Shop Asia'S First FAO Toy Flagship Store Ushered In Experiential Iteration

Once the agent of Lego, Wan Dai, Chi le and other brands introduced to China, Kay know music has made a big move. This is the introduction of the 157 year old brand FAO, an international veteran toy store, to Schwartz.

And in the Beijing CBD landmarks of China World Trade Center, the heavy capital has built an area of more than 2600 square meters of Asia's first FAO Schwartz flagship store.

FAO Schwartz is a famous toy shop in the United States, famous for its high quality. It is almost a must for every toy lover who travels to New York.

This long journey has preserved the sense of vision of the original flagship store in New York, and made a customized upgrade to China.

The panoramic scene of FAO Schwartz flagship store in China World Trade Center and the meticulous polishing of the experience will not only refresh the experience of domestic consumer toy consumption, but also arouse the domestic toy retail players' re thinking about the core of toy retailing.

2600 square meters toy Empire buys toys as a luxury experience.

Once close to China World Trade Center mall, it is hard not to be attracted by the appearance of FAO Schwartz.

The prominent signs, the "golden brick" wall, and the smiling face clock of the main gate are said to be called "Mr. Klauk" in English, and the English name is "clock".

All these indicate that we are about to enter a world full of children's fun.

Pushing into the door, accompanied by a classic FAO bell that reminds people of Alice's Adventures in Wonderland, opens a toy Empire trip.

The FAO Schwartz flagship store in China World Trade Center has a total of 2600 square meters, and exquisite scenes make it look like a toy empire.

The main vision of red and gold runs through, perhaps a luxurious and dreamy childhood.

As the "Mr Klauk" spare parts gear also appears frequently, perhaps can reveal the toy Empire to the adults here "good intentions", these all over the field of gear should be to bear the time to turn the clock back.

Here, even the service personnel have become the appearance of the tin soldiers in Green's fairy tales.

FAO Schwartz is worthy of being an old brand of international toys.

On the first floor of the shop, the SWAROVSKI, known as "crystal master", is displayed on the first floor, a specially designed crystal sports car and a FAO soldier with a water drill. The crystal sports car is worth 299999 yuan.

There is also Lego Certified Master Andy Hung specially created modern pop art mosaic wall.

These can all be friends circle punched hard currency.

The match with the "big" of 2600 square meters is the "whole" of the toy category.

From the toys of plush toys, dinosaurs, Lego, Bobbi, and other classic hot toys such as Disney, toys from small babies to toys for adult collection, nearly more than 50 high-quality toy brands are assembled here, many of which are also the first in Beijing or the whole country.

For example, Beijing oat base, there is a "treasure of the town store" shipped from Japan, Cero Altman's true body luminous model. The national LOL surprise doll display area can not only see the LOL big house that has not yet been sold, but also shows many rare or even out of print dolls.

Distinguished from the traditional toy store in China, one of the big features here is full of technological interaction.

One of the classic experience areas is the floor piano, walking on the top, where the piano waves.

It is said that Tom Hanks, the movie star, jumped the classic fragment of "floor piano" in the movie BIG, which was filmed at the flagship store in FAO, New York.

In addition, Mr. crook (that clock) can be awakened by turning the handle, and the full sensory experience of driving rocket's rocket bin.

Not only in the public space there are many such interactive settings, each toy brand is also experiencing the effort.

For children's painting, Crayola, in the shop area, not only has a whole crayon rainbow wall, but also a large interactive game screen.

Children can assemble remote control cars on the track, pick out favorite parts, colors, wheels and designs, etc. DIY a exclusive racing car, dinosaurs and somatosensory interactive devices.

Pay attention to consumers' emotional appeal, domestic toy retails usher in experiential iteration

Toys are not only a commodity, but also a companionship and witness of growth. Especially in today's fast-paced life, toys have become one of the most difficult ties of family emotion.

Therefore, toys themselves have strong emotional appeal attributes, and domestic consumers and even businesses may have more cognition of toys in the past, so the function of toy stores is only a shop for a long time.

Now in China, this emotional attribute of toys has ushered in an excellent opportunity to release.

On the one hand, China has ushered in the upgrading of mother and infant consumption. Chinese consumers no longer satisfy the pursuit of the quality of toys, and have higher requirements for experience.

On the other hand, both traditional display shops and electronic business platforms can not fully satisfy consumers' need for in-depth experience and emotional connection.

Kay Chi also grasped such an opportunity to cut in at the right time.

From FAO Schwartz's flagship store in China World Trade Center, upgrading the hardware infrastructure and changing the experiential service of the store is an important marketing strategy for Kay know.

FAO China World Trade Center flagship store presents visually the image of a toy Empire, which subverts consumers' traditional impression of toy shops selling toys.

Moreover, through careful scene creation and experience service, consumers can be more indulged in it, so as to deepen the emotional connection between the toy store and consumers, thereby enhancing the viscosity of consumers.

And behind the scenes and experience stores we see is the concept of deep development focusing on products and emotional appeals for consumers. This should also be the core of the pformation of China's offline toy retailing industry.

Kay Chi Lok and the old hands of the state also provide opportunities for China's consumption upgrading to integrate with the international market.

"The introduction of FAO Schwarz to China is enough to show that we are optimistic about the potential of China's economic and market development," said Li Chengyao, chairman and chief executive officer of Kai Chi Le International Holdings Limited.

Convinced that the demand for quality toys by families and young people is an important move for Kai Chi Lok's strategic upgrading to experiential retail.

I hope that through our bridge, our children and friends can experience the trend of the new international fine toys.

Kay knows that it will open another flagship store in China with FAO and open more medium-sized stores in many cities.

Summary

The well-known Chinese agent Kay Chi Lok joined hands with the old international brand FAO to build the flagship store in Asia, and then contacted the flagship store of Lego, the world's head toy brand, to land in Beijing and deepen China's layout.

The potential of China's toy market is self-evident.

It is understood that at present, the scale of China's toy market is about 80 billion.

From a global perspective, under the background of the two child policy, the number of children in China and the growth space of consumption growth are dominant.

However, if the overseas market is benchmarked, the average toy consumption in China is only 24 US dollars, far below the average consumption level of the mature market.

There is much room for growth in toy sales and prices.

Faced with such a huge growth space, experiential retailing may be the golden key for toys to open the door to the future.