Explore: With Dealers To Play Social Dream To Do 1+1 > 2 Smart Retailing

Under the promotion, the price of customers will not be lowered, but behind the rise will be hidden by Meng Jie's careful thinking. This year is the seventh year that Xiao Jiang (a pseudonym) has become a dream home textile franchisee. It's his seven years' fixed action to get goods, stock, sell, tally and wait for customers.

All this is changing. Taking nearly 616 years of activity, Xiao Jiang didn't set up the flag at the door as usual, but rather stared at the cell phone while receiving customers who pick up and buy goods. This makes the surrounding stores very puzzled, the original electricity supplier promotion is the store business in the off-season, this is more than usual guests come from?

Behind the scenes, these changes stem from the pain and happiness of Meng Jie group and franchisees.

　　 1, left handed selling right hand drainage

On the other hand, consumers are enjoying the pleasure of emptying the shopping cart with one key, while the other is a depressed shop. And Meng Jie, a consumer system with complex threads, is also trying to solve this long-standing problem.

During the 16 months of June 10th -6, the mall GMV reached 7 million 437 thousand, and the GMV on the first day of June 10th was 3 million 225 thousand. It is worth noting that during the activity, the total number of monk shopping mall is 30 thousand odd, of which 37% of the customers choose the store.

Different from the promotion of general electric business, the goal of this product is very clear: using online promotions for offline drainage, the line will be fully opened. At the beginning of the activity planning, Meng Jie set three goals for herself: first, the passenger flow of the offline stores should be doubled; second, the number of orders under the line should be doubled; third, the retail sales of the stores next to the line should increase by 40%.

According to the results, the average passenger flow of the shop under the dream store has increased by 3-5 times, and the average growth rate of the shop orders has increased by more than 3 times. In the participating stores, the year-on-year growth rate of retail sales has reached a record high of 576%.

According to the understanding of billion power, in order to promote sales and drainage to shop, Meng Jie also came up with a series of solutions. From this activity to the end of the activity, the rules of play of Meng Jie can be divided into three points:

First, before the start of the event, Meng Jie set up a variety of activities to preheat the community to help dealers operate fans and communities.

Secondly, after attracting new customers, dealers will promote new customers to place orders and repeat purchases through explosive products.

After ordering and closing, Meng Jie attracts customers to shop.

"The reason for setting up the store is because we want to help the offline stores increase passenger flow, change the situation of shopkeepers and other customers, and at the same time, 40% of the self raised customers will repeat purchases in the store." Cheng Yan, general manager of Meng Jie group, general manager of wisdom retail department.

　　 2, forward transformation and backward empowerment.

At the beginning of the dream of clean shareholders meeting, its chairman Jiang Tianwu clearly stated that in 2019, Meng Jie will fully implement the "overwhelming" strategic plan to promote the "thousand cities and thousands of stores", while using the dream of self built social networking platform - a good commodity collection of small B sales, to increase volume.

Besides the home textile products and its own MH family products, Meng Jie will also collect all the washing services and so on. At present, dream dealers can apply to become "one good shop" mall "partners". That is to say, in addition to operating the original physical stores, dealers can also use the "one room good goods" small program mall as cloud store and cloud storage rack, and sell all the brands of Meng Jie group through online mode.

Change that everyone can understand can not be called change. For a 61 year old enterprise, how to find the balance of interests among different channels in the transformation and how to continuously push dealers to join this change is an unavoidable problem.

Since vigorously promoting the one item good goods project, Meng Jie plan has held more than 5 large-scale dealers' activities. In the event, Meng Jie hopes to send a definite signal to the distributors: the group is seeking a transformation of common growth with distributors, and the primary purpose of online new play is still empowerment.

At present, the number of dealers from wait-and-see to join and heavy involvement is increasing. In this year's promotion of the dream house, more than 80% dealers are involved. In order to make it easier for dealers in various regions to understand this transformation and change, Meng Jie is pushing the online roadshow to jointly set up the smart retailing University.

In the past six months, Meng Jie has set up more than 300 offline training sessions, and weekly online tutorial sessions. In the early days, Meng Jie will carry out system operation guidance for the head dealer and set up concrete targets to track the whole operation and landing process. "Meng Jie hopes to help the forty head dealers to succeed in transformation, because just saying nothing, empowerment is just a slogan, dealers can not perceive the changes and benefits brought about by this incident. When the effect is really effective, the impact of the benchmark case on the region and the driving effect are obvious." Cheng Yan said.

It is understood that the original intention of Meng Jie to set up a smart retail university is to help dealers in the long term to achieve change and transformation. The goal is not to choose high-quality distributors to support them, but to abandon them. Meng Jie believes that the Church of the people who can easily learn can not represent the real ability. The important mission is that those who do not do well can also succeed in transformation.

Turning to the experience of promoting the transformation of one good goods project and dealers, Cheng Yan believes that we should grasp the core and make specific analysis of specific issues. "We need to start from the places where dealers need it, and really help them to increase sales and passenger flow, so that he can feel that the group is making money for him. When he feels this way, he will spontaneously spread and drive. We can't just think about what we want, and what we can do to achieve common growth.

　　 3, to do 1+1>2's smart retailing.

At present, Meng Jie is involved in the Tencent's third phase small program multiplication plan for smart retailing. During the whole activity, Meng Jie and Tencent jointly set up multiple dimensional indicators instead of focusing on single data. In the process of activities, from the planning to landing, Tencent wisdom retail will provide one to one guidance, and make suggestions on the details and gameplay of every activity.

At the same time, the Tencent intelligence retail team also provided Meng Jie with the operation method of WeChat public numbers and small programs to assist Meng Jie in detecting the landing rate, sharing rate, submission rate, and the click rate, forwarding rate and reading rate of public figures and images, and timely prewarning and providing solutions when the data is low.

In addition to the help of Tencent smart retailing and the top-down guidance of Meng Jie group, dealers with more products and new tools have begun to play creatively from bottom to top. According to the introduction, the franchisee will voluntarily shoot video or social communication after joining a good item of goods, and will find customers from other customers, and the content generated by dealers will be more abundant. Meng Jie group slowly began to discover that in the process of distributors embracing the Internet, not only the change of sales methods, but also the upgrading of marketing methods.

For Meng Jie, the sales growth brought about by this year's sales promotion is only one side, and more important is to let dealers think and believe the significance behind the good products of a good house. "Many dealers think that the Internet will cut leeks, which will affect the unit price and passenger flow under the line, but this activity can prove that it is not. At the same time, online and offline customers overlap more than 10%, dealers can get more young new customers through small programs. Cheng Yan expresses to the power of billion states.

In the view of Meng Jie, the promotion of this event and the one house good goods project will help dealers find the direction and escape from the current state of blindness. "This is a real face to face hug online and offline."

During the activities in June, the number of visits to the mall was 5.7 times daily, and the unit price increased by 30.59%, 610 of which increased by more than 11 times on the first day of the day. Under the promotion, the price of passengers is not falling, but also behind the rise of the dream is hidden.

According to Meng Jie's point of view, Meng Jie did not blindly pursue low price when designing this activity. Instead, he first screened the high cost performance goods online by pushing the big data forward, and on the one hand, through the explosion of drainage, on the one hand, dealers did not have stock pressure. "Whether online or offline, we need to ensure that consumers' perception of dream products is the same. The customers who are attracted by low prices and promotions are not the precise potential customers that Meng Jie really needs.

"Into the dream baby brand center