Under The Pressure Of Epidemics, Yin Man Has Completed 140% Sales Volume Against The Trend. What Have They Done Right?

For the retail industry, this year should be very long. Affected by the epidemic, the past Spring Festival shopping boom no longer exists, people closed behind doors, waiting for the epidemic to disperse, shopping malls also voluntarily shorten business hours, or even suspend business.

Under the severe situation, we will test the contingency capability of enterprises more. In the face of this sudden crisis, Hui Mei Group's brand, Inman, responded quickly and decisively adjusted its strategy to link up with more than 600 shopkeepers nationwide.

In a short span of seven days, Yin man successfully reversed the cliff clipper slide that resulted from the continuous closing of stores under the offline store. Under the condition that only more than 50 shops opened on the Internet, 65 thousand customers were quickly collected, and 140% of the total sales were completed.

Breaking the impossible with social marketing

More than 50 stores completed daily sales of 140%.

As the national epidemic situation is becoming more and more serious, the number of stores in normal business is decreasing: 292 in January 28th, 162 in January 29th, and 139 in January 30th. By February 5th, there were only more than 50 shops left, accounting for 10% of the National Mall.

The passenger flow under the line was urgent, and the performance declined rapidly, but the business owners and the owners did not sit still. Under heavy pressure, EMMAN works with the broad masses of retail partners to jointly develop online traffic operations.

As a clothing brand with internet gene, Yin man's new retail mode is electric business, entity stores and communities. Therefore, when the store is closed, Inman Rapid response, immediately launched the emergency plan, and put forward a temporary sales strategy dominated by physical stores and community sales. From 9:30 a.m. to 8 p. m. every morning, more than 600 shopkeepers across the country will launch specific products in the circle of friends, WeChat group or one to one communication with fans, each half an hour, and consciously guide customers to place orders in small programs.

Up to now, the daily active users of "EMMAN micro store" applet have exceeded 65 thousand people, exceeding the number of active days of double eleven in 2019. A number of stores sold a single day sales of 5000 yuan, and some stores sold for 10000 yuan per day. In February 5th, they sold 140% of daily sales, equivalent to the previous month's performance. Almost all of them benefit from the community.

The new retail team is united.

Draw emergency plan overnight, 7 days to reverse the war situation

In the face of the epidemic, the rapid response capability of emann will undoubtedly boost. brand Seize the opportunity in a difficult situation. Many franchisees say that when their other brands have not taken any action, he has asked them to grasp the operation of the community and provide detailed community operation guidelines and content materials.

It is learnt that the team of members of the centre called the conference call to the wee hours in the evening when they realized the existence of the crisis. Subsequently, the team made plans overnight to mobilize nationwide stores to participate in the operation of the community. Within a day, 60% of the stores responded.

In order to better enable the community to operate, the new retail team of Inman set strict standards for internal implementation. For example, arrange a special person to be on duty and answer the shopkeeper's questions at any time; the response time of each reply should not exceed 15 minutes; if there is anything to leave, the staff must be arranged; each operator needs to prepare the product promotion speech one day in advance, and arrange it to the shop owner in time.

On the first day of launching the community operation, the business of the national store was 180 thousand. But the team is not discouraged, but according to their own experience and shopkeeper feedback, flexible adjustment strategy and rhythm. Seven days later, the sale of EMMAN successfully broke through a million mark.

The owner of the bank has something to say.

We have confidence in overcoming the epidemic.

@ Wang Ping (Yin man + Hang Lung Plaza, Sheyang, Yancheng):

I have been in charge of the private store for nearly 4 years, and I trust the company very much. This time, under the serious epidemic situation, I recognized the temporary sales strategy put forward by the company. I communicate with each other through the community every day, which ensures that the daily sales of the store will not drop too much in the same period, and it will also expand the base of customers in a short time.

@ Geng Longshu (Yin man + Hexi central shopping mall, Jianye District, Nanjing):

During this period, I will share the marketing activities of the company with the customers, and achieve the order, and the effect is good. In such a big environment, store sales can be basically flat compared with the same period last year.

@ Cao Leyi (Yin man + Shui Yun Cheng store, Sucheng District, Suqian):

Because of the epidemic situation, my shops are basically closed. According to the company's strategy, every day, through the WeChat group and circle of friends, the sales activities will be distributed to members and fans. The average daily sales can basically be maintained at around 10 thousand.

@ Duan Hongguang (Yin man + Kunming Shilin County Shuanglong Street store)

My store is still open, and the next day's performance is around 3000 yuan, but online synchronization can achieve more than 3000 yuan, which has really widened the channel and doubled the store's performance.

@ Lu Xiaomin (Yin man + Chuxiong City, Shun Shun first city store)

EMMAN is the only brand that I sell now, the only one that has sales. Compared with Yin man, there are no obvious policies for other brands. Most of them are to send some valuable gifts. After the epidemic, they will come to the shops to receive this.

@ Li Zhongyuan (Yin man + Fortune Plaza Plaza, Changyi District, Jilin)

This time spike is popular among us. The closing time is basically based on the man's spike activity and logistics system support. Now I have built 3 WeChat groups, with more than 1200 fans.

@ Xue Xiaohong (Yin man + Lvliang Jiaocheng County Welcome to Tesco)

In this outbreak, the reaction of Yin man is very fast, and spike is very powerful. But after all, we are still new stores. At present, the base of fans is relatively small, and the results are not too high. But I believe: stick to it. This is a harvest for us.

@ Li Weiping (Yin man + Yugan Tianhong store)

Although many brands have members, they are far from being meticulous. For example, many designer brands, under the influence of the epidemic, lack of customer entry, lack of brand activity support, and the performance is basically 0. But Yin man combines many advantages, through the store member maintenance and brand support, plus micro shop entry, to ensure that the store can not open the door business can also have good performance, which is currently a brand is difficult to achieve.

@ Huang Xiaoyan (Yin man + Guigang Cultural Plaza, Guangxi)

This activity is very good, the performance has improved, and the staff's work passion has also come up. Now I am also looking at the market, and I am looking for a store to open two stores.

Over the past two years, we have always said that business is becoming more and more difficult, especially the outbreak of the epidemic, making this winter more difficult. But those who really have the courage are not afraid of the cold winter.

At the time of low tide, we knew who was swimming naked. As a women's clothing brand from the line to the bottom line, Inman The new retail business not only retains the sensitivity and operational gameplay of the electricity supplier, but also has a professional training system and tutoring support, coupled with teamwork and teamwork with the franchisee partners.

The epidemic is not terrible. Those faith and trust that are not afraid of wind and rain, and those professionalism that are seriously dealt with is the best way to break through tight encirclement. 2020, we are always together!