细分赛道|香氛品牌如何做好线下实体店？

Group 1 - The core viewpoint of the article highlights the coexistence of essential and emotional consumption in the fragrance market, particularly in China, where the penetration rate is only about 5%, compared to over 40% in Western countries, indicating significant growth potential in this sector [4][5] - The fragrance market is experiencing a "lipstick effect" during economic downturns, leading traditional beauty brands to enter the fragrance space, recognizing its potential as a product that combines necessity and emotional appeal [4] - The characteristics of fragrance consumption vary by product type, with essential items like car air fresheners being more functional and price-sensitive, while products like perfumes and scented candles are more emotional and require consumer education [5] Group 2 - Offline stores face challenges such as low brand recognition and price competitiveness, but they offer unique emotional value through real-life experiences that online shopping cannot provide [7] - Successful offline operations require careful site selection and strong operational management, as demonstrated by a case where a store achieved high sales despite being in a less trafficked area due to effective service and product quality [8][10] - Strategies for offline stores include enhancing store ambiance, product offerings, and customer service to create memorable experiences and emotional connections with customers [10][14] Group 3 - A balanced product structure that includes both essential and emotional fragrance products, along with personalized customization options, can improve customer conversion rates and sales [13] - Strengthening service details and providing emotional value can enhance customer loyalty and retention, as seen in a store that focuses on personalized follow-up and customer engagement [14] - Expanding both C-end private domain maintenance and B-end business development through partnerships and event collaborations can further drive sales and brand recognition [15]