Under The Pressure Of The Epidemic, The Man Sold 140% Of The Contrarian, What Did They Do Right?

For the retail industry, this year should be very long. Affected by the epidemic, the past Spring Festival shopping boom no longer exists, people closed behind doors, waiting for the epidemic to disperse, shopping malls also voluntarily shorten business hours, or even suspend business.

Under the severe situation, we will test the contingency capability of enterprises more. In the face of this sudden crisis, Hui Mei Group's brand, Inman, responded quickly and decisively adjusted its strategy to link up with more than 600 shopkeepers nationwide.

In a short span of seven days, Yin man successfully reversed the cliff clipper slide that resulted from the continuous closing of stores under the offline store. Under the condition that only more than 50 shops opened on the Internet, 65 thousand customers were quickly collected, and 140% of the total sales were completed.

　　 With social marketing, it is impossible to break more than 50 stores and complete daily sales of 140%.

As the national epidemic situation is becoming more and more serious, the number of stores in normal business is decreasing: 292 in January 28th, 162 in January 29th, and 139 in January 30th. By February 5th, there were only more than 50 shops left, accounting for 10% of the National Mall.

The passenger flow under the line was urgent, and the performance declined rapidly, but the business owners and the owners did not sit still. Under heavy pressure, EMMAN works with the broad masses of retail partners to jointly develop online traffic operations.

As a clothing brand with internet gene, Yin man's new retail mode is electric business, entity stores and communities. Therefore, when the store was in a state of business, the reaction was quick, and the emergency plan was launched immediately. A temporary sales strategy based on physical stores and community sales was put forward. From 9:30 a.m. to 8 p. m. every morning, more than 600 shopkeepers across the country will launch specific products in the circle of friends, WeChat group or one to one communication with fans, each half an hour, and consciously guide customers to place orders in small programs.

Up to now, the daily active users of "EMMAN micro store" applet have exceeded 65 thousand people, exceeding the number of active days of double eleven in 2019. A number of stores sold a single day sales of 5000 yuan, and some stores sold for 10000 yuan per day. In February 5th, they sold 140% of daily sales, equivalent to the previous month's performance. Almost all of them benefit from the community.

　　 The new retail team is working together to draw up contingency plans for 7 days to reverse the war situation.

In the face of the epidemic, the quick response ability of EMMAN undoubtedly boosted the brand in the predicament. Many franchisees say that when their other brands have not taken any action, he has asked them to grasp the operation of the community and provide detailed community operation guidelines and content materials.

It is learnt that the team of members of the centre called the conference call to the wee hours in the evening when they realized the existence of the crisis. Subsequently, the team made plans overnight to mobilize nationwide stores to participate in the operation of the community. Within a day, 60% of the stores responded.

In order to better enable the community to operate, the new retail team of Inman set strict standards for internal implementation. For example, arrange a special person to be on duty and answer the shopkeeper's questions at any time; the response time of each reply should not exceed 15 minutes; if there is anything to leave, the staff must be arranged; each operator needs to prepare the product promotion speech one day in advance, and arrange it to the shop owner in time.

In the first day of launching the community operation, the business of the national store was 180 thousand. But the team is not discouraged, but according to their own experience and shopkeeper feedback, flexible adjustment strategy and rhythm. Seven days later, the sale of EMMAN successfully broke through a million mark.

Over the past two years, we have always said that business is becoming more and more difficult, especially the outbreak of the epidemic, making this winter more difficult. But those who really have the courage are not afraid of the cold winter.

At the time of low tide, we knew who was swimming naked. As the women's clothing brand from the line to the line, the new retail business has retained the sensitivity and operational gameplay of the electricity supplier, and has a professional and perfect training system and tutoring support. Combined with the concerted efforts of the team and the franchisee's cooperation, it is more valuable and difficult under the difficulties and challenges.

The epidemic is not terrible. Those faith and trust that are not afraid of wind and rain, and those professionalism that are seriously dealt with is the best way to break through tight encirclement. 2020, we are always together!