Guangzhou K11 Huan Xin 32 Brands%ARABICA And 73Hours Are Coming.

The K11, which pioneered "Art + commerce", was launched in Guangzhou last March 31st. From art, design to green fashion and technology, it brings new consumption patterns and punch points to the public. At the same time, Guangzhou K11, which has been appearing for more than a year (opening time: 2018-03-31, has signed 138 brands), has been in a state of "dynamic adjustment".

The number of brands has increased from 100 in the early stage to 123 at present, most of which are the first stores in Guangzhou.

In 20 months, there were 32 new brands and 13 brands.

A total of 9 domestic and foreign art exhibitions and arts and cultural events were held. During the exhibition period, the passenger flow increased by 50%.

20 months to "change" 32 brands

%ARABICA (demand area: 60-150 square meters, has been stationed in 5 shopping centers, plans to open 10 this year), scrape together hot pot, HEFANG has come.

From the point of view of the withdrawal of stores, more than a year, about 13 brands have been closed, and more than half of them are located on the B1 level, mainly catering and retail formats. The reasons for the withdrawal are due to "acclimatization", or because of brand development strategy adjustment or poor management.

Take MONtoSUN as an example, the new brand was founded at the end of 2016, and the product was dominated by young women's shoes. The store was once opened in a number of mainstream shopping malls, such as Guangzhou K11, Zheng Jia square, Beijing Sanlitun, Shenzhen coastal city and so on. In 2019, after many discount promotions, all stores were shut down due to poor management, and its Tmall shops also had the words of suspension of business due to brand adjustment.

The new brand 27Fruit. licorice fruit has similar "encounter". Some consumers said, "the brand is priced too high and fruit is not free." Therefore, in the first half of this year, 27Fruit. licorice fruit has closed all the stores in Guangzhou, and has said that it will no longer expand the brand line. Guangzhou K11 original 27Fruit. location update is introduced into pear mountain belonging to pin road.

Looking at the newly introduced brands, PUMA, China Lining, Dajiang, cunning chafing dish, tea break,%ARABICA and so on are all young people's favorite brands. It is worth mentioning that there are still some new forms of "new faces" in the new brand, such as the new retail store / supermarket of wo Xi you, Bazaar and so on.

With the introduction of these newly introduced brands, the total number of K11 brands in Guangzhou will increase from 100 to 123. Through effective interaction between cultural creativity and business, Guangzhou K11 said, "it has established an effective way of communication with millennial consumers and transformed them into loyal fans of brands to achieve effective value-added business."

9 exhibitions of art at home and abroad

97% consumers: enhance their interest in Contemporary Art

Establishing a communication mode with the millennial consumers and creating a multicultural commercial space is the most important part of the K11 operation strategy in Guangzhou.

More than a year after entering Guangzhou, Guangzhou K11 has brought 9 exhibitions at home and abroad, including the exhibition of the works of Tanaami Keiichi, a Japanese avant-garde artist, Katharina's Grosse, "the murmur of clay", the first exhibition of Southern China, the Chinese avant-garde artist's milk powder Zhou and Southern China's first graffiti art exhibition.

In addition, K11 has created an original open learning platform, the K11 Culture Institute, offering distinctive courses and art shops, promoting art culture, life design, healthy living and catering art, and bringing art, design, architecture, sustainable development and other elements into the daily life of customers.

Since its opening, the K11 School of culture has worked closely with hundreds of Chinese and foreign super tutors, and has worked together with hundreds of merchants and institutions to develop courses. For example, we have launched a series of courses with twenty-four local family members, including the "Linda" and the "local family", and the "LUN" VILLE embroidery workshop.

In terms of marketing activities, Guangzhou K11 also actively organizes creative and cultural activities that attract the eyes and absorb powder, covering cultural and cultural forms such as music, fashion, humanity and nature, so as to arouse consumers' curiosity. For example:

To create immersive music experience space with joint shrimp music and launch the first album of brand cooperation.

The joint Tencent musicians jointly organized the "Jazz Like That" Jazz Festival.

The "Color Runway 2019 spring summer fashion conference", which is jointly established by many international fashion brands.

Joint two international art teams and more than 10 cutting-edge designers and creative designers to create a design month "weird beauty".

In the endless art nurture and training, it can be said that Guangzhou K11 broke the sense of distance between the masses and contemporary art, so that the appreciation of art exhibitions became one of the lifestyle of Southern China consumers.

Of the 392 visitors who visited the K11 exhibition in Guangzhou, 97% of the audience said, "after watching the K11 exhibition, they are interested in contemporary art."

For 4 months, the PINK UP powder star roaming season is about to start.

In the coming November 29th, Guangzhou K11 will take 1st anniversary as a starting point to create a new exploration journey on the way of "cultural retailing". The theme of the "pink star roaming season" is about to start. It is understood that the event lasted for 4 months, including three chapters of art culture, play and pink fashion.

The highlights of this event include life rhyme, music lighting installation and the first exhibition of "the dream of Eden".

"Life Yun" music lighting device is made by Scale, a French pioneer artist team, which is customized for K11. It integrates art, music and technology, and can control the rhythm of the pink lighting device by the piano.

From November 29, 2019 to February 2020, customers can experience piano interaction in a limited time, break through the secondary walls, and experience infinitely changing and endless exploration in the pink planet, creating their own music light rhythm.

And on the opening day of November 29th, the famous piano goddess Gina Alice will come to the scene to open the music and lighting device "life Yun" with melodious music, and witness the transformation of Guangzhou K11 into pink planet.

Another blockbuster event, Holland Joseph Klibansky pioneer Asian artist Dreams of Eden, will be officially opened in December December.

At that time, as one of the representatives of the artist, the self portrait of dreamer, which was exhibited in the parallel exhibition of Venice Biennale in 2017 and the Museum Square in Amsterdam, will debut in Guangzhou K11.

In addition to the sculpture of up to 9 meters in the K11 Simon entrance of Guangzhou, the audience can also enter the arena, explore the illusion space created by artists in different floors, and explore how the self finds an interesting balance in the unstable structure of phenomena and essence, vision and psychology.

Since its appearance, Guangzhou K11 has brought many fresh and interesting experiences to the Southern China region. Through a variety of Arts, culture and consumption experiences, Southern China has formed a unique memory in the minds of millennial consumers. "The future will create more diverse experiences that can resonate with the Millennials." Guangzhou K11 said.