引流款与产品结构设计Offer Structure and the Traffic Driver

引流款最常见的做法是把店里最便宜的项目挂上去。这个做法能带来人，但带来的往往是只买这一次的人——项目做完就结束了，没有第二次的理由。The usual approach to a traffic driver is to list the cheapest item in the store. It does bring people, but usually people who buy exactly once: the service ends and there is no reason to come back.

选引流款的关键是周期性。一个本身就需要重复做的项目，客人第一次是被低价吸引来的，第二次是因为到时间了——这个「到时间了」才是复购的真正来源。The key to choosing one is periodicity. Pick something that genuinely needs repeating and the first visit comes from the price, while the second comes from the calendar. That second reason is where repeat business actually comes from.

产品结构分三层：引流款负责让人进来，主推款负责赚钱，高客单款负责撑住客单价和店铺档次。三层缺一层就会出问题——只有引流款，来的全是薅完就走的人；只有高客单，门槛太高没人试。The structure has three tiers: the traffic driver brings people in, the main earner makes the money, and the premium item holds up both the average ticket and the store's perceived tier. Drop one and something breaks. Only a traffic driver and everyone leaves after the deal; only premium and the barrier is too high for anyone to try.

从引流款到主推款之间要有一条明确的升单路径，不能指望客人自己想起来加钱。这条路径包括在什么环节说、怎么说、给什么理由——这部分要写进话术，不是靠员工临场发挥。There has to be an explicit path from the traffic driver to the main earner; you cannot expect the customer to volunteer more money. That path covers when it is raised, how it is phrased and on what grounds, and it belongs in a written script rather than being improvised on the floor.

定价的时候要把核销成本算进去。团购平台按核销结算，一个卖得动但核销不掉的套餐对门店是负数；反过来，核销率高但毛利算错的套餐，卖得越多亏得越多。Pricing has to account for the cost of redemption. Platforms settle on redeemed volume, so a package that sells but is never redeemed is a net negative; and a package with high redemption but mis-modelled margin loses more the better it sells.