Is The Flash Store Really A Lifeline For Brand Activities?

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"This word is familiar to everyone, and some of them are" weird ".

According to the world clothing shoes and hat net, in China, the 2016 flash shop centralized explosion, from the annual hot spot, "dead tea" to

The flash cafe, the flash shop seems to have become.

Do the life-saving straw, think that as long as do flash shop, activities can be successful.

As a result, it has become an upgraded version of various forms of activity.

The activities such as "special sale", "road show" and "market", which are common in shopping malls, seem to have become old events. Instead, they are the flash shops that can represent the trend and the young people. But there are still some activities "changing the soup without changing the dressing".

The main entrance of the brand "roadshow" has always been the gate of Jiu Guang Department store.

In a report released in 2016, RET Rui Yide was very optimistic about the forecast of flash shops.

The number of flash shops in 2018 will be three times that of 2015.

Data source: RET ruyd commercial real estate research center

However, reporters have reservations about this forecast data.

Looking back at the Shanghai news in the past 3 months in 2018, there are no other shining cases except the WeChat flash store in January.

If there is no upgraded version of the game, the effect of the flash store may be ineffective due to the surge in volume.

But it will not be eliminated for the time being. For brands, the flash shop is still the safest form of activity.

Meanwhile, with the replacement of players' needs, the boundary of the flash shop is becoming blurred.

Under the new retail development led by the giant, it is the pformation of the whole industry.

On the other hand, the business department is trying to turn the brand under the collective line; on the other hand, as a "new entrance to the traffic", the shopping mall hopes to introduce new ways and brands, and the conflicts generated many people see business opportunities, and more and more roles are pouring into this lane.

Flash shops may become an important part of new retail development in the future.

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From activity demands to retail demands

After a shot at the tea shop, there were more than a dozen flash shops, but it was difficult to reach the height of tea loss. The flash shop of Internet brands such as know, QQ music and so on could not become the annual topic.

Internet brands have become cautious about flash activities.

Physical brands are more and more frequent in their attempts to flash. Their demands are simple: promoting brands, increasing revenue, and even testing for retail stores.

In the past ten years, the "Amoy brand", which has surged forward all the way, has begun to search for a new way online through the running in of the 2 year's "creation Festival". The domestic IP is not satisfied with selling online only. It hopes to make further contact with fans through offline ways. Hu Xinshu and KOL are also trying to pform and start the layout of the offline business.

After opening the first flash store in Yintai City, Hangzhou, in the end of 2016, uncle Tong once opened a flash store in Beijing and Guangzhou.

The flash shop has been officially tested before entering the line.

But the retail threshold is very high, and the flash store with sales attributes still needs retail knowledge reserves.

Although the electricity supplier system has matured, its knowledge is quite different from that of retailing.

There is a basic principle of Retailing: 5P: products, prices, promotions, locations, personnel, and equally important displays and store visions, all of which affect the buying factors of customers.

The biggest consumer of life aesthetics is "one". It claims to open 100 experience stores in the past two years. But this month, in a flash shop at Xingtai Hui, we met with the embarrassing situation that it was "totally inconsistent with the propaganda".

Messi's department store, which had been slump for profit, made an excellent flash shop answer in Changning last year.

Last year, the perfect display of Messi's department store's flash shop was a good example.

On the other hand, the process of each retail system is different, and the rules are far more than online. Each Internet attribute company is shocked by the complicated department division and process behind the huge system when contacting with shopping malls.

"Flash shop" has become an experimental field for online brand.

But the "language" is not enough, so that the two sides have encountered many difficulties in communication.

From activity to investment demand

Most flash shops choose to land on the mall.

In fact, the retail business has not been very good.

But in recent years, the hyped Internet needs this "super medium", which makes people think that the operation of the shopping mall is generally good.

When it comes to perceiving that consumers have experienced excessive consumption from "buy and buy" to "shopping for shopping", shopping malls have become more appealing to flash shops.

1. how to use new theme activities to gather popularity

Suzhou Center Xing Yue Hui chose to open in November 11th. In order to attract more young people's eyes, it has worked with Pagoo, a social retail store brand, and IP and strong brand with strong social attributes, such as tiger tiger, printing press and so on. It has opened six different social retail outlets in a 1500 square meter space.

Six flash stores in Suzhou center, star Yuet Hui, are opening up for the new opening project.

2., solve the problem of homogenization of shopping malls, and grasp both operation and investment.

In 2017, there were more than 40 new business projects in Shanghai, which could double the number in 2018; the choice of the main business of the commercial body did not expand, and the whole industry could not avoid the problem of "homogenization".

Some commercial bodies began to change in the preparatory stage, and even tried to cooperate with new brands.

TOSHOW is a vertical social app that focuses on cartoonists and enthusiasts. It has produced many creative peripheral products through cross-border cooperation.

In 2016, Tu hand opened a creative flash shop in Qibao Vanke, in addition to attracting C users, this is also the first Internet brand in Shanghai to enter the "flash shop" of real business.

More importantly, they also won the invitation for investment in a commercial real estate.

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There are many cases like this. Conscious commercial bodies are exploring potential investment cooperation through flash shop to ensure the diversification of brand in the mall.

The store is in the flash shop of Qibao Vanke.

Shopping malls were once arrogant giants. Faced with a series of problems, such as consumers' tastes changing, competition pressure becoming bigger and homogenization, they began to take a low profile and strive for pformation.

Their demand for flash shops has changed from a popular gimmick to finding potential long-term business partners.

Of course, like online brands, they need to understand and familiarise themselves with the "language" of these new partners, and they need to adjust to it for some time.

"Professional player" admission to speed up the convergence of the two parties

Behind every emerging industry, there is a role to play: catalyst.

At present, these "catalysts" smell the business changes, and try to upgrade the original company business.

The appearance of the bazaar is approaching the flash shop.

Wood, who started off with the music gourmet market, took the new financing concept after taking the money from the company. They took the block of Chaoyang Joy City B1, and tried to fuse the concepts of flash and market into a region, trying to complete the new consumption revolution with immersive experience.

Source: three tone

It seems to be another way to expand the social carrying capacity of the community.

After experiencing the cooperation with IP, Taobao C store, Internet platform, Wen Chuang Chuang organization, KOL network Hongbo and other different resources cooperation flash shop, the brand Pagoo mentioned above has made many attempts in the flash shop mode, and has formed its own operation mode. They hope to upgrade the flash store to "new retail community store".

Despite the lack of financing, Pagoo has successfully set up a number of benchmark retail stores in Jiangsu, Zhejiang and Shanghai through many years of experience and resource accumulation of PR service providers.

Delta PAGOO is in partnership with the beauty blogger IAMINRED lipstick, a community store in Hongqiao.

The entry of professional gamers gives them a standardized process, which may enhance the overall value of the flash shop.

After all, the efficiency of the market economy is different from each other.

Almost everyone has concluded that new retail is one of the biggest business opportunities at present, and the next breakthrough in traditional retail and Internet.

But at present, no one really knows how to fully integrate these two big industries, and the market does not understand the two party language reserve.

This is also a problem. It is also an opportunity. All parties are trying to become a "link" between brands and shopping malls.

The problems they face are almost the same: screening out the most appropriate online brands; how to correctly match brands and shopping malls; helping online brands plate "retail gameplay" and pferring retail knowledge.

Finally, what is their respective achievements? Whether they are faced with fighting or their own affairs are still unknown.

The only thing to be sure is that the game of the flash shop is being changed, and the activity of pure gimmick will not last long. The mode of commercial profit is the way to survive.

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