Pop-up stores are a very well established marketing strategy in the U.S. and Europe, and the wave coming from the West has already pervaded Asia.
Research shows that the compound annual growth rate of pop-up retailing has been over 100 percent since 2015 and that by 2020 there will be over 3,000 pop-up stores opened in China.
For foreign luxury brands who are still observing the phenomenon, here are five need-to-know things about pop-up stores in China.
1. The pop-up store is a must-have
It increases brand awareness at a low cost. For those who are not yet sure about China’s market, it is a good way to test the waters. Pop-up stores are temporary, but they create a long-term, lasting impression with potential customers.
Even for luxury brands that already have a prominent presence in China, it is still a good way to display the latest lines and engage millennial consumers. Luxury brands’ pop-up stores are using interesting design features to attract attention, a tactic that huge brand names have already experimented with.
For example, Dior set up pop-up stores displaying their new women’s line in Shanghai IFC and Beijing SKU right in front of its permanent storefronts this year.
2. Location is key to the success of a pop-up store
4. Use social media to drive traffic
(Source: Jing Daily )