電商品牌初探線下該了解的幾件事

在zai新xin零ling售shou的de浪lang潮chao下xia，電dian商shang品pin牌pai紛fen紛fen開kai始shi鋪pu設she線xian下xia門men店dian，而er作zuo為wei一yi名ming中zhong小xiao型xing企qi業ye，在zai能neng力li有you限xian的de情qing況kuang下xia，我wo們men需xu要yao從cong組zu織zhi結jie構gou調tiao整zheng，了le解jie市shi場chang，提ti高gao客ke戶hu體ti驗yan和he基ji於yu數shu據ju運yun營ying等deng4個開展門店項目的初創工作。

自2016年(nian)提(ti)出(chu)新(xin)零(ling)售(shou)概(gai)念(nian)後(hou)，全(quan)渠(qu)道(dao)已(yi)經(jing)成(cheng)為(wei)了(le)商(shang)家(jia)拓(tuo)寬(kuan)銷(xiao)售(shou)規(gui)模(mo)和(he)擴(kuo)展(zhan)品(pin)牌(pai)影(ying)響(xiang)力(li)的(de)重(zhong)要(yao)形(xing)式(shi)。正(zheng)如(ru)幾(ji)年(nian)前(qian)線(xian)下(xia)品(pin)牌(pai)紛(fen)紛(fen)走(zou)到(dao)線(xian)上(shang)做(zuo)電(dian)商(shang)

，如(ru)今(jin)很(hen)多(duo)成(cheng)熟(shu)的(de)線(xian)上(shang)品(pin)牌(pai)也(ye)逐(zhu)步(bu)開(kai)設(she)線(xian)下(xia)門(men)店(dian)，希(xi)望(wang)借(jie)助(zhu)這(zhe)個(ge)浪(lang)潮(chao)得(de)到(dao)全(quan)麵(mian)的(de)發(fa)展(zhan)。但(dan)彷(pang)如(ru)以(yi)往(wang)實(shi)體(ti)品(pin)牌(pai)開(kai)始(shi)接(jie)觸(chu)電(dian)商(shang)時(shi)的(de)水(shui)土(tu)不(bu)服(fu)，以(yi)線(xian)上(shang)起(qi)家(jia)的(de)電(dian)商(shang)品(pin)牌(pai)在(zai)開(kai)設(she)實(shi)體(ti)門(men)店(dian)後(hou)，也(ye)因(yin)為(wei)本(ben)身(shen)對(dui)市(shi)場(chang)環(huan)境(jing)的(de)不(bu)熟(shu)悉(xi)，對(dui)客(ke)戶(hu)體(ti)驗(yan)缺(que)乏(fa)經(jing)驗(yan)而(er)變(bian)得(de)舉(ju)步(bu)維(wei)艱(jian)。

實體店經營中最追求的就是坪效，由於每月有著實打實的租金、水電和人工等費用，唯有通過提升店內的坪效才能有效地提高整體的經營狀況。而提高坪效的方式有很多種，例如：小米之家就用豐富產品種類的方式

，提高客戶的到店消費頻次
；盒馬鮮生開創了線下體驗線上買單的新模式，利用線上線下運營一體化倍升了門店坪效；xingbaketongguodazaodisikongjianqianghuakehudexiaofeichangjing
，congxiawuchadaoyirisancandoutigonglefengfudechanpinmanzukeren。xinlingshouzhongxindingyileshangyejiegouzhongderenhuochang，jizhongshikehudexiaofeitiyan，youzhuiqiumanzukehudegexinghuaxuqiu。yucitongshi，zuoweixianshangpinpaishangjiayinggaixianchulihaocongchanpinjiegoudaomendianyunying
，naizhituiguangyingxiaofangshideshiyingtiaozheng，xiamianwomenjiuweidajiaguinajitiaodianshangpinpaikaishexianxiamendianshixuyaoguanzhudewenti。

