The scene revolution under the new retail: Qumei "you + life museum" depth secret!

Meaning is always the specific meaning in a specific situation. - Victor Frank

On April 10, 2018, Qumei Home's "more beautiful encounter" was the theme, and the latest generation of "You + Life Museum" was released in the independent store of Beijing Asian Games Village. This is the first generation of "You + Life Museum" (Beijing III) The launch of Yuanqiao Store was only 19 months old. As an invited media, I was able to visit the Asian Games Village independent store and experience the new feelings brought by “You + Life Pavilion”.

Qumei Beijing Asian Games Village Store

The latest upgraded "You + Living Pavilion"

Compared with the first generation, the upgrade of your + living hall is mainly reflected in these aspects:

Multidimensional reconstruction of consumer relations

In the reopened Qumei Yayun Village store, VR simulation and custom design are only technical support, while home accessories, green flowers and coffee catering have become important channels for connecting potential consumers. Obviously, Qu Mei realized that in any kind of life scene, in addition to furniture products, home accessories, green flowers and coffee catering have become the three core elements of modern life. Therefore, Qumei is able to complete the deep connection with consumers through the construction of in-depth scenes in the store, thus satisfying consumers' daily and most essential life claims.

Coffee and dining area in "You + Living Hall"

In addition, the Asian Games Village store “You + Life Pavilion” also has a unique reflection on the vertical layout of the space. There are nearly 3,000 square meters of space on the upper and lower floors: one is the jewelry, the casual dining area and the Vige Shangpin scene for young people. The second floor is for the Nordic Sunshine and Cunnofan, which are oriented to the middle class and the mature age group. The third floor is the luxury and high-end Van Xi life and everything. In this way, from the vertical perspective of space, “You + Life Pavilion” separates different consumer groups, thus creating a new dimension of consumer relationships.

Up and down three layers of product layout own logic

From the one-dimensional relationship between furniture products and consumers, to the multidimensional relationship between life scenes and the public, Qumei “You + Life Pavilion” completely re-established and enriched the dialogue with consumers, which is also the new The core elements of retail.

Home life category expansion

Surprisingly, Qumei Ya Yuncun seems to have no regard for the ping effect. Almost half of the area on the first floor is used to show that the customer price is very low, even the free coffee catering, home accessories and green plants. Waiting for leisure space. The new generation of "You + Life Pavilion", the number of SKUs of jewelry and green plants has also exploded compared to before, achieving 360-degree life-free products for life.

Rich Qumei home accessories in the store

Its home decoration products are the exclusive items that QMliving design team established by Qumei and Danish designers for “You + Life Pavilion”, instead of simple outsourcing, reflecting the original Nordic lifestyle. As for coffee catering, Qumei has created its own exclusive brand “Guna Coffee” to provide consumers with professional coffee products and services from a commercial brand perspective. It can provide free coffee catering services for home consumers who come to the store, and also provide a gathering, dating and leisure place for non-home consumers, and then derive the “fourth space” advocated by Starbucks in their own stores.

From space aesthetics to life proposals

Space aesthetics is just a form, providing consumers with life proposals and achieving life aesthetics is the core. As Mr. Zhao Ruihai, the chairman of Qumei Home, said, we are first in the industry, not on the platform, but on the ability of pk life proposal to create our own core things, consumers are naturally attracted.

Compared with the previous generation, the newly upgraded "You + Life Museum" has clearly deviated from the simple space and shape pursuit, and evolved into a true emotional expression and aesthetic experience of life aesthetics. All the scenes, whether it is the coffee dining area or the bedroom study area, no longer have any technical features of artificial carving, but completely present the life of the quiet and silent life.

In such a scenario, the store is no longer a store, but a space for experience. People who enter the store will not think that this is a home store, but a coffee shop, a leisure club, a party destination, or The fourth space of daze, reading and thinking. People can experience the fun and daily life of all kinds of life, and discover and feel the beauty of life through the perfect integration of people, goods and fields.

