Finding the point of integration, the periphery will also be the driving force behind the creation of physical commercial brands.
Editor’s note: This article is from WeChat public account “RET ui ide” (ID :retweixin), the author is here.
The store sells a variety of peripheral products, such as mugs, T-shirts, and stationery, printed in shopping malls or department stores, allowing people to complete the last single purchase before leaving.
Relying on the “fan economy”, the surrounding business is rising in many fields.
In contrast, domestic physical businesses rarely have systematically introduced peripheral products.
Does the surrounding products have any value for shopping centers?
Is the shopping center out of the surrounding products?
What kind of business is “surroundings”
The term peripheral product originally refers to the derivatives of animation, such as the model of anime characters, hand-made, etc. Subsequently, the concept of peripheral products continued to penetrate into other areas.
Currently,Non-core products with unique culture and branding in a certain field can be called peripheral products.
When a brand matures to a certain stage and forms an IP appeal, people’s recognition and emotions about the brand can be “empathetic” to products other than core products and services, and can form a strong payment. When it comes to willingness, “surrounding business” will come into being.
People buy peripheral products similar to “Expressing Faith or Love”, around
The value is not in the product itself, but in the culture and content it carries.
In any industry, the surrounding business is doing “fan business”, when people really highly recognize an IP or a brand, they are willing to take the initiative to buy its peripheral products.
With the rise of the fan economy