Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 32 Business Twelve: Sales is the last word (2)
The delivered products should have a distinct and unique personality, which is reflected in two aspects: the internal logo and the external logo of the product.Today's consumers live in an era of information explosion, and various promotional advertisements can be seen everywhere. How to arouse consumers' interest in products requires hard work on both internal and external aspects of the product.The so-called external logo usually refers to the direct impact of product packaging, color, corporate image, etc. on consumers' vision. Products with novel packaging and bright colors can attract consumers' attention.The use of delivery products must have clear product identification, such as product name, brand, company name and other information. First, it is different from other competing brands and consumers can easily identify it. Second, it can also strengthen (or enlarge) the brand effect of the product. Otherwise, it will cause difficulties for consumers to identify.Children's purchasing behavior is characterized by impulsiveness, instability, novelty, aggressiveness, and curiosity. Efforts should be made on the external signs of products, such as the matching of small accessories of toys and the toy packaging of food bags, which can arouse children's intense purchase desire.

Popularity and frequency of use
Products suitable for delivery have the characteristics of frequent use (purchase), short trial period, and high popularity, especially daily consumer goods.If the product being promoted does not have such characteristics, this "expensive" marketing approach should be avoided.

How to choose the delivery time

Delivery is a means of promotion, and the method is to serve the purpose of marketing. Therefore, the timing of delivery must also consider the purpose of marketing.

1 The main purpose is to seize market share

In the market introduction period of a new product, in an area with high market density, when the distribution rate reaches a certain ratio, the method of large-scale distribution is used to artificially increase the contact surface between the product and consumers, and to publicize the differences of the product (especially Compared with competitive products, it has obvious special effects), which can amplify the popularity of the product and increase the market share; on the contrary, if it is a market with relatively scattered resources, the delivery should be concentrated in or around the store (specialty stores, points of sale, etc.) in order to hope to form a local resource advantage and attract consumers' attention. If it is a newly opened specialty store, it can quickly gather popularity, increase the popularity of the store, stimulate terminal consumption, and drive wholesale distribution.

2 The main purpose is to stabilize the market share

When the product enters the stable period of sales, delivering products in stages at special times (such as holidays, opening anniversaries, factory celebrations, etc.) can stabilize the sales performance of the product, increase consumer loyalty, and attract consumption from other brands Buyers, attack competitors, and maintain sales channels.The sales income of products mainly comes from the purchase behavior of loyal customers. While carrying out any marketing activities, actively communicating with loyal customers and providing preferential policies are effective means to retain customers.However, it should be noted that the delivery time should not be maintained for too long, otherwise it will lead to an increase in promotional costs. In addition, the normal purchase cycle of consumers must be considered. If the delivery duration is too long, it may have an adverse impact on product sales.

3 Products that have entered a recession period or have a limited shelf life

When withdrawing from the market, for some products that are close to the shelf life and whose technology, packaging, and product form are already in decline, they can be distributed around the store in a large area in order to form a sales peak, deal with the backlog of products, and avoid market risks.This method is generally seldom used. It is more common for some products whose shelf life is about to be reached. The delivery method is used to assist in dealing with the backlog of products by reducing prices or giving gifts. However, after consumers purchase, the inventory increases and repeated purchases are made in a short period of time. The volume will decline, and at the same time, it will have a certain impact on the company's profits and brand image.

How to choose a delivery channel

There are two delivery channels, namely direct delivery and indirect delivery.

1 direct delivery

The forms include door-to-door delivery, outdoor (street or shopping mall) delivery, etc. Home-to-home delivery is the act of sending people to deliver products directly to consumers’ homes. When companies want to occupy a new market, they often use this method of carpet bombing. Delivery form.Home-based delivery can enable most consumers in a predetermined area to obtain real information about the product, and ultimately prompt them to make a choice to use or not use the product. Home-based delivery is more powerful than other forms of delivery, with quick results and word-of-mouth Quite good, it is the most practical form of delivery commonly used by enterprises.The target repetition rate of outdoor delivery is higher, and the factory often cooperates with the shopping malls to hold promotions, which not only opens up sales for the company but also attracts customers for the shopping malls, which can be said to kill two birds with one stone.

