Galanz Vice President Zhao Weimin organizes Li Yujian
Story is the most effective and lasting tool to capture people's hearts. Every brand has a story that can never be told. Excellent rural store owners are master storytellers and great orators. These bosses used local dialects to tell fellow villagers how big the world's factory was? How did Galanz defeat foreign brands? What is the relationship between Gree and Galanz? Premier Wen Jiabao and Premier Li Keqiang visited Galanz for the second time
Recently, the author visited the Jiangsu home appliance market and communicated with the bosses of many rural stores and found that these bosses who are rooted in villages and towns and serve villages and towns have practiced their own three-step and two-step performance. To enhance their own splendor. Their top ten effective, simple and practical tricks are summarized below.
First, understand maintenance and provide good services. In many townships and towns in Jiangsu, the owners of home appliance stores started out as air conditioner repairers and then moved from after-sales service to sales. In the township market, the villagers are trustworthy and the boss understands repair first. He is an expert and authoritative in the eyes of the villagers. He is trustworthy and there will be a steady stream of customers. If there is a problem with the machine, the boss can come to repair it immediately. Even if it cannot be repaired for a while, he can replace it with a new one without delaying the user's use of the machine. It can be sold again without having to return it to the factory.
The second is to be able to get credit and settle accounts. China's township market belongs to the acquaintance economy, so the characteristics of consumption of household appliances in townships can be summarized as vast territory, inconvenient transportation, thousands of miles away from each other, fellow villagers, decals with words, and word-of-mouth. At present, the home appliance sales outlets that can penetrate into rural towns are still mainly mom-and-pop stores. People's awareness of the brand also mainly relies on word of mouth. Therefore, credit is an indispensable part of buying home appliances. Township bosses have to calculate three accounts: favors, time, and interest. Situation, affection, and decency must be comprehensive in order to win a good reputation.
The third is to tell stories to gain popularity. Story is the most effective and lasting tool to capture people's hearts. Every brand has a story that can never be finished. Excellent rural store owners are master storytellers and great orators. These bosses used local dialects to tell fellow villagers how big the world's factory was? How did Galanz defeat foreign brands? What is the relationship between Gree and Galanz? Premier Wen Jiabao and Premier Li Keqiang visited Galanz for the second time. These stories of Galanz exporting to domestic sales were miraculous under their careful processing and reasonable arrangement. This once again proves that cognition of a truth does not equal the truth. Only cognition can identify it, and only identification can subscribe to it.
The fourth is to give demonstrations to win support. Township store owners are not only speakers but also doers. Zhou Bin, the owner of the store in Ganquan Town, Yangzhou, talked about why Galanz's air conditioners are better than Gree's air conditioners. First, he hung a clear price tag on the Gree air conditioner in the store. Second, he knocked the air conditioner casing with his hands. The Gree air conditioner made a crackling sound, while Galanz was loud. Then he talked about a very practical point. The Gree brand is loud but the quality is not good. The Galanz brand is low-key and has excellent quality. I don’t know whether other consumers believe the store owner’s point of view, but I do. There are also some store owners who use store screens to insert brand information or play Galanz feature films on large-screen color TVs, which is really effective.
The fifth is to be honest when making friends. Huang Neng, the owner of the Galanz store in Siquan Town, northern Jiangsu Province, suffered from polio and had inconvenience in his hands and feet. He went from the village to the town to study repair and maintenance of home appliances since he was 20 years old. I came into contact with Galanz air conditioners and started working as an air conditioner agent. I invested all my belongings in Galanz stores for ten years and sold the full range of Galanz air conditioning and washing products.
Their common understanding is that the reason why they can stand firm in the fiercely competitive market and continue to grow bigger and stronger is that they have many friends with integrity. Be loyal to the brand and be dedicated to users. Many friends must choose Galanz as their first choice as long as they have home appliances. Their idea is that when Guanyun mentioned Galanz in Xinghua, they must think that they must be equal to Galanz.
The sixth is to grasp the leaders and promote the masses. Township markets may have different customs, but they have three common unspoken rules: good comparison, conformity, and face. The town mayor, township chief, and village chief are the opinion leaders of the people. Their words and actions have a demonstration effect. Therefore, the shop owner not only makes friends with the wealthy people in the township, but also engages in diplomacy with the township leaders. The key to its success is to grasp the top leaders and lead the masses to cheer.
The seventh is the big sales on market day. There are supermarkets, chains, and commercial complexes in cities. There are also similar shopping spots in towns and villages, but they are mobile and invisible. They are called temple fairs, markets, night markets, etc. in towns and cities. They can bring together scattered rural consumer groups at the same time and in the same place in a more concentrated manner, often generating in one day the sales volume of a large chain store or supermarket in a month or even several months. Therefore, store owners in both southern and northern Jiangsu regard market days as auspicious days and prime times for marketing, carefully plan and concentrate resources, and use large promotions to drive large distribution to increase brand awareness.
The eighth is the Hall of Fame Wall of Honor. During the visits to villages and towns, I discovered a phenomenon worthy of attention. All stores that do well will carefully design honor lists and walls of honor. The company's certificates, plaques, famous quotes, and group photos are hung in eye-catching places to endorse the brand and add color to the store. The ability to demonstrate strength enhances soft power.
Ninth, the pick-up point attracts passenger flow. Xu Xiuxian, President of Huitongda, summarized the three major functions of future township community service centers: supply and marketing cooperatives, credit unions, and post and telecommunications bureaus. Some foresighted township store owners have taken the lead in taking practical actions. The Galanz store in Ganquan Town, Yangzhou not only has an Amway counter, but also serves as a pick-up point for ZTO Express. Store owner Zhou Bin believes that doing so will, on the one hand, gather popularity and attract customer flow; on the other hand, it will improve the social function of the store, consolidate old friends, make new friends, increase the conversion rate and increase the share of the store. This is a classic application of Internet thinking in a township store.
Ten is a small gift to learn from the university. Promotions in township markets are inseparable from leaflets and small gifts. In the past, Galanz has created classic scenes such as buying an air conditioner and getting a watch free of charge, coming to buy more and giving away more gifts so that you can't even lift them, and coming to buy more and more, and the rewards will make your heart itch.
In today’s market, resources are limited and everything needs to be kept simple. So how do companies make good use of limited resources? First, the leaflets must be made exquisite. Second, there is no need for college students to distribute leaflets. Salespeople must use local dialects to communicate with the fellow villagers so that the fellow villagers feel cordial and trustworthy. The leaflets must be distributed to those in need. Third, the gifts must be affordable and distinctive. For example, in northern Jiangsu, a store owner launched a new method of giving fish and eggs to buyers who buy electronic appliances, which is very popular.
WhatsApp
