Star Beauty Studios Sells Luxury Products To Break The Traditional Marketing Model

"Cinema + retail" mode

It is reported that this is

The first to launch

。

Prior to that, the group launched the first star retailing company in the star Changsha Flagship Studios. It launched the "cinema + retail" mode in more than 30 theaters nationwide. It sells mainly movie derivatives, daily necessities and snack drinks, and has over 2 000 kinds of merchandise. It has broken the marketing era dominated by popcorn sales.

"

The shop is the first fashion world boutique, which sells more high-end and fashionable products, and hopes to provide more additional services for fans.

According to Zheng Jichong, executive director and executive vice president of Xing Mei Group, the fashion concept store, which is combined with fashion group, is relatively more intimate with the high-end luxury goods sold by the national gold center all the way away, and the style is more fashionable, mainly for the sale of light luxury goods.

Zheng Jichong said that the combination of retail and cinema is already very mature in the US market.

"In the United States, cinema is a retailer, rather than simply selling movie tickets."

Zheng Jichong told reporters that in the US, box office and retail revenues accounted for half of the movie revenue.

At present, the revenue of retail popcorn, soda and souvenir accounts for only 11% of the box office revenue in Chinese cinema.

"Xing Mei International is slightly better than other theaters, accounting for 13.5%."

Online and offline interactive shopping mall

It is reported that entering the commercial retail area is the wish of Xing Mei in recent years.

The main reason is that the cinema has a wide coverage and has a large youth consumer group.

18-35 year old young people account for 70% of the viewing crowd. Zheng Jichong thinks, "this is very consistent with the young people who like online shopping."

On the other hand, the star international cinema has enough venues to open shop.

Currently, there are more than 30 cinemas invested in operation and will reach nearly 100 in 2012.

Movie theaters throughout the country provide strong Internet and huge consumer groups for star beauty.

To this end, in November last year, the online shopping mall called "Xing Mei Hui" was formally launched.

This line of online and interactive shopping mall aims to bring online consumers to the real boutiques of boutiques. As long as ordering online, they can pick up goods at the offline cinema and pick up tickets at the same time.

"The quality museum will be officially opened to the outside world next month," he said. "In the future, as long as you see things online, you can come to our store to check and pick up goods after ordering, so that after-sale maintenance is also guaranteed."

Cinema expands three major services

According to relevant statistics, the national box office of Chinese cinema has exceeded 13 billion 100 million yuan in 2011, compared with the previous year's box office of more than 10 billion yuan, an increase of about 30%.

Zheng Jichong said: "the film market is so prosperous that our group also wants to create the concept of cultural enjoyment and fashion shopping, changing people's traditional knowledge of cinema and forming a more fashionable concept of cultural life."

In the planning of star group, Star Cinema will provide three main services, namely, entertainment service, consumer service and life service.

The so-called entertainment services mainly focus on viewing, and consumer services are mainly based on the movie retail stores such as "Xing Mei Hui", while life services are linked to families. "In the future, people will go to the cinema to see movies, and the cinemas will also provide a series of humanized services such as water and electricity coal, gift magazines, integral services and so on."