From the yards to "brother Pomegranate", roadside stalls O2O entrepreneurial hard and harvest

Since last November, I started selling pomegranate juice in the It area around the west of the two flags, starting with a small warehouse near the subway and a small trolley. From pushing a small cart to a day, passively waiting for customers to come to the door, until now to do shop, to carry out marketing activities, and even borrow light applications, micro-letters and other mobile internet means to start the so-called O2O Road, a large six months, as an individual starting small entrepreneurs, from the code farmers to sell juice pomegranate brother, in this process, I've learned a lot.

A． First question to address: How to build trust between merchants and users

As a small individual entrepreneur, it is important to initially choose a region to start a startup. If you have to apply the "Internet thinking", that is the segmentation of the product positioning problem (but this is only the Internet industry to think about the problem; any product in any industry, the first thing to identify is the product positioning).

Product positioning can be viewed from two perspectives: on the one hand, in many similar products, how to position, stand out; another aspect, for entrepreneurial individuals, if the same competition does not cover all areas, then in which region to promote the product, that is, in a region of all goods, selected positioning. In Beijing, a lot of fruit juice, but sell similar to pomegranate juice very few, in the West two flags, basically did not sell fruit juice crowd. Is there any market demand? Look at the effect of sharing behind me, you will know.

In a region to achieve good product sales, the establishment of users of business concerns and trust, has a vital role. To build an effective chain of relationships, I did the following things.

1, on-site production: two pomegranate a cup of pure fruit juice, no adulteration, genuine

Others call me pomegranate brother, but I give myself brand name, but called "indeed." Not just to shout it up, my juice is really pure. In pomegranate juice, for example, each cup of pomegranate juice is squeezed out with three pomegranates, without any water, which is already distinguished from most of the current juice stores. and a small cup of pomegranate juice, also just sold 15 yuan. These operations are done in front of the customer's face. As a result, customers are well aware of the process and have full trust in the product. Products are even higher than expected, mutual trust can be established.

2, additional services: door-to-door, good attitude, send small welfare

In the early days, my ability to produce and sell was limited, and the core user base of juice was smaller than the total number of people in the region; At the same time, these core users are basically repeat customers, so it is easy for me to establish a relatively familiar relationship with customers. Having established such a relationship, I have made a small adjustment to the mode of sale, from the original to a fixed time customers go out to find my sales car to buy juice, into the customer through the mobile Internet message, advance booking, I at a fixed time to send juice to a fixed location. This reduces the transaction costs between me and the customer.

In this connection, if only the traditional mode of communication (such as telephone orders), and so on, in fact, is not the best way. Mobile Internet Tools show great value.

At the beginning, I tried personal micro-signal communication, more efficient, but also through the mass of micro-letter content, to promote new products, update shipping information; Later one day light application pm to buy juice, referred to light application. I was a code farmer, last year I heard of light application, tried a bit, using a set of small shop templates, also made a light application. Two-dimensional code to promote, there are a considerable number of users through the light application message under the order, I in the background of unified management, for distribution.

Two． Operation Idea: How to create a small range of blasting points, retain users

In fact, only a small number of customers can attract and retain through the above scheme. If Xiao Fu is ann, there is no problem in such a way, but I hope the future will be more and more big. Therefore, also in the customer, friends, family suggestions, try some small marketing means, in order to achieve in the region among the people of Word-of-mouth spread.

1, the manufacture topic point, attracts the attention

The characteristics of the people in the west and the second flag area are very obvious. There are internet companies all over the place. So, according to the interest points and attributes of the people around me, I put a banner on the juice sale car and said, "the programmer diverted to sell juice." Sure enough, this one recruit, word-of-mouth spread quickly, my brand awareness of the rapid rise, that period of time many customers will give me a photo, and a lot of customers come over, also mentioned is heard about my change story.

To the brand to do a story, the equivalent of a product attached to a value, in fact, the Orange is used in this idea. Later, I also increased the more close to the internet thinking of some channels of marketing, such as putting personal micro-letter two-dimensional code, put Alipay two-dimensional code, put on a light application of two-dimensional code. All this adds to the brand goodwill and the customer's memory of me.

2, retention and new hands to catch

In the early days of the relatively stable customer circle, on the one hand I continue to do these have the retention of customers, but also to find ways to pull the new. There are two main types of new tools:

(1) To mobilize the existing user groups to spread the word of mouth. I think that for local O2O, word of mouth spread is particularly important and has a significant effect. For example, some of the above means of operation, the user group caused by the spread of word-of-mouth, good results.

(2) in major holidays, also carry out a number of preferential operation activities, such as the purchase of fruit juice, good results. But it is still hot in the way of retention; later, I tried to buy one and get one off. In general, a customer who drinks one bottle of juice a day is enough, and the other one that comes with it, in order to keep freshness, the average customer will not stay until the next day. In this way, the customer will send the juice to colleagues. Buy one and get one, save and add bright spots have done.

Three． How to form a large-scale one-stop service

After leaving the internet industry, I have also tried other businesses. After practice, the final sale of fruit juice as a personal identity. I like this career, and my ideal is not a car can be loaded. Although the future goal is lofty, but still must be down-to-earth and step-by-step realization. For the present I, the first step to achieve the future goal is how to better stabilize the status of the two flags in the West, and form a stable and large-scale one-stop service.

I am now facing the problem: small car production capacity is limited, team staff is limited, need to better integrate micro-letter, light application even Alipay and other O2O channel means.

My solution:

1 in the address of the new building of Baidu, a small room was selected as a fixed storefront. I heard that Baidu is about to build a site. The feature of the site is that the building is larger, will be a collection of Baidu's current staff in Beijing, while the annex also has other companies; The site is more desolate than the current two flags, the service industry has not been fully developed. It can be said that there is a huge potential market, while competition has not yet formed. At present, the building is not finished, the rent is low, now is a good time to cut. With the base, I can operate in a large scale in the future.

2 The present staffing aspect, only I and another colleague, one person specially carries on the fruit juice production, the other person is responsible for the distribution. In this regard, I think that there is no need to do a detailed plan in advance, but to be prepared, this can be based on future business development and adjustment and play.

3 in the integration of channels and means, I am currently most inclined to use light application for integration. I also make some suggestions for the light application team based on my own experience, including doing the most essential but more flexible interactions (integrating the micro-functions), adding payment links, and improving positioning capabilities. In the future, I hope to use the platform of light application, realize the small closed loop of my personal O2O, and prepare for the future broaden industry chain and make series chain.

Four． Having said so much experience, I have a little feeling:

1 suitable for others, may not be suitable for their own, to analyze their characteristics, to find their own way. For example, I have seen many people use micro-letters to create a business story, but with their own business ability, only personal account, can not solve all the problems encountered. Therefore, on the one hand, we should look down on the other hand, but also looking up the road. Not to go the most unobstructed way, but to walk the most suitable for their own road.

2 and customer base to establish a good relationship, will be able to get a lot of input, improve their level. A person to do a career, not all aspects are the most understand. And a lot of customers give me a lot of advice, will I do not good part to make up, at the same time, also let the customer for the brand has more intimacy and goodwill. Why are the draft powders loyal? Because they were involved in the shaping of idols. The truth is figured out.

3 Many people say they don't know what they like. In fact, you may not have to rush to find out what you really want. Most of the time, knowing what you don't want is a valuable asset, and based on your personal experiences and experience, you will find a moment to love.

4 There is no need to say much about courage. It takes courage and perseverance to find what you love and to keep going forward. Come on.