Secret underwear to join the brand to do the details, win the public's good reputation

Every weekend and holiday is the most popular time for major shopping malls. The urban people who are living in a fast-paced life can finally steal a half-day life, throw away the busy work and the pressure of life, relax their tired nerves through shopping, and treat themselves. But I think you must have encountered such awkwardness: I originally wanted to walk slowly and stroll, but when I first entered a store, there will be a salesperson who will come forward to sell you purposefully and bring you a kind of " The oppression of shopping." You also have to respond with a "I just look at it" to get the space to freely choose the goods.

In fact, the majority of people who have the idea of ​​“just looking at it” are shopping. In modern business society, shopping should first be a leisure way, followed by the achievement of shopping goals. However, in traditional physical stores, the salesperson's over-promotion due to the pressure of performance is widespread, which greatly affects the consumer's shopping experience. At a turning point in the new and old replacements in the physical retail industry, the backward business model will eventually be replaced. In recent years, with the rise of the respiratory underwear experience store represented by the secret, the shopping experience of the physical store is changing.

Talking with products is the best way to sell

Entering the secret underwear store, you will find that the salesperson here plays the role of the server, they will not bother you too much, and will not make you feel cold. If you need it, they will answer all your questions about the product with kindness and enthusiasm; and if you just want to quietly pick it yourself, you are completely free. Because in the secret business model, the salesperson never needs to carry out the “cramming” consumption guidance, but advocates using products to impress consumers.

In the secret underwear store, there are nearly 10,000 high-quality single items in more than 30 categories such as home, underwear, sports, leisure, accessories and make-up. The European space beauty Chen will display them in an orderly manner. So even if there is no salesman to sell, you can spend a few hours of interest here. The original Nordic minimalist design aesthetics also gives a fascinating look to the product. Therefore, it is always the most popular store in the business center, with a crowd of people and sales. The salesperson has no performance pressure to recommend high-priced products for performance and maintain a “comfort distance” with consumers.

Using word of mouth to spread is the best marketing strategy

A new store with no customer base accumulated, the turnover of the company broke through 100,000 during the opening period, and the success of the business model replication in the secret underwear experience store far exceeded the expectations of the franchisees. In fact, every secret underwear store will attract many consumers who come here when it opens, and even there have been cases where people buy goods during the hanging period. The same size of the secret underwear store, the traffic is often 2-3 times that of other stores. Behind the popularity of the public, it reflects the influence of word-of-mouth marketing.

First of all, in terms of products, the European minimalist design concept combined with healthy and environmentally-friendly high-quality fabrics has created an excellent wearing experience. This makes the secret products quickly popular among the urban women who pursue individuality, fashion and luxury. They even form a consumer trend. Secondly, the underwear store model greatly increases the richness of the goods, and the relaxed shopping atmosphere makes it easy. People can get real relaxation and pastime here. In the end, the secret is to use "health" as the core of the brand, to cater to the values ​​and consumption concept of modern women, and there are many fans.

Shopping is often a group behavior. Nowadays, many secret consumers are not only staying at the stage of secondary purchase, but also sharing secret products and shopping experiences with people around them, and bringing friends around. Purchase, thereby promoting the explosive growth of the target consumer groups and forming a sustainable consumption force. In contrast, the traditional physical store's behavior of over-selling the overdraft consumption potential is tantamount to drinking and quenching thirst. Only by making every detail of consumption like a secret, and winning the spontaneous spread of public word-of-mouth, is the right way for the physical retail industry to pick up.

Editor in charge: Zhou Lingling