A vape shop transforms into a streetwear store — and it works
Mr. Shen is a franchisee of a leading vaping brand. He entered the industry in 2018 and gradually opened more than 10 stores in Nanjing. Because he got in early and had strong operational ability, most of his stores remained profitable even during the ind
Mr. Shen is a franchisee of a leading brand of e-cigarettes. He started the business in 2018 and opened more than 10 stores in Nanjing. Because of his early entry and strong operational capabilities, most stores are still making money even in the downturn of the industry.
However, Mr. Shen made a decision in October to turn one of the stores into a fashion brand store: Shaoxia, please stop. Based on the operating situation, he plans to open several more in the future.
As an outstanding franchisee in the industry, why did you make such a decision? We interviewed him.
The following is a transcript of the interview:
——
China's 400 million martial arts fans
The mass base of the chivalrous trend brand is too big
In October, a friend introduced me to "Shaoxia, please stay". The design style and concept of this brand attracted me immediately. Store design, brand presentation, and product design have all been particularly well done.
China people have more or less chivalrous sentiments. I also grew up watching Jin Yong.
It is said that there are 400 million martial arts fans in China. The market for films, films and games with martial arts themes is very large, but there has never been a brand that can combine Chivalrous IP with consumer products so well.
I took Shaoxia's products and store design and asked a group of regular customers. They all liked it very much and asked me to open it quickly.
With this answer, it shows that chivalrous style does have a broad mass base in China, and its psychology is half as solid.
When the store was opened, many people were attracted by the decoration style. Many users will also take photos with the sculpture at the door and post it on their circles of friends.
——
E-cigarette + cross-category product line Store profits are guaranteed E-cigarette wrappers are very serious. It is very difficult for a single-brand e-cigarette specialty store to make money. A store is open for the general public. Hundreds or thousands of people flow every day. After all, e-cigarette users are a minority, and a lot of traffic is wasted. Selling only e-cigarettes is equivalent to wasting 90% of the rent, and efficiency will not be improved. I very much agree with the product matrix of "Shaoxia, please stop": e-cigarettes, small wine, clothing, handmade trendy toys, outdoor military knives, notebooks... Each product is very well made, and a series of jewelry, perfumes, luggage will be included in the future. E-cigarettes and alcohol are both kings of consumer goods. Everyone knows that they have high gross profits and high repurchase. T-shirts and hoodies are very cool in design. After my investigation, men and women aged 18-45 like them very much. Their drainage products, transaction products, and profit-based products have all been fully planned. With more categories, the store's business will be guaranteed.# p#pagination title #e#I have the opportunity to transform every customer who enters the store. —— There are many categories There is also a lot of room for retail gameplay Simply making e-cigarettes has too many restrictions. You can't advertise, and you can't sell them in your circle of friends. It all depends on protecting old customers carefully. Many people don't understand how helpful it will be to store business with more categories. I now have multiple categories, and the gameplay is suddenly opened. I can do social retail and Douyin promotion. Shaoxia has a new retail fission system. Coupled with their IP content, the content in your circle of friends is very impressive. I can just ask the salesperson to copy it directly. Several IP peripheral products with low unit prices are particularly suitable for drainage. A canvas bag costing 29 yuan, a notepad costing 39 yuan, and a multi-function saber costing 49 yuan can be sold directly in the circle of friends to establish a relationship with customers. You can also use it to give gifts, maintain customer relationships, and ask them to help me promote stores. This business is indeed much easier than simply making e-cigarettes. —— High face value, high quality, and high quality There are too few brands that can achieve this "three highs" Nowadays, when young people buy products, they first look at the appearance, then the quality, and finally the quality. In other words, it means not only good-looking, but also easy to use, but also capable of showing off in social circles. In the e-cigarette industry, it is rare to achieve three things at the same time. If some people can achieve this, the prices are also very high and belong to a niche market. A new brand like "Shaoxia, Please Stay" has achieved this "three highs" directly on e-cigarettes at the price of 299. I think it is worth praising. The appearance, craftsmanship and taste are all careful. When put together with products at the same price, it can basically be crushed. Although there are not many flavors of cigarette bombs at present, there are 11 models, but they will soon be enriched. They are now launching cotton cores, which taste great; it is said that they will soon launch ceramic cores to meet the needs of different users. Their wines, T-shirts, hoodies... are all well made, so I won't say much, you can go to the store and have a look. Nowadays, users are very knowledgeable, and have high aesthetic and identification abilities. You don't need to sell too much, the product will speak for itself. Once the products are ready, we can make money easily by doing retail. Although this store has just opened, the current retail situation also proves my original judgment。 After the interview, you may also be curious about this brand. Below are some pictures and materials that Shaoxia asked to stay for a visit, so that everyone can feast their eyes： Young Xia, please stay and cool the store design #p#paginated title #e#
Shaoxia Series Fashion Products Map
Shaoxia's first-generation Moye electronic atomizer, zinc alloy +3D curved glass, high-quality texture. 3ml cigarette shell, organic cotton core, patented oil leakage prevention, soft and rich taste.
