Which advertising cost is more expensive to create traffic?
Not because the Cat’s traffic is expensive, we only come to the line down. I am not so silly, if the line is still selling things, this is not regress it?
We have a kind of illusion, 90 after the second element of the young people do not like shopping. In fact, he does not like shopping, but no shop can give him shopping. The original line of the industry pay attention to speed efficiency, only consider selling goods. Young people will feel cool enough He is not as good as watching live, while the takeaway, buy snacks, at home can also have a very comfortable day. This experience at home is more than the store, so they do not want to go out. But if the store has a new event, you can attract them over.
It is not right for the line to buy traffic on the line. Line is to play experience. Such as Wanda support non-alternative class, experience class consumption, the proportion increased from 50% to 65%. In other words, Wanda is no longer only department stores, restaurants, do ordinary shopping center, it also do travel. Because people will always eat, drink and play. Wanda saw such a strong demand, online traffic blocking the traffic.
The so-called “online traffic is too expensive”, “cut off the middleman is a pit”, are false. A lot of people have been misled, and every day to call the day cat supermarket expensive How you are expensive, lamb cat than Wal-Mart is cheaper to sell, not so much cost. In the Lynx supermarket as long as the deduction of 15%. I went to the supermarket, give Wal-Mart, Carrefour how much? This number is terrible, to give 32%. In such circumstances, you say that consumers pay much of the high cost?
We are very clear: online completely solve the sales problem, there is only one thing under the line, is the experience. The purpose of the experience is to enhance the brand with Feather Flags advertising [Feather Flags & Feather Banners | Cheap -20% FREE Ship], but we do not want consumers to buy more things in the store.
Correctly understand the word “experience shop”
Many people understand the experience store as an experience product. For example, Apple Store, it wants users to experience the product through Apple’s culture, because the phone is a need to carefully decide the category. But for the snack store said he was “experience shop”, I think a little do not fly.
The customer entering a food brand experience store, he should experience what? In fact, is to experience the brand culture. In the era of brand IP, you have a strong IP, the user can feel your differences.
Our shop mainly studied two brands: Disney and Line. They are extremely good at operating IP brand. Through a series of derivative products such as the development, authorization, sales, IP itself directly to create a product has a very high yield. More importantly, it also helps the brand to improve the visibility with advertising Custom Flags, Banners, Table Covers | Cheap -20% FREE Ship, under the other business.
Disney is the forerunner of the industry. Before just heard its name, went after only to find: “Ice and Snow” in the Elsa skirt the reason why a year to sell 3 million authentic, in addition to the Disney brand as a whole is very strong, from research and development, channels, sales can be firmly Master, and more importantly, they know how to show IP in the shop, even at all costs to enhance the brand with Feather Flag Banners high sense of the part. From the plush toys around, to the floor of a brick shop, the quality is difficult to reach the start-up companies. We are particularly adept at this kind of workmanship and ingenuity, which is one of the goals of our efforts.
While Line is the new king of this industry. Because of its mascot Xiongda, rabbit are drawn from animals, and three squirrels closer, so we also studied the Japanese company, how the main business in China, the total lack of market, operating from a strong IP So that not many people used Line, but also frantically buy the surrounding, patronize Line coffee.
Line’s success may be related to the aesthetic trend of 90 nowadays – entertainment, simplification. Therefore, their products, the image is also particularly simple and rich system. But we did not move in that direction. On the one hand cannot find the Chinese illustrator to create such a work, on the other hand is this aesthetic standard is still 90 after the exclusive – too linear, simplistic. If by virtue of children’s awareness, they are difficult to appreciate the beauty behind these works.
In addition, Line and Disney are all foreign cultures, lack of communication channels in China: Disney Channel and LineApp. This is a very fatal problem. In addition to 80, after 90 know Mickey Mouse, 00 are now watching the Pleasant, bears come and go. IP operation concept needs to be set according to IP itself. If we copy the foreign culture mature model, and finally will lose their own characteristics.
