With the globalization of economy and the gradual maturity of digital technology, China’s fashion market continues to develop in fierce competition. The activity of electronic commerce and Omni-channel shopping style make shopping style with distinc... With the globalization of economy and the gradual maturity of digital technology, China’s fashion market continues to develop in fierce competition. The activity of electronic commerce and Omni-channel shopping style make shopping style with distinctive characteristics happen. With the change of consumption habit and diversification of consumer demand, as well as the impact of M-commerce, Single-brand physical store has been unable to meet the diversified experience demand of consumer. Therefore, brand store needs to constantly explore new marketing mode and retail form defined to match it in competition. Driven by the overall development trend, as a rising force, multi-brand store that covers different style goods and brings diversified one-stop shopping experience receives the attention of insiders. Therefore, in this , based on the theory of experiential marketing, we deeply discuss characteristics of visual merchandising about multi-brand store in different experience marketing mode against a variety of backgrounds through the learning of developing status of multi-brand store and status quo of visual merchandising in Shanghai. In this , we have known concept, characteristics and type of multi-brand store through the literature research. Combining with marketing mix (6p) and taking 5 types of strategic experiential modules of experiential marketing as the theoretical basis, we have conducted field research on and learned developing status of 43 multi-brand store in 5 business district in Shanghai. Through analyzing elements of visual merchandising under each experiential module, we have explored characteristics and development direction of visual merchandising of global fashion multi-brand store and national fashion multi-brand store. The main results of this study are as follows: There are 37 multi-brand stores who apply experiential marketing. Distribution ratio of application from most to least are sense, feel, think, act, and relate. Among them, 11 stores are global fashion multi-brand stores, and 26 are national fashion multi-brand stores. The marketing application ratio of sense, feel, and think in global fashion multi-brand store is higher than the ratio in national fashion multi-brand store, while the marketing application ratio of act in national fashion multi-brand store is higher than the ratio in global fashion multi-brand store. Based on that, we have analyzed the characteristics of visual merchandising of global fashion multi-brand stores and national fashion multi-brand stores. First, most of global fashion multi-brand store belongs to concept store with specific target group. Door stores are located in crowded department stores and shopping centers. They focus on selecting high quality and high price brand goods with overseas designer, and on emphasizing the color and material richness of goods. In the door stores, combined with integration model of commodity purchase, they apply visual merchandising of goods according to brand categories. They actively use a variety of signs to convey information about brand goods and to hold promotion campaigns, and divide into high and low commodity areas to facilitate the consumers to choose goods independently. They implements the membership to provide special offers to members, while they actively build an online communication platform at the same time. Salesman shows a good appearance through way of dressing, and provides high quality service to consumers to promote the formation of good cognition of consumers on business at the same time. Most of the national fashion multi-brand store belongs to small-scale boutique with unique fashion concept. The location of door store focuses on the degree of compliance with its own concept. Therefore, they prefer to choose the street that presents traditional culture or artistic atmosphere. Through flexible application of the structure of building with traditional features, they create unique indoor environment, and display goods mixedly according to concept and goods types to formulate stores with unique style. They focus on quality and cheap original goods with designers at home and abroad. They emphasize the scarcity and uniqueness of goods by providing customized goods in limited editions. Salesclerk offers a unique personal shopping experience to customers through providing personalized service. As a result, they improve customers loyalty. In this , based on 5 strategic module of experiential marketing, we compare and analyze the multi-brand store against different background of Shanghai, study characteristics of visual merchandising respectively, and discuss the development direction through actively employing marketing mix. This helps to improve the understanding of Chinese fashion multi-brand store and recognition of China’s fashion market under the strategy of experiential marketing, and to give some inspiration in terms of formation of marketing strategy of visual merchandising.
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