How to retain consumers now in business model?

　　If we want to talk about the most successful business entities, it will not be Walmart, Carrefour, Wanda Plaza, Costco, but Disney. If we want to talk about the future direction of retail, I think it is also a business model like Disney that is highly integrated with entertainment methods.

　　With the changes in the business environment and the evolution of consumption patterns, simple functional consumption will become increasingly difficult to retain "fictional" consumers. Only by entering the minds of consumers and packaging various business behaviors with entertainment means can they have longer vitality.

　　The business environment enters the eye-catching era

　　As the entire social environment becomes more complex and diverse, the competitors of merchants are far from being limited to peers in the same shopping malls. Offline, Lanzhou ramen at the intersection, the amusement park in the west of the city, the cinema on the fourth floor, online, Tmall, JD.com, Suning, which sells things, iQiyi, Tencent, and Youku, which watches videos, Weibo, WeChat, Zhihu, and Douban, which swipes, all of these will become competitors of merchants, because the product services are too rich, and the means of consumers spending time is too colorful. For a considerable number of consumers, consumption is no longer a need for strong purpose, but a means of spending time, which is no essential difference from browsing Weibo, shopping malls, watching movies, and drinking coffee.

　　Consumers have limited time. When they spend a lot of time watching TV shows, they naturally don’t have time to buy clothes.

　　Merchants must try every means to attract consumers' attention. From traditional department stores and supermarkets to meet simple product needs at the beginning, to large department stores that add catering cinemas to meet non-shopping life needs, to boutique supermarkets that add fresh food and imported goods to meet quality life needs, to shopping malls that change business models and introduce more lifestyle business needs, to select and select preferred service models such as community convenience stores, such changes in form are closely related to changes in consumer needs and changes in the business environment.

　　But at the same time, the capacity of the entire public opinion field is limited, and consumers cannot remember carbonated beverages other than Delicious and Pepsi, and are also too lazy to go to e-commerce companies other than Tmall and JD to buy them. At this time, using entertainment means to attract the attention of the audience has become the simplest operation and the best input-output ratio.

　　Now is an era of information explosion and production explosion. Consumers have no ability or willing to study anything carefully. It will feel full if they chew the goods and services they handed to their mouths. Therefore, McDonald's, KFC, and Starbucks are the most popular places for consumers to go to. Not because they are too good, but because they are the consumption options that need to be thought about the least. Winners take all!

　　Consumer mind is defined by merchants

　　A well-known difference between modern business and original business is that the latter believes in meeting consumer needs, while the former pursues creating consumer needs. In most cases, consumers’ needs are not out of their own needs, but the exquisite and lasting taming of merchants.

　　In terms of products, taking the maternal and infant industry as an example, with the improvement of the level of Chinese household consumers, various maternal and infant product lines have far exceeded the few needs in the early years. As for bottles alone, dozens of different product lines can be divided according to the material, pacifier, shape, etc., and corresponding products are also provided according to the baby's development time. Are such products needed by mothers? need. But is there really such a need? not necessarily.

　　In terms of price, taking luxury goods as an example, the quality of real goods is of course better than fake goods and counterfeit goods, but roughly speaking, the counterfeit goods are worth 100 and can be sold for 200, while the real goods are worth 200, but it can be sold for 2,000 or even 20,000. Why?

　　By the way, it is the taming of the minds of consumers by merchants. It was the merchant who told the consumer that he needed the product, and it was the merchant who told the consumer that the product was worth the price. Ingenious store decoration, endorsement of well-known stars, and concept output of true or false are all the necessary meanings in the question. The merchant can tell you that this bag is for the celebrity, and it can also imply that your child can be as smart as Einstein after drinking this milk powder.

　　In modern business, what is good is defined by merchants.

　　The so-called brand tone is nothing more than using "brand" to design and build consumers' awareness of products in market competition. In other words, consumers' original shopping needs may be to "search" from the dimensions of product style, category, price, etc. and find the required items. Now, they first recognize the brand, and then find the product according to the inherent characteristics of the brand.

　　As the cost-effectiveness disappears, merchants must spend more money and effort to make brand tone, which is the so-called user experience. The wool comes from the sheep. In order to maintain business, the so-called consumption upgrade (price upgrade) has emerged. During this period, the ones who really died were actually merchants who couldn’t afford to spend money on advertising, not merchants whose products were not good.

　　Just as OPPO focuses on young fashion and Gionee focuses on mature business, it does not mean that they really represent such characteristics, but is implanted into consumers' minds through the massive screen flooding of celebrities such as Yang Yang, Li Yifeng, Shawn Yue, and Feng Xiaogang.

　　Entertainment diversion will become the norm

　　With the enrichment of consumers' spiritual life, it is becoming increasingly impossible to meet all the needs of consumers with a single service. It has become a last resort to relying on rich and diverse services to focus on consumers' single needs.

　　Just like the popular new retail now, it is essentially that merchants have to upgrade their service system in the face of consumers' rapidly upgrading consumer demand. Whether it is to communicate with consumers in a warm manner, to meet consumer needs with different entry points online and offline, or to sell goods with entertainment means, it is all to "convenient" consumers' needs to upgrade.

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