Physical stores are becoming more and more difficult to do now. Everything depends on traffic? How to drain?

Under the impact of e-commerce, marketing drainage has become an important part of physical store competition. So how should the physical store drain now?

1. Marketing promotion: Without looking for a breakthrough, it is difficult to develop a physical store that only waits for customers' own consumption. Stores must simultaneously drain online and offline, broaden the public domain traffic pool by using short video platform, and then convert public domain traffic into private domain traffic to broaden marketing channels;

2. Featured products: Shop drainage must be featured products. This product must have its particularity, which is a breakthrough in store promotion. It can be used as the propaganda caliber of the store. In the Internet age, people should have memories.

3. Promotional activities: Now many consumers pay attention to experience and cost performance, and they can set up some free game experience areas in the store. Or special offers, etc. , according to the specific circumstances of the store;

4. Product quality: physical stores should do their jobs well. First, the product is better. Secondly, the decoration and service of the store should also be matched, so that the customers who enter the door want to spend, and the customers who consume take the initiative to spread it for you.

Physical stores are becoming more and more difficult to do now. Everything depends on traffic? How to drain? Let me answer this question.

The physical store is the center of the original business, and all the business is completed through the physical store. Many entrepreneurs are still thinking: find a good location to open a shop, thinking that "opening a shop" is true. In the past 20 years, the business operation logic of physical stores has not changed, which is the biggest risk and problem of traditional physical stores;

Traditional physical store mode:

Open a shop (spend money to buy traffic), attract people with goods, and arouse the desire to buy (store decoration, array, etc. ), and promote the purchase (transaction), looking forward to the customer's next visit (repurchase).

The money earned depends on the price difference of a single category of products, buying at a low price and selling at a high price. There are also some entrepreneurs who join other people's chain stores and represent other people's brands.

Problems with physical stores:

1, fewer and fewer customers enter the store.

The economic environment has declined, and the impact of e-commerce on offline stores has led to a decrease in the number of people in the store, a decrease in sales and meager profits.

2. The promotion effect is getting worse and worse.

At present, the promotion and activities have little effect, and everyone is used to it. Moreover, promotion reduces the space of pure profit, and even some activities are done too deeply, which makes consumers disgusted.

There are more and more stocks.

The sales of terminal physical stores are declining, but brands or manufacturers will require terminal physical stores to stock up in order to pass on the pressure. The biggest feature of doing business in the future is light capitalization, and assets are getting lighter and lighter. There's no need to keep so much stock, just sell as much as you want.

Light asset mode refers to the operation mode of enterprises with less capital investment, fast turnover and high return on capital.

There are more and more competitors.

In a commercial street, there are more and more homogeneous shops, and you can often see at least three or even more than a dozen shops of the same nature. add

Many large enterprises have begun to compete for market share in the first-line and cross-industry fields. They know how the Internet works and how users think. If they squeeze traditional physical stores with prices and funds, the life of small bosses will be even more difficult.

For example, Alibaba's "Hippo Fresh", Tian Tian Orchard and Ma Yun's "Unmanned Supermarket".

If the physical store does not change from the traditional thinking of opening a store. Without the new retail thinking of the community, your store can't expand passenger flow, reduce costs and make more money.

New retail model in community

Attract with value, enter the community-activate old customers-talk with customers-create word of mouth to drive customers to participate-promote customer recommendation and dissemination.

1, product thinking

In this era, we compete with others for brand, price and quality. Actually, we are not competitive. Because it is an indisputable fact that the cost of traditional traffic is getting higher and higher, low-cost traffic is the goal pursued by all businesses.

2. Mobile thinking

In the Internet age, traffic is king. We expose ourselves online, offline, in a circle of friends or in a beautiful group. Com, Baidu, hungry, etc. , and attract traffic for conversion. Traffic is the core of our money, but now the cost of traffic is getting higher and higher. It would be a pity if the traffic can't be maintained. On the basis of traffic thinking, upgrading to user thinking, so that customers are not spending at one time, circling them through the community and becoming our fans, creating value and emotional connection will naturally improve the conversion rate.

3. Mobile thinking:

Paying for traffic-attracting people in need-arousing their desire to buy-promotion leads to purchase-repurchase. (There may be 100 people who enter the store, but there are about100 people who finally buy it, and 90 traffic is lost in vain. )

Everyone is talking about new retail. What is new retail? The new retail is: traditional physical stores combine with the internet to do marketing, changing the traditional single-customer door-to-door marketing model.

