In the orange club, there are many member enterprises engaged in the big health industry. For these enterprises, it is not only on the cusp, but also in the whirlpool of competition. How to stand out from the fierce competition and take off with the help of the tuyere is a difficult problem.
No, some time ago, a member company of the big health industry came to the Orange Club and invited Liao Ju to help with enterprise diagnosis, hoping to seize the market with the help of the community.
1, enterprise background
This enterprise is a big health service enterprise with offline chain stores as its core sales channel, providing healthy lifestyle management solutions for middle-aged and elderly people.
As we all know, once people get old, all kinds of problems will automatically come to us. Many middle-aged and elderly people suffer from various chronic diseases, such as diabetes, cardiovascular and cerebrovascular diseases, osteoporosis and osteoarthritis. And some people will have the need to lose fat and gain muscle.
Middle-aged and elderly people earn more money and have a big market, but the competition is also fierce. It's not hard to get a piece of the action. However, after years of operation, this enterprise has its own core characteristics in technical monitoring, product system and membership service.
Technically, there is a set of industry-leading hardware equipment and software systems; In terms of products, there is a product system from low customer list to high customer list; In terms of membership service, there is also a gradual membership system.
3. Enterprise problems
In the past, the model of this enterprise was offline direct retail stores and the development of franchise stores. Although this model is relatively stable, it will always face some problems in the development process, resulting in low operation efficiency.
The first is the traffic of the store. Due to the lack of effective drainage means, even if there are many potential customers, the passenger flow of the store is not high.
The second is the sales efficiency of a single store. Because the store traffic and conversion rate are relatively low, the sales efficiency and profitability of a single store are actually not high.
The third is how to develop partners. This enterprise has accumulated some old customers, but it doesn't know how to develop old customers into distributors, and there is no replicable joining model.
3. Diagnosis of Liao Orange
After a comprehensive analysis of the situation of the enterprise, Liao Ju believes that although the enterprise is facing the above problems, there is nothing wrong with the model. At present, the most important thing is how to improve the operational efficiency of this business model.
To improve efficiency, Liao Ju suggested doing these three things well: first, improve the efficiency of single store; Second, the size of the copy shop; Third, platformize the company.
1
How to improve the efficiency of single store?
First of all, find the right store positioning. At present, the store is designed with reference to the "gym" model, which contains some professional equipment, exhibition areas and exchange places. The problem with this model is that the recognition is not high, and customers passing by will mistakenly think that it is really a gym, which will obviously affect the efficiency of the transaction.
Therefore, we need to reposition and transform the store. We can redesign it with reference to the clinic model: it looks like a clinic outside, which is easier to attract middle-aged and elderly people; After entering the store, there are experts to communicate, and the fair is relatively simple.
Second, plan the activities to the store. In fact, most middle-aged and elderly people like to take advantage of small things. We can plan different types of free activities to the store, such as physical examination, free clinic, lectures, etc., to attract them to the store. As long as they come, they will have a chance to make a deal.
Third, establish a WeChat community. Each store should establish a WeChat personal number matrix and use WeChat to add customers, trading members and service members.
In the process of operating the community, the headquarters provides unified product information and sales words, and sales use these information to suck powder online and close low-volume orders, and then guide customers to offline stores, thus continuously closing high-volume orders.
Fourth, create professional design. Professional personnel design is an endorsement, which is easier to convince customers. Therefore, every store must build a health expert, which is built in the store through dress, certificate and exhibition board, and built on WeChat through WeChat avatar, background, signature and circle of friends.
Fifth, design the partner system. Design a part-time partner system, and develop people who specialize in middle-aged and elderly people to become partners, such as square dance coaches and pharmacy shopping guides. And organize people to the store to participate in the celebration activities in batches. If the person recommended by the partner makes a deal, then he can get the recommended income.
2
How to copy shops in batches?
The store is an independent business unit. Manage a store well, and you can copy n stores.
If you want to develop new stores steadily, you can train store employees to become partners and encourage employees who are interested in being their own bosses to open new stores. Internal employees have a better understanding of the store's business model and higher loyalty than external franchisees, and the development of new stores will be faster.
If you want to cover a larger market quickly, you need to design an external joining mode, open a new store, form a new team, and build an independent store according to the company's plan.
three
How to stand for the company?
The enterprise is positioned as a big health service platform for monitoring and conditioning chronic diseases of middle-aged and elderly people, and empowers national stores to serve the majority of middle-aged and elderly members in China through technology and products.
To build this platform and realize its business model, the following upgrades must be made:
First, the upgrade of business model. The brand-new business model connects everyone into a destiny. Stores are the partners of headquarters, employees are the partners of stores, and dealers are also the partners of stores. We all have the same interests.
Second, upgrade the brand system. Brand system is a systematic project, including: platform brands recognized and trusted by consumers and partners, technology brands that provide technology and equipment services, personal IP matrix that interacts with consumers, and various brands of big health products that solve health problems.
Third, upgrade the product system. According to the upgrading of powder-absorbing products, member products, consumer products and partner products, a brand-new product system is designed to continuously tap the consumption value of customers.
abstract
For offline stores, the most important thing is to find a business model to improve the operating efficiency of a single store.
Once a store is well run, you can copy the model and experience to other stores, whether it is opening a new store or attracting investment, it will naturally come.