Black Hole Founder Judy: Creating interactivity and experiential is a direction for current consumer innovation | Pathfinder 2022

Image source @ Black Hole

Titanium Media Note: "Exploring the Way 2022" is a year-end planning topic of Titanium Media, inviting TOP entrepreneurial leaders in various industries to review the industry changes and corporate growth in the past year, while talking about new logic and looking forward to 2022.

In the past three years, with the evolution of the main consumer population and the emergence of new consumer brands, a number of new retail collection store brands have begun to become popular. Such as beauty collection store field of plum, xi burn, black hole HAYDON, wow color, the colorist colorist; the tide play field of bubble mart, TOP TOY, X11; lifestyle collection store KKV, tomato pocket, etc.

Compared with traditional collection stores, these new collection stores have reconstructed the people's freight yard - most of them are mainly young customers under the age of 35, and the products in the store are multi-brand and full of categories, emphasizing the linkage between online and offline and consumers, and creating social attributes. It is also with these characteristics that the new collection store has led a boom in offline retail collection stores and has become a consumer destination for young people to punch in.

However, corresponding to the booming store opening movement, the new collection store brand is currently facing difficulties, one of which is that the brands face homogeneous competition - the same type of collection store brand, in addition to highlighting the brand sense of the store decoration style, the current selection, service and other aspects of the difference is not large.

Looking back on 2021 and looking forward to 2022, how can new retail collection store brands establish a brand moat and look for new opportunities for corporate strategy and industry development?

Here's the answer to Judy, founder of Black Hole HAYDON:

If you want to summarize the changes in offline retail in 2021 in three words, it is "Generation Z", "people, goods, fields" and "transformation".

In the globalization link is close, turbulent, change has become the key word of the economy, Generation Z into the mainstream consumer group, new consumption is surging now, transformation is the beauty retail inevitable to face, but it is not a good thing.

I have always advocated that creating a new consumer experience for consumers is new consumption, because new retail and new consumption have always been there, but the new consumption structure is changing.

Today's consumers, the sense of self-worth is very strong, but also more and more have their own propositions, the only constant of consumers is fickle. In a rapidly changing environment, the opportunities for the future industry are first and foremost in keeping up with the pulse of the times, paying attention to the core needs of consumers, and effectively innovating, thereby leveraging their super desires.

The consumer innovation mentioned here refers not only to product, content and technological innovation, but also to the high interaction and strong experience between brands and consumers. I believe that scenes can facilitate change in action when brand values, emotional atmospheres, and attitudinal propositions are fully perceived by consumers.

The retail experience mainly relies on the consumer's experience of the retail space, design and products. Therefore, since the beginning of this year, HAYDON black hole has continuously adjusted its brand strategy, marketing strategy, and the way stores are presented, hoping to make the HAYDON black hole into a retail space where no one will leave empty-handed, and consumers may take away products, perhaps pleasure, or a picture or a feeling that they are willing to share.

In addition, as a beauty retail brand, controlling product quality is also the top priority of the brand's long-term development. Looking back at the most valuable decision made by HAYDON Black Hole in 2021, I think it is the establishment of the first independent beauty testing laboratory owned by beauty retail brands - Black Hole Testing Laboratory, and we also signed a "Cosmetics Composition structure and function research project" with Tsinghua University.

The research results of the project signed by the Black Hole Detection Laboratory and Tsinghua University will be applied to the operation system of the whole black hole line, and some of the results will also be open to the industry. We hope to make the black hole detection laboratory the most authoritative and professional brand independent analysis and testing laboratory in China, and create a more standardized and higher standard ecological chain for the new beauty consumer industry.

Finally, "the essence of retail is always the goods and the field", for the HAYDON black hole, the accuracy of opening a store, product management and offline operations are more important than storytelling.

In 2021, HAYDON Black Hole has landed in 13 cities and has 16 stores. For the HAYDON black hole that expands stores in the "big store model", there is actually a certain management threshold, which needs to consider the problems of store efficiency, operating costs, brand combination, product sales, inventory management and so on.

Compared with 2021, HAYDON Black Hole 2022 will continue to open stores while carrying out detailed management, accurate landing, and shifting its goal to the refined operation of offline retail. Specifically, it includes: store selection, inventory management optimization, improvement of operational services, member activities to increase members' sense of premium experience, and maintenance of private domain communities. (This article was first published on the Titanium Media App, edited by |.) Zhao Hongyu)