(精品)陈列 (NXPowerLite)

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,d,MERCHANDISING,陈 列,d,MERCHANDISING,陈列,Visual presentation portfolio matrix,视觉陈列分类目录,Where art meets science,艺术与科学的碰撞,Merchandising strategies,视觉,陈列的策略,Merchandising standards,陈列原则,Principle 1.storytelling,原则,1,：故事讲述,Principle 2.zoning,原则,2,：区域概念,Principle 3.clean lines,原则,3,：清晰的虚拟分隔线,Principle 4.holistic merchandising,原则,4,：整体空间规划,Principle 5.product accessibility,原则,5,：产品触手可及,Principle 6.managing color,原则,6,：色彩管理,Principle 7.balance,原则,7,：平衡,Principle 8.graphics and body forms,原则,8,：图片和模特,Principle 9.propping,原则,9,：陈列道具,Principle 10.attention to details,原则,10,：关注细节,d,MERCHANDISING,WHEN A CONSUMER COMES ACROSS NIKES PRODUCTS,ITS,MERCHANDISINGS JOB TO MAKE THE INTRODUCTIONS,AND AS FAR AS FIRST,IMPRESSIONS GO,ITS GOT A LOT TO SAY.MERCHANDISING COMMUNICATES,THE BRAND POSITION,PERFORMANCE INNOVATIONS,AND BENEFITS OF EACH,PRODUCT TO OUR CONSUMERS.IT MUST MAKE THEM WANT TO GET TO KNOW,THE PRODUCT BETTER;TO TOUCH IT,PICK IT UP,TRY IT ON AND TAKE IT HOME.,WHEN MERCHANDISING DOES ALL OF THAT,ITS DONE ITS JOB.,陈列,当消费者看到耐克的产品时，得到的最初印象就是产品的展示，随着对产品逐步的认识，更多的产品信息都通过产品的展示传递出来。产品的展示传递给消费者的信息是品牌的定位，运动表现的创新，以及我们每一样产品带给他们的好处。产品的展示必须激起顾客的愿望，使他们想要更多的了解我们的产品，使他们想要触摸我们的产品并拿起它们，去试穿它们，然后把他们买回家。当产品的展示起到了以上所有的作用，那它就完成了自己的本职工作。,d,VISUAL PRESENTATION PORTFOLIO MATRIX,GOOD/BETTER/BEST,LEVEL,(PREMIUM AT EVERY LEVEL),FINANCIAL,MODEL,SHOP TYPE,FIXTURE,PROGRAM,SIZE(SQ.MT.),SELLING APACE,SERVICE,FLAGSHIP,Flag Ship,P Series Best,+Custom,400,Merchandiser and product tech on staff,BEST,-market influencer,-ultimate brand experience,-,comprehesive,consumer,positioning,-elevated environment,and presentation,NIKE stores,(owned),-solution to market,gaps,-provides energy,and benchmark,for the market place,Sport performance,P Series Best,150,Merchandiser on staff,Nike VM visit 24x/yr,Ekin,visit 12x/yr,NIKE stores,(partnered),And NIKE shops,Sport performance,P Series Best,P Series Best+,CFA,150,90,(CFA space),Merchandiser on staff,Nike VM visit 24x/yr,Ekin,visit 12x/yr,BETTER,-market leadership,-optimal brand,presentation,-prescriptive and,elevated,NIKE stores,(partnered),And NIKE shops,Sport performance,P Series Better,P Series Better+,CFA,P Series Better,P Series,Bags,FW,90,(CFA space),70-200,50,50,Stores:,Nike VM visit 12x/yr,Ekin,visit 12x/yr,Shops:,Nike VM visit 12x/yr,Ekin,visit 4x/yr,FW only doors:,Merchandising visit 4x/yr,GOOD,-business driver,-fundamental/Basic,environment and,merchandising,NIKE stores,(partnered),And NIKE shops,Sport performance,FW,P Series good,P Series good,+CFA,P Series,60-120,90,(CFA space),400,全体陈列督导,BEST,引领市场,品牌终极的体验,不同消费者定位,高档的购物环境和产品展示,NIKE,自营店铺,运动店,P Series Best,150,全体陈列督导,巡店,24,次,/,年,Ekin,巡店,12,次,/,年,NIKE,店铺,运动店,P Series Best,P Series Best+,CFA,150,90,(CFA space),BETTER,市场领导地位,良好的品牌展示,统一的品牌形象,运动店,P Series Better,P Series Better+,CFA,P Series Better,P Series,包店,鞋店,90,(CFA space),70-200,50,50,街面店,:,陈列督导巡店,12,次,/,年,Ekin,巡店,12,次,/,年,店中店,:,陈列督导巡店,12,次,/,年,Ekin,巡店,4,次,/,年,鞋店,:,陈列督导巡店,4,次,/,年,GOOD,带动生意,基本的购物环境和产品陈列,运动店,鞋店,P Series good,P Series good,+CFA,P Series,60-120,90,(CFA space),50,NIKE,店铺,NIKE,店铺,全体陈列督导,巡店,24,次,/,年,Ekin,巡店,12,次,/,年,陈列督导巡店,14,次,/,年,Ekin,巡店,4,次,/,年,鞋店,:,陈列督导巡店,4,次,/,年,d,GOOD/BETTER/BEST,Merchandising is an art,great products deliver on their promise through the art of story telling.Merchandising brings that story to life in a way that will inspire consumers to decide on us.It brings structure,meaning and focus to chaos.It engages the consumer on an emotional level.Merchandising tells the whole store,rather than letting a single product be judged in isolation.,WHERE ARE MEETS SCIENCE,艺术与科学,视觉推广是一门艺术,好的产品通过如何讲述产品故事这一艺术手法来传递它们对顾客的承诺。视觉推广使产品故事栩栩如生，让顾客信任我们，认同我们。它可以在纷繁芜杂中建立有规律的结构，意义和聚焦。它在精神层面上吸引顾客参与到故事中来。视觉推广讲述完整的产品故事，而不是让消费者孤立地去选择某一件产品。,d,GOOD/BETTER/BEST,Merchandising is a science,The science of merchandising requires understanding how to create these artful stories-and still meet business needs-within the boundaries of space,fixtures and product assortments.All parts need to work in conjunction to achieve success.Knowing the difference between“fixture fill and just“filling a fixture”is critical to maintaining the fine balance between capacity and retail presentation within a space.,视觉推广是一门科学,视觉推广的科学性在于我们必须理解如何在空间，器架和整体产品规划的既有条件下，既创造出这些具有艺术性的产品故事，同时也满足生意的需求。每个方面需要协同工作，才能获得成功的视觉展示。因此，了解“器架上产品的丰满”和仅仅“用产品填满器架”两者的区别，对于在特定空间内，使产品的最大容量和最佳视觉展示达到平衡，有着至关重要的意义。,WHERE ARE MEETS SCIENCE,艺术与科学,d,GOOD/BETTER/BEST,Visual,presentation,Cross-merchandising,Body form usage,Propping,Best,Disciplined execution of all Nike defined merchandising principles.,High level of cross-merchandising of,apparel,footwear and equipment.,Required integration of body forms.,Integration of props for deeper storytelling(where,relevent,).,Better,Disciplined execution of all Nike defined merchandising principles.,High level of cross-merchandising of apparel,footwear and equipment.,Strategically placed body forms.,Disciplined pl