The Rise Of Experiential Commerce Has Changed The Purpose Of Going Out.

< p > "experiential commerce" is already a hot word. It seems that it will immediately improve its quality and become different from traditional shopping malls.

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< p > however, the "experiential commerce" has a weak side. It is testing the tolerance of commercial real estate developers and brand merchants from two aspects: capital and faith.

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< p > < strong > the purpose of going out has changed < /strong > < /p >.

< p > the rise of experiential commerce, the first driving force is the change of consumption concept and behavior.

People are no longer restricted to material consumption, but also pursue spiritual satisfaction.

As soon as they go out, shopping is put in the second place. Psychological experience is placed first. Besides, consumption demands include shopping, recreation, sports, entertainment, catering, training and so on.

Therefore, businessmen must find ways to guide the consumption of the second purpose through the first purpose, and reinforce the customer experience.

As a result, "experiential commerce" appears, which is different from the traditional commercial form of retailing. It pays more attention to the participation, experience and feelings of consumers, and has a higher demand for space and environment.

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< p > the popularity of urban complex or shopping mall also provides development opportunities for experiential commerce.

A report by a href= "http://www.91se91.com/pioneer/" > Dade Liang /a > said that the most common carrier of experiential commerce is shopping centers, because shopping centers are more likely to realize "experience" in architectural design, spatial quality and business mode. At the same time, city shopping centers require rich and diversified formats, and experiential commerce can cater for such needs.

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< p > the urgency of making business to experience pformation is more intense.

With the development of e-commerce, the position of real estate retail is losing.

At the same time, the intensive construction of commercial real estate projects has also led to fierce competition in the real business. The traditional department stores and business super models are no longer so prominent in attracting customers. At this time, we can see that the experience business is shining.

"The arrival of the electricity supplier is forcing the pformation of the physical store, and the route of pformation must follow Maslow's demand theory, from basic material needs to psychological needs. Business must become a complex form. There must be a basic physical form, and a corresponding commodity experience form and service experience form. The integration of these forms will bring you great potential for development," said Jin Weizhu, chairman of Sisyphus Culture Communication Co., which has many experience elements in the bookstore operation practice.

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< p > commercial real estate bigwanda group is looking for "experiential business" as the direction of development. Not long ago, it signed contracts with the second largest entertainment companies in the world, namely, a href= "http://www.91se91.com/news/index_p.asp", "Britain" /a "Merlin group", and Merlin group's related entertainment products were introduced into China, so as to add more experiential business content to Wanda's future business structure.

Looking back at the development track of Wanda Commercial Plaza, it can be found that every upgrading process is almost a process of experiential commercial area growth.

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< p > < strong > the reason for the existence of the entity store < /strong > < /p >

< p > when the real business is pessimistic about the future, the emergence of experiential business is reassurance.

Li Jian, President of China commercial real estate group, firmly said: "the electricity supplier can not give customers the experience, the real business will not die, just need to change".

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< p > from the mature experience of urban development abroad, although online shopping will lead to changes in the terminal market, the growth of total retail consumption will also drive the increase of experiential consumption.

In the entire consumer industry chain, physical commerce still has huge market demand in consumer experience and brand display.

Last year, double eleven "singles day" e-commerce sales of the highest brands all have a large number of physical stores, if there are no physical stores as image support and brand protection, to provide consumers with experience, then the sales volume of online shops will also be greatly reduced.

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< p > it can be said that for today's entity stores, the biggest reason for their existence has become "experience".

That being the case, the most important task of a businessman is to make a big fuss about "experience".

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"P", then, is the shopping center open a cinema, a skating rink, a "experience"? Zheng Gang, senior vice president of the Beijing new spicy Restaurant Group: "I think the experience of business is to pay attention to the feelings of the customers, the feeling itself is the spiritual level, it involves a lot of aspects, while some projects have many formats, brands, and hardware including the ground and ceiling are very beautiful, but your functional positioning is not clear, and the feelings will not be good for consumers.

If our air conditioning system is not good, the volume is too large, and the customer is very tired, the experience it brings to the customers will be very poor.

