Visiting Huaihailu Road Again, You See The Young Tide Card Is Awakening The Hundred Years Of Huangpu Commercial Street.

In the new era of shopping and consumption in Shanghai, Huaihailu Road is exploring and upgrading with a new, fashionable and young people's favorite "tide" approach.

Huaihailu Road is the representative of modern Shanghai.

However, with the Internet and globalization, Huaihailu Road was once in the doldrums a few years ago.

Huaihailu Road's upgrading and pformation has become a hot topic.

Now, if we visit Huaihailu Road again, we will find that it may be in pition.

From the South Shaanxi road to the East, all kinds of tide cards and the world's first stores and flagship stores are increasing.

On weekends, young people are on the move. There are queues at the door of some tidal shops.

In the new era of shopping and consumption in Shanghai, Huaihailu Road may no longer be a dignified and dignified tradition. It is exploring and upgrading with a new, fashionable and young people's favorite "tide" approach.

The pformation of traditional department stores and the arrival of flagship stores

At 3 p.m. on Saturday afternoon, from the 8 exit of the MTR mall, Huaihailu Road people came and went.

Under the sun's rays, the dense young people stepped on the broken bricks along the street and disappeared at the end of the field.

Patch nails, tassel jeans, mirror toads...

The trend symbols come and go, intertwined at the traffic lights intersection, become a landscape in each other's eyes, and pass by in the eyes.

The women carrying their bags look at each other's costumes and turn their heads around.

The tide dresses with fashionable clothes and walks past a fan in the flagship store window.

The vitality of magic capital seems to have returned to this very famous commercial street.

Now the Huaihai Middle Road, especially from Shaanxi South Road to Ruijin two road, every time the rest time of clear air is thousands of miles, young people flock together, and the shops on both sides unconsciously change the old appearance, and the international fast fashion and sports brand are gradually gaining the upper hand.

These years, Benetton, C&A, H&M, ZARA, UNIQLO, Arthur, Nike, Nike, Adidas, Andrea, FILA, a round of brand names.

Two hundred Yongxin, a state-owned store on the Huaihai Road, has pformed itself into the flagship store of UNIQLO.

The old Oriental commercial building has been pformed into "Huaihai 755", the flagship store of Muji.

When Muji was opened, queuing up for 1 hours before entering the shop became almost a conversation in the streets.

Now on weekends, we can see young faces lined up.

The adjustment of traditional department stores, the tide flagship flagship store is stationed.

Is this the way to pform Huaihailu Road?

Since the 20s of last century, Huaihailu Road, once known as "Xia Fei Lu", has always been a symbol of modern Shanghai.

Countless film and television literature extends their romantic imagination of Shanghai on this road.

After the reform and opening up, the time-honored brand and many special stores built up the commercial charm of Huaihailu Road.

Harbin food factory's butterfly crisp, the city's famous Zheng Zhang washing and dyeing shop; the long history of the Syrian tea house; the famous local specialty shops; every festival full of women's supplies shop and so on.

In 1995, the Huangpi South Road station and the Shaanxi South Road Station of Metro Line 1 were opened.

Then the north and South elevated through Huaihailu Road.

In 1996, Parkson and Pacific department stores opened one after another, and a new golden age of department stores opened in Huaihailu Road.

It has always been the representative of Shanghai fashion and Shanghai shopping, and the commercial street of consumers all over the country.

The top international brands are also crowded with Shanghai's original brand names serving local residents. They are bustling and luxurious in the front streets, and low profile and interesting in the rear alleys.

Until the time comes to 2013.

Since that year, the entity shops and department stores have been hit by the electricity supplier.

From that year, the empty pavement tide on the Huaihai Road began to be noticed.

Nowadays, almost every year, Shanghai has enthusiastic CPPCC members and deputies to the heart of Huaihailu Road. "More than 20 proposals a year are about Huaihailu Road."

An old employee of Huaihai group sighed, "every move in Huaihailu Road, the media are highly concerned, and we are not under a lot of pressure."