In the form of community, it can play the following important roles in marketing:

First, link users: In the current environment, both new marketing methods and traditional marketing methods are to establish mobile links with customers. Take a retail store as an example. A terminal serves hundreds or even tens of thousands of target users. At present, it is necessary to establish contact with target customers by means of WeChat group.

The second is to activate users: linking users is only the first step, and activating users is the important thing that enterprises need to do. Constantly activating users is an important action that marketing must do well.

The third is to improve communication efficiency: marketing is communication. In the current environment, communication based on WeChat group is one of the most effective communication methods. In particular, the current WeChat applet is gradually becoming a very important marketing tool, and the spread of applets is mainly based on the spread of WeChat groups.

Group communication will be a very important media in the future.

If we still use the traditional thinking and mode to open a shop, it will be difficult to have an effect, because our products can be imitated, shops can imitate, and only the relationship between customers and us can't be imitated by others. Therefore, you must change your thinking and bind yourself to the community in order to be invincible.

I worked in a clothing store and summarized the following points:

1. Physical stores must have some basic etiquette and basic services. First, guests should have three things when they come in: a smile, a seat and water (tea or coffee). Regardless of the wishes of the guests, be polite, and sometimes be polite if you are not polite. Secondly, before recommending a product or service, ask the customer's needs clearly. There are three noes here: no quarrel, no cold eyes and no ice. I used to run a women's clothing store. Generally speaking, when customers come in, we will let them sit down and ask them what they like to drink, cold water or hot water, coffee or tea? I have a drinking fountain, mineral water, instant coffee, tea suitable for women and some fruits in my shop. ) Only when customers relax will they choose carefully. Don't take these as flattery, these are your basic services to treat people.

2. Manage interpersonal relationships around physical stores. As the saying goes, distant relatives are not as good as close neighbors, and managing the relationship between neighbors will be very helpful to your career. If you can't handle the neighborhood well, it means that there is something wrong with your life and others won't introduce you to business. Even peers should properly handle competition issues, reasonable competition and human competition.

3. Customers can generally add WeChat after the transaction. When you add WeChat, you can note some special contents of your conversation, such as what style the guests like, how often they buy clothes, and when they get paid (if you talk about it).

After adding WeChat, you can post the goods in your store in your circle of friends every day, or take some personal videos to introduce the goods or take pictures of the happy atmosphere of other customers buying things in the store. Be sure to choose the right time to send a circle of friends, sooner or later, or at noon, to see your physical store.

4. We must constantly learn to use some new online sales methods, such as Taobao, Tmall, 1688, Micro Store, Pinduoduo, Tik Tok, Aauto Quicker, Weibo ... and combine online and offline sales. Better have a live broadcast. Every day is not necessarily a serious live broadcast. You can film the daily life in the store.

Some traditional ways can also be used selectively. For example, preferential advertisements can be posted at the door on holidays or weekends, preferably fluorescent advertisements, which are particularly eye-catching when lit at night. You can also send out some leaflets everywhere, which won't cost much.

6. The things in the store should be within the market range, and customers should be given some discounts appropriately, and there should be room for customers to bargain. Sometimes customers don't have to give preferential treatment, but after getting your benefits, they will think that you are easy to get along with, accommodating and will be a person.

7. This is some basic information of my clothing store. The decoration is simple and generous, the shelf is milky white, and the hanger is made of colorful beads strung together, bling bling. There is a big sun umbrella, a small European round table and three chairs at the door. This is a suit, not to 500 yuan. The water dispenser and snack fruit are placed not far from the store door.

To sum up: to be a physical store, we should be humanized and creative. Be patient and meticulous, and constantly learn new sales models.

The future management of physical stores must be linked to the media network.

Developing a combination of online and offline mode is king!

Any business, in fact, the model is similar.

First, there must be passenger flow.

Second, you should have good products to attract customers, that is, leave powder. ...

Third, fission fans introduce fans.

Fourth, service.

In fact, the same is true of the Internet, so the key point is how you get traffic, which is currently available in many physical stores.

Vlog's live broadcast, friends circle and offline activities are varied, but the core is powder absorption, and membership cards and gifts are powder protection. ...

The more you compare, the more you will find that self-media and real business are the same. However, because the media faces a larger group, it is more specialized in the refinement of its business. ...

