1. How have the consumption habits of aquarium consumers changed?
2. How to distinguish the needs of different customers and provide consumer satisfaction?
3. Operation of aquarium stores 4 suggestions?
4. How to guide customer needs?
With the above questions, please read this article.
With the improvement of people’s material life, aquarium consumption has become an additional expenditure item for many fish farmers. However, in terms of consumption expenditure in this area, aquarium consumers have also become more “savvy”. In addition to shopping around and choosing brick-and-mortar online stores, some aquarium consumers have gradually shifted from product consumption to service consumption and enjoy the process of consumption service. , which also presents more challenges for aquarium operators. In this issue, we will talk about “savvy” aquarium consumers.
1. Aquarium consumers become “cautious”
It is undeniable that in the current fast-changing consumption trend, Internet+-based Innovative thinking leads to the continuous iterative upgrading of consumption and the overall improvement of consumption quality. With the gradual improvement of people’s spending power, the consumption concept has quietly changed, which ultimately brings about consumption upgrades. Aquarium consumption is one of the changes in consumption.
However, an interesting phenomenon is that, in contrast to the increasing purchasing power of consumers, consumers are becoming more and more cautious when consuming. In other words, consumers now care more about where their money is spent than before. I was reluctant to spend before, because there really was none. Now it’s time to spend the money and let the money bring you better service enjoyment.
Aquarium consumption, as a spiritual consumption outside of material life, also reflects the spiritual needs and individual consciousness of consumers. According to the survey, consumers are more inclined to buy branded products that can provide personalized marketing content. Personalized content improves brand impression and increases purchase intent. Some consumers prefer high-end customized brands, reflecting their demand for customized services and quality. Consumers pay high prices for products and services of premium quality and emotional needs.
Consumption structure has undergone multiple changes: First, the proportion of product consumption and service consumption in total consumption has dropped one by one Lift. Users generally attach great importance to the content of notification and guidance, and think that the most valuable, content marketing should first provide users with solutions to help users solve practical problems. Understand your users, what information do users want to obtain? What industry problems may they encounter? How can I help users solve these problems? Adopt more flexible marketing strategies, integrate into users’ lives, and bring users better Product experience, even if the user does not buy the product now, it will spread spontaneously, and you may be the first thing that comes to mind when you need to buy this type of product in the future.
Group characteristics of different age groups are obvious. The stable group of aquariums is mostly above the age of 30. This type of consumer group has stable aquarium consumption expenditure, strong ability to deal with difficulties, and strong sustainability. Consumers are also more professional and experienced, and will not pay easily. For young groups, most of them enter because of temporary factors such as freshness, curiosity, and being influenced by others. They are more casual in consumption, and their ideological preparation is insufficient. They are likely to withdraw when they encounter problems, so they belong to customers who are easy to sway.
In addition, due to the professionalism of the industry and the requirements of breeding technology, aquarium consumers are more dependent on the opinions of professional institutions or official authorities, and they are also more inclined to guarantee consumption safety to help themselves judge and make consumption decisions. So pay attention to this propaganda.
Aquarium consumers have become “prudent” in paying money, which reflects a concept of equal value exchange. Only when consumers feel it is worth the money, the transaction will be successfully realized.
Second, self-satisfaction when spending money
Customers have Under the premise of the right to choose, only when you feel good about yourself and achieve self-satisfaction will you spend money. That is, in a state of being willing, happy, worthy, or necessary. Different consumers have different priorities in consumption scenarios, resulting in different demands.
1. Price-led psychology. The price of the product is cheaper and more cost-effective than your psychological price; or you encounter special promotions and discounts, so you buy it. For example, due to temporary interest and lack of experience, novice fish farmers are easily tempted by low-priced products and have a try attitude. Such consumers are very price-sensitive, and price has become the dominant factor in consumption, and other aspects are not considered much. There is neither a comprehensive and in-depth understanding of aquarium products, nor a corresponding objective comparison scale. Anyway, I buy it if it feels cheap.
2. Consider cost performance. We do not judge aquarium products entirely from the perspective of price, but will integrate various factors, such as our actual needs, product quality and durability, after-sales service, value-added services, and the cost of use that will be apportioned later. . This type is mostly experienced senior aquarists. Therefore, at this time, it is not possible to blindly attack from the price, but it will be counterproductive. Such customers are relatively mature and objective, more reasonable, have certain accounting ability, and also have certain ability to deal with bluffs. Too much cheating will make customers think that it is dishonest, there is deception, and the favorability will be reduced.
3. Pay attention to shopping experience. Maybe you don’t know anything about aquarium supplies, and you don’t have breeding experience and knowledge. You just like it and start to buy it. Such consumers are mainly, one is the wealthy group, who do not pay attention to money; the other is that although they are not very rich, they are particularly concerned about face and their own feelings. Especially customers who just came out of other aquarium shops and feel like they are being slack off. Psychological imbalance, thinking that the owner “looks down” and the like. That’s what it feels like to spend money, it’s nice to say anything. For store owners, such consumers have to give enough face, give them enough respect and attention, and put some service work in advance, so that customers can feel that they have enjoyed relevant services before purchasing, such as asking customers about their homes. The general arrangement, the composition of the family members, such as the elderly and children, place the decorations, talk about Feng Shui by the way, and give rationalization suggestions.
To sum up, realize the preliminary division of customers, differentiate treatment, and effective communication, pay attention to the achievement of customers’ self-satisfaction when spending money, and let both parties conclude transactions in a pleasant atmosphere.
