New And Old Shopping Centers In Kunming Attach Importance To Visual Merchandising

Here world

Xiaobian of the network introduces you to the new and old shopping center in Kunming.

The city is so large, the more the shopping center is built, the more it can tie the hearts of customers. Business projects are facing unprecedented challenges.

At the same time, more and more customers, more and more rely on their own eyes to think and choose, the lack of professional knowledge of the nagging guide, but let people feel disgusted, "obedient" customers less and less, the traditional way of selling peddling is precarious.

In the current era of eyeball economy, if we want to seize the opportunity in fierce commercial competition, we must develop a new way in marketing.

The rise of visual merchandising in Japan has led Chinese business operators to see a breakthrough light.

In Hongkong, Harbour City, MegaBox and so on, we strive to create an innovative and pleasing visual image, bringing new consumption experience to customers. In Beijing, Chaoyang joy Plaza, a lighting ceremony that is the largest outdoor crystal lamp in Asia, has attracted many consumers and media in Beijing.

China's application of visual marketing is beginning.

In terms of visual merchandising, the shopping center of border town Kunming, Kunming department store, 100 new world, mechen department store and so on can be seen as sharp.

Experience one

Lack of visual merchandising in traditional business circles

As the most "old" business district in Kunming, the shopping area of Nanping Street and other Nanping Street areas has no competition to attract people.

However, in addition to occupying the "old age", the traditional shopping center's awareness of visual merchandising is still relatively weak.

On the first floor of the new world department store, the storefront color is predominantly white, with white light, giving people a sense of refreshing and upscale.

However, from the first floor escalator, it is found that whether the ladies' wear on the two floor, the ladies' accessories, or the men's and women's underwear on the third floor, and the men's wear, leather goods and lady's handbag layer on the four floor, the display of the three or more shops displays a continuation of a style, that is, the shelves are the main ones, and each shop has three or four 2 meters long shelves.

Although it is the same as the new world department store, the display of goods in the Xintiandi clothing area is also a display of shelves, giving people a sense of oppression.

Shop decoration can be said to be a direct display of messages conveyed by brands to customers. CPU, LACOSTE and several other shoe stores use black and white contrasting theme colors to outline rational light and shadow lines, and taste the geometric aesthetics of stagger differences, such as latitude and longitude, but the contrast between the two worlds is orderly.

In the mall, the window is a world, a world that can lead people to some kind of artistic conception.

In the shopping mall, the place where customers first see is the display window. This place is called the demonstration space. Compared with the new world department store and the hundred new world, the window marketing of mechen department store is relatively mature.

The window displays on each side of the escalator are displayed in red, blue and other bright colors.

In particular, the window on the third floor escalator is occupied by a row of animated little yellow people with a height of about one meter, giving customers a novelty: what is it selling? After attracting customers' eyes for the first time, they found the original visual merchandising for new clothes.

In addition to the use of customers in the window, mechen department stores the beautiful chandeliers on every escalator.

On the third floor escalator, the chandelier is covered by red gauze, and the color matching with bedside shops such as fuanna (002327, stock bar) is complementary.

The chandelier on the two floor escalator is green, which matches the women's clothing on the floor, giving people a sense of beauty.

On the whole, the three shopping centers do not use visual merchandising very much. Only in details such as shop decoration, window display and so on, there are few other aspects involved.

Experience two

New business circles pay attention to

The difficulty of visual merchandising is also reflected in the shopping center's grasp of shopping atmosphere and other spatial design.

Compared with the traditional business circle in Kunming, the new business circle will undoubtedly be slightly better.

It is believed that every person passing through the intersection of Beijing road and Beichen Avenue will not have noticed the city of Hsin Du.

Not only is the Xindu Longcheng building the tallest building in the area, but also because in the long run, there are waves of colorful lanterns, which are very beautiful.

Indeed, from the perspective of visual marketing, Xindu Longcheng used the lighting project well.

Not only the buildings are surrounded by color and light, but also the first floor and the first floor of the shopping center are surrounded by dazzling lights.

On the 14 day of September, at 10 o'clock in the evening, along the Beijing Road, heading for the north urban area, a long distance from the Hindu City, it was far seen that the shopping center was a golden world. On the open or tall or short green trees, it was surrounded by dense little lights, emitting golden yellow light.

From the first floor to the stairs, on the two sides of just a few dozen steps, on the left are red, blue, twinkling lights like stars, and the five palm trees planted on the right are surrounded by golden colored lights.

On the negative side of the tree, there are red heart shaped lights and round yellow lights.

Customers are comfortable sitting on the seats or coffee on the lantern.

The Beichen wealth center, which is separated from the Hsin Du long city, is also no show of weakness in the visual merchandising of lighting projects.

