Text/Hong Xiaochun
Terminal store decoration is a big project for dealers, and it is also a top priority for brand building for the headquarters, because high-end brands need the support of high-end images.
So is terminal store decoration just about pursuing the luxury and beauty of the space? Of course not, the ceramic tile showroom must eventually return to the essence of sales, so the design must also be based on the customer's perspective. Cheng Xiaoli, manager of the planning and promotion department of Jinduo Ceramics, believes: "The biggest function of the exhibition hall is to provide customers and users with an atmosphere of transaction." The so-called store upgrade is not only an upgrade of the appearance design, but also the improvement and transformation of the sales system and sales logic. .
During the period from 2018 to 2020, the multiple twists and turns in the ceramic industry indirectly catalyzed the refined operations of terminal dealers; conversely, the brand headquarters is also bound to accelerate the development of terminal dealers. Sort out and improve store building standards. From the various clues in the terminal store designs of the following brands, it can be predicted that a number of terminal stores will appear in 2020 that will subvert traditional perceptions.
One
At the Jinyitao Group’s 2020 dealer annual meeting, He Gan, chairman of Jinyitao Group, said: “The current logic of store design is that the first is how you enter the store, and the second is how you enter the store. The third is to facilitate transactions. We must integrate our 'three gold' products to integrate differentiated competitive advantages." Immediately afterwards, the plan to build Jinyi Ceramic Tile 3.0 standard store was announced at the conference. strategy.
In order to make the stores more attractive and more in line with product and design trends, almost all brand headquarters have never stopped adjusting their terminal stores; after experiencing first-generation stores and second-generation stores, Jinyi Ceramic Tiles 3.0Biaodian was born. It is reported that the 3.0 standard store was designed by Mr. Sun Huafeng, vice chairman of the Interior Design Branch of the Architectural Society of China and senior designer, and has the strength to break the vicious circle of homogeneity of terminal stores.
Jinyi Ceramic Tiles defines the 3.0 standard store as a "whole home integrated flagship store". In the planning of the 3.0 standard store, the original store types have been optimized, and at the same time, they have transformed into multi-category integrated stores such as ceramic tiles, gold slate home furnishings, and Jinyi green energy components. It can be said that the original store has A single ceramic tile has become a store model that sells home furnishings and new materials.
▲Jinyi ceramic tile 3.0 standard store exterior
In the Internet era, as customers' purchasing behavior gradually diversifies, how to approach target customers and explore customer needs in the fastest way is the trend of the times and an important way for dealers to seek development.Therefore, the use of digital management is also an important part of the upgrade of terminal stores. Jinyi ceramic tiles have also reshaped the store ecology - from sales to service and platform, and from traditional stores to digital stores.
二
How to implement the standard store system, in the final analysis, is still inseparable from the support and cooperation of dealers. It is reported that many brands have sacrificed the hair of a large number of designers at their headquarters in order to create terminal store designs that satisfy dealers. One brand has even opened a special area directly in its headquarters to imitate the design of terminal stores, allowing dealers to personally experience what the standard store will look like after it is completed.
▲The restoration of the terminal store in the exhibition hall of Jinduo Tile Headquarters
The 400-square-meter exhibition hall on the second floor of Jinduo Ceramics Headquarters has restored the design of the terminal store 1:1. The latest standard store planning includes the division of multiple functional areas such as brand culture, design negotiation, product display, product application, and customer experience. . Cheng Xiaoli, manager of the planning and promotion department of Jinduo Ceramics, said that the exhibition hall is a very important support point for retail customers, engineering customers and brand promotion, and Jinduo Ceramics has always maintained close contact with the design field. , Therefore, we will move forward in the pace of improving and upgrading terminal stores.
▲Jinduo Ceramics Jiujiang Flagship Store
The advanced thinking mode of the headquarters also drives the upgrade of the terminal brand concept. Xiong Guoping, general manager of Jinduo Ceramics Nanchang Marketing Center, actively responded to the renovation of Jinduo Ceramics Nanchang flagship store when the headquarters initially launched version 4.0 of the terminal store. Before the Spring Festival this year, Xiong Guoping also renovated the Jiujiang store of Jinduo Ceramics in accordance with this version of standards, and officially unveiled it some time ago.
▲Jinduo Ceramics Jiujiang Flagship Store
On April 29, the "High-end Quality Life Shines in Jiujiang" Jinduo Tile Opening Ceremony and Tile Design China Tour Jiujiang Station were grandly opened at the East China Phase III Boutique Pavilion. The opening ceremony was held in the trendy format of "design salon + private wine party", allowing guests present to experience the charm of the new exhibition hall in a relaxed and pleasant atmosphere, and at the same time, it also made the brand concept of Jinduo Ceramics more deeply rooted in the hearts of the people.
三
Terminal store design and headquarters exhibition hall design are actually inextricably linked. Sometimes a futuristic headquarters exhibition hall and a terminal store close to life can also convey the same brand concept. However, at the sales level, endend stores need to pay more attention to consumers’ home space experience.
