New Consumption In The Future: Emotional Consumption

At the end of 2014,

Officially moved to the new headquarters of 68 Tiancheng Road, Jianggan District, the orange Chinese knot Logo is the symbol of this building, even in haze weather will not be difficult to find.

This company, formerly known as the "Jian Qiao silk mill", has been a company with silk culture and creativity for several decades. It not only successfully completed the second generation inheritance, but also was praised as "the model of big business inheritance", and also frequently blocked the "force": buying the 100 Century silk famous enterprises in France, introducing the CEO and shaping the international brand image.

Recently, the news of "Wan Shi Li stationed in Hangzhou Tower" once again pushed it to the cusp of public opinion. We must know that basically the first floor of the Hangzhou Tower is the international first-line brand, and the scene of big gathering seems calm and calm, but in reality it is turbulent.

In this regard, exclusive interview with Li Jianhua, President of Wan Shi Li group, he said that as a leading local and domestic silk brand enterprise, Wan Shi Li never concealed his determination to enter the luxury brand, and entering the Hangzhou Tower is just the beginning.

Is Hangzhou Tower stationed or defensive?

"Wan Shi Li stationed in Hangzhou Tower" has recently become the vane of public opinion, and has also made many retail giants see things in a fog.

We must know that the traditional retail industry has long been no longer the same. In today's Internet search volume far exceeds the volume of entity buyers, many of the once unlimited department stores are on the brink of elimination.

On the other hand, the tide of shop closing is always heard. On the other hand, there is a sword between the big names. What is the advantage or disadvantage of going all the way to Hangzhou Tower?

In the interview, Li Jianhua gave his own opinion.

He believes that "the traditional retail market is going downhill" and "consumers are far away from the physical store" is the two false proposition, "the market has been constantly updating and creating new diversion market, but many people have not found it."

Secondly, I don't think consumers nowadays don't like offline shopping, but the products that businesses do not touch them.

Li Jianhua told reporters that Wan Shi Li's entry into Hangzhou Tower was not a spur of the moment. It was decided after two or three years of consideration.

As we all know, as one of the most concentrated shopping malls of high-end consumer groups, Hangzhou Tower has been single point sales and profit double champion for many years, narrating a business legend, and imperceptibly leaving an indelible label in the hearts of the public - not extravagant or expensive.

"With the support of all sectors of the government, we have moved to Hangzhou Tower, in addition to being able to attract high popularity from all sides, I believe it is also a recognition of brand strength."

Li Jianhua said frankly, we need to define this entry with new thinking, because it has been given more forms of expression, rather than a solidified and simple store. "It will be a display center of B2B (Business-to-Business), a sales center of B2C (Business-to-Customer), and an interactive center under the line of Wan Shi Li online. The value created is not only multiplied by three."

From the point of view of B2C, the traditional stores only have two salesmen who are qualified, waiting quietly for customers to come to the door. But Li Jianhua said that everything has always been a "business school" - the initiative to find customers.

"For example, we will invite models to wear all kinds of clothes to walk in the shopping mall, which is equivalent to a mobile billboard. Passers-by will notice, or cooperate with Hangzhou Tower to organize activities, and customers will come to us to receive gifts.

These are the use of "mobile Internet" thinking, drainage form, so that customers take the initiative to come to find everything, to revitalize the so-called "curing a store."

Li Jianhua smiled and said, "no longer stick to tradition, and speed up the exploration of new business models has become the key word of this year.

Reporters learned that, in addition to two stores in Hangzhou, long known silk products have been selling well in many cities in China.

At present, Wan Shi Li has been promoted to more than 30 cities such as Beijing, Shanghai, Shenzhen and Wuhan, and has set up a special counter, which will expand the whole country and even overseas.

And silk merchants and silk.

New consumption in the future: emotional consumption

Today's all things are no longer simple.

It covers ties,

What impressed the reporters is that Li Jianhua handed out his business card, which was made of silk. It was easy to remember that all things were made of silk, and the feeling was good.

Such a free hand "maybe" is exactly what Li Jianhua wants to achieve.

Everyone who knows Li Jianhua knows that silk has long been integrated into his life and business.

From the beginning of 80s of last century, he studied in Suzhou Silk Institute of technology. Later, she was in charge of Jiangsu souhao garment factory and Shenzhen's "southeast silk", until today officially became president of Wan Shi Li group, none of which is related to silk.

At the same time, he was praised as the first person of Chinese silk culture research, and he wrote a lot of academic papers on silk culture, so he got a good name in the industry -- "Silk Culture Ambassador".

In addition to opening flagship stores in department stores, Li Jianhua said he was busy discussing cooperation with a company in Shanghai and thinking about "taking heart" on the packaging of silk scarves.

"Imagine that if you open a gift box, the first thing that will reflect you is a bright and immortal flower, with a little fragrance and a soft scarf wrapped in it. Will you suddenly feel that this scarf is full of vitality and happiness."

In his view, emotional consumption will gradually become the mainstream of social consumption in the future. From the initial forced choice to two-way choice, and now the active selection of customers in the Internet age, emotions will undoubtedly occupy an ever larger component.

Li Jianhua said that the higher the consumer's happiness index, the higher the brand loyalty will be. "The emerging consumers in the future will be more laissez faire, pay more attention to personal enjoyment, and have brand loyalty. If we can make the best use of this, we can give the consumers a pleasant shopping experience by combining silk scarves with" beautiful things ", and I believe that all things will become their ideal silk brand.