In addition, there is no match between the various formats in the planning stage. Some people put a foot bath next to the restaurant, or put a hot pot next to the children's Theme Pavilion, which will make customers turn their stomach.

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Xia Shan, executive deputy general manager of the famous real estate developer Fuxing Hui Yi real estate investment company, is very important to the architectural features, design refinement and humanization of the shopping center. She said, "we should give full consideration to the design of the garbage cans and the design of the bathroom, so that the customers can not feel anxious". P

She revealed that Fuxing and Fitch are planning an eco shopping center.

"People who live and work in reinforced concrete for a long time are looking forward to outdoor recreation and travel to relax themselves on holidays. Why can't we introduce Canyon, waterfall and other natural landscapes into shopping centers so that consumers can enjoy this kind of relaxation while shopping?"

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< p > Rong fusion Road (China) has created a new experiential business children's career experience Museum, which has been opened in many urban complexes.

Zheng Zhan, CEO of Rong fusion Road (China), jokes that it is a "pedestrian engine". "We have opened almost one year's stadium with a population of 300 thousand, of which the ratio of children to parents is 1:1.5, and children will not be alone. This shows that children's experience hall can drive family groups.

Moreover, our survey found that the experience of children's career experience hall is about 4 hours, and the average time for parents to stay here is 5.4 hours. This shows that experiential commerce has brought a very large passenger flow to shopping centers.

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Jin Weizhu, chairman of Sisyphus Culture Communication Co., Ltd., P, emphasizes the "interaction" when talking about experiential commerce.

Experiential commerce is not just a beautiful space, but a physical category.

Our bookstore will hold more than 80 activities in a year to promote reading, guide reading, organize activities to interact with readers, and online communication, so that readers like to come to our bookstore.

Although the electricity supplier has a great impact on the physical bookstore, you just have to experience it well without any impact. "

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< p > < strong > new format test endurance < /strong > < /p >

Experiential commerce shows strong superiority in attracting people, but some experiential businesses also have weaknesses. For example, the catering industry can gather popularity, but the rental income that it creates for shopping centers is low, usually lowering the rental returns of the entire commercial project. P

Many other experiential projects also have large areas and low rental returns.

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Zhang Wei, deputy general manager of Asia food (China) group, said, "developers of shopping centers always hope that merchants can realize their value at the same time on brands and rents, but there are some formats that are used to attract people in shopping malls, which can be very low in rent. We should look at the value of this format from a more perspective." P

Xu Dajin, senior vice president of Ying Shi Asset Management Co., Ltd. said: "for shopping centers, the importance of experiential commerce is self-evident, but you can not ignore direct benefits."

It is very important to make a reasonable proportion and grasp a degree of experience business and retail business.

Obviously, how to pform customer experience into brand consumption and turn people into sales volume is a problem that needs to be considered before shopping center operators.

After careful consideration, in fact, experiential commerce is a test of the patience of project developers and brand merchants. Most experiential business incubation processes are relatively long, and only consumers can experience them slowly can they generate large amounts of consumption.

Therefore, if there is no long-term vision and no financial strength to survive the market incubation period, it will not be able to do experiential business.

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< p > with the increasing number of urban complexes, shopping centers come up one after another, experiential commerce also has a tendency of homogenization.

In this regard, Xu Dajin, senior vice president of Ying Shi Asset Management Co., Ltd. believes that when a brand name comes to a city, it must study the consumption habits and consumption rhythm of the region, and adjust its products and business models according to local conditions according to their consumption habits.

The restaurant chain "Grandma's home" and "spicy temptation" will be designed according to the characteristics of the business circle when entering the shopping center, so that each family's appearance is different, giving consumers a better and richer experience.

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< p > Xu Dajin also wishes to see that a href= "http://www.91se91.com/news/index_c.asp" > traditional retail trade < /a > can act on increasing experiential content. This is a kind of innovation with faster effect, for example, it can develop customization into an experiential business.

He said, "there is a great demand for shoe customization.

You can't buy a pair of shoes that are comfortable to wear in the store. It's very uncomfortable for new shoes to wear on the feet. If businesses add customized services and tailor them, it will be a good experience. "

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