How Much Knowledge Of Music In A Shop?

With the rapid development of the garment industry, the Chinese garment market presents an unprecedented competitive situation: the brand stands, consumers are lost in the dense brand forest, and the consumer demand is difficult to grasp; the fashion trend is popular.

Mode plagiarism, unique and hard to find, brand monopolization all over the world; immature industrial chain leads to homogeneous products; price war makes both sides lose.

All these, it is easy to see that the continuous escalation of competition and the rapid and complex flow of information have led to the growth of enterprise operating costs and consumers' disorientation. At the same time, marketing competition must be promoted to develop in depth and in the extreme.

The marketing pole is terminal.

Inevitably, terminal becomes the ultimate position of marketing.

A series of surveys of franchised stores were carried out from the terminal, and the terminal shopping guide and fitting rooms were investigated in the previous two phases.

Although the concerns are all details, but today, in the face of fierce competition, the promotion of detail service is the embodiment of brand charm.

After completing this background music survey, the series of stores will end.

If you find out what common problems exist in the terminal, we hope you can communicate with us in time.

Recently, reporters visited the Beijing Xidan commercial street to investigate the background music.

In less than ten minutes' walk, there are more than 10 stores running shoulder to shoulder.

Because most of them are mainly leisure oriented stores, various stores have spared no effort to broadcast popular songs to attract the attention of passers-by.

In a store, reporters saw a pair of young people enter the shop after not paying attention to the clothing in the shop, instead of talking about the album of a singer who was playing, and finally met the video shop across the street to buy the album.

When the reporter chased out the name of the store, they said they only remembered the title of the song and forgot the name of the shop.

This should be regarded as background music as a clothing store.

A kind of sadness.

In addition, nearly 60% of the consumers interviewed by reporters were dissatisfied with the layout of the store's background music.

Especially for consumers over the age of 30, the rate of dissatisfaction accounts for more than 85% of the total number of respondents.

many

It is considered that the volume of the background music playing in the exclusive store is too loud, which leads to the increase of acoustic beasts when people communicate with each other.

It creates a sense of impatience and uneasiness that leads to unintentional shopping.

In addition, a Zhao surname lady said: many stores now broadcast mostly pop music, although to a certain extent, it can narrow the distance from young consumers, but for middle-aged people, those rhythmic music such as disco dancing and rock music are too noisy as background music. They prefer to wait outside rather than enter the shop.

She believes that compared with the exclusive stores, the selection of background music for shopping malls is more gentle and appropriate, and can create a warm and comfortable shopping environment for customers, so that customers can feel comfortable buying.

At the same time, the selection of background music in some stores depends entirely on the personal preferences of the staff in the store. For example, a soft female love song is played in a famous sports brand store, which makes people listen to some kind of nonsense.

One will

The brand manager, who is located in a large shopping mall, told reporters that the business hours of shopping malls usually ranged from 9 to 22, and that they were extended to 23 or 24 hours during holidays.

In the 11 hours of normal business hours, the background music is not continuous.

It is necessary to broadcast the song of the shopping mall, broadcast the floor broadcast produced by the shopping mall, and introduce the market dynamics and commodity information.

When promoting sales, it is necessary to publish promotional information, and some pause, intermittent, background music is designed by special planning departments, mainly based on consumption time and consumption characteristics.

According to their actual test, the background music should be unified in style. The pop songs with strong jumping are more penetrating than soft music. But when customers enter the shop, the pace and the frequency of choosing clothes are 2-3 times faster than that of playing soft music, which is not conducive to customers' understanding of products and products.

At the same time, the brand's consumer group is middle-aged people over the age of 30, so the selected tracks are mostly light music, mostly electronic piano, piano, Violin and other musical instruments.

Only when Chinese people celebrate traditional festivals will they choose some happy music.

From this point of view, moderate music can also reflect the image of a brand and the overall management level of the company.

The letter requires these places to pay the "Music Association" for the purpose of playing music and songs.

Although music paid for music playing through professional equipment has become an international practice, it has caused quite a stir in China's business circles.

Shops in big cities such as Beijing, Shanghai and Guangzhou are also very cold.