Create a space experience from selling to providing inspirational home stores
“Home Store Experience Tour†visited nearly 20 stores, and felt the internal changes of the industry in a shopping environment more like home life scenes.
The decoration company hopes to let consumers see their strength and characteristics through various exhibitions. Beijing News reporter Wang Yuanzheng
The “Home Store Experience Tour†activity is coming to an end. During the visit, we visited nearly 20 large home stores, decoration companies and representative brand stores. We can feel that home stores are paying more and more attention to consumers' shopping experience. Not only is the brand's image display window, but also a way to enjoy and relax.
The home industry is undergoing transformation and upgrading, and its store form is also quietly changing, providing consumers with more ideas and plans about their homes.
Home store layout pays attention to "face value"
In nearly 20 store visits, the reporter found that home stores began to exert their strengths in hardware facilities, store design, and brand introduction to create a good shopping experience for consumers. Similar to the management of department stores, home stores are constantly improving in hardware facilities, sightseeing elevators, escalators, clean bathrooms, atriums for large-scale events, consumer rest areas, independent checkout counters and service desks; The interior decoration of the store is also more focused. The unique ceiling, door decoration, window design, regional theme and other designs can be seen in some large-scale stores, changing the crowded practice of common booths in home stores. In the introduction of brands, large-scale home stores pay more attention to the "brand effect". At the first floor or the beginning of the store, you can often see well-known brands in the industry. Many stores also support the brand in the store to open "shop-in-shop". The street front store even opened a separate doorway, and the brand features can be better highlighted. Similar storefronts have not only appeared in the high-end stores such as the Real Home, Red Star Macalline, etc. Many stores in the “suburbs†have begun to pay attention to the store image. It can be seen that improving the consumer shopping experience has become a consensus in the home market.
Home store is an important channel for the development of product sales in the home industry. Based on the low frequency of home consumption, the brand aggregation effect can attract consumers to the greatest extent, save manufacturers' marketing costs and reduce daily management costs. Naturally, home stores have also become a gathering place for many brands and categories. Here, not only can we see changes in consumer consumption trends, but we can also feel the changes that have taken place within the industry. For example, in this store experience tour, you can find that the number of custom home brands is gradually increasing, and the stores are also increasing the number of brands in this category; children's furniture categories are favored by the industry, many stores specialize in children's furniture areas, and some even Taking out the area of ​​one floor to open; relatively speaking, the demand for mahogany furniture, traditional European and American furniture has decreased, the competition is more intense, and some stores have reduced the sales area of ​​two categories, and some stores are in competition. Make a special feature and set up a special sales area.
The decoration company highlights "internal strength"
At present, most decoration companies are the link between decoration materials suppliers and consumers, and are not responsible for the production of decoration materials. Their greatest value is to provide design services and decoration works. In this edition of the store experience journey, the reporter found that the decoration company's stores are paying more and more attention to “returning to the truth†and attracting consumers through professional services.
The design is the expertise of the decoration company. During the visit, the reporter found that the decoration company began to pay attention to the presentation effect between the models, so as to impress the consumers. Different from the model that only pays attention to the “face value†in the past, the decoration company pays more attention to solving real life problems, such as increasing the storage function, ensuring the safety of the home, and providing convenience for the living... In the storefront model room decorated by Vanke Chain House, not only through the wall paint The main material and color of the floor and the color highlight the decoration theme, as well as a number of intimate details, such as the powerful storage function of the console cabinet, the USB port for convenient charging next to the bedside table, the sink on which the chopping board can be placed, the faucet can be pumped Pull out the surface spout. Design is the strength of the decoration company. These displays allow consumers to quickly understand the design level of the decoration company and add points to the consumers.
In the vast majority of decoration companies visited by reporters such as Shichuang, Tiansheng, Rongfa, and Susong Gongchang Club, in addition to the common main material display area, you can also see the craft display area. Some decoration companies show the basic steps of decoration, some show their own unique crafts, and some show the decoration process of a certain area, such as hydropower transformation, wall treatment, etc., it can be seen that the decoration company pays more and more attention to the process level. Improve competitiveness. Consumers may only have a preliminary understanding of such a display, but the decoration company hopes that through such display, consumers will see their attention and confidence in the project. In addition, the decoration company pays more attention to the quality of the accessories, and some decoration companies display their own characteristics and strength by displaying the quality of the accessories. The decoration company's expertise and features are more obvious, and strive to let consumers feel the quality of the construction site at the store.
Brand big store show "grade"
The products displayed in the store of the home store and the decoration company are mostly "children of other people's homes". In the brand store, it is obvious that the store furnishings are more and more life-oriented. In the store of Qumei Home, Fuyi Home, etc., the reporters felt the obvious home atmosphere after entering, rather than simple furniture. In the independent large space, lighting, accessories, soft furnishings and other elements and furniture are reasonably matched, so that the storefront is more like a home life scene; furniture design also has characteristics, for different consumer groups, furniture is full of personality, such as Fu Yi home store European and American furniture in the decoration of the details of the work, craftsmanship, according to Chinese consumer habits have also changed; Qumei home storefront is known for its elegance, new Chinese furniture in the storefront show elegant charm.
The era of mechanically “handling†products has passed, and brand stores are more focused on creating experiential furnishings that match the tastes of the consumer groups. The new trend of brand store furniture consumption, but also deducted the unique style of their own focus, to provide consumers with home design inspiration. Even if I hurried through the street, I couldn’t help but look at it through the glass window, giving people an idea of ​​home.
â– Sound
Looking for life inspiration from the store
â— Gao Zhengyuan, general manager of Jinyuan Store
Home stores are not only a place to sell household items, but also a place to inspire consumers' lives. The home store has a large number of industry resources such as brands and designers, which can integrate the advantages of these resources and provide consumers with multiple services. At the end of this year, Jinyuan Store will open the Oriental Design Center. Through the cooperation between big-name designers and brands, it will showcase the master model room for consumers and inspire consumers' inspiration, so that consumers will have more brand characteristics and design trends. A comprehensive understanding to achieve a win-win goal. In the future, this will be the core competitiveness of home stores.
Home store environment will get better and better
â—Xu Jing, deputy general manager of Oriental Home Furnishing Plaza
Beijing is resolving non-capital functions. Since last year, many poorly managed building materials and home markets have been relocated or shut down. Home stores are also upgrading their self-requirements, from property management, hardware facilities, brand screening, integrity services, etc. Strengthen self-requirement in many aspects and provide consumers with a quality shopping environment. Oriental Home has been in the Beijing market for many years and has been demanding itself with high standards. In the future, we also plan to continue to enhance the shopping environment of the Oriental Home and create a good shopping experience for consumers.
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