在接受《FRAME》杂志第129期采访时，斗西（Daylab）联合创始人斗西（Docee Don）概述了中国目前最大的商业挑战，“这也是更广泛的全球市场所面临的共同挑战：线上和线下如何进行融合。在中国，我们把这种现象称之为新零售。”When we spoke to Daylab in Frame 129, cofounder Docee Don outlined China’s biggest current commercial challenge. ‘[It’s] the same challenge faced by the wider world: how to merge online and offline. Here we call the phenomenon xīn líng shòu, or ‘new retail’.’
斗西将其对“新零售”——线上线下融合（Online-Merge-Offline下文简称OMO）的未来愿景呈现在Heyshop电商平台在上海的一个实体空间里。斗西说：“业主更关心的是为消费者创造难忘且值得回味的体验，而不是如何在店内赚到他们的钱。如果他们觉得店内体验好，之后就会到网上去下单。”Daylab expressed its vision of ‘new retail’ – also known as Online-Merge-Offline or OMO – in a physical space in Shanghai for e-commerce platform Heyshop. ‘The client was more concerned with creating a memorable experience for customers than with earning money in-store,’ said Don. ‘If clients enjoy their visit, they’ll order online later.’
这个策略显然是有效的。斗西刚刚完成了Heyshop在上海愚园路开设的第二家店的设计。在这间“Heyshop2.0”的新店里，设计师想在包含接待区、摄影工作室的购物空间里强化OMO新零售的概念——而且，不同于之前的Heyshop，这家店的目标受众也包括男性。And the strategy appears to be working. Daylab has just completed the second Heyshop, on Shanghai’s Yuyuan Road. Calling the new outpost ‘Heyshop 2.0’, the designers wanted to strengthen the OMO/new retail approach in a shopping space that includes hospitality areas and a photo studio – and, unlike the previous Heyshop, also targets males.
对斗西来说，这意味着采用更为中性的色彩方案，并将接待区打造成软销售区，让消费者在喝咖啡的同时可以接触到商品。For Daylab, this mean a more neutral colour scheme as well as using hospitality zones as soft-sell areas, places to grab a coffee with easy access to retail products.
斗西发言人说，第一家店的成功主要是因为对试衣间的设计颠覆，增强了线下体验。
The designers say the success of the first edition was largely down to the way fitting rooms were rethought to enhance the offline experience.
“试衣间通常是零售设计方案中最后一个被考虑的元素，”斗西表示，“但是，我们认为试衣间在创造良好的消费者体验方面发挥着巨大的作用，所以这是我们设计Heyshop的出发点，也是重点。‘Fitting rooms are often the last element to be incorporated into a retail scheme,’ said Don, ‘but, since we feel they play a huge role in creating a great customer experience, they were our starting point and our focus for Heyshop.
这里有两个面积很大的试衣间，大到一群朋友可以预订一个下午在这里社交、试穿衣服。品牌也可以租用试衣间做新品发布”。Two of the fitting rooms are huge, large enough for a group of friends to book for an afternoon of socializing and trying on garments. Brands can also rent a fitting room for a product launch.’
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