Red Bean'S "Pioneer In The Struggle For The Party'S Favor" In The Annual Report Of The People'S Republic Of China

At 2:21 a.m. on March 6, 2020, in the sample room without heating, with the transaction of an order for a red bean men's sweater, the team of seven shivering with cold cheers. In the online more than two hours, red bean men's small program opened the first single!

Opening up small program sales, this is a brand-new attempt of red bean men's wear. In the subsequent development, it has been irresistible all the way: in the year when it was launched, the sales of small programs exceeded 100 million; In the first half of 2021, the cumulative sales of small program Gmv exceeded 100 million yuan, exceeding the whole year of 2020; During the "red bean Tanabata Festival", 15000 pieces of red bean men's great wall down jacket were sold

Due to his outstanding performance in small program sales, Lu Mengwei, deputy director of the intelligent retail department of red bean men's clothing chain No. 3 company, was awarded the title of "excellent marketing personnel" of Hongdou Stock Co., Ltd. in 2021, Hongdou Group carried out the "centennial celebration" In the activity of "striving for the vanguard of the party's kindness", he was rated as "the vanguard of Party members".

Starting from scratch, "upgrading and fighting monsters"

Red bean men's small program is not early, but it must be one of the fastest growing channels. Behind the achievements, there are countless trial and error and summary. When planning starts at the end of 2019, everything starts from scratch. As one of the earliest developers and the most responsible person of red bean men's small program, Lu Mengwei's growth path is to constantly upgrade and fight monsters, and improve in "mining" and "mending" again and again.

On September 25, 2020, the first "brand day" of red bean men's wear is the first large-scale activity of small program. Lu Mengwei and two other small program teams have undertaken the small program operation and community marketing of more than 1000 stores of red bean men's wear. In Lu Mengwei's team, involving more than 320 offline stores, she took two team members and worked for more than half a month to get ready. Every day, she spent 15 or 6 hours of "super long standby".

At 22 o'clock on the 25th, the activity officially opened, and the red bean men's small program ushered in the first outbreak. However, there is a crisis behind the boom. Due to the conservative estimation of the activity effect, a large number of orders poured in within a second, and the system collapsed instantly! What's more, due to the omission in the statistics of the quantity of goods, there is a deviation between the actual stock of "light goose down" and the set stock quantity of the system. In Lu Mengwei's small program orders, nearly one third of the orders are not available.

The company held an overnight meeting and worked out a solution: to implement one-to-one service for orders that could not be delivered, refund and compensation. In those days, Lu Mengwei got off work at four or five o'clock in the morning, "lying in bed, unable to sleep, full of orders." at more than seven in the morning, he got up again and went to work. Years of experience in offline store management told her that she must grasp the key factor of "store manager". The store manager is the person closest to the customer, holding "big data". She contacted the store manager for the first time, communicated with the customer for the second return visit, helped coordinate the order problems, and launched enterprise wechat to establish direct contact with customers.

After the end of the super product day, Lu Mengwei led the team to resume business immediately and expand the system capacity; Set up the warning line of stock quantity; Goods returned to stores and online stores before major events are uniformly delivered by the distribution center. During the red powder season of Tanabata in 2021, more than 10000 pieces of red bean men's Great Wall series down jackets were sold in two days, and all of them were delivered within 48 hours.

The key of mining private domain flow is "store"

"The most important thing to do app sales is trust," Lu Mengwei said. "Our positioning for the app is to undertake the sales work of the store during non business hours, and to undertake the service work of customers when they leave the store. All of these are based on the customers of the store."

If the traditional e-commerce takes "goods" as the link and the network platform as the operation channel, then the social e-commerce takes "people" as the link and takes the interpersonal network as the channel for sales and services. In the app sales, product sales is no longer simple sales, but service and experience, each link of service has its added value. Lu Mengwei concluded: "the biggest source of APP sales is the private domain flow of stores. Every customer that stores undertake is the object that we should serve well." Taking the social relationship groups of existing customers and employees of the brand as the breakthrough point, let the seed users split in the circle of friends, so as to cause the outbreak of small program sales, and what connects them is the user's "trust" in red beans.

"The epidemic situation is not so much a challenge as an opportunity for those who will struggle. Speeding up online is not an option, but a must," Lu said. During the epidemic period in 2020, red bean men's wear will achieve online "blood return" through small programs and live broadcast. Since 2021, the company has set up a smart retail department with offline stores as the operation position. It has cooperated with the sales department and the commodity department to support the small program operation and community landing of more than 1000 offline stores. Based on stores and fully tapping private traffic, Lu Mengwei's team carried out live video broadcast in 21 pilot stores, radiating customers within 5 kilometers around the stores.

Enthusiasm is the key to everything

"Do a good job must have the spirit of not admit defeat", "business departments, only performance to prove the strength", "do not die small strong"... Close to Lu Mengwei's red bean men's clothing chain three small program team, their high spirited fighting spirit is impressive.

Because of this hard work, the team has been creating new excellent achievements. From January to August in 2021, the small program sales team of the third chain company won the first place in the company.

"It's impossible to achieve results only by one person's efforts, and keeping the team in step is the most important thing," Lu said. In the process of small program operation, the work is carried out in the form of a team. She is responsible for the overall coordination, with the cooperation of multiple functional lines of operation, product and technology, to help partners establish a complete operation system and divide and cooperate in detail. This group rather than individual combat mode determines that the team must work together.

During the activity period, we always strive to work overtime. "It's often one or two o'clock in the morning, but the team's little partners are not willing to leave the office, optimize the page, adjust the background, analyze the data... We all want to fight again." this is the most moving place for Lu Mengwei.

As the leader of the team, Lu Mengwei firmly performs the exemplary and leading role of Party members. 20:30 every day is the earliest time for her to leave work, and midnight or even early morning is her most normal working state. "You always think of home as a dormitory," the husband said more than once. Lu Mengwei was happy: "if a person has no passion for work, he will do nothing well. Enthusiasm is the key to all achievements."

"In red beans do not ask you where you come from, as long as you are willing to pay, you will certainly get the corresponding return." As a "post-90s generation", Lu Mengwei has worked in the positions of professional store manager, professional store section chief and internal service supervisor of red bean men's wear for seven years. He took up his post through competition, and gradually moved to management position relying on performance. She told the team with her own actual experience, "hard work is valuable, and hard work will pay off." in 2021, they will fight for the fourth quarter. Their goal is to achieve the total sales of the first three quarters in three months, to ensure that the online sales account for 30% and strive for 50%.

No one's success is in vain, diligence is always more important than luck. Lu Mengwei's upward spirit of "never admit defeat" as a party member is that he is not afraid of difficulties and challenges, and does things to solve problems.

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