Welcome to the “Twin Cities”! Reporters’ frontline research unlocks “new posture” of youth consumption (Shanghai)
Young consumers in the new era are not afraid to express their individuality, and they “seek differences” while also “seeking common ground.”
The new youth defined on Baidu have labels such as being young, loving the motherland, knowledgeable, moral, and capable. However, in this “Wear New Clothes to Welcome the New Year” Shanghai clothing consumption survey, we want to redefine it. .
Because in Shanghai, it is difficult to tell a person’s age, identity, and occupation simply from their appearance, dress, or even appearance. This may be the “magic” of the “Magic City”, and this is why it is decided In order to “survive” in Shanghai, brands must get rid of simple “age theory” and “gender theory”, making the need for youthful transformation of many brands and products more urgent than in other cities.
On the eve of the Spring Festival, when the reporter came to Taikoo Li Qiantan for research, Mr. Peng, a “post-70s generation” wearing sportswear and red sneakers, was trying on a sportswear at the Equalizer concept store.
What caught the reporter’s attention was that Mr. Peng went to the checkout counter to make a purchase soon after trying it on. However, he did not pay the bill and leave like other consumers. Instead, he chatted enthusiastically with the shop assistants – obviously they had a mutual understanding. They are no doubt old acquaintances.
Equalizer is a cutting-edge sneaker brand that empowers youth sports culture. It uses the brand label of “from the grassroots, rooted in the underground, and making something out of nothing.” The slogan “making something out of nothing” can also be seen on the glass wall of the store.
Mr. Peng, a “post-70s generation” who is keen on speculating on shoes and collecting trendy toys, is actually not a young man in the traditional sense, but this does not affect his love for Equalizer. “Because of speculating on shoes, I pay more attention to sports.” Shoe information. In 2020, I accidentally discovered that this brand had opened a new store in Taikoo Li Qiantan, so I stopped by to take a look. Unexpectedly, I fell in love with the Equalizer brand culture and products.”
The niche plays “out of the circle”
In recent years, after Hanfu has successfully “stepped out of the circle”, the niche market has received more and more attention. Hanfu, Lolita clothing, and JK skirts are no longer exclusive to onlinee-commerceor personal studios, but have also begun to become the most popular “holy places” among niche groups in shopping malls. “. There are two Lolita-style stores in ASE Plaza next to each other. One is cheap, you can buy one for 300 to 400 yuan, while the other one costs as much as 30,000 to 40,000 yuan.
In Super Brand Mall, the Daydream Lifestyle Center, which sells products such as Hanfu and Lolita clothing, and provides one-stop services such as sales, photography, and event organization, has attracted countless insiders to come here to shop.
Stubborn in Global Harbor is the brand’s only store in Shanghai. In addition to the two types of Hanfu displayed at the entrance, the retro-style clothing in the store has attracted countless people who have never tried retro style.
From traditional cheongsam to improved cheongsam that combines Chinese and Western styles, to retro-style modern clothing, this brand from Guangxi has quickly ignited the enthusiasm of Shanghai consumers after entering Guangzhou, Nanjing, Hangzhou and other places. According to the store’s shopping guide, “The sales of the Shanghai store are far better than we expected. We mainly deal with old customers. The store’s repurchase rate and the proportion of old customers introducing new customers are very high.”
Indeed, the reporter saw that in just half an hour, 6 of the 10 customers who entered the store paid. Among them, 3 customers who came together chose improved cheongsam, and 2 customers who came together chose partial. For modern clothes, one customer finally chose a red cheongsam priced at 699 yuan after trying on several pieces of clothing.
Out of curiosity, the reporter asked his friends who were traveling with him to try on two cheongsams. Unexpectedly, my friend who had never tried this style of clothing was immediately amazed by the results. After the survey, he felt that he had been successfully “planted” and must buy it in the future.
