Although Gourmet is a new brand and not well-known, it was endorsed by Qiao Fei's company and Alibaba gave it special approval, so it was easily opened.
Although it is a new store with new products on the shelves, the waiter in the industry also took the initiative to come over and was willing to match some event resources.
Liu Bin doesn’t want this treatment for the time being. He hopes to wait at least a month and have a certain basic sales volume before taking the plunge. He is also very grateful to the waiters in the industry and the waiters in the column activities for their support.
This is what Wu Zhou requested.
In addition, some anchors also heard about it and knew it was Qiao Fei's new brand, so they contacted them immediately.
"Do you want to arrange a few pits to increase the basic sales in the early stage? We don't need a start-up fee, and the commission can be negotiated. We can just give our anchor fans a little welfare price."
Liu Bin was actually a little excited. After all, it was a new store and a new brand.
Everything is difficult at the beginning, and starting a new store is difficult.
So he found Wu Zhou and knew that Wu Zhou's rule was not to break the price. The solution he came up with was to keep the price the same and give some gifts.
It’s like the model where many top anchors sell top cosmetics brands.
After all, since those world-famous leading brands can do this, we have to use the same method and receive the same treatment as them, without losing our place.
"If it's really not selling well, let's talk about it. You can wait until you see the sales volume of the new store before making a decision."
Wu Zhou still refused.
In fact, although it is a new store and a new brand, Gourmet has been doing the subtitle for a while after all. Some old customers of Qiao Fei's family must already know this brand if they pay a little attention.
Secondly, Wu Zhou's company's Douishou account currently has 1.8 million fans. This number of fans is definitely incomparable with those of real top Internet celebrities.
But it can't stand the accuracy of the fan base.
The daily content of the account is mainly analyzed with the consumer group of Qiao Fei's family.
Provide solutions based on the problems and troubles they encounter in life.
For example: How do high-net-worth users preserve their assets? For financial topics, find some leading financial managers in the industry to share.
For example: Spring, summer, autumn and winter, the twenty-four solar terms, find some common health problems that may be caused. For traditional Chinese medicine, find an old traditional Chinese medicine doctor, and for western medicine, ask the chief doctor of a tertiary-level head hospital to share the solutions. .
etc.
The content is not vertical, but it is definitely useful and targeted.
The videos are mainly in the form of long videos, and there is no "short" video that caters to the mainstream of the platform.
Reason: If a person can't even watch such a valuable long video, there is a high probability that he pursues short-term stimulation in life, has no long-term planning, and lacks self-control. This group of people, even if they are successful, are just Small probability event.
These valuable videos will also be interspersed with sharing of some food safety issues in life, precautions for purchasing food, and the “best” ingredients.
If it happens to be related to your own product, you can add your own product picture at the end.
The other one is the official WeChat account of Wu Zhou Company, with nearly one million fans, all of whom are old customers of Qiao Fei's family.
The content is similar to that of Shakeshou, but it is mainly articles.
Therefore, although the product has not yet been put on the shelves, the foundation for consumer awareness has already been laid.
Three days before the launch, there will be a daily launch notice, plus different product introductions.
After it is put on the shelves, link and share it as soon as possible.
In just five minutes, the number of orders for new stores and new brands exceeded 100, and sales reached 15,221.
Half an hour later, the store’s total orders exceeded 500, and sales reached />
7 hours later, the store’s total orders exceeded 1,000, and sales reached />
That night, at 23:59:59, the store placed a total of 1,682 orders, and the total sales reached 3
32231.
On the first day of the opening of the new store, without any promotion activities, the sales were completely flat, and the first-day performance reached the sales standard of a level 7 store.
Wu Zhou didn't do any precise traffic delivery, he just wanted to see how much these old customers valued him.
The purpose is also to test the effect of the traffic accumulated during this period.
The next day, the order volume dropped slightly, only 1372, but the sales exceeded 27.
On the third day, the order volume dropped again by 1201, and the sales volume was 24. However, on this day, there were already comments on each product.
"Before I bought it, I thought it was from Qiao Fei's family, so I bought it without looking at it. After the goods arrived, I found out that it was Gourmet. After asking the customer service, I found out that Gourmet is the independent food brand of Qiu Fei's family. Finally, In other words, the taste remains at a high level as always."
"You can buy Qiao Fei's stuff without thinking. It won't be bad, hahaha."
