Footwear Industry From Laminates To Experience Era

Chain monopolization has been popular for many years in the footwear industry. It has been running for ten years in Wenzhou's leather shoes chain monopoly. The competition level is led by the industry leaders. Then the group enterprises follow suit, and the marketing From EMKT.com.cn mode also tends to homogenization. In order to get rid of the damage to the brand image and affect the added value competition, some clothing enterprises begin to seek new ideas to break through the terminal competition, for example, from the simple display and display of the original shelf laminates to the current multi-function experience equipment of the store, from the promotion of shoes to the interpretation of the fashion quality, the chain monopoly has entered the experience era of the consumer culture from the monotonous development layer.

The stores in the era of laminates are mainly made up of basic hardware such as shop, shelf, window display, Nakajima, cash register, shoe mirror (stool), fax machine and telephone, such as the necessary facilities for two or more stores: shoeshine machine, TV, stereo, telephone, fax machine, air conditioner, and computer.

The launch of promotional activities is mainly about POP, doorway banner, shop head and ceiling poster, special area, X exhibition rack and traditional media to show consumers. This will lead to narrow competition. The main competitive force is embodied in product mix and Chen Liehe promotion activities. It is easy to form a tired battle of price. Consumers are also tired of three goods, the marketing means are very homogeneous, the innovation ability is lagging behind, and the added value of brands is difficult to rise.

However, the chain stores in the era of laminates are conducive to low-cost rapid expansion, easy to grasp the mass consumer groups, and form a certain scale of terminal network. The stores in the era of storeplate have laid the foundation of terminal network for chain stores to experience the times.

The design of store layout in the era of experience, combining with the brand culture of the enterprise itself, highlights the personality, lets customers have a multi-dimensional sense of the product carrier brand, and at the same time, takes other cultural factors, and experiences the store atmosphere of the times to create knowledge covering psychology, aesthetics, music, music, architecture, exhibition knowledge, graphic and space design, decorative arts, and other arts. When consumers shop, color, voice, taste, touch and synaesthesia occupy the minds of customers, stimulate their desire to purchase in different directions, improvise, and the multi-functional experience made by stores makes buying shoes a kind of enjoyment.

Experience of larger stores has higher requirements for store location, area and product mix, but has a positive effect on brand image.

Nowadays, the shoe and clothing stores offer leisure areas for consumers: various personalities, game areas, chat areas, Internet access areas, tea drinking areas, fashion magazines, and corporate culture areas.

It can enjoy a different sense of beauty in Metersbonwe's flagship.

Combining with some clothing store cases, the multi-functional equipment of experiential stores is shown as follows: 1, emphasizing artistic decoration: for example, in December 24, 2008, China's first female private self-service shoes high-end women's shoes brand MeiRie S appeared on the first bridge in Wenzhou, the European style elegant and soft fitting shop, and the post-modern wall painting became one of the most attractive scenery of the first bridge of Wenzhou women's street sign.

2, pay attention to the cultural interpretation of shoes: Red Dragonfly leather shoes are located in the integrated store of sunshine Avenue, Wenzhou, with a business area of more than 400 square meters and investment of nearly 2 million yuan, including 4 categories of leather shoes, leather goods, clothing and accessories, including perfume.

Customers can also enjoy the "one to one" humanized service of the red dragonfly in the store. The shop has a display window in the East, decorated with Chinese classical ceramics and doors and windows, and is permeated with traditional Chinese classical beauty, and the shoe culture has been rendered most vividly.

3, pay attention to humanized display: like MeiRie S, the self-service shoes hall is decorated with hand painted wind lamps, vases, Europeanized cushions and cartoon dolls.

4, the quality of decoration is different: for example, the integrated store of sunshine dragonfly, the red dragonfly, and the application of advanced materials and technologies such as high grade pure wood rack, luxurious lighting matching, and humanized shopping area with the edge of titanium and gold, so that you can deeply appreciate the temperament of the Red Dragonfly's "quasi luxury brand".

5. Multi dimensional experience of products: for example, the shoe and clothing equipment experience area of sports mall in Fujian, and the above MeiRie S self help shoes hall, the goods are not simply Level furnishings, but are arranged in disorder. Customers can freely choose styles and sizes and try them on until customers find the shoes that are most desirable.

The flagship store in Kangnai, Shaoxing, has a special area for customers and display brands, and the other area is the main store, so that all the products of the company can be placed on business (business shoes, classic shoes, fashion shoes, leather goods, underwear, clothing, etc.) to meet the multidimensional needs of consumers.

6. Integrated services: customers can enjoy reading, music, video, coffee, tea and Internet integration services.

7. The attraction of logo products: for example, the limited edition of the above MeiRie S shoes brand shoes, such as designer DIY handmade shoes, couple shoes, luminous shoes, functional shoes and casual shoes, and other special products.

Some have also launched iconic products such as functional footwear, concept shoes, selling shoes and heightened shoes.

8, through the impact of stimulation: no matter where customers go to the shop, they will feel a kind of tender care atmosphere, so that customers will have a sense of lingering and lingering feelings, and will have a deep memory of the brand personality.

The chain store monopolization from homogeneous board competition to multi-functional experiential service shows that the marketing of stores is undergoing changes, and is gradually integrating with the international market. The penetration of experiential shops in the bustling business circle of cities will become another stand in the fashion display of high-end products.

Zheng Jinhui, pen name: the three step is to escape from the long run of theory and practice, and advocate "broken wall marketing" and "brand A theory".

Its original "break the wall marketing: seize the thinking vacancy" special research, firmly believe that: the market vacancy zone, let the people who seize the thinking vacancy decide!

Yang Jing: editor in charge