Transforming for a way out
-How to face the changes in the consumer environment after the implementation of the eight provisions (above)
"Circle" helps flagship stores
Han Qiu, a retail customer in Juno County, Shandong Province
Involved in the tobacco and alcohol retail industry for nearly two decades, it has always been my long-cherished dream to make a professional brand name store in Juno, Shandong Province. 2012 May, the dream came true, my flagship store of the Big Difference Tobacco and Liquor was opened. Originally thought that after overcoming the new site publicity, customer consolidation, service upgrades and other difficulties, my flagship store will finally "long wind and waves will sometimes, straight sailing in the clouds to help the sea", but at the end of the year, after the group purchase shrinkage, high-end gifts stagnant market performance, so that the original fist pumping ready to do a big job of my issued a "The road is difficult" sigh.
"The market does not believe in tears, the sea of business does not sympathize with the weak." In the difficult to develop the enterprise group purchasing and downstream wholesale market at the same time, I am also trying to find a suitable for their own development of the way of strain. Out of professional sensitivity, I found that there is a word that is frequently mentioned by business executives who come into the store to consume, that is, "circle". What "circle right, things will be", "my circle of friends, wine only recognize the French chateau of", "are in the circle, resources *** enjoy good". ...... As the saying goes, the speaker has no intention of listening. Flagship store road in the whereabouts of my sleep and food insecurity, suddenly brightened up. The original road is underfoot, that is, through the integration of advantageous customer resources, the establishment of a high-end circle, the flagship store out of the dilemma, the realization of bigger and stronger to provide strong support.
The idea is good, but the implementation is precious. In order to form a high-end cigarettes, wine and tea tasting, communication, consumption as the theme of the circle, I first through the store communication, telephone visits, microblogging dating publicity, accumulate popularity, and then in the flagship store on the first floor placed a set of rosewood tea tasting tables and chairs, raised a few pots of vibrant greenery, purchased a set of high-quality audio. Every customer into the store, as long as the other side of the time allows, I will invite customers to be seated, boil water and make tea. In order to further enhance the cohesion of the high-end circle, I also set up another wine tasting room on the second floor of the store, indoor tableware and wines, wine cabinets, a variety of new special wines, the wall of the famous calligraphy and painting ink fragrance. Whenever there is a new product on the counter, on holiday weekends, we will make a few seasonal dishes and invite a few VIPs from the circle to taste and sign the order, which is very lively.
Build a high-end circle, do a good job of flagship store. In the practice of my innovative marketing road at the same time, the "circle" to me at the helm of the flagship store is not only an inexhaustible source of customers and lucrative market returns, but also let me in-depth exchanges with high-end customers, learned to jump out of the small circle of tobacco and alcohol retailers, the formation of the integration of resources, diversification of development of the thinking of the big business, in order to sail to the new commercial
These are the first time I've been to a restaurant in the U.S!
On the masses to do articles
Ordos City, Inner Mongolia, retail customers You Shaoyu
In order to better survive, in addition to grasping the sales of mid-range cigarettes and alcohol, the famous cigarettes and liquor store into a warehouse sales store, the variety of goods by the past dozens of hundreds of increases to the present, the target is aimed at the ordinary people, the business has a big upturn.
Last year, I also negotiated with the salt company to become a salt distributor. Although the sale of salt does not earn much money, but increased customer traffic, greatly driving the sale of ordinary tobacco and alcohol.
Tasting the sweetness, I purchased a batch of brick tea. Because the Ordos Mongolian masses, they drink milk tea must be boiled with brick tea. Mongolia is the hometown of wine, song paradise, so people buy brick tea rarely not buy white wine. Recruitment of this part of the customer, ordinary white wine also won a good sales situation, so I was overjoyed.
Turning to the "second batch" to survive
Rong Hongjuan, a retail customer in Anqing City, Anhui Province
A large part of my store's consumer group is the enterprise and public institutions, so after the introduction of the eight provisions, I obviously feel that the customer's consumption is weakened, especially for some high-grade liquor consumption.
Because some of the liquor in the store before the inventory is quite large, then in order to maximize the price difference between the sale and purchase, earn higher profits, the faster the sale of liquor I will be directly with the manufacturers or agents to negotiate preferential policies, in order to get lower than the "second batch of the price of the" affordable. So, is it possible to do something about the price difference and transform into a "second batch"?
