Introduction: On May 30th, the first TOPS Pet Exhibition was successfully concluded at the Shanghai World Expo Exhibition and Convention Center. The exhibition specially invited 23 of the country's most open shop owners to fully display their wisdom, experience and talent, and created a fiery scene of 2 days and a full day of knowledge point explosion, and then combined with practice, restore and analyze an ideal pet store, so that every audience can harvest full.
The notes in this issue bring you the experience sharing of "Community Store Selection" by Li Si, the assistant officer of THE TOPS Expo [Meng Tuobang] College - the owner of its pet shop in Luoyang, Henan Province.
The specific content is as follows:
Before starting the detailed content, let's first look at some of the shop photos of Luoyang it eats, and you can probably see some of the shopkeepers' ideas for the selection.
The problems encountered at the beginning of the store are the same, there are too many commodity brands, there is no way to choose, I don't know which one to go on? Especially now, the new brands in the pet industry are making rapid progress, and the speed of product iteration is also amazing. So many brands, when I opened the store at that time, there was no one, I don't know how to choose? The same brand has a special number of categories, staple foods, canned food, snacks, do I move the whole series to the store or pick it up? Or I am a more mature store, I do not have other stores to sell good things, or other stores on a new product sold particularly well, I went on why I did not sell well? I believe this is a problem that everyone can encounter.
This is when I first started my store five years ago, there was nothing in the store, it was very empty, if you were a newcomer, you would think how could you be so broken when you came to this store? Passing by and telling a friend that I went to the store and there was nothing, don't come next time, if you start business without being ready at the beginning, it will give you a big reduction. At that time, I was also thinking about raising cats and dogs, starting from the things that my cats and dogs used, and some small supporting things were also on. I was in this store for two months before there was no one, came in to see and left, or the door opened and swept a glance and went straight out, I was thinking about what I should do, I studied everywhere, learned pet nutrition, dog training, pet grooming and so on.
It was eaten 5 years ago when it first opened, with a single category
In the constant groping, I summarized some experiences about the selection of products. Basically our goods are divided into three major plates, domestic, imported and homemade, self-made do not know whether some stores will do, many stores in our third-tier cities have begun to do homemade, homemade pet snacks, but also to the local small shops quickly open the situation. I basically divide these commodities into six categories, like we sometimes play games, one person is super god, four people drop the line for sure this game is lost, so we have to play a combo battle.
Selection Combo Battle: Core Commodity
For my store, it is not a particularly famous product, it does not need to be particularly famous, but it must be of good quality, it must bring you a good reputation, and it must bring you a repurchase. The core product of our store is actually Pat, since he began to serve food we have been following up, this is his new can, this can unit price is not low, we sell 22 and then do activities, when the daily sales reached 4000 yuan. For the first customer who dares to eat crabs can reach 4,000 yuan, we think it has been quite a lot, because we have been building this brand, maintaining this brand, including the publicity of the circle of friends and the new activities and the official posters we all shared in the circle of friends in a timely manner, so everyone is more recognized for this brand, and after buying it, the repurchase rate can reach 80%, which lies in your push, and you must have the goods you want to promote in your heart.
There is also a difference between this core commodity and other commodities is that it can not do activities fiercely, if you often do activities, it will destroy this system, he will feel that this thing is not often you do activities, and often discount so large, he himself should be this price, is not to wait until you have activities to start buying, which will affect your sale of this series of goods.
Selection Combo Battle: Hardcore Goods
We have a lot of stores there, that is, the popularity of these goods is very high, such as desire, such as the peak, I am a novice parent, but I seem to have heard, I know these things, but I do not necessarily buy for my pet, I walked to your store, I saw your store has this product display, I have a good impression of your home, will give you some impression points, eager, peak This series of hardcore products is not our main recommendation, but it can bring its own traffic, If the customer walks into the store he needs to ask you, you can sell him these goods, these goods in our store I never take the initiative to introduce to the customer, he asked me, I will tell him, generally what situation will be mentioned? When comparing, for example, he wants a better staple food, his friend has heard the desire, he also wants to understand, and then he began to ask, the offer he can not accept he feels a little expensive, that is a little lower than it is launched, so hard-core goods do not look more flooded, and the price control is relatively poor, the store should still have some small amount of display.
Selection Combo Battle: Auxiliary goods
This is also an important part, it can be drawn from a thousand to innumerable. For example, you have a customer, you know from his chat what kind of spending power he is, he bought something for his pet, you recommended him a grain, he felt that it was not bad, this time you went on to say, this grain may meet its daily needs, but your dog is only half a year old, but also need to supplement other nutrition, this time another health care product comes out, you talk to him again how you usually train it, teach it There is no need for this, Training with small snacks will be pushed out, usually eat he will not look at you, this time do not feed us to eat, this time you can feed him small snacks of grinding teeth, so that he is not easy to look at you, but also can release his pressure, soothe his emotions, with the grinding of teeth you can see if he is a little peculiar smell in the mouth, we also have some gels to prevent this aspect, so that a ring of a ring complements each other.
The biggest difference between our community store and the mall store is that it is easy to break, which affects your output, auxiliary goods and some dishwashing foam, as well as deodorization things, these are one by one to lead out, some are not consumers do not know do not want to buy, you do not know what to recommend to him, what can help him, can provide him with choices.
I have seen a store in Taiwan, his family will nest, bowls and other things put out a scene of life, it plays a natural auxiliary role, you see these you will think of what my family has, you see a grain bowl, see a bowl with cans will think of my family has these. There is also a more powerful store to do washing care, you must have jewelry, clothes, every girl just raised a pet when they like to dress up their pets, girls like these cute things, you wash her pet beautiful, she wants to dress it, this time you do not have these goods you missed some opportunities, auxiliary goods are auxiliary all-round, you have to think of the circulation line in your own store, it from eating and wearing health care and so on must be considered, the more comprehensive you consider, Maybe your store will maintain a better reputation and will bring you many, many additional possibilities.
