The On-the-spot speech record in the new Agriculture Big lecture hall

This article is Mr. Liu Chaoyang in "The young Eagle has about-2014 new agriculture Big Lecture hall" on the scene speech record, interspersed in the scene question link. I really want you. 2013 created nearly 100 million of sales revenue, the contribution of profits to remove the team's 20 million, in the food dates in the category of the first, but also the second to tenth place total. How did this result get?

The following are Liu Chaoyang dictation:

Thank you for sharing with us today. Let's talk a little bit about how your electrical business is going. Today I mainly say a few things:

First, our electrical business development process

Second, our electrical business product system

Third, the customer experience is the Member Center

Iv. Online Integrated Marketing

V. Construction of Electric Corps team

First, the development process

"I miss you" contact with the electrical business is starting from 2009, when the contact with the electricity business is not the original intention. At that time the company did not involve the electricity quotient, but we many in the field the franchisee, the dealer on-line to do, the price is very low, this is not the influence deepest, the influence is the most deep is the fake. I think your product prices have been far higher than the industry level, our ex-factory price is already the retail price of the market, there are huge spreads. Red dates belong to the round fruit category, who can buy some raw materials, washing and drying, and then packaging can be taken out to sell, especially on our packaging. Everyone at the beginning of this do not understand this, feel so cheap on the Internet can buy a good miss you, very good. On this scale, there are more than 100 million fakes a year. 2011, we only in Alibaba crackdown on the 60 million of the spot. So, I want you to do electricity because the market is forced, one is a series of goods, disorderly price, a fake, forcing our enterprises to come out to repair the market. This is our first contact with the electrical business of an original intention.

It was in December 2011 that I entered the group and took over the electricity quotient. 2010, the group on the report showed that the group's electric dealer shipments are more than 2 million, 2011 shipments less than 4 million, to March 2012. I set up an independent electric corps in Zhengzhou, when I was the only one, and then I started renting office space and started hiring. As we all know, if in the market in Henan, if you want to recruit mature electric businessmen is very difficult, almost no, so I recruit almost all of the people have no experience in electrical business. It's because our team is very creative. We set up 8 months later, on the 2012-year double 11, that year we took the double 11 dates category first, the day of the deal 5.8 million, equivalent to our 2011 Annual sales are still high.

Of course, we also have a mishap. At the time we were doing this in order to influence the group, to let the group see the hope of the electricity business, not only to play the role of advertising or show the brand. That time we pay a very high price, the loss of nearly million, because we were with The courier company, the Post office of the Secretary to find a lot of leaders said, we must bear this double 11 of the shipment. As a result, our goods have not been sent out for one months, causing a lot of customer complaints, to the end of our inventory, we found that the loss of goods will be nearly 1 million. This is a process of being out of a panic in team building.

From that time onwards, the team began to pay great attention to the electrical business, think that the electricity business day shipments so large, and is directly to the end of retail, facing end customers, so into the 2013, we have all the policies of the electric business began to adjust. Although not more than the support of the store and ultra now, but at least the electricity quotient has a clear planning and development direction.

In 2013, we redesigned our own products, as well as the unique packaging of electric dealers. After our new product development, through the end of 2012 to the beginning of 2013 of the Spring Festival, there is a good deal to show our strength, and then Alibaba invited us as a special business, June we have a poly customization, including poly customization to today there are a lot of rules are at that time we played out the case. "604" When we went on a new product, on the day we sold 4 million, this 4 million of the amount equivalent in China's best city of Shanghai, in the best of the lot, in the best ultra, such as Wal-Mart, such as a year or even 18 months of red date sales. That time in the industry caused a great sensation, a new line on the sale of out. In the previous search on the weight of Ali, if a new products, a product want to sell to such a point, you need to have a hundred thousand of of transactions accumulated, you need to reach the number of praise to be able to, but we have a new product on the line to do so.

Then, 2013 of 99, including our 2013-year double 11, double 11, is one of our outbreaks. 2013 Double 11, single shop We ship is 13 million, accounted for the date of the day sales of 30%, the equivalent of the second to the tenth place of the synthesis, with the peer opened a very large distance.

