Top grade discount Beijing Five Pine shop upgrade debut

June 18 top grade discount (hereinafter referred to as "top grade") Beijing five Pine shop upgrade debut, daily 10~20 Dot whole, consumers through the entity shop or mobile phone official micro-letter to pay 0.1 yuan, you can kill the day of the launch of a big brand merchandise. This is a top grade discount will be micro-letter and store management once again in-depth integration. 2 months ago, the top grade discount and Tencent Micro-letter in-depth cooperation, in Hangzhou under the sand built the first micro-letter entity shop, this shop is called the first "real meaning" of the O2O entity store.

What does "true meaning O2O" mean? Top grade Discount Executive Shenhui said: "Group buying site is considered to be O2O 1.0 version, such as from online purchase of movie tickets to offline consumption." Micro-letters are seen as the 2.0 version of O2O, but more limited to marketing, such as coupons to attract customers to shop, but these are not from the line back to the line, forming a closed loop. What is lacking in essence is the unicom of commodity information under line. "With the previous retail stores and micro-letter cooperation is limited to a variety of CRM marketing links, top grade Hangzhou micro-letter store really realized the micro-letter sales and store sales, inventory and other background data real-time through." How does a top grade discount actually create this micro-store through four steps?

Step 1: Building business logic

With the big Yue City, Yintai and other business models, top grade focus on the department store discount market, so in the specific use of micro-letter also to find a unique direction. Top grade identified 3 questions.

How did the Q1 customer change?

A: Top grade discount will be consumers in detail classified into three categories: 1 like to buy online, 2 like to buy physical stores, 3 mobile phone to buy. Full channel retailing is imminent. Top grade must be built including the physical store, the net, the cat and when the multi-channel Web site as well as the mobile end of the sales channels.

What is the purpose of the Q2 store?

A: Adjust the business model, closely follow the changes in consumer behavior to address customer needs. Shenhui concluded: "The use of micro-letter to achieve O2O is not a deliberate move, but because technology and consumer behavior at the same time changed, top grade to adapt to the whole channel retail." ”

What do Q3 consumers just need?

A: Online sales integration, mobile and physical store sales integration, the source of each sales and attribution is difficult to determine whether from the line or offline. Top grade can grasp is where the customer is willing to buy things, the top grade will appear, this is the consumer's just need.

Top-grade strategy is: To do the department store chain discount shop, from the time-24 hours, space-mobile +pc+ physical store, location--sitting in the sofa, in units, etc., 360 degrees full time and space to meet consumers.

Step 2: How to build a specific store?

The time and space of the department store all open, this is the top grade discount understood O2O true meaning. Through the entire channel with the customer closer, through the CRM system handset consumer behavior data analysis, provides the more accurate service.

What is the traditional store management generally? The customer chooses the good product to look for the shopping guide to open the small ticket, then passes through a counter one counter, determines all wants to buy the goods to arrive at the cashier checkout. Pay the money, go through it, and take all the things you buy. During this period, consumers also need to confirm the size and quality is accurate.

Which of these processes can optimize the O2O process?

Customers in the shop process, back and forth shuttle counter, fancy a commodity, shopping guide with a tablet computer directly generate a two-dimensional code, customers with micro-letter scanning two-dimensional code checkout. Customers can also add their fancy items to the micro-mail cart and add them to the store until they have finished shopping.

In the process of customer Check-out:

1, can choose to pay, oneself to a counter to take away the goods.

2, can be paid after the success of the cashier and other shopping guide to take the goods away from the store.

3, can choose to go home to pay, stores can send goods home.

4, can choose to take a few pieces of merchandise, the rest of the goods sent to the designated location from the top grade.

After all the paths are complete, the customer can choose to share the button, share the shopping information to the micro-trust friends Circle, other friends see the link can choose the size, color directly. Line up and down a single, offline take goods, line fitting, realize O2O perfect combination. Top grade Hangzhou shop with micro-letter to meet all the above O2O process, taking into account a part of consumers are not accustomed to using micro-letter, while providing mobile phone, cash and bank card checkout channels.

