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Overall Environment In the case of a big change, the home store has also reached the crossroads of transformation. This article introduces six directions for home store transformation. One of the core questions that everyone should understand is that in an era when it is impossible to sit back and relax, the only thing that can help you win is to change yourself, jump out of the comfort zone, and embrace change first. response.
In 2018, the sales of building materials and homes above designated size nationwide was 966.16 billion yuan, up 5.32% year-on-year. In the past few years, the number is as low as 700 billion and more than 1 trillion. In 2019, the situation was 61.7 billion in January and 58.91 billion in February, which was a slight decrease compared with the sales in the same period of 2018.
But the total amount has always been considerable, and the total does not mean that every micro-individual is good. Cakes are often only a minority, and many stores are not good. Even in the home market where the business is very good, there are still some stores that are sparsely populated, and the business is so bad that every year, the door-to-door business is about to be withdrawn.
If you want to turn things around and make your business more prosperous, there are many problems that need to be solved. There is a key link involved in this. It is the evolution of stores and stores. Two situations:
One is that the brand appeal is not enough, the location of the store is relatively biased, the guests are patronizing very little, how to transform, break through and evolve? There is also a situation where the business is still good, circle The customer ability is relatively strong, and it has the upper hand in the rush, but the growth rate is also slowing down. It has been affected by other channels, how should it evolve?
Deng Chaoming, founder of the foundry research, believes that the road actually Already in front of everyone, there are also several pioneers taking the lead, such as the European-style exploration of the whole home store, the super-store of Shangpin home, the Living Mall and the fashion life experience hall jointly promoted by Qumei and Jingdong. It is a typical case.
Some of the results are very significant, and some have just emerged, sprouting to be long, such as smart stores, according to incomplete statistics of large-scale research, there are currently about 15 home furnishing companies, in the implementation of pilot Wisdom stores, this is naturally a good phenomenon.
In general, Deng Chaoming believes that home stores currently have six directions for transformation and evolution, which are worth considering and exploring.
1. The personal transformation of the boss: from the boss or a few backbone individual combat, to team battles, to show sincerity, training teams, and promote talent specialization.
What is sincerity, not that you verbally give a lot of promises, draw a big pie, let everyone squat on the line, but to come up with performance and implement the figures, such as how much salary, performance ratio There is room for career rise and so on. Of course, the boss’s ability to play orders is also very important. If you have a few backbone sales, you can usually ensure that you will not lose in a few years.
But you have talents, other businesses have it, and some people still have a team of established people to fight with you, able to provide system services, the advantages are more obvious. If you can’t beat a few rounds, you will be defeated.
2, corporatization operation: Even if you only have one store, only a few employees, you can also move closer to the corporatization operation, establish an easy-to-operate management system, and bring out the incentive system for everyone. See a clear direction and return.
It’s best to split up into groups to let the people who compare the cows lead. The atmosphere of the upward effort is created, everyone is vying for the upper reaches, and the morale of the employees is high. This game is alive. Some bosses think that they are the system. Think about it today, do it tomorrow, and sometimes regret the previous decision. This way, it is impossible to go up the stairs.
3, from the promotion to the market, to rely on comprehensive ability to acquire and retain customers. What is comprehensive ability? Design, products, services, etc., a system, customers can enjoy free scales and design services when entering the store; after the transaction, people will follow up the whole process without worrying about finding people.
With a system that summarizes experiences and analyzes problems every week, you can evaluate them one by one and find out the problems that exist. Promotions are definitely indispensable, but just getting some discounts and making flyers will definitely not work. It is necessary to use the alliance promotion, the promotion of the housing community, and the marketing activities of the theme activities of the manufacturers.
Promotions with creative ideas, parent-child activities, store activities, etc., will be better. Deng Chaoming, the founder of the overgrown research, believes that this requires us to re-recognize the promotion, the idea should be optimized, the vision should be opened, and the promotion model should be rebuilt.
4, the store actively learns and self-iteration, adapt to the changes of the new environment, adopt new customer and guest tools to actively market, open up new channels, and establish a new channel structure.
First look at what marketing methods you use. Now consumers are changing, marketing methods are changing, don’t keep the previous three axes. Jump out of your comfort zone and actively explore the channels and marketing methods that have just emerged.
We will see that in some industries, business is done by shaking hands. There are also some companies that have played the WeChat group in full swing and have a steady stream of orders. Keep up with the times and see these four words, presumably you will feel how intimate it is. Proactively providing new services, not only to improve the original service system and methods, but also to find ways to install new things inside, some micro-innovation can often harvest unexpected results.
For example, if someone else finishes installing the floor, can you help clean the owner’s house? Everyone else is a worker, and can you send the sales of the docking client to the home and take a picture.The owner said that it is not allowed to order.
5, the store is diversified, such as independent stores, multi-category stores, self-contained big home stores, design stores, etc., professional stores and integrated stores coexist, single product sales to one-stop space solutions Business transformation.
This often requires a data accumulation, and statistics on the store sales performance of each place to see which places are suitable for opening stores. For example, in some stores, the price per customer is higher, and it may be considered to increase the category, which is closely related to the shopping habits of local buyers. Pilots are often needed and expanded after success.
According to the research of large materials, there are several companies with typical stores in the industry, such as Qumei Home, Ou Pai Home, Meike Home, Shangpin Home, etc. Now even three trees paint this The enterprises that make building materials have also begun to build a full-scale one-stop service experience by means of opening a 1000-square-meter store, collecting latex paint, art paint, Kiev materials, overall painting service, and immediate service.
6, custom and finished product integration, sold at the terminal store. Customization is a big tide and unstoppable.
In addition to wardrobe cabinets, shoe cabinets, TV cabinets and other cabinet products, it has already been customized; now, like the wooden door enterprise, it is also engaged in wooden door + whole house customization; for sanitary ware, starting from the full-service custom, thinking The kitchen business pushes up the integration of kitchen and bathroom. No matter what you produce or sell, you have to think about integrating custom and finished products. Even if the product itself can’t be customized, you can also consider introducing custom patterns in product application, such as customizing the tile paving effect. Customization of surface decoration effects, etc.
Deng Chaoming believes that all the customization, its core is not around the product customization, but from the buyer’s expectations, let him see the effect, the customization of the home space effect.
Few people can figure out what materials and accessories you use, and you won’t know how to design the shape. Everyone sees the effect, so this gives us the space to introduce customization in the store. . To be equipped with 3D cloud design tools, we must increase the design ability of the shopping guide.
An era in which it is impossible to sit back and relax, it is even more impossible to sit in the store and count the money. The only thing that can help you win is to change yourself, jump out of the comfort zone, embrace change first, and respond first.
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