In recent years, the scale of China's luxury market has increased year by year and has taken the lead in the global market. In 2020, it has achieved a 48% increase, reaching 346 billion yuan. In addition, according to the latest data of AI media, in the first quarter of 2021, 46.1% of Chinese consumers purchase luxury goods in stores in mainland China, followed by e-commerce platforms, domestic duty-free stores, Hong Kong, Macao and Taiwan or overseas stores, and overseas purchasing agents, accounting for 43.2%, 42.6%, 30.7% and 29.3% respectively. It is worth noting that at a time when domestic physical retail has achieved a large-scale recovery, The proportion of official brand stores and e-commerce platforms is almost equal, and online consumption has entered the luxury consumption structure more regularly. Therefore, more and more brands continue to add to the Chinese market, and at the same time, they also pay more attention to and join in tmall, Jingdong and other e-commerce platforms; Micro blog, instagram, little red book and other social media have also become the key communication channels of brand creative content.
It is worth noting that, at a time when online channels have become a general trend, the Internet technology industry, which has always been focusing on online games and taking digital technology as its core selling point, has begun to shift to offline and materialize. Science and technology and fashion, two industries with deep friendship, coincide in a series of offline marketing measures. In the case that digital technology has brought long-term changes to consumer behavior, the entity scene, with its characteristics of strengthening brand image and sense of experience, increasingly plays a key role in the two industries.
Google, an Internet giant, recently opened its first physical retail store in New York's Chelsea District, covering an area of 5000 square feet.
Google's first physical store The store mainly provides new product experience services. In addition to displaying Google's pixel series mobile phones, smart home series, stadia cloud game system, wearable devices and Google's new hardware devices, the store also carries out digital design of products and exhibition space, For example, a 17 foot (about 5 m) full glass semicircular space is set up at the main entrance of the store. Customers can browse product information through the touch screen and experience Google translation technology. In addition, there are many sandboxes spaces in the store to let customers experience the products immersively by imitating real life scenes.
Google's first physical store
This scene marketing closed loop, which integrates browsing, dialogue and even experience, plays an important role in guiding the current consumer goods field. Not only Google, but also Apple's second-largest flagship store in Shanghai, which has been renovated for four years in March this year, also chose to settle in this prosperous area, covering an area of about 3835.24 square meters, with an investment amount of 83.4 million yuan, second only to the 7199 square meters Apple flagship store on Fifth Avenue in New York. If you choose to open a flagship store in the landmark business district, you should not only give consideration to the product experience, but also embody the brand value and convey the brand image with the characteristic entity scene.
Apple flagship store on 5th Avenue, New York Take Beijing as an example, electric appliance retailer Shundian, Xiaomi and Huawei, which focus on intelligent hardware, also set up offline experience space in Sanlitun, blue harbor, Oriental new world and other fashion landmarks. After experiencing social blockade and long-term online channel layout, the advantages of offline scenes emerge after the "weak period" of traffic dividend, which can reflect the strong development momentum in the fashion industry. In 2021, in the process of exploring new retail mode, many brands not only launched creative offline scene marketing activities such as limited time boutiques and brand exhibitions, but also launched cross-border services to explore more brand-new value, and enhanced the sense of realistic experience through AR technology.
Not long ago, LVMH group's luxury brand rimowa announced that it would open a kiosk for customers to take photos of their passports at 99 Prince Street, SOHO, New York. Rimowa said that with the recovery of global tourism, the brand hopes to provide travelers with a simple and high-quality way to update their passport photos.
Rimowa stores launch ID photo shooting service Compared with the traditional service kiosks for taking passport photos, rimowa provides customers with a more modern environment, including more comfortable seats, more suitable lighting and other automatic user experience. In addition, after the photos are taken, the digital version will be provided after the photos are printed on site for recording or re printing. As a luxury luggage brand positioning itself as a "travel expert", rimowa, a cross-border service based on offline scenes, not only reflects the differentiated category positioning different from fashion handbags, but also makes it easier for consumers to interpret brand products and culture. "It's not the only way to start a journey," says dezarai romaneri, general manager of rimowa North America. "Like many things, someone has to come up and say," wait, this is not the only thing to do. "It can be simpler, more efficient and cooler." This year, Italian luxury brand fendi also launched Fendi Caffe limited time coffee shop and experience space in iapm of Shanghai International Trade Center, Shanghai IFC international financial center shopping mall, Nanjing Deji Plaza, Shenyang Vientiane city and Shenzhen Vientiane city. In the limited time experience store, the FF logo is reinterpreted to present the psychedelic style of the 1970s, creating a new pattern FF vertigo and strengthening the brand identity.
Fendi limited time experience space Through the colorful FF vertigo yellow tent, bar chair, green lawn floor and other space furnishings, the "indoor camping" feeling is added. In Fendi Caffe Shanghai IFC limited time experience space, in addition to men's and women's wear and handbags, the summer capsule series also launched stand-up paddle board, skateboard and onestep close up 600 series retro Polaroid camera, which is a special cooperation between Fendi and polaroid. It also cooperates with Lady m to provide catering services such as thousand layer cake, lightning puff and macarone, Add more interest to the life scene created by luxury goods.
Fendi limited time experience space, Shanghai IFC international financial center shopping mall
In order to highlight the design aesthetics and craftsmanship of Olympia, the brand's iconic package, as well as the creative concept of classical modern interpretation, Burberry, a British luxury brand, recently launched a series of time limited boutiques around the world, integrating ancient Greek sculpture elements into the exhibition space around the architectural beauty and femininity of the package.
Burberry Olympia limited time boutique At the same time, AR experience is launched in the reality boutique by using augmented reality technology. Visitors can see the dynamic image of the statue after scanning the QR code, and leave a series of action sequence statues. It enables consumers to experience real products and space in offline scenes, and to experience the virtual world only in "real space". Ar experience of Burberry Olympia limited time boutique As for luxury brands such as Louis Vuitton, bottege Veneta and gentle monster, more and more luxury brands have launched time limited boutiques in cities with different characteristics in China. In addition to being driven by luxury consumption vitality in second tier cities, taking Chengdu as an example, the regional characteristics of ancient Shu civilization and the local slow-paced living atmosphere are taken as an example, On the one hand, it further deepens the close relationship between the brand and Chinese local culture in the hearts of consumers, on the other hand, it also creates more diversified values and lifestyle for the brand through offline scenes.
Louis Vuitton limited time experience store in Chengdu
Whether it is Internet enterprises or fashion industry and other fields, consumption is not equal to simple purchase and payment. With the growth of market volume, consumers are facing more and more choices. Brand image and experience have become the most important factors to consider under the consumption upgrading.
Although digital technology has brought long-term changes to consumer behavior and offline layout has become increasingly necessary in recent years, online and offline is not the starting point or end point of a development trend. To really master and use the new retail mode, we need not only the brand's online and offline marketing ability, but also a more forward-looking grasp of the law of consumer behavior, and provide a set of unique and innovative methods in the corresponding channels.
