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何以解“滞销”?苏宁中华特色馆兼顾应急促销和精准扶贫

2017-09-13 16:11:30   中国经济网

房村镇莲藕滞销的消息很快传到苏宁。收到信息第二日,苏宁易购“中华特色馆”就成立了专项扶贫项目团队前往房村当地了解情况,制定销售方案。

根据苏宁易购的成交数据,三天线上线下总计成交订单数超过千单,销售近5000斤滞销藕。

应对滞销“从容不迫”

去年三月,赵固乡农户们的变蛋滞销,中华特色馆主动跟当地合作社联系,很快太行山农家散养无铅变蛋上线中华特色馆中的新乡特色馆。且上线仅3天,销售突破3600斤,平均每天销售1200斤。

此外,在去年年底“剑河小香鸡滞销”时,中华特色馆开展了“畅享原生态,买一只小香鸡,献一份爱心!”为主题的扶贫活动,从2016年12月9日得到滞销消息到10日凌晨1点中华特色馆上线“剑河小香鸡”,仅仅只用了14个小时。上线当天,苏宁以众筹、预售等方式,实现线上传播500万人次,门店线下宣传超过50万人次,访客近7万人,客单价112.27元/只,活动上线前三个小时,实现预售1500只,累计线上预售3000只鸡,线下预售2800只,总计5800只。

比对多个案例可以发现,中华特色馆在处理紧急滞销情况时反应相当迅速,这主要是因为其已经形成了一套成熟、完善的应对流程。

首先,中华特色馆会自己或者联合其他苏宁服务团队派出人员,前往滞销乡镇开展滞销品种专项对接,通过考察、走访、座谈、现场办公等方式了解滞销情况,同时确定采销、品控、线上、门店、宣传等五大职能模块,划分“020销售组”、“宣传推广组”、“项目对接组”等三个工作小组,从食品安全、现场办公、包装运输、活动策划、资源匹配、媒体宣传等多方面开展工作。

其次,充分发挥独特的线上线下融合的020全渠道优势,线上线下联动、总部与大区的联动、城市消费与农村销售联动。苏宁中华特色馆在线上开辟滞销产品销售专区,优先保障滞销产品的宣传资源、做好流量引导,全力以赴解决滞销难题;同期线下苏宁超市、苏宁易购直营店联动等开展滞销产品销售活动。

在此过程中,中华特色馆还着重培育农户的电商意识。如在上述房村藕销售过程中,中华特色馆依托业务中积攒的农产品上行互联网平台销售的经验,与农户深度沟通,熟悉电商流通的相关环节,例如如何包装,如何与物流合作等,推动农户在意识上的脱贫。

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