Pop-up Stores - China - February 2020
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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.
“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, Research Analyst
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