Physical store business is not good, for the following reasons:
1: The rental cost has increased.
The ultimate killer of physical stores in the past two years is the increase in costs. No professional knowledge was needed before. I just need to rent a store, buy goods, put them in the store, and the store location is ok. Naturally, people will come to shop. I still remember that ten years ago, the rent was only one tenth of the lot. At that time, as long as you opened a shop, as long as it was not too bad, the probability of being eliminated was very low. When the cost increases sharply, stores with low profit, rough style and no threshold, such as convenience stores, will be eliminated at the first time.
? 2. The price transparency brought by informatization.
Personal experience: home decoration, go to the store to buy an outlet and charge me 20 yuan, and an online outlet is only 5 yuan. When information technology has not been circulated, that is, when smart phones have not been popularized. Even if there is an e-commerce, the impact on the offline will not be too great. Nowadays, smart phones play a more important role as price comparators. You sell a dress for 300 yuan. Just take a photo and upload it to Taobao. You can find the same paragraph by comparing the pictures. What will you do when you find that the same paragraph is only sold online at 100? If the price difference is not too big, such as tens of dollars, I think I prefer to go to the offline store to buy it, but the price difference is 200. Ordinary people will definitely weigh it.
3. Goods or services can't keep up with the trend.
If you simply sell a finished product and the online price is lower than yours, then you have a great chance of being eliminated. What if you sell services? For example, the current medical care, beauty salons, foot massage, training, air purification, dentistry, plastic surgery, housekeeping and other industries. As long as your store is properly located and the service is recognized, at least you will not be easily eliminated and lose money like selling clothes.
4. The homogenization is serious.
China people have herd mentality. When you see that the service industry mentioned in the third point can continue, many people will follow suit, and the original high profits will be gradually compressed, even to the edge of loss. At this time, it is the original storefront advantage plus professional marketing knowledge.
5. Have you ever done marketing?
There is a big difference between marketing and not marketing. The smell of wine is afraid of the deep alley. When your service is good enough and the price is moderate, even the pavement is your own. You can do it slowly and make a good reputation. But many stores have an inevitable cost, that is, store rent, and the monthly cost is fixed. How to get the maximum profit at a fixed cost and in a limited time? This requires marketing.
Street sweeping flyer marketing.
This is the leaflet marketing that many people will think of, and it is the most direct. The cost of distributing leaflets is low, and the effect is quick. It can reach some customers and take effect on the same day.
Sweeping flyers marketing.
This marketing method is very good. Yes, you can see your flyer when you open the door. But to grasp the time, it is the key to put away the leaflets before the owners come home from work. Otherwise, the flyer may have entered the dustbin of the cleaner.
Elevator advertisement.
It is very possible to radiate around one kilometer.
The store sells it at a discount.
Take out some unprofitable goods, and the most successful one is our hundred orchards. 1.Fruits in 2 yuan are often placed in front of stores to attract customers. At first, people will take the opportunity to buy 1.2 yuan's fruit. But whose taste will not change? And when I saw someone buying high-priced and high-quality fruit, I bought 1.2 yuan's fruit. Over time, I will think that others can spend, why can't I spend? Originally, it was to take advantage, but in the end it fell into the trap of merchants, resulting in secondary and tertiary consumption. It seems that what you buy is never as good as what you sell.
6. Variant+upgrade of marketing plan.
When traditional marketing methods are used by everyone, innovation is needed at this time. The simplest example is a friend of mine who is doing training. He asked for the guidance of "mutual benefit wisdom" and made a marketing plan, that is, when others distributed leaflets, he made a change. He also distributed leaflets. But before distributing the leaflets, he made an official WeChat account and put the electronic coupons in the official WeChat account. Anyone who enters the official WeChat account can get a discount. This attraction may not be enough. He put a movie station in it, also to find "mutually beneficial wisdom". There are no advertisements in the movie station, and you can watch VIP movies on major platforms for free, and you can watch the latest and hottest movies. That's it. He didn't just hand out leaflets when he handed them out. Instead, he became a fan of his official WeChat account while distributing leaflets.
What is the purpose of his doing this?
If you hand out leaflets, many people will refuse to accept them. But by the way, you said that there is an official WeChat account on the leaflet, and you can watch movies for free when you go in, and your acceptance will be much greater. As long as you enter your official WeChat account, the contents of your leaflet can be reproduced in the official WeChat account.
Who doesn't want something for free? When a single user likes to watch movies in it, it will have an automatic fission function to split his friends and relatives.
Providing customers with free entertainment products that can be effective for a long time, thus trapping users, is the foundation of making money for a long time in the future. If you suck all the users within one kilometer of Fiona Fang into your official WeChat account. You can get some people who come to the store every day through soft text marketing and hard wide coupons.
7. Online word of mouth+online marketing drainage
Online word of mouth is very important. To put it simply, when customers search for XXXX stores, a large group of water soldiers say that your things are good. This is the online word of mouth.
On the contrary, network drainage is more important: tapping potential customers. For example, in Chengdu, someone searched: Where can I do my hair in Chengdu?
At this time, if there is a data such as "Chengdu's major hairdressing rankings and price lists" in the displayed webpage for users to see, and the rankings are familiar to everyone, the price is super high, and finally the price of your store is very low, but the evaluation is good. If you are a customer, will you be attracted by this store?
Summary:
It is not that the business of physical stores is getting worse, but that doing business is no longer extensive development. When you have excellent products combined with professional marketing, you will find that the original business is very easy to do.
Of course, most people will say that business is not good, but those who provide services to those who are not good at business are doing well.