is changing and unchanging, and the United States is waiting for the next prosperity cycle to arrive.
In recent years, many brands have taken online express trains and the contribution of traditional offline channels has gradually declined. However, while being dissatisfied, it cannot erase the irreplaceable facts of offline channels. Especially with the rising cost of online traffic, more and more brands have begun to move offline channels to find a new "sea of stars".
Therefore, only by sedimenting offline and building a foundation can we stabilize the underlying advantages in the changes in the wave.
projected to Guangyuan, Sichuan. In this small town, Meishimei, which has experienced 22 years of ups and downs, is still holding on to 42 stores and finding certain growth in uncertainty. Take advantage of the situation and stabilize the chassis in adversity. This time, Beauty Network talks with General Manager Zheng Hao of Meishimei, to unlock the essence of business practices in traditional channels.
01
change: reduce profit and loss, amplify the advantages of people, goods and places
online impact superimposed on the epidemic, physical stores are entering a cold winter. When talking about his feelings, Zheng Hao said that like everyone else, he felt it was difficult to do. But behind the difficulty, Meishimei still maintains the considerable size of 42 chain stores. How to ensure quality and increase efficiency of , Zheng Hao combined a number of considerations, focused on cost reduction, and aimed at the big expenses - rent. The impact of the epidemic on consumption has caused the commercial streets with strong traffic to suffer heavy losses, and low micro-efficiency cannot "pay" for high rents. Therefore, timely stop loss is the only rule.
Zheng Hao said that during the epidemic, three high-cost areas of commercial streets were relocated and closed. At the same time, new stores were also opened in low-cost areas such as communities, counties, and townships. Based on the epidemic situation and cost considerations, although community stores are not as efficient as commercial street stores, they are still the best solution for new stores due to their stable business characteristics.
In addition, when refined to the classic level of people, goods and markets, the United States and the United States are also actively adapting.
In fact, under the transformation of the industry, many stores are in a difficult period of transformation of " front store backyard ". How to survive smoothly in the mezzanine of traditional stores and professional beauty salons, and even achieve a breakthrough against the trend. Many practitioners understand the importance of professional services under cold thinking. Effectiveness and usefulness are the biggest factors for retaining customers. This traceability to the essence still lies in the cultivation of people.
, especially for chain stores, how to ensure that "people" have unified service value, Meishimei, which has 42 stores, must be down-to-earth and professional. Zheng Hao said that Meishimei never has any ambiguity in employee training. Even every employee must complete a ten-week training plan before taking up his post, and can only serve customers after a strict and meticulous 70-day study and assessment.
And at the product level, the former store part, Meishimei will adjust the category according to the product sales. Zheng Hao said that consumers now prefer some imported products, especially niche imported products such as Vina, Linas, and Cellehuo. He explained, "These imported products can generally meet the consumer's efficacy needs, and the price system is relatively complete and has certain guarantees."
At the same time, in order to withstand the price impact of online channels, Meishimei took forward-looking attention to the "backyard" in 2014. At present, backyard services have become an important growth point for stores. In order to further play this strength and improve competitiveness, Zheng Hao chose to make achievements in service differentiation and distinctiveness. On the one hand, we will introduce more and more abundant box-type projects to stabilize store entry rates; on the other hand, we will emphasize improving the service quality of clerks, introducing instrument products, and leveraging the maximum value of the product through professional service methods, bringing customers a unique user experience.
Of course, from a macro perspective, the store's Changsheng Changqing still has to focus on the core essence of consumer needs.In Zheng Hao's opinion, on the one hand, it combines live broadcasts, flash sales and other online traffic to expand the private domain business content, giving consumers a new sense of experience; on the other hand, it is necessary to try new projects and new models that are fashionable, trendy and interesting to attract the attention of young consumer groups. "The most fundamental thing is to see the effectiveness and provide consumers with real and useful product effects, which is the basic essence of enhancing stickiness." He emphasized.
02
remains unchanged: Follow the steps and wait and see what it is changing
After 22 years of persistence, Zheng Hao has truly experienced the rise and fall of the cosmetics retail industry. "Before 2015, it was the time of the best performance, and online e-commerce was not that powerful." And come back to his senses, the current Meishimei is experiencing the real pain of a 30-40% decline in profits.
Zheng Hao believes that the root problem lies in the industry. The cake in the cosmetics industry is getting bigger and bigger, but there are more and more channels and prices are becoming more and more messy. But even so, in the face of the recession of the general environment, Meishimei has not done much subtraction in member management, personnel incentives and daily sales.
At present, the number of members of Meishimei has exceeded 140,000, and active members account for more than 60%. Although some offline salon activities cannot be launched due to the epidemic restrictions, the stickiness with members is projected to every effective care. Zheng Hao said that for customers, the role played by Meishimei is no longer limited to selling cosmetics, but is more like a professional consultant who provides beauty consultation and services.
In fact, the entire store model of Meishimei is transforming to a clinic-style transformation, from the traffic of famous stores to the follow-up of backyard services, completing the entire process of attracting new products, retention, repurchase, and conversion.
industry tide is rolling forward, and those who ride the Internet are becoming the trendsetters of the times, but this does not mean that the last group of brave men were flooded by the tide. Under the rise and fall of the cycle, those who insist on innovation and adapting can still seize the opportunity to go against the current. When talking about the next step of planning, Zheng Hao bluntly stated that at present, we are mainly following the steps, watching the changes, sticking to 42 stores, and waiting for the next prosperity cycle of the CS channel.
