How Offline Stores Can Thrive in a Changing Economy

The Great Depression of the American Economy

The pandemic has changed our lifestyles, the profit models of businesses, and even the forms of education have undergone tremendous changes. The development of online stores has had a huge impact on offline stores, even changing an entire industry. So where should offline stores go? Where are the new paths? Join me in exploring this interesting topic.

In the face of the impact of the internet, the development of offline physical stores is becoming increasingly difficult, especially for offline clothing stores. Before 2010, clothing stores in China were growing rapidly, but now a large number of domestic stores have turned to online stores, forced to close their offline locations.

Let’s analyze the reasons for this situation:

After 2010, whether due to national policy guidance or the rapid development of the internet, major international brands have successively entered the Chinese market, and the rise of e-commerce platforms (such as Vipshop, Tmall, etc.) has greatly affected offline clothing stores. They leverage the lower costs online to create price advantages, helping them build a large customer base.

Looking back at offline physical stores: increasing inventory and decreasing foot traffic make it increasingly difficult for service industry practitioners. The result is that many local slogans have appeared in cities: clearance sales, two shirts for as low as 10% off, etc. Offline store owners can only resort to discounts and membership systems. A perceptive owner might establish private traffic for brand stores (pulling customers into WeChat groups to sell things on WeChat moments and groups). Regardless of whether it’s discounts or establishing private traffic, online platforms can do the same. Therefore, offline physical stores should utilize their space to do things that cannot be done online to attract traffic. Unfortunately, the threshold for clothing stores is too low, and many store owners’ educational backgrounds determine they do not understand the need for change, ultimately leading to their ruthless elimination. Survival of the fittest.

Desperate owners are forced to use “dramatic” slogans

Many believe that the rise of the internet has caused difficulties for the offline physical economy, and even many radical thinkers oppose the development of e-commerce and online platforms. The internet is primarily responsible, but it cannot bear the entire blame!

People Are Key

The real driving force is “people”, specifically consumers. Currently, the main consumer force in China is primarily the post-90s and post-00s generations.

According to Tmall’s data from the 2019 Double Eleven shopping festival, “For every 1 yuan spent by the post-80s generation, the post-90s generation spends 4 yuan,” and the rising post-00s generation is also a group we cannot ignore.

Know yourself and know your enemy, and you will never be defeated.

Both Tencent and Sequoia Consulting have conducted research on the post-00s generation, revealing some data:

Data Source: “Creating the Future – Sequoia’s Research Report on Post-00s Pan-Entertainment Consumption”

Digital Natives of the Mobile Internet

The birth and growth of the post-00s generation coincides with the rapid development of the internet and mobile internet in our country. They are the first generation of digital natives. Smart devices (phones, computers, watches, etc.) are standard for the post-00s, and compared to offline shopping, they prefer online shopping.

“Creating the Future – Sequoia’s Research Report on Post-00s Pan-Entertainment Consumption”

The Three Product Features Most Valued by the Post-00s Generation: Social, Trendy, and Personalized

Social interaction, trendiness, and personalization are the three product features most valued by the post-00s users, especially female users who prefer trendy, interesting, and uniquely personalized applications.

“Creating the Future – Sequoia’s Research Report on Post-00s Pan-Entertainment Consumption”

The Post-00s Generation Is More Willing to Invest Time and Money in Their Interests

The post-00s generation tends to purchase new skins for their favorite heroes in the game “Honor of Kings,” focusing more on the quality of the skins than on the price.

After reviewing this data analysis, to help physical businesses attract more new-generation traffic, I offer two viewpoints:

1. Offline physical stores should create a corporate IP

2. Utilize art and technology to create an interactive space with consumers to increase engagement

Some may question: Some stores selling Lolita, JK, and Hanfu have annual sales reaching millions; others use various KOLs to make their stores popular check-in spots in the city. They can still thrive without interactive forms!

Not every store can afford to hire KOLs! Not every store’s positioning can be so precise! Should these mass-market stores really close? How can they adapt to current and future trends to attract the new generation of consumers? Interactive devices can help solve these problems!

One huge advantage of interactive devices is: they help store owners save costs! The decoration costs for offline stores can be quite high, whether hiring designers or material costs, which can be a significant expense, and some stores even need to change styles every quarter! Using interactive device technology, store owners can change styles by simply altering the code. This can save a lot of money.

Interactive Space Devices Bring a New Spring to Offline Physical Businesses

If you are reading this article and are not very familiar with commercial space interactive devices, or do not believe that interactive devices can really save an industry, then the following examples will help you believe and understand them better.

▷ Smart Windows ◁

Nike Interactive Window

During the 2012 London Olympics, Nike launched a series of revolutionary new products at Selfridges department store. Each of the eight window concepts transformed the main features of the products into engaging interactive or dynamic art installations, encouraging fans to visit Selfridges’ Nike+ Innovation House.