The huge circular buildings on its square, blue, red and other colors of the wave colored lanterns, cascading, is dazzling.

At the same time, the shopping center square also has a S or straight line color floor lamp.

It can be seen that the space design of shopping atmosphere in visual merchandising is most effective.

Experience three

Future shopping center developers like to spend time on buildings.

Compared with the traditional business circles and the new business circles that have already been in operation, the shopping centers under construction in Kunming have different emphasis on visual merchandising.

"Our project is absolutely artwork from design and aesthetics."

Chen Qizong, chairman of Hang Lung estate, once said that it is hoped that the construction of Hang Lung is a work of art, and that when people pass the Hang Lung Plaza everyday, it will be very pleasant to see these buildings. This is also a responsible performance for Kunming.

Chen Qizong's remarks may be able to make people guess that Hang Lung square should work hard in architectural design, which is also a dimension of visual merchandising.

As we all know, all the mainland projects of Hang Lung estate are the ultimate goal of the US Green Building Association's Gold Award certification for the core and shell group of the energy and environmental design Pioneer Award.

Kunming Hang Lung Plaza will be a new model for building another environmentally friendly building.

Chen Qizong, for example, because the air in Kunming is clean and clean, and the temperature is very pleasant, it will consider how to bring outdoor air into the room, so that indoors not only air conditioners, but also fresh air can interact with each other, so that customers can have the best shopping environment.

Kunming's Xishan Wanda Plaza has made great efforts to build visual merchandising. The "lighting ceremony star concert and Carnival Carnival" event will be held in September 27th. It will win the "Kunming Dian" by a gorgeous visual merchandising.

That night, the floodlighting of the west side Wanda Plaza will be officially launched. The night sky in Kunming will appear for the first time over 100 meters of the super high-rise building body lighting media curtain wall. The large commercial building will become a super large multimedia display screen. Through the lamp hidden in the wall, we can use the language of lights to show the artistic multimedia content of the peacock, such as peacock opening screen, golden horse and chicken.

More ingeniously, all the lamps and lanterns on the building surface are exquisitely concealed and fully integrated with the curtain wall. When the lights are not visible, the wall lamps can not be seen in the daytime, and the architectural style of the facade is fully maintained.

I have to mention that the visual marketing of Wanda Plaza in Xishan is too tyrant!

Feelings

Fewer businesses do better visual merchandising.

In the experience process of the old business circle and the new shopping center, although the overall application of shopping centers to visual marketing is still fragmentary, there are also many successful businesses.

On the two floor of the new world, you can see the storefront of Adidas.

Wall jets are colourful cartoon shoes. This is also the only comic theme decoration of the shopping mall, which is a secret weapon for visual merchandising of the shop.

Cartoon shoes first grab people's eyeballs, and let customers clearly sell the theme goods. The display on the wall shelves is full of design, and the placement of shoes is regular and the toe ends are unified. This placement method also accords with the main theme of the current SA LE. It gives customers a strong visual impact, and the selling theme is outstanding, which can attract consumers to further enter the store.

Seeing too many stores displaying goods on the shelf, it seems a disorderly shop. The new world's shorthand men's clothing makes customers feel the unique originality of merchants in visual merchandising.

Although it is also used for displaying goods on shelves, the design of the shop hooks is a big question mark, which makes the clothes look more, but they are more hierarchical and tidy.

Shop salesperson

Most people have never heard of "visual merchandising".

Some people say: to do visual is like chasing a girl, only to know what she wants, so that she can give her something.

Through interviews with shopping centers such as new world department store, Kunming department store and Bai Lian square, the reporter learned that most shop salesmen "have not heard of visual merchandising".

"Visual marketing? Is it a marketing way? I've never heard of it before."

Xiao Li, who sells women's underwear in Bai Lian square, has been selling for more than two years, but frankly, "I don't know about visual merchandising" at all.

I've heard of very few visual merchandising.

"I was learning marketing, and when I was in college, my teacher talked about some visual merchandising."

Mei Chen Department store, a salesperson in the first floor leisure brand area, said she had heard of visual merchandising, but she didn't know much about what visual merchandising contained.

Expert opinion

Visual merchandising is the future trend of shopping centers

The ultimate goal of visual merchandising is to increase the sense of experience through the creation of the environment, and ultimately attract consumers to shop.

For domestic commercial project operators, they began to try "visual marketing".

Kunming wind bell Market Research and consulting agency CEO Shiyuan believes that the shopping center is from the architectural design, commodity display, lighting and other efforts, collectively known as environmental art, also known as visual merchandising.

At present, other

Visual merchandising has been used more, but shopping centers are still new things.

Kunming