How Do Flash Stores Establish Close Contacts With Customers?

(Pop-Up) it seems to be the new favorite of Internet companies.

According to the world clothing shoes and hat net, in the last week, there are "Suning + genius League", "Jingdong + Paris L'OREAL", "Tmall".

Different forms of flash shops appeared on the streets of Shanghai.

And just like their original name "pop-up", these shops suddenly disappeared, but they only appeared for one or two days, and they lasted one or two weeks.

But in attracting popularity, these shops are not losing to shops that are officially opened.

The reason is that the flash shop is becoming a distributor in the new consumption era.

Important commercial experimental fields -- they not only bring new technologies and services to consumers, but also become important carriers for dealers and branding to accumulate data and experience for future development.

New experience: future sales are like this.

"Life can also be an art."

Xu Hailan, general manager of Suning in Shanghai, told reporters in the K11's "Suning + genius League" flash shop.

The life of this flash shop is only three days, but it displays completely different household appliances and consumer electronic marketing methods:

The flash shop is divided into 6 different life scenes, such as home, dating and tourism. Every customer who goes in can put on the custom costumes provided by the talent League of the artists team, participate in the scene interaction, and become the "master of art" to create their own quality life: sitting on the swing, using dynamic capture technology to interact with the projection behind them; opening the fridge door to show a green scene; picking up the dance belt with the fastest washing in the washing machine and dancing with the music.

"Electrical appliances are not cold objects, but also carry a unique way of life."

Chen Minzheng, the chief makeup designer of the Beijing Olympic Games opening ceremony, said that the combination of art and smart home appliances is not surprising, because such cross bound integration is natural: the inspiration of artists comes from life, and the creation of artists is also a way to beautify life.

Xu Hailan said that such a cross-border flash shop is Suning's exploration of the new consumer scenario, because as consumers demand for experience and services, sales are not only online and offline channels, but important scene creation.

So in addition to the flash store, Suning will also launch the VR virtual reality Family Museum online. Users can browse and buy through VR technology, and buy a single key. Under the Internet, there will be a "BIU+ era experiential" who will make the offline consumption more intelligent through the interactive experience scene built in 100 Su Ningyun stores nationwide.

New technology: not reliable, try first.

If the "Suning + genius League" flash shop emphasizes consumption climate and experience feelings, then Jingdong + Paris L'OREAL's flash shop is a "technology group": through this flash store, Jingdong has brought its own unmanned retail technology to a practical exercise.

The flash shop of the reporter's barracks square found that face recognition technology should be used in and out of this flash store. Once the face information is entered, the gate responds quickly.

In the shop, each product has an identification label, which consumers choose to buy independently.

When consumers choose to leave from the clearing channel, the camera on the channel will automatically identify consumer and commodity information, and pay through the consumer binding account "brush face" payment, without manual services.

In addition, the store also has AR test dressing mirror. Consumers can directly experience the effect of changing makeup on the face without make-up; smart speakers "Ding Dong" are responsible for shopping guide for consumers, ask questions directly, give detailed answers, and interactive photo area guides consumers to shoot their own magazine blockbusters.

The "unbounded retail" advocated by Jingdong means the boundaries of various consumer scenarios will gradually disappear. This flash store in Shanghai is an attempt to actively open up various scenes.

Yang Xiaomei, general manager of marketing center of Beijing Eastern Donghua, said: "we start from the completion and reconstruction of people, goods and fields, open up scenes and integrate data to provide consumers with online and offline shopping experience."

She also said that the flash shop was working with L'OREAL Paris, but the technology was not only developed for this brand, but could be adjusted according to the actual situation of other brands or commodities.

In fact, based on the new technology, Jingdong has planned a series of flash store programs, including the category of special products, the special theme of each festival or festival, and so on. The ultimate goal is to enable different brands to get the opportunity to integrate with new technologies, and to enable consumers to feel the efficiency and convenience of unbounded retail on different occasions.

New capability: first hand data is the most valuable.

Alibaba is also an old hand at opening up flash stores, such as setting up flash shop for mother and baby products, setting up an unmanned retail flash store in various commercial squares, and setting up Tmall virtual flash store "Tmall-space" in various commercial plaza.

One of the reasons why they are so popular with flash stores is that brands and distributors can get first-hand market feedback data through flash stores, and provide a basis for further promotion.

Xie Qian, the head of mother and baby, said that every two weeks the store will launch a new, odd and special brand on Tmall to do the flash store. They have brought opportunities to brand dealers and channel merchants. If the operation mode of the traditional supermarket is based on the traditional supermarket operation mode, the new brand will enter the supermarket with a long cycle and high cost, but it will be easy to enter the store in the way of "flash shop", and it will enable the brands who want to enter the supermarket to get first-hand feedback information through the flash store, and then determine whether they are suitable for long-term entry.

For the channel providers, the flash store brings new customers.

For example, the purchase age of Tmall consumers is 30 years old, and the age of 35+ is larger than that of Tmall. The coincidence rate between Tmall and Tmall users is only 10%. Through the flash store and Tmall cloud rack, Tmall's "online" and "big line" are integrated together, which has the influence of "the".

Online Tmall virtual flash shop Tmall-space is popular with many luxury brands, because they can quickly understand what the market trend is through this flash shop.

"Online, young people are the main consumers, they have their own understanding and demand for products, and can not directly move offline products and services online."

Wu Yue, President of the Greater China group of LVMH group, which has many luxury brands, says that in the era of information technology, online and offline interaction has become an inevitable trend, and luxury brands are no exception.

From the marketing solution provided by Tmall for luxury brands, we can see that the solution provided by the flash shop can definitely bring good market results: La Mer and MOET & CHANDON Hennessy have launched a "half pack" for young people and a product for you, which has reduced the purchasing cost of young people's desire for fresh taste, and finally established a close relationship between luxury goods and young people.

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