Nike Interactive Window

Using 55 independently controlled servo motors, the old-style solari scoreboard was transformed into a dynamic installation. As people walked by, letters and numbers flew around.

Window Blowing Scarves

A beautiful lady on the screen opens her eyes, gently blowing, and the scarf outside the screen is blown up accurately, then the lady smiles and closes her eyes. The entire piece is very simple and loops.

Cartier Christmas Window Installation

Window of Gaze

In the interactive window Looks, sensors can detect people passing by outside the store. When passersby walk past the window, the elegantly made-up women in the window will all look towards them.

When passersby stop and touch the screen on their favorite face, the corresponding woman will showcase her beauty, and all the cosmetics used in her makeup will be listed.

▷ Smart Interactive Hotel ◁

Alibaba’s Future Intelligent Hotel

Alibaba’s first future hotel opened on December 18, 2018, with Wonderlabs responsible for creating artistic content for the hotel lobby’s large screen. The large screen directly faces the main entrance and will become the first sight for all guests arriving at the hotel, and people can interact with the screen.

On July 25, 2019, People’s Daily published the “Three-Year Plan for Deep Integration Development” which introduced the concept of Content Technology.

The arrival of 5G, the large-scale application of artificial intelligence, the Internet of Things, and blockchain will soon bring significant reshuffling to traditional industries. Only by bravely facing and daring to change can we keep up with the development of the times and avoid being eliminated.

So for those who are still confused or want to change, seize this precious opportunity, follow me to learn how to use interactive devices to maximize the value of commercial spaces and creatively add interactive wings to spaces to smoothly overcome the bottlenecks we are facing!

Spatial Interaction Incubator – The Application of Interactive Art in Commercial Spaces

The overall project lasts for 3 months. The first month from October to November is a boot camp course that serves as a foundational course, ensuring that the incubated artists have a certain technical foundation. The technical mentors include 3 mature artists and engineers from home and abroad, guiding content including Arduino hardware, Unity AR/VR, and TouchDesigner. The project guidance is led by the creative director of HAAC Design Studio. Over the course of two months, they will be responsible for project implementation and guide young artists in commercial space interactive design concepts and project execution.

During the project, there will be open days where visitors can tour young artists’ studios, and outstanding young artists will have the opportunity to hold external workshops. Many artists and industry leaders will also be invited to give lectures to students. Participants will conduct multiple field visits.

■ Master 3 different but comprehensive cutting-edge new media art creation technologies

Including virtual AR/VR and Unity, visual node-based programming with TouchDesigner, and hardware Arduino, which includes various sensors.

■ Provide all-around guidance on technology and projects for young artists

Participants will have the opportunity to experience the complete and mature new media project development process and required technologies.

■ Obtain employment support

a. Practical commercial projects

b. Networking within the industry

c. Open days and external workshops

d. Expert lectures and field visits

Antonio Minonne

Creative Director of HAAC

Senior Designer at byb

Architect at Design OVERLAY

Interior Designer at Itac Marine

Architect, Retail Designer, Art Director at VIRGOLAstudio

Project Manager at Luminar Lux

Since graduating with a degree in architecture, Antonio has long focused on design work in the retail industry. In the first year of his career, he collaborated with several local Italian brands to create interactive lighting systems and display counters. Since moving to China in 2014, he has collaborated on display design projects with internationally renowned brands such as Bose, Sephora, LV, and local brands like Meisu and Natural Hall.

■ Nihat Karatasli Mentor Works

a tree that weighs, a tree that measures 2018

(Swipe left on the image)

The installation “a tree that weighs, a tree that measures” on the “carob tree” uses light and video as important elements to emphasize the historical significance of the tree. Lights are specifically installed on the characteristics of the tree and used to highlight the tree as a sculptural object. The animation is based on Michelangelo’s slave sculptures, namely the “Dying Slave” and “Rebellious Slave” currently housed in the Louvre.

■ Yao Li Mentor Works

Dream Walker

■ Sun Haoqin Mentor Works

Drawing Machine

One day, Teacher Sun said he wanted to change careers to draw. He asked how much he could earn if he sold drawings at 20 yuan each, four minutes per drawing, in one night. The tools for selling are as shown.

November 16, 2020 – January 10, 2021

5 days a week,3 hours of artist guidance each day

3 hours of free lab time

Teaching Method: Multi-teacher System

Online guidance from artists, offline assistance from teaching assistants

Location:Shanghai

Limited seats, first come first served

Scan the QR code to inquire about the course

Editor: Lillian

Reviewer: Wen.W

Unauthorized reproduction is prohibited

All images are sourced from the internet

Data Source

https://blog.csdn.net/toushi_tech/article/details/106553959

http://t.10jqka.com.cn/pid_137506633.shtml

http://www.guronge.com/channel/rss_page/id/175927

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