November 16 news, sponsored by the Fenghuang Wang, Fenghuang Wang technology and Phoenix News client hosted the 'Phoenix Fenghuang Technology Summit' held in Beijing Xiaomi co-founder and president of Lin Bin delivered at the meeting, "the new retail milestone, Millet flagship store story, "the keynote speech.
Xiaobin co-founder & president Lin Bin
The following is an excerpt from Lin Bin speech:
Good morning everyone! Today is pleased to share the experience of the Millet House.
The end of 2014, I came back from the company backstage to run the front-end sales tasks, including sales, marketing, customer service, logistics, after-sales major platforms.In the past three years, Xiaomi's sales business has undergone a radical change.
My feelings are particularly profound, can be summed up in two points:
one, E-commerce. Millet began to do electricity business as soon as it came up.Earlier millet electricity supplier is a 'explosive goods electricity supplier', pull part of the guests through the populace.In the past three years millet electricity supplier has become a refined electricity supplier, there A lot of details change.
two, Millet home. Strictly speaking, we started Xiaomi House internally by the end of 2014. At that time, we saw that after several years of development, consumers still have the habit of buying things online. In 2014, we tried the most prosperous Lot to find the location of building a store, but then we found that simply can not, millet nails in front of real estate manufacturers, was feeling frustrated.
We can not find a good location to open large stores, to make some attempts in the existing millet House? Millet House was first a sales center, we have built more than 20 stores in the country, and then began to experience Mie.
In April this year, Millet House entered Shimao Street, breaking 200 in September. As of today, there are more than 237 millet homes in more than 30 provinces and store sales reached 270,000.
Now half of the millet is self-employed, the other half is cooperative .Cooperative mode is to find partners to find the location, pay the rent, but the specific operation by the manager of the millet station is responsible for management, distribution, prices, promotions, services Policy benchmarking self-support shop sales and profits into each other.At the present, this model has not stabilized, the future of cooperation in the stable mode of operation we will let go to join.At present, from the business point of view, small.
In the millet home under the premise of high-ping, we opened the first flagship store in Shenzhen, Xiaomi. I am the flagship store manager of the millet, today I want to share with you six points in the design of the store, all Details focus on the goal of increasing sales.
one, Exterior image of the storefront with glass curtain wall. China's housing rental is very expensive, the rent is more expensive shopping malls in the retail industry, how to bring guests to the second floor is a very difficult issue. Guests do not go up, the cost of the store on the 'go'. Store exterior with glass curtain wall Is to let guests know Xiaomi flagship store has two floors, the guests lead to the second floor.
two, Millet flagship store destroyed part of the second floor floor, the use of glass walls , Guests come in it is easy to find two-storey storefront design.It looks like the second floor area is small, but the proportion of visitors increased, and promote the conversion rate and sales.On the opening day, 60% of guests up two floor.
three, Shelf design. We put the goods directly to the theft shelves, shelves play a display and storage capabilities, through the design to reduce storage costs.
four, checkout counter. We put the first floor of the large cashier into two small cashier, through the mobile payment completely kill the second floor of the cashier.Now 50 guests can shop directly to pay, the payment efficiency increased by several times.In addition, Guests can apply for an electronic invoice by using the small ticket OA code on their mobile phone.
Fives, Self-service shopping wall. We designed a five-screen in the store, 80-inch self-service shopping wall.In addition to product display and experience, guests see the product you like to scan the code can be ordered directly, the waiter submit the goods, the entire operation without human intervention.
Sixth, in the flagship store on the second floor, we showcase the best products, Opened up the online and offline platforms, users scan code shopping will be delivered to your home.
Millet's new retail strategy One, and product, investment strategy and pricing principles are closely related to millet ecological chain is our future retail stores. The core of two new retail is to improve efficiency. Sales divided by cost is efficiency. Sales equal to the passenger flow rate conversion and then Multiplied by the customer unit price. Conversion rate, customer price increase depends on the details. I believe
This year's Mi 11d CAT performance is 2.464 billion yuan, breaking the previous record of 1.56 billion yuan.
After double 11 we saw two trends:
First, users are increasingly demanding consumer electronics purchases beyond mobile phones, with strong demand for consumer electronics in various segments such as televisions, sweeping machines, purifiers, water purifiers and rice cookers.
Second, the flow of traffic off .Two eleven we all think is the e-commerce festival, the retail line has no effect on the line.But this year under the 11th line of rice sales of 114 million yuan, surpassing the October 1 The highest sales in the communications industry exceeded 60 million, more than doubled, therefore, Double 11 is no longer a festival for pure e-commerce businesses and has been extended to offline stores.
Next year, millet has two core businesses: First, to promote domestic business growth.How to break through the county and township is the core of millet in the future.In addition, millet will further deepen the electricity supplier.Second, overseas business.April next year if India can continue to maintain this year's potential , But also depends on the rate of upgrading of Indian consumption in the next one or two years.