70万杯免费咖啡！Suning Max店“体验式消费”火了

Core Insights - The retail industry is shifting from a "price-driven" model to an "experience-driven" model, as highlighted by the Deputy Minister of Commerce, Sheng Qiuping, at the recent National Retail Innovation Development Conference [1] - Suning.com is accelerating retail innovation by upgrading store scenarios and creating experience-oriented consumption spaces, exemplified by the Suning Max stores [1] Group 1: Store Innovations - As of December this year, Suning.com has established over 150 Suning Max and Suning Pro stores nationwide, with nearly 20 Suning Max stores located in major cities such as Nanjing, Beijing, and Shanghai [1] - The Suning Max stores replicate home living scenarios, integrating home appliances and home decoration with actual usage environments, enhancing consumer trust and purchase intent through immersive experiences [1] Group 2: Sales Performance - The Suning Max store in Beijing saw 35.3% of orders exceeding 50,000 yuan within two days of opening, while the Nanchang store experienced a 20% increase in average sales per customer compared to local stores [2] - The introduction of the "Private Home" renovation area in stores has led to a 22% year-on-year increase in orders for renovation services [2] Group 3: Engagement and Events - Suning.com plans to host over 1,000 product launch events and introduce more than 1,000 new home appliances and 3C products by 2025, enhancing consumer engagement [2] - The company has organized over 500 esports events targeting young consumers, attracting over 100,000 participants and resulting in a 27% year-on-year increase in sales of 3C digital products [2] Group 4: Diverse Experiences - Suning Max stores are enhancing their offerings by hosting over 1,000 culinary competitions and food tasting events, leading to a 50% increase in sales of integrated cooking machines [5] - The stores have also organized 500 large-screen viewing events, resulting in a 153% year-on-year increase in sales of large-screen televisions [5] Group 5: Community and Social Engagement - The establishment of the "Suning Friend" area in stores aims to create an open space with experiential and social attributes, enhancing community engagement [6] - The Friend area has distributed nearly 700,000 free cups of coffee and provided free laundry services for over 500,000 items, contributing to a 110% year-on-year increase in coffee machine sales and a 53% increase in laundry set sales [6] Group 6: Industry Perspective - The experience economy is driving the evolution of offline retail spaces towards a composite form characterized by content, emotion, and co-creation [9] - Suning.com’s exploration of store formats like Suning Max integrates product sales, experiential scenarios, and user services, providing a practical reference for retail transformation [9]