Until now, we no longer as a traditional normal brand of shipping channels, but as a business model, the electrical business should become a business model to advance the larger. We are now positioning ourselves to serve the group and serve the brand. We have more than 2000 shops under the line, there are ultra, but the group is now relatively lack of information is the business model. For example, more than 2000 of our online stores are franchisee, we are in the management and price unification, commodity unification, marketing activities, unity, vi Unification, visual unity and so did not do, so we have to start from the background of the software, systems, finance, inventory began to unify.

In the past two years, we continue to do O2O try, we want to do in the future O2O of the normal, is the line, line form an interoperability, we put the strength of aggregation, that is, a combination of channels, this is what we now and the future to do.

Recently, we have done a "38" section of the case, is such a beginning. We used to do is the national electric Shangdou joined, causing a lot of customer complaints, why? Because in the 2012, we are still very inconsistent with the electricity business, think that the electric dealers robbed the line store business, rob their customers. Now we are using our products to hit the market, with our new marketing tools and new packaging, positioning, to win new customer groups.

Today, we are getting more and more offline, for example, the first batch of 500 stores that meet our requirements can join the O2O project. Why are they willing to go from the previous reluctance to the present? It is because the few cases we have done in the past two years have had a great impact on their minds. Previously in Zhejiang stores, one day into the store traffic is more than 10, but we do an event he entered the store in the number of people can reach hundreds, the impact on him is very large. At the same time, customers to the store after the customer's money has been paid online, to the store is to experience his purchase of this product, and this product is offline selling products. So, after the shop, as long as the salesperson in accordance with our requirements to do relevant words and related marketing, customer turnover and experience, repurchase rate are very strong. So, now the stores are crowded with the head of our electrical business to cooperate alone.

The other thing to say is the foreign trade electric dealer. We're not just doing this, we're going to get our products to the Asia-Pacific region through electric dealers. Since the second half of last year, we have received more than 10 orders a month, and more than dozens of order from different parts of the world. He may have spent 100 yuan on a bag of dates, but his delivery fee reached 500 dollars, but the client still wanted it. We feel that this is definitely a good market direction for the future and is a matter for us to do.

Second, the product system.

Why do we have a lot of string dealers, franchisees, distributors also online, but did not do our size and volume of such a large? The first thing I want to say is the problem of the product. Understand our enterprises know, before we are mainly gifts, is as a gift, the work of specialty products for sale, the gift of this piece of the former accounted for One-third of our share. Our electricity business customer crowd is 18 years old to 39 years old between the active crowd, the offline store's crowd mainly concentrates in 35 years old, this is two completely different crowd. We take the line of the big packaged products sold online, consumers are not very buying, they buy because they know that the line has the store, to the internet I am a cheap, this is not our goal.

We through the analysis of the market and the analysis of competitors, as well as our own customers, as well as the entire food industry customer population analysis, we in 2013 after the seven latitude marketing, is unique to the electric dealer seven latitude marketing. So seven latitude marketing, in short, we divide our customer population into seven different people, seven personas. For example, our characters have a date mother, in the family is the mother's role, we also have JuJube Meimei, is the urban white-collar, is the beauty of a family, the health care are more concerned about, and so on, such as JuJube eat and so on, we are in accordance with our customer population, our people divided into seven categories, through the seven categories of people's positioning, We classify and classify our products, the large packaging for snacks, we launched is a healthy snack, we do not treat it as a gift to sell, also do not take it as a specialty, we treat it as snacks to sell. In this way, when snacks, basically office workers, urban white-collar, home especially southerners are particularly like to eat. The earliest time before the red JuJube in each big platform is listed as health tonic, then a single row for JuJube, we now have it to guide to snacks, snacks is a very broad market.

By 2014, our seven latitude has not been able to represent our people, so this year we launched a series of scouring dates, from the whole design and concept of closer.

When it comes to products, it also involves what your product spreads, and where your customers focus. You know, there are thousands of red dates on the internet, there are big and small brands. For example, I think you all know is selling dates, but there are some brands such as Loulanmi language, Kunlun Mountain, in our share made a small classification, the customer crowd in Split. We should know that Hotan JuJube, Hotan JuJube is a good thought you did not want to sell products, jujube big, fleshy taste is very bad, jujube skin is very thick, and sour, this is we did not want to sell, but the advantages of this date? So, they are abruptly we think you are divided into the sale of gray jujube, but good, since we have been competing to the category of fine differentiation, it shows that the market will be more and more big.

