{"id":154611,"date":"2024-12-23T10:35:05","date_gmt":"2024-12-23T09:35:05","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=154611"},"modified":"2025-12-16T20:27:50","modified_gmt":"2025-12-16T19:27:50","slug":"chronique-slow-pop-ups-chinas-new-retail-laboratories","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/chronique-slow-pop-ups-chinas-new-retail-laboratories\/","title":{"rendered":"[CHRONICLE] Slow Pop-ups, China’s new retail laboratories"},"content":{"rendered":"

Over the years, pop-up stores have become increasingly popular. They have established themselves as an obvious strategic tool for launching a collection, attracting new customers or introducing a new artistic direction. China is at the forefront of this trend: there are more pop-up stores in China than anywhere else in the world.<\/h4>\n

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When you’re in Shanghai, Chengdu, Shenzhen or Beijing<\/strong>, you’re bound to come across a new pop-up store<\/strong> like the AMI caf\u00e9, the Gucci Ancora pop-up, the Prada Beauty flower market or recently the Burberry chalet in the Chongli ski resort. And yet, new pop-ups seem to be settling in more permanently.<\/p>\n

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One step ahead of the game, China has now switched to \u201cslow pop-ups<\/strong>\u201d. Whereas pop-up stores used to complement physical stores, slow pop-ups are now replacing them.<\/strong><\/p>\n

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Ana\u00efs Bournonville, CEO of AB ADVISORY<\/a>, an international agency specializing in marketing and strategy for China, takes us on a journey to the heart of the new habits observed in the Middle Kingdom.<\/p>\n

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Far from a crisis, a \u201crationalization\u201d of retailing<\/h2>\n

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According to the National Bureau of Statistics<\/strong>, total retail sales<\/strong> reached 47.1 billion yuan in 2023<\/strong>, a growth rate of around 7.2%. This increase is set to continue in 2024 and 2025<\/strong>, according to the same study. These figures invite us to rethink the strategies of the major fashion houses, which are closing their physical stores to open more ephemeral boutiques.<\/p>\n

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Retail is not dead, it just needs to be reinvented<\/strong>.<\/p>\n

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In the 1990s, China’s low real estate costs led to a boom in store openings<\/strong>. Luxury brands seized the market, opening boutiques in surprisingly close proximity. Today, the cost of renting<\/strong> these spaces, coupled with team salaries and hiring costs, has led luxury brands to rethink their model.<\/strong><\/p>\n

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Louis Vuitton’s XXL store in Beijing, originally scheduled to open in the 1st half of 2024, has been postponed \u00a9 DR<\/figcaption><\/figure>\n

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