Why are jewels distributed on the first floor of the mall? This is a world industry practice.
First, this has a lot to do with the elasticity of demand for goods.
Most of the goods on the first floor of the mall belong to commodities with high demand elasticity. In general, they can be bought or not, and the selectivity is very strong. If you attract me, you can buy it. If you don't like it, you won't buy it. For those goods with high demand elasticity, the merchants will definitely put on the main floor and passage that are conspicuous and convenient. Therefore, general luxury jewelry brands, cosmetics, international brand-name boutiques and international brand-name fashion, are on the first or second floor.
And you will find that if the second floor is women's clothing, then the third floor is the men's clothing. Why? Because women like to buy clothes, their demand for fashion is very flexible and attracts her. She is convenient and likes to buy more, but men’s clothes are almost the same. Its demand elasticity is smaller than that of women's wear. As for electrical counters such as televisions, they are generally on very high floors. This is also because the demand for goods in electrical appliances is less flexible. Usually, no one will buy a few refrigerators and TVs to take home. If you really want to buy them, you will never care about the eighth floor of the eighth floor. Cosmetics, fashion and brand-name boutiques will not work, including the chewing gum at the door of the supermarket, not because of the large sales volume, but because it is also a commodity with strong demand. When you check out, you are comfortable and take two bags. Specially looking for, the sales will be small, so people who buy will always buy, people who don’t buy will never buy. Therefore, the best position on the first floor is of course reserved for goods with high demand and high profits. Jewelry undoubtedly has this property.
Second, high investment + high risk = high profit, high profit is always accompanied by high risk
In order to dominate the market competition, increase the input rate of return, and occupy an invincible position in the market competition, the risk of shops in prime locations is highlighted. 1. The location of the gold facade on the first floor of the commercial building, whether you want to enter the building to go shopping, choose home appliances or buy daily necessities, you have to go through it. This is the only way for the consumer to enter and exit the building. This hot spot is certainly a must for business, but who can pay for its high rent? The answer is: high profiters! The luxury of jewellery is natural.
Third, the store atmosphere and the flow of people to control
Jewelry products are very beautiful, luxury goods are expensive, and the first floor is good for upgrading the store and attracting customers. Second, the jewelry store is small in size and does not occupy space. The first floor is the area with the largest traffic volume, which is beneficial to dilute customer density. Third, the sales of jewellery luxury goods are not high. If you put them on the top floor and move the high-selling goods down to the first floor, the flow of customers between floors will be unbalanced, and the atmosphere of the store will not be uniform. This will force customers to cross the luxury area and drive gifts. District sales.
Jewelry brand cosmetics are hugely profitable, using customer aesthetics, shopping psychology and intangible advertising across the region to expand sales.
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