It is understood that Nike Beijing Brand Experience Store is located in Sanlitun, Beijing, with the same level as Nike's first RISE concept store in Guangzhou. According to Nike's plan, Nike currently has an innovation home store, such as Nike 00 1 store in Shanghai, which is open to the whole world. Followed by NIKE RISE store, which is an urban concept store. In addition, Nike also has two types of stores, NIKE LIVE and NIKE UNITE, which are aimed at more subdivided customer groups.

The 982 Anta Creative Space recently opened by Anta Group (hereinafter referred to as Creative Space) is the world's first digital intelligent sports complex, covering an area of 3,000 square meters, covering many brands such as Anta, Philo, Disante and Kelon. In this creative space, consumers can run, play basketball, ski and climb rocks.

For example, if you choose running shoes, Zhongchuang Space can provide 3D foot scanning service. After consumers use the 3D foot scanner, the staff will recommend running shoes according to the relevant data, and consumers can feel the wearing experience when running outdoors on the unpowered and unplugged treadmill.

Desante opened the DKL Desante Power Laboratory Global Experience Center (hereinafter referred to as Desante Global Experience Center) in June 2006 +065438+ 10, located in Sanlitun, Beijing. DKL is the abbreviation of DESCENTE KINETIC LAB, namely "Desant Power Laboratory". It is understood that the Desant Global Experience Center covers an area of more than 1.200 square meters, with two floors in total. It is the largest retail store in the world at present.

Disante introduced skiing to the shop. On the second floor of the store, Disante and the ski service brand Snow 51* * create an indoor skiing experience space where consumers can ski under the guidance of professional coaches. Another store of Desant, the flagship store of Shanghai Zheng Da Plaza, covers an area of 700 square meters and has set up a digital interactive sports space. Disante cooperates with FITURE, a brand of smart fitness mirror, and provides consumers with customized comprehensive training and fitness courses through FITURE's smart fitness mirror.

Yao, CEO of fashion sports brand of Anta Group, said that from equipment selection to scene application to deep brand link, this chain is smoothly connected while consumers enjoy interactive fun, rather than hard selling. As a leading enterprise in the industry, Anta Group is willing to explore this business model, not just from a business perspective. For Zhongchuang Space, doing business is not the main purpose. Consumers enjoy the sports experience here is what the brand wants to see most, and goods are only the second.

Create a community and play the "emotional card"

In addition to technology empowerment, sports brands are also building community services in super-large stores, hoping to increase the interaction between consumers and brands, establish emotional connections, and make consumers feel more belonging.

Disante opened a community called "Actors Club", and the Disante Global Experience Center also set up an exclusive space for this community, and regularly held fitness classes in the store around three major sports (skiing, triathlon and golf). Le Jun, president of Disante (China) Co., Ltd. said that it is very important to have high-frequency, differentiated and targeted interaction with consumers. Disante will establish direct contact with consumers according to representative cities and representative stores. He believes that community operations may not see direct commercial returns in the short term, but it is very important to cultivate long-term brand loyalty and convey brand spirit.

The communities launched in Le Fei include Feile Fitness Club Training Camp, Golf Club and Fan Fei Women's Club. Among them, Gao Yuanyuan, spokesperson of Feile Fashion Movement, is the initiator of the community salon of Feile Women's Club, and Johnny, spokesperson of Feile Fitness Club, is the first community coach of the training camp.

Yao said that in the creative space, sales volume is not the main assessment indicator. The first assessment is the satisfaction of service, and this indicator is still being polished. The general direction is that every staff member should fully understand the service points of each part and strengthen the user experience. Taking the 3D foot scanner experience as an example, the staff must be able to accurately spread the information such as arch, width and thickness to the surveyors, and choose shoes according to the measurement results. It doesn't matter whether you sell the corresponding running shoes and basketball shoes.

Disante said that his community "actor club" is not only for consumers, brand members, but also for the retail staff of the store. In the benign communication between brands and customers, terminal retailers are indispensable "bridges", which to some extent bear the role of transmitting brand culture and spiritual core. Many excellent shop assistants have high-frequency interaction with consumers.

Refined operation of new positions

The competition of sports brands in the channel is becoming more and more fierce. Many brands are willing to build such super stores at any cost, including occupying high-end business districts and spending high prices on design. Shi Kunpeng believes that there are three reasons for opening such a store. First of all, the supermarket embodies the strategy and concept of the brand. For example, the strategy of Anta Group is multi-brand and globalization, and this creative space includes all brands of Anta, whether domestic or foreign.

In recent years, Nike has taken China market as the key market, and its store style has been integrated with the flavor of more local cities. Tang Guyuan also said that the Nike Beijing Brand Experience Store will have many elements of Beijing, such as a map of Beijing and a hoodie of the National Stadium. "In the future, Nike will continue to launch some products and services related to local elements in Beijing every quarter."

"The second reason is that super-large stores have become a position for refined brand operation." Shi Kunpeng believes that whether it is technical empowerment, community service or the "transformation" of sales staff, it reflects the brand's more targeted marketing to consumers, providing differentiated services for consumers in different life cycles and different types of consumers in the same life cycle, and adopting different operational strategies to complete the final transformation.

"The third reason is that super-large stores can also help solve the long-standing problem in the clothing industry-inventory." Shi Kunpeng analyzed that the traditional large-scale wholesale model has slow market feedback, which easily leads to inventory backlog. "Under the refined operation of super-large stores, brands will better understand consumers' preferences, conduct product research and development and promotion in a more targeted manner, and reduce inventory pressure. "

"Refined operation means that the brand's sales level is getting higher and higher, but this operation tests the brand's financial ability, training ability and ability to analyze and predict market trends." Stone said to.