Communication Retail
In the past 20 years of development
model is simple, the price is crude, someone gives money
is known as the "Xanadu" of the retail industry
is relative to other industries
Strong5strong mobile phone shop business is the simplest
has been a consensus for more than ten years
Why it feels so difficult, is there a way to break the game
I want to say
If you want the mobile phone shop to break
still have to come back To the retail fundamentals
consider the " mode reconstruction" problem
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uncle produced | total 60 articles
experience in 2020 The industry changes, and there is a consensus:
has a bleak future as a "mobile phone porter". If
wants to go far, it must consider doing services and playing retail !
If you do retail, you can manage with the logic of retail.
Many people may say that it is natural for mobile phone stores to sell mobile phones, isn't it retail? No! In fact, in essence, more than 90% of mobile phone shopkeepers across the country are not doing retail, but doing channels and playing the role of "mobile phone porters."
In the new year, if we want sustainable development,
must start from the retail fundamentals and rebuild its own "technological retail" new territory.
01
Be a real retailer
What is the essence of retail?
is " cost, efficiency, user experience "!
A real retailer will never fight each other in order to grab a certain storefront, ignoring the cost and driving up the rent frantically to make the landlord profit. This is called " cost thinking"; nor for the so-called ostentation , Which is supporting the idle space of the store and losing the vested interests. It pays attention to the efficiency logic of " performance and human efficiency"; not to mention the crazy increase in price for scarce new models, regardless of the consumer’s " user experience" .
Retailers must have brand awareness, and this brand is their own "retail brand", not a mobile phone manufacturer and operator brand. Even if a manufacturer's exclusive store is opened, I will never completely give up my "ten Years, Twenty Years" old shop.
The fact is that there are only a handful of retail brand entities in the mobile phone retail circle !
If this is strong, this industry is like this. If you are strong, you can control retail; if you rely on others too much, don't blame the upstream for rubbing you on the ground.
Actually doing mobile phone retailing is not that complicated!
When Jiu Ji Chen Hongrui made this sigh, and then reviewed the business logic and category strategy of the national excellent local chains like Jiu Ji, all sustainable development is based on continuous research on the "retail essence" , Practice and iteration.
is very simple, retail people need to do retail things,Rather than a simple product mover; as long as you truly base on user needs, configure corresponding products and services, and operate customers well, retail is not difficult.
02
From brand logic to category thinking
brand logic, essentially serving upstream manufacturers and operators .
The purpose of opening a mobile phone shop is to serve as a front-end warehouse for mobile phone products. The operator is not an essential manager, but a "porter at the forefront of the mobile phone industry chain". This porter not only has to "move bricks", You have to pay for the inventory; in the era of many brands, life is still comfortable. With the increasing concentration of mobile phone brands, the bricks are just a few bricks, and more and more people are robbed, making business difficult. As it should be.
The best way for mobile phone retail stores to break the game,
is the transition of from "brand management" to "business category" .
Observe carefully those technology retail companies that have stable and continuous retail sales tend to make achievements in "category management". They are not "supporting brands" for the upstream, but taking the "mobile phone products" of these brands as their own retail "Category management" is only a product that can lead to traffic, but it has continued to cultivate in the sub-categories of "mobile phone accessories, installment insurance, recycling business and after-sales service".
Nine phones are like this, so fast, so are Apple's APR excellent retailers; mobile phone retail, once the "brand" is upgraded to the "category" logic and continue to cultivate, die, and iterate, all problems may be solved.
In the post-epidemic era, I am afraid that everything will not go back!
You must constantly refresh your own thinking and cognition, refresh your own experience logic, really feel difficult, simply come to a "system reinstallation", empty the disk, overthrow and start again; in this turbulent era, instead of letting others down You (even no one knows), it is better to format yourself and reconstruct another future.
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