Experiential Shopping: The Third Channel To Open The Market

"In modern farms, you can pick peaches and grapes by hand, and you can also eat and play in farms, and even participate in planting crops and raising chickens and ducks. This experiential management is very popular with consumers today.

Perhaps, home textiles experience shopping is inspired by this, and it has the same meaning.

At present, if the line is the two channel of home textile channel, then experiential shopping will be the third channel derived from the home textile market.

The deputy general manager of the market development of an enterprise in Nantong Home Textile City said.

The so-called experiential shopping refers to the expansion of traditional shopping to friends, leisure, entertainment and other areas, while consumers enjoy a full range of enjoyment, businesses can also get better sales performance.

It is understood that in Shenzhen, Shanghai and other places, department stores experiential shopping has nearly 10 years of history, and in the home textile industry, this is still a new thing.

For most consumers, shopping is not just a simple consumption, but a spiritual satisfaction.

Some shopping centers have a high proportion of experiential formats because they collect high traffic customers and create better sales performance.

Facing the unpredictable and competitive traditional market and the surging electronic commerce, the home textile industry began to test the water and experience shopping, and realized the profit of the shopping format through the gathering of popularity.

Prior to this, the largest home experience Museum in Asia, opened by Luo Lai international home life Plaza, covers 51 thousand square meters, covering 11 brands of rolls.

The company responsible person said that the Plaza is mainly based on brand display and experience, supplemented by sales, which is a template for the offline experience shop, and will not be profitable in the short term.

In the future, we will introduce other supporting soft furnishing home brands, and build entertainment, catering and other facilities to make it a major profit proposition for the company.

This one-stop shopping plaza model is the first in the home textile industry. From the business area to the marketing mode, it has created the most domestic textile industry.

At the end of last year, the first wedding home in Tongzhou, Jiangsu Bao unadorned bedroom products Co., Ltd. opened in Tongzhou City area. Although it is far from the scale and effect of the experience hall, it can only be regarded as the sprout of the experience Museum, but if you are personally in your presence, you will be infected by the festive atmosphere here.

It is understood that in the near future, Bao aman home textile will push the wedding house as a sample shop all over the country, so that every consumer can feel the good blessing of the culture of Bao aman home textile.

Temptation from good experience

"Ears hear light music, nose smell coffee, eyes see bright decoration..."

In the eyes of many young consumers, experience can bring them all the senses, such as psychology, sight, hearing, taste, smell and touch, and even relax, chat, date and even engage in business negotiations in an atmosphere full of atmosphere.

In order to satisfy the personalized and emotional unique needs of consumers, many shopping centers are studying the shopping needs and consumption psychology of the target consumer groups to determine the theme characteristics of shopping centers, and make consistent representations of the theme characteristics in various aspects such as architectural pattern, spatial processing, format combination and image design, in order to get differentiated competitive advantages.

Experts believe that the comprehensive experience in the process of consumption is very important, even less than consumption itself.

After investigating the most important factor affecting the success of experiential shopping operation, the person in charge of a experiential shop said that the businessmen believed that the matching between location and location, providing consumers with an integrated experience of shopping and leisure, and having a full range of formats and rich products were the 3 most important aspects of experiential shopping.

Consumers value the rich characteristics of catering, discount, convenient services and facilities, as well as related family entertainment projects.

It can be seen that the experience of shopping and leisure integration is valued jointly by businesses and consumers.

However, some people in the industry say that experiential shopping is the choice of the market. Whether it is pre design and positioning, or investment and post operation, it is not a "meat and potatoes" that can be swallowed up. In short, though experiential shopping is fresh, it is not a life-saving rice straw.

In experiential shopping, from the introduction of resources, some large entertainment facilities may require developers to invest in funds, and some brands even need decoration subsidies. This will increase investment in the project cost. From the perspective of rental income, the large scale experiential business has larger rental income than the other retail formats because of the larger required area, so the overall revenue will also be affected.

Experts believe that a shopping mall experiential shopping shop, at least 3 years to ~5 years of training, businesses in the experience of doing business, should be prepared for this idea, not a brand shop can be profitable, businesses more from the project's own situation, appropriate consideration of the introduction of experiential shopping, can not be a swarm of bees.

Therefore, businessmen who want to carry out home textile experiential shopping still need to think twice before doing so.

According to a survey conducted by China Chain Store Association on shopping center merchants, nearly 5 of the merchants now own online shops which operate independently or rely on mature B2C websites, while more than 5 of merchants who have not yet opened online shops indicate that there will be plans for e-commerce in the next 3 years.

In Nantong Home Textile City, by the end of last year, there were 3240 main market players. 1569 of them began to expand their sales channels from various e-commerce platforms in 2005, accounting for 48.4%.

Of the 46 newly added enterprises in the first half of this year, 31 involved e-commerce of home textiles, accounting for 67.4%. Of the 146 new self-employed households, 97 were involved in home textile e-commerce, accounting for 66.4%.

This means that the shopping center will soon usher in the following situation: the organic integration of e-commerce and traditional retail industry, the integration of online and offline, so as to enhance consumers' shopping experience and increase consumer stickiness, and ultimately achieve the purpose of promoting overall consumption growth.

Wang Jianlin, chairman of Alibaba group and chairman of Dalian Wanda Group, once made a bet: 10 years later, if the electricity supplier accounted for 50% of China's retail market share, Wang Jianlin gave Ma 1 hundred million.

If not, Ma Yun also Wang Jianlin 1 hundred million.

It is hard to judge who wins or loses in the future, but we can see that both physical retail and e-commerce are optimistic about the future.

The advantages of online shopping are obvious: the price is cheap, the choice is diversified, shopping is also very convenient.

But physical shopping also has its irreplaceable advantages: the quality of products can be seen and touched, the shopping experience is more abundant, and the return is also more secure. On this basis, experiential shopping can bring consumers a full range of shopping experience, which is unmatched by e-commerce.

Therefore, the organic combination of e-commerce and experiential shopping can complement the development trend of home textiles in the future.

The post experience shopping looks very fresh, but it's not easy to do it. It's not just a few art exhibitions, more coffee shops, and a few flowers in the aisle.

Businesses should also study the consumption habits and consumption rhythm of their area, adjust their products and business models according to local conditions, so as to bring consumers a better and richer experience, instead of letting experiential shopping evolve into a vicious competition. Let alone shopping as an empty slogan or gimmick, only in this way can consumers pull the computer from the computer to the experience shop and draw into the hypermarket from the TV.