China High-growth Brand Retail Space Experience Design

Faced with the influx of foreign brands, Chinese companies were dedicated to build China’s own brands. Most companies haven’t grasped the core substance of brands in brand building. Only a few brands grow fast under the guidance of the right brand strategy. However, Best China brand also failed to enter the Best Global Brands Top100. Chinese brands are mostly good at offering functional advantages, and lack of emotional connection with consumers. Companies need to build emotional connection in all contact points with consumers. As one of the medium through which corporates impart information to consumers, retail space is the most direct way to contact consumers. Under Experience Economy, retail space experience design is a specific approach to experiential marketing. It uses such communication strategies as the display designing, behavioral design and atmosphere creation, to create the scene coincided with characteristics of the goods and the brand positioning. This paper discusses the experience design in the retail space of China high-growth brands, by researching on their growth path and brand strategy. And this paper applies the theory summarized to study the specific brand and design it’s retail space.