Shulou(Shulou.com)11/24 Report--

Once upon a time, e-commerce was known as the disruptor of physical stores. Ten netizens and nine online purchases, the huge consumption volume of e-commerce attracts countless brands to build on the power line. But when everyone thought that the offline stores tended to be lonely, inadvertently, the physical stores went back to the public view.

According to incomplete statistics of China Merchants data, 164 brands opened their first offline stores in China in the first half of 2023 alone, among which, in addition to mature brands and international brands entering the Chinese market for the first time, more than 30 brands began to enter offline or chose to start offline.

In the past, Xiong Electric, which was deeply cultivated online, also landed its first offline experience store in Chengdu Vientiane City on September 23. As a brand-owned store, it is different from traditional store-style stores. The store not only displays products, but also has interesting live interaction, immersive life scenes, senseless shopping consumption... In short, it is a completely different experience.

It can be seen that the same store, business logic has undergone a fundamental reshaping. Although the industry experience store also has layout in the terminal in the past two years, after experiencing the baptism of epidemic situation, the entity recovers, consumption begins to pay more attention to quality and experience, and the choice of bear electric appliances at this time is undoubtedly an important signal for the industry. This means that around the construction and exploration of the new retail O2O experience store, Bear Electric is incubating a brand-new store operation mode; based on the online + offline integration force, the user experience depth is comprehensively improved, the distance between the brand and the user is further shortened, and the exquisite life experience is created.

With the new operation mode of "scene + shopping," open a new experience of offline store consumption

From the perspective of long-term development, online to offline is an inevitable choice for e-commerce brands to explore new retail. According to data released last year by RET Ruiyide, 82% of consumers aged 25-35 are more inclined to shop offline. Because offline stores always have an unparalleled advantage over online stores, that is, the user experience is better. In the store, users can intuitively understand the products and more accurately learn about demand preferences.

Although stores are direct contacts, to gain consumer recognition, they still need to demonstrate differentiated appeal. A survey by Beijing Normal University shows that about 31% of consumers will pay more attention to the fun and experience of shopping. Therefore, when the single goods display of traditional experience stores is no longer fresh, stores need to dig deep into the diversified needs of users and formulate suitable operation mode to bring them a more high-quality and personalized consumption experience.

Under the background of physical warming, Bear Electric seized the opportunity to lay out the first offline experience store, which is not only a new step taken by brand offline operation, but also a powerful exploration for innovation of new retail O2O experience store mode. The experience store breaks the inherent product management thinking, focuses on the experience of target groups, and creates a shopping space for young people that can be bought, played and entertained based on the new operation mode of "scene + shopping."

From a user perspective, this is the ideal gateway to an immersive experience of happy living and enjoyable shopping. Entering the store, you will see the workplace, outdoor, party and other scene product purchase areas. The product features are detailed. As long as you like it, you can scan the code line and order, deliver goods directly to your home by express delivery, and experience senseless consumption. In addition, the most popular store, but also belong to the direct broadcast room park, offline users have watched the anchor live broadcast, was infected by the anchor live broadcast enthusiasm. According to introduction, the store will invite young people's favorite online celebrity anchor to live broadcast from time to time in the future, planting grass for young people's favorite good things, bringing immersive shopping experience for users.

It can be said that under the new operation mode of "scene + shopping," the operation capacity of experience store has been greatly improved. Compared with the previous single sales store mode, the scene will make people more immersed, and can create satisfaction and surprise from emotional, visual, psychological and other aspects, so that the store transformation will be more efficient and natural.

More importantly, this kind of strong experience service concept allows users to harvest the fun of shopping, but also can further feel the happy life created by Bear Electric. When you are tired at work, there are small bubble health pots that can take care of each kind of ingredients; when you are hungry, there are fast cooking rice cookers that can cook Q-bomb coarse grain rice... Bear Electric has products that discover and create happiness, and hopes to help young people create their own happy moments.

Facts have proved that after landing the new operation mode, the first offline experience store of Xiaoxiong Electric has gained the unanimous favor of users on the opening day, and the store passenger flow is constant.

Online + offline integration to enhance user experience

From the perspective of overall operation, the first offline store is the optimization and advancement of the overall operation layout of "online + offline" by Xiao Xiong Electric. In fact, since the establishment of offline terminal channels, Xiaoxiong Electric has been iterating the operation mode around user consumption demand, promoting the deep upgrading of online e-commerce + offline channels, promoting category innovation and channel optimization resonance through all-channel development, and strengthening the deep experience of users.

