Complete machine sales, after-sales service, original accessories and product consultation, and a four-in-one "Golden Diamond Shop".
There will only be one gold diamond shop in each prefecture-level city, and the standards for opening gold diamond shops are also very strict.
First of all, the company is the most powerful authorized core distributor in the local area, and its annual performance and sales volume are among the best.
The store location of Jinzuan Store must be in the city center, a prime location, a storefront facing the street, and the store area must be above 100 square meters in cities with 5-6 lines.
The door of the Golden Diamond Shop is decorated internally and the materials used are unified throughout the country!
As another highlight of Dell 20 10, Dell Computer Diamond Store aims to be closer to consumers, have closer contact with consumers, improve the quality of Dell retail stores and comprehensively enhance the image of Dell's retail channels in China. This is another important measure for Dell to continue to deepen the retail channels in China market. Dell has given strong support to the "Golden Diamond Shop". Every Dell computer diamond shop is equipped with more professional sales staff, updated more complete products and IT solutions, and consumers can enjoy more systematic and convenient services in the store. Let's take a look at the newly completed computer diamond shop in Wuchang Xinming Jindell.
In order to let more China consumers experience the cutting-edge technology and mobile life experience from Dell, after the opening of the first flagship experience store in Shanghai, Dell has taken new measures for retail channels. The upgraded "Golden Diamond Store" will be launched in 1-6 cities nationwide, providing a comprehensive customer experience. Since its development in 2007, Dell China's consumer business has achieved fruitful results. Increasing product lines, increasing market share and expanding channel construction have brought a good foundation and broad prospects for Dell's consumer business in the future. "Golden Diamond Shop" is another important measure for the construction of consumer business channels.
"Golden Diamond Store" further enhanced Dell's retail channel image in China, extending its reach from 1-2 to 4-6 cities. Golden Diamond Store is a high-quality retail store of Dell, with more professional sales staff, updated products and more comprehensive IT solutions to provide consumers with more convenient services. At the same time, it also helps Dell tap the needs of more consumers in China. In the first quarter of this year, Dell also plans to focus on 5-6 cities.
The Golden Diamond Store brings together the hottest products of Dell's consumer business, and every computer enthusiast can get a satisfactory experience here:
Inspiron represents the simplicity, fun and mobility of the Dell family. Let you enjoy the unlimited fun of mobile life anytime and anywhere; Studio (April) is the favorite of multimedia lovers. Powerful audio-visual entertainment function allows you to experience the cinema-level audio-visual feast at will.
The Core I series exhibition area shows the upgraded Inspiron and Studio products equipped with the new Intel Core I series intelligent processors. Other products of various sizes and configurations will also meet with China consumers one after another. The speed experience is worth looking forward to.
Michael Dedemai, Dell's vice president of global consumer business sales and marketing, said: "The consumer business in Greater China has become the focus of Dell's future development, and the China market is of great significance to Dell's global strategy. According to michael dell's forecast, China will become the largest IT market in the world in 20 15 years, and its market potential should not be underestimated. At the Consumer Electronics Show in the United States, the alien M 1 1x demonstrated the strength of aliens with the specifications of 1 1 inch. Based on at & amp； The Mini 3 smartphone of T 3G network also made its debut. All these fully show that in order to meet the needs of modern people's lives, Dell is constantly pursuing and breaking through cutting-edge technologies and mobility. We also regard this as the two major development priorities of 20 10, which will surely present more products worth looking forward to for consumers around the world. "
"Golden Diamond Store is another important attempt and measure for Dell to continue to deepen the retail channel in China market. The Golden Diamond Shop will help us get closer to consumers and listen to the voices of consumers in small and medium-sized cities. In addition, the Golden Diamond Store not only exhibited the most classic products of Dell's consumer business, but also launched an upgraded product equipped with Intel's new Core I processor. Consumers can fully experience Dell's diversified and personalized products here and grasp the latest technological pulse in the world. " Yang Chao, global vice president of Dell and general manager of consumer business in Greater China, added.
