HAYDON black hole new store is here!

“Create a five-dimensional space”

This year is the third year of the COVID-19 epidemic, and the “offline winter” lasted longer than expected. Even so, offline physical retail is still a crucial part of the cosmetics industry chain. In the post-epidemic era , people are also eager to socialize and experience interaction offline.

Yesterday (August 18), HAYDON black hole Guangzhou Grandview Plaza themed new store opened, the scene was crowded, which is proof.

Create a social “new currency”

A few days ago, the National Bureau of Statistics announced the total retail sales of consumer goods from January to July 2022. The total retail sales of cosmetics from January to July was 216.1 billion yuan, a year-on-year decrease of 2.1%. This is the first decline in the total retail sales of cosmetics from January to July in the past 10 years. Under the dual influence of the COVID-19 epidemic and the new economic normal, offline stores are cold, online traffic has peaked, and the overall pressure on the retail industry has become a basic fact.

When the epidemic hit, after a short staking, the new beauty collection store inevitably entered the market consolidation period. Defense is the best offense. After being dormant, the spirit of the new beauty collection store has emerged again.

On August 18th, the new theme store of HAYDON Black Hole in Guangzhou Grandview Plaza officially opened. It reconstructed the beauty retail boundary with subversive consumption scenarios, experiences and products, and added a design style with high recognition and high value. After the opening, it quickly attracted young consumers to punch in, setting off a wave of queuing and punching.

As the largest commercial plaza in Guangzhou, Guangzhou Grandview Plaza has long occupied the C position in the urban business district, with an average daily passenger flow of over one million, making it one of the landmark buildings in Guangzhou. This entry will further drive the influence and radiation of HAYDON Black Hole in South China, forming a staggered arrangement with HAYDON Black Hole Guangzhou Beijing Road Store.

HAYDON black hole is good at accommodating urban geo-culture on the basis of cosmic aesthetics, and at the same time integrating art installations with different themes, Guangzhou Xindian is no exception.

The newly unveiled HAYDON black hole theme store has the theme of “five-dimensional space”. It is understood that the five-dimensional space displayed by it is an aesthetic space that breaks the conventional dimension and is composed of time and space as parameters. Transforming time, space and hierarchical dimensions into each other, in the dynamic structure, the exclusive new aesthetic model leads consumers to a 360-degree immersive punch-in experience.

Specifically, the store style is mainly based on a cool sense of space trend. The main color of gray and minimalist lines create a different world with a sense of technology. There are 4 check-in stations in the store, which are matched with the coffee pop-up shop “HAYDON Black Hole”. The five-dimensional landing module”, together constitute the “five-dimensional space” of the HAYDON black hole.

In the current beauty industry, young people have to dominate the world. Love to share and experience is the way of life for this young generation. The opening of the new store focuses on the “coffee” that young people just need, using the “coffee shop” pop-up form, with the “big-name blind box” gameplay, to quickly attract traffic and attract the attention of young consumers, combined with the “paradise” shopping scene, stimulate Consumers’ autonomy and exploration will increase the fun while shopping.

Affected by various factors, the current offline retail store passenger flow has decreased, and the time for consumers to enter the store has been shortened. In this context, beauty collection stores, as offline channels for traffic drainage, become more and more important to acquire and retain customers and conduct sales conversion. obvious. Through the design concept of “art + technology + experience” and interesting pop-up stores, further enriching the retail space is also a way for HAYDON to maintain the freshness of the black hole.

The most notable in the current consumption field is the “ME era” crowd. They are willing to try various “social currencies” and prefer the full-scale consumption scene of deep integration. The sense of participation and achievement is more important than the sense of acquisition itself.

With the change and development of channels, offline retail stores are no longer simply a place to sell products, but an experience space where brands and consumers interact and co-create. Only by creating a social shopping scene and making it a new consumption and social place for young people can we reach and retain young consumers.

Product experience with both hands, leading the beauty offline retail track

For the new collection store, the economic value and trendy content are only “surface”. After all, the design and display are easy to be imitated and plagiarized. If you want to develop and iterate for a long time, maintain a healthy operation, and build the core of the store around “people, goods, and markets”. is the key.

As an emerging global high-end beauty retail brand, HAYDON brings together international big-name skin care, European and American professional makeup, and niche lifestyle brands, introducing more than 400+ brands and over 5,000 SKUs to create a one-stop beauty shopping experience scene. In terms of product selection, the HAYDON Black Hole Guangzhou new store will dynamically adjust SKUs for differentiated configuration based on the diversification and consumption characteristics of Guangzhou’s local market, and the richness will be more diverse and comprehensive.

