This month is just right, Zeng Zhaoxia’s Qianqian is 10 years old.
This ten-day time scale is very interesting for a Chinese company in the Internet wave. It is not too long. In the Internet-centric era of the Internet, ten years of Hedong, ten years of Hexi, portals, online games, outdoor media, vertical markets, search, and e-commerce are all leading. Then the era of mobile Internet has come, and it is too slow to measure the growth of a company in ten years. A mobile product from the appearance of the show, to the occupation of the market, to the besieged by the competing products became popular, roughly only three years. Not to mention the startups that are now floating in the air, time has been compressed to the monthly unit.
Returning to the disc hair accessories industry where Qianqian was originally located is another taste.
For a long time, China’s jewellery industry is far less dazzling than the products they sell: service and sales are mixed, product quality is uneven, and the size and management of the company is small and scattered, just like the edge of modern business torrents. The stagnant static pool. When this kind of static problem that solves old problems with new problems, and the impact of e-commerce, new retail and other constantly updated Internet business models, age has become its shackles.
Zeng Zhaoxia’s sense of time is clearly different from his peers. He once led his “Luxury Home,” beauty control, “mad,” “two goods, in less than five years, set up more than 1,000 franchise stores next year, the development of nearly 2,000 stores, open The amount of broken 500 million yuan “thousands of speed.
But the ceiling of the hair accessories industry did not disappear because of Zeng Zhaoxia’s speed shock; after 80, 90 or even 00, the new generation “has upgraded its economic consumption, causing the industry to have a consumer fault; offline business The function began to appear in a streamlined, service-oriented structural transformation … … the evolution of this consumer terminal is the evolution of the business model, which has spawned the new and old alternation of the two eras of Chinese business.
Haier Zhang Ruimin once said that there are no successful enterprises, only enterprises of the times. When the lens of the times continues to advance, many companies will be confused and confused, and naturally there will be companies that have mastered the sense of the lens and grow from the supporting role to the main character.
Ten years, Qianqian once again reached the key node. Since 2016, Zeng Zhaoxia has launched the Qianqian’s go-around plan; transforming Qianqian into an Internet makeup service brand and using offline “new services, online big data, and ecologicalization of the entire industry chain. It has brought about an explosion of 10 to 20 times the performance and flow of the store.
Of course, the new Qianqian is already a new species. Telling Zeng Zhaoxia and his thousands of people, the focus is not on his speed and passion. Just like Zeng Zhaoxia frequently mentioned in the interview, the same frequency, the 10-year-old Qianqian, is in the way of returning to the service with the user’s thinking, exploring how the small business mode explores the ecological direction in this era of new and old exchanges, and A way to get a new business dividend.
Only Forever Entrepreneurs
Located in Panyu District, Guangzhou, Tianan Panyu Energy Saving Technology The park is famous for its more than 2,000 high-tech companies in the park, and its strict technology and innovation standards. The Qianqian headquarters is on the central axis of the Science Park.
According to the general logic, a service company based on offline stores, mainly engaged in fashion and fast styling, is difficult to settle in this technology park. Thousands of screaming buildings are quite eye-catching.
Architecture is also character. The design and decoration of the company draws on the style of Silicon Valley. The cultural walls, arrows and other special-shaped furnishings in the office directly indicate that Zeng Zhaoxia, the boss, has set keywords. For example, “two goods, such as “no loud noise, this world will not ignore you, such as “Lust color home, beauty control.” It looks mad.
No way, from elementary school to junior high school, Zeng Zhaoxia is a child king, and his performance has always been the first. The only time I took the second test, “I was worried that my mother said that I didn’t dare to go home.” He attributed his character to being influenced by his mother. In the face of difficulties, ordinary people would subconsciously want to avoid, but Zeng Zhaoxia would like to face difficulties and solve it.
Before he founded Qianqian, he worked as a wine agent for a period of time, setting the target market in Benxi, Liaoning. After working with local distributors to cut into the market, he sent a large number of promoters to supermarkets, nightclubs, restaurants, and gave high opening fee. He also sent people to the streets to send advertising umbrellas on rainy days.
