Commercial Super Shopping Guide Has Started The Anchor, The Offline Counters Have "Duplicated" Li Jiaqi?

Go to the mall at 10:30 every morning, open your cell phone, send all kinds of promotional information to the group, then send out a series of information about the circle of friends, brush it again after one or two hours, and finish work at 4 p.m. When I return home at night, the same moves will have to be repeated several times.

This is from the beginning of the beginning of six, the daily life of a clothing brand salesperson Xiao Xu in a large shopping mall in Shenyang.

Affected by the epidemic, the huge shopping malls and ShoppingMail in the past have become extremely cold. Therefore, no matter whether the shopping mall itself or every brand merchant settled in the market, they are actively helping themselves on the premise of doing enough epidemic prevention measures. When the offline customer flow is sparse, the salesmen who once stood in the special shop and the franchised store also started to go online.

In this fictitious world, there are no net red and duet hands, only one person who studies hard to sell live goods.

Base salary, royalty and layoff

Xiao Xu's working place is originally a well-known place in Shenyang's core business circle. Although affected by the epidemic, shopping malls have not been closed, and have been operating since the Spring Festival. However, due to the reduction of passenger traffic and the regulations of relevant departments, the market is also making new adjustments.

Xiao Xu told us to understand the notes: "a lot of small shopping malls are closed directly, and we have adjusted them even though we have been open all the time. At present, not all brand stores are open, but only part of them are open. Business hours also changed from 9:30 a.m. to 9 p.m., and changed from 10:30 a.m. to 3 p.m. "She pointed to the counter at the front desk." now the store has to be sterilized every day. All the staff and customers must wear masks in the shop. They need temperature and scan before entering the mall. "

Not only in Shenyang, but in many shopping malls throughout the country. Xiao Yang, who works in a large shopping mall in Chaoyangmen, Beijing, understands the notes. "During the epidemic season, our shopping malls also shortened their business hours. They had to be sterilized several times a day. Staff and guests must wear masks and must measure their body temperature before entering the door."

Despite the fact that shopping centres have done strict epidemic prevention measures, it is still hard to recover in the short term. During the Spring Festival, this should be the most popular business hours in the major shopping malls, but this year is particularly cold and cheerless. According to Xiao Yang recalled: "before a long time, except for a supermarket, all the other counters were closed. After the recent resumption of business, although there is no specific data, from the point of view of passenger flow, I predict that the minimum reduction will be 8, and it is difficult to see people in the daytime.

The most direct impact is revenue, which is the most profound experience of the first line sales guide.

Xiao Xu said, "before the mall is open, I can open a 3~4 list every day. Since the epidemic is serious, people are reluctant to go out. During the Spring Festival, it is difficult to see people in the shopping mall. Although the mall is open all the time, but because there are so many customers and stores and counters are closed, our store is always open. At that time, the leaders also said that if everyone else was closed, we might get more customers, but in the end they were the same.

On the impact of income, Xiao added, "we earn more than 2000 yuan in sales, and others rely on royalties. Moreover, the way of royalty in our store is that everyone must achieve a certain amount of sales. Now, this situation is impossible to achieve. Since February, we have seldom opened a bill. We can not imagine the income in the coming months. "

However, Xu Geng is worried about his job when his income drops. She revealed that before listening to colleagues said that the company has begun to lay off the job, most worried about is on the list of redundancies, "after all, the difficulty of going out to find a job is more difficult than selling a dress at a store."

For the current situation, two different cities have expressed weakness in the guide. In the special period, when people are unwilling to go out, shopping centres also try their best to "approach" consumers as much as possible. Therefore, during this period, more and more shopper shopping guides have begun to carry goods on line.

The strangeness of "cloud shopping"

Live broadcast of goods was once the hottest word in 2019. Online sales of big coffee such as Li Jiaqi and Wei Ya burst red, so that millions of people saw the efficiency of carrying goods with mobile phones. They may be faced with customers hundreds of times in the mall. Of course, under the normal commercial condition, the shopping guide in the shopping mall is Li Jiaqi. Via fans or customers. And when the offline passenger flow dropped sharply, the managers of the mall began to hope to sell online, and many shopping guides began to learn how to open live broadcast channels on mobile phones.

So what kind of scenes are these shopping guides who are extremely skilled in offline business?

There is an old saying that interlacing is like mountain crossing. Even if it is all sold, there is a huge gap. "WeChat group, friends circle, shaking voice, fast hand, live broadcast......" I can basically think of it. The effect is very, very ordinary. " For his company's online marketing strategy, Xiao Xu's face is powerless.

