In fact, it is not the purpose of shopping malls to let consumers eat, entertain and watch movies. Let consumers visit the jewelry store and clothing store on the 1-3 floor of the shopping mall before going to eat and have fun. Catering and entertainment are just "drainage products" of shopping malls.
Drainage products can not only be unprofitable commodities, but also be "convenience" that users hope to obtain. For example, free WIFI, a drainage product, allows users to come in at the door, and then slow down the pace of leaving after coming in; ATM machine, a drainage product, allows users to stand in your shop the next second when they have the most money; Set express this drainage product, so that white-collar workers come after work every time after online shopping, and may buy dinner by the way.
"Drainage products" are necessary for offline stores to prepare for the Double Eleven. The success of drainage products can not only become an explosion, but also enhance brand awareness and increase the overall sales in the store!
What are the characteristics of drainage products?
How to build it specifically?
Let's talk about several important factors:
1. Low cost
Low cost does not mean low price, mainly considering the difference between input and output.
For example, a "grandma's" Mapo tofu in 3 yuan makes grandma's family line up every day and become a top 100 restaurant with an annual income of hundreds of millions;
For example, "Mi Xue Bing Cheng" 3 yuan ice cream, let it burst open 5,000 stores;
This kind of products have low production cost and low price, and are attractive to the target audience.
For another example, in Hangzhou Joy City, the first and most distinctive experiential waterfront shopping center in Hangzhou, a new retail flash space with a different style from the surrounding brand stores quietly settled in, and 35 domestic and foreign high-quality brands settled in the space.
Compared with the brand stores such as Apple Store, Uniqlo and Muji, which are uniformly decorated in China, the psychedelic colors and laser elements in the life laboratory are particularly eye-catching. These unfamiliar landscapes that inadvertently appear in familiar shopping malls can easily form wonderful chemical reactions and attract the attention of people coming and going.
Walking in, there is a white coat hanging in the fitting room, reflecting colorful light and revealing a mysterious atmosphere; The transparent air chair on the wall shows a strange sense of existence; The cylindrical fitting room is a freezer to ensure safety, stability and freshness; There are also handbags with rainbows and a row of pink electronic scales ... all of which show the amazing combination of art and commerce.
But I want to emphasize here that different understanding of low cost determines the efficiency of attracting target users.
If you think that low cost is cheap, then the premise is that you already have the target audience, and the drainage is only to attract their attention; If the low cost you understand is the input-output ratio calculated by buying customers' thinking, then the drainage products you provide may be rice cookers, water dispensers and so on. So the detonation effect is also thousands of times different.
The function of low cost is that in addition to minimizing the drainage cost, it can also reduce the decision-making cost of users, save users' time and energy, and make purchase decisions faster.
2. High added value
Here, I want to ask: high added value = high price?
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The added value is not high, but for users, it may be that the sensory experience or spiritual direction experience is satisfied.
Inman, a women's clothing brand, also has excellent sensory marketing. Inman's brand image is a girl with a braid, which permeates the five senses and feels like the comfortable feeling of cotton and linen that Inman has always advocated. The sound is the sound of running water and birds singing. The smell is faint floral and scholarly. These are the five senses brought by Inman, which can be conveyed through furnishings and music in Inman's shops.
Brands have their own characteristics, and what users remember in their minds is also the characteristics of brands. If we put the unique characteristics of the brand into the store, then the store is the expression of the brand characteristics and tonality, and the store will also become one of the channels for the spread of "brand power".
A good consumer experience will form social coins that users actively share with friends around them. At this time, it is developed by a user, and customers will come to the door one after another, and the purpose of business drainage will be realized. Such an excellent experience is a high-value drainage product.
For another example, ceramic tile shops have natural advantages in this marketing method. Compared with the chain brands of shopping malls, ceramic tile stores are independent and have a large area. There are naturally many places to play.
In the process of perceiving information through the five senses, visual perception accounts for 80% of the information, so vision should be the key layout of the store.
