In the electric business, Liu Yan should be regarded as a master

In the electric business, Liu Yan should be regarded as a master. People will pay attention to the halo around the Liu Yan head--nop fashion Brand co-founder, former Beijing East President assistant, called "v Version" (net name Veryls) faction revamping thought edition moderator, but often ignore him in the before the experience of the master. University is interested in electrical business, because I believe that he chose to join the cause of the electrical business directly after graduation. Since 2006, Liu Yan has been in the e country, determined to network, 365 Digital Network, Beijing-East four household appliances business experience.

Is such a power business master, he spent most of the time to read this book, while thinking about the book put forward a fact: the market dividend high growth era has been turned, in addition to individual black horse can not maintain the annual compound high growth. As a quack, he also gave his own answer: targeted the ultimate product experience of people, but also must be comprehensive comprehensive have long board without short board. Only in this way can we quickly reach and occupy the mind of the audience.

Of course, not only focus on the development of the way, but also concerned about the development of the environment, Liu Yan very much agree with Huang Jo said "cold winter is room temperature", that the financing environment, the whole social and economic environment consumption environment is poor mess. Because of this book's admiration, so he once again respected the author: Huang Jo (CAT founder General manager) is a wonderful electric business, idea is very grounded, the retail base is very solid. Well, directly to the contents of the book, the following is the content excerpt, one chapter "Don't take customers as God".

"Don't take customers for God"

"This is a retail belief, a business culture, not just a beautiful slogan," Huang Jo. No low-cost operation of management support, daily low price is just a cloud. ”

Retail, whether traditional offline or electric, we are committed to providing customers with inexpensive goods. In other words, the use of low-cost to attract retail users, and the world's customers, no matter which country, which nationality, what age, what kind of income, to be able to buy low-cost, or to the lower price to get the goods he wants to buy, this is a customer's eternal pursuit. At the same time, the low price as a marketing slogan, called price war, this is a very benign price strategy.

The current mode of business investment buckle Point distribution, flagship stores, franchise stores, 7 days no reason to return goods such as the first mostly from the hands of Huang Jo, as China's chain of retail industry and E-commerce leader in the field, after the rapid development of modern chain retail industry, from transnational giants to domestic private enterprises, From the creation of the days of the cat to lead when the successful listing, from the electric business industry to the investment industry, as practitioners, there are a lot of sentiment, harvest and experience through the new book, "Out of the electric business Dilemma" to share with you. He thought: "Today's electric dealer, as if the actor who plays the emperor, was called His Majesty called More, the wrong thought he is the emperor." In fact, you are a peasant children. The era of rapid growth tends to end, the accelerator of rapid operation has already rusted, this is a transformation, it is a new opportunity. ”

Don't treat customers like God.

Many times, companies in the service and sales industries like to say that their goal is to make customers God. Seemingly positioning is very high, in fact, may not be appropriate, operation is not feasible. Customers need your respect, but in most cases, it is better to have more intimate than to talk about respect.

Almost all of the services and retailing industries say that customers are God. With my years of retail experience, I feel that the customer as God is a very large pseudo proposition. And why? Very simple, respect is not as intimate.

You will not take your wife, your children, your friends as God. God is used to make people believe, the gods are used for worship, and friends are used to share, to help each other, mutual support, mutual heart. So I say, instead of always putting the word "customer as God" on the tip of the tongue, it's better to treat customers as friends.

One time I took Cathay's plane from Hong Kong to fly to Sydney, after takeoff I want to read, it was evening, I tried to press the reading light, but the light does not light. Just as the stewardess came, I raised my hand to reflect to the stewardess. The stewardess tried to find out that it was really out of the way and apologized to me sincerely and said, please wait for two minutes. Two minutes later she came back and told me that I had found a place in front of me, now I was transferred to me, and I was sorry, and she made a special remark: "If I come across this situation, I will feel the same way." "The best way to ease the customer's grievances is to put yourself in a customer's shoes." This time, my first feeling is very intimate, she did her best efforts. Then I said to the stewardess, the light is broken, you can not read, and then I went to bed. This thing in my opinion has passed, people have apologized, also has found an alternative position, also said that can move to there, I said no after people again apologized. 9 hours later, when the plane landed in Sydney Airport, I was about to walk out of the cabin door, was called to live, the stewardess face sincerely said to me: "Sir, please wait a moment, our captain to apologize to you." ”

The captain of this flight said to me: "Sir, I am sorry for the improper service in your flight today!" "At the same time pass me a small envelope, which is a 50-dollar shopping voucher, said that within one year I take the Cathay Airlines flight, with coupons can be used for 50 dollars, to express his apology." It was completely out of my mind. Dozens of dollars is not touched me, touched me is that people are very much a thing. Usually service personnel encounter problems easy to avoid, not easy to report, but in this example, I see the other side is very sincere to treat you, for such small things are so concerned about, so I was deeply moved. It's been the 1990s, and it's been a lot of years, but I remember it very well, and I've repeatedly used it as an example of how to train employees to treat customers honestly.

