These International Hotspots All Over The World. China’s First Flagship Store Is Open In Sanli.
- Dec 12, 2018 -

In 2017, China's light luxury market continued to prosper and the brand accelerated. The proportion of light luxury brand stores in first-tier cities increased by 3.51 percentage points, among which the number of light luxury stores in Beijing increased by 12.12% year-on-year. The core business districts such as Sanlitun Taikooli, apm and Chaoyang Joy City have successively opened light luxury brand stores.


In recent years, Sanlitun Taikooli has ushered in the first China's flagship stores of luxury brands, such as Champion, AMI, N°21, Off-White, etc. Speaking of these brands, they are almost all global luxury brands. The leader, regardless of brand influence or traffic marketing, is at the cutting edge. The data shows that the market size of global luxury fashion brand apparel in 2017 has increased from 60 billion US dollars in 2011 to more than 200 billion US dollars today, and maintains a double-digit growth trend year by year. Behind these light luxury brands is the next trillion-level market, and the post-90s and millennials are the main consumers of their consumption. Even if the product premium is as high as 20%-30%, there are still people willing to pay for it.

One of the world's hottest nine tide brands OFF-WHITE

In December 2017, following the Shanghai-European Department Store and Beijing Galeries Lafayette, the US high-street brand OFF-WHITE C/O VIRGIL ABLOHTM opened its first flagship store in Beijing, Sanlitun, Beijing. The flagship store was designed with the concept of “MONOBRAND”. The black and white striped display frame and the green wall surface, as well as the gray concrete floor, use the contrast of space and different materials to perfectly represent the minimalist and modern design style.

As one of the world's hottest nine tide brands, Off-White has surpassed Gucci and Balenciaga, and Off-White topped the list of the world's hottest brands. Founded in 2012, Off-White has become one of the street fashion brands in the street fashion industry in less than four years. Off-White brand designer Virgil Abloh has served as the designer of the grandfather for 14 years, and this year as the creative director of LV, his personal influence in the fashion industry, plus Grandpa, Justin Bieber, Rihanna, Rita Ora The blessings of big stars such as Beyoncé, Wu Yifan and Luhan made Off-White quickly gain a position. The rising star quickly seized the market share of the tide brand and successfully captured a large number of new generation consumers. Off-Whte has also become a joint target of major luxury brands and sports fashion brands in recent years. Off-Whte and NIKE's joint name "THE TEN" has become the most important joint name this year, not only won the Achievement Awards annual sneaker award, but also Ranked in the top ten of the most valued shoes in the third quarter.

Currently, Off-White has opened stores in London, New York, Paris, Hong Kong, Seoul, Singapore, Tokyo, and Shanghai. China has six stores, including the Sanlitun Off-White flagship store. OFF-WHITE is gradually turning to the flagship store retail model, and the brand's revenue figures are also rising. In 2013-2016, revenues achieved a three-digit growth year-on-year. OFF-WHITE's sales at Selfridges in London increased by 100% from 2015 to 2016. Virgil Abloh predicts that by 2018, 50% of the brand's sales will come from women's wear.

▋ Unique Poker Red Heart AMI

In November of this year, AMI's first boutique in mainland China was registered in Sanlitun. Before and after the opening, AMI's Red Heart A brand logo almost occupied Sanlitun, and the unique red red heart A signboard highlights AMI's unique brand style and personalized design.

Similar to Off-White, AMI is also a young brand, established in 2011. The AMI is stylish and durable, and the bold design style is popular among buyers and young people. In 2013, AMI became the first menswear brand to win the French ANDAM Fashion Awards. In the Paris fashion world, AMI breaks out in a casual and cool style. Its brand LOGO's playing card red heart + uppercase A has also become a fashionable element of the brand. Not only is the design outstanding, but the AMI also has a set of marketing. When the AMI Sanlitun flagship store opens, it will launch the AMI dirty bag series with the Bad Farmers & Our Bakery opposite the store, and you will get an experience opportunity when you enter the store.

