1. Definition, retail is "selling goods to consumers". Yes, it is that simple. If you want to interpret it further, you can deduce endless variations from the perspective of "5W1H", that is: when and where, what to sell to whom in what way, and why this person should buy.
For example, the restaurant's prices are not cheap, but business is very good. My friend explained that this is because the taste of the restaurant's food and the quality of its service are still the same as they were back then for decades, so people are happy to pay for it.
3. Some young people who are entering the retail industry for the first time, most of them have a good idea of starting a business and can maintain their own excitement in the early stage of the business. "How much I want to spend to make what kind of product", "What kind of sales I want to accomplish next and which competitor to surpass" are the most common questions they consider. It is true that the freshness and the vision of the macro future at the beginning of a business can greatly stimulate the desire to start a business, motivate themselves and inspire their employees at the same time. However, to be successful, it is not enough to rely only on the entrepreneurial drive, but also to have a clear understanding of the characteristics of the retail industry.
4. Unlike other industries that are characterized by a "concentration of professionals", the retail industry allows those who work in it to have no fixed stores, no connections or experience, and even lower education requirements than other industries.
5. pop-ups are never retail, it's more like a gamble, is to use the momentary buzz to bet on long-term sales. At the same time, the imitation caused by "pop-ups" makes the entire retail industry uniform, leaving companies without their own unique products and competitiveness.
6. The fierce competition in the retail industry has also given rise to another major problem: the illusion of "wild growth" caused by the explosion. It is important to realize that in the increasingly competitive retail industry, relying on discounts to support their own growth is only a stopgap measure and does not fundamentally solve the problems that arise and change in the development of retail enterprises.
7. Retail is not formulated, but constantly adjusted"
8. The phrase "success in business, failure in management" is applicable to all enterprises in general. Focusing on the retail industry, I can also add a sentence of my own experience: "Success cannot be copied, but failure is the same." 9.
9. The essence of management is just six words, namely, "people, money, materials, responsibility, power and profit.
10. Good experience is half of the success
11. And for online stores, although the goods and consumers to avoid direct face-to-face, but also in the quality control can not be sloppy; also because it is impossible to achieve in front of consumers directly display goods, online stores on the description of goods should be accurate enough, as far as possible to show a full range of goods, to avoid the introduction or display of inadequate and frequent returns after the sale of the situation
12. The experience in the first place, so that consumers enjoy the most impeccable shopping experience, which is the basis of the entire retail industry.
13. Three streams, human flow, logistics and financial flow, "human flow" is the best understanding, it is the most basic conditions that any retail enterprise should consider. Conrad Hilton, the founder of Hilton Hotels & Resorts, has a famous saying "location, location and location" (location, location, or location), in order to emphasize the significant impact of location This is to emphasize the significant impact that location has on the hotel industry. Nanjing Deji, known as the "most profitable department store", is located above the "Asia's largest subway", so it can easily enjoy the huge traffic flow brought by the transportation hub, which is also an important reason for it to be able to win in the Nanjing Xinjiekou shopping area, which is less than 1 square kilometer in area and has many competitors. This is an important reason why it has been able to overcome the competition in the Nanjing Xinjiekou business district, which is less than 1 square kilometer in area. In terms of traffic alone, private car parking, cab stops, distance to bus stops and even the nearest subway station are all things that need to be considered during the design and planning stage of a department store or shopping center.
14. To have a beautiful conversion rate, you must be strict about the quality, price and freshness of the goods (including the proportion of new products).
15. Direct discounts and price reductions are becoming less and less common, and the use of "free when full" or "buy one get one free" is becoming more and more common, largely in order to maximize the flow of people.
16. With the amount of gross profit does not mean that there will be profits, operators in the business process also need to learn to control the costs - operating costs, management costs and financial costs. Without the concept of cost, it is difficult for retailers to achieve the true meaning of "money"
When the other party has strong brand influence and appeal, the department store or shopping center is the "bullied" party; and when When the other party needs to rely on itself to capture more market share, the department store or shopping center is in a strong position in the negotiation, and thus becomes the "bully".
