Removing new lifestyles, swaying new consumer markets … emerging brands continue to make surprises, and become a “new favorite” of the shopping center because of surprises. This article is
Emerging brand switch shop
Creative tea and drinks, running in sports and fitness consumption, the national tide broke, the rise of men’s consumption … Under the consumption of the wave, the old players continue to innovate, seek breakthroughs; new bureau insight into the first machine, create a topic point.
The emerging brand is to avoid the giant front, open up a subtraction road, and find the need for consumers that have not been satisfied, and the different chances of competition.
In the “Emerging Brand Observer”, the last article analyzes the location logic of the emerging brand. This article is based on the new brand switch store of 21 City Shopping Center in 2021, interprets the development status and iteration trend of emerging brands, and answers which categories Breaking the way? Which categories are ready to go?
Emerging brand: Comprehensive project investment time, brand development history, investment agency’s focus on brand founding time, the winner data is bound to create or enter the Chinese mainland, the brand is an emerging brand, and other mature brands
Data Range: 21 City 50,000 square and more shopping mall (21st city: Beijing, Guangzhou, Shanghai, Shenzhen, Hangzhou, Chengdu, Wuhan, Hefei, Tianjin, Qingdao, Chongqing, Nanjing, Guiyang, Xi’an, Changsha, Zhengzhou, Kunming , Suzhou, Fuzhou, Xiamen, Quanzhou)
Research scope: 50,000 in the second half of 2020, 50,000 squares, 50,000 squares in the first half of the year, the shopping center brand switch store data
First, the capital / shopping center is optimistic about the development of emerging brands
1. The emerging brand has become a capital “fragrant”, and it has been in the first half of the year.
According to the monitoring of the business big data center, June, a total of 197 consumer brands have generated 215 financing, including more than 60% of the emerging brands. In the new brand of financing, drinks, baking desserts, beauty care, fashion accessories, and become the wind of capital intensive investment.
2, is highly concerned by MALL, the switch shop is 1.7
According to the monitoring of the business data center, the new brand switch shop in the sample shopping center in the first half of 2021 is 1.7, which has risen slightly from 2020h1, expanding the trend, and the shopping center has a positive attitude of introducing emerging brands, and the overall development of emerging brands.
“Brand store switch shop ratio” = store number / closing number: ratio> 1, said the brand store development presents expansion; (number of stores> Guan store) ratio = 1, indicating the development of brand stores (开 = =) Number; ratio <1, indicating that brand store development is shrinking (number of stores in the store, the same below)
Emerging brands are optimistic about their innovation, freshness, and drainage. So, which types of the new brands are in full? Which categories are the most potent?
Second, 2021, the first half of the year, the new brand reset study: Who is the industry black horse?
Sample shopping centers have the highest-to-date, up to 47%; retail is divided into a second echelon with a ratio of 40%.
Special explanation: This article selects a large number of retail, catering and children’s parent-child to make a focus study, and the subdivision is also the case.
According to this three major state state in the Switch store data in the sample shopping center, 2021H1 emerging retail, dining, children’s parent-child is expanding, including the fastest retail expansion, the switch shop is 2.26, the dining and children’s parent-child is stable In the store.
The change of emerging brands reflects the changes in new consumption trends. From the iterative Chinese, it is a trend from iteration, and the gap from iteration. Specifically, which categories are rising in emerging retail, catering and child parent-child three major states? Which categories are thick?
1, emerging retail: beauty pressure, sports economy, Yue self-rising economy, car experience store, play three pages into China Merchants new pet
(1) Emerging fashion boutique: Beauty makeup, life supplies collection shop, new jewelry rapidly
Emerging fashion boutique overall switch shop is downward, including furniture home, beautiful makeup care, IP theme store 3 product store contractions, the maximum size of the beautiful makeup care, the switch shop is down from 3.16 to 0.99.
The domestic beauty brand has emerged in the past two years, the competition is fierce, and the brand lacks competitiveness. Such as Wow Colour 47 in the first half of the year, only 2 new.
Under the hot development of the game, the industry shuffling acceleration, IP theme store switch shop is down from 2 to 1.5.
■ The composite business theme store represented by Line Friends has gradually decaded, and it is replaced by X11, 52toys represented the game theme store. Because of its continuous innovation game, the new IP is launched.
■ During the May 1st, the flagship store of the X11 three major cities opened, the traveler exceeded 500,000; the first flagship store in Shanghai opened the day, but also average the average passenger stream of 50,000 +, all the time in the store for 30 minutes Good results.
A collection store represented by KKV, is designed with exquisite lifestyle operation and high-profile design. KKV has been more than 300 popular business circles in major cities across the country.
