First, dazzling? When customers come to the mall, they are most concerned about the goods, so they will look at the counter shelves as soon as they enter the door. At this time, if the goods on the counter shelves are dazzling and rich, his spirit will be brand-new and he will have great enthusiasm. Invisible, he will have a subconscious: there are so many goods here that there must be something suitable for me to buy. As a result, shopping confidence has greatly increased and shopping interest has soared. On the contrary, if the goods on the shelves are sparse and the business hall is empty, customers will be easily discouraged and feel that there are so few goods that it is difficult to have anything good. Once this kind of psychology is produced, it will cause great resistance to the consumption of capsules. Therefore, the first basic requirement of commodity display is to display more kinds of commodities. ? This requirement seems simple, but in fact not every operator can do it and do it well. Our company once sent a working group to a shopping mall in the south? Friendly support? . This is a shopping mall that has been open for several months, and its operating conditions are not good. The staff of the working group went to the business hall to see that the decoration was good and the hardware facilities were great, but the goods in the counter were sparse, especially the shoes and hats department, which was still open. A shelf more than one meter long could have put more than a dozen pairs of shoes, but now only three or four pairs are put, which is very eye-catching. The working group asked: Why are there so few goods? The person in charge of the mall is very frank, saying: insufficient liquidity and insufficient supply. The working group carefully examined the shoes on the shelves and found that only one pair of shoes of one style was put in each brand. Only two pairs. Then he asked: Why not put more pairs of shoes of each brand? Several people in charge of the mall are hesitant to answer. The working group suggested that even shoes of the same brand, regardless of color and style, should be put up as much as possible and filled with shelves as much as possible. If they are really dissatisfied, they should put some decorations to make up for it, such as flowers, grass and handicrafts. In short, don't leave too much space on the shelf, and don't give people the feeling of being empty. At this time, a person in charge of a shopping mall put forward very tactfully: Isn't it too bad to discount samples in the future? ? This is a bit of a problem. ? This shopping center is run by a real estate company. None of the bosses have been engaged in commercial retail before. Their understanding of counter shelves is only to show samples, and commodity display is sample display! This is a big misunderstanding. Commodity display is not equal to sample display, which is just one of the many functions of commodity display, and the most important function of commodity display is advertising. A marketing expert said: the commodity itself is an advertisement. We say that merchandise display is also an advertisement. There is a business proverb in China: Goods sell like mountains. Why should it pile up like a mountain? It is to attract customers, attract customers and stimulate customers' desire to buy through the great richness and variety of goods. This is the experience of our ancestors. Therefore, commodity display should be regarded as a way to attract customers; In order to attract customers effectively, goods must be placed in a dazzling array. Of course, dazzling array does not mean congestion, and different categories of goods have different requirements for dazzling array, so we should pay attention to it in practical work. ? Second, show the beauty of the goods? The dazzling array of goods attracted the customer's attention, and he couldn't help coming to the counter. What does he want to know most? What do you want to know most? How about this thing? . Is the good quality of the goods, beautiful appearance, whether it is suitable for him to wear. Therefore, smart merchants always display the beauty of goods as fully as possible, including internal beauty and external beauty, which is the second basic requirement of commodity display. ? The so-called inner beauty is the quality of goods. I once went to City A to do market research and came to a special distribution office of Tiantan furniture in Beijing. As soon as I went upstairs, I saw something lying on the Simmons mattress I sold. I didn't think so at the time. I feel that the store is too careless about the display of goods. How can we put sundries on the goods? You can take a closer look, it's not sundries, it's something specially put in the store. That thing is half the size of a pillow, and several rows of sofa springs are intertwined side by side. The spring is covered with brown, sponge, mattress cloth, etc. Conversely, which is equivalent to a mattress? Cutting plane? . The store used this thing to show customers that my mattress is made of these materials, which is genuine and does not rot. Doing so makes customers see its quality at a glance, intuitive, and invisibly enhances their trust. Another example is the practice of a raincoat factory in Beijing. When they held an exhibition in a shopping mall, the salesman didn't say much to the customers at the counter, but put on a raincoat. Wear? On a model, the shower head is constantly drenched by water, and the water drops on the clothes roll like lotus leaves, which vividly shows the rainproof effect of this raincoat, arousing great interest of customers and promoting sales. As we all know, quality