"Golden Diamond Shop" must meet two conditions: the store location should be good and the place should be large enough; Will get more support.
Dell has made new measures in the construction of retail channels. Following the unveiling of the first flagship experience store in Shanghai, Dell launched the construction plan of "Golden Diamond Store". The main purpose of this plan is to improve the quality of Dell retail stores, that is, single store output.
In other words, "Golden Diamond Store" is a high-quality retail store of Dell, equipped with more professional sales staff, updated products and IT solutions, which can provide consumers with more convenient services.
Dell promises to give more support to "Golden Diamond Shop".
"Dell's brand is very strong. We will provide the store with instructions, store decoration subsidies, multimedia players, promotional materials and other support. " Michael Dedemai, vice president of sales and marketing of Dell's global consumer business, said when talking about the competitiveness of Dell's "Golden Diamond Store".
At the same time, Dell also put forward some requirements for the "Golden Diamond Store", including two basic requirements for the store itself: first, the store location is good, and second, the place should be large enough. Because "Golden Diamond Shop" not only has sales function, but also has display function.
The "Golden Diamond Store" will showcase the popular Inspiron and Studio series products of Dell's consumer business, including brand-new upgraded products equipped with the new Intel Core I series, such as Inspiron 1464 and Inspiron 1564 with i3 and i5 optional configurations, and Studio 1458 and Studio 65438+ with Core i7.
"Golden Diamond Shop" is another important measure for Dell to continue to deepen the construction of retail channels in China market. The "Golden Diamond Store" not only exhibited the most classic products of Dell's consumer business, but also exhibited the newly launched upgraded products equipped with Intel's new Core I processor. Consumers can fully experience Dell's diversified and personalized products in the "Golden Diamond Store" and master the latest technological pulse in the world. Yang Chao, global vice president of Dell and general manager of consumer business in Greater China, added.
It is reported that Dell will focus on the regional market in the construction plan of "Golden Diamond Shop". "'Golden Diamond Shop' will cover the 1~6 market, but mainly the 4~6 market. In the 1~2 market, we also have flagship stores. " Mao Xiaochun, Director of Retail Marketing Department of Dell (China) Co., Ltd. Greater China Consumer Business Marketing Department, said.
In fact, the "Golden Diamond Shop" construction plan is part of Dell's regional market expansion plan. Earlier, Dell has publicly stated that the focus of channel work this year is to expand regional markets.
"We have some uniqueness and strong investment, and we are very confident in expanding the 4~6 market." Yang Chao said.
Yang Chao's so-called uniqueness means that Dell is a multi-channel computer manufacturer that can serve customers 24 hours a day, that is, in the retail market, Dell will adopt a combination of offline and offline sales.
"The Golden Diamond Store Program is another important measure for Dell to continue to deepen its retail channels in the China market. The Golden Diamond Shop will help us get closer to consumers and listen to the voices of consumers in small and medium-sized cities. " On February 24th, Michael Dedemai, Dell's vice president of global consumer business sales and marketing, personally presided over the first consumer business channel conference of 20 10 Greater China in Zhuhai, and promised to directly give all-round investment support to regional distributors through the Golden Diamond Store program. Michael Dedemay said that since the development of consumer business in 2007, the revenue of this department has exceeded 20% of Dell's total revenue, especially in the past year, the growth of consumer business in Greater China was three times the industry average, and China ranked second in Dell's revenue, second only to the United States. In Dell's view, China will become the largest IT market in the world in 20 15 years, and Dell will invest heavily in Greater China in the future to achieve high growth.
Yang Chao, Dell's global vice president and general manager of consumer business in Greater China, told reporters that in 2009, Dell built flagship experience stores in Beijing, Shanghai, Guangzhou and Shenzhen, and opened computer stores for alien games in Chongqing, Chengdu, Nanjing and Xi 'an. The plan of 10 is to comprehensively enhance the image of Dell's retail channel in China through "Golden Diamond Store", and increase the coverage of sales and services from 65438+.
