Yoen Global to Run 'Beauty Train' Pop-up Store in Shanghai, China
TECHWORLD ·
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Yoen Global announced that it will operate a long-term pop-up store at Shanghai Hongqiao Tiandi.
The store will run through November 30, and major domestic K-beauty brands including Torriden, hince, and so.natural will participate.
The pop-up concept is "Beauty Train," and a comprehensive K-beauty select shop will also be operated.
Yoen Global announced that it will operate a long-term pop-up store at Shanghai Hongqiao Tiandi. The store will run through November 30. This pop-up features major domestic K-beauty brands, including Torriden, hince, and so.natural. Yoen Global planned the pop-up by leveraging its location near Shanghai Hongqiao Railway Station.
The pop-up concept is "Beauty Train." Four adjacent spaces have been designed to match each brand's identity. Visitors can experience elements in these spaces that are designed to let them experience K-beauty, travel in Korea, and lifestyle as if on a train journey.
The so.natural space uses a station clock motif to express the beginning of a journey. The hince space has been created as a train cabin combining fashion and beauty. The Torriden space has been designed with a beach amusement park concept, offering a lively skincare experience.
A comprehensive K-beauty select shop is also being operated alongside the pop-up. The select shop was created with Busan Cheongsapo Station as its motif and reflects the atmosphere of travel in Korea. It introduces more than 10 domestic beauty brands. The select shop is being run to expand contact points with Chinese consumers.
Yoen Global is providing support for Chinese certification, local marketing, store operations, and sales throughout the process of participating brands' entry into China. It also plans to use sales data and consumer responses secured at the pop-up for each brand's future China market strategy, and to use the sales data and consumer responses secured at the pop-up to expand distribution in the future as well.
A Yoen Global official said the company is focusing on letting Chinese consumers experience each brand's individuality and competitiveness firsthand. The official added that it plans to expand opportunities for consumers to engage with excellent K-beauty brands in the Chinese market going forward.
Source: TECHWORLD · Kim Gyeong-ju
Original: https://www.epnc.co.kr/news/articleView.html?idxno=407656
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Source: TECHWORLD
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