Sima'S Flagship Store On Chunxi Road, Chengdu, Makes A New Appearance, Playing With Youth

In recent years, with the gradual maturity of Chengdu Yuanyang Taikoo Li and Chengdu IFS commercial entities, Chunxi Road Business District has become an important main force to attract the first brand stores in Chengdu, and has attracted countless young consumers. On January 9, Sima The flagship store on Chunxi Road in Chengdu was officially unveiled, which interprets the confidence and confidence of the brand to make progress with the city and go with consumers with three major "new" forces, bringing a new atmosphere to the business circle on Chunxi Road in the New Year.

　 "New" image

Focus on "comfort and fashion" and innovate the store model

For a long time, Sima has been adhering to the brand idea of "comfort and fashion", aiming to meet the diversified needs of consumers with good products and services. As an important space for product presentation and service experience, offline stores are also the direction that Sima has been carefully polishing.

In space design, Sima The facade of the flagship store on Chunxi Road in Chengdu is designed with full transparent glass for the first time. The 700 square full transparent glass realizes zero distance interaction inside and outside the store. The interior design continues the positioning of "comfort and fashion", adopts the signature brand color of "Sima Green", injects young and energetic DNA into the store with eye-catching and comfortable colors, and innovatively integrates Sichuan Opera facial makeup, mahjong, bamboo and other elements with Chengdu cultural characteristics to enhance the sense of space richness and let fashion collide with tradition, Create surprises beyond shopping for consumers.

In terms of product display, Sima's flagship store on Chunxi Road in Chengdu abandoned the traditional model display form and innovatively adopted the unique "smart window" design to show consumers a more realistic picture of the goods. The "Smart Window" adopts the original wood grain material, removes the redundant decoration and only retains the information about the commodity value. Through its own sense of floating and hanging lightness, the visual focus is locked on the window itself, which is more simple and direct to highlight the product itself; At the same time, through flexible reconfigurable and layout methods, the space level is more abundant, and the consumer route is more product oriented.

In addition, the new Sima Chengdu Chunxi Road flagship store can see more flexible applications of digital intelligent screen products. Large naked eye 3D at the door without entering the store The LED screen has attracted many consumers' attention. The new image of the Year of the Rabbit, the store activity news, and the new products launched this season can be seen on the high-definition large screen. The placement of cloud shelves and live broadcast screens in the store has opened up the digital operation of the store and online, and laid a foundation for the subsequent online and offline integrated marketing. The application of these smart screens not only reduces the operating cost of poster and billboard production, but also increases the flexibility of store advertising, which is more eye-catching and environmentally friendly. In addition, the headquarters can push unified brand promotion and marketing activities directly to the store in the background, which is efficient and fast, making the operation both professional and accurate.

　　 "New" products

Tradition and fashion collide, and "rabbit will become red" releases young vitality

Welcome the new 2023, Sima The company collaborated with Marley, a century old Chinese painting pigment brand, to customize the exclusive color for the New Year. Based on the "Sima Red", which symbolizes youth, self-confidence and vitality, the company integrated the original images of the rabbit in different forms to create a new series of new year's flagship products - "The Rabbit Becomes Red", which injects young vitality into the traditional Chinese New Year.

In terms of product design, the "Rabbit Becomes Red" series uses Chinese traditional elements such as auspicious characters, copper coins and mahjong, as well as traditional crafts such as embroidery and cloth pasting, supplemented by soft, delicate, comfortable and breathable fabrics, to bring consumers a new choice for the New Year with both comfort and fashion; In terms of theme communication, "Rabbit will be red" effectively combines the product color and IP image. While strengthening consumers' memory of new products, it also carries consumers' positive and optimistic outlook for the New Year, and conveys a beautiful wish and blessing for the New Year: the Year of Rabbit will be red.

During the opening period, consumers can not only freely choose New Year items in the store, but also participate in various on-site interactions to win multiple New Year surprises and gifts. The multiple buffs of space upgrading, product upgrading, and welfare upgrading have brought more interest to Sima's flagship store on Chunxi Road, Chengdu. On the opening day, the store quickly attracted many new and old fans, and became a new clocking point for many fashion big V and online celebrity bloggers.

　　 "New" mode

Empowering digital intelligence, online and offline integrated marketing

In the digital era, Sima While fully understanding the importance of content flow, we also actively innovate and expand marketing channels. In addition to online mall apps and community marketing, live broadcast of stores is also a major feature of Sima's flagship store on Chunxi Road, Chengdu. Different from the later addition of other digital stores, Sima's flagship store on Chunxi Road in Chengdu has reserved the location of a characteristic live broadcast area early in the space design.

Stepping into the third floor, you can see the exclusive live broadcast area integrating Chengdu characteristics. When the anchor opens live broadcast in the live broadcast area, the video screen will be transferred out in real time through each live broadcast screen in the store. Consumers can watch live broadcast in the store, interact online at zero distance, and participate in the interaction to win a good gift; You can also directly follow the live broadcast account of the flagship store of Sima Chengdu Chunxi Road on your mobile phone, and place an order online to watch the live broadcast, so that you can easily purchase the same product in the store without leaving home. The design of live broadcast area+live broadcast screen meets the real-time transaction demand, and also brings consumers an immersive shopping experience that integrates online and offline.

It is worth mentioning that taking the flagship store of Sima Chunxi Road in Chengdu as the prototype, Sima × The meta universe mall jointly built by fanbook will also be unveiled during the Spring Festival to fully embrace the Z-generation consumers, and open the meta universe trend carnival through virtual space display and interactive games. When consumers enter the fanbook block, they can select the customized Sima virtual image with one click to open the exhibition experience. At the same time, they can click on the building image of Sima stores to trigger interactive activities, join Sima members and participate in member welfare activities to achieve an immersive shopping experience in the Web3.0 environment.

In recent years, as the generation Z population has gradually become the main force of consumption, consumer attention has gradually shifted from commodity consumption to service consumption and experience consumption. How to gain the recognition of young people, how to grasp the eyes of consumers, and how to provide consumers with more refined service experience have become an important thinking direction of brand development.

Whether it is the strength building of urban benchmark projects, or the powerful product force following the consumption trend, or the marketing interaction playing method of reaching Generation Z, Sima Chengdu Chunxi Road flagship store, through three major outputs to the "new" force, shapes the store into a new attraction field of the city with both quality life and trendy social life, and also injects new brand blood and infinite vitality into the business circle of Chengdu Chunxi Road.