repost: How Germany’s Public WC Produces 30 million Euro revenue a year! 做到極致的德國公廁,年賺三千萬歐元,香奈兒、蘋果都搶著合作,他到底怎麼做到的?

Written By Frank M. Lin 2/20/2017 6:02 am @ Walnut Creek, California – Randomly came across this old news article.  It seems like it was originally published more than 10 years ago around 2006…  fantastic idea and execution.  It can still be implemented in Taiwan or China, or even USA!


 

In the 1990 Berlin the City had an interesting auction.  It was not for any objects for rather for the rights to run the public restrooms.  At the time, there were not many bidders as most doesn’t think it will be a good business to get into.  Running public restrooms is not likely to be a money maker if anything it could be a losing prospect.

Hans Wahl (google translate Chinese to German, could be wrong name) had ideas and promised the government that if he gets the bid he will build it all for free!  He is known as King of Toilette because he spent his entire life in Toilette related business.  That caused a little sensation back then because people were thinking even at a conservative estimate cost of 0.5 euro per usage, even just in the city of Berlin alone he could lose 10 million Euro per month.  In addition, German law requires that:

  • high density areas requires min. 1 bathroom every 500 meters.
  • normal density areas requires min. 1 bathroom every 1000 meters.
  • all other areas requires minimum 1 bathroom in 2-3 square km.
  • on average every 500-1000 person requires min. 1 bathroom

This would suggest the cost of construction would be ginormous and people thought he was going to be bankrupt from signing this contract.  Few years later, not only was Hans Wahl company not went bankrupt the company rakes in 30 million Euro annually.

It turns out Hans Wahl’s plan was never to make money from the people but rather from advertisements in the bathrooms.  He had planned this from the get go.  He started with the city of Berlin and according to the city’s needs based on the four laws listed above he built many public restrooms in various sizes.  In order to make his toilettes more popular he tried many things, such as hiring professional designers from Japan and Italy.  Every single toilettes in the city is different especially for the men.  It combines elements from anime, models and helps to extend the citizen’s staying time inside the WC.

The cleaning team checks and clears 3 times a day.  If there are any problems it is fixed immediately and thus ensuring high customer satisfaction.  All WC’s have automatic flushing installed.  All of this greatly increase the cost of initial investments on the company and it taxed the finances so much it was near bankruptcy.  But Hans Wahl knew exactly what he wanted to achieve and did not cut any corners whatsoever.  Soon the investments start to pay dividends.  His public WC become hugely popular and many people go to use them.  In fact some people go just to tour the awesome facility and he was receiving accolades from everyone.  This caught the attention of many advertising agencies and they all came looking for Hans Wahl asking to rent walls and display areas from Han’s public WC’s for advertising placement.

The cost to advertise at Wall’s WC is much cheaper than the traditional outlets.  After the initial advertisers reporting high effectiveness the companies renting WC wall greatly increased.  And the new WC facilities still being built their advertising space become sought after.  To have effective advertising campaigns famous international brands such as Chanel, Apple, Nokia… etc. all wanted to work with Hans Wall’s public toilettes.  Wall’s company beat BMW and Mercedes-Benz and became the most innovative company in German and generates in excess of 10 million dollar revenue in first year.

His company continues to get creative and increased advertising space from inside the WC only to the outside wall as well.  He also added public telephone service, and then work with local restaurants.  You get discount coupons when you use the public restroom.  These methods are nothing new but under the new advertising packaging of public restrooms it becomes highly effective.

In 2009 his public restroom company was bought by a large corporation.  What a nice inspirational story.  Even something as mundane as restroom can make millions, if you know get creative and understand how to do your marketing.  Just brilliant.

 


 

將UX做到極致的德國公廁,年賺三千萬歐元,香奈兒、蘋果都搶著合作,他到底怎麼做到的?

文/微信公眾號:好姊姊 活著就該美好

1990年,德國柏林市開了一場有意思的拍賣會,拍賣品不是實物,而是柏林公共廁所的經營權。當時的競爭者並不多,很多企業都不看好公廁市場,因為他們認為無利可圖,甚至有虧本的可能。

漢斯•瓦爾卻看準這次機會,他向政府做出承諾:「你們把廁所包給我,我敢接,而且承諾免費提供。」

漢斯•瓦爾是瓦爾公司的創始人,人稱「茅廁大王」,一輩子和廁所打交道。

這在當時引起熱議,人們私底下幫瓦爾算了一筆帳,以每人每次0.5歐元計算,單單柏林一個城市,他每年得賠掉100萬歐元。而且,德國政府硬性要求:

  • 城市的繁華地段每隔500公尺應有一座公廁。
  • 一般道路每隔1000公尺應建一座公廁。
  • 其他地區每平方公里要有2~3座公廁。
  • 整座城市擁有公廁率應為每500~1000人一座。

死局。

無數人開始等著看瓦爾的笑話,看他如何一步一步將自己送入地獄,然後破產。

但讓人大跌眼鏡的是,他不僅沒有破產,還年入三千萬歐元,賺了個鉢滿盆滿,破了這個別人眼中的死局。瓦爾免費建了數以萬計的公廁,而且免費對市民開放,這一年3000萬歐元的收益,

他是怎麼做到的?

