Gome Madian Xinhuoguan is a benchmark store among Gome stores in Beijing. The Madian area where it is located was once a battleground for commercial enterprises in Beijing. From the late 1990s to the beginning of this century, IKEA and some professional markets in Lunan pushed the Madian business district to its heyday. In 2007, Gome entered Madian in the form of a one-stop shopping mall-style home appliance store. The environment of the store, the abundance of goods or the sales atmosphere, was definitely an advanced retail model at the time, similar to the current commercial complex. In 2010, Gome transformed the Madian store into Gome Electric's new living hall. The rich categories and leading business model continued the prosperity of this business district, and also used sales performance to interpret the style of the "Gome Asia First Store".
This year, Madian Xinhuo Museum has been upgraded under the guidance of Gome's "Home·Life" strategy. The store introduced "Comfortable Home Experience Zone", "Gome Smart", "IXINA Cabinet", "Oupai Cabinet", and "Food Experience Zone" ”And many new business experience areas, built into a comprehensive store integrating home appliances, home furnishing, home improvement, cabinets, gourmet food and other products. It can be seen that the store upgrade is aimed at bringing consumers a new shopping experience through different business scenarios and meeting consumers' higher-level consumer needs.
But at this time, the business district environment has undergone tremendous changes. The former flower market and postal currency market no longer exist. The frequent activities of Gome Xinhuoguan and the two adjacent Dazhong Electric stores are still The atmosphere of this business district continues, but the atmosphere of this business district is far from what it was 10 years ago. There are almost no new buildings around the stores, and various new business models are constantly eroding the passenger flow of offline stores. In addition, in the first half of this year, the mainstream home appliance categories are all in a callback trend, and the home appliance market is experiencing a low in the past ten years. Against this backdrop, the operating profit of this newly upgraded benchmark store in the first half of the year actually doubled year-on-year growth against the trend. How does this store relieve operating pressure and continuously improve its operating efficiency?
category linkage to increase profit and product sales accounted for
Gome Madian Xinhuoguan store manager Zhang Yi, who has worked for Gome for 20 years, is a store manager with rich retail experience. Zhang Yi said that in the past two years, the main assessments for stores are profit and sales. From the perspective of the store, whether to improve the efficiency of the floor or the efficiency of the personnel, it must ultimately be reflected in the improvement of the overall operating efficiency. The Madian store has a total of three floors, with an annual sales scale of more than 700 million yuan. For such a large store, the comprehensive profit requirements are very high. As a store manager, you must always pay attention to the sales structure in the store and make timely adjustments. Control the product sales structure of the store at any time to ensure profitability and sales growth. First of all,
must completely break the boundaries between brands, achieve unified direction, unified caliber, and unified goal for all store staff, rationally regulate the proportion of high-end products and best-selling products, and realize the linkage of high-end products and best-selling products. For example, in stores, kitchens and baths are the category with the best profit structure in each category, and its proportion should be increased. By setting reasonable task indicators for related refrigerators, washing machines, air conditioners, etc. The sales guidance of sanitary products promotes its linkage sales with kitchen and sanitary products.
is followed by increasing the profit of single product sales. The profit of a single product in the high-profit category also has high and low points. For example, the A.O. Smith thin instant electric water heater can sell for more than 5,000 yuan, minus 13 points of energy-saving subsidies, and the retail price is also about 5,000 yuan. Such a single product value is a very good product. Generally, the service life of electric water heaters is about 10. AO Smith’s products are of excellent quality and user reputation is relatively good. Therefore, AO Smith’s customer base is also relatively fixed. Users who bought AO Smith water heaters in the past will usually choose when they change the water heater. AO Smith. Moreover, in addition to high-end models, A.O. Smith's regular models also have models with three to four thousand yuan. Now, consumers who go to the store, unless they are used in rental housing, generally buy three to four thousand, four to five thousand when choosing a water heater. Madian Bridge is located in the urban area, with many old houses and few large units. Therefore, even if the product price of this kind of thin instant electric water heater in the store is high, users are willing to accept it and sell it better. Therefore, this type of product is on the rise every year in the store.
Of course, the location of the store is different, the product structure of the main sales will also be different.But on the whole, consumers' choices have changed and they have higher requirements for quality improvement. In the past, suppliers were looking for stores to do the main push, mainly focusing on slow-moving models or overstocked models, which gave the stores high returns, hoping to help promote slow-selling machines. But now the overall living standards of the people have been greatly improved. It is meaningless to promote low-end models for stores. Only when stores mainly promote mid-to-high-end products of best-selling brands are valuable. For example, water heaters are mainly promoted by A.O. Smith, range hoods are mainly promoted by Boss and Fangtai, and air conditioners are mainly promoted by Gree, Midea, Haier, and Daikin, all of which promote the latest products of top-selling brands. Judging from the actual main promotion effect, the good products of good brands have high recognition and trust in the quality of the products, so it is not very difficult to push them.
In this regard, Gome Beijing Branch will also help stores negotiate some excellent brand cooperation, select high-profit main push models to the store, Madian Xinhuoguan will use the morning and evening inspection time to promote the main brand manufacturers. Please go to the store to conduct professional knowledge training for all employees, so that all employees are familiar with the selling points and characteristics of the main product. At the same time, corresponding incentive policies will be given.
