The business at the entrance of the community also has private traffic operation skills that you can't imagine

　　Three years ago, Yu Jie and 2 friends opened the first "fruit fresh" shop in front of a community in Beijing, Youle Pin Fresh. At that time, the brothers had just changed careers from the construction industry and changed their identities to become "bosses". In fact, his life as a boss is not quite the same as he imagined.

　　"When a new store opens, it is not popular enough, and if the fresh fruit cannot be sold for a few days, it will rot." Yu Jie 2 people are worried about the store business, and invariably think of using online activities to drain the store.

　　Unexpectedly, I tried it and brought nearly 100 more guests to the store every day, and today, 3 years later, Youle Pinxian has opened 6 branches.

　　What are some of their effective drainage methods that can be used directly? How to increase the unit price of customers after the drainage to the store? Today, let's dismantle the drainage to store operation skills of Youle Pinxian.

　　Pelletizing drainage

　　Dora 100 people enter the store every day!

　　New stores are facing the problem of "bargaining power" - only if you sell more and get more goods from suppliers can you get a more favorable price and give customers a low price accordingly, so that there is a profit to speak of. The new store is low in popularity, can not sell much goods, take the goods are also expensive, resulting in having to sell expensive, it has become a vicious cycle, and there are fewer and fewer customers.

　　More extreme, such as cherries, the price is expensive, the shelf life is short, the more goods are afraid of not selling, and the less expensive.

　　What to do? Youlepin rarely thought of the way to group - group pre-sale + pick up in the store.

　　This method can allow customers to quickly fission, effectively increase passenger flow, and can effectively solve the problem of loss of high-priced goods without preparing inventory in advance.

　　For example, a cherry supplier starts from 1 box of 10 pounds, and if each guest buys 2 pounds, 5 guests in a group can get it. What if a guest wants to buy him? If a person can't place an order, he is bound to ask the people around him whether to buy together, so that the fission effect of word of mouth will come out, and naturally introduce new customers to the store. The introduction between friends has a natural relationship of trust, which drives the conversion rate to increase.

　　Youle pin fresh set up 5 people to enjoy the preferential price, the original price of 68 yuan / jin, the group is only 55 yuan / jin, 5 people into the group, go to buy 1 box, first sell the goods and then purchase, there will be no problem of selling out.

　　Why a 5-person group? Youle pinxian estimated that generally a guest to the store to buy a car, almost in the appearance of 2 pounds, plus the supplier 10 pounds from the sale, just 5 people.

　　The pre-sale of the group is put on the sugar orange with a relatively low unit price, and it can also be reused. As we all know, oranges are sold in a basket, Youle fresh products with a group of ways, 4 people to put together a group, 10 yuan 3 pounds, a basket is 12-13 pounds, the original day can only sell less than 2 baskets, through the form of the group, ordinary weekdays can sell 3, 4 baskets, weekends can sell 8-10 baskets.

　　On the other hand, the group can clear the inventory, stimulate users to place orders at low prices, and divert the flow to the store.

　　For example, red heart dragon fruit, the shelf life is not long, the purchase of the 1st and 2nd day of normal sale, and so on the third day, the use of the group to do profit clearance, on the one hand to give customers preferential treatment, on the one hand to reduce the loss of goods.

　　Yu Jian told Youzan that the group drainage is very effective in the new store stage, and suddenly the heat of the store is added, and the flow of customers to the store is more than usual, and 60-100 guests can enter the store a day.

　　If you want to know more about the "Group to Store Drainage Method" or the fresh industry report, scan the code to reply to the "fresh" industry group, and have the opportunity to get the professional consultation guidance of the fresh operation expert 1v1.

　　Yu Ji's vision is not limited to the profit at this moment, he pays more attention to the long-term value of each customer. So after the customer arrived at the store, they also added the customer's WeChat through the form of "sending small gifts" and pulled it into the WeChat group, accumulating more than 3,000 active fans and doing follow-up continuous reach conversion.

　　Spike tips

　　Let the customer come to the store repeatedly

　　For the fruit shop at the entrance of the community, the target customer group is very vertical, and the radiation area is nothing more than the community and the surrounding area. After pulling the customers of the community to the online group, it is actually more difficult to pull new ones, so Youle Pinxian shifted its attention to the customer's "repeated arrivals to the store".

　　How to guide the users accumulated online to the store to consume? Yule pin fresh use of zui more, zui effective is the second kill.

　　Due to the low price of the product, the second kill product usually does not make money, so why do it? The purpose is to allow customers to generate collateral consumption in the process of picking up in the store.

　　Therefore, the selection of second-kill products and the activities of the pick-up link can not be less. Otherwise, your spike can only give customer benefits, and cannot achieve the effect of increasing sales.

　　For example, Youle Pinxian launched the "HotPot Meat Roll Spike Campaign" online, which is very cost-effective, and for Youle Pinxian, this product alone is not profitable.

　　What kind of products are used for spike drainage zui to sell well? There are 3 points in summary of Youle Pinxian: one is the price, usually 20-30 yuan unit price products are easier to sell; the other is the product, choose the characteristic goods that the offline store does not have, such as the Youlepin fresh store does not display beef, mutton, seafood and other commodities, but only when the second kill will be there, customers will flock to it because of scarcity; the third point is the cost performance, the amount is large, the price is low, and the second kill is after all a means of drainage, don't think about making money, and the capital preservation can be.

　　Online capital preservation, offline profits. Offline, Youle PinXian puts "hot pot balls, soy products, vegetables" promotional activities in the pick-up area, and the store guide is responsible for recommending. Youle PinXian has created a hot pot consumption scene, eating hot pot, of course, it is not enough to eat meat rolls, customers will also buy other products together.

　　Seeing this, it is clear that the important thing is to combine the consumption scenario and make joint recommendations. Online spikes can help you screen crowds and scenes, and offline activities are the key points for profitability. Of course, offline can also choose to recommend more general products, such as vegetables, dairy products.

　　"Without this kind of spike drainage campaign, customers may not take us as the first choice, after all, there are still many competitors." Yu Jian told Youzan that such activities are done almost every day, timing and cultivating customer habits.

　　With the accumulation of online, Youle Pinxian has grown against the trend in the past few years affected by the epidemic and opened 6 stores. However, Yu Jian feels that there are still many places that need to be optimized, such as the offline pick-up area is not good enough, and it can also be more targeted to promote goods and increase the unit price of customers.

　　Youle Pinxian has also been looking for a new growth model, because the store radiation is mainly in the community, mainly to the old customers, it is difficult to pull new, Youle Pinxian is ready to use the form of distributors to further expand the radiation of customers; at the same time, Youlepin fresh in the Youzan distribution market to select goods, with a piece of distribution, recommend good things to their own community fans, in order to expand the category, improve the efficiency.

　　The business at the entrance of the community also has traffic operation skills that you can't imagine, 2 drainage methods, have you learned? (The article turns to its own praise)

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