This marketing game, which was very popular in the southern market at that time, was brought to Benxi for the first time and quickly swept the entire local wine market. During the year, Zeng Zhaoxia made a profit of 700,000 yuan.
Extremely sensitive and flexible in the market, Zeng Zhaoxia always has a way to solve problems, which is almost accompanied by his entire entrepreneurial process.
In 2007, he selected thousands of people from the 12 investments he participated in. From a functional point of view, Qian Qian’s in the hairdressing, cosmetics, beauty and other industries, cut one of them, to make jewelry, hair, makeup and other fast shapes. However, from the market point of view, the traditional fast styling industry is similar to the catering halls encountered by the US group. Most of them are mainly single-store and non-standard products and services. At the same time, the fast styling industry contains a large number of 50, 60, 70 after the main, they are enthusiastic about hair accessories, hair style, but also the main consumer.
More importantly, Zeng Zhaoxia realized that the service attributes other than products in the fast styling field are the core of future business, especially offline business —— It determines the trend of Qianqian’s store in the future, and the trend of services tends to users.
In 2007, when the concept of experiential service has not yet appeared, if you do facial care and hair-distribution in Qianqian, you can serve one person, and the other person will be with you to chat with you. Under the strategy of “single consumption (hair accessories) and long-term free (distribution), Qian Qian has stuck a large number of repurchased consumers.
These are almost all the standard services of today’s Thousands of stores, but there was a whirlwind in the industry that bought strong and price wars at that time.
In fact, this kind of time difference battlefield created by the sensitivity and intuition of business, we are not uncommon in modern business. For example, in the mid-to-late 1980s and early 1990s, it was popular in all parts of the country. Nowadays, in the first- and second-tier cities, the project of killing the Red Sea has discovered two blue seas, one called the sea and one called the countryside. Zeng Zhaoxia unwittingly followed this law and used the dimension reduction to pull the industry attributes from the retail industry to the service industry.
In less than five years, Qianqian has grown from a few small facades to the industry’s leading and benchmarking companies.
An industry insider who studies Qian Qian and Zeng Zhaoxia said that the success of Qian Qian is mainly due to Zeng Zhaoxia’s courage, gambling, dare to challenge stereotypes, and launch a series of dazzling marketing service strategies. .
To some extent, gambling is an opportunity to identify and is a creative process. This kind of opportunity identification and creation, we are common in Netease Ding Lei pigs, do a strict selection, Qihoo 360 Zhou Hongjun engaged in anti-virus software and other things. Perhaps this is a trait that leads to success.
In today’s business era, the life cycle of explosions is getting shorter and shorter, and the technology dividend is beginning to fade. It has become difficult for businessmen to rely on natural barriers such as technology and patents to become an entrepreneur who manages enterprises and keeps business in a typical sense. The service attribute of the fast styling industry in which Qianqian is located determines that it is a small step running and constantly trial and error iteration industry.
Therefore, if you say that Zeng Zhaoxia is an entrepreneur, he does not recognize it. He considers himself to be an entrepreneur who is always running, or more accurately, an entrepreneur.
Does the key choice exist?
2007— In 2015, Qianqian opened the store in front of the industry. In Huaihua, Hunan, Zeng Zhaoxia opened nearly 30 stores in a small county-level city, creating a thousand-dollar high-occupancy model.
When everyone studied Qianqian’s successful experience, Zeng Zhaoxia vaguely found that there was something wrong. The primary performance is that although the speed of opening a store in Qianqian is fast, the overall closing rate is high and the turnover is not increasing.
Where is the problem? Everyone, including Zeng Zhaoxia, first thought of problems in internal management such as operations, training, and incentives.
