WHY IS MULTI-BRAND CONCEPT STORE
The consumption concept of customers has changed dramatically, presenting a
diversified development trend.To upgrade the business model of shopping center
in an all-round way, we carry out brand collection, pay attention to customers'
experience,diversified cross-border integration, creative innovation culture and
other differential management, to seek new profit points.
CHANGE OF CONSUMPTION CONCEPT
Pay attention to customers
Focus on social interaction
Pursue individual features
Emphasize environmental quality
BUSINESS UPGRADING PURPOSE
Enrich channels to attract visitors
Increase return rate of customers
Stimulate consumption transactions
Foster loyalty buyback
BUSINESS UPGRADING TREND
Multi-brand trend
Multivariate crossover
Situational social platform
Cultural innovation
The ADVANTAGES AND FEATURES OF THE MULTI-BRAND CONCEPT STOR
MMHOO Experiential operation: re-defined from five aspects:the consumer's sense ,feel ,think ,act,re-late.
MMHOO experiential commerce(divided into five experience parts): architecture, brand, marketing,
service and big data .It's different from traditional business, retail-oriented business portfolio.
Pay more attention to the participation, experience and feeling of consumers, also to the requirements of
space and environment.In architectural design, space quality, business combination and business model,
shopping center is easier to achieve the experiential requirements.
The original business model
was based on natural or
production income and
was production-oriented.
The early business model was
demand-driven and derived
from consumer's customization.
At present, added services
remain external, it is
performance-oriented.
The new business model is
based on experientialconsumption and is endogenous.
ADVANTAGE
Rapid expansion
of the industry
Brand cooperation
and sharing
Meeting multiple
needs
Gathering ability
is strong
Rich brand
Strong leasehold
MULTI-BRAND CONCEPT STORE
Luxury multi-brand concept store
marketing positioning:focus on second and third-tier cities and
outlets.
function:can be a local commercial real estate
landmark.
Category:Which covers
all brands under MMHOO.
Per customer transaction:More than 3,000 RMB is the main pricefor
affordable luxury products.
Creative multi-brand concept store
marketing positioning:focus on affordable
luxury business and
shopping malls in the first and second tier cities.
function:in addition to
clothing and shoes, other creative bags,
jewelry, watches, household items,
creative items, 3C products and
other categories.
Per customer transaction:mainly from several hundred to more than
a thousand.
Affordable luxury
multi-brand concept store
marketing positioning:focus on affordable
luxury business and
shopping malls in the first and second tier cities.
function:can be a local brand benchmark.
Category:Which covers
all brands under MMHOO.
Per customer transaction:mainly is price
for affordable luxury
products， from 1000 –3000 RMB.
Children’s multi-brand
concept store
marketing positioning:focus on affordable
luxury business and
shopping malls in the first and second tier cities.
function:can be a local brand benchmark.
Category:children's
clothing, shoes and other children's luggage,
jewelry, watches, creative items,
stationery, educational and other categories.
Per customer transaction:mainly from a few
dozens RMB to more
than a thousand.
NATIONAL MULTI-BRAND CONCEPT STORE POSITIONING
Create the experiential concept of cultural and creative life，locate in the international affordable luxury,fashion and intelligent technology,high-end experiential shopping,cultural Lane Crawford,and upgraded ikea.