China's High-end Brand Women's Offline Shop Transformation Research

With the continuous development of Internet technology,it has become an inevitable trend that clothing sales have entered online mode.The individualized and perceptual consumption characteristics of female consumers,as well as the improvement of their living standards,have led to the rapid development of online shopping models,and the offline physical stores have thus been severely hit.The inability of online virtual venues,which provide consumers with a real experience environment is an important opportunity for the transformation of offline terminals.In this regard,China's high-end brand women's clothing,based on the long-term experience of exploring and learning from foreign luxury brands,has introduced the concept of life-style stores.This article takes Xi'an YY Life Museum and YE Club as research objects,and conducts research on the transformation of high-end women's offline terminal.The first chapter analyzes and summarizes the research status,and application of the experience marketing mode and life hall mode both at home and abroad.And then defines the significance of experience marketing on the life hall terminal mode research.The second chapter analyzes the theoretical knowledge and relationship,between the experience marketing and living museum.The third chapter analyzes the shop display,products,environment and services of Xi'an YY Life Hall and Xi'an YE Club.The fourth chapter analyzes the survey data of Xi'an YY Life Hall in detail through SPSS 17.0 software.Then finds out the key factors affecting the customer experience satisfaction,and concludes that the life hall terminal model has higher customer experience satisfaction and product participation.It can effectively Establish and maintain brand image,store display specifications,and build relationships between new types of consumers,products,and sales venues.However,there is also a problem that the experience service does not match the target consumer's needs.For example,many target customers do not like phone calls and shopping guides.The fifth chapter summarizes the trends and existing problems in the transformation of the terminal mode of high-end women's offline brands in China,based on the data analysis of previous chapters.It also proposes targeted solutions in terms of terminal transformation and building new customer relationships.The sixth chapter summarizes the full text of the high-end brand women's offline terminal to life hall model transformation has a certain degree of necessity and feasibility,for the next step to lookforward to China's high-end women's offline transformation and living museum research.For other apparel brands in the face of industry issues and consumer demand and market structure,how to successfully transform when the provision of reference.