Yuan Gengsheng: Store Thinking In The New Retail Environment

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After the "mobile Internet", "new retail" has become another fashionable new word, and the retail entity environment has become more and more complicated.

How to deal with such an environment is becoming the focus of the whole industry.

According to the world clothing shoes and hat net, in December 23, 2016, at the "China Mobile shop business conference", Yuan Gengsheng, as an invited guest, shared the topic with the attendees in the new retail environment.

The following is the record of the speech:

This topic starts with "every entity store is worthy of our respect".

In fact, if you really understand the physical store, you will know that every physical store carries a lot of effort and expectation of the operators.

It is precisely because of this understanding, for each entity store customers, I will be in the shop.

We should take part in various aspects such as category planning, staff training and marketing activities.

This year's retail industry has seen many "big things": in September, China's local chain store benchmark enterprises, with a turnover of about 17000000000, broke into a capital chain break and declared bankruptcy reorganization; a report released by the joint venture network showed that

The 15 well-known department stores in the whole country, together with PARKnSHOP and Guangzhou friendship, altogether closed more than about 600000 square meters of business area; double 11 Tmall brushed 120 billion 700 million out of 24 hours; and an expert shouted at a conference that "retail is dead."

Coupled with the decline in the performance of some of the entity stores, the entity industry is somewhat hesitant, causing a so-called "Internet panic" effect.

What is "retail"? Retail is a word relative to wholesale.

The retail status of the entity can not be banned.

However, the era of mobile Internet has arrived. We must devote ourselves fully to the use of Internet tools.

Mobile Internet

The first word I would like to share with you is the mobile Internet.

It can be said that 99% of the beauty stores have applied for the WeChat public number. They also used to operate in the way of micro mall, differentiation pin or online store. They want to drain from the entity store to the line to divide the electricity supplier's cup.

Today, we must first clarify the direction under the online track: to drain online fans to offline stores is the real purpose of physical store network marketing.

To do online shopping mall, it is very difficult for us to compete with professional electricity suppliers in terms of experience, team and financial strength. Making APP is of little significance.

We must do well the trilogy of "suck powder", "drainage" and "fission" network marketing, which is more pragmatic.

Powder absorption has a very strong advantage for the physical store. We can achieve good results through "outdoor powder absorption", "store powder absorption" and "sales promotion powder absorption". We have the existence of a physical store, and the loyalty of the fans absorbed by the brand reputation is even higher.

Of course, the surrounding enterprises also develop a lot of powder suction tools. This requires everyone to choose their own situation. The most important point is that we must set goals and continue to do so. Only when you really do something important, will the effect be revealed.

"Fans who can't go to the store to buy are fake fans," which is another key point.

How to "drain"? WeChat public number has developed many functions such as "membership card", "discount card", "friend sharing card", "experience card" and so on. We can operate through "pre-sale card", "bargain" and "shake".

It must be clear that the essence of Internet marketing lies in "fission", and it must be interesting and fashionable through the Internet.

The so-called viral pmission, online fission propagation, effective drainage under the line, there is a more practical play to share with you:

Scratch card or scraper card, but the operation procedure is tied to the Internet:

1. a scraper card is sent to the customer after the shopping paction, and the scratch area is a password password.

2. sweep the two-dimensional code to pay attention to the public number.

3. enter the password in the public number and receive the red envelope.

To sum up, this approach has the following advantages:

1. the cost is controllable, and the amount of red packets can be set according to the sales profits of the products.

2. system red envelope, improve efficiency, save time and worry.

3. good operation, only one password is required, and cannot be falsely claimed.

4. can also let the old customer receive, will share the password to the relatives and friends, pays attention to the micro signal also to be able to receive, realizes fission effect.

Internet marketing, in fact, is the same way as our traditional sales promotion activities. It only changes the form of distributing physical leaflets and card vouchers in the past through network, which are very convenient.

In fact, the Internet is a very convenient tool. The key point lies in the execution, execution and execution.

We should not be afraid of the Internet, but we must always do it.

Level of appearance

The second point we want to share with you is "face value". "Shops are not only commodity trading venues, but shelves are no longer simply furnishings." before, we can clearly rely on strength to eat. Today, we need to rely on our faces.

The "high value" of shops is very important, especially since 2015.

Last year, I participated in the China Telecom chain's "China retail year" project. China Telecom made a new store from the store image, service area planning and product planning.

Later, they participated in the third generation shop upgrading project of "Guizhou one Shu Shu Ma Ma makeup shop" (more than 1000 chain stores, the strongest western medicine chain, pharmaceutical chain 100 enterprises), the upgrading of shop image of large chain enterprises such as hi Yang Yang Aiying (the largest western mother and child chain store, more than 600 stores), VI, SI upgrade project and so on.

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In addition, there are countless projects to upgrade and upgrade the shop image for the physical stores in the beauty chain industry. The retail stores have generally felt that customers' requirements for store image are very important and become a key step for customers to enter the store.

Watsons's GY store launched in the key market area is positioned for the younger generation to show how important the store image is to young fashion consumers.

If you are influenced by some one-sided views and think that today's Watsons performance is down, and you have no sense of learning, you are totally wrong. This shows that you have not read Watsons at all.

The average annual sales of more than 6 million single stores in the country is excellent. If you know that the annual sales of more than 30 stores in Shenzhen are over 5 hundred million and the average annual sales of single stores exceed 15 million yuan, you will reexamine the chain of non Chang Weida enterprises for the beauty chain industry. When you carefully taste the operation and management of Watsons, you will find that the gap between you and others is not just 18 streets.

Of course, the shop is not just beautiful, it can be combined with the market, the company's own situation, and reasonable planning of the entire marketing plan is really meaningful.

Experiential form

The third thing I want to share with you is "experiential". This word is very popular in the chain of beauty makeup. Almost all the shops I have participated in have asked for a clear experience area.

Obviously, experience has already become a life-saving straw for resisting electricity providers, pleasing consumers, highlighting the advantages of physical stores and obtaining achievements. We have talked about this many times.

Of course, do not rely on free dressing, free mask trial, free face cleaning, free shampoo pan head, free manicure and other free dressing experience area, washing experience area, skin care experience area, manicure experience area and so on the formation of the guest effect, the experience area must be based on the promotion of people, field, goods and other basic marketing as a prerequisite, we can not put the cart before the horse.

The essence of a shop is always people, goods and goods.

The real experiential environment is "creating an environment where customers interact with each other anytime and anywhere". It is built with comfort, warmth, respect, joy, shopping fun, fun, activity, exclamation, value for money and forgetful factors. Even if we can not fully realize it, we must go all in to the end. The ultimate goal is to let customers leave with satisfaction in shopping.

Finally, we want to emphasize that the core competitiveness of the entity store is service, and service is the core hub to build up a friendship bridge with customers.

More interesting reports, please pay attention to the world clothing shoes and hats net.