"Retail Psychological warfare": 711 Chairman's summary of operational experience. Samsung recommendations

This book is coincident with the author's previous book, "Retail Philosophy". But the previous one focused on 711 milestones, and this one focuses on 711 of operational experience.

Personal feeling 711 of these operational experiences, it is very important to find the blue ocean in the market.

Here is a excerpt from some of the most important points in the book:

1: The seller and the buyer's views are always diametrically opposed. In the case of "sold out", the seller usually regards the phenomenon of "sold out" as a performance of "sales force". But on the other hand, when customers come to the store and see the shelves empty, they are bound to be dissatisfied with the seller: "Why not have more goods in advance?" "#75

2: When the discovery of product a becomes a hot item, people are always unconsciously standing on the extension of a to think of a +. However, even if there is a significant difference between a and a + in the seller's eyes, the customer always appears to be the same a. So the correct product development is to abandon the study of product A, to develop new product B or product C. #338

3:7-eleven has never imitated other companies since he started his own business. I once banned employees from visiting a chain of convenience stores that were learning other brands. #349

4: The core charm of retail industry comes from constantly breaking the concept of harmony before, so that customers produce "Ah, next time there will be any new surprises" of the expectations-the autumn Yuan Kang's words wonderful interpretation of the "sales force" of the essence. #370

5: If you want to grasp the real situation of the convenience store industry, first of all, we should pay attention to Japan is undergoing a radical change in the consumer market structure. One of the biggest changes is the growing problem of aging and fewer children. #390

6: In the process of operation, the key is to "high-quality" as the longitudinal axis, "convenience" for the horizontal axis of the range, digging out of competitors have not been involved in the "blank zone" to realize the self-differentiation of enterprises. #450

7: On the other hand, for 40% of consumers seeking quality, only 10% of the business to meet their needs, in this basically no competitor market zone, 10% of the seller easily sit with the overwhelming support of 40% customers. This is also the 7-premium series of sales so that its other similar PB products to the secret. #488

8: Business Real competitors are not peers, but fast-changing customer demand-this is both my mantra, but also "Suzuki quotations" in a very representative sentence. #882

9: Take rice balls, for example, customers can see the shelves on the shelf fragmented two or three rice balls, may feel that this is "sell the rest" "more out", thereby losing the desire to buy. /#1245

10: In the beginning, when the supermarket supply was priced at 18000 yen and 38000 yen down duvet, 38000 yen of high-grade duvet was almost neglected. However, when the supermarket then launched a 58000-yen premium duvet, the sales of 38000 yen Down was ranked first, down the overall turnover has also been significantly improved. #1266

11: The same is true in the magazine district, where a selection of magazine types is featured in a narrow display space, and two to three columns of display locations are released for each magazine to increase overall sales. #1476

12: In fact, people who cannot forget the history of successful experience rarely have the ability to respond to customer and market changes. And the most critical issue is that the authorities are not entirely aware of this. Professor Netan of Waseda University Business School has summed up the phenomenon as "successful revenge". #1743

"Retail Psychological warfare": 711 Chairman's summary of operational experience. Samsung recommendations