International Trend Buyer'S Shop Follows The Trend And Improves Online Channels

China's commerce is developing vigorously with new power and unconventional ingenuity. The "upward power" of "this is China's commerce", a special plan of "the 16th China commercial real estate Festival", reveals the tenacity, vitality and upward power of Chinese commerce from the bottom, breaking and evolution of real businesses such as developers, shopping malls and brand merchants in 2020.

It is understood that popcorn general store, owned by popcorn, was founded in Mong Kok, Hong Kong in 2009, with Joe Wong as its manager. Popcorn general store is committed to popularizing street culture and fashion culture to young people, striving to bring street brands of different styles to the public. Starting from a street trendy store, popcorn general store has developed into a global chain brand with more than ten stores, with business footprints in mainland China, Hong Kong, Macao, Taiwan, Thailand, Malaysia and other places.

Optimistic about the offline layout of physical acceleration

In recent years, with the rapid development of the Internet, various e-commerce platforms gradually replace offline channels and become the shopping of young consumers. In 2020, the sudden outbreak and lasting impact of the new crown epidemic will bring a heavy blow to the real business and accelerate the online transformation of the brand. In the face of the double impact of the Internet and the epidemic, the pessimism of "traditional physical commerce is dead" is spreading.

In this regard, popcorn, which started as a street store and focused on the experience of offline stores, has always been optimistic. Popcorn believes that physical stores are still the soul of street and fashion culture, which are promoting the development of street and fashion culture.

Based on the importance of physical stores, popcorn will still open three offline stores in mainland China in 2020, namely Beijing Changying Tianjie store (opened on July 15), Chengdu Mixc store (opened on December 6) and Hangzhou Wulin Yintai store (opened on December 12). Among them, Beijing changyingtian Street store is popcorn's third store in Beijing after Sanlitun taiguli store and Xidan Joy City store, while Hangzhou Wulin Yintai store is popcorn's first store in Hangzhou.

In addition to physical stores, the more flexible Fashion Time Limited stores are also an important offline channel for popcorn to display its own street culture. From January 1 to February 16, 2020, popcorn joined hands with popular fashion brands ripndip, Chinatown market, aim é Leon Dore, HUF and daily paper to bring its limited time store popcor hub for more than one month. From May 8 to June 8, popcorn opened in K11, Hong Kong Musea shopping center has launched a one month concept store, bringing three versions of the classic "Johnny" and displaying fashion items such as anti social social social club Asia Limited styles.

Follow the trend and improve online channels

Affirming the important role of physical stores in street and fashion culture does not mean denying the value and significance of online channels. For popcorn, online channels, as a useful supplement to offline stores, have always played a positive role. In 2020, affected by the epidemic situation, the world will usher in another wave of digitization. The digital construction of all walks of life will speed up, and popcorn will also accelerate the pace of its own digital channel construction.

In terms of e-commerce channels, in addition to Taobao platform, popcorn will be re installed and put online in 2020 to create a better online shopping experience.

In terms of social media, in 2020, popcorn strengthened the management of official wechat subscription number and official microblog number, pushed the latest brand news in time, and continuously increased the attention of brand and new products in the current season by means of interactive games, lottery and discount.

Under the catalysis of the epidemic situation, the live broadcasting industry will usher in a bright moment in 2020. Online sales methods such as online celebrity live with goods and star live with goods have significant effect and are widely welcomed. In 2020, popcorn also has a positive performance in live delivery. In early April, popcorn general store in Sanlitun launched a "live shop exploration" activity in cooperation with a million fans of online celebrity anchor Dishi. In addition to introducing the latest style of popcorn store to the fans in front of the screen, the live broadcast also introduced the transformation of ordinary people, highlighting the significant changes in the external image of consumers brought by popcorn and its agent's fashionable clothing. On April 30, popcorn general store of Xidan Joy City cooperated with Huang Shengchi, a new generation of popular actor, to carry out live broadcast cooperation. Under the live camera of Huang Shengchi, popcorn's fashion shop decoration style and its agent's latest products of many brands all over the world are comprehensively and vividly displayed.

Focus on the main business, supplemented by multi-faceted marketing

In 2020, the whole year's epidemic has put forward a life and death test for each brand.

In the face of the sales crisis brought about by the epidemic situation, popcorn will focus more on the main business of trend buyers in 2020, continuously track the global trend trends, regularly publish "trend broadcast" on wechat subscription number, and constantly introduce new brands and new products. For example, in February 2020, popcorn introduced the brand wind and sea from Japan and the latest series of knitwear from ANZ brand in London, UK. It is understood that in 2020, popcorn has introduced more than ten new brands from all over the world, including nanamica, n.housewood, wind and sea, sophnet., a [S] USL, Hoka one one, p.a.m., rokit, Salomon, second layer, ANZ and so on. Among them, there are many brands in mainland China.

While focusing on its main business, popcorn will also assist sales through game marketing, star cooperation, promotion and other marketing methods in 2020.

In terms of game marketing, popcorn launched several small games on wechat subscription number in 2020 to attract fans' attention and increase brand stickiness. For example, on Valentine's day in February, popcorn general store wechat subscription number launched the "Valentine's Day gift mask run" game, which not only publicized the importance of wearing masks at the time of severe epidemic, but also added fun to Valentine's day; in April, popcorn and the well-known game "gather! In the game's clothing stores, popcorn's fashion items such as supreme, plesares, 40s & shorties and other brands are launched in the clothing stores in the game for players to download and use.

In terms of star cooperation, in addition to inviting the popular star Huang Shengchi as the brand recommendation officer to bring goods for popcorn live broadcast, popcorn also provided clothing modeling support for mainland male rapper Wang Linkai, Hong Kong stars Fu Jiali and Li Jingyi to increase brand exposure in 2020. Taking Wang Linkai as an example, public information shows that from June to September, popcorn provided clothing support for Wang Linkai for many times, and provided help for her attending such programs as "king of cross border songs" by Beijing Satellite TV and "rap listen to me" on Hunan entertainment channel.

During the epidemic period, in order to deal with the market situation of weak consumption, reduce inventory risk, and timely recover funds, many brands joined the promotion force. Popcorn is no exception. According to the data, popcorn launched several small-scale promotion activities in 2020 to boost sales: on Valentine's day in February, popcorn announced its agent anti social social social Half price discount for the second item of club brand goods; from May 1 to 5, ripndip summer blessing bag promotion package was launched, with only 588 yuan for 1600 + goods; on May 15, online limited time discount activity, for some goods, you can enjoy 8.80% discount for 2 pieces, 20% discount for 3 pieces and 70% discount for 4 pieces

-Conclusion-

In 2020, in the face of the heavy blow of the black swan epidemic, popcorn withstood the pressure, accelerated the offline layout, continuously improved the online channels, focused on the main business, and integrated a variety of marketing methods, and finally realized the development against the trend. Popcorn's performance in 2020 reflects the courage, tenacity, vitality and wisdom of fashion brands that are not afraid of challenges. In the future, popcorn is expected to have better development and contribute more business wisdom to Chinese brands.