月销百万，复购30%！这家新零售把“小众”玩明白了

Core Insights - HaiXing Market is emerging as a new retail model in China, defined as a "pioneering aesthetic inspiration space" and likened to a "shoppable Xiaohongshu" [1] - The company aims to fill significant gaps in mainstream retail channels by focusing on niche brands that face high entry barriers in traditional department stores and beauty collection stores [3] Business Model - HaiXing Market was strategically founded in 2024 to create an innovative channel dedicated to selecting, nurturing, and commercializing niche brands [3] - The average monthly sales per store can reach 1 million yuan, with a customer unit price between 400-1000 yuan and a gross margin of 50%-55% [3] - The company has accumulated over 4,000 members within a year, with a repurchase rate of 30%, indicating strong customer loyalty [3] Market Opportunity - The Chinese fragrance market is experiencing rapid growth, with a projected market size of 27.852 billion yuan in 2024 and a compound annual growth rate of 18.9% over the past five years [6] - The shift in consumer behavior from "ostentatious consumption" to "self-care consumption" positions fragrance as a key area for future growth [6] Unique Selling Proposition - HaiXing Market is evolving from a fragrance collection store to a comprehensive "pioneering aesthetic department store," utilizing a unique "442" model that allocates 40% to fragrance, 40% to skincare and makeup, and 20% to boutique items [7] - The company positions itself as a "co-builder" of an ecosystem rather than a traditional retailer, offering customized services for commercial projects [8] Competitive Advantage - HaiXing Market has established a "triple identity" barrier as a brand partner, e-commerce operator, and commercial real estate owner, which differentiates it from typical collection stores [8][10] - The company provides a full range of services from cross-border introduction to brand image shaping, allowing for multiple revenue streams beyond traditional retail margins [10] Strategic Partnerships - A strategic cooperation agreement with JD Global Purchase aims to introduce 50 pioneering overseas brands by the end of 2025 and support 100 new brands to achieve sales of 100 million yuan within three years [12] - The partnership leverages HaiXing Market's international brand network and JD's extensive supply chain capabilities to enhance cross-border consumption [12] Store Experience - Each store is designed to reflect the historical and cultural context of its location, creating unique "check-in landmarks" that avoid the aesthetic fatigue common in chain stores [13] - The retail space is redefined as an experience and content hub, emphasizing a relaxed shopping atmosphere where customers can freely engage with products [18] Operational Strategy - HaiXing Market adapts its brand mix and product planning based on the location and customer demographics of each store, ensuring relevance and appeal [19] - The company has successfully expanded its footprint in major cities like Shanghai, Hangzhou, and Beijing, with plans for international expansion into markets like Seoul and Vietnam [19]