The physical store is now closed down, see a boss Tucao: 2580 packages sold monthly to pay rent.
Today, we talked about the case of a blockhouse in a physical store. There are very few stores, and we have created a profit of nearly 10 billion RMB a year. The average profit per capita is comparable to that of Alibaba, with 1.16 million RMB.
This is the 7-ELEVEn, which is the benchmark of the store's super explosives and retail industry.
The first thing to correct is that 7-ELEVEn now has only one spelling method. Many articles written as 7-ELEVEN, or 7-Eleven, or others are incorrect. The latest trademark can only be written as 7-ELEVEn.
Why is this design? The original 7-ELEVEn learned that the folk saying in Chinese areas (especially Taiwan) is due to feng shui factors. The last line of capital N is outbound, indicating diaspora, and the end of lowercase n is inward, indicating that it will attract money. Now that 7-ELEVEn has become popular all over the world, in fact, this small detail can be seen alone. Today, Daoge talks about the brand's story of becoming the most explosive convenience store in the world.
When it comes to 7-ELEVEn, it seems that there is no one else around: Suzuki Minwen, who is revered as the father of 7-ELEVEn, and many people regard this company as a Japanese company and have to be forced to respond when the anti-Japanese sentiment rises. The industry was closed, but in fact the birthplace of 7-ELEVEn was not Japan but it was founded in Texas in the United States in 1927.
7-Eleven experienced several peak periods of the world economy in the last 90 years and experienced a decline and rebirth in the US market. The name of 7-ELEVEn originated in 1946, which means that the business hours are from 7am to 11pm. Today, it has been changed to 24 hours a year throughout the year.
There is a saying in the retail industry: "There are only two convenience stores in the world, 7-ELEVEn convenience stores and other convenience stores."
More than 8,000 employees of 7-Eleven's Japanese company actually created a profit of nearly 10 billion RMB. The average profit per capita is comparable to Alibaba, with 1.16 million RMB.
From the grocery store to the biggest convenience store, from closing down to ruling the world, what does 7-ELEVEn rely on?
美国人 The Americans almost ruined 7-ELEVEn. How did a Japanese come back to life?
The South American company was originally just an ice-making company that opened chain stores throughout the United States. By chance, a shop owner owned by the South Company accepted the customer's advice and began selling ice and selling bread, milk and other foods at the same time. The result was a great success, forming the prototype of a convenience store that has become popular all over the world.
However, when the Southern Company succeeded in bringing the stores to the states of the United States along with the process of urbanization in the United States, making it the world's largest chain of convenience store chains, it changed the course of its operations and it was repeatedly confronted by Waterloo. The crisis comes mainly from the following factors:
Not being firm, the intense competition in convenience stores in the 1980s and the emergence of large shopping centers and discount stores in the suburbs were mistakenly taking the form of price discounts. The result was that the competitive advantages of convenience stores must be lost.
Not to the extreme, although 7-ELEVEn is a convenience store, it does not break through the concept of convenience and is highly alternative.
Not simply, the first is the failure of the development of the urban market, and then the loss of rational participation in the wave of speculation.
Lack of innovation, relying on the first gorgeous turn to achieve, but with the expansion of scale, facing the problem of lack of innovation.
In November 1973, York Seven, proposed by Japanese Suzuki Minwen, was established and signed an agreement with the South American Company to operate a convenience store. The 7-Eleven convenience store originally copied the model of the South American company.
In 1987, the diversification expansion of the South American company failed, and filed for bankruptcy after three years. Subsequently, in 1991, Japan's largest retail company Ito Yokado purchased the company's 73% stake and became the largest shareholder of the Southern Company. In 2003, the number of 7-ELEVEn stores in Japan exceeded 10,000 for the first time. In the past 30 years, Japan's 7-ELEVEn has almost equaled one store per day.
Unlike the United States, Japan 7-ELEVEn always insists on the positioning of street convenience stores with small boats and good headings. It should fully follow the theory of differentiated management, and should not fight the varieties (inventories) and fights (funds) with large supermarkets and shopping malls, but should take Strictly control inventory, small-volume purchases, individual product management, and 24-hour business operations. We will always consider issues from the customer's point of view, develop business awareness to discover customer needs, and continue to work hard.