So, he hired a large number of high-end talents from high-paying areas such as beauty, fashion, and retail, and transformed Qian Qian into a waterfall organization. That is, under Zeng Zhaoxia, set up multiple parallel teams, each team has a set of the same functional departments, such as investment, recruitment, training, site selection, expansion, operation, etc. Usually one or more teams are responsible for <; attacking & ldquo; guarding an area. This kind of organization, working style and military are very similar.
The result is far from the north. In terms of management, Qianqian has almost become an innovation sample of the whole industry; in terms of performance, there is still no situation to curb the decline in the store’s performance ——“ individual franchisees started to make troubles, stores began to introduce foreign projects, executives Three or five groups questioned the company’s decision.
In the end, these internal contradictions will all be tied to Zeng Zhaoxia, the head of Qianqian. The pressure is like a mountain. Fortunately, Zeng Zhaoxia is like a rapids. He always thinks that it is not better to solve this problem. Isn’t it better to solve this problem?
The problem that can’t be solved internally, Zeng Zhaoxia changed her mind and tried to break through from the outside.
Zeng Zhaoxia went to consult the new retail master, and later joined the ranks of Qian Qian as the general manager of Guo Yubao. Guo Yubao said categorically: “Zeng Zong, if you don’t transform, thousands of people will die! Later, Guo Yubao has a sentence, “Famous words: “Let the past be defeated and the future will be bright and bright.”
In fact, Zeng Zhaoxia has vaguely realized that he must come out of the hair accessories business. But what about the next thousand kilograms? If you follow the path of the channel, it is difficult for Qianqian to compete directly with Watsons and Golden Beetles; it is difficult to compete with well-known cosmetic brands such as Maybelline and Estee Lauder on the road of products; The road to makeup education and training is hard to match the more than 2,000 makeup schools in the market … …
The head of the marketing department, Zhong Hao, was pulled over by him to conduct market research. Qianqian is for female customers, so go to female customers. More than 100 brands in Guangzhou, or a counter, became the destination of Zeng Zhaoxia.
Once they tried the product at A Skincare Store, the two were deliberately separated to avoid suspicion. At this time, the skincare shop next door B pointed to Zhong Hao, secretly reminded the store clerk to say, “Be careful, this person often comes and takes pictures, definitely not right.
Zeng Zhaoxia hurriedly texted Zhong Rong, “Be careful, you are being stared again. However, Zhong Rong has been focusing on taking pictures, did not see the text message, A store clerk has been vigilantly behind him.
Seeing to be embarrassed, Zeng Zhaoxia quickly took Zhong Rong to buy several products, rushed to the next … … in the skeptical eyes of the clerk; later, Zhong Hao had a long time & ldquo; did not dare to go shopping I feel that I am on the blacklist of the major counters. He had to send the company’s female employees, wives, andAs a target, rotate trial products, experience services, and collect intelligence.
Market research across the country is in full swing. Qian Qian interviewed and collected real data from nearly 5,000 consumers and operators. Zeng Zhaoxia concluded that jewelry is no longer a necessity for hair style, traditional fast The styling bonus is also due to the general decline in the consumption group, but prefers to make light makeup, and more and more young women have demand for makeup and makeup services.
This result made him both nervous and excited.
In essence, the fast styling industry represented by Qian Qian in the past belongs to the explicit consumption field in The Theory of Leisure Class. That is to say, after 50, 60, 70 female consumer groups, they hope to show their temperament through the brilliance of jewelry and the complexity of hair style. However, as the new generation of consumers stepped onto the stage, the hair styling industry saw significant disruptions in the consumer population. The dividends of new middle-class, new craftsmen, new technologies and new living environment began to appear. Consumers’ natural, comfortable and even environmentally friendly consumption upgrades that promoted personal taste and taste accounted for the dominant position in the market.
