The domestic electronic atomization industry has experienced a slow period of development brought about by the first half of the year, and ushered in a recovery in September, in which the head brands with stronger product and comprehensive strength continue to maintain a steady development trend, while the brands that have quickly poured into the market in the short term have gradually faded out.
At the end of September, the "Group Standard" jointly drafted by the industry committee and representatives of more than 40 enterprises such as RELX Yueke and MOTI Magic Flute was officially announced and implemented, and each link of production, manufacturing and circulation was included in the industry's scientific and clear normative standards, the industry access threshold was greatly improved, the quality and safety of products and consumer rights and interests will be greatly guaranteed, and the healthy development of the industry will be further promoted. The arrival of the industry's good news, in addition to the excitement of the head brand, the closest group of people to the consumer and the market, how does the dealer store owner feel? Today, we approached Han Tongyu, a first-class distributor of MOTI Magic Flute in Liaoning Province, and listened to his voice.
Han Tongyu, a channel veteran who has been deeply involved in the electronic product agent market for many years, from the electronic era where digital products are prevalent to the Internet technology era of AI artificial intelligence innovation, he has followed the trend of cutting-edge product agency all the way and established a strong retail channel network in Liaoning Province. Under the epidemic situation in 2020, Han Tongyu officially began to distribute MOTI magic flute in the Liaoning market in September 2020 with a keen sense of business smell insight into the market potential of MOTI magic flute. As of September 2021, Han Tongyu has successfully opened 180 stores, including 20 of its own stores, and the performance and expansion growth rate have maintained a steady increase.
Fake stores are not opened, and the transfer rate is so low that it is negligible
In response to the wave of store closures under the internal volume of the industry from March to July this year, Han Tongyu analyzed that the essential reason for the phenomenon of a large number of store closures is that the opening of stores is not compliant. Substandard site selection, substandard store configuration, and store building models that do not actually generate revenue are all reasons for the industry bubble. In contrast, Han Tongyu's 180 MOTI Magic Flute stores operated steadily during the "cold wave", and only some stores made position adjustments.
Han Tongyu has seriously considered the reasons behind the low store closure rate and the benign development of store operations: First of all, MOTI Magic Flute's store construction standards are very strict, and the strategy focuses on high-quality boutique stores. Han Tongyu, relying on its own channel advantages, has successfully laid out MOTI Magic Flute stores to more than a dozen key cities in Liaoning Province such as Shenyang, Dalian, Anshan, Yingkou, Panjin, Dandong, etc., covering a multi-level market system from the first to the second, third and fourth levels, of which 80% of the store layout is in benchmark shopping malls and S-class business circles, such as Vientiane Hui, Wanda Plaza, Middle Street, Taiyuan Street, etc., to maintain a stable high-quality store level.
Secondly, he knows that the key to maintaining performance must be excellent products, and the most prominent core competitiveness of MOTI Magic Flute is the product. Han Tongyu said that in front of the same well-known brand, he personally affirms the advantages of MOTI Magic Flute in products, and good products can bring high repurchase rates, strong user stickiness, and maintain the steady growth of store performance. During the battle for the channels of major brands to open high subsidies this year, Han Tongyu himself was also the key object of other brands to encircle and dig the wall roots, and he stood still in the face of the temptation of high subsidies, and firmly planned the operation of the MOTI Magic Flute Array. At present, Han Tongyu has more than 50 team members who are specially responsible for the MOTI magic flute business, and he is very confident in the combat effectiveness of the team.
The market atmosphere is favorable, and the user group is gradually tending to be old smokers
In the course of more than a year of business, Han Tongyu first gained insight into the fact that the Liaoning market accepts electronic atomization products very quickly. He observed that the new speed of electronic atomizer products in the Liaoning market is basically the same frequency as that of the first-tier cities in the north, Shanghai, Guangzhou, and Shenzhen, and the market activity is very high. Take MOTI Magic Flute as an example, because of the brand awareness and the high stickiness of loyal fans, from the product pre-sale period, there have been a large number of user attention information, dealer shop owners from the order to the actual product to the store and then to the product sales, almost without too much effort, in a very short period of time users will be independent to the store to buy. At the same time, he also found that most of the early users were young users between the ages of 20 and 30, and in the later stage of business, the number of users over the age of 45 or even 60 gradually increased. Han Tongyu analyzed that electronic atomization products will indeed be loved by young people because of their fashionable and cool appearance in the early days, but as the product penetrates into the user group, its strong functionality will gradually be verified, and it will naturally gradually absorb into the old smokers group. The northeast is a big smoking province, the user base of smokers is large, from the perspective of market demand, the market potential of electronic atomization products is very large, from the current good market atmosphere, continue to do a good job in the channel construction of MOTI magic flute is the best choice to continue to maintain advantages in the future.
Grasp the fine operation, while not relaxing to continue to open stores
Entering September 2021, the overall expansion rate of the industry slowed down and gradually returned to normal development. During the period, MOTI Magic Flute launched the "Storm Action" strongly, investing 80 million yuan in the form of goods subsidies to help store owners operate, with remarkable results, of which 80% of the stores exceeded the revenue. At the same time, MOTI magic flute increased investment in the member ecosystem during this period, continuously upgraded the platform service dimension and carrying capacity, and continued to improve the operation system, and the membership base has reached nearly one million.
Han Tongyu also changed his strategy synchronously, and after "Storm Action", he increased the construction and maintenance of the layout of the membership ecosystem, did a good job in the refined operation of existing stores, did a good job in internal upgrading, and laid a more solid foundation. For the cultivation of channel operation capabilities, Han Tongyu attaches great importance to top-down execution. He will first organize the backbone of the team to closely connect with the ONLINE training carried out by the MOTI Magic Flute brand side on a regular basis, and then carry out internal training within the team to gradually implement the training of dealer and store owners. For the owner of the business whose implementation is not in place and has difficulties in operation, the supervision of the precinct and the excellent store manager will continue to follow up and guide until the high-quality sales service level can be fully achieved.
For the future business plan, Han Tongyu said that in the short term (specifically from September this year to March next year), he will slow down the overall speed of store expansion, focus on internal promotion, and the same frequency as the brand, and improve the level of refined operation to a higher level. At the same time, he also said that he will not give up the opportunity to open a store, once there are high-quality store resources, he will also take the MOTI magic flute for the first time, which is also his advantage. In the future, for a longer period of time, he hopes to lay out MOTI Magic Flute's stores, including retail outlets, to about 3,000, and look forward to better growth with MOTI Magic Flute in the future.