Compared With Traditional Shops, Flash Stores Have Three Characteristics.

According to the world clothing shoes and hats net,

It is a popular retail format now. "Star IP+ flash" is also a marketing form of fire at home and abroad. But Jay Chou's flash shop in Beijing is very quiet, even two days without a customer.

All kinds of ideas in the flash shop are endless and lively, but don't forget that pyrotechnics and cannon fodder always exist at the same time.

Pop-up Store, simply speaking, is a limited store with short and unfixed locations. It can be a store in a business circle or a shopping mall. It can be a roadside random booth. It can also be said that factories, trucks and containers are usually abandoned for a few days to a few months.

1) the display of goods may be the first appearance.

And even the latest design has not been scaled up yet.

2) usually, it is not the purpose of sales to publicize the brand, design and test water consumers and the market is the focus (topic and flexibility).

3) shops are often carefully managed.

It is very creative and visually shocking (scene, brand personality).

The first real flash shop was born in 2003 and was sold by Vacant in the SOHO District of New York for shoe brand Dr.Martens to sell Martin boots.

In 2004, Wakubo Rei's flash store directly led to more than 30% of the sales growth of the brand. After that, the flash shop became a favorite marketing method in the field of art, fashion and other creative design, especially fashion brands almost all had flash stores, and even some brands of flash shops were open every year.

Today, flash shop has also become one of the marketing methods in other retail areas.

In 2012, a professional flash shop service platform began to appear in Europe, North America and other places. The flash shop format began to form a mature business mode. At present, in the United States, the flash shop brings nearly $50 billion a year, which has become a common means of brand testing market, new products, image building and strengthening influence.

Domestic flash shop started late, according to RET Rui Yide related research report shows that in 2012 China's flash shop format increased significantly, and clothing retail format is the main promoter of flash shop, accounting for 27%.

At present, domestic flash stores are mainly divided into four types: sales, brand promotion, drainage and market test.

The existing flash stores are mainly sales and brand promotion, accounting for 44% and 34% respectively.

The domestic flash shop is the largest number of first tier cities in Shanghai, especially in several core business circles in Shanghai. Its traffic and consumption level have become the preferred location for foreign brands.

At present, with the development of local buyer shops, the number of buyers in the two or three tier cities has gradually increased, and the momentum of catching up with the first tier cities has been increasing.

At present, the flash shop format is not only used in the domestic retail trade, but also the takeaway platform, such as "hungry tea", and Internet Co (for example, NetEase "shampoo shop").

Summary of the domestic situation, flash shop has become a hot business format. In addition to the level of consumption, demand upgrading, foreign influence, and the characteristics of the flash store, there are four reasons:

1) the development of various domestic designer brands, and the gradual prosperity of the creative design market.

2) there are a large number of shopping centers in China.

3) the end of the online dividend era. Internet Co embraced the new retail era.

4) the value of IP, the extension of fans' economic industry chain, and the development of Pan entertainment industry to "industrialization".

To sum up, the spring of the domestic flash shop format is coming. Due to the domestic land use policy and passenger flow factors, it is expected that in the next few years, the shopping area and shopping center will still be the main position of the flash shop, and a big wave Internet Co, star brand "limited + joint name" flash shop is coming.

The electricity supplier will not miss the opportunity to integrate with the flash shop mode.

In the past double eleven, Tmall around mother and baby, beauty, consumer electronics and other categories, in the business district of Shanghai opened more than 20 brand flash stores at one go:

In the way of flash store, the old brand will be younger under the online brand, allowing users to experience and interact with each other. Sales volume is not the most important, fun and fun is the pursuit of the effect.

At the end of August, the week before Jay Chou's "strongest surface" concert in Beijing, a namesake flash shop opened at the front door of SKP Select Select, a high-end luxury department store in Beijing.

The flash shop is only about 10 square meters, more like a booth.

There are more than 50 pieces of merchandise sold, including the concert perimeter and MRJ brand products, such as 48 yuan certificate bag, 168 yuan fluorescent stick, 299 yuan T-shirt and 830 Yuan Yuan coat.

Jay Chou official did not have the information of this flash store, and micro-blog's electronic business platform, which is responsible for setting up and running the flash store, has not been vigorously promoted. The announcement of its official account has only been pmitted 3 times, 30 comments and 25 commentaries the next day.

According to random interviews with fans in Beijing, Jielun said they did not know this flash shop. The shop did not patronize for two days.

This flash shop simply says that there are three purposes: topics, brands and merchandise.

As a result, none of them has been reached. Undoubtedly, this flash shop is a failure.

Flash shop is creative, not traditional, but from birth to the present, it has 15 years of history. In the final analysis, the flash shop belongs to the retail format, and it can not go around the retail principle.

The theory of "people's freight yard" has been greatly extended. Based on the characteristics of the flash shop, this article analyzes the "human yard" of Jielun's flash shop.

People: just look at the target customers, because the lack of pre marketing, the floor of the shop floor less people, so that the target customers do not know this shop.

Goods: just look at goods, 50 SKU, no sense of design, display and packaging is not new, and the surrounding flavor of the concert is too strong.

Market: first of all, the shop is a booth. There is no tonal performance on display and scenery. The biggest highlight is Jielun's Yi Bao Bao.

