Quanzhou Children'S Brand Opens A New Era Of "Big Store Mode"

< p > usually, the scale of children's brand stores seen by consumers in shopping malls is smaller than that of adult brand stores, mostly in 50~80 square meters.

Recently, with the continuous opening of Quanzhou children's brand "big shop mode" such as ABC, Jamie bear and Mamie Marka, the local children's products industry is setting off a "big shop" whirlwind.

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< p > industry analysis shows that with the increasingly fierce competition in children's products market, < a href= "http://www.91se91.com/news/index_c.asp" > marketing channel < /a > is also changing. Because of the need to establish brand and operate customer relationship, more children's products enterprises will overcome the high rent resistance and introduce the big store business mode into the industry.

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< p > in the children's products industry, the industry generally believes that the shop with more than 100 square meters is a large shop, and more than 300 square meters can be regarded as flagship store.

In the past, the shop area of children's goods shop in Quanzhou was mostly about 50 square meters, and there were few large shops opened, and the location was generally in sub commercial circles and non mainstream streets.

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< p >, however, after last year's "big store mode" quietly sprung up in the local children's products industry, recently, this mode has been pursued by more and more enterprises, and many enterprises have opened "big stores".

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< p > castles, mazes, rocking cars, bouncing beds, colorful pools, coconut trees and other amusement facilities were moved into the store. With the Jamie bear large children's living hall with children's playground appearing in Xi'an, Zhengzhou, Kunming and other places, the experience of the local children's products industry's big shop strategy has been shown vividly.

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< p > according to Liu Weifeng, marketing director of Jeremy bear, the new children's living hall in Shaanxi in December is already the four monopoly terminal of the brand with children's playground.

"As long as customers go to the store, they will get a certain number of Paradise experience vouchers, which will enable children to play in the children's playground in the living museum."

Liu Weifeng said that parent-child paradise for children under 130cm height open, parents in the shop for children to buy clothes, children can enter their own amusement park, to shop customers, as long as the purchase of products, children can be free to use the facilities in the playground.

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< p > Liu Weifeng said that the issuance of experience vouchers at parent-child paradise is more like a form of retail terminal promotion, which has a certain binding force with product sales, and will become a part of brand VIP system management in the future.

"Next we will carry out the national terminal unified VIP management, the VIP card has the unique code, then the card's integral can exchange the parent-child paradise experience voucher."

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< p > reporter visits found that recently, opening the "big shop" has become the general consensus of the children's products industry in Quanzhou. In addition to the products required for children's clothing such as shoes, socks, hats and so on, the "big shop" includes the shampoo, shower gel, thermos bottle, toys and other consumer products that are related to children, and become a comprehensive, one-stop shopping platform.

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< p > industry insiders told reporters that in the children's products industry, the children's clothing brand's regular terminal stores are mostly within 50 square meters.

Narrow, mediocre stores, roadside locations and monotonous atmosphere do not lead to experiential consumption for consumers.

With the change of consumption patterns, people are increasingly yearning for experiential consumption. In addition to focusing on commodity consumption, they pay more attention to the structure of the shopping environment, and get more spiritual satisfaction on the premise of buying their own commodities, so the regular terminal stores have a big disadvantage.

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< p >, therefore, because of the need to establish brand image and maintain customer relationship, local children's brands including Mamie Marka, ABC, click tick and Jamibare have opened their own stores.

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< p > < strong > children's brand < a href= "http://www.91se91.com/news/index_c.asp" > big shop mode < /a > popular pursuit < /strong > /p >

< p > the industry believes that the "big store mode" is an important attempt for children's products industry to explore the brand road. But when trying the "big store mode", it must have five elements: scale, location, image, product and experience.

Among them, the most important thing is to take a comprehensive consideration of the related ecological series of big shop mode, that is, the so-called one-stop shopping experience, entertainment in one of the big shop experience, not only to develop a full range of products for different age groups of people, but also to do a good job of fine management of shops, and enhance the efficiency of shops.

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< p > a lot of children's brand enterprises admit that there are still many risk factors to be set up in big shops, so they have to be cautious.

Some people believe that although there are various advantages to open a large store, the high operating cost means that more Gaoping can support the operation of large stores, which tests the solid foundation of every enterprise.

Therefore, Yao Tong, Secretary of the Shishi children's wear and children's products Federation, believes that the implementation of the big store strategy needs some basic elements and can not follow suit. Otherwise, the big shop will become the black hole of the profits of the enterprise, which will eventually affect the development of the brand.

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< p > "big shop" can be opened well, capital and management is very important.

Yao Tong said that in the operation of big stores, enterprises must consider how to provide diversified clothing choices to customers, create fashion models for children in different life situations, and meet the clothing needs of children of different ages, and provide a more interesting one-stop shopping experience.

