Capital winter and the tide of closing stores,
The crisis of physical retail has quietly arrived. However, famous products have gone against the trend and become a miracle of retail industry.
What did the famous products do right? Where's the secret? What are the implications for entrepreneurs and consumers?
Listen to Ye Guofu, the famous global co-founder.
Brief introduction of the author
Famous product "Author": Ye Guofu. Born in Shiyan, Hubei Province, he is a global co-founder, serial entrepreneur and transformation fighter. 20 15 "pilot, cross-border and innovative" man of the hour in China's retail industry, and one of the top ten economic figures in Guangdong. In 20 13, Ye Guofu started his second venture, and together with young Japanese designer Miyake Junya, he founded famous and excellent Japanese products. He was listed as "the most terrible competitor in the world" by MUJI, Uniqlo and Watsons. At the same time, he was also the first China man to open a shop all over the world.
Jinghua Du Jie
The following content is the essence of "There is no secret about famous products" for the reference of book lovers. Welcome to share, and it may not be used for commercial purposes without permission.
catalogue
First, the charm of the store
Second, the expansion of territory.
Third, the know-how of goods.
Fourth, the purpose of supply.
The core of verb (verb) model
Sixth, immortal power.
VII. Major news disclosure
Upper guide bearing
First, the charm of the store
1. How hot are famous products?
Famous shops are divided into four grades: A+, A, B and C, with A+ exceeding 100. Take Beijing Wangfujing Store as an example, 13 1 m2, with a monthly turnover of 2.6 million yuan (data at the end of 20 15).
When buying famous products, you need to queue up at checkout;
Now joining famous products in China needs to wait in line for three months;
Overseas partners who want to join famous and excellent products send more than 300 emails every day;
Famous shops spend as much as 300 million people a year.
2. There are two shops in a pedestrian street.
Shanghai Nanjing East Road Pedestrian Street, only 100 meters apart, opened two famous shops. Why are two stores allowed on the same road? The answer to famous products is: business circle protection. Timely layout, sacrificing the turnover of a single store, but maintaining the passenger flow of the whole business circle, the overall performance has improved.
3. How good is the environment?
Everything is to enhance the shopping experience of consumers. The decoration cost of famous shops is as high as 4000 yuan/square meter, which is close to the level of McDonald's and five-star hotels. The shelves adopt the products of LV suppliers. Objective: To attract and touch customers.
Good shopping experience: entering the store is as good as new;
Long service life: durable, durable;
The cost of renovation is low: it will be overhauled in less than three to five years.
Second, the expansion of territory.
1.2000 stores, opening five stores in one day at the earliest.
20 13 famous products enter the China market;
In 20 14, more than 200 famous and excellent products opened stores;
In 20 15 years, the number of famous shops reached 1400;
In 20 17, there were more than 2,000 stores worldwide.
Step 2 find the art of the store
Position! Position! Position! Location is the constant golden factor in business. 80% of the store's performance is determined by its location, so it is extremely important to find a store.
The secret of finding famous products: using leverage resources. Cooperate with local entrepreneurs, find new stores, transform old ones, give full play to the advantages of local entrepreneurs' connections and resources, and always find the most suitable store location. What famous products need to do here is to provide an operation management model to make the store run.
3. Drive overseas!
After several years of rapid expansion, the layout of famous products in China has been basically completed and entered a "saturated" state. Now famous products are turning to the international market, and a new round of expansion is launched in Europe, America, Asia, Africa and Latin America.
This year, the famous product strategy is in line with the national strategy, and the "Belt and Road" theme conference is held to explore new opportunities and new models for overseas layout.
Third, the know-how of goods.
1. How to create explosions?
Traditional retail industry advocates "channel is king". The strategy of building excellent products is: product-centered, not channel-centered. Retail enterprises should enter the research and development stage.
In order to create such an "explosion", famous products choose water and drinks that they just need every day, and adopt a special conical bottle design to make consumers feel refreshed.
