Interpretation Of Bosideng's Guerrilla Store Strategy

A huge deep colored polyhedron landed at the Ginza mall in Weifang, Shandong. The combination of 3 cubic meters of cubes changes into a transparent and cool experience space to earn enough attention for shoppers. This is it. Bosideng Brand new Pop-up Store mobile concept store.

What is Pop-Up Store? Pop-up store, also known as brand guerrilla shop. Compared with traditional fashion shops, it only exists for a period of time, or several months or short to several weeks, and then goes to another place, like guerrilla warfare.

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. Brand guerrilla stores have quietly appeared in the corners of the world's major cities in recent years and are becoming more and more popular. All kinds of luxury brands have been testing the water and setting foot in this retail concept extending from street brands, such as Herm s, Chanel and other fashion brands also regard guerrilla stores as a new "weapon" to stimulate consumption.

What is the unique charm of Pop-up Store?

　　 Creative breakthrough bottleneck

Clothing companies' high inventories imply that price bombardment has been unable to shake consumers' stout nerves for years. The apparel industry is undoubtedly in the "most difficult" days. In the context of industry reshuffle, enterprise strategic transformation and product upgrading, the breakthrough of channel mode is also being opened.

At the end of 2013, the new concept store of Bosideng opened in the Ginza mall in Weifang. Unlike the previous Shanghai concept store, the new concept store introduced the Pop-up Store mode, which is very popular overseas.

"What is lacking in the retail industry today is the elements that make consumers throbbing. The layout of similar stores and the aesthetic fatigue of commercial products are the same. Pop-up Store is a typical representative of life at the same time. It has gathered people's attention." Bosideng said that the Pop-up Store of Bosideng is an entertainment spirit. It stimulates the central nervous system of consumers with waves of surprises, and captures a group of new consumers who are changeable and new.

A senior buyer told reporters about her impression of Bosideng Pop-up Store: "there are two profound impressions. First, clothing products are full of characteristics. Secondly, the space features are more obvious and interesting, because the characteristics of fluidity subvert the traditional decoration routes, and the maximum visual effect of using the lowest cost is another pleasure to visit guerrilla stores."

Guerrilla stores are novel, interesting and distinctive. Experts in the industry commented: "since guerrilla shops are not open for a long time, this shop tries to attract everyone in a short time to create an exciting experience."

Industry experts believe that now the environment is sluggish, the retail industry is shrouded in the fog of weak sales, and guerrilla stores have mobility, flexibility, initiative, aggressiveness and quick determination, which is a good way to get out of the predicament.

　　 Simple but not simple

Because the business hours are short, will "guerrilla shops" be too crude? The reporters found that Boston decoration is simple but not delicacy, so it is difficult to link it with guerrilla warfare. Soft lighting, full of festive little ornaments, warm and delicate let consumers linger.

Bosideng said, in fact, the nature of temporary stores is very simple, just like temporary counters, temporary brand promotions and special sales in the mall. Pop-up Store More emphasis on internal and external packaging, so more controversial topic. " Yes, if the shops are properly designed, guerrilla stores will become an exciting color in shopping malls or commercial streets. No wonder it itself is the focus of attention, coupled with the "limited time" sales of stores, making Pop-up Store gradually become the title of retail new format.

In this regard, many people in the industry believe that for local brands, we can learn from guerrilla stores such small capital returns and promotion mode. In particular, some self designed original brands, using guerrilla stores this low cost shop mode, is undoubtedly a better way to promote.

However, low cost operation does not mean that goods are sold at a low price. Nor does it mean that everyone can play guerrilla warfare. Guerrilla stores should not only sell products, but also promote their brand image, sell their ideas and ideas, not just sell a poster in a corner and set up a few products to sell. The requirements of guerrilla stores are actually not low. Far from traditional commercial blocks, opening stores and selling at a limited time, the premise is that the brand itself has the absolute appeal power of "wine is not afraid of alley depths", and fans and fans are numerous. Once the "careless" fans are accidentally discovered, they will definitely cause congestion. If those small brands run into a remote corner, they will be disappointed.

　　 Pop-up Store Not for profit

So guerrilla shops are not only good news to people's ears. "There are two kinds of travel shops at present." Industry experts analysis, "one way of thinking is relatively comprehensive, to enable consumers to have a better understanding of brands, and the other is to make profits from the weak market."

Huang Huajun said, including many guerrilla stores and many failures and halfway shops will make a similar mistake - too much emphasis on creative ideas or business interests. Many designers or brands want to build up a utopian Utopia. They think that they can only maintain their store rentals every month, but they do not know that manpower costs, logistics costs and so on are more burdens than shop rents. In fact, the primary goal of a concept store should not be to make money, but to create an atmosphere of slow life, to publicize the brand culture, so that the VIP of the brand will get better service. Of course, if we can make money by the way, it will be no better.

In fact, in the eyes of some people in the industry, the most important function of guerrilla stores is to earn money rather than to promote marketing and enhance popularity. "The shops opened on the eve of the festival can be described as a big nuggets in guerrilla stores, but the primary purpose of guerrilla stores opened at other times is not to make money, but to build brands." Insiders said. Some people believe that the amount of business gained from guerrilla stores depends on their consideration of location, rent negotiation and shop design. In addition to the strength of the brand itself, guerrilla stores also need to choose the timing and create the sales situation and layout products creatively, and mix the concepts of noble, civilian, market, fashion and other contrasts together to stir up a new marketing atmosphere.

Guerrilla shops are undoubtedly a new commercial retail new weapon to stimulate consumption and fight against economic crisis. However, whether mature or fresh, the brand should adopt the attitude of absorbing and drawing according to its own actual situation, and avoid to copy mechanically and blindly, and imitate blindly. If it does not play the guerrilla game without real ammunition, in the end, it will be the brand's reputation. After all, the commercial retail mode is not everything. Only by doing the internal work honestly and practicing the real skills, at the same time, paying attention to strategy and tactics, can the mode become the weapon that the brand is invincible.