Direct delivery requires relatively high organizational capabilities of the organizer. No matter what kind of direct delivery method (home, outdoor, store) is adopted, planning must be made, and the management of delivered items must also be strengthened to achieve logistics and information flow. Unobstructed and accurate, otherwise the expected effect will not be achieved.

2 indirect delivery

That is, entrusted delivery.For example, deliver the products to the postal system and deliver them to consumers through its perfect service network. Many products are sent directly to housewives by mail, and because few people refuse to use free products, it can create a high product trial rate.As for software products, limited editions and incomplete editions are used to provide consumers with trials. After consumers are satisfied with the trials, they will naturally have the motivation to purchase.

What is Customer Records Act

Establishing files for customers and reflecting the desire to serve customers as best as possible is an effective means of public relations for commercial enterprises.Not long after a Japanese food company opened, the shrewd boss asked the household registration department for birthday information of citizens and established a "customer birthday file".Every customer's birthday, the company sends staff to deliver refined birthday cakes to their homes.This move has deeply surprised customers. Correspondingly, the company's social popularity and reputation have become higher and higher, and business has become more and more prosperous.

Mr. Wang Yongqing, a well-known entrepreneur in Taiwan and known as the "God of Business", opened a rice shop at first, and recorded the family population and consumption amount of the customers who came to the store to buy rice.When the time comes, Mr. Wang Yongqing will deliver it to the door in person before the customer comes to buy, which has won the praise and trust of the customer.This kind of management method and spirit has enabled Mr. Wang Yongqing's career to develop day by day.

According to reports, Hangzhou Hualian Commercial Building visited many consumers during its operation and established a "customer file" of consumers. It is unique in commercial enterprise operations and has won praise from many customers for its "emotional service" and promoted sales.

By establishing customer consumption files, commercial enterprises can establish regular contact with customers. Through communication, the emotions of both parties can be increased, and a good corporate image of commercial enterprises can be established. From the analysis of commercial enterprise operations, through the establishment of customer files, the habit of relying on smiles can be changed. Shallow business service quality requirements.Commercial enterprises keep abreast of customer demand changes and consumer psychology through the contact network established by customer files, recommend products to customers, increase service content and items, bring business to customers' homes, and open up new horizons for services, so that commercial enterprises can improve their services. Floors.

The customer profile method can win many stable customers for commercial enterprises, increase repeat customers, and welcome new customers. Therefore, large and medium-sized stores welcome it, and small stores are also applicable to achieve the purpose of winning customers, winning the market, and making business.

What is Specific Customer Law

The specific customer method means that the mall only accepts a certain range or level of customers to enter the store for shopping, rather than the general shopping malls that recruit customers regardless of their target audience. The more the better, the better.

Women's stores, male customers are not allowed to enter the store, attracting many interested women, and they only choose women's stores for shopping; pregnant women's stores, only pregnant women are allowed to enter the store, and generally non-pregnant women are not allowed to enter the store; newlywed youth stores, exclusively Services for newly married couples; stores for the elderly, etc.; there are 20 similar stores for specific customers, all of which have achieved good business performance.

There is also a "left-handed shop" for left-handed people in foreign countries, which designs and supplies various daily necessities for left-handed people.Some curious customers will enter the store pretending to be left-handed.The specific customer method is to use people's sense of curiosity and satisfaction generated by being respected. Although it limits customers, this psychological effect prompts customers to shop in the store, thereby promoting sales.At present, many specialized stores have been set up in our country, and there are also specific specific consumer classes. The display of goods is quite distinctive. If we learn from the Western "specific customer law", it may increase the attractiveness of each specialized store and promote sales.

The use of customer restrictions to enter the store must prevent a wrong tendency. For example, some movie theaters adopt a bluff and deception method, writing "not suitable for children" on ordinary movie advertisements, and restricting children's admission to tease the audience's curiosity.Stores are different from movie theaters. Stores are open all year round to build a good image and reputation among customers. Movie theaters often change movies, which has less impact on them than stores. Of course, movie advertisements should also be realistic and not deceptive.

