一智。”许宝山自我安慰。

"It doesn't matter, young people, failure is a blessing. Fortunately, we can still afford the loss of several dozen yuan. Every failure makes you wiser." Xu Baoshan comforted himself.