In the Orange Club, there are many member companies engaged in the health industry, for these companies, both in the wind above, but also caught in the whirlpool of competition. How to stand out from the fierce competition, with the help of the wind upward, is a difficult problem.
This is not, some time ago there is a big health industry members of the enterprise to the orange will, invited Liao orange help to do enterprise diagnosis, hoping to use the community to seize the wind of the industry.
1, enterprise background
This enterprise is a large health service enterprise with offline chain stores as the core sales channel and middle-aged and old people as the target group, providing them with healthy lifestyle management programs.
As we all know, once people get older, all kinds of problems will automatically come to us. Many middle-aged and elderly people suffer from a variety of chronic diseases, such as diabetes, cardiovascular and cerebrovascular diseases, osteoporosis, osteoarthritis, etc., and some people will have the need to reduce fat and increase muscle.
The middle-aged and elderly people's money is very good, the market is also very large, but the competition is also very fierce, want to get a piece of the pie, the difficulty is not small. But after years of operation, this business has its own core features in technology monitoring, product system, and member services.
In terms of technology, there is a set of industry-leading hardware equipment and software systems; in terms of products, there is a set of product systems from low to high customer orders; in terms of member services, there is also a set of gradually progressive membership system.
3, the enterprise problem
The past model of this enterprise is the offline direct retail stores and the development of franchised stores, this model is relatively stable, but in the process of development, has always faced several problems, resulting in the operation of the lower efficiency.
The first is the problem of store traffic . Due to the lack of effective means of attracting traffic, even if the potential customers are very large, the store's traffic is not high.
The second is the sales efficiency of a single store. Because the store traffic and conversion rate are relatively low, in fact, the sales efficiency and profitability of a single store is not high.
The third is how to develop partners. This business has accumulated a certain number of old customers, but does not know how to develop old customers into distributors, and does not have a set of replicable franchise model.
3, Liao orange diagnosis
After comprehensively analyzing the situation of the enterprise, Liao orange that although the enterprise is facing the above problems, but the mode is not wrong, the most important thing is how to improve the business efficiency of this business model.
To improve efficiency, Liao Kuang suggests to do these three things: first, to improve the efficiency of a single store; second, the scale of replication stores; third, the company platform.
1
How to improve the efficiency of a single store?
First, find the positioning of the store. At present, the store is designed with reference to the "gym" model, which has some professional equipment, visit the exhibition area and exchange transaction place, the problem of this model is that the degree of recognition is not high, passing customers will mistakenly think that it is really a gym, which will obviously affect the efficiency of the transaction.
So we need to reposition and remodel the store. We can refer to the clinic model for redesign: it looks like a clinic on the outside, which is more likely to attract middle-aged and elderly people to come in; after entering the store, there are experts to communicate, and the transaction will be relatively simpler.
Second, plan the activities in the store. Most of the middle-aged and elderly people actually like a little cheap, we can plan different types of free to the store activities, such as physical examination programs, clinic programs, lectures, to attract them to the store, as long as they come to have a chance to close the deal.
Third, the establishment of WeChat community. Each store should establish a WeChat personal number matrix, using WeChat to add customers, deal members and service members.
In the process of operating the community, the headquarters provides unified product materials, sales tactics, sales use these materials online to attract powder and deal with low customer orders, and then guide the customer to the offline stores, so as to continue to deal with high customer orders.
Fourth, create a professional persona. Professional persona is a kind of endorsement, more likely to convince customers, so each store to create a health expert, in the store through the dress code, certificates, display boards to create, in WeChat through WeChat avatar, background, signature and circle of friends content to create.
Fifth, design a partner system. Design a part-time partner system, the development of personnel specializing in services for the middle-aged and elderly to become partners, such as square dance coaches, drugstore shopping guide, etc., batch organization of people to the store to participate in the store activities, the partner recommended by the person if the transaction, then he can get the recommended revenue.
2
How to bulk copy stores?
A store is an independent business unit, and if you run a store well, you can replicate N stores.
If you want to steadily develop new stores, you can train store employees to become partners and encourage those who aspire to be their own boss to open new stores. Internal employees have a better understanding of the store's business model and are more loyal than external franchisees, so new stores will grow faster.
If you want to cover a larger market quickly, you need to design an external franchise model, open new stores, build a new team, and build a new independent store according to the corporate program.
3
How to platform the company?
The enterprise is positioned as a big health service platform that serves middle-aged and elderly people in chronic disease monitoring and conditioning, and empowers the national stores to serve the majority of middle-aged and elderly members in China through technology and products.
To build this platform and realize this platform business model, the following upgrades must be done:
First, the upgrade of the business model. The new business model connects everyone into a destiny **** the same body, the store is a partner of the headquarters, the staff is a partner of the store, the distributor is also a partner of the store, everyone's interests are the same.
Second, the brand system upgrade. The brand system is a systematic project, including: the platform brand recognized and trusted by consumers and partners, the technology brand that provides technology and equipment services, the personal IP matrix that interacts with consumers, and a variety of health product brands to solve health problems.
Third, the upgrade of the product system . According to the upgrading of powder absorption products, membership products, consumption products, and partner products, a new product system is designed to continuously tap the consumption value of customers.
Summary
For offline stores, the most important thing is to find a set of business models to improve the operational efficiency of a single store.
A store is well run, you can copy the model and experience to other stores, whether you open a new store or investment in franchising, can be water to the drain.