The Terminal Innovation Of Fujian Brand Brings New Changes To The Way Of Shopping.

< p > in the face of the aggressive price war of < a href= "http://www.91se91.com/news/index_c.asp" > shop > /a >, the traditional enterprises choose to expand the space of the terminal store leisure area, make the clothing store clubhouse, and support various value-added services, and use experience marketing to improve the flow conversion rate of the shops.

Some enterprises even arrange their terminals into cafes, and provide Internet access, leisure tea and so on.

Some companies change the trade marks into two-dimensional codes, so that consumers who are in a hurry can use their mobile phones to "sweep" a few more clothes and pick them up at home.

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< p > < strong > mode 1: coffee with iPad bubble bar type purchase < /strong > /p >

< p > music, coffee, fashion magazines, iPad, this is not a coffee shop, nor a club, but a clothing store.

A few days ago, a shop in Quanzhou has just completed the upgrade of a a href= "http://www.91se91.com/news/index_c.asp" > men's wear > /a shop. The specification of the leisure area can be described as "high-end western style". Customers not only have a more comfortable and spacious fitting room, but also can access the Internet through the WIFI mobile phone in the store, or browse the online shop of the shop directly through the iPad Internet equipped with the shop, and browse the latest style matching.

When you look at the online style, you can directly place the order online, and the styles on line and offline are not the same, allowing consumers to choose them.

As a result of the online shop assisting, many styles of matching can be reflected on the computer, the store's clothing display cabinet is more small and fine, consumers can also ask the collocation to their own dress requirements, and even put forward a simple modification of clothing opinions.

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< p > "we just want customers to stay in the shop as long as possible."

Men's clothing related responsible person said that the use of the industry buzzword on the line is to increase the flow rate of shops and improve sales volume.

"Increasing the proportion of shops and leisure areas and laying stress on store experience marketing is the common trend of traditional clothing brand enterprises in recent years."

< a href= "http://www.91se91.com/news/index_c.asp > > window design < /a > Company leader.

Reporters learned that a few years ago in Jinjiang has opened a hair salon, music, reading and leisure as one of life experience shop, but "the idea is too advanced," and later suspended the hairdressing business.

Nowadays, facing the impact of online e-commerce, clothing brands are fully aware of the importance of retail terminal experience service while touting the net.

Many enterprises draw on the experience of foreign brands, increase the fitting room space and mirror settings, greatly improving the sales success rate after fitting.

Internet, tea, everything can not be less, of course, there is VIP exclusive club area.

"The area of leisure area has expanded from about 5% to about 20% now."

Traditional brand enterprises are implementing the O2O (offline business connection Internet) experience consumption mode through the upgrading of the leisure areas in shops, especially flagship stores.

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< p > < strong > mode two: scanning 2D code to go home and slowly pick up < /strong > /p >

< p > powerful enterprises can have clubs like shops, and enterprises with slightly weaker strength also have their own way to "please consumers".

"Our offline store has been located in Wanda mall."

CEO, an online original brand menswear, said that not only is the traditional brand looking at the O2O mode, but many online brands are also making efforts in this regard.

No matter from the strength of enterprises or the layout of offline shops, there is always a big gap between online original brands and traditional brands, but enterprises still have great confidence in developing physical shops from scratch.

"We are fully aware that if we want to develop the O2O experience mode, we must pay attention to the decoration of the leisure area of the shops, but now we are limited by the scale factors, and we still can not reach the club level."

However, because of the rich experience of "currying favor with buyers" on line, they will also attract customers' attention through some personalized marketing methods, such as dolls.

"The pattern of buying clothes to send dolls can also be tried."

He said.

No. 8 bear children's wear has been busy decorating its own offline shop recently. Although it does not have the strength to develop a ten square meter fitting room, it does not affect the original brand of the line, which makes the facade more adorable.

He changed the trademark code of all clothes to a two-dimensional code. As long as there is a smart phone, consumers can collect the clothing information on their hands by scanning the two-dimensional code, and then place the order directly online. If they are in a hurry, they can "sweep" a few clothes and go home and pick them up slowly.

Even if the goods are taken directly from the store, the clerk will also have to place the order online, collecting the information and calculating the performance to the specific store account.

Entrepreneurs who have studied O2O mode for several years think that the most important thing is the relationship between "2" should be handled well, including customer information docking from online to offline, data management in the background, accurate member marketing and so on. With the help of two-dimensional code recognition window, enterprises can easily establish contacts with customers.

In his view, with the opening of WeChat's payment function, the advantages of online traditional platforms will also weaken. Enterprises can build their own mobile mall, and publish community members through the latest tools such as two-dimensional code and WeChat.

In order to keep the child's attention, the container in the middle of the shop was withdrawn and replaced by the leisure area and IPAD.

"My courage is not big enough, otherwise I will reduce the clothing containers further, so that consumers can see the style directly on the computer."

"Compared with traditional enterprises, although online brands are not large, they are more prone to flat management."

Industry marketing experts believe that the most important factor that the brand is recognized and followed is the loyalty of the consumers. The traditional large-scale enterprises can take the high-end club service route. The smaller volume enterprises must avoid this kind of high-end positive competition and change the characteristic service style. If they blindly follow suit and want to climb the grade, they will lose more.

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< p > < strong > mode three: first digital auditioning and appointment trial fitting < /strong > < /p >

< p > "whether it is upgrading the leisure function of shops, or trying the offline store mode, it is a common theme that is to cultivate customer loyalty, that is, the precise marketing of members, which is the real essence of O2O."

Referring to the management and marketing of VIP members, we have to mention * men's clothing.

The customer relationship management and database marketing, which was developed by the company many years ago, was compiled into the EMBA textbook by Northwestern University in 2010, and was compiled into Harvard's case database in 2011.

Not only is the pformation from wholesale to retail, but also from the original brand extension service, the development member is the focus of marketing at the beginning.

They think that they can grasp their achievements by seizing members.

"We want consumers to go directly to the 4S shop to select clothing with 3D technology, and then make an appointment in a clothing store to try it on."

Mr. Guo said that under the O2O mode, membership information is no longer just a card. It contains not only the consumption data of users, but also the real honorable enjoyment of other non members.

He is pushing a brand name clothing for both men and women. He plans to set up 3D fitting mirror in the 4S store, so that consumers can be selected as a member of the clothing brand while choosing cars, and pick two clothing matching with the automobile style.

In order to embody the combination of the two, they will set up a display space for cars in the hundreds of square meters of shops in the central urban area of Quanzhou.

Similarly, they will follow the traditional clothing brand enterprises, provide the best clubhouse leisure area for VIP consumers, and even have on-site office functions.

"If you want to attract target customers, you have to have your own personality marketing techniques."

Mr. Guo said.

"Entering the door is a customer, emphasizing the extension of VIP customers' other services, we must deal well with the relationship between non member consumers."

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