Wait in line and book in advance... Why are some stores crowded while others are empty in the same mall?
This is the charm of Wangdian, which can make consumers willing to wait for it, shout for it and go crazy. Today, let's talk about the secret behind the creation of Wangdian.
If a shop attracts consumers to punch in because of a certain feature, it is an online red shop, such as Huang Taiji and diaoye beef brisket, which are popular in previous years, as well as answer tea and bowl smashing wine, which are popular in recent years. Online Red stores follow the long board theory, because a prominent topic attracts consumers to punch in. Once the freshness passes, the attraction is no longer, and its life cycle is coming to an end.
If a store can always maintain a high degree of attention and attract consumers to clock in continuously, it is a prosperous store. For example, Wen Heyou and tea Yan Yuese, which are popular in Changsha in recent years, Yuanjia village and Chang'an stall in Xi'an, Yellow River carp and alli eggplant juice noodles in Zhengzhou, etc.
Wangdian follows the barrel theory. Without short board and comprehensive development, plus a prominent point, it can form a lasting attraction.
Is there any trace to follow in building Wangdian? What ways can we build a prosperous store?
Through its 20-year development and in-depth research on the catering industry, girl love has built a standardized model of prosperous stores through three dimensions.
01 product power
The core of catering is products, and the core of Wangdian is to strengthen the power of products. Product power is to let customers appreciate the distinctive and unique charm of products. Product power should be shaped from product production, menu optimization, product characteristics, explosive products, and service processes and details related to products.
The girl fell in love with eggplant juice noodles. She used fresh high-quality tomatoes as raw materials and boiled it with tomato sauce made of high-quality tomatoes in Xinjiang. It not only retains the sour and sweet taste of tomato, but also retains the nutritional components of food materials to the greatest extent. As we all know, Xinjiang is the best tomato base in the world and one of the largest tomato parks in the world because of its large temperature difference, long sunshine and low rainfall. Tomato's unique lycopene has a strong ability to eliminate free radicals and antioxidation. Research shows that lycopene plays an important role in antioxidation and reducing the risk of cardiovascular disease It plays a significant role in reducing genetic damage and inhibiting the occurrence and development of tumor.
The optimization of product structure, scientific menu planning, product design, the mining of product selling points and value points, the shaping of explosive products and the design of product service system are the key to the creation of product strength. The shaping of product power can make the store products stable, make the store have the ability to continuously output explosive products, strengthen the reputation of products and enhance the influence of the brand.
02 store opening force
First of all, a popular store should bring its own customer attraction ability. Whether it is an online popular punch in shop or a word-of-mouth shop, it exudes charming attraction and makes customers willing to take the initiative to patronize.
There are many factors that affect the attractiveness of stores. The core key lies in the location of stores, the design of store doorways and facades, the shaping of the internal environment of stores, and the marketing ability of stores.
Good site selection can quickly attract the attention of accurate customers. For example, tangmao courtyard is popular because of its huge flow advantage of Dayan Pagoda business district.
The design of the door head and facade can accurately convey the brand information and attract and stimulate potential customers;
The internal environment can create a better atmosphere to retain customers and make them become consumers of stores;
External marketing can attract more people to pay attention to the store. The purpose of internal marketing is to make more people feel good about it. I'm willing to come again next time.
03 shopkeeper Li
Store manager's strength is the ability of store operation and management.
Operation is the key to building a prosperous store. The starting point of Wangdian operation is standardization, and the end point is customers' five senses.
Through the standardization of post division, service process and skills, and on-site crisis management, create a scientific operation system, so as to set posts and people, and minimize the impact of personnel flow on operation quality.
Through on-site fine operation, on the one hand, we should improve the turnover rate, customer unit price and repurchase rate, on the other hand, we should improve the comprehensive customer experience and finally achieve the improvement of customer satisfaction.
The key to building operational power lies in four steps:
The first step is to set posts and standards, and form post responsibilities and operation manual.
The second step is training and implementation. Through on-the-job training, skill training and corporate culture training, it is promoted from the management level to the grass-roots posts, so that the division of labor between the top and bottom of the store is clear and the goal is the same.
The third step is supervision and assessment, which is implemented through on-site inspection and assessment.
The fourth step is the reward and punishment mechanism. Through the introduction of the reward and punishment mechanism, encourage employees to strive to meet the standards and promote the implementation of the operation system.
In addition, marketing is an indispensable work to build a prosperous store.
Marketing power is to combine the internal marketing and external marketing of stores through online and offline channels to form a systematic and scientific marketing system, so as to make all marketing work more targeted and easier to achieve landing and transformation.
The building of marketing power is mainly carried out through the eight marketing content systems of meal advice. It includes eight aspects: activity marketing, product marketing, service marketing, word-of-mouth marketing, member marketing, different industry marketing, community marketing and network marketing.