I Use Your Eyes To Deceive You, The Spring Of The Masters.

Xi Lin Polo, zebra visual division instructor, China's first generation of Chen Li Shi, worked in many brands such as Esprit, Adidas, Gucci, I Do, etc., a senior visual merchandising expert.

Did you try it on for a delicate and elegant dress in the window?

Have you ever been in a costume or jewellery shop?

Do you like to shop in a shop that has no shopping guide and is free to pick products?

Are you...

These stores are so fascinated by the silence of a group of people who stay up all night all night. They are the protagonist of us today, Chen Li.

"Chen Li teacher, feel good tall on the", a lot of people are so understanding to the teacher Chen.

But I think they are a group of "invisible cheaters" who have cheated us by means of different combinations of commodities, lighting and lighting.

Mr. Chen, young and not young.

However, Chen Li did not really deceive us. They just used our eyes to feel through our visual nerves and produce chemical reactions.

In the official discourse of visual psychology, we express our feelings through the eyes, which imperceptibly stimulate our psychology and make us behave.

As a more than 20 year old exhibition hall and Lin Polo, he created his today from his ignorance of exhibitions to the display and display of time and the precipitation of time.

And over the years he has also become a microcosm of the display industry in China.

(Xi Lin Lin Polo)

In Polo 1999, he graduated from the fashion design department of Beijing Institute Of Fashion Technology. He wanted to try more possibilities and challenge himself, so he chose an unknown thorny road.

Through newspaper advertisement at that time, he entered Texwood (Pingguo card) and entered the exhibition industry.

"At that time, there was a very interesting story. I went to apply for it. The interviewer asked," why do you want to do VM? "I asked, can you explain to me what VM is? I didn't know at that time, after entering the company, after training, I realized that it was Chen Li Shi.

So this is a mistake.

He is so ignorant that he has been growing with the display industry in China since he simply put merchandise, color matching to start training, data analysis, making display brochures and so on.

He has also experienced many job hopping, and his experience has made him have a deeper understanding of Chen Li Shi and more and more confidence in the development of display industry.

"The exhibition industry is the sunrise industry. We are young but not young."

What Polo calls "Youth" refers to the fact that the period after which the industry has been formed has not been long. Its origin can be traced back to Europe in the nineteenth Century. During that period, European and American capitalism started and developed rapidly. With the increasing number of commodity categories, market competition began to increase, and the display industry began to appear formally in the late nineteenth Century.

And not young, is a qualified Chen division need years of actual combat accumulation and systematic learning a variety of skills training, and may even be a lifetime display.

(Polo teacher in zebra visual education display)

Chen Li Shi is a "miscellaneous family". He should not only learn collocation, pay attention to store sales, understand space layout, understand graphic design, but also do data analysis and statistics.

And daily repeat the most basic daily work: wall display, central island display, display table, model dress collocation and replacement, routine display execution, creative display design, moving line design and adjustment, VM Plan (display planning), display VM (Report), Chen train training and so on.

Mr. Chen, silent sales.

As I said at the beginning, Chen Lister is a group of "invisible liars" in my eyes, but they are silent sellers for clothing and other industries.

"The display is ready. There is no need for a shop assistant to speak."

Polo's sentence is also a case.

The fast fashion brands we know very well, such as ZARA, can continue to take the lead in garment circles. Apart from products, the most important thing is to display the silent sales.

ZARA shop has such a "rule": there are only five shop assistants in a huge shop, one in the fitting room and one outside, and they always have only one thing to do, that is, the basic display work of loading and unloading goods, and the mode of nationwide display brings them more sales results.

And this way is not suitable for every brand.

"Different brands have different tonality, and the display style is determined according to the brand tonality of the enterprise.

This is why there are visual merchandising directors and display managers who need to understand the tonality of the brand when they are doing the specification of the display manual, and set the display style according to the brand adjustability, considering whether they are based on region, color, quantity of display or other angles.

As a result, we can see the display of all kinds of flowers in the shopping arcade and the shops along the street.

(Zebra visual student display)

Display not only brings commercial value to brand, but also provides cultural value for brands and shops.

Chen Li Shi is the image manager of the shop. He displays the brand culture and characteristics with art, and conveys the culture of brand connotation through a space and atmosphere.

"Retail is detail retail is the details.

Visual display is the details of Detail in detail.

Chen Li Shi, an artist in the retail industry.

Some people say, "Chen Li is also an artist. Good display needs creative inspiration."

