Experience for Wang Dian Shang not to do electric business fitting room

In recent years, "Offline test, online buy" phenomenon appears, let the entity shop lost some guests. Real store will be reduced to shop "fitting room"?

Just past the "51" small long vacation, Changsha major businesses are lively: discounted coupons, new stores, a brand-new cabinet opened, fashion catwalk, symphonic concert staged, shopping malls and customers http://www.aliyun.com/zixun/aggregation/7963.html "> online under the interactive frequent ... Bursting popularity, the highest 50% growth, seems to be in the description: Shop merchants unwilling to be reduced to the "fitting room", is through transformation, change, adapt to the new market law and shop a total survival.

Market space:

New Store "51" opened

"30 years Hedong 30 years of Hexi, the original low old residential area has been transformed into the highest end of the Hexi upper level of the shopping mall." After shopping, you don't have to go to Hedong! April 29, the Netizen Sisi on the micro-blog to share her first visit to the Austrian plaza. The 270,000 square meters of urban complex, in order to rush in the "51" small long holiday the day before the opening, Peace Tong, China Resources million, King, Myplay, such as nearly hundred shops brand shop at the same time, "eat and Drink" one-stop-shop. The day when the rain was slow, but did not affect the footsteps of thousands of people in Changsha. 3 o'clock in the afternoon Xu, the first row of the Austrian plaza long car dragon, China resources million supermarkets are overcrowded. "A car and a car to push out, like no money." ”

In addition to the "Big Mac" shopping center, in this "51" unveiled there is also the best photography city, the once the IT electronic store Bar "Xiao Yuan digital photographic Equipment City", after the transformation of the restructuring of the opening, to do a professional "photography culture Theme Mall" in Hunan. In addition, SK, hundred lucky shoes, new wheat and other international and local brands have opened new cabinets, stores.

In the "51" business, are looking for a small long holiday huge business opportunities. For enterprises, in a good consumer environment to open business, whether from influence, or actual sales, is a good choice. For consumers, from the opening promotional activities have been benefited. "In the consumer market slowdown and the background of the impact of the electricity industry, retail entity stores together to open the business, face, reflecting the market confidence of the industry." "Municipal Bureau of Commerce Deputy Director Wang Hong thought."

Experiential consumption:

A concert fashion show in the store

Xiaowen like to meet friends, dinner to see a movie, by the way shopping. People shopping more care about leisure and entertainment, so "experiential consumption" has become a physical store "life-saving straw."

April 30 evening, small wen and family came to Labour square Idmall meal, didn't expect to catch a symphony concert, the concert hall of the elegant music, was moved to the crowds such as weaving shopping malls, let people both fresh and curious. "51" during the various supermarkets, a variety of fashion, dynamic "show" have staged: from April 28 to May 1, Lok and the second floor of the city Hall every afternoon will have a colorful fashion brand walking show, turns out this summer trends; Wangfujing (600859, share bar) Department Store high-grade leather brand Powerland new show, skin care brand SK Beauty Classroom, etc., have attracted onlookers to take photos ...

"Now go to the physical shop, shopping is placed in the second place, psychological experience is the first." "Yun Yuanyuan, a professor at Hunan Business School, says that the consumer's appeal is in addition to shopping, including leisure, sports, entertainment, food and other content. "Experiential Business", it is different from the traditional business in the form of retail-oriented combination of forms, pay more attention to consumer participation, experience and feelings, the space and environment requirements are higher. "Environment, service, etc. is the real store and shop the biggest difference and advantage, but also the physical store to enhance the competitiveness of one of the directions." ”

In addition to a variety of affordable promotions, experiential consumption of sales promotion is obvious, according to Le and city introduction, "51" period to participate in the show's brand sales than no catwalk with the type of brand higher than 20%. Friends Aoteles Shopping Park small long holiday daily traffic is maintained in 50,000 ~8 million people, three days sales amounted to 16 million yuan, plus catering, entertainment and other supporting, turnover of more than 20 million yuan, compared with the same period last year 50%, April 30 is a record of a single day sales. Wangfujing department store three-day sales are expected to 28 million yuan, the increase is also more than 30%. The sales increase of the Changsha branch of backgammon is up to 37%.

Online Interaction:

Weibo, net marketing popular

"A mall without a microblog is not a good store," he said. "See what movies, where to eat, shopping malls have any activities, these questions on the work of the media chapter Lady is not a problem, take out the phone on micro-Bo to know."

At present, Changsha's major shopping malls, cinemas almost all fell in love with micro-bo, two-dimensional code services, merchandise information, promotional information glance, at the same time with the consumer zero distance communication. "51" period, the major businesses will naturally not miss Weibo marketing. "51" period, Friendship Apollo Weibo "I was a model worker to win a medal for our labor" forwarding has been more than 1400 times. And Yue Fang Idmall official issue membership card microblogging, forwarding unexpectedly more than 10,800 times. Le and city shopping full 428 yuan to send "gourd baby" activities, 5,000 gourd Eva April 28 on the day to exchange one empty. Reporter hand on a peace Dongo Plaza shop on the ad, there is a small two-dimensional code, with a mobile phone to scan the installation of "Handheld Peace Hall", anytime and anywhere to understand the store's goods and activities information.

Friends of the "9448", the process of falling in love with the path, Peace Hall Online Mall ... In fact, the traditional physical store "net" is no longer fresh. "There is no irreconcilable contradiction between the traditional business model and the electric dealer, and the business cycle will be an important direction for the future development of the circulation retailing industry." "Friend Aoteles general manager Shirong that the business cycle line includes two aspects, one is the traditional business in different forms of the combination, and the other is the electrical and traditional business between the complementary and mutual assistance. Although "net" is still groping forward, but believe that the traditional store can find their own model.