Sou Hu Cai Jing·2025-12-18 03:15Core Insights - The essence of business is to create value that meets social needs while earning profits through reasonable transactions and operations. This principle applies to the expansion of brand stores in shopping malls, where brands are cautiously expanding despite a prevailing trend of store closures and market exits [2] - Recent observations indicate that several brands are opening large stores in shopping malls, defying the trend. Notable examples include Pop Mart and Huawei, which are expanding their presence in key locations [2][3] Group 1: Trend in Retail Expansion - The Chinese潮玩 (trendy toy) industry is rapidly growing, with a projected market size of 850-877 billion yuan by 2025, where blind boxes account for 28% and figurines for 16% of the market [4] - Pop Mart opened a flagship store in Shanghai on November 29, covering nearly 800 square meters, making it the largest Pop Mart store in Shanghai [5][6] - The new Pop Mart store features an immersive experience with themed areas, attracting consumer attention and enhancing the shopping experience [7][9] Group 2: Brand Strategies - Miniso is implementing a dual strategy of "large store strategy + global IP" to expand its footprint, with new store formats like MINISO SPACE and MINISO LAND transforming traditional retail into immersive experience spaces [10][12] - Miniso opened its first MINISO LAND store in Hangzhou on November 7, featuring a theme park concept that integrates various IP products, making it a popular destination [12][13] - The rise of潮玩 brands is driven by consumer demand for emotional resonance and social attributes, supported by a mature supply chain and policy backing [15] Group 3: Consumer Electronics Growth - The consumer electronics sector is experiencing rapid growth in offline retail, with the share of electronic products in Shanghai's retail market increasing from 21% in 2023 to 36% by Q3 2025 [17] - Huawei opened over 1,400 stores in August and October 2025, including a 2,800 square meter smart living store in Hangzhou, showcasing a blend of technology and lifestyle [18][21] - Xiaomi's sales of electric vehicles reached 40,000 units in November, with a significant increase in the number of Xiaomi stores, indicating a strong retail expansion strategy [26][28] Group 4: Market Dynamics - The expansion of consumer electronics brands into shopping malls is a strategic move to enhance brand visibility and connect with consumers through immersive experiences [31] - These brands are not only attracting tech-savvy consumers but also contributing significantly to the financial performance of shopping malls, creating a win-win situation for both parties [31]