Four business rules let you open a Super Bull X smart lock store

The rapid development of smart homes from concept to landing has also promoted the continuous transformation of smart lock terminal channels. Starting from the earliest hardware stores and anti-theft stores that came with smart locks, the smart lock industry is undergoing changes every day. Especially in the past 2017, the smart lock ushered in the first year of a major outbreak. Not only did all the giants join in, but many capitals also flocked in. The offline franchise stores sprang up all over the country.

Where does the smart lock store go?

Through the phenomenon to see the essence, although the industry situation is very good, but the fact is far from what we see so beautiful. In less than two years, the author has traveled almost all over the country's major markets. After investigating the number of smart lock stores that I do not know, I found that the smart lock franchise stores that are truly capable of operating are very rare and able to sell. Locks achieve a stable profit (even if it is a little profit), accounting for less than 5%, the maximum loss of 25% can be saved or slightly loss, and the remaining 70% of the stores are at a loss. For example, the marketing director of a leading brand personally admits that although they opened a large number of stores in 2017, their sales are very poor, and few are able to handle it. The main shipments still rely on distribution channels. In other similar situations, I will not list them one by one. I believe every friend who opens a store will feel deeply touched.

Many people attribute the reasons for this to the slow development of the industry and fierce competition in the market, and some people will arbitrarily think that smart locks are not suitable for opening franchised stores. In fact, such views are problematic. The key reason why franchise stores do not operate well is because they have problems with their marketing strategies. They can't blame everyone!

The four rules that smart lock stores must master

In fact, the smart lock franchise store has a good number of methods. Next, I will introduce you to the four rules that must be mastered when you open a Super Cow X smart lock store!

One of the rules: the ancestors are hands-on after the shop

I once joked with people that smart locks are the most suitable for entrepreneurial bosses to bring a few people to do it personally, and indeed in practice. At the very least, I have found that those companies that do the same for the original business, if they simply ask a professional manager to run the smart lock project, the probability of failure is almost 99%. This is especially true in opening a store, where many friends only open up the franchise store with one blood, and then hand it over to a manager or shopping guide to take care of it. In this case, unless the company itself is in retail management There is a lot of background, otherwise the shop is probably not operating well.

After analyzing a number of smart lock dealers operating in the country, similar conclusions can be drawn: In addition to the dealer itself is more powerful in retail management and team, there is also a situation The introduction of the partner model basically means that after finding a partner who can manage the storefront, consider how to open a store. In this case, the partner is also equivalent to one of the owner of the shop, which exactly meets the key points mentioned above as “the entrepreneurial boss and personally responsible”.

The second rule: out of building materials channel shop

Due to the limitations of the original business ideas and models, a considerable number of smart lock dealers are still focusing on the building materials market, even if it is open to store in the building materials market. Its realization in the building materials market, smart lock can be squeezed into a pot of porridge, in the face of the daily sparse passenger flow, we all do everything to grab a single, no traffic protection, the transaction rate is higher then what is the use of it? To open a smart lock franchise, we must go out of a single building materials channel to find more target customers. Because of the wide field of vision, the pattern can be higher.

With regard to the channels of smart lock franchise stores, the future will be mainly transformed into two aspects: First, the supermarket stores (excluding Gome, Suning and other home stores); Second, community stores. The former is based on the ability to face the maximization of passenger flow, while the latter is closer to the target customer, maximizing the service radius.

Rule 3: Multi-brand management

This is actually the reason why I want to be called "franchise" rather than "monopoly". The franchise can be clearly positioned as a category franchise, and monopoly can easily be misunderstood as brand monopoly. From the national point of view, at least so far, the existence of a single brand store still has a huge problem. It is not unreasonable that those losing stores and products have a narrow audience and cannot provide customers with more choices, resulting in a lower transaction rate.

Combining brands and products according to market demand and satisfying customers' needs in multiple ways, the "franchise" of smart locks is more realistic than "monopoly".

Rule No. 4: Active Marketing is the King

One of the most basic tasks that smart lock stores have to do is invite customers to experience products. Because only the experience will have the opportunity to deal. Under such circumstances, active marketing is a basic strategy that must be thoroughly implemented regardless of where the store is opened. There are many methods in this area, including customer interception, phone invitation by WeChat, referral by old friends and relatives, promotion of activities, etc. Whichever one has its own unique effect. As for how to do a good job of active marketing, I will share it with Zhijia.com, so stay tuned.

Having mastered the above four rules, I believe that the operation of the smart lock franchise can easily be simplified and create better results. Only with the emergence of more and more smart lock franchised stores can the industry accelerate its progress and quickly grow into a mainstream emerging industry.

Author: Guo Zheng Micro Signal: IBOLON

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