Summary Of The Development Of Flash Store In China

According to the world clothing shoes and hats net, China

Nearly 6000 existing stocks will increase by about 400 per annum.

The concentrated supply of mass shopping centres exacerbated the scarcity of brands and brought many problems to shopping centers:

Problems such as homogenization, investment difficulty and so on.

Compared with the advantage of the platform, the electricity supplier is rich in brand.

In terms of communication and value aggregation, traditional commerce is gradually eroding.

How to expand the influence and spread of entity business by means of the Internet and the Internet of things is a problem that the real business is trying to solve.

According to the personalization characteristics, the flash store provides a short-term effect of gathering consumers. Because of its fast presentation speed, tribal characteristics, and word of mouth effect, the flash shop will soon become a fashionable vane for promoting the Chinese retail market.

RET Rui Yide China commercial real estate research center selects 1390 flash shops in the mainland of China as research samples. By studying the origin, evolution and impact of the flash store format in China, we find a strong relationship between it and shopping value pmission.

Development of flash store in China

Before 2012, the flash store was in its embryonic stage in China, and began to start in 2012 and 2014. It has entered a fast lane since 2015, with an average annual compound growth rate of over 100%. It is expected that more than 3000 stores will be in 2020 in China.

At present, domestic flash stores are mainly divided into four types: sales, brand promotion, drainage and market test.

Determined by the input cost and profit mode, the existing flash stores are mainly sales and brand promotion, accounting for 44% and 34% respectively.

The rapid growth of the drainage type flash store is mainly due to the need for online shopping centers to conduct online Red diversion, and the electronic business platform is also facing huge network promotion costs after entering a stable business.

Judging from the category, clothing retail business is the main promoter of the flash shop, accounting for 27%. A large number of clothing retail flash stores attract large numbers of fans to the scene through the form of buyers and flash scene design.

With the increase of per capita income, the spiritual demand is constantly showing up in the flash shop. 19% of the flash shops appear in the market way, which not only gains a good reputation, but also enriches the shopping center's format and becomes a new landscape.

From the point of view of urban distribution, Shanghai and Beijing have become the first choice for brands to set up flash shops. Two fashion and entertainment cities in Tianjin and Chengdu show strong receptivity to new things.

It is expected that Qingdao, Wuhan, Hangzhou and Kunming will gain strong growth. Whether the Central Plains and Northwest China will keep up with this new trend will be the focus of our attention.

Unlike foreign flash shops on the streets as the home court phenomenon, China's first place in the flash shop is shopping center.

On the one hand, the shopping center has strong passenger flow, precise crowd and convenient hydropower facilities. On the other hand, the management of public places in China is stricter than that in foreign countries.

RET Rui Yide, the China commercial real estate research center, thinks that the combination of flash shops with art galleries and theme blocks will become a new trend in the future.

The role of flash stores in shopping centres

Improve passenger flow, cheap and efficient access to a sharp weapon.

On the one hand, in the light season distribution, it can form a good complementary effect with the shopping center. On the other hand, the concept of time limit of flash shop itself can also become a topic, as a shopping center's promotion topic on the traditional festival day.

1% of the IP exhibition cost, 100% of the customer gathering effect, the flash brand itself has a strong promotional power, and the addition of exposure can bring the fans of the brand to the shopping center, and it shows the characteristics of high cost performance on the group.

The 1 premium flash shops are equivalent to 1 IP exhibitions, 2 cinemas, or 6 chain restaurants.

Joe Purifico, chairman of JBC, said that the average store can bring 10%-15% growth to the shopping center.

Improve the utilization rate of quality projects, buffer the pressure of ordinary project investment, and the area of the flash shop is flexible, which is suitable for shopping centers from the escalator to the outer Plaza.

With the characteristics of short time, the gap between traditional thermal field and exhibition activities can be effectively replenished.

Alleviate the pressure of project investment.

In the project of Cade Singapore base camp, the flash store accounts for 1% of the total rental area.

After unified planning and decoration, local brands are introduced into short-term operation, and then the brand with strong popularity and good market reaction is screened out to become a long-term tenant merchant. When it solves the problem of vacancy, it also makes this area a very original brand incubator with local characteristics.

This format will stimulate 10 million 530 thousand square meters of high rent idle space, revitalize the vacant area of 50 million 190 thousand square meters, and effectively promote the supply side reform of shopping centers.

With the expectation of mobile brand creation and the dual market of brand and passenger flow, the average rental period of the shopping center is about 3 years, and the main store's rental period can be 8 to 10 years.

The flash store shows a distinct short tenancy feature. 65% of the flash store rental period is within 10 days, and 86% is within a month.

The flash store can not only maintain the brand flow effect, but also increase the expectation of consumers in the non radiation area to the existing shopping center, and expand the fans effect.

