Can you make money?
Urban Beauty successfully upgraded and transformation, which also provides samples and rulers for reference for traditional brands.
\”You will not think that our smart retail is getting slower?\”
One day in June 2020, the city Li people headquarters, with the first time, CEO white crow first Seeing the president of the city, Xiao Jiale, the other party, throwing a sharp problem.
Participated in the meeting, the prolonged type of operation expert, Di Tong, can feel that Xiajiale and other high-managed executives, and the internal drive of the transformation is very strong.
At this time, the shot of the \”secondary entrepreneurial\” from the city is only one year, the reform pain plus the impact of the epidemic, the king of underwear from the line, is experiencing difficult moments.
Is it in the end? Is it still difficult?
From Xiao Jiale, it is not difficult to see that the choice of urban beauty is the latter – the half-hour talks expected by both parties, and finally latency until lunch from the conference room. Dinner table.
At the meeting, Xiao Jiale took the plate on the spot, migrating the urban beauty direct small procedure to a praise, will have a small procedure as the official applet of the urban beauty.
\”\” There are many series of products in Zo Yisheng City, and we finally selected a complimentary lock, because it can make each store have a separate online shop, and it is convenient to be flexible, such as direct Control, joining appropriate decentralization. \”Huang Zhenming, senior Director, Municipality, Huang Zhenming, Expedition.
A battle of a comprehensive strength was started.
As a \”think tank\” (consultation and operation service) and \”arms provider\” (system and tools), the same team is the same as the same heavy responsibility.
At the bottom – there is a complimentary, commercial middle desk, data in the data station provides professional technical support and data empowerment; in the operational level, there is a profession consultant team, a category operation expert, providing a city Consulting from private domain operations, product programs, ecological resource docking, including private domain business top-level design services from strategy development, operational gameplay, KPI development, etc. Running service.
From the line, it is finally in the line. The full channel full scene
Epidemic shock waves, rang the traditional retail digitized charge, and the urban beauty named by the Queen of underwear is no exception.
In fact, on this track of smart retail, urban grain is a forerunner. As early as August 2018, the city’s Sigid people signed a strategic agreement with Tencent, and the two sides jointly worked as a smart retail.
\”We have explored new retail from 2018, but in 2020, we look at it. It was found that the gap between leaders was not small, and got a big morning, rushed to a night.\” Huang Zhenming said.
After the epidemic, the city beautyHigh-level awareness that smart retail needs to continue to be promoted deeply.
Unlike many emphasized transformations, the thickening transformation of the thin, the smart retail of the city, is not only the line or only the line, its mode is the online line of the two main scenes, the online expansion sales platform, Enlarge sales size, passed seeds, live drainage, short video goods, etc., the user has passed through the small procedure and live radius of the store, and finally the business radius of the store.
The target is clear, but it is not easy to find the path, and the challenge in front of you is not small.
One is that in more than 5,000 stores of the city, the direct camp and joining two modes are controversial, of which the franchise store has a considerable significance. How to collaborate and join two modes, form a smooth game of smooth silk?
Second, like most of the traditional retail brands, the online and offline of the city will be operated, and it is difficult to unify the brand.
The different levels of the company are different from the new retail, it is difficult to form a synergistic,
, whether it is Huang Zhenming and other urban Beauty in the middle management, or to help the transformation of the team, knowing difficult, confidence is full.
\”We started very fast, the effect is also very fast, the group has put a lot of manpower, material and energy, and Huang Zhenming is very angry.
In 2020, the city Li people headquarters rescued the organization architecture, set up a smart retaining department, as a group’s first-level department, comprehensive coordination, live broadcast, community operation, member marketing, etc. The methodology of the refining method, ultimately realizes the purpose of enhancing the operations and terminal shopping guide at all levels. 
Hai Tong’s confidence comes from, one, and saw the determination of urban beauty from top to bottom.
In the context of August, the details of the Book and Xiao Jiale discussions made her impressive, \”Not only talking about strategies, various tactics and methodology, but also talking deep. Most Start, I think two big bosses will talk for half an hour. The direction and the strategy are over, and the results are two or three hours.
