It told me that his shop has been open for three months now, and now the average daily income is about 6,000 yuan, and the monthly running water is over 200,000 yuan. At first, I was curious to ask him what his tricks were, but in the end, he told me that all these were little knowledge.
For example, he found that opening an ice powder shop doesn't have to be decorated so high. As long as it is a little, there is enough space in the shop to provide customers with a rest. The streets of his shop are all snack streets, so it is difficult for customers to have a rest, and the weather is hot this season.
So he grasped this point, and the store has air conditioning and provides services such as WiFi and charging, so that when customers walk outside your store, they will feel a cool breeze and feel comfortable, and they will feel that this store is good, so they will come in and have a rest and buy something to reward themselves.
You see, is this kind of knowledge difficult? This kind of knowledge can be obtained even if you don't read some marketing books or watch some big public classes, because it comes from practice and bit by bit accumulation. Perhaps in the eyes of many people, this is not a tall technology or a classic theory in textbooks, and there is no innovation, but don't forget Schumpeter's teaching: innovation is the ability to solve problems. The so-called innovation is just the essence of economic development, so there is no need to plunge into reality and solve problems when encountering problems. The following points are the ways I discussed with him:
First, the collection card
This store used to have a point card like this
I found a problem at that time. Will consumers really buy it ten times in a row for an ice powder? Obviously not, at least in terms of probability. Later, he also told me that only about one thousand cards were sent out before 200 cards were recovered. I suggested a method to him, that is, set the initial points of this card to five, and set it to six if it is our member.
This involves a kind of "loss aversion psychology", that is, the pain of loss is difficult to satisfy with gain. From the psychological point of view, when people face the same amount of loss, the pain is far more than the satisfaction brought by gain. For example, my current point-collecting card has already given you a discount of 5 points, so you can exchange it for an ice powder as long as you buy it for 5 times. Losing the original 5 points will make people feel "heartache". Isn't it a loss if you take this discount card that has collected 5 points and don't use it? ?
Second, build your own moat
The concept of moat comes from Charlie Munger, that is, how to form our own competitive barriers so that peers can't copy their own business models. So how do we find and build our own moat?
"IP" is the last word that comes to mind. Use "IP" to create your own content so that products can spread like the media. Now all brands are facing a problem of youth anxiety, such as how to communicate with consumers after 95, 90 or even 00? How to create or develop some new products for them? Brands can upgrade the network ecology through "IP" to meet the consumption needs of these Internet residents.
For example, it is popular on the internet now; "Italian ice cream", "Xi 'an smashed a bowl of wine" and "Kumamon" ...
? Third, product design
This is the previous product packaging design.
My first impression of this design is ordinary, people depend on clothes and food depends on packaging. In this era of justice, the innovation of packaging design has also become the primary condition to seize consumers. Although we all know that the quality of packaging design is not equal to the quality of products, consumers will now have preconceived notions.
Would you sell Starbucks coffee in a transparent plastic cup? When you don't know what brand he is. So we need to redesign the packaging so that consumers will think that we bought it well when they look at it.
Fourth, looking for super users
This word was put forward in Luo Pang's New Year's speech in 18. In the past, we always emphasized traffic and flow, always saying that traffic is the main thing, and even some formulas of profit = flow x conversion rate x customer unit price appeared. This statement is also true. If a store wants to make a profit, it must work hard on flow. As for the conversion rate and customer unit price, it rarely changes.
Until later, member economy appeared, which established a formal relationship of sustainable trust between enterprises and consumers.
For example, Amazon, JD.COM and now Get, where paid and unpaid users are different, and paid users are the super users we are looking for. Let users have a sense of identity as soon as they mention that they are members of our store. (Of course, there are some details involved in the control, so I won't go into details.)
I hope it will be useful for you to tell you this story to relieve boredom.
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