What Is The Counterattack On The Retail Industry?

Starting in 2013, the wave shop closed shop swept across the country: home stores such as Orient Home continued to fail; the sales growth of Parkson business group in 2012 was less than that of 1/4 in the same period in 2011; in March 2013, Metro's Wan Tcheng withdrew from China, and in the same year, the number of foreign-funded business outlets reached 18.

At the same time, the rental price of shops decreases at a rate of 12% per year.

Of all the traditional industries that are in urgent need of pformation, the retail service industry may be the worst.

In this context, big and good products have become a typical case of the current retail growth in the winter.

Yat ho seized the opportunity of the collapse of China's retail entity and the collapse of its electricity supplier reputation, creating a new form of entity shop.

At the same time, in the history of shrinking the quality supply line and the lack of experience in domestic sales, big and excellent products also accumulated brand potential energy through three high three low (high quality, high efficiency, high technology, low cost, low gross profit and low price), and broke through the market gap in one blow by high and low water.

Where is the balance between big and good products?

First, the product must be good enough.

In the store of more than 200 square meters of big and good products, there are more than 5000 single products, and each category will not exceed 3 SKU.

The products cover various aspects of daily life, such as tableware, toys and carpets, umbrellas, boxes and other daily necessities, headphones, rechargeable treasure, Bluetooth speakers and other electronic products, as well as sunglasses, perfume and other fashionable consumer goods, eyeliner, nail polish and other cosmetics.

They are all basic commodities that are popular, design, functional and practical to meet the needs of more popular customers.

At the same time, after the design is finished, people often send people to the site for tracking management in the production process, and strictly control the quality management system at the source of production, so that both the style and quality are guaranteed.

Moreover, products must be cheap enough.

As we all know, traditional retailing is usually sold on behalf of others.

This way of selling is not much pressure on the seller, because selling poorly can be returned to the supplier and the risk of operation is relatively small.

Because manufacturers have to avoid the risk of return, we must raise the price of supply, and link them to consumers.

At the same time, the traditional zero sales generally adopt agency and multi-level dealer system, and the increase in price and the Commission of commission will make it cheaper.

On the one hand, it is scale purchase.

The buyout system is not related to suppliers, and it is not related to suppliers. All the pressure is placed on us. But it is this pressure that forces us to work hard in developing products, so as to ensure that each of them is bursting with high cost performance.

The big and good products gamble is the scale effect. He is ready to open stores in China in a short time and spend a lot of money to expand quickly.

And thus greatly reduce procurement costs, will become the biggest price advantage.

On the other hand, the product is directly to the store, and it gives up profits. The gross profit of the company is only about 8%.

About 80% of the products are purchased directly from more than 800 Chinese factories, so that the price advantage can be guaranteed. Almost all factories are exported, and the products will not go through any distribution level.

Coupled with low gross margin, it ensures that 70% of the products in the store can be priced at 10 yuan and earn money.

"10 yuan is a gold price."

Big and good products believe that this price will not give Chinese consumers any burden of purchase, easy to consume, and liberate a generation of young people.

"High quality and low price" can take the quantity.

Roll up quickly.

Finally, under this rapid rolling, it is easy to find "exploding money" in "baby".

Big and good products will be new every 7 days, and the goods can be sold all over the 21 day.

First, keep up with the trend, second, ensure freshness, and let suppliers face the market reaction directly.

"The products are all hung up in the store, the quality is good, and how well they sell."

When a store sells products every 7 days, what products are sold well?

We can keep the explosive money, eliminate the last commodities, and eliminate the suppliers who can not keep up with the products. "Explosive money" is the second guarantee for excellence.

In the past, traditional retailing not only had many layers, but also had a long account period, while the big and good products had adopted quick settlement and one-time buyout cooperation with suppliers.

The risk of inventory has shifted to the big and good products, and it is easy to attract quality suppliers to find their own homes.

The seven day renewal also gives the better supplier the opportunity of "upper class".

According to Da and excellent products, some international brands such as L'OREAL have begun to talk about cooperation with big and good products.

The entity channel has not been digested by the Internet. It just needs upgrading because big and good products tear the last layer of the high retail price.

At the beginning of its founding, the company established global thinking and global output, seamlessly joining the global sourcing strategy and serving global consumers.

Not only did the big and the best products grow in the mainland market, but they began to radiate from Hongkong, China, Macao, Dubai and Southeast Asia.

"How to ensure that the goods on the shelf sell well?" this is a big and good quality often thinking of a problem.

The premise of selling goods well is that consumers are willing to buy. The motivation to buy is quality creativity and low price. Behind the best selling products is three high and low (high quality, high efficiency, high technology, low cost, low gross profit and low price), and the key is to win the price by quality.

If we can not find this balance skillfully, any advocating feelings are empty words.