Stimulate consumers' shopping desire and produce buying behavior. Gold jewelry, as well as other luxury cosmetics, are commodities with great demand elasticity. To put it bluntly, these things can be bought or not, which is very selective. For example, jewelry, in daily life, unless it is necessary for a wedding, most people rarely go to other floors of the mall to choose these goods.
I usually see it in shopping malls. When I stop to look at it and feel a desire to buy, I buy it conveniently. It's like chewing gum or something that will be put in the cashier. When you see it, take a can. No one will deliberately look for such a small commodity.
Therefore, for these commodities with high demand elasticity, merchants will generally choose to put them in the most conspicuous and convenient places, where everyone can see them at a glance, or where they must pass. By analogy, we will also find that the first and second floors are generally luxury stores, or women's wear, and men's wear only starts on the third floor, because men's demand for clothes will be less flexible than women's.
When a woman goes shopping, she will go in and try on some beautiful clothes, and then she may buy them. Men have a need to buy clothes, so they plan ahead before going to the clothing store. Therefore, in a shopping mall, the higher the floor, the less elastic the demand for placing goods. People who can buy will buy it, and even if they are tall, they will climb up. People who don't buy will not go in to see it even if they pass by.
The rent on the first floor is too high, and only luxury goods merchants can afford it. The first floor has the largest flow of people, and at the same time, due to the particularity of the first floor, the elevator is generally located in the middle of the shopping mall, so many positions on the first floor of the shopping mall are the only way for guests. Faced with such a prime location, it is naturally the yearning of major businesses, but due to its good location, the store rent on the first floor is higher than other floors as a whole, and the rent in some prime locations is even three times that of other floors.
Ordinary businesses can't afford such high rents. Usually only those luxury goods merchants with high profits, such as jewelry, cosmetics and brand-name bags, can afford it.
Whether it is cosmetics or gold jewelry, you will find that these products are characterized by exquisite packaging, neat arrangement, good image and temperament, and professional courtesy of sales staff. In addition to attracting passers-by into the mall, it also left a very advanced impression on consumers.
On the contrary, if guests see discounted goods, clearance sales and the like as soon as they enter the door, the first impression must be that the shopping mall is of a low grade.
Play a role in controlling the flow of people in shopping malls. If luxury goods are placed on the first floor, many consumers who don't need to buy will go through the luxury area and go directly to other floors. But if you put the clothes and food that are in greatest demand on the first floor, you can imagine that there may be people everywhere on the first floor, and people are picking out clothes and eating everywhere.
The first floor looks busy. What about other floors? The store atmosphere is not uniform, the merchants are not satisfied, and the consumption experience is poor. Over time, no merchants are willing to settle in. This is the biggest loss of the mall.
Finally, the layout of a large shopping mall is summarized, and the distribution of each floor is reasonable. Now many shopping malls are built directly to the height of eight or nine floors.
The rules of these floors are also that restaurants and supermarkets are on the first floor, luxury goods are on the first floor, women's clothes are on the second and third floors, and men's clothes are above the fourth floor. Therefore, if you go shopping with a purpose, you should pay attention to the signs of the shopping mall so as not to delay too much time between floors.