The Flash Store Will Become The Mainstream Of New Retailing.

According to the world clothing and shoe net, recently, the world's first unmanned coffee shop opened in Beijing. The first "Shanghai good luck and good quality flash shop" also appeared for the first time in the form of green container pformation.

Since April this year, the tea culture flash shop has exploded red in Shanghai and starved. It has built a small bar and a midnight cafeteria flash shop.

The most popular thing is Ali's coffee, Ali's supermarket.

I played a flash on it and exploded the unmanned supermarket overnight.

Format, perfect interpretation of the promotional role of flash shop.

The flash shop started to erupt after many years of incubation in China. Under the new retail outlet, the flash shop has become a new retail format. Maybe it will become the mainstream of new retail in the future.

The flash shop is an imported product plated by Pop-up Store.

Usually located in commercial developed areas or shopping malls, it can be a mobile van or a container, or a temporary stall in a public place for retailers to sell brands in a relatively short period of time (usually from a few days to a few months).

The products displayed may be the first time to appear in the market, or even the latest design has not been large-scale production; usually do not sell for the purpose of promoting the brand.

And testing water consumers and the market is the key.

Mobile flash store players!

China's shopping center now has nearly 6000 stock, and it will increase by about 400 per year.

The concentrated supply of mass shopping centers has exacerbated the scarcity of brands and brought many problems to shopping centers: brand homogenization, investment difficulties and so on.

According to the personified personality 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.

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, according to different scenes, there are five main types in China: experiential marketing, design Showrooming, new brand building, brand tonal communication and testing sales effect.

1, experiential marketing

Application scenario: skin care products / clothing / automotive industry; products need experience or trial; lightweight products are easier to achieve.

Audience: men and women need it; attention to quality of life and spiritual life.

Mode description: for the car brand, some areas do not have enough layout channels and 4S experience stores. Therefore, the flash shop can provide users with experience opportunities through guerrilla style.

At the end of last summer and autumn, Mini set up flash stores in many places, and led users to their 4S exhibition hall through the flash shop's exposure.

2, design Showrooming

Application scenario: Fashion fast consumer goods / cultural products; products themselves are aesthetic; emphasize the personality traits behind the products: plain / sexy / stay foolish.

Audience: women account for a little higher; emphasis on creativity and fashion tastes.

Mode description: Mobile Brand replacement ensures consumers' fresh feelings for shopping centers, and then becomes the driving force for shopping malls.

3, new brand trend

Application scenarios: rub hot time / hot topics; physical products are easy to get; emphasize the personality traits behind products.

Audience group: male ratio is slightly higher; there is a preference for subdivision vertical field.

Mode description: the main decoration of black tea is black, to highlight the theme of "mourning". The six milk tea is posted on the left side of the shop, and there is an explanatory copy behind each tea. For example, "you are the fattest latte latte", the copybook is "often worried about being misunderstood and not making progress, but fortunately, I have been trying to show my weight."

4, brand tonality communication

Application scenario: high-end luxury goods that wish to be close to the people; pition from civilian brand to high-end brand; emphasize the feasibility of small product realization.

Audience: women account for a little higher; high-end means art / Jewelry / capital / technology.

Mode description: coffee shop has a bar, card holder, coffee cups and desserts. The overall decoration of the shop is full of pink and tender maiden feelings. It also has an interactive device that allows users to take pictures and make animations on the spot.

5, test sales effectiveness

Application scenario: FMCG industry; new product listing / customized trial /Co-branding attempt.

Audience: women are the main; interest is extensive: constellation / fashion / anime / gossip...

Mode description: the whole shopping process of consumers entering coffee is divided into three steps. First, it is entering the store. The first time users enter the shop, they need to open the "mobile Taobao app". The scanning code gets the electronic admission code, and the customer puts the cell phone on the top of the authentication gate to start the shopping through verification, and then there is no need to dig out the phone again.

Next is the purchase. Users can pick up any one or more items in the store, or order meals in the restaurant area, which is the same as daily shopping.

Finally, the payment process is completed through a settlement gate. Before leaving the shop, the user must go through the settlement door.

Two, then, what is the imagination and development trend of this model?

The mobile flash shop has been booming rapidly in recent two years. There is a lot of room for imagination. There are various forms of flash shops abroad, and China's flash shop also has its own characteristics.

1, short-term guests, flexible mobile

In the domestic flash store, more than 60% of the operation lasted for 10 days, which solved the pain points of long-term business entities:

Long term operation of the entity store costs high; the electricity supplier is fast and good, and it is a big impact on the physical store; the Internet topic is difficult to bring a sustained profit point for the physical store.

2, shopping mall is the main battlefield.

Unlike foreign flash shops taking the streets as home games, the first choice for China's flash shop is shopping centers. The main reasons are:

The shopping center has a strong passenger flow / crowd accuracy / facilities, and the management of public places in China is relatively strict.

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3, high activity participation

The average flash store has brought 10%-15% growth to the mall.

From the perspective of gathering capacity, what kind of future road will there be? A good flash shop is equivalent to 1 IP exhibitions, 2 theaters, and 6 chain restaurants.

