A transition to find a way out
-How to face the changes in the consumption environment after the implementation of the eight regulations (1)
"Quanquan" Julie flagship store
Qiu Han, a retail customer in Juye County, Shandong Province
I have been engaged in tobacco and alcohol retail for nearly 20 years. It has always been my long-cherished wish to be a professional brand store in Juye, Shandong. 20 12 in may, my dream came true, and my Dabutong tobacco and liquor flagship store opened. I think that my flagship store will eventually become "I will ride the wind and waves one day, and set my cloudy sail straight and bridge the deep, deep sea" after overcoming many difficulties such as new site promotion, customer integration and service upgrade. However, after the end of that year, the market performance such as shrinking group buying and slow sales of high-end gifts was weak, which made me feel "difficult all the way".
"The market does not believe in tears, and business does not sympathize with the weak." While struggling to develop enterprise group buying and downstream wholesale markets, we are also trying to find a way to adapt to our own development. Out of professional sensitivity, I found that one word was frequently mentioned by corporate executives who entered the store for consumption, and that was "circle". What do you mean, "If the circle is right, things will be easy", "My friends in this circle only recognize famous French wineries" and "all of them are in the circle and enjoy the resources * * *" ... As the saying goes, the speaker has no intention, but the listener has a heart. I was having trouble sleeping about where the flagship store was, and suddenly I understood. The original way is to build a high-end circle by integrating superior customer resources and provide strong support for the flagship store to get out of the predicament and become bigger and stronger.
Although the idea is good, it is important to implement it. In order to form a circle with the theme of high-end tobacco, wine and tea tasting, communication and consumption, I first promoted it through in-store communication, telephone and WeChat friends circle, and then put a set of rosewood tea tables and chairs on the first floor of the flagship store, raised several pots of vibrant green plants and bought a set of high-quality audio. Every time a customer enters the store, as long as the other party's time permits, I will invite the customer to sit down and boil water to make tea. In order to further enhance the cohesion of high-end circles, I also set up a tasting room on the second floor of the store. There are all kinds of tableware and wine in the room, all kinds of new and exotic wines in the wine cabinet are dazzling, and the famous calligraphy and painting on the wall are full of fragrance. Every time new tobacco and alcohol products come to the counter, on holidays and weekends, we will cook several seasonal dishes and invite several distinguished guests in the circle to taste and sign the bill, which is very lively.
Create a high-end circle and be a flagship store. While practicing my innovative marketing, the "circle" not only gave me an inexhaustible source of customers and rich market returns, but also let me learn to jump out of the small circle of tobacco and alcohol retailers in the in-depth communication with high-end customers, forming a big business thinking of integrating resources and diversified development, and actively preparing for the new blue ocean of business!
Make a fuss about the masses
Yu Shao, a retail customer in Erdos City, Inner Mongolia.
In order to survive better, in addition to paying special attention to the sales of mid-range tobacco and alcohol, I changed the cigarette hotel into a warehouse sales store, and the variety of goods has increased from dozens in the past to hundreds now. The target population is ordinary people, and the business has greatly improved.
Last year, I also negotiated with the salt company and became a salt distributor. Although selling salt can't make much money, it increases the customer flow and greatly promotes the sales of ordinary tobacco and alcohol.
I tasted the sweetness and bought a batch of brick tea. Because there are many Mongolians in Ordos, we must make milk tea with brick tea. Mongolia is also the hometown of wine and the paradise of songs, so people rarely buy brick tea without buying white wine. Attracted this part of customers, ordinary liquor also won a good sales situation, which made me overjoyed.
Survive as the "second batch"
Rong Hongjuan, a retail customer in Anqing City, Anhui Province
A large part of the consumer groups in my store are enterprises and institutions. Therefore, after the introduction of the eight regulations, I obviously felt that customers' consumption was weakening, especially some high-end drinks.
Because the stock of some drinks in the store was quite large before, at that time, in order to maximize the bid-ask difference and earn higher profits, I would directly discuss preferential policies with manufacturers or agents to obtain benefits lower than the "second batch price". Then, is it possible to do something about the price difference and transform it into a "second batch"?
I have several relatives who set up shops far away from the city, and I specially asked their related questions. It is understood that due to the remoteness, the delivery price of the "second batch" in the urban area is obviously higher than that in the vicinity, and the delivery is not so timely. Therefore, some retailers have to go to the wholesale market in the urban area regularly to purchase their own goods, which is not only hard, but also time-consuming and delays other things.
