The ultimate way to do business: No, the boss has to leave.

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

Last month, during a salon event organized by the local Electric Dealers Association, I in the final question, a colleague raised the question to the guests: the digital products sold by the store are produced by their own factories, one of which has a 5% return rate (which is very high in the digital category), And in the content of the evaluation, there are a lot of products to reflect the problem. The operation is very annoying, because in the face of market data, proved that the product is not meet the needs of consumers, must do process improvement to be able to re-enter the market. But to change the process must change the mold, this cost estimates need more than 1 million yuan. The operation tried to find the boss communication, but the boss noncommittal, the matter has been stranded down.

The guests present gave the operation a suggestion that the contents of the review be sorted out, the relevant data analyzed, and an improved plan presented. The result of this is only two kinds: the boss approved the proposal, agreed to improve the process. The second is that the boss does not agree to improve the process, operation cover blanket leave.

For many traditional ground-brand bosses, there is basically only two words in them: strong. Most of the decisions they make are based on previous experience rather than on the basis of the data from the electricity quotient platform. I know a brand in the ground for more than 20 years, the boss set a 5-year goal planning, 5 years after the request to do 5 billion, ground channel 3.2 billion, electric dealer 1.8 billion. And the five-year plan is broken down, divided into each month, the result is a high sales target, from the second quarter of 3 months, the basis of the 60% sales target has not been achieved (60% sales target, the relevant operations department can receive bonuses, basically basic salary and bonus is 1:1 of the proportion). As a result, many operations are complaining about regret, and how to do it, every month can not achieve 60% sales target. If the sales target is set according to the data of the electric dealer, should be through the data cube last year, the category two class of the category of the ratio, analysis of the corresponding month of the two class of the growth of the category, such as last year, the suitcase in the luggage category accounted for 8%, this year is 12%, is equal to the market growth of 150%, Then combined with the store positioning is in the upper price, accounting for about 30% of the total market share. Such a calculation, if the last August sales is 20 million yuan, multiplied by 50% of the growth rate, and then multiplied by 30% of the ratio, equal to 3 million yuan, plus 20 million yuan, total 23 million yuan is the August more scientific sales target. Because Taobao's market space is only so large, since 2013, many categories of growth in the range is decreasing, is not a few times before the growth rate, so the development of the sales target is reasonable. Otherwise, these operations, even if 18 hours a day, it is difficult to complete the monthly sales target of 60%, not to mention 100% completed.

Coincidentally, the author of the previous period of time to choose from the former company, the reason is because the boss can not make the product reason to go. The main shop is the beauty of the category, selling is packaging and effective, therefore, this shop can only rely on the through train, drilling show vigorously to hit ads, shops are not likely to have to go back. Just a few new products on the line last year, only with the diamond show a few of the explosion, and the rate of return of the diamond show than the industry average of more than 30%, each month spent at 100,000 yuan. This year, the diamond show's industry rate of return increased by 27% (last year), the shop's diamond show rate of return is not even the industry's average can not do, a monthly cost of more than 10,000 yuan. The same shops, the same products, the same people are doing, is it because the level of promotion staff has declined? not also, but because the product of the evaluation can be very good control, but there is no way to control the evaluation, consumers become smart, the effect of natural pay promotion is much worse, the data has been declining. The boss attributed all this to the so-called peak season in August. In fact, this is a little self-deception, after all, compared with the flow of similar traffic structure of the store data, although others will appear, but the magnitude is very small. All kinds of data tell the author, so play down basically the market will become smaller, even if the wages are stable, work distance is close, but stay in such shops, another two years is also difficult to have a big development space, because the boss's thinking can not change, even next time to launch a new project, play or marketing and packaging, Rather than really do products, such shops can solve the survival problem, want to do big and strong is completely impossible. Because from a project planned last year to this July, is still in a loss of status, ask such data, the boss of the cake painting is again big, can only be water in the moon Mirror spent.

So, an operation really can have as, must be to choose a product good, supply chain no problem, the boss also understand a little electricity quotient, team not too bad, have to do the possibility. Otherwise, the more powerful the operation, there is no way to solve the product (that is, if the operation can solve the problem of the product, that is the boss, the role should be converted), and the boss can not persuade, finally or choose to stay in the holding of the salary (but how long it is still unknown), Some of the backbone of the choice to pat the butt off, there is no need to hang in a tree.

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