Physical Stores Enter The Era Of Intensive Cultivation

With the intensification and escalation of competition in the consumer market, there is more and more penetration and integration between industries and industries. Cross-border cooperation has become an inevitable product of market development.

In recent years, with the growing competition in the electronic business field, some

Enterprises began to turn their attention to the physical shops again, and develop towards a cross border integration which represents life attitudes and aesthetic methods.

Starbucks and

Brand UNIQLO marriages, sells coffee in clothing stores, and the other is fast fashion.

H&M has sold household products in flagship stores; Metersbonwe, which is committed to building O2O, has opened book bars and coffee bars in flagship stores, and the crossover wind in the spinning and weaving industry is coming up.

Some people say that this kind of cross-border "wind and horse is not compatible with each other". Some people say that this idealistic "Hall" is incompatible with today's materialism. How are they going? How can they continue to develop? This is not only a question of consumers, but also the biggest doubt in the pformation of retail formats to consumption experience.

This period, we will dig deep into these "cross-border" consumer experience upgrade case to dispel doubts.

Experience Museum retail format "phenomenal"

In 2015, ten films, such as "catching the devil" and "Lao Pao", contributed nearly 1/4 to the total box office in the country. These films broke the traditional rule of ten big warehouse cities. Xi'an, Tianjin, Shenyang, Zhengzhou, Qingdao and other cities became new ticket warehouse cities, the rise of young people in cities and towns, and 90% became the main force of watching movies, so that these films were placed on the list of the ten "phenomenal level" of Chinese films.

In China's textile and clothing retail formats, there has been such a "phenomenal level".

In recent years, the emergence of e-commerce channels has given the offline stores a heavy blow, but to a certain extent, it has also promoted the pformation of the retail format. A retail end reconfiguration led by consumption experience is becoming popular.

What can retail end do besides buying?

Some commented that, from last year's pcript of the retail industry, we can see that the traditional business era has quietly ended, and the new business era led by the electricity supplier has come to this conclusion. Does this claim that the retail industry agrees? In fact, when the electricity supplier has been promoting the share of the physical retail market, the brand of the one vote electronic brand represented by Yin man has quietly laid down the line.

In particular, some traditional retail formats, instead of selling products for a living, instead use the consumer experience as the landing point to break the traditional retail mode. This cross-border operation "life hall" is a response to the fact that the performance of the entity store is not decreasing but increasing.

Then, what is the life hall?

Specifically, life hall is an experience of life style.

At present, they are basically divided into two categories: one is to provide some functional service places, such as health care, health care, cosmetology and so on; the other is the experiential marketing place, such as the home life Museum, the cloth art life hall, which is completely real layout, and consumers can be personally on the scene to decide whether to buy or not.

In fact, no matter what kind of "living hall", the key is not to talk about products, but to sell ideas and sell lifestyles.

To put it bluntly, life hall is a sales place with emotional experience. It is a marketing art shown in the gesture of "taking care of the right and left".

In the textile and garment industry, there are also a variety of stores, such as "cafe + clothing", "Western food shop + clothing", "bookstore + clothing" and so on. This kind of sales mode, which is built together with various consumer scenarios, is regarded as a new trend of the development of department stores in the future.

In 2014, the Chinese Cowboy brand JASONWOOD launched the "cowboy kitchen" concept store in Qingchun Road flagship store in Hangzhou.

Here, customers can participate in the customization, modification and DIY service of cowboy clothing, and have their own "orphan Cowboy".

The flagship store also set up a coffee snack area to provide customers with leisure social space and extend the detention time of consumers in order to increase sales volume.

And Louis Weedon, LV, Armani and other stores provide consumers with coffee, music and other leisure experience services. As one of the giants of clothing retailing, UrbanOutfitters introduces pizza shops in the store. (Armani)

The Monaco Pavilion (ClubMonaco) integrates the elements of libraries, cafes and florists into some stores, while Ltabletableemon continuously provides shop services such as yoga classes, trying to expand the shopping experience and create a paradise for consumers.

Experience Museum, exploration of diversified formats of retail outlets

Can this cross-border pformation bring new opportunities to physical retailing? Can it become a panacea for the pformation of department stores? In recent years, it is a stage for the retailing industry to deconstruct the major reshuffle, and it is also a good era for industry innovation, format pformation and industry segmentation.

"Online trading is not as simple as imagined. Many brands only discount products online."

