"In retailing, you can't just focus on sales." Digitalization of Jinglang Sports operate person in charge He Minghao Tell us 。
In recent years, the rent and labor costs have increased, and the efficiency of land and people has become the key indicators of most offline retail stores.
As a leading professional sports retail brand and service operator in the country and the largest in southwest China, Jinlang Sports has long-term strategic cooperation with well-known sports brands at home and abroad, such as Li Ning, Nike, Adidas, etc. Its business covers more than 50 cities in China, with more than 1000 stores.
In the past, Jinlang was also under the dual pressure of high store rent and generally declining customer flow. Now, through the private domain, Jinlang has not only established closer ties with more than one million customers, but also doubled the performance of new retail business, It also enables offline shopping guides to have a new battlefield and stores to "improve their efficiency".
What did Jinlang Sports do right?
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There are always weak and prosperous markets in retail stores.
"For example, winter and summer are often the off-season for sports goods stores. Compared with weekends and holidays, 9:10 am is also the off-season for fewer customers than 4:5 pm on weekdays." President He told us.
The first step to improve the terrace efficiency is to give full play to the value of the off-site. During the off-season, if the customer doesn't come to the store, is there any way to do business?
The answer of Jinlang is very simple - when customers do not come offline during the off-season, they should take the initiative to find them; Add all customers to the enterprise WeChat, and you can serve them at any time and at a low cost in the online private domain. "When the store is not busy, it is just a chance for the shopping guides to go to private areas to take goods and make orders."
In the past, when there were new products and out of season products on sale, the store would hang billboards to attract passers-by, and sometimes spend a lot of money on outdoor advertising. Now, you can send beautiful posters and pictures to customers in the private domain online, with a dedicated display window.
However, if customers buy online, why not place orders directly on the e-commerce platform, but choose to ask the shopping guide of Jinlang Sports?
“ On the one hand, shopping guides understand the characteristics of their customers and provide one-on-one matching services, It can help customers recommend more than 30000 SKUs of different brands, so that customers can quickly find their favorite products even online; On the other hand, in the process of after-sales service, if customers want to return or replace, they can directly find a real person guide to solve the problem, The whole process will be more convenient and smooth. " He said.
Such service upgrading gives full play to the store advantages of Jinlang Sports, and also enables the private new retail sales performance of Jinlang to achieve a growth of more than six times in 2022.
Of course, such an effective business idea is not achieved overnight. We found that after three years of private domain exploration, the unique method of private domain operation summarized by Jinlang is the secret weapon behind its counter trend growth.
In the first step of private domain operation, Jinlang has a very clear standard for what users should be added to the enterprise WeChat.
"Only users who have bought things in our store, that is, users who have really served and helped Jinlang solve practical problems, and who are willing to communicate with us in depth, need to be added to the private domain. Those passers-by who come to the store for a walk, we will not take the initiative to add, which is of little significance. ”He Zongfen shares the Tao.
The second step of private domain operation is to think about how to provide better services to customers after adding users.
"We've been Regard the private domain as a key service channel, Not sales channels. ”Compared with the information bombardment of many businesses, for Jinlang, different functions in WeChat correspond to different service links.
First of all, the "circle of friends" is a window for displaying goods, Through the "customer friend circle" in the enterprise's WeChat workbench, the shopping guide will release photos and information of recent new products and popular products every day, so that customers can have a "cloud shopping" experience by clicking on it, without too much interruption.
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Secondly, the "community" is used to divide and filter users, The community does not drive all people to the same group in an extensive way, but conducts hierarchical operations according to the different values provided, such as low discount or professional sports equipment. According to the characteristics of the group, shopping guides will share sports information, clothing knowledge, new product information, offline activities, etc. in the group, "turning the community into fashion magazines". After finding the core active users in the group, the shopping guide will conduct more in-depth 1v1 communication.
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The user names and avatars in all the pictures in this article are not real customer information
Then, "private chat" is used for exclusive services, Whether it is pre-sales product recommendation, or after-sales return and refund, one-on-one real-time communication can make customers feel that what they have added is a real "sports retail and sports service consultant", rather than just sales, compared with the past offline shopping guide or online customer service.
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Finally, the "global" transaction was made, Instead of taking the sales volume of the private domain as the only measurement standard, it gives customers the choice of transaction channels such as stores, e-commerce, and small programs, which also makes the private domain truly return to its essence - connecting more people and services, rather than simply selling goods.
Now, store guides of Jinlang Sports will focus more on online services in the off-season and off-season. While not delaying offline business, some powerful shopping guides can achieve 200w more turnover in a year than in the past. From the perspective of Jinlang Sports as a whole, the human efficiency and commodity turnover rate have improved, and the inventory sales ratio has also become more benign. The per capita customer price in the private domain is several times higher than that on other platforms. This is the value that a good private domain can give to retail stores.
