Sporting Goods Retail: How Far Is Experience Marketing?

10 years after China's accession to the WTO, it came to retail. market In the "great leap forward", foreign capital retail giants also generally entered their puberty in China. With the gradual maturity of the domestic business environment, they have to adjust their pace when encountering local rivals.

Decathlon, the world's leading sporting goods retailer, will soon be in Shanghai. Market And Jinshan mall opened. In the face of the confidence and aggressiveness of foreign sports goods retail alligators on China's sporting goods market, domestic brands such as Sheng Dao, Peng Da, Jin Lang and Gome are starting to move in the sports city. BELLE How can enterprises such as Tao Bo make deep, meticulous and lively sporting goods retail terminals in the increasingly competitive industry situation? Experience marketing, with its own comprehensive advantages and successful experience in market practice, is a trump card worth trying by sporting goods retailers.

　　 First, experience marketing strategy of sporting goods retail.

Experience marketing, simply speaking, is a comprehensive consumption experience from the perspective of consumers, from the senses, emotions, thoughts, actions and connections of consumers. According to the five types of experiential marketing, the experience marketing strategy of sports goods retail terminal is analyzed as follows.

　　 Sensory organs Experience marketing strategy

The main purpose of sensory experience marketing is to create a sense of experience and shopping comfort. With the diversification of brand and the multi consumer market of consumption concept, the cost of building brand loyalty is higher and higher, but the effectiveness is becoming lower and lower. The main reason lies in the avant-garde. fashion The young consumer groups who dress up and act cool and I type "I" are pursuing "feel". Any single product, environment, price, service, convenience and other advantages are hard to impress and satisfy the young consumers' infinite pursuit of "feel".

Sheng Dao is different from the general sports city, realizing differentiated competitive strategy, giving consumers unprecedented sense of cognition, and strive to create "high, big and full" brand image. "High" is reflected in the high-end brand positioning, site selection in the larger volume of traffic. The "big" shows that the sports city has a large scale, a wide range of product categories and a great design style. Not only is the brand and category of sporting goods complete, but more importantly, shopping, leisure and catering are integrated. Complete brand and category, perfect consumption supporting facilities can not only satisfy consumers' psychological expectations, but also increase sales volume.

Compared with other sports city's single sportswear and supplies sales, Sheng Dao, from the professionalism of stores and the comprehensive supporting functions of shopping malls, will undoubtedly provide consumers with unprecedented marketing experience and meet their more "feel" consumption needs, inject new vitality into the industry innovation, and also represent the future development trend of sports City in a certain period.

Emotional experience marketing strategy

The key to emotional experience marketing is to play emotional cards. "Moving with emotion" means narrowing the psychological distance between the two sides. From a certain point of view, the reason why consumers have brand loyalty is based on the emotional resonance and sustenance caused by "close" or even zero distance between brand connotation and consumers' emotional appeal.

Feet@city, newly opened by Peng Da Sports City, has introduced the latest RSScan foot analysis system, providing diagnosis and analysis for consumers' feet, and recommending the most suitable footwear solutions for them. 1% of the population in the society is not suited to industrialized and standardized sports shoes. They are bored on their feet and have been struggling for years to get a pair of world first-line brand sneakers. There are many shoes that can be customized, but the world's first-line brands can be customized. The establishment of Peng Da RSScan project is just from the foot analysis, design, order processing, factory production, and meticulous service to the special sales people to meet the special requirements of consumers. This uniqueness and scarcity can best approach the emotional distance between consumers and businesses and effectively foster brand loyalty.

　　 Thinking about experiential marketing strategy

From the perspective of consumption demand, young consumers are imaginative and indulgent. The consumption concept is diversified, with both radioactive thinking and focusing thinking. How to make use of its positive and favorable factors is the key to the success of thinking experience marketing. This requires a real insight into the psychological world of consumers, so as to inspire their mental models, creatively enable consumers to acquire experience of cognition and problem-solving, and reach a cultural consensus in sports.

Peng Da Sports City, through continuous community sports culture communication and sports subdivision, forms different community sports culture exchange and experience place. This platform has gathered a wide range of popularity, creating the conditions for the success of Peng Da to effectively guide the way of thinking of consumers. For example, hire professional basketball coach to sports experience culture community, provide free counselling for young sports enthusiasts, organize related basketball matches to attract more sports fans to watch or participate in it. Butterfly effect drives many spectators into consumers, and consumers turn into sports fans, thus achieving the change of roles from watching opera to singing opera. This can not only successfully achieve product consumption, but also shift product consumption to sports culture experience consumption, and even interpret sports culture experience as a habit and integrate into life to become a healthy way of life.

