Home >

There Is Still A Long Way To Go For The Retail Experience Model.

2013/12/9 15:30:00 43

??? 日本語 Fran?ais English 中文

all kinds of sprouting duck B.DUCK are hidden in every corner. Sometimes they seem to be selling and playing, playing with their partners and playing with their partners. Sometimes they are serious and funny. They are stationed in the front line of posts with a highly disciplined mode of military discipline. Sometimes they change all kinds of models, hiding in < a href= "http://www.91se91.com/news/index_h.asp" > fashionable "/a" swimming pool, hanging in your 45 degree of vision, or at some intersection you pass by, they can be chocolate Dahuang duck, or ice cream yellow duck, or strawberry yellow duck. 
 this is not Happy Valley, nor is Disney, this is Xidan Joy City. Instead of being a shopping mall, it's better to call it a playground. At the same time, it is also considered by the industry that its experiential and thematic marketing is a successful case of breaking the homogenization of shopping centers. 
 experience format brings magic power /p >
P, a 5 year old kid in Xidan, Xiao Binbin is busy finishing his own sand painting with colorful brushes. Bin Bin sits beside him and appreciates his son's masterpiece. He uses the free WiFi of the mall to watch news and play games with his cell phone. 
 "before, little Bin Bin, the last thing I like is to go shopping with my mother. My favorite thing is to paint sand pictures with my children. Now, these two things can be done in the same place. " For Bin Bin Ma, the significance of shopping malls is far more than shopping, sons playing, husband surfing the Internet, family meals, and occasionally watching a movie. She feels that experiential consumption is more important than simple shopping. 
 "this is so good! I no longer need to take the children around the mall, nor do I have to listen to the children complain incessantly" Mom, I want to go home ". Whenever I want to go shopping, I bring my husband and children here, and we do things we like. This weekend is great! "Bin Bin's face excitedly talks about these things." of course, our family can have a meal here at noon. " 
 "shopping center has become a new way of life for consumers." In the view of Zhang Haitao, senior planning manager of M&W, the shopping center is no longer a simple place of consumption. It needs to carry out many functions such as consumer communication, leisure, entertainment, experience, social activities, life services and so on. 
Less than P, the meaning of experiential consumption is not just simple beer and skittles. Li Tianlong, chairman of Hongkong Zhong Xing long investment real estate limited, said that people can enjoy happiness in a good experience. Of course, if the experience can still bear the function of education, at least the children's parents are willing to pay for it. 
 "I like to bring my children to Decathlon to buy" a target= "_blank" href= "http://www.91se91.com/ > clothes < /a > toys. Niu Niu Ma, who helped sweat the cows that had just moved, said to reporters, "I bought all the roller skating equipment here, including helmets, elbow protector, kneecap, dry ice" a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > etc., the mall will teach children to roller skate for free, providing venues and full-time teachers. 
More than P, "Niu Niu likes Decathlon sports scenes, rock climbing, table tennis, badminton and golf. He likes to touch and play." This is a paradise for cattle and cattle. Niu Niu Ma has begun to consider adding some sports equipment to her son again. 
This experience marketing of Decathlon P is no doubt successful. The experience of educational significance has made many consumers like cows and cows willing to pay. 
 "the era of decisions of all sectors and major cards will eventually end, and the layout of shopping malls and businesses, especially the introduction and layout of experiential consumer businesses, and the improvement of cultural facilities and services are becoming more and more important." A person in charge of Xidan's Joy City told reporters that future consumers would be more willing to pay for experience, environment, emotions and services. 
 good experience comes from many sources, from details, and from services. Details, such as a wire problem, the location of a trash can and the timely appearance of a chair, can often affect a consumer's view of the shopping mall. On the service, a smile from a store worker, a hello to security can affect a shopper's mood. With the transformation of shopping mall functions from shopping places to dating and other social functions, the "experience" is no longer simply increasing the proportion of food and entertainment, but should satisfy consumers' "coming, staying, and shopping". To satisfy the consumers' experience needs, we need the special services of shopping malls to support them. For example, there are always some customized entertainment activities, some targeted promotions, member activities, and so on, and let consumers participate in the first time. Through mail, APP, micro-blog, WeChat and other platforms, let consumers Zhi Xiao understand timely and dynamic, pay attention to and participate in the activities of shopping malls. 
 new media platform is more powerful than /strong > /p >
 the wind is blowing outside the window, and the room is warm as spring. After 90 girls, Rong Xing and her boyfriend sat opposite each other, and Starbucks whispered the coffee on the first floor of Yau Tang shopping center. 
