Monthly Cost Of 100 Million Yuan, Red Dragonfly How To Survive The Crisis?

Since the outbreak of the epidemic in January, Qian Fan, vice chairman and vice president of red dragonfly, has received calls from stores and franchisees from all over the country every day, telling him that a number of stores will be suspended.
One phone after another, like a clicking switch. Red dragonflies, which are scattered in more than 4000 stores across the country, are extinguished like lights.
Red dragonflies earn billions of dollars a month. When the epidemic hits, the retail sales stop at the bottom of the revenue, while the cost of the store rent and the staff salaries are calculated, and the monthly fixed expenditure is 100 million yuan.
Worry about your mind when you play the abacus.
Qian Jinbo, chairman of the red dragonfly, said in an open letter to his staff: "all night is sleepless in the near future."
Where is the way out?
The Red Dragonfly decided to move the offline store to the Internet. Within 1 days, the online shopping mall was completed; in two days, more than 400 super 200 people were established, and more than 5000 offline shopping guides were on duty.
On February 7th -17, the daily sales of Red Dragonfly started from 150 thousand, rising continuously, and has exceeded 100 million yuan so far.
Compared with the usual, the Red Dragonfly's performance is not conspicuous at this time, but it makes money fan happy. Because this is a new ability to forge in a very short time. Not to mention, as long as goods and capital flow, the company will run.
How did all this happen?
　　 There are 62 meetings a day.
Move the store to the Internet and move to the community.
In February 8th, Jin Bo announced that the "Red Dragonfly battle" command was completed, and the commander of his son, Qian Fanren, dispatched the company's backbone team. The new retail department, which has just been established for less than two years, is a pioneer in the implementation of specific businesses.
Qian Fan, vice chairman and vice president of red dragonfly, "two generations of enterprises"
In the week before February 8th, the headquarters held a close meeting with agents and franchisees, and opened 434 nail video conferences in 7 days, averaging 62 games per day.
The rush to prepare is only for one thing, activate offline "idle" more than 5000 shopping guides, start work on the Internet, and sell away. In the words of Qian fan, "move the store to the Internet and move to the community."
Even if the offline stores are closed, there will be cash flow as long as they can sell the goods. With cash flow, you can save lives.
February 8th, red dragonfly on-line third party small program. It took only a day to develop from technology development to commercial operation.
Within two days, the Red Dragonfly's offline shopping guide set up nearly 400 communities with more than 200 people throughout the country. Now, the number of Red Dragonfly's national communities has increased to nearly 600.
Activating "shock fish"
In a very short time, the Red Dragonfly moved people, goods and fields onto the line. Qian Fan said that this is due to the digital foundation of the red dragonfly.
In 2018, red dragonfly worked with Alibaba to transform more than 1000 self operated stores into intelligent stores, finished the digitalization of goods, and launched on-line intelligent shopping guide. At the same time, more than 3000 franchisees were all staple nails, completed the organization digitalization.
For more than a year, the Red Dragonfly line stores guide customers to scan the store, accumulating 5 million 60 thousand line membership data, which is the basis for off shop sales. According to introducing, red dragonfly is around the Ali AIPL (cognition, interest, purchase, loyalty) mode link, these members of the community, and then one to one touch and marketing, and then change, and then pull the new.
Red dragonfly has more than 5000 shopping guides online.
Therefore, no matter member data or store goods, red dragonfly can be quickly imported into the new online shopping mall. In the Red Dragonfly online mall, inventory of goods can be seen in real time.
The shopping guide was "resumed" in the community with a skeptical attitude, but soon the effect exceeded their imagination. The sales volume of each branch is increasing day by day, from ten thousand or twenty thousand yuan a day to several hundred thousand yuan a day.
Single person 1 hour performance
Qian fan revealed that from February 7th to February 16th, the average sales growth rate of Red Dragonfly sales was about 30%. February 14th -17, four consecutive days, sales exceeded one million.
Qian fan can hardly conceal his excitement: "it's really a miracle!"
　　 "This is a battle".
