Interpretation Of Liang Fusheng'S Strategy Against The Market

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Xiaobian of the network introduced to everyone is Liang Fusheng: "let parcels fly first" to enhance customer satisfaction.

Liang Fusheng, who has 6 years of experience in electricity supplier, has shifted from food and clothing business to food business. In the face of different industry models, he has boldly gone against the road. Before "double eleven", he put forward the strategy of "let the war burn first and let the package fly first". The strategy was not only the satisfaction of consumers, but also the "double two" and the year-end big promotion force that followed.

Character card: as the head of the electricity supplier Department of golden crown (China) Food Co., Ltd., Liang Fusheng, who has 6 years of experience in electricity supplier, has shifted from food and clothing business to food business. In the face of different industry models, he has boldly gone against the road. Under the premise of "double eleven", the strategy of "let the war burn first and let the package fly first" is not only the satisfaction of the consumers, but also the "double two" and the year-end big promotion force that are following.

The electricity supplier experience: to be an electricity supplier to enter the market, we can see the market changes and grasp the market trend.

Liang Fusheng, the industry called hat, Hubei Wuhan.

In 2008, the hat registered its own Taobao store and started the exploration of the electronic business. Although it did not earn much money in one year, the test water also strengthened his belief in exploring the electricity supplier.

In the following years, hats worked in several enterprises' electricity supplier departments, which not only expanded his circle of communication, but also deepened his understanding of the electricity supplier.

"We must have an innovative mind in doing business," he said. "It's not just selling products. We need to go deep into the market and understand the needs and face the market with a positive attitude."

The hat says that this idea has changed his view of the electricity supplier.

In July 2012, the hat flew from flair international to China's children's shoes. At that time, a child's shoes of Hua Li Li fully stocked more than 50 thousand pairs, with a total inventory value of about 10000000 yuan. He used 20 days to form a team, started the sales project in August 14th, and sold about 3000000 yuan in August 29th, ranking first in the domestic children's shoes category. In September, he confirmed the qualification of "double eleven" venue and brand group in Shanghai, and was invited to participate in Tmall's mother and baby category to prepare for the "double eleven" KA seller's invitation coordination meeting.

From the beginning of the year's "double eleven", the hat reached a total of about 20000000 yuan in sales.

However, in the hat, the shoes and clothing at that time looked like.

The most important function is to clear inventory, which is contrary to his views on the electricity supplier.

Last July, it was also based on fate that he shifted from shoes and clothing business to food business, and different mode of industry, so that his electricity supplier career changed again.

There are many differences in the data of food business and shoes and clothing business providers, such as conversion rate, explosion volume, turnover rate and so on. Food is far higher than shoes and clothing. Moreover, shoes and clothes are usually put into advertising and can produce corresponding output. This effect of food is very weak, because consumers have much more purposeful buying of food than shoes and clothing. Many consumers are buying online according to the brand popularity of the line. Therefore, the brand effect of Golden Delicious can be more powerful for operators.

Faced with a different industry pattern, the hat has not retreated, but is facing the market with a more proactive attitude.

For this year's "double eleven", the hats made bold adjustments. In his words, "let the war burn first and let the parcel fly first".

In November 1st, we began to enter the discount sales promotion, fumbling the "double eleven" war ahead of time, and on the day of "double eleven", we went the opposite way and increased the unit price of our products. This is to reduce consumers' purchase of our products on the same day.

Hat admits, this reverse operation mode is actually gambling mentality is very big, bad will have to "class."

However, the hat is full of confidence in its own opinions. He said that the 2000 packages in the shoes and clothing business are almost worth 400 thousand yuan, while the 6000 packages of the food business are only worth 150 thousand yuan. If the consumption is guided to the "double eleven" day, the packages can be distributed to several one hundred thousand, and the "double eleven" day is also the peak period of national logistics, which easily causes the package to lag behind or lose contact, and the customer satisfaction will drop.

"We started the war ahead of time to avoid the peak of logistics," so we had 70% consumers on the double eleven day.

Hat said, however, this year, "double eleven" on the same day, many consumers buy gold crown products, total turnover increased by 30% over the same period, and the sales volume of the outlets increased by 324%.

As a matter of fact, the hat is actually in the long-term interest. For the food business, the "double eleven" is only the first artillery, followed by the "double 12" and the year-end promotion are the most important two big games, especially the year-end promotion. The sales of gold crown last month amounted to about 10000000 yuan.

The strategy of double eleven "let the package fly first" is to enhance customer satisfaction. When other electricity providers experience "double eleven" promotion, they will be unable to face the "double two".

According to the hat, the food industry is more suitable for the promotion of electric business than the shoe and clothing industry. Food companies can produce hundreds of thousands of products to give consumers free experience. The shoe and clothing industry with high price per passenger may not have such courage. Instead, they take the brush to complete the link optimization, and food is a product that is very suitable for sharing.

The electricity supplier, especially the Amoy brand, has great risks in the supply chain. Too much inventory is not easy to consume, and the risk of food is much smaller. 2 million of the inventory online can only be digested in a few days.