New Way Of Marketing: Is "Mixed Operation" A Gimmick Or A New Model?

"Smart Life" sells kitchenware while selling bedding.

When buying digital products, customers can not only buy mobile phones, computers, but also sit down for a cup of coffee. They can not only buy wok but also buy sheets at kitchen utensils.

In the fashion world, mashup has become a trend. The two shops in the urban area of Europe combine this mix and match style into their business, playing the "mashup" business. Is it a gimmick that is bigger than the reality, or is it a new model worth trying?

Case 1 drink coffee to buy digital.

"In the new era of film world downstairs"

"Digital @ wireless Cafe official told reporters that in fact, the idea of blending digital products with coffee has been in operation for three or four years.

The consumption environment of the general digital store is not very good, and there is no place for customers to sit down and rest.

Through such a mix and match operation, there will be a special dining area in the store for guests to sit down and pick products slowly. They can also have a cup of coffee and a dessert to make shopping a real enjoyment.

It is understood that after half a year's operation, the "mashup" business has shown its advantages. Many customers who choose to buy digital products are willing to stay in the shop for a longer time.

At present, the sales ratio of digital products and coffee is 7 to 3.

Because the shop is downstairs in the cinema, the boss also intends to offer a takeaway service. Consumers can pack a cup of coffee or a dessert in the shop before watching the movie, which will also become a new business growth point.

Case 2 frying pan sheets sold together

In fact, like selling digital products and selling coffee at the same time, there are more and more businesses that do not work properly.

Also located in the European city.

The format of smart home furnishings hall is divided into kitchenware, household goods and bedding, but they have one thing in common, all belong to soft furnishings.

Mr. Wu, who is responsible for this, said that the reason for adopting such a mix and match mode is to consider the purchasing needs of customers. Although the pot and bed sheets do not look alike, they are all necessities for home life.

In addition to selling goods, "Smart Life" also increases consumption through home designer salon, red wine appreciation, aromatherapy SPA course learning, and sells goods better by passing on the concept of life.

It is understood that the proportion of cooking utensils accounted for a relatively high total sales, bed products are slightly weaker.

Experts: mixed operation is not simple.

Small shops are not satisfied with selling a commodity, mashup selling their products, experts believe that this business model belongs to "

Xie Jian, a professor of management at the City College of Wenzhou University, analyzes the fact that "mixed operation" is a clever way of managing in addition to saving site costs and making full use of resources.

But this mode is not simple. It will not succeed if different products are put together. The mix and match products must be related. For the consumer groups, the mix and match must have a primary and secondary number. Just like the digital cafe, coffee serves for the sale of digital products, and it helps the main products to sell better.

Professor Xie reminded that for small businesses, there is a certain risk in "mixed operation". After all, the shop has a limited area, so it is necessary to avoid mixed up. If the business is only "farfetched and mixed up", it will cause consumers' antipathy and the effect will be just the opposite.

Businesses should try to operate different products with strong relevance and the same customer group, and strictly control the additional cost of "mixed operation".

Lok - charcoal way: This is to make consumers more convenient to buy things.

Men's jewelry paste: it's worth a try for businessmen who have plenty of business space.

Diamond wholesaler: can my diamond experience center sell duck tongue? In fact, you can try the site conditions, but the consumer groups should be unified.

Xiao Tao: in fact, the shopping mall also belongs to mixed operation, that is, its site is big enough to build enough stuff.

Nowadays, there are bakeries in many shopping malls. When consumers are tired and hungry, they can sit down and rest, buy a bread and eat them, as long as they match well, they will have a bright future.