In the era of unbounded retail, the online and offline integration of the retail industry has become a well-known trend. As the leading domestic appliance retail channel, Jingdong Appliances has not only increased its online sales in the first half of the year, but also on the first day of June. From 6 minutes of sales, the sales exceeded 1 billion yuan. On the 11th, the sales of home appliances and daily activities reached more than three times that of last year's home appliance category. Moreover, the staged results were achieved in the empowerment brand and channel expansion. Home appliance brands have opened dozens of stores in succession, and the number of stores opened after June is growing rapidly.
On May 3 this year, Jingdong Home Appliances' first brand experience store landed on the 1st floor of TCL Building, Yuehai Street, Nanshan District, Shenzhen. Unlike the general appliance store, this experience store attracts a large number of passengers with intelligent features. Into the store, the camera will automatically identify the consumer's Jingdong account, and the consumer to the front of the big screen of the face recognition, through the 'brush face' can learn about the analysis of their purchasing habits and get the relevant product recommendation, scan The QR code on the screen can be placed. This black technology blessing not only allows consumers to unlock a new and interesting unbounded retail experience, but also helps the brand to obtain more user data.
For the construction of the brand experience store, Xie Fanshen, general manager of TCL E-commerce Business Center, has a feeling: 'For home appliance brands such as TCL, the cooperation with JD is not only an increase in the overall sales of a store, but also an upgrade in consumption. In the big environment, taking the experience of the user scene as the core, through the data-driven, Internet-based tools to enhance the efficiency of unbounded retail exploration!'
On May 3, the first TCL & Jingdong home appliance brand experience store opened grandly
More than just TCL, Jingdong Brand Experience Store is based on the 'open empowerment' strategy. Starting from the pain points of consumers, brands and offline stores, the joint home appliance brand cooperates in offline stores across the country, opening up online and offline. Channels, all the products sold by omni-channel are gathered in the physical store for consumers to experience and effectively eliminate the concerns of people who cannot experience products when shopping online.
After TCL, Changhong, Meiling, Shuaikang, Kangbao, Nie, Gion and other home appliance brands have opened their own exclusive experience stores, especially the leading brand in the kitchen and bathroom industry, Wanjiale, through the 618 global mid-year shopping festival, The tone is in Beijing's Nanjimei Building Materials City, Lama Temple, Lugou Bridge, and collectively opened three Wanjiale & Jingdong brand experience stores. The store not only has Wanjiale's home appliances in its product display, but also joins the exhibition of Jingdong's self-operated products. QR code, consumers can easily complete online purchases after using the QR code.
During the '6·18' period, when consumers open the Jingdong APP to purchase electrical goods, the page will automatically recommend the nearest Jingdong home, the Jingdong store address, invite consumers to personally visit the store to experience product performance and accompany Coupons, guide consumers to make offline purchases, and more intuitively understand the convenience of unbounded retail.
TCL, Shuaikang, Nie, Gion and other home appliance brands have achieved dozens of opening stores
Fu Zhenhua, vice president of Kangbao Co., also said that the practice has proved that the opening of the Kangbao & Jingdong brand experience store is a very correct business decision: 'Kangbao plans to accelerate the construction of the Kangbao & Jingdong brand experience store in all provinces and cities nationwide, 2018 It plans to open 50 stores, and plans to open 200 in 2019. In the future, it will open more than 1,000 Kangbao & Jingdong home appliance experience stores nationwide!'
On June 26 this year, Jingdong and Wuxing Electric jointly held the Zhejiang Supplier Conference, announcing that the unbounded retail experience store that the two parties cooperated officially entered the Zhejiang market. Hangzhou Wensan Road, Cixi and Wenzhou three stores will open in July and August. Haier, Midea, Sony, Siemens, Samsung and other big-name suppliers have expressed their full support. The average daily passenger flow of Jingdong Five-Star Unlimited Retail Experience Store Luoyang Store has exceeded 20,000 in the first three days of opening, and there are a large number of customers at 10 pm. When I arrived at the store, the time of the store had to be postponed until 2 o'clock in the middle of the night. Relevant data showed that in the opening effect of the Luoyang appliance store in recent years, the best opening sales of the same store was 7 million, and the Jingdong Five Star Electric Unlimited Retail Experience Store reached Three times this record, it can be said that there is no precedent.
The unbounded retail experience store of Jingdong & Wuxing Electric in Luoyang
Nowadays, the boundaries between online and offline are becoming more and more blurred. The opening of Jingdong appliance store and brand experience store makes unbounded retail not only an industry concept, but also a consumer-changing change, TV experience zone, mobile phone. Experience area, accessory experience area, smart home experience area and other scenes, so that shopping is no longer a monotonous consumer behavior, but also a kind of enjoyment behavior. During the Jingdong 815 Home Appliances Festival that has already begun, major brand experience stores It will also be fully developed. Consumers can not only buy online, but also experience the favorite products in offline stores, and enjoy the online preferential prices and services, and get a completely different shopping experience.
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