What is celebrity effect law

People generally have great respect for famous people.In commodity sales, operators can take advantage of consumers' admiration for celebrities to sell commodities.The specific methods are:

In the bookstore, famous writers are invited to meet customers and sign the purchased books as souvenirs. Generally, the sales promotion is very good.

Inviting famous actors to perform in the mall can attract a large number of customers, and the business will naturally prosper.

Celebrities are invited to write and draw on the products and packages. An enamel washbasin produced in my country in the 20s was printed with shrimps painted by Qi Baishi, which seemed to be swimming slowly in the waves of the washbasin filled with clear water. This kind of washbasin was particularly popular.

When relevant leaders go to the mall to learn about it, stay at the store, and stand at the counter, they can attract a large number of people to enter the store.

Inviting celebrities to speak or perform in the advertisement, the effect of the advertisement is particularly good.

The celebrity method used in direct marketing is the signature of a celebrity on a product.For example, the original price of rag dolls in the United States was 20 US dollars each, but the price of rag dolls signed by the original designer of "Ye Lai Doll" was as high as 3000 US dollars.But when inviting celebrities to sign, be careful not to overdo it.At present, some calligraphers sign names for stores everywhere, and if there are too many, they will lose the attraction of celebrity signatures.

The marketing principle of the celebrity effect method is to use people's admiration for fame, and it can be used flexibly in commodity sales, with the same approach but the same result.For example, in the advertising of cosmetics, soap, etc., using the celebrity effect to choose the image of big stars and singers for advertising, the effect is very good. Candy, you can get a celebrity portrait and a brief introduction.According to the store, this kind of candy can be seen while eating, and it is particularly easy to sell.Foreign sports equipment manufacturers use world-class famous athletes to advertise, wear and use, and clothes and supplies specially for large-scale competitions have become popular all over the world.

What is return to truth

In today's society of our country where the content of life is increasingly rich and the quality of life is constantly improving, especially in the cities where the pace of life is accelerating and the living standard is the first to improve, people's consumption pursuit has emerged a new trend of returning to basics.Commercial enterprises should cater to people's desire to return to the basics of consumer psychology, and meet a demand for returning to nature to organize supply.For example, the "batik" printing on cotton cloth, the introduction of "grotto art" in fashion, the "red belt" in clothing, and the "fisherman's hat" in straw hats have all been popular and sold well in the Chinese market. These products have been sold successfully. It is the effect of back to basics promotion.Therefore, commodity manufacturers and businesses must grasp this consumer demand of returning to nature, explore the subtleties, create a fashion of "returning to the basics", and guide the trend of commodity sales.

Example 1993: In the hot summer of [-] in Shanghai, a bottle of natural groundwater was sold for [-] cents, and citizens lined up to buy it.Miscellaneous grains are increasingly popular in large and medium-sized cities, and sweet potatoes, corn, and barley are very popular in the Beijing market.The grain stations in Shanghai are more profitable for coarse grains than for rice.

Example [-]: In the past two years, black-and-white art photos have been sold in Shanghai and Beijing. The return from the color world to the black-and-white world has brought about changes in film sales.

Example [-]: In recent years, there has been a pursuit of green food in food sales, wild vegetables and wild fruits, and the sudden emergence of casual shoes in the supply of leather shoes.

Another way of returning to basics in merchandising is the design of the shopping environment, which puts shoppers in a specific environment of historical times or natural scenery.For example, it is designed as a unique shopping environment of ancient palaces, primitive tribes, and yurts on the grassland. The service personnel can wear ancient clothes or clothing consistent with the design environment, and arouse people's return to basics by rendering an atmosphere far away from modern society. The psychological pursuit of returning to the truth, to achieve the purpose of selling products.This method is currently being gradually implemented in the commodity sales of tourist attractions in our country.On the one hand, it attracts tourists, on the other hand, it creates a shopping environment that matches the cultural landscape of tourism, and encourages tourists to generously contribute to the purchase of special tourism commodities, enjoying a taste that is completely different from modern society.

