In order to better meet the needs of the young, modern Chinese consumer, many e-commerce platforms are launching brick-and-mortar shops, with one of the newest ones being RED Home in Shanghai.
While some big-name e-commerce brands have both opened next-gen physical stores in Asia, Xiaohongshu (RED)—a popular social platform—introduces innovations from a smaller e-commerce player. The new store is said to be first and foremost an experiential offline destination for the community, rather than a place to generate sales. As such, only a handful of top-rated items are hand-picked to appear in the shop, with the preferences of the community heavily taken into consideration.
Consumers can expect a high-tech experience in the store that is closely linked to the Xiaohongshu app, as well as a play area, claw machines that dole out prizes like designer lipsticks and a social media-friendly design.