is the lifeline of commodity image. It is undoubtedly beneficial to establish a good commodity image to display good commodity quality by commodity display. ? The so-called display of the external beauty of goods is to beautify the goods on the counter shelves by various means and strengthen the external beauty of goods, thus stimulating customers' desire to buy. Once I went to Saite Shopping Center in Beijing, I was attracted by the cooked meat cabinet in the meat market? A long white vertical freezer stands against the wall, divided into small squares, elbows, sauced meat and so on. Looking through the glass, the color of the meat is really good, and it looks tender, which makes me, a person who doesn't like meat at ordinary times, drool at the moment. After careful observation, I found that its attractive color is mainly bright, and its color is not all owned by cooked meat itself. A large part of it comes from artificial construction. There is a row of color spotlights above the freezer, and the purple light shines directly on the food in the freezer. There is an orange pad under the food in each grid, which matches the white of the freezer. Big background? Make the food in the cupboard particularly attractive. What effect would it be if there were no colorful spotlights, small orange cushions and lumps of flesh that were not purple or red were placed in a white freezer and illuminated by fluorescent lamps? What effect would those little mats have if they were white, green or purple instead of orange? From this, I got a profound revelation: commodities need beautification. ? Clothing, jewelry and K-gold ornaments are the most outstanding products to show the external beauty, and their display effect is also closely related to sales volume. A high-end fashion, if casually hung on an ordinary hanger, its high-end will not appear, and customers may despise it. What if it's released? Wear? On the model, its elegant style and fine workmanship are clearly presented to customers through spotlights and other foil and decoration, and they are easily moved by it. Another example is gold and silver jewelry. If you put it in an ordinary aluminum alloy counter, the light will be dim, which will greatly reduce the stimulation of customers' desire to buy. If you put it in a noble and elegant counter, and then use high-grade velvet to pave the way for goods, under the soft light, K gold will shine and gems will shine. It is not difficult to imagine how exciting this will be for customers. ? Third, create a unique atmosphere? The third basic requirement of commodity display is to create a warm, lively or romantic atmosphere through clever combination and arrangement of commodities, eliminate the psychological distance between customers and commodities, and make customers feel amiable, approachable and lovely about commodities. There is a Russian proverb about the power of language? It is not honey, but it can stick to anything. ? The goods in the counter also have language, and through clever display, a silent language is conveyed. It also has the function of mobilizing people's emotions, stimulating people's feelings and stimulating people's desires. A few years ago, in the southern coastal cities, some real estate developers liked to build a model house next to the sales office and a house with the same apartment structure as the existing building when selling commercial houses. Interestingly, the model room is not just a blank room, but a perfectly decorated sofa, TV, Simmons, writing desk and even oil painting. Handicrafts are at the mercy of the real life of the family. This is the marketing skill of selling a house. If it is only a bare house, even if it is well decorated, it may be empty, and customers will inevitably feel cold and cheerless when they walk in, and their mood is not easy to rise. Now, according to the actual layout of life, customers walk in, the breath of life comes to their faces, they feel a warm atmosphere, and positive emotions are easily mobilized. Sales psychology tells us that many consumers buy a certain commodity under the control of imagination. Imagine what? Imagine the reaction of relatives, the evaluation of others, the changes brought to life in the process of consumption and so on. When customers enter a well-decorated house and see a resplendent, spacious and bright house, they are likely to be moved. Imagine what they will look like after buying a house here, imagine what their future home will look like, and unconsciously enter. Role? . ? I met a stroller seller on the fourth floor of Beijing Saite. Model house? Scenes with the same effect. Usually shopping malls sell strollers just to keep them neat and clean, that's all. Here, in addition to this basic appearance, there is a small room in a corner of the business premises, surrounded by something like a screen. There is a beautiful stroller in the small room, with colorful wind chimes and colored strips tied on it. A very lifelike and beautiful big doll is lying in the stroller, sucking milk with a bottle. There is a colorful picture on the wall of the small room, and there are toy dogs and teddy bears on the ground. ? There is an idiom called? Love me, love my dog? It is a metaphor for loving a person and connecting it with people or things related to him. And call it? Emotional chain reaction? All right. There is a similar situation in shopping. Customers are moved by the atmosphere created by goods and have positive associations. After that, they also have a good impression on the goods, and the desire to buy is easy to produce. This can be called the purpose and mystery of creating a unique atmosphere when displaying goods. ? ;