At the beginning of the new year, the sudden outbreak of new coronavirus pneumonia has become the “black swan” of China’s economy in 2020. Affected by the epidemic, the Spring Festival holiday has been extended. The delay in resuming work has forced companies in the clothing brand retail industry to enter a “cold winter”!
Under the pressure of the epidemic, how can service companies turn “crisis” into “opportunities”? Inman bucked the trend and completed 140% of sales, which is worth learning from!
Stores continue to be closed during the epidemic
How to do new retail in Inman To attract 65,000 customers in a single day and achieve sales exceeding one million yuan?
For the retail industry, this year should be extremely long. Affected by the epidemic, the previous Spring Festival shopping rush no longer exists. People stay behind closed doors and wait for the epidemic to dissipate. Shopping malls have also taken the initiative to shorten their business hours or even suspend operations.
Yinman offline stores
Severe situation This will further test the adaptability of enterprises. Faced with this sudden crisis, Inman, a brand of Huimei Group, responded quickly, decisively adjusted its strategy, and linked more than 600 store owners across the country to carry out social marketing.
In just seven days, Inman successfully reversed the cliff-like decline in performance caused by the continuous closure of offline stores – only more than 50 offline stores were open for business. Under such circumstances, we quickly acquired 65,000 customers, completed 140% of daily sales, and successfully launched a physical business defense battle!
Use social marketing to break the impossible
More than 50 stores business, completing 140% of daily sales
As the national epidemic situation becomes increasingly severe, the number of stores operating normally in Inman continues to decrease sharply: on January 28, 292 stores; On the 29th, there were 162 stores; on January 30, there were 139 stores… By February 5, there were only more than 50 stores in operation, accounting for about 10% of Inman’s stores nationwide.
Offline customer flow is tight and performance is declining rapidly, but companies and store owners are not sitting still. Under heavy pressure, Inman collaborated with its physical retail partners to jointly carry out online traffic operations.
Yinman community screenshot
As an owner A clothing brand with Internet genes, Inman’s new retail model includes e-commerce, physical stores and communities.
Therefore, when the store was closed, Inman responded quickly and immediately launched an emergency plan, proposing a temporary sales strategy that was supplemented by physical stores and mainly social sales. Every day from 9:30 a.m. to 8 p.m., more than 600 store owners across the country will launch specific products in Moments, WeChat groups or one-on-one communication with fans, once every half an hour, and consciously guide customers there. Place an order in the mini program.
As of now, the daily active users of the “Yinman Weidian” mini program have exceeded 65,000, exceeding the number of active users on Double Eleven in 2019; many stores have Sales exceeded 5,000 yuan, and some stores sold tens of thousands of yuan in a single day; on February 5th, they completed 140% of daily sales in a single day, and the sales volume of Weidian was equivalent to the previous month’s results! Almost all of this is thanks to the community.
While the stores were closed, many stores achieved or even exceeded their goals
The new retail team is united
Drew an emergency plan overnight and turned the tide of the war in 7 days
In the face of the epidemic, Inman’s rapid response ability will undoubtedly help the brand seize opportunities in difficult situations. Many franchisee partners said that when other brands they represented had not taken any measures, Inman had already asked them to master community operations and provided detailed community operation guidelines and content materials.
Yinman shop owner’s circle of friends
It is reported that Yinman On the night when the Mann team realized the existence of the crisis, they summoned the core members of the strategy center and held a conference call until the early morning. Subsequently, the team worked overnight to develop a plan and mobilized stores across the country to participate in community operations. Within one day, 60% of stores responded.
In order to better empower community operations, the Inman New Retail team has formulated strict internal implementation standards. For example, arrange a dedicated person on duty to answer the store owner’s questions at any time; the response time for each reply should not exceed 15 minutes. If someone needs to leave for something, a handover must be arranged; each person on duty needs to prepare product promotion words one day in advance and arrange them to the store owner in a timely manner In the group.
