The initial communication between the child and the outside is through the toy, the growth of the child and the starting line of the educational process should start with the toy. Hamleys has filled the market gap as a new retailer entering China. In the UK, Hamleys itself is inherently experiential. Every employee has his own unique skills, passing happiness and allowing customers to shop happily.
Tian Hong, President of Hamres Toys (Nanjing) Co., Ltd.
Retail is nothing more than people, goods, and farms. In the early stage of the product phase, the relationship between the two parties belongs to the seller's market. At that time, there was a shortage of goods in the domestic retail market. There was a large backlog of things that customers did not need and did not need. The market at that time was at the stage of people looking for goods. At this stage, especially the development of consumers on the mobile side, the consumer's life is fragmented. So there appeared goods to find people, products to find people, brands to find people.
How to stick customers through the goods? Hamleys proposed a theater management that was divided into several steps.
Do a good job in organizational structure
From the domestic retail industry, whether it is a shopping mall with a strong sense of experience, or a traditional shopping mall or department store, it has always been the general manager of each floor manager and floor manager, and the daily, weekly and monthly management meetings. Talking about sales indicators, sales tasks, customer price, and number of transactions, each adjustment is to talk about product mix, dynamic distribution, improve performance, introduce more big brands, introduce more brands with benchmarking, and then get The difference in the overall market advantage.
Although Hamleys has not adjusted its organizational structure, it is called the general director of the store, recruiting a group of talents with performing arts management ability, and at the same time demanding that the future general manager must have a foundation in the art and make the employees reach people. For the quantification of the performance of employees, there are specific requirements for how each performer should perform when he or she faces a child, how to perform, how old a child is, and what kind of body language should be used.
The salesperson and the customer do not promote the product during the communication process, but interact with the child through the demo performance, which is the main content and goal of the work. Based on these points, it is possible to achieve theatrical management and social communication. The language of communication between the child and the child is very important. Through such a conversion, the concept of telling him what is happy or passing on him is realized.
Forming a full-time performing arts team
After the staff became talented, the performing arts team came from the UK. From the beginning of the opening of the UK, there is an English team. Whenever you open the door, let the first customer ring the bell. For lucky customers, you will make some small prizes. The team is basically an English fan, and now also joins the elements of China, including the partner organization that is in the Chinese culture IP. The next step will be to add the elements that Chinese children like to see.
Building a small theater
Through the hand-made products, some repertoires were compiled, and the appeals of many products were combined to perform and perform. The IP has been supported by many brands since the opening of the three stores. In particular, the opening ceremony of the Beijing store on December 23, 2017 was unprecedented. It gathered almost the well-known IP that China can now see and performed on the spot, which was very sensational.
The British ambassador to China, Ms. Barbara Woodward (fifth from left), came to the scene. The British came to China for Hamleys and considered it to be a cultural spread.
Improve customer's viscosity
Hamleys' main target group is children aged 0-12, which will break down customer appeals. Parents' expectations for their children are the first to improve their intelligence, the second is to improve their social skills, the third is to improve the brave adventure classification, and then to find products according to customer needs, and cooperate with various brands.
Member management through modern means
Through modern means for member CRM management, segmentation, through the follow-up of WeChat, each employee is turned into a toy consultant, and long-term maintenance with the target of the consumer, whether it is pre-sale, sale, after-sale, through multi-dimensional means maintain.
These things are the final real landing measures for the management of the viscosities of the theater management and product socialization. This is the thinking of Hamleys in the process of Chineseization.
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