Huaihailu Road's next step is to take the whole city's eyes and expectations.

After 90, the passenger flow is coming. This section of Huaihailu Road is very young.

During the interview, Xu Jun pointed out the window and said, "there's a row of luxury watch shops across the street. There are few people in the street. Now it's a fashion shop. Obviously, there are more young people."

Xu Jun is the head of SONY flagship store. SONY has been on the Huaihai Road for 10 years, accompanied by its ups and downs.

In June 2010, when Xu Jungang just entered SONY, he remembered that the shop was selling laptop computers.

During the winter and summer holidays, young people came in.

From time to time, the number of customers who bought the computer was reduced, and the number of people in the whole Huaihailu Road was also reduced.

SONY seeks pformation, notebook business withdraws, digital video becomes the focus.

The most desolate thing is winter, and there is no walking figure outside the shop.

Occasionally there are middle-aged and elderly customers who come to buy SLR cameras and TV sets.

The change took place in the past two years.

Line 12 has been opened, and Huaihai Road at Shaanxi road has become the 3 pportation hub linking the subway lines.

The western neighbour's shopping mall has brought up a large number of high-end and elegant consumers. The flagship store of Eastern UNIQLO has attracted a lot of young people, plus the opposite, the sports brand has opened one after another.

From the store observation, the proportion of young customers increased dramatically.

When the game PS4 started here nationwide, there was a long queue at the front of the store.

Since then, VR virtual devices are starting, PS games are starting, and some sports equipment such as wireless Noise Cancelling Headphones are attracting young people to stop.

Now, on the afternoon of the two-day weekend, this shop is crowded with people and is watching each other through the glass doors on the roadside.

Customers carrying luxury bags buy full frame cameras. Young people from the UNIQLO flagship store buy Sports headphones. Fans wait for new releases.

Outside shops, there is no longer only middle-aged and elderly customers.

Last autumn, the Shanghai Tourism Festival and shopping festival brought a large number of foreign tourists to the Yangtze River Delta, and most of them came to buy high-end TV sets.

A Changzhou customer said that the high-end models of the local TV set are not homogeneous and difficult to compare.

The flagship store on Huaihai Road is the first SONY store in the country to fully display the TV lineup.

As an "old tenant", Bobbi and ZARA on the Huaihai Road opened and closed, and saw that K11 was coming up from the ground to bring about the topic. Seeing that people from the world trade center and UNIQLO were coming and going, the fashion shops began to gather together.

"After 90 passenger flow, in recent years, I feel that this piece of Huaihailu Road is particularly young."

Xu Jun said.

The shop that Huaihailu Road wants is just like that.

Everyone passes the Huaihai middle road Gentle Monster (hereinafter referred to as GM) stores, will not consciously slow down the pace, curious look.

In the window, golden sands, motor fans, and slow moving heads of mechanical insects form a peculiar picture in metal, wood, switch and lamp.

On the 3 floor, in a dark space, there were only a few wooden boats across, and the scarecrow reflected the lights on top.

There are only a few rows of glasses, which makes people realize: Oh, it turned out to be an optical shop, not a post Museum of Contemporary Art.

As the brand established in 2011, GM has become the "unicorn" of fashion industry.

Shanghai is the third flagship store it has opened in China.

Rather than an optical shop, it is a curator shop and mini Gallery in social media and new retail era.

A few years ago, faced with the low level of Huaihailu Road, the owners of Huaihai group introduced GM flagship store in Shanghai.

The person in charge recalled that at that time she could hardly explain to people what kind of brand it was and what kind of shop it was.

Many industry peers and leaders were at a loss, saying they had never heard of it, and the brand was almost shut out.

In 2015, without much publicity, GM opened in Huaihailu Road.

At that time, the shops were empty, and even the branding merchants themselves had never expected that the first day of business opened, a large number of young people were queuing up excitedly at the gate, and the sales volume exceeded 600 thousand yuan a day, reaching the next month's performance of the next shopping mall.

