Miao Hongbing: White Collar Pformation And Profitability In The Era Of Full Channel

Since China's reform and opening up, the national economy has been rising all the way.

We took a ride in the car and did something, but we turned to the conclusion that we were successful. We did not, because what? We had not experienced any crisis. We had not experienced any negative growth, and how to make an enterprise survive.

As is often said, a man who has never been hurt is called a man. How can an enterprise without negative growth or a failed enterprise become a successful enterprise?

I think this is actually an opportunity for us. This opportunity brings us thinking. We need to think about how to do business.

So over the years, we have been thinking, after thinking, we think again, what is pformation? In fact, pformation is not a slogan, pformation is a radical change of thought.

This pformation is very painful. Especially in the face of the situation and crisis, whether we can accurately grasp and understand the current situation is very difficult.

Are we doing things with inertial thinking?

As a matter of fact, our cooperation is mainly related to department stores. Because I had no other choice, there was only one channel in China twenty years ago, that is, the department store industry, and the department store industry did a good job, and it was very strong and very strong.

But in the past two years, the department store industry has become a bit weaker. What do you think is the difficulty of the department store? Actually, there are many problems, but the advantages of the department store can not be replaced.

After thinking about the pformation, it is to do well in one's own business.

Because sometimes we have a lot of new words in the society, such as Internet +, Internet and Internet thinking. All of us in various forums, all kinds of places, do not talk about Internet and feel that they are especially backward and feel ridiculous. How do you feel so? What is the biggest regret in Department stores? We don't have a few cattle in our department stores, and can have ideas, incitators, and oratorical speakers. You can always find that there are many speakers in the Internet industry, but the department stores are all obscurity.

But I think we need to talk about department stores in the future, or say who knows what the department stores are.

I have done a few things to report to leaders here.

The first is product pformation. What is the product pformation?

The core sentence is to let clothing return to the essence, because once we have done this industry people have dreams, hope that the products you design are unique, must have dreams, have collection value, and so on, but that is a way to tell stories.

Now we must be clear that clothing is clothing, and never give clothing so much responsibility that it can not afford to lose.

For example, many of our lesbians are already very fat. When she puts on her clothes, she always says that this dress looks fat, which is not apparent.

It is also said that this dress is old, but it is really not a matter of clothes. You are always a kind of wealth, and fat is a kind of elegance.

Sometimes, many of the demands that consumers make to you are actually deceptive. We often say that to understand the needs of customers, first of all, this is absolutely right, but never listen to consumers, because Jobs says consumers do not know what he wants.

For example, I did this thing, and the customer said I wanted a dress like this, so we painted it on the spot, finished it, and then beat it back. What was her reason? It wasn't what I wanted.

Because when you do it according to the other party's requirements, she doesn't matter whether she is fat or thin. She is not suitable for wearing such clothes.

According to the material she provided, it would be a failure to finish according to her requirements, so let the product return to its essence.

What is essence? The essence is high cost performance.

Sometimes it is said that there are no people in the mall, but everyone pushes the responsibility to other aspects, such as personnel ability or policy, but often neglects that customers themselves are not short of clothes. In fact, over the years, our consumers have overdrawn consumption.

Except for people who are particularly sensitive to fashion, it will be fine if they don't buy them for years.

The other essence is to return. The real first element of clothing is color. But many of us do not work hard in color.

Later, it was discovered that the most designed product was designed by the designer.

because

He wants a dress, but you give him too many unwanted things, so product pformation is necessary.

The second is the pformation of sales channels. Once our main channel was the department store industry, because we really had no other choice but the department store industry.

Moreover, the department store industry is particularly good, and is proud of China. It has made a very important contribution to the economic construction, and its role in history is indelible. But with the diversification of the retail market, for example, the shopping center has emerged, for example, the orlies system has appeared, for example.

And so on, including all the small shops on the street, but in fact, it has an impact on department stores.

But did we have missed opportunities at this time? We missed the opportunity to think and missed the opportunity to change thinking, because the department store industry was too easy to operate.

We still have a good figure, but we deceived ourselves. Why? We can't face up to what I am today. Now the Department Store report, every shopping mall report, you must twist the water out. Why? For example, there are at least 10% to 20% of the bills, which is true.

Because we can not face our real figures now, I believe we will eat this deficit in another two years.

Because we have escaped another chance of change.

So, what are our principles? We must put the product in a place where you can find it. Now you see, there is no one in the department store, but there are no people in most shopping centers, but you find that there are a few time points, there are plenty of people to eat, and no one eats after dinner.

You find that there are lots of people at weekends, and no one is usually there. Why do people go? Actually, people have not regarded shopping as a very important way of life.

At the end of the week, take Beijing as an example. When we go out of town, we all go out to see flowers. When we look at the mountains and enjoy the scenery, who still buys things? There is also a farm in Ledu.

In the final analysis, people's way of life has changed.

And you see overseas travel, cheap is scary, to Korea five days, double back and forth, also four star hotel, more than 3000, more frightening.

More than 3000 stay for 5 nights and serve meals.