組織架構的調整

kaidianjingying，diyishitiaowentishigongsixuyaowaipinyiweiyoujingyandedianchanghuoyunyingjingline，haishicongqiyeneibuxuanbazujiantuandui？womengeidejianyishixuanzehouzhe。waipinyoujingyanderen，tamenwangwanghuizhijieyaoqiuzujianchengshudezhinengtuanduilaipeihetakaizhangongzuo，zheyangyilai，zaixiangmuchuqizichanhuixiandeguoyuchenzhongerqieshicuochengbenhengao。tongshi，zhezhongfangshiduifuzerendenengliyaoqiuyexiangdanggao，xuyaoyouxianxiajingyingdejingyan，youdedongdianshang
，hainengkuaisulejiegongsiyewuhejiagoukaizhangongzuo
，zheyangderencaixiangbizaoyizaixingyededujiaoshoulimianle。suoyibuluncongqiyejiagou
、業務熟悉度
、試錯成本、信任度等方麵考慮，從現有人員中自建團隊是最為理想的，畢竟項目剛開始的階段都是摸著石頭過河，輕裝上路才是最為靠譜的。

了解門店的周邊市場

在(zai)商(shang)業(ye)活(huo)動(dong)中(zhong)了(le)解(jie)市(shi)場(chang)環(huan)境(jing)是(shi)尤(you)為(wei)重(zhong)要(yao)的(de)。運(yun)營(ying)線(xian)上(shang)店(dian)鋪(pu)時(shi)，我(wo)們(men)隻(zhi)需(xu)要(yao)坐(zuo)在(zai)電(dian)腦(nao)前(qian)打(da)開(kai)瀏(liu)覽(lan)器(qi)就(jiu)能(neng)了(le)解(jie)市(shi)場(chang)，對(dui)比(bi)你(ni)的(de)競(jing)爭(zheng)對(dui)手(shou)。但(dan)是(shi)到(dao)了(le)線(xian)下(xia)，依(yi)靠(kao)的(de)就(jiu)是(shi)我(wo)們(men)的(de)一(yi)雙(shuang)腿(tui)和(he)一(yi)雙(shuang)眼(yan)，大(da)家(jia)先(xian)把(ba)門(men)店(dian)周(zhou)邊(bian)環(huan)境(jing)都(dou)先(xian)轉(zhuan)個(ge)透(tou)，知(zhi)道(dao)你(ni)的(de)對(dui)手(shou)在(zai)哪(na)裏(li)，知(zhi)道(dao)什(shen)麼(me)位(wei)置(zhi)客(ke)流(liu)量(liang)大(da)
，知(zhi)道(dao)門(men)店(dian)周(zhou)圍(wei)的(de)主(zhu)要(yao)人(ren)群(qun)是(shi)誰(shui)；進jin而er思si考kao你ni的de產chan品pin在zai周zhou邊bian是shi處chu於yu什shen麼me位wei置zhi，思si考kao需xu要yao通tong過guo什shen麼me方fang式shi宣xuan傳chuan門men店dian，思si考kao可ke以yi獲huo得de哪na些xie潛qian在zai的de資zi源yuan。而er基ji於yu此ci，我wo們men特te別bie提ti醒xing一yi點dian：youyuxianshangduibixianxiaqueshaoledianpuzujindechengben
，chanpinshoujiayibanbimendianjiageyaodi，suoyidangyongxianshangdejiageqierushichangshi，chanpinbenshenyijubeilejiaoqiangdejingzhengli。ranhouwomenjinxuyaogenjumendiandeyunyingchengben，jinyibutiaozhengchanpindecengji，zheyangjiunengbazhegejiageyoushifahuidaozuihaodexiaoguo。

