"Flash" Sales Behavior Is Popular. Guerrilla Stores Will Not Be Short-Lived.

< p > in recent years, an activity that is quite popular among young people in the city is very popular. "Flash" is a group of people who have agreed to assemble at a given time and place, then make some specific actions together and disappear quickly in a short time, which can be regarded as an art of behavior.

In the current clothing retail industry, there is a similar "flash" sales behavior guerrilla shop, but the so-called "fast" is relatively speaking.

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< p > < strong > came up to fill gaps in demand < /strong > < /p >

< p > during the eleven golden week of this year, a guerrilla shop with strong architectural and artistic quality was set up in the atrium of Beijing Qiao Fu grass lawn, which was ordered by men's wear brand single agriculture and RSP, the world's top ten architectural design company.

Just 20 days later, the single peasant guerrilla store ended its sale in the overseas Chinese garden and moved to Cade crystal in Beijing. The concept of the art shopping experience continued to ferment among consumers.

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The appearance of guerrilla shops is not accidental, but not like "P" > strong > /strong > /p.

< p > sports are for fun. In the environment of market economy, guerrilla stores are closely related to changes in supply and demand. The retail industry has so far lacked the elements that make consumers throbbing. The layout and goods of similar stores have accelerated the aesthetic fatigue of consumers. Guerrilla stores can be called "life time". What they advocate is a spirit of entertainment, which stimulates the central nervous system of consumers with waves of visual impact, and firmly grasped a group of new consumer groups who are changeable and new.

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< p > before entering the public eye, single agriculture has always been a favorite menswear brand in the cultural, art and fashion circles. It has always launched a low profile approach to small audiences, and has achieved good sales results. Now it has begun to enter the market in a comprehensive way. Single farmers have no choice to get consumers' attention in the market with open shop tactics. On the contrary, the characteristics of guerrilla stores are "quick decision".

On the spot of the guerrilla store at Qiao Fu's grassland, the reporters found that the single peasant guerrilla store in the atrium attracted many customers, and most of them would buy it, rather than simply expressing curiosity about the shop.

The overseas Chinese Art Center is located at the same time. The business environment is just what single farmers need.

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< p > guerrilla store, which comes from English Pop-up Store, is no longer a new word in the overseas retail industry, especially in the fashion industry. It has been defined as a new form of creative marketing mode combined with retail stores.

It is more personalized than traditional fashion stores, especially in guerrilla shops in Europe and the United States, which are highly praised by small audiences. They mostly display their products in the form of art galleries, or move the mainstream style stores in cities to remote suburbs.

After landing in Beijing, Shanghai, Harbin, Changsha, Tianjin and other fashion shopping centers in September and October this year, with the development of guerrilla stores, the "mobile Photography Exhibition" with the theme of "heaven and earth is born" has also been launched to attract the trend of avant-garde photographers to display their works in the single agricultural shop.

The measures and rhythm of single agriculture are closer to the mature guerrilla shop mode.

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< p > < strong > young mode. Many brands are keen on < /strong > < /p >.

< p > from "a href=" http://www.91se91.com/news/index_c.asp "_xhe_href=" http://www.91se91.com/news/index_c.asp "to" single agriculture < /a > store opening and development, it is easy to see that the two key elements of guerrilla shops are fashion and art.

In essence, guerrilla shops are very simple in nature, such as temporary counters in the mall, temporary brand promotion and sale, but guerrilla stores pay more attention to internal and external packaging, so they are more controversial topics.

At present, many international luxury brands will choose the fashionable high-end cities to set up temporary stores like this. They are the focus of the spotlight, coupled with the "limited time" sales stores, making guerrilla stores gradually become the title of new retail formats.

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In 2004 P, designer Wakubo Rei, who was known for his "avant-garde", mixed fashion and accessories in a specially designed temporary space and formally introduced the concept of guerrilla to the fashion industry.

It breaks the permanence of flagship stores and creates fresh feelings through unfixed locations. It is said that this is another trend of life with the name of "fast" after Fast Fashion.

In those days, Wakubo Rei spent only more than 2000 dollars on the renovation of a second-hand bookstore in Germany, and opened the first guerrilla shop running for 1 years. He successfully sold and sold over the season garments and reached the avant-garde sales effect in an inexpensive way.

Moreover, the relatively short opening time also makes the "hunger marketing" to the utmost. It also puts forward that the key factor for guerrilla shops to succeed is to have good customer loyalty.

