Watson Management: How to learn
- China Innovation Forum cosmetics store management report
lecture: Yuan Gengsheng
Introduction: Nowadays, turbulent global economic perils and opportunities, how caustic the economic situation and quest one chance to rebuild trust? the same time, faced with rivalry in the manufacture, select aggressive or defensive, which will test any business person. I believe that to do retail business, at anyone time, the most important are practicing good elementary management skills, to invest orderly service to consumers is the most important. Innovation Forum Organizing Committee of the Chinese cosmetics invited the author to attend the Shanghai New International Expo Center by the Shanghai Baiwen Exhibition Co., Ltd. and Store Management essence
Ladies and Gentlemen: Good p.m.!
consult with you today, I is the subject of
cosmetics retail industry constantly with some friends to communicate, talk to a on God is not the taste.
by the We should learn from Watson of those places? How to learn?
to browse, we first figure out two problems:
first question: Where is Watson's success?
2009 年 2 17, well-known U.S. magazine 'Forbes' latest global power richest, Hong Kong tycoon Li Ka-shing ranked No. 11. Li Ka-shing the account there are two main reasons:
The first is his
and Hutchison Whampoa's control of the world's largest vessel terminus worker;
second operates the world's largest health and prettiness retail necklace - Watson;
This is enough to reflect Watson's multinational status and affect.
Watson
that those in China, does an outstanding rendition since 1989, China's first Watsons Your Personal Store has opened in Beijing, now has almost 500 stores. From the business outlook, I think the real success of Watson's place is two data:
1, Watson's shop
2, Watson's
Operating results in accordance with Watson's shop, settled shop We know, for a large supermarket, As far as I know, Watson's many shops are able to reach 6 million.
gross margin in supermarkets has fallen to below 10% today, Watson's products,
How was that Watson
to achieve this is jealous of performance? other undertakings can also get such returns?
us first understand the second question: is Watson's history and background.
Watson was founded in 1828, in Guangzhou, formerly known as the British offered a pharmacy, called Guangdong Pharmacy;
1832 年 Watson opened the first soft drink in China;
1841 pharmacy south of Hong Kong, Guangdong, author of Hong Kong pharmacy;
1871 pharmacy was renamed the Hong Kong AS Watson & Company (Watson's);
1883 年 Watson expand abroad business to the Philippines and China, and opened in 1884 in Manila, pharmacies and soft drink, Watson Co., Ltd. registered in 1886, to Watson's store development in 1895 to 35, in 1903 Watson's Water ;
1937 aggression of China, Japan, Watson stopped the Chinese mainland business;
1963 The Hong Kong and Hutchison Whampoa Group acquired Watson's;
1972 年 Watson earned PARKnSHOP;
1981 年 Watson as Hutchison Whampoa Limited, a altogether owned subsidiary, operating seventy-five food and non-food retail outlets;
1987 年 Watson drugstore stretched to Taiwan,
GHD Boho Chic Limited Edition, Macau, Singapore (1988), Macia (1994), Thailand (1996) and the Philippines (2002);
1989 年 Watson returned to mainland China, the first mainland China store in Beijing opened private items;
1992 年 Watson stationed in Shanghai, Guangzhou's first store opened in 1994, 2003, 50 stores opened in Foshan, Guangdong, 2005, 100 stores opened in Guangzhou,
GHD IV Mini Straighteners, also a milestone Grandview Plaza store. When this store opened in Watson made a rapid evolution of the 2006 200 stores opened in Guangdong Huadu, 2007 300 stores opened in Nanjing in 2008, the number exceeded 400 Watson stores.
2009, the Watson (China) 20 commemoration, shop target of 600.
overseas, Watson accustomed a large-scale acquisitions or collaborative approach to expand their business in 2000, the acquisition of UK health and beauty retail chain Savers, 2002 Kruidvat Group was acquired in Europe, the Baltic countries, the 2004 acquisition of leading health and beauty retail chain Drogas , 2004 acquisition in Germany has 786 health and beauty chain Drik Rossmann GmbH four percentage stake in Watson and LG Mart mutual attempt, opened in Korea in early 2005, Watsons Your Personal Store.
we found that Watson has four core characteristics: a long history; 2, large; 3, lusty financial backdrop; 4, brand influential;
Well, comprehend this, we examine, Watson is in those areas for us to learn alternatively emulate. First, the history of precipitation, monetary strength, chain size, mark tactics, scale avails, management team, brand and so we can not have these, these are not to emulate.
