“Small space living room”, “minimal home example”, “warm children's room”... all kinds of decoration home model rooms instead of simple merchandise display, become the most attractive area in the home market. Just as selling a building requires a model to make a good eye, the model store in the home store also conveys to consumers the message of experiencing a better finished home atmosphere and realizing the ideal life concept. Nowadays, experiential consumption has a whirlwind in the home store. Consumers can not only experience the use of actual products in specific home environments, but also enjoy the “one-stop” of shopping, leisure, dining and entertainment. service.

Home experience store attracts people

“Previously, my girlfriend had to go shopping in the weekend, and now I fell in love with visiting the home store.” Mr. Lu, a citizen of Guangzhou, accompanied his girlfriend in the “IKEA” for a long time, strolling through the scenes and looking at the green plants. Even pet products, "I feel really good, I didn't have a clear goal to buy anything, but I couldn't help but see some fresh gadgets. I bought it and bought it, always not empty." Even lunch. They are all solved together here.

"It should be said that the setting between the templates is very important. For example, this bookcase, if it is displayed separately, may not be too much attention, but it is different in the living room of this scene. It feels very similar to the corner of my living room, if I There is such a bookshelf, it should be very practical, including those storage boxes, and I want to buy them together." Miss Chen said that many times, things that are not noticed in the merchandise display area, once in the model room, The feeling of "the situation", immediately follow the guidelines to find the corresponding product number, "even feel that buying one is not enough, you have to buy those decorative objects in order to have the overall effect."

There are also consumers who don't like to copy the model homes. "I think it's best to absorb some ideas from the model room and match them with the actual conditions of your home. I hate the same copy." However, Mr. Feng also admitted that the situational model room did give him a lot of inspiration. "Refering some design ideas and transforming your own home has become one of my pleasures." He said that his wife is on the kitchen. No resistance, "Maybe women naturally love those beautiful bottles and jars, and every time they bring her, they have to move back a lot."

Experiential replacement of price war

"It is undeniable that many stores are still fighting prices, especially on major festivals. The factory direct selling price and the lowest price in the city, but in addition to these, we must give consumers other feelings." A local home store brand manager said, In contrast, the market atmosphere, service attitude, delivery and installation issues are more likely to win the hearts of consumers.

In the past, the home store was fighting for “block” and scale. The only killer in the industry competition was the “price war”. All stores and merchants paid attention to the quantity in terms of promotion. With the introduction of new business ideas, today's home stores are more than just a place to sell goods, but to provide consumers with a home concept, a home feel.

“Scenario-style shopping can not only give consumers the most intuitive experience and experience, but also effectively express the concept of the brand and attract the target consumer group.” A person in charge of brand home sales said that the original intention of product design is aimed at urban middle-class, style. Simple and practical, but not lacking in creativity, “Using the pricing range to select consumer groups is not completely scientific. The overall layout of the model allows the products to work together, the style of the presentation is clearer, and the visual impact can be more effectively noticed by the target group.” He believes that this is more powerful than placing a "low price" label on the product.

Test the cost control of the store

There is no doubt that experiential consumption places higher demands on the operating costs of the store. Requiring the products of the store to match the various forms of the model room to achieve the purpose of creating real space, the demand for the store area far exceeds the traditional store; the model needs to simulate the different realities of the bedroom, living room, kitchen, etc. Conditions such as decorations and lighting have more demand and lead to higher costs. In short, companies need strong financial strength to back up.

The experiential consumer home store provides consumers with a complete set of home solutions for design, merchandising, sales and decoration. A change to the traditional home store is just a simple sale of home products and materials, and goes deep into a series of consumer behaviors such as consumer purchases, renovations, and home purchases. Therefore, the improvement in after-sales service is also very necessary. On the basis of the existing delivery, the home store can provide consumers with layout and decoration suggestions, and even can directly provide a complete set of decoration services for consumers, forming new profit points and extending to the upstream and downstream of the home industry to form a Complete industrial chain.

Experts remind that consumers should pay attention to comparing the different products between the model and the model in the "experience" household consumption, and choose the most suitable style for their own, rather than lingering in the perfect matching surface between the models. In addition, when you enjoy the shopping experience brought by “experience”, you can't ignore the after-sales service guarantee.

Soft service needs to be improved

You can sit down and have a cup of coffee while you are away from the store, discuss the shopping list with your family members; you can let your children spend 1-2 hours in the playing area while their parents are shopping attentively... With the income level of consumers The improvement of cultural quality and the scarcity of time resources show a typical complex and perceptual situation. On the one hand, it hopes to complete a series of activities such as shopping, catering, leisure and socialization in the shopping mall. The functions undertaken by the business place are no longer a simple “shopping place” but a “new social space”; Sensible factors are also becoming an important factor affecting customer purchases. For example, the environment, color, and service of shopping malls will have an impact on customers' choice of shopping malls.

According to industry insiders, compared with e-commerce, offline physical furniture stores have the advantages of individuality, experience, convenience and service, which is in line with consumers' demand for furniture products. However, the experiential consumption of many home stores is still only in concept and form. Although the hardware environment of the home shopping mall has been greatly improved, the soft service is still in its infancy.

Compared with traditional home stores, “experience-based consumption” pays more attention to the creation of the store atmosphere in addition to the sales of goods. It is hoped that consumers will get more spiritual satisfaction on the premise of purchasing the goods they need. Therefore, in addition to the store goods and the physical environment, the quality of the sales staff and the level of on-site management are equally important to the consumer. In front of the consumer, the salesperson should be an expert consultant who will solve and suggest any issues that the consumer may ask. Only in this way can consumers be willing to recognize “experience consumption”. Otherwise, “experiential consumption” can only stay on the mechanical level of material and environment, and lack direct communication and communication services between people.


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