An industry analysis, "strong entity shop is still the main outlet for traditional clothing enterprises, so businesses need to create the advantages that online pactions do not have, and provide experiential services to attract customers.

Although the fresh experience shop is not too big to drive sales, it has improved the brand image and nurtured a new customer base.

In fact, the innovation of clothing sales channels not only comes from the pressure of channel competition, but also from the consumption characteristics of the main consumer groups.

In Shanghai K11 shopping center, consumers can enjoy 365 days of continuous interaction activities. They can not only see the famous artists' free exhibition, but also enjoy the largest indoor waterfall in Asia.

This is a business mode that combines art appreciation, humanistic experience, natural greening and shopping and consumption. Therefore, 97% of the investment has been completed a year before its official opening.

Obviously, terminal retail is still the most important customer experience. Judging from the customers' current preferences is the market oriented innovation.

To consumers, this kind of crossover enriches shopping experience to a certain extent. At the same time, it also makes the overall brand image and brand association more tension, thus changing the disadvantages of traditional marketing mode that brand individual combat is vulnerable to external competition brand, and weaken brand penetration and influence.

However, although the activities in these shops are very new, their results are quite different.

Earlier, insiders pointed out that such cross-border operation must focus on the traditional advantages of enterprises, not simply copying and grafting, but based on the profound understanding of the common needs of the target consumers, and the establishment of the core value of the brand and the extension products that can contain brand recognition.

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Integration of innovation and promotion of experience upgrading

Nowadays, people's consumption is no longer satisfied with material purchases, but they are more eager to pursue consumption experience and sensory satisfaction.

As a result, the cross border integration of terminal retailing has become one of the indispensable means of making fashion, and the one-stop experience similar to the multi-dimensional brand crossover is the future trend.

Looking back on the merger of domestic formats, starting from the O2O store in the United States, and carrying out "one city, one culture, one store, one story", the road of pformation of domestic garment enterprises is becoming more and more diverse.

Of course, brand pboundary is not simply copying, combining, grafting, but finding common brand value languages, commonalities and inclusiveness, so that such crossover can have the possibility of all concentric cooperation.

Fang: clothing and bookstores to build a future life style

Mao Jihong, one of the founders of the side, is not the first to explore the innovation of retail channels with the "crossover" approach.

As early as 2007, he opened a store called "double exception" in Kunming, Yunnan.

In the storefront, Mao Jihong integrated into a large area of book space, displaying and selling books based on art and aesthetics.

In 2008, the first "exceptional ecological store" landed in Beijing's SOGO Department store. In addition to books, the store also introduced G.O.D and other home brands, as well as aesthetic and daily necessities featuring environmental protection and naturalism.

One day 7 years ago, Mao Jihong saw a rush at restaurants in the Mixc, Shenzhen.

"At that time, I had a strong feeling that single brand sales were a very boring thing, not only a waste of personnel and resources, but also a shopping mall that was originally divided into separate spaces.

At the end of 2011, in the background of the rise of electricity providers and the decline of bookstores, "Fang" was born in Guangzhou. This project, which is blessed and questioned, is also considered as a new landmark of Guangzhou and even the whole Chinese book culture.

In the case of private bookstores shutting down, Mao Jihong rented a large open bookstore in Guangzhou's most high-end shopping center, only 30 square meters less than LV store.

Guangzhou square, which occupies 1800 square meters, has more than 50000 publications from over the world and over 90000 volumes. It covers design, architecture, literature, art, film, poetry, gastronomy, psychology and so on. It is a three-dimensional cultural space integrating books, daily necessities, coffee, exhibitions and fashion.

Can you imagine that a bookstore will sell clothes? Rather than "Fang" is a bookstore, it's better to call it a "cultural experience life hall".

Many bookworms find the shadow of Taiwan sincere bookstore in Fang Fang, and Mao Jihong's partner is sincere general manager of information.

One in the fashion industry, one in the book industry, two people want to make a lifestyle centered space. After four years, this living space has become a climate and has been replicated in more cities.

"Fang" is the ten party world, which can be extended indefinitely.

I hope more new things will happen here, and every city will have a place for people who love culture and art, a place to meet and linger.

Mao Jihong said.

Fang Fang is not only a retail terminal or a collection shop, but rather a unique cultural combination. It covers bookstores, aesthetic life hall, coffee shop, gallery and exceptions, and other brands of clothing and accessories.

The flow of books and media effects will help other formats, which is a collective form of mutual achievement.

"What we are doing is not a bookstore, but a cultural platform, a form of life in the future."