The production of conical bottle is time-consuming and laborious, and the process is difficult. Famous products specially invested in a filling factory to ensure the production of conical bottles. Ada, the person in charge of the famous product project, said: I can't remember how many meetings I held and revised them repeatedly.
2. Who are the core consumers?
Similar to Forever 2 1, famous products also position their core users as young consumers. Their consumption characteristics are:
Famous shops are divided into four grades: A+, A, B and C, with A+ exceeding 100. Take Beijing Wangfujing Store as an example, 13 1 m2, with a monthly turnover of 2.6 million yuan (data at the end of 20 15).
Ye Guofu said: "We must target young people." The vision of famous products is to "liberate a generation of young people."
3. Is the value for money reasonable?
Famous and excellent products focus on "high quality and low price", and "low price" is also the impression of many consumers, but this conflicts with the traditional concept: can cheap goods have good goods?
When those famous shops opened in the suburbs, their business was deserted, but when the big shopping malls opened, customers were full. The price increase rate of traditional retail industry has reached several times. The secret of famous products is to keep the gross profit low, increase the price less, and not be afraid of the challenge of online shopping.
Ye Guofu said: "In China, the era of good quality and low price has just begun."
4. Choice strategy: There are not so many redundant choices.
Choose famous products, and there are not many similar products. Eyebrow pencil only provides basic color. Similar to the strategy of Costco in the United States. Benefits: Reduced SKU index and easy management. The demand for single products is large, which is convenient for suppliers to supply and reduces production costs.
SKU: the unit of measurement of inventory, which is the basic unit of measurement of inventory in/out. It can be based on parts, boxes, trays, etc. Each product has a corresponding unique SKU number.
5. Return to product essence: value design.
Ye Guofu chose to establish a famous and excellent brand with Japanese young designer Miyake Junya * * *, Miyake Junya was responsible for product design and Japanese market, and Ye Guofu was responsible for commercial development in China market and other regions.
Japanese designers such as Miyake Junya are deeply influenced by modern minimalism and advocate the design concept of natural simplicity. The products designed and produced under this concept have also been recognized by the market in Japan, among which Muji and Uniqlo are outstanding representatives.
At present, the design team of famous and excellent products not only includes two own teams in Japan and China, but also cooperates extensively with foreign designers' studios, with layouts in Denmark, Norway and Sweden, and spends more than 50 million yuan on design every year.
Fourth, the purpose of supply.
1. Be sure to find the best supplier.
The famous tableware series is the same supplier as Diaoyutai State Guesthouse, and it is also the second partner of this enterprise in Chinese mainland. Famous cosmetics and lipsticks use Chanel factory. The famous eyebrow pencil adopts L 'Oreal foundry assembly line and technological process.
Tommy, the head of the famous partner, said: "There will always be contradictions between manufacturing and retail. Manufacturers want mass production and one-time delivery, while retailers want small batch production and multi-frequency delivery. The balance of famous products is well grasped, and there is also a consistent concept: to provide consumers with cost-effective products. " ?
2. The key to keeping prices low: the supply chain revolution
Famous shops are divided into four grades: A+, A, B and C, with A+ exceeding 100. Take Beijing Wangfujing Store as an example, 13 1 m2, with a monthly turnover of 2.6 million yuan (data at the end of 20 15).
In view of the circulation link, Mingteyoupin built its own distribution center and warehouse logistics system, and established eight warehouses throughout the country. Suppliers send products to designated warehouses, and then famous products are distributed to thousands of stores in small batches through independent third-party logistics companies. The establishment of this model is called "supply chain revolution" by the industry.
It is precisely because of the reform of supply chain that the intermediate cost is reduced, and the famous products only need to increase the price slightly when they enter the store.
The core of verb (verb) model
1. warehousing and logistics system
If shops are appearances and commodities are souls, then warehousing, logistics and IT systems are nerves and brains. Behind logistics is the flow of capital and information.
