1919 experience Sharing: How to do a good job of store line management

1919 is a O2O, we think the Internet is a production tool. Online is the trend, the Internet has brought the rise of consumer sovereignty, but there are weaknesses, and the line has a lot of advantages, is the most fatal flaw in the line.
I personally think that online costs must be more expensive than offline, some people say there is no rent on the line, no staff, the cost is cheap, but this is deceptive, the reason for this is that many offline dealers were online fooled into, but we have experienced, or feel that walking on the ground more down-to-earth.
According to 1919 of the experience, the liquor electric business logistics cost 10%+, per capita volume in 1000 yuan, the wine needs two times packaging, and more than other industries to be more solid, there are different specifications of the bubble, but also need airbags, need manual packaging. Second, in order to ensure that the courier company to take a convenient, to establish a storehouse, the third also need to pick up the goods, but also need city distribution station, and then sent to consumers home, some consumers also have returned the problem. These links down, logistics costs reached about 10%.
Let's look at the traffic again. First, the physical store. Our physical stores open in the street, as long as a good port there is flow, a good entity store may have 5,000 members a year, a member of the annual consumption of motions, 3000 yuan each time sales. So, overall, a store's sales are about 10 million. Some stores will have 40 million sales a year in the four year period.
and the pure electric business to achieve such a flow, must go to the platform to bid rankings, to optimize, to play ads, to bring traffic, because of the country, the moment to see a lot, but this flow is exaggerated, huge flow costs to force the electricity dealer how much money to burn. Nowadays, many electric operators rely on price competitiveness, these are cost problems.
We believe that the overall cost of offline stores is 6% when a single shop sells 10 million, including rent, personnel, taxes, water and electricity and so on, about 600,000, but the logistics cost of electricity to reach 10%, so the line must be more expensive than offline, if the offline store to learn to do retail, to be able to survive.
and a single store sales of 20 million, the overall cost of the store is probably 3%, if there is a line to do online, then only need to increase the cost of 1% (Commission and offline staff to do the distribution of oil costs).
Visible, if you do a good job offline, 1% will be able to lose 10%.
How to do a good job in the store line operation? At present, 1919 do is warehouse-type stores. Store sales can raise 6% of the cost of stores, in addition to warehouses, but also a retail chain company, but also a shun Fung distribution company, but also a power company.
In 1919 employees only do three things: with a barcode gun to checkout, do simple reception and tally. Do not need to do group buying, do not need two times packaging, and do not need packaging materials, personnel and processes. Only in this way can the offline cost be cheaper than online.
On lineThis 10% will not change will only increase, delivery can only use Express. There is no store in the place only through the courier, which is unable to remove the cost.
do not deliberately to do electricity business, alcohol products from the legal sense is prohibited products, is not to do Express, is now a gray area. Now Yanghe, Maotai are doing this thing, the winery to order the entrance, the line store and order entrance together, we do not go to superstition perpendicular electric quotient.
Online cost is lower than offline, the combination cost is the lowest on line off-line.