The Current New Mode -- Why Is The Flash Store So Hot?

Flash shop is a brand guerrilla shop that does not stay in the same place, commonly known as Pop-up shop. It refers to temporary shops in commercial developed areas, for retailers to sell their brands in a relatively short period of time, and seize some seasonal consumers.

Pacific bird

Today, all kinds of flash shops still bring people endless surprises, interest and affinity in the streets and lanes.

Including Jay Chou, Lv Yan, Han Han and other stars, as well as Adidas, Nike, LV, Chanel, Tiffany, and UNIQLO brands are becoming more and more interested in choosing the mode of offline integration of flash and new retail line to promote crowd.

Hunger marketing mode

Early "flash" shops to promote products, test water consumers,

And so on, in order to create a good marketing atmosphere, they are often carefully designed and visually shocking.

This is a pattern similar to hunger marketing.

Experts believe that for a fashion brand, a creative shop can help quickly accumulate topics and get attention.

Minority brands hope to get the favor through the flash shop and test the water market. The traditional big names also hope to communicate with customers better through flash shop.

And the latest

The definition gives "flash shop" more creativity, so that it can refer to any short-term retail space, opening shop time from 3 days to 3 months.

China flash store market

Starting in 2015, China's flash store has entered a fast lane with an average annual compound growth rate of more than 100%. By 2018, the two or three line cities will account for 54%-72% of the market share of the entire flash shop and become an important magic weapon for marketing. It is expected that in 2020, the flash store will exceed 3000 in China.

China's flash stores are divided into four types: sales, brand promotion, drainage and market test. The top two are 44% and 34% respectively.

Different from foreign countries, we can store flash shops in public places such as streets, squares, seaside and so on. Due to the strict control of outdoor public places in China, most of the domestic flash shops choose to open in shopping centers, and the latter's flow effect is also the most important.

Training future retailers

In the new retail era, online retailing is developing faster and faster, which undoubtedly crowding out traditional retail entities.

But the flash shop is an opportunity and channel for the integration of online and offline businesses.

For example, many fashion brand brands, through the opening of flash stores, provide customers with the possibility of trying and feeling materials, and stimulate sales on line through offline stores.

At the same time, traditional retail can also reduce the operating cost through flash mode, and will flash as an advertising network marketing, and gradually occupy the online market in reverse direction.

Recently, the flash shop has been on the Tmall water trial line, and the luxury "electric shock" is the trend of the times.

As you can see, the development of online and offline development is becoming more and more assimilated. The general trend of future development is the perfect integration of the two.

However, before trying the flash shop, the brand needs to consider the following questions:

Think about how to display your brand.

There are great differences between temporary physical venues and virtual online sales.

Select excellent salesmen to introduce products so that they can resonate with consumers.

The product that accords with the consumption level of the target group is reasonable and novel, and has enough goods to meet the needs of consumers.

Experts believe that in the future, under the impetus of the new retail mode, the flash store will continue to grow worldwide, and will gradually extend from small cities and sub developed areas to large cities such as New York, London, Paris and Beijing.