Chapter 242 Marketing about People's Hearts

Under the night sky, the front square of Wanzhong Mall was brightly lit.

In an environment where lights and night are intertwined, a PVC board more than two meters high stands in the center of the square. Its style and color are almost the same as the one on the rostrum of Linda University.

However, on this PVC board, the school emblem of Linyi University was replaced by the trademark of Wanzhong Mall, and the advertising slogan became "Go to Wanzhong Mall, join a group and go to the store to enjoy 40% off on all items, and enjoy all the delicious food and fun in one place."

With Linchuan University as the main force, students from four major universities swarmed into the mall, leaving the passers-by coming and going in the business district confused.

What's going on today? Any activities?

Why are there so many young men and women rushing into the shopping mall across the street?

With this question in mind, passers-by unconsciously joined the crowd of students, entered the mall with curiosity, and then their eyes widened instantly.

"Fuck, I haven't been to Wanzhong for a long time. Why did it suddenly change to this? Is it because I opened it the wrong way?"

“Here…isn’t this a place that sells clothes?”

"I feel like I'm strolling on a pedestrian street. There are so many things to do. There are even claw machines and photo booths?"

"Look at the floor sign in front. There's food, drinks, entertainment and everything else. Did the pedestrian street across the street move here?"

"Hey, there's also a husband storage and baby care center. Oh my god, I can go shopping happily from now on!"

"What is the underground floor? A supermarket and a seafood market. Wow, they actually used toilet paper to make wedding dresses for mannequins. Whose idea was this?"

Walking into the mall, whether it was the students who had bought coupons to shop, or the urban passers-by who had come to join in the fun, all had expressions of surprise on their faces.

To be honest, since the rapid reform began at the beginning of the year, the customer flow of Wanzhong Mall seems to have been cut off and came to an abrupt halt.

Young urban white-collar workers have gradually started to get in touch with and become addicted to online shopping, and the trend of consumption in physical stores has gradually declined. Middle-aged and elderly customers are gradually stopping coming because they cannot buy what they want.

It took Wanzhong only four months to go from being packed with people to having only a few visitors.

Of course, there are many speculations in society about the changes in Wanzhong Mall.

It’s a good shopping mall, why can’t it just stop selling goods?

Some people say that this old shopping mall located in the center of Linchuan City has begun to lose its limbs and is struggling to survive because of cash flow problems.

Some people also said that Wanzhong had actually been sold a long time ago, and the boss behind it had no idea how to run a business.

Some even said that the boss absconded with the money with his sister-in-law the day after the Chinese New Year, and now Wanzhong is just an empty shell.

In short, everyone felt that Wanzhong Mall was like a collapsing building, and it was only a matter of time before it went bankrupt.

This is how business works. Although everyone's ultimate goal is to make money, reputation and credit are intangible assets that are more important than money. When rumors continue to spread, the few remaining customers will disappear.

But today, when students appear as a driving force for consumption, driving customer flow to the business district and forming a cycle, the post-reform masses have finally returned to everyone's attention.

As a result, the feeling of surprise began to ferment rapidly.

These guests who come to join in the fun may not make any purchases and may leave empty-handed, but even so, they will remember the new look of Wanzhong and spread the word after they go back.

"Hey, do you know? Wanzhong has now become...!"

"Hubby, let's go shopping at Wanzhong Mall. They say we don't have to go out and can eat, drink and have fun."

"Walk around Central Street first, then go to Huaxing Road to eat hotpot? That's too much of a detour. Let's go directly to Wanzhong Mall. Have you not visited the current Wanzhong Mall yet?"

Rumors spread very quickly. It won’t take long before the new rumor is known to most people.

Of course, as rumors of Wanzhong’s gorgeous transformation spread, the name of group buying in the store will also take advantage of the wind to soar.

You win twice, I win twice, but it's not a win-win situation. Until tonight when the lights are dim and the traffic is gathered here, the win-win situation that Jiang Qin has painstakingly planned for half a year has finally come to fruition.

"Manager Yue, our hot pot restaurant on the third floor is full, and many people are queuing at the door."

Yue Zhu looked at the huge crowd and was a little confused: "Aren't the group purchase coupons sold according to the actual number of customers received in the store?"

The waiter pursed his lips and said, "That's true, but not all the guests here are students. There are also people who come here just to have fun. They pay for their meals, so we can't refuse to entertain them."

"Well, you let them line up first, and I'll go find Mr. He."

"Okay, Manager Yue."

Yue Zhu hurried into the elevator, his expression sometimes excited and sometimes nervous.

After the reform began, facing the ever-decreasing passenger flow, she was actually very depressed and worried.

What if the reform kills me? What if the mall after the reform fails to attract customers? But all the worries vanished tonight, and turned into a sense of excitement for the new era.

She was previously the sales manager for the mall and knew how difficult it was to direct customer flow. But everything happened so suddenly tonight that she was caught off guard.

