Under The New Retail Mode With Chinese Characteristics

Hangzhou City West Yintai city's excellent underwear flash shop

According to the world clothing and shoe net, last weekend, a small "atrium storm" was launched in the small atrium of Yintai City, west of Hangzhou.

Here, Taobao underwear goes hand in hand with 7.

The brand has built a "Pandora magic box" underwear flash shop with 7 exclusive theme colors.

And these 7 underwear.

They are all online brands.

In fact, this is not the first time online brands have tried to play "flash". In the past two years, many online apparel brands or net red IP products have been through "flash shop" in the form of "blind date" with shopping centers.

Under the new retail wave, the "flash shop" mode is no longer the original appearance, but instead becomes the online brand that wants to enter the crowd under the line, and strives for novelty.

The way of marriage before marriage.

Online brand, net red IP flash shop

New interactive mode favored by shopping malls

Following the first immersive underwear exhibition opened in Shanghai in October last year, Taobao underwear once again joined the 7 iFashion underwear brands on the platform to the next line, and opened a 5 time limited theme store, the Chao underwear store.

The choice of the foothold is the Yintai member, who is closely related to the Alibaba, Hangzhou Yintai city.

Chao AI excellent underwear store is not just like a traditional flash shop, it's just a static display. It's more interactive. It can be a gift in general.

Each underwear brand has an exclusive seal, so long as each brand area can produce its own photo or real photo, it can get a seal. If you collect 3 seals, you can get a gift in the central exhibition area. If you collect 7 seals, you can go to the iFashion "lewd doll machine" to grab the small box, and the gift of the silk eye mask, French Bralette, lace briefs and so on is hiding in the small powder box.

In fact, today's online brand and net red IP's flash store is not hard to see in the shopping center. At the end of 2016, the net red IP "Uncle Tong" opened a 18 day flash shop in Yintai City, West Lake.

At that time, the flash shop built a constellation paradise with the decoration of girl style and the props of various constellations.

"Compared with the traditional sales mode of the flash shop, the flash shop mode with interaction and sense of experience is more popular with shopping centers," Chen told the reporter.

At the same time, the shopping center will be quite tolerant of the rent of the site.

"Leaving and leaving" is a major feature of the flash shop. The "improved version" flash store, which is originated from online brand and net red IP, also follows this rule.

The difference is that although the flash shop is withdrawn, the story of the brand side and the shopping center may be "not yet to be continued".

Ms. Chen of Yintai City, west of the city, said that if the effect is good, the shopping center will also welcome those online brands and net red IP that have made flash stores to become merchants.

A flash shop with Chinese characteristics

Offline test under new retail mode

Many of the foreign flash shops are in the busy streets, and they often play the big international cards.

Therefore, the decoration of these flash shops is mostly luxurious and exquisite, like a gorgeous temporary exhibition hall.

But the online brand and the net red IP flash shop, which are opened in the shopping mall, are different from the big brand flash shops.

"Under the tide of new retailing, online brands have been able to get through the offline channels, but online business models may not be applicable online. They are not sure whether they will be acclimatized to those brands that are born or grown online."

Wu Di, general manager of the T3 communication agency, who has created flash stores for many brands, told reporters: "compared with the direct line of business, the flash shop mode has made a relatively small attempt for these online brands."

Wu Di said: "in fact, the essence of this flash shop is the new retail attempt on the line to the line. Therefore, compared with the flash shop, I think it is more appropriate to call it a" community store ".

Because online brands run their own fans communities, brands are trying to introduce their online communities under the line.

In a limited period of time, the brand can consider the feasibility under the line according to its own business situation, and the shopping center will decide whether to accept it through the performance of the flash shop.

After all, online brands are directly assigned to long rents. If they do not agree with each other, they will be hurt either by shopping centers or by brands.

Taobao underwear also said: "this activity is not only a new retail attempt from Taobao to offline, but also by brand users who want to experience users' feelings through the real interaction and experience of flash shop, so that consumers can immerse themselves in the tide of Taobao underwear and feel the excellent quality of Taobao underwear."

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