What is the gift with purchase method

Business psychology shows that in terms of psychological satisfaction of consumers when shopping, gift items are more attractive than price cuts.Because the shoppers who get the gift will feel a windfall. The gift is too easy to get, even if it is useless, consumers will feel satisfied psychologically.For example, selling wine comes with wine glasses, jugs, etc.If people spend money to buy it, they will feel that it is not worth it, but when they buy wine as a gift, they will have the idea of ​​not wanting it for nothing.

The gift-with-purchase method is to use this psychology to promote product sales.It is also often used in the commodity sales of commercial enterprises in our country, such as giving thrush pencils and other cosmetic products to customers who buy cosmetics.The gift-with-purchase method is much smarter than competing to sell products at lower prices, especially when consumers are familiar with the store’s backlog of selling products and adopting discount promotion methods, gift-with-purchase is more credible than price cuts and is welcomed by customers.

The effect of the gift-with-purchase method is very obvious in terms of market development and promotion of new products.For example, one of the marketing strategies for the "Ballet" pearl ointment exported to Jiangsu Province in our country to enter the Hong Kong market is to use the gift-with-purchase method.For Hong Kong customers who buy "Ballet" pearl cream, when they open the packaging box, they will see a small foam plastic tray with a pearl pin on it. This is a noble gift that comes with the purchase. If you buy More than 50 bottles can be strung into a pearl necklace.Customers are pleasantly surprised and stimulate a strong desire for continuous purchases.Due to the effective promotional measures, Hong Kong newspapers commented: "Ballet" pearl cream "heroically" entered the Hong Kong cosmetics market. The sales volume of "Ballet" pearl cream in 20 days exceeded the sales volume of any kind of cosmetics in Hong Kong in one month, causing a sensation in the Hong Kong market.

Gifts with purchases should be prevented from being the same. Different stores should adopt different methods and constantly changing small gifts, so that customers often have new feelings and surprises, and often visit the store.

What is the Green Food Law

In today's world, while the society is developing, the living environment of human beings is getting more and more seriously polluted. Environmental protection is an increasingly strong requirement after the deterioration of the living environment of human beings, and it is also an important national policy pursued by our government.In commodity management, in addition to catering to people's public awareness of environmental protection and complying with relevant laws and regulations, they should actively participate in environmental protection campaigns. One of the more effective methods is to operate "green food".

Green food refers to non-polluting, safe, high-quality, and nutritious food. The production of green food must meet the following regulations:

The origin of raw materials has a good natural ecological environment;
The growth process of raw material crops and the conditions of water, fertilizer and soil meet the pollution-free control standards;
The processing, packaging, storage and transportation of the products comply with strict hygienic standards;

After declaration, inspection and verification, the green logo is uniformly used: two green leaves under the sun lightly support a green bud.

我国自1990年5月正式宣布发展绿色食品，到目前为止在28个省的2000多个企业中开发生产了389个绿色食品包括奶粉、乳制品、罐头酱菜、果脯干果、酒及饮料等类食品。

Abroad, the United States calls it ecological agriculture or ecological food, Japan calls it natural agriculture or natural food, and Europe calls it organic agriculture or organic food.In the 20s, due to the mechanization of agriculture in Japan, a large amount of chemical fertilizers, pesticides, herbicides, etc., the decline in agricultural products, especially the pesticide residues harmful to human health, led to the rise of organic agriculture. In 70, the "Organic Agriculture Movement International Federation" was established, and it has grown to more than 1972 federations in 75 countries. my country's Green Food Development Center officially joined in early 500.

Green food is a new type of food that integrates environmental protection and agricultural high-tech.In business operations, operating green food has the following benefits:

With the improvement of people's living standards in our country, green food is regarded as safe food by people, and will be welcomed by more and more consumers, and the market prospect is very promising.

Commercially operating green food can guide consumers to make food consumption more reasonable and nutritious, and gradually transition to a well-off level.

Green food is very popular in Western countries. It can solve the problem of export frustration due to pesticide residues in the past, expand export earnings, and help my country's food to enter the international market.

What is the couple product law

(End of this chapter)