The hero of this case is surnamed today plum, li Shiyu, the has ideal woman of an everyday peasant family background, husband and wife two work laboriously earn money, 9 years when the 1st restaurant that opened to belong to themselves, this dining-room earned money opened the 2nd, two dining-room make money, opened the 3rd next. such, it is before 2015, they had opened 7 store, and every store business is very good.
A few this years Li Zong passes very moistly, good when net profit embellish of a year can be in an inn 1 million the left and right sides, also went up too so comfortable easy life of a small family, big house had, run quickly BMW also had. From work commonly younger sister, the part that becomes a boss very quickly, li Zong feels very comfortable.
But begin from 2015, the business of storefront is inferior to one day one day, slowly, each inn begin occurrence deficit. See the storefront next door changed a lot of employers one year, in Li Zong heart very anxious also. Arrive 18 years 3 years this from 2015, plum assembly day steep is inside his inn, think all method to want to had done his storefront. Went out at 6 o'clock in the morning, just went back at 11 o'clock in the evening, the child in the home feels mom unlike mom, husband also begins to complain she disregards the home, parents also says to earned money to forget parents.
The pressure of each respect, make Lizong exceeding hesitate, when listening to Li Zong to share this paragraph at that time, I as if an epitome of small small company in seeing China is all. Before the business is good when doing, dou Fengsheng water has everybody, everybody fight is high-spirited, everybody high-spirited and vigorous. But discover the business is bad to do suddenly in last few years, be like what what we use before all means save him without method, save oneself company.
Li Zong also is mixed at that time a lot of industrialist are same, begin to lend money everywhere, handled a lot of credit card even, will support oneself group with credit card, feed oneself storefront. But, although made so many effort, think of so many method. The trade that still allows storefront without method has any a favourable turn. It is under so great pressure, I feel a woman can withstand, can walk out of predicament again, must admire Li Zong's perseverance.
Of course, besides, li Zong still has a very academic heart, after all she because oneself come out from the country, always think oneself starting point is lower than others, once have,learn an opportunity well so, she can attend, and be not often learn the content that teacher place teachs attentively.
Slowly, li Zong fumbles oneself course that run, the storefront that is oneself gave the method of the 1st drainage, the effect is first-rate, this method is by-product free model. In a few case that share before, also had involved by-product free, but they did not develop free marrow to acme, but the method that Li Zong uses, produce this kind of result acme however.
Actually, idea of any inn look unfamiliar is bad, the mainest reason does not have a guest namely, why don't have a guest? Because,be whole now the crowd that consumes socially, of consumption kind group, did not increase to be in instead contractible, and the amount that business lays is in ceaseless addition, the guest that arrives on average inside every storefront, narrowing ceaselessly. Because the product is bad,the store with a lot of very much time is not, or because the service is bad, however coessential now the product that turn, coessential the service that change, too much and too much.
Li Zong's inn also is same, so, want to solve such problem, what the 1st pace should solve is to should have many client, and it is the client with accurate essence, and what Li Zong's storefront basically manages is Western-style food, and Western-style food hall has a first-rate by-product is coffee, the person that because of what drink coffee person comparing has Western-style food is even much.
But here need an attention is, the person that has Western-style food is not all person, have what consume ability certainly a little however. Formed a logic so, if we give these having centrally freely to consume the person of ability coffee, so final we are OK the attraction with accurate essence the client that we want arrives inn.
According to such logic, li Zong designed a piece of value 500 yuan coffee gets stuck, can arrive by card she in all storefront, consume value the coffee of 500, not any accessary condition.
Card design came out, if go sending on the ave, do not have any value. I discover us a lot of bosses also thought of this one action, but after be being done, the ave goes up hair, have transmission with the means of the handbill, finally however a person did not come, this is drainage not the cause with exact essence.
