Is The Store Going To "Mix And Match"?

Drink coffee, buy clothes, chew snacks, pick up your home, eat your dinner, and buy two sets of tableware in the store. This way of life is not an empty story, and this has already appeared in the physical store. Under the pressure of the electricity supplier, all kinds of innovative business formats emerge one after another: create personalized service and introduce new brand. brand To provide "unexpected" consumption experience, and finally to a "physical store +"...

According to the world clothing shoes and hat net, entities store to create better consumption experience for customers, and strive to innovate and upgrade by integrating various formats. But mashup is not random. It is exquisite to concentrate more than one category in the same space. Can industrial mashup become a sharp weapon in the physical store, and bring consumers who clasp their hands at home to the store from the computer?

　　 Mix and match formats, lifestyle

For the development of retail formats, the first stage sells products; the second stage sells the brand; the last stage is the way of selling life. The mix and match of formats is the first step in realizing the way of selling life.

Nowadays, more and more retail stores are playing the role of "mix and match". Uniqlo + Starbucks, Wal-Mart Plus, CYTS and so on, "retail + catering" mashup has become the most commonly used mode of retail formats, and the way of convergence is increasingly diversified.

Cosmetics brands in Jeju Island and Seoul set up a brand name shop with "cafe" in Jeju and Seoul. At the end of 2015, Green Caf Ye was set up in the flagship store of Shanghai. Coffee shops mainly serve healthy coffee, beverages and desserts. Besides, there are many kinds of brands such as thermal insulation cups, thermal insulation bags and other daily lifestyle products and organic products. This is a mix of cosmetics shop and coffee shop.

"Whether you like it or not can represent your own style" becomes the main basis for consumers to choose clothes after 80 and 90. In this environment, clothing brands can easily be abandoned by consumers if they fail to fully express their opinions. Life, art and fashion commercialize with the support of stores and goods become an effective medium for brands to seek self expression.

In order to get closer to young consumers, La Natsu Bell, who sells "French girls fashion", launched a new concept shop in the city at the end of last year, "La Chapelle+". Besides the 5 major brands, the new format also assembled many kinds of clothing, toys, stationery, pots and fragrances. In addition, La Natsu Bell also set up a joint venture "Life Cirlcle" to create a strategic concept of "life of La Xia".

　　 The smell of shops is a powerful inducement.

Now, the real business is trying to regain the consumer's favor again by replacing the "fun of innovation". Physical store shopping itself is an indispensable part of life. It enables people to enjoy the comfort and joy of physical shopping while shopping, enjoying, trying, learning, and comparing with others. Apart from the novelty experience of the commodity itself, today's new formats, decoration design, beautiful display of articles, personalized service of shop assistants, and even the subtle scent of fragrance conveyed in shops are all turning into strong incentives for business people to patronize them, which all contain new opportunities for solid shops.

Online shopping can also meet the basic needs of eating, wearing and using, but if you pursue the zero distance contact with merchandise, you must rely on the experience of the physical store. Open space, bright lights, and repeated trial and test, in the shopping center consumption, in itself is a relaxed and happy thing, this kind of "fun" pleasure is clicking on the Internet can not feel the mouse.

With regard to the evolution of the retail industry in the future, consumers hope that the physical retail store is no longer just a place for trading, but also provides a richer experience, and the evolution of physical retail to miniaturization, innovation, specialization, refinement, differentiation and convenience.

The first shop of the family + Cara OK is located in Putian, Tokyo, with an area of about 100 square meters, which is open 24 hours, and the goods displayed are the same as those of other family stores. The only difference is the area of Cara OK. The area of Cara OK is about 500 square meters, and there are 27 private rooms. The cost is calculated according to the hourly rate per person. In fact, this Cara OK is named for the whole family. Its entry has made great changes in the customer group of the whole family. In addition to some young users, the middle-aged and elderly customers have also become their main customers. This is also the reason why the family decides to add food suitable for the middle-aged and the elderly in the shop. The supermarket and Cara OK's customer group guide each other, such a cross border mix and match, not only increases business vitality, but also attracts different customers.

　　 Mashup must be "well matched".

Many people have two opposite attitudes towards cross-border operation: one is that cross-border operation is an important way for enterprises to seek new development when the existing capital chain and product form are stable. The final effect of enterprises across the border is 1+1>2; another view is that cross-border is actually an adventure for enterprises.

In fact, playing mashup is also fastidious. The mix and match of brand formats should be matched by "match each other". The brand must understand its own consumer group characteristics, consumption power and consumption mode, know clearly the brand customer orientation, and make the "match each other" mix and match mode, rather than random arrangement.

MUJI has always been a Japanese style grocery shop in the hearts of people. The so-called minimalism is to throw away all the tedious things and give people a sense of simplicity. And the seemingly grocery shop, which is seemingly no match for the world, is constantly studying how to cross the border. As early as 2010, Muji began to try to diversify its business. Originally, Muji, which was mainly used for daily necessities, began to dabble in the catering industry. In many cities, Cafe Meal MUJI was launched. The style of Cafe & Meal MUJI is the same as that of Muji, which emphasizes simplicity, simplicity and environmental protection. Advocate vegetarianism and pursue the most natural taste of food. When the Muji cafe was running like a duck to water, Muji played the idea of books. In MUJI BOOKS, Fukuoka, Japan, you can see in their most conspicuous position that their home will update every day.

From every frontier crossing, we can see that it does not stride too far, but seeks the derivatives industry within its existing business scope. MUJI knows its own consumer group characteristics, consumption and consumption patterns. It knows who its target customers are, and what it wants to do is "match each other" pattern, rather than a simple mix and match.

It is important to note that when the two things are "combined", they can complement each other at the same time. If you want to do this, you must have a clear and clear understanding of your value and the value of your cooperation. If not, the concept of beauty is only a legend.

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