What Is The Purpose Of The 2017 Shoe Brand "Experience" Brand?

World clothing shoes and hats online news, in 2017, a lot of shoes and clothing brand hit the "experience" brand, "experience" in the clothing industry is no stranger to "consumer centered, adapt to consumer demand" is numerous.

As a "God's purport", some people achieved remarkable results.

UNIQLO: we are different.

Double 11, consumers buy and buy because of discount sales, many businesses take advantage of this opportunity to digest inventory.

UNIQLO said that the "superior quality" service experience should not be discounted.

Last year, double 11 UNIQLO launched the "free change, easy to replace" value-added service to achieve the quality and service under the online and offline services; on the double 11 day, consumers placed orders in Tmall, received the store's short message within the fastest 24 hours, and could go to any applicable UNIQLO line store in the country to pick up the goods, even if they cross the province across the city, they could enjoy the service.

Recently, it is reported that Japan's Fast Retailing UNIQLO will expand the global range of clothing, such as color patterns and other semi custom services.

Men's shirts provide services first, and combinations of different colors and styles provide consumers with more than 800 choices.

Semi custom garments are sold online, and within 3 to 7 days after placing orders, they can reach consumers, priced at $29.90, which is comparable to the prices of existing products.

It is understood that Japan has officially started to provide the service, and the United States has now opened the service.

UNIQLO said that under the background of diversification of consumer preferences, UNIQLO will establish a new business model to produce and sell clothing that meets every customer's preferences to accelerate growth.

In 2018, perhaps UNIQLO can say "we are different" to the world proudly on the "experience" service.

In 2017, XTEP was also "diligent" in "experience".

In July last year, XTEP set up a new XTEP blade two generation MG football shoes for amateurs. What's worth mentioning is the price of its people. The price of 339 yuan for the people is designed to make more domestic consumers more comfortable with the cost-effective combat boots.

One of the headaches of double 11 consumers is the speed of receiving. XTEP last year doubled 11 to enhance the consumer's shopping experience, and adopted a near delivery strategy.

It is understood that during the double 11 period in 2017, more than 2000 XTEP stores in the 23 provinces of the country participated in the integration of the two 11 lines, and shipped nearby.

As of 9 a.m. on November 12th, XTEP's double 11 orders had exceeded 53% through multi warehouse delivery rate, and the delivery rate was 56.52% over the O2O line.

In addition, last year's double 11 on-line AR technology interactive experience, simple operation, once exhibited at the store and marathon scene, is loved by the majority of users.

Double 11, XTEP once achieved single brand full channel online trading volume of more than 207 million yuan target.

Although XTEP has seen quality blacklist in 2017, XTEP has made great efforts to upgrade its experience.

Lining hits the "experience" card.

In January 1st, Lining, China's first global sporting goods equipment store opened in Xi'an, Shaanxi.

It is understood that basketball, football, badminton, table tennis, track and field, training and other professional sports products are covered in the shop.

Lining said that in the future, there will be more than 100 professional sports equipment stores in China.

Where does Lining's ambition come from? He has both the judgement of the consumer market and his self-confidence in the field of professional product development and production for many years.

The layout of all categories professional sports equipment shop will be

An important part of the overall strategic development in 2018.

In the layout of "Lining experience strategy", last year's Lining was quite "diligent".

In 2017, Lining opened a series of large-scale comprehensive brand experience stores in the whole country. He opened the Expo source experience store in May 2017, and invested 10 million yuan in design and decoration. The monthly revenue rose rapidly to 1 million yuan. After that, the first experience shop in Shanghai was opened in 2016, located in Daning international, with a monthly turnover of more than 1 million and a new target set at 2 million.

Beautiful performance is like compass, guiding Lining to take full use of the "experience value strategy".

It is understood that Lining has set up 40 brand variety shops in the whole country, which are large and spacious. Currently, these shops are mainly concentrated in the second tier cities, and will be covered to two or three line cities in the future.

