Eral 2000 Stores Access Micro Union Smart Retailing To Promote Integrated Development

As a diversified fashion trend group of main industries, Eral has taken the "three step" strategy in digital transformation and store "up cloud". In April this year, Eral officially launched a partnership with smart business service providers to design smart retailing and live broadcast of small programs.

It is understood that the main industry of Eral group covers fashion, home textiles, hotels, science and Technology Museum, confinement center, and so on. This cooperation with micro Union aims to boost the Eral brand digitalization process by putting 2000 of its clothing stores on the cloud.

Empowerment terminal franchisee and shopping guide competing for "cloud"

As Eral stores take the form of franchising, in order to guide franchisees to "go to the cloud", Eral has taken the three step strategy: in the end of April, it chooses 10 stores online small program mall to conduct online testing.

After running through the business process and confirming the various functions, it has been recruiting 400 stores in the country for a long time. It is now working in a tight and orderly way. The overall goal of Eral in 2020 is to promote more than 1000 stores.

The relevant person in charge of Eral sales center said that at present, the marketing side of the retail industry is promoting the "energy terminal", and the Eral franchisees choose to "go to the clouds". They feel the change of consumers themselves, especially under the impact of the epidemic, consumers have reduced the number and amount of consumption under the line.

The "cloud store", due to the unlimited operation time, geographical location and shopping guide, shows the role of "pull New + retention" for the passenger flow, so franchisees try to pull the new line on line, and simultaneously carry out the digital transformation with the offline store experience activities. Eral headquarters took timely incentive policies to encourage franchisees to go to the cloud, and set up a smart retail project group to connect with cloud stores.

"Especially for the shop guide, we offer some commission above the line, and regularly perform the PK tournament as an incentive". In the view of the person in charge, it is not only material but also personal accomplishment that motivate the store to purchase. Young guide buyers are sensitive to new things. Once they understand that "cloud" really helps in performance, they will be involved.

Therefore, with the help of APP, a micro union business assistant, Eral can set up a long-term relationship between shopping guide and users through the way of shopping guide, face-to-face sharing and consumer payment. He stressed: "the promotion of shopping guide must be top-down. It is important to start from the director and manager of each region, and then to the store manager, shopping guide, and promote the subjective desire of shopping guide." At present, there are about 8000 shopping guides in Eral's national stores.

Direct release of pricing power in direct seeding

In view of the characteristics of many retail stores and different business formats in the retail industry, the micro League intelligent retailing provides a "thousand shops and thousand strategies" solution. Franchisees can not only decorate the storefront online, but also make differentiated management and marketing of on-line products.

Eral has also adopted a step-by-step strategy to promote "thousand shops and thousands of strategies": first, it selectively releases the right to change stores, and then seeks for further differentiated management of store decoration and background configuration.

For example, the northern market and South market have different rhythm for the sales of spring clothes. If the online discount intensity is unified nationwide, then the discount of a certain ground line shop may be higher than or below the line strength, which will destroy the user's consumption experience. Therefore, the decentralization of the pricing power to local franchisees, franchisees, the enthusiasm of the cloud is even higher.

With the gradual improvement of Eral's small program mall, Eral also began to test the small program live broadcast, and regard content operation as the core of the brand live broadcast, rather than the "online low price". Because Eral believes that the price of competition seems to be effective in the short term, but sooner or later it will harvest the private sector traffic.

It is understood that Eral has its own digital intelligent factory, laboratory and R & D center. In the second half of the year, it will try to focus on clothing production technology and technology as the content of the live broadcast. At the same time, it will cooperate with KOL and cross brand to do live broadcast, so as to enhance the effect of the brand live broadcast.

When consumers are online, the retail industry must first solve the channel online, and then explore new marketing methods. Eral believes that fans operation, traffic acquisition, marketing activities, in essence, are around the consumer's purchase path to complete the "pull new - retention - Transformation - re purchase" closed loop.

Only in this way can we truly achieve the "online store traffic + online public domain traffic + online private domain traffic" traffic interconnection and online offline integration development.

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