What Are the Best Tips for Opening a Boutique?

Suning Boutique (Suning Elite) is a new business chain model proposed by Suning Appliance in 2009 and started planning and construction. According to the planning of Suning Appliance, SUNING ELITE boutiques are mainly selected to be opened in shopping malls, high-consumption core business districts and other places, with an area of about 3,000 square meters and a display of about 6000 kinds of products.

Suning Boutique

Chinese name: Suning Boutique
Staff characteristics: All should have their own salesperson

Price: Clear code
Product Arrangement: 3C products are displayed on real machines

All products are clearly priced, no promoters dispatched by the manufacturer, and a customized membership management system and precise marketing system for members are implemented. Now mainly distributed in first-tier cities with higher consumption levels, such as Beijing, Shanghai,

Compared with the previous hypermarkets such as chain stores, the SUNING ELITE boutique mainly has the following characteristics :

For Suning boutique staff

Cancel the factory salesperson, all should have their own salesperson. The SUNINGELITE boutiques are usually difficult to find the promoters who sell their own products. After consumers enter the store, after the consumers enter the store, they will be accompanied by a professional shopping guide. They are very proficient in product knowledge. The shopping guides do not have professional introductions of brand preferences, and recommend products in full accordance with consumer needs. Even if consumers have any questions after shopping, they can call this dedicated service staff. The in-store salespersons are highly educated, bilingual shopping guides, and trained in five-star hotel services.

Suning boutique prices

Different from the atmosphere of ordinary electrical appliance chain stores, it is no longer a bustling "store", but a "living room" with soft background music, which is very relaxed in it. Because the SUNING ELITE boutiques are all clearly priced, it is difficult to find promoters who sell their products on weekdays. The prices are all in one step and there is no bargaining.

SUNIGN ELITE boutiques implement a customized membership management system and accurate marketing system for members. Instead of setting up complex promotional activities, they use points and gifts as the main means of feedback. The price is simple and clear in one step.

Suning boutique layout

3C products are displayed on real machines

It is worth mentioning that the 3Cs are all prototypes, and the fully open display method also allows consumers to freely experience purchasing in the way they choose. With this dual combination shopping method of physical goods and shopping cards, customers can quickly complete the shopping by simply purchasing the physical goods or self-collected shopping cards at the cashier's counter when paying for accessories and small products. Taking this combination shopping process can save at least 30% of shopping time.

Traditional appliances have abandoned the method of sampling according to brand and adopted the method of sampling according to the latest zone. Color TVs are exported by size. The refrigerator is divided into wine cabinets, two doors, three doors, side-by-side doors, and multi-door zones. Washing machines are divided into pulsator, drum and clothes dryer zones. Air conditioners are divided into variable frequency and fixed speed air conditioning zones. You choose easier and make shopping easier.

Suning boutique boutique electrical appliances

In order to meet the needs of high-end consumers, there are also many high-end boutique electrical appliances in boutiques. Imported products from Japan, Switzerland, Italy, South Korea, Belgium, etc. can be found everywhere. Such as Panasonic's 103-inch ultra-large plasma TV; Sharp's 65-inch LED LCD TV imported from Japan, 2.28CM ultra-thin body, which is also the highest-end product of Sharp; Philips color TV 56PFL9954H / 98 imported from Belgium, 21: 9 wide screen ratio To bring consumers different visual and listening experience; there is also BLUEAIR air purifier AV601 from Sweden; Delong coffee machine imported from Italy; the world's most silent design Electrolux vacuum cleaner, 68 decibel ultra-quiet motor does not affect home; There are also LG original vacuum cleaners from Korea and 643 liters of refrigerators imported from Korea ...

It is reported that in the sample ratio of the store products, high-end products account for 20%, mid-end products account for 60%, and cost-effective products account for 20%.

Suning boutique experiential marketing

Multiple special halls are more user-friendly. The SUNING ELITE boutique is divided into three themed worlds: Share, Enjoy, and Live. In accordance with the characteristics of the product, multiple special halls have been opened. If there is a MAC Apple Experience Hall in the sharing area, 5 real models of the Apple series are sampled, covering 28 peripheral accessories. The boutique's unique DIY audio experience hall is equipped with an integrated audio system. Jies, CAV, Pioneer and other international top audio brands are gathered here. Consumers in the hall can choose the appropriate audio to match freely. Digital Integrated Experience Hall, with computers as the "central nerve", color TVs, refrigerators, washing machines, gaming networks, household appliances, intelligent and technological, to create a high-tech digital integrated experience, in conjunction with the boutique's unique "off-hook system" At the same time that consumers take out the real machine, all the functions of the machine will be clear and easy on the 22-inch LCD screen.

DIY Suning boutique DIY service experience

The delivery, testing, testing, installation and other service links of the boutiques after the sale are all provided to customers in the service area for an integrated overall solution, which reflects more humane and one-stop service.

In addition to the traditional basic services such as fault detection and repair, many customer DIY service experiences and automatic value-added services have been added, such as mobile phone lettering, photo printing, pendant production, software services, and self-service downloads.

Suning boutiques are mainly the first boutiques opened in Shenzhen on December 26, 2009-Shenzhen Jinguanghua Plaza boutiques, and R & F Plaza boutiques opened in Beijing on February 6, 2010.

Suning Appliance said that in the next three years, 100 boutique electrical stores will be opened in first-tier cities across the country. Suning boutiques were created based on the analysis of data accumulated by Suning Electric over the years, and are targeted at mid-to-high-end consumer groups such as urban white-collar workers, enterprises and institutions in China. Compared with the traditional large flagship stores, central stores, and community stores of Suning Appliance, boutiques are different in terms of store location, design, product layout, product display, product selection, marketing methods, after-sales service and value-added services. Among them, the average area of Suning boutiques is about 1500 square meters to 2500 square meters, mainly in shopping malls, high-consumption core business districts and other places, and large flagship stores generally require more than 8,000 square meters.

About 5000 to 6000 products are sampled in each boutique of the boutique, of which high-end products account for 20%, mid-end products account for 60%, and cost-effective products account for 20%. In addition, in marketing and services, we also strive to meet the individual needs of high-end consumers.

Jining, executive president of Suning Appliance Marketing Headquarters, said that the development of China's economy, the acceleration of urbanization, the improvement of people's living standards, changes in consumption habits, the development trend of China's home appliance chain, and changes in the pattern of urban commercial real estate, etc. This new format of Suning boutique.

According to the latest survey data from the World Luxury Association, China s luxury sales have reached 8.6 billion U.S. dollars, accounting for 25% of the world s total. It has surpassed the United States to become the world s second-largest luxury sales market. It is estimated that by 2015, China s luxury consumption will With a 32% global market share, it will surpass Japan.

Differentiation of Suning boutiques

Relying on the standardized chain replication model, Suning Appliance has basically completed the store layout in the primary and secondary markets, and the flagship stores, core stores, and community stores covering core business districts, sub-business districts and communities have also basically completed urban geographical coverage. Suning Appliance is gradually shifting to the development of precise chain with the market segmentation as the goal. Through segmentation market, customers, products and services, it gradually expands from mass consumption to various segmented market.

"Household appliance chain companies have begun to transform from the initial extensive operation. They pay more attention to the differentiation of stores to enrich consumers' choices." Lu Jianbo, vice president of the China Electronics Chamber of Commerce, told Sina Technology. The problem with boutiques in general. "