Grasping this feature, I visited the small department stores in that area, promised to deliver goods to them in time, opened a small market, and then gradually "surrounded" the urban area and successfully established my own "consumption circle". Judging from last year's income, there have been many gains. The annual sales of only one kind of beverage doubled last year compared with the previous year, and the effect was still very good.
Formulated the adjustment strategy.
Tong Cailu, a retail customer in Harbin, Heilongjiang Province
The small supermarket I run is facing the door of the town government, so whenever the town government held a meeting, Xiao Liu, an assistant of the government, would come to my store to buy bottled water, ballpoint pens, notebooks and so on. Sometimes I buy some souvenirs for the participants. However, after the introduction of the eight regulations, the business in the store has been much less, and I can't help but worry.
In order to get out of this embarrassing situation, I turned my attention to the office supplies and logistics supplies of government departments, such as A4 paper, mouse pad, printer ink, as well as tea, mop, broom and garbage basket for logistics. I grouped these supplies together and created a separate space for them. When Assistant Liu visits again, I will take him to this independent sales space to let him know fairly well. Sure enough, since then, Assistant Liu's visits have gradually picked up.
Although the government streamlined meetings and imposed great restrictions on public money shopping, I adjusted my marketing strategy in time, and I got what they lacked, which ensured the sales performance to the maximum extent.
The "mass line" is better.
Zhang Kemin, a retail customer in Xiangyang City, Hubei Province
Although we lost some customers after the reduction of unit group buying, it also eased the financial pressure. In the past, unit group purchases were settled once every six months or once a year. Although it sells a lot, it takes up a lot of money. Nowadays, in the face of market changes, we have also changed our business thinking, focusing on mass consumption, spot, small profits but quick turnover, and winning by quantity.
There are several hotels near our store, which often handle weddings, funerals and weddings. However, the drinks used by customers for banquets are generally not consumed in hotels, and they are rarely bought in our store. In order to stimulate consumption, I decided to cooperate with the surrounding hotels, put my business card in the hotel, and ask the hotel waiter to introduce me to my store to buy drinks when receiving guests. Customers who come to the store with business cards are given preferential prices and small gifts. After the transaction is concluded, I will give the hotel a certain rebate according to the profit. In this way, customers can order drinks through the hotel and drink as much as they want. The hotel has an extra income, and the sales of drinks in our store have also increased, which is absolutely win-win!
sound
During the Spring Festival of 20 14, I adjusted my business ideas and decisively increased ordinary mid-range tobacco and alcohol. The effect is good, and many varieties are sold out. At the same time, in view of the advantage that the store is not too far from the school, I turn the target consumer group to the students in the school and buy more products that students like. As a result, the losses caused by the decline in high-end tobacco and alcohol sales have been earned back in this respect!
—— Wang Zhi, a retail customer in Linze County, Gansu Province
In view of the changes in consumption patterns, I followed the situation, compressed the wine area of tobacco and liquor hotels, and increased non-staple food, department stores and other commodities. As the weather gets warmer, I bought a freezer and added fast-moving products such as cold drinks and ice cream. At the same time, I applied for a personal WeChat WeChat official account to send merchandise and promotional information to my regular customers and provide home delivery service to consumers in need.
Since the transformation of the store, the daily turnover has gradually picked up, and my locked brow has finally loosened.
—— Wang Ying, a retail customer of Zhongwei in Ningxia Hui Autonomous Region
My business has gone from bad to worse since the consumption environment changed. I had to reluctantly give up what I wanted, reducing the counter of high-grade tobacco, alcohol and tea to one third, and the remaining two thirds were used to place things closely related to people's lives, such as braised dishes, cooked food, eggs, raw meat and so on. Although these people-friendly products are not as profitable as high-end famous products, they help me turn losses into profits and avoid the risk of closing.
In addition, I noticed that at present, the amount of tobacco and alcohol used in rural weddings is not only large, but also low-grade. So, I took the initiative to contact a number of wedding companies, trumpeters and even chefs, hired them as "supernumerary salesmen" in supermarkets, asked them to provide information about local weddings and birthday banquets, and gave them a certain business commission, which inspired their enthusiasm. Naturally, I got the "profit cake".
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