Store drainage Use a good way to find the right person
In Zhang Yi's view, the pressure from the outside is not the greatest pressure he faces, because this is a common problem, and it cannot be changed by a physical retail store. What cannot be changed is not pressure, but normality. The real pressure is when faced with this normality, is there any way to change it? The environment is changing, the customer base is changing, whether the store itself has changed, and whether the speed of change is faster or slower than others, this is the biggest problem.
For example, Beijing Gome’s requirement for store expansion and promotion is 3 kilometers around the store, and Gome Madian Xinhuoguan’s outing promotion has reached 10 kilometers or even 20 kilometers away. Among the more than 100 employees in the store, at least 30-40 people will be sent out to form a publicity team every day for door-to-door promotion. There will be no return if you don’t pay. You may make 100 calls every day and 99 of them will be hung up, but if you don’t make these 100 calls, you won’t even receive a single call. Zhang Yi believes that as long as there is a certain amount of going out, there will be conversions. After all, most consumers will have the psychology of gathering together to consume, but the premise is to have a way to go out.
For example, for the residents of the community, they must knock on the door and worship by sending the service to the door. Before entering the peak air-conditioning season, Madian Xinhuoguan will start to clean air-conditioning services free of charge. Before the decoration season, the joint kitchen and bathroom brands will provide free cleaning or security inspection services for range hoods, gas stoves, water heaters, etc. , And spread the store’s activities by doing corresponding service items. In daily sales, free cleaning cards are often issued as a means of promotion and customer gathering, inviting users to the store through services.
For real estate publicity, going to the street to find the neighborhood committee is a very effective way. The neighborhood committee has trust in the residents and can provide a place. The most important thing is that through the promotion of the neighborhood committee, the store activities can be converted into a form of welfare for the residents of the community. The products purchased by the residents in the store are the best and the lowest price. The price is guaranteed for 30 days. Can give extra gifts. The neighborhood committee can publish the content of the activity in the community forum, and use the time when the residents to dance the square dance in the morning and evening, and the community party members study, etc., to make the activity announcement. Of course, the effect is good, but the activities that cooperate with a neighborhood committee can be done once in the first half of the year and the second half of the year. If it is too dense, the effect will be diminished. This is why it is important for Zhang Yi to expand the store to 10 kilometers away. the reason.
cooperates with the bank to focus on locking the credit card department of the bank, and send gifts to users with credit cards in the store. When the bank engages in investment activities, many people will participate, and the store will also promote activities and share resources. There are also logistics and labor unions going to the hospital, the logistics department of the school, the student union of the university, the labor union of government agencies, etc., all of which are the focus of external expansion of the store. Zhang Yi said that more than a decade ago, when the market was good, you could wait in the store, and users would come to the store without going out. But now, we must go out and divert traffic to stores through multi-party cooperation.
Resource Sharing Zhang Yi, a young customer group of Rio Tinto,
, said that at present, it is not only the problem of the decrease in store traffic, but also the change in the age of the consumer group, which is the biggest difficulty for the store. Judging from the passenger flow of Gome Madian Xinhuo Museum, the age group is over 45 years old. Because fromIn terms of users’ shopping habits, over 90% of people under the age of 40 use mobile phones for shopping, while consumers in their 50s and 60s have formed traditional shopping habits in the past, and you must look at the length, width, and height of the product. , What is the quality, you can feel at ease when you touch it, and like touch shopping. Therefore, the store must be upgraded to an open display, so that consumers can touch, operate, and purchase after experiencing it.
Therefore, the store must study where the young customer cluster is, and where to expand. For example, if a movie theater is a place where young tourists are concentrated, Madian Xinhuoguan will cooperate with a movie theater closer to the store to make a pile of displays and display racks in the movie theater. When a new movie is released, it can also be promoted in the store. You can enjoy the right to purchase tickets at a preferential price with the Gome shopping receipt or the Gome membership card.
Another example is that online celebrity gourmet shops are also places where young people gather and consume. Madian Xinhuoguan invited a well-known self-made health yogurt merchant in the field of social e-commerce in Beijing to teach customers how to make health yogurt and taste yogurt for free. , And also sell some homemade canned milk powder. On the day of the event, the merchant itself brought more than 100 fans to the store, plus some of the invited users. Not only did the on-site event have an excellent effect, after the event, the products purchased in the store by these participating users included small home appliances and cigarettes. Stoves, air conditioners, etc. have generated sales of several hundred thousand yuan.