When constructing the logistics storage system, famous products should follow the strategy of opening stores, first explore and improve the model, establish standards, and then quickly replicate and expand.
The key to efficient operation of logistics: equipment investment: focusing on the optimization of detailed processes such as trays and fans; adjusting and optimizing distribution logic; Personnel training: employees are stable and not easy to lose.
2. Supply and demand management system
In order to complete the data analysis and statistics of enterprises, Mingpin spent 50 million yuan to build an IT information system.
This supply and demand management system consists of more than ten subsystems, such as shop ordering system, supplier login system and enterprise office automation system. The original intention is to "promote the standardization and development of business processes with information management". After several years of changes, famous products have formed the current IT system. Constructing the supply and demand management system of famous products is not only the inevitable choice under the background of commercial blowout, but also the proper meaning of Ye Guofu's long-term strategy.
In this process, Ye Guofu has a requirement for the system: speed, speed, speed. In his view, informatization is an ideal accelerator for enterprise business, which is related to whether the enterprise can operate quickly.
Ye Guofu said, "What you see is just the tip of the iceberg on the water. The real core competitiveness comes from what is 96% invisible under the water. "
Sixth, immortal power.
1. People are the key: fine management
When managing chain stores, famous and famous products should be distributed according to posts and perform their duties. There are seven regional managers under the regional manager, each managing more than 20 stores.
The regional manager has a "receptionist", who is selected from the store managers and has the ability and quality to become a regional manager. They help regional managers to refine management and are also substitutes for regional managers.
Shop assistants don't need to sell.
Unlike traditional retail stores, the clerk of famous products will not sell them to you because they are clear enough. The clerk's duty is to replenish the goods, keep them clean, prevent them from being stolen, and provide help when you need it.
Ye Guofu said, "In the past, clothing stores kept telling you this and that. We don't need it. We will do this well and attract customers through products. Good products will naturally talk. "
3. store manager training store manager: the secret of new store expansion
When the traditional retail industry expands chain stores, the store manager and experienced clerk are the key points, and the reserves are often insufficient, and the accumulation of talents can't keep up with the expansion of stores. In order to solve this problem, we found a new way to build a talent team of famous products: the store manager takes the store manager and the old store takes the new store.
At the store level, there is no traditional "store manager". Shops with famous products no longer distinguish between store managers, deputy store managers, reserve store managers and trainee store managers, but are replaced by the first, second and third responsible persons. These three responsible persons are responsible for overall planning, attrition and personnel respectively, and are divided according to their abilities and responsibilities. The first person in charge is equivalent to the traditional "store manager", but it is also slightly different.
VII. Major news disclosure
In this "author's visit", Ye Guofu also disclosed two sets of important news for the first time, and "spoiled" the future plans of famous products.
1. Explore the "* * * enjoyment mode" of the retail industry.
* * * Enjoy channel resources: use leverage resources to expand stores;
* * * Enjoy designer resources: connection design and manufacturing;
* * * Enjoy the factory resources: stimulate the vitality of the manufacturing industry.
When three * * * enjoy resources, famous products are equivalent to a half * * * sharing platform, forming an ecological chain to enjoy.
Ye Guofu said: "In the future, any enterprise must first think about the degree of * * * enjoyment and * * *."
2. Develop an e-commerce platform for famous products.
Another direction of the next strategy of famous products is to optimize the product line, realize "intelligence", design and manufacture smart bracelets, smart watches, electric toothbrushes and other products, further enhance the added value, and develop corresponding apps.
Ye Guofu also revealed that Mingpin is planning to establish its own e-commerce platform. On this e-commerce platform temporarily named "Mingteyou", Mingteyou products will give full play to their own supply chain advantages and design advantages, and create more products with high quality and low price.
This strategy is also a further continuation of the "boutique route" of famous products.
conclusion
Ye Guofu said: "We are not selling goods in the store, we are selling happiness." This may be the biggest secret of the success of famous products.