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with the launch of the first jd mall super experience store in shandong, more and more citizens have become "experience officers" to experience cutting-edge new products in person. in response to the opinions and suggestions put forward by the experience officers, the jd mall super experience store is being improved one by one, hoping to officially debut at the end of this month with the best attitude.

why would an e-commerce company switch to offline stores? this is probably the first reaction of many people after hearing about the jd mall super experience store. the question that follows may be, does it make money? before answering these two questions, we need to make it clear that the root cause of the current craze for closing physical stores is their backward marketing model, and the physical stores opened by e-commerce giants are different from traditional physical stores. in other words, the jd mall super experience store is a layouter in the new retail track.

so, what is new about this new retail? how will its retail model be implemented?

large and comprehensive, with more than 200,000 kinds of products in a single store

the qingdao store is the 15th store in jd mall super experience store's layout across the country, with a construction area of ​​about 30,000 square meters. it sells categories such as home appliances, digital products, department stores, mother and baby, children, outdoor, e-sports, leisure and entertainment, and has introduced more than 200 well-known global brands to create an immersive shopping experience and intelligent service scenes.

the e-sports experience area in jd mall super experience store.

when you step into jd mall, you can see its brand ip jd joy everywhere. the whole decoration is fashionable and technological, and there are also coastal city elements such as the sea and shells, as well as silhouettes of qingdao landmark buildings such as the may fourth square and the pier. in terms of overall layout, jd mall sets different main categories for different floors. among them, the first floor is mainly personal care products and small household appliances, the second floor is computer digital, the third floor is home building materials, and the fourth floor is large household appliances. in addition, the mall has also created an e-sports game area, a vr family game area, a baking classroom, a beauty and personal care experience area, and a children's play area.

it is worth mentioning that all the products sold in jd mall are self-operated by jd.com, with more than 200,000 kinds of products in a single store. the products are of the same quality and price online and offline, which can meet the diversified consumption needs of customers. on the basis of being large and comprehensive, jd mall also focuses on hot-selling and new products. "the hot-selling products you see here are all products with high praise rates and high number of praises on jd's main site and on the top rankings, and even hot-selling brand e-commerce products that rarely "appeared" in offline shopping malls. we will update the offline display products in a timely manner based on the online product top rankings on a monthly basis; we will also bring the hottest and most fashionable new products to everyone for "tasting" as soon as possible, providing space for brands to interact with consumers." xia jianshuang, the person in charge of jd mall super experience store, said.

since online and offline products are of the same quality and price, what are the advantages of offline purchases? "offline products are basically popular products that have been verified by the public, so you can buy them without hesitation. when comparing models, the shopping guide will explain the performance differences professionally and comprehensively, and we can also compare more intuitively, unlike online, where the customer service will give a series of parameter comparisons and we have to check the relevant information ourselves. in terms of after-sales service, if there are any problems with offline purchases, you can contact the shopping guide directly, unlike online, where you have to contact the customer service first and then the manufacturer." said a young couple who came to choose air conditioners.

since the launch of the exploration in september, the number of people entering the store every day has reached 300-500. during the exploration period, the mall provides the online and offline integrated services that will be launched soon to the experience users, collects user opinions, and makes further adjustments and optimizations based on the feedback. at present, the mall has collected more than 100 opinions and suggestions on software and hardware, and is improving and perfecting them according to the actual situation.

it is revealed that the mall subsidies plus government subsidies will maximize the benefits to consumers and stimulate citizens' consumption enthusiasm. after opening and operation, the annual sales are expected to reach 700 million yuan.

focus on experience and build a community circle

the immersive experience is the biggest highlight of jd mall.

offline is the first trigger point for product sales. in order to allow consumers to experience products immersively, jd mall has innovatively set up multiple theme scenes such as gaming and e-sports areas, gourmet kitchen experience areas, laundry and drying all-in-one clothing care experience areas, and beauty and styling experience areas, integrating various home products into real family environments, allowing consumers to intuitively understand the products while stimulating their infinite longing for life, making home furnishing easy and efficient.

"our experience scenes are not just about waiting and enjoying the results, but encouraging consumers to participate and try." xia jianshuang gave an example, for example, in the coffee experience area, consumers need to choose coffee beans and coffee machines by themselves, and make a cup of coffee of their choice under the guidance of professional "customer experience officers". these coffee machines are all popular items on the consumer top list. in this way, consumers not only understand the performance of different machines, but also have a better sense of experience and participation.

as a platform that connects customers, jd mall is still considering how to release stronger community attributes.

the reporter saw an information on boss zhipin about jd.com mall recruiting "customer experience officers" for coffee, e-sports and other experience areas. it mentioned that professional "players" are preferred, and those with resources in related fields are the best, such as circle communities and social platforms with a certain amount of fans. from this, it can be seen that the "customer experience officer" of the experience area is not just a shopping guide or waiter, but more like a caller and leader of a certain lifestyle in a certain field.

today, in the e-sports area, the community attributes of the platform have already emerged. promotional posters of senior players are posted on the background board of the area. after consumers scan the code to join the community, they can make an appointment for free to experience the game. when forming a team to experience it on site, the "customer experience officer" of the e-sports experience area will watch the whole process, and help review the game after the game, and give professional evaluation and guidance. in this way, consumers can experience the performance of the equipment offline, and can interact and share experiences, good things, and new products in the online community. this community group has become a high-stickiness e-sports customer group of jd mall.

"what if people just come to experience but don't buy?" in response to the reporter's question, xia jianshuang explained that as jd's offline experience site, its role is to create a "visible and tangible" scene that integrates "cutting-edge technology, shopping, shopping, and playing", and to bring consumers new lifestyle inspiration through consumption leadership, industry leadership, technology leadership, cultural leadership, etc. "we must adhere to long-termism. if it is just for short-term profits, we will probably fall into the embarrassing situation of traditional chain stores." xia jianshuang told reporters that the purpose of the experience store is to attract consumers into the store and lock in users with experience. after consumers experience it offline, whether they place an order offline or online, it is effective consumption for the group. "the group's assessment of super experience stores is not simply linked to sales. the same quality and price online and offline can also effectively avoid vicious price competition."

in the detailed study of the reasons why e-commerce platforms started to explore offline business, some experts believe that the fundamental reason is that online growth will always encounter bottlenecks. compared with online, offline local life consumption scenarios are more attractive for obtaining traffic growth and have lower customer acquisition costs. the business logic of jd mall is to create a technology product display center, customer experience center, and member service center, so that everyone can browse, play, and buy, and the offline experience resonates with online traffic.

we expect jd.com mall to bring more imaginative development momentum to qingdao's new retail sector. (qingdao daily/guanhai news reporter yu ruixin)