How to create flow products in unfrozen yogurt stores?

什么叫流量产品？流量产品即门店的爆款或者说人气产品，能够给门店带来流量，拓宽顾客的产品。开冻酸奶店如何打造流量产品

What is traffic product? Traffic products are popular products in stores, which can bring traffic to stores and broaden customers' products. How to create flow products in unfrozen yogurt stores

一款流量型产品的产生，是综合产品、运营、市场、采购等各项因素科学打造而成的，它能够为门店持续稳定的带来流量，而且往往占据门店50%的销量。

The production of a flow type product is scientifically created by integrating various factors such as product, operation, market and procurement. It can bring continuous and stable flow to the store, and often accounts for 50% of the sales volume of the store.

那么，应该怎么打造一款流量型产品呢？需要经历以下3个步骤：

So, how to build a flow product? The following three steps are required:

一、选品与定价和命名

1、 Selection and pricing and naming

选品即选产品，选出这么一款产品，不是随便选出来的，要综合分析市场需求、竞品产品以及自身优劣势等因素。

Selecting products means selecting products. Selecting such a product is not optional. We should comprehensively analyze market demand, competitive products, their own advantages and disadvantages and other factors.

市场需求如：当下市场受欢迎的产品有哪些？受欢迎的产品又是哪些等等，这些产品大概的定价是多少，又是怎么命名的等。

Market demand, such as: what are the popular products in the current market? What are the popular products and so on, what is the approximate price of these products, and how to name them.

竞品产品如：竞争对手主打的爆品是什么？定价多少，目标客户群体是谁等等。

Competitive products such as: what are the main explosive products of competitors? How much is the price, who is the target customer group, etc.

自身的优劣势如：门店销量高的产品是什么？它的出品速度、标准化程度、成本占比以及供应链情况等等。

Its own advantages and disadvantages, such as: what are the products with high sales volume in the store? Its production speed, degree of standardization, cost proportion and supply chain situation, etc.

综合这些情况，选出的流量型产品一般都有以下特质：

Based on these conditions, the selected flow products generally have the following characteristics:

1、产品性价比较高，超出顾客期望值，有“哇，好吃，还不贵的”惊喜感。

1. The product is cost-effective, exceeding customer expectations, and has a pleasant surprise of "Wow, delicious, not expensive".

2、产品口味一般符合大众口味，即要让大部分都觉得好喝，所以产品还要经过一定的口味测试。

2. The taste of the product generally conforms to the public taste, that is, it should make most people feel good to drink, so the product must pass a certain taste test.

3、价格制定要综合考虑市场以及竞品的价格，不是完全按照毛利定价法进行定价。

3. The price setting should comprehensively consider the market and the price of competitive products, not completely according to the gross profit pricing method.

4、产品名字简单好记，能够让人快速的想起来，脱口而出。

4. The product name is simple and easy to remember, which can make people quickly remember and blurt out.

开冻酸奶店如何打造流量产品

How to create flow products in unfrozen yogurt stores

二、产品菜单位置规划

2、 Product menu location planning

选定好产品，那就要确定把它放在菜单的什么位置了。

When you choose a product, you have to decide where to put it in the menu.

既然是作为门店的爆款产品，肯定是将其放在菜单非常明显的位置，而且配合大图片，特殊的图标，文字描述说明等等方式去进行强调，强化其门店爆款的地位，给顾客传达一种进店必点的心理暗示。

Since it is a popular product in the store, it must be placed in a very obvious position in the menu, and emphasized in combination with large pictures, special icons, text descriptions, etc., so as to strengthen the status of popular products in the store and convey a psychological hint to customers that they must enter the store.

三、持续的推广

3、 Continuous promotion

推广即针对选定的这款产品进行持续的推广，如果想要有更好的效果，一般需要有全渠道覆盖以及持续性。

Promotion refers to the continuous promotion of the selected product. If you want to have better results, you generally need omni-channel coverage and sustainability.

所谓全渠道覆盖，即线上线下所有的广告位都尽量体现，多渠道的广告与曝光。线上如微信群、公众号、朋友圈；线下有门店落地广告页，试饮、店员销售话术，以及各种能体现广告的位置，比如杯套、各类海报等等。

The so-called Omni channel coverage means that all online and offline advertising spaces are reflected as much as possible, and multi-channel advertising and exposure. Online such as WeChat group, official account, friends circle; Offline, there are store landing advertising pages, trial drinks, salesperson sales scripts, and various positions that can reflect advertising, such as cup covers, various posters, etc.

而持续性，是广告不能打一通就行了，要持续、稳定的在顾客面前不断强调这个产品的特殊性，形成洗脑式的推广，顾客自然就记住了。

Sustainability is that advertising can't be done once. We should continuously and stably emphasize the particularity of this product in front of customers to form brainwashing promotion, and customers will naturally remember it.