In the future business dividend model, product innovations such as UNIQLO, Mingchuang Premium, Shangpin Home, ZARA, etc., based on channel optimization The efficiency dividend began to be popular; on the other hand, the maximization of the single customer repurchase economy advocated by Qianqian also firmly grasped the service of this future business dividend, “she began to transform her hair into a hairstyle. The overall harmony and fashion of face makeup also led to “the economy of scale began to shift to heavy service, heavy customer unit price and repurchase rate”;
Zeng Zhaoxia seized a core logic. From the channel to the king, to the product as the king, and then to the sale of the king, in fact, all changes must be around the consumer. Thousands of new transformations in the direction of the new — — for modern women “do not wear makeup, do not go out of the new appeal, provide one-stop makeup services, with thousands of national offline more than 3,000 stores, more than 2 million members For the entrance and flow, with tens of thousands of make-up artists as the talent barriers and communities, we will transform Qianqian into an Internet makeup service chain brand integrating services, chain, customization, O2O and big data.
Qian Qian finally found his new direction. The difficult nodes of the transformation of thousands of thousands of dollars, in fact, like many companies —— find directions, make choices, set strategies.
The current selection of countless choices leads only to one future. It is difficult to see through all the roads and astrays. No one can definitely think that this choice is to bring the company to a smooth road or not to return. Is there an optimal choice, will there be any blind spots that are ignored?
In fact, transformation is always in line with risk, and anxiety is always in parallel with hope.
The strategic direction of Qianqian’s transformation has been set. To implement the project, Zeng Zhaoxia has planned for himself, executives, employees, franchisees, consumers, and peers. Six wars.
“ The most important core battle in the six wars is to face consumers.
We saw an interesting detail at the Qianqian store. When the glass door of the Qianqian store is opened, the door that can only be opened 90 degrees can be opened nearly 180 degrees after moving the door axially within 10 cm. This is equivalent to the fact that when the two doors are opened 90 degrees, they can be used as an advertising wall. At 180 degrees, they are invisible to connect the store to the street and improve the efficiency and experience of entering the store.
The “productivity” of these services is everywhere in the Qianqian store. For example, whether it is consumed in the store or not, it is a cup of water; a standard ponytail is required to be smooth, 45 degrees, 30 seconds to complete; each dressing table has four application scenarios of thousands of beauty makeup. , reduce user selection time.
The standardization and detailing of the service bears the past of Qianqian, and the new service based on the four application scenarios is the entrance to the current and future Qianqian core model.
Zeng Zhaoxia’s new service can be roughly divided into three aspects: consumer scene construction, user participation product customization, and store upgrade.
In order to distinguish it from beauty salons and other industries, Zeng Zhaoxia has targeted Qian Qian’s makeup for two major pain points: the natural makeup of the scene, catering to young fashion consumers; fast, low-cost, simple skin care, compliant with consumption Habitual change. On this basis, Zeng Zhaoxia designed four common application scenarios for consumers: going to work, dating, shopping, party, so that consumers can be natural and confident.
Around these scenes, Zeng Zhaoxia cooperated with international first-line makeup brand manufacturers and Korean and Japanese fashion styling companies to keep up with trends and localization needs, and designed and developed a series of compact and whitening products. Product and makeup.
At the same time, Zeng Zhaoxia has trained more than 100 VIP fans aged 18 to 45 online. These users will give priority to developing products for free, 2 months and 3 rounds of trials, and thousands of people will be responsible for tracking users. Feedback information to adjust product recipes. After reaching the best plan, Zeng Zhaoxia will use the offline store as the “test field, the latest product on the line,” “the result of the public beta product.
Scenery, so that Qian Qian focuses on everything from simple makeup to providing a complete set of face solutions for users; users participate in the development of ODM system, so that the product has accumulated a certain amount before the market Consumer groups, and can follow a consumer demand to develop a series of production and listing programs to reduce trial and error costs.
It is this kind of product solution similar to Netease’s strict selection, which makes Qianku’s cosmetic SKU quickly break through more than 70, and the jewelry SKU breaks through more than 180, and can be maintained every 3 months. setThe updated rhythm of the new product.
With the product as a basic guarantee, Zeng Zhaoxia began to make a big deal for the store. The first and foremost knife is to change the store model of the previous hair-made jewelry to 60% of makeup, 30% of goods, and 10% of jewelry. At the same time, in the experimental field, Zeng Zhaoxia carried out a series of standardized output tests of products and services.
