Snacks are advancing rapidly during this time.
Wu Zhou also provided some simple training and precautions to the company's employees.
For example, the most taboo thing about snacks is that the packaging is damaged. Once damaged, it is useless.
Therefore, if this type of problem occurs, it must be scrapped immediately.
Snacks have a shelf life. Once they are close to the shelf life, they are not allowed to be sold because the consumer experience is not good.
etc......
When purchasing goods in the warehouse, you must pay attention to the production date. When Liu Fei is operating, you must pay attention to the shelf life of the product.
Although Wu Zhou has his own traffic and the goods are likely to be sold, word-of-mouth is not that easy to get back if it is lost.
The first new snack product to hit the shelves is Daily Nuts. The product is a nut-based healthy snack that meets consumers’ healthy eating needs.
There are a variety of products inside, as well as the convenience of eating the product itself.
Wu Zhou’s price is set at 208 yuan, which is generally around 120 yuan in the industry, and even some emerging brands have lowered the price to less than 100 yuan.
But Wu Zhou didn't care about these people, they were not his target group.
Wu Zhou's group of people are those who live a refined life and pay attention to the quality of life.
The common daily cost price in the nut industry is around 50. If the quantity is particularly large, it can be lowered. If you focus on quality again, the price will continue to drop. For this kind of low-priced product for the sake of low price, the bottom line of quality can be broken 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 group of people.
The daily nuts Wu Zhou chooses cost 92 yuan. Currently, among the best in the industry, only some of them use the highest quality nut preserves, and the cost can be estimated at 60-70 yuan. I don’t dare to use all the best, 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 just used the best ones.
During the process, I also exchanged some knowledge and characteristics of these raw material grades with the factory.
These are also applied to the main image and details page.
What Wu Zhou wants to do is to create a brand that can be trusted by consumers.
Therefore, we cannot relax when it comes to products.
After the daily nuts are finalized, other product line items will be implemented one after another.
Wu Zhoucai began to gradually increase the promotion of accurate traffic.
It’s still an old problem, the initial traffic conversion is low.
This is also a normal phenomenon. After all, why should you buy a product with little sales volume, little brand awareness, and even few product reviews?
How to maximize traffic conversion requires optimization
Find some people to collect and purchase products, and then give away a batch of products and ask them to evaluate the products and show the buyers.
Then the company selects some people to work on this small area.
This area is still very obvious in improving traffic conversion, because many consumers pay attention to this.
In the first seven days, product traffic conversion slowly increased from 5% to 8.5%. Fortunately, it has been increasing.
Wu Zhou is advancing very quickly in the snack category this time.
The whole store will promote it to boost basic sales first.
In the first week, the daily traffic increased by 200. On the last day, the accurate traffic push reached 1,400. On the last day, the store sales exceeded 10,000 for the first time.
In the second week, the daily traffic increased by 500, and the precise push traffic on the last day was 4900. On the last day, the transaction conversion rate reached 11.2%, which was doubled from the beginning, and the single-day sales also exceeded 50,000.
In the third week, the daily incremental traffic was 1,000, and the push traffic on the last day was 11,900. It still did not reach the push traffic limit. After all, the entire store's products were selling quickly.
The conversion rate increased again to 13.5%, and the growth rate was slower.
Starting from the fourth week, Wu Zhou put more traffic on Daily Nuts. The evaluation of the basic sales volume of other products has been initially completed, so there is no need for Wu Zhou to continue to waste traffic value.
At the end of the first month, the monthly sales of daily nuts have now exceeded 10,000, and the daily output has reached about 1,500, with some growth potential.
In the final first-month performance, the snack Taobao store's sales have exceeded 4 million, and the department store's omni-channel turnover is about 5 million. The company's total turnover has reached 9 million, and the total profit is about 4.5 million. However, excluding various cost expenditures, the final actual net profit The profit is only about 350w. The final turnover of the Tmall supermarket channel in the first month reached 1.38 million, but the actual repayment was only 960,000, and the profit was the lowest among all channels.
However, it is also the most worry-free of all channels.
Labor costs in other channels increase very quickly.
To give a simple example, if Tmall Supermarket makes a plate worth RMB 100 million, Wu Zhou can control it with just three or five people.
But other non-self-operated channels, such as Taobao, Tmall and JD.com, are responsible for after-sales and packaging and delivery. A plate of 100 million may require a team of at least hundreds of people.
The more people there are, the more complex company management becomes.
Small companies can be managed with emotions, giving everyone something to look forward to at work.
Medium-sized companies need to establish good systems so that everyone can work in a standardized manner.
What large companies need is to establish a good culture, or the company's vision, so that everyone can work in a direction.
Obviously, when the results came out in April, everything was great, 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 a trouble that most companies cannot experience.
But Wu Zhou couldn't stop his speed.
Therefore, after thinking about it for a moment, in the short term, the only option is to slow down the development of other channels and focus more on self-operated channels.
After the company's overall personnel, systems and other aspects have been adjusted, it can be accelerated again.
In the Tmall supermarket department store category, Wu Zhou’s Qiaomujia obviously performed very well in April.
So when Wu Zhou contacted Hemu and asked him to help recommend and get to know the waiter at the snack shop, there was no problem in replying directly.
"I know the snacks there, but the snacks are more brand-conscious. The waiter agreed. I still have to convince the waiter's leader. What brand do you make? Is it famous?" Hemu also talked to Wu in advance. Zhou explained the situation. The brand assessment in the department store was not so strict. In addition, Wu Zhou's sales volume in the brand industry at that time was basically there, so after coming in, he talked to the leader, and after presenting the data, he immediately agreed. .
But there are many big names in snacks.
The top leaders of Tmall Supermarket position the platform as a boutique supermarket. The meaning of boutique supermarket is that it is not a boutique supermarket.
"It's still our own brand, but the volume in the industry is pretty good, and it should be able to meet Maochao's investment standards."
"ok."
