Nike Shanghai Experience Shop New Display Shop Display Each Characteristic

Nike opened 3 experiential shops in Huaihailu Road Business District of Shanghai, and the distance between them is half an hour. Even in Huaihailu Road, where the daily average traffic volume is 800 thousand to 1 million 300 thousand, and brand stores are in place, Nike's practice is not common.

The experience of these 3 store experience shops is completely different: "located in iapm." shoes "Concept stores" display the most design sense and technological innovation from the Nike season products; while on the Xinle Road 2 kilometers away, a Nike shop called x158 is more than half of all Nike sports shoes that can not be bought elsewhere, such as the Japanese avant-garde. Designer Gaoqiao shield series is said to represent the trend of sports products in the next 10 years. Finally, the Nike flagship store, a 5 storey building on the Huaihai Road with an area of 3700 square meters, is the final product of nearly 1000 Nike products.

"We hope that different experience shops will be different. Consumers will never feel repetitive after visiting this store," he said. Huang Xiangyan, director of public relations in Nike Greater China, told the first financial weekly. Indeed, for a shopping mall, the only thing that the 3 experiential stores have in common is that they look totally different from traditional stores.

From the perspective of the entire retail industry, the rise of experiential shops is the general trend. "From Starbucks to apple, we see that companies from all walks of life are increasingly emphasizing the store experience because it can become a topic of conversation in the media and the Internet. Experiential shop has become a new way to spread brand image. Keirrison, Doug Shaw, director of design in China, told the first financial weekly that the company has designed experience stores for many brands.

For sports brands, they often need to get closer to customers through more energetic environment, contrasting colors, and creating more passion. This is determined by the characteristics of the sport itself. "Sports are things that involve actions, events and personalities, so they usually point to a more entertaining marketing environment. All this involves a more powerful interaction between consumers and brands. And a store offering experience will make customers unforgettable and patronize again. " The founder and CEO Werner Franz, Plajer & Franz Studio, a German design company who has flagship stores around the world for Puma, told reporters.

Shao Yanna used the words "encouraging people's heart" and "making people enchanted" to describe the feeling that Nike Huaihailu Road flagship store brought to her. In the past half a year, she came to the shop every Thursday to participate in the Nike organization's night running activities, and she would stroll around the shop in the interval of waiting.

The dazzling lighting tube was everywhere from her door, and even armed to every shoe rack, to match the texture and color of shoes. Many dazzling devices are also made up of luminescent tubes. There are two huge "shoe walls" on each floor. The walls are skillfully used in the background of the rubber sole of sports shoes. Most of all, it is not like Nike's other stores that display in accordance with the series. Instead, it adopts the method of each layer and a theme. It makes people feel that every time they enter a new floor, they feel as if they have come to a small theme park. The whole two floor is all about running, the third floor belongs to the football area, the huge star poster is hung on the wall, and the elements of the green field are also introduced into the floor design.

The idea of "shoe wall" originated from Japanese designer Katayama Masamichi, who designed the Japanese Harajuku flagship store for Nike. Since then, shoes and walls have become one of the standard equipment in some flagship stores of Nike. "Sports brand experience shops should attract people from all walks of life, just like Playground, not just athletes." Katayama Masamichi told the first financial weekly. "Playground" is the core concept he proposed. In addition to the shoe wall, Katayama Masamichi also made chandeliers and other devices with Nike shoes and marathon's number plates. The store also used a large number of wooden elements, so as to embody the flexibility of sports. "Sports should be a happy thing." Katayama Masamichi said he hopes that those who are already in motion, ready to start sports or want to exercise but can not find opportunities can feel the joy of sports through these novel and exaggerated designs.

If we use traditional retail standards, which is often referred to as "Ping efficiency" to measure these experience shops full of novelty devices and bold designs, the conclusion will probably be "too much waste of space". Each flagship store in Huaihailu Road can be reduced to several tightly arranged shelves in the store. "It doesn't look like selling stuff." Shao Yanna described her first impression of the shop.

But don't forget that the purpose of experiential shop is not to sell many things, but to attract many people to come in. This is why their designs are often exaggerated, and the area is often larger, so that they can easily achieve the eye-catching effect of designers.

