I won the most expensive facade of Sanlitun Taikoo, and we asked Gentle Monster China CEO 10 questions

Author:36 氪 Time:2022.08.12

How can I become the "new generation" landmark in the most trendy and youngest Sanlitun Taikoo Li?

Wen ｜ Yao Lan

Edit ｜ Qiao Yan

Source ｜ Future Consumption (ID: LSLB168)

Cover Source ｜ Brand Figure Conferry

The biggest suspense of Beijing Commercial Real Estate in 2022 was finally revealed -the store location located at the entrance of Taikugoli District, Sanlitun, and previously, the store location of Uniqlo has been erected for a long time. Who is its new owner?

The answer is Gentle Monster from a high -end trendy glasses brand from South Korea.

On August 4, this world's largest Gentle Monster flagship store officially opened. It is the 17th store opened in the Mainland since May 2016. As of now, Gentle Monster has deployed more than 60 stores around the world.

This new flagship store was relocated and upgraded by the old shop in Taikudi District, Sanlitun, and the latter was the first flagship store opened by the brand in the Mainland.

The world's largest Gentle Monster flagship store

Step into the Square Square of Sanlitun, Sanlitun, Beijing. First of all, the Gentle Monster Sanlitun Taikoo Li flagship store is full of technology -filled electronic screen outer walls. Multimedia art works are broadcast day and night. The contrast between the color contrast between red and green and the momentum between the virtual figures can give people a strong visual impact.

Electronic screen outer wall full of technology

The flagship store in the southern district has three -story space, covering over 1,330 square meters, but the area of the goods itself is not much. It can be said that it has firmly implemented its unique concept of "space waste aesthetics".

The "waste" space has given many installation art. From the first to three floors, you will see the incomplete bear dolls, the black robot (body messenger) and rhino (notice) sitting on the floor, the six -foot mechanical spider that reflects the brand concept, and the giant insect device of the ants.

Gentle Monster Sanlitun Taikouli flagship store on the first floor

Gentle Monster Sanlitun Taikouli flagship store 2nd floor

Gentle Monster Sanlitun Taikouli flagship store three floors

From the first floor to the three floors, consumers can experience from relaxed to tension (even in horror) to slightly relaxed emotional changes. This is exactly what the store design pursues. But don't forget that the product is the "protagonist".

According to the future consumption of 36 氪, the flagship store in the southern area is the latest and most complete style in the Gentle Monster Chinese store. The first layer shows the new product. The second layer is mainly sunglasses, and the third layer mainly displays optical mirrors.

Most of the prices of sunglasses sold in the store are between 1,700 yuan and 2400 yuan (excluding joint models), and customized glasses with a degree of degree are less than 5,000 yuan. The third floor has the first offline maintenance space in North China, and is equipped with an exclusive optometry area for professional optometlers and high -end professional equipment.

To some extent, the creative and taste reflected in the offline retail model of "artistic curatorial" supports Gentle Monster's powerful brand premium.

"We are not artists, but a group of people who create experiences." Gentle Monster's Chinese CEO Wang Xiaodong told the future consumption of 36 氪 that for the brand with obvious offline retail attributes, it is difficult for consumers to become consumers for it. The reason for paying to pay, how to create emotional value should be an important competition point.

Wang Xiaodong once served many industries such as luxury jewelry, lifestyle, fast -moving consumer, electronic technology, and automobiles. He has many years of experience in brand strategy, event marketing, and project management. After joining Gentle Monster Monster X HUAWEI smart glasses release, cooperated with SKP to build SKP-S malls, HAUS SHANGHAI retail space settled in Shanghai and other projects, and introduced the group's fragrance brand Tamburins and dessert brands to China.

The following is a dialogue with Wang Xiaodong, the chief executive of Gentle Monster, the future consumption of 36 氪.

36 氪 Future Consumption: Why did the new store choose the "most expensive" position of Sanlitun?

Wang Xiaodong: Beijing is the first step in Gentle Monster's entry into the Chinese market. This time, we moved the flagship store to the southern area of the business district. It happened to be at the entrance of Taikoo Li, Sanlitun. We hope to become a new generation of landmarks in Taikoo Li, Sanlitun. This choice is also our mutual choice with Taiheli. Their trust and encouragement are also very important. We also have such capabilities in the development of these years, including product power and brand power.

36 氪 Future Consumption: Gentle Monster's space creation capabilities are impressive. Talk about the design concept of this new store.

