After hearing Zhang Li's data, Liu Yin buried her head and blushed a little. Her store was the main store, and its specifications were much larger than Zhang Li's small store, but as a result, their performance far exceeded hers.
In the past, before she was separated out, she belonged to the company, and her computer system could see the sales data of the entire company. However, after Wang Xudong separated her out and set her up as the No. 1 store, her computer system
The system permissions of the store were limited, so she could only see the performance of their own store, so she only knew about the situation at Zhang Li's side.
Wang Xudong then turned on the computer on his desk, entered the password to enter the system, then carefully looked at the data of the two stores, and finally smiled and said to Zhang Li on the phone: "Zhang Li, your store surprises me.
, I didn’t expect you to have such good performance.”
"To be honest, I'm surprised myself. I didn't expect the business here to be so good. Mr. Wang, this is not just my fault, it has a lot to do with the studio. Basically all the customers are
From the studio, they are all recommended by the customers of the studio, and several orders were introduced by Mr. Qin himself." Zhang Li said quickly.
"This is natural. The reason why we chose to cooperate with Mr. Qin was because of her huge source of high-quality customers. Facts have proved that this is correct. Of course, this is also related to your efforts."
Wang Xudong smiled and then said: "Generally speaking, both the No. 1 store and the No. 2 store have accomplished the goals set by the company very well. Both of you deserve praise. Because you have both accomplished the goals, you will receive bonuses."
It will be paid according to our system, and as long as you have performance, the company will never treat you badly."
"Let's talk about the problems at work this month that I need the company to help solve. You can also talk about some of the things you encountered at work. Let's analyze them." Wang Xudong
He leaned back on the chair and lit a cigarette.
"Let me first talk about some of the issues I have summarized here. Mr. Wang also mentioned just now that there is a lot of traffic in the store, but the number of final orders is not high. There is a very important reason. Many people come in to take a look.
After looking around, many people think our shoes are too expensive.”
"Is it expensive? But we originally sell high-end luxury goods. People who know our brand and come here to see it don't know it. How can they think it is expensive?" Wang Xudong was a little surprised.
"They know that we are a high-end luxury brand and they also know that it is expensive, but they did not expect it to be so expensive before they came here. The price that most people who come in can accept is around tens of thousands of yuan. Our price of more than 100,000 yuan has reached 30,000 yuan."
They can't accept one hundred thousand. Only a small number of people can accept it, so this is the main reason why we have a lot of traffic but few orders."
"We have shoes worth tens of thousands of dollars."
"Yes, we have shoes that cost tens of thousands of yuan, but they don't like them. Let me tell you my analysis, Mr. Wang, our low-end shoes that cost tens of thousands of yuan are not ugly in themselves. It can be said that they are actually very high-end and elegant.
, However, when compared with those mid-to-high-end shoes, it will look ugly. Therefore, this also caused us to lose the largest part of our customers. According to my observation, shoes worth tens of thousands of dollars should be
It is the largest consumer group, and we cannot capture this part of the population. I personally think this may be a problem." Liu Yin tried to say.
Wang Xudong frowned when he heard this, and smoked his cigarette carefully. After finishing a cigarette, he said: "What you said is very good, and your analysis is very good. Yes, this shows that you are very good as a store manager."
, this is what you, the store manager, should do the most. As a store manager, the main job you need to do is not sales, but management and the ability to find and solve problems. I must praise you on this. What you said
We have never thought of this problem before, so to speak, it may be a big problem. I will think carefully about how to solve this problem."
"Zhang Li, is there anything special happening over there?"
"Mr. Wang, I haven't encountered Liu Yin's problem here. The people who come here basically don't think about money."
"That's for sure, you have a precise source of customers."
"However, based on sales performance, we have never sold a pair of low-end shoes. What Liu Yin said just now makes me really think there is a problem with our positioning?" Zhang Li asked.
"Maybe yes, to sum up, we have a problem with positioning. The original positioning was three grades of low, medium and high, as well as a premium model." It covers the entire range of customers from 50,000 to 300,000, but we
I'm still wrong. I just looked at all our sales data. The best-selling shoes are our high-end shoes, followed by the mid-range and premium models, and our low-end shoes are almost never sold. That's why.
Let me explain, there are two completely different customer groups between tens of thousands to hundreds of thousands. Our company is positioned as a wealthy group, so the elite group cannot accept it. I need to think about this carefully. Tell me about your side.
question."
"I don't have any problems here, I just have a suggestion." Zhang Li thought for a while and said.
"Say." Wang Xudong nodded.
"I think we should consider opening another independent store in Yanjing, one that is of the same quality as our No. 1 store."
"Oh? Tell me why you say that? We have already opened a store in Yanjing. For a store like ours, the customer base is very small. The market is so big. Is it necessary to have so many stores?"
"Yes, how can I put it actually? In terms of customer groups, Yanjing has far more customers than Donghai. Donghai is the economic center and there are many rich people. But in fact, there are not fewer rich people in Yanjing than Donghai, but more
, In addition, this is a cultural center, where people from the entertainment industry gather together, and the people here are more particular about cultural clothing, so, in fact, Yanjing has far more target customers than Donghai."
"Strictly speaking, our current store is not a store. At most, it is just a showcase in our studio of Mr. Qin. We are targeting the customers of Mr. Qin's studio. Although the performance is good, in fact, Qin
The customers here are just a drop in the bucket for the entire Yanjing customer base. And more target customers don’t even know that we have such a store in Yanjing. If they don’t walk into Mr. Qin’s studio, they won’t even know that there is one.
With such a store, we actually lost most of the customers in Yanjing."
"I personally think that it is absolutely possible to open a store in Yanjing. I believe that the business should be better than that store in Donghai, because there are more target customers here in Yanjing. The rich people here are also more focused than those in Donghai.
Of course, this is just my personal observation. I have never studied economics or anything like that. Mr. Wang, you just have to listen." Zhang Li said after finishing speaking.
"That seems to be the case." Liu Yin took over Zhang Li's words. "I have received several waves of customers who came all the way from Yanjing to see the shoes. They have no idea that there is such a store in Yanjing."
After hearing this, Wang Xudong thought seriously, then nodded and said: "Okay, the problems you mentioned are all very good. These are the problems our company encounters in its operations. You have all done a good job. We just have to find the problems.
Then we can solve the problem so that the company can further develop better.”
"Well, the company has launched two new products this month. I believe there will be a corresponding improvement in performance." Wang Xudong said with a smile, and then continued to call people from other departments over to talk and summarize one by one.
Analysis, this is what Wang Xudong insists on doing, once a month, as he said, to find problems and then solve them, so that the company can develop in the long run. (To be continued)