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What kind of "store myth" can be created when the standardized and intelligent national Internet chain brand meets the local market and the soul of the right place and the right time blends?

At the beginning of the store, it detonated the monthly visits of 1600- 1800, and made a profit in February. Since then, gross profit has continued to grow steadily every month. This amazing figure comes from Tmall's car maintenance in Xiyuan Road, Lin 'an.

Lin 'an is located in the west of Hangzhou, bordering Yuhang District in the east, Fuyang District, Tonglu County and Chun 'an County in the south, Shexian County in Anhui Province in the west and Anji County, Jixi County and Ningguo City in Anhui Province in the north, with a permanent population of more than 600,000. As a sinking market, the potential of Lin 'an is emerging, which highlights the quality of the original jade. In less than a year, Lin 'an Xiyuan Road Store has become a commendable store benchmark. Xiyuan Road Store has another feature. Compared with the wide doorways of other stores, the width of doorways is only two body sizes, but when you enter the door, you will see many high-end models parked in the passage and crossing the passage, which is suddenly clear, tidy and spacious. Shops full of luxury cars come into view.

There is a hole in the sky behind the shop door.

After opening the store for two months, it was profitable, and the store marketing detonated the traffic into the store by 2000+

Lin 'an Xiyuan Road Store was jointly opened by two bosses. Zhang Yunfeng, who has been deeply involved in Lin 'an market for more than 20 years, has profound store management experience, rich work experience and rich marketing mind and consciousness, and has opened up his own unique development road in Lin 'an.

One of the store owners: Zhu Junyue

202 1, 1, the first tmall car in Lin 'an started trial operation. Although Zhang and Zhu both had their own stores before, they later moved and started from scratch. The brand-new Tmall Auto Store is located in the center of Lin 'an's core shopping area, and there is the only high-end hotel in Lin 'an nearby. The storefront covers an area of 1 0,200 square meters, with a total of 19 stations, including 9 art washing stations and 0 maintenance stations 10. The superior geographical location and the brand power of Tmall in the sinking market made the store profitable after two months of trial operation.

From the first month of official opening in April, 20021year to now, the number of visits to the store has basically stabilized at 1600- 1800.

The direct cause of this grand occasion is a marketing activity of the store's opening ceremony in April. Zhu Junyue said: "We made a drainage bag for the opening activities. I didn't even push it, just relying on the sharing of friends. In the local circle, I passed the word and sold more than 2,000 copies at once. " This drainage bag relies on fission propagation in Lin 'an local life circle, and more than 200 sets of/kloc-0 were written off in 4 days, and more than 300 sets of oil bags were reconstructed.

In addition to the local factors in Lin 'an, the great success of the opening activities can not be separated from the strong support of the headquarters. At that time, the headquarters supported the front warehouse, oil department and operation team of 10 people. From scheme planning to inviting staff, to customer reception and sales transformation, to the resumption of activities, it has been strongly supported by the headquarters, especially the operation team. In addition to the opening activities, the headquarters also helped the store to carry out a series of marketing promotion activities.

One of the marketing activities of the opening ceremony of Tmall Automobile Maintenance Xiyuan Road Store.

Headquarters helps drain customers, and cross-industry cooperation finds another way.

The grand opening ceremony was not a flash in the pan. Through the promotion of the opening activities, the big brand "Tmall Car Maintenance" spread all over Lin 'an, and the influence of the brand made the guests who didn't arrive at the store know that they had opened a Tmall car maintenance. In addition, it is worth mentioning that in September, the store became one of the first seven stores to participate in the marketing support activities of Tik Tok headquarters. With the guidance and help of the headquarters, the vibrato video produced and released has been transformed into more than 400 new customers in less than one month, including the car and clothing project with high customer unit price, which has brought considerable turnover growth to the store. At present, the Tik Tok marketing campaign, which won the first battle, continues to be produced and carried out with the support of the headquarters.

Headquarters Tik Tok Support Program-The professor's shop filmed the attraction change of Tik Tok.