And this card that Li Zong designs, it is to should let a client feel valuable. So she carries the kind of alliance of different course of study, find of superior grade of store of bank, jeweller's, high-grade clothing, property, business the place that her client exists, and allow these so called trade be spread or the bank faces the person that has consumptive capacity, just give them such card. This condition is very fundamental, must get e.g. the bank put enough the person of the deposit of how many money, ability enjoys this piece of card. If give everybody to send freely, so also distinguish with the it doesn't matter on the ave, attract comer, insufficient also essence is accurate.
Sending so similar such card when, setting a threshold is a very important segment, let a client have certain value feeling to this product, just return likely undertake consumptive inside inn.
Here everybody should understand a reason, because Li Zong gives this plan at that time when, family and employee also very object. Most person can calculate this Zhang not quite, it is the card of 500 money after all, you send out 10 thousand pieces, can be 5 million, the sth used to one's own advantage that how many person has 5 million will give.
{! - - PGC_COLUMN- - }Need understands a reason inside this, after this card hair goes out, if do not have a client to consume, so not worth with respect to a minute of money. If come back to consume, what we need to design is the product that can produce implicative consumption, when letting a guest taking this piece of card to come back to consume, we still have other profit.
Pass above a small method, built a long-term entrance, make client in a steady stream enters store ceaselessly inside. Form consumption finally, make meaning of the look unfamiliar in inn better than before.
Want to emphasize here, to any storefront, the entrance, namely the channel that the client comes in, it is a very important segment, did not enter the mouth, without enough user, again good trade pattern also is equal to 0. So the layout to the entrance, it is strategical problem, of sex of tactics of and rather than. Any companies, any storefront, should regard oneself most important segment as entrance layout.
After Li Zongsheng idea became good, have a dining room, also be all the time the business is not quite good, the boss has continued to manage again without method went down, be badly in need of pass on. Actually this inn is decorated very well, and the boss still spent very old idea, gross investment near 4 million. But recently two years, one year almost 89 months are in deficit, so the boss of this inn found Li Zong, hope Li Zong can receive this next inn.
Now on this market, very much like such inn, because a lot of people are implicit,be act blindly, go next this inn, finally this part person not quite understand manage, cause annual loss. Because the boss of this inn and Li Zong also are known, many times Li Zong wants to let this boss come out to learn, can accept more knowledge. But, he or with a few people, feel study is trashy, rejected Li Zong to invite the request that he goes to learning so.
Li Zong analysed this storefront later, feel or have the space that can promote. Talked with the boss, give this store with the price of 400 thousand finally dish come down. But this 400 thousand not be one-time ground pays this boss, cent becomes 20 months, every month gives the way of 20 thousand money.
Because the boss of this inn is eager to moving, if nobody is taken over, so his inn is worthless also. Gain ground for everybody here, the means that we often use, it is to use cash to accept objective capital, begin to use management way to control his cost back and forth next. But this kind of means, the risk is particularly actually big, because once be not managed,fall,go or the word of deficit, so you can be thrown ceaselessly. And when once you are done no less than going to, you are decorated devotedly so, the salary of equipment and personnel notted worth with respect to a minute of money.
Talk with that boss later, after signing a contract, this inn incognito, changed Li Zong the name like original storefront, week hall of 8 Western-style food. This storefront, to Li Zong, be equivalent to money one minute also doing not have a flower, took a shop that belongs to oneself.
But light is take shop also be no good, still need to manage. Because of the chummage in inn, salary these, need pays. Turn storefront so after coming over, li Zong did tone to rectify a little, undertake grooming to personnel, begin to begin to decorate practice matters concerned.
Before practice, li Zong still must do a few businesses, solve the enthusiasm problem of employee namely. Because need the state of mind of an employee, become the host of dining-room. Traditional pattern is to give employee fair proportional share, but the attention that this kind of means causes employee without method at all, can raise a lot of dawdler instead.
