To be a retail person, you should have the ability to integrate information and resources, like a diligent octopus.
Octopus is an octopus. I am afraid that many people do not know how much strength the octopus has. After reading some information, they know that their strength is due to the wrist. They have eight sensitive wrists, each touching the wrist. There are about 300 suction cups on each, and the suction force of each suction cup is 100 grams. Therefore, roughly speaking, an octopus can easily move four or five hundred kilograms. The average animal is entangled by its wrists. Hard to get out.
What is even more rare is that the Octopus is very alert. Even when it is resting, there are one or two wrists on duty. The wrists on duty are constantly moving around, and they are highly alert to the presence of "enemy". If there is something in the outside that gently touches its wrist, it will start moving immediately.
The octopus gave me great inspiration, and in my eyes, they are hardworking. Although the octopus is not large, it has many tentacles and more suction cups, so it can exert more power. They always keep their alert thinking, always pay attention to outside information, and have strong sensitivity and information capture ability.
Such a seemingly weak body has a high degree of vigilance and a huge ability to capture. In terms of marketing vocabulary, it should be information integration capability and resource integration capability. Such a capability should be possessed by a retailer.
The retail industry we are engaged in is actually an industry that acquires information through information and then integrates a wide range of resources. Ancient Shanxi merchants have strongly advocated “goods in the worldâ€. The name of “department store†comes from “everythingâ€. This is the reason, we Some of the efforts made are to integrate resources, integrate brand resources, integrate commodity resources, integrate popular and fashion information, integrate consumer consumption trends, integrate various information and resources, and even integrate entertainment information because We have to rely on the star effect of the entertainment industry to serve retail.
According to my point of view, a retailer should have the ability to integrate information and resources, like a diligent octopus.
To give some simple examples, how can we guarantee better sales performance in a commercial project? From the perspective of information and resource integration capabilities, I suggest that the strategy is this:
Capture information and get consumers' preference for goods or brands. We can learn from some data that a consumer group has a certain degree of compliance in terms of brand and product selection. Such compliance is not necessarily the basis. Differentiate categories such as famous clothes, fashion clothes, or girls' costumes. For example, the young OFFICELADY, the brands that are more popular with them may be brands such as ESPRIT, CK, MANGO, JESSICA. If we are consciously introducing these brands according to the preferences of the consumer groups, we will arrange these brands in similar stores. Location can help consumers find their favorite brands faster, and at the same time, they can use the effect of associated brands to allow consumers to buy as many products as they like, thus promoting performance.
This way of thinking may be a blow to retailers accustomed to operating traditional department stores, because they no longer have the means to create a crowd of department stores, but for those who operate shopping centers, It is a kind of shock, because the super-massage of the shopping center is destined to target more consumer groups. For each consumer group, it is necessary to establish a consumption route that suits their lifestyle.
In response to the previous example, the ability to integrate information and resources continues to expand, so within a certain area of ​​the shopping mall, it is possible to arrange some casual restaurants like Xianlin, KOSMO, and romantic restaurants like Spaghetti. Nearby is an elegant fitness or slimming clubhouse, with brands such as ESPRIT, CK, MANGO, and JESSICA on the side of the passage. Through such a combination of categories, we do our utmost to create a theme consumption atmosphere, which is suitable for a certain consumer group, effectively and permanently stabilize all of their consumer life.
In this kind of operation, we need to stretch our wrists to a long distance, touch the hearts of consumers, touch the popular direction, touch the actual goals of the brand, touch the meaning of the category combination, and touch the grasp of the shopping mall space. Need more wrists and suction cups.
One day we will understand that the more wrists and suckers we have, the more extensive our information and resources are, and the more we have the power to achieve our goals.