Then one time I took the flight of Eastern airlines, and encountered similar things, this kind of thing is unavoidable, the light bulb which will never burn out? At that time I was sitting in the position to read, press the reading light when I found the light is not lit. All of a sudden I think of the experience I mentioned above. At that time I was also well-intentioned, did not want to press the bell, the waiter came after I said to her that the reading light is not lit, this time I got the answer is what? "Ah, it has been bad for two weeks, we already know." ”

This is a very typical example, what does it say? Not on the one hand to the customer as God, on the other hand really encounter things to take is this method, these two examples to take as a share is very classic. So I tend to say to my colleagues in the service industry, to be friends with customers, not to sing high, but to be more intimate.

The inevitable transition

How to describe the current situation of the electric business? I think as with the economic situation of the whole country, the transition is unavoidable.

The problem of electricity dealers

Don't look at the new concept of the electric business, but the past ten years the electricity business has been through the extensive growth model, watching round and round of the venture capital into the fund, is not due to profit out, and even profit has become a luxury. This is 10 years, the development of the way also does not grow, or pull flow, play price war, in cost control, service innovation and other aspects of the new tricks, the majority of the killing 800 1000 of reckless competition behavior, resulting in large revenue scale, loss also more.

The author points out the three paradoxes of electric quotient: "The first one is called today not to earn money is to make more money tomorrow, the second is the scale equals the benefit; the third is the flow is everything". Money tomorrow, in the end which day is the real tomorrow, and in the end what to earn money? In the initial stage, the expansion of the scale is right, but the expansion for so long but no benefit, flow is important, but no core competitiveness, traffic can not be converted into business behavior, is ineffective flow, as to the leaking pool irrigation don't think of filling a full day.

The situation of electricity dealers

Electric business transformation to see the situation, with "before the Wolf has a tiger" to describe a little too.

"Before the Wolf", the Internet Technology Update too fast, the era of computer network business has not planed clearly, the era of mobile electrical business came again. That year more in the computer, like online shopping, and finally promote the electric industry in 10 years later become the climate; now in mobile phones, the future is destined to promote the transformation of the electricity business. In fact, the current mobile electricity business has been very strong, micro-letter only preliminary commercial behavior, has made Ma high tension. And the mobile phone and the mechanism of the computer is very different, how the electrical business into the 2.0 era?

"After the tiger" is because the traditional business also wakes up, have stepped in the field of electrical business, O2O a time, the existing electric business platform may also be dispersed, because the strength of the enterprise is bound to get rid of the situation on the platform controlled, especially the platform for profit also in order to increase the cost of the purchase and sale of electricity business operators Moreover, the current "warring" situation of the electric business platform is not transforming to "the unification of six countries", but retreating to the spring and autumn hundred countries. More capital also in the press, can not unrestricted investment, when the suckers, but also to promote the transformation of the electricity business. So before is the Internet to promote E-commerce revolution, and now is the traditional Enterprise Awakening initiative to intervene in E-commerce, who will win in the future? Will it be like the situation in the United States, the ultimate strength of the traditional enterprises in the electric business competition also rise?

Transition

The transition to what direction, but also to ponder. The model is a high encyclopedia, or small and beautiful? Entirely due to the electric business industry and different, the apparel industry is fierce competition, agricultural products are still emerging markets. What are the characteristics and where are you going? When I do a department store, but still can't erase the basic characteristics of selling books. Where the customer sincerity product made big head disease, ruthless strength expansion for a while, but still can't wipe off the social impression of selling youth costumes. The fundamental development is to improve the quality of the key in the core competitiveness. Now popular Do "addition", always burn money to do scale, in the future to learn to do "subtraction", cost control is profit, for the average net profit of only 3% of the industry, this is the long-term way!

The future also do not expect a few years ago the ultra-high speed of growth and continuity, the electrical business will also be the same as the national economic growth, into a medium-speed growth zone, can be their customers from the shallow users into deep users will become the core. The root of the run-off is the service, the future need to appear a "Haier" type of enterprise, to serve to win the world, leading the level of electrical service promotion.

In short, the electrical business and life is also the same, a lot of stupid kungfu, the surface slowly, in fact, is a quick, want to map fast, but eventually fall into the vicious circle of haste. Now, is the brain to calm down, the temperature to fall down, rational thinking of the future path.