This operation is called "Dragonfly fighting" in the red dragonfly.
"Commander" Qian fan told reporters two times: This is a battle. It is urgent and urgent.
As soon as we are fighting, we must be quick and flexible.
In the past, a market strategy adjustment of red dragonfly was sent from headquarters to various stores. It would be a week after the market department, branch offices and stores were issued at the same time.
This time, the instructions, execution, and feedback will be completed within a day.
Every day, the Command Office has issued a "task book" in the "special campaign group" with more than 1000 direct shop managers. It has a clear daily performance of KPI. It also lists the main products, marketing techniques and community maintenance methods in detail.
These instructions are meticulous, clear, enforceable and easy to assess.
For example, a copy of a member's entry should be drawn up, and the template should be given by the command department. Another example is to guide the shopping guide to carry out precision marketing according to the member labels, to price sensitive users to use the group and send vouchers, and provide new products to the new sensitive users.
At the same time, the training officer followed the excellent shopping guide, summed up experience, and formed a case. In this way, the ability to guide shopping is constantly improving.
After the end of the day's work, the sales data of all direct stores, franchisees and agents in the country are counted and the national sales ranking is formed. There is only one word for the winner, no matter what the community pulls and sells.
Qian Fan said that 12 hours a day is the most active time in the group, because this is the time when the boss gives red packets to reward.
　　 The boss takes the lead and sells shoes all the staff.
Qian Fan believes that the confidence of enterprises is crucial, even if there is no sales for the time being, but the confidence of the enterprises should be there.
In the Red Dragonfly battle department, there are special care officers who are responsible for staff protection, and propaganda officers who convey positive messages outwards. An important purpose is to soothe employees and keep enterprises stable and normal operation.
The growing sales performance is also a strong agent.
On Valentine's day in February 14th, Yu Aifei, the head of the new retail department, planned an event to call for more than 8000 employees from the Red Dragonfly company to sell as a "micro dealer" on the line.
This is the first time in the 25 year history of the red dragonfly.
Qian Jinbo took the lead in response, he worked hard in the circle of friends, accompanied by the copywriter "money Jin Bo recommended, everyone support!"
Qian fan did not lag behind. He sold five thousand or six thousand yuan on the first day, and his wife sold sixty thousand or seventy thousand yuan.
The boss took the lead and the staff caught up.
The Red Dragonfly Group has joined the R & D, finance, administration and even data engineers. Through full sales, red dragonfly's first day sales in February 14th exceeded 1 million yuan, an increase of 500% over the previous day.
Put wings on the store
In February 14th, the Red Dragonfly battle "command" held a conference call again. "We are making new plans. Next, how to do the live business, how to do the business of the community, and how to adjust the organization mode to adapt to the new development." Qian Fan said.
Soon after the meeting, the Red Dragonfly sent a live announcement.
Qian fan does not shy away from the impact of the epidemic on enterprises, the key is how to deal with them.
The red dragonfly is headquartered in Wenzhou, Zhejiang. It is a serious epidemic area outside Hubei province. In order to make the consumers feel at ease, they will sterilize the shopping guide and send videos to customers.
Qian fan worries that if the shoe factories and storage bases in Wenzhou fail to resume production on schedule, the supply of stores and electric providers will be affected by March and April.
He made plans in advance, coordinating the factories in Guangdong and Chongqing and other factory resources outside the factory in Wenzhou to ensure the supply of goods.
Qian Fan said that the offline store closed down, forcing the shopping guide of the dragonfly line to invest in offline community sales without any way to go, and has developed new capabilities. Even if offline stores resume operation, social marketing will continue to run, and sales will continue.
This also means that the Red Dragonfly new retail center, which operates this round of operations, has changed from a "no money making" department to a "profitable" sector.
"Selling away from the store is equivalent to putting the wings on the store. After the outbreak, the fighting capacity of the enterprise will be stronger." Qian Fan said that the crisis is also an opportunity. An outbreak breaks the solidification thinking of enterprises in sales and organization, and stimulates the ability to sell and sell, and this is the most valuable asset of the red dragonfly.