Fang Li, the chief consultant and founder of Taiwan sincere goods bookstore, has repeatedly stressed.

Take heart: it is a clothing store, but also a reproducible aesthetic space.

In April 3, 2014, mini showroom was born, which is a small and beautiful designer brand collection shop.

"I want to make it an aesthetic space, not just a clothing store," said Xiong Yan, founder.

The word "heart walking" has become more and more frequent in recent two years as an ideal mood and state.

I think, perhaps in this era of nodes, many people, like me, have spent much of the past twenty years doing what should be done, not what they like to do.

More and more people and I have the same mentality, return to their hearts, listen to themselves, learn to live for their dreams.

Xiong Yan said.

In fact, two years ago, the concept of "life hall" and "experiential marketing" were not as popular as they are today.

Today, for many brands, "experience" is just a means of packaging brand.

In the early days, there was no object to learn and draw lessons from.

In the good Plaza of Guangzhou, Xiong Yan took up a 1000 square meter shop in a big way. At that time, with her understanding of life, the flower shop, afternoon tea, clothing, daily necessities, art activities, folk salons, blind dates and other ceremonial activities were brought into this space.

"Doing all these things in the early days is all about feeling and acumen.

In the process of doing this, my team and I did not expect that the main form of social interaction and experience marketing would be highly rated and recognized in the industry, and it would not have awakened so many consumers' feelings.

In the first year of the year, thousands of people came to participate in the most important activities, at least hundreds of people.

In every activity, the members will take a lot of photos and share in the circle of friends. In less than 1 years, the number of "VIP" customers has reached 18 thousand. No doubt they like this "experience".

Running an experience is completely different from running a garment. Integration is very important.

Many people believe that the key to cross boundary integration is to grasp a lot of resources. Xiong Yan believes that the core of integration is to lock a group of people and run the lifestyle that the group wants. There is no standard for integration.

This is the premise, which is more important than grasping the resources.

To "take heart", they will decide the content of "integration" according to different regions, stores and locations, and integrate some local consumers' favorite content with local cultural characteristics.

For example, in Sichuan, "taking heart" has fused the teahouses, flower shops and clothing. In Heilongjiang, combined with the spatial characteristics of the shopping malls, they have created the concept of aesthetic art museum, taking clothing as the carrier, integrating the elements of books, plant landscapes and so on.

The way to go is the sense of experience and differentiation. Therefore, in the two or three line city's clothing brand operators group, the desire to pform the experience shop mode is very strong.

In order to better serve such a group, in Guangzhou, the red cotton international garment city is a fashionable source of domestic and foreign designer brand. All kinds of new business models are bred here, with high degree of internationalization and vitality. Therefore, Xiong Yan has set up a concept store.

This year, the whole macro-economy is still not getting warmer. Xiong Yan decided to focus on the launch of mini showroom, a small and beautiful collection shop.

"A single product, such as hat, socks, etc., in fact, can realize the concept of life hall.

For operators, this light asset operation mode can also meet the needs of more people with low investment and high returns.

So far, the single store performance is still very substantial, basically 6 months to recover the cost.

Xiong Yan said frankly, "take heart" from the first 1000 square meters of flagship store, gradually found the basic mode of living hall, and then extracted these elements, applied to multi brand shops, applied to smaller and more beautiful stores, the success factor replication.

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Roley: we all strive to push the scene consumption.

The future is an era of experience economy. People are more willing to live and work with an "experience" mentality, pay attention to the quality of life and the taste of life. When they want to buy household products, they want to be able to shop together, which requires enterprises to innovate at all times.

And home textiles brands such as Luo Lai have begun to build a large home platform, leading the whole industry to move forward.

At the 2016 China International Home Textiles and accessories (Chun Xia) Fair recently held, Luo Lai built a romantic exhibition hall with a large household form, pursuing a large household pattern. The living room, dining area and children's area are presented to create the whole family atmosphere of adults and children.

In recent years, with the change of channels, he has been thinking about how to make future pformation.

In December 2015, Luo Lai changed from the original home textile of Luo Lai to Luo Lai life Polytron Technologies Inc.

Tian Lin, vice president of the company, said that in the future, he would like to become a leading enterprise in the field of home life, hoping to bring healthy, comfortable and beautiful home life to consumers, which is also a mission of Luo Lai.

From now on, the pformation of Luo Lai is divided into several parts. First of all, from the traditional home textile field gradually to the overall home field pformation.