In addition to the influence of big brands and the support of new media marketing at headquarters, the locker artifact membership card also helps stores to turn customers attracted by drainage activities into long-term customers. Zhu Junyue believes that although the discount on membership cards reduces customers' income and profits in the short term, he values long-term healthy and sustainable development more than short-term profits. Tmall car maintenance emphasizes the use of services to retain customers. Membership cards can not only help stores to retain customers as locking artifacts, but also benefit users as word-of-mouth artifacts. At present, Xiyuan Road Store in Lin 'an has sold nearly 1000 membership cards.

In terms of management system, the second operation assistant of the head office also helps stores recruit employees, and carries out standardized training, smart store system use training and customer service standard process training.

Spacious, clean and standardized, almost full storefront.

In addition to the help provided by the above-mentioned headquarters, the owner's flexible marketing awareness, customer-oriented service awareness and long-term development overall situation also coincide with Tmall's brand positioning and business philosophy. The store's geographical advantage-it is located in the core business district of Lin 'an, covering all life scenes of food, clothing, housing and transportation, allowing the boss to find business opportunities for cooperation between different businesses. Parking drainage and scene exchange have become unique ways for Xiyuan Road Store to expand customers. The "standard, transparent and guaranteed" service allows car owners to leave their cars in the store for maintenance, go shopping, or stop and wash their cars while doing beauty treatments.

The boss said that there was indeed a price dispute at the beginning of the opening, because the brand positioning was high-end car owners, and the price was higher than that of traditional car maintenance shops in Lin' an market. But he always insists on taking service quality and customer experience as the core foundation, and convinces customers with genuine high-quality products and professional services. "The proportion of young car owners among customers is high, and there are more car owners in mid-to high-end models. The advanced storefront image, elegant storefront environment, standardized hardware facilities and construction process have made these customers leave a good impression on our storefront, and they can safely give us the car. "

At the beauty station, technicians are filming the car.

The sinking market is rich in jade, and the store expansion ambition is in hand.

With the support of national policies, we will further develop the automobile consumption potential of sinking markets such as districts and counties. At the same time, the sinking market also has the characteristics of dispersion, tradition, lack of brand and going it alone. However, Tmall's brand advantage, high-end service positioning, standardized service system and smart store system in the sinking market make it a market occupation of "dimension reduction and crushing" once it joins.

"We have also investigated the brand positioning and operating costs of other Internet chain brands, but the brand influence of Tmall Auto Maintenance is stronger and the benefit distribution model is more humanized. For a new store, the operating cost of the store is less stressful. " According to the policy of 202 1, Tmall Auto Maintenance adheres to the profit distribution principle of "only increasing, not decreasing and not replacing people", that is, the increment is calculated after the old store has joined for 3 months and the new store has been established for 6 months. The store pays the brand management fee to Tmall Car Maintenance at an incremental rate of 15%, and the rest belongs to the store operator. At the same time, Zhu Junyue also said that the digital management system of Tmall car maintenance has helped stores upgrade their management mode, improved service efficiency and increased customer health.

"I am now full of confidence in my store and can make it a model store in Hangzhou." Zhu Junyue said with a smile. In addition to the goal of the model shop, he also has a broader ideal: developing small chains in Lin' an and establishing a joint operation center. He believes that a boss with multiple stores can carry out standardized and unified management, and the joint operation center model can help him solve problems such as personnel, cost and operation, reduce costs and increase efficiency, and expand rapidly, which is an ideal way for him to develop his career map. At present, there are already two stores in the process of site selection.

Of course, he also understands that Lin 'an, as a sinking market, has a limited overall share. Although there should not be a large number of closed stores in the short term, the number of shops and workstations will definitely decrease in the long run. Referring to other industries, the reduction of the total scale means that the industry has really upgraded and the efficiency has become higher. Eliminating backward production capacity is an inevitable result, which is also the starting point for Tmall to launch a new intelligent model. In the next five years, only enterprises with operational capabilities can survive.

Zhu Junyue said: "In the face of industry trends, everyone needs to embrace change." He believes that the powerful endorsement of Tmall brand, standardized and intelligent management system and service mode, the combination of Internet marketing system and local market characteristics in Lin 'an, and the warm word of mouth, he will certainly be able to complete his ideal.