So, in 2013, we launched a Aksu series in the product system, divided by region. Why we named Aksu, not our own name to this place, and because we are based on the user's search habits, as well as data piling up, we see the internet search for Aksu JuJube is far more than the number of search dates, so we cater to the market. Our raw materials procurement is mainly concentrated in Aksu, so we cater to such a market, launched this series. Through a series of promotional means, we now look at the 2013 industry Data report we will see that the entire Aksu search volume is very strong, than in previous years doubled, which we made.

Our product bag on what the slogan, play what kind of marketing selling point, have what, these are we according to customer demand to make, not to say we a Pat brain, think customer should like what, not like this. General traditional enterprises in making products, the boss is the product manager, the boss felt that according to my years of industry experience and understanding, I think it should be such a packaging, such products, such as advertising, play such positioning. In fact, we do electrical business, we all know that all are from customers, from the terminal, from the data, our industry data and competitor data, and the customer population of the data division, we can come to customers like what kind of products, like the size of the specifications, can accept the Special unit price is how much, Their inner demand is what, then our advertising language, our positioning, our price, our packaging color can be determined by the main colors, so we developed a product of each product launch are explosive.

Third, the customer experience is the Member center.

Do it on the Internet and you should all know that no matter how you play, you have to know what your final audience is, which involves membership and membership centers and the ultimate customer experience. The internet is an innovation and subversion of the platform, our customer experience, not to say that take a product online customers will recognize us, we have to do a lot of soft implants and soft value services. People know that shopping on the Internet is the first payment, although this is not directly to the merchant, but you have to spend money, then the product will form a package to you here. This is the impulse consumption, impulse consumption needs to be perfect is the last link, is in the receiving time can not reach his impulse consumption expectations. This is important.

Why many products are not bad, such as some international brands, a line of brands on the Internet to do, his ratings are all green, his product is no problem, but why this? It is because the customer experience is not good. Customer experience, first of all, we feel is not because of express delivery slow? Express is only a very small point, more is whether you treat your members and customers attentively. For example, when we do value service, we have handwritten letters, care cards, new products tasting, and we give members a custom doll, cartoon image, etc., we do not reduce prices, our gross margin is higher than the line, but we are willing to spend the money to customers. Now consumers, especially between the ages of 18 and 39, want something different from what we have in our offline stores and Ultra. The people who go to the supermarket today are housewives over the age of 40 or retired people, the supermarket's free bus to the supermarket shopping, these people's demand point from just needed, he bought things must be cost-effective, but on the internet, they do not want this, they are because of interest, love, perception, sensory, perceptual to shop , they asked for fun, beautiful, visual, something cute. Our customers 70% of the population is female, including doing men's clothing is also, to do more than 60% men are women to buy. In such a female population, all of your positioning and marketing should be directed at them, and they are impulsive consumption. If the price sensitivity and visual packaging, customer experience to compare, their focus on the latter, absolutely not in the price. So, what does your soft value price service do to determine whether your market or customer is loyal to you? Like some of the dolls we put out, the cost of our dolls is Baixin and limited. We will tell the customer when we are playing new products, how much do you buy we give you a cartoon doll, you buy which products we send you what kind of things, so that will form our products as long as a launch will be very hot, as long as his various weights, praise rate has reached, his rank is in the Internet search weights will be ranked in the first , the line to the first means that the flow of free, there will be more and more traffic and precipitation. All of you here also have to do the electrical business, you will say to hit the rankings, do the bomb. In fact, the Internet is circulating a variety of means of blasting, such as 9 pieces of 9 mail, 1 bucks for an email try these are very outdated, and to your brand hurt a lot, we can spend a little money, but also to the customer value, experience and tune the play out, and customers will become very loyal. This is the introduction of customers interested in your products.

