When it comes to super species in China, Yonghui comes to mind first. The real superspecies in the world is 7- 1 1.
7- 1 1 is an important representative of convenience stores, which contains profound "offline management technology". When a lot of traffic is still offline and the future will exist for a long time, how to strengthen offline management technology and make offline management as efficient as online?
1
How to aggregate offline gold flow?
It is worth noting that Internet giants are robbing offline traffic while robbing online traffic. Ali opened a box of Ma Xiansheng. Why is it running offline? Because offline accounts for 80% of the traffic.
7- 1 1 How to aggregate offline traffic? The most important thing for offline stores is location. How to get the most golden position?
The mom-and-pop shop just needs to do your job, and you just need to come to me with a golden position. Because your golden position is my professional manager, even if you expand, you may not get it, or you may not get it. Even if I have the ability, that position is yours, and I can't get it if you don't sell it. In short, you can get a golden position, which is the biggest intangible asset.
But why didn't you do well in the past? Because your genes and abilities are not enough, it doesn't matter, I will empower you. I'll teach you how to do it better and more efficiently, so that the two of us can form a joint force and realize the maximum enjoyment of resources. I * * * enjoy your golden position, and you * * * enjoy my business technology.
Can the gross profit of selling a bottle of water be as high as 90%? Can you sell a loaf of bread with a gross profit of up to 90%? How can income be subtracted from cost? However, this is a typical self-employed thinking.
7- 1 1 When you are no longer self-employed, water is still sold in the couple's shop, and bread is still sold in the couple's shop, but you are sold out. On the basis of my empowerment, I will teach you how to manage goods, how to manage logistics, how to manage big data and how to improve business efficiency. ...
Do all the abilities and skills of a single store to the extreme, and your profit efficiency will be much higher than that of other lovers' shops and street shops. At this time, we will share the high profits equally.
7- 1 1 is a training consulting company, and its cost is not the cost of those goods, but the ability of training and consulting. ?
So we know that training and consulting are the cost of personnel, and it has no cost of operating cash flow.
The coverage of personnel can be very wide, because an OFC (political commissar) of 7-1can also be understood as a consultant, trainer and supervisor of 7-1.
He can look after eight shops by himself. How many people do you need if you run eight stores yourself? And he can look at eight stores by himself, which is why the gross profit margin of 7- 1 1 is far beyond your imagination.
On the surface, 7- 1 1 is a very traditional retail industry, but in essence it is the most popular thinking logic today-* * * an industrial router designed to enjoy the economy.
In 7- 1 1 offline management technology, the most important idea is to aggregate the offline gold flow first, because this is a way with lower cost and risk. 7- 1 1 can do this, so can we. This is the most basic logic of 7- 1 1 industrial router, which aggregates gold traffic and then improves operation efficiency.
First of all, we don't think 7- 1 1 is a very big company, although it is very big today. 7- 1 1 Operating one store after another, the efficiency of one store has improved, and the efficiency of the whole industry has also improved.
2
How to gain insight into customer needs?
The essence of business: No matter how the society changes, the continuous insight into customer needs cannot be changed.
7- 1 1 has developed for 45 years and experienced various economic turmoil. 7- 1 1 can master the basic principle of its operation. Keep insight into customer needs, keep pace with the times, keep insight into customer needs, and constantly improve products and formats. ?
With the passage of time, it has not become old, but it is still as full of vitality as young people.
It doesn't look at products, or even at competitors. Its eyes are always fixed on customers.
When you always improve yourself according to the needs of customers, then with the passage of time, the ability to cope with the internal and external environment, and even the ability to lead the internal and external environment, will make you a younger and younger company.
Let's take a look at the development of 7- 1 1:
At the beginning of its establishment, 7- 1 1 began to operate 24 hours a day. When convenience is the first demand that customers need to meet, all adjustments are made around the needs of customers. The background is the aging population, one-person two-person family, small population and reduced demand for cooking.