Looking at the overall environment, SKP Select is the self purchase collection store of SKP in Beijing. The average selling price of this area is over 1000 yuan, and Jielun MRJ is incompatible with the price and design here.

In fact, the core of this flash shop is star IP. If Jielun can play a wave of advertising on fans in social media ahead of time, there should not be too many performer around the concert, but music products and music peripherals are the main ones, plus the concert restrictions or signature tide cards. The location is closer to the concert venue, even if it is opened in the abandoned factory, the effect will be better than now.

People: because the flash shop is not only for selling goods, but also for making topics, conveying brand ideas and testing water market, so there are different demands for consumer groups. However, there must be a certain customer base, which can be used to issue announcements in advance, or to increase coverage in places with large traffic volume.

Goods: or do not sell, only display and services, if the sale must be scarce, limited time, if the water market, we must pay attention to the record of goods data.

Market: first of all, the location of shops. The general domestic location is located in the city business district and shopping center. There are four quantitative indicators: area, rent, passenger flow and consumption level.

Store form is the core feature of flash shop. It can be said that playing flash shop is the form of flash shop. This should be considered from the brand positioning and the purpose of opening shop.

After the popularity of foreign flash shops, there is a third party space rental platform on the market for the needs of space rental and location of flash shops.

The following are several representative platforms abroad:

To sum up, the space resources are different from different business models, but mainly come from the resources of shops and shopping centers in the main cities. The characteristic venues are not the most popular platforms, and the rental time is more free. The short rental service has appeared in the hours. After the platform's cooperative experience and abundant data, it usually provides the flash shop guidance service; the business extends to the exposure of the social media in the early stage, and the analysis of the store data in the later stage.

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With the increasing demand of foreign brands and domestic market, similar service platforms have appeared in recent years.

The spatial resources of the domestic platform also come from the main business circles and shopping centers of the second tier cities, and the spatial data are relatively perfect. Due to the overall lack of experience in the domestic flash shop, the general platform provides the whole process guidance service for the flash shop; the flash data recording service has been relatively popular; the platform service object is not limited to the brand side, and the space side can also query the brand and the artists resources to seek cooperation.

To sum up, at present, the flash shop business extension service platform has been relatively professional, especially the location selection. The platform provides a large number of space resources and perfect data supply and demand side selection, and provides basic shop guide and data services.

In addition, some platforms extend more and more services horizontally and vertically, such as social media exposure service, brand and artist resources.

The emergence of flash shop supporting service platform solves the location problem of flash shop, but the originality of flash shop is the core of expression.

The two directions of brand positioning and shop opening decide the direction of the flash shop.

There are many dimensions of brand positioning, such as market positioning, price positioning, image positioning, geographical positioning, crowd positioning, channel positioning, etc. These are all brands that have no way to go, and no longer need to go into details.

1) people only look at what they want to see.

2) people exclude things that are not equal to their consumption habits.

3) there is a limit to people's memory of things of the same kind.

At present, the flash shop service platform provides some guidance, and even is responsible for the whole process from planning to execution. This service needs to be carefully weighed. First, because of the high price, the two is that the most well-known brand positioning is the brand itself.

Clear purpose of opening shop is very important.

There are four main purposes for opening a flash shop: promotion, drainage, sales and water trial.

It can emphasize one aspect and cover many aspects at the same time.

1) release new products and see market feedback;

2) presenting style tonality and conveying the brand concept;

3) build scenes to create brand personality entities;

4) make a burst point to enlarge the drainage of social value.

5) limited time and limited commodity circle.

Designer Wakubo Rei has a Comme des Garons guerrilla store Wakubo Rei guerrilla store.

This shop does not open for more than one year at a time, and does not publish the time limit. It does not continuously open shop in the same place. Shops are generally away from the commercial circle, and retain the original theme style as far as possible, and then integrate into their own DNA.

The store almost completed the five points above, and cleared a wave of inventory.

Although the degree of popularity is not as good as that of "star IP+ flash" at home and abroad, Sichuan guerring guerrilla shop is more worthy of brand learning.

To sum up, all kinds of creativity in flash shop are endless and lively, but the internal logic still exists. Considering the comprehensive consideration and targeted, the best value of flash shop can be played.

Finally, as a new retail format, the flash store has its own exclusive advantage, and has brought new traffic to the space resource providers. It has brought new opportunities for the leasing intermediaries. The development prospect is worth affirming. It may be a good medicine for the providers of commercial space such as department stores, shopping centers and so on, but not necessarily the brand side needs to take a rational view of the flash shop format.

Considering the time of opening a shop, the cost of creating a flash shop is actually not low, and some even exceed the cost of ordinary shop decoration. In a limited time, a small problem will affect the whole lease period.

The flash store trial and error cost is low, but the fault tolerance rate is also low.

Flash shop is its name. Short time and place freedom are its distinguishing features from other formats.

Flash stores can earn a lot of money, but don't take sales as the core purpose of flash stores, and if they are too careful, "flash to the waist".

An American writer once made an image metaphor: "the flash shop is like an entity's web page."

Internet and social network enlarge the function of "pop window", but pop-up is a form of marketing after all. Don't indulge in form and forget the essence.

More interesting reports, please pay attention to the world clothing shoes and hats net.