First of all, here is a statement, I am a bookworm, often spend a afternoon or a few hours in the bookstore, and the book is also "small and famous" among colleagues. In the bookstore, I gradually realized that this is a marketing story that happened to me. Now I am coming to the market and marketing my colleagues.

Two bookstores—Wanju Bookstore, Shanhai Bookstore, and two bookstores are located in the town of Lecong Town. The two bookstores are separated by 100 meters. From the names of the two bookstores, they are all names related to books. "Reading thousands of books, traveling thousands of miles", "Shoushan has a road to be a path, learning the sea without a hardship for the boat", can not see the difference. But from the perspective of an ordinary consumer, although the two bookstores are very close, I prefer to go to the Wanjuan bookstore. Why, please listen to me.

Back to the point: market demand.

The survival and development of any enterprise is based on the needs of the market. Shunde Lecong Town is a famous commercial and trade distribution center in China. It has three famous professional markets of furniture, steel and plastics. Lecong Furniture Market is the world's largest furniture sales center. Lecong Steel Market is a large steel trading center in the country. It is a large-scale steel trade professional market integrating steel sales, deep processing, warehousing and logistics. It is also a steel product at home and abroad. Distribution center. Lecong Plastics Market is a large plastics professional market and logistics center in South China, and has become a large plastics professional market and logistics center in South China. Therefore, books in bookstores must follow the needs of these three major trade markets and sell books on steel, furniture, and plastics. In Shanhai Bookstore, this part of the book is scattered and scattered. In the Wanjuan Bookstore, a special counter is opened: steel, furniture, and plastic books. It is conceivable that the business of Wanjuan Bookstore will be more prosperous.

The second point: the window product.

The shop window is a window for displaying products, and it is an important channel for delivering new products and explaining the theme of promotion. Especially for the clothing market, window design has become a very powerful "weapon" for product promotion, and has begun to play an increasingly important role in the terminal. Some people say, "Let the customer's eyes stay in the store window for 5 seconds, and they get twice the chance to trade than the competitive brand." It can be seen that the establishment of window products has greatly helped the sales of products. In the Wanjuan bookstore, especially at the entrance to set up a window, the books placed are closely related to the current hot topic. In the March 2008 election in Taiwan, the books on the window were "Ma Ying Jiu Chuan" and "Taiwan Change: The Democratic Progressive Party and the Kuomintang regime fight." In the US election, the books on the window were "Change Obama in the United States", "Barack Obama", "Obama: He Will Change America." Yesterday I went to the bookstore and went shopping. The books above are books about the financial crisis, such as "The Great Depression", "The Financial Crisis that Lang Xianping said: Who can't escape", "Soros takes you out of the financial crisis", etc. Don't underestimate these window products. They are the eyes that attract readers earlier. When people go to bookstores, many of them are purposeless. They tend to pay attention to hot topics. If there are related books, they will inevitably turn over. Take a look, after flipping it, you will buy it with your pocket. In Shanhai Bookstore, you can't find a popular topic in one place. If you want to find it, you can only sort it by yourself, which will undoubtedly delay the customer's time and energy.

The third point: provide supporting services.

I think that a bookstore does not have a table and stool for customers, which is a lesser practice. However, in real life, there are some exist. In order to prevent customers from buying, the bookstores are removed, and even salespersons are sent to warn you: If you don’t buy, don’t watch. In Shanhai Bookstore, you can enjoy these "privilege". When you read a book for a few minutes, there is always a salesperson who sorts books by your side. Although it is not directly explained, it always makes me feel uncomfortable. It is undeniable that bookstores are not libraries, not public service structures. Bookstores are designed to be profitable, so customers who read books in bookstores and do not buy books should be excluded.

In fact, I think: In fact, anyone who reads books must have a book that they like, and they will definitely buy books that they think are worth buying, and the price of a book is almost 10 or 20 yuan, which everyone can afford. It is impossible for a reader to come to the bookstore to read a few pages every day for the book he likes, until the end of reading. Therefore, the kind of "privilege" that only does not look at buying customers is undoubtedly a drink and thirst, and drives away potential customers. In the Wanjuan bookstore, just want to reverse, there are two tables, there are ten stools for customers to rest. I think: more than one warm reminder, more table stools, more water, the bookstore's investment in supporting facilities can get a good value return.

Fourth point: Customer relationship is maintained.

Books are now a more homogenous product, and each book is the same in any bookstore. Therefore, in the case of the same product, price and service are the factors to consider.

After my observation, there are no discounts on books sold by Shanhai Bookstore and Wanjuan Bookstore. Therefore, whoever does the service well can win the market. Take my personal example, "sales and market" and "financial" two magazines, I must buy every issue. "Sales and Markets" is a ten-year issue, three times a month. Caijing is a semi-monthly magazine with two issues per month. The two magazines come at different times. For me, it is impossible to go to the bookstore every day to see if the magazine is coming. Therefore, at this point, the Wanjuan Bookstore is better than the Shanhai Bookstore. The salesperson of Wanjuan Bookstore found that I often came to the bookstore to ask for the books I needed, and wrote down my name and mobile phone number. Once the magazine came, I would call or text me. Therefore, even if I see the magazine in Shanhai Bookstore has arrived, I will go to the Wanjuan Bookstore to ask if the magazine has arrived. If it does not come, I would rather wait a day or two. It seems that a text message has been exchanged for a loyal customer.

In addition, the Wanjuan Bookstore has issued a membership card, and customers who hold the membership card enjoy a 10% discount on the purchase of the product and can earn points. Points can be redeemed for prizes. Once a quarter, you can redeem stationery, ballpoint pens and other stationery items. Although these are very cheap prizes, this trick is very effective, because it captures the psychology of customers who like cheap. The Wanjuan Bookstore also records the customer's personal information, such as the customer's mobile phone number, email address, and the type of book the customer likes. Every month, I will receive the mail of the newer financial marketing book information sent by the bookstore. No matter whether I will buy it or not, I will think that the book is sold in the Wanjuan Bookstore. If colleagues and friends need it, I will recommend them to Wan. Bookstore purchase.

The fifth point: e-commerce.

In the Wanjuan bookstore, in addition to the traditional counter-style approach, there are e-commerce sales. In fact, book e-commerce marketing is not as deep as we think, not necessarily like Dangdang, Alibaba, but it is very simple. The bookstore applies for a QQ number, and then adds the customer's QQ number as a friend. Once the customer leaves a message and needs any books, they will quickly find them and quote them to the customer. After obtaining the customer's consent, they will be delivered to the door. Very convenient, a QQ number is a relatively simple tool for e-commerce. In Shanhai Bookstore, traditional counter-style sales methods are still used, and no e-commerce sales practices have been developed, which has undoubtedly lost a good sales channel.

Later, I don't have to say that everyone knows why I often go to the Wanjuan Bookstore to buy books. Of course, the business of Wanjuan Bookstore is better than Shanhai Bookstore. From the comparison of the two bookstores, I learned that in fact, there are many practices in the business, but it is very effective.