Micro-letter to the store management has played a very important change. Top grade each store cashier salary is not high, but the number is more, each floor at least two cashier. In five Pine Shop Center section, at the same time to stand five to six cashier, the small table also can stand two to three cashier, each cashier to work one day. Micro-credit receivables significantly reduce the cashier's setup. Another savings is the use of paper, shopping guide process paperless, the first grade can save 50 trees.

Step 3: The background fine tillage fine

The difference between the top grade and the General department store is the refinement of the single product management. General department stores to brand investment in the form of management of goods, does not involve the brand specific sales of which products, whether the goods can be sold all. About 6 years ago, top grade began extensive type of single product management, will each commodity data, the retail stores like supermarkets operating. Every item has a data record in the system and backstage. Each brand specifically sold which goods can be accurately mastered. Sales drop factors can be accurately known, such as whether it is due to the loss of brand awareness, or short time out of stock, or the brand of supply chain problems, or select the product category has problems.

Top grade discounts do not necessarily have to adopt a single product management style, and other department stores to manage the brand. But top grade discount CEO Eon and top grade discount COO Shenhui agree that China's retail industry will be hard pressed to reach the essence of business. Europe and the United States Department stores with more procurement-type, according to customer demand, buy goods. This is only one of the advantages of procurement, more importantly, can increase the profit margin. 6 years ago, the top grade began extensive management. 2013, the top grade with SAP contract, SAP is the world's largest ERP company, in the retail industry has a deeper experience. This cooperation can push the procurement to more refined, through all channels of data flow.

A senior retail industry person to the "business value" reporter said: top grade discount is equivalent to the line of the only products, only the goods will be listed after the market capitalisation is huge, because of its use of procurement mode, which for the enterprise's profit left a larger space. The meaning of the purchase type is that the store really buys the goods, grasps the price right of the commodity, weakens the right of the brand in the middle, and finally has the initiative of purchasing and pricing. This purchase type is also called "Buy Hand", top grade original IT system can not support the purchase of each piece of goods under the fine management, so must introduce SAP this fine management software. As a result, the top grade has almost become the entire retail industry in it, the largest investment companies.

Step 4: What else can you change?

Shenhui is very clear: "Micro-letter for the top grade is not a sharp weapon, not to use the micro-letter, sales will be doubled or tough." Using micro-letter to achieve O2O is more important in future fine customer relationship management. "Early customers come to the mall for some kind of experience." The real value of micro-faith is that the latter is more deeply understood by consumers and interacts with consumers more smoothly and accurately.

The biggest difference between the electrical quotient and the physical store is that it can record all the behaviors in the customer's purchase process, analyze the customer, and record the news very comprehensively. Similarly, the micro-letter checkout and checkout are completely different, customers have to click through a few steps to complete the settlement. The number of times and time to sign, the purchase of what kind of goods, will form a lot of data access, this access is very accurate customer service, become a good CRM tool. The real use of micro-letter is most of the fans and members, combined with games, seconds and other activities, deep coupling member information.

Top grade belongs to the Community department store, to the surrounding customers more and more understanding, can more quickly match consumer demand. The advantage of the top grade is that each month can be replaced by a brand, a store inside the brand can even replace 10% per month. In the design of a storefront, for example, it was originally expected that the outdoors was the favorite of the people in the area, not actually. Or in one area, young people in the north drift into marriage and having children, buying behavior and buying habits change. These situations require rapid adjustment. Top grade standard shelves can be moved back and forth, this detail also brings some advantages to the layout of the brand.

"Fast Change" is the core concept of top grade discount, can be reached with the fastest speed and consumers agree, when you in this area of consumer purchase behavior changes, as well as the fastest speed matching. The use of POS and membership data is the next key point to achieve a quick match for consumers.

Wen/Zhang Yuting