Shoes And Clothing Brands Go Out In The Doldrums And Start The "Big Store Mode" Again.

< p > after a period of adjustment, < a href= "http:// www.91se91.com/news/index_x.asp" > shoes and clothing < /a > industry gradually out of the doldrums, and many brands restarted the "big store mode" to take the anchor from the "wave valley".

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< p > recently, "a href=" http:// "www.91se91.com/news/index_f.asp" > XTEP < /a > Sports Asia's largest experiential shop opened in Roya building, Changsha, with a total shop area of more than 2000 square meters. Prior to that, the first camping experience shop in the western region was also opened in Shishi, and it achieved 180 thousand sales performance on the same day. At the same time, many local enterprises, including the odd family and the wolf family, are also planning the layout of the experiential shop.

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< p > it is noteworthy that when the shoes and clothing brands have slowed down their pace of expansion, XTEP's layout experience shop has again become the focus of the industry. When the "channel is king" business strategy is stretched, a new retail industry "experience mode" is quietly rising, and this new mode will bring impetus to the recovery of the whole industry.

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< p > < strong > A layout big shop focusing on consumption experience < /strong > /p >

< p > May 31st, XTEP sports fashion experience shop opened in Huang Xing Roy West Roya building, Changsha.

According to the reporter, this is the first brand experience shop opened by XTEP in Asia, and the total shop area is more than 2000 square meters.

The store is divided into three levels, one is a professional product area, the two is a male and female product zone, the three is children's clothing and theme product area.

The whole experience store products include running, campus, urban and other series, more than 2000 (SKU), can enable consumers to achieve one-stop consumption experience.

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< p > in addition, the leisure areas at all levels create a comfortable and relaxing place for consumers, enabling consumers to enjoy relaxation and entertainment items while shopping.

Among them, the new AR interactive area in the store is a popular technology of human-computer interaction, which enables virtual and real interaction to bring consumers full technological sense.

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Guo Yizhe, director of XTEP brand, explained in an interview with reporters that the experiential shop will explore the real desire of consumers and bring personalized one-stop service to consumers. From the perspective of consumers, stand on the consumer's standpoint to examine the brand appeal and product service of P.

The purpose of sports fashion experience shop is not only to sell products, but to let every shopper enjoy the cultural atmosphere of the brand and become the identity and promoter of XTEP culture.

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< p > Guo Yizhe said that while XTEP is concerned about the professionalism of its products, it is increasingly focused on the experience of consumers in the shopping process. Therefore, XTEP hopes to bring the non ordinary shopping environment to consumers in the form of this experiential shop, so that consumers can feel XTEP's brand culture and make shopping a real enjoyment.

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The idea of < p > has been recognized by many companies that test the water stores. "The experience we have created for consumers is that they can feel themselves in the brand and feel that they are unique when they wear" a href= "http:// www.91se91.com/news/index_f.asp" western region camel "/a" clothes.

Western region camel Retail Director Dou Wei told reporters that clothing companies are increasingly concerned about the consumer's inner experience, which is a breakthrough path for the garment industry to take. It is precisely the demands of consumers that are pushing the industry towards a more focus on the psychological feelings of consumers.

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Feng Li, director of operations of the wolf family, is also choosing the site for the company's experience shop. "The first experience shop should be opened in Xiamen, with a planned area of about 2000 square meters." P

The three main functions of our experiential shop are clothing display, service VIP and reserve talents.

Feng Li said that in addition to regular cafes and other entertainment areas, this experience store will also set up special consumer mailboxes. Young customers with entrepreneurial ideas can put their ideas here. Wolf families will selectively support them, or tap some reserve talents.

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< p > "our consumer groups are mainly university graduates or young white-collar workers entering the society. We want to form an interaction with these consumers through such experiential shops, so that consumers can get close contact with brands."

Feng Li introduced.

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< p > < strong > B "channel mode" turn to "experience mode" < /strong > /p >

< p > "the worst period of sporting goods has passed, and this year will be a turning point in group business. Changsha store is only a starting point. In the future, more experience shops will be set up in the whole country."

In May 31st, when XTEP opened its largest Asia experience store, XTEP President Ding Shuibo spoke frankly.

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From P to 2008, with the further fermentation of the global financial crisis, the gloom of the global economic recession has enveloped all walks of life. As a traditional industry, the textile and garment industry is the first to bear the brunt. The domestic sports brand has also been caught in the cold winter. In order to reform the channels and digest the storage, the customs shop has been staged in every shoe and clothing brand.

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Under the pressure of P, shoes and clothing enterprises have launched a pformation "tough battle". The enterprise development mode has shifted from the wholesale channel mode to the retail oriented "experience mode", paying more attention to the shopping experience brought by the terminal store to customers.

"Consumers' shopping rules are changing, and our marketing ideas should also change."

Ding Shuibo analysis said that the development direction of diversification and multi-channel, as long as the rational use, is bound to promote the enterprise to a new height, and the experience shop may become a good start for XTEP to achieve its goal.

