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1. Accurately target customer groups and market differentiation
Core customer group:
Our main focus is on parent-child families (children aged 2-10 and their parents), catering to both teenage girls (best friend gatherings, birthday parties) and IP enthusiasts (collectors).
Analyzing the local market gap: If there is a lack of parent-child interaction space in the surrounding area, the "parent-child social" attribute can be strengthened; If the competition is fierce, it is necessary to break through with unique IP themes or immersive experiences (such as Disney princesses, Japanese cute pets, antique dolls, etc.).
Differentiation strategy:
Themed positioning: For example, "Fairy Tale Forest Doll House" and "Retro Barbie Experience Hall" attract target customers through distinct visual styles.
Functional complexity: Integrating "doll experience+light catering+DIY handmade+retail" to create a one-stop parent-child consumption scene.
2. Refined product selection and supply chain management
Doll category strategy:
Age stratification:
Young children (2-5 years old): We mainly promote soft cloth dolls and puzzle assembly dolls (such as home play sets).
School aged children (6-10 years old): Introduce trendy IP dolls (such as blind boxes, anime characters), and interchangeable dolls (with rich clothing accessories).
Girls/Collectors: Limited edition dolls, designer collaborations, vintage antique dolls (attracting high spending customers).
IP cooperation: Collaborate with popular animation and picture book IPs (such as Frozen and The Little Prince) to launch exclusive dolls and attract traffic through IP.
Supply chain optimization:
Cooperate with reliable manufacturers to ensure the safety of doll materials (in compliance with the national standard GB 6675) and avoid damaging reputation with inferior products.
Regularly update inventory, eliminate unsold items, and encourage customers to participate in new product selection through methods such as "member voting" to enhance interactivity.
3. Scene based space design and experience upgrade
Space zoning planning:
Doll Experience Area: Set up open display cabinets and themed scenery (such as Princess Castle and Forest Hut), allowing customers to touch and take photos up close, accompanied by a "Doll Butler" to explain gameplay.
Parent child interaction area: Provides tables, chairs, and doll themed board games, organizes "mom salons" (such as parenting sharing sessions) and "doll dress up competitions" to extend the stay time.
DIY Handicraft Area: Offering courses such as "Doll Clothing Making" and "Clay Face Pinching", with fees charged based on class hours or material packages.
Retail area: Display doll peripherals (such as small furniture, accessories, storybooks), set up "blind box walls" and "special price areas" to stimulate impulse consumption.
Atmosphere creation:
Sound effects: Play lively nursery rhymes or theme music (such as Disney music).
Visual: Using warm toned lighting, plush carpets, cartoon murals, and regularly changing holiday themed decorations (such as Christmas doll themes, Halloween ghost horse styles).
Smell: Use a light sweet fragrance (such as marshmallow) to enhance sensory memory.
4. Diversified marketing and user growth strategy
Online drainage:
Social media operations:
In Little Red Book and Tiktok, the "Doll House Clock in vlog" was released to show the parent-child interaction scene and limited dolls, and match the topic # Girls' Heart Burst # Good Place for Parents and Children.
Launch the "Dollhouse Story Collection" activity to encourage customers to share photos and stories with dolls, and select content to receive coupons.
Local lifestyle platform: Launch "parent-child packages" (such as "doll experience+afternoon tea" combination) on Dianping and Meituan, using group buying discounts to attract new customers.
Offline activities:
Theme Day Event:
Doll Birthday Party ": Customers can bring dolls to participate in the collective celebration, provide free cakes and decorative props, and take commemorative photos.
Old Doll Exchange ": Encourage customers to use idle dolls to offset their consumption amount, and donate the exchanged dolls to public welfare organizations to shape the brand's public welfare image.
Cross industry cooperation: Jointly promote with children's photography studios, mother and baby stores, and early education institutions, such as "giving away dollhouse experience vouchers for full consumption at cooperative institutions".
Membership system:
Design a "growth oriented member": Junior members can enjoy points to redeem gifts, while senior members can participate in new product testing and exclusive themed parties.
Introducing the "Doll Adoption Certificate": Customers can receive a certificate after purchasing a doll, which entitles them to lifelong free cleaning, clothing discounts, and other privileges, enhancing emotional connections.
5. Refined operation and repurchase improvement
Service standardization:
Train employees on the ability of "doll experts": familiar with the story background and gameplay of each doll, able to provide parents with "educational and entertaining" suggestions (such as cultivating children's social skills through dolls).
Establish a 'Customer Experience Feedback Form' to collect suggestions on doll categories and event design, and conduct weekly reviews for optimization.
Data driven product selection:
By analyzing the types of hot selling dolls, customer consumption periods, and unit price through the cash register system, for example, if it is found that there is a concentration of parent-child customers on weekends and afternoons, interactive activities can be temporarily added.
Push personalized recommendations to high-frequency customers, such as "Your favorite doll new product has arrived" and "Member exclusive discount is about to expire".
Cross border extended income:
Developing derivative services: providing doll rental (for birthday parties, film and television shooting), customized dolls (making dolls based on customer photos).
Online e-commerce: Build a mini program mall to sell exclusive dolls and DIY material packages, and enhance repeat purchases through "offline experience+online ordering".
6. Cost control and risk management
Rent and land use efficiency optimization:
Priority should be given to selecting locations for community commercial entities or shopping malls with a concentration of children's businesses, with rent accounting for no more than 15% -20% of revenue.
Utilize high-frequency and low-priced light dining options (such as doll themed cookies and fruit juice) to increase non core customer consumption and improve floor area efficiency.
Inventory and Loss Management:
Adopting a "pre-sale+pre order" model for high priced limited edition dolls to reduce inventory backlog; Low cost accessories (such as clothing) can be purchased in small quantities with multiple styles and cleared regularly.
Establish a 'doll hospital' to provide damage repair services (charging or redeeming points) and reduce the loss rate.
Safety compliance:
Regularly check the safety of toys to avoid the risk of suffocation caused by small parts falling off; The materials used in the handicraft area should be child friendly (such as non-toxic clay).
Purchase public liability insurance to prevent unexpected situations such as customer injuries.
Summary of Key Success Factors
Emotional value priority: The essence of dollhouses is to sell "dreams and companionship", and emotional resonance needs to be strengthened through scenes and services, rather than simply selling goods.
Dynamic iteration ability: keep up with children's consumption trends (such as Meta Universe and China-Chic IP), update 10% -20% of content quarterly, and keep fresh.
Parent experience design: Avoid passive scenes of "children playing and parents waiting", provide comfortable rest areas, coffee and meals, and social activities, so that parents can also enjoy the consumption process.
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