The Cooperation Between Shirts And Electrical Appliances Is Very Interesting.

A small number of people say that Kamakura's annual sales volume is not high. Since it can't afford rent to China, it's a small company. Then don't come. Do you think UNIQLO is doing well in China?

Those who say this are really not sensible. Compared with Chinese clothing enterprises, Kamakura's revenue is not very high, because it is only a single category.

However, small companies do not represent small brands. UNIQLO is doing well in China, but Liu Qi, founder of UNIQLO, is the iron powder of Kamakura. Although his family makes shirts, he always wears Kamakura shirts.

In mid July, a new store opened by Matsushita and Kamakura, let me see that although Kamakura is a small company, it is a big brand feeling, because even the most famous brand in Japan is Matsushita, which also needs to flow with Kamakura.

What's the matter?

02

In July 13th, Matsushita and Kamakura joint store opened in a shopping mall in Osaka, Japan. This is a high-tech shop that has been planning for half a year. Once the shop opened, the passenger flow doubled in the first week and doubled in second weeks.

Many people are surprised that this Panasonic is the brand of electric appliances. Kamakura is the brand of shirts. How can the two brands jointly open stores? And, even though they can double the passenger flow?

Cross border cooperation we know, and our cross border play is very good. Is it possible for them to cooperate to buy Panasonic Kamakura shirts?

Of course not! This is a very special retail case. Let's talk to you slowly.

Actually, this shop has quite a story.

In recent years, there has also been a shortage of passenger flow in Japan's offline retail industry, because the housing culture in Japan is particularly popular and the competition in shopping malls is fierce. Therefore, the problem of passenger flow has always been a headache for shopping malls.

In a shopping mall in Osaka, Japan, Matsushita has a 100 metre long corridor shop. The store has several themes, but all are Panasonic's high-end products. It needs to be explained that Matsushita is mainly electrical appliances in the Chinese market, but Matsushita is a comprehensive brand in Japan, as well as many furniture and household industries.

But this store has fewer passengers and five thousand or six thousand people a month. The president of Matsushita has a good relationship with Zhensue Ryu, chairman of Kamakura, and has always said that he wants to cooperate in opening a store. Yes, you are not mistaken. Panasonic's famous brand is also hoping to open shop with Kamakura. If Kamakura is really a small brand, will Panasonic do so?

On the other side, Kamakura

At a local store in Osaka, the lease expired, and Zhensue Ryu said, "well, let's go."

But how can an electric appliance open a shop with a shirt? You can't sell electric appliances here and sell shirts on the other side. Is that too much of a violation?

What's more, Matsushita's store is its high-end product, the most advanced electrical appliances of Panasonic, and the furniture furniture with the most design sense. The price of a piece of furniture may be equivalent to hundreds of thousands of yuan, and the price of Kamakura shirts is generally equivalent to 400 to 800 yuan.

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Matsushita's theme store is Panasonic home, Matsushita's store, which has a single commodity shop, a diversified merchandise store and a life style store with a main lifestyle. It's a bit like Muji.

Matsushita co operates with Kamakura, the theme of which is also life style, a high-end lifestyle for business men.

There are three innovations in the whole store:

First, store display is completely broken.

Or the appearance of the electrical store, but the scene restore, like the above picture, is a living room scene, the household and electrical appliances are Panasonic, the shirt is Kamakura, this shopping environment is more relaxed, as if at home, so as to stimulate consumers' shopping desire.

The Panasonic TV in the living room can play the video of Kamakura continuously, as shown in the picture, the founder of Kamakura, Jung Jung hung. This is not a simple advertisement, but a way to increase the pmission dimension of the shirt through the way of rich media. It conveys why the 79 year old man has only one shirt for his generation, what special craft his shirt has, and how the customer can wear his shirt to become a "handsome gentleman".

In fact, this practice is also available in China, that is, some time ago, the fashion house co operated by Qu Mei home and Jingdong also used the theme of the scene. Jingdong brought more than 3000 SKU products to Qu Mei, and the passenger flow increased 200%, because the home was a low-frequency consumer goods, and it was bought for many years.

This combination of Matsushita and Kamakura is the same reason. It is through the combination of shopping frequency to improve the stickiness of users. It seems that this is a worldwide trend.

But how do shirts and appliances blend?

This is the second point. Which appliances serve the clothes?

Look at a picture first.

What is this? Panasonic electric iron, isn't it for clothes? It's not a good match to put them together.

Of course, they can not be hard to build. The desire they want to express is: good clothes should be maintained with a good iron, so the iron will not hurt your good clothes.

The feeling that I want to convey may be: only the Panasonic iron matches the Kamakura shirt, is it also very domineering?

The next coat hanger is deodorizing and deodorizing. This is also a product of Panasonic. This product has not been seen in China. It is the same with Kamakura shirts. Good clothes need good care.

The clothes rack can be matched with the washing machine.

The idea of this combination is that only a good washing machine can protect your noble shirt.

Shirts are very important in western culture. In Japan, shirts are also worn by office workers. This is not the same as in China.

Therefore, the shirt must not be wrinkled or deformed, and can not feel old or old.

A good washing machine will protect clothes. This is a consensus. They also use this combination to express a feeling of good quality.

There is also a product that is not related to clothing alone, but is related to air. This spherical instrument is a product that makes the air fresher. It is put together in order to foil Kamakura.

A sense of quality.

In addition to product integration, there is another point: high-tech play.

Matsushita has a technology of combining online and offline. It is called LinkRAY. When customers see a product, or see a poster, you are interested in this product. With a mobile phone camera, this product will appear on your mobile phone, including product introduction, price, promotion discount, order, etc. I found an introduction on YouTube, you can see:

This is similar to the technology of VR and AR in our country, but we have gone in different directions. This technology is LightID technology, also called light ID. It is the identification of goods through refraction of light in the spotlight. This is a special high-tech thing. It looks like a cow X. It recognizes quickly and doesn't need internet, but it needs to download APP of LinkRAY.

This kind of high-tech stuff is only in the high-end store of Panasonic. It is not fully popularized. Panasonic also wants to increase the sense of technology and interest of the shop through this high-tech interaction.

If you take a picture of Kamakura's shirt with LinkRAY, the product will be sent to the mobile phone automatically. Customers can place orders on the Kamakura line, which realizes the integration of online and offline, and expands the extension of Panasonic home.

I don't know if this advanced technology will be introduced into China. If the goods on the offline shop can be easily launched through this technology, it will really achieve a complete unbounded retail.

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Overall, the integration of the two sides has had very good results. Moreover, Kamakura's display area is the most innermost in the Panasonic home store. Even so, after the opening of the new store, the passenger flow of the store doubled, the original monthly passenger flow was also five thousand or six thousand people. Now, the monthly passenger flow can reach more than 20000, and the sales volume has also increased greatly.

All consumption is classified, brand is layered, so who you are with is very important, virtually embodies your quality, Matsushita value of hundreds of thousands of products, with Kamakura hundreds of products put together, not only does not violate the rules, but also played a role in mutual achievement and mutual promotion, this is the result of everyone's pursuit of quality.

Format convergence is a major trend in the world. It is also a big retail concept advocated by the teasing business. However, if there is no integration of vitality, it will not last long, and many cross-border integration is just sharing the rent. It is a hard integration, such as selling clothes and clothes for young people in the coffee shop.

Matsushita and

This kind of brand that does not seem to have borders can integrate life. What is your fusion?