Research On The Design Of The Experience Space Of The Retail Space Of Midea

In recent years,the urbanization process in our country has been speeding up,which has brought about the vigorous development of urban retail trade.The concept that "Distribution channel is king" in traditional marketing model resulted in massive wave of shop tide throughout in China.However,blind replication of expansion has led to serious homogenization competition.The advent of the Internet era makes the competition more intense,leading to frequent business failures in all industry.According to relevant statistics,the majority of consumers are still in the store consumption.How to attract consumers online to the next line store is the focus of traditional industries.At the same time,most of the domestic retail commercial space design focus on a good location,a large area and the concept of luxury decoration and so on,resulting in only concerning about the cleanliness of the environment and the brightness of the lighting and other simple problems.In the same industry,the layout of the retail space is very similar to a high degree,resulting in consumer boredom.Because the pursuit of large-scale and high-speed expansion in recent years,Media Ignored the terminal image and brand connotation,which Profits lower than expected performance goals.With the help of Internet technology,Media intends to improve the marketing model and realize the transition from "price marketing" to "value marketing".To do this,we need not only to continue to improve product quality,good brand story,good product marketing and promotion,but also to improve the retail business space experience and service.Excellent retail space display design can enhance the brand image of the enterprise,stimulate the consumer's desire to buy and increase the fan groups to achieve drainage function.In order to achieve this,the case in this paper that Media "eating" retail shop space design introduced the concept of experience theory and scene marketing as the basic theoretical support,coupled with O2 O marketing tools,in order to increase user traffic and improve the purchase rate.Media is the earliest industry which brought retail business space from direct display into experienced and contextualized.This upgrade has revolutionized home appliance retailing,triggering a chain reaction and followed by dozens of retail brands.With a series of changes,Media also achieved a substantial increase in profits in fiscal 2016.This article studied the retail space design strategy regarding retail space attraction as the core question and in order to enhance the attention and the reputation.The research methods used in this paper include literature review and induction,field research,tool analysis and case study.The content of this paper includes the market analysis,target market positioning and value selection.This paper gives the design of the experience space of the retail space of Midea,discusses the importance of experience and context design in the retail industry and the development trend,finally put forward "differential display design experience" effective solutions for the retail commercial space.This paper not only provides a solution for the design of the retail space of the life of Media,but also provides a useful reference for other enterprises in the same industry.At the same time,the conclusion of this paper has important innovation significance for promoting the retail marketing and technological change continuously.