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Encounter "no store traffic" bottleneck, home store drainage needs to follow three logics
In 2018, whether it is an online store or an offline store, it seems that they have encountered the bottleneck of “no traffic in the storeâ€. Online and offline businesses are looking for traffic portals, which is even more difficult for offline home terminal stores. High rents and labor costs make retail home dealers feel like needles every day. Every day, facing the high-end but unpopular store, I can't help but sigh for countless times: How is the current business so difficult?
In the face of the current market situation where passenger flow is seriously insufficient, most furniture dealers appear to have few methods. How to increase the passenger flow of the store has become the first problem to be solved. As a senior industry practitioner providing systematic operation services for furniture terminal stores, I will take a moment to analyze the operational logic for the terminal of the furniture terminal.
One of the logics for draining furniture stores: the strategy and method of drainage should be able to solve a specific pain point for consumers.
When we are making specific drainage strategies and methods for furniture terminal stores, the first question to be considered clearly is whether the drainage strategies and methods we have made can solve a specific pain point of consumers. , then it is self-deprecating. Consumers don't respond, that's a normal thing.
Then, we have to analyze, what kind of pain points does the target consumer have? What kind of information does the consumer see in order to attract his attention, and then he is willing to enter a certain store? Today, the community owner is the target customer group. To do the pain point analysis of the target customers of the home store. Let's take a look at how many points we can solve as a furniture store to solve the pain points of users and create opportunities to contact with target customers. The point of contact is the basis for our development of drainage strategies and methods.
Let's take a look. What are the links that a community owner needs to get from getting the keys to staying?
This picture is taken from the "20 lectures on big custom business"
As a furniture terminal store, you must first locate who your target customers are. The drainage method you use should be specifically set for the target customer.
Among the actual drainage methods used in stores, the reason why some drainage methods are ineffective is that the drainage method is fundamentally unsuitable. Many people now say that community promotion has failed, texting has failed, and WeChat public number promotion effect is not good, and friend circle advertising is useless.
It seems that all the drainage methods have failed. In fact, any kind of drainage we have used is still effective. The point is to see how you operate on a specific drainage method. Improper operation, of course, the effect is not good!
According to the above picture “Owner's Home Furnishing Full Process Referenceâ€, it can be seen that an owner who needs to decorate a house needs to deal with multiple stores and multiple categories of products/services. Furniture stores are one of the links that owners need to deal with. (It can solve the pain point that the owner needs to buy furniture, that is, the demand). To divert furniture stores, what we need to do is how to find the owners and more relationships with them (to meet their needs and solve their pain points). Only then can the owners be willing to deal with us in order to have a relationship with us. It is possible to enter our store.
As the owner of the furniture store, I saw the decoration flow chart of the owner. As you enumerate, when you drained the store, you did what link in the various links related to the owner's decoration. If you just ran a few trips to the owner's unrenovated house, why did the owner enter your store? What's more, when the owner went to buy furniture, he basically got to the stage of staying. I don't know your competitors. At the moment the owner just got the key, he began to "attack" the owner.
In the furniture retail market where there is a serious oversupply, consumers have enough choices. If a furniture store wants to let the target customers enter your store and ensure that the store has a certain amount of stores every day, then, at this stage, it is very large. It depends on the store's self-draining ability, not the customer's natural entrance.
The second logic for the drainage of furniture stores: the strategies and methods used to solve the pain points of consumers are what you are good at.
Why should I emphasize that the strategies and methods used to solve consumer pain points are what you are good at? Not being good at it means not being efficient.
In the furniture terminal store, emulating the peer is one of the most common phenomena. Our most common method of diverting furniture stores is activity drainage. But you will find that the effect of activity drainage in the last three years is getting worse. Why is this happening? It is not because the method of activity drainage is not feasible. It is because the strategies and methods of activity drainage used by most stores are not good at them.
For example: we often use the bed as a strategy for draining goods when the terminal sees all-home activities. A picture of a large bed on the leaflet, 599 yuan for a 1 meter 8 x 2 meter bed. And also wrote three words "unlimited". For All-Friends Home, it can be said that this is a long-term strategy. Almost all households across the country have used it. It is also often used, and it is still possible to use it frequently. Otherwise, it will not be used anymore.
In the market, we also found that many brands in the furniture industry have followed the example of all-you-can, using the bed as a drainage product to do promotional activities. However, many stores often do not do it once. Not the effect of drainage is not good, but the dealers often do not make money, or even lose money. Sometimes, there will be adverse side effects.
A few years ago, I often encountered dealers who followed the failure of all-youth. Why is it failing? The reason is that when it is doing activities, all the people in the store guide consumers to buy this ultra-low-cost bed as a drainage product. After an event, this bed sold dozens or even hundreds of sheets. The purchaser earns the earned commission (the commissioner sells all the products in the store is a uniform ratio, for the guide, of course, what products are good to sell, what to sell!).
However, the owner of the store is not happy. Because of this activity, the boss did not make money at all. If the ordering, logistics, warehousing, after-sales and other links are not well arranged, there may be losses. Some dealers stop the activity when they do half of it, because the drainage bed they make is sold below the ex-factory price. Consumers only buy beds and do not buy other products. The activity is not stopped, the boss loses more, so that after the event is over, consumers who have not bought the bed say that the store is doing deception!
The imitation dealers didn't know that they did a lot of internal refinement work when all the friends were carrying out single bed drainage. For example, the sales team has a systematic product portfolio sales, with internal training for sales. In the sales commission, the sales staff was guided by the policy: during the event, the sales commission of the products sold by the salesperson was treated differently.
Sales of special products without commission, sales of high-priced products at regular prices; the purpose of each special product set in the sales area is to guide consumers to buy regular-priced products; in the display combination of products. It is a sales combination of special price + regular price. Both the transaction rate and the unit price can be increased. Of course there are other aspects as well.
When emulating dealers know nothing about these. I like to follow the promotion method of Allyou Home is a pit! We often hear some dealers say this: All friends do this is definitely a dead end, according to the cost of the bed, selling this price, certainly not making money, plus delivery , installation, after-sales may be losing money, although they are now trying to kill us with low prices, but he is not good there! But after a few years, people have lived well, and almost everywhere "Boss."
The purpose of this example is to illustrate that furniture store drainage should consider its own conditions, the ease of operation of each drainage strategy and method, and the level of operation of its own store staff. Even if you adopt an effective store drainage method recognized by most furniture stores in the industry. Also consider whether the people in your store are capable of operating, and whether your store staff is good at using this method. Not being good at it means not efficient.
The third logic for the drainage of furniture stores: multi-channel drainage is a trend, it is difficult to survive alone.
Or explain the problem with the owner's home full flow chart. I think that when the furniture store develops drainage strategies and methods for itself, all the links in the above flow chart can be used. At every stage, we can find our target customers, and establish a benefit-driven mechanism for sharing customer resources with each link in the flow chart. This is the guarantee for our stores to continuously obtain traffic.
(Source: Trader Trader)