YOHO! Metamorphosis: Fighting New Retail Market And Setting Up Chao Brand Integrated Store

Since last year,

It was reopened in October 13th this year.

BLU, mainly selling from several hundred to one thousand yuan.

。

YOHO BLU BLU, who is responsible for its brand incubation and offline business, said it wanted to create a full channel retail model with the intention of incubating new and original designer brands, hoping that one day YOHO! BLU could really hatch a Chinese Supreme.

Net Luo's original popularity wave at home and abroad

If we say, YOHO! STORE is the offline version of YOHO! The trend of the world; then YOHO! BLU can be said to be positioned in the new fashion designer's original trend brand collection shop, highlighting the cooperation and collision with independent designers, niche brands, and original brands.

Since 2015, YOHO! Group has launched YOHOPE, an incubator for cutting-edge designers, constantly excavating and developing potential young brands at home and abroad to provide platforms and resources for original designers who have design talents and trends to design their dreams. YOHO! BLU is the new all channel new retail mode that has been launched by the YOHOPE program after many years of intensive cultivation.

On the choice of cooperative brand and single product, YOHO! BLU has its own unique and unique originality, design sense and cutting-edge trend. Many brands have high popularity in young consumer groups.

1. MADNESS first entered the offline store.

Chaired by Shawn Yue, Chao brand MADNESS will be stationed in YOHO! BLU at a limited time, opening the first brand Limited shop in Shanghai in the form of store in store.

This store's series is based on its tattoo, with exaggerated bold colors and overhanging patterns.

2. Many tide brands and the tide of brand cooperation with stars.

In YOHO! BLU, there are not only the most popular brands of brands such as Randomevent, TYAKASHA, Taka, and so on, but also the original design brands incubated by the YOHOPE plan and SMG, AKOP. and so on.

3, gather overseas numerous new sharp tide card.

YOHO! BLU has netted a series of young and fashionable brands, including Carrots by Anwar, F.A, M.T, RIPNDIP and so on.

Stores strive to create different content spaces.

YOHO! BLU's space is built like the BLU in the shop name. Whether it's soft clothes, hard clothes or some small details, the whole shop is playing a kind of neutral neutral blue.

In more than 400 square meters of stores, YOHO! BLU integrates brand display, fashion experience, lifestyle and social space.

The stores are divided into 5 studio areas according to the distribution of pportation hub, and the tide cards in the store are scattered in these areas.

Relying on YOHO! Group tidal current ecological resources and goods retail platform, YOHO! BLU will also share the cargo member system, realize the interconnection of members' functions and interests, and get through the online and offline integration experience.

In addition to brand display and fashion experience, YOHO! BLU is also committed to creating a distinctive trend of life and social space.

With the opening of YOHO! BLU in Shanghai, the YO! COFFEE of YOHO! Also officially landed in the YOHO! BLU Shimao Plaza store, bringing different trend coffee experience to consumers in Shanghai.

In addition, YOHO! BLU is also actively exploring new ways of retailing and experiencing activities such as cross industry cooperation.

Following the YOHOOD trend Carnival cooperation, YOHO! BLU once again joined the Belgian beer brand VEDETT white bear beer in the store to set up a "flash market" flash shop to launch environmental protection bags.

And bottle openers, etc.

Through the design of the scene, let all the fashion enthusiasts in the shop can feel diversified and fashionable culture while shopping.

Plan to open 150 stores in three years

Different from YOHO! STORE's "big store mode", it is understood that YOHO! BLU has an area of 150 to 500 square meters.

Liang Chao, founder and President of YOHO!, said that YOHO! STORE is more loaded with the concept of the city's tidal center, which can bring together the crowd and culture of the trend. So one city and one store is enough.

But nowadays, there are many business circles in the city. Many people will have a lot of consumption and shopping behavior in the business circle everyday.

Therefore, YOHO! BLU came into being.

In the future, YOHO! BLU will gather new elements, such as tide brand, service experience and small activities through smaller area and more flexible form of goods, and penetrate into different business circles in a more capillary way to reach the target consumers in a more intensive way.

Although the way of presentation is different, but in content operators YOHO! BLU and YOHO! STORE are the same, that is, commodities account for only 50% of daily operations, and the remaining 50% are more content layout, that is, to attract consumers through commodity mix and activity experience.

According to Liang Chao, there are thirty or forty groups of intending commercial real estate to discuss cooperation with YOHO! And YOHO!

For YOHO! BLU, the future brands will expand to the 123 tier cities.

"We hope that in the next three years, YOHO! BLU will have about 150 shops spread across the country."

In fact, for YOHO!, compared to the YOHO! STORE, YOHO! BLU, which costs millions of businesses per month, the store type is relatively flexible, and the cost is low, which is more in line with the needs of business expansion.

In addition, YOHO! Has been actively collaborating with other offline entities to explore more innovative modes of cooperation, both in collaboration with Sanlitun's Taigu.

And the flash shop to promote the Mars living space with the current lifestyle as the core content, or to plan a larger area with more elements.

YOHO! Has been able to empower commercial real estate and provide fashion culture and labels for shopping malls and shopping centers, thus attracting more young consumers to gather.

Content is the advantage and also the point of pain.

Since the creation of YOHO! Trend in 2005, YOHO!

Deep ploughing for 13 years.

In addition to offline YOHO, STORE and YOHO! BLU, YOHO also extends its tentacles to offline through various combinations of physical stores and flash shops, so that consumers can truly touch the front and fresh and interesting lifestyles at zero distance.

In addition, from the magazine media to

And then to the offline exhibitions, as well as the high street tide brand channel BLK in recent years, the Mars app that advocates the fashion lifestyle, and the launch of the YO, GALLERY, and so on, which focus on street art, YOHO! The layout of the trend industry is getting deeper and deeper, and more and more comprehensive and rich.

No matter online or offline, YOHO!

In particular, the layout of online offline business is a part of YOHO's export culture.

But for YOHO!, how to maximize the content and business attributes of YOHO! BLU is a big challenge.

Because of the high degree of scene and content, it means more space waste. This also involves how to improve Ping efficiency through operation.

Although YOHO! BLU is trying to solve this problem by lighter content landing, this is still a challenge for YOHO!

For YOHO, BLU and other different retail channels and brands, YOHO is the trend of the past two years.

It is also an important component of the creator and provider of the full range of trends.

Although we are out of the original framework in the process of exploration, it is still unknown how to balance the value of reality.