The era of mass media has arrived, but we must also understand that the media is just a tool, just like your mobile phone. How to use it? What is this for? Play games or make phone calls? Everything depends on you. ...

Finally, I wish you success!

Many people are saying that physical stores are too difficult to do, and they have listed a lot of reasons, some of which we can't refute. It is really because of these reasons that the physical store business is difficult to do. Then let's see why. The reasons they listed are all because of these:

First, with the rise in housing prices, the cost of rent has risen sharply.

Second, because of the low price of e-commerce, peer competition, the gross profit of products decreased, resulting in a decrease in income.

Third, the market competition is fierce, diverting a large number of customers. If there is less passenger flow, there will be less natural income.

Fourth, as prices rise, the cost of raw materials is getting higher and higher.

Fifth, "sitting in business", that is, the mode of waiting for customers to come to the door is no longer feasible. There are many channels to obtain customers, which are costly and inefficient.

Sixth, with the constant standardization of tax management, the cost of taxes and fees has also increased.

Seventh, the cost of decoration has also risen sharply with the rise in prices.

Eight, personnel costs are getting higher and higher.

Many of them think that physical stores are difficult to do, and rent is the culprit. Otherwise, they think that without e-commerce, the business of physical stores will be good, but even without these, will the business of physical stores be good? It's actually just an excuse. Even if you don't want rent, physical stores can't do e-commerce. Even if all the physical stores don't rent now, it is estimated that they can't do e-commerce. Many people say that the physical store business is not good now, and it is not popular because the rent is too high and the cost is too high, so the entity will be bad.

In fact, even if the house in the physical storefront is not rented now, the business of the physical storefront is not something that e-commerce can do. What is the reason?

First, the current consumption habits have changed, and online consumption has become a habit.

Second, online commodity prices are more transparent, while physical store commodity prices are opaque.

Third, even if there is no need for rent, the operators of physical stores may not necessarily sell goods at a reduced price.

Fourth, there are too many shops, but the number of people is decreasing.

So, don't always think that the rent is too high, so business is not good. In fact, even if the current physical store does not need rent, the business is not good, and it is difficult to compare with e-commerce.

In the face of these difficulties, how should the store owner break the game?

Objective factors, such as rent, raw materials and labor costs, are the results of the development of the times, and it is difficult for us to change them. Only subjective control can be changed, such as customer acquisition channels, methods, business models, personnel management and efficiency improvement. Maybe many bosses didn't realize that this model could be done well before, so why not now? This is actually the result of the development of the times. The market is changing, the demand is changing, and the consumption pattern is changing. If the boss's thinking remains unchanged, it is easy to be eliminated by the times. After all, natural selection means survival of the fittest. There is no physical store in the world that can't be done, only shopkeepers without integrated thinking. With the advent of the era of integration, a group of shopkeepers will be eliminated.

He who does not advance loses ground. Many people say that physical stores have no future. Now the rise of online shopping, e-commerce, Internet retail and other channels has forced physical stores to have no living space. But is there really no room for development in physical stores? Do you still remember that at the annual CCTV Economic Person Awards Gala, Wang Jianlin and Ma Yun made a bet of 100 million yuan. Ma Yun thinks that within 10 years, the share of e-commerce sales in China retail market can reach 50%, exceeding offline. However, the public information in 20 19 shows that the consumption share of e-commerce accounts for less than 1/4 of the total national retail sales.

Therefore, offline stores are still an indispensable part of our lives. The future development direction will also be more intelligent, scientific and safe, and deeply integrated with online data. At the same time, it also promotes the physical stores to adapt to the development of the times and transform and upgrade in a timely and rapid manner.

Do you know why physical stores are so difficult to do? In fact, it is not the physical store that is difficult to do, but your physical store is difficult to do.

Yes, physical stores are actually quite difficult to do now. Traffic is very important. Only through the continuous online drainage of Reid's assistant can we win more traffic.

Online and offline stores, create a closed loop of WeChat official account, personal number, circle of friends, small program live traffic, online to offline drainage, offline to online marketing fans. Gone are the days when the door was open for guests.

Physical stores, e-commerce, according to my personal understanding to answer you.

First, before the emergence of e-commerce, physical stores were basically two modes: independent stores and stores in supermarkets.

