The cause of the incident is this: Mercedes-Benz announced that it would close its Mercedes-Benz in Sanlitun, Beijing from June 30, 2020. This is Chinese mainland's first Mercedes? Me Experience Store In 2020, the impact of the COVID-19 epidemic made us say goodbye to many things. This Mercedes. I am undoubtedly one of them. So, the editor also came here before the store closed, the last day of Mercedes-Benz? What is the me Experience Store like? Why is this shop closed? Will there be any new stores to open in the future? Seeing is believing in this issue today, and the painting style may be different!
Quickly understand the main points of this article:
◆? June 30th, Mercedes? Me Sanlitun store officially closed down, and the interior was slightly depressed; ? ◆? A week ago, Mercedes? Me Sanlitun store is ok, still full of Mercedes-Benz style; ? ◆? Mercedes? The closure of me Sanlitun store is not a decline, but a symbol of the rise of the "experience store model"; ? ◆? Creating "user ecology" has become the mainstream of manufacturers, and Mercedes-Benz has played a very good role as a pioneer.
■? Look: my dying Mercedes? Me Sanlitun store? June 30th, the first day the experience store closed.
June 30th, Mercedes? On the first day when me officially announced that the experience store was officially closed, the editor came here on this day. As we all know, the first Mercedes was driven in this country? Me Experience Store is located in the legendary Sanlitun business district in Beijing-a place full of trends, fashions, drunkenness and indescribability.
Although it's not my first time here, to be honest, if I only look from the outside, I don't see Mercedes-Benz? What's different about the me experience store? The iconic advertising screen outside the door still circulates the picture, and the huge "ME" logo is still very conspicuous. But when we are ready to enter Mercedes? When I was in the me experience store, the closed door reminded us again that it was closed.
From the back door of the mall to the store, the situation here is also very different from before. Although I saw this "only remaining" GLS when I entered the door, it was very imposing, but the shelves behind it had been basically cleaned up and many materials were being packed. Although the shop is closing, everything seems to be in good order.
If you want to stay in Mercedes now? I'm sorry to have a cup of coffee in my shop, because the coffee shop on the first floor is also in a state of rectification. In addition, most of the exhibits in the store have also been removed, and at the same time, due to the ongoing store withdrawal construction, we left the store at the request of the staff.
Is this the first Mercedes-Benz in this country? It is officially announced that the me Experience Store will be closed on June 30th, and with the gradual dismantling of internal materials and decoration, this store will also disappear here. Do you think that the "depression" scene above can't make you feel the "X grid" of Mercedes? Then let's turn back the time by one week and you'll know!
■? Have been here: feel the daily life of Mercedes-Benz owners? June 23, the week before the store closed.
Time goes back to June 23, that is, Mercedes-Benz? One week before the official closing of the me Experience Store. It was a hot afternoon and the editor came here. We also want to know what it's like here before it officially closes on June 30.
Mercedes? As an offline place belonging to the Mercedes-Benz brand, the me Experience Hall can of course imagine that a large number of Mercedes-Benz peripheral products will be sold here. On the first floor of the store, you can see all kinds of T-shirts, towels, cups, car models, key chains and a series of souvenirs. Although it is expensive, it fully shows the tonality and lifestyle expression of Mercedes-Benz brand. If you are not satisfied with these peripheral products, cars are also sold here! You can choose any Mercedes-Benz model you like through the configurator, and Mercedes-Benz? Me also provides test drive service for popular models. Compared with the cold 4S shop, Mercedes-Benz obviously wants to improve the conversion rate of customers in this relaxed way.
Mercedes-Benz with a total area of about 2400 square meters? Of course, the me Experience Store also has a second floor, where the function is relatively simple, mainly catering services, including the "Sifang Sanchuan" Chinese restaurant and the "Lighthaus" bar, but it is closed due to the epidemic and the time of day.
At the same time, there is a coffee shop on the first floor of the store. Just look at the menu. The drinks here can be bought in RMB, and you can also use Mercedes-Benz? Me points exchange. But we learned from the clerk that when the store officially closes, these points will also be invalid.
■? Thinking: the vitality behind the collapse of experience stores? Mercedes? Why is the me Experience Store closed?
20 16 April 23rd, is this a Mercedes? On the opening day of the me Experience Store, it won the title of "the first store in Chinese mainland" and a prize in a prime location in Sanlitun, Beijing. This shop is naturally early. But in 2020, with the outbreak of COVID-19, this Mercedes-Benz? The me experience store has entered an empty window period of several months. At this time, the high rent brought by the "prime location" has become a negative factor to eat it back. Although as the "face" of the brand, Mercedes-Benz doesn't mind? Me experience store is not so profitable, but not everyone can bear the blow of "fist to meat" under the epidemic.
