Any business needs a lead

Have you noticed that the catering and entertainment stores in shopping malls are all opened on the fourth, fifth and sixth floors, not directly on the first floor?

In fact, letting consumers go to shopping malls to eat, entertain, and watch movies is not the purpose of shopping malls. Before eating or entertaining, consumers should first visit the jewelry stores and clothing stores on the 1st to 3rd floors of the mall. Waiting is the purpose. Catering and entertainment are just the "drainage products" of shopping malls.

Drawing products can not only be unprofitable products, but also the "convenience" that users hope to obtain. For example, free WIFI, a traffic attraction product, can make users want to come in as soon as they arrive at the door. After entering, they will slow down their pace of leaving; ATM machines, a traffic attraction product, can allow users to stop at the next second when they have the most money. In your store, express delivery is a traffic-draining product that allows white-collar workers to stop by when they get off work every time they shop online, so they can buy dinner on the way.

“Drainage products” are what merchants must prepare to prepare for Double Eleven in offline stores. If the traffic-draining products are successful, not only can they become popular items, but they can also enhance brand awareness and increase overall sales in the store!

What are the characteristics of traffic-draining products?

How should it be built specifically?

Let’s talk about several important factors:

1. Low cost

Low cost does not exactly mean low price. It mainly considers The difference between input and output.

For example, "Grandma's House" sells Mapo Tofu for 3 yuan a portion, but Grandma's house has people queuing up every day, and its annual income is over 100 million, making it one of the top 100 restaurants;

For example, "Mixue Bing" The city's 3 yuan ice cream has allowed it to open 5,000 stores;

This type of product has low production costs and low prices, and has a certain appeal to the target audience.

For another example, in Hangzhou Joy City, the first and most unique experiential waterfront shopping mall in Hangzhou, a new retail pop-up space that is completely different from the surrounding brand stores has quietly moved in. Domestic and foreign 35 high-quality brands are stationed in the space.

Compared with the surrounding Apple stores, Uniqlo, MUJI and other brand stores that are uniformly decorated across the country, the psychedelic colors and laser elements of the Living Laboratory are particularly eye-catching. These inadvertently appear in familiar shopping malls. Unfamiliar scenery can easily form wonderful chemical reactions and attract the attention of people passing by.

As you walk in, you will see white coats hanging in the dressing area that refracts colorful light, revealing a mysterious atmosphere; transparent air chairs are placed next to the wall to show a unique sense of presence; the cylindrical fitting room There is a refrigeration cabin in the middle, ensuring safety, stability and freshness; as well as a rainbow handbag, a row of pink electronic scales... all reveal the stunning combination of art and commerce.

However, let me emphasize here: Different understandings of low cost determine the efficiency of attracting target users.

If you think low cost means cheap things, then the premise is that you already have a target audience, and the traffic products are just to attract their attention; if you understand low cost as buying customers, Based on the calculated input-output ratio, the traffic-draining products you provide may be rice cookers, water dispensers, etc. In this case, the detonation effect will be hundreds of times different.

The role of low cost is that in addition to minimizing the cost of attracting traffic, it can also reduce the user's decision-making cost, help users save time and energy, and make purchasing decisions faster.

2. High added value

Here, I would like to ask: High added value = high price?

No.

The added value is not the high price, but for the user, it may be the satisfaction of sensory experience or spiritual experience.

The sensory marketing of women’s clothing brand Inman is also excellent. Inman's brand image is a girl with braids, which penetrates into the five senses and feels like the comfortable feeling of cotton and linen that Inman has always advocated. The sound it sounds is the sound of streams and birds chirping. It smells like a light floral or bookish scent. These are the five senses brought by Inman, and these feelings can be conveyed in Inman's stores through furnishings, music, etc.

Brands have characteristics, and what users remember in their minds are also the characteristics of the brand. If you put the unique characteristics of the brand into the store, then the store will be the expression of the brand's characteristics and tone, and the store will also become One of the channels for spreading “brand power”.

A good consumption experience will form a social currency, allowing users to actively share it with friends around them. At this time, customers developed from one user will come to your door one after another, and the business's purpose of attracting traffic will be achieved. Such excellent experiences are high-value traffic products.

For another example, ceramic tile stores have a natural advantage in this marketing method. Compared with chain brands in 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 amount of information. Therefore, vision must become the key layout of the store.