Secondly, the praise and dominant urban beauty There are also sufficient mutual trust, \”there is a praise to provide system and tools, praise the\” think tank \”to provide basic framework recommendations, urban beauty filled flesh, output and confirmed the basic framework, and create an operation model together.\”
[ 123] The arrow is on the strings, it is launched.
hikes the pole, the small test, first direct camp, then join
\”As long as the benchmark, run the model, the promotion is very fast\”, seemingly challenging, However, Hai Tong confidence was full.
At that time, the urban beauty and a pragmatic team eventually selected the area of \u200b\u200bLiaoning as a benchmark.
Select in the storeOn, both sides have also taken a careful consideration.
First, the willingness of the North China Branch in Liaoning is strong. When the Urban Liren Wisdom Retail Decision, the regional manager accompanied by the regional manager, \”the same is particularly high\” in front of the regional manager. Second, the implementation of regional first-line shopping guide is strong, and the new retail exploration is also very open, welcome.
In the previous period, the urban beauty team considers that the opening of the applet will affect the performance of the online store, and there is no program to include the TOP store into the benchmark.
However, at the reast, the regional manager took the initiative to put forward, and a store in the head is also involved. \”Although the store is very good, the growth rate is slow, I hope to help through the applet. The store found new growth points. \”
Finally, TOP stores, medium-sized ordinary stores, and small-scale community stores have entered the pilot group, and the models running are more general and can be promoted nationwide.
In the advancement step, first from the highly controllable direct door store standby, after running, it will be promoted to the franchisee. The advantage of this practice is to reduce reform risks to minimize costs, explore the replicated path, and ultimately achieve large area promotion.
When activating the reform of the first-line store, the headquarters also created the \”Daily Tracking Mechanism\”, \”Headquarters Help\”, and activates the enthusiasm of the store transformation.
In the past, although the first-line shopping guide established a lot of communities, many WeChat communities were finally caught in silence because there were no sustained content output and interactive activation.
To this end, urban beauty began to manage shopping guide with a \”salesman\” system with praise locks, unified organizational planning, unified output content material, help shopping guide continuously activate the quiet community, improve performance transformation, while Integrate the performance PK, etc., speed up the promotion speed, etc.
In the operation mode, it is a community, corporate WeChat, live broadcast and other models.
In 2020, it was defined as a live broadcast of the city, and finally finalized the mechanism of linking the online line, and tried to expand sales channels in large-scale franchisees live, store shopping guide live broadcast and other combinations.
On the live marketing gameplay, the team has the main means of \”online shuttle coupons, off-sales\”, bringing a large number of passenger traffic for the online store, creating additional to the store, bringing revenue New increment.
Live once, it quickly saw the effect. The financial report of the city, showed that the 9 small procedures carried out in the second half of 2020, bringing a sales income to the store to 150 million yuan. Urban Liren store held in a large-scale live broadcast held in January this year, one viewing personnel even broke through 2.3 million.
\”For live broadcasts, be sure to be controlled,It is possible to fully exchange the general experience, and continue to empower one to take the lead and advance. So, the headquarters naturally becomes the rest. \”Huang Zhenming believes.
In order to enable the store to carry out live broadcast business, the city Li people brand headquarters did a lot of attempts, for example, through the praise seamless and played, let each store have a live broadcast; Integrate live performance into store performance, to excite the enthusiasm of the store; through the division of rewards, mobilize the store shopping guide; uniform training, improve the uniformity of the store goods; internal competition PK, organize region, store The anchor PK tournament; through the cash red envelope, honor certificate, etc., prompted shopping guide to continue to improve themselves.
On April 1, 2021, the urban beauty jointly loved to build \”urban beauty, ignorant you\” Live Carnival, 33 stores in the country also carry out live broadcasts, will live broadcast business to the store, encourage more shopping guide to carry out live broadcast, improve store performance.
in the supply chain level , In the past, after shopping guide worried that the user’s online order, it will encounter the problem of shipping slow return, online transaction store is out of stock, affecting the user experience, so I don’t dare to promote it.
In order to heal the above pain points, Urban Li people rely on the seven modern center of the country, achieving the order on the same day, shipping on the same day, even if the three-level counties store, can also ship within 72 hours, provide a reliable logistics distribution guarantee for smart retail
Since the downstream activation, under the upper and lower empowerment, the effect is highlighted.