Wang Xiaodong: It is an imagination about the digital age, simply speaking, "the fragmentation and re -combination of data". Sometimes, the design can be enlarged infinitely. I don't want to give everyone a fixed answer. What you feel you feel. I will tell you its theme is "to be like the future", but it is not necessary for each consumer to know that there is such a drafted theme. Either crushing or reorganization, none of them are out of our style. It is our style to be able to surprise people. Specifically, emotional changes are a point that we pay attention to when we are doing space. There are large toys on the first floor, which makes people feel relatively easy. The second floor is red and dark. After you come up, you can see the black robot and rhino. There is a sense of mystery. By the third floor, because you can see the white picture of the mirror, the space is relatively transparent, and the person is slightly relaxed.

In addition, when designing stores, we will consider looking at it from the outside. Will children want to come in? Because children can directly show whether he likes something. If the TAs feel that there is no pressure and curious, the young people are the same, or everyone is the same, they will be driven in to find out.

36 氪 Future consumption: What is the difference between each layer?

Wang Xiaodong: It is necessary to emphasize that Gentle Monste is not selling space. The product is the core, just to say that the space and the product must be cleverly combined. In simple terms, the first floor is specially selected, cooler products, which integrates many categories; the second floor is mainly sunglasses; on the third floor is an optical mirror and some fashion color matching mirrors.

36 氪 Future Consumption: What is your product design logic and where will you draw creative inspiration from?

Wang Xiaodong: The same is true of other industries. Sometimes consumers do not know what they want. Only after TA saw it, can I judge whether I want to. There are many SKUs, which actually shows that the design must come from experience, while combining inspiration and specific themes. For example, the comfort and lightness of the product requires data support and iterates repeatedly.

36 氪 Future Consumption: Some opinion believes that your fire is largely related to the star effect.

Wang Xiaodong: Only when you are worn by people can glasses find its charm. Some stars are looking good, so I choose TAs, is this wrong? (Laughs) Besides, if the product does not work, consumers or stars will definitely not be so keen on us.

36 氪 Future Consumption: What are the reasons for attracting you to join Gentle Monster?

Wang Xiaodong: I like it. I judge one thing, and I will definitely start from feeling. Following my personal characteristics, this is also a company that is valuable. Before I joined, I was a deep sunglasses enthusiast. After joining, during the work, the founder Hankook Kim can feel my love for the brand. Of course, business ability is also important.

36 氪 Future Consumption: What changes have happened in the glasses industry in recent years?

Wang Xiaodong: The entire market is definitely more and more active. First of all, the e -commerce platform's attention to this category has increased. For the simplest example, glasses have begun to appear in activities such as Tmall Super Category Day. Second, many domestic consumer brands and international luxury brands have extended the category of glasses. Third, there are more and more independent designer brands. If you go to Sanlitun, you will find that there are many. Fourth, not only functional attributes, social attributes are being magnified. Finally, the two factors of technology and fashion promote the development of glasses, and its future imagination is very large. For example, the Huawei X Gentle Monster Eyewear II smart glasses in 2020 are very popular.

The glasses occupy about half the area on the face, and its recognition is self -evident. And compared to other luxury categories, such as shoes and bags, the average price is also low. I believe that there will be more and more young consumers who are pursuing fashion in love with design glasses.

36 氪 Future consumption: From your perspective, what impact did Gentle Monster bring to the industry?

Wang Xiaodong: Whether it is the design and comfort of the product, or marketing content, I believe that everyone can see that the Gentle Monster has a distinctive style and innovation, and it should be more or less inspired by the market or some start -up brands. For the interpretation of glasses, we will not deliberately seek the so -called consensus.

We will not say how much contribution we have made, as long as we do our best, as for the impact, consumers or media need to experience it.

36 氪 Future Consumption: Behind the growth of the brand is human growth. What are your requirements for the Chinese team?

Wang Xiaodong: Without love and lack of deep industry cognition, you cannot create good works, including products and space design. Many people want to see the tutorial class, but what do I often say about training? Train your aesthetics? Do you feel your feelings? Do you train your lifestyle? You do n’t go shopping, you do n’t know what a shop is right, what is bad, and what is the use of training?

In addition, "management" itself cannot affect the hearts of the TAs, and my behavior works. If I have high standards for myself, the team can feel it. I kept doing it, and when I rushed forward, everyone felt energy. Leader's highest standards determine what the company will become. 36 氪 Future Consumption: What is the biggest challenge to open up the Chinese market?

Wang Xiaodong: More from the internal requirements. The higher your standard requirements, the more difficulties. We will overthrow the dissatisfaction, because we must be responsible to ourselves of the same consumers. How to solve the problem flexibly on this request is what I have been thinking about.

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