In the Minlong Ceramics Base in Beijing and the Ceramics Headquarters in Foshan, there are always several brand stores that are carefully decorated. For example, the decoration of Bee Ceramics is American pastoral style; the decoration of Summit is modern minimalist style; the decoration of Xinmingzhu is luxury and high-end. Vision is the first element to attract consumers, and there are many similar examples.

In addition to flaunting brand characteristics, distinctive stores can even become attractions. Take Apple, for example. The third store it opened in the Dubai Mall was very smart and bold in its location selection. It is located in a commercial area with high traffic volume, and is close to famous sights such as the Dubai Fountain and Burj Khalifa. For store decoration, Apple uses a 186-foot-long curved glass wall to allow customers to overlook the world's tallest building - the 828-meter-tall Burj Khalifa and the Dubai Fountain. It also invited local artists to draw Middle Eastern-style artistic long walls. gallery. So even if you don’t buy a mobile phone, who wouldn’t want to go shopping there?

Features do not mean that they must be luxurious, but that the brand’s stores must have their own unique tone. Such stores will also be favored by younger consumer groups.

Therefore, when merchants are making traffic-draining products, they must use and utilize products with high added value, and the "added value" must be evaluated from the user's perspective, not a self-righteous high value from the merchant's perspective.

3. High temptation

The allure of traffic-draining products, in addition to increasing the value of the product itself, must also be achieved through naming, advertising slogans, and describing the characteristics and capabilities of the traffic-draining products. Carry out all-round value creation in terms of the benefits it brings to customers. Only when consumers perceive and understand the significance and impact of your product on them will they be moved.

Online limited-edition hunger marketing sets a benchmark, attracts traffic to offline stores, and enhances brand awareness; the most classic example is Uniqlo:

First, based on Tmall’s celebration goal-100 million Yuan Club sets a limited quantity and sells out quickly at half price, becoming the fastest clothing brand to exceed 100 million yuan. It occupies the center of discussion (traffic communication), and the sold-out announcement has become the best brand advertisement;

Then using the same style and price online, the online traffic and sense of preferential value are brought offline. The offline sales are booming and the brand awareness is greatly increased!

Double Eleven on-site limited-time flash sales (you can use stock products)

Another example, when choosing gifts, we will choose some products that look or sound awesome. For example, if the same model is recommended by xx celebrities or recommended by xx bosses, "external forces" can be used to increase the product's appeal to the audience.

Similarly, traffic-generating products also need to shape its appeal to the audience. Through a series of slogans, advertisements, on-the-ground scenes, etc., it penetrates the user's mind.

4. Strong association

Drawing products must be strongly related to profitable products in order to achieve the purpose of attracting traffic and achieve profitability.

We will see a lot of Internet celebrities on the Internet such as Meipai, Douyin, Kuaishou, Weibo, etc. They just need to post a video or pictures and text, and publish some skin care and food selection tutorials to attract fans and attract fans. Finally, when the audience has operational capabilities, the blogger will recommend some products to these audiences. These products are profit products.

How can offline stores, like beauty bloggers, properly connect traffic-driving products and profitable products?

For example:

1. Promotional activities

Buy three get one free and buy five get two free promotions for facial masks. Many consumers choose to do so in these days. Stocking up goods, the amount purchased by a single person has increased significantly compared to the past. The unit price of facial masks has also increased several times on a daily basis.

2. Creative connection

Zhejiang Chengxiaocheng beauty mass merchandiser chain, which is positioned as a high-end imported goods store, has created a unique "facial mask wall" to enhance facial masks with a scene-based display. The exposure of the category in stores increases the potential association rate of facial masks.

This kind of display is not only more in line with the high-end image of Chengxiaocheng imported goods store, but its additional scene experience also makes a substantial contribution to the increase in the unit price of facial mask customers.

3. Bundled sales

Chengxiaocheng has also created a facial mask combination form of "Super Facial Mask Family Bucket", which changes the previous single box sales format of facial masks and combines low-priced single-piece facial masks with Supplementary combination with high-priced single-piece facial masks for creative bundled sales. This unique marketing method has an immediate effect on increasing the unit price of facial masks for customers.

If the store business is not doing well, don’t blame the lack of customers. To attract customers into the store, you only need to make good drainage products. Creating traffic-draining products can be divided into four aspects: low cost, high added value, high temptation, and strong association. Successful traffic-draining products can not only improve the reputation of the merchant, but also increase overall sales and achieve profitability!