▲"Renovation of Huiya Tile Global Marketing Center" beautiful pictures
Since its launch with a new image at the 34th Ceramics Expo, the Huiya Tile Global Marketing Center has become instantly popular and has attracted a large number of visitors. In the past four months, with the continuous exploration of the Huiya Tile headquarters team and the Tuowei design team, the "Huiya Tile Global Marketing Center Renovation Story" once again broke through the design height and attracted attention within and outside the industry.
▲"Renovation of Huiya Tiles Global Marketing Center" beautiful pictures
In "Renovation Notes", without changing the main architectural structure of the headquarters exhibition hall, the designer made the separated spaces connect and flow through local space transformation. Use clever techniques to integrate the ethereal nature into industrial civilization, and integrate contemporary aesthetics into traditional space; making it not only have the structural sense of industrial civilization, but also the quality of industrial manufacturing. Because a large number of technology, light and shadow elements are integrated into the design, visitors can gain an immersive future exhibition hall experience.
▲Huiya Tiles Chengdu Flagship Store
Different from the magical design of the headquarters exhibition hall, the headquarters design team adheres to the principle of "design comes from life" and integrates home life into the design of Huiya Tiles Chengdu flagship store. It is reported that the store followed the unified SI standards of Huiya Tile terminal stores for construction. In the regional space design, the designer combines unique life experience and integrates life details, life attitude, and life insights into modern space, which not only caters to consumers' demands for a better life, but also interprets the definition of high-quality home space.
▲Huiya Tiles Chengdu Flagship Store
Based on the current consumption characteristics of different consumers, designers carefully match the personalized spaces that suit consumers, bringing high-quality home life experience to customers entering the store. Therefore, in every corner full of life in Huiya Tiles Chengdu flagship store, life aesthetics can be found everywhere. All aspects reveal that the brand headquarters really thinks from the perspective of consumers when planning the terminal store system, and upgrades the experience of terminal stores with the user as the center.
四
Melco Marble Tile Urumqi Store is located in the local Hualing Building Materials Market, with a total area of 680m². The two-story lobby at the entrance uses a large number of large-size continuous pattern products of Melco marble tiles, which fully demonstrates the advantages of its products.
▲Melco Marble Tile Urumqi Flagship Store
As a young and energetic fashion brand, Melco Marble Tile also highlights this point in the design layout of its Urumqi store. Products that fit the trend are applied to the space through design, and are more eye-catching under the spotlight; the design of each area pursues the best balance between color and product texture, and exquisite decorative elements cannot take away the new ones. The C position of Hao marble tile products.
▲Melco Marble Tile Urumqi Flagship Store
Most of the products in traditional terminal stores are displayed according to the manufacturer's product categories, while Melco marble tiles place more emphasis on the structure and combination of products, because a reasonable product combination not only allows the products to highlight their high-end positioning in the exhibition hall, but also It is also more conducive to product sales. It can be seen that product line upgrade is an essential prerequisite for terminal store upgrade.
▲Melco Marble Tile Urumqi Flagship Store
Wu
Light luxury represents contemporary people's pursuit of high-quality life. Laideli Ceramics Pingxiang Light Luxury Fashion Store is decorated with light colors as the main color. Interesting windows, Hermès orange ceilings, exquisite metal decorations, simple lines and other design details establish the light luxury temperament of the entire store, thus attracting a large number of people. Customers who pursue ideal home style. Attracting customers to the door is only the first step. Laideli Ceramics’ secret to retaining customers is just two words: service.
▲Laideli Ceramics Pingxiang Light Luxury Fashion Museum
Laideli Ceramics integrates the theme of "Happy Home" into terminal stores, conveys the culture of building a happy home and settling down happily, and uses meticulous services to achieve warmer humanistic care. The design of the model rooms such as kitchens, living rooms, washrooms, etc. in the exhibition hall are all based on the current preferences of young people pursuing individuality. At the same time, Laideli Ceramics will also provide customers with consulting services on color, soft decoration, and accessories matching. Whether it is appearance, function or service, we are committed to meeting customers' high-quality pursuit.
▲Laideli Ceramics Pingxiang Light Luxury Fashion Museum
Nowadays, various luxuriously decorated specialty stores, image stores, flagship stores, and experience stores have appeared on the market, which is a reflection of the upgrading of marketing services in the transformation of the ceramic industry. Now that we have entered an era of diversified competition, terminal sales need to provide more supporting products, door-to-door measurements, space design and other value-added services in order to win their own market territory. Perhaps the most important upgrade of terminal stores in the future will be the upgrade of the service system, and this requires collaborative progress from manufacturers.
▲Laideli Ceramics Pingxiang Light Luxury Fashion Museum
In summary, behind the upgrade of terminal stores is the upgrade of multiple dimensions such as brand, management, products, experience, and services. If you put aside these aspects and only make visual changes, it will not only be useless for terminal dealers, but also increase the financial burden. I wonder why such new store standards require terminals to fully support and What about cooperation?