I have several relatives in the city far away from the store, I deliberately consult them on related issues. I was told that because of the remoteness of the city, the distribution price of the "second batch" is significantly higher than that of the closer ones, and the distribution is not so timely, so some retailers have to go to the downtown wholesale market on a regular basis to buy goods, not only the hard work, but also to take the time to delay other things.
Seizing this feature, I visited the small department stores in that area, promising them timely delivery, opened up a small market, and then gradually to the city, "surrounded", and succeeded in establishing their own "consumer circle". From the point of view of last year's income, there has been a small harvest, alone a certain kind of liquor, last year's annual sales volume than the year before doubled, the effect is still very good.
Adjustment of the strategy for development
Harbin City, Heilongjiang Province, retail customers Tong Cailu
I run a small supermarket directly across the town hall, so the town hall as long as the meeting, the government office of the assistant Liu will go to my store to buy bottled water or ballpoint pens, notebooks, and so on, and sometimes buy some souvenirs to send to the attendees. But after the introduction of the eight regulations, the store's business was much less, and I couldn't help but feel anxious.
In order to get out of this embarrassing situation, I turned my attention to the office supplies and logistical supplies of government departments, such as A4 paper, mouse pads, printer ink, etc., as well as logistical tea, mops, whisk brooms, garbage baskets and so on. I categorized these supplies and created a separate space to place them. When Assistant Liu came back, I brought him to this separate sales space so that he could do what he wanted. Sure enough, since then, Assistant Liu's patronage has gradually picked up.
While the government has streamlined its meetings and placed significant restrictions on public spending, I have adjusted my marketing strategy in time to maximize sales by buying what they lack.
The "popular route" is better
Retail customers in Xiangyang City, Hubei Province, Zhang Kemin
While we lost some of our customers after the reduction of group purchases, we also relieved the pressure on our capital. In the past, the unit group purchase is half a year or once a year to close the account, although the sales volume is quite a lot, but accounted for more funds. Today, in the face of changes in the market, we have also changed the business ideas, put the mind on the mass consumption, cash money in stock, thin margins, in order to win the volume.
My store near a few hotels, often undertake red and white wedding banquets. But the customers to do banquets with liquor generally will not be in the hotel consumption, but also rarely in my store to buy. In order to stimulate consumption, I decided to cooperate with the surrounding hotels, put my store business card in the hotel, so that the hotel waiter in the reception of the guests in the package seat by the way of introduction to my store to buy liquor. Any customer who comes to the store with a business card will be given a price discount and a small gift. After reaching a deal, I will give the hotel a certain rebate according to the profit. In this way, the customer through the hotel to order drinks, drink as much as counted, the hotel has an additional income, my store's sales of liquor also increased, absolutely win-win!
Voice
2014 Spring Festival, I adjusted the business ideas, decisively increased the ordinary mid-range cigarettes and alcohol, the effect is good, a lot of varieties are also out of sales. At the same time, I store not too far from the school advantage, the target consumer group to the school students, more purchase students like goods. As a result, the loss caused by the decline in sales of high-end tobacco and alcohol in this area to earn back!
--Wang Zhi, a retail customer in Linze County, Gansu Province
In response to changes in the consumer landscape, I adapted to the situation by compressing the liquor section of the tobacco store and increasing the number of sideline and department store items. As the weather warmed up, I purchased a cooler and added cold drinks, ice-cream and other fast-moving consumer goods. At the same time, I applied for a personal WeChat public account to send product and promotional information to my regular consumer base and provide home delivery service to consumers in need.
Since the store's transformation, daily turnover has gradually picked up, and my locked brow has finally relaxed.
--Wang Ying, a retail customer in Zhongwei City, Ningxia Hui Autonomous Region
After the consumer environment changed, my business deteriorated. I had to cut my losses and reduce the counter for high-end cigarettes, wine and tea to one-third of its original size, while the remaining two-thirds were used to put in halibut, cooked food, eggs and raw meat, which are closely related to people's lives. Although these pro-people goods are not as lucrative as high-end products, but help me turn a loss into a profit, to avoid the risk of closure.
In addition, I noticed that the current rural village to do red and white wedding ceremony with not only a large amount of alcohol and tobacco, grade is not low. Therefore, I took the initiative to attack, and a number of wedding companies, drummers and even cooks to get in touch with, hire them for the supermarket, "supernumerary salesman", let them provide local wedding, birthday party information, and appropriate to give a certain business commission, mobilized their enthusiasm, I naturally share a piece of the "The first thing you need to do is to get your hands dirty.
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