“美食+社交”点燃实体消费活力！苏宁易购创新体验式零售

Core Viewpoint - The article highlights the emphasis on promoting consumption and creating new growth points in service consumption through events like the "I Am the Chef" cooking competition organized by Suning.com, which aims to enhance consumer engagement and experience in retail settings [1][4]. Group 1: Event Overview - The "I Am the Chef" national cooking competition concluded successfully on January 24 at Suning Max in Nanjing, showcasing culinary talents from various cities [1][4]. - Since its launch in September 2025, the competition has been held in over 26 cities and more than 300 events, transforming stores into interactive urban lifestyle destinations [4]. Group 2: Consumer Behavior Insights - Current consumer behavior is shifting from "owning products" to "enjoying services," indicating a move towards emotional recognition and active social participation [4]. - The event provided a new experience combining "food + scene + social interaction," reflecting the evolving preferences of consumers [4]. Group 3: Sales and Engagement Impact - The competition attracted over 100,000 spectators, leading to a 50% year-on-year increase in sales of embedded cooking machines [5][9]. - Suning.com aims to retain users through immersive experiences that integrate cultural, technological, and community interactions, fostering a positive cycle from traffic to retention and sales [5]. Group 4: Future Initiatives - Upcoming events like the "I Am the Chef" food carnival will further engage the public, encouraging amateur chefs to participate and interact with audiences [9]. - Suning.com plans to enhance its experiential store formats, focusing on user-centric and social needs, while expanding the content of in-store experiences to support retail transformation [9].