How to do a good job in Shangchao

There are many ways for supermarket members to play, not only the redemption and recharge of points

In-depth interpretation of the business model of costco chain membership supermarkets

The operation experts in the supermarket industry don't make money by commodity profits at all!

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Practicality: ★★★★★

Taste: Braised pork with plum vegetables

The whole text is 33+ words, and it takes about 1 minutes to read

(The article is long, so it is recommended to praise the collection)

Thinking before reading:

How can large supermarkets create more revenue by low gross profit model?

how did costco, an American supermarket chain, achieve low gross profit and high revenue?

is the focus of user operation on cost performance or customer experience?

is the membership system feasible in small supermarkets?

Last year, a supermarket was forced to close down because of the bursting of traffic.

People who know about it should have guessed.

costco in the United States (hereinafter referred to as the market opener).

On August 27th, 219,

costco, an American supermarket chain with membership, opened its doors in Minhang District, Shanghai.

Only four hours after its opening, it was forced to issue an announcement to suspend its business.

can you imagine? Such a big supermarket was crowded, and

it was forced to close down because of too many people.

In front of the fresh pork stand, more than a dozen people are dragging a piece of pork to compete.

There are people who can't get in front of the pork at all.

After the application for membership was opened on July 1st last year,

after several months of marketing,

the number of members has accumulated tens of thousands.

In fact, it's not untraceable that the market opening guests can still do such a fire when China's major supermarkets are withdrawing from China.

Red wine is summarized as follows.

There are four bright spots for opening customers, which are worthy of our in-depth consideration as supermarkets and retailers. Different from the profit model of traditional supermarkets

In p>219, the domestic consumer market was greatly impacted by e-commerce and new retail,

Carrefour, Wal-Mart and other international supermarkets showed a decline.

Wal-Mart has closed more than 1 stores nationwide.

As one of the largest membership-based supermarkets in the United States, Shoppers

have created their own business model with the characteristics of low price, high cost performance, affordable and excellent service.

let's briefly analyze the four characteristics of opening customers.

1.? Profit control

a. Ultra-low gross profit attracts customers and makes ends meet.

In general supermarkets, the profit of goods per item is about 15%-25%,

While the profit of goods opened by customers is basically about 7%,

Some goods even have no profit,

Only some operating costs are added to make ends meet.

b.? Goods with a gross profit of more than 14% per item must be reported to the CEO,

and can only be sold with the approval of the board of directors.

c.? Once a customer buys the same product at a higher price than other stores,

then the customer will permanently remove the product.

commodity prices below the market price is the unique secret of market opening customers, and

it is also one of the important labels to attract customers.

2.? Strict selection of products

Market-opening customers have a very large purchasing department,

The goods entering the shelves of market-opening customers must be screened by these purchasing departments at different levels,

and finally it is determined whether the goods can enter the consumer's field of vision.

There is only one purpose to do this.

There are not many brands to choose from for the same category of goods.

The most popular and cost-effective goods have been purchased by market opening customers,

to help customers choose and put them on the shelves.

Consumers don't have to spend too much time choosing products when they visit the supermarket.

This is also the reason why users feel extremely comfortable.

3.? Service features

The service of opening customers is mainly reflected in "relieving customers' worries".

The main demand for shopping in supermarkets is cost performance.

While making the best of the cost performance, opening customers can

assure consumers that they can enjoy the treatment of returning goods for 3 days without reason.

In this way, opening customers are not "selling things", <

4.? User operation

membership system has been used by many large supermarkets,

including traditional shopping cards, member points redemption and so on.

However, the membership system of market opening customers takes the "wonderful route",

it uses the advance membership fee to become a member, and then

you can enter the store to shop.

In fact, market opening customers don't mainly rely on selling goods to make money.

This model is the opposite in the supermarket industry.

Because of the particularity and practicability of their membership system,

customers who come to the store to spend money have to pay this membership fee to enjoy the low-priced goods of the opening customers.

There are also imitators of this model in domestic supermarkets,

but almost all of them have the symptoms of "acclimatization".

The reason why market opening customers can do this

depends entirely on the three points mentioned above.

the products are the best,

the price is the lowest in the industry, and

the service exceeds customer expectations.

it can always give people a steady stream of "surprises".

The merchandise sales revenue of market opening customers is mainly used to cover the operating costs.

These profits maintain the ultra-low profit operation mode.

The membership fee, which only accounts for 2.2% of the total revenue,

has properly created 7% of the company's profits at zero cost.

From the above four points, it is not difficult to see that

for market opening customers, doing well in user operation

is the magic weapon for their low gross profit and high revenue. There are four other points about the operation mode that are suitable for large, medium and small enterprises to learn from.

1.? Positioning

Market opening customers are well aware of the people they want to serve

-the 5 million middle class among the 3 million Americans.

Determine the positioning of your products from the crowd positioning.

To put it bluntly, who do you want to make money from?

What do these people like?

What are the consumption habits?

What kind of goods will they like?

we will sell what to this group of people.

This group of people can be small, but they must be professional.

They must also be clear and clearly labeled.

Market opening customers sell a group of middle class,

So its products have three obvious characteristics:

All categories, fine varieties and large weight.

almost everything,

but there are not many categories to choose from,

because the purchase of market opening customers has helped customers choose the best products in the same category.

