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Zhongtong Media reporter Mu Feng
It is even more professional than cosmetics!
The proportion of category sales in Leishi Mother and Baby Store is very peculiar: nutritional products account for 40%, and milk powder accounts for 40%.
Moreover, according to Liu Yuan, the owner of Leishi, the joint sales effect between the two categories is obvious.
Liu Yuan was first born in cosmetics sales and began to be a mother and baby in 2008. "In the beginning, I didn't like selling milk powder a bit, because selling milk powder is more cumbersome than selling cosmetics." Liu Yuan said with a smile.
Liu Yuan sold cosmetics before, learned a lot of professional knowledge, knows how to match the corresponding cosmetics according to the characteristics of the customer's skin, help customers solve problems, she feels that she is very professional.
However, after starting to sell milk powder, she found that she not only had to memorize various formulas and ingredients, but also recommended according to the baby's physical characteristics, and the child could not speak, which was a test of professionalism.
"I gradually discovered that milk powder sold more than cosmetics." Therefore, Liu Yuan "gave up" cosmetics and turned all her energy to mother and baby.
Liu Yuan found that there is a difference between eating milk powder and eating breast milk, many babies who eat milk powder actually have a lot of nutrition that can't keep up, and they must supplement nutrition, "Since 2012, I have learned basic nutrition and made nutrition products." ”
After years of hard work, Lei Shi Mother and Baby has formed a professional reputation in the local area.
Why do I dare to sell with a big chain?
There are many stores in order to pursue the difference between the "next door lao wang", specializing in differentiated products, others do not only have their own selling, Liu Yuan did the opposite.
Liu Yuan said: "The vision of the big chain will not be too bad, and the joint work can also form a brand atmosphere. Some bosses think that the big chain has done, we can't do it, I don't think so, I like to do a good job of products, can help customers solve problems, so that they have long-term market competitiveness. ”
Some people also asked, the chain has an advantage in brand or price, what competitive advantage can a single store have?
Professionalism wins.
"Many stores are based on quantity, I am based on fine, can be accurate to one-on-one customized service, serve the existing customers, they think my store is good and professional, but also take the initiative to introduce friends over." Liu Yuan shared.
For example, if a baby with a special constitution comes to the store, I will use professional health assessment and knowledge to help the mother analyze the baby's pain points, find the cause, and tell the mother how to solve it. "Customers can buy it instead of my store, but I will definitely tell my mother to pay attention to these details."
Liu Yuan believes that advanced sales are to let customers take the initiative to find you. "Impress Your Mother with your service and professionalism, don't write the desire to sell on your face, let the customer feel that I don't want to sell to you, just want you to know the baby's physical condition, and the mother herself judges the accuracy."
"In fact, the sales volume in our store has increased, the dealer price has changed, and the profit is guaranteed, but I generally do not do price promotions, preferring to choose to send, which can make customers feel the sense of honor of spending in the store."
Next, for the two stores of Lei Shi Mother and Baby, Liu Yuan will do a major rectification, expand the offline storefront, increase the experience of the scene, reduce the proportion of sales, and then do sales online.
Through the use of douyin, little red book, WeChat video number and other tools, do a good job of online drainage, and online transactions.
Liu Yuan said, "Every industry will encounter bottlenecks in the development of several years, and you must face a breakthrough reform and better development in order to do the best in this industry and survive." ”
Click one to see, 2022 fortune