Online e-commerce channels broaden the breadth of user reach and brand recognition, and excellent product power also cultivates a large number of loyal fans for the brand. At present, Bear Electric independently develops more than 60 categories, covering kitchen appliances, household appliances, personal care products, baby products, etc., with more than 500 models of products, more health pots, washable wall-breaking machines, one-person rice cookers and other products are deeply loved by young people.

The online rich category matrix and deep user base provide natural soil genes for the layout of Bear Electric. Offline Bear Electric focuses on the deep perception of consumers, focuses on service and experience, confirms consumers 'feelings about products with the product perception of "seeing, touching and smelling," establishes emotional connection between brands and consumers in direct communication with users, further opens up the experience layout of multi-category and full-scene, and continuously enhances users' satisfaction and recognition.

Under the construction of online + offline dual channels, Xiaoxiong Electric will also take the first offline experience store as the business template to create a more comprehensive channel layout. Channel innovation, as a new force in the development of Bear Electric, dealers and distributors at all levels can reap the commercial operation effect of 1+1>2 under the empowerment of the new operation system. The core advantages of the industry thus established will also rapidly penetrate into the sinking market, widely benefit all kinds of user groups, enable users to experience more diversified and enjoy more complete services, and at the same time, open up more business sources and market increments for service providers, so that the overall retail capacity of the brand can be rapidly improved.

Shorten the distance between brands and users, accelerate the direct access of refined life users

In the era when users are king, Bear Electric knows that the key to determining the success or failure of a brand is the distance between the brand and the user. Therefore, while grasping the overall operation, the brand does not forget to take the user demand as the center, take "user direct" as its own responsibility, and make the brand better enter the user and serve the user through the channel reform, brand construction and in-depth implementation of "fine product strategy."

The purpose of deepening channel reform is to realize user reach through multiple channels. At present, Bear Electric has both traditional e-commerce layout, interest e-commerce layout, and offline stores, which can meet users 'needs with multiple contacts. In addition, Bear Electric is constantly improving the proportion of self-support, serving consumers well from pre-sale, in-sale and after-sales aspects, constructing a full-process service system, improving service quality through the whole link, truly realizing assured selection, worry-free shopping, and improving user stickiness and re-purchase rate.

Strengthening brand building is a key step for Bear Electric to pull users away and enhance users 'brand emotion. Scene interaction and live planting like offline experience stores cater to young people's preferences, and then more creative play methods such as theme flash and new product release will be launched. Not long ago, Xiao Xiong Electric and his national brother Wu Lei jointly created TVC short film "100 happy moments cured by bear," as well as in Guangzhou, Beijing and other places to carry out bear hug flash cruise activities, and in Shanghai landing "bear cure corner" flash shop... Many young people like creative content, invisible deepened the emotional resonance between the brand and users, but also let the delicate and fashionable lifestyle of Xiao Xiong Electric more deeply rooted in people's hearts.

Of course, the core reason for the close integration of bear appliances and users is the "boutique strategy" that the brand has always implemented. Under the guidance of this strategy, Bear Electric can gain insight into the contact experience and use scenarios of the whole process from purchase to use, so as to optimize the experience from R & D, design, manufacturing and other aspects, so as to continuously meet the needs of users.

At the R & D end, Bear Electric has set up a three-level R & D system, with 10 R & D teams and more than 300 R & D personnel, providing technical support for category innovation and product upgrading. At the same time, it links global resources and 60 + designers in design to inject continuous vitality into design innovation. In addition to hard work at the R & D and design levels, Bear Electric is also making efforts to build hard strength. Bear Electric has built 4 intelligent manufacturing bases, more than 70 production lines and two fully automatic production lines to provide sufficient guarantee for creating a high-quality and high-level product system and effectively improve production and operation capabilities.

With the "boutique strategy" as the traction, let the exquisite life integrate into the daily life of users, bear electrical appliances along the way harvest the market users widely recognized. During the period of 618 in 2023, the total sales volume of Bear Electric was 340 million yuan and the total sales volume was 2.8 million units, among which, the sales volume of seven categories such as health pot, egg cooker and electric lunch box ranked first.

Darwin wrote in his Theory of Evolution,"The species that survive are not the most powerful, nor the most intelligent, but those that react quickly to change. "In the view of Xiao Xiong Electric, only enterprises that know how to change with the trend can accumulate solid market competitiveness. Therefore, the landing of the first offline experience store in Chengdu is only the first step for Bear Electric to explore the new retail O2O experience store model. In the future, it will radiate to the whole country, striving to bring comfortable and beautiful exquisite life to more users.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.