Shoe And Clothing Industry Reopens "Big Store Mode" To Pay Attention To Consumption Experience.

　　 Go through After a period of adjustment, the footwear industry gradually came out of the doldrums, and many brands restarted the "big store mode" to take the anchor from the "wave valley". A few days ago, XTEP sports Asia's largest experiential shop opened in Roya building, Changsha. The total shop area was over 2000 square meters. Before 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 local and the wolf family, were also planning the layout of the experience store.

It is noteworthy that when 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.

　 First, lay a large shop and focus on consumption experience.

In May 31st, XTEP sports fashion experience shop opened in Changsha Huang Xing Road West Luo Ya building. 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.

In addition, the leisure areas at all levels create a comfortable and relaxing place for consumers, enabling consumers to enjoy relaxing and relaxing 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.

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

Guo Yizhe said that while XTEP is concerned about the professionalism of its products, it is increasingly focusing 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.

This view has been recognized by many companies that experience big water shops. "The experience we have created for consumers is that they can feel themselves in the brand when they wear Western camel clothes, and think they are unique." 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.

Feng Li, chief operating officer 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. 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.

"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 reach zero distance from brands." Feng Li introduced.

Two, "channel mode" to "experience mode".

"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, there will be more experience shops in the country." In May 31st, when XTEP opened its largest Asia experience store, XTEP President Ding Shuibo spoke frankly.

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

Under the pressure of many pressures, shoe and garment enterprises have launched a transformation of "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.

"The marketing orientation of retail transformation 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.

It is understood that at present, such as XTEP, Li Lang and other first-line shoes and clothing enterprises 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 come.

Ding Shuibo believes that shoes and clothing enterprises have recently opened experience shops, reflecting 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.

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

"The key to this kind of experience shop is the unified concept and service. We will have a complete 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.

"Because the development environment of the industry is not the same as before, the brand can not get consumers' hearts by smashing advertisements, but through this subtle experience service, consumers will be happy to enter your store and are willing to create consumption 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.

Three, arouse resonance and avoid blindly piecing together.

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.

From now on, opening experience shop is a trend, but it is easy to say, but not easy to do.

Dou Wei believes that shoes and clothing enterprises should open up experience shops, avoid blindly piecing together, "enterprises should avoid rigidly putting modules together in a store, instead of linking dots to form a soul. Experiencing every experience in a store should make customers feel that this is the exclusive of a brand. "

In Dou Wei's view, many enterprises lack the pursuit of customers' inner experience, instead of focusing on 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 to be pursued.

Lv Menglong, the industry insider, believes that the local shoe and clothing enterprises have already been highly mature in brand and channel. The establishment of large experience shops is more likely to lead the consumption mode in the industry, especially in advocating the potential consumption 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 sales and kill two birds with one stone.

"Experience shops don't have to be big in size. With the advent of the Internet age, the rapid development of the online retail market has enabled department stores, shopping center operators and branding providers to see the accumulation of e-commerce platforms, and also to promote the reform of their original business models, that is to say, small shops can also make full experience online and offline, 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.

Lu Yao, a senior marketing person in the industry, 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 shop. 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. "