In early summer, the light and shadow are dappled. Hangzhou Hubin Yintai in77, 10,000 heads are crowded.
From Dongpo Road in the north to Pinghai Road in the south, the colorists of the new beauty collection store are like a "gravitational field", allowing the crowd to stop slowly.
Here, it is being chartered by the beauty brand Osman.
It is not only a subtle product display, but also an on-site interaction with the brand IP Zhen Baiyin. Through large-scale bag stores, Osman also extends the scene to the sunken square, allowing young customers to connect with the brand in multiple fields.
In addition to Hubin Yintai in77, "Cosmetics Observation" learned that from April 26 to May 19, Osman joined hands with 104 colorist stores across the country to launch a flash mob activity of "Not afraid of black, healthy and white", and the market response was singing all the way.
What is worth learning from the industry is, what actions does Osman take to make the brand explode in offline new retail channels?
Linkage influencers
Create a traffic field for the offline
"The most lacking thing offline is traffic, and the most troublesome thing is how to attract young people to the store." When visiting the offline market, a number of store owners once told Cosmetics Watch.
The flash mob event of the Osman linkage colorist just broke the above problems.
The most direct offline drainage is that Osman has gathered a number of beauty vertical experts to visit the store, creating a gravitational field for offline that can attract a large number of young consumers.
For young people, filming, scarcity, healing, and shopping are the four most important factors that affect their entry into offline. If there is no offline way for young people to stop and take pictures, and there are no differentiated fresh landmarks, then it will be difficult to get young people to want to enter the store.
Ou Shiman gathered celebrities to check in and visit the store, firstly, to build momentum for the colorist store in advance, so that young people have the psychology of "entering the store to see"; Second, by setting up an experience area, a check-in area and various interactive games, Osman allows celebrities and consumers to form an interaction, giving consumers enough emotional value.
In addition, Osman also linked up with celebrities to warm up online to attract offline traffic. Following the check-in, celebrities carried out secondary dissemination on social platforms such as Xiaohongshu, and further stimulated users' desire to check in offline through multi-platform fission.
The aggregation of offline scattered traffic is one of the reasons for the offline outbreak of Osman.
Creating "Rich Connections" with Experiences
Experience is another advantage of offline.
Offline, the touchpoints between people and brands are everywhere, whether they are directly involved or in the scene, every contact between people and brands will form an experience, forming perception, impression and memory.
"Do I feel pleasantly surprised when I visit the store, and do I feel comfortable?" are the two major judgments about the experience from the perspective of consumers.
Osman strengthens consumers' recognition of the brand by providing a pleasant experience offline.
The first is to create a beautiful user experience with the value of beautiful space.
Whether it is a bag store or the experience area of the sunken square in the outfield, Osman has always been showing the brand, it does not sell goods, but more consider the way that young people like, and use doll-style and comic-style displays to narrow the distance between the brand and consumers, so that consumers are willing to stop in the store space.
The second is to enrich the form of offline activities with the first offline brand IP.
When holding a flash mob event in conjunction with colorists, Osman took advantage of the brand's IP Zhen Baiyin's offline new retail channel for the first time, and integrated Zhen Bai Yin into the national offline channel activities. This kind of anthropomorphic brand image communication not only attracts the attention of young consumers, but also paves the way for the brand's follow-up marketing in new retail channels.
In summary, Osman is to satisfy the emotional value of consumers and trigger consumers' immersive experience to make them stay for a long time. These rich experiences will ultimately strengthen consumers' recognition of the Osman brand and deepen consumers' awareness and favorability of Zhenbaiyin Pro.
Giving new possibilities to new retail channels
Osman has been actively deploying offline channels.
In the past, it would provide products for the offline, actively link the sales of stores, help the offline service, etc.; Now, in addition to these actions, it maximizes the value of the experience and helps the offline aggregate traffic. Not only that, but it also helped the offline find other growth drivers, such as providing offline products with their own topics and traffic.
It takes into account the pursuit of the younger generation of consumers for good looks and high reputation, and at the same time takes into account the offline products that are more inclined to bring their own topics and traffic, so in this event, online traffic products and explosive products are selected, combined with Zhenbai IP, to truly undertake the selection needs of new retail channels.
Brand guru David Acker said that you must guard your brand equity, and you must keep the people you serve to keep yearning, only in this way can consumers recognize your products and support your brand from the bottom of their hearts.
Today, it is becoming more and more difficult for offline stores to simply sell goods, and offline stores need more experience and spiritual consumption.
Brands like Osman are providing new possibilities for the future development of offline channels. We look forward to bringing more surprises to you in the new retail channels.
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