Traditional Retail Industry Is Turning To "Experiential Marketing".

< p > experiential business, as a new mode of pformation, has promoted the maturity of new business circles to a certain extent, and has met the diversified needs of consumers. But there are also people in the industry who suspect that their input costs are too high, and they are not suitable for all businesses to imitate the utility, nor do they recommend that businessmen blindly follow suit. Instead, they should act according to their abilities. < /p >

< p > all kinds of Mashup, all kinds of sprouting, all kinds of weird things. If you are in Xidan, Beijing, you will feel this way.

It will live up to the connotations of the word "city".

Here, customers can find any corner for entertainment.

Restaurants, cinemas, fashion swimming pools, children's parks and so on. In such a shopping mall, shopping is no longer the most important thing, the important thing is the customer's "experience".

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< p > industry insiders say that Joy City has hosted the business dream of Changning coffins director of the COFCO group, and the business model of the "experience economy" strategy system of the joy city has also made Ning Gaoning's dream infinitely close to reality.

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< p > < strong > the era of experience format < /strong > /p >

< p > in Xidan's Joy City, Xin Xin, 3, carefully finished his paintings with colorful brushes.

In the eyes of the new generation of children, shopping malls are no longer shopping places, but the playground in their minds.

In the shopping mall, Xinxin always participates in various games with his father, while his mother can easily go shopping. At noon, the family eats lunch in the dining room in the mall.

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< p > "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! "Xin Xin Ma talked excitedly.

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< p > "shopping center has become a new way of life for consumers."

In the view of Zhang Haitao, senior planning manager of M&W, at present, the a href= "http://www.91se91.com/news/index_c.asp" > shopping center < /a > is no longer a simple place of consumption, but needs many functions such as consumer communication, leisure, entertainment, experience, social activities, life services and so on.

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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.

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< p > "I like to bring my children to Decathlon to buy clothes and toys."

Niu Niu Ma helped the newly bulled cow to wipe sweat, and told reporters, "I bought all the roller skating equipment here, including helmets, elbow protector, knee pads, roller skates and so on. The mall will teach children to roller skate for free, providing venues and full-time teachers."

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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.

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The experiential marketing of "P > Decathlon" is certainly a success, and the educational experience has been willing to pay as many as the bull and the mother.

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< p > "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.

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< p > good experience comes from many sources, from details, and from services.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > New Media Era < /a > marketing < /strong > /p >

< p > in addition, under the new media era, shopping centres have not forgotten "crowded" into the "social circle" of consumers.

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< p > "concern about micro-blog has the chance to win iPhone5S", "forwarding three micro-blog friends have the opportunity to free Korean tour", "WeChat pays attention to reduce 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.

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< p > in addition to the "small action", the merchant's "big moves" are also numerous.

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< p > there are only a few micro signals in many companies, including the new red flag chain. Only 5 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 5 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%.

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< p > 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."

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< p > < --EndFragment-- > according to the red flag chain bulletin, through this platform, customers can get personalized information such as commodity preferences through subscriptions, do not hold membership cards, enjoy membership interests, and get integral and consumption information. At the same time, consumers can also find detailed information and navigation of the latest 10 stores around Zhou.

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< p > the researchers also pointed out that the companies that plan to arrange online and offline channels in advance are no different from traditional commercial companies, but it is easier to cultivate a fixed customer group in the future.

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< p > 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.

By contrast, 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 5 years, Wangfujing department stores expect to achieve an average annual growth rate of 70% in the e-commerce sector.

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< p > 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.

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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 pactions is rising rapidly.

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E-commerce is becoming a gold mine in the clothing industry, with the latest trend of cloud data. < p >

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 pformation and upgrading in the professional market.

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< p > < strong > helpless "change" < /strong > /p >

The appearance of < p > a href= "http://www.91se91.com/news/index_c.asp" > experiential commerce < /a > can be said to be a helpless move made by the traditional retail industry under the circumstances of pformation and pformation.

It is electricity and high rent and other factors that impel the traditional retail industry to return to its commercial nature of "humanized service". Experiential commerce as a new mode of pformation has promoted the maturity of new business circles to a certain extent, and has met the diversified needs of consumers. But there are also people in the industry who suspect that their input costs are too high, and are not suitable for all businesses to imitate the utility, nor do they suggest that businessmen blindly follow suit, but do their best.

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"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 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.

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< p > nowadays, many businesses are also aware of the changes in consumer habits and have begun 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.

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< p > 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.

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< p > despite the obvious impact on the shopping center by diversified business combinations, but in the change of market baptism and consumption demand, in order to improve passenger flow, Wanda Plaza, blue harbour, Chaoyang Joy City, Yau Tang shopping center and so on, a group of "Chaozhou" has also entered the "light dress" adjustment period.

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< p > for most shopping centers in China, the most common way to experience pformation is to increase the proportion of catering.

Walking around the shopping mall in Beijing, we can easily find such a phenomenon. The proportion of catering is basically over 30%.

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Zhou Hongyi, chairman of P and famous angel investor, believes that experiential marketing is an alternative service. When customers enter my store and buy my stuff, I have the responsibility to let customers enjoy super value experience, or rather to let customers enjoy "humanized service". 360.

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< p > Zhu Lingbo, director of the China complex research center, said: "there are very few options available for retail now, including the limited experience brand that can be developed across the country. The newly opened shopping centres are faced with the question of effective brand support, and the need to keep up with the brand so as to truly experience the economy."

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