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宜家体验式营销模式 嫁接到家电圈行得通吗?
2017-08-05 09:39:09 中国经济网
![](http://img2.utuku.china.com/600x0/news/20170805/3f94898f-3554-48d1-a385-116777eebff2.jpg)
天猫体验店
因此,已经有不少电商平台在较早前就看出了宜家营销模式的大有作为,例如京东、天猫,都已经在国内不同城市开设了线下体验店,而不少家电品牌如美的、格力也开设了自家的空调体验店。这类体验店,一般都集洽谈、演示、体验、展示于一体,内部格局摆脱传统专卖店布局,采用高科技互动体验的形式展现家电品牌文化,部分体验店会配备LED显示屏播放轻松愉悦的音乐和美丽的画面,更有独特设计的实验区,参观者可以通过现场实验室透视产品的内在组成,了解产品细节和产品核心技术。
在笔者看来,家电+家装本就密不可分,产品不仅没有竞争关系,反而能起到资源互补的作用。从企业角度讲,“家电+家装”的融合新业态能够让行业数据得到整合、丰富,体现数据价值,当联合促销时能产生更好的连带购物效应。而对于消费者来说,一站式的购物服务,让消费者选择装修的同时就能配套挑选家电,省时便捷且又有品质保障。
![](http://img1.utuku.china.com/600x0/news/20170805/32114600-201d-42d6-b02a-693f6a863b84.jpg)
所以说,家电电商平台采用宜家模式进行营销,在理想状态下是很有发展前景的,毕竟消费者对于家电产品的选择,缺乏的正好就是一种体验,将家电卖场打造成让消费者能够实打实的体验场所,无疑能鉴定更多消费者的购买欲望。当然,也有人认为,如果家电体验店吸引来的只是一群拿来主义者(只体验不消费),那岂不是要亏本。但笔者认为,在现今什么都要靠噱头的市场下,付出一点点成本能达到口传耳闻的推广效果,这些小成本还是值得付出的。
全文总结:家电与家装的结合这一新业态购物场景,能完美的展现家庭布局场景,而场景化的销售模式更能刺激消费者购买,这其实是类似于宜家的方式。虽然宜家也在尝试着把家电融入其中,但在品类和品牌上却很贫乏。而家电电商平台与家装的结合,则能改变这一窘境,因为消费者感受到的是不局限品牌和种类、更为配套的商品组合。但目前,关于家电体验店的成功与否,我们尚未能轻易下判断,要想知道答案,我们还需要继续观察。
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