The document summarizes retail trends among Chinese youth in 2010. Key trends included: (1) Social media sites that allowed youth to see others' opinions on products and make shopping social; (2) New experiential retail environments like kids hair salons and playgrounds that sparked children's imaginations; and (3) Chinese brands gaining prominence and launching new concept stores both domestically and abroad to target Chinese consumers. Flash sales, mobile payments, and bringing online features to physical stores were also trends seen in 2010.
Russian Call Girls In Gurgaon â€ïž8448577510 âčBest Escorts Service In 24/7 Delh...
Â
Top 10 Retail Trends of 2010
1. RETAIL
2010!
CHINESE
TRENDS
YOUTH
www.thebergstromgroup.com telling the story of new China
2. Changing
Priorities
In 2008, we did a survey to
uncover the important factors
youth considered when buying in
a store for Womenâs Wear Daily
and updated the results for
Advertising Age China this year.
We found that youth expected
more â and were willing to do less
than before.
www.thebergstromgroup.com telling the story of new China
3. Welcome to the retail round-up, our top 10 picks of new retail
changes affecting youth this year.
Young people in China are being bombarded with new ways to shop, new things to buy and new ways to buy them. !
TOP 10:2010
1.Socializing Shopping Online
2.Imagination Station
3.Everyday Luxury
4.Chinese Brands Switch On
5.Buy Now!
6.In-Store Advantage
7.Wallet Free Lifestyle
8.China-Vision
9.Touch-and-Feel Retail
10.Offline is On
www.thebergstromgroup.com telling the story of new China
4. Glamour-sales.com allows users to see the ages and genders of other shoppers
trend #1: Socializing
Shopping Online
Chinese youth are expert online shoppers and they value othersâ opinions.
New sites marry the two concepts.
www.thebergstromgroup.com telling the story of new China
5. âWhat do
others
think?â
B2B site Holaba is also B2C allowing users
to compare product and brand
recommendations. Mega-SNS Kaixin also
introduced functionality allowing users to
vote on styles, looks and brands this year.
Glamour-Sales allows shoppers to see
ages and genders of people who have
purchased specific products. The site,
focusing on deep discounts to up-market
branded products, incents its audience to
act quickly by taking advantage of flash
buy promotions and frequently rotating its
product line-up.
www.thebergstromgroup.com telling the story of new China
6. Luxury
Kids
trend #2: Imagination Station
As we saw the focus of Chinese childhoods shifting to more fun
times ahead, 2010 offered some great new environments for kids to
flex their imagination. Yes, many of these trends had older
international cousins but this was their first incarnation in the
mainland.
www.thebergstromgroup.com telling the story of new China
7. Parents now have the option of taking their tots to a
kids-only hair salon, offering high class service to the
underage crowd. One such salon is Zusso Kids at
Isetan Meilongzhen Plaza, Shanghai. Exclusively for
kids, mini BMW and Mercedes-Benz cars are
transformed into playful barber chairs. Cartoons, such
as Pleasant Goat, Teletubbies baby, Doraemon and
SpongeBob, play on individual TVs â or clients can
bring in their own DVDs. When the stylist completes the
cut, the pint-sized customer would be rewarded with a
bottle of Yakult (a popular Japanese yogurt drink).
Check out our former post here.
Ai Time in Nanjing is 5 floors of fun, Packard Golf World hits 4-13 year olds
www.thebergstromgroup.com telling the story of new China
8. simple luxury- china goes
bridge
Kit Kat offers new sophisticated flavors in 2010
trend #3: Everyday Luxury
Luxury in China is being redefined. It is no longer just about big
brands with even bigger price tags. Youth are looking at ways to
enjoy the simple things in life and brands are responding by creating
products that are basic but couple quality and design.
www.thebergstromgroup.com telling the story of new China
9. Moleskin took a new interest in the mainland this
year. Their previous Chinese-language presence
online was managed by users (Moleskiner.net)
but in 2010, Moleskin.cn was launched and a
new exhibit âDetourâ hit Shanghai displaying
Moleskin notebooks of famous creatives including
author/race car driver Han Han, director Jia
Zhangke and fashion designer Jenny Ji.
Hot on Moleskinâs heels is Jiu Kou Shan. This
Shanghai brandâs 2010 series of notebooks titled
âLife Documentsâ focus less on design and more
on interests. Each book has a layout specific to
how the user might want to record information
related to that particular passion.
Drinks are another example of simple luxuries
introduced in 2010. While Evian presented roller
skating babies to Chinese audiences, Chinese
brands picked up on the cue that drinks needed a
âbridgeâ category. 2010 popped out a myriad of
new options that are in between designer brands
Evian and Vitamin Water and basic drinks. Power
One, Bamboo Charcoal Water, Rosbacher and
ALKAOUA offer design and functional benefits at
a lower price point.
www.thebergstromgroup.com telling the story of new China
10. Li Ning headed to the US with a controversial TV campaign
trend #4: Chinese Brands
Switch On
Chinese brands took confident steps this year â from savvy
marketing at home to launching new concept brands to packing their
bags and heading to new territories.
www.thebergstromgroup.com telling the story of new China
11. This year, iconic Chinese bicycle brand C-Forever was re-launched
by a Chinese company! Apparently taking notes from the French and
American resuscitation of iconic sports brands Huili and Feiyue, C-
Forever redesigned classic bikes with popping colors and marketed
them in an arty way.
