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Chapter 2 Unique Marketing Model!
"Godfather, what should we do specifically?" Yang Jianlong smiled and touched his head.
He felt that what Lin Ran said made sense, but he could not imagine a specific operation plan in his mind.
Lin Ran took out paper and pen and started drawing on the paper.
"This is the entrance. The imitations we sell date from the Tang Dynasty."
Lin Ran marked an area on the paper, then took Yang Jianlong to the corresponding area, criticized Zhu Zhu and said, "We are going to build a wooden display cabinet here to distinguish it from other areas."
On the wooden display cabinets, there are imitations from the Tang Dynasty.
Not only Tang Sancai made by Wei Chengbin and others, you can also go to Panjiayuan and other places to purchase some worthless folk items to enrich the cultural elements of the store.
"You want to build a partition here?" Yang Jianlong's eyes widened.
In their day and age, they believed that the bigger the store, the better. They would like to tear down all the load-bearing walls to create a wider view.
"Yes." Lin Ran nodded, "Actually, there is a reason why I designed it this way."
"Why? Isn't it good to use screens just to distinguish different areas?" Yang Jianlong was confused and didn't understand why a shelf was built here.
"Screens are not impossible to consider. The most important thing for us is to create a private space for guests." Lin Ran explained.
Customer groups like them know that what they buy is imitation, so they don't want to be seen by others and lose face.
Creating an atmosphere of privacy can give them a sense of security when shopping.
Moreover, in people's impressions, history represents the past, especially the perished dynasty. The first impression is depressive.
Therefore, after setting up partitions, it doesn’t matter if the light will be a little dark, they will use lights to make up for the shortcomings.
The most important point is that Lin Ran's idea is to use the historical timeline as a commercial gimmick to attract customers in the street to come and watch.
This trick has been used in commercial streets in later generations. They would decorate the shops in a fancy way and name them like the Museum of Smell and the Museum of Broken Love.
Curious young people will walk in and hang relevant exhibits inside, which is actually a marketing tool.
And once you enter, it is a one-way passage, and you must walk from beginning to end before you can leave the store.
This can greatly increase people's consumption probability.
Of course, Lin Ran is not yet sure whether this concept is applicable in this era.
However, it is definitely worth trying to decorate the store in the style of the Tang, Song, Yuan, Ming and Qing museums.
"We not only want to sell to our customers, but also tap potential customers." Lin Ran informed Yang Jianlong of his idea.
Yang Jianlong suddenly realized it and said with admiration: "Godfather, your idea is really good. People walking on the commercial street thought that a miniature museum was built here and there was no admission fee. Come in and take a look. If you see something suitable, You can still buy things, which is good.”
He gave Lin Ran a thumbs up. This was no longer just a matter of store decoration, it was a completely new marketing concept.
Yang Jianlong believes that once this marketing method is promoted, many stores will definitely learn from it.
The flow of people is the basis for the survival of shops. In order to attract business, some shops will hire some beautiful girls to stand at the door, which is no different from the ancient hook-and-rail tile houses.
In fact, the things sold inside are completely different from the signs outside attracting customers.
Antique shops are not open for half a year and open for half a year.
But their business logic is based on high customer unit prices, and they can earn hundreds or even thousands from one transaction.
Their imitations are priced at one-tenth of the price of antiques, so you have to pay close attention to quantity!
Lin Ran's museum, which pretends to be free, is actually a way to induce customers to come in for shopping. It can only be described as clever.
"As for the areas, we will simply divide them according to the Tang Dynasty area and the Song Dynasty area. In the future, if there are other imitations, we will open up the second floor." Lin Ran said, "Do you understand now?"
"Understood." Yang Jianlong nodded and said, then he took out his notebook and wrote it down. After all, he was the nominal store manager, and it was his job to find people to decorate.
"Other small details of the design are that we need to decorate the surface according to the corresponding dynasty." Lin Ran pointed at the wall and said, "To develop potential customers, we need to let them know what they are buying."
"The function of the cultural wall is to promote the culture of the corresponding dynasty."
"For example, on the walls of the Tang Dynasty area, we can paint the lives of ordinary people in the Tang Dynasty, just like "Along the River During the Qingming Festival", showing the life scenes from the common people at the bottom to the nobles."
Yang Jianlong asked: "Isn't this not easy to draw?"
"It doesn't matter, those masters must have done some research." Lin Ran said, "If it doesn't work, just draw the coming of all nations to the dynasty. In short, it must reflect the background of the dynasty and let them blend into it."
"This is called immersive experience." Lin Ran raised a smile at the corner of his mouth.
In the Internet era, in order to win traffic, people have come up with many business ideas and used all possible means. They have also created a large number of proper nouns to enhance their style.
"Yeah." Yang Jianlong was thoughtful, although he didn't quite understand what immersive experience meant?
But after closing my eyes and imagining the scene Lin Ran was talking about, it was not difficult to imagine several students whispering in front of the painting.
"We also arrange the exhibits in each venue according to the historical timeline, such as the early Tang Dynasty, the prosperous Tang Dynasty, and the late Tang Dynasty."
"For the exhibits placed on the shelves, we also put a piece of paper underneath and clearly mark the price."
"It's just that this kind of design requires a lot of manpower support. There needs to be a support staff in each exhibition area who can explain the dynasty background, help customers pick up the goods, and prevent others from stealing things."
"In addition, the one-way street is designed. All customers must enter from the door on the left and then go to the door on the right to check out. Customers are not allowed to go back."
Lin Ran said.
"What's the point of this? Will customers pay if they restrict their behavior?" Yang Jianlong's eyes widened.
"Life requires a sense of ritual. Since they have come to our 'museum', we must tell them in a serious tone that they are walking in history and cannot go back!"
Lin Ran explained with a smile.
Creating a sense of ceremony can distinguish their store from other stores, and it is also conducive to the spread of word-of-mouth.
The easier it is to get an item, the less people know how to cherish it.
Set some rules for them, and customers will think this store is awesome.
Yang Jianlong nodded, he was a little dull.
He used to think that he knew a lot about decoration, but after chatting with Lin Ran today, he realized that he seemed to know nothing about it.
But this method will definitely work!