Viewing Sports Culture Experience From Nike'S Experience Store Display And Numbers

(Nike store) opened 3 experiential shops in Huaihailu Road Business District of Shanghai. 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 3 store experience shops are completely different: the "footwear concept store" located in the iapm trade center is the most styled and innovative part of the product selected from Nike's seasonal products. On the road to Xinle 2 kilometers away, more than half of Nike's sports shoes stores (shoes store) are bought elsewhere, such as the Japanese avant-garde designer Gaoqiao shield series. It is said that this series represents the trend of sports products in the next 10 years in the next 10 years in the next 10 years. It is said that this product is a product of 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, said.

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.

In addition to the beautiful display products, Nike experience shop highlights the sports culture experience, such as regular sports shoes, NTC training courses, running clubs and other activities.

Among them, the NTC training course mainly aims at women training. Every Wednesday night, courses will be offered in the store. Professional coaches from Taiwan, Hongkong and other regions will lead the public to train, provide fat burning, shaping, strong body and mind training and fitness courses, and answer questions about fitness problems.

The running club is open every Thursday, starting from the experiential shop for night running. Depending on weather and registration, the running distance is between 3 km and 5 km. During the running, professional training teachers will be running to provide professional running training guidance.

All of these are open to the public free of charge. People can participate in the experience shop when they sign up.

The first Nike digital challenge center in the country, consumers can personally experience the latest technology Nike+, get their own sports data compared with the world's top athletes.

In addition, the experience store also has a larger air and space experience area to enable citizens to engage closely with football, golf, tennis, rugby and other sports.

In terms of the application of brand experience shops, domestic enterprises still appear to be thinner in addition to the concept of catching up and surpassing.

For example, the famous brand of shoes and clothing, Mester, has invested nearly ten million yuan to build a brand name integrated store in Chongqing. It is known as the 2 version of the experience store upgrade.

The total area is more than 4000 square meters (larger than Nike, I am not poor), including four brands of Metersbonwe, ME&CITY, ME&CITYKIDS and Moomoo. Each floor is equipped with a fashion collocation interactive device. Consumers only need to scan the bar code of clothes. The device will give a collocation suggestion (it seems to have progressed but still have a strong sales taste and lack of Culture); at the same time, the shop assistants are also equipped with IPAD, after the consumer is able to enter the IPAD system of cloud payment, and paid by Alipay or WeChat.

In addition, if the goods purchased by consumers are short of color, the order can be sent to other stores through the Internet and delivered to the home.

Ordinarily

The practice is also understandable. The 020 thing is to get through online and offline, to promote each other and promote sales.

But don't forget that brand experience shop's original intention is to let customers pay more attention to you, like you more, and be more willing to recommend you to others.

In contrast, most of our experiential stores are (1) heavy show, light experience; (2) heavy hardware, light service; (3) heavy sales, light cultural deficiencies.

The real experiential marketing concept not only provides a stage for customers to experience the performance of products, but also provides an interactive communication platform to improve products through absorbing customers' opinions, so as to form a strong brand relationship.

So, how to create a brand experience shop with the characteristics of big data as the background, and how to create a store with 020 experience?

1, encourage customers to participate in the experience of creativity, not only around the product itself, but also integrate into the relevant cultural elements.

For example, Nike upgraded its shoes into sports culture.

An outdoor shop in the US built a simulated rockery scene in the shop and placed real animal specimens.

In the experience area of the suit, and the rain room can be put into the customer to experience the performance of the product.

The experience zone of mountaineering shoes has a special coach who will teach you how to climb mountains on the simulated site.

2, the arrival of big data era, let experience shop has further marketing value.

Customer data can be collected.

In a clothing brand experience area, a two-dimensional code is attached to each garment, and a portrait collection device is set up in important areas.

When the customer watches and tries on clothes, the relevant device will start and collect data.

In this way, people in the background can know which clothing is most concerned through analysis, which clothing has the highest wear rate and which clothing has the highest turnover rate, which can guide the design of subsequent products.

This kind of judgement and grasp of the trend is far more reliable than the predictions of the masters at the fashion show.

3, use interactive devices to create screaming points.

Tiger T-shirt designs a fitting mirror. When customers try on Tiger T-shirt, the clothes will be splashed with ink on the screen. The surprise experience of consumers will make the sales of Tiger T-shirts much higher than other brands of the same store.

Coincidentally, there is an interactive device installed in a clothing store in Spain. Whenever customers try on clothes, there will be scenes of handsome or beautiful women proposing to the pilot.

Pleasantly surprised customers satisfy their vanity and purchase is logical.

4, encourage customers to participate in product design and form stronger brand relationship.

The company has launched personalized customized services through the Internet, and is well received by young people who are looking for something different.

The concept of wet marketing, the Guangzhou clothing code company, also encourages customers to participate in the design with the idea of crowdsourcing, and has achieved excellent results in the background of declining peer performance.

The brand experience shop of the enterprise can fully learn from the advantages of the Internet business peers, carry out personalized design and customized services on shoes online, and then upgrade to custom-made ones. If there is bulk ordering, the designer will receive a certain percentage of copyright awards and turn the experience store into a venture.

It can also be upgraded to classroom activities aimed at children's life skills, and to enhance children's participation in making shoes and clothing products, participating in sorting and ironing clothes, and improving their life skills.

Such a series of upgrading, brand experience shop has become the strongest link to maintain relations with customers.

As long as there is love, there is.

No matter in the past traditional sales, or now the 020 mode, the core of its business has remained unchanged, that is, the consumer who loves the brand from the heart, let him (her) be happy, and care about his (her) feelings.

Only in this way will the brand experience store become more and more warm.