When the new forces are building cars in the middle of the day, one of the things they often do is to open an experience store in the central area of each big city, which is more of a way of life, from Weilai's big strokes in the center of Shanghai, to weima that appears on Chang'an Avenue, to many independent brands now when creating a "life" space, they have opened small stores into core and non-core business circles, and even stores.
From any point of view, this is a kind of "show", you will always suspect, there is a lot of people here, but will there be people who actually buy cars? People with this idea must be customers with a strong 4S store plot, but in fact, now the 4S store is really fast becoming a maintenance and offline experience store, no matter how many convenient in-store services you provide, how many people are really willing to run to the edge of the city to see the car.
Volvo recently opened a brand experience center on Huaihai Road, the core area of Shanghai, and the center store of the new car-making forces is different, Volvo separated the car sales function of the brand center from the "brand promotion" function, and created two facades, which are independent of each other, but separated by a wall.
Needless to say, the part with the function of selling cars is a typical exhibition hall, and in the center of the city, the space is naturally not large. Moreover, although Volvo is a traditional manufacturer, the models sold in its city center stores are volvo direct sales models, such as pure electric XC40 RECHARGE, C40 and other models, which is no different from the new forces.
In the part of the brand experience, the display store is more in the description of a way of life that Volvo hopes to convey, which is not the so-called IKEA-style Nordic design, in fact, IKEA things are relatively cheap, and the design and furniture in the Volvo Experience store are still somewhat textured. You might even think of it as a corner of some Volvo 4S flagship store, just a lot more for sale.
It's also a coffee shop, and on Huaihai Road, the price of coffee and desserts here is really not expensive, and there are discounts for Volvo owners. However, the taste of coffee is not too different, but looking at the bustling street scene and sitting in the Volvo-style store, the taste of coffee is actually not important. This is similar to NIO HOUSE. And just a short distance from the Volvo City Centre store, there is the ideal experience store.
Can such an urban experience store survive and how long can it survive? In the past, the core business district stores controlled by clothing, FMCG, light catering, coffee shops and sports brands were increasingly occupied by car brands, and if the direct sales model could really be opened, then the cost of the city center store was actually much lower than the traditional 4S, and it could really attract more high-end customers, and it was more cost-effective than any billboard.