Houhai'S Rainbow'S Way Back To Life

When Yu Zhen Hui was transferred to Houhai rainbow, she did several things, including customer research, adjustment of category, theme marketing, alliances, exchange with employees, and integration of supplier resources.

There are already strong competitors such as the youth fashion coastal city, the high-end department store's maiden industry and so on. In positioning, these competitors must be misplaced and complemented so that they can survive. Through customer research, Yu Zhen Hui found that customers in Houhai business circle had a large fluidity and low loyalty. Among them, female customers accounted for 7, 25~45 years old accounted for 8, married family customers accounted for 8, and discount customers approached 9. Through these data, combined with the business positioning of the surrounding competitors, Yu Zhen decided to lock up the core customer group of mature women aged 30~45.

The 30~45 year old mature female groups are analyzed in terms of their common characteristics, such as high level of culture, strong consumption ability, interaction and courage to accept the trendy propaganda. Yu Zhenhui thinks that the business mode of Houhai Tianhong brand discount stores can well cater to their needs, and this business positioning is exactly what Houhai business circle does not have.

Then it is the adjustment of category. First, we withdraw 46 counters which do not meet the needs of customers or do not adapt to the brand discount mode. We can introduce brands that can be discounted from manufacturers and seize the source of goods. Men's wear Adjust to the first floor, make women's wear on the two or three floor, and make children's activities on the four floor. What is worth mentioning here is that in order to ensure the intensity of the discount and truly benefit the customers, Houhai Tianhong agrees to reduce the discount point in the process of communication with the manufacturers. Brand counters 。 In addition, in the four floor children's District, Houhai Tianhong also introduced the world's leading brand of early childhood, the I Lover GYM, which used the educational quality to impress the mothers' hearts and displayed the trustworthy service quality of rainbow.

Finish these shopping malls. management model After the adjustment, she began to focus on shopping mall theme and sales promotion. For example, the theme of spring is full of spring, the promotional challenges of "38" Ladies' day, kite + outing, red wine music appreciation, happy farm and other theme marketing activities. Each activity will launch a VIP exclusive marketing to attract customers in the form of full delivery, and the gifts will be highly attractive. They will also organize interactive programs. For example, the activities of the outing season not only launched a one-day tour of Qingyuan families, but also organized a total of three family members who participated in the activities, and rewarded ten shoppers who did the best sales promotion activities in the previous season. These managers also invited two customers who had created the greatest value to participate in the activities. In such activities, the interaction effect is very good, as well as the participation of the activities of the whole process of care, can enhance customer sense of honor, cultivate customer stickiness. Moreover, this group activity can also get some local government's subsidy resources, low cost and good results.

In order to ensure the attractiveness and participation of these promotional activities, Yu will often carry out different industry alliances with leaders from all walks of life, such as the kite festival cooperated with Kite Association, the red wine music appreciation jointly launched with the red wine website, the famous liquor brand and the cake brand, the Spanish pirate ship cooperation with the five star hotels, the Spanish dinner, the red wine cellar, the cigar hall, the presidential suite, the Maldives seaside swimming pool, the Spanish music theme performance and the bar Carnival and so on. This form of alliance can not only bring more promotional tricks to the mall, but also improve customer interest and participation, reduce costs effectively, and bring enough advertising and new orders to partners.

After gradually getting on the right track in the shopping mall, she began to retrain the management and counter staff, set up an incentive system, and continuously improve the performance indicators, so that Houhai rainbow can enter a long-term, orderly and orderly operation. Yu Zhen Hui's training method is also unique. She will spend 2 hours a day to chat at the sales site and staff, not only to make the shop manager and staff feel respected and valued, but also to find some ways and means worthy of promotion by some excellent staff. These cases will not only invite staff to share with them, but also set up special incentive measures to give them material and spiritual rewards, such as the invitation of important customers to participate in tourism activities.

After 20 days of each month, Haitian rainbow will also convene a meeting of shopkeeper in different categories to find out how the target will listen to the measures taken by the store manager. The conference will analyze the source of goods, the intensity of discount, the target completion rate and the existing problems, and then find out the solution to the problem through analysis, and cultivate the manager's practical operation ability with practical work cases.

In the determination of performance indicators, Yu Zhen Hui is also very bold, for example, in 2014, the promotion index of 38 ladies' Day is to grow by 40% year-on-year. But the target has been decided. How can it be realized? Yu Zhen Hui has not let go. She has discussed with the shopkeeper of each shop the feasibility of achieving the target in advance, and analyzed the measures that the neighboring competitors will take. The unit that can be linked up is mother net, finalize the marketing theme, replenish and prevent the supply of key categories, start the decomposition of the "malposition" promotion steps, and then convene a symposium on key categories and key brands, so that the goals of activities, marketing priorities, shopping malls measures and supply sources can be landed one by one. Through these measures, the daily average customer volume of the 38 ladies' Festival increased by 18%, and sales increased by 38%. The average daily income of the largest category of ladies' clothing increased by 244.54% over the same period last year, with the prominent brand increasing from 170% to 458% over the same period.

Through customer research, adjustment of category, thematic marketing, alliance of different trades, exchange of employees and integration of supplier resources, a set of simple and clear combination punches, Yu Zhen Hui not only succeeded in making Houhai rainbow escape from the survival crisis, turning losses into profits, based on Houhai business circle, but also created the only brand discount shop of Tianhong system. Its theme location and shopping service were deeply rooted in the hearts of the people, and the enthusiasm of employees has also been greatly improved, and there are many breakthroughs in the ways and means of sales, and the atmosphere between employees is also very harmonious, giving people a sense of prosperity.