Shop With Your Eyes Closed And Sell On Your Knees! "China Version UGG", Let The Old Man Crazy Queue Three Kill

Is the physical store really gone?

In recent years, rumors of "shop failure" have been heard. More and more shops are on the verge of collapse. The offline stores of all major brands have been accelerated to shut down, which seems to confirm these claims from the side.

But is that really true?

Not necessarily, just like Ma said: it's not a physical store, it's your physical store.

There is a brand that has only been established for 5 years, and the entity store has been opened from 0 to thousands of countries, and it has been opening shop every month.

Seemingly arrogant language, but his own bottom.

This brand is the main force of "professional shoes for the elderly". In less than 5 years, the company took up half of the old shoes market, and there are numerous iron powders in the whole country and even abroad.

Zhang Jingkang, the founder of physical strength, had also failed before he successfully established his health. In 2010, he failed to start his own business. His debt was 30 million, which is 3 hundred million of what he is now.

At least 20 days a month, visiting the market across the country, working 12 hours a day.

From the failure of entrepreneurship to the opening of shops with closed eyes. Zhang Jingkang summed up a successful way through the exploration of more than ten years.

Some time ago, Zhang Jingkang and the founder of foot Li Jian chatted and restored the whole logic of his health.

Kneeling for pain points:

From Heihe to Hainan, we touched tens of thousands of feet.

Before the birth of the first old shoes product, Zhang Jingkang came to the front line himself to be a product manager.

He has been on a business for a long time: what is the real pain point?

We all know that old people are faced with the problem of buying shoes and wearing shoes. But what is the real pain in old shoes?

Zhang Jingkang found three changes in the feet of the elderly.

1. feet wider before and after, with higher back and longer legs.

2. the phalanges of the phalanges become soft, the big bones collapse, the ankles become crisp and spur.

3. feet have pads on the skin and heels are easy to crack.

To understand these representation problems, we can prescribe the right medicine.

Mining the real pain points of users is the foundation of all products. How did Zhang Jingkang find these pain spots?

The secret of Zhang Jingkang's pain is kneeling for pain.

In order to find the pain and needs of the elderly, Zhang Jingkang set up a user research center.

With employees visiting the elderly from door to door, from the northernmost Mohe County to Hainan three sand, the most west Xinjiang to the most east Fuyuan, traveled all over the country.

He knelt down and touched the feet of the elderly, the stupidest way to measure his feet.

After touching tens of thousands of feet, I found the real pain point of the old man's shoes. In 2015, according to more than 5000 data collected by the whole country, foot Li developed a shoe last for the feet of 80% elderly people in China.

Aiming at the pain points of old people wearing shoes, pressing feet and grinding feet, they made "full strength and power shoes". The main players were "not to squeeze on their feet and go out without skidding". Finally, they sold hundreds of thousands of pairs in one year.

Once in winter, he made a shoe called thermal shoes. The main thing was to wear thermal shoes in winter, and warm shoes, but failed.

Finally, according to user survey, it is found that the foot blood of the elderly is not smooth, and the feet will become cool in winter. What the old man really needs is not warm shoes, but shoes that are not frozen feet.

According to user surveys, wool is kept warm, so we start to build a non frozen feet of wool shoes. The advantage of wool is that it not only solves the problem of frozen feet, but also is a value point that users can perceive.

Not only for shoes, socks, but also to identify the pain points of users.

For some elderly users, what they really want is a pair of socks that do not lose their necks while they will not fall.

According to this pain point, we should use all the energy to save socks and socks, and not only do the traditional socks' fancy patterns and plates.

For elderly people, the heel crack is a painful point of the foot when it comes to fall and spring heel.

Zhang Jingkang said, "no key pain points can be solved, and no other ten advantages can be used to satisfy them."

In the process of finding users' real pain points, Zhang Jingkang has long regarded users as relatives and friends. He is not looking for a product's pain point, but a group's pain spot.

Zhang Jingkang is truly a user group, so no matter whether he makes socks, shoes or old age massage chairs, he can become an explosive product.

Let users make decisions and explode the sense of user participation.

Zhang Jingkang said, "I have been trying to solve a problem since I was strong enough to be healthy. What is truly user centered?"

How to get rid of these old people, the answer given by foot Li is: "listen to them".

Let users become the center of everything, and choose products, channels, and even spokesmen to let users participate and make decisions.

Customers constantly need new products, but no one can guarantee that the new products can satisfy the customers, but Zhang Jingkang can, because his products have passed the consumer inspection before going public.

Whenever they want to produce new products, they will invite some old powder and users to carry out the product experience tea party, so that they can vote for the style and color.

This kind of tea party is going to run more than 100 times a year in the whole country.

The questionnaire is just a representation. These people are really the most critical moment when they leave.

They will give some products to the people who take part in the survey for free. They take the most style and the product will be listed.

Zhang Jingkang said, "no one wants to sell a product, but how can it be sold?"

After setting up, proofing, trying on, then according to user feedback, and then constantly improve the color, style, quality, and after the product comes out, the founder should personally be the chief experience officer, first experience again listing.

