I have a flow system

Chapter 13 The Adversary's Attention

With Double Eleven approaching, store sales have also been somewhat suppressed, and the conversion rate has even dropped a little, but the increase in the number of additional purchases is very obvious, much higher than usual.

According to the previous ratio of additional purchases and conversions, Wu Zhou estimates that on the day of Double Eleven, store sales will be more than six times that of normal days.

After making an estimate, the goods must be prepared in advance, not only to prepare the goods in your own small warehouse, but also to pack them directly.

If the package is good, the company’s original storage space is not enough, so I contacted SF Express directly and asked them to help find a way. Now Wu Zhou can be regarded as one of their "big customers", but in terms of quantity, it may not be enough ...but the increase is too obvious, it has been rising, it has been rising, and at this rate of increase, it only takes a few months, and it is definitely enough to meet the standards of large customers.

Different customers must provide completely different services.

Recently, other couriers also took the initiative to contact Wu Zhou. The lowest price has been reduced to 4 yuan. They also said that if there is a quantity, we can talk about it later.

The price that SF Express is currently offering to major customers is 6 yuan.

For a better customer experience, Wu Zhou still chooses SF Express, even if other express delivery is cheaper, he will not change it.

At present, except for SF Express and JD.com, most of the other couriers send the courier directly to the Cainiao Post Station when delivering, regardless of whether there are large or small items, no matter whether there is anyone at home, or even the customer actively contacts the courier delivery staff, and the courier will even call the courier. None.

Wu Zhou still attaches great importance to service.

Of course, the premise of all this is that there is profit.

No business is doing charity, because most of the charitable companies can’t survive, and services need money

Because of Zhou Jian's matter, Wu Zhou also accelerated the route of his own brand.

Contact the factory, buy samples, finalize the cooperation, model, proof, test and so on. . .

There are a lot of things, and it takes the longest time to contact the factory alone. Of course, Wu Zhou is not looking for it blindly, but has a direction. He directly buys a batch of top products in the industry, finds their agent processing factory, and sorts out the list , and then contact.

Small brands are not well-known and are unwilling to cooperate with small quantities, so Wu Zhou directly finalizes the amount, and pays liquidated damages directly if the quantity is small.

It was only after this that the factory over there was willing to cooperate.

Good products have no shortage of sales, and good factories have no shortage of orders.

The energy spent on small orders and large orders is similar, but the actual results are quite different.Therefore, major manufacturers will also delete partners.

Three or five partners can support the entire production capacity, why more than a dozen. . .

Wu Zhou hopes to make this cup before Double Eleven and directly replace the Taobao product.

Therefore, all the progress was advanced personally, and there were not many cakes in the early stage, and Wu Zhou made most of the concessions.

As far as the factory is concerned, the order volume of Wu Zhou, a customer, is only average, but the communication is smooth, the profits are in place, and there are few things.Then cooperation is also cooperation.

Around 11.7, the first batch of couple cups from Qiao Fei's family finally arrived.On the day of arrival, the details page of the main product, the main image was replaced immediately.

Meanwhile, other stores.

"What's the situation this year? Our sales are so sluggish?" The manager of Hakou Home Appliances asked about the operation, pointing to the sales data on the computer screen.

The Hakou thermos cup has always been the top brand in the domestic thermos cup category. In recent years, on Double Eleven, the sales volume has increased by at least 50% year-on-year. to 20%.

With this kind of sales volume, if you want to complete the KPI performance of the department, Xuan ah.If the performance cannot be completed, how can I get my performance bonus.

"Manager, we discovered this problem at the end of last month. The main problem is that our high-priced thermos cups cannot be sold this year. The growth rate of our thermos cups that are less than 100 yuan is still acceptable. A few new models have the potential to become explosive models in the industry. However, the price above 400 yuan has suddenly slumped a lot this year. In the same period last year, products at this price were easily sold five or six hundred a day, and this year they sold about 30 a day, and they are still in the market. Sales fell by [-]% all of a sudden..." Hakou's operations were also grim and sad.

Although their product line is rich, and although the sales volume of a few products is not high, the sales of high-customer single products are too much.Fortunately, there are low-customer orders against the product, which can rise with the trend. If the overall performance is declining, then he will really cry.

"How about the sales of the cups of Shanshi and Haas?" The price above 100 yuan is mainly because these two brands sell well, and other brands. . .Even other things, he didn't pay much attention to them, it wasn't necessary.

"Haas has recently opened a lot of specialty stores, laying out the product line. I took a look at those stores, and the sales are not bad. Recently, Shanshi has promoted a lot..." Based on years of experience, my sales have declined. , it must be that the main competitor has made some new moves. Besides, at such a high price, ordinary small brands can't sell it so high. .So he subconsciously felt that this was a new move by Haas and the baker.

As a professional operation, the manager's questions are temporary, and his answers are also temporary, because he has not seriously analyzed it before.

But this can’t be blamed, people are lazy, and even if the sales growth is lower than expected, it’s still growth.

Since it is growing, the problem can be covered up, and the contribution is still indispensable.So a little more salted fish is better. . .

Otherwise, why do big-name operations, isn't it just to save worry.

The operation of Haas’s is similar. The brand takes the route of “countryside” encircling the city, and there are many products. Therefore, the sales growth of individual stores is weak. The first suspicion is that the company has opened a few more stores. authorized.

Let the sales spread out.

Of course, not all operations are unaware of the problem.

I have paid attention to the operation of Shanshijia. The reason is that their family is mainly engaged in high-order orders, and the lowest price is almost 100 yuan or more. Therefore, in daily work, they will focus on competing products with high-order orders.

Before Wu Zhou's store was able to measure up around the end of October, the operation of the chef was adjusted accordingly.

For example, couple matching models have been added, but the final effect is not obvious.

Wu Zhou's store has also been added to the ranks of his monitored stores, and with the approaching of Double Eleven, sales continue to increase significantly.

He made a coping plan.

How to target the couple's cups in Qiao Fei's house
1: product

Through the integration of the company's existing resources, we will create a product that is similar but has our own characteristics, and the price is also similar.

Use the brand advantage to form a dimensionality reduction blow, and attract the consumers of Qiao Fei's couple water cups.

2: Traffic

intercept its search traffic and referral traffic
Use Qiao Fei's single product to issue the main keywords of the order, and gradually increase the pit production and confirm the number of recipients by swiping the order.

Improve the search weight of your own products for keywords.

In a disguised form, Qiao Fei's single product will be lowered.

3: Pull up the conversion

First, imitate the typography features of the main image of Qiao Fei’s house, and make similar models, and then combine the brand advantages. At the same price, the conversion rate can definitely exceed that of Qiao Fei’s house.In this way, the platform's display of Qiao Fei's water cup can be reduced.

From these three steps, each step is divided into time nodes, estimated sales, amount of expenses invested, and estimated final results, which are more detailed.

This is the trouble for a big company, and of course it is not surprising. After all, the cost of this plan is relatively high. The initial estimated cost is more than 30. Such a large temporary investment must require the approval of the superior.

Of course, he is also confident that after the success of the plan, he will intercept the traffic of Qiao Fei's single product, one will ebb and flow, the other will eliminate the opponent in the bud, and at the same time, he will be able to obtain a steady growth of explosive products, killing two birds with one stone.

　I have to take care of the children at home on weekends, so I can't calm down.

　　It's better to be in the company, the code word is quieter.

　　After all, no one cares about me, so no one can bother me, hahaha

　　
　
(End of this chapter)