For example, Zeng Zhaoxia developed a makeup machine for the problem of thousands of employees after the 90s and 95s, but the makeup method is more blunt. This instrument can help in 5 to 10 minutes. The user performs facial basic care and is better than the average employee. So, it was quickly copied to the national franchise stores.
From the original heavy service, resale, to the new service, heavy product, and experience, Qianqian returned to the service with user thinking, Zeng Zhaoxia joked, “Employees say 1+1=2 I don’t think it is right. Consumers say 1+1=3, I feel right.
New Dividend Age
Several data can be used for the transformation of Qianqian Footnotes ——July 9, 2016, Guangzhou Diancaiyuan store service upgrade, the first month sales of more than 160,000 yuan; the same year, Yunnan Baoshan store after the transformation, 19 square meters of facade, monthly average sales from 40,000 The yuan has grown to more than 200,000 yuan. And many industry experts said that this transformation of Qianqian, in the next 30 to 40 square meters of single stores, can create 500,000 to 700,000 yuan, or even higher performance.
Qianqian thoroughly cut the old model of the haircut jewelry industry and transformed it into an Internet makeup service brand.
It is undoubtedly more valuable to put Qianqian under the big dimension of the transformation and exploration of traditional Chinese business.
As mentioned above, the changes in the business dividend have made the past darlings of real estate and manufacturing market form the head of TMT (Internet technology, media, communication) consumption and business services. The market subject of the camp. Internet +, the rise of the middle class, and changes in the consumption behavior of the younger generation have further accelerated the time attributes of enterprises and the marginal benefits of the old business model have diminished.
For example, Wanda Department Store has fallen into a growth bottleneck after being held by e-commerce in a store-style service that relies on economies of scale. After that, Wanda Department Store upgraded to Wanda Mao, introducing scenes of food, movies and other content to experience the user, sticking users to the offline.
Another example is social software. With the social attributes of strangers, under the traffic dividend, the number of Mo Mo users has exceeded 100 million, and the monthly activity is more than 40 million. When the traffic ceiling came, Momo urgently moved to short video, live broadcast and other fields. By giving social content dividends, Momo ushered in a second outbreak.
Obviously, Zeng Zhaoxia has realized that in the alternation of this new and old dividend, the transformation of the company’s life and death can not be just “trying into a better mall, better image, better” Product and other facades.
Behind the Thousands of Stores Revolution, there is a fascination with makeup services.
Businesses want to capture the vents. Because the vents can gather energy for the enterprise. More importantly, the vents represent the future direction of the business and the new dividends that companies may receive.
In analogy, the representatives of the sharing economy, through the optimization of traditional taxi services, not only activate idle resources, but also use unexpected service and word-of-mouth communication to complete the bend of traditional travel. The road is beyond.
Return to Qianqian. Due to the traditional fast styling, the excess of cosmetics manufacturing end, the homogenization of cosmetics is serious, and if it is only by products, it is difficult to make a strategy and culture on the basis of premium. The service superimposed on the product is the era of homogenization, the biggest difference.
Zeng Zhaoxia hopes to make the expected service in the Qianqian store, and let this service spread based on the word-of-mouth of the community. The evolution of this store service not only transforms the traffic economy into a fan-centric single-guest economy, but also improves the repurchase rate through community management, people-to-people effects and brand communication, and maximizes the single-customer repurchase.
The new service brings dividends and also has a broad imagination.
Under the online, through the vertical store service, Qianqian can accumulate a large number of channels and users, and then can be combined with big data, membership and other forms to form a new monetization channel. It will even become a new channel for today’s make-up brands. Secondly, Zeng Zhaoxia locked the makeup artist into a store employee and a mass makeup school, and built a makeup community based on them. Third, it is class finance. Form an investment fund within Qianqian to help people and even employees open stores. Finally, on the basis of the first three, Qianqian will separate the brands, make fission based on the makeup artist community, and make products based on the pain points of the crowd.