And the means that Li Zong uses, let all employee invest namely, because everybody knows Li Zong is managed very well in other store, it is so inside this inn, sell everybody an opportunity namely, sell opportunity comparing to sell a product more make money. Throw the stuff of capital, the share out bonus that can own this store counterpoises, and the cash pledge that all employee need to pay fair share only, can come true. If deficit, calculate Li Zong completely, if gain, be divided according to scale. So Li Zong took out the share of 20% in all, will undertake internal financing, the be in harmony between one climate arrived the capital of 300 thousand. Need an attention here is, employee has right of share out bonus only, not other any the right, we also had been told before, after the employee with a few not high quality acquired equity, think oneself are the boss inside inn, the influence is decision-making, the influence is managed, make the management efficiency of this inn drops finally. Staff initiative is brought into play after rising, li Zong begins to undertake the preparation of practice.
[1] drainage
We a moment ago said, all inn are managed bad, because do not have a client,be, so to just transforming the new store of the name for, what the 1st pace needs to do also is drainage, let more clients can be consumed inside this inn.
And the means of the drainage that Li Zong uses, it is the client model that learns on classroom. The ad that Li Zong makes, it is for acknowledgment plum surname an administrative unit in Xizang is opposite in person week of support of 8, new store start business, all plum surname person can be in by Id office eats week of 8 Western-style food freely 3 days. Yes, li Zong's meaning is surname plum is OK and free will eat Western-style food. Everybody feels to have appeal, can a lot of people come?
Begin her to let employee send this message in friend circle, the result caused the attention of local media, this information went up the head of local media. Be equivalent to Li Zong one minute money does not have a flower, had the news of this practice travelling in whole place.
Practice that day, attracted arrival of hundreds of people in all.
[2] cut flows
Because of the week hall of 8 Western-style food is in place or have proper name, the cut with new store so best start business spreads way, fill card namely. The activity full card that Li Zong does, be complete altruistic. It is we can see all people, after charging money, they can obtain quite, exceed the amount that they pay far.
Meeting drag in reachs the issue of conformity of a resource inside this, between the design of this trade pattern, similar this kind of activity that fills card, we must get the seat that puts the client in absolute safety, ability understanding pleasant pays the client willingly fee. Card is filled mediumly in this case, can extraordinary success, because,be the first Li Zong this inn is an old store, the brand is an old brand, the 2nd accomplished let a client feel overflow. Carry a such major activity, the 1st day of client charges practice 780 thousand of card, the internal financing that adds employee 300 thousand, so this storefront practice called in the 1st day in all the cash of 1.08 million, and OK and long-term lock decides a client.
[3] circumfluence
While into baggage family name an administrative unit in Xizang kisses to have an activity freely 3 days, each to inn coming inside Li ancestor close person is pulled by Li Zong group inside, group the person in speaks highly of Li Zong beautiful, able.
Li Zong also is in regularly group li of hair a few coupons, perhaps do not have any cash certificate that cover a region. These certificate gave his store, also include the circumjacent and other businessmen with oneself integrated, for Li ancestor offer welfare in person while, also bring for other allied businessmen go a lot of clients, if produce consumption, li Zong also can get the cent of one part is become, realized much channel gain.
On put together, carry this case, we should be a bit clearer, we always are not thinking me from the client there achieve what kind of thing, thinking me to should take the client's how old petty gain only, what you should think is we should be offerred for the client what kind of, let a client refuse without method, without any products that cover a region and service. We paid ability to be able to have get one's own back only, what so we should think of above all is to be in an unfavorable situation altruistic, stand in the client's angle, is not to stand in his angle to wanting to earn money only above all. The client came, consumed, earning money is the thing of conveniently only.
Good, today's case is shared arrive here, the secret of fortune backside, just be real money. Hope this case, can bring to everybody a few inspire.
Witting " knack of doing business " , ability " business essence of life " . I can insist to share all sorts of classic case to give authority after, favorite boss is irritated ask attention to collect.
