How about running a souvenir business?

It mainly depends on what kind of souvenirs you make. If the local area is a tourist area, it is good. Otherwise, you have to choose other places to do business. The souvenirs must be famous and the business must be unfamiliar. It cannot be done. Do you have anything familiar with it?

1 The "tragedy of the commons" of local specialties

The "tragedy of the commons" is often used in economics. In a pasture, the pasture is publicly owned, but the herds are individual, so each herdsman wants to make more money and increases the number of cattle and sheep without restraint. As a result, the pasture becomes a barren land due to overgrazing.

Due to the strong regional characteristics of local specialties, Beijing’s roast duck, Tibet’s Cordyceps sinensis, Ningxia’s wolfberry, Shandong’s peanuts, Xinjiang’s grapes... many local specialties with the characteristics of their origin have great influence on consumers’ purchases. Intention plays a significant role. Therefore, some local specialties have now become a "commons". Jinhua ham, Chongqing hot pot base, and Shanxi mature vinegar have been exposed by the media one after another. Anyone who produces hams related to Jinhua, Zhejiang, and those who rely on hot pot base to make rice in Chongqing, Those who make a living from vinegar in Shanxi want to take advantage of the "commons" and use the signs of Jinhua ham, Chongqing hot pot, and Shanxi mature vinegar to attract business. To put it bluntly, it means that if you don't use it, it will be in vain. Their reasons seem to be justified, because I I'm from Jinhua, I'm from Chongqing, and I'm from Shanxi. I'm just a parasitic hitchhiker. The result is that some people go up to the trees to pick fruits, but no one waters or fertilizes the trees.

At present, many local specialties are facing the same fate, such as Texas braised chicken, northern Shaanxi red dates... these can be seen everywhere across the country.

4. Poor marketing of local products

1) Facing competition, local products often fall into bloody "price wars" and "low-end" operations.

Because the marketing of local products has a low starting point, there is almost no mature product strategy and marketing strategy. At the same time, due to the low entry threshold, everyone will squeeze into this market to get a share of the market at a time, so all Products will be operated at a low level and engage in price wars. In the end, not only will individuals not be able to make money, but it will also affect the healthy development of the entire industry.

2) Due to lack of planning, it has become a "three-no product" with "no brand, no packaging, and no selling point".

The planning of local products is not limited to a certain aspect, but comprehensive. Because local products have developed in the current market, consumers’ acceptance psychology and requirements have greatly changed. Consumers are the focus. The core product and marketing improvement plan must be a complete and logical interlocking plan. However, few companies pay attention to and plan in this regard. In fact, there is a lack of such talents. Therefore, many local products are difficult to be popularized. They lack real consumer opinion leaders in consumption, making it difficult for them to become popular.

7. Local specialty regional brands

Longjing tea, the top ten famous teas, red apples from the Loess Plateau, Kweichow Moutai, known as the national liquor, porcelain from Jingdezhen... just It is the unique geographical origin that gives them unique and special qualities. The geographical indications of local products are to a large extent the "protective umbrella" of local products.

Geographical indications are both an indication of origin and a quality standard. They are an important tool to promote local products to the market. The protection of geographical indication products can make the originally unknown tea, peanuts, condiments, apples, tea, mustard and other local specialties famous far and wide, double their value, and become a "golden brand" for generating income. For example, apples from Shaanxi, Maojian tea from Xinyang, Henan, Fuling mustard from Chongqing, etc.

There are many local products with a long history in our country. These local products should seize this geographical label, so that more famous and high-quality special products can go out of the local area and go to the whole country and even the world. But at the same time, we must remember that quality cannot be sacrificed for quantity, and long-term interests cannot be sacrificed for short-term interests. The typical cases of Longkou vermicelli and Jinhua ham due to shoddy manufacturing and shoddy quality by some companies, which led to self-destruction of reputation, are examples of this.

8. Product Innovation

When you hear that the terracotta warriors and horses are wearing floral shirts, you will feel a sense of curiosity in your heart. In Xi'an, the painted terracotta warriors and horses appeared, with folk paper-cuts, Ansai waist drums, shadow puppets and other patterns, integrating traditional culture and modern civilization, vividly showing the cultural elements of Shaanxi, and also reproducing the fashion value of the terracotta warriors and horses, which aroused the attention of many people Attention and praise.

For local specialties, we can also break the inherent single concept and implement new attempts and improvements. There are not many local specialties that carry out product innovation like this. It cannot be said that local specialties cannot be innovative. As long as you are a commodity, you must first possess the attributes of a commodity, and souvenirs are no exception. If there is a good carrier and unique ideas, local products can come alive and enhance the core value of local products.

9. Improvement of packaging

Since it is a local specialty, in the past, there was no packaging. To adapt to modern commodity competition, we have to put a lot of effort into packaging. The image of people is very important, and the image of products is also very important. We need to study what the image of a certain specialty product should be in the minds of consumers. This determines our image design, just like if this girl likes gentlemen, then we should not wear jeans.

At the same time, try to avoid similarities. For example, if you want to express green, simply make it a green color. You can see this by looking at the local products in the supermarket. The packaging of red dates is one piece of red, and the packaging of dried kiwi fruit is one piece of red. A piece of green, such a big similarity has the same effect as packaging without distinctiveness. However, the existing local specialty products generally do not have a thorough research on image power, and they cannot make consumers think that they are the best local specialties at a glance. The feeling of the product cannot be used to clearly express the style of the product visually. It makes people's eyes light up at first glance, as if they have returned to the countryside.