When it comes to online shopping, with Li Jiaqi, Wei Ya's phenomenal big coffee as an example, the live broadcasting platform naturally becomes the first choice for the shopping guide. Xiao Xu said, "live broadcasting is the first thing we have ever tried, and live broadcast of Taobao live and live broadcast. But we do not have the experience of live telecast online. The number of live broadcast is new, and there is no accumulation of fans at all. Most of the time it was broadcast for hours, not even a few of them.

As for the record, Xiao Xu smiled and said, "it has lasted for a week, and there are less than 10 clothes sold. Now the leadership has given up, saying that the live broadcast efficiency is too low. After stopping the broadcast, the store put the center of gravity in every WeChat group, so that we could pull all the customers we knew before to the WeChat group, and then do the specials and spike activities in the group. The leader also taught us a new word -- private traffic.

Xiao Xu reflected that the discount rate of commodities in these two days was very high (basically 40 percent off).

But selling goods does not mean that they can make money. Traditional users' online shopping habits vary greatly from line to line, which is reflected from the initiative of customers.

When you shop online, each customer will have three goods, then add up some coupons to achieve the maximum discount. When sisters go shopping in the mall to buy clothes, they are more sensible than rational, and usually do not buy one. Girlfriends go shopping. When they finally walk out of the mall, most of them carry several bags on each hand.

This shopping habit difference is also reflected in the online community spike and special activities of today's shoppers. Xiao Xu told us to understand notes: "now every day, high intensity sends promotional messages and friends circles in the group. On average, there are one or two single businesses per day. Moreover, these lists are much worse than the previous price in the store. Before the store opened 6 or 700 pieces, the list of more than 1000 was not uncommon. Now a group is just a dress, and the discount is more than 100 yuan. I haven't got the base of the Commission this month.

In the same way, Xiao Yang, a shopping mall in Beijing, also knows how to read notes. "Our store now arranges several live events every day, including cosmetics, clothing, women's shoes and so on. In addition, each brand store also has its own customer base, and will do some promotions in the group every day. As for the overall effect, she did not answer directly, but said that she was still groping for the stage.

As an ordinary customer, understanding and taking notes has recently been pulled down by many offline brand sale groups (all stores that store micro signals or cell phone numbers). After observing the chat content of several groups, it was found that although the salesmen often send promotional messages for various products every day, there are not many people actually asking.

The salesmen will also take some exquisite pictures and occasionally show a seller. The price of promotion is more attractive than before, but why is it so cold?

Obviously, the shopping guide and the customers in the group did not adapt to the sales method. One day, the salesmen sent dozens of or even hundreds of promotional messages, and only one or two guests actually questioned. What's more, it is even more embarrassing that a group of people will publish a variety of small advertisements and all kinds of grapevine in a few days after the establishment of such a group.

　　 Their live broadcast is not normal after all.

Whether it is the management of the mall or the front-line sales of brand businesses, the problem is not the biggest anxiety in the face of online traffic, low volume and the bottom price. What really worries them is that they do not know when users will step out of their homes and enter shopping malls.

Apart from the identity of front-line staff in the market, they themselves are also ordinary citizens. For such a special period of special circumstances, we can only wait and see.

The epidemic will pass away and life will return to normal. The resumption of work is gradually spreading, and the traffic on the street is gradually recovering. From this level, everything is moving towards a good direction.

According to Xiao Xu, starting from the weekend, the shops opened in the mall gradually increased, and they could basically open on Saturday. Although there is still a big gap between passenger flow and past days, popularity is slowly recovering.

On the way to and from work in Chaoyangmen, little Yang Mingxian felt the recovery of traffic flow and stream of people: "all the counters in our mall have been operating normally. The increase in passenger flow is not obvious, but it can still feel the change." Now the people and cars on the way out are a bit crowded, although everyone is careful, but this is always in the good place to develop.

When asked about the future prospects of online live selling, several stores, including them, said they should focus on improving the service level offline. As for online live broadcast and WeChat group marketing, it should not be too expensive.

Many online stores have launched various online promotions, but the effect is not as good as expected. But for them, this attempt is a vision of the future life and a spiritual expression that is not willing to be present. There is a guide in the group every day will say, "no winter can not be crossed, no spring will not come." In their view, the prosperity of the real business is about to recover, and farewell to the taste of online sellers, they will still deduce their own brilliance in the stores that are offline.