　 Action experience marketing strategy

Action experience marketing is to stimulate consumers through idols, roles such as movie stars or famous sports stars, to satisfy their inner emotional appeals and change their lifestyle so as to achieve product sales. Let consumers actively participate in the activities of some stars, basically need to have two elements. First, stars are big enough to have good attraction and appeal; two, it is in line with consumers' sports experience, interest and values.

"How far are you from NBA?" in order to let basketball lovers achieve their long cherished wish to meet NBA stars, Peng only hosted four NBA stars in the summer of 2010, namely, Hayes, Kobe, Kidd and Garnett. With the sensation of the whole city in Shenyang, the enthusiasts of sports enthusiasts are in great excitement. A whirlwind of sports has taken place. The desire of sports enthusiasts to meet with international superstars has been realized to satisfy their emotional needs to a maximum extent, thus promoting the popularization of sports culture and promoting the sales of sporting goods and cultivating brand loyalty. {page_break}

　 Experiential marketing strategy

Experiential marketing is a complex of sensory, emotional, thinking and action. It is the way to experience it. Consumers are attracted to a product, or because of the warmth and uniqueness of the display and layout of the store, which makes the senses resonate, sensuous pleasure and satisfaction into emotional dependence and consumption. Sports City in the sensory store settings, the relationship between the cultivation of guests, the way of thinking inspired, the implementation of customer interaction programs and other aspects of excellence, because the satisfaction of a certain experience, will make consumers look at other aspects. No matter which part of experiential marketing, it has great attraction to customers and can pursue and enjoy other related services.

Gome's sharp move to meet the emotional needs of consumers' self-esteem as a breakthrough point, so that domestic and international first-line brands to remove the "aristocratic" label, the use of its electrical members of the composite channel advantages, strong cross-border, obliterate brand differentiation. In its stores, it is generally divided into functional areas and categories, and the principle of placing commodities equally, without any care for top brands. For example, Adidas, Nike and other international line brands are not in an obvious position, nor do they have LOGO logo. They can not enjoy the pride of the exclusive stores. Consumers can touch all the first-line brands and satisfy their biggest shopping self-esteem. At the same time, we use the "chain sets", consumption points, points to send tours (outdoor activities, etc.), tourism (outdoor activities, etc.) to buy sports goods consumption cycle chain, interlocking, consumption constantly. Customer consumption points increase to a certain level. Apart from sports competitions, star concerts or tickets for the meeting, they can also participate in group sports such as group tours, mountaineering, rock climbing and other outdoor sports activities organized by the company. If they want to participate in activities, customers must increase their sporting goods to meet the needs of their outdoor activities and equipment, and indirectly drive sales volume into the consumption cycle chain. Gome's sharp move from the emotional link as an entry point, to attract customers to consumption, so as to achieve the sensory store, thinking, consumption behavior changes and satisfaction, sales volume, successfully implemented the purpose of experiential marketing.

　 Two, three key points of sporting goods retail

From the current five strategies of experience marketing in sports cities in China, it has great characteristics, but this is only a few sports cities can do. Most sports cities are still confined to the internal affairs of enterprises, and the resources and energy of enterprises are placed in the creation of shopping environment, the choice of product brand and the improvement of service quality. How can we do the experiential marketing of the sports goods retail? From the above strategy analysis, we can sum up certain rules. The author gives the key points of sports goods retail experience marketing from the three dimensions of creating the "hot" culture, deepening emotional service and popularized sports experience.

　　 Build "hot" culture in sports

The importance of building a sports culture is due to the true representation of the concept of "life is movement". In order to achieve the success of this concept, sporting goods manufacturers have tried to integrate and diversify their business, integrating shopping, leisure and sports into one, so as to create a good sports culture atmosphere.

The shaping of sports culture needs to be carried out around a "theme". Through the refinement and intensification of sports culture, extensive dissemination and other methods will maximize the impact on the vast number of consumer groups and let sport "hot" culture become popular among the people. Through the subdivision of sports events and the spread of community sports culture, Peng DA has attracted a large number of like-minded sports enthusiasts to participate in sports and share their experiences. Its sports experience shop is not only a convenient shopping place, but also a sports community cultural concentration camp, and also a "Happy Valley" of sports enthusiasts' healthy lifestyle.