CEO Zhang Qing, a key sports consultancy, told reporters that most consumers in China have some common points. They equate sports with the 800 meter test in the reading period. They think sports are "tired" and "boring". "But nowadays, with the change of life concept and education mode, many people begin to want to re recognize sports." Zhang Qing said.

Experience shop is the best place for brands to attract these potential consumers. This is why in the flagship store of Nike, Huaihailu Road, there is always one side of each shoe wall that says "love life". This wall shows all the leisure products that are different from the professional product line. Most of their colors and styles are closely related to the fashion trend of the season. It is hard to see the shadow of "sports products". {page_break}

"We hope that leisure sports shoes will be able to keep pace with professional classes in this way." Huang Xiangyan said. According to the financial data released by Nike, sales of Nike sports and leisure products reached the highest level in 2013, reaching 5 billion 637 million US dollars, accounting for 26.99%, which is even higher than that of running products.

Because of the different brand positioning, not everyone is doing the same thing as Nike in sports. Adidas still regards experiential shops as a large shopping mall.

Earlier than Nike, Adidas opened a brand center in Beijing and Shanghai in 2008 and 2012, and the brand center in Shanghai is now next to Nike's flagship store. But the two ways of display are totally different. Adidas still uses the traditional stores, and directly distinguishes products from men's wear and women's clothing. On this basis, the regional and display products are classified according to their respective sub brands. This way is more "sell products" oriented. If you have recently patronized this store, you can also see the discount at every level.

However, even though the design and display are slightly inferior, Adidas also reduced the proportion of Originals, emphasizing NEO, clover, and designer's cooperative brand Adidas by Stella McCartney, Yamamoto Teruji as Y-3 of design director and so on. The huge posters on these walls are not sports stars, but entertainment stars like Fan Bingbing. Zhang Qing thinks this is the place where Adidas is different from Nike. "Nike is running the sport itself as fashion."

When the US professional sports brand Under Armour opened the world's first experiential shop, they chose to highlight the high performance of their products in the store.

The company was founded in 1996 by the former Maryland football star Kevin Plank, because it invented athletes to keep their body relaxed and light during strenuous exercise. clothing The prototype is well known and has led to the popularity of sports equipment made of tight and sweat absorbing materials.

In October 2013, Under Armour opened the world's first sportsman experience store at the Kerry Center, a comprehensive shopping mall in Nanjing West Road, Shanghai.

When customers enter the door, they will not see a product, but walk along a white light channel into a dark space. A 270 degree widescreen will play video clips captured by 360 degree camera technology, so that consumers can feel the training scenes of Phelps, NBA star Brandon Jennings, and the classic moments on the scene. After the video clip is over, the shop assistant will guide the customers into another product display space, where there are a series of classic Under Armour products.

"This is not a means to sell a T-shirt or a pair of shoes at once," said Gable Michael, Asia Pacific Marketing Director at Under Armour, "first financial weekly". "What is more important is the experience of everyone. We are turning consumers into athletes every day."

However, Under Armour's experience store exists in the way of Pop-up Store, which will be rebuilt into an ordinary store after 6 months' opening.

"You can't make every store an experiential shop. A full range flagship store costs a lot." Tim Kobe, Apple Corp's user experience principal designer and founder of 8 Inc, a famous American design company, told reporters that he had designed several flagship stores for Nike. This is why Under Armour uses flash shops.

According to the data provided by RET Rui Yide, a commercial real estate agency, the average rental price in the third quarter of 2013 in Huaihailu Road, Shanghai is 67.9 yuan per square meter per day, which means that the store rental of Nike flagship store in Huaihailu Road is more than 7 million 500 thousand yuan per month.

"You need to use the experience store to dig out the" touch point "of the target market, and then adopt a more economical scale effect. If you do well, you will have good added value; but if you fail to balance it, you will have to pay a heavy price and lose the target group. " Kobe said. He thinks Nike's experience shop is a successful case of achieving added value.

Nike's 3 experience stores in Huaihailu Road business circle have grasped the "contact points" of their respective target markets. In fact, Nike has played a combination card to cover different consumers' demands through differentiated and personalized experience stores.

