Who Does The Fashion Experience Shop Pry Open?

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Can high investment drive high sales? Who are the pockets of businessmen and customers and beautiful experience shops?

The game is spreading.

Every time he goes to Yintai West Lake store, Zou Yiru will habitually go to the Mao Ge Ping counter to sit there, try out the latest colors of eye shadow and blush, and then ask the familiar makeup artist to help her make a light makeup.

Nine times out of ten, she will buy 1-2 small pieces that she has tried before leaving.

"How can you look at the beautiful self in the mirror and not buy them home?" every time, Zou Yi explains to her husband the reason for "losing" cosmetics.

If you can have a lens switch, you may see a businessman's wish smile - Zou Yiru's heartbeat reason is in the middle of the business.

It is the "wishful thinking" of the experiential shop that consumers experience the marketing method and use the comfortable environment, the latest products and the intimate service to arouse customers' interest in brand and merchandise, so as to finally promote sales and enhance brand.

From cosmetic makeup to digital experience shop, Hangzhou has become another precious place for every brand experience shop after the first tier cities such as North and Guangzhou.

Take the Yintai West Lake store as an example, after the latest round of floor adjustment,

In the Mixc, the home appliance retail giant best buy has just left its feet. Local brand Suning has been running the first boutique shop in the same location in the same location, leaving the experience shop mode.

Outside the offline stores, more network businesses also aim at the huge business opportunities brought by experience marketing.

"Our statistics show that 50% of the trial applicants have potential use or purchase requirements for the baby, and the value of this value is considerable."

Linghua, director of Taobao trial center, told reporters that since the official launch a year ago, the number of users of many popular products has been counted to one hundred thousand.

Why are businesses so fond of experiential shops? If the experiential store is really as beautiful and sucking gold as the merchants describe, why did it happen that the store experience in Hangzhou was earlier than that of the experiential shop? The high investment of the experiential shop and the sacrifice of the flat efficiency could make it possible for a more substantial sales and more loyal customer group, cost and profit, and how should the account of the experience shop be counted?

Experience shop, which is a new experience of customer consumption, of course, is also a new game between businesses and customers.

Less than half a year, Suning experience store jumped from 8 to 20.

From entity to network, experience shop "blossom" comprehensively.

Next Tuesday is mother's birthday. Early, Zhu Jing was ready to give her mother's gift: a brand-new health foot bath device, the market price is more than 300 yuan, but Zhu Jing did not spend a cent.

"I applied for the Taobao trial center. I just received the goods.

Tens of thousands of people "grabbed" 20 Trial places, and I applied for it.

Zhu Jing said.

In return, Zhu had to learn from her mother about the experience of trial, and then upload a true trial report.

Zhu Jing was pleased to "pick up" the "big pie" dropped from the sky, and threw the "big pie".

"All say that wine is also afraid of alley deep, trial platform can let the brand get more exposure, get more consumers' understanding and recognition, for us Taobao, this trial experience new mechanism can also better guide the growth of consumers and sellers of integrity."

Linghua, director of the Department of communication at Taobao trial center, told reporters that although the establishment was only a year away, the trial center grew very fast, and the number of customers browsing and clicking was quite high.

Almost all categories can be tested on the Taobao trial center website from beauty care, mobile phone /3C digital to household appliances, clothing accessories, gourmet health care and so on.

"We will launch 50 to 100 trial products every day, combined with seasonal, hot selling and trial properties.

Although the number of products being tested is probably only a few dozen copies, there are usually one hundred thousand users who browse these products.

Linghua said they found that 30% of the visitors would go into the shop and continue to browse the details of the product.

50% of applicants have potential use or purchase needs for goods.

"After the trial is finished, we will also organize the trial participants to try the experience group buying to meet the needs of consumers and drive the sales of businesses."

Linghua added.

If the emergence of the network trial platform is to make up for the defects that online shopping can not see physical objects and is more difficult to experience, it will induce users to buy after the first trial, so the entity experience shop will aim at the more high-end segmentation market, and further enhance the brand image.

Just over a month after the US home appliance retail giant announced that it had withdrawn from the Chinese market, the same store location and another selling appliance market with experiential marketing as a selling point came on the stage.

Zhang Sigen, manager of Hangzhou Suning marketing department, explained that unlike the traditional stores that offer discount and gift promotion, this Suning elite boutique pays more attention to experience and services, from decoration to display and shopping guide.

"In the boutique, 3C accounts for about 50% of the total number of mobile phones, digital computers and computers, because they are more suitable for user experience, while in traditional stores, these products account for only 30%.

The knowledge of shopping guide will be more comprehensive, and can guide a whole category of goods, instead of aiming at a certain brand just like before.

Zhang Sigen compares.

Whether it is Taobao's obscure small and medium-sized brands, or mature brands like Suning, opening more experience shops through the Internet or physical shops, it seems to be the same choice for businessmen in the recent year.

Suning's example may illustrate the enthusiasm of businessmen for experiential shops. In November last year, there were only 8 Suning boutiques featured by experiential marketing. When the the Mixc store opened in April 30th this year, the number has soared to 20, and Suning's next goal is to open 1 to 2 elite boutiques in Hangzhou as long as there is a suitable property.

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Of the 10 customers who enter the store, 7 will eventually make the order, and even the surrounding shops will follow suit.