 "where to go on a winter date, it's nothing more than eating, drinking coffee and watching movies." Rong Xing says that the playground is a place of summer. The Beijing City, where the weather is getting cooler, lets young couples plunge into the mall. 
 the expansion of the life style of shopping malls is like the satisfaction of consumers like Rong Xing. The salesman in a suit is holding iPad, trying to persuade the customers; the middle school students in school uniform are arguing about the solution of a problem; the old girls who hate to marry the parents who are unable to cope with the blind date arranged by their parents. The shopping center has appeared in front of people in the social scene. 
 in fact, shopping centres do not forget any opportunity to squeeze into the "social circle" of consumers. 
 "concern micro-blog has the chance to win iPhone 5S". "Forwarding three micro-blog friends will have free Korean travel", "WeChat pays attention to 10 yuan". Businesses "seek attention", "seek each other's powder", "seek and forward", expand their influence by means of science and technology, and earn money for shopping malls. 
 in addition to the "little action", the merchant's "big moves" are also many "/strong > .
 there are only a few micro signals in many companies, including the new red flag chain. Only five shares of authentic WeChat concept stock in A share, and most of them are concentrated in the commercial department store industry. Since the WeChat concept, the five companies have seen an alarming increase. Take the two weeks before the announcement as an example, the red flag chain rose 53%, Tianhong mall increased 31%, and AA shares rose 27.6%. 
 for high growth, XinDa securities retail department store researchers believe that this is only the market's overestimation of the new concept. "In fact, these companies are innovating in breaking through traditional businesses, and the market thinks they can give a high valuation after the introduction of electricity providers, and there will be no significant changes in their performance in the short term." 
 according to the announcement of the red flag chain, through this platform, customers can get personalized information such as commodity preferences through subscription, do not hold a membership card, can also enjoy members' rights and interests, and get integral and consumption information. At the same time, consumers can also find detailed information about the nearest 10 stores and navigate. 
, the researcher also pointed out that the company that laid down the online and offline channels ahead of schedule is not different from the traditional commercial companies at the beginning, but it is easier to cultivate a fixed customer group in the future. 
 it is understood that in recent years, large-scale department stores in Beijing have also upgraded online e-commerce platforms, such as new world department store online shopping mall, Xidan shopping mall IGO5 shopping mall, Beijing urban and rural online shopping mall, and intime department store chain online shopping center. 
 retail industry experts said that during the "12th Five-Year" period, the online shopping business will maintain an increase of 30%-40%, which will be much higher than that of the total retail sales of domestic consumer goods. Under the situation that the profits of domestic department stores are shrinking, online shopping will become a new mode of profit for traditional retailers. 
Compared with P, Wangfujing department store has bigger movements. According to media reports, e-commerce has become an important development strategy of Wangfujing department store group. In the next five years, Wangfujing department stores expect to achieve an average annual growth rate of 70% in the e-commerce sector. 
 in fact, the warehouse shopping center triggered a parity revolution, and e-commerce is triggering a new earthquake. Today, the retail market has been shaken again. Under the background of economic slowdown, physical retail sales have declined and e-commerce has been booming. 
With the rapid expansion of the Internet scale, e-commerce has become more and more popular among the people. The huge user base has created a huge market capacity. With the increasing popularity of software and hardware such as smart phones, iPad and mobile APP, as well as the widespread application of safeguard mechanisms such as Alipay and Internet Banking, the volume of online shopping transactions is rising rapidly. 
 electronic commerce with cloud data as the latest trend is becoming a gold mine in the "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "industry. The innovation of Internet technology, the rapid development of e-commerce and the reform of the banking settlement system have all become the driving factors for the new round of transformation and upgrading in the professional market. 
 Fan Yanru, Deputy Secretary General of the Chinese general merchandise business association, believes that the establishment of online shopping mall is now a new mode of concern for department stores. However, department stores should focus on the differences between the entity store itself and online shopping mall in terms of brand management and business mode, and engage in the training of network sales experts and related personnel. 
 transformation is aimed at gathering guests > /strong > /p >
"P >" the same shopping mall mode, consumers have long been tired. In the future, China's retail industry will pay more attention to experiential consumption. Li Tianlong, chairman of Hongkong Zhong Xing long investment real estate Co., Ltd. pointed out that with the improvement of people's living standard, consumers are not satisfied with shopping only for shopping. They are also willing to pay for entertainment, culture, environment and social interaction. Experiential consumption will become the development direction of retail industry. 