Suzuki Minwen’s nuclear weapons: The ultimate difference.
7-ELEVEn positioning is particularly clear, not a department store, not a large supermarket, not a discount store, is a convenience store, the first interpretation of the convenience of the word to the extreme, there is no large supermarkets, a variety of goods, there is no attractive price of discount stores, but have other Shang Chao is difficult to match.
In the early years, young people and office workers began to consider neighboring 24-hour convenience stores as "another refrigerator in their own home." Now 7-ELEVEn's services have already surpassed the scope of its original service, from the first 24 hours of operation, to the payment of utilities, even insurance, taxes and other non-public utility fees, as well as the opening of ATM machines, sending and receiving express delivery, By the time it was delivered to the door, the convenience store in Japan had almost reached its ultimate convenience.
From the perspective of consumer behavior, up to 80% of consumers have other purposes while purchasing goods, such as printing, payment, withdrawal, etc., which is almost a one-stop life service. These in-store services not only increase the frequency of customers' visits, but also really boost the sales of goods.
Faced with the aging trend in Japan, convenience stores have launched many services for the elderly, and some convenience stores have signed cooperation agreements with local governments. Citizens can make medical appointments through convenience stores or check-up vehicles and medical examinations near convenience stores. The tent completes the physical examination.
å˜ A perverted move: disruptive innovation
Suzuki Minwen's most powerful ability is destructive innovation. He often says such words: "Experience is a stumbling block to change," "Don't go to other convenience stores to observe," "Do not educate and train the manual."...
The concept of “single product management†established by Suzuki Minwen established the English term “tanpinkanri†even with the “single product management†Japanese pronunciation. “Single product management†is to order based on the assumption that the head office can cope with no matter which product to enter, in order to control the best-selling products and exclude the unsalable goods. He requires each clerk to report each In the case of a product, those things that are not easy to sell should be quickly removed. This is a complicated job, but it does improve profitability.
For another example, the 7-ELEVEn cash register link to quickly enter customer information is also reached a "perverted" level, the customer's age information is marked on the keyboard, such as the old man (old woman) 56 ↑; strong male (male) 36-55 The young men (blue girls) 19-35; the middle boys (middle women) 13-18; young men (small girls), the clerk will check these characteristics of gender and age when entering the system, reflecting the sales of each product at different times And popular crowds. Such a simple action can even replace a complex customer survey.
ç ”ç©¶ Research on users' metamorphosis level
What can be said is not a secret. The secret is only to grasp the details that ordinary people do not pay attention to, and to add to the psychology of the customer. 7-ELEVEn is simply a perverted control of the details.
Many people may feel that eating at a convenience store is a bit of a mess, but in Japan 7-ELEVEn, even if it is a bowl of instant noodles sold in a convenience store, it is through the employees themselves to soak in water, try to find the best The amount of water in the taste, and then paste a sticker to tell consumers how to bubble. Let customers feel "high quality food."
Retailing is an industry that is related to details. When we think about issues like this, we will certainly make every detail more and more perfect. Sticking to it will form the company's core competitiveness.
1. Take advantage of the psychology. Shaxian snacks sell a single halogen egg, 7-ELEVEn supermarkets also sell a single egg, are a 51, but Shaxian snacks are the smallest eggs, and 7-ELEVEn eggs are the biggest pick to sell To customers.
In the "Cashback" campaign, customers need to go to the cashier to pay their bills, and then go to the help desk to receive cash back. People have to wait in line for a long time. This is more troublesome for customers than direct discounts, but it is "cash for customers." "Returning" is more attractive than discounting.
2. Showing hidden rules. In order to use the limited space in the store as effectively as possible, 7-ELEVEn will select the most popular models among the various types of main merchandise and implement a shelf optimization strategy to achieve a higher turnover. It can improve its expressiveness and make it more effective.
A hot-selling commodity that can be sold for more than a dozen or more when it is optimized to be placed on the shelves, if it is placed on the shelf only three or four, it is very easy to be consumed because of inconspicuous eyes. The person misses and becomes a slow-moving product.