Shanghai Vive, Jahwaâs luxury skin care brand opened shop (albeit a
very hard to find one) in Shanghai.
www.thebergstromgroup.com telling the story of new China
12. Group purchase + flash buy
trend #5: Buy Now!
To incite customers to make quick purchase decisions, retailers
offered flash buy and group purchase options.
www.thebergstromgroup.com telling the story of new China
13. Check out the McDonald's Sec-kill ad here.
Sec-kill (aka flash buy) has been a hot topic this year, starting with KFCâs âsec-kill gateâ where
customers were denied the offer when demand overwhelmed supply creating a PR mess for
KFC. Other brands including Taobao and McDonaldâs have used the promotion successfully â
careful to be able to honor the promotion and not anger customers.
Group purchases this year evolved to marry sec-kill and a group. Sellers will sell items only if
a certain number of people respond to the offer.
www.thebergstromgroup.com telling the story of new China
14. Customers line up outside of Edisonâs Shanghai store
trend #6: In-Store Advantage
Brick and mortar stores recognize the threat that online shopping
poses in China â cheap, easy and from oneâs home is hard to beat.
In 2010, retailers made moves to attract shoppers back to stores.
www.thebergstromgroup.com telling the story of new China
15. 353 Plaza has opted to target young shoppers by.
creating the 353 Club, which offers a small library of new magazines, a snack bar,
activities like movie showings and gifts to its members.
On the other side of Shanghai, Joycity mall hopes to lure customers with a Ferris wheel
www.thebergstromgroup.com telling the story of new China
16. Mobile Wallet system at Starbucks
trend #7: Wallet-Free Lifestyle
Beyond cash or credit, 2010 brought some future-fantastic payment
options to Chinese consumers.
www.thebergstromgroup.com telling the story of new China
17. Mobile Wallet is a mobile-enabled application and payment
service that enables its network of subscribers to make
convenient payments to any designated affiliate (including
Mobile Walletâs appointed network of merchants) to accept
MW points as mobile-based payment gateway.
Pay by Finger is another new way of paying for things without
a wallet. To set up the system, representatives will come to
homes or customers can go into a bank to sign up. Attached to
usersâ bank accounts, consumers simply make an electronic
imprint of their fingers to buy items. To date, there have been 7
banks and over 250 shops using the pay-by-finger payment
system.
www.thebergstromgroup.com telling the story of new China
18. Shanghai welcomed HermĂšs new concept brand Shang Xia specifically for the Chinese market
trend #8: China-Vision
In marketing, products and brands, Chinese were targeted like never
before.
www.thebergstromgroup.com telling the story of new China
19. At a lower price point and with well-designed basic
Chinese-inspired looks, HermĂšs Shang Xia (âtopsy-
turvyâ in Mandarin) launched in Shanghai. The
opening collection included fashion, shoes, home
furnishings and dishes â banking on Chinaâs many
gifting occasions as well as consumers interested in
quality and design at a bridge price point.
Leviâs introduced its own âmade for Asiaâ brand
dENIZEN this summer. Apple entered Shanghai with
Shanghai-inspired iPhone and iPad cases and
employees shed traditional black shirts for red with
the slogan âDesigned in California, Made for Chinaâ in
Mandarin which was also reflected in product labels.
Gap launched with Western and Chinese models and
1969 jeans specifically for Chinese (although the
sizes were not small enough for one staffer here) and
Uniqlo presented a China-designed T-shirt series.
www.thebergstromgroup.com telling the story of new China
20. Media Markt entered Shanghai with selection
trend #9: Touch-and-Feel
Retail
The old-school retail rules in China told customers âdonât touch or try
it if you donât want to buy it.â However, new shops embraced
experiential retail.
www.thebergstromgroup.com telling the story of new China
21. Customer experience is becoming a vital
part of the buying process. Besides
consumer electronics retailers, China
Southern Airlines allowed the public to
experience first-class seats.
www.thebergstromgroup.com telling the story of new China
22. Meters/Bonwe tag directs customers online
trend #10: Offline is On
This year, Taobao experimented with an offline shop but we also
noticed some offline retailers bringing the Web into their brick and
mortar shops.
www.thebergstromgroup.com telling the story of new China
23. In addition to Meters/Bonweâs Web-friendly
tagging system, Gap launched its site the same
day as its shop in Hong Kong Plaza.
Traditionally not thought of as online purchases,
grocery sites like Yi Hao Dian launched as did
Samâs Club.
www.thebergstromgroup.com telling the story of new China
24. GET
Thank you!!
CLOSER info@thebergstromgroup.com!
âš
www.thebergstromgroup.com!
www.thebergstromgroup.com telling the story of new China