If there is no sales, create sales, and if there is no traffic, create traffic, Wu Bin's opening words, in fact, the main purpose is to explain that there is no impossibility.

The follow-up specific operation can be determined and needs to be studied in detail, for example, this official account is definitely not a simple talk, it still needs a special person to operate and maintain. and then just mentioned that Zhang Rui is responsible for Yifeng's hangers, and Yifeng's contract stipulates that there is an annual purchase amount requirement. Therefore, the sales volume must be completed, otherwise, Wu Bin will be in trouble at that time.

However, after all, a brand has reached this contract, and the purchase amount stipulated in the contract is still a little unsafe, so Wu Bin plans to make Lijie a hanger.

Yifeng is the first in the category, and the hanger of Nalijie is the second in the category. Instead of competing with other brands and worrying that the second may overtake you, it is better to directly compete for the second place with yourself, and it is better to compete with yourself, and at the same time increase your market share.

After that, I talked to Zhang Rui about Lijie garbage bags, mainly to let Zhang Rui think about how to increase sales, first, the goal can not only be placed in Tmall supermarket first, but Tmall first, with that as the goal to operate and operate.

"Xiaoxiao, for operational matters, you have to communicate with Zhang Rui frequently on weekdays. At present, Miaojie and 3M's sales are rising fiercely, let's analyze how you are doing?"

When he said this, Wu Bin opened a folder, which contained several excel sheets. Wu Bin opened it with Miaojie Data Analysis.

"Take a look at this table, this is the overall sales growth rate of Miaojie in the last two months from the beginning of Miaojie last year to the last two months. Among them, February is not a reference, the early stage is explosive growth, the later period of steady growth, the steady growth of a single month sales growth of about 20% to 25%. In March, you officially took over the operation, Miaojie increased by 22% compared to January, with monthly sales of 670,000, and in April, it increased by 29% in March, with monthly sales of 860,000. The first thing Wu Bin opened was the sales growth table. After reading it, Li Xiaoxiao's face was still happy, after all, after taking over these two brands, the growth was still very good, at least better than in Zhang Rui's hands.

"Wow, Xiaoxiao is very powerful. Jin Fei'er looked at her watch and said.

"Well, that's exactly what the sales watch looks like. Wu Bin said. "Then let's look at the income statement. ”

"Miaojie's profit margin in previous months has remained above 10%, while the profit in March was 8.3%, and the profit in April was 5.1%. What is the reason?" Wu Bin said to Li Xiaoxiao.

"3. In April, Xiao Er let me report a few big activities, and the price dropped sharply, I calculated that I would not lose money, and I reported it, mainly because I wanted to rush the sales volume and increase the market share of the brand. Li Xiaoxiao explained.

It's just that at this time, Wu Bin turned to Zhang Rui. "When you were in charge before, did Xiao Er ask you to reduce the price to participate in the event?" Wu Bin asked.

"Well, I've said it a few times, but I said that the cost is too high, and there is no way to reduce the price, and in the end, when the single product event is one or two dollars less than usual, I still give the event. Zhang Rui said.

"Why did you do that?" Wu Bin continued.

Zhang Rui glanced at Li Xiaoxiao. Although nominally, the manager of his e-commerce department, because after she directly handed over 3M and Miaojie to Li Xiaoxiao to operate before, she felt that she was expanding very quickly.

Because 3M and Miaojie's monthly sales are much higher than hers, and the brand is much larger. At the beginning, Zhang Rui's idea was that the operation of big brands should be simpler and easier to get started, but she didn't expect Li Xiaoxiao to be inflated, and felt that her operation seemed to be very good, and even directly compared some things with her in operation several times in April.

"Because I can, 3M and Miaojie's words are all done in the dealer model, since they are dealers, there is no need to look at the sales first, the main thing is to make profits. Then there is Xiao Er, that is to say, hope to fall, but the brand is there, and small businesses and small brands cannot support big activities. So no matter what, it will definitely be given in the end, so it doesn't feel necessary. ”

After Li Xiaoxiao listened to Zhang Rui's words, the expression on her face was not good-looking, or a little ugly.

"Well, Zhang Rui is right. 3M and Miaojie are not our own brands, and the brand may take them back at any time. We are dealers, if dealers don't make money, how can employees survive, how can the company operate. To do the dealer operation model, consider the first point is how to maximize the profit, and the second point is to increase sales and occupy a higher market share, which is the primary and secondary relationship. Wu Bin said that this meeting also had to be held, because the follow-up is actually a dealer model, more agency brands, if we are like Li Xiaoxiao to operate, then we will have to go bankrupt sooner or later. Now the activity is a little better, the intensity is not very large, but in another year or so, the intensity will be greater.

and Li Xiaoxiao is doing activities and operations like this, and Xiao Er likes it very much, because he got the lowest price. The brand also likes it very much, because the brand's sales have increased and the market share has increased. But the one who cries is the dealer, because the operating expenses are even lowered.

"3M's situation is similar to Miaojie, the same sales have risen, profits have fallen, and then Xiaoxiao, I hope you can figure this out. Your salary is also directly linked to the profit of the brand you do, and I think you know that. Wu Bin looked at Li Xiaoxiao and said.

"I see, boss. ”

"Well, okay, then let's analyze the operation of Lijie again. "Wu Bin started to do all the data analysis and profit analysis of the brand, as well as the future category prediction and how to operate in the future, and they can also express their own views to each other.

"The most important thing for Lijie now is to explode a single product, because the explosion brings not only sales and profits, but also a steady stream of traffic sources. At present, the introduction of the traffic of a single garbage bag is actually no less than some small activities, which is only the impact of a popular model, if it is two, what about three? Do you still need to worry about the sales of new products? . . ”

and Zhang Rui, Li Xiaoxiao After saying that after making a brand, Wu Bin turned to Jin Feier.

"Fei'er, at present, the food category has just been opened, and the deduction point of the category on the food side is lower than that of the home, and at the same time, the little two here are not as oily as the little two on the department store side. Pay more attention to communication on weekdays, Jinzai and Weilong are very good brands, and it must be easy to go to the event. You also have to remember what I said with Xiaoxiao and Zhang Rui just now, because it is also something you will face in the future, the sales volume of the brand is very important, but we are not the brand side, we are just dealers who make some price difference. Profit first, sales second. Of course, there are special circumstances, and if you are undecided, you can always consult with me. ”

"Okay. ”

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