In the future, the company will pform itself from the home textile enterprise to the one-stop service provider.

Luo Lai is currently actively promoting the strategy of large household -- changing from home textiles to home, and creating a IKEA like mode. Tian Lin said that many brands such as "Home", "LUOLAI KIDS", "Le Jia" and "Gallery Bay Home" have been extended to the home direction. The store has been built as a home life experience Museum integrating life, leisure and shopping, extending the product line to the whole family soft clothing, including kitchen utensils, bathroom supplies, living greenery, etc., while carrying out multi brand layout and differentiated development.

He also put forward the idea of "Scene marketing", which was selected by soft clothing designers to store and display stores according to family function blocks.

Why did the pformation take place? Tian Lin thought it was Luo Lai's change in thinking about the channel and future business mode.

"In the future, we may provide some soft clothes integrated design, which will increase the rate of sale. So you buy a bedding at the home textile store, buy a quilt and buy one, but after you buy the bedding and quilt, maybe you will buy some flowers, buy a cup and buy some tableware, such as putting the furniture into the soft stuff.

Now we are going to make a large list of hundreds of thousands of people. If you make the list bigger, you will change the logic of the original business development.

Tian Lin said that in Europe and the United States, only selling bedclothes or selling hair bath towels is only limited to department stores.

But a large number of stores are outside the home as a whole, because there are tens of billions of enterprises in the US, Japan and Europe.

From home to life change, Luo Lai is also doing some pformation, increasing the communication with the user's viscosity and experience. In the store, there will be some training of salon, such as salon, or baking, coffee shop and so on. This shop will not only sell goods, but become a place for leisure or entertainment, communication and communication, so that the consumption scenario will continue to upgrade.

"In the future, we hope to have more overseas brands and domestic brands, such as carpets, towels and curtains can work together, through cooperation, investment and so on, to integrate all products into the future channels, to provide more consumers with one-stop shopping experience and better shopping experience. I believe this is the direction of the development and pformation of the home textile industry in the future."

Tian Lin said.

He hopes that more brands will join them and provide customers with better shopping experience.

Ji Ma Liang Si: to inherit and carry forward the culture of hemp in the living hall

"Ji Ma Liang Si", the brand of Shaoxing jilanliang Clothing Design Co., Ltd. was founded in 2011.

As a rising national brand, returning to the product itself, digging deep into the hemp production process, inheriting the hemp clothing culture, relying on the raw materials of the "reputation of the natural fiber king" as the raw material of the "natural fiber king", employing the famous designer operator in Hongkong, relying on its superior bacteriostasis in the same kind of linen garments, the comfort feeling comparable to the cotton spinning costumes, and the design sense and fashion which are different from the traditional hemp clothing in pursuit of leisure style, the current "Ji Ma Liang Si" brand has been playing a big role in the high-end home furnishing market at home and abroad.

According to Ji Guomiao, chairman of Shaoxing jiaransi Fashion Design Co., Ltd., from the beginning of its creation, "jiemari silk" adopted the exhibition mode of experience living hall, with the concept of "experiencing quality and perfect life and sharing comfortable and relaxed life" as a brand concept, so that people can understand the whole production process of hemp, enjoy the hemp culture, experience the bacteriostatic and comfortableness of hemp products, and let hemp culture enter into life and beautify life.

Ji Guomiao said that in 2014, "Ji Ma Liang Si" invested more than 100 yuan in the creative building of Keqiao, Shaoxing, to set up the first aesthetic living museum with hemp as the theme, covering an area of 1300 square meters. The hemp life hall is divided into functional blocks, including the hemp historical and cultural area, the yarn area, the dyeing and finishing fabric area, the finished product area and so on, including the sixteen major products of hemp household clothes, children's garments, monks and robes, and professional wear, which are newly developed and manufactured by jiliangliang.

Consumers can enter the hemp life hall, not only to understand the history of Chinese hemp culture and textile, but also to buy and buy hemp textiles with many functions, such as moisture absorption, sweat perspiration, antibacterial deodorization and UV resistance.

In order to better inherit the hemp culture and let more people know about hemp products, in 2016, "Ji Ma Liang Si" invested more than 100 yuan to establish the hemp aesthetic Museum in the hometown of Lu Xun in Shaoxing. Both the museum design and the interior display show that the tourism culture and the Chinese hemp culture are skillfully integrated, which can be promoted as a tourist attraction as well as an educational base for schools.