Therefore, the store must be moved and cannot wait. It is necessary to make reasonable use of the store’s site resources to proactively contact the businesses that make food and entertainment products to cooperate in the form of resource exchange. In this regard, we should not ignore the resources of brand owners. We will cooperate with brand manufacturers on weekends, invite some experiencers over, invite some users online, and go to the store to do various types of activities. Including mobile phone products, we must also organize product tasting sessions to invite young people to the store to carry out experience activities. Work hard on interactive experience and work hard on age groups, focusing on young consumer groups and studying their consumer industries. This is a topic that stores need to focus on now.
internal grasp management to create a positive sales atmosphere
Zhang Yi said that he is also a person who can't sit still. He rarely spends his office hours in the office and spends most of his time in stores. In fact, retail management is very important to the management of people. Every employee has his own behavioral habits and thinking mode, and often transfers to the store, so that he can always find the violations of the employees in the first time and make corrections. In the eyes of employees, he is a very strict store manager. Zhang Yi believes that frequent transfers in stores can not only better manage the standardized behavior of front-line employees, but also, in the event of an emergency, the most correct treatment can be made immediately, which will adversely affect Minimize. More importantly, be able to maintain close communication with employees. For example, the Madian Xinhuoguan has more than 100 employees including brand shopping guides. Zhang Yi is very clear about the skills and skills of each employee in selling goods. He also knows where their sales weaknesses are and give the correct ones. Guidance to continuously improve the sales skills of employees.
Now, with the rapid development of Internet technology, the sales methods of stores are very different from before. Shopping guides not only sell goods, but more importantly, they must go out regularly for publicity and make a certain amount of phone calls every day. Whether it is professional ability, communication ability with users, or ability to develop users, the requirements are higher than in the past, and everyone will be under great pressure. Through timely communication, we can understand the psychological changes of employees in a timely manner, and promptly give positive guidance when negative emotions occur, helping them relieve stress.
Zhang Yi said that in the store, it is very important to sell what product category and what age group of promoters. For example, selling mobile phones must be young people who can understand the new system if they are proficient in operating the new system. To sell hoods, stoves, refrigerators, washing machines, etc., you can use older shopping guides. He has related experience. In the early days when he was a store manager in another store, a consumer asked if the shopping guide of a certain brand could cook? The shopping guide replied no. Consumers say, can you use hood stoves if you can’t cook? Therefore, Zhang Yi requires all shopping guides to be "familiar and familiar with the products" to explain to consumers. Therefore, when brand owners send shopping guides to stores, Zhang Yi will also make corresponding requirements. For some categories, the requirements must be people with life experience. They will be more convincing if they can combine actual experience to tell customers about products.
will also review the monthly storesSelect sales experts, focusing on comprehensive selection of sales, sales volume, profit, etc., the store will have corresponding rewards for the shopping guides who have obtained excellent sales experts. For example, one day off to show rewards, individual commendations and rewards at the store meeting, and rewards for discovering gold red envelopes, etc., to mobilize the overall store’s positive sales atmosphere.
dig deep into the needs and do a good job of extending user value
For home appliance stores, it is not only a sales place, but also a creation of life scenes. The stronger the breath of life, the more attractive to customers, the easier it is to become diversified Shopping experience to drain traffic. For example, the Madian Xinhuo Pavilion has red wine sales in the refrigerator display area. When buying refrigerators, freezers, and cabinets, users will also buy a few bottles of red wine. There will be electric drying racks displayed above the washing machine display, and smart lock products will be displayed around the mobile phone display area. These products are also very good profit points for generating income. In addition, in terms of profitability, the profitability of these categories is stronger than that of traditional home appliances. Nowadays, there are not too many articles to do on the price of home appliances. It is more necessary to make a fuss about digging into user needs, digging into the user demand chain, and combining the actual needs of the user to solve his specific problems based on some innovation. In this way, the user will thank you, because in your store, you have considered a lot of things for him, and you can give him many alternative solutions.
Zhang Yi said that he is very optimistic about the "home•life" scene experience sales model. Although, after the current store introduces "IXINA cabinets" and "Oupai cabinets", the new business will be used to guide the store. When customers buy "cabinets" and other businesses, the corresponding shopping guides will also introduce special information about other home appliances to users. Provide consumers with a complete set of home and home appliances solutions. In addition, when shopping guides sell goods, they communicate with users. If users have home improvement needs, they will also actively provide users with new Gome services such as integrated cabinets to provide users with better services and form a good interaction. , To achieve two-way drainage.
He analyzed that in the next one or two years, the Madian Commercial District, to which Gome Madian Xinhuoguan belongs, will introduce home improvement and other businesses to form a more influential integrated commercial district. From the point of view of the store, IXINA is the key brand of Gome Group, Oupai is the domestic first-line cabinet brand, and the home space home improvement business on the second floor is also about to open. The sixth floor of the property where the store is located is the home improvement experience hall of Shichuang Home Improvement Company, and the Dazhong Electric Store next to it also has home improvement business. The Beijing branch of Shenyuan Home Improvement is in the Moutai Building opposite the store. The home improvement market and the home appliance market are definitely closely related. The Gome Madian Xinhuoguan is surrounded by well-known home improvement companies in the industry. These decoration companies have taken the initiative to find Gome and propose to strengthen cooperation with stores and provide customers with the greatest discount through resource integration.
For stores, the consumers covered are different and their spending power is different. Each store has its own characteristics. As a store manager, you must make innovations in accordance with the specific conditions of the store, including the business environment, and use Gome as a "home·life". Strategy as a guide, do something more down-to-earth, the roots in the market will get deeper and deeper.
-
-
-
-
-
-
-
-
-
-