设计背景：

经调查发现国内母婴行业正处于初级阶段，大多数品牌终端与品牌形象呈现不匹配、低端化的状态。因此，D&M在大众审美与日俱增的新时代下，母婴卖场渗透体验营销：营造一个情感化体验、充满关爱与呵护母婴情结的情感终端空间。

我们的创意：

D&M以消费者的心理洞察为基础，从目标顾客的感知角度重新定义卖场设计的源点，我们更加关注的目标顾客是拥有购买决策权的父母。

理性角度—对父母而言，安全放心是影响购买决策的首要因素，而卖场环境能第一时间传递给消费者最直观的心理感受；

感性角度—好的购物环境，不仅仅是给人理性的判断，还要有感性的情感催化，才能真正促成购买。我们认为，对于母婴群体而言，最有效的情感催化是关爱与呵护。

设计要点：

1、植入简洁素雅的欧式风格，与同行竞品形成差异化，加强品牌专属性。

2、温馨的灯光搭配亲和感的地面，加上人性化的氛围拉近产品与目标顾客的距离。

3、通透开放式格局，配合磁点及动静促销宣传的吸引，吸纳经过的人流。

4、全方位的分类导购系统，快速引导客户吸引寻找目标，达成交易。

5、人性化产品视觉陈列系统，将无效的陈列区域规划导视及品牌形象，提升整体视觉愉悦度及档次感。

Background:

The investigation found that the mother and child industry in China is still  in the initial stage, most brand terminals and brand identities showing mismatch and low-end state. Therefore, under a new age of aesthetic appreciation of the public, D&M create an emotional terminal space that full of love and care of maternal and child - the experience marketing for Amakin.

Originality:

Based on consumers psychological insight, D & M redefine the point of shop design from the perspective of the target customer, and the target customer we are more concerned about is the parent who has the purchasing power to make the decision.

The rational point of view - for parents, safety and security are the primary factors affecting the purchase decision, and the shop environment can be passed to consumers directly with the most intuitive psychological feeling.

The sensuous point of view - a good shopping environment is not only to give people a sense of reason, but also the emotional catalysis that can really lead to the deal. In our opinion, the most effective emotional catalysis for mother-infant groups is love and care.

Design:

1. Adopt simple and elegant European style to enhance brand specificity, differentiated with peers competing products.

2. Warm lighting with affinity of the ground, coupled with a humanized atmosphere to close the distance between the products and target customers.

3. Transparent and open pattern, with the magnetic point and the movement of promotion to attract the crowd.

4. The omnidirectional classification and purchase guidance system can quickly guide customers to search for the target, to reach a deal finally.

5. Visual display system for humanized products, replanning the ineffective display area and brand identity, improve the overall visual pleasure and the sense of grade.