So, the Mercedes-Benz in Sanlitun? Me experience store is closed, but does this mean that this experience store of Mercedes-Benz is a wrong form? Actually, it is not. Maybe we can understand Mercedes-Benz better? Why is me Sanlitun store closed, but it is more important to find out why it is still open. This leads to the next question: what is Mercedes? Me?
Mercedes? What am I?
If you enter Mercedes-Benz official website, click "Mercedes-Benz? I ",you will see an abstract and embarrassing official description. A little refinement of the text information can give us: Mercedes-Benz? Me is a service provided by Mercedes-Benz to improve the experience of car owners or related users. Online services can improve the convenience of car travel, and can also cover entertainment, lifestyle and other aspects. If you summarize it again, there are only four words left-user ecology.
What is it, Mercedes? The role of me is to help the Mercedes-Benz brand realize the ecological sublimation from products to users. This business model is also common in other fields such as electronic products. With the gradual popularization of intelligence and networking in the automobile industry, such a cross-circle business model is also becoming the mainstream. Why do we often say "Mercedes-Benz owners"? "Mercedes-Benz owners? Obviously, for Mercedes-Benz, their users have a certain "special logo" group, which brings them innate advantages in social and user ecology. The offline experience store with tonal decoration is the best way to promote Mercedes-Benz's "user ecology". Compared with more utilitarian 4S stores, Mercedes-Benz has added a more "soft" way to expand the user base-first identify with the brand and then identify with the product. If the traditional dealer's sales method is "standing on the roadside shouting", then opening an experience store is more like "Grandpa comes in to play!"
Of course, the word "play" here is quoted. For Mercedes-Benz, apart from the display of its own products, Mercedes-Benz? Me Experience Store also brings more "games"-catering, afternoon tea, shopping, socializing, business negotiation and so on. For users, Mercedes-Benz wants this Mercedes-Benz? Me experience store itself is a part of their life, because it provides a necessary place for their daily behavior, which is also a function that those exhibition halls that look tall but only display vehicles do not have. More importantly, Mercedes? This "lifestyle" I brought still has a halo bonus, because it is Mercedes-Benz!
On the other hand, for users, the service with Mercedes-Benz brand also makes them more identified-Mercedes-Benz? Me's coffee shop is enough to make them forget Starbucks, Mercedes? In my opinion, the private kitchen upstairs is also fully capable of catering to various scenes, Mercedes-Benz? The form of me integral exchange has played a role in strengthening and consolidating the sense of identity. Gradually, enough sense of identity began to strengthen users' dependence on brands. Remember those T-shirts, cups and key chains we saw before? Next, these "true love fans" who are not short of money will start with these products.
This is also the reason why Mercedes-Benz said that it will not give up the "experience store" model-after Shanghai and Chengdu, Mercedes-Benz? Me will continue to open new stores in Shenzhen. At the same time, in the Beijing market, as the successor of Sanlitun store, the new experience store will also open in Wangjing. What kind of upgrade will there be? What kind of brain holes will Mercedes-Benz find in the user base? I think these are all worth waiting for.
So, the Mercedes-Benz in Sanlitun? I'm just the front wave being patted on the beach by the back wave-as the first one in Chinese mainland, it shows us the process from the initial establishment to the gradual maturity of the "experience store model". Of course, there are also painful periods, such as "Audi", which closed early. City "Digital City Exhibition Hall, Beijing Shanghai Tesla Experience Store, etc. , Mercedes? Me Sanlitun store is also included. Nevertheless, we can see that more and more brand experience stores are being opened, and the coverage area of the "user ecology" business model is becoming wider and wider. From entry-level to high-end, the tonality shown by these manufacturers is also different, which is particularly common in the new forces of making cars in recent years.
Full text summary:
So Mercedes? The closure of the me Sanlitun store does not seem to represent the decline of the "experience store model". On the contrary, Mercedes depends on Mercedes? Me experience store has become the forerunner of this model, which has successfully improved the brand tonality by changing the lifestyle of users and promoted the whole industry. It can be said to be a very representative case. Where's Mercedes Me's success is also because it chose to upgrade from product to user ecology. With the brand tonality of Mercedes-Benz and the "special label" of users, Mercedes-Benz has established a good social way and user ecology, and the offline experience store is the "crystallization" after all this concentration. Similarly, similar models are being widely adopted by other automobile brands-the "experience store model" has not died out, but has intensified. Is Mercedes the only one who said goodbye to us? Me Sanlitun store is just a wave in the market. (Preliminary investigation/car home? Ma Aijun/Chen Hao/Li Ziwei; Text/car home? Ma Aijun)