I have a flow system

Chapter 31 Accelerating Development

Snacks are moving fast these days.

Wu Zhou also gave some simple training and precautions to the company's employees.

For example, the most taboo for snacks is damaged packaging. Once damaged, it is useless.

Therefore, such problems must be scrapped immediately.

Snacks have a shelf life, and once they are close to the shelf life, they are not allowed to be sold because the consumer experience is not good.

and many more. .

Pay attention to the production date when purchasing goods from the warehouse, and pay attention to the shelf life of the product when Liu Fei is operating.

Although Wu Zhou has his own traffic, there is a high probability that the goods can be sold, but word of mouth is not so easy to get back after losing it.

The first new snack product on the shelves is Daily Nuts, which is a nut-type healthy snack that meets the healthy dietary needs of consumers.

There are rich products inside and the convenience of eating the products themselves.

Wu Zhou's price is set at 208 yuan, and the industry is generally around 120, and even some emerging brands have pulled the price to less than 100 yuan.

But Wu Zhou doesn't care about these people, and they are not his target group.

Wu Zhou's crowd is those who live a refined life and pay attention to the quality of life.

The general cost price in the daily nut industry is about 50. If the quantity is particularly large, it can be lowered further.If you want to order again with quality, the price can continue to drop. This kind of low-priced products for low prices can break the bottom line of quality again and again.

And consumers who pay attention to low prices will turn to lower-priced products again and again.

Therefore, this group of people is not Wu Zhou's precise crowd.

The daily nuts that Wu Zhou chooses cost 92 yuan. At present, the best ones in the industry are only some of the best quality nut preserves, and the cost can be estimated at 60-70 yuan.I don’t dare to use the best ones, because the main transaction price in the industry is there. The price is too high, and it is really difficult to buy, especially when the brand is not yet recognized by consumers.

When Wu Zhou was in the factory, he used all the best ones.

On the way, I also made up some knowledge and characteristics of these raw material grades with the factory.

These are also applied to the main image and detail page.

What Wu Zhou wants to do is to be a brand that can be trusted by consumers.

Therefore, in terms of products, we cannot relax.

After the daily nuts are finalized, other product line items will be implemented one after another.

Wu Zhou began to gradually increase the promotion of precise traffic.

It is still an old problem, and the initial traffic conversion is low.

This is also a very normal phenomenon. After all, why buy a product with little sales, little brand awareness, and even few product reviews?
How to improve traffic conversion as much as possible, then you need to optimize

Find some people to do product collection and additional purchases, and then send a batch of products, let them do product evaluation, buyer show.

Then the company chooses some people to do this small area of ​​asking everyone.

This area is still very obvious for the improvement of traffic conversion, because many consumers pay attention to these.

In the first seven days, the conversion of product traffic has slowly increased from 5% to 8.5%, but fortunately it has been increasing.

In this snack category, Wu Zhou advanced very fast.

General promotion in the whole store, first to pull a wave of basic sales.

In the first week, the daily traffic increased by 200, and the precise traffic push reached 1400 in the last day, and the store sales exceeded [-] for the first time in the last day.

In the second week, the daily traffic increased by 500, and the precise push traffic on the last day was 4900, and the transaction conversion on the last day reached 11.2%, doubled from the beginning, and the single-day sales also exceeded 5.

In the third week, the daily incremental traffic was 1000, and the push traffic on the last day was 11900, which still did not reach the upper limit of push traffic. After all, the products in the store are selling rapidly.

The conversion rate increased again to 13.5%, at a slower pace.

Since the fourth week, Wu Zhou put more traffic on the daily nuts.The basic sales and evaluation of other products have been preliminarily completed, and there is no need for Wu Zhou to continue wasting traffic value.

At the end of the first month, the monthly sales of daily nuts has now exceeded 1500, and the daily output has reached about [-], and there is some potential for growth.

In the final first-month results, the sales of the snack Taobao store have already exceeded 400 million, the sales of department stores in all channels are about 500 million, the company's total turnover has reached 900 million, and the total profit is about 450 million. The profit is only about 350w.The final turnover of the Tmall supermarket channel in the first month reached 138 million, but the actual payment was only 96, and the profit was the lowest among all channels.

However, it is also the most worry-free of all channels.

The labor cost of other channels is growing very fast.

To make a simple example, if Tmall Supermarket makes [-] million dishes, Wu Zhou can control it with three or five people.

But other non-self-operated channels, such as Taobao, Tmall, and JD pop, because they are responsible for after-sales, packaging and delivery, a team of hundreds of people may be needed at least for a plate of [-] million.

The more people there are, the more complex the management of the company becomes.

Small companies can be managed by emotions, so that everyone has hope in their work.

A medium-sized company needs to establish a good system so that everyone can work in a standardized manner.

And big companies need to establish a good culture, or the company's vision, so that everyone has a direction in their work.

Obviously, when the results came out in April, everything was fine, and most of the 'veterans' in the company were very happy, but in fact, the company's current system can't keep up with the speed of development.This is an annoyance that most companies cannot experience.

But Wu Zhou's speed couldn't stop.

Therefore, after a little thought, in the short term, we can only slow down the development of other channels and focus more on self-operated channels.

After the company's overall personnel, systems and other aspects are adjusted, it can be accelerated again at that time.

In the department store category of Tmall Supermarket, Wu Zhou’s Qiao Mujia obviously performed very well in April.

So when Wu Zhou contacted Hemu and asked him to recommend him to meet Xiaoer over snacks, it was no problem to reply directly.

"The snacks side, I know it, but the snacks side recognizes the brand more, Xiao Er agrees, and I have to convince Xiao Er's leader, what brand do you make, is it well-known?" He Mu also talked to Wu in advance Zhou explained the situation. The department store’s brand assessment is not so strict. In addition, Wu Zhou’s sales in the brand industry were strong at the time, so after he came in, he talked to the leader, and he agreed directly after showing the data. .

But there are more big names in snacks.

The big leaders of Tmall Supermarket position the platform as a boutique supermarket, which means that it is not a boutique supermarket.

"It's still our own brand, but the volume in the industry is not bad, and it should be able to meet Maochao's investment standards."

"Ok."

(End of this chapter)