Chinese brands have led the way in themed retail this year, playing with new concepts in a way that global players simply can not. Let’s recap and look for more great additions in 2011! - The Bergstrom Group

1. CHINESE
2010 TOP 10 THEMED RETAIL
YOUTH
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2. Introduction
The days are numbered for cookie cutter shops racked side by side,
hoping to lure youth without a brand or a concept to grab onto. We have
submitted our Top 10 Trends in Retail for 2010 but have also seen a lot
of themes this year that either didn’t exist or weren’t fully formed in 2009.
In tier one and quickly spreading, many of these shops demonstrate
new creativity, more sophisticated targeting and a confidence in testing
new ideas. Chinese brands have led the way in themed retail this year,
playing with new concepts in a way that global players simply can not.
Let’s recap and look for more great additions in 2011!
www.thebergstromgroup.com telling the story of new China

3. 2010 TOP 10 THEMED RETAIL
1. Attention! Super-Sofa Shoppers
2. Generational VIPs
3. It’s OK to Be Sex-y Shops
4. Brand New China
5. TV Set Comes to Life
6. Boho-Fabulous
7. Social Networked Fro-Yo Girlie Fantasy Lounge
8. Wai Guo Wai Mai
9. Ka Ching! Vending Made Over
10.Juice Plays Dress Up
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4. #1: Attention! Super-Sofa Shoppers
Sure to be a hit with busy moms and e-tail addicts, The Store, also known as
一号店 or Yihaodian (meaning Number 1 Store), provides customers with
discounts on a vast array of guaranteed Class-A certified goods, setting it apart
from Taobao and other rival markets who do not carry the same variety across
grocery categories. See our former post on it here.
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5. #2: Generational VIPs
Eight Hot Pot in the Xicheng district of Beijing, is all 80s, all the time. From the
gate to the smallest detail inside the restaurant, the eatery emulates a typical
80s school experience. The restaurant serves not only hot pot, but 80s favorites
including cold noodles, fried rice, and 麻辣烫 or Ma La Tang (Chongqing hot
spicy hot pot). To add an air of exclusivity, customers have to show their ID
cards to prove that they are members of the 80s generation. Check out our
former post on it here.
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6. #3: It’s OK to Be Sex-y Shops
Amy’s Bedroom is a female-owned sex shop in Shanghai’s French Concession
district – one of the “cute” sex shops we have seen pop up like fireworks across
tier one. Instead of embracing the more back-alley or institutionalized public
health approaches of their predecessors, the shop is designed to appeal to a
younger, more fashionable clientele that is open and comfortable with their
sexuality. See our previous post on it here.
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7. #4: Brand New China
Brand New China (BNC) is the retail project of popular personality Hong Huang , an
author, TV talk show host and magazine publisher. Breaking ground with the
opening of a 540 square-meter shop in Beijing’s Sanlitun Village, Huang is part of
the movement to turn “made in China” into more than just a manufacturing slogan.
Brand New China (BNC), hopes to draw attention to China’s up-and-coming design
talent by showcasing 150 young Chinese designers across fashion, accessories
and furniture. See our former post on it here.
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8. #5: TV Set Comes to Life
PISCES café is based in Beijing, a virtual twin of the café Central Perk featured in
the American TV hit Friends. Since it opened in Beijing in March of this year, it has
attracted a sea of fans, eager to experience the show on a new level. By making
fans’ fantasy come true, the owner of this café, Gunther (named after the barista in
Friends), also realized his own dream – to find true friends. See our former post on
it here.
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9. #6: Boho-Fabulous
This year we have seen a slew of new boho-inspired cafes across China. From the
more feminine granny fabulous with floral patterns, lace doilies and wide tea
selections to the more masculine vintage themed spots with spirits and live music
– we love them all.
www.thebergstromgroup.com telling the story of new China

10. #7: Social Networked Fro-Yo Girlie
Fantasy Lounge
Japanese import Razzleberry, a frozen yogurt store, is becoming increasingly
popular in China’s fashion capital for its innovative marketing and targeted
concept. The store – a glam, sparkly pink lounge – employs a team of mini-
celebrities to serve product and draw fans. Business cards announce celebrity
staff pictures and blog addresses and staff perform special concerts on stage
(see middle picture). Check out our previous post on it here.
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11. #8: Wai Guo Wai Mai
While the British press has dubbed Chinese tourists’ contribution to the UK economy
the “Peking Pound”, overseas retailers have made big efforts to make shopping for
foreign goods from China easy and appealing. Dai Gou (buying branded products
overseas for Chinese customers) started with individual sellers but has now
attracted brands. See our posts on how Korean retailer Shishangqiyi and Italian
luxury seller Raffaello-network attracted mainland consumers with deep discounts,
easy payment and delivery.
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12. #9: Ka Ching! Vending Made Over
Slide over sorry drinks and tired cookies, here comes fresh crab, fruit, medicine
and even movie tickets! Vending machines have taken a fresh approach in 2010
and youth have been keen to try new ideas, in convenient places with low prices.
Check out our former post on it here.
www.thebergstromgroup.com telling the story of new China

13. #10: Juice Plays Dress
Up
In September 2010, vampires hit the capital!
Vampire in Beijing, the first vampire theme
bar was opened in Beijing, paving the way
for other small-scale, non-Cosplay but still
character-themed retail. The bar is decorated,
designed and owned all by one guy who is
just 20 years old. The concept is a labor of
love and reminds us how quickly ideas can
be executed in China. As the owner, Ruan,
told us, he has been into vampires, zombies
and other dead but not gone creatures since
his childhood. Currently, Ruan has a number
of requests from group purchase sites and is
considering how best to grow the business.
Check out our former post on it here.
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14. GET
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www.thebergstromgroup.com telling the story of new China