Shencheng's "first store economy", which continues to lead the country, is depicting the "second curve". Good news from the Shanghai Municipal Commission of Commerce is that in 2021, Shanghai will add more than 1,000 first stores, flagship stores and concept stores, surpassing the level of 909 in 2020.
In the past one or two months, some cross-border composite innovative formats focusing on new consumption tracks such as experience consumption, cultural consumption, and green consumption have caught up with me, leading fashion, defining trends, and continuously improving the connotation and extension of Shanghai's "first store economy".
The store held a "contemporary art exhibition"
Consumption is a process, the consumer is the "product" of this process, and when the consumption is over, what remains is the experience of the process... This is the charm of experience consumption that is different from functional consumption.
Aiming at the new track of "experience consumption", this is the first "second curve" drawn by Shanghai's "first store economy".
On December 22 last year, the Austrian Swarovski super-large flagship store with a two-storey frontage shop of about 620 square meters was unveiled on Huaihai Middle Road, which is not only its largest store in China, but also the second in the world outside Europe and the first in Asia to highlight the new concept of "Wonderlab".
Crystal ornaments displayed in the Swarovski flagship store
"Wonder" means fantasy, "Lab" means lab, and the creative inspiration for "Wonderlab" comes from futuristic spaceships. Stepping into the store, only to see that there are 8 different theme spaces with metallic yellow, white, pink, blue, green and other fantasy colors, when customers pass through the crystal gallery, customized Swarovski classic swan-shaped seats, rotating transparent stairs and other fairytale scenes, they will enter a cross-dressing space, where there is a well-arranged makeup area, customers can enjoy the fun of free matching...
It is worth mentioning that the new store also exhibited cross-border products with big brands such as Jimmy Choo, Nike Nike, moncler Mengke and other big brands for the first time in China, although it is in the "Lab" stage, it is enough to make the "loyal fans" of their respective brands full of expectations.
Crystal Gallery
Also on Huaihai Middle Road, South Korea's Jingtemeng Group opened the world's second and China's first "never opened the future" theme innovation compound store in September 2021 - HAUS SHANGHAI flagship store, bringing customers another magical experience:
On the first floor, there are 6 "robot horses" the same size as real horses, sometimes looking up and hissing, sometimes chewing with their heads down; the large mechanical device next to it looks like a huge "black spider" that is rhythmically swinging its feet; walking up the stairs, and the 3D printed giant human face is rotating left and right under the operation of the mechanical arm, and the eyelashes are even more unrevealed...
In the flagship store of HAUS SHANGHAI of The South Korean Jingtemeng Group, a 3D printed giant human face rotates left and right under the operation of the robotic arm.
Why is it that this collection store of eyewear brand GENTLE MONSTER, dessert brand MUDAK and fragrance brand TAMMURURINS is exhibited in a manner similar to a contemporary art exhibition? Gentle MONSTER founder and CEO Kim Ho-kuo said their intention is to present the goods in a more narrative way, so as to maximize the experiential nature of the retail space, in order to maintain the heat of the topic among young communities.
From the "hard pin" to the "soft pin" era
Playing with "experience consumption", a camera, a car, and even a cup of milk tea can try cross-border compounding, focusing on the new track of "cultural consumption" is the second "second curve" drawn by Shanghai's "first store economy".
In November 2021, Nikon China's first direct-operated store was located in Shangxianfang, an excellent historical building, integrating experience, products, services, community and other functions. I saw that there were many movable shelves in the store, creating a comprehensive layout with flexible functions and open spaces, and it was as if you had come to a small art museum.
In a gallery called "Creative Inspiration", which not only displays the video works of professional photographers, but also provides a platform for photography enthusiasts to publish their works, the photos on display are selected from the "Competition" section and the "DirectLy Operated Store Gallery" section of the "My Nikon" WeChat Mini Program.
Nikon China's first direct-operated store is located in Shangxianfang, an excellent historic building on Huaihai Middle Road.