Gold diamond plan
"Now there are hundreds of my core dealers in another venue. At present, more than 6,000 retail stores in China have cooperated with us. What kind of standards can' upgrade the golden diamond' and what kind of support Dell will give, this is what they want to know most. " Yang Chao said with a smile, this is the first time to pass the card to the media. "There is only one core standard for us to choose a gold diamond shop, which must be a prime location shop in the region. We are not afraid of low sales performance. After our all-round packaging, we will definitely increase the quantity. "
"We used the Spring Festival holiday to transform a golden diamond demonstration store in Zhuhai, located in Wanzaisha Computer City, Dongfeng Road, Xiangzhou District, Zhuhai's core business district." Mao Xiaochun, director of the retail marketing department of Dell's consumer business in Greater China, revealed that in addition to the unified training of store sales staff and the priority of the supply chain and service system of the latest products, the comprehensive renovation cost of the store is about 654.38+10,000 yuan.
"The all-round investment in software and hardware in the early stage was undertaken by Dell, and the store operation in the later stage was completely handed over to the dealer." Mao Xiaochun said, "This demonstration store in Zhuhai used to have THINK on the left and HP on the right. It's inconspicuous in the middle. After our packaging transformation, it has now become the most eye-catching storefront on Dongfeng Road. "
She also admitted that Dell, as a latecomer of distribution and retail, has always had a clear gap with Lenovo and HP in the coverage of stores in the regional market. However, she also pointed out that it is very difficult to catch up with competitors in scale expansion. The focus of Dell's channel expansion is to improve the marketing ability and profit rate of a single store, so that a diamond store can compete with many ordinary stores, and at the same time, it can effectively avoid vicious competition among dealers in the same region.
"The Golden Diamond Store can choose from the existing 6,000 retail stores, or it may be a brand-new store that develops the golden position in the regional market, and perhaps there will be high-quality stores of competitors to attract joining." Yang Chao said, this is not a blind robbery. Dell only chooses the shops in the golden location in the regional market, and strives to "take one as ten" in the local area. The expansion focus in the first quarter of this year will give priority to 4-6 cities.
Mao Xiaochun revealed that at present, there are about 300 diamond shops designated by Dell for upgrading. In the coming year, Dell plans to upgrade and transform thousands of diamond shops nationwide, covering 4-6 cities in China. "Because we don't go to the prime location circle stores in the first-tier core cities, the hard input cost of our single store down to level 4-6 may be less than 65,438+10,000. Of course, stores that attract customers are only one aspect. How to retain and bring more customers after sale is the key to the operation of Jinzuan Store. "
According to Mao Xiaochun, Dell's channel sales system is not exactly the same as the traditional IT channel distribution system, and only has a two-level structure of FA(FulfilmentAgent) and KA(KeyAgent). Most of them have retail stores that can sell Dell products directly to end users. In the regional markets not covered by KA, Dell also has a third-party channel provider KA-S. ..
"Dell's current four general agents, Digital China, Hanlinhui, Changhong Jiahua and Xunyi, are not dealers in the traditional sense. Dell positioned them as FA, only responsible for providing logistics and capital flow for Dell. They will solve the supply chain and cash flow problems between Dell and Golden Diamond Store. " Mao Xiaochun said.
Speed up distribution
On February 25th, regarding Dell's fourth-quarter profit decline and lower-than-expected gross profit margin, Brian Gladen, chief financial officer of Dell, said that due to market demand, the profitability of its consumer business continued to be weak, thus damaging the company's overall profit margin. What Dell will do next is to increase its investment and strategic support to the consumer business sector, especially in emerging markets.
On 25th, Michael Dedemai emphasized to reporters that the sales of Dell computers to consumers in China increased by 54% last year, which was three times the industry average speed 17%. But compared with HP consumer computers, the shipments of HP computers provided by IDC increased by 84.4%.