\”and the past ‘only give a tool, the church will go’ different is This headquarters has greatly improved the empowerment of the store, which not only has systematic methodology, but also adjusted the live broadcast business. It was praised from October 2020, and the first quarter of this year was over. We expect the outstanding store to increase 10-15 times \”, Huang Zhenming is very surprised.
See the other area of \u200b\u200bgrowth data Direct door shop, and franchise store, participation in enthusiasm is also mobilized.
According to the plan, the second quarter of this year will promote the franchisee to promote the franchisee.
Target, find increment, Do not only look at the market
Campaign Win, referring is a strategic goal. How to develop KPI? How to assess pilot effect? \u200b\u200b
At that time, there was a pragmatic team to see the market performance, not single line Up to the next channel – this KPI proposes, although it has increased the difficulty of assessment, it is unanimous with the appeal of the city.
Because the structure of the offline to the line is actually not Difficulties, such as launching a coupon for some online verification, but this transfer is the switching of the channel, and it is not a brand of absolute users and performance, but it is a game of left and right hands. Terminal.
\”Under the line on the line, it is not possible to consume inner consumption, so you must see the performance of the market, see absolute incrementation \”, Hai Tong explained.
The first step in the market is to reach a game under the online line.
First, use a small program to distribute the store in line-based privately-based exclusive shopping guide to the corresponding store, and then through the interaction mode of the community, the shopping guide provides exclusive service.
[ 123]
Secondly, realize the fine operation of members. By cooperating with Tencent, there is a clear understanding of the real demand, purchase motivation and price matching degree, and links the headquarters and stores Realize the basis for the accurate operation of members.
Finally, the online flow is reversed. Based on the headquarters small program, the combination online purchase, coupons to the store, etc., activate Offline consumption.
In addition, it is trying to minimize the growth potential of overloaded neglected.
The growth plan proposed by the praise industry consultant to the urban beauty is: lock the eyes in the fight and light The performance of the game is divered – in this way of building a store that does not fight, the business radius is not limited.
The so-called 烊 烊, is the next store to open the store after the store is opened. The so-called anger, such as work On the day, and at noon, at this time, the store is less passenger.
I don’t mean that the shopping demand disappears, it is the opposite, many female users will eat at noon, or go to bed, brush Brush mobile phone, at this time, their mood is comfortable, the conversion rate is also high, if you can’t meet the needs of the online service, some users will lose white. To this end, under the proposal, urban beauty launched Late night welfare products, related offers from 22 points to 9 points to 9 o’clock in the second day. Events have been launched, many store shopping guides have awesome app, this start-up order reminds the sound, and the user is bought in the late night \” The habit of underwear is also retained.
\”The users and performances brought by late night welfare activities are basically new increments\”, Hai Tong explained.
In the product, then launched For example, the seasonal homes in the South and other regions are all thick autumn and winter models. But Dalian Shenyang is sufficient, and the indoor temperature is very high. You can wear a short sleeve at home. Urban Liren specially launched the spring and summer home service, price concessions, it is very popular.
and in the client, under the praise suggestions, the city beauty will take the operation focus on sleep. Member.
At that time, there was a high-activity member of most stores in the 60 million members of the city. , Has already met the demand in the next store, and the space on the line is small, and the loss of the membersThe chemical efficiency is relatively low, and it is time. 
Therefore, there is a similar industry consultant team that the main breakthrough in GMV in the city Li people is to excavate sleep members. On the one hand, their needs are not satisfied, on the other hand, they still have a certain brand good feeling. And loyalty, therefore, how to activate sleep members, one of the ways to achieve store increments, including live broadcast, shopping guide online interaction, community activation, late night welfare, etc., also focus on this group.
The method of absolute increment also includes cross-border marketing. Urban Liren launched on the line last year, the non-sticky dust cotton homes specializing in the pet group, for this reason, there is a pragmatic team will help the pet merchants in the same system, promote the two parties, flow replacement, etc. Latin new and performance increments, etc.
The idea of \u200b\u200b\”watching the incremental increment\”, the effect is high, and the performance of the store, the sales volume of the first month has reached a total of 10% of the total performance of the store.
This concerted wisdom retail exploration is still going on. In order to go out of a new Retail Road ‘, Huang Zhenming is full.
The city’s successful upgrade transformation, which also provides a sample and ruler for reference for the traditional brand.