So how do you make your customer's repurchase rate, loyalty, and Word-of-mouth spread? This will require you to guide him as a fan, not just a member, after you have built your membership system. Like the recent fire is the story of the affair. Everybody knows the article event many people are scolding him, but his fan is absolutely defends him, we can see his microblog, his fans are defending him, his fans are making excuses for him, his fans tell you, the article is because of too much play, and then can not play, this is the performance of professionalism, such infidelity can be forgiven. This is the fans, when you are in crisis, fans can maintain your brand, for your brand to speak, but members are not the same, members are you to give me the benefit, I will buy, I will buy a duplicate. Fan is I buy not buy you are in my heart, you a crisis, I will stand up to speak for you. That's the difference between a fan and a member.

It's something we've been trying to do, and it's going to take a lot of sacrifices. For example, in a lot of concessions we make, a lot of customer experience, as long as the customer receives our products have any dissatisfaction or is our reason, that is 10 times times the compensation, absolutely will not let the customer to do the appraisal, the photograph, we direct is, you also do not have to return to me, also do not send to me, I direct 10 times times compensate to you.

When we were 11 last year, we made a lot of effort for a better customer experience. Last year 11 We are not for sales, our goal is clear, is 100,000 praise, that is to say we need 100,000 customers to grade for us. In fact, our order is 120,000, so our goal must be able to achieve, why? Because 11th currently buy customers, in 12th 80% have received the goods, all over the country such a large market, and double 11 is a burst, we can do this level, We spent two months on market analysis, is our double 11 how to decide, how to sell, what products to sell, how to do the combo package, how to design the shopping process, how the customer should show, through which products come in, will be interested in other products, All of this is calculated from backstage data, including where our customers buy products, what packages, what kind of special unit price, how many, and so on, we all have a as accurate analysis, so we do double 11 before the end of October, all of our orders are all packed well, In Jiangsu, Zhejiang and Shanghai set up a warehouse, the package is packed well, waiting for the Double 11 day order out to post orders. So, we ended the second day of the Double 11, our customers basically received the goods, and we did not almost cause any inventory squeeze, or there is a package error rate, our error rate is very low. Then we did a little activity and consumed the rest of the inventory. At that time we were 11 when the package was measured very accurately, so at that time our indicators are very excellent.

We go back to the customer experience, and if you do this, your client is not satisfied with you, which means that he has no way to be unfaithful to you, especially your membership system, points, exclusive rights and membership days, members of the joint activities and so on. In fact, all of us are centered around the customer's core appeal, which is part of our customer experience.

Four, integrated marketing.

Let's start with the resources we have available, we have stores, ultra, there are a lot of brand display, then how to store, business super melt in, I have already talked about, we will promote the entire company to achieve the transformation of the electronic business, we have to undertake from the software to services, to support the development of all standards. Integrated marketing This together the most important core is members, we are members as the core, the integration of new media, to different platforms, different brands of member integration, resource integration ... For example, the first time in 2012 we do brand unity is food for the purpose of 8 brands, there is a skillful force, and mother and child supplies, we have integrated 8 brands, made a joint brand, at that time the effect is very good, in the industry caused a great sensation. 2013 we have integrated mother and child, beauty makeup, food, do some cross-border union. You need a brand to push, you may need to hit millions of of the ads, but when many brands are common in storytelling, together in the interaction, the members of the collection together, my members to you here can enjoy the privilege, where he can also enjoy membership, Then my members will feel that I am valuable as your member. This is a member exchange.

We made a good friend's day in 2014 and didn't have that concept before this year. We have 16 brands together, from mother and child, food, beauty makeup and so on, 16 together in the Internet set off a gust of wind, and then look for your best friend, tell the story of you and girlfriends, to win our prizes and gifts. Because our host group are women, and is 18-39 years old between the main crowd, so the boudoir honey this theme is very relevant, and everyone will be very happy to interact, such as photography, tell the story of the moving between girlfriends, one is to express their friendship, One is to get a prize after interacting with our brand. In fact, each family did not spend how much money, is to take out the value of thousands of dollars to 10,000 dollars gift, the entire Internet circle to lift up, reached at that time the whole topic of a peak.