Since then, on every weekends, GM has lined up to become a scene in the middle of Huaihai Road.

A young retail store not only has the strength to get 3 storey paved surfaces, but also can afford the rent of luxury brand stores.

The storefront changes its theme once a month, which not only brings popularity and sales volume to Huaihailu Road, but also brings vanguard art and cultural image.

Therefore, from GM, Huaihai group's investment focus is on independent design and tide brand line.

For example, the American baseball league sports brand MLB, only a limited edition of some designer brands.

They are low-key, narrow and young. They are almost unheard of by people who do not know, but are attracted by the unique culture and sense of design.

Now, whenever people ask, "what kind of store is the future of Huaihailu Road's pformation?" the answer of Huaihai group is to see the flagship store of GM, just like that.

But the person responsible for investment says that the biggest problem at present is probably not the recognition of the consumers but the conceptual pformation of the whole society. For a long time, we all define Huaihailu Road as "elegant fashion", but in this new era, luxury is not necessarily the only luxury.

From luxury goods to the world's first store, flagship store, and even new experience store and tide shop.

This is the core of the new round of physical store recovery and the future feature that Huaihailu Road must seize.

Conventional

Retail and cosmetics are not only available in all major business circles in Shanghai, but also available online.

Nowadays, young people are looking forward to seeing more novelty, novelty and interesting things. Nowhere else, they are alone in Huaihailu Road, Shanghai.

In this way, they will go out in the Internet age and go downtown to Huaihailu Road to "cross the road".

To this end, Huaihai group wanted to introduce some young people's favorite technology brands, such as the alien computer, and the result was not negotiated, and the other side settled in other business circles.

For example, the Mercedes Benz comprehensive experience shop has also come to the door, and the result has not been discussed.

There are many reasons for not talking about it, but there are still many people who think that notebooks and car shops should not be the format of fashion Huaihailu Road.

In any case, from the downturn, the tide line seems to prove that the direction of pformation is right.

I hope the brand will grow and radiate in 35 years.

By the end of 2016, LINE FRIENDS Huaihai flagship store opened.

The three floor dream small building, the huge pink bear hanging on the facade and sprouting the passers-by, was described by netizens as "pink and tender."

Unlike previous stores, the LINE FRIENDS Huaihai flagship store introduced the concept of boutique for the first time.

As soon as we entered the gate, a huge 3 metre tall giant bear bear doll appeared, and a portrait of a hill was hung on the wall.

Qiu can "use" fashion magazines, make-up tables and bow ties to ignite pink girl hearts.

The 2 layer theme cafe is a carefully constructed street. The Brown bear "barber shop" themed room is described as the "Photo Gallery", and it can't stop.

On the 3 floor, the Brown bear's theme room is full of paintings and books. Customers can sit down here and enjoy the afternoon tea.

This is a trend shop where girls do not want to come in, and there are long queues at weekends.

However, when Yimin group first introduced the brand, it encountered new challenges: LINE FRIENDS sold not only retail but also coffee and desserts.

Because it is the old house on Huaihai Road, the structure is "congenital deficient", which makes fire and food safety procedures encounter some difficulties and challenges when dealing with it.

The responsible person describes that every examination and approval session of the store is like "playing the customs and closing the Customs at the same time."

The process of twists and turns, once let the other side want to retreat.

After all, it is no longer a problem to enter any big shopping mall.

The branding parties frankly say that they like the street store in Huaihailu Road because "only here is the historical sense of Shanghai's old house". If it is replaced by any new shopping mall, the unique taste will disappear.

Finally, through the coordination of functional departments such as the Huangpu District leadership and the District Commerce Commission, the store finally appeared in Huaihailu Road.

Yimin group's investment director said that from 3 years ago, the empty shop tide in Huaihailu Road was not only full of rent, but also merchants queued in to enter the market. The trend of Huaihailu Road's temperature return was clearly visible.

