CCTV News: The urban environment is constantly renewing, and many new consumption situations are becoming popular in the city. "Popular store" is a short-term store, which refers to temporary shops set up by merchants in areas with high traffic flow, which are used to promote brands and sell products to retailers. Compared with traditional stores or online sales channels, the pop-up store model can effectively cover people in multiple cities and multiple scenarios at a lower cost. What do pop-up stores sell? What is unique about pop-up stores attracting consumers? Follow the reporter to check it out.
Theme flash complements the industrial remains on the Huangpu River. At the Xuhui West Coast Dream Center in Shanghai, the reporter walked into the pop-up store and saw that many of the blind boxes and dolls sold here are limited editions, and they were sold out after a while.
The limited-time experience and limited-time sale of pop-up stores has created the scarcity of products. In addition, pop-up stores also arouse emotions and circle resonance among consumers through immersive scenes. What consumers experience is not only shopping once, but also watching an exhibition and conducting offline social interaction. In this pop-up store in Shikumen, Shanghai, has been built with more than 200 limited peripheral and immersive market experiences, integrating classic animation scenes with Shanghai local culture, and the number of passengers on the first day of May Day exceeded 30,000.
Popular stores have become the "traffic engine" of offline business through innovative marketing techniques, in-depth interaction with customers, and widespread dissemination of social media.
Popular stores attract physical blocks to add vitality to offline consumption
From themed IPs to art installations, pop-up stores sell not only products, but also a limited-time sensory feast. Now pop-up stores have entered blocks and open spaces. Why do many brands prefer "popular"? How do physical blocks use pop-up stores to shape the block ecology?
The mall has transformed into a limited-time giant garden, with thousands of toy plants blooming everywhere in the mall. Consumers have taken photos and checked in and experienced interactively, which has also driven new product sales to hit a new high.
Through "Flash", brands can increase exposure, expand the market and test the waters for the first launch of new products. Shopping malls and physical business districts can also quickly gather popularity. In addition to shopping malls, "Flash" is also very common in the blocks of Shanghai today. Wukang Road and Anfu Road are two connected blocks, with a total length of 1,500 meters. They are one of the very popular "billion yuan blocks" in Shanghai. There are no large commercial buildings here, only about 180 shops along the street, but they bring over 100 million yuan in tax revenue each year. More than 10 flash events have been held here in the first quarter of this year, attracting an average of 30,000 to 40,000 people per day.
