Pop-up stores are booming? Operations Consultant Yang Zhijun shares 5 key points

With the surge in online advertising expenses in recent years, many companies have begun to focus on offline operations. Pop-up stores have become a popular marketing tool because of their advantages such as lower costs, testing business districts, and reaching new customer groups. Yang Zhijun, a business operations consultant who helped a well-known Japanese chocolate bar achieve a turnover of more than 100 million yuan in 14 months, said that the most frequently asked questions from owners: "Is this mall good? What should I pay attention to when entering this mall?" But most people do not understand the priority of the core issues.

Clarify goals and adjust resource allocation Yang Zhijun pointed out that pop-up stores may not be the most efficient way of operation for Special Database enterprises. We must first clarify what goals the company hopes to achieve through pop-up stores. For example, selling, selling goods, branding, acquiring new customers, extending services, testing business districts, etc. "For different goals, there will be different budget structures, and the way of resource allocation and use must be adjusted accordingly." Yang Zhijun reminded, don't rush into pop-up stores when they see mushrooms after a spring rain, it's easy to lose your wife and lose your army. After establishing the goal, proceed to the next stage of thinking: "Which type of shopping mall can best achieve the company's goals?

" Due to geographical location and consumer patterns, shopping malls are divided into many types: department stores, shopping centers, outlets, transit, stations, cultural Create and so on. Yang Zhijun further gave an example. Souvenir products are suitable for sale at the station; because the characteristics of consumers at the station or transfer station are in a hurry, it is suitable for selling goods that are handy or bought to eat at home. Different fields have different suitable products. If the company does not think clearly about its own positioning, consumer groups, product characteristics and goals, opening a pop-up store may end in loss.