Reveal!Open the Honey Snow Ice City of 20,000+ stores, there is a set of "Selling Treasures" behind

It is the purpose of improving the attractiveness of the store and letting the store itself take the guests.

Big data of red meals shows that as of now, the number of stores in Mixue Bingcheng has reached 22,000+, and it can be described as riding in the tea drinks.

Many people in the industry know that the core competitiveness of Mixue Ice City is low prices: a ice cream 2 yuan, a cup of lemonade 4 yuan, and a single consumption of 10 yuan. The low -cost profit model is a small profit sales. The more stores and the greater the sales volume, the more the upstream supply chain efficiency can be nurtured, the total cost leads, and further occupying the market.

Take a look at the explosive product of Mi Xue. The first place is ice fresh lemonade, which sells only 450 million cups in 2021. Secondly, the sales of passion fruit and pearl milk tea in 2021 were 200 million and 190 million cups, respectively.

In addition to the newly opened store, how does Mixue Ice City promote sales as much as possible and support profit with sales?

Previously, it was rumored that Miyuki Bingcheng summarized a set of "selling goods" based on more than 20 years of store management experience. A franchisee manager had a book, and "reading a book" to improve sales efficiency.

Recently, when the red food network communicated with a franchisee of Honey Snow Ice City, I saw this "Selling Treasure" and found that this standard action also applied to many restaurant stores, especially in stores that sinking in the market. Some points to share with you.

The opening of the new store must be powerful, so that the whole street will know you

"Bao Dian" shows that the principle of Miyuki Bingcheng's opening activities is "vast." For the entire street and customers, the new store is a new member, and you must introduce yourself loudly, "Who am I, what am I doing", no one knows you, no one will consume you.

The form of the activity is "How much to buy" and send the equal amount of 1 yuan voucher. For example, if the customer consumes 4 yuan, it will send 4 1 yuan voucher. In the "Selling Book of Selling", this event is a gold medal activity that has been verified by the founders and thousands of stores for 20 years, and grasping the customer's psychology of "cheap does not take advantage" can effectively increase the purchase rate and repurchase rate Essence

Determined the form of activities. To allow more people to participate, we must do a matching action to set off the hot selling atmosphere. Performing in front of the door), balloon arch, etc. In short, the atmosphere must be "added to the method", and there are many good and good.

△ Picture Source: Honey Xue Bingcheng official Weibo

To create an atmosphere, there must be various poster blessings. Why do every honey snow ice city on the streets look the same? The image is highly consistent and has a lot to do with the unity of store posters.

Outside the door, the two -door banner, TV screen, display racks, hanging flags, bar posters, indicator landmarks, and even thermal insulation bucket stickers, sealing machine stickers, table cards, etc. are all free standard for new stores. In order to ensure efficient unification, Mixue Bingcheng has set up special poster ordering channels for franchisees, and all brand activities and new posters are provided for free.

It is worth mentioning here that Mixue Bingcheng believes that stores are the site where consumers realize their purchase. How to let consumers see your store at a glance on the street, willing to enter the store to choose products, and willing to buy repeated purchases. Stores are key to increase sales.

As we all know, the store design and marketing strategies of Mixue Bingcheng are Hua and Hua Cao knife. Hua and Hua once explained in the public account article that (store design) is not important for beauty or LOW. It is important to make consumers make consumers Buy.

The reason why consumers took out their mobile phones were because they saw the reason for the purchase, and the reason for the purchase was because he walked into the store, and he walked into the store because something attracted him, and the premise that attracted him was that he saw this Home shop.

02 Set up the "All year+Product" marketing calendar, the store always keeps fresh

Consumers all like the new and hate the old. To keep the store attractive for a long time, it is indispensable for continuous product marketing. Mixue Bingcheng, the treasurer, also shows that its store has a set of product marketing calendars, which mainly promotes different products in different seasons to keep customers fresh. To put it plainly, it is to sell different products in different seasons to maximize consumers with demand.

For example, based on the big data of sales trend throughout the year, it mainly sets up three major publicity themes throughout the year. Spring is promoting ice cream, selling fruit tea in summer, and selling milk tea in autumn and winter. On this basis, launch a new season to maintain a certain new rhythm.

△ Red Food Network is taken from the "Selling Treasure of Selling" by Mixue Bingcheng

In order to make customers be courageous to try new products, Mi Xuexue will definitely do activities to guide. There are usually two forms, "buy new products for free draw" and "new products X yuan two cups".

In addition to the product marketing calendar, there are also annual marketing calendars. When will the stores do in one year, and have been planned in advance, the store operators are clear at a glance, and their hearts are in their hearts. The processes of various activities are relatively fixed, and the specific activities and strategies of each festival will know the store in advance.