The largest and largest flagship store has the widest coverage. The location of the iapm footwear concept store is to provide a classic and provide a choice. This positioning is also consistent with the characteristics of the consumers in the whole shopping mall. The x158 on the Xinle road is defined as a place for interaction with design and creative circles. The reason is that the whole Xinle Road community is a gathering place for many design and creative companies. At first, Edison Chan's tide shop had brought the trend of Sneaker on the Xinle Road, and now the store manager of x158 shop is the store manager of Edison Chan's tide shop. It is not common for Nike to dig a store manager directly instead of an internal promotion.

But x158 itself is not unusual. The entire two floor is designed as a product exhibition area, often designed by the company as its best place to organize small Workshop. Nike specially invited Super Nature, a local design team in Shanghai, to create Flex interactive lighting device here.

They hope to enhance brand ties with fashion, creativity and Lifestyle through these Workshop. In this store, clerks usually spend more time explaining the design concept behind each pair of shoes for their customers.

Nike's practice in Shanghai has also been copied to Beijing. They set up basketball concept experience stores and running concept experience stores in Zhongguancun, Beijing and Sanlitun respectively. The former is located in the university district with higher demand for ball products, while the latter is located in the embassy area with many runners. {page_break}

"The increase of personalized ingredients in stores and the establishment of small communities will make it easier for brands to serve precise customer groups." Doug Shaw said.

In addition to designing, regularly organizing various activities or providing services that other stores can't enjoy is the secret of experiencing shop's continuous production.

Nike set up a Nike Running Club in the runway of the two floor of the flagship store in Huaihailu Road, and the NTC training course (Nike Trainning Club), which is mainly aimed at women. After training and leading the professional coaches, it will also provide free fitness courses such as fat burning and plastic shaping for the members of the club.

If it hadn't been for the Nike running club in the summer of 2013, it had organized "out of the night" running activities, and Shao Yanna did not know when he would experience the pleasure of running.

But the number of running clubs and training courses is limited after all. In order to further take the initiative to approach consumers, Nike brand experience store also provides professional training guidance and preheating for Shanghai International Marathon participants.

"Brand experience shop is related to any sports event at home and abroad, which is conducive to cultivating the emotional foundation between stores and consumers. The importance of local influence can make local consumers feel brand awareness and respect their needs and desires. Franz said.

MIZUNO directly runs the flagship store near the century park where a large number of runners are gathered. Even after running, people can take a shower in the special rest area of the store, and there are all kinds of storage boxes and showers. The store near Century Park allows customers to try on new shoes for free and run in the park.

Nike also set up a small soccer field called "play hard" in Huaihailu Road flagship store for customers to "field test shoes". Here is equipped with a treadmill, according to professional App to capture the runner's running posture. According to the result of foot measurement, consumers can find the most suitable sneakers with the help of salesmen.

Of course, there are also ubiquitous Apple computers in the NIKEiD area. Although people can customize their shoes in real time in any place with Internet, in the experience shop, the shop assistants will put different kinds of skin and color materials for reference.

These additional services are trying to keep people in the experience shop for a longer time, and repeatedly patronize, to establish a more long-term and in-depth interaction. Nike's brand experience store in London and New York also provides a special custom project. You can give a pair of jeans that are full of childhood memories to the shop assistants, so that they can help designers to create a pair of unique Nike shoes for their raw materials.

Not just Nike, many sports brands have begun to add services to consumers in the experience store. MIZUNO has embroidered names for sports shoes, and Puma and New Balance have begun offering similar factory customization services to consumers.

"A good and complete brand experience should be rich and multi-dimensional, so that consumers can experience this brand in a variety of environments. The environment here should include product services and other forms." Kobe said.

Such services often do not directly feed back on the sales performance of experiential shop products. In fact, it is not Nike's biggest concern whether consumers will pay for the purchase of a pair of customized shoes on the spot. NikeiD's web page has even set up a saving and sending button to encourage consumers to share their Nike shoes with their friends.

It is worth mentioning that, according to Nike, the 3 experiential shops in the Huaihailu Road business circle have not only grabbed the limelight of other distributors' stores, but also helped these stores to enhance their sales performance over the same period. Before deciding to open an experiential shop, Nike's most fundamental premise is "no competition with distributors' stores."

Nike wants to use the experience store to attract you, and then every time you want to buy a pair of shoes or buy a piece of goods. clothes The first brand that came out was Nike, no matter whether you bought it at the experience store or dealer store or online store, any one would do it.

"The success of a store is not because of its great design, but because it has successfully passed and molded a brand." Kobe said.