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China Pop-up Stores Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Pop-up Stores - China market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Social media can be effective with some subtlety
  • Families with kids should be main target segment
  • Lower tier cities’ pursuit of authenticity is more than just price

Covered in this report

Pop-up stores have gradually become established marketing and sales tools as their popularity among consumers is reasonably high. Like any other developing retail format, pop-up stores can target specific segments precisely. Families with kids and consumers in lower tier cities will become the next two strategic consumer bases for pop-up events to become more commercially effective. The elements of pop-up, such as novelty and entertainment, will also become important attributes of nextgeneration retail.

Expert analysis from a specialist in the field

Written by Roger Shi, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

With consumers' high expectations of pop-up stores in mind, pop-up stores will become more pervasive in the retail world by compelling other retail formats to have more pop-up elements. Consumers' pursuit of novelty and connecting with brands emotionally has pushed the retail market to become storytellers than mere capitalists. The birth of SKPs full of cool and informative displays is looking to connect with consumer on a deeper level than simple transactions. Its eye-catching, edgy style is destined to attract like-minded consumers and build one-of-a-kind brand images Roger Shi
Retail Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Crossover
              • Figure 1: Zhihu’s clinics for knowledge, November 2017
            • Unity is Power
              • Figure 2: Budweiser’s pop-up store planned by ArtBoxxer, December 2019
            • Retro trend
              • Figure 3: McDonald’s and The Forbidden City, August 2019
            • The consumer
              • Pop-up stores are recognised by the market
                • Figure 4: Types of pop-up stores visited in the past six months, November 2019
                • Figure 5: Types of pop-up stores visited in the past six months, by city tiers, November 2019
              • Pop-up stores are semi “official”
                • Figure 6: Channels to purchase after visiting pop-up stores in three months, November 2019
              • Social media is still most utilised
                • Figure 7: Information channels to hear about pop-up stores, November 2019
              • Pop-up stores can be innovatively official
                • Figure 8: Correspondence analysis – marketing format association, November 2019
              • Price and convenience are important
                • Figure 9: Triggers to visit pop-up stores, November 2019
              • Pop-up store is a cultural event
                • Figure 10: Selected consumer attitudes and behaviours, November 2019
              • What we think
              • Issues and Insights

                • 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

                                    • Crossover
                                      • Figure 11: Zhihu’s clinics for knowledge, November 2017
                                      • Figure 12: Bobbi Brown Café, May 2017
                                    • Unity is power
                                      • Figure 13: Yo’Hood’s official website
                                      • Figure 14: Puma’s space pop-up at Yo’Hood with Li Xian, August 2019
                                    • Retro trend
                                      • 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

                                    • 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

                                          • Pop-up stores are a rather established marketing tool
                                            • Figure 17: Types of pop-up stores visited in the past six months, November 2019
                                            • 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
                                            • 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
                                            • 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
                                            • 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
                                            • 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
                                            • Figure 23: Selected types of pop stores visited in the past six months, by household income and city tiers, November 2019
                                        • Purchase Behaviours

                                          • Pop-up stores are an extension of brand’s official channel
                                            • 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
                                            • Figure 25: Selected channels to purchase after visiting pop-up stores in three months, by monthly household income, November 2019
                                            • 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
                                            • Figure 27: Channels to purchase after visiting pop-up stores within three months, by city tiers and income level, November 2019
                                        • Information Channels

                                          • Social media remains most desirable for broadcasting pop-up events
                                            • 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
                                            • Figure 31: Selected information channels to hear about pop-up stores, by city tiers, November 2019
                                            • 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
                                            • Figure 33: To hear about pop-up stores through family/friends/colleagues, by family structure, November 2019
                                            • 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
                                            • 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

                                          • 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
                                                • Figure 37: Correspondence analysis – marketing format association, November 2019
                                            • Drivers to Visit Pop-up Stores

                                              • Price and convenience are still top impetuses for pop-up visitors
                                                • Figure 38: Triggers to visit pop-up stores, November 2019
                                              • Exclusive or conceptual product is a must have for pop-up stores
                                                • Figure 39: Purchase drivers – TURF analysis, November 2019
                                              • Celebrity and good design are good tools to build brand identity appealing to younger consumers
                                                • 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
                                                • Figure 41: Triggers to visit pop-up stores, by age and city tiers, November 2019
                                              • Luxury brands can keep strategy coherent across city tiers
                                                • 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
                                                • 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

                                              • Pop-up stores are now a cultural and entertainment destination
                                                  • Figure 44: Selected consumer attitudes and behaviours, November 2019
                                                • Products are reflection of brand’s identity
                                                    • Figure 45: Supreme x LV’s worldwide pop-up events, June 2017
                                                    • Figure 46: Selected consumer attitudes and behaviours, November 2019
                                                  • Pop-up store are important to find active customers
                                                      • Figure 47: Selected consumer attitudes and behaviours, November 2019
                                                      • 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
                                                        • 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
                                                          • Figure 50: Selected consumer attitudes and behaviours, by family structure, November 2019
                                                      • Meet the Mintropolitans

                                                        • Younger MinTs are embracing pop-up events
                                                          • Figure 51: Types of pop-up stores visited in the past six months, by consumer classification, November 2019
                                                          • Figure 52: Selected types of pop-up stores visited, by age and consumer classification, November 2019
                                                        • Authenticity is a big deal for young MinTs
                                                          • 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
                                                          • Figure 54: Information channels to hear about pop-up stores, by age and consumer classification, November 2019
                                                        • Experience is key
                                                          • Figure 55: Triggers to visit pop-up stores, by age and consumer classification, November 2019
                                                      • Appendix

                                                        • Methodology
                                                          • Abbreviations
                                                          • Correspondence analysis

                                                            • Methodology
                                                              • Figure 56: Correspondence analysis – marketing format association, November 2019
                                                          • TURF Analysis

                                                            • Methodology
                                                              • Figure 57: Purchase drivers – TURF analysis, November 2019

                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                          • Consumer

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                                                          • Brand/Company

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                                                          • Data

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                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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