Interpretation Of Progressive Domestic Display

In the view of enterprises, the current consumer market has developed from the product era and service era to the experience era. A clothing store that can convey the brand connotation and characteristics can arouse the resonance of the target consumers to the brand sensation and stimulate the terminal sales.

Therefore, they regard the design of store space as the main space for brand appreciation.

White collar is one of the earliest enterprises in China to attach importance to shop display. The company's exploration of display can be traced back to 10 years ago. From the initial exhibition work to the commodity planning department, and then the establishment of a special display department, it reflects the foresight of white-collar workers for display.

Over the past few years, white-collar workers have become the leading brands of space and display in domestic stores.

Miao Hongbing, a white-collar chairman who advocates "experience economy", thinks, "a brand, its life attitude, its story, its emotional feelings, can be displayed in the display.

It is a bright expectation for consumers to aspire to such a life, while white-collar workers strive to reflect these connotations at the terminal.

The company did a display a few years ago, when the Internet was a hot and fashionable thing. White-collar workers used the fishing line to make a network display in the window, giving people a most fashionable fashion.

This is what Miao Hongbing asked for. The display should convey the popular elements, colors, sales priorities and fashion concepts to consumers in different seasons.

At the same time, the company also emphasized the commercial nature of display services, but Miao Hongbing also admitted that the display can not be too clear commercial style, "if we can not give consumers an aesthetic surprise, they will be abandoned."

So in the company's shop, the complete product line, the classic pop style, the life attitude and lifestyle expressed by the brand, as well as the feelings displayed, and so on, are all reflected.

"White-collar workers have different affairs to deal with in different periods.

Begin to solve

The problem is that the first factor affecting sales is distribution.

With goods and supplies coming up in time, we must solve the second problem: display.

If the store display is not well done, the image is not good, the supply is timely, and the quick response is done well, the sales performance will still have problems.

Miao Hongbing said.

While brand enterprises are constantly improving their skills, some professional organizations are gradually entering into the field of display services for brand enterprises.

For example, the overall outsourcing of display.

"As far as I know, some domestic design companies have such a business, their engineering team can meet the needs of enterprises, such as exhibition," said Yuan Ze, a professor at Beijing Institute Of Fashion Technology. "However, the knowledge structure of these companies is not limited to clothing, and their customers may involve many industries including clothing."

In fact, outsourcing of display is a common practice internationally.

For example, there are more than 400 stores in Adidas Korea Companies. Under such a huge sales network, there are only two staff in the company who are responsible for display affairs, because the outsourcing of display is carried out.

International Exhibition outsourced services generally include basic display brochures, shop guide manuals, shop window design and theme atmosphere creation, store implementation guidance and display adjustment, display props development, display skills training and so on.

The display outsourcing service of Adidas Korea Companies is a display and maintenance service, that is, basic display brochures, store display guide manuals, shop window design and so on, which are designed by Adidas headquarters. The outsourced display group is only responsible for executing the display effect of maintaining the store, so that every Adidas store in South Korea and the world's stores have the same image.

Under such a system, there are a total of more than 400 agencies serving Adidas stores in Korea. They work on a monthly continuous monitoring of the store image, convey and execute the brand marketing plan strategy to the store, and carry out the display and window design of the headquarters with the staff.

The coordination of the new store decoration and the display of the opening of the store; and the collection and research of the local relevant information in the store.

In the view of Adidas Korea Companies, regional display service providers have unique advantages in a certain area. They have a strong understanding of the market in the region, can communicate with distributors in a timely manner, handle problems conveniently and quickly, and have a high professional and professional quality.

More importantly, outsourcing has greatly reduced the operating costs of the company and made the brand more competitive in the region.

But others are not very optimistic.

According to media reports, some companies have found a certain company.

Training institutions require them to take care of all the display work of an enterprise, but after cost accounting, the organization finds that organizing a display team to serve the enterprise will generate a huge cost, and the cost will not be lower than that of the enterprise itself, so that the domestic exhibition outsourced attempt will fail.

Outsourcing company's business capability, team strength, communication, cost and trust of enterprises will be key factors for the success of display outsourcing.

On the Internet, a professional forum on display outsourcing, the speaker "dicky-m" said, "our company has tried outsourcing policy, but because of various problems, it ultimately chose the company to operate itself."

The "Weiner" point of view is more clear: "the first second groups of people I know, most of them have been pferred or pformed, and few are still in this field.

Now the display is only for the majority of the domestic clothing brands to reach the required stage, but not to the necessary stage.

In this environment, it is too early to put forward the exhibition outsourcing.

After the market and industry have these conditions, everything will come into being and come naturally.