The essence of Lining's experiential shop is to integrate shopping, fitness and social interaction, and to satisfy consumers' diversified consumption needs, and constantly tap the potential of consumption.

In addition, Lining set up a special store for basketball, running enthusiasts and sports fashion consumers last year to let Lining experience strategy fall on consumer experience.

Lining himself has said that creating experience is an important strategy for its future development, and creating Lining experience value, including product experience, purchase experience and sports experience, is a "small target" of its consumption upgrading.

Lining, who focuses on store experience, showed his ambition in the first day of 2018 to open the first domestic sporting goods equipment store. This is to bring the "whole category" and "heavy experience" to the ultimate rhythm.

Taiping bird: fly first and experience again.

Pacific bird men's clothing opened last year's "YOHOOD2017 global trend Carnival" opened a PEACEBIRD MEN SNOOPY SNOOPY "24 hour convenience store".

In the shop, postcards, socks, hair belts and other small gifts will be disguised as food and medicine. They will be packaged in the special brand of potato chips bags, medicine boxes, ice cream packaging.

Taiping bird group's children's clothing brand Mini Peace opened a small yellow people's theme store in Yintai Wulin store, and the aim was to increase shopping experience for customers.

In addition to the advantages of the goods, the flash shop has also set up some interactive areas, such as the "bubble pool" in the center of the flash shop, the "little yellow man clip doll machine" entering the door, etc., all of which provide an interactive link for the customers who enter the shop.

Taiping bird said that more and more Chinese millennials regard shopping as an ideal social activity.

Shopping is no longer just satisfying the sole purpose of buying goods, but also playing the role of gathering time with friends and family. The beginning of the flash shop is based on the insight into the social style of 95 and the analysis of consumers' portraits.

Last year, many clothing brands were trying to curry favor with young consumers.

As early as 3 years ago, Taiping bird captured the 90's wardrobe and completed the brand's youthful iteration.

Decathlon: shopping produces experience.

Last September 1st, Decathlon announced that its new headquarters in Greater China, Pudong Waigaoqiao Free Trade Zone, Shanghai, was officially unveiled.

It is understood that this Decathlon called "China Laboratory" place, there are four parts: Decathlon experience shop, multi-functional fitness center, all-around sports ground and office area.

The experience shop has two floors, with a total area of 6000 square meters. It is China's first experiential themed store. There are three layers of multi-functional fitness centers, one for yoga, group exercises, two for gym area, three for children's physical fitness, and for all sports venues, up to 10000 square meters. Besides the common venues such as football field, basketball court, badminton court and so on, there are special venues for cycling, archery, golf, beach volleyball and other sports.

In the view of Zhang Yue, President of Decathlon Greater China, offline retail is the trend in the future: "the difference between online shopping and offline shopping is that online shoppers know what they want to buy and have a clear goal. What is not the most important thing for offline shoppers to buy, but for experience, such as having a pleasant weekend with their families."

In this context, the relationship between people is very important: "after people go shopping, it is relationship, experience."

Zhang Yue said that the new retail target is mainly based on three points: interesting, fast and simple.

"We need at least 15% of the experience area in every shopping mall, except the shelf is the experience area."

Zhang Yue said.

To this end, Decathlon has sacrificed a certain proportion of products to display the efficiency and product attrition rate. The new multi-functional fitness center and all-around sports ground are also designed to create a better environment for Decathlon to experience Decathlon products.

In 2017, Decathlon bundled the concept of "China Laboratory" with the new retail concept. It only passed on to the consumer market that "retail must be the relationship between people and people, and the retail form that only technology and data driven without interpersonal relationship can not be called new retail".

In 2018, Millennial consumers are gradually becoming the main force of consumption in China's clothing market. However, compared to 2017, consumers' consumption time and scenes are more fragmented. Clothing brands need to re portray consumers' consumption preferences and consumption habits, and adjust the marketing strategy immediately to the new competitive environment.

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