There is such a company (slimming clothes) that manages postpartum bellybands. It has been in trouble for more than 10 years, and its monthly sales! It has always been around 4 million and never exceeded 5 million. And in April last year, their monthly sales miraculously exceeded 15 million. Do you think it's over for over 15 million? Of course not; they exceeded 30 million or 30 million in the third month! Is this kind of monthly sales worth learning from?
At this time, you might say that it only took one month for them to go from 4 million to 15 million. Then I would like to ask; what happened to them in this month?
What happened, you can never think of it. What happened? They changed the original model of selling belly bands into sending belly bands. Can you think of such a huge change?
At this time, you might say, send a belly belt! So how do they make money? If we want to know how they make money, let's take a look at their previous model.
As mentioned earlier, they are a company that operates postpartum belly bands. The sales channel is mainly the obstetrics and gynecology department of the hospital. Is the belly band collection? There is no problem with putting the sales terminal in the obstetrics and gynecology department of the hospital, as the saying goes. Didn’t you say it? You should be where your consumers are.
Since there is no problem with the sales channel, is there any problem with the sales method? There is no problem. The cost of an abdomen belt is about 50 yuan, and it is sold to the postpartum mother at a retail price of 198 yuan. How much does the hospital take at this time? The hospital can get 80 yuan. After the hospital gets 80 yuan, how much money will they have left? Is there 68 yuan left?
An abdomen with a gross profit of 68 yuan, after removing other operating costs, is there still money to be made? Why do they leave this money without making money, so they want to give it away?
I don’t know at this time. Have you found a problem. How many bellybands can be sold for a sales of 4 million. Is it 20,000? How many obstetric hospitals should cooperate with 20,000 belly bands? Is it at least seventy to eighty?
So where is their problem? After so many years, monthly sales have never exceeded 5 million. At this time, is there a problem in the expansion of sales channels? To put it bluntly, I can’t find more maternity hospitals to cooperate. .
Can't find more obstetric hospitals to cooperate, what should the company do if it wants to increase sales? Their method is to increase sales by giving away the abdomen. You may be confused. You have all given away. Where is the sales?
Of course; there must be a way to give it away. Not only will it not make 15 million in a month, but the 4 million will also be wiped out. So how did they send it? They built a small program mall on WeChat, and then sold milk powder of major brands in the mall.
Of course; the belly band is still delivered to consumers through obstetrics, in other words, it is delivered to consumers through nurses, then how to deliver it? As long as the consumer deposits 198 yuan in the Mini Program Mall, the nurse will give her an abdomen belt. The stored value of 198 yuan can be used to purchase any brand of milk powder in the mall.
At this time, imagine if you are a mother who has just given birth to a baby, the obstetrics department will send you an abdomen belt in this way, would you want it? Do most people want it. Who wouldn't want it without spending any money?
So what are the facts? The fact is that when obstetric nurses went to sell belly bands, only 40% of them were willing to buy them, but now they send them. That's different. More than 80% of them are willing to save 198 yuan and receive them.
What did we find at this time? Did the sales double directly from the original monthly sales of 4 million to 8 million. You might say, isn’t this only 8 million? How did the 15 million come from?
How did the 15 million come from? Of course, it was also consumed by those mothers. At this time, imagine that if you have stored up a value of 198 yuan in their mall to receive a belly band, if your breast milk is not enough, would you buy it? Do you want to buy milk powder? Where can I buy it? Is it priority to buy at their home? Why? Because you still have a balance of 198 yuan in their house, right?
The point is here. Although their milk powder is a bit cheaper than JD.com and Tmall, they start at 6 cans, which means you have to buy at least one. Is your 198 yuan enough to pay at this time? Obviously it is not enough, right, even if it is 350 yuan a can, how much is 6 cans? Is it 2,100 yuan? At this time you want to exchange your 198 yuan, how much do you want to make up? Is it 1902 yuan?
You might say that you have to make up so much, so I won't buy it. Are they worried that you won't buy it? Of course not to worry, right? Why? Because at this time, regardless of whether you buy it or not, your 198 yuan will go into their pockets. If you don’t buy it, they will charge you 198 yuan. How much you made before and now you still make a lot more. , Does receiving more mean earning more?
So what is the actual situation of their family? The actual situation is that only 8% of consumers came back to buy milk powder at the beginning, slowly; now it has reached about 40%, and they will grow later, right, because the child will basically have no breast milk after 8 months. What should I do if I don’t have breast milk? Do I have to buy milk powder? Will they give priority to their home?
Do you not buy it once at their house? Isn't it not necessarily? So what can you do to ensure that you will buy milk powder at their home in the future? Their practice is, if you buy a piece of milk powder, they will deposit 100 yuan in your membership balance. If you buy two, they will store you 200 yuan. Anyway, they will give you as many pieces as you buy. How much do you reserve? You have always had money in your membership balance. When you buy milk powder next time, will you still choose their home first?
This is what they have made on their original sales channels, so besides getting traffic on the original sales channels, is there any way for them to get more traffic? Can they get more traffic in the slimming sector through distribution?
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