Jack Ma is going to prophesy again? He said:If I had to do it all over again now, I would definitely rush to the line, I wouldn't go online, everyone didn't believe in the Internet before, I rushed into the Internet; Now that people think that the Internet is very important, I think that offline tastes better.
Jack Ma is really not wrong, the opportunity for physical stores is really coming. Take Heilan Home in the apparel industry as an example, it has opened more than 8,000 stores across the country, with an annual revenue of 20.9 billion, and even surpassed Anta and Adi to rank first in the industry. Why is Hailan House so good? In fact, the core is 2 moves:
Heilan House did not invest money to open stores one by one like traditional bosses at the beginning, because it was risky and slow to expand, which was not cost-effective.
Heilan House chooses to attract investment from all over the country, and it says to franchisees: If you want to make a little money easily, come and join Heilan Home:
We promise not to charge you a franchise fee, but you need to prepare a start-up capital of 2 million, of which 1 million you hand over to me, and I will help you do the location and decoration of the store; The other 1 million will be used as a deposit for the goods in the store in the future, and the deposit will not be borne by the store inventory, and it will be refunded after the cooperation is over.
The daily management of the store, marketing planning, distribution of new goods, personnel recruitment and training, etc., do not need to be done by yourself, I will directly send a professional team to be responsible.
You take 46% of the store's daily sales, and you are responsible for paying the store's rent, utility fees, and employee salaries; I take the remaining 54% and am responsible for paying the cost of the goods; The rest is the respective profits.
If you are worried that you will not be able to make money, then you will pay another 60,000 yuan management fee every year, and I guarantee that you will earn 1 million pre-tax profits in 5 years.
Therefore, with a simple 4-step operation, Heilan House has achieved a win-win situation for itself and its franchisees. Because all franchisees, one is afraid of inventory, and the other is afraid of loss; Through fully managed services and guaranteed commitments, Heilan Home solves the worries of franchisees and allows them to make money easily.
For Hailan House itself,It doesn't have to pay a penny to fission stores, and the most important thing is that it still has absolute control over each storeThis is something that many bosses have not been able to do so far.
With more than 8,000 stores, the demand for clothing is particularly large, and if Heilan House is allowed to build a factory dedicated to production, it may have to invest more than a billion yuan.
Therefore, Heilan House directly targeted those garment factories with bad business, they have mature production lines, but they can't find good sales. Heilan Home said to the factory owner: You cooperate with me, I have thousands of stores across the country, in the future, you are responsible for production, I am responsible for sales, we cooperate for a win-win situation.
For the factory owner, this is simply a relief in the snow. In this way, Heilan Home has integrated more than 10,000 small factories on the verge of bankruptcy. Subsequently, it united all factories to set up a "procurement alliance", and the raw materials such as buttons, zippers, and fabrics that everyone needed were unified in the upstream procurement, so that they could obtain bargaining power and get raw materials at a lower cost.
So, did you find out? Heilan is ostensibly selling clothes, but in fact, it is selling the business system of the garment industry, which connects all the small and micro forces in the upstream and downstream through empowerment and becomes an organizer of fragmented productivity. List of high-quality authorsThe inventory risk is allocated to tens of thousands of upstream factories, and the financial pressure of opening stores is allocated to more than 8,000 downstream franchisees, so as to become an asset-light, low-risk, high-value, and strong cash flow industry empowerment platform. This is the S2B2C model that the bigwigs often say, which is suitable for any industry and any enterprise, such as: 711 in the convenience store industry, McDonald's in the catering industry, and Mixue Bingcheng in the milk tea industry; Even Meituan and JD.com, they are all behind the S2B2C model. You may want to ask: can this model really be played by small businesses?
The answer is yes. One of our customers who is a mother and baby has opened more than 10 stores in just 3 years through the S2B2C model. Actually, the method is very simple.
Xiao Li has been working in the maternal and child industry for more than ten years, but the business has not been sluggish, and then found us and redesigned a set of community marketing closed loop for her.
In the past, Xiao Li served whoever entered the store, but we positioned her customers as post-90s mothers, because these mothers have an obvious pain point: parents help take care of the baby, and they are not professional; I have no experience with my own baby. Therefore, Xiao Li has built a community of young mothers and shares scientific parenting methods in the group every night. In this way, she has attracted a loyal group of fans.
After having fans, Xiao Li began to hold activities in the store, such as: parent-child games, maternal and child forums, etc., and set up small prizes, and then invited fans to participate for free. After a long time, the stickiness between Xiao Li and his fans has become stronger and stronger.
She began to sell the membership card we designed: I will make milk powder, diapers and other consumables into product packages according to the child's growth cycle, and deliver them to your door regularly, and members can enjoy *** Secondly, we will also provide members with free pediatric massage services twice a month.
Many fans heard it: affordable and convenient; That's why they've joined the membership one after another. By doing this, Xiao Li's store's monthly turnover has been very stable, because the members directly lock in the entire growth cycle of the child, and she no longer has to wait for customers to come to her door and send flyers to find customers.
Xiao Li didn't spend money to open a store by himself, but looked for peers with bad business everywhere, and then said to the boss of his peers: I have a mature community profit system here, I will teach it to you, and when your store makes money, just share 3% of my profits. Many bosses pondered: Anyway, the business has become like this, why not try it? Therefore, Xiao Li has cooperated with more than 10 local stores in 3 years.
Therefore, the bosses must seize this trend, maybe we can't do it as big as Heilan House and 711. But we can be like Xiao Li and make a local vertical industry platform that combines online and offline to empower nearby peers with bad business, so that other people's stores are your stores, and other people's customers are your customers.