why do “pop-up stores” frequently appear on the streets of shanghai?
2024-10-03
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if you are interested, you may notice that more and more pop-up stores have appeared on the streets of shanghai, ranging from catering to fashion, to bookstores, cultural and creative, and experience stores. there are many kinds of pop-up stores, which are very eye-catching. with the continuous innovation of the consumer market in recent years, why are more and more pop-up stores popping up on the streets of shanghai? and why has it won the love of many young consumers?
as the national day approaches, this bright red storefront on anfu road, a very trendy street in shanghai, is particularly eye-catching. “the first sight will definitely attract people’s attention, and once you are attracted, you will definitely have the desire to buy.” “it has social attributes that can be taken and shared, and the pop-up store will definitely be more special and interesting.”
this is a limited-time pop-up store of a fashion brand. it will only exist here for two months. during this period, new items will be released every week. it will present 3 designer co-branded series that will make their global debut simultaneously, making fashionable people flock to it. consumers said frankly: "previously, the joint models were sold online. i was so desperate to get this joint clothes because the quantity was indeed not very large and it was limited. this year i heard that there was another one. this is the second collaboration, and this time there is an offline pop-up store, so i came quickly. i think it is still very, very attractive. "it captures our mentality of 'fleeting'. there may be none tomorrow, so come over right away and take a look.”
for the brand, this is also the first time they have tried the pop-up store model in the world, and they chose shanghai, china. the positive feedback from consumers also allowed the brand to learn a lot of "chinese methods", which they plan to copy overseas in the future. market. bai chenming, president of greater china of ates group, said: “shanghai is a very important city, full of vitality and internationalization, whether it is product design, live broadcast, inspiration in product series, or the way of store image operation, so china is very important to us. "it's not just an important market to serve chinese customers, it's also a place where we can learn a lot and transfer it to the global market."
in the new retail era, online and offline competition is fierce. how to quickly expand your popularity in a short period of time and effectively control costs, pop-up stores are indeed a good choice. checking in and taking pictures can also spread quickly on social media, especially for small brands that have just entered the market and are in urgent need of expanding their popularity. “the cost of pop-up stores may not be that high compared to fixed stores in the past, but there will be more opportunities for the brand to be exposed. in the form of pop-up stores, it can spread more and more quickly. "location" introduced by luo meizhen, manager of the "swell park" pop-up store.
in fact, the form of "pop-up" has appeared in china for more than ten years. its original meaning is "a store that suddenly appears". the business strategy is to set up temporary shops in busy commercial areas and conduct concentrated sales and promotion in a short period of time. when it's over, evacuate quickly. because of the good business feedback, it has become even more popular in recent years and has penetrated into more fields.
in the past two days, there has always been a long queue at the door of the tourist information service center on nanchang road. everyone comes to get the check-in map of the university bear micro tour route. "huangpu is a place that is particularly suitable for city walk. it has many attractions, including buildings that can be read, and some roadside shops with delicious food, drinks and shopping. i have seen their doll images posted online. , i also want to go in and take a look, actually feel it.”
starting from nanchang road, passing through fuxing park, and finally to sinan mansion, this micro-tour route is linked by huangpu district and disney university bears. in addition to strolling along the streets and checking in and collecting stamps, at the end, you will find the bear beautiful bookstore in sinan street. the pop-up store is even more exciting. youshi specially came to complete a series of check-ins in person, "this time the theme of university bears perfectly matches the bookstore here, so i felt a special atmosphere as soon as i entered."
each visitor who completes the check-in will receive a special gift, and the pop-up store will also "specially offer" various disney college bear peripherals. such unique and limited-time supplies make this place always popular. "there are some limited editions that are popular with everyone. you must come to this place. you can't buy them elsewhere. this will attract everyone."
now, sinan mansion introduces new pop-up shops or pop-up events almost every month. the traffic attracted by these limited-time events has also brought surprising popularity and consumption power to the neighborhood. "in this space, there are both artistic content and some commercial brands. in as short as a month or as long as a quarter, new events will continue to happen in this space, allowing the public to come here to discover surprise." said fan meichen, deputy general manager of sinan mansion.
bu yiwei, director of the huangpu district tourism public service center, also pointed out: "for ip, it can instantly convert these fan groups, including city walk groups, into customers, and it can also simultaneously attract fans of these ips to our huangpu district. come and experience these points, which can increase the influence of the entire region and also promote the improvement of regional consumption power.”
with its strong social attributes and "fleeting" limited-time concept, pop-up stores can easily create hot topics among the crowd in a short period of time, and then assist with trendy and fun marketing ideas to attract the attention of young people. , make their wallets excited, thereby injecting vitality into the physical business, and even drive the overall consumption enthusiasm in the area. of course, after the pop-up, how to make the brand everlasting, so that the customer flow can always be profitable in regular stores, maybe it is the store owner and business entities need to constantly think about issues. no matter what, creativity, quality, and experience are ultimately the real secrets to the preservation of cultural, business, tourism and sports exhibitions.
look at the news reporter: qiu xuli
editor: you yinghui
video editor: wang cenfeng
photographer: sun ming
editor: li yintao
