More Important Than Life Is Lifestyle! CHIC2018, I Know All You Need.

2018.7.25, landmark, Shinjuku, Japan.

There is a 8 storey building divided into two parts by elevator, which is shared by two stores. It is called Tokyu Hands (East rush hand Chuang). This store combines many functions such as clothing, home, grocery store, cafe and so on. On the other side, it is the High Island Department Store famous for the industry, a traditional time-honored department store.

At ten a.m. Tokyo time, a startling scene happened: the rush to the East is like a "watering pot", and many consumers run through the 8 floor, and the flow is endless. But on the other side of the elevator, the High Island Department stores only have shopping broadcasts reverberating in the empty shopping malls. The elevator, like the equator, divides the same building into cold and uneven northern and southern hemispheres.

The rush of eastward rush and Takashima Yareishi showed that the rise of a new business, lifestyle marketing has been driven by tremendous force.

Not only is it a new form of business, the concept of lifestyle has affected every purchase of consumers, but whether the scenes and tonal qualities created by the brand fit the consumers' inner demands have become one of the main criteria for judging whether to buy or not. Young people who choose young and dynamic Pepsi prefer free and challenging life. People who come to Starbucks get a comfortable rest and workspace besides a cup of coffee. The consumption concept of lifestyle has already surrounded you and me.

And the rise of this kind of consumption is an opportunity for brand, where you can reshape consumer demand, use new products to fit a new way of life, and once right, consumers will be happy to pay for it; you can share time with consumers, share their lives, share their feelings and become a harbor that they want to stay for a long time; you can also shape an ideal life to infect consumers and let consumers pay for dreams... Here, the reporter will pass the three brands of real case for you to read the concept of these three ways of life, insight into the current consumer market.

I know all you need.

When it comes to lifestyle brand, you may first think of a styled shop with a prominent style and a complete range of products. In fact, there is a lifestyle brand that combines product design with the unprecedented needs of life in the new era, thus creating customers and breaking away from the red sea of homogenization competition.

Lok melon, a new brand that focuses on the pillow for women's sleep, was founded in 2017, and now it has ushered in the golden period of sales. "This is because the concept of comfortable sleep life advocated by Lok melon fits the needs of urban women with general anxiety at present." Huang Jiantao, founder of Le Gua brand, told reporters. Nowadays, smart enterprises not only buy products, but also satisfy the modern people's psychological needs. Lok melon has created a new market with its original cartoon character, ergonomic shape design, class a baby fabric and "beautiful dream" product concept.

"Create a real experience of the brand's self." Huang Jiantao, the founder of Lok melon brand, said, "my daughter was 13 years old, a child who had just stepped out of her ignorant childhood. One day, when I was tidying up the room, I threw away her tattered doll. It was her daughter's toy that had been asleep for many years. I don't think it matters, but my daughter's grief and cry came to me. In Huang Jiantao's opinion, it's just a thing, but for her daughter, it is a sleeping partner who records the growth process and is full of spiritual sustenance.

This incident made Huang Jiantao regret, but it also inspired him to create the inspiration of Le Gua. To this end, he conducted a lot of market research, found that many women have the habit of cuddle sleep. Once used by women in their arms is often a square pillow or doll, but these are not designed for sleep. "Therefore, Le Gua developed a sleeping pillow for three different age groups. Its shape is in accordance with sleep habits. These three products will meet with you at the CHIC2018 (Autumn) exhibition."

Although life style is a very abstract concept, it is a real value for enterprises. The commodity derived from lifestyle has its uniqueness and demand. Therefore, it is better to create customers than compete for the market.

Enjoy life with high quality

Looking back in the 2017, people have never been so closely aware of the great changes in lifestyle. This change does not merely mean that people begin to consciously select some commodities that can fit their life, but also change the consumption environment of the whole society and industry. Now, what is the most precious thing for a modern man? The main answer is time. The time of modern people is undergoing unprecedented cutting. Businessmen who can occupy consumers more time will win more.

Compared with the past enterprises, through advertising, hard sales, and user scramble time, smart enterprises have chosen to reach a "settlement" with customers, sharing time. As a result, a super brand, super store with more products and more functions appeared, a collection shop for daily necessities, a cafe able to read, a restaurant for baking teaching. These lifestyle shops help you build a specific scene of efficient enjoyment of life.

No doubt, the little bear is one of the cute bears in luggage, clothing, daily necessities, even theme pavilions and cafes. It has become a familiar IP in the world. Its products are often seen in people's eyes. If you love this cute little bear, which is favored by the British royal family, you can come to the theme cafe of the little ney bear, enjoy a nice afternoon, and pick up the bags, clothes or other kinds of products that you want, and decorate your lovely life with them.

According to Kuang Yi, general manager of Guangzhou City, China's operator, the company is facing more and more cooperation intentions in China. The brand will cover more and more areas of life, and will start a more comprehensive and specific concept store next year.

People's increasing demand for product quality and shopping experience has led to the trend that the way of packaging consumer life like Johnny bear with multiple commodities has become a trend and is becoming more and more popular.

Please pay for your dream.

There is also a lifestyle concept that gives you the life you want and pays for your dreams. In fact, we all have a realistic self and an ideal self. There are always gaps between the two kinds of self. So this concept of life appears. What it needs to do is to help consumers eliminate the gap and let consumers redefine and express themselves through the brand.

When you walk into a shop called "European life OSPACE", the first thing that comes into view is the luxuriant plants, and then the smell of industrial fragrance. The Mediterranean is full of colors. There are fashion, fragrance, bathing and washing products and small gifts. The unified feature is from Italy.

"European life's fragrances, bathing and other products all come from Tuscany, Italy, which is rich in wine and flowers, and is full of European style pastoral scenery." Li Jianhe, managing director of Shanghai Yan Yan Business Management Co., Ltd., said that the intention of the brand is obvious, that is, to bring consumers a Mediterranean lifestyle.

Li Jianhe said that the brand has taken a lot of thought in product mix and storefront design, and even the color matching of clothing and other commodities has been taken into account. The products are more carefully selected, using the essential oils from Tuscany to ensure green organic. When you bathe in the bathtub of Mediterranean breath, or smell the natural fragrance of your Italy fashion, it seems as if it is one step closer to the life you aspire to.

The choice of brand often comes from the fashionable and niche lifestyle of the new class preference. This way of life is highly identifier and infectious, and is easy to be accepted by more urban white-collar workers. No matter what type of product it is, once it can symbolize a certain way of life, it will have great attraction. Things related to this way of life will become part of the brand culture of the enterprise, so that consumers will be infected and pursue it. This is the charm of the concept of life.

Seeing many attempts of many enterprises, we may come to the conclusion that lifestyle consumption indicates the future of Chinese business. Today, the market has shifted from the "selling era" to the "consumer centered era". Consumers have already made a choice. How can companies not keep up with the situation? Seeing the market opportunities and looking for multiple cooperation, the September CHIC2018 (Autumn) exhibition will bring together many lifestyle brands to show you the multi angle exploration of contemporary Chinese business life styles and bring you inspiration for the future.