The weight is almost large,

satisfying the psychology of the middle class who love "hoarding goods".

and it's really cheap and affordable.

2.? Market research

Based on the choice of commodities,

Before opening the China market, the market opener has actually made a rigorous research on the domestic market,

including the local market.

I'm sure you've all heard about user surveys,

but few companies and businesses can do a very comprehensive user survey.

before doing any business or starting a business,

it is extremely important to do a good job in product positioning and market positioning.

The final conclusion of the market opener is that

it is aimed at middle-class families.

This kind of families are not lacking in purchasing power,

But most of their consumption behaviors come from just-needed and fast-moving consumer goods.

The most common behavior when they go to the supermarket is to hoard goods when they see discounts and promotions.

therefore, the cost performance of commodities is very important for this group of people.

3.? Demand control

It is mentioned above that the market opening customers basically sell just-needed goods,

that is, it captures this wave of people it wants to sell,

their real needs.

the demand point matches the supply point, and

people find the right goods.

the more accurate the product, the more stable the customer's demand, and

the greater the sales volume of the product.

This creates a virtuous circle.

Even if the profit is low, the operating cost of opening customers can still be taken care of.

4.? Tap the value of single customer

In the domestic retail industry in recent years,

whether it is traditional e-commerce or traditional supermarkets,

before the impact of new retail, they have been looking for "channel flow",

the focus of growth has been on customer acquisition and sales,

that is, thinking about how to attract more customers every day and

boosting sales.

This mode of thinking is correct,

But this mode ignores a very important point,

that is, the single customer value.

I believe that many businesses and enterprises often encounter a situation,

that is, the source of tourists is unstable,

there is a big wave of promotion activities, and

after that, it returns to calm.

In fact, the retail industry implements the membership system, and

is one of the important ways to solve the above problems.

recently, many enterprises have begun to make efforts to "enhance user stickiness".

Many beauty salons, swimming and fitness industries have demonized the membership system.

Many customers are afraid when it comes to getting a card.

But the opening customers can make customers willingly get this card.

Are you angry?

The way of opening a market is to turn consumers into members with low-priced and good goods, and then

collect membership fees to earn membership profits.

think about it,

what is the role of commodities here?

In fact, it is only the most diversion tool.

It is "subsidized" to consumers.

Members have this privilege.

Market opening customers actively reduce the net interest rate of goods to the extreme,

They also take measures such as minimizing operating expenses,

developing private brand goods,

collecting low fixed membership fees in advance,

allowing members to bring their relatives and friends to shop.

All these policies revolve around one point,

maximizing the total consumer surplus of members and

tapping the maximum value of individual customers.

The advantage of doing this is not only to increase the user's stickiness,

but also to achieve the unexpected effect of active communication and innovation.

The main operating modes of market opening customers are described above.

On the other hand, can small and medium-sized supermarkets learn from this mode?

Before that, we need to consider whether it is feasible for small supermarkets to be members.

Large supermarkets in China are all members' points and traditional shopping card models.

In fact, the exclusive membership model is the same as the membership model of market opening customers.

And many small supermarkets are already in use.

The WeChat applet has become popular with social e-commerce.

Minimizing membership marketing in the applet is a low-cost and high-return thing.

Generally, there is a marketing tool of membership card in the mall of small programs.

Users' information can be directly obtained and bound through WeChat automatic authorization.

The additional functions of membership points, exclusive goods, point redemption and so on in membership marketing are equivalent to minimizing the membership model of market opening customers, which means

moving the membership system of market opening customers into small programs.

There are already many small program development companies like "Deyou Store",

This tool will be provided for businesses and enterprises,

You can search for it yourself.

The membership system in applet environment

can be set in several different ways.

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If it is used in small and medium-sized supermarkets,

members can use the exclusive mode of 199 or other amounts,

customers who have purchased membership cards can give gift packages of the same value,

and members have the right to buy goods in the store at a 3% discount.

The membership threshold and specific discounts are set by the merchants themselves.

With this membership privilege, the merchants will definitely have to make publicity and create momentum,

in order to have influence in a certain area and realize transformation.

The publicity of market opening customers stems from its special operation mode,

The publicity of small and medium-sized supermarkets can choose some monopoly products,

or products with special properties that are well known and liked by the public.

This year's epidemic has changed many people's consumption habits.

New retail, social e-commerce, fresh food group purchase and other platforms have seized dividends.

On the one hand, they have met the needs of users to eat fresh vegetables indoors.

On the other hand, they have done a good job in contactless delivery service in the same city.

The scenes that can be satisfied in the small program environment

are not limited to the membership system,

There are more ways to play games that are suitable for the behavior habits of domestic consumers,

such as friends playing together, explosions killing, commission distribution and so on.

These marketing tools help merchants attract customers better,

maximize user retention,

stimulate repurchase behavior and active communication.

Make good use of tools such as "having a store" and other similar platforms,

Your supermarket can also become an opening guest with local characteristics.

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Breaking the traditional operation mode and

looking for new business mode thinking

have become an important way to find differentiated competitiveness in the current market.

*** encouragement.