Not only what products are listed, let users decide where to set up shop, but let users decide.

The most annoying entrepreneurs are traffic, and at the very beginning, they are doing business in the business circle.

Finally, they choose to shop in supermarkets.

This is also the result of user research. First, supermarkets are one of the most common places for elderly people to go to the supermarket. They go to the supermarket to shop. In addition, many elderly people believe that the brand in the supermarket is more reliable, and even the old man says to him, "store the shop on the side of the road. If you look at it, it is rotten goods, and you have the ability to open it in the supermarket."

So in January 2016, Zhang Jingkang opened his first store in Zhengzhou. In July of the same year, China began to invest in the country, so far the shops have covered 100% of the market above the county level, and have gone overseas.

In addition to the location of products and shops for users to decide, even spokesmen, marketing methods and advertising channels are all decided by users.

No matter who the current traffic star is, it doesn't make sense for the target group to dislike.

The spokesman for the healthy and healthy is "national Mother" Kaili Zhang, which is the highest voice in the user survey. No matter the Internet is more popular, the most trusted channel for the elderly users is CCTV, and the advertisement is put on the CCTV.

The purpose of the user research center is to study users, all around the user research, so that users make decisions, and then through continuous upgrading, iteration, in order to ensure a steady stream of output explosive products.

Zhang Jingkang said: "the shoes of the elderly can walk to the present day, which is based on users' thinking. There is no shortcut to them, and they have never left any retreat for themselves."

The secret weapon of "shop with eyes closed":

Make the shop a bomb.

There is still one of the most powerful tricks to make a solid store: making bricks and mortar products.

In the era of products being king, everyone was riveting enough to make products, but it was easy to overlook the meticulous construction of channels. The logic of creating explosive products to create shops required three major strokes:

First kill: create traffic products, let users buy "value".

Old people want to buy a "value" when they buy something.

How can users feel that the product is worth the purchase, one is embodied in the price, and the two is embodied in the product.

Foot Li Jian specializes in the development of 49 yuan of healthy elderly and 10 yuan 3 pairs of socks for the elderly, as a draining product.

The gel stockings, which are strong enough to use, are bought by the exclusive technology of the world, and 10 yuan to buy 3 pairs of socks of 50 yuan quality.

As a drainage product, not only the price should be super value, but also the product can not be careless.

Like strong wool shoes, Zhang Jingkang went to the world's wool processing site, Jiaozuo, Henan, for 15 months in two months.

By strictly controlling the supply chain, the old people can get the quality of thousands of dollars in the international market with more than 300 yuan.

Finally, the shoes were completely fire. From northeast fire to Guangzhou, they became super explosive products, and they had been out of stock. They were called "China Version UGG" by netizens.

High frequency traffic products can enhance word-of-mouth, allowing products to be continuously recognized by users, fast promote user fission, enhance brand influence and flow, and create value stores.

Second kill trick: sell "seven character curse", let service exceed expectation.

The problem of product value is solved. Next, service is beyond expectation.

There is a unique feature of vigorous service. The unique seven character curse of "ask, take, kneel, touch, try, buy, deliver" provides users with more careful and considerate services.

Asking customers' needs, recommending products, kneeling on one knee, touching the foot of the user, trying on, shopping and greeting, a complete set of service processes.

Zhang Jingkang said, when the elderly enter the shop, touch their shoes first, and they will know if the shoes are pinching their feet. If they touch their heels, if they shake their feet, they must be widened. If the arch is not collapsed or not, they will know if they touch them.

How can anyone kneel to touch the old man's feet?

Zhang Jingkang said, "what benefits do employees give to employees, and what level of services employees will give customers?"

The seven word curse service is the core competitiveness of the shop, and escorts the user experience.

Third kill: details, strong word-of-mouth, increase the rate of repeat purchase.

The last step to create a burst shop is to move users in nuance.

When the customer buys the shoes, let the user not hurry to go. Ask if the shoes that have been worn for a year have been opened or broken, you can take them for a new one.

Who doesn't want to change new shoes for free? When the user changes his shoes, he goes in again.

When the user walks, tell him to see how many points are on the small ticket, and how many points he can add to the next purchase.

Only a small improvement in the total score can raise the rate of repeat purchase by 30%, which is much better than that of marketing.

Whether they are products, services, and commitment points, they are all exploded shops. When these combinations are combined, the shop is a complete explosive product.

　　 Knife brother comment:

In recent years, the physical stores have indeed encountered the darkest hours - frequent growth, falling operators, shutting down shops, and failing to achieve the expected plan.

The endless noise has cast a shadow over the real business. But with the younger consumers and the upgrading of consumption, consumers' demand for shopping experience and products is getting higher and higher. This is actually a good time for the increment of physical stores.

From the market as the core, to the customer as the core, from blind eyes to products, to letting users make decisions; from opening a family to one, until now closed eyes, Zhang Jingkang spent 6 years.

Zhang Jingkang said: "no entity is declining and traditional decline. In this era, all traditional industries are worth redoing."

There is no money in the eyes, only products; no opponents only customers; all the details to be metamorphosis grade, do you dare?