Positioning theory is a tool that can help companies find their own footing in a sea of business. Of course, the difference between a good tool and a bad one is that the former makes people get twice the result with half the effort, while the latter makes people get half the result with twice the effort. Physical retail stores have the problem of service radius, and the positioning theory is to teach people to study the most direct competitors, to promote their strengths, avoid their weaknesses, to start with the point, expand into the surface, to make a new world of their own, as the so-called "avoiding shortcomings and improving strengths, misalignment of business".
19. Positioning follow the "five elements" and "three consistent" five elements "refers to: first, the positioning of the department store to be "describable", that is, on the pre-determined positioning of the department store, not only their own First, the positioning of the department store should be "describable", that is, the predetermined positioning of the department store, not only to be able to understand, but also to be able to explain graphically, so that enterprises can really grasp the target consumers; second, the positioning of the object to have a quantitative basis, which is an important factor to support the long-term sound operation of the department store, third, the service capacity of the department store must be able to keep up with the positioning, positioning does not only depend on the number of goods, prices, but also depends on the services that the department store can provide ( Fourth, the department store should form a misaligned operation through different positioning, in order to be able to be unique in the increasingly fierce business environment, the department store should also follow the principle of "no one has what I have, no one has what I have", and the closest competitors to form a differentiated misaligned operation; fifth, the department store Fifth, the positioning of department stores must not only focus on the present, but should look to the future, leaving sufficient space for their future development (including area, talent, service capabilities and other aspects). In addition to these five elements, the positioning of the department store also needs to adhere to the "three consistent", that is, the enterprise managers and employees to reach the "top and bottom consistent", the enterprise and the external community to form "internal and external consistent "The current and future consistent to achieve "consistent positioning objects occupy the market premise, the new chasers if only to imitate, is not a wise choice. Learn to find the difference between the existing business form positioning, is the direction of the rise.
20. The development and implementation of a good organizational structure is not complicated. The general direction only needs to meet the requirements of "clear and limited, direct and effective". Clear" is to make everyone in the company in the organizational structure, and each person only once in the organizational structure, so as to describe the most concise hierarchical relationship, so that "I report to whom" and "who reports to me" and other veins At a glance, "limited" means that in the organizational structure of the enterprise, each person's responsibility and authority are limited, and "direct and effective" requires that the mutual relationship of each person in the organizational structure does not exist misalignment, detours, folding, avoiding the occurrence of multiple management, multiple political situations, and each piece of information is Each piece of information has the shortest and only communication path, and each piece of work can be directly implemented to the corresponding responsible person to ensure the highest efficiency even if there are only two people in the enterprise, the organizational structure is also needed.
21. Operation is to perfectly build people, goods and fields with a set of system, effectively allocate people, money and materials, and reasonably control import, sales and storage to achieve the ultimate goal of improving sales, reducing costs and increasing profits.
22.Operation-centered management mode is an important feature of the retail industry: it must focus on fine management in the operation process and rely on operation at the same time. The four "whole" principles of operation management, "whole process, whole time, whole tenant, all-round", first, should serve the whole process of consumer shopping experience, second First, it should serve the whole process of consumer shopping experience, and second, it should cover the whole period of shopping center operation. Secondly, the management should cover the whole period of shopping center operation. By "whole period", we mean from half an hour before the opening of the shopping center to half an hour after the closing time. Thirdly, the Operations Department needs to be responsible for all tenants. Tenants are the brand stores in the shopping center, and being responsible for all tenants means treating all brands equally. The daily work of the operation department is definitely not only to manage and suggest the business situation of each tenant, but also to penetrate into other aspects, such as store training, stock management, product quality, cleanliness and hygiene, etc.
23.◆People are always the most difficult to manage. If a general manager is needed, three or so candidates are often trained at the same time - before training, the strengths and weaknesses of each person are evaluated and analyzed, and the training will deliberately focus on overcoming their weaknesses. When the training period is over, the company will re-evaluate the ability of each person in order to find the more suitable candidate.