It is understood that not only did it display a series of ancient Chinese hemp fabrics and textile tools, but also developed a series of hemp souvenirs, such as bookmarks and mobile phone bags, combined with local tourism characteristics.

At present, "Jila Liang silk" this experience living hall exhibition mode makes "Ji Ma Liang Si" brand awareness and reputation continue to improve, has been recognized and highly praised by many consumers, especially the high-end consumers.

Here you can not only read tea, read in the long river of hemp culture, understand the long history of hemp fabric, but also experience traditional crafts such as weaving on the spot.

In particular, through the touch experience of products, we can fully feel the antibacterial and comfort properties of modern hemp fabrics.

Here, you can read hemp and experience the healthy, comfortable and high quality life advocated by "Ji Ma Liang Si".

"In the future," Ji Ma Liang Si "products are based on hemp products, with more precise classification and more precise positioning.

The "Ji Ma Liang Si" counters, which are set up in the shopping malls, will also be covered by the living hall. All the jilmailix flagship stores will be facing the consumers at home and abroad in the form of Han Ma Mei students' living museums and museums.

At the same time, there will be targeted construction of life Museum in some tourist attractions, and better carry forward and inherit the Chinese hemp culture.

Ji Guomiao said that although the establishment of living hall in the exhibition hall design, product collection display, rent and decoration and so on will spend a lot of time and money, but consumer recognition is the best interpretation and reward.

"Ji Ma Liang Si" does not take the unusual road, makes its own characteristic, deeply explores the Chinese hemp culture connotation, lets the hemp clothing culture enter the life, beautifies the life, and step by step step onto the functional high-end clothing brand step.

In the future, the flagship store will be targeted at consumers at home and abroad in the form of a museum of Chinese Ma Mei students and a museum.

Physical stores enter the era of intensive cultivation

Han Yan Ming

Executive director of Hunan Tiger & amp; Venture Services Ltd.

At this juncture, many shops fail to understand, or whether they turn left or right?

On the one hand, some large retail brands have closed down.

For example, WAL-MART, a retail alligator, announced that it had closed 269 stores around the world. BELLE, the traditional brand of women's shoes, closed 162 stores in the single quarter.

On the other hand, Amazon opened the first physical bookstore in Seattle University Village, and Jingdong household appliances began to organize thousands of physical stores in rural areas.

The spring of the store is coming.

What is the real situation of a physical store?

In fact, it is not so mysterious, just like the stock market, people always buy and sell.

For the entity store operators, go or stay, rebirth or death? No matter what you think, the physical store has entered a new stage, and the fine shops will stand out.

The resurrection of retailers, the rebirth of physical stores is no longer a simple mode innovation, management innovation, marketing innovation can be solved.

We must return to the nature of retailing and analyze consumer behavior to redefine physical stores.

The essence of retail is whether it can effectively meet the needs of consumers.

In recent years, traditional retail has been seriously squeezed by the electricity supplier, and even set off a wave of shop closes.

In fact, the adjustment of stores is more iterative, which does not mean the cold winter of retail sales. I think, on the contrary, the spring of physical stores is coming.

First of all, the whole society will reevaluate the value of the entity store. The entity store will no longer be in the public mind now, whether it is image, function or value.

This is the source of spring in the physical store, and is a consumer driven, market driven power source.

Secondly, the function and value of the store must be rebuilt. At present, the store needs a big shuffle, which is in line with the store that the public is longing for. It will be very difficult for the store that has extensive operation in the past.

Finally, the use of new technology has put the real estate store on the wings. Don't forget that once the technology innovation is combined with the entity store, many advantages of the entity store will be magnified.

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There is a pessimistic tone in the market. E-commerce is becoming more and more developed. Sooner or later, entities will be replaced by electronic business.

Is that so?

The new global retail market index from eMarketer shows that e-commerce accounts for 5.9% of the global retail market in 2015.

PWC's 2015 full retail: the era of retailers and change reports that 70% of global respondents said they browse products online, but decided to buy them in stores.

These data show that the physical store is the cornerstone of retail.

The big picture is still online, and it is still the future.

Indeed, in recent years, the development trend of e-commerce is very fierce, accounting for growth is also very fast, the entity store is squeezed is a fact, but this should not become the main reason for the difficulties of the entity store.

In fact, from the user's point of view, online and offline integration is not divided into two parts, either black or white. Their online contact with brands is a natural pformation.

For brands, it is necessary to clearly depict the brand awareness journey that users will be faced with.

