Store Opening Essentials

Author: Wang Jindong
Publisher:
Publish Date: 2006-05-01
Features: The Art of Decoration
When it comes to decoration, people naturally associate it with determining styles or characteristics based on different store types. The primary purpose of general decoration is to achieve aesthetics, cleanliness, a certain level of sophistication, or to create a better retail environment. For example, high-end restaurants often have luxurious exterior decorations, while small flower shops typically create bright, warm, and elegant atmospheres. These are traditional forms of decoration. A higher level of decoration is decorative design with advertising effects. Such designs generally provide consumers with strong visual stimuli. Some businesses decorate their entrances in unique and unconventional shapes, giving a sense of originality and leaving a strong impression on consumers. This type of decoration has an advertising effect. A yet higher level of "decoration" is fundamentally no different from general "decoration" in that it also requires various decorative materials to achieve a certain effect or purpose. However, the fundamental difference lies in its inclusion of the entrepreneur's entire business philosophy—in layman's terms, "packaging."
Let's take the current catering industry as an example to explain the meaning of this type of decoration. Anyone who has been involved in or has tried catering knows that the key to success is to have a unique selling proposition (USP). This USP can encompass a wide range of aspects, such as the uniqueness of dishes, the distinctiveness of service, or operational innovation. Many restaurants and restaurants have their own signature dishes (also known as signature dishes or specialty dishes). These are the "confidence pillars" for many catering owners. In today's highly competitive catering industry, a small portion of businesses have gained market share through the "uniqueness" of their dishes, and their business is doing relatively well. However, the majority have not truly attracted consumers or generated more "repeat customers." These restaurants are constantly changing hands due to continuous transfers, which is inevitably a sign of failed operations or failed "USPs." Therefore, simply creating a "USP" based on dishes is often ineffective (though there are indeed some that have succeeded by relying on the uniqueness or taste of their dishes).
So, does this mean that the word "USP" is unnecessary? On the contrary, a USP is essential. However, this USP refers to an overall "USP," and this overall USP is achieved through "decoration," while the "USP" of dishes is developed around the "decoration" USP. Here, "decoration" has shifted from its past subordinate position to become the "soul" of the restaurant. For example, there is a highly popular specialty restaurant in Chengdu that specializes in eastern Sichuan folk cuisine. Many of its dishes are slightly modified versions of traditional folk greens or rustic farm dishes that were once considered unsuitable for fine dining. While many factors contribute to its success, the essence lies in its "decoration." All other elements are completed around the "decoration." The carefully and naturally arranged windmills, stone mills, corn, chili peppers, and old trees inside the restaurant evoke many simple and pleasant memories and fantasies. Once consumers enter this environment, they not only feel a sense of novelty but also a sense of home, warmth, excitement, and nature—all kinds of feelings arise. This is what people often refer to as "eating the experience" or "eating the atmosphere."