24.◆ Store manager: the most scarce resource In a retail chain, the store manager is a unique position. If the store manager is strong, the retail is strong; if the store manager is weak, the retail is weak.
25. General Manager and Chairman
Following the principle of speaking with data, the general manager needs to provide real and effective data to support their own decisions, because compared to the chairman of the board, who is away from the front line, the general manager is obviously more familiar with the day-to-day operations of the enterprise. But because the chairman of the board often stands in a more macroscopic point of view, so it is necessary for the general manager to come up with a realistic basis that can convince the chairman of the board, pulling the chairman of the board back "a little" to the corporate reality.
The formulation of the annual plan does not have to be so laborious summary of the annual plan development principles, the most basic point is that absolutely do not let all department managers involved in the development of the annual plan, because each business sector managers will only stand on their own perspective on the issue, instead, the company's top management, including general managers, but also have to spend a lot of time to coordinate the different needs of various departments, weighing resources. Only a very small number of middle-level managers and above are involved in part of the ordering process. Using a department's sales performance this year as a basis for requiring that department to achieve an equal or higher amount of sales in the following year does not make sense to me. My approach is to use the performance that can be guaranteed to be completed within nine to ten months as the performance target for that department for the following year. Because all employees need to get bonuses after completing the task, this two-month period is their chance to get bonuses - do well, you may have three months of bonuses; do badly, you can only get one to one and a half months of bonuses, thus encouraging employees to work enthusiastically.
29. The focus of the meeting, the length of the meeting as much as possible to control the 1 hour or less. The meeting will lead to the staff not being able to allocate their ongoing work according to the scheduled time, so it is necessary to shorten the meeting time as much as possible; in addition, the long meeting will make the staff feel fatigued and also affect the effect of the meeting.
◆Why don't department stores do omnichannel?
30. Suppliers must hope they can master more than one channel, because the more channels there are, the more likely they are to sell more products. Therefore, the pursuit of omnichannel by brands is fully in line with the market law, and "no supplier is willing to be tied up in any one of these channels" is the most open retail industry "secret". Because there is no self-owned goods, department stores have no control over the goods, now many domestic department stores began to go online development model, but ignore their own does not have a considerable proportion of self-owned brands, but for their own accumulation of more onerous inventory pressure, and eventually overwhelmed and crushed. After the problem of inventory structure, the company is bound to go downhill". By comparing Metersbonwe's inventory to sales ratio in the past 5 years, we can find that its inventory structure control has actually been relatively weak. It incurred its first loss in 2015 since it was listed for 8 years - the net profit attributable to listed companies dropped nearly 400% year-on-year, and a big reason was the problem brought by inventory.
31. All retailers have to face mobile payment, as far as the retail industry is concerned, what we have to do is to embrace all kinds of payment methods, whether cash, bank card or mobile payment, as long as it is convenient for consumers, then that is what we are promoting.
32. Is the unmanned store really the future of the retail industry? In fact, there are "people" involved in every aspect, but the only "unmanned" part is the removal of the "cashier" role. I have observed a few "unmanned stores" that have been greatly praised by the media and found an "interesting" phenomenon. Although these stores are through the mobile self-service payment to achieve the "no cashier", but in the store but there is a from time to time patrol the "stopper", why call him "stopper" it? Because this person needs to patrol from time to time to prevent consumers from stealing and missing goods, and leave the "unmanned store" without paying for the goods - eliminating the cashier, but adding the position of stop-loss clerk, I do not know where the advantages of unmanned stores compared to traditional stores
33. The physical retail industry will always have a future, and what it offers is not just shopping, but life! Retail is actually very simple, it is selling goods to consumers; but at the same time, retail is also very complex and requires the full attention of practitioners. Retail is boring on the surface, repeating what was done yesterday every day, but in fact, as long as we can really observe it, after a period of time, we will find that it has actually changed a lot unconsciously.
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