Retail Mode With Einstein Equation

E=MC, M is a commodity, C is a customer.

Today we find that under the Internet economy, the new retail formula has become a new era of customers and customers.

Because customers create customers, this formula is more demanding for our products. At least 1 of the goods must be achieved, and only 0.9, the ability of customers to create customers will be greatly reduced.

If your product is very ordinary and wants to ignite the enthusiasm of consumers, it is a delusion.

Everyone is a cheerleading team. In the era of mobile Internet and social media, customers are not only consuming goods, but also spreading word of mouth, creating new customers for you.

The square of the customer not only means your profits, but also your future, your reputation, your business model, your way of creating customers, your individual customer's ability to manage.

According to the Internet thinking, "wool * on the dog" and "pig" pay such a pattern, how did it come about? Today we will revisit this model.

M stands for commodity power. We also call it traffic product.

So, what kind of products are traffic products? I think the flow products should have the following three characteristics: just need, the ultimate, there is a compel; and to create traffic products, there are three modes.

First, the free mode.

Free mode is the most commonly used mode of Internet companies at present.

In fact, the free mode has existed for a long time, such as TV stations, radio stations, etc., all belong to the category of free mode. Later, this mode was developed to the extreme of Internet enterprises, such as Google, Baidu and so on. The latest typical case is Alibaba.

At present, there is also a free mode enterprise that deserves attention, that is, child king.

In recent years, the child king has maintained more than 50% growth. In the traditional retail industry overall downward trend today, how does the child Wang do this?

The child king adopts the free mode.

In the children's shop, there are 400 square meters of parent-child centers. There are free kindergartens in the parent-child center. There is a free mother's lecture hall. Children can learn and play in kindergartens, while mothers can listen to beauty lessons, education classes, etc.

Through this free model, the child king has successfully formed a word of mouth in the consumer, and finally achieved the high growth of performance.

The two is the mode of explosive payment.

The so-called explosive products, refers to the sale of goods, in short supply, high sales of goods, in this regard, a typical enterprise is millet phone.

Classical economics is playing the best way to maximize product profits and minimize costs.

But the rules of millet are completely the opposite. Millet's mobile phone is very expensive, but the price is very cheap. Therefore, when millet phone is listed, it will cause consumers to panic buying.

It can be seen that although this mode can not directly bring profits, it helps millet quickly win 70 million fans, and with 70 million fans, the enterprise valuation of millet phone has reached 45 billion dollars.

The third mode is called emotional mode.

The "nickname bottle" introduced by Coca-Cola in 2013 for young consumers in mainland China is a typical case of emotional mode.

After fully studying the current consumption culture and social characteristics of young people, Coca Cola Co has chosen more than 70 humorous and personalized Internet popular names, such as "youthful youth", "goddess", "pure men", "pure fresh men", "little fresh", "talented women" and so on. It is printed on the product label. With the call of "sharing this bottle of Coca-Cola to XX", it instantly gave Coca-Cola the function of "social interaction" and added endless fun to sharing.

Its brand new packaging was not sold first in May 2013. It first attracted widespread attention in the Internet and social media. Once it was launched, it was sold all over the way, and received a heated response in the young consumer group. It quickly became a new trend for young people to highlight their personalities, exchange nicknames and share happiness with their close friends.

It can be seen that through the mode of emotion, Coca-Cola has given different feelings to a bottle of ordinary cola, and has attracted many young consumers.

In fact, whether it is free mode, explosive mode or emotional mode, it is to promote traffic and bring more customers, because customers are the key to corporate profitability.

Let's take a look at C, customer, and C refers to customer power.

In traditional economics, we usually follow this formula: E=MC, that is to say, a customer brings a certain profit and presents a linear growth pattern.

In order to get more profits, enterprises need to open shop continuously to get more customers.

Similarly, on the Internet platform such as Tmall and Taobao, if a company wants to get more customers, it must get a better position on Tmall and Taobao.

But the emergence of mobile Internet has completely broken this traditional mode.

Because mobile Internet has two important abilities: the ability to create customers and the ability to centralization.

Among them, de centralization includes: going to lots, going to stores, and going to brands.

There are three trends in response to customers.

First of all, go to lots to make the enterprise go to the fans economy mode.

After we create the traffic products, we will bring a large number of fans, and through the mobile Internet, we can finally achieve fans customization and customer fans.

Second, to brand, the customers of the enterprise no longer follow one or two brands, but form a consumption community around the enterprise.

Third, go to the store.

To go to a store is not to have no store, but to become a person and a shop, so that everyone can become a shopping entrance.

It can be seen that the three major problems of retail enterprises, such as customer flow, customer viscosity and shopping access, have also been solved, and customer power has been of great value.

So how did this process come true?

In my opinion, there is a very important pattern in the fans Economy: three degrees of social interaction.

In fact, in many cases, three degrees of social interaction can be seen.

For example, millet mobile phone, the first customers are thousands of enthusiasts, this is the first degree; through the thousands of enthusiasts' social communication, it brings 1 million fans, this is second degrees; 1 million of fans will bring their friends into this circle, and finally become 70 million people, this is third degrees.

It can be seen that through the three degree social networking mode, the millet phone gathered about 70000000 consumers in a very short time.

The case of millet fully reflects the tremendous power generated by customer power under the mobile Internet.

So, how can we mobilize customers to produce greater power? We can see that in the three degree of social interaction, the first degree is the most basic, and this time is usually achieved by the employees of enterprises. How can employees spontaneously create customers? We believe that a very important point is to release organizational strength.

The purpose of Fuji's Micro shop assistants is to help enterprises to mobilize their employees and release their organizational strength.

Through the micro shop assistants, each shop assistant can create customers through the mobile Internet. Moreover, if the customer created by each store member consums in the shop, the salesperson can also get a certain percentage of the Commission.

We call this mode the "production to household campaign". We hope that we can organize the third revolution of China's retail industry: starting from every employee, let every employee become an entrepreneur, let them create their own customers, and the customers they create are directly linked to their business.

And those who can't create customers, we can only ask them to leave.

Management Master Drucker once said that the mission of an enterprise is to create customers. Today, the employees of physical retail stores are basically waiting for customers to come to the store. We do not interact with customers for more than three hours every day. We are far from consumers. Why can't we get close to our customers? Why can't we turn the retail business into a connection between people and people, so that the connection between consumers and employees becomes an interactive relationship? When consumers lie in bed at 8:30, 10:30, open iPad, open iPhone, and chat with our shop assistants, where are our employees?