La Natsu Bell Explains Whether New Retail Will Become A New Engine For Double 11 For You.

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Before the mirror in the fitting room, the flowers looked up and down on their new clothes.

And the other side jumped out of the other, but also let her heart.

She decided to try again on the pair of trousers recommended by the mirror.

The magic mirror in snow white can identify who is the prettiest woman in the world, and the dressing mirror in these clothing stores will tell you what is the best matching plan.

Because of its concealment, the fitting room can always produce many "urban legends".

In the new retail era, the new "urban legend" is being staged -- the ordinary fitting mirror is facing laid-off, and smart wears the magic mirror.

According to the world clothing shoes and hats net, this year

Eve, in La Natsu Bell, Mark Ed Faye, GXG, only, GAP, UNIQLO and other brands offline stores, "magic mirror" has already led to 00 after the competition experience, some of the physical stores even sales doubled.

The magic power of the mirror is that behind the massive data of Tmall and the brand.

If the offline store is the best home for the new retail experiment, a small fitting room may be the direct embodiment of the smart store.

Last year, double 11, La Natsu Bell ended up with 317 million yuan, up 56% in 2015, and 91.76% in wireless terminal sales.

According to La Natsu Bell, general manager of the electricity supplier Sheng Yiwei expects this year's flag

The total sales will continue to grow by 50% over the same period.

Can new retail become the new engine of double 11?

Dressing room evolution theory

The secret of the fitting room is closely related to brand positioning and marketing strategy.

But with the black technology market, the fitting room is already beyond your imagination.

By the end of 2014, Nordstrom, a high-end department store, had tried to launch a smart fitting room by using a technology provided by eBay.

The fitting mirror is not only a mirror, but also a website.

As long as a little screen is displayed, consumers will have an interactive screen to browse different sizes, colors and styles.

Almost at the same time, Messi's department store's high-end brand store Bloomingdale tried to complete the fitting interaction through the wall mounted iPad.

Many entrepreneurial teams in China are also exploring the technology of virtual fitting rooms to eliminate barriers that can not be bought online.

In October 2015, after two and a half years of research and development, a good fitting room was launched.

According to the data it revealed, the average residence time of each user in the Tmall store was increased by 3-5 minutes during the testing of some cooperative brand's stores. The average number of clothes per person would be tried on dozens of clothes, and the number of old users reusing the fitting room was more than 30%.

If the previous fitting room is a closed independent space, along with the pace of new retail speed, consumer experience as the center, data driven pan retail form has been emerging.

"We are promoting the development of artificial intelligence. This project can be understood as" fashionable brain ", and" fashionable brain "quickly completes the matching of clothes in the designated commodity store.

Lei, senior technology director of the new retail technology department of Ali, said that the project can realize the matching of tens of millions of products and hundreds of thousands of brands on Taobao overnight.

Since La Natsu Bell entered Tmall in August 2014, the sales scale has been increasing rapidly.

On this basis, the company also collaborated with Tmall in intelligent matching project, which provides intelligent matching algorithm, docking technology and other support to provide consumers with professional collocation services.

In addition, with the full development of the commodity through sector, members and other aspects will also be launched soon after the stabilization.

One mirror connects the world.

Many consumer decisions are made in fitting rooms.

This is only a few square meters, probably the highest in the store.

With the full access of online and offline channels, the Internet of things technology, including the fitting mirror, is reconnecting the previously fragmented business world.

And how to use big data to seize their impulsive consumption impulse has become the biggest mission of this magic mirror.

This year's national day, the women's clothing brand La Natsu Bell Chengdu Chunxi Road store store up, store smart matching magic mirror, especially by young consumers.

This year, La Natsu Bell began testing the smart store with the fitting mirror.

According to La Natsu Bell, sales manager of Chengdu, Yuan Yuning, the smart clothing shopping guide mirror in the store loaded Tmall's new retail intelligence matching technology and opened up the flagship store of Tmall brand.

You only need to select the clothes of the central instrument before coming to the mirror, and you can automatically show more collocation ways associated with this dress on the big screen, which greatly improves the efficiency of the store related recommendation.

According to relevant sources, the company will also call the shop assistant through the one button call function in the smart fitting room, and the store guide can receive the message through the handheld terminal at the first time, and send the clothes selected by the customer directly to the fitting room.

Mark Ed Faye, the "intelligent store" of Shanghai dragon dream, is also trying to make up for the shortage of stores' products by smart mirrors.

If consumers are interested in related goods, they can place a key in the Tmall flagship store by scanning the two-dimensional code.

Since the launch of the project, Mark Ed Faye's overall performance has increased by 10%, directly increasing the purchase rate of related products to 20%, and the growth rate of fans in this shop is also significantly higher than that of other stores.

And benefited from the new retail channel, the sale of dragon dream shop on National Day was increased by 30% over the same period last year.

New retail helps prepare for "double 11"

La Natsu Bell, director of the electricity supplier Sheng Yiwei, expressed the hope that through these new ways of retailing, the goods can reach consumers more quickly and enable them to shop more happily.

In addition, in Sheng Yi Wei, the new retail system needs to constantly optimize the basic functions, expand and improve member management, payment management, member portrait and so on.

These intelligent information systems are the foundation for creating smart stores.

In fact, La Natsu Bell has high hopes for new retail.

According to the company's A share prospectus, La Natsu Bell will lay out two projects in this financing. First, it will continue to expand its retail outlets in the future, and second, continue to build a new retail information system.

Although Sheng Yi Wei still has confidence in the growth forecast for this year's double 11, what is different from the usual is that compared with the simple sales figures, he now values the experience more.

In order to prepare for the double 11 this year, La Natsu Bell has been planning goods six months in advance, and new products have been confirmed recently.

This year, 11 of the new products accounted for 80% of the total stock.

Last year, double 11, new products accounted for 90% of the actual sales.

In order to make goods more accessible to customers, this year double 11 La Natsu Bell specifically allocated 1200 stores for offline delivery, with a view to improving customer shopping experience.

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According to La Natsu Bell's latest three quarter report, as of September 30, 2017, La Natsu Bell achieved a revenue of 6 billion 232 million yuan, an increase of 7.7% over the same period last year.

There are 9258 retail outlets under the line, with online revenue of 795 million yuan based on Tmall, an increase of 50.9% over the previous year, accounting for 12.8% of total revenue.

At present, La Natsu Bell has achieved the same price on the same line.

Under the new retail environment, more and more brand stores are turning into smart stores like La Natsu Bell, and continue to promote sales under the line.

Although the current intelligent store is still in the test stage and has limited coverage, in Sheng Yi Wei's view, the new retail will eventually promote the upgrading of the whole brand.

"This can effectively increase the joint selling rate of stores, and the shortage of goods will jump to Tmall platform to increase sales opportunities and inventory turnover.

More importantly, the brand will understand consumers better, get consumers' clear and perfect portrait, thereby affecting a series of supply chain links such as goods development. "

He said.

More interesting reports, please pay attention to the world clothing shoes and hats net.