 nowadays, many businesses are also aware of the changes in consumer habits and begin to work hard in the environment. For example, businessmen will put pumpkin lanterns on Halloween, Christmas trees will be hung on Christmas, and shopping malls will be turned into red halls during the Spring Festival. However, we have to say that most businesses only take great care in the environment, such as the vertical hanging of the doorway and the highest place, with little attention to the details, not to mention the careful arrangement of the corners. 
 by contrast, the theme of little yellow duck in Xidan's Joy City seems to be better. Children can play in the "diving duck" cabin in the mall, and can also sit on the feet of the little yellow duck. If you break the duck's mouth and offer a deep kiss, you can do it. 60 little yellow ducks lurked in every corner of the shopping mall, giving their partners more happy experiences. 
 despite the fact that the shopping center with multiple formats has not been significantly affected by the electricity supplier, but in the market baptism and changes in consumer demand, in order to enhance passenger flow, Wanda Plaza, blue harbour, Chaoyang Joy City, Yau Tang shopping center and a number of "Chaochao" have also entered "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "adjustment" period. 
 for most shopping centers in China, the most common way to experience transformation is to increase the proportion of catering. 
 in the shopping mall of Beijing, we can easily find such a phenomenon. The proportion of catering is basically over 30%. 
 "we can not deny that food and drink is the best way to stimulate the flow of people." Li Tianlong pointed out. Indeed, the restaurant floor is always bustling, and queues of equal numbers appear every day. "Eating and drinking is only a short period of experiential consumption. The meaning of enriching experience may increase consumption more." 
 in fact, shopping centers are no longer simply shopping places, nor are they redeveloping commercial projects based on local population size and consumption capacity. Under the operation of real estate developers, it has become a pioneer in the development of new territories, and even a golden weapon. With relatively perfect shopping centres, more households and companies can be brought in. 
 the Plaza of Zhong Hui and Dazhong temple has set foot on the road of transformation office building. In addition, the blue harbor currently operating in Beijing is also trying to integrate with tourism and exhibitions to promote the flow of shopping centers and the corresponding revenue. 
 trade-off between .
 the change of consumer lifestyle has led many businesses to adjust the distribution of shopping malls. 
 not long ago, the news of "the abolition of the clothing industry" in Wanda Plaza broke out. 
 according to Wanda Group insiders, the news came from Wang Jianlin, chairman of Wanda Group, at the company's first half working conference. In addition to the newly opened Wanda Plaza, the 72 Wanda Plaza, which has already opened, will also be completed before 2015. The adjusted Wanda Plaza will reduce the proportion of retail formats and increase the proportion of life styles, such as hairdressing, nail polish, book bar, education and training. 
 industry experts believe that with the growing maturity of shopping centers, the owners find restaurants, cafes, desserts, KTV, cinemas and other dining and entertainment formats become increasingly important shopping centers attracting passenger flow. Reducing the proportion of retail sales and the proportion of Ti Gaosheng's live formats are conducive to attracting investment and promoting shopping center popularity. 
 however, for most shopping centers, it is not possible to completely abolish the format of clothing. People in Zhuyun Xingguang city said that the first phase of investment was mainly catering, and hoped to boost popularity. But recently, the popularity of retail sales has also been considered to increase retail sales. After all, retail sales are still the main objective of consumers' shopping. 
 "at present, many shopping centers are still experiencing low-level experiential consumption." Li Tianlong, chairman of Hongkong Zhong Xing long investment real estate Co., Ltd., told reporters in an interview that simply relying on increasing food and entertainment, reducing clothing and clothing is only an adjustment of format. In the long run, shopping centers need to create a comprehensive environment, atmosphere and culture in order to win the experience. 
 "in addition, the proportion of shopping experience should be determined according to the consumption habits of the target consumer groups in the business district and the project. Too much experience will reduce the overall rental income of the shopping center." Deng Guojian, President of Guangzhou Liancheng Investment Co., Ltd., said that the more shopping centers experience, the better. 
 he believes that experience a href= "http://www.91se91.com/news/index_s.asp" > shopping mall < /a > as a relatively new commercial real estate mode, there is still a long way to go in the future. For developers, whether planning and design, format division or brand introduction, there are great challenges. At the same time, for offline commerce, this is an excellent opportunity to give full play to its advantages and counterattack e-commerce. As shopping centers change from shopping to social entertainment, future shopping centers are faced with the test of customer experience. Creating experience is not only the responsibility of developers or a brand, but also the coordination of various formats of shopping centers.