It is not easy to realize the multi-business experience museum like "You + Life Pavilion". In fact, behind the pleasing scene is the strong magic of the three beautiful homes of Qumei Home, which are the location of the store, Flexible production and original design.

Location of the store: 1km core business district of the subway station

Physical retail, the location is king. Qumei Home's independent stores in Beijing are almost within 1 km of the subway station, and the upgraded Asian Games Village store “You + Life Pavilion” can be said to be seamlessly connected to the Datun Road East Metro Station. The superior location brings a constant flow of people, and it is natural to have coffee, dining and leisure venues next to the subway station.

Qumei Ya Yuncun Store and Datun Road East Subway Station

No more than 20 meters away

Flexible production: order-responsive intelligent production

Qumei Home's production supply chain has already achieved order-responsive flexible management. Launched in 2015, the OAO system (OnlineAndOffline) is technology-driven for reverse management, demand-driven and seamlessly interfaces with internal ERP systems. The finished furniture end can realize the information processing from the offline terminal storefront and the online retail platform to order, transfer order to factory order and split order, production scheduling, delivery, etc. The OAO collaborative ERP system intelligently completes. The customized furniture production end can realize the real-time quotation, automatic unpacking and intelligent production information management system of customized furniture. The ERP information system and the customized product 3D system are seamlessly linked to realize the data integration of product design data and production BOM information.

Qumei's shortest supply cycle can be reduced to 8 days. This kind of intelligent and flexible production greatly improves the production efficiency of the enterprise, and thus provides a strong product guarantee and technical support for Qumei's life proposal ability.

Curtain fabric area in "You + Living Hall"

Original design: powerful designer "Avengers Alliance"

One person, one thousand and one thousand, the lifestyle is diversified, and the aesthetic form of the product must also be diversified and diversified. There is no strong original design support, only a single and monotonous product. From Yuan Yuan to Zhong Song, from Danish Design Institute to Hans Jacobson, Qumei Home has established the “Avenger Alliance”, the most powerful designer in China's home furnishing industry, providing a diverse lifestyle. A comprehensive solution.

As a new retail pioneer and lifestyle model, Qumei's “You + Life Pavilion” can continue to evolve and become an excellent cross-border sample of China's home furnishing industry. This is a topic worthy of attention in the whole industry. In my opinion, there are still many cross-border games that you can explore bravely in “You + Life Pavilion”, such as:

1. Bravely open the ancient coffee

At present, Quna Coffee, which is owned by Qumei, is limited to its own stores and is not clearly priced. In fact, most of the Qumei stores are located in the favorable location of the subway station. They can be completely opened to create a coffee shop next to the subway station and operate independently under commercial brands. In the name of buying coffee, the practice of draining the line and spreading the way of life.

2, to create a party leisure destination

“You + Life Pavilion” already has multiple functions, such as partying, drinking coffee, leisure, meeting, and making friends. At present, Qumei stores will hold a variety of activities a year, but most of them are Qumei's own activities. In fact, it can be opened to the whole society, and through various channels such as public comment or the US group, it can provide various places for the public to serve as a gathering destination for leisure.

Guests are small in the store.

3, omni-channel layout, build brand matrix drainage

Qumei's coffee, green plants, ornaments, tea art, designers and other sub-brands can each form a sub-brand, and create an IP matrix through multi-channel layouts such as e-commerce, live broadcast, short video, online red store and offline entities. Finally, it drains to Qumei and forms an experience resonance.

As a very low-cost commercial product, the furniture industry has a natural “natural disadvantage” and it is indeed difficult to become a popular brand. However, foresight and ambition, through the scene revolution and category expansion, cross-border new retail exploration should be a business responsibility worthy of encouragement. And I firmly believe that in the future China will definitely have its own IKEA, or MUJI, to find their own way of life for the Chinese. (Author: Founder of furniture fans Yan Dong)

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