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< p > guerrilla store is a good way to express the self character of a brand that already has good customer reputation.

In May this year, the designer Yamamoto Teruji, known as "Paris a" href= "http://www.91se91.com/news/index_c.asp" _xhe_href= "http://www.91se91.com/news/index_c.asp" > Fashion "/a" stage pioneer, worked with Mao Jihong and Yannan to launch a brand-new brand YNOT. The first time to set up guerrilla shops in Hongkong, three masters worshiping countless, and setting up guerrilla shops in the vogue trend of Hongkong, which naturally satisfied the "curiosity" of fans, and there was no lack of trend.

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< p > guerrilla stores are not the exclusive secrets of a trend brand or a designer. Top brands not only work hard at flagship stores but also spare no efforts to build guerrilla stores.

In February this year, Dior, the world's top fashion brand, launched the only Dior guerrilla store in China with I.T, a well-known fashion trend shop. It opened for a month and sold the first 2013 spring summer clothing series and accessories designed by Dior art director Ralph Si.

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Less than 10 years' development time, guerrilla store has been used by high street brand, famous designer and top brand. Its market adaptability has attracted more and more attention. P's small knife may also provide more brands with the path of sales development.

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< p > < strong > creativity is not enough to sell simply < /strong > < /p >.

The creative sense of < p > < a href= "http://www.91se91.com/news/index_c.asp" _xhe_href= "http://www.91se91.com/news/index_c.asp" > guerrilla shop < /a > is reflected in the design originality layout without fixed rules. Every guerrilla shop can be said to be unique, even if the same brand has different guerrilla store designs.

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< p > in the guerrilla shops jointly organized by I.T and Dior, elegant and white is the main color. Not only is the clothing more open and pparent than the ordinary stores, the chairs on the scene are all made of the shape of the whirlwind line, showing the beauty of women's smart and thorough as well as the clothes sold.

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Yamamoto Teruji P guerrilla store, which is a collaboration with Mao Jihong and a mountain man, is an open platform combining the Eastern aesthetic wisdom. The human figure is painted by three-dimensional wall and floor splicing. The cloth on each chair is displaying the characteristics of the brand and turning the guerrilla shop into a creative platform. This kind of game is just like the sale of the limited number of single products, and it is natural to attract the attention of many tide people in the past, waiting for YNOT.

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The guerrilla store of < p > UNIQLO "UNIQLO" has a close relationship with the people. The world-renowned artists, designers, cartoon animated images, enterprises and brands have launched a global guerrilla theme activity. When they arrive at Guangzhou's Tai Koo Hui, the white exhibition hall is skillfully outlined as a ring. More than 50 pieces of classic cartoon characters with Snoopy, PIXAR and Bearbrick are hung on the huge wall.

After trying out the clothes that you like, the service personnel will immediately take the dynamic pictures after trying on the APP software on their mobile phones, upload them to the huge LED curtain wall outside the exhibition hall, and have a strong sense of participation.

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< p > in recent years, with the development of network e-commerce, guerrilla stores have been applied online.

In 2012, the LC style network and today's Art Museum and MD (Museum Design) jointly produced the "22Pop-Up Store guerrilla concept store Online/offline". The works of 16 contemporary artists, 4 independent fashion designers, 6 jewelry and handbag designers, and the largest contemporary art library in China were sold for 22 days.

While online sales are presented in the form of temporary channels in the LC style network, guerrilla stores under two lines are the first in China.

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< p > 2012, the underwear brand, fandecie, held a 4 day "fragrance COME&PLAY magic pioneer party" event at Wangfujing, Chengdu. It is the first guerrilla store in the underwear industry in China. It takes "COME&PLAY" as the theme of the whole shop, which includes shopping, self-service tea, DIY packaging and shopping.

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The guerrilla store model of "P" is more like a disassembled version of a higher-order magic cube, creating a Zen meditation path full of magical labyrinth, enabling consumers to walk into a series of private entry wardrobes, but also get the visual novelty and spatial fantasy that they are faced with.

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< p > as a very unusual mode of sales, merchants should take full consideration of the aesthetic needs and purchasing power of the target consumer group when choosing guerrilla stores, and it is also critical to address the location. The location should be selected in a relatively densely populated area. Some short time marketing can not only bring about a lot of sales, but also bring unexpected results to the company's publicity.

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