There Are No Bad Shops, But No Operators!

We shop. Management And talk about marketing.

　　 What is shop: Customers in the business place through visual, auditory, touch, taste and feel, feel the service, advertising, promotion, image, product, technology, culture and other marketing tools and environment in various business activities.

　　 Store status: As a direct consumption place for customers, shops directly provide customers with various products and service functions. At present, most of the terminal stores in various industries lack of systematic store management. Marketing system The shops are in a negative or profitable State. Finding a suitable operation system for shops is an imminent important factor in the shop industry.

At present, the existing stores in the market, including all kinds of hotels, stores, hotels, and various fixed establishments, are faced with the mystery of store marketing. Many shops admit that they have good products and good ideas, but they do not have the traffic volume. Taking the hotel industry, the number of negative turnover accounts for more than half, and most of the shop operators are in a dilemma. No passenger flow and frequent flow of business staff are really bothering investors. They are in urgent need of shops. bottleneck Make breakthroughs!

In fact, store management is not a very difficult problem. As long as operators grasp their own advantages, it is not impossible to break through, but how to analyze and find their own advantages and how to use them has become the rush of managers. It is a well-known truth whether service or consumption should be sought in the operation of shops. Most people know nothing about it. Here I would like to share with you a case of a shop that has been done.

In November 2006, when a friend was doing a project consultation in Tianjin, there was an upscale clubhouse for consultation. After communication, it was learned that this was an upscale clubhouse. The investor was originally a disciple of Shaolin Temple. The investment place was more than 3500 flat, more than 200 employees, three floors, the first floor was the beauty care area of Chinese medicine, the two floor was health care and Shaolin vegetarian area, the third floor was equipment fitness and martial arts area, the boss's goal was to be a high-end business club in Tianjin, but since the opening in October, the traffic volume is very small, and it simply can not meet the expectations before the opening ceremony.
　　

So when I took the project team to the spot investigation, I found that this clubhouse area was not an advantage. In a non mainstream way, the quality and service of the salesmen (very hard to recruit local service staff) were not very distinctive, and there were high-end clubs in the high grade hotels and hotels nearby. In terms of health preservation, professional fitness centers, fitness, and other professional fitness centers such as HOSA had no advantage at all. Combined with the above situation, it is urgent for the club to carry out business blasting.
　　

After analyzing and communicating with the investment boss, the project team suddenly discovered why not build the guild hall into a Shaolin special club. First, the boss himself is a disciple of Shaolin Temple. He was formerly the head of the monk regiment, and he was educated in the authentic Shaolin culture. Edification The price is genuine. Thirdly, the guild hall with distinctive characteristics of Shaolin culture itself is a very attracting point. Combining Shaolin culture will surely arouse people's great interest. Thirdly, the service staff Shaolin characteristics can make up for the lack of service personnel image.
　　

This proposal is easy to get along with investment boss. Investors expressed strong support.
　　

　 Rectification ideas:
　
First, it is named "medical release health preserving fitness club", "medicine" is the beauty care project of Chinese medicine, and "release" is the hall hall sign Shaolin Kung Fu project. "Dao" is a health care project. The name covers three great mysteries in China. It has profound meaning and covers its business scope. It is very clear.
　　

Two, personnel rectification, male waiter will be shaved bald, Shaolin characteristics, and men and women service personnel are wearing Shaolin Temple clothing, male yellow Shaolin robe, female white Taoism clothes and Shaolin two sets.
　　

Three, business talk about rectification. All service language is corrected to Shaolin and Taoism language, male service staff language is: "Amitabha, benefactor, Hello! The cashier language is: "benefactor, please follow the fate", etc. the waitress uses the special language such as "boundless heaven, good benefactor" and so on.
　　

Four. Rectification of the project name: unify the names of the original service items, for example, the ancient name of the beauty project: "Zhongjing ancient prescription"; "health care and foot care services" also use the ancient flavor language, such as "ancient Fang Xuan Huang Jian Zu", which is unified with the atmosphere of the whole hall.
　　

Five, mandatory implementation of project service standards to create characteristics of our store. For example, there are Buddha statues in Shaolin vegetarian area. All those who come to vegetarian area to eat meals and visitors first need to kneel and worship incense. Otherwise, refuse entry! There are service personnel tapping the wooden fish nearby, and playing Buddhist music all day.
　　

For foot treatment area rectification, for foot treatment of traditional Chinese medicine foot bath procedures, rectification, through consulting Chinese medicine, experts and so on to calculate the exact time length of Chinese medicine feet, and in all the treatment room with a timer, according to the standard time to enter the service! Make the guest experience the professional foot care standard service.
　　

Of course, there are a lot of corrective actions, including staff behavior standards, linking up and downstairs, membership card marketing, marketing activities and so on will not be described one by one. After completion of the above work, only two local DM advertisements have been done locally.
　
The value is commendable in the opening half a month, the project group planned a "medical release club card auction" activities, less than two hours less than 50 thousand yuan. Successively organized a series of marketing washing activities, such as "Shaolin Kung Fu", "health culture festival" and other activities, and even create a new business.
　　

To sum up, in fact, shop operators in the process of operation, research target audience's hobbies, interests and so on is enough to do a good job in the market, in the positioning should be able to choose, not necessarily everyone can meet the shop location can be able to recruit a lot of guests, sometimes a small market segmentation is enough basin pot full!