A lot of people went out to play, and bought something back by the way.

Originally, shopping mall is definitely a fastidious way, and it is still an identity in the high-end shopping mall, but now it is not necessarily.

Third is the pformation of service, what is service pformation? We insist on a word, let service become a commodity, we once said service, and later we found that we did not do service, but just shouted, no one really turned the service into a product to sell to customers. We welcome at most.

What is the biggest service in a department store? Every day when the shop is open, all the department stores are lined up, and there are beautiful etiquette ladies at the door.

Smiling and greeting, doing very well, but you later found that there are no other consumer services.

Payment is slow and service is slow.

Let me give you the most typical example: This is our financial system problem, but I think it needs to be changed.

I am in a shopping mall, a customer, sign a credit card must sign, right? The banking system and shopping malls may have this peace agreement, but some customers are unwilling to sign it. He said he did not want to sign the reason for it. What others said is reasonable.

The customer bought more than 20000 of the product, but the customer refused to sign it. I told the cashier I said you had it. If there is a problem, we will suffer a loss. OK?

It's too dead. If you run, it doesn't matter to you, you can't do anything.

The system is the system, the last force of this customer can not help, said the sister, you here with a pencil signed, you brush me to wipe you? Finally you say this man is a bit silly, it feels silly.

You can pass it after you have finished the pencil mark, then will you let him pass? We can really study this kind of service instead of shouting slogans again.

Later, we found that there were so many people shouting slogans in our retail industry, but there were not many people.

The fourth is the pformation of propaganda mode. The pformation of propaganda mode is that you have spent a lot of money on the newspapers, TV and pportation platforms, such as shopping malls, and so on.

Later, in the public media, including some WeChat, micro-blog, one to one precise push, has become a very important marketing mode. What is the sales achieved by every store in our shop every day? What is the sales achieved by WeChat or micro-blog? Why do we grow now? You will find one of the reasons.

So when we were marketing, we stood at the door to welcome people. No one came to visit. Why? And now many customers are lazy, lazy to eat, not to go to restaurants, to send food, shopping is even more lazy.

It's a pleasure to hang around. Now it's too lazy to walk around. What do you do then? You feel good about pushing something for you. You're lazy, you don't want to come, it doesn't matter. If you send it home, it's suitable for you to stay.

Not like e-commerce, this is the service.

I think this is

Including you, for example, all the shopping malls are doing their own WeChat platform, but have we led him to report to him every day? How much is it? How can it turn into an effective customer? This is a very important number, but many people don't do it.

Including the original fashion industry, the film has been smashed into money, good photographers, expensive scenes, to Italy, to Europe, to the United States, to take a circle, and found that the world was finished, not to be photographed.

Now, it is simple to shoot the French, the movie studio, the model does not need the most expensive and fast. One day must produce 50 or 100 pictures. The original model only takes 5 pictures a day.

You have to eat, drink, wait on, these are stars, but now the 50 must be finished, and the price is not expensive. Overnight, the second day accurate push is equivalent to turning my display into everyone who is pushing your customers in time.

But you don't harass him, you push first, my code is special, hang up a picture below, it says something particularly interesting, or for example, what I found, now popular VR, you take a small video, we made a small scarf the first two days, this scarf is 200 yuan, we made a video to the scarf, the customer saw that it was particularly good, the highest one sold only 180, why? Just to catch up before 38.

All units need to send gifts. Now they are not as expensive as they used to be. If they pursue the right thing, they should buy more than 180.

Therefore, the pformation of propaganda has become a way of making profits.

The fifth is the pformation of supply chain.

It is true that we are choosing the supply chain, so our cooperation supply chain is very expensive. Now we must choose a supply chain with excellent cost performance. You can't eat a fat person and choke again.

The choice of a good supply chain, including the choice of partners, such as our market, originally tall, is what we insist on, but not now, because many places do not have to go.

For example, we have to clear a few stores recently. At this time, I think this businessman is smart. Under the extremely bad situation, we must hang together to keep warm.

You want to warm up and warm up in the financial crisis in 2008, but now it is much colder than that. You are not holding together now.

You must remember that the supplier who can stand with you now should thank him, and don't let him down.

Especially in the advantage of shopping malls, must pform, treat suppliers better than anything else, at least he can pay the bill, you don't even have to pay the bill.

Many high-end shopping malls have skylights. What do people do when they leave? The goods on the side are put first, which is never seen in department stores for so many years.

But this phenomenon has already appeared, and the shopping malls that have not appeared are really great. But we must realize that one day it will be like this, because suppliers are dead, so you can only make your own brand, and that is completely changed.

The sixth is the pformation of management mode, that is to say, we must motivate everyone and encourage everyone to take sales as the core idea.

Even the cleaning people began to sell. After sales, there were Commission. Like salesmen, the WeChat push had a commission. He was very enthusiastic and didn't need to pay attention to him. Your company had the final say. How much money did my company send to me? You don't have to ask. Look at me here. How much money do you earn?

You can't earn money on such a platform. You're stupid. Don't blame others.