Problem: No one consumes the high-end drinks in the hotel lobby, only the cheapest tea and drainage drinks are consumed, and the turnover cannot be raised. What should I do?
Comb: ① High-end hotel lobby!
② There is uneven natural large flow!
③ The lobby used to make money by high-end drinks!
The first step: analysis;
What is the essence of the problem?
The case provider should think about it: the essence of your question is how to sell wine? Or how to improve the profit of lobby bar? The answer is to increase profits!
Then the question should be: how to improve the profit of the lobby bar? Now the case provider's statement is actually to make profits in the lobby by selling red wine! Is this scheme effective?
Let's analyze the target customers of the lobby bar first. There are three types of target customers:
1, the first category: passengers who take high-speed rail buses, they may temporarily sit and wait for someone, rest their feet, and are unlikely to buy red wine!
2, the second category: employees in the office building next to the hotel!
3. the third category: hotel guests!
The second and third types of guests seem to match, but if you think about it, the places with the most red wine consumption scenes should be high-end restaurants, bars and KTV, and most of them are still drunk when they are in special contact with friends! Hotel lobby bar is more of a temporary stop, check in and book waiting! Everyone has just arrived or is about to leave, and there is not much time to drink red wine to connect feelings!
So the conclusion is: the case provider's plan to sell red wine has yet to be tried! Lobby bar is not suitable for selling red wine!
So the essence of his question is not how to buy red wine, but how to improve the profit of the lobby bar.
Knowing the first step, then we will think about the second step.
Step 2: Design and solve the products required by the target users!
What do the first people (high-speed rail passengers) need?
A: A post station; What should the post office sell? A: Tea for temporary rest and some snacks, supplies, magazines, etc. Then provide bag storage service, local snacks, local specialties and so on. ...
What do the second kind of people (office white-collar workers, etc.) do? ) need?
White-collar workers sometimes feel that their office is not high enough, or they will talk to customer service. Elegant and exquisite lobby bar style can provide them with such an environment, provide them with afternoon refreshments, and then launch membership card service! Will be attractive to the second kind of customers.
What do the third kind of people (hotel guests) need?
Guests staying in the hotel have certain spending power, sometimes they will receive friends and guests, and the room is sometimes inconvenient. You can use it as the living room, big sofa, internet, dessert, drink, health tea, soothing tea or scene marketing red wine for such customers. ...
Through the above products, let's test which product is the best to sell, the highest profit and the most popular! Then make it into a standard product and come out as the main profitable product for a long time!
Step 3: increase the unit price of customers through various methods!
1. Give the lobby bar a fancy name so that everyone can remember the hotel. I only remember you, or you remember the hotel at the same time!
You can book a room for free if you spend money. For example, you spent 1 0,000 yuan there. There is a handling fee of 50% of the house price! 1Free accommodation in 500 yuan, limited to 20 places per day! Hotels often have some vacant rooms. Talk to the hotel housing management department about how many hotels can get a 50% discount in bulk! Give consumers a quota! In this way, for customers who love to drink red wine, they can stay in the hotel for free after buying red wine!
Summary: The key to increase the turnover is to turn the flow into effective flow, improve the conversion rate, and then increase the customer unit price. Do everything in a three-pronged way! Lobby bar profits will naturally rise!