Online Trading Is Growing. How Can Shoe Companies Create Their Own Offline Experience Marketing Mode?

September 10th, it is predicted that by 2012, China's online retailing

With more and more powerful online pactions, how to create footwear enterprises' own offline experience marketing mode has become a common topic for traditional shoe companies.

What is experiential marketing?

Experience means that people spend a period of time in a personalized way, and get a series of recollections from the process, and services only refer to the general mass production determined by market demand.

Just as the status of service economy is higher than that of product economy, experience economy is also higher than service economy.

In fact, experience has always existed around us, but until now, we have just begun to treat it as a unique economic proposition.

The so-called experiential marketing is to meet the needs of the target consumers, by adopting the way of letting consumers observe, listen, try, try, and so on, with products and services as the carrier, produce and operate high-quality products, create, levee and sell experience, and shorten the distance between enterprises and consumers.

Let consumers actually perceive the quality or performance of products or services, and leave a deep impression and impression on their products or services in the process of consumption, so that their spiritual needs can be satisfied to the greatest extent, thereby promoting consumers to recognize, like and buy a marketing way.

Experiential marketing is an effective marketing mode under the experience economy, which is closely related to the evolution of economic form.

It can create activities that involve consumers and are worth remembering.

It can promote a good interaction relationship between customers and footwear enterprises, and make the customers feel psychological pleasure and satisfaction in the process of experience.

The key to experiential marketing is to promote a good interaction relationship between customers and enterprises. The main purpose of experience is to make customers feel psychological pleasure and satisfaction in the process, and leave a deep impression on them, and convey the implied corporate culture and the core value of the brand to them in the process.

What is the most popular tourist attraction in Chicago in 90s? It is neither the Museum of art nor the ancient water tower that survived the great fire in 1871, but the "Nike experience city" located in Michigan block north of Chicago.

This is a store opened by Nike in 1992. Nike city has nearly 70 thousand square feet of sales space and 18 independent sales sites, showing almost all Nike products here.

In 1996, Nike City surpassed the Museum of art for the first time, becoming the most popular tourist spot in Chicago. Its annual traffic volume is over 1 million, and its annual sales volume is more than 25 million dollars.

After the great success of Nike city in Chicago, more Nike cities appeared in New York.

Adidas's street challenge.

Since 80s, Adidas has been in a predicament for a variety of reasons: from 1988 to 1992, Adidas's annual sales decreased from 2 billion to US $1 billion 700 million; in Germany, Adidas's market share dropped from 40% in 1991 to 34% in 1992, and Adidas's sales in Europe as a whole dropped by almost 20%.

But in 90s, Adidas launched a series of changes to make it rise again, among which street challenge is a must.

In the summer of 1992, at the Marx Engels square in Berlin, Germany, Adidas launched an original sponsorship campaign, which carried out a 3 person basketball league in the open air of the city.

In 1993, the 62 basketball teams participated in the competition, which was called the Adidas street basketball challenge.

The campaign has been extended to other European countries, focusing on participation as one of the characteristics of Adidas Street challenge. The competition is designed to enable everyone to participate in some of the activities.

The challenge created a very appealing situation for consumers to use the company's products: basketball, shooting or Slam Dunk competitions, street dance performances, street carving and other special sports performances and band live music in the open area of the city centre. There were no referees on the scene, and the teams were wearing colorful Adidas products.

In 5 years, about 500000 people took part in Adidas Street challenge.

Through this series of challenges, Adidas strategically let people experience Adidas's brand spirit and product characteristics.

During that period, its sales rose from $1 billion 700 million in 1992 to a record $4 billion 800 million in 1998.

Seize the core of experiential marketing

The key to experiential marketing is to seize the sensibility of consumers and complete the intervention of their original consumption behavior quickly, and constantly develop new interventions.

The perceptual behavior patterns of consumers are composed of three links. They are information perception, participation or trial and purchase. These three links are also sequential in the time dimension, and have successively linked to a continuous circle.