There are two formats for family consumption and eating:? Eat inside, eat outside. ?
Eating at home means eating at home, and eating out means eating out. With the liberation of women, more and more women work and have no time to cook. So besides eating inside, there is an intermediate state, which is called "eating inside" by 7- 1 1.
Chinese food: I don't want to eat completely at home, nor do I want to eat completely out. Buy semi-finished products or finished products outside and go home to eat. The proportion of eating in the whole diet is rising sharply. In order to meet the demand, 7- 1 1 began to launch a large number of ready-to-eat foods. Through microwave heating, customers can eat in the store or at home.
In the 1980s, 24 hours was inconvenient for people. What should we do at this time? You need to go to government agencies to handle public services. Can 7- 1 1 handle it? 7- 1 1 says we just want to make it convenient to the extreme. 7- 1 1 is no longer a commodity trading company in Japan, but a public service company.
In the 1990s, the whole Japanese economy was in a period of stagnation, homogenization competition became increasingly fierce, and merchants cut prices and discounts. 7- 1 1 What we see in this so-called consumption saturation stage is not price, but people's pursuit of quality.
7- 1 1 Go against the trend and introduce more high-priced goods and self-developed goods. Higher quality goods make it stand out in the whole convenience store industry again.
Entering the Millennium, Japan's aging structure is becoming more and more obvious. Old people have a lot of wealth, and they are not willing to spend money when they are young. Because of the age, it is not convenient to walk, and whoever is close can intercept these traffic.
7- 1 1 If there is a third store between stores, this store will intercept the flow of elderly people in a certain range around Fiona Fang.
7- 1 1 Choose a dense store. I feel that the word dense is not enough to express this concept, because it is the dominant shop, which wants to rule the traffic in this area.
So, in a prime location, in a crowded location, 7- 1 1 shop is next to it. Under the background of aging population structure, commodity safety, peace of mind, quality and price have become important factors to bring traffic.
Through location and commodities, 7- 1 1 further intercepted the population in the aging structure. Nowadays, in Japan, 7- 1 1 is not only for young people, but also for middle-aged and elderly people over 50 years old.
Around 20 10, influenced by the upsurge of online and TV shopping, online began to rise. 7- 1 1 Faced with this external environment, choose to face it directly: no matter online shopping or TV shopping, good goods will appear on the Internet and TV. At the same time, I will help you to do terminal operation channels.
Today's Uniqlo has also achieved online and offline omni-channel. So how do you deliver the goods to the customers?
The last mile of logistics: Japan attaches great importance to personal privacy protection. Influenced by Japanese culture, 7- 1 1 has become a particularly good logistics place, and merchants deliver goods at 7- 1 1. If you order goods from Uniqlo, it doesn't matter. You can pick them up anytime and anywhere at 7- 1 1 near your home or company.
When marketing channels, marketing channels and even marketing competition become more and more dazzling, 7- 1 1 has become a part of the new marketing form, not a confrontation.
Japan closes more than 20,000 administrative, financial and personal shops every year, and 7- 1 1 has become a part of daily life, becoming the infrastructure of one-stop service outlets, and even replacing the functions of government, banking, logistics, earthquake relief and trading in various fields. It has become a part of public infrastructure.
three
How to make each item explode?
After user insight is completed, products, policies and management methods that meet customer needs are formed.
The ultimate single product management creates every explosion, which is one of the important means to improve efficiency.
Why do offline operations encounter difficulties? Space and time are limited. 7- 1 1 A storefront is only 100 square meters, which can accommodate 2,900 to 3,000 SKUs. If any SKU doesn't sell well, it is the consumption of 7- 1 1.
When the ultimate single product is the ultimate, let every product be an explosive product, let every floor effect produce efficiency, and let customers produce effective purchases within 5 minutes. These are the brilliant points that 7- 1 1 has studied. Take the elderly customers as an example, 7- 1 1 will specialize in producing healthy ready-to-eat food to strengthen the purchase of elderly people.
