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Jinjiang Women'S Shoes Play The Experience Of Marketing Under The Experience Of Literature And Art.

2013/12/5 16:37:00 46

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Jinjiang Original Women'S Shoes Brand Offline Experience Shop

while upgrading products, Jinjiang shoes and clothing brand has not forgotten the upgrading of terminal experience.

This time, they played the style of literature and art.

test water < a href= "http://www.91se91.com/news/index_c.asp" > experiential marketing < /a > /strong > /p >

recently, Zhang Qiang, the director of the original women's shoes brand Qingtian Tian, was very busy: < a href= "http://www.91se91.com/news/index_c.asp" > Jinjiang < /a >: on the other hand, he selected the main products of this winter for Qingwan Tian, while discussing with colleagues how to inject more refreshing, literary and artistic styles for the newly opened offline experience shop.

as a brand developed from the line, the green women's shoes that continue the traditional Chinese style of antique art have opened offline stores this year. Sichuan, Guangzhou, Shanghai and other cities have their own stores under the brand line.

Unlike other major selling products, Qingwan Tian's experiential shop does not aim at selling products. Its more significance is to let customers feel the brand smell of small refreshing and literary and artistic fans.

"for example, there are comfortable sofa in the shop, all kinds of inspiring books and magazines and pleasant plants, only a small number of brand samples exist.

In the future, we will also plan to provide coffee and tea drinks to customers in the store to create a brand experience shop that allows customers to read and drink coffee quietly. "

Zhang Qiang said that brands need to understand the consumer psychology of target customers and the additional value they expect to buy.

"We should focus on communication with customers, explore their inner desires, and look at their products and services from the perspective of customer experience.

This is also the first motivation for us to create experience stores under the brand line, and experiential marketing is more direct.

in fact, the shoe and clothing industry in Jinjiang has been testing the water experiential marketing. In recent years, the famous shoe and clothing brands such as XTEP, Anta, and Li Lang have launched experiential marketing mode to enable their target audience to realize the consumption experience of shoes and clothing. This mode is being recognized and participated by more and more shoe and clothing industry brand.

Taking P as an example, the brand has launched an interactive fitting system to enhance customer shopping experience and enhance brand interaction with consumers.

The system can not only display diversified commodities, but also update the latest products of the company in real time, and collect and record the hot spots and concerns of consumers.

"sense of operation and sense of experience are very good, fashionable atmosphere, clear picture, show the texture of the goods is full, the most important thing is, I can see in this system of the various styles of clothing, and can also be free to match, very innovative."

A consumer who has experienced the Northeast interactive testing system says this.

"P >" can be said that the introduction of interactive fitting system, on the one hand, has improved the company's daily sales management problems, such as commodity display and matching, commodity sales channels and so on; on the other hand, it will effectively enhance the communication and interaction between enterprises and consumers, shorten the distance between enterprises and consumers, and enhance user viscosity.

In the future, he will try various forms of interaction and interactive activities to gradually create an experiential economy with the characteristics of the regional economy.

Chairman Ding Hui said.

from selling products to selling services

with the change of consumption patterns, the era of experiential marketing has arrived.

The so-called experiential marketing is to create a memorable experience for consumers by focusing on service and taking goods as material.

Experience economy focuses on creating sensory experience and thinking identity for consumers, so as to catch the attention of consumers, change consumer behavior, and find new value and space for products.

"like buying food and buying clothes, we all need to taste and try it on. After we have tried it, we know whether it is suitable for our own things."

According to the insiders, under the experiential marketing mode, enterprises are no longer just goods or services, but the ultimate experience effect.

Marketing expert Ceng Youqi believes that the promotion of consumption structure and consumption quality has promoted the appearance of experiential marketing mode.

"experiential shop" is the innovation of business mode from selling products to selling brands and selling services.

Let consumers see the product and experience the effect that can be achieved by using this product. This is a pformation of marketing mode. "

Zeng Qi said, first of all, the pformation of the way of business management. In the past, it only sold products, and later developed to sell brands and sell services.

In fact, both the experience store and the terminal store create a brand culture atmosphere, which embodies the new mode of making brand, doing the environment and selling services. This is an upgrade and a pformation of marketing mode.

people in the industry doubt the high support cost of setting up experiential shops, and think that the huge cost of experiential shops will eventually be pferred to the market segment.

In this regard, Zhang Qiang believes that the experience store is the pformation from selling products to selling brands and services, and the price of products in experiential shops is higher, but the market can still be accepted by providing better services.

"not all products are suitable for experience.

To meet the needs of consumers, products must have a very high positioning, and products with low grades are not suitable for experiential stores.

Zhang Qiang said.

and in the view of brand marketing expert Xu Hanqiang, enterprises should not only regard themselves as selling products, but should be selling an experiential service.

He believes that a good brand experience should contain three levels of thinking: from the establishment of brand image to brand awareness, advertising, promotion, and then to attract and contact consumers, the core of experiential marketing is service.

"service is provided by merchants, and experience is presented by enterprise planning; service is passively accepted by consumers, and experience is the integration and participation of consumers.

This is a process from "push" to "pull" and then to "active participation".

Xu Hanqiang told reporters this.

reporter's notes .

if you have seen a family sitting on the sofa leisurely and carefree watching an afternoon TV, a couple lying in the hall of the exhibition hall during the lunch break to take a nap and get up to work, I'm afraid you can't help reading a whole book before the case.

this is a scene that has been appearing in IKEA experiential shop for a while. But surprisingly, if you want to retain the feeling of experience, you have to pay for it. This is the charm of experiential marketing, which really brings about the desire to buy.

P, experiential marketing is no longer a new word.

When simple sponsorship and celebrity endorsement can not meet the needs of brand marketing at the stage of enterprise development, such experience and interaction activities will burst out.

in Jinjiang < a href= "http://www.91se91.com/news/index_c.asp" > shoes and clothing industry < /a >, experiential marketing has been particularly prominent, and marketing has changed from simple sales promotion to the marketing which focuses on communication with consumers nowadays.

Among them, mobile experience marketing is becoming the new favorite of the industry.

In this round of marketing upgrading war, local shoe and clothing enterprises successfully seize the high position, and also become a platform for consumers to enlarge their feelings.

in fact, how to explore a distinctive way of experiential marketing, Jinjiang brand is still feeling the stones crossing the river.

in the view of reporters, no matter what way of marketing, it will eventually return to the product, as the interview with green Tian Zhang Qiang said: "our products, whether in style, quality or style, must be the most refined and well prepared, so that we can talk about brand tonality."