Research On The Design Of The Experience Centers Of Agricultural Product Under The Perspective Of New Retail

The report of the 19 th National Congress of the CPC stated that the main contradiction of China's society has been transformed into the contradiction between the people's growing demand for better life and the unbalanced development.With the rapid development of the society,the national economic level and the consumption experience demand of consumers are all constantly improving,so the existing consumption modes are insufficient to satisfy the emotional needs of consumers,which prompts the third consumer upgrade of the retail industry.Consumption upgrades and technological changes have become the two major causes of new retail.Faced with two retail trades of online shopping and physical stores,the bonus period of e-commerce has begun to subside,and the huge sales market offline has begun to be refocused and excavated by giants.At present,the sales models of agricultural specialty products in China mainly remain in the old patterns,and there is still relatively few research on the integration of Internet and agricultural product sales.From the perspective of practice,problems still exist.For instance,circulation and distribution channel models of agricultural products in China are backward,management is undeveloped,the food safety is not trusted and users of agricultural specialty products have a low degree of participation,purchase sites have only completed a simple shopping function and cannot satisfy emotional needs of users.Therefore,it is necessary and meaningful to study and design the experience system of new retail for agricultural specialty products under the premise of consumption upgrading.Aiming at how to integrate the new retail mode and consumption experience theory,case studies and literature research methods are used to explore new retail cases in domestic fresh produce,agricultural products and related fields.In the meantime,case studies and literature research methods are used to discover the meaning of user experience under the perspective of new retail: upgrading of consumption and technological change is the root cause of outbreaks of new retail,new retail is a generic retail form centered on consumer experience,the new retail mode experiential marketing should pay attention to the personalized scene experience,which can stimulate emotional consumption and create a sense of happiness for consumers.Based on questions of how to obtain demand of user groups and analyze pain points of real user demand,natural observation method,interview method,kano questionnaire method,KJ method,user service blueprint,character building analysis and construction of service requirements model are used to get the demand of user groups: users have a strong emotional appeal of closeness to nature.Most of the users are not satisfied with passive acceptance of information and want to participate in the production and processing of commodities.Consumers want the next generation to understand the experience of agricultural production and gain more knowledge about agriculture.Users want marketers to be able to provide a scene that meets their own emotional,social and purchase needs.People are eager to refactor the relationship between people and food in the city.Based on the questions of how to select the main service contact points and how to design the prototype,methods of service blueprint,service system framework construction,satisfaction evaluation and usability test to obtain the following results: Product information architecture and prototype design is achieved by the selection of offline agricultural specialty product experience store under the new retail perspective and the assortment of WeChat service.The experiential scene is created through the information delivery system and user interaction system,stimulate consumer purchasing psychology by creating a relaxing and enjoyable immersive experience space.Based on the theory of consumer experience design,guided by the user research and taking the consumer experience design strategy and consumer experience design model as the core,each part is closely linked in this article,in which the consumer experience design strategy and consumer experience design model is the most important.In the following user experience application,this part can provide reference for application development and design.The author hopes that this research can provide new ideas for the application of consumer experience design theory and play a catalytic role in the development of user experience design and application.On the other hand,the author also hopes to provide reference for the agricultural consumer experience service system under the perspective of new retail.