According to the concept of 7- 1 1:? One product, one function, one product, one market, one product, one customer. ? Every single item placed there is exquisite, and the ultimate single item management comes from the ultimate insight into the needs of users.
Moreover, project management can also be constantly changing according to the internal and external environment. The final item management is not only demand insight and low-cost innovation, but also an innovation that can be effectively replicated.
It is worth noting that 7- 1 1 has a very important commodity selection work, which is to scan various commercial forms and find those good explosives that have been successfully operated.
Not only rely on their own needs insight, but also find the best explosive products that have been successfully verified, so they lock the coffee.
How to sell your coffee better than McDonald's? 7- 1 1 coffee is not expensive, ranging from 100 yen to 150 yen, but the quality is better than McDonald's.
Why?
Coffee is a product with high repurchase rate. You drink well and it's not expensive, so you will buy it regularly.
The 500 million cups of coffee sold not only brought about an increase in the flow of people, but also the customers who entered the store bought something by the way. Through investigation, 7- 1 1 found that the matching rate of bagels and coffee was the highest, which increased the unit price of customers.
Moreover, 7- 1 1 has a commodity research group of 150 people, which studies what kind of goods are explosions every day, and at the same time watches data management and data analysis every day.
Every product has its powerful function. In this way, the performance of each square meter and the effect of each layer have been achieved to the extreme.
The gold flow under the 7- 1 1 polymerization line greatly reduces the risk of innovation. The ultimate insight into the needs of users, no matter how the internal and external environment changes, the only constant is the needs of users. As long as you make decisions according to the needs of users, you will always be a viable company.
four
Create a "thousand stores and thousands of faces"
As we all know, data is very important.
In fact, the Internet is a means of data collection, and all kinds of technologies are a means. Without any technology, using an EXCEL spreadsheet is also a means, but you should have this kind of management consciousness and thinking.
7- 1 1 Collect the data incisively and vividly. For example, it has a great influence on all the data of the location where the store is located, not only whether it was a prime location in the past, but also whether there was a large flow of people. Where is your shop? Is it near the hotel, the company, the hospital or the house? Are there many old people nearby? Or are there more young people?
And these store data determine what should be put in 100 square meters and what should not be put.
If the store is near the community and there are some vegetables with long shelf life, condiments, soy sauce and yogurt will become more important.
If the store is near the company and there are many employees working in the company, it is very important to have ready-to-eat food, breakfast, lunch and facial tissues during the day.
If there are many elderly people nearby, the population is relatively sparse. The share of food in that shop is relatively small because the elderly eat less.
At the same time, the elderly are inconvenient to move and even have to deliver goods to their homes.
Everyone thinks that chain stores should have uniform standards, but this is not the case. In addition to the brand image, logo, business philosophy and business philosophy should be unified, the actual stores should be personalized, taking into account the real demands of special groups around them.
As long as you carefully collect the relevant data you need to make commodity decisions and management, data-driven management is effective at this time, not whether you are online or offline.
In fact, in a very early period, 7- 1 1 has been using the subdivision keyboard. At the moment of checkout, the salesperson will input the gender and age information of the customer? , little man, middle man, little man, strong man, old man, how old; Little girl, middle girl, young girl, strong girl, old girl, how old.
The input data is used to analyze the surrounding user groups and the purchasing preferences of different age and gender user groups. With these data, 7- 1 1 can make future decisions.
The past data accumulated by big data only represents the past trend, not the future trend.
Where does the future data come from? Decision-making from all aspects and latitudes. ?
Don't lie on the shoulders of historical materials. We must look at what will happen tomorrow and the day after tomorrow according to historical data. ?
So it is really artificial intelligence, artificial+intelligence.
7- 1 1 only 100 square meters, 100 square meters are not allowed to have dead goods at any time-dead goods are things that cannot be sold.
