{"id":9110,"date":"2018-09-13T15:17:19","date_gmt":"2018-09-13T15:17:19","guid":{"rendered":"https:\/\/blog.thestorefront.com\/?p=9110"},"modified":"2022-10-17T06:28:49","modified_gmt":"2022-10-17T06:28:49","slug":"the-chinese-retail-market-pop-up-stores-and-massclusivity","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/the-chinese-retail-market-pop-up-stores-and-massclusivity\/","title":{"rendered":"The Chinese Retail Market: Pop-up Stores and Massclusivity"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/the-chinese-retail-market-pop-up-stores-and-massclusivity\/#Developments_in_the_Chinese_market\" title=\"Developments in the Chinese market\">Developments in the Chinese market<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/the-chinese-retail-market-pop-up-stores-and-massclusivity\/#Moving_towards_massclusivity\" title=\"Moving towards massclusivity\">Moving towards massclusivity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/the-chinese-retail-market-pop-up-stores-and-massclusivity\/#Launching_a_pop-up_store_in_China\" title=\"Launching a pop-up store in China\">Launching a pop-up store in China<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div><p>There was a time in New York, a couple of decades ago, when new music clubs tried out a somewhat unorthodox technique to lure in customers. On Friday and Saturday evenings, the DJ would play music so loud it made the entrance doors pump to the beat, while right outside the club gorgeous Ferraris and Lamborghinis filled the street. Surely, queues of curious partygoers formed in front of the club, but when trying to go in, they were told the club was full and to come back another time.<\/p>\n<p>In reality, the club was empty and those fancy cars outside were just rentals for show. It was all part of a marketing technique which, as you may suspect, proved to work perfectly when the club actually opened its doors to the public.<\/p>\n<p>While this technique is questionable, if not plain wrong, it does teach us one thing which many in retail are acutely aware of: <strong>exclusivity is attractive<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-9115 size-full\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/massclusivity.jpg\" alt=\"\" width=\"775\" height=\"517\" \/><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Developments_in_the_Chinese_market\"><\/span><strong>Developments in the Chinese market<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>In a country containing such a vast population with a newly emerging middle-class, exclusivity is especially magnetic. While long queues are generally associated with inconvenience, in China queues generate curiosity and excitement.<\/p>\n<p>Pop-up stores, which are a textbook example of hunger marketing, fit such a consumer culture perfectly. Delivering on the \u2018fear of missing out\u2019 and providing customers with a unique, limited-time only experience, it is in their nature to create excitement and a sense of exclusivity.<\/p>\n<p>This match made in heaven between Chinese consumer culture and the pop-up phenomenon is one of the reasons why pop-up stores have been on the rise in China. In fact, the compound annual growth rate of pop-up retailing has exceeded 100 percent since 2015 and estimations tell us\u00a0that by 2020 over 3,000 pop-up stores will have been launched in China.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-9117\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/massclusivity.jpg\" alt=\"\" width=\"771\" height=\"514\" \/><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Moving_towards_massclusivity\"><\/span><strong>Moving towards massclusivity<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>What we are seeing in China, and across Asia in general, is actually a movement\u00a0from \u2018masstige\u2019 to \u2018massclusivity\u2019. Whereas the former is about infusing mass-market products with prestige elements to give more consumers a taste of luxury, the latter is a form of premium consumption. It is about making the truly exclusive available to everyday consumers.<\/p>\n<p>With masstige consumption becoming more commonplace as millions join emerging middle-classes, massclusivity is the new innovative. It is no longer about products and services that are slightly better, but displays of taste and sensibilities, exclusive locations, rare and unusual experiences.<\/p>\n<p>In recent years, as brands have been responding to these opportunities for innovation, massclusivity has been showing its many faces.<\/p>\n<ul>\n<li>For China\u2019s\u00a0Tmall.com\u2019s\u00a0partnership with New Zealand Trade and Enterprise which enables Chinese consumers to order fresh seafood from New Zealand, massclusivity means\u00a0<em>the-extremely-hard-to-access delivered to the doorstep in short notice<\/em>.<\/li>\n<li>For US-based\u00a0Vogmask, which collaborated with Chinese body painting collective Face Slap, to launch a fashionable pollution mask, massclusivity meant\u00a0<em>stylish functionality<\/em>.<\/li>\n<li>Offering a luxury-goods shopping experience at discounted prices and including a theme park with Silk Road-inspired architecture, a gallery and an outdoor theatre,\u00a0Suzhou Village\u00a0by Yang Cheng lake defines massclusivity as\u00a0<em>experiential and intriguing <a href=\"https:\/\/www.thestorefront.com\/project\/retail-space-for-rent\">retail spaces<\/a><\/em>.<\/li>\n<\/ul>\n<p>What massclusivity can mean for your brand is something that can only be discovered in practice and the pop-up is a great way to find out.