Suzhou is located in the hinterland of the Yangtze River Delta. The area is densely covered with water, warm, humid and rainy. This has largely determined the economic structure and cultural direction of Suzhou since its birth. The area where Suzhou is located is like a big stage. Whether it is economic or cultural, whether material or spiritual, all are performed one by one under the background provided by this stage, leaving traces and inheritance. This story about Jinyitao 3.0 high-end store will unfold in Suzhou, a land of outstanding people!
Suzhou is a place full of details and exquisiteness. The lifestyle of scholars here has been handed down since ancient times, and everything is perfect: an exquisite cheongsam must pay attention to materials and hand-embroidery, and the buttons on the cheongsam must be knotted with various colors by skillful hands. The room with pink walls and black tiles looks simple, but if you take a closer look, you will see that the decorative carvings are exquisite and truly extraordinary. This also coincides with the quality proposition of the Jinyitao brand.
01
Project Introduction
Suzhou Jinyitao was established in 2006. According to store manager Wei Yuanyuan, Suzhou Jinyitao started as a distributor and slowly developed to its current scale: the Red Star Macalline in Wuzhong District completed a 700-store With a large store area and an operation team of 26 people, they have worked hard on home decoration channels, designer channels, terminal retail and other roads, and have become a benchmark brand with many local fans.
Wei Yuanyuan said that Suzhou Jinyitao started the 3.0 high-end store renovation plan in October 2020. During the process, he communicated closely with the headquarters designers and spent one month to determine the decoration drawings, which officially started in December. The renovation started and was completed on March 10th and handed over for use. Jinyitao simulates and provides visual data support for stores at various stages such as design, budgeting, construction, and operation and maintenance, reducing errors and omissions throughout the store construction cycle, improving accuracy, and compressing store decoration time for terminal stores, effectively Help customers reduce store construction and operating costs and improve operating efficiency.
02
Project Interpretation
On the hollow red wall, sparse and orderly gold Yitao heavyweight trophies are presented one after another, waiting for the arrival of the reviewers like soldiers under inspection. In Jinyitao 3.0 high-end stores, details representing "texture" can be seen everywhere.
Reduced store traffic, increased store operating costs, poor product qualityProblems such as the decline in brand gross profit and the tight supply of fine decoration channels also plague Suzhou Jinyitao. How to improve the dilemma of traditional terminal stores through "change" has become a top priority, and the key step in "change" is Comes from the "change" of the store image.
Store vision is one of the most intuitive ways for people to recognize a brand. It explores the intersection and integration of design and other fields, and is also the unification of the brand's own culture and style. Consumers tend to understand the culture it wants to convey through the space in which it exists. The Suzhou 3.0 store was opened in a Red Star Macalline store. Relying on its unique attributes, it attracts the attention of the crowd with its new brand appearance and innovation.
Wei Yuanyuan believes that for brands, brand image and culture are not castles in the air. They cannot exist in isolation simply as ideas. Instead, they can be kept dynamic and innovative through sales, cultural communication, visual communication and other links. Among them, Store vision is the most direct expression, and it is also the final stage for many brands to compete.
03
Real shots
The store continues the design attributes of the classic Jinyitao 3.0 high-end store, using the brand's main color Jinyitao as the main color, with ceramic tiles of different textures in the material area, and contrasting colors such as dark green sofas, partition walls and other elements. The large area of floor-to-ceiling glass is bright and transparent.
There are unexpected surprises in every corner of the store. The childlike little wooden horse and the small round table in the living room create a unique memory point of the entire store.
At the product level, the store mainly uses Jinyi Pottery’s core products such as crystal diamond marble, candy glaze, and rock slabs. Wei Yuanyuan shared that with the upgrading of consumption, the reasons why consumers choose ceramic tiles have also upgraded from the physical properties of ceramic tiles to spiritual aesthetics. In order to cater to this demand, while satisfying product quality, only by constantly updating itself and producing differentiated products with a sense of design can it resonate with consumers.
The sense of design displayed in the Suzhou Jinyitao store makes the store itself a kind of scenery. The collision between ceramic tiles and space creates more surprises and wonderful experiences, and further creates a spatial dialogue between people and objects. Its completion has also given local designers a new inspiration place.
Jinyitao 3.0 high-end stores have been implemented for more than two years. Through the creation of more than 300 3.0 high-end stores across the country, Jinyitao has demonstrated the relevance of the ceramic tile brand to different urban cultures in the changing times. At the same time, it has also established an understanding of materials. , space for experimentation in applying technology and service strategies.
