Now the business of physical stores is becoming more and more difficult, and customers are becoming more and more picky. Many customers just wandered around the store and left. They all look like individual travelers. Anyone who has sold clothes or bought clothes by himself should know that shopping just can't pick out a suit for him, but once the link of trying on clothes is opened, it's like a spell, he will try on clothes in the same store until he finds something satisfactory. So all brands and shopping guides are racking their brains to let customers try on their clothes. The most common lines that the shopping guide encourages customers to try on are: "It doesn't matter whether you buy it or not, try it first" and "clothes must be touched on the upper body to see the effect". These lines are established standard expressions, but it is difficult to impress casual customers. However, a marketing campaign of a women's clothing brand called "Skinny Jeans" really took my heart off trying it on.

My friend and I went to a women's clothing brand to buy clothes, and the shopping guide recommended a pair of jeans to us, saying that these pants lost ten pounds and the style was beautiful. When my friend and I heard that we had lost ten pounds, we immediately stimulated the impulse to try on clothes and wanted to try the effect of the upper body. The shopping guide also helped us choose some tops to match this so-called skinny jeans, which opened the spell of trying on clothes in this store. Feedback from friends after wearing it really has slimming effect. The shopping guide said that there was only a pair of jeans weighing ten pounds, and my friend decisively bought this pair of jeans. After I tried it on, I felt that although I lost weight, I was still far from losing ten pounds. I didn't buy it at last. But I completely let go of my heart to try on other pants and other clothes, and tried many sets one after another. The next day, when I went to this store again, I found that all the jeans in this store were labeled as ten pounds thinner. I read the contents of the label and said that this is the unique version and fabric of their women's clothing brand, which can make the visual effect of jeans thin by ten pounds.

When I returned to rationality the next day, I thought that the so-called skinny jeans were more of a brand marketing tool to improve the try-on rate of store customers. Whether it is really thin or not, different consumers can't judge. It can be said that different people have different opinions. However, this entry point is very accurate, which infinitely magnifies the precise pain point of this user. The biggest appeal of female consumers to buy jeans is definitely slimming. Taking this as a breakthrough point, it helps the shopping guide to open the distance between him and the customer, so that the customer can try on his jeans actively and actively, and then drive to try on other clothes, thus increasing sales. Perhaps compared with other brands, this brand of jeans is similar in style and fabric. Although it has a certain slimming function, it is not particularly prominent and cannot achieve the effect of losing ten pounds. However, when a brand is doing a marketing activity of reducing ten pounds, it enlarges the selling point of its products, gives customers more reasons to try on, and will bring more sales opportunities than other brands. After customers try it on, they unconsciously feel that this pair of jeans is thinner than other jeans and the transaction rate will be higher.

Most marketers are racking their brains to come up with ideas and solutions. However, many solutions are too expensive for first-line stores and it is difficult to connect with consumers. Zong, as the founder of Wahaha Group, once said that he walked around the first-line market for more than 200 days a year, watching supermarket salespeople sell their own drinks, and going anywhere on business trips, he had to go to the supermarket to buy drinks first and observe consumers' habits of buying drinks. It is because of his long-term in-depth understanding of the first-line market that Wahaha Group was able to create a popular beverage product.

Good ideas and good inspiration do not come from imaginative ideas, and the understanding of consumers does not come from questionnaires, but from the observation of consumers in the first-line market. Although consumers are ever-changing, they are often ever-changing. Only by looking for * * * from the characteristics, finding differences from * * *, and finding opportunities from differences can we hit the demands of consumers, thus detonating activities and stimulating sales.