The Shanghai flagship store of wuling global brand center on Nanjing West Road has both trendy cross-border joint art exhibitions, coffee shops, dessert shops and flower shops with complex formats, as well as exchange spaces for young people to communicate how to "explode" cars.
He Chao, head of the flagship store, said that automobile marketing is moving from "hard sales" to "soft sales" era, and they will carry out various tests of cross-border marketing, interactive marketing, cultural marketing, public welfare marketing and emotional marketing through this flagship store.
In 2013, the new tea brand Shanghai Auntie was founded on South Xizang Road in Shanghai, and today, eight and a half years later, it has traveled to more than 200 cities across the country with footprints and more than 4,000 stores.
On December 30, 2021, Aunt Shanghai opened jenny SPACE, the country's first Lab concept store, with a total of 3 floors and nearly 300 square meters, and the interior decoration focuses on the most popular "Klein Blue" and industrial metal style. In addition to the tea and coffee space on the first and second floors, the "sixth sense" space on the third floor is an art territory with no boundaries, and in the future, it will cooperate with emerging artists from time to time, so that diverse art forms such as sound, painting, photography, and sculpture can collide here.
In the first Lab concept store in Shanghai Auntie in the country - JENNY SPACE, even the refreshments are used in the most popular "Klein Blue" color system.
"All these innovations are because we consider that milk tea corresponds to the 'Z generation' consumer group, they prefer social consumption, like products with a strong sense of emotional substitution, and advocate 'beauty is justice'." Brand co-founder Zhou Rongrong said. It is reported that although the new tea drinking track is very crowded, Shanghai Auntie has already received two rounds of investment from the Jiayu Fund headed by the well-known investor Wei Zhe.
The interior decoration style of the flagship store of Aunt Shanghai is industrial metal style, and the picture shows the surrounding product sales area on the second floor.
Drawing the "Second Curve" of "Green Consumption"
The experience and data of developed countries show that the consumption structure of a country or region is deferred with the level of the economy. When gdp per capita exceeds $8,000, experiential consumption will be in the mainstream. When the per capita GDP exceeds 20,000 US dollars, returning to the harmonious relationship between man and nature, mankind is ushering in the era of green consumption, "green consumption", which is another "second curve" drawn by Shanghai's "first store economy".
In October 2021, Starbucks' world-first environmental experimental store, "Xiang green workshop", opened in Taikoo Li, Qiantan, Shanghai. More than 50% of the store's food and milk-containing beverages are made from plant-based ingredients, and about 50% of the building materials in the store are expected to be recycled, upgraded or degraded in the future.
Compared to the carbon emissions data of the average Starbucks store of the same size in 2019, the store is expected to reduce its carbon emissions by about 15% per year. It is also the first Starbucks store in China to recycle 100% of its in-store coffee grounds.
Starbucks' world-first environmental experiment store, "To Green Workshop", settled in Taikoo Li, Qiantan.
The store is also the first Starbucks store in China to 100% recycle in-store coffee grounds.
Also in Taikoo Li, Qiantan, a brand new concept boutique in Zegna brings the Mini Zegna Oasis to Shanghai for the first time. Located between Trevero and Cervo Valleys in the Biella Alpine region of northern Italy, zegna Oasis was also the site of the Zegna brand in 1910. When customers come to this boutique, they can enjoy the many plants that surround them with friends and family.
From December 24, 2021, UNIQLO's global flagship store on Nanjing West Road and the flagship store on Middle Huaihai Road will simultaneously become the test field of a new cross-border composite consumption format - UNIQLO FLOWER Flower Shop. In the corner of the hall, there are many floats filled with bouquets of roses, chamomile, sunflowers and other flowers, and each bouquet is attached with a card detailing the types of flowers and the methods of maintenance.
UNIQLO's global flagship store on Nanjing West Road and the flagship store on Middle Huaihai Road have simultaneously become the test field of a new cross-border composite consumption format - UNIQLO FLOWER Flower Shop.
"Flowers are similar to clothing, change every season, and are part of the social environment." The relevant person in charge of UNIQLO said, "Our aim is to let flowers and clothing work together to convey the aesthetics of sustainable life. ”