Third, consumers’ “weight”
The management of aquarium stores is first of all self-positioning, and then it is necessary to consider the positioning of the store in the minds of consumers. The quality of the store environment layout can make aquarium consumers position you as the difference between high-end and secondary in their minds. Therefore, the management of aquarium stores should consider the positioning of consumers for themselves, so as to improve and cater to them.
1. Store layout and decoration. Today’s consumers pay more attention to the settings of their consumption environment. The level of the consumption environment directly determines the positioning of the store in the minds of consumers. As a spiritual enjoyment, aquarium consumption should pay more attention to the construction of the consumption environment. Through the unique decoration layout, lighting decoration and other atmosphere creation, and even pay attention to the humanized store settings. Let aquarium lovers really feel relaxed and happy after entering the store, and they will naturally evaluate and promote the store. Referring to the logic of today’s “Internet celebrity restaurant”, it is the habit of using mobile phones before consumers move chopsticks. For restaurants, the most important thing is not the taste, but the layout, shape, and dining environment, whether consumers can get the habit of taking photos and video invoices. If you save too much cost and are reluctant to spend money on decoration and renovation, it will be difficult to form a good store positioning in the minds of aquarium consumers.
2. Consumer behavior analysis. Aquarium is a consumer upgrade product, not just a need. The customer’s purchase behavior is more determined by the consumer’s psychological state and emotions. From the perspective of sales, we must learn to grasp the psychological state of people. Therefore, after entering the aquarium store, consumers should observe the surface behavior of customers at any time, analyze and control their language, understand the current psychological state, and connect with the situation, so that customers can make a happy purchasing decision. Therefore, in the operation of stores, we must pay attention to the research on consumer behavior and the judgment of psychological state.
3. Promote yourself first and then sell your product. The previous sales were direct selling of products and brands, but with the great variety of products and brands, the homogenization scene is more serious. Consumers have a lot of choice, and the initiative is relatively strong. Therefore, in business, it is more important to find the right docking personnel. First, establish the customer’s recognition of the sales staff in the store, including personal feeling level and professional and technical level recognition, including service work. Once the customer establishes a personal recognition of the salesperson, the choice of products may even be handed over to the salesperson.
4. Feedback maintenance. For customers who have already made a purchase, don’t forget that a one-shot deal is not a big deal. Deliver more high-quality content, cultivate customer brand loyalty, and increase repurchase opportunities. Aquariums are durable consumer goods, and stores can visit regularly, communicate with consumers face-to-face, understand usage, and directly perform maintenance work. The purpose is to win the customer’s next purchase opportunity, or to prompt the customer to recommend it to an acquaintance.
Only if the store management is as imagined by aquarium consumers and pays attention to its “weight” and role in the operation, the source of customers will continue to flow.
Fourth, don’t be “passive” in meeting customer needs
The role of shopping guides is a very critical part of all store operations, and aquarium store operations are no exception. A good shopping guide will not blindly focus on customer needs in the process of sales, especially when it sounds like the product needs to be comprehensive and the customer has a lot of requirements. But on the basis of listening to customer needs, timely guidance. Combine customer needs with your own products and find the fit.
Some people need a solution for a blank space, some people need to be more angry at home, and some people need to show their own taste, and the expressions of these different needs may be “I want to buy a fish tank”. At this time, we need to continuously guide and explore the deep needs of customers and provide solutions. This is a process of guidance, not a process of blind satisfaction, because the needs of customers are It is impossible to satisfy all of them!
The reason why we need to research and guide consumer needs is because many customers are not very clear about their real needs. The so-called “all” needs are often a simple sensory judgment. When some aquarium users buy an aquarium product, they may not know the specific features and advantages of the product, but just read the news from the Internet or heard from other places, so after entering the store, they will find the product according to these needs, and propose to the guide. Various requirements, in short, the price is very high. At this time, it is necessary to discover the real needs of customers in the communication, and guide the most essential needs to the corresponding products, solve the main contradiction, and other contradictions can also be solved.
Secondly, as a shopping guide, you should position yourself as a professional technician rather than a simple waiter. Especially in the aquarium industry, it is necessary to have a wealth of professional knowledge, and to know their own products well. Compared with simple waiters, professional and technical personnel can study the needs of consumers and actively guide them, rather than simply satisfying them. Moreover, passive guidance can not be satisfied. The so-called guiding demand is to take the initiative to intervene after a preliminary understanding of the customer’s demand direction, and gradually guide consumers to clarify their specific needs through their own aquarium-related professional knowledge, help consumers analyze the situation, clarify their thinking, and clarify really suit your needs. Of course, these guided demand points must be within the scope of the salesperson’s response and can be basically satisfied through products.
In addition, when guiding consumer demand, in terms of communication strategy, consumers should feel that you are making rational and objective demand analysis from a professional perspective on the basis of seeking truth from facts, so that consumers can fully feel Going to the shopping guide is justified, not entirely on your own standpoint, deliberately connecting the selling point of the product with the demand point.
In short, in the product needs of aquarium consumers, we actively help consumers to clarify the most essential needs, find product fit points, supplemented by the analysis and combination of “emotion” and “reason” , in order to better facilitate transactions.
Smart aquarium consumers make it more and more difficult for aquarium shop operators. But at the same time, it also prompts operators to study consumers more and improve their business strategies through various innovative ways. In the transaction with consumers, we know ourselves and the enemy, and we want to advance and retreat. It is necessary to master its general needs, but also to understand and guide the combination of needs and products. There are no deals that cannot be done, only deals that cannot be done.
(The picture in this article comes from the Internet)
Article source: Great Wall Pet Exhibition Public Number