Chen Li Shi is a versatile player. They are not only fashionable people, but also have unique vision, good at finding beauty and conveying beauty. They are also very creative. They display the soul of each product through their own hands, and display all the design points of merchandise with our display. In addition, they also have the ability to communicate with high EQ, cope with unexpected situations in shops, and solve shop sales problems.

"Good Chen Li can not only attract customers to shop, but also promote the trend of fashion."

If clothing designers give the soul of clothes, then Chen Li is showing us the soul of every dress.

Their influence on fashion is influenced by their styles, colors, merchandise, shapes, composition and so on.

In many exhibitions, the importance of window display as a facade is self-evident.

"Statistics in the industry, what to wear in the window, those are very popular.

What wears on a model can be sold well because human beings are visual animals, and there is vision in places where people have vision; there is visual marketing.

(Zebra visual student display)

Interview time

Reporter: according to your personal experience, what advice do you have for someone who has just stepped in or wants to be a teacher?

Polo: first, don't follow the wrong teacher.

We have a student who has been doing exhibitions for twelve years, and we haven't grasped the basic knowledge of display before studying.

So doing exhibitions is not just looking for a brand as a salesperson, shopping guide, you can slowly do it, many people have this recognition, this is wrong.

Chen Li, a shop assistant, only fixed the display at the store every week, and did the most work as a shop assistant. No company promised or stipulated that the shop assistant would turn to Chen Li.

Secondly, we should carry out professional systematic learning.

Because display is highly practical and requires professional guidance and unified learning.

However, the teaching level of display agencies in China is still uneven.

Finally, some of them are interested in display, they are very busy with work, they will buy books to see for themselves, but choose to display books for multiple comparisons, but display can not learn by reading.

Reporter: what are the similarities and differences between clothing display and jewelry and jewelry?

Polo: different categories have different characteristics, but basically they are the same.

The most difficult part is clothing display, because it involves more things, tops, bottoms, skirts, including shoes, scarves, bags, gloves, men's wear, women's wear, children's wear, models and so on. These displays are different.

Clothing displays are numerous and difficult.

If the display of the shop and shoe store is simpler than the clothing display, it has its own characteristics on this basis. The display of ordinary jewellery and watches is basically only counters, no models, walls and so on.

No matter what the objects on display are, the basic general display rules are the same.

Just different categories, the surface and focus of the display will be different, the presentation techniques and techniques will be different.

So we understand the general display, understand the most difficult clothing display, other categories of display according to the brand product style understanding, will soon get started.

There are several principles for general purpose: the nine principles of visual display, the principle of dress matching, the process of display adjustment, the six elements that a model wears, and so on.

We will also encounter some pharmacies or other products to learn to display, in addition to general display, we will conduct classification guidance according to the characteristics of the industry.

Reporter: at present, there seems to be no clear and perfect system for the training of Chen Li teachers in China. There are not many colleges and universities who have professional training to train professionals. Compared with foreign countries, many exhibitions are rather monotonous. What aspects do you think should be perfected in the training of exhibition talents in China?

Polo: in the world, there are few specialty of display design in Colleges and universities, because our industry is relatively small. If we build a department, after graduation, the market demand is not very big, so there are few colleges and universities that build a department.

At present, there are only a very small number of 1-2 colleges and universities in China.

Even in the whole world, there are only 2-3 training schools in the UK to teach and display. There is no special relationship between domestic visual communication and exhibition.

Because the display is very practical, basically it is the main body of training.

Therefore, Chen Li's training must be improved and perfected from the actual combat.

And everyone has different understanding of visual merchandising, sometimes it is difficult to reach agreement in work, so this also prompted me to be a zebra vision teaching director, hoping to give you some suggestions to enable them to grow fast.

Reporter: is our country certified certified teacher qualification certificate?

Polo: no country in the world has a certificate of qualification as certified by the government at the government level. It is a certificate issued by an organization or a professional institution, such as zebra's visual certificate.

Many certificates in the world are issued by institutions or associations. For example, the Geneva seal is a certification by the Swiss Watch Association, the Michelin restaurant certification, and the tasting certificate of WSET, the British wine and Spirits Education Foundation. These are not national government level certification. There are also some certificates issued by the civil associations in China, but no matter what certificates, it is the absolute principle to learn the true skills.

Reporter: what do you think of the future of China's display industry?

Polo: the future is definitely good. With the continuous development of the global economy, the trade between countries is more frequent. Our market also brings more and more clothing brands, many brands, more needs, and great demand for industry. In the past two years, there are many brand cases under online offline or online and offline. More consumers and brands begin to attach importance to experience. This is what Chen can give, so I always think that our showcase industry is a sunrise industry.