<\/p>\n<p><a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong?utm_source=Blog&amp;utm_medium=Article&amp;utm_campaign=Trends\"><img decoding=\"async\" class=\"alignnone size-full wp-image-9116\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/massclusivity.jpg\" alt=\"\" width=\"776\" height=\"517\" \/><\/a><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Launching_a_pop-up_store_in_China\"><\/span><strong>Launching a pop-up store in China<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>When entering the Chinese market, pop-ups are a way to test the waters. Although temporary, they leave a long-term, lasting impression with your audience. In case your brand already has a presence in China, pop-ups are still an attractive way to display the latest product lines, explore new locations and engage millennials.<\/p>\n<p>If you\u2019re thinking about popping up in China, here are four things to take into account:<\/p>\n<p>1.Working with malls<\/p>\n<p>It is important to know that unlike in the US and the UK where pop-ups are often on the street, pop-ups in China are mostly set up in malls because of strict regulations.\u00a0This works to your brand\u2019s advantage.<\/p>\n<p>Shopping malls attract high foot traffic and the right demographics. They offer convenient setups and have facilities already in place. Furthermore, as pop-ups are increasingly recognized as<a href=\"https:\/\/blog.thestorefront.com\/3-reasons-why-mall-owners-have-come-to-love-pop-up-stores\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">\u00a0benefiting the malls<\/a>, mall owners are more than willing to work with your brand. In addition, China has an abundance of malls. Increasing at a rate of over 600 malls a year, an\u00a0RET report\u00a0predicts that by 2020 there should be as many as 10,000 shopping malls in China.<\/p>\n<p><strong>2. Entering the market as a foreign brand<\/strong><\/p>\n<p>If you wish to set up a pop-up store in China as a foreign brand, it is good to be well-informed about China\u2019s regulations. If your brand aims for direct sales, but does not have a corporate presence in China, it is possible to engage in sales through partners, distributors or agents.<\/p>\n<p>If direct sales are not the main objective, a pop-up store can also serve to simply reach out to Chinese consumers and enable them to experience products. If samples are sufficiently enticing, consumers can always place orders online.<\/p>\n<p><strong>3. Drawing on Social Media<\/strong><\/p>\n<p>Another thing to bear in mind is that when it comes to social media, WeChat is by far the most popular platform. From conversations and payments to sharing moments and sharing locations, WeChat is part of everyday life and when launching a pop-up store this\u00a0<a href=\"https:\/\/blog.thestorefront.com\/promoting-your-pop-up-shop-through-social-media\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">must be considered<\/a>.<\/p>\n<p>Providing visitors with incentives such as gifts or complimentary services in exchange for posting pictures online is a way to drive brand exposure and attract more visitors.<\/p>\n<p><strong>4. The centrality of food<\/strong><\/p>\n<p>One final thing is that food is incredibly important to Chinese culture and is part of the social fabric. What\u00a0Chanel\u2019s Coco Caf\u00e9\u00a0in Shanghai has already shown: whether selling skin-care, cosmetic or fashion products, combining food and beverages with the overall pop-up experience will work wonders to draw in more crowds.<\/p>\n<p>China\u2019s economy is growing at a remarkable rate and although China\u2019s market has been opening up for quite a while now, not all brands know how best to approach it. Eager crowds await to be dazzled and pop-up stores are the sure way to go.<\/p>\n<p><em><strong>Ready to book your next pop-up store in Shanghai? <\/strong><\/em><em><strong>Find the ideal <a href=\"\/search\/shanghai\/retail\">Shanghai pop up space<\/a> for your project!<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There was a time in New York, a couple of decades ago, when new music clubs tried out a somewhat unorthodox technique to lure in customers. On Friday and Saturday evenings, the DJ would play music so loud it made the entrance doors pump to the beat, while right outside the club gorgeous Ferraris and [&hellip;]<\/p>\n","protected":false},"author":36,"featured_media":9112,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Kidder","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/skidder\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/retail-trends\/\" rel=\"category tag\">Retail Trends<\/a>","qubely_excerpt":"There was a time in New York, a couple of decades ago, when new music clubs tried out a somewhat unorthodox technique to lure in customers. On Friday and Saturday evenings, the DJ would play music so loud it made the entrance doors pump to the beat, while right outside the club gorgeous Ferraris and&hellip;","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/9110","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/36"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=9110"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/9110\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/9112"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=9110"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=9110"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=9110"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}