Therefore, we established their own characteristics: the Feather Flags brand image is not the pursuit of Western style, should be ground a little gas. Because we sell nuts, snacks, has always been Volkswagen FMCG. But we talk about the story, the original simple and rude shopping experience becomes more refined.
To this end, we give up one-third of the store’s display area, it will be turned to provide “water + light food” dining area, next to the trees, huts such forest elements. We also designed the same as the coffee machine in the bulk equipment, ten three meters long pipeline filled with nuts, open the valve can be caught with a paper cup. These are in order to life in the ground gas, to enhance the sensory stimulation.
Disney’s another revelation is that it is a sound IP realization system: cast a movie, the box office to earn back, but also to the gold is also recovered, and get inside the park can play a few decades, the sale is too good The.
I hope that the development of three squirrels in the future can have some traces of Disney. But the biggest difference with Disney is that it is a cultural brand, and then through the authorization, paradise to cash.
And my business liquidity is actually stronger than it is. why? I first was a commercial brand, and then I put the commercial brand IP, invest in anime and movies, and then launch my commercial products. So that consumers will be more receptive capacity.
Close to Mickey to sell biscuits, and close to three squirrels to sell biscuits, I have the confidence to do better than they do, because we are born to do this.
Connect people and branding Feather Flags advertising
9 months ago, the store is still a conception: is the same as the traditional super merchandise display goods? How is the store structure designed? Do you want to move some of your online experience offline? These are the problems we think about.
The end of our thinking is that three squirrels of the physical store must be virtual, physical two large series in series. From the line of the second element to the line of three yuan, in the process of embedding culture, emotion, and thus connect people and brands, rather than simply online and offline diversion.
We in the store, set a lot to reflect the details of the brand connotation. Familiar with the three squirrels know that our online customer service in the communication will not introduce their own number, but called himself a small squirrel, the user called “master”. This has become one of the brand identity on the Feather Flags
In the store, we put this experience from the original customer service typing into the store’s welcome language. New users may have a little bit of conflict at the beginning, but they will feel special when we accept it.
But emotional connection cannot rely solely on the details. Only one story throughout the shopping experience, can be very three-dimensional display of three squirrels IP image. But it must be simple, otherwise the shopping will be like a treasure hunt game, hinder the purpose of sales.
Now the user into the store, the entrance of the ground there is a piece of glass, painted four cartoons, as the story of the primer: three squirrels riding a carriage, from the forest to the city’s food shop prey. They were in the middle of a car accident, hit a stump, the carriage of goods are scattered everywhere, cannot be brought back to the forest. In order to solve this problem, they began to sell the stalls selling these nuts – the store is their shop.
We are the story of the key elements of the scene are made of fiberglass sculpture, so that users have a sense of substitution. To this end, we have and several design companies disagree. They had previously designed a large layout for Carrefour, Wal-Mart, and it was hard to understand why we did not like the design of the past, and even felt that the image of the squirrel was particularly low and not high.
But if there is no squirrel of the IP, we and other snack brand store there is no difference. Therefore, we finally decided to directly involved in the creative stage, drawing sketches, so that the external design company to fill the details.
In this process, we gradually realized: If you seriously operate an IP, the little things done very delicate and beautiful, experience, sense of strong enough atmosphere, it can also be very high-end.
Brand culture channels
For a mature brand, relying on online word of mouth is difficult to hold up a true and comprehensive brand experience.
Online shopping is more virtual. From the order to open the package to see inside the nut snacks, the middle of the process all the fault. But the line is not the same, if the user real hit real touch, tasted, the product will have more three-dimensional perception.
Once the user is willing to buy, we will guide him as much as possible to complete the purchase in the App, the next day will be able to receive, rather than directly in the store to buy, so to avoid consuming too much inventory, to supply chain replenishment pressure. The changes in the scene also allows users to change the habit of consumption: from shopping into hoard goods, do not take cash consumption, virtually improve the customer unit price.
In addition, for the brand of IP operations also need such a physical store space. Day cat is difficult to sell around, because the user cannot feel through the pictures of plush toys texture, notebook printing, such as the degree of high sensitivity of the factors. 1.5 m, 2 m plush toys, it is difficult to use pictures that it is much. But if the user really touched the shop, photo, it will further stimulate the purchase of impulse.
