CBO reporter Zhou Yao Li Jianzi
Under the repeated epidemics, Shanghai, as the home camp of Chinese beauty brands and the largest city in the import and export trade of high-end beauty, has affected almost all chains of beauty retail in the country in the nearly one month of lockdown, and the industry has been bitter. In such a difficult environment, HARMAY's meihuazhong first store and Wuhan first store opened as scheduled on April 15 (officially opened on April 29), which undoubtedly boosted confidence in the physical retail of beauty.
If you are a beauty industry practitioner, you should not be unfamiliar with Mei. Having done e-commerce, but also acting as an agent for niche import brands, in 2019 with the big-name "small sample" + "warehousing industrial wind scene" model landed in Sanlitun, The plum has become a hot topic in the industry. Since then, the new species stores that have emerged have almost all been affected by it. Of course, the problem of profitability and the problem of goods have also made people wonder, but with the continuous expansion of the national market, the model behind it has become clearer and clearer.
△ HARMAY is the first store in Wuhan
On April 15th, the first day of the soft opening of the Wuhan store, as the exclusive invitation of the beauty industry to visit the media, what highlights did Cosmetics Finance Online find?
01
Site selection logic
Endorse the high-end community to recreate an "old foreign firm"
Whether the regional development of the business district where the national retail chain opens new stores matches the positioning of its stores determines more than 80% of its prospects. The location of the first store in Wuhan can not be described as "tricky".
Before 2020, there are not many mid-to-high-end business options in Wuhan. However, with the opening of K11 and Plaza 66, Wuhan Commercial is no longer the only one in Wushang Plaza. In particular, after endorsing the most high-end community in Wuhan, after the operation of its shopping mall, the south and north pavilions of Yifang Shopping Center, has become more mature, the tone of Wuhan Tiandi (open block), which was originally heavy on catering, has become more prominent, and has become the first choice for almost all trendy stores to settle in Wuhan.
△ Wuhan Ruian Wuhan Tiandi Block
Since 2020, Wuhan Tiandi has harvested a number of Wuhan first stores in addition to catering brands, and these first stores have a commonality - trend, including: KNOWIN Trend Lab, of Generation Z' offline fashion space, LooknOW, a treasure buyer shop on Wukang Road in Shanghai, Banana Inner, a cutting-edge basic brand, Holly LaiMarket Theme Store, %Arabica Coffee Shop, Cha Yan Yue Se (the first outside Hunan Province), Manner Coffee Shop, etc. According to statistics, the average daily flow of people during the holidays in Wuhan Tiandi is currently 50,000 person-times, and most of them are high-net-worth people with trendiness in Wuhan.
Consumers with quality will not pay because of the high appearance of the store, but will not enter the door because of the low appearance of the store, which seems to have the basic cognition of the retail industry for the younger generation of female consumers. According to Wuhan Tiandi, high value is also one of the key requirements of the investment team for brand stores.
△ HARMAY Jiemei Chongqing air raid shelter theme concept first store
From the perspective of the layout of the whole country, "one store and one setting" has long become the iconic feature of Yuemei. The location of the first store in Wuhan not only makes up for the shortcomings of Wuhan Tiandi's retail trend ecological block in the field of beauty, but also becomes an extension of the beauty field of Wuhan Tiandi Yifang Shopping Center (South Hall).
On the one hand, it matches the location and positioning and on the other hand, it matches the consumers, and Wuhan Tiandi seems to be the most suitable place for The Meimei to be born in Wuhan.
In the creation of the store's appearance, The Mei can also score a full score for the "reading comprehension" of wuhan high-net-worth female consumers.
△HARMAY Meimei Wuhan first store (swipe left and right to see more)
The two cities with heavy history and culture in the national concession are Shanghai and the other is Wuhan. The area where Wuhan Tiandi is located is the historical Hankou Concession area. In 1906, the Yokohama Shokin Bank of Japan set up a branch in Hankou, and the building where the current Plum is located was originally a residential building for the bank's senior management. Located in the Japanese Concession, this three-storey building is designed as a Japanese-style bungalow and was a trendy building at the time.
The redesign of the first store in Wuhan with the theme of "Old Foreign Firm" is also a continuation of Wuhan culture.
