Chapter 112: Missy (7)

Chapter 112 Missy (7)
After listening to Fang Zhiqiang's words, Wang Xia nodded and said: "You have some truth, and you can indeed analyze this from your survey report. They do not have a specific consumer group, so they are not attractive. This is There is a problem in the positioning of their brand. This is indeed a big problem. However, this problem has nothing to do with us. We cannot change the brand’s own business strategy. Of course, I will give their company our suggestions, but This is not a problem that we can solve. Tell me about your second point."
"The second reason is that the location is poor and the location is not good. This is not visible in this data sheet. However, based on my observations these days, I found this problem. He is in two channels, one large and one small. At the intersection, the location of this shop is exactly on the side of the small passageway, and more than 70% of people choose to go to the large passageway when passing by this passageway, only less than 3% Ten people will choose to go to their side to take a look. This causes a decrease in the flow of people."
"Okay, the third question." Wang Xia thought for a while and nodded.
"The third question, their shopping guides are not beautiful enough." Fang Zhiqiang said solemnly.
"You pay attention to this every day, right?" Wang Xia glared.
"Don't be angry, I'm serious. What does the fact that their underwear shop's shopping guides are not pretty has anything to do with me? I'm not going to stare at the underwear shop all the year round. It makes sense for me to say that."
"I would like to hear what kind of you have. You said that the shopping guides in the men's clothing store are not beautiful and affect sales. I believe that this person sells women's underwear. What does it have to do with the goodness of the shopping guides? Everyone is a woman."
"Women don’t choose looks? Women choose looks more than men. Men only choose women’s looks, and women choose both men’s looks and women’s looks. A very simple analogy, think about it yourself, if you Go to a clothing store to buy clothes, and the shopping guide who gives you the shopping guide is very ugly. Will you feel happy? If you are in a bad mood, you will want to buy it unless you really like this dress very much, otherwise, originally Clothes that you think are good will look ugly, don’t you? I’ll be honest. There are three shopping guides in the store, one is long, one is ugly, and the other is very ugly. I bet that Replace the ugly one and replace it with three ordinary ones. It’s much better than the current performance. It doesn’t mean that it must be beautiful. At least you have to watch it and make people feel uncomfortable. People are sentimental animals, and their mood will dominate Acting by oneself, this is scientifically based, according to a famous American psychologist..."
"Well, I believe it. This is also a reason, is there any other?" Wang Xia said quickly.
"These are the three big points I think, and there are a few small ones. The first is that the facade decoration is not conspicuous, the second is that the lights in the shop are not bright enough, and the third is close to the toilet..." Fang Zhiqiang continued Talking.
Wang Xia was speechless, and finally said: "Fang Zhiqiang, I like your seriousness, but you are always serious for less than three seconds."
"I don't have any, I have always been serious, I..." Fang Zhiqiang explained desperately.
"Tell me about your solution." Wang Xia asked impatiently.
"I think there is a way to solve the problem. The first one you said is the manufacturer’s problem. Yes, this is the manufacturer’s problem, but we also have a way to solve it. A very simple way, we put the kaleidoscope in their store Take away some of the products that we think are not suitable for the group, and leave only the products that we think are suitable for promotion. A little adjustment in price will solve the problem? They don’t have a positioning, let’s help them with positioning. In fact, this store is taking the mid-to-high-end boutique route, but now the economic gap between Shanghai and other cities has further widened. Maybe other cities are high-end products that can only belong to the middle class here, which also caused them The route that was originally positioned as mid-to-high-end has now become low-end and mid-end, while the users pursued by their products themselves are high-end, which has caused the situation of unclear positioning today. According to my understanding these days, I think that as long as their store has a mid-range positioning, this consumer group is also the largest. Of course, the low-end consumer group must be large, but they rarely have people coming to our mall, and the high-end brand has nothing else. The competitiveness of a few underwear stores, and the others are high-end international routes, the quality and brand are much higher than them, of course, the price is also a lot higher, it is unreasonable to go shopping with them in the high-end market Yes, the most suitable one is to go to the middle level. This is also a good thing for our shopping malls. There will not be too many overlapping products, which can improve our sales and overall competitiveness.
Fang Zhiqiang said here, I couldn’t help but place a cigarette, smoked a couple of sips, and suddenly realized that it was in Wang Xia’s office. I was shocked. I quickly looked at Wang Xia, but saw that Wang Xia was thinking about the problem seriously, and I didn’t find it at all. Then he smoked again.
"Let them remove all the low-level products in the store, leaving only the medium and high-level products, and increase the overall price by 20%, so that we can reach the upper mid-level of our mall. Shoppers buy things to judge whether a piece of clothing is high-end, first by price, and second by quality. People are used to thinking that expensive things are good, so the price should be raised. As for quality, I think They have been doing this for many years, and their slogan has always been mid-to-high-end, so the quality is definitely not bad. As long as this, plus a certain promotion, it should be able to see results." Fang Zhiqiang was smoking while smoking. Talking.
Wang Xia was still thinking about the method Fang Zhiqiang said, and said after a while: "I think what you said has a certain truth and is operability, but I have to discuss this with the brand and put their products freely. It is necessary to communicate with them to remove the price from the shelves, but it is not a big problem. You go on."
"As for the second problem, it is easier to solve. Changing the position of the door of this store will solve the problem. Turning the current door into a side door and changing the side door to a door will solve the problem. This problem is actually our original Problems in design." Fang Zhiqiang said with a smile.
Wang Xia's eyes widened, thinking carefully, and then she said, "Tell me the third question."
"The third one is even simpler. Change the shopping guide. It's best to change to a more beautiful one. Not to mention beautiful, at least decent and more comfortable." Fang Zhiqiang said after taking a big mouthful of cigarettes.