Table of Contents
Executive Summary
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- The market
- Crossover
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- Figure 1: Zhihu’s clinics for knowledge, November 2017
- Unity is Power
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- Figure 2: Budweiser’s pop-up store planned by ArtBoxxer, December 2019
- Retro trend
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- Figure 3: McDonald’s and The Forbidden City, August 2019
- The consumer
- Pop-up stores are recognised by the market
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- Figure 4: Types of pop-up stores visited in the past six months, November 2019
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- Figure 5: Types of pop-up stores visited in the past six months, by city tiers, November 2019
- Pop-up stores are semi “official”
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- Figure 6: Channels to purchase after visiting pop-up stores in three months, November 2019
- Social media is still most utilised
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- Figure 7: Information channels to hear about pop-up stores, November 2019
- Pop-up stores can be innovatively official
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- Figure 8: Correspondence analysis – marketing format association, November 2019
- Price and convenience are important
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- Figure 9: Triggers to visit pop-up stores, November 2019
- Pop-up store is a cultural event
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- Figure 10: Selected consumer attitudes and behaviours, November 2019
- What we think
Issues and Insights
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- Social media can be effective with some subtlety
- The facts
- The implications
- Families with kids should be main target segment
- The facts
- The implications
- Lower tier cities’ pursuit of authenticity is more than just price
- The facts
- The implications
Market Landscape
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- Crossover
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- Figure 11: Zhihu’s clinics for knowledge, November 2017
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- Figure 12: Bobbi Brown Café, May 2017
- Unity is power
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- Figure 13: Yo’Hood’s official website
- Figure 14: Puma’s space pop-up at Yo’Hood with Li Xian, August 2019
- Retro trend
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- Figure 15: Zunyi’s pop-up store, in collaboration with Trip.com, November 2019
- Figure 16: McDonald’s and The Forbidden City, August 2019
The Consumer – What You Need to Know
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- Pop-up stores can be sales driven
- Social media is not that effective
- Consumers are getting sophisticated and in need of entertainment
Popular Types of Pop-up Stores
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- Pop-up stores are a rather established marketing tool
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- Figure 17: Types of pop-up stores visited in the past six months, November 2019
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- Figure 18: Types of pop-up stores visited in the past six months, by city tiers, November 2019
- Cooler brand image might just catch younger consumer’s attention
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- Figure 19: Type of pop-up stores visited in the past six months, by age, November 2019
- Jewellery & watches/food & drink might be the next trend setters for pop-up events
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- Figure 20: Type of pop-up stores visited in the past six months, by gender and age, November 2019
- Jewellery/watches brands should seize the moment
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- Figure 21: type of pop stores visited in the past six months, by age and city tiers, November 2019
- Family with kids are one important consumer segments brands cannot miss
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- Figure 22: Type of pop-up stores visited in the past six months, by family structure, November 2019
- Luxury brands should utilise pop-up stores in lower tier cities
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- Figure 23: Selected types of pop stores visited in the past six months, by household income and city tiers, November 2019
Purchase Behaviours
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- Pop-up stores are an extension of brand’s official channel
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- Figure 24: Channels to purchase after visiting pop-up stores in three months, November 2019
- Pop-up store is an excellent transitional format in lower tier cities
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- Figure 25: Selected channels to purchase after visiting pop-up stores in three months, by monthly household income, November 2019
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- Figure 26: Channels to purchase after visiting pop-up stores in three months, by city tiers, November 2019
- Social ecommerce stores should be more inclusive with its product portfolio
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- Figure 27: Channels to purchase after visiting pop-up stores within three months, by city tiers and income level, November 2019
Information Channels
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- Social media remains most desirable for broadcasting pop-up events
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- Figure 28: Silk Mix Beijing Stage, November 2018
- Figure 29: Silk Mix Online Program, November 2018
- Figure 30: Information channels to hear about pop-up stores, November 2019
- Social media is not that magical
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- Figure 31: Selected information channels to hear about pop-up stores, by city tiers, November 2019
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- Figure 32: Type of pop-up stores visited, by city tiers and social media, November 2019
- Consumers relying on family/friends for information are more offline driven
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- Figure 33: To hear about pop-up stores through family/friends/colleagues, by family structure, November 2019
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- Figure 34: Selected channels to purchase after visiting pop-up stores in three months, by hear about pop-up stores from family/friends/colleagues s, November 2019
- Figure 35: Information channel to hear about pop-up stores, by those who receive information from family/friends/colleagues, November 2019
- Offline marketing channels is better route for consumers to know of pop-up stores
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- Figure 36: Type of pop-up stores visited in the past six months, by information channels (online vs offline) to hear about pop-up store, November 2019
Perception of Marketing Mediums
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- Pop-up stores can be both innovative and trustworthy
- Social media marketing might not be as effective as TV commercials
- KOLs and pop-up stores are better together to achieve relevance with target consumers
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- Figure 37: Correspondence analysis – marketing format association, November 2019
Drivers to Visit Pop-up Stores
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- Price and convenience are still top impetuses for pop-up visitors
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- Figure 38: Triggers to visit pop-up stores, November 2019
- Exclusive or conceptual product is a must have for pop-up stores
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- Figure 39: Purchase drivers – TURF analysis, November 2019
- Celebrity and good design are good tools to build brand identity appealing to younger consumers
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- Figure 40: Selected triggers to visit pop-up stores, by age, November 2019
- Young consumers in lower tier cities are value driven but convenience driven in tier one
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- Figure 41: Triggers to visit pop-up stores, by age and city tiers, November 2019
- Luxury brands can keep strategy coherent across city tiers
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- Figure 42: Triggers to visit pop-up stores, by age and city tiers, November 2019
- Non-visitors of pop-up stores might not prefer offline shopping at all
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- Figure 43: Triggers to visit pop-up stores, by visitation to pop-up stores in the past six months, November 2019
Consumer Attitude and Behaviours
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- Pop-up stores are now a cultural and entertainment destination
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- Figure 44: Selected consumer attitudes and behaviours, November 2019
- Products are reflection of brand’s identity
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- Figure 45: Supreme x LV’s worldwide pop-up events, June 2017
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- Figure 46: Selected consumer attitudes and behaviours, November 2019
- Pop-up store are important to find active customers
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- Figure 47: Selected consumer attitudes and behaviours, November 2019
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- Figure 48: Consumers attitude of actively searching for products after visiting pop-up stores, by age and gender, November 2019
- Young consumers in lower tier cities are more sophisticated than expected
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- Figure 49: Consumer attitudes and behaviours, by age and city tiers, November 2019
- Family treat pop-up stores as a place to entertain their kids
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- Figure 50: Selected consumer attitudes and behaviours, by family structure, November 2019
Meet the Mintropolitans
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- Younger MinTs are embracing pop-up events
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- Figure 51: Types of pop-up stores visited in the past six months, by consumer classification, November 2019
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- Figure 52: Selected types of pop-up stores visited, by age and consumer classification, November 2019
- Authenticity is a big deal for young MinTs
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- Figure 53: Venues of product purchase within three months of visiting pop-up stores, by age and consumer classification, November 2019
- Social media is most important channel to reach young MinTs
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- Figure 54: Information channels to hear about pop-up stores, by age and consumer classification, November 2019
- Experience is key
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- Figure 55: Triggers to visit pop-up stores, by age and consumer classification, November 2019
Appendix
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- Methodology
- Abbreviations
Correspondence analysis
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- Methodology
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- Figure 56: Correspondence analysis – marketing format association, November 2019
TURF Analysis
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- Methodology
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- Figure 57: Purchase drivers – TURF analysis, November 2019
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