Do you often do promotions in the store, but the effect is getting worse?
Are there more and more goods in stock in your store?
Do you feel that there are more and more competitors and there is anxiety in your heart?
With the development of the Internet and the rise of social e-commerce, major platforms have entered the market, causing the physical store business to plummet and fall to the point of transfer or closure.
Many people complain that business is difficult to do. In fact, in the final analysis, the thinking of doing business has changed. If you still solve problems according to traditional ideas and models, it will be difficult to get results.
Physical store owners are often in full swing this month to decorate and engage in activities, and they have no vitality in a few months. At the beginning, they were full of confidence, but because of relying on the traditional business model, they soon failed.
So how to make the transformation of physical stores successful, we need to change our thinking first!
Root cause: Why is it more and more difficult to do business in physical stores?
1, Wechat business, an e-commerce company, has obvious advantages in price, and many people are optimistic in the store and go shopping online.
2. The cost of labor rent is constantly rising, and the competition among peers is fierce. In fact, it has reached a saturated state, which has led to serious homogenization competition in physical stores and dispersed the passenger flow.
3, a road to black, no Internet thinking, community thinking.
Methods: Change thinking.
Change the business model of traditional physical stores, the best location, the mode of getting goods through middlemen and engaging in promotional activities, and change it into the thinking mode of engaging in traffic!
Nowadays, e-commerce giants are all online and offline, which shows that there must be a market offline, but the traditional entity boss doesn't know how to do it.
Ma Yun bought Bailian, took a stake in Suning, Liu Qiangdong took a stake in Yonghui and opened a physical store in JD.COM. These are all examples.
The so-called physical new retail is a combination of online and offline.
There are three ways to improve the performance of physical stores:
1 Promote repeat purchase of old customers
2 Increase the number of new customers
3. Promote the referral and repurchase of old customers
How to achieve the profitability of physical stores is to build a WeChat group, which is the community. A qualified physical store community must have these six steps.
Layout-Bait-Drainage-Cultivation-Value Output-Introduction to Fission
This forms a closed-loop business model cycle, and you will have three communities:
1, old customer base
2. Intentional customer base
3. Drainage group.
How to implement it concretely?
Step 1: Specific layout planning
You can be a community in whatever industry you are. This is positioning traffic.
Generally, physical store products are divided into three categories: just-needed high-frequency category, just-needed low-frequency category and niche category. According to the products, target customers are attracted into the group, and by operating the community, customers' purchasing desire is activated, then trust is established, value is exported, and finally transactions are made in batches. You can also cooperate with surrounding businesses to make a community together.
Because it will form an ecological chain in the future community, Wu Xiaobo said: All businesses can be done with the community.
The second step is the design of bait
It's drainage products, that is, products that usually do promotional activities. The general community can be divided into three types: products that attract customers into the group, and products that retain customers, that is, drawing a prize and trying them out for free. The choice of this gift has a great relationship with the subsequent transactions.
Third drainage
Just send a small gift for others to add your WeChat, or ask them to help you forward your circle of friends and then send a gift, that is, something with a few dollars should not cost too much. Or you can write a good copy. Get customers involved.
The fourth step is cultivation
Pulling people into the group, you really cultivate feelings with them, don't you? Just like a mother gives birth to a child, give them something nutritious, don't let people go, and give them a reason to stay. What is the value of their existence in the community? It is what kind of culture you give her. You can see which merchants are not telling the story behind their purchases, so it is necessary to learn to tell stories here. Let the customer have a sense of growth and let him grow with you.
Step 5 Value output
Simple and easy to understand: dry goods. Give them what they want in your community. For example, Bao Ma, if you provide them with dry goods for skin care, weight loss and child care, they will rely on you after a long time, because people are lazy by nature, and your task is that they are lazy. Will there be any problems in the subsequent transaction? You export more dry goods, and they all use them, so they have a sense of accomplishment and are definitely unwilling to leave.
The sixth step is to introduce fission.
Is to ask customers to help you pull people, they have been clinched by you, think you are a good person, products are good, they are willing to introduce you, let new customers refer you, and so on, still worry about not making money?
What we want to emphasize is that learning thinking will always make more money than methods, and methods can only make a little money. If methods are used for a long time, others will get bored. This is human nature.
However, once you learn how to think, you can use it flexibly according to human nature. If you want to earn more dividends in the new retail in the future, you must build your own venue, safeguard customers and establish super stickiness, so that you can have a foothold.
Products can be imitated, shops can imitate, but the relationship between you and your customers is irreplaceable!