I think that Watson is in the management of the advantages that we can learn. Including mall positioning, shop location, purchasing management, operations management, sales management, exercise system, shop management, especially management of the shop all the success of Watson's most direct expression. Today, I share with you how to administer the shop Watson, and industry people how to learn the essence of Watson.
marrow of Watson's store management including: 1. buyer service; 2 display standards; 3 improvement management; 4 order management; 5 staff management; 6 criterion management; 7 atmosphere layout; 8 skills ; 9 security management and additional nine most. Watson namely the operations of a store situation is resolved, then for a mart directors, the most essential of the four principles to ensure the implementation:
1, service standards;
2, display standards;
3, promotion standards;
4, not empty of;
Watson's cache treatment, including the 4 principles are the characteristic requirements of the following careful explanation:
first, service standards, service requirements for employees Watson, a total of eight areas:
1,
GHD Hair NZ, service with a smile;
2, the face of customer greeting: Welcome!
3, civilized, self-confidence;
4, say hi to maintain friendly eye contact;
5, courteous delivery basket;
6, cashier, fast payment, redemption recommended line number less than 4;
7, theme promotions introduced;
8, farewell customers;
1 point come! . Watson asked employees in the contact. Because, say the other is not seeing very insolent.
point 5 a hand basket at the end of that: you need to shopping basket it? baskets distribution advantages are: 1. to enhance the customer more shopping opportunities, (2) creating opportunities to interact with customers, 3 customers will feel they are esteemed, 4 indirectly to discourage wastage. To make it easier to do this, Watson's shop in the middle of the shop entrance and near the main aisle must be placed in the proper number of shopping baskets, shopping basket and inquired to preserve a high degree of curving in the circumstance of the guests do not access, the study found, to keep shopping basket is 10-15 guests pick the most convenient, and keep shopping basket knob in the same direction.
(usually placed at the entry to a sufficient number of the shopping basket)
point 6 rumpus, and even aversion to such shops, that service is not agreeable, especially the young urban white-collar operators. So it requires a cashier in front of the customer queue can not surpass 4, while the position occurs while extra than 4 human have to be along variant hireling to open a second machine for cash enrol, whether all the machines in operation, the shop superintendent must lay for other employees by the money register to help cultivate efficiency in order to try to alleviate the queues. Cashiers In counting to money, there is a need to do is to link suggested redemption products, that is, the implementation of suggested. So while you are spending period in Watson, you will listen the cashier at the time of disbursement, said, can have a redemption merit of $ XX to XX products, you need In order to improve the customer a single transaction.
Point 7 For instance, the Watson's second large-scale promotion of member cards, they asked the shop's employees must keep the information card to the customer. It is understood that more than 40% of customers are in Watson's staff under the guidance of the membership card.
8 point
sound system must have a good monitoring mechanism, Watson on the above 8 customer service requirements are very rigid implementation and supervision mechanism chiefly from: 1, store managers; 2, the regional manager; 3, Mystery Shoppers .
Watson research firm hired to help monitor its implementation puzzle customer service, riddle shoppers will be arranged double a month to each store to the customer's identity for its staff to observe the implementation of service standards, and each store by standard questionnaire score, the operation to award good employees, penalties for violation of the employees.
second I absence to say that Watson's store layout and display standards, store sales planning as Watson's altitude prerogative, to whom immediately, Watson's store image has been improved for the sixth generation of the shop, yet its most The main Here I focus on annotate Watson's
1. Watson's discovery display principles that stores the essence of management is:
to create a friendly, vibrant and exciting shopping environment for customers to easily find unique, creative, interesting, high quality and value for money products;
friendly: mainly from the staff of customer service;
vibrant, exciting shopping environment: from staff and store atmosphere combination;
allow customers to easily find: mainly lies in merchandising;
inspired, interesting, high quality and value for money: This is a commodity organizations and promotion of the heading.
2. breakthrough is the essence of the principle display:
1) at the right time, providing the right product, right price, display the appropriate number in the right place;
2) purposes: as much as likely for customers to lightly find. So Watson's display of principle, let the customer found to be most important.
we all know, private care products is the main bolt of the young 18-45 year-old white-collar home as the thing for the consumer, Watson and research in business a long time that this team is portrayed by the largest shopping: impulse and enjoy ecology, they are to encounter the material needs, based on over to enjoy the morale of a team. So, they are cozy to detect the most forcible manner to enhance sales.