However, this round of adjustment is not money can be settled, "we have a sense of historical responsibility, and strive to turn the advantages of resources into the first entry, experience oriented, headquarters brand tilt.

It should be the better brand, the more resources we enjoy, this is Huaihailu Road.

For example, at the intersection of Sinan in Huaihailu Road, a more than 700 square meter empty shop was once vacated, and a home brand was very interested, indicating that it was used for exhibition hall and no sales pressure.

The most welcome one should be such a tenant, easy to save money.

However, Yimin group finally "asked for it" and rented the store to an innovative ice cream brand store.

Originally, the ice cream shop wanted to make the Chinese version of Starbucks.

They not only sell ice cream in the shop, but also display the production process and promote culture, hoping that the shop will become the leading ice cream indoor theme park in Asia.

Similar to Starbucks bake shop, this is a new cross boundary fusion shop, which needs to break through many policy barriers.

The responsible person said that the current Huaihailu Road investment standards set by the group can be summarized as five new ones: new format, new experience, new brand, new mode, new function, giving others a reason to come to Huaihailu Road.

She hopes to grow together with the brand that has ideas in the future, communicate well with ideas and ideas, and discuss how to put them on the Huaihai Road, thus manifests the unique value.

"I hope that in the next 35 years, some brands will grow and radiate, and Huaihailu Road will welcome new brands and constantly replace fresh blood."

The person in charge said that such a Huaihailu Road would become the trend of Japan's new Shinjuku incubator.

The pformation to tide brand is the only way for Shang street.

Unconsciously, Huaihailu Road now has several "flagship stores of the world's largest / China's first".

There was such a shopping strategy on the Internet in Huaihailu Road:

The first stop is to go to China's first LINE FRIENDS flagship store.

The second stop is Gentle Monster flagship store.

The third stop, the whole Nike brand experience shop, complete series of running shoes.

The fourth stop, the five storey building and the large Adidas flagship store basically include all the stars.

The fifth stop is Under Armour, the second flagship store in the world.

The list also includes TIFFANY&Co flagship store, China's first Victoria underwear flagship store, and UNIQLO concept store.

There are also many shopping malls, such as the Muji flagship store in the 755 shopping malls of Huaihai, the first brand Cafe Vivienne Westwood in K11 shopping mall, the only 1921GUCCI restaurant in the world trade mall.

And K11, ring trade and so on, itself is also worth visiting for a long time.

In fact, as early as today's pformation of Huaihailu Road, Xintiandi began to explore young trends and design culture many years ago.

Zhang Liangjun, general manager of Xintiandi, explained: "no commercial street is going to be younger."

Design this step.

High end luxury goods are difficult to form atmosphere and popularity. Transformation is the only way for a business street.

But for Huaihailu Road, the time and energy behind the pformation of shops along the street are much larger than the internal collective investment of a large shopping mall.

Almost every shop along the street needs to take all the investment and approval processes from beginning to end, and it does not calculate the additional troubles caused by the experience of innovation.

The first floor of Huaihailu Road is also the scarce resource of Shanghai city. What brands can be settled and what needs to be supported? What can be eliminated? What is the proportion of consumer activities on Huaihai Road? What is the proportion of catering?

The good trend is changing times and renewing ideas. More and more people no longer think that elegant fashion is the same as luxury goods.

Correspondingly, in the pitional Huaihailu Road, there is an urgent need for a mechanism that adapts to new changes and crossover.

The reason why Huaihailu Road is Huaihailu Road does not depend entirely on the revitalization of the big market.

The unique charm of a street is reflected in rows of shops along the street.

Looking ahead, the old section of the western section of Huaihailu Road is still in line with the majority of the middle-aged and the elderly. The commercial section of the eastern section has not yet regained its glamour, but this old commercial street is revived in a new position.

It becomes more youthful, lively, more fantastic, and more limitless. It also needs patience and support to wait for its growth and pformation.