Five, The National Small Program Transactions Reached 3 Times Below The Line Store. What'S The Right Thing To Do?

On the evening of February 3rd, a group of photos of Liu Dongyue, a wise retail leader of the group, showed that during the two days from February 1st to February 2nd, the trading volume of the small business of the group's retail line exceeded that of the retail line. This is a special phenomenon in the special period, but it can undoubtedly create a gas for the physical retailers in the winter: increments can be obtained in a wider space. New channels may not solve the fundamental problems brought about by the environment, but can alleviate the pain of acute pain.

The number is pushing ahead: the retail sales of the bestseller group's online small business in February 1st is 1 million 410 thousand, 2 to 2 million 720 thousand, 3 for 4 million 10 thousand, 4 for 4 million 310 thousand, 5 for 6 million 410 thousand. Five the total amount of transactions on the antenna has exceeded 3 times that of offline stores. Some people think that this is a historic moment, and the epidemic has accelerated the arrival of an inflection point. In Liu Dongyue's view, this phenomenon should be treated more objectively and calmly. Offline retail as a basic dish will not change its attributes, but it really is because of the polish of the basic business skills of the retailer over the past year, so that it can grasp a little initiative in the current situation of the epidemic.

　　 C bit on small program station

During the period from January 1st to January 22nd, the offline business of the group did not seem to be affected by rumors. The whole channel kept a year-on-year growth of 25% compared with last year.

In January 23rd, when Wuhan closed the city, the shopping malls began to ferment. Consumers' desire to go shopping was reduced to freezing point overnight, and the physical retail industry was facing an avalanche slide.

After 5 days or 6 days in Wuhan, as well as its counterparts, the store of the national brand has begun to shop in large areas and is still spreading at an extremely fast rate. Liu Dongyue revealed to the power of billion state that in January 29th, when the number of stores reached a certain node, he suddenly realized that the epidemic will be a nationwide campaign with a long period of time. When participating in the industry to fight the epidemic, the state of mind should also start from the "waiting for the epidemic to end as soon as possible, and go back to the track", and turn to the question of "how to operate during the epidemic situation, and what increments can be fought in the current situation".

As the bestseller of smart retailing, small program mall has become a choice.

In March 2018, the group launched a small program mall WeMall with Tencent's smart retail department, and was quickly promoted to the whole country through pilot Beijing and follow-up.

WeMall is known as "online two floor" by the bestseller. The core idea is to build offline communities under the guidance of offline shopping, and then add scenes through WeMall. Under the operation logic of WeMall, guided shopping is based on WeChat's good friend relationship, and it provides customers with brand services through small programs.

For example, shopping guide through friends or private chat to share thousands of thousands of face-to-face marketing content (Star single product, classic wear, promotional information and other content), customers can directly jump to the WeMall applet through share jump to buy. Some consumers do not decide in the store, or they can go home to continue the order through WeMall.

After more than a year's accumulation, this scenario has been more effective before the epidemic. According to the previous statistical data, 60% of the WeMall sales were from the shopping guide, 75% of which were goods sold by stores, 19% from cross cities, and 20% from closed stores.

During the epidemic, the most important guiding policy is that in the already closed stores, the top 40% sales guide can get a net sales of 10% of the royalty revenue in the small program mall. The 40% limit means that the incentive is limited to the head staff in the closed shop. In this way, it can prevent shops from opening stores, transfer orders from offline to offline, create pseudo increments, and also reduce the turnover rate of head staff in closed shops.

The increase in the royalty rate of the small program mall suddenly stimulated the enthusiasm of the head shopping guide. According to the statistics from 1 to 5 February, the bestseller is expected to pay more than 1 million 500 thousand of the bonus to the head shopping guide.

With soldiers and firepower to catch up, the group itself has a set of basic models of production firepower: headquarters makes unified content, provides marketing resources, designs key words, and so on, while the guide is responsible for one key distribution. After deciding the power line, the smart retailing quickly built up a marketing content pipeline, continuously giving output to all the staff, especially those who closed doors at home, and reduced the threshold of shopping guide production. In addition, all kinds of marketing resources of the group, such as Tencent video membership card, fashion gifts, full discount, etc., also improve the efficiency of shopping guide marketing.

In February 1st, the new policy of 10% Commission was officially implemented. Within two days, the total sales of small programs exceeded the total sales under the line.

