Edit the introduction: The business depth of the store does not analyze the scene and user-level analysis, and in the residential scene and the university dormitory scene, the store’s object-oriented, its product type, product purchase channel, etc. also have a difference, which leads to two The store’s business situation is different. This article combines the actual case to analyze the store management from the business perspective, and let’s take a look.
Preface to explain the community store: Refers to the store opened in the community, solving the need for users who are not willing to have the community and want to buy things. It can be easily understood as the last \”one kilometer demand\”.
During the university, the store was established in the university dormitory because of the interest in personal interest, only the user of the building where the building is located, and later did not have a lot of scale with profitability, so it is over. After graduation, I found a phenomenon, which is to continue to operate for stores in the area.
I will analyze from the commercial perspective, user angle, and use scene angles.
First, the business perspective
The same is the store, why not doing the store effect in the community in college dormitory (here, it refers to in the community, not the neighbor The store in the street is in a store where the individual is below the house).
That is because the dormitory store with the community store’s purchase price, purchase channel, the source of goods, the audience group, and the product range are not the same. Here we must first understand the profit model of the product:
Product profit mode \u003d (selling price – wholesale price) * Sales quantity
The following is the logic of the college dormitory, Figure 2 is Commodity logic of community commodities.
In the table we can clearly see that first in terms of funds, the dormitories are students to make money and The quantity is small, and the source of funds in the community store is the family savings of the individual.
In addition, in the audience group, the captain of the dormitory is the building, and the community store is the community in the community.
Combining these two aspects, because the audience is small, the amount of funds is small, so that the upper body volume of the purchase channel is very small, thereby causing the purchase price of the goods not an ideal state.
The community store is different, the amount of funds is large, the audience is more, which leads to a large number of goods needed, so that can be talked to the dealer in the purchase channel, and the purchase price can also be pressed to himself. The ideal state value is considered.
In addition, because the community store can take the characteristics of the smoke, while the cigarette purchase channel is that the students can’t enter, this leads to the top of the smoke, the dormitory store is unable to provide, the profit point is also difficult.
Combined with the above profitabilityLook, you want to scale the same as possible, you must quantify the number of wholesale prices and the number of wholesale prices, which increases to increase. Dormitory stores are not intended in the funds, resulting in the order of the wholesale price does not dominate, which is one of the reasons why the dormitory store cannot do.
Second, User Angle Analysis 1. Stand in the user’s perspective
The goods provided by the dormitories will meet the needs of users, and there are many goods that cannot be available, such as smoke, wine, family planning Products such high-frequency use of supplies. Can only solve the personalized small needs of users who want to eat snacks at night.
The community store provides the various needs of the user, whether it is eaten, drink, or daily necessities can be satisfied.
2. From user purchase power to analyze
Dormitory store users for students, and students’ purchasing power is insufficient, the purchase of funds is mainly living, which leads to users who want to buy. There are not many items.
The user group of the community store is a variety of people who graduated, and the purchasing power is strong enough, no matter how expensive goods, as long as you meet your personalized demand, you will be purchased again.
3. Analysis from the user reunion
Because there is not much numerous number, it causes insufficient user reunification. The community store is different, because the user’s re-purchase rate is constantly rising because of a user who covers a living interest.
Third, the use scenario
Dormitory store is solving the user’s lazy problem, is the problem of the last 1 km of the user, but the use scenario of the community store is experienced. More than the dormitory store is much better, in fact, because of the number of categories, the following figure is the use scenario.
From the figure we can see that when the user is going out, it is not required to consider the distance from the distance. The store inside the community can give the user to the user experience, because it takes less time, and you can buy the products you want.
In the dormitory store, there will be no items in the store that there is no such thing as you need. Users still need to buy other places, which produces a bad user experience.
Finally, the opening of the store considers the persistence and profitability, many stores in the community are mostly used as a sub-industry, sustainable, although there is not much profit, but the number of users is more.
This is what I carefully observed to the conclusions of our house downstairs, which is why I started the dormitory store. In the upper degree, it is hard to open, and the community store can allow a certain degree of loss, relying on the back purchase amount to compensate.
Tang Song Yuan Mingqing, the former Internet Long Rent Industry Practitioner
This article is published by @ 宋 元明 原清 创 于 人人Reprinted
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