XTEP Layout Experience Shop Once Again Become The Focus Of Attention In The Industry

< p > when sports brands have slowed down their pace of expansion, a href= "//www.sjfzxm.com/news/index_x.asp" > XTEP < /a > layout experience shop has again become the focus of attention in the industry.

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< p > "the worst period of sporting goods has passed, and this year will be a turning point in group business. Changsha store is only a starting point. In the future, more experience shops will be set up in the whole country."

When XTEP opened its biggest experience in Asia in May 31st, XTEP President Ding Shuibo said in an interview in Changsha.

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Less than P, the "experience mode" of retail industry represented by XTEP is rising quietly when the management strategy of channel is king.

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< p > < strong > layout experience shop < /strong > /p >

< p > < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > retail business just after winter, XTEP wants to break through with layout experience shop.

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< p > May 31st, XTEP sports fashion experience shop opened in Huang Xing Roy West Roya building, Changsha.

According to reporters, this is XTEP's largest brand experience shop in Asia.

The total shop area is more than 2000 square meters.

The store is divided into three levels, one is a professional product area, the two is a male and female product zone, the three is children's clothing and theme product area.

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< p > data show that the core value of experiential shop design is to convey and advocate a lifestyle that represents brand spirit and unique personality and taste to consumers. It is a yearning and expectation for a way of life.

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< p > reporter found in XTEP experiential shop, the whole experience store product includes running, campus, city and many other series, and the product has more than 2000 sections (SKU), so that consumers can realize one-stop consumption experience.

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< p > in addition, the leisure areas at all levels create a comfortable and relaxing place for consumers, enabling consumers to enjoy relaxation and entertainment items while shopping.

Among them, the new AR interactive area in the store is a popular technology of human-computer interaction, which enables virtual and real interaction to bring consumers full technological sense.

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Guo Yizhe, director of XTEP brand, explained in an interview with reporters that experiential shops will explore their real desire for P and bring personalized one-stop service to consumers.

From the perspective of customers, we stand in the position of customers to examine our brand appeal and product services.

The purpose of sports fashion experience shop is not only to sell products, but to let every customer in the shop enjoy the cultural atmosphere of the brand and become the identity and promoter of XTEP culture.

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"P", an industry insider interviewed by reporters, said that experiential consumption has gradually become an economic form after product economy, commodity economy and service economy.

The emergence of experience shops is closely related to the brand development stage.

According to the level of brand development, when the brand has a certain precipitation and has a relatively recognizable style and attitude, it will develop towards the "experiential shop" level.

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< p > "there are three main reasons why XTEP has the largest Asian fashion sports experience shop in Changsha, Hunan."

Ding Shuibo, President of XTEP group, said that Hunan's market performance has always been the leader of XTEP's national sales area. After years of deep ploughing, XTEP's fashion and professional products have been highly recognized and welcomed by the Hunan market. Changsha is also one of the most entertaining and fashionable cities in China. The young people here pursue happiness and have unique views on fashion. These characteristics coincide with the young and dynamic brand tonal of XTEP.

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Last but not least, P is very important because XTEP is concerned about the professionalism of its products and has increasingly focused on the experience of consumers in the shopping process. Therefore, we also hope to bring non ordinary shopping environment to consumers in this form of experiential shop, so that consumers can feel XTEP's brand culture and make shopping a real enjoyment.

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< p > < strong > channel ends in the age of Kings < /strong > < /p >

P, XTEP, a famous brand in China, why did it choose the layout store in a big environment? This may be related to the dilemma of "channel is king" in garment industry.

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< p > over the past 20 years is the first "golden age" for the development of the garment industry. A large number of large a target= "_blank" href= "//www.sjfzxm.com/" brand clothing "/a" enterprises have emerged in China.

In Jinjiang, sports clothing represented by Anta and XTEP, under the background of the seller's market, relies on the marketing mode of "star + advertising" to quickly stand out and become a leader in domestic clothing.

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< p > however, in 2008, with the further fermentation of the global financial crisis, the gloom of the global economic recession enveloped all walks of life. The textile industry as the traditional industry was the first to bear the brunt. The domestic sports brand encountered a cold winter. In order to reform the channels and digest the storage, the customs shop was staged in various sports brands.

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Under the pressure of P, sports clothing enterprises have launched a "tough battle" in pformation. The enterprise development mode has shifted from the wholesale channel mode to the retail oriented "experience mode", paying more attention to the shopping experience brought by the terminal store to customers.

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< p > "consumers' shopping rules are changing, so our marketing ideas should be changed accordingly."

Ding Shuibo, President of XTEP, also told reporters that the development direction of diversification and multi-channel, as long as the rational use, is bound to promote the enterprise to a new height.

The opening of experiential shops may be a good start for XTEP to achieve its goals.

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< p > "the marketing orientation of retail pformation requires us to pay more attention to emotional communication with customers."

In an interview with reporters, Ding Shuibo said that experiential marketing is more direct and effective for brand viscosity and loyalty.

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< p > it is understood that at present, such as XTEP, ll, and so on, "a target=" _blank "href=" //www.sjfzxm.com/ "shoes" /a "clothing enterprises have been gradually testing the water experiential consumption and achieved good results. I believe there will be more and more shoe and clothing brand enterprises open the way of experience marketing in the future, and the marketing era of" experience is king "has arrived.

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< p > "the worst period of sporting goods is over."

Why do we open shop at this time, Ding Shuibo explains so.

First, through the efforts of the group over the past two years, most of the inventory has been successfully digested. Secondly, sales discount is improving, and the franchisee is on the rise, which shows that the confidence of the market is rising; thirdly, the industry profits are rising.

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< p > according to the relevant data, XTEP's first quarter sales in the same quarter increased in 2014, and the first quarter and second quarter also appeared in the form of supplementary orders.

In terms of shops, XTEP did not shut down stores on a large scale, but instead focused on upgrading the same store efficiency. The number of stores this year is expected to remain unchanged from 2013.

From the data, XTEP enterprises showed signs of recovery rising.

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< p > Ding Shuibo explained that this year is the turning point of group business. The enterprise "experience king" < a href= "//www.sjfzxm.com/news/index_s.asp" > marketing mode < /a > has achieved initial success.

At present, the golden period of extensive development of sports goods enterprises has passed, and sporting goods enterprises must pform from the original horse racing enclosure and the original wholesale mode to a consumer oriented "experiential consumption" mode, from wholesalers to retailers.

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