How to market the car wash shop? The scale and service of the car wash shop are similar. In order to compete for passenger flow, we have to fight a price war. Obviously, this is not a good method. If we want to reverse the decline, we must see if there are any good marketing strategies. The following is a summary of how car wash shops market.
How do car wash shops market their solutions 1 and attract low prices?
When the car wash shop adopts the low-price strategy, it is important to note that it can only be used for a short time. If it is used for a long time, it will eventually lead to almost no profit for the shop. Because the unit price of car washing is not high, but if you occasionally do some low-cost feedback to old customers, you can still consider it.
2. Give full play to the charm of bonuses.
Consumers like free things, but the premise is that free things have certain use value, but whether the value is high or not is not important. Therefore, the car wash shop can give some novel gadgets after the owner consumes them, or send some small toys when the children come, which is also willing to let the owner pay more. The cost of gifts is not high. Because the quantity is high and the cost is low, this store has brought rich returns with a small amount of free gifts.
3. Integral consumption
Nowadays, many car wash shops have membership-based marketing schemes, which are similar to issuing discount cards in large shopping malls. Car owners can get a certain rebate when they shop for a certain amount. For example, 100 employees returned to 20 yuan and 200 yuan returned to 50 yuan, which were cashed in the form of physical objects or shopping vouchers, attracting many car owners to buy and effectively cultivating customer loyalty.
Free plan of car wash shop.
First, customer orientation.
Only serve more than 300,000 luxury car owners, and take the initiative to talk about cooperation with 4S stores such as Mercedes-Benz, BMW and Land Rover. Tell the 4S store that as long as it is your customer, I will help you sponsor a three-month free car wash coupon worth 1800 yuan, free waxing and free disinfection in the car. Because these are free, 4S stores are willing to cooperate.
Then, Teacher Liu advertised: "Free Maintenance Center for World Famous Cars", which only serves more than 300,000 luxury cars.
When customers arrive at the store, they like this atmosphere very much because the store is full of rich people. Every day, many luxury cars stop at the door of Mr. Liu's car wash shop, and the owners of luxury cars with accessories are attracted.
After gathering a lot of popularity, Mr. Liu found the massage chair manufacturer and told them: "I have a lot of rich people here every day. If you come to me to sell massage chairs, it will definitely sell well. " After the manufacturer came to inspect, there were many luxury cars, so he rented the room on the second floor of Mr. Liu, paid him a certain rent every month, and sold a set of massage chairs with a commission.
As a result, the second floor is full of massage chairs, and customers come to wash their cars and have a rest. And massage chair merchants will have professional beauty sales. Wash the car for 30 minutes each time and massage for 30 minutes. So, according to media reports, I bought a massage chair. A set of massage chairs is 20,000 to 30,000 yuan cheaper and 50,000 to 60,000 yuan more luxurious. If I sell a massage chair casually, I will earn 20 thousand yuan.
This is the first income: rent+sales share of massage chairs.
Rich people love face very much and like the new and hate the old. Mobile phones can be changed frequently, and the cost of replacing old cars with new ones is too high. Generally, no car owner will change cars at will.
So Mr. Liu got the second project income: dig deep into the customer's needs and guide customers to carry out gold plating, waxing, car decoration, explosion-proof film pasting, car sterilization, sound modification and so on. It's like a new car after modification.
If you serve 5,000 luxury cars a year, the average consumption of each car is 5,000 yuan/year, which is the turnover of 25 million. According to the minimum profit of 30%, you can earn 7.5 million a year. Some projects have a profit of more than 30%, which may be more.
When washing the car, customers stay leisurely in the air-conditioned room, chatting, bragging and making tea with beautiful women. The atmosphere was very different, so President Liu integrated the merchants selling high-grade tea. At first glance, merchants are all rich people, and of course they are willing to cooperate. They rented a counter and decorated it with high-grade tea, and President Liu also took the commission.
And the women who make tea are young and beautiful and professionally trained. While making tea, they said to the customers, "It's autumn, and we should enjoy the gift of nature. Drinking chrysanthemum in autumn can clear the liver, improve eyesight and calm the nerves. For a successful person in your position, only such good tea is worthy. Come and have a drink. " Car owners are all drinking. Is it possible to buy some?
Almost every customer bought some tea in his shop, except chrysanthemum, Pu 'er, Tieguanyin, black tea and green tea. There are all kinds of teas anyway. Many customers buy tea, but also need to buy tea sets and pure solid wood coffee tables. Some customers spend more than 200,000 yuan to buy a solid wood coffee table. Because I am usually busy, I don't have time to go shopping, just have time to wash the car. When they see something they like, they will buy it.