The annual marketing calendar is mainly composed of holiday activities and brand -level activities. The New Year's Day of January, Valentine's Day in February, Lantern Festival, and Women's Day in March, etc., all planned corresponding marketing activities. In addition to the seasons and new newly mentioned brand -level activities, there are also their own festivals that have their own own own, such as brand anniversary and Fugukuka Festival.

In short, there is no reason to create reasons to do activities to awaken the consumption desire of customers at least once or twice a month. △ Honey Xuebing City's annual marketing calendar, red meal net photo

From the perspective of large and small marketing activities, Mixue Bingcheng divides the activities into discounts (such as two cups of X, full X yuan raffle) and non -discount (setting up festive atmosphere+main product). It is a product portfolio sales, new life or singing national anthem, or a lottery, and can give customers a sense of ritual.

For example, the "520 couple card", on May 20 of the customers who consume a couple on the store on May 20, not only promoted the product and formed brand assets, and have the same effect with Xibei's "Kissing Festival".

If the form of activity is to allow consumers to win prizes, the experience of Mixue Bingcheng is to minimize the threshold for participation, so that customers' participation is higher and the cost of prizes is lower. For example, buying milk tea can be drawn, which is far lower than the threshold of 15 chapters.

In fact, the practice of marketing calendars is applicable to any dining company. Continue to do activities for fixed time, place, and fixed form every year, allowing customers to form consumption habits. Let the brand form a fixed marketing festival and theme, and repeated accumulation can also form brand assets.

At the same time, within the enterprise, the establishment of the marketing calendar is conducive to the formation of all employees' work auctions for one year, and automatically repeats and excels. On the outside, it helps customers to form a consumer biological clock in the minds of customers, so that he will come to time.

03 Increase the "one quantity and three rates", takeaway operations up to sell half of the sky

The importance of takeaway channels does not need to be repeated. The "Treasure Book of Selling" Miyuki Bingcheng simplifies the core indicators of the takeaway to "one quantity and three rates", that is, exposure volume, store conversion rate, order conversion rate, repurchase rate These four factors determine the order of the store, the higher the value, the better.

Order volume = exposure X entry store conversion rate X -order conversion rate x purchase frequency (Note: purchase frequency is related to repurchase rate)

The "Selling Book of Selling" provides a way to improve the "one quantity and three rates". For example, it can increase the collection of stores through some material incentives, or to make the store score ≥4.8 points, which can effectively increase the exposure. Improving the transformation and ordering conversion of the store are related to the information settings and expressiveness of online stores, and the comparative foundation will not be repeated.

△ Picture source: Honey Xue Bingcheng Weibo

The point is how it increases the repurchase rate. The quality of the product is of course the basis of repurchase. On this basis, there are also skills, that is, precise marketing, which is actually just as important as letting customers see your shop on the street.

Precision marketing is one of the marketing functions of takeaway platform merchants. It uses big data to group the customers' customers to give different preferential efforts for different customers. Merchants can open it for free. The store only needs to bear the cost of issuing vouchers. If the customer does not use it, it will not generate any expenditure issued by the issuing coupon.

There are several settings techniques for precision marketing of Mixue Bingcheng, such as the validity period of 7 days, and the outdated invalidation can promote customers to repurchase as soon as possible; priority to the recommended customers who are recommended by the system, which are high -stick customers, have a high repurchase rate; according to the store, according to the store; according to the store The actual demand is issued, and if you want to increase the repurchase, you will issue a special coupon for customers who place you high -frequency. If you want to add praise, you will send a special coupon for customers who are retained. Essence

04 The premise of standardization of marketing action is the standardization of products and process standardization

The sales skills mentioned above are actually standardized actions of Mixue Bingcheng sales, and the premise of sales standardization is the standardization of product and the standardization of the process.

According to Red Mealogs, at the Mixue Ice City store, most products are semi -finished products made by the factory, such as ice cream powder, milk tea powder, etc., and other fruits are sent as canned jams and canned grains. In the store, there are very few fresh fruits. This can minimize the loss and extend the preservation time.

Moreover, the production process of the product in the store is relatively simple. Employees can get started quickly, go out quickly, and can also save a lot of training costs.

△ The picture comes from the official website of Mixue Bingcheng

For example, one of the best -selling products of Mixue Ice City -Ice Fresh Lemon Swiping, which is called a "three -step product" inside Honey Snow Ice City. Skilled clerks only need a cup of lemonade to make it. Three cups.

It can be said that from product production to employee training to new product development, Mixue Bingcheng repeatedly emphasized the standardization, easy operation and stability, and this is the most fundamental technique of selling goods, and it is also its large -scale effect. The foundation of 20,000+ stores.

In the end, it is necessary to reveal it. Although there are so many stores, Mixue Bingcheng does not rely on the franchise fee to make money, but to "sell" to the franchisee through its own supply chain and third -party procurement, that is, it meets 20,000++ 20,000++ The materials and raw materials required for the store are its main sources of income. It is not difficult to understand the importance of stores to it and the significance of improving the efficiency of store sales.

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