△HARMAY Meimei Wuhan first store (swipe left and right to see more)
Inside the store, following the appearance of the foreign style, with a sense of age of wooden shelves, cement walls and stainless steel metal shelves staggered, while the wooden floor and stainless steel metal ceiling echo, coupled with warehousing-style goods display, the first store in Wuhan can be called the national beauty store value ceiling.
Not only in terms of appearance, according to Mei Fang, the three-story single-family store occupies an area of 900 square meters, and the operating area is about 600 square meters. Yuemei has taken nearly 1/3 of the area for consumer interaction and experience space, including: the country's only mechanical arm blind box warehouse, the country's first mask space, the country's first terrace rest area and men's rest area.
The ability of Yuemei to read the Wuhan market is evident from this. Under this site selection, the reporter also saw that in the Jiemei store, in addition to young women, there are not a few men's consumers who choose to buy baskets and consumers over the age of 35.
02
Category layout logic
The fragrance is the highest in the Number of Calendar Stores
The first store in Wuhan put more "genderless" and exquisite life categories on the first floor as a façade, which is one of the reasons why it attracts different groups of consumers to enter the store.
The biggest highlight on the first floor is the fragrance category, and the area and number of brands are the largest in the history of the store. After consumers enter the door, the first thing that comes to the face is a whole perfume wall, which seems to be the performance of the store that Isme judged by the fiery atmosphere market this year. Subsequently, along the moving line, you can also find home fragrance, washing, oral care and other categories.
△ HARMAY plum a layer of perfume wall
From the perspective of fragrance brands, there are not only luxury brands such as Chanel, Hermès, Celine, Loway, etc., but also international brands such as Jo Malone, diptyque, Maison Margiela, Oulong, and even international brands such as Frédéric Malle and by kilian that are less common in new entrants to the Chinese market. In addition, the domestic niche fragrance brand handhandhand, cosmic conjecture, etc. are also highlighted on display, covering: scented candles, fireless scents, solid balms.
On the first floor, Yumei emphasizes fragrance and trends, and there is a detail that can be found here, even the hermès fragrance combination and the Japanese handmade incense that is loved by hipsters can be found here.
△ HARMAY said that the two-dimensional membrane area space
On the second floor, Jiemei has created a "mask house" alone, displaying all the mask products in one space, so that consumers feel as if they are in the library. Masks range from affordable mass brands AHC, Minon, and Skin Springs to niche and expensive pet names, POLA, Cocochi Cosme Cosme Cosmos, and a high degree of richness. Conventional shelves are still dominated by single pieces and sets, covering gold pieces and combinations of various brands, but with more emphasis on luxury and high-end, including key displays: la prairie, LA MER, Estee Lauder luxury gold cream.
△ HARMAY three-layer makeup space
On the third floor, Yumei created a makeup area with a larger space. Including the full range of British designer makeup brand Charlotte Tilbury in collaboration with Talkme, Dior, Channel, NARS, URBAN DECAY and so on. In terms of skin care products, the focus is on display: Hou, Sisley, SK-II, CPB and other brand products. It is worth mentioning that practicing the logic of treating offline stores more as a "service field" rather than a "sales field", in the outdoor space on the third floor, Yumei designed two terraces for consumers to rest, but the good scenery in the scene has become an area where female consumers entering the store are competing to punch in.
△ HARMAY plum three-story outdoor terrace
According to The Plum, the store has displayed more than 400 brands and more than 9,000 SKUs.
On the whole, the wuhan first store Offic has not only subdivided many functional areas such as men's care, basic skin care, set skin care and targeted skin care, but also the combination of first-line brands and overseas niche brands is more abundant than other stores, such as: diptyque, Frédéric Malle, Christian Louboutin, Charlotte Tilbury, Byredo, by kilian, etc. These high-end and niche brand combinations will directly increase the unit price of Yuemei. The reporter asked some of the brands for verification and got a reply that "Meimei is its partner". It can be seen that The strong supply chain system of Jiemei has gradually solved the authorization problem that was previously criticized.
At the product price level, compared with other channels, most of the products of Jiemei are more expensive than duty-free shops (such as Nishang Duty Free Shops), which is about 15% off the price of the brand's domestic counters.
Judging from the feedback from consumers in Wuhan, the number of customers in the store at about 4 p.m. on the first day of the soft opening was about 50, and the number of customers in the store at the same time on Sunday afternoon has risen to hundreds. Some consumers come because of the Little Red Book, and there are also many consumers who are attracted by the appearance.