What Are The Ways To Make Businesses More Addictive?

Recently, the United States

Celebrities and rappers in the world have attracted the attention of western fashion circles and the major media.

According to foreign media reports, this is not the first time that Mr. Kan has sold himself in flash shop.

Products.

In the first half of this year, he had successfully tested water in New York, Losangeles and Paris. Only a flash store in New York produced nearly $2 million in sales in just a few days.

This time, Mr. Kan released the detailed address only 24 hours before the opening of the flash shop, but there are still many fans coming from other cities and waiting to queue up overnight. The selling scene is also very popular.

This reporter has learned that in addition to Kan Chao and some tide cards to sell the flash shop as a way to sell new products, many electronic business platforms and international brands have also played a flash. The retro American fashion business ModCloth, old Buddha's luxury electric business InstantLuxe, handicrafts Etsy, Adore Adore Me, denim dress brand Levi 's, Italy luxury brand Fendi and so on are all down.

Some people have pointed out that sales are not the ultimate goal of their fast start shops, but the psychology of "young people always want to have big news" can never be wrong.

The best result is that businessmen set up a purposeful interaction with consumers at low cost, which makes the brand image deepen in people's impression, and with the help of social platform information dissemination, it is not impossible to create a single product explosion and sell like a flash shop.

What is a flash store?

According to the reporter, "flash shop", also known as "guerrilla shop", comes from the English phrase "Pop-up Store", which can be understood as a fashionable fashion shop in the short run.

It is a relatively new form of retail business, usually setting up temporary shops in the developed areas of the business, for businesses to sell brands in a relatively short period of time (a few days to a few months), interact with fans, and seize seasonal consumers.

It is reported that the world's first flash shop was born in New York in 2003, and was founded by Russ Miller, founder of marketing company Vacant, to sell limited Dr.Martens shoes.

In 2004, the Comme des Garcons flash shop opened by Japanese designer Wakubo Rei quickly became popular and swept the world.

There are two main characteristics of the flash store: first, the display of goods may be the first time, or even the latest design has not yet been large-scale production; second, not for sale purposes, publicity brand, design and test the water market is the key.

For example, before the new product market or brand enters the new market, businesses will launch new products in the form of flash store, not only to test the market acceptance of products at the lowest cost, but also a good marketing activity.

We can see from all kinds of brands, designers, Chaozhou people, and the electricity suppliers that we can see that a successful flash shop must stimulate the young people's fascination with fleeting things under the premise of controlling costs.

Then, what are the ways to make businesses more addictive?

The fashionable business people and the tide people played it out.

Reporters have learned that the form of flash shops abroad is very diverse, which can be a typical offline shop or a temporary "booth" built in public places such as streets, squares, seaside and so on. For example, adidas has built a flash shop in Berlin, which is a big shoe box. UNIQLO once built "magic cube house" on the square, and it can also use the elaborately decorated tour bus, RV and other means of pportation to make flash.

1. It's common to shop in large department stores.

At the beginning of August this year, Lafayette department store just bought not only the second hand luxury electric business InstantLuxe, but also opened a flash shop in Biarritz's Lafayette department store to sell second-hand goods such as leather, jewelry, clocks, accessories and so on to help summer marketing.

Last year, BHV, the parent company of the old Buddha, collaborated with InstantLuxe in this business mode. It also provided a limited time booth for InstantLuxe.

This is not only an effective way to enhance user line interaction as an online retailer's InstantLuxe, but also an attempt to accumulate new users for Lafayette department store.

2, flash shop = social networking site? DIY can also enjoy free tea tasting.

American handicraft electric Etsy not only played in the United States, but also in London, UK, opened a flash shop which lasted only 3 days, and opened a 15 day flash shop in Sydney, Australia.

In addition to selling handicrafts, home decorations, trinkets and retro gifts, its flash shop also invited designers to make handicrafts on the spot in shops.

In addition, customers can also participate in DIY in the store, enjoy tea, cocktail and red wine freely, and enjoy handicraftsman live performances.

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3, it is not uncommon to have a rickshaw or tricycle.

Reporters learned that earlier this year, Levi 's also played a flash shop with the help of one of the world's most exciting art festivals, Coachella Music Festival.