The first step is information perception.

Consumers get the feeling through the dissemination of advertisements and public occasions. The scope of advertising is wide, and it can give consumers a full imagination. However, the credibility of advertisements is not high enough to rely solely on what they see.

Information presented by others is often more likely to generate trust because it has been assumed to be a practical summary.

The effect of listening and speaking is very destructive, because the carrier of this communication has the interpersonal trust valued by the audience.

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The second link: participation or trial.

This includes scenario setting and physical display.

Scenario setting, including road shows and exhibition shows, is a scenario set up by sellers. Consumers should be involved in setting up scenarios, which will stimulate consumers' desire to buy. Under the set scenario, people will naturally have the need to meet the needs of the scene. Therefore, the sense of entertainment generated in the scene participation process is more than that in the "watch" and "listen" links.

This includes the use of others and their own trial: the use of others is an indirect experience, which is sold to consumers to display the selling point of products, while the actual use of the product affects the possibility of repeated purchases.

The last step: because of the satisfaction of the first two steps, consumers naturally finish buying.

If there are some immediate promotions, gifts and other promotions, it will accelerate the purchase behavior.

The experiential marketing of shoe industry should focus on service and create materials that are worth remembering for consumers with their own shoes as materials. It can create consumers' sensory experience and thinking identity from the life and situation, so as to catch the attention of consumers and influence consumers' consumption behavior, so as to find new value and space for their footwear products.

In addition, from the perspective of competition in the footwear market, fierce market competition speeds up the spread of technology, and the goods and services offered in the industry become more and more convergent.

It is precisely because the convergence of goods and services obliterated the personalization of goods and services, and the feeling and experience of uniqueness can meet the needs of individuation.

For example, DIY design can provide an interactive experience mode for consumers and shoe manufacturers, so that consumers can become designers and design shoes that they like.

This way effectively increases the consumer's experience, deeply tap the potential demand of consumers, make the brand more intimate with the people, and cultivate the brand loyalty of consumers.

Three elements of junior experience terminal

The atmosphere of terminal customer experience is a very important competitive power, but it has been neglected and misinterpreted by enterprises.

"Terminal customer experience" is not only a salesperson's enthusiasm and talkative, but this is simply selling, and has not risen to the level of comprehensive customer experience. It is difficult for customers to resonate with the culture and brand concept of the enterprise.

The atmosphere of terminal customer experience includes three aspects: experience design of terminal environment atmosphere, experience design of terminal product mix, and experience design of product itself.

The experience design of terminal environment atmosphere refers to the overall feeling of customers in the three-dimensional atmosphere (hearing, vision, touch, smell and Psychology).

For example, if products of different temperament are classified in different places, customers will feel comfortable to stay.

These moving customers' elements need to be carefully designed, not just on the surface items such as sales promotion, but more importantly, to move back to the hearts of the moving people and to the spirit level so as to attract and retain more customers.

The first floor Adidas store of Yang Gaozhong and Louis in Shanghai, the circular small basketball court surrounded by the middle weaving net is the favorite of basketball fans. Thousands of shoes and costumes arranged around the stadium are scattered, and the panels for trial wear or rest are just in the best position to see the ball, so that you can instantly get ready to take the test of the equipment.

Although these products have their own characteristics and different categories, there is no messy feeling in the store, the overall feeling is very well designed, and the real realization of "putting the right products in the right place and selling them to the right customers" is really achieved.

Space design, wandering route, advertising projection, etc. are all designed around the customers' interests and interests of these brands, and the stores combine these aspects very naturally to make the customers happy and enjoyable shopping experience.

Product selection and product mix design is to place the right products in the right place. This place will attract the right customers to shop and increase the chances of buying. If the unsuitable person comes to the wrong place, it will increase the sense of congestion and unpleasant shopping experience of the suitable person.

