China's RED Home is a Destination for Xiaohongshu's E-Commerce Users
Laura McQuarrie — July 10, 2018 — Business
References: xiaohongshu & thecurrentdaily
In order to better meet the needs of the young, modern Chinese consumer, many e-commerce platforms are launching brick-and-mortar shops, with one of the newest ones being RED Home in Shanghai.
While some big-name e-commerce brands have both opened next-gen physical stores in Asia, Xiaohongshu (RED)—a popular social platform—introduces innovations from a smaller e-commerce player. The new store is said to be first and foremost an experiential offline destination for the community, rather than a place to generate sales. As such, only a handful of top-rated items are hand-picked to appear in the shop, with the preferences of the community heavily taken into consideration.
Consumers can expect a high-tech experience in the store that is closely linked to the Xiaohongshu app, as well as a play area, claw machines that dole out prizes like designer lipsticks and a social media-friendly design.
While some big-name e-commerce brands have both opened next-gen physical stores in Asia, Xiaohongshu (RED)—a popular social platform—introduces innovations from a smaller e-commerce player. The new store is said to be first and foremost an experiential offline destination for the community, rather than a place to generate sales. As such, only a handful of top-rated items are hand-picked to appear in the shop, with the preferences of the community heavily taken into consideration.
Consumers can expect a high-tech experience in the store that is closely linked to the Xiaohongshu app, as well as a play area, claw machines that dole out prizes like designer lipsticks and a social media-friendly design.
Trend Themes
1. Next-gen Community Shops - Physical stores as experiential destinations for communities and brands to better meet consumers' needs
2. Small E-commerce Innovations - Smaller e-commerce brands offering new innovations in physical retail spaces
3. Social Media-integrated Retail - Retail experiences tightly linked to social media platforms
Industry Implications
1. E-commerce - E-commerce companies expanding to physical retail spaces
2. Retail - Physical retail spaces becoming experiential destinations for consumers
3. Social Media - Social media platforms integrating more closely with retail experiences
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