Wang Xia nodded after listening to Fang Zhiqiang's words and said: "What you said makes some sense. This can indeed be analyzed from your investigation report. They do not have a specific consumer group, so they are not attractive. This is Their brand has a problem with its positioning. This is indeed a big problem. However, this problem has nothing to do with us. We cannot change the business strategy of other brands. Of course, I will give their company our suggestions, but This is not a problem that we can solve. Please talk about your second point."
"The second reason is poor location. This cannot be seen in this data sheet. . But based on my observations these days, I discovered this problem. It is at the intersection of two passages, one large and one small, and the location of this store is exactly on this side of the small passage, and 70% Many people choose to go to the main passage when passing by this passage, and less than 30% of people choose to go to their side to take a look. This results in a reduction in the flow of people."< br />
“Okay, third question.” Wang Xia thought for a while and nodded.
"The third problem is that their shopping guides are not pretty enough." Fang Zhiqiang said seriously.
"You pay attention to this every day, right?" Wang Xia glared.
"Don't be angry first. I'm serious. What does it have to do with me whether the shopping guide in their underwear store is pretty or not? I'm not prepared to stare at the underwear store all year round. That's what I said. It makes sense."
"I'd like to hear what nonsense you have. You said that unattractive shopping guides in men's clothing stores affect sales. I believe it, but this guy sells It’s women’s underwear, what does it have to do with whether the shopping guide looks good or not? We are all women.”
“Don’t women choose looks? Women choose looks more than men. Men only choose women. Appearance, women choose both the appearance of men and the appearance of women. A very simple example, think about it for yourself, if you go to a clothes store to buy clothes, and the shopping guide who guides you looks ugly, your mood will be Are you happy? When you are in a bad mood, unless you really like this dress, you will want to buy it. Otherwise, you will think that the clothes that you think are good will not look good, right? Let me tell the truth, in the store Of the three shopping guides, one is average-looking, one is average-looking, and one is very ugly. I bet that if those two ugly ones were replaced with three average-looking ones, the results would be much better than what they are now. It doesn’t mean you have to be beautiful, at least you have to look at something that won’t make people feel uncomfortable. People are all emotional animals, and their mood will control their actions. This is based on science. According to a famous American psychological researcher..."
"Yes, yes, I believe it. This can be considered a reason. Are there any others?" Wang Xia said quickly.
“These are the three big points I think, and there are a few smaller ones. The first one is that the facade decoration is not eye-catching enough, the second one is that the lights in the store are not bright enough, and the third one is that it is close to the toilet..." Fang Zhiqiang continued.
Wang Xia was speechless. Finally Said: "Fang Zhiqiang, I like how serious you are, but you can never be serious for more than three seconds. "
"How can I not, I have always been very serious, I..." Fang Zhiqiang tried his best to explain.
"Tell me your solution. "Wang Xia asked impatiently.
"I think there are ways to solve it. The first one you said is the manufacturer's problem, yes, it is the manufacturer's problem, but we also have ways to solve it. A very simple way is to remove some of the kaleidoscope-style products in their store that we think are not suitable for the group, leaving only the products that we think are suitable for promotion, and make some slight adjustments in price. Wouldn't this solve the problem? ? They don't have a position, let's help them position it. In fact, this store takes the mid-to-high-end boutique route, but now the economic gap between Shanghai and other cities has further widened. Maybe high-end products in other cities can only be sold in the middle class here, which has caused their original The route that was positioned as mid-to-high-end has now become low-end and mid-range, but the users their products target are high-end. This has resulted in today's unclear positioning situation. Based on what I have learned these days, I think their store only needs to ensure the mid-range positioning, which is also the largest consumer group. Of course, the low-end consumer group is certainly large, but few of them will come to our mall, and As for the high-end ones, this brand is not as competitive as other underwear stores. The other ones are on the international high-end route. The quality and brand are much higher than them. Of course, the prices are also much higher. Compared with them, It is unreasonable to go shopping in the high-end market. The most suitable one is to go to the middle level. This is also a good thing for our mall. It will not form too many overlapping products, which can improve our sales and overall competitiveness as a whole. . "Fang Zhiqiang said this and couldn't help but light a cigarette. After taking two puffs, he suddenly realized that he was in Wang Xia's office. He was startled and looked at Wang Xia quickly, only to see Wang Xia thinking seriously about the problem. , didn’t notice it at all, so they continued to smoke.
“Let them take all low-end products off the shelves in the store, leaving only medium and high-end products. In addition, the overall Increase the price by 20%, so that it can reach the current mid-to-upper-end standard of our mall. When shopping to judge whether a piece of clothing is high-end, the first thing to look at is the price, and the second thing to look at is the quality. People are used to thinking that expensive things are good, so the price should go up. As for quality, I think they have been doing it for many years, and their slogan has always been to go mid-to-high-end, so the quality is definitely not bad. As long as this is done, coupled with a certain amount of promotion, you should be able to see results. "Fang Zhiqiang was smoking a cigarette.While talking.
Wang Xia was still thinking carefully about what Fang Zhiqiang said, and after a while she said: "I think what you said makes sense and is feasible, but I have to discuss this with the brand. While discussing, you need to communicate with them to remove their products from the shelves and raise prices, but it is not a big problem. Just go on."
"As for the second problem, it is easier to solve. Yes. Changing the door position of this store will solve the problem. Turning the current door into a side door and changing the side door into a front door will solve the problem. This problem is actually a problem in our original design." Fang Zhiqiang laughed. said.
Wang Xia’s eyes widened and she thought about it carefully, and then said: “Let’s talk about the third question.”
“The third question is even simpler. Change it, it’s best to change it to something more beautiful, not to mention something beautiful, at least something decent and comfortable." Fang Zhiqiang said after taking a long puff of cigarette.