What do we think about retailing: working for landlords

How we view the state of retailing. The reform and opening-up brought us to a baffling state, all of them working for the landlord. As long as, in the best location to find the best place to open the shop, absolutely earn. Advertising in the media, this phenomenon led to the businessman no longer focus on product quality and service, and concerned about whether I was exposed, what kind of location I can appear.

Do not do e-commerce, the future you will have no business to do. But in fact, we find that electric traders are more miserable than retail traders. And why?

Analysis of the cost of electricity, commodity production cost is 30%, marketing cost is 30%, logistics, merchandise display, tax cost of the whole added together nearly 30%, finally you find that you can do 10% of the profit margin has been very good. If you need to sell your goods better, you will need to invest more in marketing costs. All over the internet in China, all the Chinese online shoppers only stare at one or two entrances, all the merchants and people crowded one or two entrances, this is worse than offline, at least there are many shopping malls in Beijing, there are only one or two places on line, so there are a lot of people crowded in. So on the line, the person who grasps the entrance is bigger, the landlord dictatorship power is bigger, the landlord says to you how you must how.

Results caused by the centrality

We see online retailers are more lame, because you only supply chain, only goods, no channels, no traffic, no own customers, you need to constantly increase marketing costs to do better, this is the status of the line.

Consumer offline concept of shopping, I need to go shopping on weekends or shopping, in Beijing I will think of Xidan, Vientiane City, Yintai, Wanda, consumers first cognition is the business district, and then see the brand, and finally focus on the merchandise. So that lot and the business district become the most profitable person in this link. Brands and merchants are cut off by the lot and the business circle, which is the status offline.

In the face of customers, keep the connection with the customer is our turnaround.

In addition to the serious changes in the business in recent years, and the change is becoming more and more obvious, in fact, consumer behavior is also changing. We can see a lot of changes happening in the big Internet industry. Over the past 35 years, mobile phones have become more and more indispensable to people.

Because, with the arrival of the community, through the wireless community access to information, through the wireless community to communicate with friends, access to knowledge and learning. Mobile and wireless communities are changing our lives. The consumption in our life becomes that we no longer specialize in buying a thing.

I believe that in the future, the necessities of Chinese people's daily life may still be bought through search, not necessities, or I see that this thing I will sooner or later, or I think this thing I like, I bought directly, no longer through the search to do this thing.

Friends recommended and community sharing, a period of time before the flow accounted for 30% of Taobao, this proportion will become bigger, this is today's state. More products we will be through the vertical community and vertical access to the Discovery Channel, we will be through a large community platform to share, and the sharing of friends in life to get. This is our belief in the future trend and proportion of consumer imports, is definitely not 3:3:3, will only be 20% more. Sharing is higher than discovery. Future search transactions accounted for only below 20%.

Future retail development

The state of today has been changing very much, change is the need to find ways to increase, friend recommendation and life found two areas to find your traffic, find your customers, find your order, if you can not find in the increment, you will find the existing stock of 40% of the search two things will make you more and more miserable. One is more and more people crowded in to rob 40%, why so many years, in the Taobao IPO, you think he is unwilling to pull 80% income low? He thought, but couldn't. The people who hit the money are getting more and more, and the income is getting bigger.

Taobao more than 100 million UV today, is not likely to become more and more, the entrance is more and more big, hit the money more and more people, you can only go to the incremental market to find. This is the conclusion we got before we made the pocket pass, because this conclusion we decided to start doing the pocket-pass thing, we feel that the future increment needs to be done by the businessman, and the business will live more and more miserable.

The whole retail industry will come to the operator's time in the future, we think, we can help the retail business to run his customers, maintain his customer relationship, help him through the data he is the client's business.

Sharing cases and how businesses operate

First of all, we would like to say that the operation of micro-electric operators are not only open the public account Mall so simple, the public account is a foundation, if through the circle of friends this thing do not manage is scattered, so the public account and micro Bo is the basis. Weibo account is very good to pull a new place, the merchant line under the online interaction is also very important, especially under the cable shop, offline interaction is worth trying. I'll do a detailed share later.

First, Mass. No more chicken soup, except the staff and your friends, others will not forward, and even turn to service number hair all kinds of Hearts chicken party drop rate is 30%

Second, the two-dimensional code. I do not understand the most is Taobao invoice to paste the two-dimensional code taobao, we all take micro-letter sweep two-dimensional code, the result is not open. There is another do not understand, we do not put ourselves in a fan to think, you paste a two-dimensional code to pay attention to me, why people pay attention to you, pay attention to you what good, you have to say at least. If we associate the two-dimensional code with small games, lottery, marketing activities, the sweep code on the invoice is concerned about the conversion rate of 30%, the invoice is not affixed to the box, affixed to the box is useless, no one to remove the box and then pick it up, put it on the invoice, the conversion rate is higher than the product packaging surface, the invoice can be affixed. Because the activity is effective, so the stick on the bottle is long-term, you can put a two-dimensional code on the invoice, for example, to participate in a lottery or what activities, gifts sent every day, do a good job to 30% conversion rate, do a poor 15% forwarding rate, a business through this can get 300 fans, And its quality is very high. Because he bought your family's stuff. He is directed at the brand, the service, the quality of the fans will be very high. So do not dry up the two-dimensional code, this matter to be fun people will come.

