How to let small stores release
2023-03-13
Before the National People's Congress and the National People's Congress, Yue Qiaoyun, the president of the Beijing Green Agriculture Xingyun Fruit Production and Marketing Professional Cooperative, found that the familiar "fireworks" in the city had come back, but it seemed "a little short", for example, many small shops in the street and community were not busy enough. According to the statistics of the State Administration of Market Regulation, by January 2023, China's business entities had reached 170 million, including 114 million registered individual businesses nationwide, which led to nearly 300 million jobs. These small shops and shops not only provide convenience for people, but also rely on many people's lives. This year's government work report pointed out that there are many difficulties in the development of small, medium-sized and micro enterprises and individual businesses. This year, we will also support the development of small, medium-sized and micro enterprises and individual businesses. At the recording site of "Two Sessions of Youth", Yue Qiaoyun, together with shopkeepers, experts and scholars, discussed how to let small shops release "big energy"? The bag is the manager of a store of Hangzhou Yanxia Silk Art. Consumers choose and buy silk products mainly by door-to-door experience, and the epidemic has cut off the channel of face-to-face communication between them and customers. "We had no way, and quickly switched to the online." They thought of all they could think of, such as pulling WeChat groups, making short videos, and making live video. At first, there were only a dozen people in the live broadcast room, and the bag didn't know how to interact with netizens. She tried to understand the height, weight, clothing size and other information of netizens, and wrote them down one by one, and slowly found out the user's preferences. Later, Baobao set up a WeChat app store and moved the live broadcast room to a physical store. She said that the small program will show the details of the product better, and online customers can go to the store to try it on, so as to really get through online and offline. Now, Baobao and her store have slowly explored the way of digitalization, and their business performance is also gradually stable. After listening to the sharing of the bag, Yue Qiaoyun also felt: "I think that in the future, the small store should develop through this kind of experience store, image store, or live broadcast room to promote marketing in multiple channels and multi-dimensions. Only by better combination of online and offline, can our 'small store economy' really become popular." A few years ago, Yue Qiaoyun quit his job in the urban area of Beijing and went to the village of Pinggu District to "farm". She contracted a large area of mountains and established rural cooperatives to help farmers sell agricultural products such as peaches through e-commerce and live broadcasting. But what she sells is not ordinary peaches, but "cultural peaches". For example, we customize banquet peaches and business peaches for some enterprise customers, and sell Qixi peaches and Double Ninth Festival peaches on some special festivals. With the blessing of cultural attributes, Yue Qiaoyun's cooperative continued to return customers, opening up a channel for selling peaches online and offline. Driven by her, many villagers also actively set up "online stores" through WeChat groups, small programs, video accounts and other platforms to expand sales channels and let more fresh agricultural products be placed on the table of consumers faster and better. "It seems simple to operate a small store, but in fact it really takes a lot of thought, even racking your brains." Ma Liang, a professor at the School of Public Management of Renmin University of China, has tracked and studied some small stores. In his view, small stores should also be featured, differentiated, customized and other aspects, and should pay attention to avoiding plagiarism and copycat
Edit：sishi Responsible editor：xingyong
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