What Did They Think Of When They Drove The Store To Shanghai'S Disney?

The Superdry, who has been driving all over the streets in the UK, finally opened the store to China.

However, unlike you think, its first store in China is not in the bustling commercial street, nor in the right red.

。

If you want to find it, you have to go to the new Disney resort in Shanghai.

The day when the money was heard, I decided to go there with my girlfriend.

。

It's natural to play, but he also wants to explore the new store.

You know, he used to be a loyal customer of Superdry. When he was studying in the UK, he would buy one or two pieces to wear at three or five hours, and even his friend gave him the nickname of a "dry brother".

Referring to the homework done in advance, the "dry brother" went straight to the Disney town where the new store was located.

Just a few steps past the main entrance, he saw the familiar black bottom scarlet sign.

The sign was placed on a small European house, and in view of the sight, there were several colored Mickey Mouse balloons in the passers-by, which floated across the sign, with a thick Disney feature.

"It's a bit of a violation, but this is probably Disney's magic."

Looking around, on the edge of Superdry, Swatch and BAPE are also working hard to adapt to the unified town of Disney.

Britain

Brand Superdry in Disney, Shanghai, in the town store.

Disney town is an independent business district in the park. Because it is next to the main paradise, it has "Disney" in its name, so it will let tourists see it as a whole with the main paradise.

Now, the merchants who have settled in the town can see Lego, BAPE, Superdry, as well as I.T, TOMS, Zhou Dafu, Pandora and other fashion retail brands, restaurants and banks.

"Shopping, dining and entertainment area is one of the important features of the global Disney resort. It provides a full range of holiday experiences for tourists with theme parks and hotels."

The Shanghai Disney park management team, who is responsible for the town's investment promotion, said in an interview with the interface news, "Disney town is the shopping and entertainment area of the Disney resort in Shanghai. It mainly provides all kinds of restaurants for tourists, and diversified shopping options from high-end, light luxury to young fashion."

It is not hard to see that shopping experience plays an important role in the overall operation of Disney park.

The data provided by the real estate advisory body Rui Yide also proves this view.

At present, Shanghai Disney town has completed the investment business, supporting facilities account for 10%, catering brands and retail brands are equally divided into the remaining market.

If you cast your eyes on a larger area, the shopping experience of the whole Disney resort in Shanghai is far more than that of a small town.

According to the plan, another shopping area will be opened in the resort area, which is only 15 minutes walk away from the main amusement park subway station, which is the main shopping district (Outlets) in Shanghai.

The investment in this area is the responsibility of Shanghai Shen Di (Group) Co., Ltd., which has state-owned assets background.

"Shanghai Disney is an international holiday resort. What you want to do is a big business cycle, so there will be a matching town and outlets", "said Disney."

Chen Lilin, general manager of Rui Yide strategic consulting department, told the interface reporter that "both will try their best to avoid brand duplication."

In a small town, what Disney wants to do is family comprehensive entertainment consumption. Apart from family and children, they also want to have brand for adult visitors.

Chen Lilin's team is currently providing advisory services for the planning of investment in the surrounding areas of Disney resort.

I.T's Chao BAPE also opened a branch in Disney town.

For Qian Sheng, who only left a day for Disney, a local tourist in Shanghai, there is still some distance away from paradise.

But he still fully felt Disney's concern for "big friends" in Shanghai.

He looked at the girl with pink bow and Minnie's ears, shuttling around Pandora and Zhou Dafu, trying to make all kinds of ornaments made of Mickey Mouse face. He once again felt the magic of Disney.

Disney's travel report from Shanghai recently released by Ctrip shows that adult tourists are indeed worth Disney's attention.

According to the ticket order data of Ctrip Disney, the proportion of adults who buy tickets for Disney park is 83%, so that the proportion of adults who only buy young adults can reach 22%.

{page_break}

If you want to be an adult, you have to bypass the traditional luxury brand that you are entering, and then refer to the tourist purchasing power of the ticket price corresponding to the amusement park. The adult fare of Shanghai Disney is 370 yuan on weekdays, and the ticket price for the peak day is 499 yuan. The brand range that Disney team can choose when it inviting the town is not large.

"Probably two years ago, Disney found us here, hoping we could open a shop in the small town," I.T CEO China Chen Huijun told reporters about the reasons for the group's BAPE and I.T's entry into Disney town. "How attractive Disney park is, I don't think we need to say much more, so we think this opportunity is very interesting. Maybe it will bring our brand to more hopeful customers."

