Author｜Lin Zepeng
Original title | If you want sales, you must first understand "people, goods, and places"
In fact, any business split is essentially composed of three elements: people, goods and places.
The author's industry is a typical traditional industry. Affected by the epidemic, companies large and small have started live streaming to sell goods and attract investment. There is no way, who makes live streaming e-commerce the most popular way to bring goods. Of course, some companies have already deployed new retail in advance before the advent of the "black swan". Online live broadcasts have indeed brought about adverse growth in performance, while most companies have invested a lot of costs but have only lost their presence.
Only by planning for new retail in advance and conducting an in-depth analysis of “people, goods, and places” can companies have the opportunity to achieve growth against the trend.
1
People
During the epidemic, a typical example is the discounted sales of "Hengda Real Estate" to quickly withdraw funds. A high turnover rate is the key to continued profitability of real estate. In the same building ceramics industry where the author works, the promotion of 800㎜×800㎜ ceramic tiles in terminal stores has gone from 69 yuan per piece at the beginning to 49 yuan per piece, and even now 39 yuan per piece, etc., all of which illustrate the unsatisfactory economic environment. , early overdraft of the market, changes in consumer structure and market saturation have all made "price-for-volume" a norm.
We divide our customers into precision customers and casual customers. Precision customers are our real customers and have particularly strong intentions. They are especially targeted at some low-attention and durable industries. Precision customers are our real customers. The importance is extremely important. Similarly, we also divide people into ordinary people and people with a certain degree of popularity. The difference lies in whether they have their own fan resources that can be monetized.
If a company is willing to reduce profits in exchange for sales, then whether it is an ordinary person or a celebrity with its own fan resources, it will also live broadcast. As long as the publicity is in place, I believe the live broadcast effect will be very good. The same principle applies offline. Ignore The only difference between the anchor's personal camera sense and other factors is whether the anchor's fan base is accurate. For example, the exclusive internet celebrity "Designer Ah Shuang" created by "Shangpin Home Delivery" has more accurate fan resources. The effect of its live broadcast is definitely much stronger than that of ordinary people. The essence lies in the sensitivity of the company's response to market changes. Whether Lay out in advance.
Therefore, online live broadcast is just a way to bring goods. With accurate customers, competitive prices, and improving the professionalism of your employees, you can achieve good sales both online and offline. In addition, selecting good talents, creating industry influencers who exclusively endorse your company, and establishing your own company's private domain traffic pool can maximize your company's sales effect. .
2
Goods
On the side of the busy Paris street, stood an old man in ragged clothes and blind. The old man set up a wooden sign next to him, which read: "I have been blind since childhood and am begging on the street."
Many pedestrians passing by on the street were indifferent after reading the words on the wooden sign and hurried past.
At noon that day, the famous French poet Jean Pihaole also passed by. He read the words on the wooden sign and asked the old man: "Old man, did anyone give you money this morning?"
The old man replied with a sad expression: "I, I didn't get anything."
After hearing this, Jean Pihaole picked up his pen, quietly turned over the wooden sign, wrote on it "Spring is coming, but I can't see anything!", and then left. .
In the evening, JeanBihaole passed by here again and asked the old man: "Will anyone give you money this afternoon?"
The old man smiled and replied: "Sir, I don't know why, so many people gave me money this afternoon!"
After hearing this, Jean Pihoule stroked his beard and smiled with satisfaction.
Today’s products must not only have outstanding quality and unique product design, but you must also let your products speak for themselves and sell themselves.
Everyone should have heard the story of Shi Yuzhu. The first time a real marketing expert fell down was in product quality. Therefore, product quality is the foundation. Letting the product speak is called "Emotional Marketing". The author once trained in a terminal store. It was a ceramic tile store. The boss was quite young. This is what I saw in the store. In one sentence "We hope that every brick you choose is because you like it, not because it is cheap, just like getting married, because of love, not because of make do!" Wow, there is I was so sweet and admired the talent of the boss. To get married, you need to buy a house, and buying a house requires decoration. Most of the decoration is done by the hostess. She is relatively emotional and makes our products come alive in just one sentence.
Only by gaining insight into user psychology, understanding customers, and continuous innovation can we customize better products for customers in this era of information explosion.
3
Field
We used to buy electrical appliances from Gome, but now we buy electrical appliances from JD.com. With the development of the times, the stores are also constantly changing.
To be precise, our stores are wherever our customers are, such as more and more community stores popping up. Since all customers go to Taobao and Tmall, we will open a store on Taobao and Tmall; Douyin has become popular and has 500 million daily users, so we will arrange Douyin promotion!
I believe many companies do the same and achieve successBut the result is not necessarily satisfactory. Why then? Just like a husband and wife who are "well-matched" must be relatively in tune with each other. Similarly, our company must also analyze its own positioning, product characteristics and the nature of the store. Only when the two are in tune can we Achieve true mutual benefit and win-win results.
To summarize, if a company wants to sell sales, it must create exclusive internet celebrity endorsements, establish its own private domain traffic, innovate unique products, occupy customers' mental resources, and then connect with suitable stores. to the customer's doorstep. Only in this way can we create truly exclusive hot items.