The logic behind this set of product selection is inseparable from the buyer system of HAYDON’s black hole. It is understood that HAYDON has a professional buyer team, supply chain team and warehousing and freight management team. Using the logic of “buyer + big data” selection, from the perspective of consumers, it selects products in the dimension of explosive models. The source of all products is highly homologous to Tmall and JD.com, which can be inspected and traceable.

“People” refers to the interaction between store merchants and consumers. Nowadays, both brands and merchants are trying their best to shorten the distance with users and actively seek users. How to flow and integrate online and offline channels has become a problem that beauty brands have begun to think about. This is also a concern in the new retail field. point.

In addition to the store layout that is full of fashion trends, for customers to appreciate, punch in, take pictures, and spread spontaneously, HAYDON also provides a variety of high-end makeup products for trial installation, uses scent devices to create fragrance experience scenes, and also sets up games and entertainment links and facilities . You must know that beauty is essentially a sensory product, and offline stores aggravate the sensory experience that brands bring to consumers, and promote brand promotion and customer acquisition.

In fact, beauty and personal care products have characteristics that vary from person to person and skin type. For many consumers, whether the lipstick color is suitable, whether the perfume fragrance is acceptable, and whether the foundation is suitable for their skin type , the personal experience is more conducive to consumers to see the presentation state of the product and its most suitable, which may be more likely to promote the purchase of the product than the overwhelming promotion information of the Internet celebrity and the brand’s online channels.

HAYDON Black Hole grasps the needs of consumers, builds effective scenarios, opens up a complete business closed loop of “thinking, watching, trying, asking, and buying”, creating a comprehensive matching scene between people and goods, increasing user service awareness and brand trust. It can also break through single product sales and infect other products that he personally grows.

In addition, HAYDON black hole is also increasing the accumulation of private domain traffic, establishing more channels for interaction with consumers, and shifting more focus to the “service” link of the store. It will hold offline salons, electronic music parties and other activities from time to time in combination with the characteristics of stores in various cities, and enhance the interaction with consumers through diversified marketing activities.

Facts have proved that the first echelon of beauty collection stores is not only bright on the surface, but also an efficient integration of “production, supply and sales” behind the scenes of young consumers’ preferences, big data-driven supply chain, and aesthetic blessing.

As a person in the cosmetics industry said, the new species has arrived in the second half, and reshuffle is inevitable. A large number of retail brands that lack core competitiveness may be eliminated, and what remains are the brands that really have basic skills and are serious about retailing.

High-quality products to create high-efficiency floor effect

Although it has slowed down under the dual influence of the current post-epidemic effect of the long tail and Internet e-commerce, the market has not rejected the model of new collection stores.

“In fact, the model of this collection store is very good, and customers will have more choices,” said the above-mentioned industry source. Offline shopping has advantages that cannot be replaced by online shopping. First of all, the effect of using beauty products varies from person to person, and it is easier to choose your favorite products when you actually touch makeup offline. Second, young consumers in first- and second-tier cities have gradually developed the consumption habit of “offline shopping + punch-in”, and consumption traffic has returned to offline. .

A secondary market analyst also said, “The primary market is still paying attention to this form, but instead of investing in concepts like before, it will more cautiously evaluate the single-store model, such as performance, payback period and other indicators. “

Tu Linglin, vice president of Qingtong Capital Investment, once said that offline channels of beauty products have their irreplaceable advantages, and the annual sales of stores with better performance in the industry can reach 80,000-100,000. With the rise of new national trendy brands, offline beauty collection stores have huge development potential, and first- and second-tier cities will be their first choice for layout.

Different from other beauty collection stores, HAYDON Black Hole is keen to make boutique stores a popular landmark in the city, the most distinctive business card of HAYDON Black Hole, and continues to expand its influence as a social retail place.

For beauty collection stores, the more important thing to create high efficiency is user retention and repurchase, as well as high operational efficiency to drive high turnover of goods and increase profitability.

The relevant person in charge of HAYDON Black Hole said that it has redefined high-end beauty retail, from directly inserting into the “heart” of the city, breaking the “super flat effect theory”, creating social shopping scenes with top designers, and then Internet-minded user operations, Turn retail into a service industry.

The ultimate determinant of ping effectiveness is the consumer. HAYDON Black Hole increases user service awareness and brand trust by innovating offline beauty retail forms and enhancing store user experience. Continuous improvement in new content, new technologies, new brands, high interaction, and high premiums. On the user side, multi-dimensional consumption scenarios and rich experiences are used to prolong user stay and reduce customer acquisition costs. Optimize the service system, improve the logic of product selection, and quickly make adjustments in the face of the iteration of consumer demand.

Today, it is no longer feasible for offline stores to simply sell goods. New types of beauty collection stores like HAYDON are constantly adjusting to build their own competitive advantages, realize the access and profitability of business models, and build high brand potential. And this may be the only way out for new retailers to face the reshuffle in the second half.