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< p > "the marketing orientation of retail pformation requires us to pay more attention to emotional communication with customers."

Ding Shuibo has emphasized more than once in public that experiential marketing is more direct and effective for brand viscosity and loyalty.

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< p > it is understood that at present, the first-line shoes and clothing enterprises such as XTEP and Lelang have been gradually testing the water experiential consumption and achieved good results. Now, more and more shoe and clothing brand enterprises have opened the way of experience marketing, and the marketing era of "experience is king" has arrived.

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< p > Ding Shuibo thinks that shoes and clothing enterprises have opened experience stores recently, which shows that the worst period of the industry has passed.

"Through the efforts in recent years, many enterprises have successfully digested most of the inventory, and the confidence of agents and franchisees is also picking up, and the overall profits of the industry are also rising."

Ding Shuibo said.

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According to Dou Wei, a lot of agents and dealers from the western region camels visited Shishi after experiencing the shops. They are very confident and interested in joining the company. According to Mr. P, the company will increase its support for distributors and distributors from the retail system, and open the experience shop in the whole country.

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< p > "the key to this kind of experience shop is the unified concept and service. We will have a set of standardized guidelines for exporting to agents and distributors."

Dou Wei told reporters that under the current industry background, it is not necessary for shoes and clothing enterprises to open a large flagship store. In recent years, shoes and clothing enterprises have begun to run their shops more rationally.

When used to be a seller's market, shoes and clothing enterprises did not consider the psychological experience of consumers from every detail. Now, enterprises should add more humanized services to stores, and use experiential stores as a benchmark for chain stores to replicate.

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< p > "because the development environment of the industry is not the same as before. The brand can not get consumers' heart" by smashing advertisements, but through this subtle experience service, consumers will be happy to enter your store and will be willing to spend in your store.

Feng Li said that with the improvement of the living standards of the Chinese people and the acceleration of the urbanization process, the consumption habits of the three or four tier cities are gradually closing to the first and second tier cities, especially the developed Internet. Nowadays, in the trend of popularity and aesthetic vision, people in the three or four tier cities are no longer as slow as they used to be.

Therefore, with the continuous emergence of large SHOPPINGMALL, when they begin to enter all levels of the three or four line market, the local shoe and clothing brand's big shop experience is also the general trend.

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< p > < strong > C triggering resonance to avoid blindly piecing together < /strong > /p >

< p > industry insiders say that experiential consumption has gradually become a new economic form after product economy, commodity economy and service economy.

The emergence of experience stores is closely related to the brand development stage.

According to the level of brand development, when the brand has a certain precipitation and has a relatively recognizable style and attitude, it will develop towards the "experiential shop" level.

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"P >" from the present point of view, opening the experience shop is a trend, but it is easy to say, but it is not easy to do.

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< p > Dou Wei believes that shoes and clothing enterprises should open shop blindly. "Enterprises should avoid rigidly putting modules together in a store, instead of linking them into a line, thus forming the soul.

Experiencing every experience in a store should make customers feel that this is the exclusive of a brand. "

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< p > in Dou Wei's view, many enterprises lack the pursuit of customers' inner experience, do not pay attention to the feelings of customers, but blindly teach the salesmen how to sell clothes and how to use language skills to impress customers. In fact, the real customer value is not used to be done, but used to pursue.

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Lv Menglong, the industry insider, thinks that the local shoe and clothing enterprises have already been highly mature in the brand and channels. The establishment of large experience shops is more likely to lead the consumption mode in the industry. Especially in advocating the potential consumer habits of consumers, the intention of making public opinion is far greater than the actual sales significance. Such a spectacular store is a living advertisement in the terminal. From the perspective of brand enterprises, such a large shop operation cost is definitely lower than the high advertising, and it can do shop recruitment and do sales and kill two birds with one stone. P

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< p > "experience shops don't have to be big in the area. With the advent of the Internet era, the rapid development of the online retail market has enabled department stores, shopping center operators and branding providers to see that the business platform has accumulated a lot, and it has also promoted its reform of the original business model. Even if the shop can combine online and offline experience, the key is how much you want to spend to arouse the resonance of consumers."

Xu Rongsheng, general manager of Lion Brand outdoor products Co., Ltd. said: "apart from letting consumers enter the shop, it is like an outdoor experience. Can we set up hand sketches and manuals for famous scenic spots at home and abroad in the relevant sports areas, and outdoor sports enthusiasts enjoy pictures of beautiful outdoor life?

Only in this way can we get through the barriers of shopping and travel, so that consumers can fully integrate into outdoor life.

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P, a senior marketing person in the industry, Lu Yao believes that in large shops or small shops, besides the pursuit of experience demands from hardware, the definition of big stores is very flexible. "For example, in Beijing, enterprises can make a large 1000 square meter store. In Jinjiang, we can plan a smaller area. In a word, we should place store efficiency in the first place.

For example, you have 10 small stores in one area. Now, if a large store can produce profits like 10 small shops or even higher profits, which channel mode will you choose? The management of the big shops must be more concentrated, not only for retail control but also for the centralized display of the brand image. "

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