Masiko Women Make Profitable Shop: Showroom Scene Shop Project

Physical retail has made many useful explorations. The staff training, product display, data management, supply chain system and even product design changes, etc., are all for us to better adapt to the physical store now. Changes in the market and changes in the consumer environment, all the efforts made.

These efforts cannot be said to have no effect, but it cannot be said that these problems alone have already solved the problems faced by physical stores. Obviously, such conclusions are rash and irresponsible. We believe that the difficulties encountered by physical stores are the structural adjustments that the domestic retail industry must undergo during the era of the Internet and the era of e-commerce. They are the impact of changes in the consumption path that the domestic consumer market must undergo. The revolution in consumer attitudes is a holistic, strategic and forward-looking self-change that the brand retail industry must face in response to this change, and it is necessary for every brand, including the poem, to include it. Find a new roadmap for its new existence and development.

Based on our understanding of the development trend of the fashion industry, and based on our personal experience of changes in the consumer environment, based on our strategic layout of the current and future development trends of Ma Shi, we believe that there are only one direction to solve the plight of physical stores. : That is to create a scene-type experience shop based on the needs of the fashion industry, that is, the development of the apparel industry.

What is a scene-style experience shop? Before answering this question, we must also clarify a question: What is a store? We know that shops are terminal places for displaying goods and completing sales. Based on this understanding, it is not difficult for us to understand the series of work we are currently doing on the store: because we have to complete sales, our staff must have strong marketing capabilities and superior communication skills. Because it is based on sales, our shop is full of goods. However, we already know that adjustments based on these understandings of physical stores did not fundamentally solve the problems or only partially gained some benefits. In other words, simply using the store as a place for displaying and completing sales is undoubtedly narrow and cannot solve the problem fundamentally. As a result, the concept of an experiential store has been sought after in physical stores, sales skills of clerk have been further improved, service levels have been further enhanced, and store decoration has been further lavish. These measures have greatly improved the level of hardware configuration of stores, but we It is not difficult to find that these measures caused two deviations: First, the shop's hardware did not integrate perfectly with the product, and the second was that the store environment was still unfamiliar to consumers.

How to solve these two deviations? This is the need to add scene-like definitions in front of the experience. The scene is the fundamental reason why the Internet industry's products are invincible. We believe that this innovative concept is also the fundamental solution to the dilemma facing the fashion industry, that is, the apparel industry. Based on this understanding, we believe that the store is the consumer, which is the scene of our customer's consumption, and this scene is our stage and theater built for the customer based on the store.

To complete the construction of this scene, the Showroom pattern is the most critical core element. Showroom as a new trend in the fashion industry, through the establishment of a shop-style scene, greatly enhance the scene-style experience of the shop, while also greatly improving the customer's viscosity of the shop, and effectively further improve the conversion rate of the shop . Showroom can be more effective and even perfect to make the product and scene achieve a perfect harmony and unity, that is, to resolve the deviation of the shop hardware facilities and products.

Store-like scene construction can quickly and effectively allow customers to integrate into the store, stimulate customer attention to the product, inspire customers to try on the product and even promote the final sales. Scene-based construction is an effective and subtle, spring-to-rain type of mental massage to quickly eliminate strangeness, conflict, and alertness, and avoid the interference and negative influence of the saliva of the clerk on the purchase decision of the customer. The Showroom scenario effectively solved the customer's divergence from the store environment.

We all know that the competition in physical stores now is not only the competition of products, but also the competition of prices, and it is not relying on the single means of sales skills of the clerk. The competitive advantages of physical stores and e-commerce are not reflected in prices, but are not reflected in the iteration of goods. We also know that relying solely on products, prices, etc., cannot effectively solve the bottleneck in the sales performance of the stores. The advantage of the physical store is reflected in the integrity of the store, which is reflected in the unification of the overall decoration layout of the product and the store, and is the perfect representation of the brand tone in the store.

Showroom is a package solution that can be solved by Ma Shi that can effectively solve the problem of the shop. The Showroom scene shop project solves the problem of customer flow and sales of the shop as a whole. The unique display from the window can attract more customers to enter the store, and the warm and living atmosphere created by the scene style can make the customers linger in the store, so as to enhance the customer's desire for try-on and promote the final purchase.

It is not difficult to find that the Showroom scenario-based construction can bring the following benefits. First, in the visual presentation, the shop display is richer, fuller, livelier, living, and scene-like, avoiding the void caused by the luxury of hardware facilities and Homogeneity; Second, in the emotional communication, the psychological distance between shops, products, brands and customers can be brought closer, and customers can be trusted and warmed. Thirdly, in terms of personnel management, they are free from the single sales that rely on the sales skills of the clerk. Means to let the clerk return to the best role of service, liberated shopkeepers from being troubled by employee training and management. Fourth, in the positioning of the shop, the shop has become more differentiated and vivid, allowing physical stores and e-commerce. The competition between them is more active and sustainable.

In summary, the fundamental solution for modern physical store retailing is based on the overall solution provided by the Showroom scenario-based structure. Only by setting up such a scenario can the customer be happy to find their own style of performance in the store and even in life. Only in this way can the customer finally return to the physical store, increase the viscosity of the store to the customer, and finally break through the sales performance of the physical store. bottleneck. In short, the key to building a profitable shop is to implement and adhere to the setup of the Showroom scene shop.