7- 1 1 may constantly improve the data collection and algorithm, but the final decision is in the hands of the shopkeeper-so if there is dead goods, the shopkeeper will bear 85% of the losses and 7-1bear 15% of the losses.
This not only constantly improves the data and algorithm of 7- 1 1, but also forces every store to make a good decision.
7- 1 1 and the distribution principles of mom-and-pop stores: First, there is a profit guarantee, which is higher than the profit. We will divide it in half. Of course, it may be 4.5: 5.5 or 5: 5, but it's probably fifty-fifty.
Every store has to go through a very important training-how to place a single order, limit various conditions, and completely eliminate dead goods in this way to cope with the changes in the store.
7- 1 1 when doing this, the performance was ten times that of the same industry in China.
Is there any advanced technology?
No?
Making every link to the extreme is the inspiration of 7- 1 1 offline management technology.
five
Let * * * enjoy the economy
7- 1 1 is not a retail company, but a training consulting company. Because it is through continuous training, consultation and counseling, to help each store achieve its goals in accordance with the above management techniques.
7- 1 1 To do this thing to the extreme, no matter how high the cost and budget cost are, 2,500 political commissars will return to the headquarters for a business seminar on 7- 1 1.
For more than 40 years, every year is like a day, making progress every day and every week. This is the exponential effect. So today's 7- 1 1 is powerful, not because it has done anything earth-shattering, but because it has thought of everything it wants to understand to the extreme, and has done everything it thinks of to the extreme.
six
New retail reengineering industries
7- 1 1 From scratch, every company in every industry and every link was rebuilt with new retail.
7- 1 1 Enjoy R&D, procurement, logistics, IT and finance during the process.
What is the founder's definition of 7- 1 1?
It is not called new retail, but defined as service upgrade of manufacturing retail.
* * * Enjoy manufacturing, reverse manufacturing, manufacturing that meets customers' needs, and manufacturing with zero inventory constitute a more efficient manufacturing industry chain.
Not only manufacturing, but also logistics.
7- 1 1 Different commodities include room temperature, refrigerated trucks and refrigerated trucks; Different cars are used for different categories, and then different things are delivered at different times. It can be delivered three times a day.
Why did you send it three times?
Because the shelves are limited, I want the limited shelves to display the most efficient products. I made up for the shortage of inventory by leaving all the goods in the car, which greatly reduced the inventory of the shop.
What is the biggest problem in manufacturing and retail? Inventory.
7- 1 1 The supply chain is efficient, and the inventory is not only solved by the display of goods, but also by extremely powerful, accurate and refined logistics distribution.
Therefore, it constitutes a brand-new logistics system, which is changing the financial industry even today-behind 7-11,there is a very profitable organization called seven Bank.
In the early 1990s, they found that many people felt that the ATM of the bank was inconvenient to deploy, and they hoped to have an ATM at 7- 1 1 because it was near.
7- 1 1 also felt no problem, so I asked the bank for cooperation, but at that time, the whole bank of Japan had a rule that it was more expensive to withdraw money from ATM machines on rest days. This is very inconvenient for customers-I originally took it for convenience, but it is more expensive on weekends, so I won't take it. If I don't want to take it, I can't meet the convenience demand.
7- 1 1 meets the requirements of all banks. Can the charge be the same? None of the banks agreed.
7- 1 1 said, if you don't agree, I will open my own bank.
When it puts customer needs first as its strategic management policy, good things naturally come.
When the whole Japanese banking industry was depressed, 7- 1 1 banks grew against the trend and achieved profitability within three years, which was a speed that all banks had not reached.
More importantly, how can customers withdraw money casually? Don't you want to buy something by the way after withdrawing money? So the sales volume has increased greatly.
Why is its profitability comparable to that of Ali? Personally, I think that because Ali is the infrastructure in today's Internet era, 7- 1 1 has become the infrastructure of social nerve endings in the offline entity management era, and this is its value.