Experience shop, technology upgrade version of the physical store

Once upon a time, the clothing store was once an embarrassing "fitting room". Now, Chengdu has opened a shop specializing in "fitting" and fitting rooms. It needs to pay 5 yuan electronic tickets to enter the store. In the 800 square meter experience space, 11 private dressing rooms with different thematic styles are set up. Customers can take the self timer, walk show and see the exhibition in the shop, and get 1 to 1 professional image guidance.

WYSIWYG, as long as you use a mobile phone to scan the corresponding two-dimensional code, can purchase directly, consumers can choose to directly pick up or choose to express home.

What we call "spring in the physical store" is not the same as any entity store.

On the contrary, after a long and extensive operation, the entity store business has ushered in the era of truly "technology".

The whole operation of the entity store needs upgrading and reconstruction.

The power to push this change comes from two aspects: one is that new capital (such as online retailer pferring to the offline) and big capital are seeking to change and survive, and actively reconstructing the operation mode of the entity store; two, because of the rapid change of the external environment, the traditional entity store operation mode can no longer survive, and we must seek new mode.

At the beginning of 2016, "Amoy brand" Yin man announced that he would go to the physical store to complete the goal of "thousand cities and thousands of stores" before 2020.

In their view, the business mode created by the online giant platform is completely contrary to the "de centralization" trend of consumer behavior that has been awakened, and businesses rediscover the value of physical stores.

As a fashion brand with cotton and linen women's wear as its main brand, Yin man emphasizes the delicacy and hopes that the shop assistant will become a professional person who is an expert in "image design consultant" and "customer relationship maintenance".

So, which stores can win in this round of technological upgrading competitions?

We think it can be divided into three categories: the first is the self innovators in the traditional retail giants who are using new technology and new mode.

They are familiar with consumers and have stable and mature supply chains, and have rich experience in choosing commodities. What they need to do is to reconstruct the shopping scene through technology, to communicate with consumers deeply, and to select more value-added products.

The second category is the online retail outlet.

They have some accumulation in customers, supply chains, commodities and technology. If they are well structured, they can expect.

The third category is brand based chain store.

This is divided into two categories, one is Suning, Gome brand channel brand, the other is brand merchandise store.

Precise, focused, and extreme ways of experiencing these new generation consumers can be realized in these stores. They also need to apply new technologies and new methods.

The world of intelligent interconnection is helping new retail businesses.

Combined with smart Internet technology, future stores can improve consumers' shopping experience, customer personalization management, inventory management and so on.

The application of technology in the past is more about the informationization of the production process. Now, in the era of big data fusion application, more attention is paid to the operation oriented by consumers.

In the presence of AR, consumers can try or wear clothes and jewellery at will.

Even some related data provide more design ideas for designers of clothes and jewelry.

The application of some technology can pform an industry, and the entity store can improve the service and efficiency by means of intelligent interconnection technology. The biggest attraction of the entity store is to build a real scene.

Whether it is the future life form of "Fang Si", which is constructed by the combination of clothing and bookstores, is also to create "aesthetic heart" in the aesthetic space, or even to learn IKEA's "Luo Lai" to create a home life scene. The brand of "UNIQLO", which sells lifestyle in the form of "basic funds + big names", is proving that a well decorated shop can better "please" consumers.

In short, the physical store has reached the crossroads, either growing or dying, and crossing the intersection is spring.

Reporter's notes

Experience is not limited to storefront.

Experiential marketing is a new marketing method, which has gradually penetrated into any corner of the sales market.

In the spinning and clothing industry, a single brand will do more, and will encounter development bottlenecks, but if it is different positioning, different customers, it will obviously increase the overall sales volume. At the same time, through the combination of brands, the concept of living hall, such as coffee bar, book bar or home, Internet Co, will absorb more consumption.

Especially in the present time, new consumer groups have risen, their consumption demand has spread to more and more fields, and the demand for any product extends from basic function to value grade.

Therefore, it is a complementary marketing strategy for the terminal retail to be a cross boundary experience store, and it also strengthens the industrial chain of the enterprise itself.

However, with the development of the e-commerce industry, the traffic volume is less, and the "experiential marketing" has a great impact.

However, from the overall perspective of consumer experience, the outcome of experience depends on what occasions or channels the consumer can access to your product outside the store, depending on whether these contacts can give consumers a positive impression.

Therefore, experience is not confined to stores, and experience is everywhere.

What businesses need to think about is how to do well the word of mouth product experience.