In 2019, Five-Star Partners Came Out.

In order to empower more shopkeepers to boost the new retail sales of Inman, in early 2019, Inman selected 10 distributors from more than 600 national offline experience stores and rated them as "five-star partners" in 2019.

Observing the location of these stores and the whole retail situation of the new man, it is easy to find that most shops are distributed in three or four line cities. This is the market opportunity that Yin man early saw in the three or four line city and combined. brand The accurate judgement of the portrait of fans.

According to the relevant data of the National Bureau of statistics, more than 70% of the people in China are in the sinking market, and there are as many as 1 billion residents in three cities and rural areas. According to Yin man, with the escalation of the consumption of sunken channels and the relaxation of preferential policies offered by local governments, more and more commercial real estate will flow into this part of the low line market in the future.

These five star partners' management mode and management experience will also be used as sample cases to provide reference for later associates.

Scene creation: comfortable and comfortable shopping experience

Clothing is a non-standard product that needs to be experienced, and real business can provide consumers with experience, sense of space and trust. This is also an important reason why he initiated the new retail business.

Unlike the single plane vision of the online platform, the offline scene experience also has the five sense of the brand, which has a certain impetus to the brand power, and can effectively enhance the brand's impression in the public mind.

Based on the layout of the scene and the creation of atmosphere, Suqian's Sucheng store has gradually become the ideal slow life space for the customers.

"I like to mix some small green plants in the shops, and I often go to some cloth dolls or books on the bookshelves. Some customers do not necessarily buy clothes, but they sit down to read books, chat and stop for a while." Han Han, owner of the store, said that thousands of loyal fans have been accumulated in the store and become the place where many people go to punch cards on weekends.

Cao Fangfang, owner of the Jiangxi Jiujiang Economic Development Zone, is changing the store display to bring new customers.

In her view, if the store's clothing has not been adjusted, then staff And customers will have an inherent thinking. Minor adjustments to store display and color matching allow customers to pay more attention to others. style Clothing can also produce different perceptions of emann.

Fans operation: the killer of new retail business

Compared with the franchisee mode of traditional clothing enterprises, the biggest feature of new retail is the "fan operation". In the view of emann, the acquisition of traffic is more and more expensive, and more and more retail skills will fall on "people". Good social operation ability can effectively lock fans' attention.

Therefore, since starting the new retail project, Yin man has adopted the brand WeChat matrix operation mode, using WeChat to quickly accumulate passenger flow.

Cao Fangfang, owner of Jiangxi Jiujiang Economic Development Zone, said that although the tool of "friends circle" has been used "rotten" now, it still takes a lot of thought to make good use of it.

"First of all, we must insist on regular quantitative push, so that we can brush some sense of existence, let the customers remember the Yin man; secondly, we should carefully observe, and adjust the time and content of the publication according to the interaction of fans."

It is because of the patience of the community that Cao Fangfang has established a good relationship with consumers and become a customer's heart. fashion Leader, shop sales achievement It is also far ahead.

In the past two years, with the rise of small programs, short videos, content providers and other tools, Yin man has begun to widen his operation mode.

For example, Liu Dan, a shopkeeper in Shunde, Foshan, actively arranged sales channels such as jitter and little red book. Ganzhou Zhanggong shopkeeper Liu Yan volunteered to shoot fans to shoot new products, and made incremental for small red books and other platforms to achieve the purpose of planting grass.

Team building: building a highly effective team with tight links

As the first one to move from line to line. Women's wear brand The new retail business started from the very beginning, and realized the sharing of traffic between the two sides.

However, online online and offline penetration is also a test of the close relationship between the brand and its affiliates, as well as the division between the store owner and the shop assistant.

Yin man, a shop owner of West Lake store in Nanchang, is a fan of Yin man. In the course of daily operation, she always recognised the concept of brand symbiosis, actively cooperated with the execution of every brand new plan, and supported and grew up with the brand.

And for her employees, she has developed a detailed talent management system. "First of all, we do not maintain the cadres who are out of production. While leading the store to achieve their goals, the store manager must maintain the lead in personal performance. Secondly, we must rely on a reasonable remuneration system to drive the activity of the shops, and those who are good will not quit easily, and the backward ones will naturally be eliminated. In addition, we will reasonably split the shop targets, focus on the ultimate goal, and pay more attention to the goal of tracking the final goal." Now, she has opened four stores under the line.

In contrast, Zhang Qian, owner of Shijiazhuang West Mei Hua Street store, pays more attention to the atmosphere of the staff and focuses on building a high morale team. On weekdays, Zhang Qian often led his team to other shops to learn and communicate, set up sales incentive policies for their staff, organize the regiment regularly, send flowers or prepare fish and other food in person, and send warmth to employees.

Under her leadership, the shop assistants are confident and competitive, and the strategy is implemented in sales, and the store performance is very stable.

The attractiveness of low consumption cities will also be stronger with the huge consumption groups, rising income levels, and the radiative role of big cities.

And the strategy of "rural encircling the city" is not disappointing. Data show that after four years of development and precipitation, today, Yin man's footprints have been distributed in 179 cities across the country, opening more than 600 stores and making profits. Overall sales in 2018 increased by 40% compared with the same period last year, and single store performance increased by 19% over the same period last year.

I believe that under the support of the brand and under the leadership of the "five-star partners", the new retail business in the future will be available.