It was as if Jiang Qin casually threw a cigarette butt, and it happened to fall into a pile of cotton. The tiny spark began to burn wildly in an instant, turning into a terrifying sea of ​​​​fire.

At this moment, the elevator reached the top floor. Yue Zhu walked into He Yijun's office and knocked on the door.

"Come in."

"Mr. He, the food city is full, and many customers are still coming in."

He Yijun's eyes widened slightly: "Has the online marketing of group buying to store been effective?"

"It's more than effective, it has already exceeded the actual customer volume of the three-story store." Yue Zhu didn't know whether to laugh or cry.

"Don't panic. I remember the manual mentioned this situation. Wait for me to check it out."

He Yijun opened Jiang Qin's handbook, then squinted his eyes and looked at the screen for a long time: "I found it. Go prepare some snacks, fruits and tea for the guests waiting for the table, and some small toys for the children, and then give them the promotional brochures we printed."

Yue Zhu opened his mouth, a little stunned: "They haven't spent any money yet, what if they leave after eating?"

"That's what it says in President Jiang's manual. We just need to follow it. Oh, and call the employees from our nail salon in the basement to do basic manicures for the customers waiting for their tables. It's free."

"I understand, Mr. He."

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Although Yue Zhu was completely confused, he still called to gather people as soon as he went out. He asked one group of people to go to the warehouse to get the newly made promotional brochures, and asked another group of people to go to the supermarket on the underground floor to get snacks and fruits.

Ten minutes later, rows of snacks and small fresh-cut fruit platters were pushed to the third floor.

The customers waiting for the table opened their eyes wide and thought to themselves, I haven’t even spent any fucking money, and I’m just eating some fruit snacks and drinking some tea, is this really okay?

Afterwards, promotional leaflets were also distributed to the guests, and gradually, even those who didn't know each other began to talk about the same topic.

“So there’s a game city inside the mall?”

"Hey, it turns out that these things are sold on the second floor. There are quite a lot of varieties."

“The baby care area is the children’s playground, which is pretty good.”

"Miss, can I take this coloring page away? I'll show it to my colleague."

Yue Zhu nodded with a smile on his face, and then as if he suddenly caught something, his eyes gradually became dazed.

It turned out that Jiang Qin asked them to send snacks and fruits to customers who did not make any purchases, which was actually a marketing campaign that touched people's hearts while they were eating, drinking and chatting.

As the old saying goes, if you eat someone's food, you will be soft-hearted, and if you take someone's things, you will be obliged to take them. These customers are likely to become the water army of Wanzhong Mall because of these pieces of watermelon and a few bags of snacks, and continue to carry out effective publicity to the people around them.

One person tells ten people, ten people tell a hundred people, a hundred people tell a thousand people…

Yes, our own promotional leaflets are printed very beautifully, but if you take them to the streets and distribute them, passers-by will most likely throw them away without even looking at them.

But these potential guests who ate and drank your food actually read the contents.

Even if they don't take the brochure away, they just say to the people around them: "Last time I ate hot pot at Wanzhong Mall and couldn't wait for a table, they just gave me fruit snacks to eat, and also made tea and did manicures for me. Guess what happened later? I didn't spend a fucking penny and I was full!"

Just with this one sentence, Wanzhong Mall will definitely attract a lot of customers.

But……

This is the manual that Jiang Qin made during the winter vacation. At that time, Wanzhong had just determined the direction of reform and didn’t even know where to start, right?

She knew that people who do business are used to thinking several steps ahead, but thinking hundreds or thousands of steps ahead, isn’t that too scary?

Yue Zhu has been engaged in mall marketing for a long time and has organized various exhibitions and activities, but compared with Jiang Qin's methods, she suddenly felt that she was just playing house before.

At the same time, He Yijun also came to the third floor. Looking at the room full of guests and the scattered guests chatting and laughing in front of the door, he couldn't calm down for a long time.

Since last New Year's Day, after collecting business cards from Linchuan's commercial performances, he discovered that Jiang Qin was very cool and always beat him.

But it was not until this moment that he realized that Jiang Qin had actually been leading him to win. He had won the great wave of the times first, and had won the hearts of the people first during the negative period after the reform.

He may not tell you what he did, but you can actually see the results.

He Yijun crossed his arms and suddenly understood what it meant to have a noble person sent from heaven.

You know, Wanzhong Mall actually has a mirror, which is Fuxing Mall located on Nanshan Avenue.

According to the owner of Fuxing Mall, their net sales volume this year has dropped sharply, and has been declining since the beginning of spring. They have tried every possible way to open up new customer flow channels, but they did not know that consumption patterns have begun to change.

What would have happened to Wanzhong if Jiang Qin hadn’t met him? Maybe it could have survived for three or four years, and finally been acquired due to bankruptcy.

It takes courage to make drastic changes. He Yijun suddenly realized that it was Jiang Qin who gave him the courage to give up the mature pure sales business.

I recommend a book by a friend, an old author on Qidian. Of course, the most important thing is to vote for him, brothers! ! ! ! 　　 　 (End of this chapter)