　　 Shopping guide business

After shopping in stores, Nanjing Jiangning ONLY and Chengdu sunshine department store JACK&JONES took two seemingly different paths.

Auchan ONLY, Jiangning, Nanjing, pulled a spike group. The shopping guide pulled the familiar customers into the group, and all the shopping guides began to serve the group users. Shopping guides will send cost-effective products and recommendations to the group, attracting users' orders through continuous touch up.

Because the familiar customers of the group have already bound the shopping guide, there is no competition relationship between the shopping guides. Good service has become their theme in the group, and the group environment is particularly harmonious and tender. Moreover, because of the epidemic, most users are "shut" at home, and the activity of the group has always been in a good state. The main theme of Nanjing Jiangning Auchan ONLY is to serve users with collective strength.

Chengdu sunshine department store JACK&JONES guide seems to be more proficient in the law of the jungle, they fight their own way, trying to use the best service to impress customers. In fact, before the outbreak, Chengdu sunshine department store JACK&JONES has formed a set of standard action against the line.

As a store manager, Yang Yang will log on to the mobile phone BI system every day to see the sales ranking of stores and the sales ranking of stores WeMall yesterday. Yang Yang revealed to the billion power that her most concerned data were sales ranking, followed by the WeMall sharing rate of the shop assistants, and again the salesperson's WeMall sales.

In her view, the share rate is enough, but sales volume is not a methodological problem of customer operation, and the lack of share is the issue of work enthusiasm. For this reason, when Yang Yang made the KPI, he put the sharing rate into an important assessment standard. The clerk only needs to spend ten minutes a day to share several WeMall shopping mall products, so that he can complete the examination.

Yang Yang disclosed that when the royalty rose to 10%, there was a big improvement in the sharing enthusiasm of the head shopping guide. To her relief, there are several shopping guides that are well done in the online store, because they are not accustomed to playing online micro mall, and they always resist communication with customers online. And when the epidemic has forced them to communicate with customers, they find that making an online shopping guide is not so difficult or even "meaningful". In Yang Yang's view, such a psychological icebreaking is also a valuable help for the long-term operation of stores after the outbreak.

In addition, affected by the epidemic, many inactive fans who have settled in the personal numbers have begun to ask questions about the shopping guide clothes. These customers, called "zombie powder" by JACK&JONES's JACK&JONES department store, are also experiencing their own "ice breaking".

Value it, but not myth.

Liu Dongyue admits to the power of the billion state, the small program mall has practical effect, but it is not the magic pen Ma Liang. Small program mall can achieve the opposite of store sales on the retail sales volume, not only because of the high growth rate during the epidemic period, but also because the objective factors are more influential.

According to past data, the next store of the group under the group has about tens of millions of turnover during the Spring Festival, and the number is no longer the same as that of last year, which is the opportunity for the small program mall to reverse. Even so, compared with catering, tourism, local life and entertainment industries, the clothing industry has become a relatively small category due to the different cost structure and different periods of peak selling season.

In fact, the impact of the epidemic on the industry is closely related to the time period of the outbreak. Liu Dongyue revealed to the billion power that if the epidemic occurred 2 or 3 months earlier, the pressure on the garment industry might be beyond imagination. In November and December, the stock and early investment for the double 11 and the discount season will become a terrorist sunk cost directly.

Nowadays, the catering industry is experiencing such a cost - the Spring Festival should be the peak of the annual sales of these industries. Nowadays, some restaurants have to sell vegetables at the door because they store too much goods.

For the bestseller, let the small program bear the advantage of the sales responsibility during the epidemic period, that is, under the same scale transaction volume, the small program has no points and no high advertising fees. Even though the improvement points are raised, the small program mall can still create higher profits, so as to recover more cash in the current severe situation.

Now, Liu Dongyue's expectation of small program mall has begun to jump out of simple improvement and transformation. He even wants to use this touch to let consumers remember himself in this wave of "home" home. When consumers remember the brand in the "no choice" scenario, remember the stores, and remember the guide for them, this may be a deeper foreshadowing for the future recovery after the epidemic.

In Liu Dongyue's view, offline retailing is still the cornerstone of the brand. After the recovery of the market, the medium and long-term earnings under the line will still be far smaller than that of the small program, but the whole industry should be aware of the supplementary role of the small program under the line. Maybe all the heavy service industries should begin to try and prepare for it.

At the critical moment, a more active channel is better than waiting passively in situ.