Brand shape to reach a certain stage, this place will naturally become a channel – not just sales channels, there may be brand culture channels. We use nearly half of the space in the tables and chairs, around, as is to let the store into a fan gathering place. The use of three-tier city circle small, narrow advantage, gathered a lot of people flow. At present, the influence of online brands alone, there have been more than 10,000 people to participate in the opening ceremony. If these people have half to shop, then the daily people have been able to catch up with Wuhu Wanda such a large business body.
Online category and price
With the same price
Frankly, at first we did not even know if we wanted to move the snack business off the line and worry that it would be in conflict with the price on the line. Later, we understand the electronic price tag technology: store with PDA scan two-dimensional code, a minute after the price tag on the container can be displayed with the online channel exactly the same price.
At present the physical store all the design of the line – days on the 199 SKU were all moved to the line. This is mainly for the user experience. If the user found the online shop cannot buy a day on a single product, but also had to return to the day cat, that the meaning of the store is not big.
Three squirrels in the country have a lot of DC warehouse (Distribution Center), city warehouse, regional distribution center, which belong to our national distribution logistics expansion plan. The initial logistics and transportation costs are relatively large, but the store can be effectively reduced after the cost of laying out.
A city shop
Take Wuhu as an example. If the same as the Friends of the three lines in the city to shop along the street, about 25. But if I only open a staff, the cost of rent is one-third of the 25, can guarantee the cost does not change. And if the use of joining, consignment, the brand is difficult to form a strong terminal control. Price push, down, rent, profit, underwriting, these manufacturers have no way to intervene. But in the future operation of the three squirrels in the store, the manager does not need to participate in the pricing of such matters, unified control by the headquarters price. The headquarters of a change, all the store prices also take effect at the same time.
Second, the store is based on brand experience, cultural experience as the core. Such as the shop used in the “unpacking bag free back” function, there are also in the store. I do not emphasize line sales, because I hope the user several times a year on the line, feel the atmosphere. The ultimate goal is to give the shop, App diversion, the formation of sticky on the Internet, the next month or two single. If the purpose of this shop is to allow him to patronize, then our strategy from the beginning is wrong.
The future we will be covered with China’s three or four lines of the city, a total of 300 to 500 such a scale. In the near term, we will probably open three to four by the end of the year, including Suzhou, Bengbu and so on, plans to reach 100 by the end of 2017.
Generally a retail store covers a range of about 3.5 km, but the future of the business district is a combination of virtual business district and physical business district, bringing traffic focus. Physical business district can be the whole of Wuhu City, it can be a shopping center. Through the physical shop for IP operations, so that all the people are aware of the Wuhu “burst”.
Virtual business district includes a large number of our online users. They saw the brand on Feather Banners in every place in the day cat, forming an impression. One day, if he wanted to close about the brand, or just shopping, will enter my physical store. This is the role of virtual business district.
Through the polymerization of these two flow, I can shop the cost of amortization, while achieving a relatively high sales, such as the 300 square meters of the store, the annual sales are expected to exceed 10 million yuan, higher than Starbucks single store average of 700 Million yuan sales. But 10 million yuan is not the focus, more importantly, it can lead to online sales, customer relations play a great pull new, to maintain the role of sticky.
Measure the IP strong or not the standard is that consumers are willing to drive for you for dozens of minutes, to your shop to see, pay for you. If the consumer does not want to, then you are just a shop only.
In the past we all mind “burst”, is the product explosion. But now we want to produce brand explosion, there is a let everyone love IP, and comes with traffic.
In China’s development process, all the good things are first to a second-tier cities. Three, four lines have not been met, was educated, so the brand easier to operate, the formation of commercial center. If in Beijing, where it may be open can only release a limited amount of sound. But open in Wuhu, overnight all Wuhu more than 100 million people all know. If a person can come once or twice a year, and we establish a brand contact in the future can become my online customers. From this perspective, three or four lines of cities can better connect brands and consumers.