Balabala Opens The Road Of Brand Rejuvenation With The Seventh Generation Image Store

From 2014 to 2019, Cr5 of children's wear industry in China increased from 6.8% to 11.5%. Among them, "balabalabala (demand area: 200-500 square meters)" under SEMA's brand market accounted for 6.9% in 2019, ranking first in the industry.

In 2020, balabalabala will launch the seventh generation of image stores, which will start another brand upgrade with a comprehensive brand renewal from logo to store image.

Looking at the current business brands, "coffee giant" Starbucks launched the selection of flagship stores to attract countless new landmarks in the city; McDonald's, the leading leisure and catering brand, upgraded its stores with the strategy of "future 2.0" to improve the dining experience; the perfect diary of the beauty brand known as "the light of Chinese goods" created the immersive color make-up experience space and ignited the passenger flow ……

It can be seen that both emerging and mature brands regard brand renewal and store upgrading as powerful means to enhance brand power and market competitiveness.

The so-called "wise people, the heart." Balabala, as the leading brand in the industry, naturally knows this way. In this brand upgrade, balabalabala released its own brand concept and precise grasp of consumer demand and trend from the brand logo, store image, space creation, product line setting and other all-round innovation.

　 Starting from logo to enhance consumer awareness

In June this year, balabalabala announced the replacement of the logo. It is reported that the new logo adheres to balabalabala VI standard. As the identity card of the brand, the logo, font, style and color are standardized. Specifically:

On the pattern: the new logo refines the original pattern form of the brand letter "balabalabala", uses the simple pen circle and lines that each child can draw as the design inspiration, and reflects the younger and more fashionable image of Balabala through the art techniques of de detailing and flattening.

Color: from orange to Pantone 135C with lower color saturation and softer color. The improvement of color makes the logo more eye-catching in vision.

Focusing on the design language of youth, fashion and simplicity, Balabala hopes to use the new logo to stimulate and deepen the resonance and identity of the brand of the post-90s mothers, a key consumer group, so as to deepen the brand memory.

　　 Build a super benchmarking store in Hangzhou

On September 4, another store of Balabala's seventh generation image store opened grandly. The store is located in Hangzhou Xiasha outlets, which is very popular. In the commercial pattern of Xiasha ole "small town form", Balabala is located in the hub of the second phase complex of China Unicom project, and the surrounding is connected with overpass and corridor, which is convenient for consumers to come in a large number. In terms of store image, there are 760 square meters inside and outside the two-story building. In terms of interior design and spatial layout, the concept of Balabala's seventh generation image store is displayed incisively and vividly.

　 Creating a new landmark of chaoku with creativity

A whole wall of graffiti has made xiashaaolai store in barabala a new landmark for "detonating this summer" in Hangzhou. Using the overall wall of the back of the store, the designer abstractly combines the clothing cartoon elements of Balabala brand, children's clothing interest such as children's shoes, and the "Hangzhou characteristic cultural symbols" such as xilengqiao and Liuhe tower to build the opportunity interaction between the brand and the regional environment and culture.

The design style of the whole graffiti wall is simplified on the basis of retaining the features of elements, which makes the vision more modern; the pixel based contemporary art style blurs the element boundary and gives the screen the pleasure of "Exploring"; the jumping colors and changing squares make the picture full of interest and vitality.

　 Create "dream" with brand visual color

In order to make up for the lack of the sense of wholeness brought by the fragmented space form, the designer skillfully "fragmentary" the irregular external facade to enhance the visual sense of wholeness. Through the use of diagonal elements to break the original fragmented pattern, and then through decomposition, reconstruction, connection, forming a new facade form.

The facade of xiashaolai store in balabalabala is supplemented by blue gray color, which is integrated with the diagonal bar of Bala yellow, forming an orderly and strong visual impact, as well as the unique texture of the facade. And its interlaced, virtual and real structure gives the facade a "dream" color.

Balahuang extends inward into the room, from the stairs to the ceiling. With the ritual lighting effect and the spacious space that can realize more possibilities, the bottom-up stair design seems to follow the light beam into another dream.

　 Strengthen shopping experience with Hangzhou city characteristics

In addition to being cool and dreamy, balabalabala xiashaole store also uses electronics and technology indoors to create a different shopping experience for consumers.

The electronic transparent screen installed in the store is an electronic display screen with hollow design, which can see the pictures on the screen and the displayed goods behind the screen through the hollowing out, which integrates the sense of technology, creativity and interest. In addition, there are a lot of black technology in the store, which highly matches the city characteristics of Hangzhou's developed electronic products.

　 Interpretation of "children's fashion" with multi product structure

Xiasha ole store, with the positioning of "super benchmarking store", not only is it worthy of its name in terms of image and space creation, but also its product structure of "fashion + Shoes + lifestyle + play" is highly consistent with the store positioning.

Among them, "fashion" is suitable for children, children, children and older children of all ages; "shoes" refers to shoes of all ages; "lifestyle" includes products such as home line and travel line; and "play" refers to store experience area that improves store experience, including puzzles, reading, painting, and children's cross industry cooperation.

From children's wear to children's fashion lifestyle brand, Balabala hopes to achieve through the seventh generation of image store.

　 Blooming everywhere to create a "seven generation shop" exclusive to the city

Adhering to the store design concept of "easy, free, mix and match" and focusing on the consumer experience, the seven generations of Balabala store has made a new layout of business forms in space, creating a new type of compound experience space with multiple functions of retail, activities, clocking, etc., to create diversified play and shopping experience for children of different ages and adult customers.

Combined with the local characteristics, the seventh generation image store of Balabala is blooming in different cities with the posture of "thousands of stores and thousands of faces". Each "seven generation shop" is in its own city, writing the same but different "Bala story".

Haikou Xiuying Wanda store is Balabala's "seven generation store" project in Hainan, and it is also a shop that conforms to the standard model of "seven generation store". Located in Hainan, Wanda is also a project with a population of 400000, and the performance of the store is outstanding.

Xiamen SM store is balabalabala's second "seven generation shop" in China. The commercial body is located in the core business district, surrounded by high-end residential areas. As a new image store in South China, balabalabala has attracted many middle-class consumers with its high-quality products and bright image.

Dongguan Minying international trade is one of the few core business circles in Dongguan. Its main customers are after 80, 90 and 00. Balabala, which has been settled in "seven generation stores", and the shopping malls with their own characteristics of online red are mutually empowering, thus creating another online brand image store.

Wuhan Hanjie store is a "seven generation store" under Balabala's direct marketing system. It is the first time that a reading experience project, seal Shushu, is implanted in the store, providing space for children and parent-child interaction, so as to enhance the sense of experience and increase consumer stickiness.

Conclusion:

Behind the creation and brand upgrading of the seventh generation image store is another self breakthrough of Balabala based on the judgment and interpretation of industry trend and consumer demand.

After being verified by several cities, Balabala will continue to expand its "seven generation stores". It is learned that Bala stores with a size of 300 square meters in the future will gradually speed up the layout of Bala stores, which will not be smaller than that of Bala stores in the future.

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