BAPE Shanghai Disney Town store

If the customers who go to the city store consume most of the men, the branches of Disney town can make more people pay attention to and buy other product lines of the brand, especially accessories and children's wear lines.

Take BAPE as an example, when you enter BAPE's Disney Town store, you will find that the biggest difference between here and other BAPE stores is that there are many dark stores design elements in the store, while BAPE's children's line BABY MILO appears quite frequently in the store.

A banana pool is also placed in the center of the shop so that customers can feel full of fun.

"This is lovely."

At the moment, a female customer is staring at the T-shirt printed with BABY MILO.

Not far away, her son looked up at the little chimps on the ceiling, motionless.

This is in Disney, every corner should be so lovely, the original cool shop is no exception.

"We feel that the tide and childishness are not contradictory. After that, we will continue to strengthen the sense of childishness in the small town stores."

Chen Huijun added.

However, retail industry will never be the main character of theme parks.

In terms of sales performance, the brand can expect more of impulse spending while tourists are playing at the same time.

And if the unit price of the product sold by the brand is high, the probability of this impulse will be much smaller.

"For brands, when Disney enters Shanghai, I think the network effect is bigger than the actual sales, because the radiation range of Shanghai Shanghai is the whole country, so for many brands, the effect of image display will be very good."

Durbin, general manager of ruitede Leasing Department, analyzed.

Superdry had the first store in the Chinese market in Disney town.

For Superdry, who has just entered the Chinese market, how to make the brand know and accept as many Chinese consumers in the shortest time is one of the most urgent problems to solve.

"The flow of Disney here is absolutely guaranteed, and it will be the customers of the whole country and even the whole world. There is no doubt about the superiority of the brand promotion."

Superdry China Manager Hu Xiangzhou told the interface news.

After the Disney store, Superdry will also open two other first stores in Shanghai, Raffles and Beijing port.

Unlike the young people who knew the way of Qian Sheng such as Qian Sheng, Li Zhaoyang of Ningbo set the purpose of traveling in this family to "see the world".

Before he really came to Shanghai, Disney knew that Disney, his wife, children and mother had heard the name of Disney, but no one could tell him exactly what Disney was like.

After half a day's play, Li Zhaoyang thought Disney was a very "international" place, "just like the brand there is written in English, I have never seen it before."

He said "there" refers to the town of Disney.

Although he did not buy anything from these "international brands" in the town, he had been linked with "advanced" brand in his mind.

From a global perspective, Disney has always been very concerned about the construction of shopping and entertainment areas around the park.

In the past two years, the management team has also begun to introduce the trend of adult clothing brand.

In July 15, 2016, UNIQLO opened a new two storey shop with a floor area of 2300 square meters in the "spring of Disney", which is expanding in the Disney World Resort area of bravista lake, Florida, USA. It sells core brand products including down garments, HEATTECH series, AIRism series, high-grade hemp cotton series, cowboy series and SUPIMA COTTON series.

"We can see from some of the world's more benchmark theme parks that excellent theme parks should have rich formats to meet the needs of tourists, including theme parks, souvenirs, local experience, emergency needs, fast food, leisure and shopping."

Zhang Ping, general manager of Ying Shi Group Research Center, replied to the interface news interview. "Adult clothing brands enter the theme park, so that tourists can have the opportunity to choose more mirror clothes, and can also buy clothes that are more suitable for travel needs."

But in China, the news of setting up tidal shops in theme parks can only happen at the Disney Park in Shanghai. Because of the small land area and the investment policy, Hongkong has no special commercial matching in Hongkong.

This is not only because Shanghai has a leading edge in the clothing retailing industry as a first tier city, so tourists from all over the country are willing to come to Shanghai, including clothing stores in Disney town of Shanghai, to pick up more updated clothing products.

More importantly, Disney's brand effect makes the park more likely to attract investment.

"This is why many of the theme parks in China are of the same format and are generally equipped with catering and souvenir sales."

Durbin added.

I.T opens in Disney town's brand store.

At half past six in the evening, Qian Sheng and his girlfriend went to town again from the exit of the paradise.

For a long time, two people are a little wither, ready to find a place to sit down and eat a simple meal.

As a result, she did not walk a few steps, and Qian Sheng found that her girlfriend was "unable to move". It turned out to be an integrated store of I.T.

"I.T's shop is not far away from another entrance of the town. The location of this store is carefully planned, and visitors must be able to see it on the way to go out from the park to the dining area."

Chen Huijun said.