Red Dragonfly Adjust Marketing Strategy, Online Shopping Mall Greet Opportunity

Since the outbreak of the new crown virus in January, Qian Fan, vice chairman and vice president of red dragonfly, has received calls from stores and franchisees from all over the country every day, telling him that a number of stores will be suspended.

Red dragonflies earn billions of dollars a month. When the epidemic hits, the retail sales stop at the bottom of the revenue, while the cost of the store rent and the staff salaries are calculated, and the monthly fixed expenditure is 100 million yuan. The chairman of the Red Dragonfly said nothing but sleepless nights.

How can we solve the problem of shop suspension?

The Red Dragonfly still makes a decision to move the offline stores to the Internet. Within 1 days, the online shopping mall was completed; in two days, more than 400 super 200 people were established, and more than 5000 offline shopping guides were on duty.

On February 7th -17, the daily sales of Red Dragonfly started from 150 thousand, rising continuously, and has exceeded 100 million yuan so far. In the week before February 8th, the headquarters held a close meeting with agents and franchisees, and opened 434 nail video conferences in 7 days, averaging 62 games per day.

February 8th, red dragonfly on-line third party small program. It took only a day to develop from technology development to commercial operation. Within two days, the Red Dragonfly's offline shopping guide set up nearly 400 communities with more than 200 people throughout the country. Now, the number of Red Dragonfly's national communities has increased to nearly 600.

In a short time, people, goods and fields were moved onto the line by red dragonflies. This is the result of its digital foundation.

In 2018, red dragonfly worked with Alibaba to transform more than 1000 self operated stores into intelligent stores, finished the digitalization of goods, and launched on-line intelligent shopping guide. At the same time, more than 3000 franchisees were all staple nails, the completion of the organization digitalization, regardless of membership data, store goods, red dragonfly can be quickly imported into the new online shopping mall.

Compared with the previous market strategy, the adjusted strategy is implemented from the receiving order, execution and feedback, and the instructions are detailed, clear, executable and easy to assess. At the same time, it is important that there is a caring official who is responsible for staff protection and a publicity officer who conveys positive information to the outside world. An important purpose is to pacify employees and maintain stable and normal operation of enterprises.

"Selling away from the store is equivalent to putting the wings on the store. After the outbreak, the fighting capacity of the enterprise will be stronger." Qian Fan said that the crisis is also an opportunity. An outbreak breaks the solidification thinking of enterprises in sales and organization, and stimulates the ability to sell and sell, and this is the most valuable asset of the red dragonfly.

In this battle, the most test of an enterprise's marketing strategy is to test the background ability of a brand, how to do the business of the community, and how to adjust its organization mode to adapt to the new development.