Zhuoti attitude Spring Festival sales innovation high experience hall new model sought after

In the Golden Week of the Spring Festival 2016, the national consumer market maintained steady and rapid growth. According to the monitoring of the Ministry of Commerce, sales from retail and catering companies nationwide reached 754 billion yuan on New Year's Eve to the sixth month of the first month of the year, an increase of 11.2% from last year's Golden Week. The reporter learned that due to the suspension of express delivery during the Spring Festival, the shopping spending of physical stores was boosted. Among them, food and clothing became hot sales, and women's apparel sales were particularly strong. Among them, the domestic fast fashion women's brand Zhuo Duo attitude sales during the Spring Festival is a record high, the performance of the rapid growth in the industry during the Spring Festival Golden Week's sales rankings are among the best.

Contrary to growth, the new model is the main reason

In fact, the growth of Zhuo Duozi's performance is not simply due to the “warming effect of the cold wave”, but more thanks to its innovative experience model. Compared with the conservative and stereotypes of other physical stores, Zhuoduozi has already boldly walked on the road to innovation. It is reported that as early as the second half of 2014, the Zhuozuozi brand formed a fashion experience hall, three main stores, three mall halls, a dozen storefront shops, and a discount store multilevel store group in Zhongshan. "Model", after six months of operation, achieved a 20% year-on-year increase in single store sales. In 2015, the three sites where Zhuo Duozi landed on the VIP profitability system also all achieved amazing results: The first phase of Chaozhou Chaozhuo Fashion Experience Hall broke through more than 100,000 in three days, up by 726% year-on-year. The three-day performance of the Qingyuan Zhuozizi Store increased by 1113% year-on-year, up by 1706% month-on-month; the three-day sale of the third-station Huizhou pilot shop increased by 718% year-on-year, an increase of 1349%.

Under the impact of the Internet, Zhuo Duozi not only increased the number of e-commerce providers, but also dared to innovate in physical stores - constantly making new attempts in the image of Zhuo Duozi brand stores and opening up new models. Practice has proved that the organic combination of the two on-line and off-line at Zhuozuozi greatly enhances the conversion rate of customers. This shows that this is the worst time and the best time. After accumulating experience in meeting challenges, Zhuoduozi has the idea of ​​responding to the new market environment. He can change from being passive to being active and reversing the situation of disadvantage, eventually achieving "contrarian growth."

The new experience model is sought after, and experience marketing becomes mainstream

Under the condition that the retail growth of the Internet has been gradually reduced, look at the entire retail industry. In addition to the traditional model like Zhuozuozi creating a new model of the fashion experience hall, many e-commerce brands such as Amazon, JD.com and Inman are also under the line. development of. The reason why the new mode of experience is becoming a trend is because physical stores can solve the pain points of consumers' online shopping. As Inman founder Fang Jianhua said, “The e-commerce customer experience is doing a better job, and there will be a 15% or so return rate. This is not a quality issue, but a suitable size, a difference in color, or a difference in the visual effects of body shape. Wait."

Today, "experienced marketing strategies can better 'circle' customers" has become the consensus of these traditional companies and e-commerce brands. In order to provide consumers with the most convenient and convenient experience, Zhuo Duozi innovatively adopted the "entertainment + shopping" one-stop model. While continuing to maintain Zhuozizi Women's Display Zone, they also introduced special zones for skincare products and coffee products, desserts, and other leisure products. One-stop omnipotent consumption of all kinds of food, beverages, and entertainment has aroused consumers' sympathy. Shopping, eating, cosmetology, body care, watching movies, playing with kids at the playground... In the Zhuo Duo Zi Fashion Experience Hall, customers are spending more than just clothing and a laid-back lifestyle.

More importantly, these experience halls use the Internet to make buying, paying, and picking more simple, accurate, and convenient. The relationship between the traditional clothing store and the customer is a purely buying and selling relationship, resulting in a lack of communication between the brand and the customer and between the customer and the customer. In contrast, the new model of the Zhuozuozi experience hall creates a better shopping environment. In the Zhuoduozi experience hall, there is a professional fashion collocation consultant that can quickly provide collocation and purchase suggestions based on consumers' tastes, dressing characteristics, and hobbies. If the consumer fails to purchase the favorite style, the experience hall can provide a virtual virtual display of the media to give customers more style choices. It can also use the “pre-sale buying” model to offer new products in advance for customers at a discounted price and vividly interpret The connotation of “fast fashion” is to follow the trend of the season at an affordable price and at the fastest speed. In addition, customers can also complete transactions through offline trials and online payment. Payment forms are also varied, credit cards, WeChat, Alipay, and even cash on delivery. Finally, customers can choose their own mode of delivery: door-to-door delivery, store pickup, cross-area pickup, pick-up station pick-up...

The experience hall model can be said to be an organic integration of online and offline, creating an end-to-end, seamless and good user experience for users. Exploring how to better achieve customer experience based on the experience hall may be the way out for the apparel industry in the future.