A few days ago, our group of three drove in Bazhong City, Sichuan Province to inspect the location of a new clothing store, and we all chose random places to eat at noon and in the evening. Coincidentally, the amount spent on the two meals happened to be exactly the same: 114 yuan. And the psychological gap between these two meals makes me still think: as a customer, why is the consumer experience so different? And as a business, how to make customers love from the heart?
Fat sausage shop and menu
At noon that day, we parked the car behind a commercial street in Bazhong City, and when we crossed the alley, we found a "** fat sausage" restaurant, the location is indeed very remote, if not accidentally passing by, I am afraid it will take several twists and turns to find out the location of this store. Entering the store and taking a seat, the local friend in Sichuan is responsible for ordering, and the two of us from Hunan and Hubei are very comfortable with Sichuan food, so rest assured to wait for the food to be served.
Four dishes: fat sausage chowder, liver and kidney stir-fried, homemade tofu, green vegetables
When the dishes are served, the large pot of fat sausage soup and homemade tofu feel a heavy sense of ritual, and the portions of the dishes are very sufficient. We three big men with a physique of more than 160 pounds, stunned did not finish the dishes, but each dish felt delicious, very satisfied, I only spent 114 yuan when I checked out, a little surprised, and felt very refreshed in my heart.
At this moment, I have been reminding myself in my heart that I am not writing about eating and drinking in public reviews, I am writing serious topics about consumer experience and business thinking in the headlines.
Okay, let's go ahead.
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In the afternoon, we ran from Bazhong City to a county town under its jurisdiction, and after walking through the pedestrian street to talk about some shops, it was almost dark, so we thought of dealing with a bite casually and then driving back, and we found a small shop eating fake vegetables in a more remote place behind the commercial street. This store is not only located in a remote location, the decoration is also very simple, the walls are black and yellow, there are even spider webs in the corners that have not been cleaned up, the tables and chairs have been used for some years, sitting on it creaks, I don't know if it's because this store has not updated the tables and chairs for a long time, or the boss originally bought the old tables and chairs when he opened the store.
A local friend in Sichuan ordered food, ordered three bowls of vegetarian sweet potato flour, and then accompanied by a large bowl of vegetarian vegetables.
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To be honest, from the time I entered the store and sat down until I finished eating, I didn't have any desire to take pictures. The sweet potato flour has been cooked a little too long, not strong at all, and the peppers have been put too much, and the taste difference between the powder and the various side dishes themselves has been eaten, but I just think it is too spicy. The portion is also insufficient, obviously the three people have not eaten, want to add more, this taste makes people have no desire to add.
Or I pay: 114 yuan, very strange and the price at noon exactly the same, the difference is that I am very unhappy - what to eat, so expensive! So unpalatable! Still not full!
Readers and friends, please forgive me for not taking pictures, I can't let you more intuitively appreciate the difference between a meal at noon and a meal at night, but what I am talking about is my most real feelings, the psychological gap is too big!
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On the way to drive, the three of us talked about this coincidental 114 yuan, perhaps as a salesperson, we also maintain a moderate sensitivity to the consumer experience.
As a customer, I spent the same amount of money, and I shouldn't have triggered too many emotions. But why is one time like the satisfaction of eating a big meal and the other like a bad deal? Why can one store make such a large portion, while another store is not full and is unwilling to add food? (Is the grade of the ingredients different?) Not at all). What would happen if these two stores were next door?
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Some people may say that these two are completely different categories and cannot be simply analoged. But don't forget, we only have such a big stomach, no matter what type of food we eat, this meal I chose to eat here full, at this time I have no demand for any other restaurant. Just like after the rise of takeaway, why did the sales of instant noodles fall? Isn't takeaway fragrant? Why eat instant noodles? Yes, I can also eat instant noodles, but where can I eat instant noodles after eating takeout? Can I eat less instant noodles in the future?
Also, after the rise of takeaway, the sales of edible oil of major manufacturers have also declined, what is the logic? Because the number of times we cook at home has been greatly reduced, the takeaway price is lower than the cost of our own cooking, and we don't have to do it ourselves, then the sales of branded cooking oil used at home must have dropped significantly. Then someone said, don't restaurants use oil to cook for us? But can the oil used by the restaurant be branded edible oil? And can the same amount be used?
Well, let's say that as a merchant, with the same unit price, what kind of products do we deliver to customers that can make the business long-lasting? The food mentioned earlier, it is divided into many categories, so in these subdivisions, which is the mainstream? Which is longer? Which leads to a better experience? The same is true for all other industries – God has a price for everything.
Of course, strictly speaking, there are no bad categories or tracks, just as there are no bad industries and only bad companies. But what we have to think about is that different categories, different scenes, different atmospheres, consumers' psychological prices are not the same, the level of demand is also different, and it is definitely not easy to sell a product with more than the psychological price of consumers - unless we can reshape the value and increase the psychological price of customers, they will accept it.
Or if the reason for being expensive is untenable, the merchant should not be expensive.
If the reason is sufficient, then any kind of subdivision track can make a successful business.
Everyone must remember that some time ago, the news of the price reduction of Dongfeng Citroen C6 made the whole network pay attention, and the jokes of netizens began to fly all over the sky: 200,000 C6 is old-fashioned, and 120,000 C6 is mature and stable.
Friends, what have we experienced that are particularly upsetting about spending money? And what are the consumer experiences that we still remember? Let's discuss it together.
#Consumption##Avoiding pits##生意 #