Chanel Wants To Open Its First Game Hall In China?

In March 28th, according to the world clothing shoes and hats net, France

Chanel will open the first "colorful arcade game" flash store in China, and will visit Shanghai K11 shopping center on -23 April 14th.

At the same time, reporters learned that the flash shop compared to previous stores opened in Tokyo, China will add "Coco cafe".

Recently, frequent flash shop mode has been set up, such as Chanel Beauty House and Coco cafe.

Sun Yafei, founder of the luxury goods network in Fifth Avenue, said that Chanel is diversifying its stores in order to make the brand image more youthful, increase the interactivity and get more topics and attract more consumers.

Reporters from Shanghai K11

The market understands that the mall will open the above flash shop within 10 days in April.

The store is located on the 1-2 floor of the K11 atrium. It has Coco cafe and ROUGE COCO GAME retro pixel game, THE BUBBLE GAME doll grabbing machine, THE BEAUTY racing game and 4 lucky games.

Reporters found that unlike previous brands in the flash shop in Tokyo, Shanghai, the store added "Coco cafe" coffee.

It is reported that Chanel in March this year in Tokyo, Japan for the first time to test the "arcade game hall" flash shop, a total of 2 stories, game settings and Shanghai K11 consistent.

Among them, one is the game hall and the other is the 2018 spring new color lip gloss experience zone, the 2 level is the private makeup experience area.

Reporters learned from micro-blog that the "doll machine" in Tokyo flash shop is a free experience, but it is restricted to one person per time.

TERRY TIAN, a new retail expert outside MTR retail, said Chanel has been conservative and prudent in the matter of "entering the electricity supplier". Brand management has repeatedly expressed the hope that consumers can come to Chanel stores and feel brand culture and services.

At the same time, with the integration of all channels, online and offline, digitalized economy and younger consumers, how to get a balance between the two is the problem of luxury brands including Chanel.

In addition, many luxury brands, including Chanel, are diversifying their formats.

Following Singapore, Toronto and Tokyo, Chanel opened the "Coco cafe" flash store in Shanghai last April to promote the new lip lotion.

Meanwhile, in February of this year, Chanel opened the Chanel Beauty House flash store in Losangeles, replacing a building with "Chanel home" with living room, cloakroom, bathroom, bedroom, courtyard and other elements.

It is noteworthy that luxury brands such as LV, Hermes and Tiffany have launched a variety of stores such as cafes and restaurants.

Sun Yafei said that Chanel opened the game theme flash store, mainly in order to increase the brand younger image and strengthen the offline interaction to attract more consumers.

At the same time, the layout of the store is also for event marketing, in order to get topic and gain more attention.

At present, many luxury brands are diversifying, increasing the probability of consumers going to stores and enhancing their brand value, while maintaining their brand positioning through high pricing of multi category businesses.

Sun Yafei predicts that the luxury stores will become smaller and bigger in the future, that is, the brand will no longer lay a solid store, but a more conceptual "image shop". It may even appear in the form of the whole building, with different layers on each floor, such as the integration of shops, brand culture centers or libraries, cafes or restaurants, showrooms and other forms, similar to Muji's "three in one" flagship store.

The store will also become a brand and customer exchange center, so that consumers can understand the brand culture's understanding and understanding, rather than a simple way to buy pactions.

More interesting reports, please pay attention to the world clothing shoes and hats net.