Watson is how his own shop in achieving these principles.
the first to discover: that Watson
order to decrease prices, Watson stores will often choose the negative floor in the floor, but in order to allow customers to ascertain, Watson will appliance this principle to do more than the average chain in place, more direct. We can see from this group of pictures, Watson is also frequently used:
1. make use of billboards;
2. there must be signs of non-street stores directions;
3. large blocks of color, easy to find;
4. and even the use of staff time to adviser;
purpose is to permit customers to find the location near Watson.
(straight outdoor signage)
second finding: that business scope
even if a person not familiar with Watson, as he stood in front of the store location of Watson, he can peek on the shop's business range, and can quickly be aware of the cardinal sale theme, no mistrust from the outdoor can be clearly seen store, attract customers into the store in order to achieve the intention of purchasing products.
To achieve this goal, Watson often with the use of the following methods:
1. eye-catching facade chart;
2. bright lights;
3. lower shelf elevation;
4. a clear classification of the business signs;
5. the promotion of information and so clearly the door;
(Watson's shop door achieve)
third discovery: to attract customers to find the source
as many as possible to attract customers into the store, which store business is very crucial, how to do attractive ingredients reflected in the shop door, the study found,
GHD Red Styler Straighteners, establish a snug shopping environment, a good shop management, keep the freshness of the goods on display to encourage customers into the store has a very huge help. Watson reached that the method:
1. spacious gate;
2. spacious channel;
3. a great many marketing information;
4. Standees prevalent replacement of promotional merchandise;
5. attractive promotional merchandise ashore exhibit in a emphatic rank;
(Watson's display near the door)
fourth discovery: the discovery of the shop
shop is to produce trading venue, shop layout and display is the most critical, Watson found in shops and the rule of such a requirement:
1. easy to find the business classification, and find they need to purchase the goods;
2. easy to find promotions and discount goods;
3. easy to find new products;
4. easy to find recommended products;
5. easy to find the prices of commodities;
6. easy to find staff services;
7. find professional counseling;
8. easy to find place of payment;
attain these These usages are reached:
1. a clear display of merchandise district, denote meaningful local identity;
(1 of the regional sign)
2. causativeable display of goods;
3. clear price signal;
4. themed promotional display;
(fashionable productions on display theme)
5. staff cared approximately the needs of customers;
6. will be on display approaches related products, leaving customers to find products more easily;
7. essence sectors (cosmetics, skin care, personal care products) focused vision on display in the position to show their authority;
8. will reserve selling,
9. Watsons stores three tools, small food; health, including health care products, hygiene products and other categories. In layout, the display upon the product need to go together, that is, not divide display, such as oral care products do not divorced from daily necessities on display, not from the cosmetics, skin care products on display;
10. cosmetics as the main categories to be displayed in the shop front;
11. health care products and daily necessities as the
12. cosmetics and skin concern products offer similar shopping experience as a department, near the display attach;
13. infant health care products and daily necessities as a Ideally, if the layout permits, health care products on display at the side;
14. the food is always on display at the cash register next to;
15. miscellaneous-like products (beauty tools, accessories) Planning for the
16. a agreeable shopping experience, first, to display all the related products together, maximize the use of each measure promotional shelf;
17. prominently displayed in the shop
18. cash register as possible on the middle of the shop or in front of the cashier and general health care area is separate;
19. rich atmosphere promotional arrangement, reflecting the present promotion promotional activities;
20. store audio and audio-visual equipment, promotional marketing activities.
point is to achieve more than 20 stores the contents of Watson's easy to find points.
The third is the implementation of promotional activities, promotional activities, Watson's amenable, colorful and rich atmosphere, which is most people's evaluation. Watson's promotion is very important that the management of the shop part. Promotional activities, especially the implementation of standards.
Watson normally every 20 days to replace a circular of promotional activities, promotional activities for each theme will be based on sales promotions for the plenary atmosphere of the shop full replacement. Watson's promotion success, I meditation the retinue is the key:
1, perseverance
Watson
many consumers are very familiar with the promotional activities, they know what Watson held regularly in the form of promotional activities, thanks to Watson's perseverance over the years, Watson's regular promotional activities held regularly every annual,
GHD Dark Styler Straighteners, especially in its own brand promotions, such as will often include:
2, colorful
Watson's promotional activities, fashion a very solitary, and other retail channels completely alter way, chromatic, wide variety of promotional products, often based on individual aspects of care is defined as: selection of moisture, silky cilia, a new bathing experience, pearly teeth DreamWorks, new health, nourishment Street, clear new vision, contentment advantage stores, care own, the faultless periodical earth, the gadget class, quality of life, elated savory garden, health information stations, the trend of embellishment, travel self-service wizardry, the beautiful wharf ... ... a lot of fun, featuring a large number of personal care products, to guide the consumer.
