Homogeneity Of Clothing Products: Display Design Becomes Golden Cake

People are concerned about the price. Can they really "parity" every day?

The media is concerned about the "5 km death circle" theory, will it really come true?

WAL-MART and the surrounding Carrefour, lotus and other hypermarkets game, sound and silent, double attack.

Voice is the price dispute, has begun.

Soundless is the display of commodities, the means are high and low, and the result is still waiting for time.

Commodity display has become a silent sales promoter in the era of homogenization of commodities.

A brilliant display of goods has improved the products.

By contrast, many of our country

These gaps need to be squarely faced and need to be pursued.

Commodity display -- rules and regulations

There is a set rule for how to tie a little tie.

GH's necktie must be rolled up and placed in small squares. The tie of BOSS must be sold on the rack, and JOOP's tie seems to be laid on the worktable at random.

Just because they uncover the shop's business style: GH is mainly formal dress, and tie is placed in the right place. It is a meticulous dress. BOSS and JOOP are leisure brands, ties are sold, sold and publicized.

Internationally renowned brands attach great importance to commodity display.

Whenever new products are listed or season changing, how the new fashion styles match, how colors are harmonious, and how accessories are made, the products will be specially designed, and the display programmes will be distributed to the stores. The stores scattered around the world must "paint the gourd" and produce the final results into photographs, which will be submitted to the headquarters for confirmation.

The headquarters will also dispatch regional commodity divisions to visit the stores every month and even every week.

Therefore, the location of famous brand stores, regardless of location, size and display pattern, is basically a face.

A few days ago, in the East Department Store men's clothing department, I saw the design of international famous brand cabinets, background foil and lighting layout were different.

The fans of these brands know the brand even if they do not look at the shop name and look at the way they display their products.

In the 80s of last century, the division of fine arts began to rise in Europe, America and Japan. It is a new profession. Their main task is to start from the color and style of the merchandise, use the collocation technology, combine the style and style of the merchandise, use their own vision, and use the unique decoration techniques to display and display the merchandise in an attractive way to promote sales.

Chen Li is first of all a designer. He can design scientific shopping malls layout, reasonable moving lines, and guide customers' stream of vision.

According to the introduction of the Dongshang commercial products, according to the characteristics of the east commercial buildings, the international line brand is arranged in the four surrounding Hall of the shop, just like a store form.

The high and low walls in the middle area are scattered, mainly based on the low walls, which not only obstruct the customers' view but also have the effect of the store.

Before each brand, a model area of about one square meter will be built, and the cultural concept of the brand will be disseminate through the combination of model clothing, shoes, bags, accessories and so on.

For the commodity division, we must combine the art cell with the economic brain. We can neither sell the goods adequately, cover up the key points, nor pursue the pure beauty to let the customers feel that their beauty is unattainable.

Therefore, commodity display should be conducive to the display of commodities, placing key commodities, new products, rare commodities and popular commodities in the areas that customers can see when they enter the door, stimulating purchases.

The two is to provide the latest information of goods. Experienced operators will put the latest products on the front and the top. The purpose is to inform customers of the latest information and guide customers in a silent way.

The three is to enhance the image of businesses and shops, a good, orderly and easy to purchase commodity environment, so that customers look happy, with convenience.

Therefore, the shelf should not be too high, the channel should not be too narrow, and the commodity display should not be too full.

According to the experts, to achieve the above requirements, to become a good master Chen, at least 5 to 10 years of accumulation.

Exhibitions and promotions

Many people have the feeling that supermarket products are cheap, but when they check out, they will find that they spend a lot of money and many things may not necessarily be bought.

Research shows that in large stores, impulse shopping accounts for 40%-70%.

And to stir up your impulse shopping desire is a premeditated display of goods.

You want to buy food, but when you enter Carrefour's Quyang store, you must first go up to the two floor, end up stationery, record bookshelves, clothing and footwear before going to the first floor food area.

In the flagship store, the customers enter the main entrance of the two main building, and the clothing area is visible. They take a half circle to take the elevator to the first floor food area.

"Because food is always bought by customers, it is necessary to lean back in order of display.

And customers do not necessarily intend to buy goods, it is necessary to highlight the display.

"The clothes and shampoo should be placed on the right hand side of the moving line."

The so-called "moving line" is the way that customers enter the supermarket.

Based on more than 40 years of sales experience, Yi can find that when most customers enter the supermarket, one likes to go to the right, and the two likes to go to the window.