In this regard, Michael Dedemai also admitted that HP's high growth mainly benefited from the growth of the third-and fourth-tier markets. For a long time, due to the problems of logistics and capital flow, Dell has always adhered to the direct sales model of payment first and then delivery, and its effect in deepening the market in the Mainland is very limited.
"To achieve rapid expansion in the China market, we must rely on multi-level distribution channels." Before parachuting into Dell to lead the consumer business, Michael Dedemay was in charge of Motorola's global retail channel and distribution team, and he was very familiar with the channel structure sales of consumer electronics products in the Asia-Pacific region.
Michael Dedemai emphasized that 20 10 was a year when Dell accelerated its channel construction in China. After entering Gome in the past two years and signing a contract with Vista, Dell will set up branches, offices and experience stores in 45 cities in China this year, and plans to quickly cover the national 1200 4-6 towns through regional distributors.
Regarding how to achieve rapid expansion of scale, Michael Dedemai said that there are three main ways for Dell to expand rapidly in cities: First, continue to expand Dell's direct sales team; The second is to expand cooperation with 3C channels such as Gome, Suning and Hongtu Sanpower, and directly sell Dell products; Third, through flagship stores, game stores, diamond stores and more than 6,000 IT store retailers, we will comprehensively promote the cooperative sales plan of regional channels, so that channels at all levels can directly sell Dell's full range of consumer products.
"Dell's channel expansion in the past two years can be described as rapid, excluding 3C stores. The speed of opening more than 6,000 stores in two years definitely exceeded Lenovo and Hewlett-Packard, but it also significantly impacted its direct sales business. " During the Zhuhai meeting, a Dell core dealer admitted to the reporter that he really wanted to upgrade his shop to a diamond shop, not for the renovation training of 65,438+10,000 yuan. The key is to enter this circle and be more secure in product supply and service system in the future.
"The direct selling business is still very strong in the Dell system, and it is also an open secret to take various measures to suppress the new consumer retail business." The dealer told reporters that Dell is a high-intensity, high-pressure company, and performance is the only assessment standard. Sales whose quarterly performance is not up to standard will leave. For those direct sellers whose life span is only a quarter, it is normal to join hands with gray channels to crack down on regular retailers. In the fourth quarter of last year, it happened that Dell dealers could not pay in Baidu's bidding ranking, and the driving force behind this incident was directed at Dell's direct sales department.
"Bidding ranking determines that when users search for Dell brands, distribution channels will appear first, which makes direct selling very uncomfortable." According to the analysis of senior channel people in the industry, PC manufacturers usually leave a certain profit margin when selling to channel products. Generally, the score for home computers is 8- 10, and that for commercial computers is 15-20. Channels often pursue "small profits but quick turnover" flexibly in sales, which obviously makes direct sales that will not "bargain" very dissatisfied. It is not surprising that offline channels take revenge because "grabbing orders" affects their performance. Last year, amit midha, global vice president of Dell and president of Greater China, publicly stated that Dell would allow direct sales of Dell commercial computers through channels, which was undoubtedly another heavy pressure on the direct sales team.
Although there is inevitably a situation of "both sides meet the source" between direct selling and distribution, Gu Wenjun, a senior analyst at iSuppli, believes that there is nothing wrong with the dual-channel mixed model itself. The direct selling model can achieve rapid growth in domestic first-and second-tier cities, but it is troublesome to move to fourth-and sixth-tier cities. In the deep market, the adoption of distribution mode not only has obvious promotion effect on sales, but also enables Dell to get close to the user habits and consumption characteristics of various regions through distribution partners, and the closer it is to customers, the faster the market response will be.
In Gu Wenjun's view, Dell's expansion of distribution channels is a cowboy's rude style, and it is time to stop without looking at the details. Nowadays, pushing the "Golden Diamond Shop" plan is also an attempt to standardize development channels and try to reduce direct sales business. Therefore, how to adjust the internal direct selling business will be the top priority of Dell's mixed marketing model in the future.