Through such a form, our continuous brand of joint and customer interaction, let consumers know more about the brand and understand the product, no longer like before, think I and brand distance is very distant, but feel me any move or any of a message, brand business will in the shortest possible time to reply me and I interact with, So customer Grace will feel valued, the customer's feeling is not the same, he will actively to spread and maintenance. This is what we do with some brands of joint marketing and integrated marketing. This year we are going to play more things. The internet is an innovative thing, not limited to the form, nor limited to any model and brand, can do cross-border.

Team Five.

As the electric business, in the end what kind of team can undertake, in the electric business in this industry, in this market to break out and create a brand? Team building is very important, in the electrical business if you use the traditional architecture to manage, will limit your team's creativity and team spirit, activity. Every day a lot of new things happen to the electric dealers, if you are a disciplined person, you are not suitable for this industry, because you do not innovate, you do not have the bright spot, you do not understand the customer, you do not want to interact, then you do not have any meaning, you are just a sell. What we do today is to emphasize the brand, the brand needs to have the tone, needs to have the fan, has the interaction, has the word of mouth.

There is no commission system in our team, we never say commission, in our salary model assessment we divided into basic wages and assessment of wages, which is as a daily income. In the assessment of wages are divided into two, respectively, are value assessment and KPI assessment. KPI assessment, we assess not his sales, is the assessment and his related indicators, the parameters of this index should be how much we communicate with him personally, you think you can do how, our team needs to do this year, your capacity is not enough we can brainstorm together, we have to develop a plan, If you feel you need to learn, we can send you out for training or in-house training. In this way, we have responsibility, through values, in the team to form cohesion and synergy.

How to innovate? Innovation requires rewards, and in our team we are called Project systems. If you have new innovations in your position, you can project, after the project can be recorded in the team, at the end of the year will be the overall assessment. For example, last year we put seven latitude marketing as a project, our membership system including some software and hardware as a project. All the software we use now is basically half the purchase and half is self-developed. When they were doing these things, I didn't say you had to do something like that, he told me he wanted to do a thing like that, and he had such an idea, then we would check it at year-end. In our assessment, our full score is 3 points, 1 points is equivalent to his one-month base salary. The tallest person we got last year took more than 20 points, the year-end award is more than 270,000, higher than his two-year salary, and this year he has come from a staff leader into our core, can become our elite, is the next I want to say one of the elite reward program, because such a capable person, As he develops to the backbone, he is exposed to more and more communication with the perimeter headhunters, and we need to keep people like that, and in addition to that, we have a greater value for him, the elite rewards program. The Elite Rewards program is the kind of team you can bring, and I need the team you bring. Everyone is like you, the Elite Rewards program is for this part of the people to do.

After the whole system is done, our team is very solid, and is constantly innovative, continuous fission, whether today is 30 people, tomorrow is 300 people, or the future is 30,000 people, the whole team's core values will not change, our team innovation and fission will not change. All the projects are not my proposed, management only to do directional things, all the innovation and implementation of the project is the innovation of each project to do, this is our entire team management model.

In our team, we do not pursue personal hero, we ask for the team can be the overall view, this is our assessment model can be balanced. Our assessment is divided into 50% values and 50% KPIs. To give a simple example, some people have great heroism, personal business ability is very strong, but he is not gregarious, he is not willing to cooperate with others, he thought I paid I want to pay, this person's KPI is very high, but because he does not cooperate with other team staff's work, his value appraisal rating will be reduced, His monthly income is very high, but by the end of the year we carry out the year-end project appraisal and the elite reward plan, he will take the part of the bonus is low, this is a balance mechanism. For example, there is another kind of person, the ability of the individual is not so strong, but he is very defending the interests of the team, for example, this month's assessment, he knew that if he did so, his personal KPI will be very high, but from the team point of view, this thing is to hurt the team, then he may not do this thing, would rather suffer. In this way, his assessment of values is very high, and by the end of the year he will be rewarded with very high values. In this way, what kind of people into our team can be inclusive, can be integrated, and in the continuous promotion of the team will gradually become the core of our team needs. This is the management model of our team.

Finally, I would like to share with you the core values of our team and the core motivation of our team, which is five words-let the change happen.