The Green Party, the earliest collection store brand in China, adheres to the concept of green and environmental protection and is committed to leading the new consumption trend of fresh trends. This makes it show unique competitive advantages and expansion potential in shopping malls, and is indeed a highlight worthy of in-depth study.

Winshang big data research found that The Green Party has nearly 700 stores in shopping malls covering more than 50,000 square meters in 24 cities, a number that exceeds that of similar brands.

This size indicates that it occupies an important position in the similar market.

It is no accident that The Green Party can reach such a scale.

It combines the core ideas of the brand with market needs, continues to add branches, and sets up outlets in many shopping malls to provide goods and services to more consumers.

This shows that its marketing strategy is successful to a certain extent. It caters to current consumer trends, which in turn allows the store to expand widely.

In terms of urban layout, the Green Party tends to choose stronger second-tier cities such as Hangzhou, Chengdu, and Suzhou, with 30.47% of its stores focusing on this market.

The proportion of existing projects in second-tier cities has exceeded 28%, and there are approximately 1,500 shopping malls exceeding 30,000 square meters. These have become the main battlefield for shopping malls.

These cities have good economic conditions, dense populations, and high consumption levels, which are suitable for the expansion of collection stores targeting young people.

The Green Party chose these cities for layout, which will allow them to better reach potential customers. It will also help improve their brand influence and expand market share in such cities, which is consistent with their business strategy.

Focusing on collection stores in second-tier and second-tier cities, most merchants focus on balancing square footage and store image, while large stores over 1,000 square meters are rare.

However, the situation at the Green Party's large-scale store of 1,000 square meters in Haining Yintai City is different.

After the epidemic, the younger generation's emphasis on offline shopping experience has promoted the rise of scene-based designs such as theme stores and concept stores, and has also promoted the demand for stores with check-in and social functions.

The "White Paper on Insights into China's Interest Consumption Trends in 2022" points out that the offline display methods of brands preferred by young people are becoming more diverse.

Green Party responded to this demand by incorporating a variety of elements into its large store to create a warm and stress-free environment that successfully catered to the preferences of its target customer group.

Based on this trend, Green Party's products focus on "fashion, fun, entertainment, and innovation" in design and category matching, aiming to meet the diverse life needs of target consumer groups.

This is crucial to capture young consumer groups.

Today's young consumers are more pursuing personalized and interesting products.

Therefore, the Green Party will design product features based on the preferences of the target consumer groups. This will help strengthen the connection with them, thereby improving the product's attractiveness and market competitiveness.

Most trendy retail collection stores in my country are in their early stages of development.

Even in the face of adversity, the Green Party has managed to open large stores and attract support from younger generations.

On the one hand, this is due to the unique value of the brand, such as the concepts of green environmental protection and fashion trends we talked about before.

On the other hand, what is more important is Kailan Group’s profound market insights and business strategies.

The Group has outstanding performance in building a brand matrix of collection stores covering the mass to high-end markets, reflecting its precise grasp of the needs of consumers at all levels. At the same time, the group focuses on integrating elements such as high-looking shopping environment, rich interactive experience, dynamic spatial content operation, and data-based selected products into its brand strategy as a key strategy to break through market bottlenecks.

Green Party enhances the emotional bond between the brand and its customers by communicating with young consumers.

This connection brings positive effects in many aspects.

It can not only provide collection store brands with new inspiration in scene design, but also help shopping malls attract customers.

Each Green Party store may make some changes based on the tastes of local customers. This interaction close to customers makes customers feel that the brand cares about them, thereby enhancing the brand's status in the hearts of customers and enhancing the brand's influence.

What useful lessons do you think other domestic chain store brands can learn from the growth process of The Green Party?