The introduction of the new service bonus has made the scene of Qianqian’s joining the conference extremely hot. Among the many franchisees, there are many large-scale agents in the CS channel, clothing industry and beauty industry channels of the cosmetics industry.
The new service links thousands of thousands of real-world business models. Focusing on consumer demand, Zeng Zhaoxia found his own path of innovation in transition.
About the future of AllIn
Zeng Zhaoxia led Qianqian all the way. From the imitation of the original imitation of the object, to the constantly growing Wang Guoan’s Han Hou, Fan Wenhua’s mask, to the gold beetle, Watson’s … … whether the channel is king or product-oriented peers or cross-border friends It is very difficult for you to find a benchmark object for Qianqian.
Thousands of thousands of people are still evolving.
On June 20, 2017, Zeng Zhaoxia held a national franchisee conference in Chengdu, Sichuan, and launched the “Cloud Honey Home App”.. This 2B store’s refined management and operation products directly push Qianqian to the front line of big data and omnichannel.
Based on the more than 1 million membership systems covered by Qianqian franchise stores, direct sales stores, custody stores and Qianchengwan store plans, Yunmi House is on the clerk service page, in addition to providing punch card, attendance, etc. In addition to the basic services, the clerk’s service level and technical links can be carefully managed. At the same time, the way to bind the store to the user’s WeChat through the QR code allows the store staff to accurately manage the user’s monthly income, occupation, skin condition, and arrival status.
For example, for user management, Yunmi House can record the birthday of a user, and arrive at the store at 8:00 in the morning or at 6 o’clock in the evening to make an offer, return visit, push blessing and Product information for reference.
In addition, in the Business School module, Yunmi House offers a number of make-up courses that allow new employees to take advantage of fragmented time to complete skills training at different stages, from primary to advanced, and improve the efficiency of talent development. . And on this basis, in response to the KOL effect of the makeup service, Qianqian will also create a net red store and a net red shop assistant to cultivate their own Fan Wenhua and Wang Guoan.
From the business users to the business data, Yunmi’s home is connected to the offline and online integration of Qianqian.
On the basis of the WeChat, App and other channels on the Internet, Qianqian has built a complete social e-commerce industry chain with the membership system of Qianyuan Club. In addition to providing makeup and skin care information, Qianqian has also developed value-added tools for consumers such as makeup tools and lipsticks, and cooperated with vertical media such as a roll and roll to launch online and complementary products. The brand, as well as live video on the app with parent-child, makeup, and mother-in-law relationship.
Through the alliance with Kangmei, Tomson and even the fund company, Qianqian can provide members with beauty and beauty, luxury care and other services. At the same time, online traffic is realized with such services.
Even the development of online traffic directly promoted the growth of the store and performance of the Qianqian store. For example, to observe the sales of cosmetics in a certain area is good, Qianqian can shop in this area in a targeted manner; for a user’s consumption behavior portrait, you can use big data to mine the sales path, and analyze whether to push 2000 yuan, 3000 yuan or The product portfolio of 10,000 yuan, which is more able to reach a deal.
Store refined management + community e-commerce + content products + big data mining, Zeng Zhaoxia is actually weaving an ecological network around consumers, and this network is a fusion of “ New retail & ldquo; new manufacturing & ldquo; new technology “new service. Qianqian has been running at full speed on this new track, based on “do not wear makeup, do not go out to spend the scene, and is committed to creating” “Thousands of thousands of out-of-door ecology, the layout includes offline thousands of cities, online community operations To create an eco-type company that integrates community, service, customization, chain, big data, e-commerce and financial-like Internet genes.
We may have countless ways to grow into an enterprise of the times. In the era of new and old dividends changing and the business model is evolving, running in the attitude of entrepreneurs is the same frequency as the times. Zeng Zhaoxia used the AllIn mentality to try the new thousand service equations to provide a possible solution for the future.
(Source: Business Network)
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