In recent years, the format of experiential consumption has become almost the standard in shopping malls. This means that as the mainstream commercial space in the city, there is a consensus between commercial real estate: physical commerce cannot just buy and buy. Excessively most businesses are only used as places for consumers to complete their shopping needs, but today, in addition to meeting the shopping needs, we see that the commercial streets pay more attention to the word "experience", which can dance freely, show their voices, team games, etc., and even take pictures and call on the spot. Be able to do anything in the high street and shop by the way.
In addition to the experiential economy, the national benchmark commercial projects have one thing in common: young people, especially "hipsters", as their main target audience.
Under the collision of many cultures, a large number of fashionable men and women with persistent pursuits of fashion have higher and higher requirements for physical business. They are passionate about life, constantly trying new things, constantly seeking new experiences, and seeking the next place where they can be quiet and enjoyed physically and mentally.
Nowadays, sceneization has become one of the "important weapons" for neighborhoods to enter the market, adjust and upgrade. But how can you stand out in so many scenes and attract hipsters to stop here?
Interaction + experience
Deep engagement is the "selling point"
Nowadays, more and more young people's consumption is not only satisfied with the powerful functions of goods, beautiful shells and advantageous prices, but also the in-depth interaction and experience, which is the "selling point" of experiential consumption.
Through scene marketing, we increase the sense of experience and spatial value, and attract more and more young people who pursue quality life to shop and consume here with a humanistic and comfortable consumption environment, a rich and diversified brand combination, and an online and offline interactive experience, creating value and increasing income for business.
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Nowadays, commercial real estate pays more attention to sensory experience, exerting influence on consumers' visual, auditory, tactile, taste, smell and other senses, and some will emphasize the emotional experience of family, friendship, love, etc., and some seek a more comprehensive experience by stimulating consumer curiosity, attracting consumers to participate in interaction, and joining the brand community.
Food + experience
Scene restoration is the "highlight"
In addition to whether the taste is authentic and whether the price is affordable, most catering formats have strengthened the in-store dining environment, the sense of substitution of decoration, decoration and lighting in the store, and the newly-themed catering, such as super Wenheyou, movie restaurants, etc., bring people an immersive experience while doing their own dishes, attracting consumers to come to the characteristic scene, and eating is "experience".
Businesses that want to give full play to the "spirit of experience" will face pressures on venues, areas and spaces. The bustling location and large area of activity space are the basis for experiential business. However, the pursuit of the double fit of the lot and the large area of space is originally contradictory and rare, so through the creation of the scene, while enhancing the atmosphere of the scene space, the sense of experience is enhanced, and a unique visual symbol and spatial memory point are formed. Make good food the best element to divert to the high street.
Communion + experience
Demand shift is the "focus"
In recent years, stores focusing on experiential consumption have emerged in an endless stream. As a new consumption concept that is rising, physical merchants realize that the scene is the core of the "experience" of consumers, which is the advantage that distinguishes it from online e-commerce.
Experiential consumption has the characteristics of strong activity entertainment, high product experience and strong customer gathering ability. For consumers, the integration of physical scenes and technology is a new consumer environment and shopping experience; for physical merchants, the application of high-tech innovation to the scene allows them to provide strong support for customers to develop personalized services.
Behind the change of consumption is the change of people's consumption ideas and demands, reflecting the focus of consumers' attention, and is changing from practical needs to experiential integration. Simply listing the beauty of the decoration, increasing the dispensable lighting atmosphere, is no longer the core of the physical business transformation, relying on the scene, platform, technology as the basis to create a cross-border and inclusive commercial structure, can create a unique consumer experience for people.
By placing experiential consumption into the business, children see joy, women see fashion, men see interest, young people see new feelings of experience, the elderly see comfort and leisure, create new traffic attributes, meet most consumers, and is the successful embodiment of commercial projects.
When commercial projects can truly transform into thinking from the perspective of individual consumers, using "scene thinking" to "sceneize" every subtle need, and effectively transmit more experiences and feelings, then this will become the reason for consumers to choose you instead of choosing others.