Interpretation Of The "Temple Rule" In The Centenary Of Retailing

Internet is not equal to electronic commerce. The Internet is actually a thinking.

On the contrary, the development of e-commerce in China is not healthy at present.

The so-called unhealthy is that over the years, e-commerce is still in a state of operating deficit as a whole, and no one is profitable.

From the total retail value of consumer goods in China, e-commerce accounts for 8.7% of the total, which means that 90% of the shares are still offline.

For retail practitioners, the biggest contribution of Internet thinking is to make all retail practitioners more and more aware of the nature of retail and the fundamentals of retailing.

The essence and the essence is to start with the needs of the consumers and take the customer demand as the starting point and end point of the operation and management of the retail industry.

Under the influence of Internet thinking, traditional retailers find themselves not doing well in retailing, but just selling.

Selling is just selling goods, not retail. Retail actually involves all the experiences of consumers before, during and after sales.

At present, people are worried that whether the traditional Chinese retail industry will impact on the Internet can become a century old enterprise, or is it replaced by other formats in five or ten years? But it ignores the fact that there are no physical stores in Japan, Hongkong and Singapore.

That is to say, after more than 20 years of development, Chinese retail practitioners have not really done a good job in retailing, so there will be a dressing room on the offline shop or a lower price on line than on the lower line.

This phenomenon is actually not in line with the retail rules.

In the two thousand years history of Buddhism in China, the cause of Buddhism is the foundation of Buddhist heritage.

Similarly, China's business also has a history of thousands of years. Although the mode of chain operation comes from abroad, its essence and temple rule are the same.

The cost of chain focuses on high efficiency and low cost.

The temple emphasizes standardization, chain store unified layout, unified organization and staff dress, unified holiday marketing, unified differentiated goods and unified membership system, and unified corporate culture.

After 20 years of research on chain development of Gome, it is found that all the rules of chain format can be found in the law of temples.

For example, site selection, regardless of Sichuan Emei Mountain or Zhejiang's Mount Putuo, are geomantic treasures.

Judging from the conditions at that time, the site selection is very confusing. But why are temples able to choose such a good location? From the perspective of Gome, 1700 shops were selected and their location principles were also chosen.

For example, the best location of the top three business circles, the structure requirements of rectangular, square specifications, parking spaces also have a clear request, also requires that there must be more than two hundred square meters of area, a positive facade.

Facade is a unified visual image linked to consumers. The facade of temples is the gate of the temple. The three doors are generally parallel, and basically all temples are consistent.

Gome also has the same image of more than 1700 stores in more than 400 cities across the country.

Second, we must pay attention to and study the principles of moving the temple.

The moving line of the temple takes the symmetrical layout of double cabling and enters the Mountain Gate in turn, followed by the Bell Tower and Drum Tower and the hall of heavenly kings.

In retail stores, we found that the number of stores arranged according to rules was more than 30% higher than that of stores without rules.

In the past, home appliances are site management or property management. Which brand gives more money to give it the best location.

In fact, it violates the principle of consumer demand for stores.

Brand falling must be done according to rules.

For example, the hall of Avalokitesvara should be dedicated to the Avalokitesvara, and not because the eighteen Lohan gave me money to give the location of Avalokitesvara to eighteen Lohan, because then consumers felt that this was not a temple.

Today, there are problems with retail stores.

There is a "customer oriented" principle in the layout of stores.

When people go to the temple to ask God to worship Buddha, they will find that the Buddha's eyes are communicating with you.

But many stores and products show no consumers, which is a way of disrespecting consumers.

And Gome's products are audience oriented.

Brand should be done according to the scale of consumer demand.

For example, mobile phones, apple and Samsung account for 53% of the market share, so the two brands must have the best location and the largest display area in the store.

Similarly, we can see that Panasonic and SONY account for 82% of the digital cameras, for example, SHARP, Samsung and SKYWORTH account for 52% in the color TV field, and 37% in GREE and the United States in air conditioning.

In the past, they put these big brands in the corner of the store, and thought that they could pull customers to the corner of the store so that the store could live.

But it's wrong to find out when you know the essence of consumer demand.

Stores must let consumers see the brand they need when they enter the door.

In fact, the sale of e-commerce 80% is also generated from the first two to three pages of e-commerce, and only a dozen or so sales are produced behind the ten pages.

Some physical stores,

The mall often hides in corners or toilets.

By studying the law of temples, it is found that every merit box is often placed on the kneeling position of pilgrims.

So the cashier must be placed in the best location of the store, preferably in the middle of the road gate or the layout.

Of course, the form is the same from the organization. There are abbot and presiding in the temple.

There are general managers and store managers alike.

Morning meetings and evenings are even more similar.

In addition, there are big marketing.

Every day on the first day, the fifteen and the Buddha's birthday, religion has marketing, while stores take activities as the main line of marketing.

In addition, the differentiation of commodities is also important.

In fact, the competitiveness of retail stores lies in the number of differentiated products.

Gome currently has 32% differentiated products with a goal of 50%.

Only differentiated customized products can support the high profit and high technology management level of stores.

Yes, of course.

Business is also important.

At present, Gome has 130 million members, making full use of Internet big data technology to accurately analyze members and achieve precise procurement and marketing.

Therefore, we should observe the operation and management of chain formats from the perspective of temple rules.

At the same time, we should understand from the way of operation and management, what is brought to us in the Internet era.

The retail industry must see its own essence.

It's all about customer needs.

Just like the highest state of martial arts is speed, the rest are flower and embroidered legs, do not be confused.

Only by foothold, can we do a hundred years of business.

According to these ideas, Gome created a strategic model of retailers in 2013 and 2014, and won the best retail channel award in China, and the China Chain Association Innovation Award.

Through this set of models, Gome in 2013 and 2014, domestic retail continued to slump, the seven consecutive quarters of contrarian rise, to achieve a double growth in sales and profits.