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谷歌旗艦店只是個形象工程?

谷歌旗艦店只是個形象工程?

Courtney Subramanian 2014年03月19日
有傳言稱,這家高科技巨頭即將在紐約奢華購物區(qū)簽下一家店面,而且店面距離蘋果第一家零售店不到100米。谷歌的這家旗艦店究竟是在為日后開設(shè)更多店面試水,還是單純?yōu)榱苏故竟雀璧钠髽I(yè)形象?

????谷歌幾乎不用擔心占據(jù)手機運營商市場最大份額的安卓(Android)操作系統(tǒng),安卓把顧客帶回谷歌的操作系統(tǒng),同時分享信息和數(shù)據(jù),而這些信息和數(shù)據(jù)正是谷歌蓬勃發(fā)展的根基所在。

????“就硬件設(shè)備的市場穿透度,以及從不同路線抵達消費者而言,谷歌獲得了比微軟更大的成功,”晨星公司(Morningstar)分析師彼得?瓦爾斯特倫說?!叭绻茉谔囟ōh(huán)境下?lián)碛幸粋€接觸點,就可以獲得非常好的用戶體驗。”

????開設(shè)旗艦店之后,谷歌這家高科技巨頭或許可以少擔心點如何推動手機銷量,轉(zhuǎn)而把更多心思放在如何用谷歌眼鏡和谷歌智能手表這樣的產(chǎn)品,以及谷歌光纖(Google Fiber)和無人駕駛汽車這樣的創(chuàng)新舉措吸引公眾上面,同時也可以建立一個類似蘋果天才吧( Apple Genius Bar )那樣的信息服務(wù)中心,并在紐約市人氣最旺的奢華街區(qū)創(chuàng)建一個體驗?zāi)康牡亍?/p>

????事實上,就連三星公司( Samsung)也開始在百思買商場( Best Buy)建立工作室。為了繼續(xù)生存下去,百思買正在孤注一擲地突出店中店概念。這家倉儲式零售商第四季度的財報顯示,百思買目前經(jīng)營著1,400家三星快閃店,600家Windows快閃店。百思買創(chuàng)造的與其說是一家電子產(chǎn)品商店,倒不如說是一個展館。

????獨立技術(shù)研究公司Jackdaw首席分析師賈恩?道森為谷歌有可能開設(shè)的這家旗艦店設(shè)想了一個類似的概念。

????“如果這家店面以講述谷歌的故事為主題,那就會更有意義,”他說。“像三星工作室一樣,它或許會更多地側(cè)重于吸收他們的氛圍,傳播做事的方式,而不僅僅是轉(zhuǎn)移一大堆箱子?!?/p>

????正如蘋果演示的那樣,創(chuàng)建自己的零售空間可以讓一個品牌控制產(chǎn)品和服務(wù)的信息傳送和交付。無論這家傳說中的紐約旗艦店能否成功,它的價值都主要體現(xiàn)在它為谷歌公司其他部門發(fā)揮的營銷和公關(guān)作用。

????瓦爾斯特倫說:“一提到谷歌,每個人都會想到所有這些不同的側(cè)面,但從來沒有真正地把它們整合在一起?!?/p>

????現(xiàn)在,在紐約地皮最昂貴的街區(qū)開設(shè)一家店面或許可以幫助谷歌用戶把所有這些側(cè)面拼起來。(財富中文網(wǎng))

????譯者:葉寒

????

????Google has little worry about Android claiming the biggest market share of handset operators, which sends customers back into its operating system and shares the information and data that Google thrives on.

????"Google has had more success than Microsoft in penetrating with their hardware devices and going at it from a different route," Morningstar analyst Peter Wahlstrom says. "If you have a touch-point within a particular environment, that could lend itself to a very good user experience."

????By creating a flagship store, the tech giant could worry less about pushing units of phones and more about engaging the public in products like Google Glass and Google smartwatches, initiatives like Google Fiber and driverless cars while also setting up an information service akin to the Apple Genius Bar and creating an experience destination in one of NYC's most well-tread, posh neighborhoods.

????Indeed, even Samsung is creating studios within Best Buy (BBY), which is desperate to keep afloat by maximizing the store-within-a-store concept. According to the warehouse retailer'sfourth-quarter results, Best Buy currently operates 1,400 Samsung and 600 Windows pop-up stores, creating more of an exhibition hall than an electronics store.

????Jan Dawson, chief analyst at independent tech research firm Jackdaw, imagines a similar concept for the possible Google flagship.

????"It makes a bit more sense the store would be around telling the Google story," he says. "Like Samsung studios, it might be more about absorbing their vibe and evangelizing the way of doing things instead of shifting a lot of boxes."

????As Apple demonstrates, creating your own space allows a brand to control the messaging and delivery of products and services. Regardless of whether the alleged NYC flagship is successful, the value is in the marketing and public relations aspect for the rest of the company.

????"You have all these different facets of Google that people think about, but never actually put together," Wahlstrom says.

????Opening a shop amid some of NYC's most expensive real estate may help Google customers put all the pieces in place.

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