The flash shop has been marinated in Chinese pickle jar for ten years, and suddenly it reaches acid and sweet taste in 16 years and stunned the tongue in 17 years.

How will the future mobile flash store develop? What trends do we have?

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

In the past 2011-2016 years, the brand growth rate of local designers has reached 26%, which has already surpassed luxury goods and fast fashion.

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

It is estimated that 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 2 and 2015, the proportion of flash shops in second tier cities began to grow rapidly and reached 42% by the end of 2016.

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

3, the flash store will lead the operation thinking of shopping center from static to dynamic innovation.

In the era of 5G, with the popularity of VR technology, the brand entity store's function orientation will be completed a new round of evolution. Brand mobility will increase, consumers' attention will tend to be dispersed, and purchase behavior will be fragmented further.

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.

There are more and more players in the outlet. How can we maximize the effect of the flash store?

The mobile flash store business model has been exceptionally hot since April this year, and more and more contestants are coming in.

But most of them just made enough gimmicks and did not have much impact afterwards.

What causes this problem? After in-depth research, I find that many flash shops do not really understand the real needs of users, and can not effectively and effectively obtain user's demand information and sales data.

First, many flash shops do not have a powerful and complete system platform to support real-time acquisition of information and data; two, subsequent marketing is not timely, resulting in limited effect of flash shop.

What does Future Go bring to the new retail store of flash shop?

Chi Xiao future (Beijing) Co., Ltd. is a new retail technology and equipment solutions provider. The English name "Future Go", or FG, means a new trend of shopping in the future.

FG takes the "scenario theory" as the core and supports the new technology as "empowerment" for the new retail business.

Combined with the diversified scenario models, 4 schemes have been designed, involving a variety of new retail scenarios.

The retail location under the FG positioning line is mainly for the four retail scenarios of super convenience stores, department stores, attractions and hotels, providing intelligent retail products and operation services.

Can FG empower flash shop's new retail mode?

FG program two mobile mobile flash store, a new retail mode, provides a complete solution for companies who want to enter the field.

FG program two takes the "FG intelligent retail platform +FG intelligent mobile flash shelf" as the core. The FG intelligent retail platform includes: basic management, marketing system, hardware control management, report management, commodity management, supply chain management, settlement management, face recognition system (selection); FG intelligent flash rack includes: intelligent mobile flash container, LCD multimedia display screen, pressure sensor (selection), AI recognition (selection).

Through cloud platform, SAAS system and block chain technology, we help customers reduce system deployment costs, ensure operational capacity, and provide quality commodity management and upstream and downstream supply chain service capabilities.

FG intelligent flash rack: intelligent mobile flash container, LCD multimedia display, pressure sensor (selection), AI recognition (selection)

Diversified scenarios are deployed in FG smart flash shelving (community, school, pportation hub, business super, shopping center, office building...

)

It extends the business scope of businesses, expands more stores from stores, creates mobile, unmanned or less people, and realizes the shopping scene of mobile business locations.

Basic management: store information management, user information management

FG store information management can help businesses clearly grasp the different shelves of different shopping centers in different areas.

User information management involves user age, gender and other basic information.

Through the store information management and user information management match, we can clearly grasp when and where the shopping information is on a certain shelf.

Marketing system: preferential information push, new product information push.

FG marketing system can timely and correctly push preferential information and new product information to the user mobile terminal to enhance user shopping experience.

Hardware control management: intelligent container management, LCD multimedia display management, AI identification (selection)

FG hardware control management is mainly to open the command control of electronic locks of intelligent containers, including: Commodity shelves, merchandise replenishment, new products replacement, consumer shopping and a series of activities. Secondly, remote control of content display in LCD multimedia display shows that the contents include bar code, two-dimensional code, 3D code, video, text, image, price tag, 3D model, and brush face payment.

Report management: multidimensional (time, commodity) output sales data

FG report management can enable businessmen to clearly grasp various types of sales data from multiple dimensions, such as time, commodity category, area, user and so on, so as to prepare for subsequent merchandise sales.

Supply chain management: purchase and sale management, open up upstream and downstream supply chain, enhance commodity information, and user information circulation.

FG Invoicing management can clearly grasp the information, inventory information and distribution information of the goods.

To help businesses significantly reduce inventory time and cost, avoid overstocking merchandise, and grasp merchandise replenishment information.

In addition, FG will also provide its own industry big data to provide customers with a variety of unattended shelving scenes of commodity shelving grid, and regularly updated updates.

FG supply chain management opens up the upstream and downstream supply chain for merchants, realizes channel flattening, strengthens the relationship between brands and retailers, reduces the price of goods, and helps brands directly grasp the sales data of retail terminals, improve the turnover rate of goods, and enable more users to enjoy quality products.

Settlement management: users pay paction information

A variety of payment options are available, and settlement is safe and smooth.

Finally, we conclude that in the new era of retail sales, the flash store will become the binder of online consumption and offline retail, promote the pformation of new retail, enhance consumer shopping experience, and provide consumers with more diversified choices and consumer needs.

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