Kitty Choy, head of retail sales at Shen Shen, said that the flash shop can bring fresh feelings, and this fresh element will enable consumers to have expectations for the future of the shopping center.

The customer effect of the flash shop is more than that of the ordinary store, and the difficulty of introducing it is lower than that of the traditional investment. Because the flash store has shorter rental time, lower cost and less risk for the brand.

Shopping centers can promote the growth of target customers by introducing the external brand of flash shop, and strengthen brand confidence, leading to the two-way positive feedback effect of brand and passenger flow.

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After upgrading the theme of the flash shop to achieve project upgrading and two positioning, after several years of opening up, the shopping center often meets two positioning needs arising from the upgrading of its own brand or the changes in the external market environment.

The flash shop with strong topic and sharp eye is an effective way to convey new information to consumers through shopping centers.

After losing the tourism market, the golden bell Taigu square turned the target customers to local consumers, and made a series of adjustments: the introduction of 10 new restaurants, the proportion of food and beverage from 17% to 20%, and increased the proportion of sports and leisure brands.

In addition, there are 8 flash shops that attract customers, such as FERRERO ROCHER's brand name hazelnut brand Nutella, which attracts a large number of local customers.

Specifically, the flash shop will be opened in the mid-level consumer floor to show its new localization to local consumers.

In the end, hazelnut sold 17 thousand bottles at a speed of nearly a minute, and the sales decline in the third quarter of Taigu square also showed a marked slowdown.

This shows that the flash shop plays an increasingly important role in the operation of existing shopping centers.

Development trend of flash shop

The flash store will boost the "local" designer brand to 100 billion market.

2011-2015, the local designer brand composite growth rate of 26%, has exceeded luxury and fast fashion.

The environment of consumer upgrading and brand homogenization has given local designers an opportunity to create independent brands, but the high cost of physical rentals and the promotion of e-commerce has been prohibitive.

The topic of the flash shop is a way to interact with consumers at low cost and high efficiency.

According to statistics, in the past ten years, designer brand accounted for 23% of the flash market, mainly through the flash shop to promote new products and enhance brand image.

The proportion of newly established brands is 37%, mainly through the participation of market and gathering stores to reach more consumers, promote sales and establish brand image.

It is expected that the flash shop will become the driving force for the rise of designer brand and the cradle of the development of the brand.

By 2018, the two or three line cities will account for 54-72% of the market share of the entire flash shop and become an important magic weapon for marketing.

In 2015, the proportion of flash shops in second tier cities began to grow rapidly, reaching 42% by the end of 2016.

With the development of drainage and sales flash stores, the number of flash shops in second tier cities will increase rapidly.

The three line city flash shop will sprout rapidly, first appearing in the high quality projects of the core business circle, leading the local business trend.

The flash store will lead the operation of shopping center from static to dynamic innovation.

The flash store is essentially an operation method, originally launched by Patrick Courrielche.

Wakubo Rei, a fashion godmother, was introduced into fashion industry by fashion godmother, and became a fashion brand to promote sales and store location.

Then it was used by APP and electricity providers as a means of drainage. It was absorbed into the Internet and continued to develop in the category.

Following the extension of LINE Friends "flash shop +IP", the way of "flash shop + star" appeared again.

It is predicted that the flash store will expand in two directions from the category and operation mode in the future, and it will deduce more interesting ways of playing, and the type will tend to be diversified.

The most growth gene "star flash shop" is worth paying attention to.

Star crossover fashion industry, build personal brand, and realize the realization of traffic has become a common phenomenon.

The addition mode of "star + Flash shop" further magnifies this fan effect.

In the year of 2016, American rappers Kanye West opened The Life of Pablo flash store in New York. Within a few days, it generated nearly four sales revenue of nearly $2 million, and is expected to attract a wave of imitation.

If a shopping center can grasp the outbreak of a super flash shop, it will become the highlight of operation this autumn and winter.

The flash store will lead the operation of shopping center from static to dynamic innovation.

In the era of 5G, with the popularity of VR technology, the function orientation of the brand entity store will complete a new round of evolution, forming a retail network with the flagship store as the core, and regional penetration through professional stores and flash shops.

Brand mobility increases, consumers' attention tends to be dispersed, and buying behavior is fragmented.

Shopping center operators will face a faster changing consumer market.

The key to winning is the pformation of operational thinking from static to dynamic, from the brand led customer to the big data, the two-way matching and multi-channel push between consumers and passengers.

We believe that in the new era, the flash shop will become the binder of online red and offline entities, promote the pformation of new retail, and provide consumers with more diversified choices and consumer needs.

More interesting reports, please pay attention to the world clothing shoes and hats net.