原來,瓦爾從一開始,就沒有想過從市民身上賺錢,所以分文不取,他賺的,是廁所內外的廣告費。有思想的人,通常都懂放長線釣大魚,他們不疾不徐,別人眼中的廢棋,不過是以退為進的鋪墊,他們等的,往往只有最後致勝的一擊罷了。

瓦爾先在柏林根據地段要求,建立大大小小的公廁,為了讓自己的廁所更受歡迎,他可說是無所不用其極,比方聘請日本、義大利專業設計師,保證每一座公廁不盡相同,且趣味性十足,逼格滿滿。尤其是男性公廁,結合了動漫、模特兒等元素,延長市民在公廁的停留時間。

他還組建清潔團隊,每天3次不間斷地檢查,有問題立即整修,時刻保持公廁的可使用性,讓市民看見他們的誠意。這還不夠,瓦爾給所有的廁所都安裝了自動清潔裝置,若是有人不小心「便後遺忘」,公廁就會自動出水清潔,不留「後患」,立志做最乾淨的廁所。

每一項舉措,都在大幅度地增加成本,一度讓公司陷入危機,負擔重重,甚至瀕臨破產。但瓦爾十分堅持,該做的一項都不允許偷工減料。終於,在不久後收到了成效。

他的公廁大受市民歡迎,人流量越來越多,還有人只為參觀不為如廁,好評如潮。這一現象引起了品牌商的重視,他們紛紛找到瓦爾公司,表示想要合作,租用廁所外的廣告位。

OK!願者上鈎!瓦爾的廣告位市場打開了。

他的牆體廣告費,比一般的廣告商要便宜,在第一個試水品牌商收到良好效果後,租用公廁廣告位的品牌商越來越多,以至於還沒有建好的公廁,都被早早預定下來。因為能針對性做出有效傳播,香奈兒、蘋果、諾基亞這些國際大牌,也難耐公廁廣告的魅力,向公廁伸出了橄欖枝,表示合作意向。

於是,瓦爾公司第一次盈利了幾千萬歐元,然後打敗BMW和賓士,成為德國最具創意公司。

 

之後,他繼續玩轉創意,把公廁外牆體廣告做到內牆體,甚至是裡面的擺設,都添加了廣告功能。

走到這一步,瓦爾也該高枕無憂,安安穩穩地等著收錢了吧?但人家偏不!他在公廁外安裝了公用電話,既方便了市民,又能向電信商收取費用,名利雙收。再來,和附近的餐館合作,上廁所送餐券,然後餐館返利給公司,達到共贏。都是些常用的技能,偏偏被他玩得風生水起。

19世紀柏林有個被人親切地稱為「阿赫台克咖啡館」的公廁,二戰後這座廁所被毀,瓦爾為了留住這段歷史,特意拿出10萬歐元重建修復,且不設置任何廣告位,只為了盡量保持歷史原貌。「阿赫台克咖啡館」開業的時候,柏林市長沃韋萊特親自前來,對他表示感謝,比公司打廣告還來得實在。

放棄一顆玉米,卻得到了一個西瓜,這種生意頭腦,讓人不得不佩服。

2009年,市值幾億歐元的瓦爾公司,併入高德公司旗下,業務迅猛發展,延伸至德國60多個城市和土耳其40多個城市,勢不可擋。

德國公廁市場的成功,讓人不禁想到中國的公共廁所,數量少又髒亂,且毫無市場概念,反倒讓投機取巧的人佔了先機。

職業無貴賤,哪怕只是為廁所服務,用心了,就能做到最好。

這個世界沒有死局,少的,只是創意。

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About GhettoRacer

racer, driver coach, taoist, yogi, dreamweaver, bballer, rebel, philosopher, entrepreneur, kiva, lonewolf, vagabond, photo/video shooter, storyteller
This entry was posted in Cool story, Bro!, East/West/translations, Entrepreneur, Politics/Societies/World stuff, PSA - public service announcements, Repost, Retrospective, Uncategorized/Unsorted and tagged , , , , , , . Bookmark the permalink.

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