International Tide brand is well versed in brand marketing, regardless of fashion design, or hot topics, let yourself be at the forefront of the trend. The same is true for the first time to enter China's AMI, linking the current dirty bags with the brand, making the opening of the new store more topical and hot.

▋Return to the trend of the street fighter Champion

In September this year, Champion China's first flagship store opened in Sanlitun Taikoo, a landmark gathering place in Beijing. After a trough, this century-old sports brand has finally regained its cutting-edge culture. When expanding globally, the Chinese market has also become the focus of its layout.

In 2000, Champion began to enter the Asian market and entered with a more high-end luxury brand. In 2015, Champion moved to Tmall and opened an official overseas flagship store for testing water sales. After two years, the brand opened its first physical store in mainland China in Hangzhou. At present, Champion has deployed more than 10 stores in Beijing, Shanghai, Hangzhou, Shenzhen, Xi'an, Chengdu and Guiyang.

Located in the northern part of Taikoo Li, this flagship store is a two-storey building. The store's design style is based on Champion's blue and white brand LOGO. The color is mainly blue and white. It complements the ubiquitous brand LOGO and has a fresh Nordic style. . In today's trend, Champion's red, white and blue C-logo is everywhere on the street, and the brand created by Feinbloom's father and son has become a must-have for the hipsters. However, with the rise of China's street fashion market, more international tide brands and the rise of domestic tide brands, Champion, which has not entered China for a long time, how to keep the brand's unique personality and taste, and gain more market, it will face The challenge.

Not the same Italian N°21

In May of this year, N°21 China's first flagship store officially opened in Sanlitun on May 10th. This is another major achievement of the brand founder and designer Alessandro Dell'Acqua in the Asian market after Tokyo, Korea and Hong Kong. pace. The entire shop covers an area of 104 square meters, continuing the design concept of N°21 Italian shop. The large-scale floor-to-ceiling windows and the brand name with strong printing texture can attract people's attention even in the bustling city. The large black-and-white color of the store, combined with the interlacing of glass and geometric metal frames, creates a futuristic modern space, and the clothing can stand out in the display.

N°21 was founded in 2010 by Alessandro Dell'Acqua. In 2010, N°21 brought the 2010/2011 Fall/Winter collection to Milan Fashion Week. The founder and designer of the brand subtly blends the design elements that appear in the men's wardrobe into the women's clothing, allowing the women's unique feminine and hard-cut tailoring to collide with a unique style, quickly making this new brand a fashion crowd. My heart is in love.

Through the influence of the Gilma Group, the brand now has more than 600 retail addresses worldwide. In 2014, N°21 opened its first flagship store in Tokyo. In January 2016, it opened its second flagship store at 14 St. Rom Street in Milan and opened its flagship store in Hong Kong in October of the same year.


On November 12th, Sacai China's first independent store opened in Sanlitun Taikooli. The store continued the characteristics of the brand “deconstruction and splicing”. The overall space was based on white, and the wood color furniture also experienced the brand's clothing concept. Treat as a building block."

SACAI was founded in 1999 by Japanese designer Chitose Abe. Chitose Abe worked in the design master Watanabe's studio for eight years before starting his own brand. In exchange for time and experience, the brand's solid foundation was The design community is called the designer of the late bloomer. SACAI began to make a sensation in Japan only until 2011. This inclusive and colorful fashion stage was more familiar. Her design is like his brand image. It is casual and elegant, and it is intended to bring Tokyo. Dynamic culture is integrated into it. Her design is often based on the principle of comfort and practical wearability, so that the person wearing it is not limited to any special occasion, always consider casual comfort as the first design concept.

China's tide brand culture has gradually emerged, and more and more young people are beginning to chase this culture, attracting a number of international street cards to settle in Sanlitun, which bring an attitude, culture and rich imagination. From product design, marketing, and store design, it conveys the international style and ubiquitous brand concept. In addition to international street fashion, there are many domestic street fashion brands such as Adidas, Nike, KIKS, Li Ning, etc., which are guiding a trend of culture, the market is more and more prosperous, opportunities are everywhere, and you want to stand on the stage of the world. On the top, we must keep up with the trend and not stop at one step.