New jewelry brand, such as ACC Super Dress, ME + plans to quickly spread the market in 500 speeds of the annual Tournament, and quickly sink from the first and second-tier cities to the third four-tune city, set off the industrial development;
It is worth noting that the main light luxury, boutique mature brand brand Zhou Dafu Hui, Soinlove vigorously expanded the store, attracting many new brands into the game, accelerating the industry innovation.
(2) Emerging clothing: sportswear, women’s dot store is active, home service / underwear violent contraction
The overall emerging garment industry has a stable expansion trend, with sportswear, women’s extension, the development of men’s clothing, and the costumes, the footwear continues to decline, and home service / underwear has shrunk.
Under the sports economy and Yue His economy, sportswear, women’s extension is the most active, and the switch shop is more than 2. Among them, China Li Ning, Champion opened a shop, RE’VAN, Town Village house opened more than 10.
Home service / underwear off-off shop is down from 3.57 to 0.52, the maximum decline. The main reason is or the current underwear industry is scattered, and the market accelerates the shuffle. At the same time, a large number of underwear brands that cater to emerging consumption concepts, such as banana, UBRAS depth focus digitization, mainly on the line, greatly diluted offline passenger flow.
In addition, “three pit” brands represented by Twelve Lightnuts, Cats, Gig House JK, although mainly based on online sales, but with consumption scenes continue to innovate, capital is investing in, the footsteps of the shopping center Obviously speed up, the future is available. For example, if the 2020 shopping center in the twelfth year is less than 5, this year plans to expand to 30.
(3) Emerging supermarket: community supermarket development is good, member store track is hot
After 2020 continuous shuffling, the development of emerging supermarkets ushered in and the switch shop rose from 0.58 to 1.1. Under the “Vigorous Development Community Business” policy, the development of community supermarkets mainly with community service such as Carrefour, Wanjia Mart is good.
At the same time, the large-scale commercial ultra-layout, Fudi warehouse shop, box horse X member store, the Metro Plus member store opened, Yonghui Warehouse store also landed several stores, focusing accurate guest group service.
(4) Emerging car experience shop: big move into Mall
In addition, the emerging automotive experience store has been in the mall and become an investment “new favorite”. 2021H1, with average space, SAIC R car, Guangqi Yan, the car experience store represented by the car, covers an area, and the amount of the store, becoming a powerful performance of his economic rise.
2, emerging dining: national tide winds, fine dilating, special hot pot
(1) Emerging casual dining: drinks and baking dessert competition tends to white heat, national trend
2021H1, emerging casual meals drinking off the store ratio from 0.85 to 1.27, baking dessert, drink active development. As the current young group high-frequency consumer goods, the casual catering industry iteration has accelerated, and many enterprises cross-border entry, attempt to make a split.
In a hundred billion-level tea and kankra market, the market competition tends to be white and hot, many brands have a large number of closed stores, such as a fragrant fruit tea, small deer tea, and drinking power; there are also many brands in the hunting of high-intensive tea storage stores. Out of the coil, such as the wind of the main country, the small family of the main items, high-quality tea drinks, Po Mountain, tea entertainment social space magic tea, etc.
Since 2020, the wind of the new Chinese pastry in the country is blowing through the north and south of the Yangtze River. Taking the ink pioneering bureau as an example, I found 5 rounds of financing for 10 months, today’s capital, and the fourth time of tomato capital, set off a new round of the industry. Under the heat waves, the new brands such as the Point of Ink Point, the Tunxi River Taoji, Wuquan Court Wheel, etc.
(2) Emerging Chinese Dining: Differentiation, Chinese Jane (fast) Pulling Dynasty, Tea Restaurant
The ratio of Xinxing Chinese Catering Switch Shop is 1.35, compared to 2020H2, the switch shop is no change, the store expansion slows down, limited to the dilemma of the supply chain and cross-regional soil, less enterprises in Chinese catering, unable to integrate realization Breakout.
Emerging Chinese catering also presents the following characteristics in development changes:
■ Fish, you are together, the simple meal brand represented by Songhe Sang Tang face is Dangdou;
■ “Meal + Wine” boom, such as biting gold, Li Bai Tangchuan food uses Tang Feng design, will be integrated with Jianghu wind, poetry artistic conception and Sichuan food;
■ Tea Restaurant broke out, with Mini Benchi, Wen Wong Bing Room, etc. Development, entering Beijing, Shanghai, Mainland Tea Restaurant, and Dongping Road continues to open up the territory;
■ More sub-points, cars, etc.
(3) Emerging exotic food drinks: Japanese and Korean cuisine is far ahead, exotic dinner development is trapped
In emerging catering, exotic meals drinking open off shop is the largest, Korean, Japanese cuisine is fast expansion, and Western-style (fast) meal active outdoor is pulled the switch shop.
