Turn Terminal Services into an industry chain)

In the era of channel diversification, brand owners pay more and more attention to terminal investment and have opened specialty stores. However, for brand owners who are mainly engaged in manufacturing and product R & D, the difficulty in opening a store is: opening a shop is a "professional job ", the store image design, the determination of the shop decoration style, and the use of display items directly affect the brand attributes and sales performance of the store.

In the past, brand owners had to communicate with planning companies, design companies, and display item manufacturers one by one to complete the creation of the store. However, the disadvantage of this traditional practice is that the planning, design, and production of specialty stores are completed by three different companies, and they are easy to fight independently to form an "isolated island" for information interconnection ".

In this context, a company called ziyue integrates the above functions to form an industrial chain and provide brand owners with an integrated service for shop opening. In other words, brand owners only need to put forward their own demands and general ideas, and the rest is done by ziyue. In foreign countries, this industry is known as "terminal display" and is already a very mature industry. In China, despite having a market scale of 70 billion yuan, the entire industry market is very scattered, and the market share of leading enterprises in the industry is less than 1%.

Store Integration

In June 2010, a well-known cosmetics brand in China found ziyue, Hangzhou, and put forward a difficult business demand: the brand has been operating in China for several years and has more than 200 specialty stores. As time passes and the market environment changes, the Headquarters proposed a plan to build a second-generation specialty store. Due to the need to boost performance, brand owners hope to complete the production of the second-generation specialty store within two months.

"We inquired from the side that the cosmetic brand was originally opened in a traditional specialty store. They recruited a well-known planning company in China and hired a Japanese design company to design the store. Finally, they made the item at a factory in Guangzhou. Later, they found that there was a problem in the design and factory business connection. The design company's philosophy was so advanced that it was unable to carry out bulk production in China using the technology. In this way, the entire project cannot be further promoted, and it also delays a lot of time ." Jiang Ying, CEO of ziyue company, told the reporter of China business news.

After high-level discussions, ziyue decided to take over the "special" order. As the other party requested to complete the whole process from planning, design to production within two months, ziyue decided to go to the factory for a meeting and discussion by Party A's team, ziyue's Planning Department, design department, and production department, handles problems on site and reduces communication time. In the end, it took only one month from the establishment of the project to the launch of the second-generation specialty store of the cosmetics brand.

"From this case, we can see what kind of company zimoon is. Ziyue focuses on the customer's shop opening needs and provides customers with integrated terminal solutions ." Jiang Ying told reporters.

Founded in 2005, ziyue was originally a foreign trade enterprise that operates acrylic and other special materials. After several transformations, regionalization is a professional service provider that provides customers with market planning, terminal design, and item production. Ziyue has an independent planning company, design company, and production factory. Currently, ziyue has a production base covering an area of Mu in Hangzhou and Suzhou.

Extended value chain

In Jiang Ying's view, ziyue not only helps brand owners to open specialty stores, but also enhances the overall brand image through the terminal image design. How does a trading company that runs acrylic develop the path of terminal integration? In this regard, Jiang Ying said that since its creation, the company has undergone five transformations, and each transformation changes around the customer's needs.

"Some design companies find us and require them to prepare and produce them according to their design drawings. We found that the solutions proposed by design companies are often difficult to implement ." Jiang Ying said, "design companies tend to exaggerate the Aesthetic Perspective and ignore whether the technological level can be achieved ."

Jiang Ying believes that the creation process of traditional specialty stores has various drawbacks. "Many design companies in China do not know very well about the features and production processes of the terminal materials. Many good creative designs cannot be implemented at all, and the commercialization level is very low. Most of them are flashy. In China, prop producers are basically limited to the production and installation of items. The design capability is very weak and the level is low, which cannot effectively meet the high requirements of the brand for the terminal image. At the same time, the lack of standardized module management capabilities cannot meet the rapid replication and standardized management of brand terminals. We can see and seize this space ." Jiang Ying told reporters.

Turn Terminal Services into an industry chain)