Café style clothing store appeared in Fuzhou

In the face of the aggressive price war of online stores, traditional enterprises choose to expand the leisure area of terminal stores, make clothing stores clubhouse, and support a variety of value-added services, using experiential marketing to improve the traffic conversion rate of stores. Some enterprises even arrange their terminals as coffee shops, and also provide Internet access convenience, leisure refreshments and so on. Some companies replace all their trademarks with QR codes, so that consumers in a hurry can use their mobile phones to "sweep" a few more clothes home and then choose slowly. The terminal innovation of Fujian brand has brought people new changes in the way of shopping.

At first glance, it doesn't look like a clothing store.

One way to buy coffee with iPad bubble bar

Music, coffee, fashion magazines, iPad, this is not a coffee shop or a clubhouse, but a clothing store. A few days ago, in the men's clothing store in Quanzhou, which has just completed the store upgrade, the setting specifications of the leisure area can be described as "high-end and foreign style". Customers not only have a more comfortable and spacious fitting room, but also can surf the Internet through the store's WIFI mobile phone, or directly browse the company's online store through the iPad equipped in the store to browse the latest style collocation. Take a fancy to the online style, you can directly place an order online, online and offline styles are not the same, allowing consumers to choose and buy. With the assistance of online shops, the collocation of many styles can be reflected on the computer, and the clothing display counters of the stores are smaller and more sophisticated. Consumers can also consult the matching teacher about their own dress code, and even put forward simple clothing modification suggestions.

"We just want our customers to stay in the store for as long as possible." The person in charge of men's wear said that to apply the online industry buzzwords is to improve the flow conversion rate of the store and increase the sales volume of the store. "increasing the proportion of store leisure areas and paying attention to the details of shop experience marketing are the common trend of traditional clothing brand enterprises in recent years." The head of the window design company. The reporter learned that a few years ago in Jinjiang opened a hairdressing, music, reading and leisure as one of the life experience store, but "the concept is too advanced", and then suspended the hairdressing business. Nowadays, in the face of the impact of online e-commerce, clothing brands are fully aware of the importance of retail terminal experience services while touching the Internet. Many enterprises have learned from the experience of foreign brands, increased the space of the fitting room and mirror setting, and greatly improved the success rate of sales after fitting. Surfing the Internet, refreshments, everything is indispensable, and of course there is the exclusive club area of VIP. "the area of the leisure area has expanded from about 5% to about 20% now." Traditional brand companies are implementing the O2O (offline business connection to the Internet) experience consumption model through the upgrading of the details of the leisure area of the stores, especially the flagship stores.

The second way is to scan the QR code and choose slowly when you go home.

Enterprises with strength can have clubhouse-like shops, and enterprises with slightly weaker strength also have their own ways to "please consumers". "our offline brick-and-mortar stores have settled in Wanda Mall." Not only do traditional brands take a fancy to the O2O model, but many online brands are also working on this, said CEO, an original online menswear brand. Although no matter from the strength of the enterprise, or the layout of offline stores, there is always a large gap between the online original brand and the traditional brand, but the enterprise still has the confidence to develop physical stores from scratch. "We are fully aware that if we want to develop the O2O experience model, we definitely need to pay attention to the decoration of the leisure area of the store, but now it is limited by the scale and cannot reach the level of the clubhouse." However, because of the rich experience of "courting" buyers on the cable, offline they will also attract the attention of customers through personalized marketing methods such as unique dolls. "the mode of buying clothes and giving dolls can also be tried." He said. Bear Children's clothing No. 8 has been busy decorating its offline store recently, although it does not have the strength to develop a 10-square-meter fitting room, but it does not affect the original online brand to make the facade more "cute". He changed the trademark code on all clothes into a QR code. As long as there is a smartphone, consumers can scan the QR code to collect the clothing information on their hands and place an order directly on the Internet. If you are in a hurry, you can "scan" a few more clothes and go home to choose slowly. Even if it is to pick up the goods directly in the store, the clerk also has to go online to place orders and calculate the performance on the books of specific stores by collecting information. Entrepreneurs who have studied the O2O model for several years believe that the most important thing is to properly handle the "2" relationship, including the docking of customer information from online to offline, digital management in the background, accurate member marketing, etc., with the help of the identification window of the QR code, enterprises can easily establish contact with customers. In his view, with the launch of WeChat Pay functions, the advantages of traditional online platforms will also weaken, and companies can build their own mobile shopping malls and establish member communities through QR codes, Wechat and other latest tools. In order to keep the attention, the containers in the middle of the store were removed and replaced with the leisure area and IPAD. "I am not bold enough, otherwise I will reduce the number of clothing containers and let consumers see the styles directly on the computer." . "compared with traditional enterprises, although the scale of online brands is small, it is easier to implement flat management." Marketing experts in the industry believe that the most important factor for brands to be recognized and followed should be consumer loyalty. Traditional large-scale enterprises can take the high-end clubhouse service route, while smaller enterprises must avoid this high-end frontal competition. change to the characteristic service style, if you blindly follow the trend also want to climb the grade, I am afraid the loss will outweigh the gain.

Mode 3: first digital audition and then make an appointment for fitting.

"whether it is upgrading the leisure function of stores, or Amoy brands try offline physical store model, they all focus on the common theme, that is, to cultivate customer loyalty, that is, accurate marketing to members, which is the real essence of O2O." When it comes to the management marketing of VIP members, we have to mention * * menswear. Customer relationship Management and Database Marketing, which was independently developed by the company many years ago, was incorporated into the EMBA textbook by Northwestern University as a case in 2010, and was included in the Harvard case Bank of Harvard University in 2011. Not only different from the transformation of traditional enterprises from wholesale to retail, but also different from online original brand extension offline services, the development of members is regarded as the focus of marketing from the very beginning. They think that if they catch those who beat up, they will be able to catch the performance. "We want consumers to go directly to the car 4S store to choose clothes with 3D technology, and then make an appointment to the clothing store to try on." Mr. Guo, an industry insider, said that under the O2O model, membership information is no longer just a card, which contains not only the consumption data of users, but also the real honorable enjoyment that other non-members do not have. His main promotion is a men's and women's fashion clothing with the same name as the car brand, so he plans to set up a 3D fitting mirror in the car 4S store. let consumers buy vehicles while "incidentally" to become members of the clothing brand, "by the way" to choose two pieces of clothing that match the car style. In order to reflect the combination of the two, they will set aside display space for cars in hundreds of square meters of stores in the central city of Quanzhou, so that consumers can get close to the details of cars of the same brand while choosing clothes. Similarly, they will follow the example of traditional clothing brands to provide VIP consumers with the best clubhouse-style leisure area, and even have on-site office functions. "if you want to attract target consumers, you must have your own personalized marketing techniques." Mr. Guo said. "the door is full of customers. It is emphasized that when extending the different services of VIP customers, we must properly deal with the relationship with non-member consumers." Marketing experts in the industry believe that according to the positioning of enterprises, they can not offend other consumers while targeting target customers, which requires not only efforts in setting up stores, but also guidance in the training of customer service personnel, so as to attract more consumers to become members on the one hand, and strengthen brand promotion in the minds of the public on the other.