Yi Baiyou's"get the guest"business:80after the beautiful boss TangZhongyu so play to the laundromat!Issuing time:2020-01-17 14:15 The sound is too hot, but where there is a smartphone, almost hand a quivering APP. Some people once quipped that today's mobile phone group, either "shoot" shaking sound, or "see" shaking sound, or otherwise it is both pat and see "play" shaking sound, you also do not say, as if it is true, but to rely on shaking sound to play out the roll call, but also need to do some real work. This is not, Tianjin Yiyu laundry general manager - 80 after the beautiful tang Zhongyu with her face laundry sky group to play on the shaking sound, how to play the effect? We don't say much, let's see it first.
Laundry Daily Filmed as a video segment "shakes" up
As 80 years later, Tang Zhongyu and her management team in the operation of the traditional laundry business awareness, it is clear that there have been significant changes and differences, especially in the expansion of access channels this matter. Long-term professional experience let Tang Zhongyu keenly observed the fan effect and huge business opportunities brought about by the sound, "capture the fashion elements, network more young people consumer groups" has become the consensus of Tang Zhongyu management team. As to why the choice of shake sound as a breakthrough, Tang always described this: "We found that the coverage of shaking sound is very wide, to 90 after the main body, almost realized from the 50's to 00 after the full-age coverage, but the industry to shake the sound of people are not many, and even if there are peer-to-peer laundry video upload, but also mostly some ironing, The degree of expertise in de-staining and so on is not high. " "I actually think it's a good channel," Tang continued, "because I saw huge hits and potential sales from behind some of the videos that shake the sound, the question is how do we change the existing traditional shooting model and move to convergence and development of some interesting focus." Later, our team members after discussion, in the sound video shooting material reached a consensus, decided to our laundry as a carrier, shooting some of the laundry-related funny segments, abandon the traditional practice of technical video, in order to attract more traffic, the accumulation of fan base, expand store visibility. " According to Tang, since Yi Yu's registration of the vibration account since the start of filming, almost every day will insist on uploading a carefully prepared video, the content is mostly related to the laundry funny content segment slot and some of the group construction activities of the happy clip. Although the attempt is only two months old, it has now amassed more than 600 followers. In fan interaction, yi yu laundry team like rate, the number of messages have been growing, and nearby through the sound of the laundry customers to find the door also began to appear. Tang said with confidence that as long as the number of fans remained stable growth, the later co-city customer laundry conversion rate will certainly have a good harvest.
Full marketing, opening solely is not enough Depending on more details
The concept of full marketing is no stranger to everyone, but to really be able to produce results, in addition to opening can talk about the idea, the key is to have to rely on and pay attention to more details at the same time, in order to move customers with their hearts, and really attract customers to choose to end up for laundry consumption. Take the most common outreach publicity, the same distribution of leaflets, and most enterprises pay attention to the number of flyer distribution, Yi Yu pay more attention to the distribution quality. They let the store manager or management take the lead with the staff to distribute, while strengthening the distribution of oral publicity, such as the introduction of store location, promotional mechanism, effective time and other content, guide the object of publicity to pay attention to and add WeChat and WeChat public number, etc. ; On the other hand, it also avoids invalid distributions that are thrown away immediately when customers receive flyers. For different customer groups, Yi Weiyou to develop a different corresponding publicity strategy. For example, in the use of friends circle or public number for promotional, if the object is high-end customers with high consumption capacity, then the focus of publicity will choose more formal advertising planning copy (such as elevator advertising, platform advertising and other design-sensitive advertising copy), while with high value-added gifts or top-up discounts to attract customers' attention, Stimulate customers to come to consumption, and if the object is the ordinary consumption level of the customer group, then the focus of publicity is laundry of all kinds of promotional activities, as well as friends circle forward small preferential feedback and other content, through the circle of friends between customers forward diffusion, effectively expand the visibility of stores in order to expand the size and number of customer consumption groups. At this point, Tang always mentioned one thing that impressed her: in a publicity process, many parents with children casually folded the flyer into paper planes to play for the children, the result of the scene paper plane threw a ground, to participate in the publicity of the Yi Yu staff not only did not have any complaints, but also leaned over to pick up these paper planes. This not only to the children to carry out a physical demonstration, but also won the parents of the quality of store staff praise and recognition, not only turned to the children to preach the importance of not throwing garbage, but also stopped has been ready to leave the footsteps, seriously consult the laundry business to, and eventually became a member of Yi Yuyou. Tang said: "It can be seen that external publicity not only values the form, but also pays attention to more details, including the dress code, appearance of the publicity; Because sometimes, to impress customers often in the moment of putting up their hands. "
Say a thousand, ten thousand. Only "people" is the most important
"The laundry industry is not a fast-money industry, it is a test of patience and perseverance. Persistence is the best quality. Don always warns employees: "You only work very hard to look effortless." In view of this, Tang also shared a few experiences from practice in the cultivation and management of Yi Yu. First, create the ultimate customer experience. Through regular washing professional and technical training, from washing process, chemical selection to de-staining ironing and other aspects of stable washing quality, to the front desk service level continues to improve, to provide customers with the ultimate experience of quality and service, which is the core and foundation of store operations.
Second, build the ultimate reputation. Use weekly regular meeting time, and employees to fully communicate with the customer recognition and trust of a variety of consumer feelings, training staff social etiquette, speech and eloquence, sound creation and fan new skills, etc. , to stimulate staff enthusiasm, enhance the bondwithe and affinity with customers, multi-angle marketing. Third, innovative use of new marketing tools (such as WeChat public number, shake sound, fast hand, etc.) into the promotion, the introduction of cost-effective marketing, so that employees at the right time to promote the promotion of strong competitive marketing programs, fully attract consumers, trigger laundry consumption, to achieve the customer and customer-to-word introduction. All in all, whether the laundry opened new or the day-to-day operation management of the old shop, the access channel must not be a one-off, but a long and need to continue to improve the accumulation process, of which the most critical core is also "people." Tang summed up: "Any enterprise development, we must first do, and then do things, only then it is possible to do a good job of quality, do a good job of customer integrity management." Only by allowing employees to find a sense of belonging and a sense of achievement, can they assume the sense of responsibility with enterprise development and breathe the same destiny, further realize their own value, and promote the sustained profitability and healthy development of the enterprise. "
About Tang Zhongyu
At present, Yi Yuyu operates 9 laundries, mainly in Tianjin, Hebei and other places. This article is a personal point of view, non-wash vision position
Related courses:
The School of Washing and Nursing invited Zhang Shouhui, an external new media teacher at Shanghai Caida University's Peking University Media University, to teach an online course on "Short Video Platform Application Training, such as Shake Sound Fast Hands". Directly scan the following two-dimensional code can register to learn, a registration, permanent listen back!
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