Criticizing the operation of electric business from the perspective of entity

China's top 500 brands, do the electricity business rich, have resources, have a strong brand, but the failure rate is still as high as 65%, why? The fundamental or the lack of in-depth understanding of the electrical business, and lack of empty cup mentality, into elephant misunderstanding. The entity and the electric business seems to pass the impassability, specious, this article from the entity angle of view to criticize the electric business management question.

From offline to online, the network stores into islands

Entity Business by location, "lot run-off" and "channel for the King" Law determines the importance of the Entity shop area, entity management can be divided into high and low to subdivide the store and determine the target customer group, according to the subdivision of the store location, intercept the target passenger flow, that is, the customer group by the entity

E-commerce is different from the real business, it does not have a lot of points, Web site unique, different shopping malls without association and guidance, forming an island. In the website grade, the upscale network department store in China does not exist, the world is also rare. The most influential Taobao, compared to the entity, is a silk street, Ghost Streets Type market, and the day Cat mall is the low profile of the department store market. Comprehensive online shopping mall Jingdong is the nature of the outlet of the home appliance store, and Shang, only the product will be a type of network stores is the brand discount sale of the big stores.

Since it is an island, the entrance is very important. Or take Taobao, Taobao this fair city, which has tens of thousands of businesses, super big, contrast entities absolutely larger than Beijing city. But the main entrance is only two: Taobao, Cat. For the electric business operators, the only two entrance, in the tens of thousands of shops in the market, as in a maze in a corner, to get the target customers, the chance of less pitiful. Taobao, the number of cat merchants are growing, distribution to a single business flow resources decline, traffic bottlenecks can also be glimpse.

Three core issues to be solved from entity to electric dealer

Core Question 1: Where do customers come from?

No doubt, talk about business, no customers, shop decoration is no good, no use of goods again good, no use of pricing excellent.

Entity operations, consumers from the market to find stores, find shops, excellent entity operators must be good at the application of shopping malls moving line planning, according to the layout of shopping malls, simulation planning customers may be most likely to walk in the mall, so planning which place to decide which brand, and will certainly allow customers to find they want to shop, In general, realize the effect of maximizing the revenue of shopping malls. In addition, the entity store will also through the product or brand style matching decoration style to attract customers, the first eye will be able to seize the customer's attention, will not indulge other customers interception.

Network, goods or brands through the classification, optimize the name of the way to display in the vast network, but in the network island, the portal can not break through, information optimization failed to do in place, customers may not find shops. Another situation, the customer finally arrived at the shop, may be due to see simple and rough casual supermarket shelves display, easy to be another interception. Currently, most entities retail online after because of the lack of network, the knowledge of the electric business, the lack of network group analysis and the basic skills of network marketing, "Where does the customer come from" This first step is not to think clearly, the capture of customers, but also indulge the other customers of the interception, The result is a doomed failure from the very beginning.

Core Question 2: What about the loss of customers?

Customers find shops, customer churn for a variety of reasons. Loyal customers may not be able to find a shopping spot and leave; demand-matching customers may be misled and dammed up and leave as soon as they come in, while High-value customers leave because they are afraid of trouble and lack of time.

Entity operation, the operator is very clear "wine is also afraid of alley deep", in order to attract and retain customers, put into advertising, or even a great amount. The father of the department store John Vonnamec once said a "Goldbach conjecture" of advertising marketing industry: "I have half of the investment in advertising is useless, but the problem is I do not know which half." "In the entity, the consumer consumes, is" no mark ", cannot follow up the reuse, wants to maintain the popularity, increases the exposure, reduces the customer to lose, must keep the advertisement the massive investment, but the advertisement efficiency is not high.

E-commerce is generally "behind closed doors", "Burning money" type of promotion. and the entity consumption of "no mark" is different, the electricity quotient is "has the mark", from the beginning of the registration information, to the continuous browsing record, and then what time to buy what, how much, can be measured, and this information can be reused, as the next promotional important basis, not good at applying these, and into blind, inefficient not to say, Customers will also be lost. In addition, the electric business management is different from the entity management "Shopping guide Staff Room" Experience mode can obtain more customer stay time, thus won more opportunities to deal; And E-commerce can become a real customer depends largely on that stay of 0.7 seconds, less than a second time, the customer swap to another shop the opportunity cost is very low, which means that the customer churn is very easy. The full use of the electrical quotient of the mark, measurable and reusable is the effective means to solve the loss of customers, but the reality is that a large number of electric dealers did not do. How to answer the loss, but also to solve the problem of how not to lose.

Core Question 3: How to massively increase customers?

All points of the problem are actually customers, access to customers, retain customers, increase customer. How to increase customers? Is it to change the product to adapt to the nothingness of the customer, or to change the operation to capture the real demand?

Entities operating in lots and shops to achieve the ultimate, in order to increase customers, will use a variety of means to obtain more customers, such as discount promotions, promotional activities, etc., can also be based on the early sales summary to judge the needs of customers, for new products, may be equipped with more people in the store to promote. But also because there is no scar, all the means will have some effect, but may not be more efficient.

The network is actually more convenient, easier to grasp the general consumer information, grasp the real needs of customers, change the business strategy, so as to avoid blindness, more efficient to increase customers. But the reality is that more is not analyzed, blindly increase the category and products, after a period of operation, feel that the product is not suitable to make adjustments, and the adjustment is not through analysis to capture the real needs of customers, regardless of the difference between the entity and the network, completely based on the experience of the entity shop to operate online products, positioning is not clear, The results can be imagined, with customers, may not stay, not to mention increased.