Why Are Clothes Brands Busy And Fast?

Whether it is Semir's "best quality house", Staccato's "the most dark shoe store in the world", or the UFO and capsule of Korea's clothes house.

Since the beginning of the year, the local clothing brands have been making efforts in the flash shop, among which there are many brands that have been tried for the first time.

The 8 flash shops of Anta, Semir, Eve, Staccato, TATA, Han Du Yi house and La Beaty analyzed and summarized their commonalities and personalities.

From above, we can see that the 8 flash shops have an area of more than 60-100 square meters, and the duration is shorter, usually less than half a month.

In addition, what does the clothing brand reveal behind its busy rush shop?

Face value is very important.

As we all know, the flash shop has a strong eye catching ability since its birth, which is largely related to its overall sense of design.

A strong visual impact will directly arouse the curiosity of the audience, so as to explore it in the shop.

This is why Adidas giant shoe boxes, UNIQLO Rubik's cube house, H&M sea side container and other flash shops have been on the market.

　

The above 8 local flash shops naturally realized the importance of Yan value and seemed bold and creative in design.

Compared with the usual type of store flash store, the theme of the Korean clothing house is UFO series, which has attracted the attention of the public.

You know, recently, the major social networking sites are occupied by the topic of UFO: Haidian District's Taiping Village in Beijing, Yingze District in Shanxi Taiyuan.

And the Staccato container flash store, known as "the world's darkest shoe store," has 12000 bundles of lasers in which customers wear STACCATO shoes and the lights will be sensed.

At the same time, according to the different shoes that customers wear, there are a variety of lighting patterns.

The French style of La Natsu Bell

Women's wear brand LaBabite La Bates opened this title entitled "crack" girl #PINK PARTY flash shop, pink department runs through the shop.

According to Rui Yide's China flash shop Research Report, 1% of the IP exhibition cost and 100% of the customers' effect, the flash brand itself has a strong promotional power.

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

Linkage offline

It is not hard to find that the above 8 flash stores account for more than half of the 5 companies that cooperate with Tmall.

As a manifestation of Tmall's "station marketing", flash shop has launched a series of initiatives since last year.

According to Tmall lo, general manager of the business platform division, Tmall will focus on the two dimensions of the public domain and the private domain, and help the brand to link up the terminal business online, create a multiple traffic entry, and upgrade all technology experience under the line.

In the field of marketing, Tmall also launched a smart flash store. "Today many brands have a lot of event marketing and activity marketing under the online brand. Through the Alibaba digital technology and big data, the whole flash shop product is fully digitized in the marketing activities of the business circle, and these data can be completely precipitated."

Guo Hui, general manager of Tmall new retail division, introduced.

Take TATA's first smart store in February, which sold 100 thousand in just 2 days, and smart devices helped.

According to the head of BELLE's new retail operations center, every pair of shoes in the flash store has its own ultra high frequency RFID chip.

"When customers pick up shoes, standing on the screen, the chip of the shoe can be recognized by the intelligent system, and the FAB of the shoe will be displayed on the screen for customer reference."

At the same time, the RFID chip also acts as a data collector.

Including SKU to code trial rate, browsing data and so on. For example, "A shoes, during the recording period were tested 100 times, sold 2 pairs", "B shoes, 10 times during the recording period, 0 pairs sold."

After analysis and processing, it can provide a decisive reference for the next step of goods operation.

The emergence of smart flash stores is actually storing energy for intelligent stores, and ultimately helps to maximize the efficiency of brand retail assets.

According to Guo Hui, intelligent stores mainly help brand stores improve digital pformation and improve the efficiency of the whole operation.

Not long ago, the 12 BELLE shoe stores in Wuhan's core business circle as Tmall's new retail pilot began to access Tmall wisdom stores.

On the other hand, the super brand day of Tmall online has increased its peak volume last year, almost 10 times that of the brand's whole network.

At the same time, 30% of the brand pactions reached a "double 11" deal, almost all brands reached the peak of the whole year.

Passenger unit price is also 100% higher than the "double 11".

According to the home Luo introduction, in 2018, Tmall super brand day will upgrade all channels and export a comprehensive new retail solution, making breakthroughs through the 30 day new retail plan.

"We feel more and more that as a brand, when we exceed the biggest event in all the online and offline activities in a year, we must maximize the value of the brand.

We will pform the 30 day new retail plan into a comprehensive super product preheating cycle and integrate a comprehensive new channel and brand new technology.

Finally, it will be the cross domain touch of the crowd, so that the explosive power of super products will be unprecedentedly large.

More emphasis on interactive experience

In addition to the above image presentation and online offline interaction, the flash shop also acts as an interaction with consumers, which is also one of the important reasons for the flash shop to attract customers.

After all, the main consumers now are a group of Internet aborigines. They are away from the major social networking sites. At the first time, they know the latest fashion information at home and abroad. They are curious and are willing to try something new than any other generation.

For brands, they will take the initiative to understand, rather than passive acceptance of brand unilateral pmission.

This requires brand to always understand the needs of consumers.

As a close contact with consumers, interaction can enhance its brand loyalty. It is used more and more frequently by flash stores.

Many of the above 8 flash shops are playing a new height.

BELLE's Staccato is the world's darkest.

The store is also playing with the current social heat platform, which is the most popular in China.

During the opening of the flash shop, the chattering will be launched on the same subject at the same time. In the search of "my T stage, I will show" and participate in interaction, there will be a chance to win 10000 yuan bonus.

A large area of interaction can also be seen in the "#PINK PARTY" and "Semir's" live room.

Cotton car, doll machine, mobile phone shell DIY area, cake table, net red picture card and sea filled pool filled with pink panther.

Fabric interaction experience, cotton and hemp manual workshop...

　

　

In setting up flash stores, brands can get rid of the fetters of shelves and express the brain cavities that they dare not think of in the flash shop to meet the needs of consumers' personalized experience.

Clothing in recent two years

The brand potential energy presents a downward trend. The traditional one-way brand promotion mode is more and more unable to attract customers, and the failure to maintain the brand vitality index means weakening and aging.

The essence of the flash store is far less than the marketing value. The flash shop is the best form of brand interactive marketing. The flash shop can provide a very effective carrier for the topic and interaction of the brand.

The normalization of brand promotion means, but the space and time scarcity and creative inclusiveness of the flash store itself have a very positive significance for reshaping the brand image of clothing brand, activating customer concerns, strengthening customer participation, and upgrading brand to the accumulation and optimization of customer assets.

But for the flash shop, apart from its positive side, with more and more brands trying to flash shop mode, the general application of the flash store itself will reduce the curiosity of customers, and the investment threshold of the flash shop will also be higher and higher.

Although it is a good means for the diversion function of the flash store itself and the online entry, it is also a huge challenge to the brand whether the online itself can satisfy the expectations of the flash shop customers.