Sporting goods are not fashionable clothes, worn on the body, clutched in the hands, feeling comfortable, everything is great, behind the intention is travel, sports, recreation, leisure, entertainment and other sports experience. Just like Mercedes Benz and BMW's purchase does not depend on the car itself, but on the driving process of comfort and sense of accomplishment. Therefore, only by advocating and shaping healthy sports culture can sports fans find more "feel" vitality. In order to attract more young people to participate in sports culture, we must create a strong sports culture atmosphere, so as to influence and popularize sports through sports culture, and promote the growth of sporting goods sales volume on the basis of extensive sports. This cycle is the chain of healthy sports industry. It is no exaggeration to say that sports culture is sea, sport is water, sporting goods are fish, and logic must not put the cart before the horse.

　　 Deepening of emotional service

The quality of emotion is determined by the distance between heart and heart, and the distance between heart and heart is zero. Obviously, how to narrow the psychological distance of consumers is the key to the success of emotional experience marketing.

In addition to the volume manufacturing services mentioned above to solve the special needs of consumers, Peng Da, in order to further deepen the consumer sentiment and make the concept of @city more popular, has launched the first cartoon image @boy in the domestic retail industry, which is designed by the famous British design company according to the streamlined body and network survival logo of the spokesperson, caters to the young people's interests and hobbies, and has a very affinity and connotation. The theme of culture is the need for carriers to convey feelings and ideas. For example, the theme of Nike's "flying sensation" is interpreted by Jordan. And the cartoon image @boy of Peng Da not only inherited its function of conveying emotion and meaning, but also excavated the common feelings between enterprises and consumers from deep cultural connotation, so as to achieve the zero distance between heart and heart. It is not only a cultural symbol of corporate brand, but also a guide for youth sports culture, and a bridge of emotional communication between enterprises and young consumers.

In addition, the application of "personal butler" business electronic network integration system is an important force for deepening the system service. Enterprises employ professionals to manage customers in a unified way, set up sophisticated database management, import relevant information from customers into databases, conduct precise analysis and regular tracking, and compare information needs such as customer's physical characteristics, consumption preferences, sports hobbies and activity rules. According to the trend of the enterprise, timely convey valuable information to the customers, and do further services according to the customer's response. We should steadily deepen the service work, reach the emotional integration with the customers' information and share it with each other so as to break the inertia thinking of the sports city unilaterally, such as "sitting up" and waiting for customers or online consumption, so as to truly do the deep, meticulous, lively emotional services and consumer terminals.

The essence of this method is to transfer the time of customer consumption selection products or sports activities to the sports city merchants. This advanced service mode is undoubtedly attractive and destructive to the busy group and the high life rhythm group. So that they can consume in their work. If they want to exercise without wasting time, they can go straight to the theme, relax sports and spend on leisure, save the time cost of customers choosing products or sports events, and create value for customers directly. {page_break}

　 Sports experience popularization

A detailed analysis of sports culture, sports experience and sports products is made in three aspects: culture is the guiding force of consumption, and good consumption culture can lead the industry to develop healthily and vigorously. Experience is the explosive force of consumption. Excellent sports experience is a powerful pull for sports products to sell well; products are the driving force of consumption, and excellent products are the driving force for the prosperity of enterprises. Let sports experience become popular and sports products will become popular.

The average area of the sports venues in China is about 1 square meters, and the average per capita area in Japan is 19 square meters, which is higher in developed countries, such as Europe and America. The shortage of sports venues, the rapid development of the economy and the drastically increasing of the sports population have created favorable conditions for the popularization of sports promotion. Sporting goods retailers should take advantage of the Olympic Games, Guangzhou Asian Games, Shenzhen Universiade, National Games, and the movement of the city games to vigorously participate in the popularization and promotion of related sports activities. Besides organizing high-end sports competitions, they should also participate in sports system, education system and social fitness activities. For example, sponsoring the CBA League activities in the domestic area, the street dance competition among college students, the marathon of the regional sports system, and the national fitness program, so as to make the professionalization of sports socialized.

Strategic alliances and bundled consumption with stadiums, tourist attractions, fitness venues, leisure clubs, and making full use of networking, linking points, coupons, and other ways to cut into the society in a multi-channel and multi-dimensional way, so as to avoid being trapped in closed doors, exclusive operation and weak potentials. While promoting sports, expanding the brand awareness and social influence of Sports City, it is more important to avoid a small number of targeted consumer groups, penetrate into the marginal consumer groups, expand the scope of consumption, and lay the foundation for greater sales. Through multi-dimensional social activities, the experience of sports products and fashion concept stores can be changed to the places where social sports activities are experienced. The scope of sports activities is wider and the participants are more extensive.

We should have a good grasp of the experience marketing in Sports City, and combine sports culture building, emotional service deepening and popularization of sports promotion.