mijobooks Chapter 86 A Great Success
Chapter 86 A Great Success
Soon, people came to the stall to try the milk. After all, it takes about ten minutes to walk from the temple here, and there are no places to buy drinks nearby, so it was a good opportunity for everyone to come and drink some milk to quench their thirst.
A woman who looked like a typical urban professional walked over with several friends. Looking at the sign on the display stand, she exclaimed in surprise, "Huh? This is a Taobao offline store? Taobao has opened offline stores now?"
Lin Hai quickly stepped forward and said enthusiastically, "Beautiful lady, would you like to try a drink? If you like it, you can order it on Taobao or buy it offline."
The female office worker took the paper cup, took a small sip, then frowned and said bluntly, "I can't drink this, the taste is too strange."
"Huh?" Lin Hai was stunned. Before becoming a distributor, he had personally tasted this milk and felt it tasted excellent. He had even sent several cases to relatives and friends for tasting, and the reviews were all positive. Why did this female office worker think it didn't taste good?
What disheartened the shop owner even more was that several of the female office worker's friends also tried the milk, and their opinions were surprisingly unanimous: "It doesn't taste good."
Then, many more customers came to try the drinks, including the elderly, children, men, and women. Lin Hai gave out a total of 100 samples, of which there were 20 negative reviews, 14 neutral reviews, and only 20 positive reviews.
"Oh no, oh no, did I accidentally pick a really bad product?"
Before long, Lin Mu arrived at the stall and ordered a glass of milk.
When he learned that it was buffalo milk, he was surprised: had this product already been developed in 2009?
It's worth noting that this product category only became popular after 2020. At that time, the market was focused on the concepts of nutrition and health, and zero sugar and zero additives. However, promoting this concept in 2009 was far ahead of its time.
Lin Mu finished the milk; it did taste quite good. As someone from a later era, he was very used to this flavor, while modern people tend to prefer milk with a richer, sweeter taste.
He asked, "Is your boss here?"
"Hey there, handsome! How's the taste? Do you like it?"
Lin Mu got straight to the point, introducing himself directly: "Hello, my name is Dayan. I know you guys really love your milk; we even collaborated on it last time. Is this your newest product?"
The shop owner was taken aback at first, then his eyes lit up, and he quickly said, "Hello, hello, hello! I've heard so much about you! Oh my, it's like the God of Wealth has arrived!"
He then complained, "Yes, this is a new product in our store, but judging from the product feedback, the situation is not good, with a positive review rate of only 20%."
Lin Mu thought to himself, "As expected, buffalo milk is still too advanced a product category."
He said, "I guessed so. I have some experience with buffalo milk. What's your current marketing concept?"
The shop owner replied, "I promote it from a nutritional and health perspective, saying that children will grow taller if they drink it, and women will have beauty and skin care benefits if they drink it. That's the direction I'm taking."
Lin Mu shook his head and said, "There's no problem with promoting your store's star product like this, because you're an offline milk station with physical locations, so promoting it to the general public is not an issue."
"But for your new product, the market hasn't been educated about it yet, and you don't have the ability to educate the market. You can only move towards existing mature tracks and choose a niche market to enter."
He paused for a moment, then gave specific advice: "Like this, you should target your product at urban white-collar women who want to lose weight and slim down. Change the slogan to 'Agricultural Machinery Research Institute Buffalo Milk, developed by a team of PhDs, one cup of milk a day keeps obesity away.'"
"If a customer doesn't like the taste, just tell them that this milk is sugar-free, so the taste is milder. It's low in calories and high in protein, so it won't make you gain fat."
The shop owner listened thoughtfully, then asked, puzzled, "Dayan, I have a question. I drink milk regularly, and I find it delicious. I even give it to relatives, friends, and employees, and they all give it rave reviews. There's no reason for me to lie to you, so why is there such a big difference between this and the market feedback?"
Lin Mu asked, "Are your employees, relatives, and friends people who regularly drink milk?"
The shop owner nodded.
Lin Mu continued to explain, "That's right. There are still many people in China who have never drunk milk in their lives."
"People who are used to drinking regular milk will find buffalo milk to have a unique and pleasant taste; but those who have never drunk milk before will not be able to get used to regular milk, let alone buffalo milk."
"So, this market segment is very niche, but precisely because it's niche, your repurchase rate should be exceptionally high."
Lin Hai looked enlightened and then changed the slogan according to Lin Mu's suggestion: "One glass of milk a day keeps obesity away."
This change in promotional slogan has attracted quite a few people with its novel approach.
To Lin Hai's surprise, not only did urban white-collar women come to inquire, but also some fit and athletic enthusiasts who looked like they worked out often came over.
Lin Hai then used his usual sales pitch: "This is buffalo milk developed by the doctoral team at the Agricultural Machinery Research Institute. It's sugar-free, making it especially suitable for those on a weight-loss diet."
As soon as these words were spoken, the first order was placed. A customer bought five boxes at once and also invited his friends to buy as well, and even asked for the name of the Taobao store.
This was far beyond Lin Hai's expectations.
People who love sports and want to lose weight are generally connected with each other, and there is a lack of such products on the market. As soon as a suitable product appears, it will cause a bandwagon effect, and entire groups will buy it.
Meanwhile, on the other side, at the Three Little Bees flagship store's booth.
Boss Gu spent 5000 yuan a day to invite Sheng Mingyue to help on site, which was a very wise decision.
Of the 56 merchants at the event, the Three Little Bees flagship store had the highest traffic, with queues forming an S-shape.
Many people come here specifically to ask for autographs and photos; it's become a popular spot for internet celebrities to take pictures.
However, after getting autographs or photos, many of them would also buy a few boxes of bread to take home and try.
Inside the venue, Lin Mu was like a real little bee, bustling around, looking here and there, working tirelessly.
In offline sales like this, the most important thing is the sales pitch. You need to give people a good reason why they should buy your product. Lin Mu constantly helped the merchants on site to refine their sales pitches and optimize their sales strategies.
For example, the owner who sells Inner Mongolian beef jerky, his beef jerky is indeed delicious, but it is also really expensive.
(Food Expo)
Lin Mu suggested that he focus on the gift-giving scenario and package the product as a high-end New Year's gift box. After the store did so, the sales immediately increased significantly.
In stores with high customer traffic but low conversion rates, Lin Mu also helps them find their niche and optimize their selling points.
There was also a shop selling dried nuts. Lin Mu suggested that they focus on the concept of "healthy snacks" and promote the idea that "eating a little bit of nuts every day is good for your health, and eating walnuts can help children develop their intelligence during their growth period."
After this change in sales pitch, the store's offline sales doubled.