In the era of Z Generation 3.0, the "immersive experience" store will become the new favorite to promote physical retail.

Under the Z generation, e-commerce is surging, but the physical store has finally waited for the Dongfeng to break through. The creation and remodeling of the space environment experienced by "immersive" scenes and the introduction of endless creative concepts and elements provide brand-new offline retail experience and ideas. Traditional offline retailing has braved the wind and waves, opened the road of breaking the waves offline, and transformed and upgraded in the new wave.

In the era of total customer experience, we not only need to have in-depth and all-round understanding of users, but also need to condense all-round experience and respect for users at the product level, so that users can feel respected, understood and considerate.

Generation Z, what kind of retail experience makes it pay?

Undeniably, the COVID-19 epidemic has accelerated the development trend of global digitalization, and what will really affect the global digitalization trend is the rise of generation Z, the leading force of global new consumption in the next five to 10 years. The population of Generation Z in China has now exceeded 300 million, and its consumption capacity is close to 4 trillion RMB, with the consumption growth rate far exceeding that of other age groups.

Although young, it has become an economic force that can't be ignored, and it has an increasing influence on the consumption tendency of other members of the family. This means that whoever can communicate with them online can master the development password of the new consumption era in the future.

Generation Z refers to people born between 1995 and 2009, that is, after 95 and 00. This generation is in a period of steady and sustained economic growth. Due to the richness of material life and the rise of the Internet, this generation is more open-minded, less in pursuit of material life, and pays more attention to personal interests, emotional demands and self-realization.

Generation Z draws circles with great interest, and the consumption potential of circle culture is also constantly showing, occupying the main force in the circle culture consumption market represented by e-sports, second element, model play, national style and sports. Among their hobbies, the only thing they can't satisfy online is the immersive experience. Face-to-face circle socialization-can not only express attitude and self-personality, but also deeply experience the fusion of novel space and content, which is attractive enough for them.

As Internet aborigines, the lifestyle of Generation Z has undergone subversive changes compared with previous generations: the Internet has become a part of their innate life. Although they will study brands and products through the internet, this does not affect their preference for shopping in physical stores.

According to the survey, 67% of the respondents choose offline shopping most of the time, while 365,438+0% say "sometimes", because going to a physical store can temporarily get rid of social media and the virtual digital world, and "careful layout, unique store concept and store experience focusing on a small number of products" are very critical for them.

E-commerce-led, how does offline business reflect differentiated value?

The development trend of the times and the rise of Z generation consumer groups are constantly promoting the diversification of retail space. For brands, it means that they should understand young people, provide a more comprehensive experience in online stores, create a favorite experience space for them, create a sense of belonging to the group, and provide a series of products that satisfy the appetite of new consumers.

Compared with e-commerce, the sense of experience is irreplaceable. Nowadays, the retail industry has poured in a lot of sensory experience elements, and started to turn the physical shopping store into a "decompression space". People are eager to get a touching and immersive experience and get rid of all kinds of anxiety to relax.

In the future, physical stores need to create something interesting to trigger memory points other than commodity trading, instead of being mannequins. Of course, it is equally important to create exciting content from the moment the product appears to the offline presentation.

Liu Chao brand van

Intelligent retail stores and brand experience centers

As the first store in the world equipped with a smart retail system, "Vans Shanghai" brand experience center is committed to meeting the diverse needs of consumers, providing consumers with an immersive brand culture experience and convenient and fast digital retail services.

Vans Shanghai brand experience center

Vans Shanghai brand experience center is the largest single store in Asia. The biggest highlight comes from the smart retail system that is spread all over the store and cooperates with Tencent, which makes consumers feel the unique culture of Vans through diversified forms.

The brand hopes to provide consumers with a more comprehensive and intelligent sensory upgrade of interactive shopping, and fully support the creative self-expression of young cultural lovers in China.

The smart retail system is embodied in every commodity in the store. Consumers can browse product information and in-store inventory by scanning product applet codes, and support fast self-checkout and express door-to-door service.

At the same time, consumers can also add the goods that need to be tried on to the try-on list through small programs, and the selected goods will be prepared by the backstage clerk, thus enjoying a more efficient and convenient shopping experience.

Vans ULTIMATEWAFFLE comfort outsole series new product exhibition area

At the same time, the "Vans Shanghai" brand experience center is also the first Vans store in Asia that deeply integrates the customs customization function, integrates the Vans customs free customization service into the offline space, and encourages creativity to be transformed into its own exclusive shoe design.

In addition, the free customization workshop also provides free creation tools for DIY creation to experience free customization.

Consumers can also create their own virtual cartoon images through the game "Wear Lab", and match Vans products at will. In addition to saving and sharing images and pictures and making them into badges, consumers can also buy matching goods with one click. This game will update its products every season, cooperate with new artists and bring diverse characters, so consumers can enjoy their emotions freely.

"wear the lab" game

Vans Shanghai Brand Experience Center provides creative young people with immersive brand culture experience and convenient Tencent digital smart retail service, and conveys Vans brand culture that encourages creative self-expression in multiple dimensions.

internally and externally

Digital technology, immersive experience space

In May, 20021,China's clothing lifestyle brand-Inside and Outside, opened a brand-new concept flagship store in Shanghai Jing 'an Kerry Center, which is the brand's first immersive experience space in China.

Inside and outside, inside and outside Shanghai immersive experience space

It is reported that this store takes 150 days from site selection, design to proofing, construction and display, which is an exploration and forward-looking attempt to the future retail format at home and abroad.

According to the brand, this 200-square-meter store has been open for two weeks, and its sales have exceeded 1.5 million.

There is an exclusive sports experience space in the store, which is the first time at home and abroad to fully present the products and equipment of its independent sports brand NEIWAI ACTIVE in the form of in-store shop.

At the same time, there is also a self-service shopping area inside and outside the store, which specializes in underwear products of different sizes. The store also provides the world's first SCANE ME 3D body scanning service to help customers accurately understand their body shape and recommend suitable products and sizes.

Interestingly, we saw more third-party brands in this store:

For example, the smart mirror of family technology fitness brand FITURE is introduced in the store, and customers follow the actions of the on-screen fitness instructor to complete yoga, strength shaping and other training.

In the future, this store will launch more cross-border joint series and expand its curatorial functions, such as inviting cutting-edge artists to create artistic installations. At present, there are 1 15 physical stores in 32 cities across the country.