Yinman New Retail is communicating and promoting words internally
On the first day of launching community operations, Inman’s nationwide store sales were only 180,000. But the team is not discouraged. Instead, it flexibly adjusts its strategy and pace based on its own experience and feedback from store owners. After seven days, Inman’s single-day sales were smoothPassed the million mark.
Yinman shop owner has something to say
To defeat the “epidemic”, we Have confidence
@王平(Yinman + Henglong Plaza Store in Sheyang County, Yancheng)
I have been running a Yinman physical store It has been almost 4 years and I have great trust in the company. This time, when the epidemic is very serious, I very much agree with the temporary sales strategy proposed by the company. I interact and communicate with customers through the community every day, which not only ensures that there will not be a big gap between the daily sales of the store and the same period, but also in the future. The customer base was expanded in a short period of time.
@genglongshu (Yinman+Hexi Central Shopping Mall Store in Jianye District, Nanjing)
During this period, I will focus on the company’s marketing The activities are shared with customers and facilitate the completion of orders, and the results are good. In such a general environment, store sales can basically remain the same as the same period last year.
@caoleyi (Yinman + Suqian Sucheng District Shuiyuncheng Store)
Due to the epidemic, my stores are basically closed. is in a state of closure. According to the company’s strategy, marketing activities are sent to members and fans every day through WeChat groups, Moments, etc. The current average daily sales can basically be maintained at around 10,000.
Sharing of results of some Inman offline stores
@ Duan Hongguang (Yinman+Shuanglong Street Store in Shilin County, Kunming)
My store is still open. The offline sales per day are around 3,000 yuan, but the online sales are synchronized. It can also reach more than 3,000 yuan, which truly broadens channels and doubles store performance!
@鲁小民 (Yinman + Chuxiong City Zhaoshun First City Store)
Yinman is what I am currently doing Among the brands, it is the only one with sales volume. Compared with Inman, other brands do not have obvious policies. Most of them give away valuable gifts, which can be collected in stores after the epidemic has passed.
@李中元 (Yinman + Jilin Changyi District Fortune Plaza Store)
Inman’s flash sale event is with us It is very popular. During the period when the store was closed, sales were mainly supported by Inman’s flash sale activities and logistics system. Now I have established 3 WeChat groups with more than 1,200 fans in total.
@Xue Xiaohong (Yinman + Yingbin Tesco Store in Jiaocheng County, Luliang)
In this epidemic, Yinman’s response speed It’s fast, and the instant kill is pretty awesome! However, we are still a new store after all. Our current fan base is relatively small and the results are not very high. But I believe: persistence is the key. This is a gain for us.
@李伟平 (Yinman+yugantianhong store)
Although many brands have members, they are far less meticulous than Yinman . For example, due to the impact of the epidemic, many designer brands lacked entry points for customers to place orders, lacked support for brand activities, and their performance basically dropped to zero. But Yinman combines many advantages, through store membership maintenance and brand support, plus the WeChat order entrance, to ensure that it can achieve good results even when the store cannot open for business, which is difficult for any brand to do at present. Arrived.
@黄小yan(inman+Guangxi Guigang Cultural Plaza Store)
This event is very good, the performance has improved, and the employees The passion for work has also increased. Now I am also paying attention to the market and looking for stores to open a second store!
Order status of a Yinman store on February 4
In the past two years, we have always said that business has become increasingly difficult, especially the emergence of the epidemic, which has made this winter even more difficult. However, those who are truly confident are not afraid of the cold winter.
As the saying goes, you only know who is swimming naked when the tide goes out. As a women’s clothing brand that has gone from online to offline, Inman New Retail not only retains the acumen and operation methods of e-commerce, but also has a professional and complete training system and coaching support, coupled with the concerted efforts of the team and franchisee partners The full cooperation of all parties is even more valuable in the face of difficulties and challenges.
The epidemic is not terrible, and store closures are not terrible. Those confidence and trust that are not afraid of wind and rain, and those professional spirits that deal with it seriously are the best medicine to break through the tight siege.
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