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国美试水“家生态”模式新零售
2017-08-21 09:07:01 中国经济网
继上月2.16亿元注资标准化家装品牌爱空间后,日前国美又把爱空间家装搬入其线下门店,用家电、家装、家居等一站式的“家生态”购物模式试水新零售。
爱空间旗舰店落户国美马甸店,由三个工法房和三个样板间组成,工法房展示爱空间的家装工序、工艺及材料,样板间提供深度体验。“国美做家装家居,是对消费需求、对家的概念和家庭整体解决方案的理解。我们期望带给顾客基于新零售的全新体验,同时通过体验的打造带来流量。”国美电器总裁王俊洲表示。
流量获取难,一直是传统零售业亟须解决的痛点,购买频次低的家电3C类产品更是如此。家装则正好相反,线下流量高于线上。业内认为,国美跨界引入爱空间,推出“家电+家装+家居”的整合方案,正是对家电3C类垂直零售商高频流量获取的一种探索。
目前国美正在探索以家庭生活场景为核心的O2O体验店,精选家电、家居小件商品,让家庭生活场景中所有看得到的商品,都可以随时买回家。王俊洲表示,国美门店将实现从家电卖场向“家电+家装”提供商和服务商转型。其实,家电卖场切入前端家装市场,正在成为行业转型潮流。此前,苏宁已与我爱我家、实创装饰达成战略合作,双方商品、服务相互进驻对方门店,并互相导流。
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