服務好你的客人

xianxiaxiaoshoudezuidayoushijiushinenggeiyukerenchanpinhuofuwudezhenqietiyan

，daogourenyuannenggengzhijiedilejiedaokerendexuqiu。shuodaofuwuzhiliang，shouxianyaoguanzhudejiushigoutongwenti，duibidianshangpingtaixiaoshouyilaideshiwangwanghuozheweixindengliaotiangongju，xianxiajiushimianduimianjiaoliu，nidechanpinxinxi
、服fu務wu態tai度du和he專zhuan業ye性xing在zai客ke人ren麵mian前qian更geng加jia的de表biao露lu無wu遺yi。而er往wang往wang這zhe個ge交jiao流liu的de過guo程cheng是shi直zhi接jie影ying響xiang到dao最zui終zhong能neng否fou形xing成cheng轉zhuan化hua，所suo以yi針zhen對dui這zhe一yi項xiang我wo們men更geng推tui薦jian找zhao有you門men店dian銷xiao售shou經jing驗yan或huo有you服fu務wu行xing業ye經jing驗yan的de人ren員yuan。特te別bie是shi當dang門men店dian做zuo促cu銷xiao活huo動dong的de時shi候hou，相xiang比bi線xian上shang的de活huo動dong會hui缺que少shao平ping台tai的de規gui則ze和he係xi統tong的de限xian製zhi，如ru果guo活huo動dong形xing式shi和he優you惠hui模mo式shi製zhi定ding得de較jiao為wei複fu雜za化hua，很hen容rong易yi就jiu會hui造zao成cheng客ke戶hu的de不bu滿man情qing緒xu或huo客ke人ren不bu斷duan想xiang討tao得de更geng多duo的de優you惠hui的de現xian象xiang。一yi般ban活huo動dong現xian場chang客ke流liu會hui較jiao多duo，負fu麵mian的de影ying響xiang會hui非fei常chang容rong易yi被bei傳chuan染ran開kai。因yin此ci簡jian單dan清qing晰xi的de活huo動dong方fang式shi和he現xian場chang應ying急ji能neng力li都dou顯xian得de十shi分fen重zhong要yao，要yao做zuo到dao既ji令ling客ke人ren認ren可ke你ni的de產chan品pin和he服fu務wu，同tong時shi又you為wei自zi己ji獲huo得de了le優you惠hui利li益yi而er感gan到dao高gao興xing。

以數據運營門店

新xin零ling售shou的de基ji礎chu就jiu是shi基ji於yu新xin能neng源yuan的de發fa展zhan，數shu據ju在zai現xian今jin的de電dian商shang平ping台tai中zhong已yi經jing運yun用yong得de淋lin漓li盡jin致zhi，通tong過guo各ge項xiang維wei度du監jian控kong店dian鋪pu，看kan產chan品pin的de流liu量liang和he轉zhuan化hua

，甚shen至zhi能neng關guan注zhu每mei一yi名ming進jin店dian客ke戶hu的de購gou物wu行xing為wei和he人ren群qun畫hua像xiang。同tong樣yang的de，數shu據ju的de運yun營ying思si路lu在zai線xian下xia門men店dian中zhong一yi樣yang通tong用yong
，門men店dian的de周zhou邊bian流liu量liang、進店客戶的路徑
、商品瀏覽時長、谘詢時長
、客戶畫像等這些都是我們日常需要時刻關注、yongyuhengliangmendianyunyingqingkuangdeshuju。erzaishitimendianzhongwomennengzenmeshoujiqizhexieshujune？genjuchengbenyusuan，womenyoulianggejianyi。shouxian，zhongxiaoxingmendiankeyicaiyongWIFI探tan針zhen或huo超chao聲sheng波bo探tan測ce儀yi作zuo為wei門men店dian數shu據ju的de收shou集ji設she備bei。二er，如ru果guo經jing費fei充chong足zu的de環huan境jing下xia就jiu可ke以yi選xuan擇ze使shi用yong攝she像xiang頭tou技ji術shu對dui門men店dian進jin行xing人ren力li圖tu檢jian測ce和he客ke戶hu畫hua像xiang收shou集ji，建jian議yi二er能neng收shou集ji的de數shu據ju維wei度du更geng多duo

，數shu據ju更geng細xi。隻zhi有you知zhi道dao了le門men店dian的de客ke戶hu是shi什shen麼me人ren
，之zhi後hou在zai製zhi定ding產chan品pin層ceng級ji和he營ying銷xiao活huo動dong內nei容rong上shang才cai能neng更geng清qing晰xi精jing準zhun，我wo們men門men店dian的de營ying業ye時shi間jian也ye是shi針zhen對dui核he心xin客ke戶hu的de生sheng活huo習xi慣guan來lai安an排pai的de，希xi望wang能neng給gei客ke人ren帶dai來lai跟gen貼tie近jin生sheng活huo的de服fu務wu。