"The things arrived yesterday. I was hungry last night, so I ate a box of self-heating rice. It was really delicious. It tasted much better than outside. The side dishes were also sufficient. It's Qiao Fei's family after all. .”
"I just have no idea to save some goods, haha."
"My mother said this self-heating rice is better than anything she cooks."
"I bought this for my husband. He loves to eat it, but I dare not tell him the price. I will buy it again after they finish eating."
"Wangcrack suggested that I also make breakfast products, so that I can sleep for half an hour longer."
"The taste is really great and the ingredients are very good. I thought it was concocted for a while, but then I looked at the ingredient list and there were no food additives. It's really awesome."
"I can only say that you get what you pay for. Things that cost a few yuan outside are really incomparable to those that cost tens of dollars here. It's just that my wallet can't stand it. It would be nice if some seasonings could be made into optional packages. , so I can buy it cheaper."
There are many reviews, and there are also simple reviews, that is, it is delicious, it is okay, and it is a no-brainer to buy.
The lowest ratings for single products are all 4.9 points, and some are directly rated 5 points.
At first glance, it seems to be okay.
In the follow-up time, the performance has begun to gradually stabilize, and the daily natural traffic performance can stabilize between 18-20.
Of course, Wu Zhou calculated this number himself, Liu Bin did not calculate it, because after watching the traffic gradually stabilize, Wu Zhou's precise traffic began to intervene.
Slowly it reached 25, 35, and finally rose to about 59, and then the pace of growth slowed down.
In fact, when Wu Zhou's new store opens, it can be said that those with some strength and connections in the e-commerce circle have received some news in advance.
Among them, Wang Yan and his family are of course the most concerned.
The performance on the first day shocked their jaws, but after seeing the performance declining for the next few days, they felt a little better.
It's just that this good mood didn't last for a few days before it reversed again, watching the sales increase day by day.
In just a moment, Wang Yan’s original sense of pride in creating the top-selling item in the category was completely gone.
As for beating Wu Zhou in sales, is it meaningful compared to that? Revenue has dropped so much.
He sells 10+. If you add up all channels, it can reach around 15+ per month, and the average transaction price is not bad, it can reach around 14. The average transaction price of other major competing products is around 14+. It’s almost reached 11.
The category of convenient fast food has added about 200 new sales per month to the current Wang Yan Company. The profit margin is about 5%.
Food category, Red Sea market, small profits but quick turnover, this profit margin is considered normal.
Compared with other competitors in the industry, Wang Yan is satisfied.
But what about Wu Zhou.
"It's just a new store. It's only been on the shelves for a month. Consumers are going crazy. Such expensive items actually sold more than 10 million yuan in a month." Wang Yan couldn't believe it.
Of course, what he doesn’t know is that the operation of the company is also the contribution of these 10 million g
one of those.
As for Wang Yan's brand, they never eat the popular instant products.
"This stuff is junk food, don't eat that stuff."
"The exception is Qiao Fei's stuff."
This is what they, as insiders, advise their family and friends around them.
For laymen, you can actually tell this directly by looking at the product ratings. Most of the low-priced and high-volume products have ratings of 4.7 or even below. Some products have 4.8 points. You have to wonder if they are fake.
"This is actually not a bad thing. Although this market is expanding rapidly, it has now fallen into a vicious cycle of using lower quality products in order to pursue lower prices. If this continues, this category will definitely eventually Destroyed."
"Now Qiao Fei's family, uh, to be precise, it should be the intervention of the Gourmet brand, which has helped this emerging industry get out of that vicious circle."
"Only by involving such high-quality brands that can sell well can the image of this category be restored, and the category be able to develop healthily and long-term."
"In addition, the hot sales of Qiao Fei's family also means that there is demand for high-end customer orders. In our daily product selection and operation work, we should not get into the dead end of price wars. Perhaps raising prices is also a way to deal with price wars. way."
Liu Mei held an operations meeting and she gave different suggestions.
"Choose some products for which we have certain advantages and try our best to follow Qiao Fei's product selection standards and try them out."
"Trying with new brands, we can actually learn from Qiao Fei's and others and go high-end."
"In fact, in the low-end market, short-term benefits are obvious, but long-term maintenance costs are high. In the high-end market, it is completely the opposite."
Liu Mei kept talking in front of the podium, and Wang Yan kept listening silently.
Liu Mei didn't speak until she finished speaking.
"Then let's go both ways together. Don't put your eggs in one basket."