Fashion “both inside and outside”
In the iapm shopping mall in Shanghai, the reporter visited the store of Particle Fever, a designer high-end sports brand that has attracted much attention in recent years, and found that while focusing on technology and functionality, it also has a personalized sense of fashion. A high-elastic sports bra displayed in the store not only protects the breasts during exercise, but its navel-baring design and multiple color options are also very eye-catching for daily wear.
Ms. Sun, who prefers midriff-baring slim-fitting tops, chose the most classic black model and paired it with her own off-white loose sweatpants. She looked exactly like a sports girl from TV. “Because my daily fitness routine mainly consists of skipping rope and doing indoor stretching exercises, so when choosing a sports bra, although there are certain requirements, they are not high. Instead, I value its fashionability and matching.”
Naked beast, also located in Huanmao, is a home furnishing brand owned by The Beast. The Beast, which started as a flower shop, has grown into an art and lifestyle brand, specializing in floral arrangements, jewelry, home furnishings and other products.
The reporter saw that the two-piece silk home clothes promoted by Naked beast are still fashionable even if they are used as fashionable outerwear. In this regard, Coco, who is very bold and avant-garde in her daily wear, said, “A set of silk pajamas priced at 1,899 yuan is…fast track.
The concept of sustainability is “due for action”
The Zuczug store in Taikoo Li Qiantan gathers 9 brands, whether it is clothing brands Henrik vibskov, Klee klee, An ko rau, sports shoe brand Veja, home cleaning brand Bondi wash, and lifestyle brand Kerzon. In the fusion of fashion creativity and art, explore the infinite possibilities of environmental protection and sustainable life.
These have become the secrets of Zuczug, a multi-brand collection store based on creating a new lifestyle, to impress Shanghai consumers, which has also made it popular in many popular shopping malls such as IPM, Grand Gateway Hang Lung, Jing An Kerry Center, and Jiuguang Department Store. popular.
“At the same price, the style is good-looking, and you can also do charity and environmental protection, why not?” After trying several pieces, Ms. Jiang finally chose a white thin down, said that since the outbreak, , the biggest change in their daily consumption is that they pay more attention to environmental protection and health, and they also practice it more consciously.
Create a cross-border immersive experience
In recent years, the advanced pursuit of young consumer experience needs has also allowed Shanghai shopping malls and brands to create “immersive” business formats through cross-border methods. The recently opened Taikoo Li Qiantan has an open architectural layout with interlaced lanes, the first AI smart runway in a mall, and the brand’s unique “garden-style” concept store, which has attracted many Shanghai Internet celebrities and fashionistas to check in. Some popular The first online brand store in Shanghai is located here.
SND, a collection of buyers from Chongqing, is one of the representatives. The person in charge of the SND store in Taikoo Li Qiantan told reporters that after its opening, many people who had learned about them online came here and accumulated many loyal fans. “The average sales price of clothing in our store is four to five thousand yuan, and the expensive ones can reach ten thousand to twenty thousand yuan. But for people who really like it, they will not shrink back because of the price. This may be the reason why our customer flow and Sales are less affected by weekends or weekdays.”
Re’van, a designer women’s clothing brand that regards “artistic expression” as its core brand gene, has also developed very rapidly in recent years and now has hundreds of stores across the country. In the Re’van store located in Raffles City, Renguang, the brand’s iconic rabbit image is particularly eye-catching, and the crystal-dense bow device makes people stop to take photos and check in. After checking in, it is natural to go into the store for a browse, and the clothing details full of girly designs can easily resonate with the female customers who are attracted to the store.
At a time when taking photos has become a “rigorous need” for young people’s daily social interactions, creating “immersive” experiences and playing new cross-border tricks has almost become a “standard action” for shopping malls and brands to achieve and consume The “intimate” interaction with the customer ultimately leads to purchase.
It is not difficult to find that under the characteristics of new young people who are individual and unafraid to express themselves, a new round of consumption boom is coexisting between “seeking differences” and “seeking commonality”, and the contradiction between individuality and mainstream, mass and minority Unification also outlines the most “fatal” charm of Shanghai and the people living in this city, allowing brands born or living in this city to show a different style.
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