2017 China Star Store Development Report: The number of stores has exceeded 300, the first choice for catering

Under the wave of consumption upgrading, new personalized consumption propositions that are aesthetically oriented and consistent with values have come to the forefront and become a consensus. Channel innovations under the banner of new retail are emerging one after another, but supply-side brands have not yet caught up, and consumers still have nothing to buy. Although designer brands have been widely cultivated in recent years, they have found it difficult to compete with strong brands and become mainstream. The "star + designer" approach brings a new dawn to the marketization of original brands. In the turbulent period of online and offline value reconstruction, the traffic operation of star stores has also brought new inspiration to the traffic economy of physical businesses. This study selected 322 influential star store brands, analyzed their development and context, and provided reference for the interactive operation of physical commerce and pan-entertainment industries and brand innovation in the commercial market.

1. The origin and development of star stores

1. Appeared in the early 1990s and began to grow rapidly after 2000

In the early 1990s, under the background of the marketization of the entertainment industry, the phenomenon of celebrity opening stores began to appear. After entering 2000, the mainland's fan economy gradually took shape, the pan-entertainment market rapidly developed toexceed 450 billion yuan, and the income structure of celebrities became increasingly diversified. Celebrity store openings have become a common phenomenon, and the number of mainstream celebrity stores has so far exceeded 300.

2017 China Star Store Development Report: The number of stores has exceeded 300 and the preferred catering format

2. The marketization of the entertainment industry has prompted the emergence of celebrity stores

Before the 1990s, mainland entertainment industry practitioners were mostly formal employees of performing arts troupes within the system, which belonged to the cultural and arts system under the planned economy model that was under the overall control of the government. With the deepening of reform and opening up, the traditional entertainment industry has been violently impacted by the market economy and has begun to operate in a market-oriented manner. The personal brand value of entertainment stars has become more prominent. Music and entertainment stars have begun to sign endorsement deals, perform in commercials, and participate in investments in addition to their professional work. Some celebrities took the opportunity to create personal brands and open boutiques. At the same time, under the trend of pan-entertainment, the commercial value of stars in sports, literature and art, and hosting has been gradually explored in recent years. As a result, the army of celebrities opening stores has grown, and their backgrounds have shown a trend of diversification.

2017 China Star Store Development Report: The number of stores has exceeded 300 and the preferred catering format

2017 China Star Store Development Report: The number of stores has exceeded 300 and the preferred catering format

2017 China Star Store Development Report: The number of stores has exceeded 300 and the preferred catering format

3. The large-scale fan economy brings the first pot of gold to celebrity stores

Under the influence of Japanese and Korean idol culture, mainland China’s fan economy initially took shape in 2005. The special interactive context between idols and fans provides a market foundation for the development of celebrity stores: on the one hand, fans have gradually developed the consumption habit of paying for their idols. In addition to payment for works and peripherals, the fan economy has also produced highly sticky economic models such as participatory consumption and supportive consumption. The emergence of celebrity stores has opened up a new channel for interaction between idols and fans. Fans are often willing to pay for the aesthetics and excellent quality represented by idols. On the other hand, fans play a more important role in media marketing of idols than in the past. In the large-scale development of the fan economy, fan groups who are the end consumers in the traditional entertainment industry chain have begun to participate in the upstream of the entertainment industry chain, and even reshaped the entire industry chain to a certain extent. Many celebrity fan clubs with clear internal division of labor are good at using new media to spontaneously create topics for their idols, which in turn triggers the attention of the media and the public. The popularity of celebrity stores in the early stages of their opening is largely due to the active purchase and spread of their fan base.