We've done a sweep tracking. You can see how many people come through the sweep code. Now we have the two-dimensional code sweep code with good merchants, around 30% are through the sweep code to fans.

Below, said a offline business, offline businesses sometimes complain, I do not like online business to play, I do not have traffic, I do not know how to play ads, you have been a natural entrance, you shop every day, someone to buy, this is a contact point, if through this contact point to establish a connection, And then through the Internet to establish a certain degree of communication and marketing to generate purchase intention to consume your things become. is to consume your things, not necessarily on the Internet to buy your things. If you build the connection over the Internet, you can do it. Today, for many traditional companies, you face e-commerce, you should not be the goods online, how much sales through the Internet, more should be how to connect with your prospective customers through the Internet, because you have no online connection, this connection does not build you will hang up, if you build up you are alive.

Now the main category is beauty makeup, food, clothing and other, the practice of each category is not the same, such as clothing, clothing This category many people do not understand what to do with it, many people understand what to sell clothes with the public account, I said to do a new notice, clothing basically two things, the first new notice. Second member service. A new text message every week, kiss us on the new, point open, which paragraph like to buy the end, which is much better than sending spam messages. Purchase is very convenient, open forwarding rate is very high.

Moon Cakes & Liu Dao

The first is the true love Moon cakes of Luo's thinking. Our plan is only two, the first plan is to do the products, let everyone buy, if no one to help you pay is not your character. The second plan is ready to work overtime, according to consumer feedback to change products, to do new play. And then we'll start. Less than one weeks to develop the first product on the line, the first product is to pay, the next single write on the delivery address, and then to share the circle of friends to see who help you pay. The morning of the feedback said 199 too expensive, said that if you can have several single. We spent two days, stayed up all night doing a lot of people pay, a lot of people to help you together to 199 yuan.

When we did the first edition, it took us two or three days to change the copy. Sharing the copy is a number of default copy, if you do not write the default copy to expect the consumer to fill out what he does not know, this thing becomes not interesting enough. If I write the copy very interesting and fun, we share out the same also can not play, so we have to write the perfect copy, and then change the less perfect, seduce you feel that the routines can, you optimize the copy, so that everyone to optimize out is not the same, we play is different. In the pocket through the background, you can change the default copy, we suggest that the principle of change is not to change the copy of the more perfect, but to seduce him to change the copy of the good.

After finishing and someone feedback said no, I want to give people how to do, I did the third product is gift giving. You put a single, you share out, someone else fill out the harvest address can buy things, so you can send things out. Here's a detail where we discuss gift selection color size, let the candidate or accept the candidate, let the person sent people do not know the last how much money, because the price is not the same, if the person to send will also have problems, a person said if I send a girl, I would like to know her preferences and colors. You only have to pay for the gift, your friend fill in the address.

Four play is done in 10 days, we have four people, two front-end a back end a product manager, logical thinking has two people's team, six people played the product for 10 days. 10 days did what achievement, more than 2 million of people participate in 800多万次, this 10 days changed 4 play, but consumers played countless posture, some people say you help me pay, you can become a VIP. This is the sales that the traditional enterprise has been unable to catch for decades.

A few days ago, I helped Mr. Liu stand on the stage, and I still don't know what peach looks like. We spent 4 days of time, made a product, is to cut prices, in fact, it is disguised as a second kill. The technology is difficult because there are a lot of people who come in instantaneously, and there may be people who pay for three or four in milliseconds, but you can only give one person, then the micro-letter back to the payment interface there is a delay, how do you deal with. We were in the hotel to write the product code, last night to put this thing online. We combine several kinds of play, one is the second kill, is the price. This is to pull him there has been a flow, has been someone to kill at the same time linked to the goods, merchandise to encourage pay and gifts, we made a pay and gift list, each list of 50 people, give him a year free to try to eat the right.

You can see the countdown to the second kill, and tell you how much each minute you drop, according to our own saying is that we added four days class, then also four peach, although he said very big, can be big where to go, four Kiwi 79 yuan is not cheap, I think 20,000 box is almost. Results 4 hours to sell 10,000 cases, after buying said no goods, I spit out the noise, I said to do so the time of the foreplay, all of a sudden to the climax, this matter how to play. The 10,000 boxes we prepared for four days, we have a total of 1 million participants, snap more than 20,000 people. As a result, Luo thought said, Peach has been sold out, next year please early.

After we have done the summary:

First, the wireless community play has two very important characteristics. Interesting。 Interact. Little thing, when he adds the power of man to the power of the relationship, it will change endlessly, and fission will happen, and you may not expect it. But you have to turn the product into a social body, turn the sales process into a social one, and turn each part of the experience process into a social body to play. So the whole company is playing this thing, the whole product is playing this thing, it is interesting to add people in and become interactive.

We will do a lot of similar play in the back, in addition to pay, public chip, gifts, but also do red envelopes, group buys, Holland Clap, flash purchase, and so on, we will do together the way we would like to spend into a game.