There are always several well-decorated brand stores in Long Min Ceramic Base and Foshan Ceramic Headquarters Base. For example, the decoration of bee ceramics is American pastoral style; Samit is a modern minimalist style; The renovation of the new Pearl takes a luxurious and high-end route. Vision is the first factor to attract consumers, and there are many similar examples.
In addition to flaunting brand characteristics, distinctive shops can even become scenic spots. For example, Apple, the third store opened in mall, United Arab Emirates, is smart and heroic in its location. Located in a commercial place, with a large flow of people, it is close to famous landscapes such as Dubai Fountain and Burj Dubai. In the decoration of the store, Apple adopted a curved glass wall with a length of 186 feet for customers to overlook the world's tallest buildings-Burj Khalifa and Dubai Fountain, about 828 meters high, and invited local artists to draw an art gallery with Middle Eastern style. So even if you don't buy a mobile phone, who doesn't want to go shopping in it?
Features do not mean luxury, but brand stores should have their own unique tonality, and such stores will also be well received by young consumers.
Therefore, when making drainage products, merchants should use and utilize high value-added products, and "added value" should be evaluated from the user's point of view, not from the merchant's point of view.
3. High temptation
The attraction of drainage products should not only enhance the value of the products themselves, but also be shaped by naming, advertising, describing the characteristics of drainage products and the benefits they can bring to customers. Only when consumers perceive and understand the significance and influence of your products will they be moved.
Online limited hunger marketing sets a benchmark, drains offline stores and enhances brand awareness; The most classic example is Uniqlo:
First of all, according to Tmall's celebration goal-1 100 million club, set a limit, sell it quickly at ultra-low half price, become the fastest clothing brand to break through1100 million, occupy the discussion center (traffic communication), and announce that it is sold out as the best brand advertisement;
Then, at the same price as the same paragraph on the Internet, the online traffic and preferential value are brought offline, and the brand awareness is greatly improved when the offline sales break out!
Double Eleven site chop time limit spike (can use stock products)
For another example, when choosing gifts, we will choose some products that look or sound powerful, such as products recommended by xx stars and xx bosses, and increase the attractiveness of products to the audience through "external force".
Similarly, drainage products also need to shape their appeal to the audience. Through a series of slogans, advertisements, field scenes, etc. , penetrate the user's mind.
4. Strong correlation
Drainage products must be strongly related to profitable products in order to achieve the purpose of drainage and profitability.
We will see many beautiful photos on the Internet, such as Tik Tok, Aauto Quicker, Weibo and Internet celebrities. As long as they send a video or graphic, they will choose a tutorial for some skin care foods to attract fans. After precipitation, the audience will have operational ability, and bloggers will recommend some products for these audiences. These products are profitable products.
How do offline stores, like beauty bloggers, just realize the close connection between drainage products and profitable products?
For example:
1. Promotional activities
Mask to carry out three get one free, buy five get two free promotional activities. These days, many consumers choose to hoard goods, and the single-person purchase volume has increased significantly compared with the past. The unit price of mask customers is also doubled every day.
2. Creative contact
Zhejiang Orange Beauty Shop, located in a high-end import store, has created a "mask wall", which enhances the exposure of mask categories in the store and increases the potential joint rate of masks through scene display. This kind of display is not only more in line with the high-end image of the orange small orange import store, but also its additional scene experience has made substantial contributions to the improvement of the unit price of mask customers.
3. Bundle sales
Orange Little Orange also created the mask combination form of "Super Mask Family Bucket", that is, it changed the single box sales form of masks in the past, and combined a low-priced single mask with a high-priced single mask for creative bundling sales. This unique marketing method has an immediate effect on increasing the unit price of masks.
Store business is not good, don't blame the lack of customers, attract customers into the store and do a good job of drainage. Creating drainage products can be divided into four aspects: low cost, high added value, high temptation and strong correlation. Successful drainage products can not only enhance the popularity of businesses, but also increase the overall sales and achieve profitability!