In the post-epidemic era, the retail market has suffered severe tests. Under the influence of the general environment, Mr. Lin, a Grace distributor in a city in the central area of the Yangtze River Delta Economic Belt, not only did not think about retreating, but took the initiative to go out of the small town building materials market and opened a new store in a local high-end store—— The Sixth Space Home Furnishing Mall has increased the natural store entry rate by 60% and the transaction rate by 40%. The current development continues to be good.
Urban high-end specialty stores
Store City: City in the Central District of the Yangtze River Delta
Upgrade time: September 2022
Store area: 200m²
Chief Designer: Ren Dandan
Leverage strengths and avoid weaknesses and move toward branding
Mr. Lin, who has 26 years of business experience, has experienced ups and downs in the stone industry. As the demand for natural stone slows down, costs rise and other problems intensify, the business encounters bottlenecks. At this time, Mr. Lin actively changed his operational thinking and began to try to enter the ceramic tile sector, looking for potential ceramic tile brands.
In the end, I chose to get involved with Grace Tiles in 2019. Despite the impact of the epidemic, the Grace brand has a certain influence in the local area thanks to years of experience in the stone business.
In recent years, with the ups and downs of the international economic situation; the iteration of domestic consumption habits and consumption structure; and the increasing impact of many factors such as rising raw materials and operating costs, Mr. Lin's operations have been in trouble, especially the price competition among peers. "There is no lowest. Only lower" forms a vicious circle. At the same time, he also realized the limitations of store location, image, team and other issues, which restricted his own sustainable development.
So since last year, Mr. Lin has begun to think about using the Grace Ceramics brand to differentiate stores, enhance the image, and attract more and higher-end consumer groups.
The first step is store construction. Mr. Lin knows very well that the high-quality channel for sustainable development in the future is the designer channel. How to attract the attention of the designer community? The first was the store location, so he set his sights on the city's most high-end home furnishing stores.
Broaden channels and become your preferred designer
The second step is to improve the store image. In order to help Mr. Lin achieve high-quality store traffic, attract designer groups and high-end customers, and create a high-looking and highly recognizable Grace store, designers at the headquarters designed exclusive solutions in a targeted manner, and the plan was soon finalized. .
BOX Cube Design
Integrate the new concept of BOX cubes, put the home into the box, form an immersive space experience, use a small space to interpret "big life", a well-proportioned hierarchical structure, pay attention to the interspersed connection of block surfaces, open space, present Interesting contrasting display and progressive spatial rhythm: private but open, simple but relaxing....
Show brand personality
The store makes full use of the characteristics of Grace's intangible cultural heritage IP product - Xiangyunsha ceramic tiles. The unique elegant plain color and warm texture and touch are immediately visible to the eyes, reflecting the brand's differentiation and eye-catching, forming the greatest recognition of the store.
Design allows intangible cultural heritage to give new vitality to stores. Brands that reflect innovative vitality have a young, confident and rich image, attracting the favor of many young consumer groups, especially designer groups, and giving products higher value.
Satisfactory expected results
Since the opening of the new store, through the adjustment of the new store image and product structure display, the store's retail channels have been rapidly opened, and the natural store entry rate has increased by 60%; more businesses from different industries are willing to cooperate with it, making it one of the important channels for acquiring customers; With its high-end image, high-quality products, and meticulous services, the transaction rate has increased by 40%; high-value products such as 750*1500mm, 900*1800mm, and 800*2600mm are displayed and applied on the board, and the store has a high-end atmosphere, and the transaction value has naturally increased.
In addition, with the momentum of the new store opening, Mr. Lin also successfully held a large-scale designer event with the participation of many well-known local designers.A good store displays good products, and good products are endorsed by good designers, which greatly shortens the decision-making path for consumers. In just a few months, the proportion of new store customer acquisitions through designer channels has increased by 20%, which lays a solid foundation for further expansion of designer channels in the future.
Grace Tile Store Appreciation
The 220㎡ specialty store combines hardness and softness with the BOX cube design and brand genetic characteristics, showing a modern texture of oriental aesthetics.
Perfect moving line
Planning reasonable sales lines enables consumers entering the store to more conveniently and intuitively generate brand awareness and product awareness, greatly shortening the path of consumer decision-making, increasing the time spent in the store and improving the success rate of orders. .
Scene experience
Focus on consumers’ sense of gain. Improve consumers' favorability with immersive scene experience. The warm combination gives consumers a more livable, quiet and homely sense of security, effectively improves their sense of trust, thereby increasing the transaction rate and customer order value.
Space design
Reflect the sense of space design, modern color aesthetics, shape the space, increase the freshness and layering of the space, create a healthy space that can "breathe", highlight the beauty, and create better product value.
Designer introduction
Ren Dandan
Senior space designer, good at layout planning of exhibition halls, and implementation of the entire project. "Committed to the research on design, starting from the function of space, through the research of materials, challenging conventions, paying attention to details, and creating unique visual effects for each space." He has in-depth research on the design and application of Xiangyunsha ceramic tiles, combined with design Creativity and marketing skills break through the boundaries of space design creation, letting tradition exude the most touching modern charm, and decorate your home with culture.