On the day of the music festival, the Airstream RV was arranged into a small flash space, and was parked at Palm Springs near the Indio desert.

The jeans and coats, which are often dressed as music festivals, are the main products of the Levi 's Raven flash shop. They also decorate jeans with all kinds of music theme badges and patches, and invite professional designers and tailoring coats.

Similarly, Italy luxury brand Fendi (Fendi) has launched a new "flash" concept store in the North American market, Fendi Ape car, which displays products in a retro Italy red tricycle, like ice cream cars on the streets of summer.

The tricycle of Fendi was opened in New York in July 4th, and was exported to Toronto, Losangeles, Miami and other cities.

The stopping time of the whole route is also quite ingenious. For example, the Toronto station will be set for the September International Film Festival. The Losangeles station coincides with the October 15th Losangeles polo match, and Miami station will be in the December Basel art exhibition.

4, turn the flash store into a "store incubator".

ModCloth, a fashion business featuring retro style, is also playing the flash shop this summer.

Following the first opening in Washington and opening second flash stores in Portland, it may open a new flash store every month in a city in the United States.

Company CEO also pointed out: "this will be an incubator for ModCloth stores. It is not just a marketing tool to enhance brand awareness. If the effect is good, we will consider setting up a permanent physical store in the United States."

5, playing flash shop is also an attempt of O2O.

Billion power network also found that in recent years, the newly rising Internet underwear brand Adore Me is also an expert in playing flash shop.

However, the flash store of Adore Me is more like a part of its O2O attempt.

It is reported that its online flash shop is mainly for online consumers to provide quantitative and expert consulting services, users can make reservations online, and then go to the store to experience.

In this way, Adore Me can interact with users face to face, and can more accurately push the appropriate internal style for consumers.

In addition, Zalora, a Singapore based fashion dealer in Southeast Asia, has similar moves.

In January last year, Zalora opened its first flash store in Penang, Malaysia, with a running time of about 3 months. In September last year, it opened a flash store in Manila, Philippines.

The mode of operation is that consumers choose the size of a good product in Zalora's flash shop to drink the color, then store it digitally and buy it online, then distribute it to the home by Zalora.

As a matter of fact, there are no lack of fresh people at home when the foreign tides are repeatedly tried.

For example, in June 2013, the online florist group opened a 10 day flash shop in the three phase of Joyce China World Trade Center, Beijing.

In April last year, the fashion brand KENZO opened its store in the form of a coffee car. It was shown in Taigu, Sanlitun, Shanghai square and Chengdu IFS in Beijing.

In the middle of this month, an excellent product set up for quality life is also set up in Sanlitun for a flash shop to display some of the household products sold. It also organizes user DIY flower arranging, while spokesperson Berlin Chan appeared as a day manager and attracted hundreds of people to take photos.

Why is the flash shop so popular?

Looking at these cases, the problem arises: anyway, there are always risks in opening a store. Why do these providers, brands and celebrities become so addicted to the flash store in the background of the fall of the physical retail industry?

First, quickly attract eyeballs to achieve the effect of hunger marketing.

The flash shop attracts a large number of people to the shops and needs queuing or certain conditions to enter.

This is similar to the conventional store selling limited products, but the difference is that the flash shop can give consumers more satisfaction.

At the flash store, you may not have to spend or pay a high price, but it's exciting to go to the store to take pictures and punch cards.

Second, it is an effective way to issue new products.

Brands often need a test link before scaling up new products in large scale.

The flash store can help the brand to complete the work at a lower cost, minimize the risk of new product launch, collect feedback information from the market, and attract a lot of attention in a short time.

After all, opening a new store is much more concerned than simply releasing the product. The ceremony is also more solemn. With some interesting user interaction experience, it immediately becomes "wet".

Third, the cost of such shops is relatively low, which means that the cost of trial and error is low.

Because of the short opening time and small shops, the store has lower rents and more flexible layout than the regular stores.

In addition to the location of the atrium lights in the shops and department stores on the street, many brands build a model room outside the house, or just like Levi 's, Fendi and KENZO.

In addition, the flash shop mode has developed to this day, even if the electricity providers and stars do not have the experience of opening a physical store, there is no need to worry. There is also a crowd of "Pop-Up Agency" at home and abroad, that is, the flash shop agent.