Ranger Rice Flavor Wine 250ml 50 degrees
Ranger Sake 250ml 28 degrees
Blur IP series cartridge replacement e-cigarettes
Luoying series disposable electronic cigarettes
As an outstanding franchisee in the industry, why did you make such a decision? We interviewed him.
The following is a transcript of the interview:
——
China's 400 million martial arts fans
The mass base of the chivalrous trend brand is too big
In October, a friend introduced me to "Shaoxia, please stay". The design style and concept of this brand attracted me immediately. Store design, brand presentation, and product design have all been particularly well done.
China people have more or less chivalrous sentiments. I also grew up watching Jin Yong.
It is said that there are 400 million martial arts fans in China. The market for films, films and games with martial arts themes is very large, but there has never been a brand that can combine Chivalrous IP with consumer products so well.
I took Shaoxia's products and store design and asked a group of regular customers. They all liked it very much and asked me to open it quickly.
With this answer, it shows that chivalrous style does have a broad mass base in China, and its psychology is half as solid.
When the store was opened, many people were attracted by the decoration style. Many users will also take photos with the sculpture at the door and post it on their circles of friends.
——E-cigarette + cross-category product line Store profits are guaranteed E-cigarette wrappers are very serious. It is very difficult for a single-brand e-cigarette specialty store to make money. A store is open for the general public. Hundreds or thousands of people flow every day. After all, e-cigarette users are a minority, and a lot of traffic is wasted. Selling only e-cigarettes is equivalent to wasting 90% of the rent, and efficiency will not be improved. I very much agree with the product matrix of "Shaoxia, please stop": e-cigarettes, small wine, clothing, handmade trendy toys, outdoor military knives, notebooks... Each product is very well made, and a series of jewelry, perfumes, luggage will be included in the future. E-cigarettes and alcohol are both kings of consumer goods. Everyone knows that they have high gross profits and high repurchase. T-shirts and hoodies are very cool in design. After my investigation, men and women aged 18-45 like them very much. Their drainage products, transaction products, and profit-based products have all been fully planned. With more categories, the store's business will be guaranteed.# p#pagination title #e#I have the opportunity to transform every customer who enters the store. —— There are many categories There is also a lot of room for retail gameplay Simply making e-cigarettes has too many restrictions. You can't advertise, and you can't sell them in your circle of friends. It all depends on protecting old customers carefully. Many people don't understand how helpful it will be to store business with more categories. I now have multiple categories, and the gameplay is suddenly opened. I can do social retail and Douyin promotion. Shaoxia has a new retail fission system. Coupled with their IP content, the content in your circle of friends is very impressive. I can just ask the salesperson to copy it directly. Several IP peripheral products with low unit prices are particularly suitable for drainage. A canvas bag costing 29 yuan, a notepad costing 39 yuan, and a multi-function saber costing 49 yuan can be sold directly in the circle of friends to establish a relationship with customers. You can also use it to give gifts, maintain customer relationships, and ask them to help me promote stores. This business is indeed much easier than simply making e-cigarettes. —— High face value, high quality, and high quality There are too few brands that can achieve this "three highs" Nowadays, when young people buy products, they first look at the appearance, then the quality, and finally the quality. In other words, it means not only good-looking, but also easy to use, but also capable of showing off in social circles. In the e-cigarette industry, it is rare to achieve three things at the same time. If some people can achieve this, the prices are also very high and belong to a niche market. A new brand like "Shaoxia, Please Stay" has achieved this "three highs" directly on e-cigarettes at the price of 299. I think it is worth praising. The appearance, craftsmanship and taste are all careful. When put together with products at the same price, it can basically be crushed. Although there are not many flavors of cigarette bombs at present, there are 11 models, but they will soon be enriched. They are now launching cotton cores, which taste great; it is said that they will soon launch ceramic cores to meet the needs of different users. Their wines, T-shirts, hoodies... are all well made, so I won't say much, you can go to the store and have a look. Nowadays, users are very knowledgeable, and have high aesthetic and identification abilities. You don't need to sell too much, the product will speak for itself. Once the products are ready, we can make money easily by doing retail. Although this store has just opened, the current retail situation also proves my original judgment。 After the interview, you may also be curious about this brand. Below are some pictures and materials that Shaoxia asked to stay for a visit, so that everyone can feast their eyes： Young Xia, please stay and cool the store design #p#paginated title #e#
Shaoxia Series Fashion Products Map
Shaoxia's first-generation Moye electronic atomizer, zinc alloy +3D curved glass, high-quality texture. 3ml cigarette shell, organic cotton core, patented oil leakage prevention, soft and rich taste.
Ranger Rice Flavor Wine 250ml 50 degrees
Ranger Sake 250ml 28 degrees
Blur IP series cartridge replacement e-cigarettes
Luoying series disposable electronic cigarettes
