Now that Yunnan Jiuji is mentioned, everyone in the communications industry should be aware of it. Of course, he has a very inspirational story: a college student with no background uses Internet technology to start a business from a residential house in a community. After more than 10 years Efforts to become the largest telecommunications retailer in Yunnan and Guizhou has also become a target for domestic colleagues to learn from. If the private house is changed to a warehouse, it will be the same as the stories we know about the startups of Apple and DJI drone warehouses!
Yes, this is a very inspirational story, but today we are not going to just let everyone listen to a story, but to study how Jiu Ji is a Jiu Ji, and what are they in the course of their development It is worthy of our attention and learning. Of course, some may not be learned in a short time, but the things that you cannot learn are the most valuable!
To make a long story short, let’s start with the history of Jiuji:
1. From “Jingdong” to retail
Jiuji’s ideal is to become a company like Jingdong. Such an Internet company will reduce procurement costs by optimizing the supply chain and opening retail stores serving customers in office buildings before 2016, so that consumers can obtain high-quality products and at the same time obtain more favorable prices!
But by 2016, the founder, Mr. Hongrui Chen, clearly realized that if this development is done, he will encounter a clear ceiling, because consumers’ concerns have changed. At this time, they are not only concerned about price, but also more. The quality of the product, which means that consumption has been upgraded! And this kind of change, if you only provide customers with low-priced products, there will be no continuous user stickiness, so Jiu Ji needs to change and seek the next growth point!
Since 2016, Jiuji.com has officially changed its name (originally called Sanjiu Mobile.com), and opened a retail store from an office building to a shopping mall, and transformed it from an Internet company to a new retail enterprise under the OTO model.
This change is the vision of the founder, and it is also a demand of the times. Users need high-quality services, and retail companies need to provide professional diversified consumption scenarios!
2. Do not do traditional retail but upgrade service consumption
What is the business model of traditional mobile phone retail enterprises? According to Mr. Chen’s analysis, traditional retail companies are actually more of a TB model. For example, they must have a good relationship with operators because they have subsidies; for example, they must handle relationships with various enterprises and institutions because there will be many Industry gift demand; of course, we must also handle the relationship between upstream manufacturers and obtain more resources; are these important? These are of course very important, because there are too many business opportunities; but for a new entrant, this may be a mountain, because under this model, the distribution of benefits has basically matured, and it is difficult for new companies to have explosive growth. opportunity!
Since it is difficult to get a piece from the original pie, we must find a way to make the pie bigger. The way to make it bigger is: Jiuji.com's retail focuses on users and focuses on the consumption upgrade of these users. Demand is based on satisfying the various needs of customers. There are not only mobile phones, but also more digital products, household products and so on!
Therefore, most of Jiuji.com’s stores are comprehensive stores. According to Mr. Chen, after more than 3 years of adjustment and development, Jiuji.com’s retail stores have formed the 334 principle, that is, 30% depends on location and 30% depends on location. Marketing, 40% depends on operation management; now mobile phone revenue only accounts for 40% of their total revenue, and the Jiuji brand has been successfully promoted to more users!
3. Storefront 5.0: Comfortable scene experience
Entering the current Jiujie self-operated brand store, there is a special sense of comfort. This comfort comes from Jiuji. The upgrade of the store, the current retail store is now version 5.0; Mr. Chen said that when he first started doing retail, he also hoped to invite a well-known designer in the industry to design, but the designer’s price was expensive and because the business was too good. There is no time to receive orders in time; after a period of setbacks, Jiuji.com decided to establish its own design team, and now the store image is designed by itself!
The current store is already version 5.0 of Jiuji.com, which is more in line with current user experience demands: simplicity, scene experience, and outstanding product layout. After this version came out, Jiuji had transformed more than 100 stores in 2018. Regarding this increase in operating costs, Mr. Chen said that there is no way to do it. You should correct it if you know your mistakes. You cannot lose a large number of customers because of the cost! At present, almost all the storefronts of Jiuji.com are 5.0 version storefronts, and the new model storefronts are also being explored and piloted!
4. Product selection: 3道轮回
Compared with traditional mobile phone stores, the number of SKUs in Jiujinet’s retail stores has greatly increased; except for mobile phones , How to choose other products? This is divided into 3 steps:
1) Primary selection
Purchasing personnel look for various brand information in the market every month, according to the internal procurement requirements of Jiu Ji, select some To participate in the company's selected conference products, you need to make PPT, see the real machine, accept questions from the participants, etc., and then score and select some products to participate in the next round of selected conferences!
2) Featured:
The selected meeting depends on more detailed issues such as business policy, prototype policy, sales planning, etc., so that the purchased products are more in line with the sales system of Jiujie. Ensure the barrier-freeness of the product after landing!
3) Pilot
Through the selection of the products of the meeting, nine opportunities to choose a part of the shop interview points for sales, and adjust according to the sales situation to decide whether to continue to promote, or to only sell in a part of the store, or to download Frame processing!
It should be said that Jiuji.com has established a relatively complete product selection process, and the accuracy of product selection is getting higher and higher. Using process management to select products is an important rule to ensure the success of product selection!