For another example, two shelves are placed at a relatively distant place in the store, while the other shelf displays only the selected six types of jam. A shelf full of 24 varieties of jams.
The results showed that there were more people buying jams on the shelves displaying six kinds of jams. In Suzuki's view, although displaying 24 types of jams also includes potential hot items, due to the fact that there are too many products that make customers dazzled and the expressiveness of individual items is insufficient, most customers are far removed from the "choice questions" of trouble. Eventually the customer was lost.
3, the price of the secret. Suzuki Minwen believes that "middle prices" are more popular than "extreme prices." For example, the same brand of hair removal cream, the store displays 38 yuan and 88 yuan in two price levels, of course, 38 yuan hair removal cream than 88 yuan hair removal cream sales, but when adding 108 yuan hair removal cream, 88 yuan Hair removal cream has become the best-selling product in three categories.
Suzuki Minwen said: "The current consumption has completely entered the field of psychology, not economics."
ä¹” Steve Jobs took it, treating him as crazy
Suzuki Minwen, should be regarded as a god of the retail industry, was regarded as a madman by Jobs.
Controlling people, not controlling machines
Japan 7-ELEVEn has a GOT ordering system, which provides the necessary information for the store's ordering, including weather and temperature, single crystal data, activities in the area, and commercial television advertisements. Suzuki Minwen believes that an ordering system that is too convenient will make the store's orderers no longer worry about changes in the surrounding environment.
The more elaborate the system, the easier it will be when the environment changes.
For another example, 7-ELEVEn has more than 10,000 stores in Japan and has 1,200 store management instructors. The headquarters of Tokyo hosts a national conference of more than 1200 people each week. Too far away shop instructors also need to stay in Tokyo one day in advance. The content of each meeting is similar, and such meetings have been held 1300 times in the past 30 years. A year will probably cost 3 billion yen.
Most people think that such meetings are labor and financial resources, but Suzuki Minwen believes that face-to-face communication is more effective than communication through the computer network and telephone. The atmosphere of the scene cannot be displayed in the form of video or teleconferences, and the scene is absolutely stronger than the effects of layers of communication.
Extremely demanding management
7-ELEVEn has specially printed the "hospitalization behavior effect table", requiring each clerk to do it outright: When the customer settles, he must shout "welcome you"; when facing the customer, the colleagues cannot steal. Whisper, can not chat casually; to clearly explain the name of each item, price, and checkout; confirm the customer pre-payment, before the account is not fully calculated, can not pre-payments into the cash register; in the customer When buying lunch or food, ask “Do you need to heat?†The heated product must be handed to the customer to ensure that the product is warm...
Extremely demanding management is the guarantee of 7-ELEVEn's maddening user experience.
On April 7th this year, Suzuki Minwen, 83, held a press conference to announce his resignation as chairman and chief executive officer. This represents the official time of the 7-ELEVEn Suzuki Minwen era.
7-ELEVEn has become a model of modern retail. From the layman to the retail giant, Suzuki Minwen has created 7-ELEVEn's unique retail philosophy, free from the impact of the Internet. This is also an upgrade signpost for offline stores:
Not pursuing sales only care about products,
Do not pay attention to opponents only care about customers,
Everything is perverted!
Can such a company fail?
Graphic source:
Text / gold wrong knife channel Max (WeChat public number: Golden wrong knife ijincuodao)
A basket is a container that is traditionally constructed from stiff fibers and can be made from a range of materials, including wood splints, runners, and cane. While most baskets are made from plant materials, other materials such as horsehair, baleen, or metal wire can be used. Baskets are generally woven by hand. Some baskets are fitted with a lid, while others are left open on top.
Baskets serve utilitarian as well as aesthetic purposes. Some baskets are ceremonial, that is religious, in nature.While baskets are usually used for harvesting, storage and transport, specialized baskets are used as sieves for a variety of purposes, including cooking, processing seeds or grains, tossing gambling pieces, rattles, fans, fish traps, and laundry.
Woven Basket,Woven Storage Basket,Handmade Woven Basket,Storage Basket,Wicker Basket
Jinan Tri-Tiger Technology Development Co., Ltd , https://www.tigerwoodproduct.com