Broken size shoes were once a headache for sports retailers. Unlike new and popular sports shoes, broken size shoes are often more difficult to sell because some sizes are out of stock and the styles are relatively old. In the past, such goods could only be placed in the discount area of the store, waiting for the "predestined person" with the right style and size to take it home. Moreover, due to the limited number of shoes with broken sizes and incomplete sizes, it is difficult to sell such products in online stores. Over a long period of time, the number of shoes with broken sizes has increased, which has also become the key inventory of stores. However, the overstock goods may only be good things in the wrong place. Jinlang Sports found a good way to use enterprise WeChat to first turn each customer's shoe size into a "user tag", and then specifically match these broken code goods to customers with the corresponding code number. In this way, every customer receives the special price shoes that are suitable for their own shoe size. They can not only choose with confidence, but also enjoy an ultra-low discount. However, new problems have arisen, These shoes with broken sizes are usually not directly available in the small app store. Therefore, how to trade after one-on-one recommendation to customers with specific shoe sizes through enterprise WeChat? For direct transfer, on the one hand, customers will worry about whether the price of transfer to the shopping guide is the official price, and whether the shopping guide will overcharge themselves? On the other hand, the enterprise is not at ease: whether the shopping guide makes arbitrary prices to customers, transfers the received funds to the company truthfully and normatively, and has there been any fly orders or private orders? Jinlang Sports found that the new function of enterprise WeChat, "external collection", is relatively easy to use. "External collection" is a safe and convenient online transaction mode provided by WeChat. After the enterprise opens external collection, the shopping guide can directly give customers in the enterprise WeChat Initiate a collection document and send a collection code, Or let the customer Direct transfer: money can be directly transferred to the enterprise account. Through the enterprise WeChat background, merchants can view Where does each collection come from, and which shopping guide clinched the deal, It is more convenient to manage. The user names and avatars in all the pictures in this article are not real customer information
From the customer's point of view, since the order is initiated through the enterprise's WeChat account, it is more reassuring to pay. In case of return and refund, the shopping guide can directly initiate a refund, and the money will return to the customer.
For shopping guides, transactions made through external collection are bound to the shopping guides one by one, and will be automatically included in individual performance, It can better stimulate their initiative. The sales supervisor can also clearly see the daily performance of each shopping guide, so as to carry out targeted incentives.![]()
Not only the broken size shoes, but also the local special contribution goods, etc., Jinlang Sports can find a more accurate audience through the private domain. Now, Jinlang Sports has millions of online transactions every month, which are completed through "external collection". They are also exploring to further expand the use of "external collection" in the private domain, such as Bind the "external collection" account to the applet store.
In fact, Jinlang Sports first introduced enterprise WeChat for digitalization in order to improve the efficiency of internal management. "When the number of employees reaches about 1000, there will be obvious management points." Mr. He told us. "For example, there are many stores and employees in Jinlang. Each store has its own marketing idea. The advantage is that everyone's creativity can be brought into play, but the disadvantage is that no joint force can be formed. A few years ago, if we wanted to promote a new product, it would take a lot of effort just to communicate with each store. But with the enterprise, we can easily do it." In the past, the marketing strategy of the headquarters had to be passed down to the stores layer by layer, which was not fast enough and was easy to deform in the middle; With a unified enterprise WeChat organizational structure, all messages and notifications can be delivered to front-line employees in seconds. Like the promotion of new products, the headquarters can have a unified script, copywriting, and posters directly released to all shopping guides, so that the communication scripts on all platforms are consistent. Digitization has become the guarantee of organizational efficiency. The private domain is a milestone for Jinlang to do digitalization. For a brand with mature offline channels, the first difficulty in doing private domain is not how to add customers, but how to encourage stores to do private domain. Everyone is worried that the private sector will squeeze the turnover of the store. With practical actions, Jinlang Sports has demonstrated its determination and execution for the private sector. “ Private domain is our company's strategy and a top project, So we can think clearly, have resources, and have a supporting organizational structure. " Mr. He shared. Jinlang Sports has spent several years to promote the private sector. "The most important thing is to do a good job of internal communication in the early stage, and then can more smoothly promote the reform in the later stage." In the view of Jinlang Sports, doing private domain is not chasing the wind, but an outbreak that has been brewing for a long time; Stores and private domains are not separated from each other, and should be operated as a whole of the company's interests. Therefore, Jinlang Sports has set up a strategic planning team to investigate the problems and concerns that sales, shopping guides and other departments may face when doing private business, and make full communication and preparation in advance; Then, we optimized the organizational structure and performance appraisal. It can be said that in order to do a good job in the private sector, the whole company of Jinlang Sports has made great efforts. Under such efforts, with the help of enterprise WeChat, a convenient and easy to use digital tool, Jinlang Sports successfully connected more than one million customers through enterprise WeChat within one year, which is more like a natural thing. At present, to do private domain and develop digitalization, for most retail brands, it is not an option, but a must. In terms of private sector operations, the explosive growth of Jinlang Sports in the past two years is inseparable from its long history five Years of hard work. WeChat is looking forward to cooperating with more persistent and determined retail enterprises to help them start their own new season. Long press the picture to identify the QR code