Independent stores rely on site selection and various additional measures for drainage;

Shop-in-shop mainly looks at Shang Chao's own traffic and operational capacity, and then divides the traffic through its own brand and other added values.

Second, e-commerce.

E-commerce is a false proposition, although it is not far away.

Many real entrepreneurs have said the same thing. Without a physical enterprise, what do you sell to e-commerce?

Speaking of de-intermediation, it is also a false proposition that the manufacturer is stupid in the end ... there have been a series of problems.

Let's look at the e-commerce model. Isn't the platform also an independent store and a store-in-store store? !

Completely copied the model of offline stores.

The only thing I can't do well on the Internet is:

1. Ultra-low price

2. This value does not match the usage value.

3. Fake and shoddy

Can you imagine selling fakes online? But it happened online, hahaha.

So, what is the traffic? Traffic is the embodiment of universality and majority in the data of agreed value and practical value of buyers and sellers.

Let's go back to the essence of commodities and do a good job in products and services.

Physical stores are getting harder and harder to do, and everything depends on traffic. How to drain?

With the development of Internet and online shopping, physical stores are difficult to do to some extent. But to be a physical store now, we must understand the new retail model. That is the combination of online and offline retail.

In the process of physical store management, we must learn to drain and split members, so today we will talk about how to drain:

Physical store operators should learn online marketing tools, that is, use online micro-malls and online stores to build their own online sales channels. Then these tools include WeChat official account platform and applet mall, and use these tools to move their physical store products online to operate.

Another point is the management of private domain traffic members. In the daily business process, we must pay attention to transforming physical stores into private domain traffic, draining it online, or guiding people to experience offline through online. This realizes the combination of online and offline.

Guide members to the private domain pool, that is, guide them to WeChat, let them become your private domain members, and market members in time, such as making special offers, killing seconds, and sharing online orders with puzzles. Be sure to continue to interact with your own WeChat group, send red envelopes and raise awareness. It is a good drainage method.

The next step is how to make your members fission for themselves. At this time, we need to design fission activities and share activities, so that users are willing to share them for us, including the design of activities and posters.

In fact, there are many ways to drain physical stores in all walks of life, depending on whether we can find ways to participate in the implementation.

Just answer these questions. If the answer is not good, please give me more advice. Thanks for your support.

There are three basic sources of physical store traffic: natural traffic, marketing promotion and word-of-mouth introduction. Other ways are basically a means of marketing promotion. The first thing is to have a good position. If you don't have a good position, you should pay attention to methods. There are probably several kinds.

The first one: herding effect

In fact, this is a popular psychology of following the trend. The best way to use this method is e-commerce. A small explosion can bring a large number of passengers and drive overall sales. Physical stores can also use this method, just like a century-old shop. Let me give you a simple example here. Take the bakery as an example. Originally, the bread it sold was very expensive, only one or two pieces. Hearing this news, many people will line up. Passers-by can't help but think that this bread is delicious when they see so many people waiting in line. People who have time will hold it in line. Everyone restricts this special bread, and then a few dollars can be exchanged for a high-value yogurt. A few restricted grades of bread and yogurt will not lose money. For queuing, some people can't wait. If they can't wait, they will go directly to the store to buy other products, which is a lot for the boss. This is a typical low-cost drainage, resulting in a related marketing model.

The second one: automatic sharing

In everyone's circle of friends, you can see the activities of gathering praise to send things or give discounts. This way can be seen as a sales promotion, which makes people very disgusted. The serious way to share is to let customers share independently. As long as your content is novel, funny and self-expressive, it is easy to be shared. Just like ginger, there is an unreasonable advertisement on every bottle, just like "Your story is always fermented in a box", and the speed of sharing fission is very fast.

The third type: locking consumption.

Is to let customers spend money repeatedly in the store. The so-called gifts will never be cherished, but what they spend money on will be cherished. At this time, it is necessary to study the psychology of customers, not to issue free coupons to customers, but to let customers buy coupons willingly. When he runs out of coupons, he will bring his friends. Take a restaurant as an example. On the opening day of the restaurant, as long as the consumption in the store is below a certain price, it will be recommended to buy a discount card for free. This time, you are free. As long as you spend a certain number of times in a month, you will refund the purchase fee of the discount card. For most people, they simply can't reach that specific number of times. If they can't reach it, they will recommend their relatives and friends to come and spend with their cards. It won't be long before the traffic in this store is guaranteed.