For example, in some advanced footwear stores, the price is a couple of thousand yuan or even ten thousand yuan. If there are people who want to buy hundreds of dollars shoes, the target population will feel uncomfortable.

Because people who buy hundreds of dollars shoes are different from their behavior, mental state, temperament, tone of voice, and way of questioning will make real customers unhappy. They will feel that there are more exotic species around them.

From layer plate terminal to experiential terminal

Stores in the era of laminates are mainly made up of shop hardware, shelves, display windows, Nakajima, cash register, shoes testing glasses (stools), fax machines and telephones.

The launch of promotional activities is mainly about POP, doorway banner, shop head and ceiling poster, special area, X exhibition rack and traditional media.

Chain stores in the era of laminates are conducive to low-cost rapid expansion, easy to grasp the mass consumer groups, and form a certain scale of terminal network. The stores in the era of storeplate have laid the foundation of terminal network for chain stores to experience the times.

Chain monopolization has been popular in the shoe industry for many years. Some shoe and clothing enterprises have begun to search for the Red Sea that breaks through the traditional terminal competition. For example, from the simple display and display of the original shelf laminates to the multi-functional experience equipment of the store, from the promotion of shoes to the interpretation of fashion quality, chain stores sell from monotonous exhibition to consumer culture.

Tier plate monopoly, its competition is mainly reflected in product mix, display and promotional activities, etc., consumers are accustomed to goods than three to determine the final purchase price.

The store layout design of the experience era combines with the brand culture of the enterprise, highlights the personality, lets customers have a multi-dimensional feeling for the product carrier brand, and at the same time, kneads other cultural factors, and experiences the store atmosphere of the times to create elements such as psychology, aesthetics, music, music, architecture, exhibition knowledge, plane and space design, decorative arts and so on. When consumers shop, the interaction of color, sound, taste and touch can occupy the minds of customers and stimulate their desire to buy in different directions. The multi-functional experience created by stores makes buying shoes a kind of enjoyment.

Experience of larger stores has higher requirements for store location, area and product mix, but it plays a key role in enhancing brand image and competition with network sales.

For some large size shoes and clothing stores, it can provide consumers with very personalized leisure areas: all kinds of personality bar, game area, chat area, Internet access area, tea drinking area, fashion magazine browsing area, corporate culture propaganda area and so on, it can be described as sound, color, taste and so on.

The multifunctional equipment of experiential shop is as follows:

1. emphasis on artistic decoration and uniqueness: in the 08 years, MeiRie, S, the first high-end female shoe brand in China's first women's self-help shoes hall, was unveiled at the first bridge in Wenzhou. The European style elegance and soft decoration of the store, and the post-modern wall painting became one of the most attractive scenes of the first bridge of Wenzhou women's street sign.

Many high-end shoes hall is decorated with hand painted wind lamps, vases, Europeanized cushions and cartoon dolls.

2. pay attention to the interpretation of shoes culture and brand concept: Red Dragonfly leather shoes in the integrated store of sunshine Avenue in Wenzhou, North Korea, the business area is more than 400 square meters, investment is nearly 2 million yuan, sales include leather shoes, leather goods, clothing and accessories (including perfume) and other 4 kinds of products.

The shop has a display window in the East, decorated with Chinese classical ceramics and doors and windows. It is permeated with traditional Chinese classical beauty, and the shoe culture is rendered most vividly.

3. the product's three-dimensional multi dimensional experience: goods are not simple horizontal display, but scattered order and subject classification, so as to enjoy the full experience of the selected shoes.

For example, a limited edition designer, such as DIY handmade shoes, lovers shoes, noctilucan shoes, functional shoes and almost shoes, launched by the self-help shoe hall.

Some have also launched iconic products such as functional footwear, concept shoes, selling shoes and heightened shoes.

4. integrated services: customers can enjoy reading, entertainment, video, coffee, tea and Internet integration services.