For women who often go shopping or for men who are often 'shopping', it is probably not difficult to find that shopping malls all look very similar: they rarely exceed 5 floors; the first floor must sell cosmetics and jewelry, and there are often shopping malls on the first floor. There are no restrooms; movie theaters are usually on the upper floors; restaurants may be on the first basement floor or on the upper floors; children's products are rarely sold on the second and third floors.

Do you think these arrangements are arbitrary? Then you are as naive as a little moth that crashes into a spider's web. . . Shh. . The geography of shopping malls actually hides the sinister secrets of business.

The expensive ones are all on the first floor

Why do shopping malls look like this? The answer has something to do with rent, and more to do with the eternal purpose of shopping malls.

Usually, the first floor of a shopping mall faces the street, has a large passenger flow, and the rent is relatively high. In prime locations, the rent on the first floor of a shopping mall is even twice that of the second floor. Cosmetics are consumables that people buy frequently, so the rent affordability of these stores is relatively high.

More importantly, the main consumer group targeted by cosmetics is generally young and middle-aged women. The characteristics of these people are: relatively high spending power...then, let's attract them first.

The frequency of consumption of jewelry and other items is relatively low, but because of the high profits, the rent affordability is also very high - so when you walk into a shopping mall, you will generally find that they are distributed in a ring shape , quietly surrounding you around the mall.

Women are the main force of consumption

Women's clothing will occupy the best position in the shopping mall except the first floor - usually on the middle floor of the shopping mall. The location of men's clothing is slightly worse than that of women's clothing. It will be placed on the same floor as luggage, leather goods or sports brands, and is located on the next or upper floor of women's clothing.

The reason is self-evident: men and women have very different spending power on clothing. The total consumption of women's clothing and men's clothing is as high as 2:1 in developed countries. In other words, every time a man spends 500 yuan to buy X wolves, his girlfriend or wife spends 1,000 yuan to buy a bunch of them... Clothes with no name.

High floors attract popularity

Movie theaters, restaurants, video games, and children’s shops are usually located on high floors. Because they belong to purposeful consumption, they are placed on high floors to boost popularity. In addition, the rental affordability of this type of shops is also relatively low.

The location of the restroom is secret

The restroom on the first floor of the shopping mall is likely to become a public restroom, which cannot bring much traffic and is very uneconomical. But on other floors, it is not so easy to find restrooms.

On the prime route to the restroom, merchants will display provocative main products or set up small obstacles on the road. One or two low cabinets with products will force you to take an S-shaped route. Move forward, thereby increasing the frequency of your contact with the product, and possibly attracting some customers who are waiting for their friends to use the restroom. For example, you finally have to go to the bathroom and ask your girlfriend to wait for you. When you come out, you may be greeted by a scene like this↓

In addition, most escalators in shopping malls are X-shaped. If you want to go down in the middle of shopping, you usually have to walk half a circle along the atrium. Only then can we get to the down elevator, which is equivalent to visiting a few more stores. All in all, in order to get you to spend money, shopping malls deliberately set many traps.

Speaking of which, have you lost to the mall? Have your wallet lost weight? Well, that’s right. . .

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