“Health can be managed in a data-based manner.â€
Happy heart COO Huang Yu is convinced. In May of this year, he resigned as the director of the operation channel of Greater China in the Apple Enterprise Division and joined the music. In his words, this is "the pulse of the times."
Founded in 2002, Lexin is a manufacturer of home medical and health electronics. In the smart health field in 2011, it launched smart scales, sphygmomanometers and music bracelets, and became the first smart brand to access WeChat. In the smart bracelet market, from the sales list on Tmall, the sales of the music bracelet is second only to Xiaomi, the smart scale ranks first in the market, and the sphygmomanometer has a 98% favorable rate. Under such circumstances, the sales target for the next year is set at 650 million. But in Huang Yu’s eyes, 1 billion is the height he really wants to achieve.
(Happy COO Huang Yu)
Huang Yu said that under the trend of smart devices, Lexin has grown very much this year. In the previous year, the sales volume of the domestic market was only 40 million, but in the second half of this year, the sales of the company have increased by about 6 million in the first half of the year. Double." How does Lexin achieve the result of doubling sales in just six months?
Pay attention to channels, data
After entering the post, Huang Yu set up a data analysis position and reported directly to himself. Data analysis includes many aspects, such as research on media effects, to determine how much resources to invest in different media.
In Huang Yu's view, data is the basis for rationalization decision-making. "I have a characteristic of this person. I only look at the data. No matter what, I use data to speak. For example, if we send the test before, we will measure the data and know the different channels. The effect and characteristics. The next time you can use these data to optimize your decision."
As the former director of the operation channel of Greater China in the Apple Enterprise Division, Huang Yu has very rich experience in marketing and channels. In his own words, "From Apple to the joy of understanding the channel." Since joining the company for six months, he has built a complete marketing department from zero. At the beginning, the members of the department had insufficient experience. "General Pan (founded by Pan Weichao) and me, I have not written essays for many years, and I am forced to write a copy."
So how does Huang Yu let these newly graduated hairy boys reach a height of “single side†in a short period of time? "In fact, I have to worry about this time. I will continue to throw the task to them. If the task is not done well, I will redo it and continue to practice it repeatedly. During this time, our team has also been trained by me to be more embarrassed." It is this kind of practice that the market segment of the music market is expanding, and the business modules such as media, creative copywriting, and self-media are becoming more systematic and standardized in actual operations.
In terms of sales, Huang Yu changed the situation that the past sales were concentrated in Shenzhen. The country was divided into three regions, and sales representatives were dispatched in various places. The distribution of personnel was determined by the sales in the region. For example, for a small market area, a salesperson must manage an entire province. Huang Yu believes that sales personnel can't just hide in the office. They must let employees go to the battlefield and "learn to hide bullets and learn to shoot." This way, "the market can be more profound and more effective."
In terms of agents, Huang Yu promotes a grading system, that is, only when it reaches a certain scale can it become an agent. In addition, the regionalization of agents is also promoted. As long as the agent proves the ability, the company will let it do the whole agent in a certain area and give a certain period of protection.
With a mature team, the music slowly began to promote sales and build word of mouth through the media. On September 15 this year, I was happy to launch the i5 sphygmomanometer exclusively in Jingdong. In order to achieve the purpose of propaganda, I am willing to launch posters with different themes, spread in the circle of friends, and launched a pre-order event of 99 yuan. As a result, about 10,000 products prepared on the same day were robbed within two hours.
I am happy to see this success as an outbreak of long-term operation. At present, the company has accumulated 260,000 Weibo fans and has held at least 10 events every month on the Internet. Their goal is not only to enhance the user's sense of recognition, but also to make the brand better.
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