Liu's third income: selling tea and tea sets, each customer earns 2000 yuan, 5000 customers earn100000, even if only 30% people buy it, they earn 3 million yuan.
Rich people like to compare with each other. Seeing that others are driving millions of luxury cars and their own cars are only 300 thousand, they will consider changing cars if they feel humiliated. At this time, the LCD TV hanging on the wall in the store will play the car introduction professionally. As long as they want to test drive, as long as Mr. Liu calls, the famous car store will send someone to pick up the customer.
This is Liu's fourth income: selling cars! How can you earn 10000 yuan if you sell more than 0/0000 luxury cars every month and thousands of cars a year, and one car with100000 yuan? Maybe it's more than that. Selling luxury cars alone earns tens of millions every year.
Later, when Mr. Liu's shop made money, he improved the service. Due to the good service and comfortable environment in the store, more and more people crowded in. Liu had no choice but to say, well, in order to provide the best service to those in need, we set a small threshold, and everyone paid a membership fee of 30 thousand yuan. If you want to quit, you have to apply one month in advance, and the money will be refunded. Because Mr. Liu paid first and dealt with the guests for so long, everyone believed him! Only 30 thousand, agreed without hesitation. As a result, Mr. Liu collected 1 500 million by himself.
But here's a reminder: this is seed money, and you can't spend it indiscriminately. You should make money with other people's money. Mr. Liu used this 1 and 550 million yuan to buy treasury bonds, because treasury bonds are the safest. 50 million yuan is used to invest with rich people, 50 million yuan is used as bridge funds to buy houses and redeem buildings, with interest of 2 points for half a month. The foreclosure business alone can earn one or two million a month and one or two million a year.
Therefore, Liu's fifth source of income is:
Putting money in your own account is cost, and putting it in someone else's account is called profit! My customers are your customers and your products are my products!
Mr. Liu connects his customers with other industries and creates value. Other people's products are integrated by Mr. Liu for free, so he doesn't have to buy or sell, and enjoys the success. Before that, you should spend money to cultivate trust! Because any business is based on trust.
How to market car wash shops II. Common marketing schemes of daily beauty care shops;
(1) moving license plate
With the store logo, every customer who goes to the store to wash the car can get such a mobile license plate, which not only increases the number of stores, but also contributes to the promotion of brands and stores;
(2) Customer integration system
Pay attention to the accumulation of customers' daily consumption amount, design the points plan, the points will not be cleared, and pay attention to the accumulated customer contribution value instead of the single card amount, thus encouraging customers to spend in the store for a long time. For example, corresponding consumption discounts, integral benefits, integral activities, etc. ;
(3) Small group purchase
The items that can be done are car washing, interior cleaning and waxing. What's the price for two people and three people? Or a two-person group of 1 person is free.
Customer's publicity is easier to clinch a deal than our well-intentioned sales, and it also spreads farther and has a larger circle.
Maybe every way to expand customers will be limited, but through new ways, we will get a certain number of customers.
4, seize the opportunity of the main Chinese New Year, everyone will send red envelopes during the Chinese New Year, and the storefront can adopt the theme of sending red envelopes to the store for consumption.
0 1, red envelopes are sent to the store for consumption, and red envelopes for lucky money are sent. There is a customized version blessed by the store, which eliminates the trouble of customers buying.
02. Send vouchers and red envelopes, such as 10, 20, 30, etc. , set the discount rate, and what services can be used, such as 10 yuan voucher can be deducted when it is over 50.
03. Send a red envelope with the corresponding physical consumption. For example, wash the interior and send it to the car wash. If there is 1 piece, it is not limited to vehicles. If there are 2 pieces, 1 piece is for your own use. 1 card is only allowed to be given to friends and relatives, not allowed to be used by yourself. The purpose is to let more customers experience and consume in the store.
5. Customize the project card for driving a new car in the New Year. Of course, it can also be matched according to the seasonal characteristics.
0 1. During the New Year, according to the consumption habits of Chinese people, the 1 package card was combined. For example, joint projects including interiors, engines, wheels, air purification treatment, brightening and waxing mean starting over, being healthy and enjoying the New Year.
02. Car washing is a headache every year around the Spring Festival 1 month. Has the price gone up? The membership card can't be used and there is no place to wash the car. This is a good way to establish the customer image and gather customers.
For example, there is no price increase for car washing in the New Year, but it is limited to our members, or we can have a new year's card for the New Year.
