Why Does He Have To Open Thousands Of Stores?

Shouldn't the entity store play like this? The shop in the future must be the king of experience.

The biggest advantage of a store is to give customers an incomparable sense of experience. Let's look back at those successful stores, from the well-known IKEA to some time ago, we have talked about the high-end store Pirch in the US, and then to the famous American teenagers. Clothes & Accessories Chain Urban Outfitters, all of which create a near perfect sense of store experience.

And in our country, there is a clothing. brand It started from the electricity supplier, and began to switch from online to offline in recent years, announcing the opening of the "thousand city stores" plan -- opening thousands of stores with direct battalion and franchisees. When you see this, you can't help asking, "why?"

Now fool knows, the electricity supplier is popular, constantly squeezing the living space of the entity store, everywhere is a wave. Closing shop tide Every day, they are singing down the store. Why do you want to come to a real store and get muddy water on the brand that you start online? Why do you want to go to a real store?

In fact, this brand is believed to be familiar to everyone. A very romantic and romantic brand, "Yin man".

By the end of 2015, 163 contracts had been signed in "Yin man + thousand city stores", of which 101 had been opened, covering 23 provinces and cities nationwide.

At the moment when the major brands are closing down, as a brand on the line, what does the line store develop so fast? First, don't worry. Let's see how it opens the store.

Make full use of your natural advantages

Compared with some traditional physical stores, Yin man undoubtedly has its own unique advantage -- that is, fans of online big flow.

The experience store of emann is spent more than 8 months, about more than 200 shops and hundreds of cities' "Yin Fu" (Yin man's fans) to try, experience and communicate together, forming product and design results, only to bring better and more comfortable slow life experience for Yin Fu. (people collect firewood and fire is high, so the shop is the shop that customers want. )

I believe that there is a big pain for shopkeepers. We can't catch customers' pain. What do customers like? What are they concerned about? What do they need? Basically, guess. And there are thousands of comments on the electricity supplier. Finally, put it into its own experience store.

Create a perfect way of life

First of all, the word "lifestyle" seems to have been rotten by the shops. Some stores think it is a way of life to put some books and set up a coffee shop. It's a big mistake. How can it be so superficial?

In the eleventh direct shop experience shop, "Yin man +", which has just opened in Guangzhou's good Plaza, it takes Guangzhou's unique early tea culture as a way of life. Guangzhou's mood has been greatly influenced by "morning tea", and the display of stores and the interactive marketing between online and offline are closely related to the theme of "Cantonese slow life". The idea of opening the brain hole has become possible and has aroused strong sympathy among local fans.

In addition to the frescoes in Guangzhou's slow life, many of the shops are displayed with simulation snacks. In the shop, the self timer corner is modeled on the scenes of the Guangzhou teahouse to enhance the interaction of fans.

In the shop area of more than 400 square meters, it covers six major categories, such as women's wear, women's shoes, accessories, bags, children's clothing, and living home, so that the shop displays a "home" life experience. All products, including furnishings, are available for sale.

The most irreplaceable is the sense of store experience.

In the experiential shop of the EMMAN house, you will find novelty everywhere. They put sophisticated black technology elements into the shop: robots with emotional functions, artificial intelligence "magic mirror", mobile terminal voice guide and so on.

For robots with emotional functions, this robot is called "Super man", providing an interesting interactive experience for customers through dialogues and performances.

It is a silver Pepper robot invested by Ma Yun last year. It is a humanoid robot based on cloud and has an emotional function. By judging human facial expressions and intonation, robots can "read" human emotions and become more intelligent.

She can act as a super guest at the door, judge what you say, and respond to your feelings according to your mood. PK will be intelligent to you. Her mind bank is rich and varied. The point is that you can answer 3 questions correctly, and she randomly sends 50 yuan cash coupon or Ingman's custom cup.

Artificial intelligence "magic mirror", the magic mirror, is because it has its own RFID recognition function. When you take your clothes and appear in the scope of the magic mirror, the magic mirror can show the properties of the item, including model diagram, collocation map, detail map, color code, inventory, etc. Through the magic mirror, you can also clearly check the evaluation of other buyers. Customers can also scan code through mobile phones, experience voice guidance and get self-help audio-visual instructions.

In addition to using these black technologies to increase the sense of store experience, Yin man first introduced "health preservation" as a brand experience culture. In addition to wearing beautiful clothes, Yin man hopes to integrate health regimen and slow life into one.

Yin man hired a professional tea artist, according to the different physique of girls, developed a series of natural herb tea. Guests can enjoy it in the store or bring them home for drinking.

Pay attention to your fans.

Fans can be said to be the parents of many brands.

Taking them to choose the first brand spokesperson, Yin man wanted to ask a spokesperson for a year and then hesitated for a year before deciding. One thing is very important. Are you looking for a big deal with wishful thinking or looking for a star that your fans of your clothing are all fond of? So it took a year to collect the opinions of many fans before deciding that the first spokesperson was Christine Fan.

In addition to the choice of spokesmen, he continued the fans economy to the bottom line. In July last year, Yin man announced the opening of a thousand city store plan, which aims to promote the operation and service of fans. Founder Fang Jianhua said so: fans are the best salesmen. As a result, users who buy their products in the private stores will automatically become fans, and can earn a commission by recommending other users.