Japan Electric Dealer successful experience dry goods sharing two

Japan Electric Dealer successful experience dry goods sharing two--small toothbrush big story, Lotte Market home appliances sales first secret     Opening time: August 25, 2005    Staff number: 3 (Shop)    Conversion rate:4.93%   customer price: 5181 Yen    Shop first month Sales: 39,075 Yen    Open Shop Monthly sales: 510,296 yen    Monthly sales to 1 million yen required time: 5 months    monthly sales to 10 million yen time: 2 years 9 months    EDM Database (R-mail):66,638   Mr. Sangu runs a shop called "Shibaden". Smart Sonic Electric Toothbrush is the store's star products, accounting for 60% of sales, but also sell electric kettle, coffee machine, razor and other small household electrical appliances products. Sales of electric toothbrushes in 2010 in Japan Lotte Market "home appliances, audio" category to win the sales champion. The highest monthly sales reached 21.27 million yen.   through radio ads to play its own brand awareness    three-Valley motor is Mr. Sangu's family business. As a result of product development, production to sales by the company's own completion, Mr. Sangu aware of the advantages of their own products and competitiveness. Previously, products have been placed in large supermarkets or home appliances store sales. But Mr Sangu found that sales in stores would be involved in a price war, and if they blindly followed competitors to control costs, blind prices, so that the use of products to decline, but also damage the value of the brand. With the development of online shopping, in August 2005, Sangu resolutely decided to open a separate shop in Japan Lotte Market, selling its own brand products.     in order to brand visibility, initially chose the channel of broadcasting. Because Mr Sangu that "the features of electric toothbrushes are easily described and transmitted by radio." At that time, our positioning of the product is ' like meat and rice as a household necessities ', ' high performance ', this advertising campaign for us to improve brand awareness is very helpful. "  Use product reviews to increase the number of product sales explosion    Soon, Mr. Sangu found that user reviews are critical to product sales. As long as the individual product comments more than 10, it will usher in the sale of the product explosion of growth. So Mr Sangu uses an EDM to encourage customers who have already bought goods to return to the Web page to leave product evaluations. For example, when the sales of smart sonic electric toothbrushes reached more than 4,000, there were more than 400 comments about the product. Through advertising andProduct Review method, Mr. Sangu's shop monthly sales reached 5 million yen, at this time, encountered a growth bottleneck.   Attend Lotte University training, sales breakthrough 6 million Yen    before the Shibaden shop design is to pat the head of the decision, the bottleneck of sales so that they reflect on the page design and operation of the need to improve the place to participate in the Lotte organization of business Training " Lotte University. " Lotte University is a very famous model of Lotte Group. Through the transfer of store operation experience to the merchant, helping the merchant's sales increase significantly. Rakuten will also apply this pattern on cool days.     Mr. Hiroshi said that after attending the university, there have been many improvements to the operation of the shop. For example, replace the technical terminology in the product description in the page with Easy-to-understand language; elaborate on the advantages of the new product version, such as the number of vibration times and high performance ratio; In addition, listen to Rakuten e-commerce Advisor (ECC), will send the shop EDM frequency from 2-3 to 2-3 times a month.     under the influence of many adjustment factors, the customer unit price was raised from 4000 yen to 4600 yen in early 08, the conversion rate increased, and sales also successfully broke through 6 million yen.   Mobile phone under the single explosion, must make corresponding adjustment    May 08, sales reached 10 million yuan. At this time, the number of orders issued via mobile phones suddenly increased from 100 to 762 in one months. "This makes me have to make adjustments based on the characteristics of the mobile phone user," Mr. Sangu said, "or the main push for our electric toothbrush, which starts a campaign with the theme ' Dad you have bad breath '. Because through market research, we found that 30-40 years old is our main buyers, halitosis is a very important problem for them. Therefore, we use this topic as the subject of an EDM sent to the user, with this interesting title to increase the user's point of view, while maintaining the simplicity of the page design to facilitate the reading of these users. "  based on customer population and comments to expand the category    10 million of sales let Mr. Sangu doubt whether this is already Shibaden shop sales limit, can maintain this growth." Although electric toothbrushes are still the star products of the store, are there any new ways to package this product? Given that the main customers are already married, Mr. Sangu has introduced a family suit and upgraded the product to a rechargeable product. And according to customer comments, the third generation of smart sonic toothbrush made improvements. These efforts have not been wasted, from January 08 to the beginning of 09, to maintain sales continued to exceed 10 million yen.   Upgrade product price increase, but has been selling the secret    we for the third generation Smart Sonic toothbrushes set the price is4980 yen, the second generation of 3980 yen, a full increase of 1000 yen. How can you allow users to accept this price change and pay willingly? First of all, we opened the pre-sale before the product went public and explained in detail how the new product will improve compared with the old one. For example, the toothbrush weighs lighter, takes it in hand and feels more comfortable. At the same time invite consumers to imagine if the product made these improvements, they will like.     Secondly, in conjunction with promotional activities, if consumers advance booking, we will give them 1000 yen discount. It is hard to believe that, by this method, we have collected more than 100 reviews prior to the launch of our products in December. This method has significantly helped to sell our products. PV increased from 40,000 to 50,000, and the conversion rate of the product increased by 0.4%, reaching 17%.   End    Mr. Hiroshi said: "10 years, we have to facilitate more and more business people and tourists, the introduction of portable electric toothbrush and toothpaste set." Later, we will continue to make adjustments according to the needs of consumers. Even expand new markets. At the Expo meeting of Lotte Group this year, I met Mr. Sanmu, President of Lotte Group, who saw my name and he was very similar to him. Oh。 Some electrical business friends said Lotte has set up in China and Baidu le Cool Day Mall, we are eager to. I am still considering, because I think as long as the product has a full understanding and self-confidence, continuous marketing, in the new market must also be able to win, sales will continue to grow. ”