3, the authority of professional
Watson will sprint through the promotional activities are often a leadership line of professional authority, all the time to consumers their own authority in the professional field of professional information to situate specialists in personal care products, so consumers have more great sense of believe. Watson's Customers recommend a good product, but invites the industry sector well-known figure, share beauty tips with our readers, health perception. Such as
4, preferential effectiveness
according to people spending habits, affordable is the last word, Watson promotional tension is Each will lead the ladies yelled, price is very large. Each has a
5, full attention
Watson's promotion to achieve a good result, not just good intending fancies, the most important entity is to have good execution, and its full care to pave the access for the marketing success of the foundation, a promotional event held in Watson necessitate a very large measure of work in each of the promotional activities held in the new image from the shops we can find all the pamphlets, merchandise, promotional theme posters, signs had to replace a new cost, the shop staff is to familiar with each promotion rules, all the promotional merchandise on display in place, replace all commodity prices, according to the requirements will be placed propaganda paintings. Replacement of promotional activities for each theme, in Watson phoned For each promotional activities for each branch can fulfil according to the headquarters of thinking, the branch manager ought be to visit a model shop, marketing began the second day, the regional manager of non-stop visits to manifold stores the implementation of promotional activities at any time to supervise the shop work arrangements.
6, an atmosphere rich
All the publicity paintings, price cards, merchandise newsletters, color bar (embedded in the shelf in front of the color paper laminates), POP, however consume is suspected, but is also willing to provide a return at all. In every promotion, Watson will have a new movie disc players available to each branch to promote more promotions.
7, focus on research
Watson Research that they are more attractive, providing a convenient, healthy, pretty service in a better position to improve customer loyalty, such as get the goods belong in the victors, so exciting activities for consumers to relish life. Watson in the marketing of goods on display has a very standard principles for the goods on display near the cash register skills, goods messy beauty, HOT SPOT (peppery converge) of the display principle, these are from the customer shopping psychology, the visual angle, wading habits and other aspects of the study concluded.
8, good habits
promotional staff recommendation to amplify good habits, in Watson's promotion, the staff will always tell the customer, which is progressive promotional merchandise, promotional products recommended to customers to promote more offers, customers can get a good impression, Watson asked staff to do this, the security door will be polite to customers accesible presented a merchandising manual to allow customers to get more promotional information.
9, peerless IT system patronize
Watson IT systems with its flexible promotional activities, especially in the discount, Maijiu, gift management, product orders, price signs, etc. can play the most.
10, people familiar with operating procedures
because of the unique operational processes, Watson's great emphasis on staff exercising, good corporate culture and benefits, low staff turnover rate is Watson's fundamental,
GHD IV Styler Straighteners, Watson to allow sometime employees no adverse log behind again in the company.
We Watson
so-called , seems very affordable for the psychological and promotional activities.
(perfect promotional activities)
(selection of 10 yuan merchandise)
from the picture we can see that Watson's stores are entire decorated in the transmission of a message, tell the customer this month's promotional theme. I study a lot to China's cosmetics retail shop, I base that numerous companies do in these zones is very feeble. Many businesses merely from the The second is for customers to visual labor. He tin no give customers a clear client guidance, these sales tin no be decorated to the large aid.
fourth is not empty of
this point we are quite remove, is operating absent from very taboo, especially in selling merchandise. But how do the order management, is also critical to assure causativeable ordering 2 aspects: 1. Not out of stock; 2 not backlog, lofty turnover.
Watson's approach is:
1, store managers can these orders;
2, the use of HHT (wireless file donation) of goods in consensus with a shelf a check need to order, with the software, you can check real-time product inventory and final week's sales, order number for reference;
3, among the specified time each week under the two orders;
4, Regional Manager, found the shop stocks some of the goods out of stock or too colossal, the operation order of the employees will adopt critique.
Watson's shop is more than the four main principles of management.
below to increase Watson in store layout, in addition to
So Watson is how to understand and achieve these principles? We see next table:
above the shop standard, whether it is product display, customer service, promotional activities embody order management, who are necessary to perform, Watson is how people shop management to ensure the implementation of power? today deserving to time constraints, have the opportunity to another commute.
thank the organizers for the last day of the exchange industry to provide such a good opportunity to thank those who systematized the hard work.
concludes this issue, thank you.
all footprints
Watson Management How {apt} learn
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