Selection Combo Battle: Traffic Products
It is a bit like what we are saying about the Internet celebrity products now, but not necessarily the Internet celebrities, it may be that during this period of time, the various stores are on the top, all the stores will see how these things are, we can't go up in the end, you have to analyze it yourself, from the merchants, products, recipes, your customer base, the consumption ability of the community can not reach you on this product, or can you think of the traffic products you want to sell well and then make a decision, traffic goods as long as you are on, you must seize the opportunity of the first wave, why? Some traffic products will expire soon, after selling this paragraph, you will find that it is not that it cannot be sold, but that the price is broken on the network, buy one and send ten, so the traffic product must seize the first wave of the wave, the first wave is just out, everyone is very fresh about it, so you have to seize this psychology, homeopathic send some materials and sales plans are better to push.
Some of the products we just started selling very lively, at that time it was basically five thousand, five thousand above the ground, but now it is down, but it is still innovating, we can still seize these new things, seize the first wave to sell.
Selection Combo Battle: Exclusive merchandise
This is more difficult, because it is rare to see exclusive things, we visit the exhibition, all the things we can see, buy, just say you buy or not, can not be said to be your exclusive goods. How does a community store attract customers at the beginning? In addition to homemade, you need to have some exclusive small things, for example, you can go online to find some strange funny cat sticks, and then one is that you want to think about some small thoughts, we will do some handmade collars when we first started the old store, cats and dogs can wear, this we are doing a set of large SPA premise, we will send one, because the cost is not high, these unique things will make you more sticky to customers, he feels more exclusive.
This is our fourth anniversary from the Internet to see the inspiration and people eat the popcorn cake to draw inspiration, these things are all in the store, this bottom is a can, there are some freeze-dried on it, we were at the fourth anniversary of the time was equipped with a set, these raw materials with these tools are matched to you, later we changed their own store name of the insert paper plugged in, they themselves took it back to do small handicrafts, take photos and videos feedback to us, more interesting, but also increase the activity in the group. These careful thoughts can go back and think about it, at a certain moment, in a certain scene is very useful, or your store celebration, or the time you want to promote is more special.
In the past, when I went to Japan, I would buy some exclusive small things, when I saw that there was no domestic one, this hat became a bath towel hat for us to do spa, and some customers would make an appointment with me and say, my pet is doing spa in your home, I want my cat to bring another color hat, and some customized small clothes, which have not been seen in China at the time, are locally made small clothes.
Selection combination battle: flowing water as a commodity
We rarely take imported goods as our running water, because the profits of imported goods are too low, can not feed us, there is no way to sell, or now more and more young people directly in the store to find out the mobile phone, can I take pictures? I thought he was going to send it to a friend to see, I said yes, directly take a picture and then Taobao directly swept out its message, he said this is the same, why he sold cheap, I have no way to say, it is indeed the same, we can only say that we are fidelity to our products, his products do not know.
Flowing water must be a product after your careful consideration, it is a product that has been precipitated, he supports a large part of the turnover in your store, what is the focus of this kind of goods, how to classify? His focus is that you can grasp the discount of these products, or you can grasp almost half of the profits of these products, manufacturers are not from time to time to do product activities, but we can, because his profits are relatively high, give us more space, in addition to his cost performance is relatively high, a new customer of your store, see so much grain in your store, he may be willing to try, if not expensive, it is most likely to become your flow as a commodity.
Quality, new knowledge, heat, empathy, precipitation, the achievement of good selection
The first most important is the quality, there is no doubt that there is nothing to say, if the quality of a product can not be controlled, we must have some doubts, not only consumers but also us, we are the first level to help consumers check, the quality is not good, it will affect all the conditions of our entire store including word of mouth, repurchase rate and so on.
There is new knowledge, new knowledge is to bring us new knowledge, because we are opening a store, we ourselves understand more things, can bring us new knowledge of the things must have its selling points, for example, last year began to have a toy very frequently appeared in our field of vision, is sniffing toys, sniffing is a very good toy, but if you have not learned you will not feel so deeply, we want to understand these things, pass on new knowledge to customers, so that they can also absorb as soon as possible, slowly accept, In the end, we chose these things, and our sniffing shop sold them very well last year.
Another is the heat, we must account for the heat of the commodity, we must occupy the first time, the network is overwhelmingly publicized, we do not miss, but to identify the commodity, the heat we have to catch, but not blindly to catch.
Another is empathy, can do empathy this is the most powerful point of your selection, and empathy is not difficult to do, for example, I have a pet age is relatively old, I chat with you in the process, will not be related to the ring, will not lie in the nest all day do not want to move, originally open the door to follow you out, now actually oversleep, this time you can talk about what it needs, it needs a softer cushion, may need some joint protection things, is not primary, but needs more powerful things, Do you have health care for the elderly. As long as you can empathize with him, this commodity will be absolutely good.
The last one is precipitation, precipitation is the most difficult to do, look at our store opening time, if we open a store for five or ten years, we have several kinds of commodities that can always stay, in fact, very few, because many, many opportunities will make this commodity disappear, the first is that it does not introduce the old, now out of a grain to freeze-dry, than the front of the freeze-dried grain is the probiotic grain, but some grain is not considered, and then one is the price control, just started to control well, and then cut leeks, now really transparent, If you don't control the price, it is difficult for us to sell this product well, and the price control is also a key point to maintain the long-term consumption of the customer group in your store, which can be precipitated for two years, and it is also a commodity that you do not need to introduce and sell too much, which is easier to go.