Chinese and Korean cuisine, barbecue growth is most obvious, burning Jiangnan barbecue, wine pick barbecue open shop is more than 10; first birthday, Xiaoshu Shou happily, etc. Curry Egg Rice, Echille Rice Group is a fast layout.
Western-style dinner, Thai, Vietnamese and other exotic dinner, there are different amplitude decline, or dietary differences, the retention of dishes and innovations is not enough, and the Chinese dinner creative restaurant has an endless, foreign epidemic excessive factors.
(4) Xinxing hot pot: innovative features hot pot rises, string-based brands are cold
The new hot pot switch shop is down from 1.29 to 0.98, and the trend of the store is slowed slightly.
In the wave of consumption upgrades, consumers have a higher demand for health, dining environment, with a string-based joining brand represented by spring furnace string, and a large number of spicy spicy is severely contracted;
Take the trend of the trend, the king of the old casserole, the pig’s belly, coconut chicken, the burdock hot pot, the chicken hot pot, the chicken hot pot is rising, and the competition will become more intense as the market players gradually increase.
3, emerging children’s parent: children’s play growth rate is obvious, children’s education is facing severe challenges
(1) Emerging children’s play: theme parent-child park is held, children’s sports, children’s professional experience hall development is good
Emerging Children’s Amusement Tourism is active, and the switch shop is 2.16. Children’s sports hall, children’s amusement parks are significantly, and the store is active. With the powerful traversal effects of parent-child interactive experience, high-quality park with an immersion experience, innovative theme scene has become a new engine in shopping mall.
In the Children’s Amusement Park, there are IP themes, multi-scene integration experience brand is more popular, such as Meland Club, Narbao, Super Feixia open shops in 6 or more; children’s sports halls have expanded, children’s swimming development , Robot sports experience hall, smith, smart swimming pool, baby tour, more, children’s professional experience hall, Amoy Jack mining in active development.
It is worth noting that Pittmann Town, Pittmann Mine, Hanna Jack, the vegetable garden of Hannah, Kakazoo, is becoming a new favorite of shopping malls to enrich children’s play; children DIY is monolithized by business models, lack of new intentions Downhill.
(2) Emerging children’s education: education type is multi-diverse, the subject education track is zoomed
Emerging children’s education switch shop is down from 2.57 to 1.57, in which early education and scientific education contract is most obvious. Under the high pressure of unclear road, the trend of the store has slowed down. With the official release of the “double mining” policy, the Children’s Education Industry will usher in a major change, especially online education and online subject education must set off the waist.
Nowadays, parents pay more attention to the integrated quality and art culture of children, and children’s education tends to grow diversified. The WESODA Tangko is represented by the WESODA Taoist Center, and the one-stop education complex representative represented by the intellectual life, the dance training represented by the dance hall, accelerating the pace of industry innovation.
(3) Noval children retail: quality, intelligent trend highlight, children’s clothing / children’s shoes industry integration acceleration
The retail switch shop of emerging children is weak and blocked. Mainly in children’s toys, the mother and baby supplies switch shop is clear, in the market, the quality trend is highlighted, such as introducing Singapore’s innovative maternal and child experience brand TFGOL, Poland infant fashion brand la Millou, puzzle toy brand Bravokids.
Children’s clothing / children’s shoes as high frequencies just needed, and the store has accelerated. Li Ning, big mouth monkey, Paul and other clothing giants have been involved in children’s clothing / children’s shoes, strong background and strength to promote Li Ning Young, POLO SPORT KIDS and other brands actively extended, and accelerate integration.
Children’s household goods go to intelligent development, such as Meng cool, good school children’s new store.
The emerging brands brings new passenger flow to the shopping center with its product / service, bringing new experiences to consumers, constantly creating new scenes and gameplay, is the “drain engine” of the shopping center.
In the emerging brand values in the shopping center, we found:
■ “Z Genes” leads new consumption trends. “Independent personality, color value, second yuan, punk health”, etc. Waiting, causing a wave wave around the Sub-sequel, becoming a potential track.
■ Profit mode / service single types need to be transformed, string hot pot, model traditional furniture home, as well as children’s restaurant, children’s haircut, children’s medical, children’s photography and other children’s services, development, and difficult to form a scale. Effect. Based on consumer pain points, technology empowerment transformation, innovation scene experience or new way out;
■ Sports and fitness and child retail, children’s play will usher in a new round of outbreaks under the driving of policies. “Three Tire Policy”, “National Fitness Program (2021-2025)” policy, the successful introduction of children’s retail, children’s play, children’s quality education and other children’s activities and sports and fitness, and domestic sports products will usher in the development of new cycles.