6. Usually do more quiz activities to improve interest and participation.
0 1, consumption lottery, amount setting, reward content setting, table tennis in sealed box setting reward level,
02. Consume the turntable lottery, and set the lottery number and the turntable reward content according to the consumption amount.
03. Questions and answers about car maintenance, car use, travel and tigers among customers have increased interest and participation.
7. Set lucky numbers
Set a lucky number every day. If it happens to be a customer of this sequence, it can be discounted or free.
8. Public welfare activities
The store is looking for help objects, and x% of the amount spent in the store on a certain day of each month is donated as public welfare expenses, or a public welfare project is set up every month, and the cost of the customer's consumption of this project is donated in proportion.
9. Free activities for special festivals
For example, teachers are free on Teachers' Day, people are free on National Day and National Day birthdays, or the host's birthday can be free once.
10, customer resource replacement of surrounding stores
Shops should strengthen the interaction with surrounding shops, exchange vouchers or small services as the meeting point, and do a good job of mutual replacement and transformation of customer resources.
How to Market and Plan 3 Car Wash Boxes in Car Wash Shop
No waxing, no nursing, 880 yuan washes the car once. It is estimated that few car owners are willing to spend this money. However, in a car wash shop in Beijing recently, car owners happily paid for it.
As soon as I entered the store, two tall beautiful women in sexy bikinis stood next to a black Morgan worth more than 3 million yuan, and the impact of the intersection of classical and modern came at me.
At first glance, if they were not holding a shower nozzle in one hand and a car wash sponge in the other, they would have thought they had entered the venue of a car show. These two beauties are good at business. They stand upright, gently support the car body, spray water, apply car wash liquid and wipe it clean …
"This is our new bikini beauty car wash shop last Saturday," said Manager Zhang proudly. "Now the business is particularly hot, mainly from Lamborghini and Maserati. I saw the gentleman washing the car. I came twice today just to see the beautiful scenery. "
According to the boss, morgan motor's boss, surnamed Zhang, is washing the car and is a rich second generation in Beijing. Unlike other car owners who left their cars in the shop, Mr. Zhang, wearing sunglasses, has been pacing slowly beside the car, smiling at his car and two beautiful car washers, and giving him directions from time to time. There is no living teacher sitting next to them in the shop, watching them very intently.
Many passers-by have stood outside the store, and everyone has taken out their mobile phones to take pictures. "This service is very good, and the process of car washing is not boring and pleasing to the eye."
A gentleman who just got off the bus took out his mobile phone to take pictures and communicate with people around him.
After the car was cleaned, two beautiful car washers put away their tools, walked slowly to Mr. Zhang's side and asked softly, "Are you satisfied, sir?" After receiving a positive reply, one of them opened the car door, and the other person intimately protected the upper edge of the car door, sent Mr. Zhang to the car, and then watched him leave.
Just as the car inside was being cleaned, another BMW stopped at the door. Although the car wash next to it was empty, BMW owners said that they came to experience this new business specially and were willing to wait a little longer.
Comments:
It can be said that these buddies come here not only to wash the car, but also to look good.
People's consumption no longer just stays at the level of material consumption, but pursues emotion and deep enjoyment.
In this case, we can see two very important points:
1, the market tipping point.
There is an old saying: My fair lady, a gentleman is good! Opposites attract, not to mention beautiful women who wash cars in bikinis. This method is very gimmicky and explodes people's instinct.
2. Driven by human instinct.
Confucius said: Food and color are also important. Man's greatest instinct is sex, which is the need of species reproduction. In essence, other instincts, such as eating and drinking Lazarus, revolve around "sex".
Ma Jiajia, the representative of Internet thinking after 1990s, used the Internet to boldly sell goods and start a career, and there was a word behind it: sex.
The instinct of human nature is also the core driving force for people to buy, which can be accurately said to be the most powerful driving force.
Have you found that many advertisements use eye-catching photos of beautiful women, and many stars become famous overnight by exposure? The principle behind this is human instinct.
Of course, in addition to sex, the driving force of human instinct is the following eight kinds of life driving force, and people are born with eight kinds of desires:
Live, enjoy life and prolong life.
Enjoy food and drinks.
Avoid fear, pain and danger.
Looking for a sexual partner
Pursue a comfortable life
Vanity, follow the fashion.
Take care of and protect the people you love.
Gain social respect and recognition.
Fully combine the eight desires of human nature, and you will start the source of customers' purchase, so that customers can't stop buying from you.
Did you find that ROSEONLY's rose, 12, sold for 999, taking advantage of the vanity of customers and the psychology of following others, so many girls wish their husbands or boyfriends to send such roses.