What Does Eve'S Flash Shop Bring To The Shopping Center?

July 21st, Chinese women's wear brand

In the west of Hangzhou, Yintai held the first theme of "lack of new clothes".

For a week.

Through Eve Li and the movie "Sansheng III ten li peach blossom" cross-border cooperation single product and early autumn single product save autumn Huan new season's "clothes panic".

"With the upgrading of consumption and the rise of the millennial generation, traditional marketing methods have greatly reduced the attraction of customers' eyes."

Eve Li marketing department responsible person told reporters, "we want to pass this flash shop way, on the one hand is the promotion of brand exposure, and second is also hope to enhance the sales performance of the brand."

Indeed, since the debut of the world's first Dr.Martens shoe store in New York in 2003, the mode has been spread all over the world.

Japanese designer Wakubo Rei was also popular in the 2004 Comme des Garcons flash store.

For China, according to a report on flash Store Development released last year by real estate consultant, Rui Yide, the flash store officially entered China in 2006 and started in 2012 to 2014, and entered a rapid development period in 2015, with an average annual compound growth rate of more than 100%.

"Flash shop", as the name suggests, can absorb the eyeballs in a short time. It is considered to be a creative marketing activity that focuses on a large amount of manpower, material resources and financial resources in a short time.

Do business for a few days, create topics, and then disappear after fame.

Absorption of gold and gold absorption on the first day sales of nearly 60 thousand

As the most direct way to attract people's attention quickly, it is essential to have visual impact.

In order to combine the scorching heat of summer with the movie Sansheng III, taking into account its original positioning, Eve put the overall tone of the flash store as a fusion of cool blue and elegant pink.

It is reported that the quality of a quality flash shop is equivalent to 1 IP exhibitions, 2 cinemas or 6 chain restaurants.

Eve also opened the first day of business on Friday, attracting tens of thousands of eyeballs.

Meanwhile, Ivy, as a sales and brand promotion company, has created nearly 60 thousand sales in the space of 100 square meters on the first day, which is 3-4 times the usual sales on Friday.

You know, the British fast fashion brand TOPSHOP, which created a sales myth in China by using flash shop, has completed a daily turnover of 10 thousand US dollars at the more than 200 square meter flash shop in Shenzhen golden Guanghua Plaza.

When asked why he chose to hold a flash shop at this time point, Eve Li Fang said that he wanted to make differentiation and become a "clear stream" in the mall.

After all, the 7-8 month is the traditional discount season in the shopping mall, and the flash store itself has a strong promotional power. Its freshness shows a high performance price ratio on the guest effect.

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

Simon real estate group and Australia real estate group have introduced more areas into the flash store brand in 2016.

Interactive experience upgrade film and television IP re create

In the view of Stephen J. Hoch, a professor of marketing at Walton business school, because the flash shop is a guerrilla type, it will not be open for a long time, so this shop will try to attract everyone at the same time to create an especially exciting experience.

Eve is aware of the importance of interaction. In the flash shop, he uses the way of breaking through the game to set up a link with the customers, such as sweeping, laying, taking pictures, printing and drinking water.

And every seemingly entertaining link is closely related to its marketing.

Take the egg, for example, the Eve coupon hidden in it can stimulate consumption for the two time.

At the same time, there are more than 200 new products on display in the flash shop, many of which are EIFINI Eve Li.

Derivatives cooperative clothing.

Yang Yang's Embroidered Baseball Jacket is the first day of the sale.

In the view of Eve Li's designers, the introduction of derivatives is the process of brand screening, understanding, reconstruction and popularization of IP elements, which requires the designer's design ability and the ability of the team to develop and promote products.

In order to emphasize the product itself, Eve also presented the designer's manuscript with WeChat and micro-blog, so that consumers could understand the development of the products better.

It is reported that after the Hangzhou City West Yintai City flash shop activities, Eve Li fast store will follow in Beijing, Shanghai and other second tier city stores in the mall.

Perhaps, as RET Rui Yide said in the China flash shop Research Report, by 2018, China's two or three tier cities will account for 54%-72% of the entire flash shop market share and become an important magic weapon for marketing.

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