Therefore, the right hand position of the moving line is easy to attract customers' attention.

Because people are used to buying clothes in clothing stores, supermarkets do not have a big advantage in selling clothes.

So clothing is displayed on the right hand side; on the contrary, because most customers buy shampoo in the supermarket, shampoo is secondary.

All supermarkets do Kung Fu on non food, and do everything possible to promote sales through location, display and lighting.

For example, the goods on both sides of the line are easier to jump into the customers' eyes. Therefore, the products that need promotion are hung on the end rack as far as possible.

In the cosmetics area and towel area, the lighting layout is obviously brighter than other areas. This is because the cosmetics are more crystal and attractive when the light is shining, and the towels appear clean and shave, which makes the consumers feel good.

Although food is best sold in supermarkets, superb display skills can further stimulate purchases.

For example, the meat food area can not be illuminated by fluorescent lamps, and the lighting with red light is used to make the meat food pink and fresh.

In order to provoke the impulse shopping desire of customers, the mall also used three tactics in commodity display: correlation display.

Beside the beverage truck, it is Sachima, potato chips and other snacks. The five step away from the T-shirt cabinet is the display area of trousers and belts.

The related display products, imply the customer: "how can you not eat snacks when you drink?" so the right hand took the drink, and the left hand grabbed a bag of potato chips.

Bought a T-shirt, involuntarily turned to the pants and belt area to see if the right ones were taken down into the cart.

- the stack, which is the merchandise in the special sale discount area, is often changed.

On average, every 10 days or so, the goods in the theme exhibition area will change.

In summer, the stack area is sometimes the competition of various mats; sometimes it is the collection of various bath products; sometimes it is the world of all kinds of beverages, and sometimes it is the world of various insecticides.

Customers always have a sense of freshness, and they take money out of it.

Cheap goods must be sensitive and common commodities.

Rice, oil, meat and other foods are necessities of daily life. No one can afford it. These products give the impression of parity, leaving customers with the impression that "this store is very cheap," which naturally attracts customers and keeps passengers.

It is understood that in fact, there are many cheaper stores in this city, but the cheap goods in this hypermarket are not the regular commodities of the ordinary people. Therefore, although the discount is large, the customers can not feel it.

More exhibitions and more sales.

According to the manager of Dongfang commercial market operation Department, excellent merchandise display can increase turnover by 20%-30%.

Yi Mao public relations manager introduced that the sales volume can be increased by 1%-2% through the change of merchandise display mode.

Career prospects - Opportunities

In the market of homogenization of commodities and increasingly fierce competition, merchandiser Chen is expected to become golden cake.

First, the field of career expansion is expanding.

From the perspective of commodity display, there are many blind spots and weaknesses, such as display design of window display.

Shop windows are landscapes of urban movement.

In other countries, large shops often see such a scene: customers queue up to look at the shopwindow.

The display and design of window displays not only display commodities, but also promote the concept of modern life.

But at present, most display designs in our country are very old and lack of fashion guidance.

The work of a merchandiser is small enough to be a display design of a small shop, so that the layout, layout and atmosphere of the whole shopping mall can be built to attract visitors.

Like Hongqiao Friendship, the atrium is designed as an open coffee bar, with a special magazine set. Customers can take a small seat to rest after shopping, and attract many foreigners. Hong Kong Hui has opened more than 300 square meters of children's activity area in the children's commodity area, which has extended the stay period of children and parents, and has undoubtedly extended the consumption period.

Experts believe that when the merchants start the war of differentiation operation, the commodity division is definitely one of the trump cards.

At present, the design of commodity display is mainly "self production and self marketing". Due to the lack of mature talents, full time merchandiser is very scarce. Therefore, the prospect of marketization of commodity display design is very good, and is expected to be cultivated as a new industry.

The merchandiser can become a full-time famous teacher of famous brand, and can also become a public resource. Through professional commodity display design group form, most of the small and medium enterprises who can not afford full-time teachers can conduct seasonal display design.

It is reported that at present, the monthly salary of the general division is at least three thousand or four thousand yuan, which is as high as 10000 yuan.

The scarcity of commodity display designers also spawns new economic growth points for education and training sectors.

At present, the commodity division is mainly composed of art workers, or experienced advertising staff and salesmen who are "guest stars" based on their experience.

Therefore, it is welcomed by the market that institutions of higher learning and training institutions offer training in such majors or skills to train qualified teachers with high educational qualifications.