Product Identity Design of Yiwu General Merchandise Based on User Experience

With the development of society and economy, the living space environment is becoming more and more perfect, people’s demand for product experience is higher and higher, “people-oriented” has gradually become the basic design concept in product design. As a product that people often come into contact with in daily life, the design of style, modeling and color matching should be gradually improved with the improvement of living space environment. Most of the general merchandise in China come from Yiwu. However, Yiwu’s department stores are seriously homogenized and of low quality. The priority of “cost-oriented” will not bring better experience to users. Moreover, it will leave a low-end impression on Yiwu general merchandise industry and affect its market competitiveness. In this paper, Yiwu general merchandise as the research object, from the perspective of user experience and user demand, using product identity (PI) design method, discusses the countermeasures to solve the existing problems in Yiwu general merchandise industry, and carries out enterprise and product image planning and design practice for individual Yiwu general merchandise department stores. Due to the large number of enterprises in Yiwu general merchandise industry, and the lack of practical breadth and immature theory of PI design, the existing problems in Yiwu general merchandise department store industry have not been fully solved. The research on PI design of Yiwu general merchandise department provides a new path to solve the problem of homogenization of Yiwu general merchandise department stores, enhance market competitiveness, improve user experience and impression, and enrich the research field of PI design theory.