5. Management (1): Problems that can be solved by the system, no one should be used
This article down is the content of the blackboard, which is also from Jiujinet. The core content is that because Jiuji.com has the genes of an Internet company, they have a principle: problems that can be solved by the system will never be solved by people; this guarantees the standardization, process and dataization of the entire operation of Jiuji. !
For example, store product display, usually the store manager leads the store staff to display according to their own aesthetics according to the store frame. The disadvantage of this is that it is prone to clutter. After all, not everyone is a master of display; There is a display template library, so the product display is implemented in accordance with the company's unified requirements. The requirements are in the company's internal OA system, and the store can do it accordingly. This way ensures the professionalism and image uniformity of the store. ；
Another example is employee attendance. Jiuji.com does not use the traditional check-in mode, neither fingerprint nor face recognition, but an online mode. Everyone can see the check-in result online immediately after punching in: you are If you go to work normally, you will appear on the early list; if you are late, you will be on the black list of attendance; if you work overtime, you will be on the list; of course, these are all included in the assessment, and the system can quantify rewards and punishments based on records at any time, so attendance is It is connected with the assessment, and everyone can see it, and can also realize mutual supervision and mutual promotion!
system is the core competitiveness of Jiuji.com. Jiuji.com's website, OA, store management, and ERP are all independently developed and have independent intellectual property rights, which truly realizes the company's data, process, and standardized management!
6. Management (2): For problems that can be solved by the back-end, never use the front-end
On the basis of the company’s systematic management, there is another principle that is: The problem that can be solved with the background, never use the front desk. What is the background? It is the company's system management; what is the front desk? It means the company's store sales staff and other front-line staff!
The backend of Jiuji.com can do a lot of work, for example, it can realize the online display of all products, and has detailed and visualized data. If the front desk clerk is a newEmployees don’t have to worry about the inability to remember product knowledge. They can directly open the company’s display computer webpage in the store and show it to customers or read it to customers. This not only increases the accuracy of product presentation, but also increases customer satisfaction. You can also promote the company's website, APP, etc., and the online and offline prices are the same, and the trust relationship between users will be strengthened! This is the foundation of Dazhongtai, the front desk only cares about services, the division of labor is clear, and the value of tools is greatly reflected!
The large, medium and small front desk is the management structure of many high-tech companies. In fact, this was the first attempt by the US military in the Iraq War. Because of its high efficiency and high precision, it was gradually learned by many companies; while retail companies If there are too many complicated things to do at the front desk, it will definitely be distracted and unable to concentrate on user service work!
The operation of Jiuji.com requires powerful IT technology as a support. This is due to their insistence on "problems that can be solved by the system and never need to be solved by humans". There are currently 50 Many full-time engineers, and continue to increase!
7. Establish a system fence, and then lead a little bit.
Traditional communications retail companies do high-tech products, and many of them are very traditional management without getting through internal management. System, no membership, no user profile analysis, etc., are in sharp contrast with the technology content of the products sold. There are even many stores that have independent cashiers; and companies like Jiuji, through systematization, Combine online and offline to gradually build your own ecosystem. Such a system itself has strong vitality. If you get a little bit ahead in this system, you will get unexpected results!
For example, Mr. Chen said, for example, when consumers buy mobile phones, they may have to think for more than 2 weeks. Students think for longer. In this process, they will continue to search for information on the Internet. In fact, go to your store and decide what to buy. This kind of mobile phone, so you must have a service that can impress him, so that you can basically make a deal in your store; but consumers like buying smart products such as electric toothbrushes are basically instant purchases, impulse consumption, so , You have to work hard in the store environment and contextualization to impress consumers. It may even be because you got a glass of water and moved the customer. The customer bought the product on your side. These inadvertently leading a little bit are competitiveness. Performance!
Of course, Jiuji.com's leading position is built on its own system, so that its scalability will be stronger and more impactful!
Jiuji.com, if you just look at the storefront and the website, you may only see the price, comfortable environment, and diversified interface, but if you really study it carefully, you will find that, They are the next stop of real retail, because they have turned the red ocean of the communications retail industry into a blue ocean from 0 to 1, creating a new scene of consumer digital!
As said by Mr. Chen, the founder of Jiuji.com, everyone says that Haidilao is good: high-quality and meticulous service, all kinds of surprises you can think of, a variety of new dishes, etc. These are really good, but They are all external performances, and what supports this external performance is actually Haidilao’s set of systems, a set of system management, and the unbounded connection of internal information management; the catering hot pot industry is similar to our current communications retail , Are the red sea full of competition, if you want to swim in the blue sea, you must have unique and trend-oriented competitiveness!
Jiuji.com is based on Internet technology, establishes a systematic and data-based management system, realizes a business model of large, medium, and small front desks that can quantify the process, and establishes a closed-loop ecosystem with users as the center. Realizing the long-term operation of super users is a case that should be studied and thought by both communications, digital and other retail companies.
Of course, this article only describes a very small part of Jiuji.com's structure, and it cannot completely deconstruct Jiuji.com's overall operation strategy. Of course, 13 years of development, this is not a complete article that can be shared!
So we wish Jiujia.com will get better and better. We also hope that the case of Jiujia.com can give the entire retail industry more enlightenment: retail is actually promising, but you need to grow toward the light!
Thanks to Moke International for its strong support.
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