The Allure of Pop-up Stores in China
Gucci Garden Pop-up Exhibition - @GUCCI
In China, due to the rise of e-commerce platforms in the past decade, people's shopping habits have gradually changed from offline to online shopping. Compared with ordinary retail stores, online shopping usually presents more convenient shopping methods, more product choices, and a wide range of special discounts and vouchers reserved to online shoppers. These facts forced offline retail stores to enter a business model transformation: how to make the offline shopping experience more attractive has become the first task for major retail brands.
在中国，由于近十年来电商平台的崛起，人们的消费习惯已从线下零售店购物逐渐转变为在线购物。在线购物比起普通零售店有着更加便捷的购物方式、更多的商品选择、更实惠的价格优势。这不禁让线下零售店进入一个商业模式的转变，如何使线下购物体验变得更加吸引人，变成了各大零售品牌最先解决的难题。
Prada Symbols Pop-up in IFC Shanghai
The pop-up shop increasingly presented itself as an interesting solution for the success of the offline retail. A pop-up store is a temporary shopping experience created by the brand, usually inspired to the brand’s latest products and style. Unlike ordinary retail stores, brands will plan a fixed period for their pop-up store opening, mostly ranging from a few days to a few weeks. Since 2015, pop-up stores have sprung up in China. International luxury brands such as Gucci, Burberry, Fendi, and Bottega Veneta have built their unique pop-up stores in major first-tier cities in China.
而快闪店，就是解决问题的方法之一。快闪店是品牌打造的一个限时购物体验，通常来自于品牌最新的产品与设计的启发。不同于普通的品牌店，快闪店在开张前就已经规划了营业时长，一般从几日至几周不等。而从2015年开始，快闪店在中国如雨后春笋一般，国际奢侈品牌例如Gucci，Burberry，Fendi和Bottega Veneta都曾在中国各大一线城市打造其独一无二的快闪店。
Versace Pop-up Store at Shanghai Plaza 66
That's because the pop-up store not only highlights the brand’s characteristics but also reflects the brand's ability to sell through multiple channels, thus reinforcing the ever-essential omni-channel capabilities and reach. First of all, since offline shopping has been strongly impacted by e-commerce platforms, brands need to find breakthroughs to attract offline customers, and the pop-up store model has proven itself to attract customers because of its appealing novelty form. Secondly, brand image and brand influence are the two most important selling points for international first-line luxury brands. In the huge China’s market, pop-up stores can be opened in crowded shopping malls or plazas to increase brand awareness. In addition, some brands that only sell online can be closer to the consumers by setting up a physical pop-up store to showcase a limited selection of products. Based on the success of its global online shopping store on Tmall in China, Urban Outfitters opened a pop-up store in Xintiandi Nanli Plaza in downtown Shanghai in 2019, displaying carefully selected products from its best-selling items
那是因为快闪店除了彰显了品牌特征，更体现了品牌在中国市场内多渠道销售的能力。首先，由于线下购物已经受到电商平台的强烈冲击，品牌需要寻找新的突破口来吸引客流线下消费，而快闪店这个模式会因其新奇的形式吸引消费者。其次，品牌形象与品牌影响力是国际一线奢侈品牌最重视两点，在中国这个庞大的市场，可以将快闪店开在人流密集的商场或广场，提升品牌知名度。除此之外，一些只有线上销售渠道的品牌可以通过快闪店的形式，拉进与消费者的距离。Urban outfitters基于在中国天猫全球网购店的成功，于2019年在上海市中心的新天地南里广场开设一间快闪店，展示旗下最畅销品牌中精心挑选的商品。打造与中国客户在线下加深互动的新方式。
Urban Outfitters in Xintiandi
@FENDI - Weibo
The pop-up shop also has a variety of operating methods, which can be a brand pop-up retail display space, a limited art exhibition, and even cross-border marketing as demonstrated by the many fashion brands recently opening up cafes. There are also no restrictions on location: museums, shopping malls, squares, cafes, and other venues are all suitable spots. What’s more, brands can invite KOLs and celebrities for the marketing of the pop-up store. For example, in June 2021, Fendi opened two 20-day Fendi Caffes in two of Shanghai's top shopping malls IAPM and IFS at the same time. The brand ambassador Jackson Wang, a popular Chinese pop star, was invited to the opening ceremony of the IAPM store with his presence causing quite a storm both in the mall and on social platforms.
快闪店的经营手法也是花样百出，可以是一个品牌快闪零售展示空间、限时艺术展览、更有时尚品牌与咖啡馆的跨界营销。在地点上也无所限制。改造后的废弃厂房、博物馆、商场短期租用、或者广场、咖啡馆等场地。风格上也不拘泥于一种固定的形式，可以极具创意以及设计品味。不仅如此，快闪店在营销上不仅会邀请特定的KOL参与活动，甚至也会邀请明星来为其代言。就比如2021年六月Fendi品牌在上海最顶级的两个商场iapm与IFS的商场中庭同时开了两个限时20天的Fendi Caffe。Fendi品牌代言人王嘉尔，当下最火的中国明星，也出席了iapm店的开幕仪式。在线下线上都引起了不小的轰动。
@FENDI - Weibo
Thanks to China's advanced social platforms and technology, pop-up stores can also be presented in the form of online limited stores. Many luxury brands have set up their own limited mini-program stores on the WeChat platform during Chinese Valentine's Day/Qixi Festival. Combined with holiday marketing, brands have used advertisements on Wechat Moments to attract potential customers. This convenient “online pop-up store” allows even more people to step into the store to finalize their purchases, while strongly increasing brand awareness.
感谢中国强大的社交平台与科技力量，快闪店也可以以线上限时精选店铺的形式呈现。在中国的情人节——七夕的时候，许多奢侈品牌在微信平台上设立了自己的限时精品店铺小程序。结合节日的营销，朋友圈投放广告吸引消费者购买。这让许多懒于踏进实体店为爱人挑选礼物的人打造了一个便捷的方式。即使没有购物的预算，也会因为好奇的心情而点进去，在无形中增加了品牌知名度，让更多人了解了品牌与其商品。
If you are thinking about establishing a pop-up store business cooperation, don’t hesitate to contact us at info@eastant.it.
如果你正在构思快闪店的商务合作，欢迎通过info@eastant.it与我们取得联系。
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