Quanzhou Sports Brand Transforms Store Image To Improve Sales

More international design, more emphasis on showing the specialization and serialization of products in commodity display, more visual impact on the overall effect, and better shopping experience for consumers... Recently, Quanzhou I Sports brand The seventh generation of newly designed stores began to appear in some cities.

　　 Store image updating

By the end of 2013, there will be nearly 1000 stores across the country. When talking about the reasons for updating the store image, CEO Xu Zhihua of PEAK said that the current store, whether in terms of its business area or store image, could not meet PEAK's international needs. Jordan Sports also started the jade carving project of terminal channel outlets this year to integrate terminal image and outdoor resources to achieve the strategic goal of terminal upgrading driving brand upgrading.

In fact, the last round of comprehensive upgrade of store image of sports brand appeared around 2008. For example, Tebu launched the fifth generation superstar store plan for terminal upgrade in 2008, which was upgraded from the original main image store; Hongxingerke has also created the fifth generation of monopoly system, and specially hired external space designers from Adidas; In 2010, Anta launched the Fashion shoe store 。

　　 Image transformation to improve sales

At present, the product display of many brand terminal stores lacks a series of styles. In addition, they do not update the image for several months, presenting discount information. Consumers have no sense of freshness, which is not conducive to improving sales. Many insiders believe that store reform is a wise move to adapt to the market.

According to analysis, the era of relying on store opening to achieve sales growth has become the past, and the competition in the future will inevitably shift to the competition of single store efficiency. At this time, brand appeal, store location, store image and goods display become the key to attracting consumers to the store. The renewal of store image, to a certain extent, affects the performance of individual stores. For example, McDonald's changed the globally unified red door into black. After putting on leather sofas and decorations, the turnover of the first batch of 6400 stores in Europe increased by 15% in half a year.

Although PEAK's newly opened store upgrade plan has not yet produced results, the performance of superstar stores has increased by 30% - 50% even with the impact of the global financial crisis, according to the situation of the launch of superstar stores in 2008 and 2009. Physical stores still have a lot of room for development, but their functions will add more brand experience and services on the basis of simple sales; Consumers and manufacturers will have a richer channel interaction, and affect the improvement of goods and services; The improvement of customer care and customer experience will become the core of marketing means. Zhang Tao, vice president of Anta, said on Weibo.

　　 Inefficient stores accelerate integration

In addition to accelerating image upgrading, many brands have also accelerated the pace of integration of terminal stores, closing some loss making or low profit stores to optimize channels. PEAK's recent announcement shows that the company has reduced 1067 stores since this year. Liu Xiang, deputy director of public relations at PEAK, said that it was expected to reduce the number of stores from 7806 at the end of last year to 6500 by the end of this year. This also means that PEAK will close 239 stores in the next month or more.

It is not only PEAK that launched the slimming plan. In the first half of the year, Li Ning conducted a profit evaluation on the basis of 248 new stores, made structural adjustments and closed 1200 inefficient stores; Anta Sports The total number of stores in the first half of the year also decreased by 110; In response to the decline in profits, Puma, an international brand, also said that it would close 80 stores in mature markets with poor profitability, and selectively increase the number of stores with profit potential in emerging markets. From the perspective of the industry, the closure of stores is a process of survival of the fittest. Xu Zhihua said that structural adjustment and channel optimization are also responsible for dealers. Only by reducing pressure can dealers have more energy to invest