Red Bean Group: High-Quality Development Of "Three Self And Six Modernizations" Pioneer Li Meng Forging Pioneer Flagship Store

Hongdou Group's high-quality development of "three self and six transformation" pioneer Li Meng: practice "eight full touch" and forge a pioneer flagship store

Li Meng: practice "eight touch" and forge pioneer flagship store

As the leader of domestic underwear brands, Red Bean Home has successfully attracted a large number of consumers with its precise soft and comfortable positioning and excellent product quality. Red Bean velvet soft underwear has sold more than 150 million pieces nationwide. At the same time, Hongdou Jujia has laid out an online and offline "integrated operation". More than 1600 comfortable stores provide high-quality products and services for users, of which the performance of Hongdou Jujia Wuxi Huiju flagship store is particularly impressive. In 2023, the sales of Huiju flagship store will increase by 40% year on year; Profit increased by 161% year on year; The number of users increased by 63% year on year, ranking first in the store sales of Red Bean Home.

As the store manager of the flagship store of Hongdou Home Company Wuxi Huiju, Li Meng thoroughly implemented the strategy of "three self and six transformation" and the policy of "eight full touch" of Hongdou Group, and led the store to achieve double growth in revenue and net profit. During the "Double 11" period in 2023, store sales increased by 197% year on year. In the past three days of New Year's Day holiday, the sales of red goods doubled again, marking the first successful start of the 2024 New Year. In January 2024, in the theme activity of "high-quality development of" three self and six modernizations "pioneer" carried out by the Party Committee of Red Bean Group, Li Meng was awarded the tenth batch of "high-quality development of" three self and six modernizations "pioneer" honor.

How to achieve the performance indicators has become the top priority of every store in the general environment of increasing residents' preventive savings and declining consumption willingness. The reason why Hongdou Home Gathering Flagship Store can stand out from more than 1600 offline stores and double its profits cannot be separated from Li Meng's team's efforts to gather energy and work hard. Li Meng has always taken the maximization of store performance as the goal, stabilized the stock, expanded the increment, deeply carried out the work of full access to members and channels, and made a good job of flexible efficiency increasing models such as group purchase, internal purchase meeting, pink pink thank-you meeting, so as to strongly attack the home underwear market.

The "Longxing" of Red Bean Group held recently At the mobilization meeting, Zhou Haijiang, Secretary of the Party Committee and Chairman of the Board of Directors of Red Bean Group, emphasized "eight all touch", and pointed out that we should achieve all touch in eight aspects: members, group purchase, internal purchase, channels, and talent. Li Meng actively responded to the company's call, and began to carry out key work such as red goods stocking, display adjustment, plane communication, service training, team incentive, and road show sales.

"We should pay more attention to the goods in the store, and only when there are enough goods can we make a better sale." Li Meng asked the clerk to check the inventory regularly, prepare the goods in time for warehousing, know the goods information clearly, and make full preparations for the "pre war". While focusing on the stock of red goods, Li Meng also focused on the adjustment of the store's festival layout and display case, striving to optimize the customer's visual experience and maximize the reach of red goods. In order to welcome the upcoming Spring Festival of the Year of the Dragon, Li Meng led the staff to add red socks and red underpants in time, expand the display of red goods, and With the theme of "Kaiyun Hongdou", we will make every effort to build "the most popular store", create a comfortable atmosphere for the Red Luck Festival, deepen the comfort awareness of Hongfen, and promote the sales potential of red goods.

Service is the fourth source of performance and the key factor for users to reach all. Li Meng focused on the user center, guided by user needs and consumer behavior, and through the construction of "smart stores", accelerated the high-end, digital and intelligent, online development of stores, and further upgraded user comfort experience. Huiju flagship store links public domain+private domain, traditional+innovative multi-channel communication mode, and regularly releases red product information, surprise promotions, clothing tips, cooling reminders, gift giving guidelines, New Year's thank-you letters and other warm and rich content through self media platforms such as Tiaoyin short video, WeChat friends circle and the public account of Wuxi Huiju Mall, breaking the space restrictions of physical stores, Accurately reach the target customer group, attract new fans, activate sleeping users, and achieve a substantial increase in the number of effective users.

In 2022, Li Meng ranked the fourth in the list of new effective users added by operation managers and superstar store managers of the "Super Member Campaign". In the 2023 enterprise and micro shopping guide contest, Li Meng successfully won the first place with 1335 new effective users. In September 2023, Li Meng was employed as a primary lecturer at home of Red Bean. Through the training of "Three Golden Sentences" for the promotion of red products, the explanation of online courses of "Red Bean University" APP, and the docking of daily shift handover meetings, the store staff are encouraged to learn to do, practice by doing, and increase efficiency by doing, focusing on the core selling points of soft and comfortable home underwear of Red Bean, and guiding the store staff to provide customers with immersive and comfortable experience by professional and comfortable services, Let more users recognize and trust the red bean brand, achieve multiple touch of red bean members, and constantly improve the quality and efficiency of flagship store operation, customer stickiness and satisfaction.

"Another important point of store operation is that we should be problem oriented, not bypass problems, communicate with store staff more, find and solve problems in time." Li Meng often communicates and analyzes with store staff with weak sales foundation, helps them to subdivide indicators, track node progress, and through benign competition methods such as business group publishing, supervision, performance incentive, etc, Fully stimulate the potential and efficiency of the team. After half a month of follow-up, the rate of red goods and customer price of these clerks have significantly increased.

The chronological order changes, and the Chinese chapter changes day by day. Facing 2024, Li Meng expressed with confidence that the flagship store of Home Gathering of Red Bean would firmly implement the "Long Xing" policy of Red Bean Group In the spirit of the conference, we will meet the peak season of the New Year with the spirit of hard work, responsibility and hard work. We will continue to promote the growth of sales, profit and number of users, ensure the successful completion of performance indicators, and make a good start for the sales of stores in 2024.