"In order to truly achieve this, enterprises must have sufficient financial strength to support them. Secondly, there must be enough and perfect management teams so as to improve the efficiency of" big stores ".

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< p > at the same time, there are also some enterprises that believe that children's brands open "big shop", if compared to large supermarkets, there are also weaknesses, "supermarkets can accommodate more brands, covering more levels of product lines, which is difficult to fully realize in children's brand stores."

Therefore, these enterprises put forward that children's brand must be emphasized if they want to do a good store. This includes product experience and cultural experience.

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< p > "at present, most children's brand stores have done the product experience, but the cultural experience needs to be improved."

In the view of Wang Zhaoyang, Jamie bear planning manager, the local children's brand should not only be a "large shop" with a complete category, but also a brand culture "children's living room" or "Experience Hall", which includes not only shoes and clothes, but also anime amusement parks, children's theme dining halls and animation bookstores.

"What is playing popular nowadays in children's cultural mode of operation? What do children like to play and experience in the store?"

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > children's brand < /a > "big shop" has assembled a series of consumer goods related to children, such as shoes, clothes and toys.

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< p > < strong > > the "forest effect" < /strong > < /p >.

Lu Zong, the industry insider, said that for most children's products companies, the main purpose of their big store strategy is to rebuild the brand image, which is also a process of P gene stereoscopic expression.

He said that the store experience gallery takes the animation experience entertainment as the core value-added service, which is different from the traditional shoes and clothing business mode. Taking the experience, interaction and entertainment shopping as the demand point, the store design integrates the popular cartoon elements to create a comfortable and lively home shopping environment. This undoubtedly enriches the brand image from many dimensions, such as vision, hearing, smell and other eyes, ears, mouth, nose and tongue.

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< p > "these big stores can not only provide experiential consumption, but more importantly, they can stimulate sales, attract more franchisees, promote market development, and enhance the influence and popularity of ABC brand in Jiangxi area."

ABC brand Jiangxi agents have an important role in opening up a large store.

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< p > "opening a large store in the most prosperous area can drive and radiate the surrounding small and medium-sized shops, thus forming the" forest effect ", thus effectively locking the relevant target population and consumers.

Zhou Youming explained his "forest effect". "For example, a shop with the largest and best image can seize the commanding heights of local sales. If there is no such a commanding point, other stores may only be supporting roles in the business circle, but it is difficult to become the leading role.

Of course, if there are only large individual shops, apart from the commanding heights, no other small and medium businesses can accept the radiation, and it is very difficult to form the "forest effect".

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< p > and he happened to use the strategy of the big store wonderfully, and succeeded in replying the big store mode of the provincial capital and prefecture level city in Jingdezhen, Jiangxi, extending to the first level business circle of county-level city.

Located in Leping, Jingdezhen, the ABC brand franchised store, with an area of 177 square meters, is interpreting the successful effect of "opening big stores" to attract franchisees and expand the market.

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< p > in fact, the big store strategy is one of the important steps for Quanzhou children's products brand to build strategic channels. Just like the moon and stars, the big shop is the moon, and the small and medium-sized shops are stars. As the moon and stars reflect each other, the big shop also needs factory shop, community store and collection store to realize the three-dimensional sales network of various terminal formats.

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< p > it is understood that through the "big shop" benchmark role, the promotion of local children's brand regional sales overall sales performance improvement, this mode has also been recognized by many agents.

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< p > "at present, children's brands are selling customers instead of managing commodities to satisfy the new retail mode instead of providing satisfaction, which deeply binds the customer relationship with the business premises, and provides a one-stop interactive solution for clothing, food, housing, travel, play, teaching and learning to integrate online and offline."

Lu said above.

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< p > < strong > Case: "mushroom cloud" reduces terminal cost < /strong > /p >

Before P, ABC's unique mushroom cloud shop will give more inspiration to the industry.

The 497 square meter super large shop has opened up on the pedestrian street of Qujing Cultural Road, Yunnan, and has become a unique highlight in this pedestrian street.

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< p > this store ingeniously utilizes the spatial characteristics of the shop. The main street of the first floor pedestrian street extends to the shop floor of the two floor. It is like a mushroom stalk, which generally supports a huge mushroom cloud. The three large and pparent facade windows of the 32 meter show the ABC's hierarchical product display and the construction of the Bureau.

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Huang Weicheng, senior manager of P ABC brand, told reporters that first of all, the rental of large shops like this must be saved by 3~4 times than the shops on the first floor. Secondly, the ample space on the two floor will be displayed on a comprehensive product line, echoing with the colourful and interesting children's exclusive experience area, and the interaction between the three children, parents and brands can be well realized.

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