In the new market environment, some physical stores have chosen the direction of "small but beautiful" to win their own living space. Some are unique and creative, some are full of emotion, and some are more detailed. Such a physical store is different from the standardization, scale and integrity of large enterprises. They bring more meta-consumption experiences to consumers. Sales concept: focus on consumer experience. There is a feeling of time travel. I was a college student at that time, so many years passed quickly. It turns out that Liu Wei and his classmates and friends went to Suzhou, Jiangsu Province three years ago and were attracted by the "send the future" service of a concept bookstore on Pingjiang Road. "There is a wall with postcards written by travelers from all over the country.

At that time, I felt that this idea made my feelings more time-consuming. " He still remembers the warm and beautiful scenes when his friends wrote postcards. "I seldom buy souvenirs when traveling, but I was really moved by the idea of' sending them to the future'." "After 81 s and 91 s, consumers pursue individuality, creativity, fashion, low price sensitivity, and pay more attention to the consumer experience." Jing Linbo, director of China Social Science Evaluation Center of China Academy of Social Sciences, said, "The purpose of this round of small and beautiful physical store renovation is to find a meeting point between saving operating costs and observing subtle changes in customer needs, and to carry out reform and innovation. "Recently, the Center for the Promotion of Circulation Industry of the Ministry of Commerce released a research report on" Entering a New Era of Retail-Deeply Interpreting New Retail ".

The report points out that personalized and diversified consumer demand is growing on a large scale and gradually becoming the mainstream. Consumers pay more attention to the individual characteristics of goods to show themselves, not just to meet the demand for things. However, only the market knows the vitality of creativity, and some "online red" creative stores closed soon after they opened. It is understandable that consumers express novelty or even pursue a certain store or format in a certain period of time, but it does not have to take a long time. " Jing Linbo suggested that operators should carefully consider the life cycle of the format. Sales experience: Over-marketing can't continue to sell a fried dough stick to 6 yuan. Some consumers are willing to wait in line for two hours to taste. The soymilk fritters shop near a luxury store caught fire recently. What is the charm? "This shop has a nostalgic feeling.

In recent years, many entrepreneurs have entered the catering industry under the signboard of emotion. However, after a period of development, the market proved that feelings cannot be used as food. For example, the performance of the once popular "Gao Fushuai Pancake" has been declining year by year, and many stores have been closed to challenge a category that did not exist before. It is more difficult to manage the "Internet" chain operation, and more mature retail managers are needed. These are not marketing tricks that can be solved, such as "feelings". Yu Fang, vice president of Krypton's "internal employees of retail bosses", believes that operators should be patient, and it is unsustainable to make long-term efforts in the management, operation and brand building capabilities of retail stores. Jing Linbo said, "Sustainable management needs accurate target customer orientation, continuous cash flow and a business model that is not easy to imitate. "That is to say, the small and beautiful business model is no longer suitable for the market.