The chain reaction behind the experience shop

On the eve of the 3rd anniversary celebration in April 30th, Yintai West Lake store has just completed a large-scale floor and brand adjustment. But in recent days, store manager Zhang Jingyi has begun to prepare for the next round of adjustment.

"Next adjustment, we plan to introduce more experience stores, and there are already some brands coming in.

In addition to the relatively easy to operate, more common digital appliances brand, I understand that some clothing brands also have the trend of experiencing shop.

When Zhang Jingyi said this, his shopping mall, from the first floor to the five floor, has opened many experience shops including NOKIA flagship experience center, apple experience center, and creative world.

Why is it so popular with experiential shops? Zhang Jingyi's answer is straightforward: "there are Wulin Yintai, Hangzhou Tower and Jie Bai in Hangzhou. Why do customers want to shop in your West Lake store? Comfortable experience shops are one of our important competitive advantages."

In Zhang Jingyi's view, the past department stores did not realize the attraction of experiential shops, but it was difficult to develop under the constraints of conditions, and it was easier for them to do larger shopping malls such as West Lake stores.

"As we all know, to do experience shop to sacrifice the area, will reduce the flat effect (Note: Ping efficiency is used to calculate the business efficiency of the store index, refers to the amount of output per flat area can produce), mature department store efficiency is often very high, it is difficult for them to open shop to do such a sacrifice.

We are different. Our area is bigger. The business model of MALL also determines that we have the conditions to open more experiential stores.

Zhang Jingyi explained.

New shopping malls offer more experiential shops on the condition, and these experiential stores can also boost the popularity of new stores faster.

Before being pferred to the Mao Geping counters of Wulin Yintai, Shao Fang worked in the newly opened Yintai West Lake store and Qingchun store counters, which was especially profound for this driving effect.

"We have done statistics. After experiencing our trial dress service, about 60%-70% of customers will finally place the order.

And in these customers who experience full makeup service, a large part of them will go to buy some clothes to match.

It's probably more confidence to finish up makeup, which has stimulated the desire to shop.

Shao Fang told reporters that at the beginning of the new shopping mall counters, there were few guests at the beginning, but most of the guests would become repeat customers and their regular members after the experience. This part of the stable source of tourists also promoted the sale of some other counters in the shopping mall.

An industry insider also said that, in a sense, the experience shop is very much like the auxiliary business format of catering, which has a strong attraction and the role of passenger flow. This is especially important for new shopping malls.

With more and more Shopping Mall and other new shopping malls and shopping centers entering the Hangzhou market, Hangzhou's business competition is becoming more and more intense. How to attract more customers?

No discount sales to run, but spend more money to decorate, do personnel training.

Can experiential shops really make money?

When sunning the Mixc elite boutique opened, Yu Yilong, general manager of Suning Appliance Co., Ltd., Zhejiang, said with confidence: "although the area of this store is only more than 2000 square meters, we expect to achieve 1/3 of the sales volume of Qingchun Road Expo super flagship store". Yu Yilong said that the super flagship store area is about 12000 square meters, which means that the new experience shop will achieve 2 times the efficiency of the traditional store.

The beautiful vision is not easy to achieve.

Walking into this Suning boutique, how many of you can always feel the shadow of best buy once: the equally spacious shelf space, the equally beautiful decoration, and the same comfortable real machine experience area.

Best buy finally lost the same experience mode in China. Why did Suning have such ambition? When a reporter threw this question to Zhang Sigen, he replied, "sunning has a 20 year old vendor relationship and unified purchasing advantage. It can rely on the advantages of traditional stores, and the mature logistics system can also effectively reduce costs."

But at the same time, Zhang Sigen also admitted that the cost of experience shops of the same area does increase a lot.

"Mainly reflected in the basic decoration and personnel training."

Take staff training as an example, the traditional shop's shopping guide is usually the manufacturer's own training, Suning basically does not bear the cost, but the boutique's staff is all trained by Suning itself. The whole training process requires every salesperson to sell all kinds of products, so that customers can comfortably enjoy the most professional whole course guidance.

Correspondingly, it is difficult to sell goods in a large scale like traditional stores.

"The sale of traditional stores is usually a full set of purchases, and the combination of home appliances sells a lot, while boutiques sell mainly single products.

We don't expect to run like a traditional store, but we still want to be a market supplement. We hope that this high-end and high-end market will focus on experience and service.

Zhang Sigen emphasized.

It doesn't seem easy to figure out that the experience store itself wants to make money as expected by the merchant.

Perhaps, according to the current combination of formats, experiential shops are more suitable for changing their location to make their contribution - the cost of decoration, labor cost and experience itself, which is more like an advertising input, which can lay a better foundation for the long-term development of the brand and establish a brand image.

As for the input and output relationship of experiential marketing, the experiential shops on the Internet are more attractive because they do not have all kinds of cost pressures of physical stores.

"Generally speaking, we have reservations about the trial of small and medium-sized sellers. There is indeed a cost to push trial.

But for large sellers, this is only a small part of R & D operating costs, basically not a drag.

More importantly, we can get tens of millions of users' deep knowledge through trial. A large number of users' applications, messages, discussions and feedback will be kept in the store for a long time, thus becoming a symbol of the brand and strength of the business. This word of mouth effect can not be bought for hundreds of thousands of advertising fees.

Ling Hua analysis said.