Experiential consumption has caused a whirlwind in the home market

"Small space living room", "Minimalist home furnishing example", "warm children's room " ...... Various decoration home model rooms have replaced simple commodity display and become the most attractive area in the home store. Just as selling a house requires a lot of attention in the model room, the model room in the home store also conveys this message to consumers: experience a better finished home atmosphere and realize the ideal life concept. Nowadays, experiential consumption has caused a whirlwind in the home market. Consumers can not only experience the use of actual products in a specific home environment, but also enjoy the "one-stop" of shopping, leisure, dining, and entertainment. service.

 

 

Home experience stores attract people

 

"It should be said that the setting of the model room is very important. For example, if this bookcase is displayed separately, I may not pay too much attention, but it is different in the living room in this scenario. It feels very similar to the corner of my living room. If I There is such a bookshelf, which should also be very practical, including those storage boxes, and I want to buy them together. "Miss Chen said that many times, things that you would not pay attention to when visiting the product display area, once there was" in person in the model room The feeling of "the environment" immediately followed the guidelines to find the corresponding product number. "I even think that buying one alone is not enough. You have to buy those decorative objects to have the overall effect."

 

There are also consumers who do not like to copy the model room home, "I think it is the best to absorb some ideas from the model room, and then match up with my own satisfaction according to the actual conditions of my home. I hate the same copying", However, Mr. Feng also admitted that the model room of the situation did inspire him a lot. "Refer to some design ideas and transforming the corner of my home has become one of my pleasures." He said that his wife was interested in small kitchen items There is no resistance. "Maybe women naturally love those beautiful bottles and jars. Every time I bring her together, I have to move back a lot."

 

Experiential replace price war

 

In the past, home stores struggled with "block size" and scale. The only killer in the industry competition was the "price war." All stores and businesses focused on quantity in terms of promotion. With the introduction of new business ideas, today's home furnishing market has become more than just a place to sell commodities, but to provide consumers with the concept of a home and the feeling of a home.

 

"Situational shopping not only gives consumers the most intuitive feelings and experiences, but also effectively expresses the brand's concept and attracts the target consumer groups." A person in charge of home sales of a brand said that the original intention of product design is to target the urban middle class and style Simple and practical, but there is no lack of creativity. "It is not completely scientific to use a pricing range to select consumer groups. The overall layout of the sample room allows products to cooperate with each other, the style of display is more clear, and the visual impact can more effectively make the target group notice." He believes that this is more motivating than putting a "low price" label on the product.

 

Test store cost control

 

There is no doubt that experiential consumption has put forward higher requirements on the operating cost of the store. The store goods are required to cooperate with various forms of model rooms to achieve the purpose of creating real space. The demand for the area of ​​the store far exceeds that of the traditional stores; the model rooms need to simulate and display different realities such as bedrooms, living rooms, kitchens, etc. Decorations, lighting and other conditions have more demand and result in higher costs. In short, companies need to be backed by strong financial strength.

 

Experiential consumer home stores provide consumers with a complete set of home solutions such as design, product display and sales, and decoration. Changing the traditional home store is just a simple sale of home products and materials, and it goes deep into a series of consumer behaviors such as home purchase, decoration, and home purchase. Therefore, the improvement in after-sales service is also very necessary. Based on the existing delivery, the home store can provide consumers with layout and decoration suggestions, and can even directly provide a full set of decoration services for consumers to form a new profit point and extend to the upstream and downstream of the home industry to form a Complete industrial chain.

 

Experts remind that consumers should pay attention to comparing different products between the model room and the model room when making "experiential" home consumption, and choose the most suitable one's own style, rather than lingering on the uniform and perfect matching surface between the model. In addition, when enjoying the shopping pleasure brought by the "experience type", we can not ignore the after-sales service guarantee.

 

Soft services need to be improved

 

You can sit down and drink a cup of coffee after visiting the store, and discuss the shopping list with your companions; you can let the children spend 1-2 hours in the play area while their parents are attentive to shopping ... The improvement of cultural qualities and the scarcity of time resources present a typical compound and emotional situation. On the one hand, it hopes to complete a series of activities such as shopping, dining, leisure, and socializing in the mall. The function of the business premises is no longer a simple "shopping place", but a "new social space"; on the other hand , Perceptual factors are also becoming an important factor influencing customers 'purchases. Specific factors such as the environment, colors, and services of shopping malls will have an impact on customers' choice of shopping malls.

 

Insiders said that compared with e-commerce, offline physical furniture stores have the advantages of personalization, experience, convenience, and good service, which meets consumers ' shopping needs for furniture products . However, many experiential consumption in home stores are still confined to concepts and forms. Although the hardware environment of home shopping malls has been greatly improved, the soft service is still in its infancy.

 

Compared with traditional home stores, "experiential consumption" pays more attention to the establishment of store atmosphere in addition to the sales of goods. I hope that consumers can get more spiritual satisfaction under the premise of purchasing the goods they need. Therefore, in addition to store merchandise and material environment, the quality of sales staff and the level of on-site management are equally important to consumers. In front of consumers, the salesperson should be an expert consultant to solve and suggest all problems that consumers may raise. Only in this way can consumers willingly recognize "experiential consumption". Otherwise, "experiential consumption" can only stay on the mechanical level of material and environment, and lack of direct communication and exchange services between people.

 

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