After its first store in Wuhan Central Cultural Zone at the end of 2020, the high-end beauty retailer HAYDON got all the eyes from the netizens and beauty bloggers. After revealing its new Guangzhou and Shenzhen stores, HAYDON shows its rather big ambition for the high-end beauty retail market.
About HAYDON
HAYDON「黑洞」: Inspired by the essences of "Black Hole", a mysterious celestial body is located in infinite space and attracts everything to flow into the unknown realm with a powerful gravitational field. The store utilises the concept of "black hole" to break the definition of beauty and combine art and technology to build a black hole-like experience attraction for the customers. It merchandises big-name international skincare, professional makeup, niche lifestyle brands mixed with artworks & technology - turning "store shopping" into a "shopping exhibition". It aims to create a one-stop shopping and leisure experience for contemporary urbanites. "FORCE OF ATTRACTION", "EXPLORATORY", "NOT DEFINED" has been fused within its visual identities.
A Quick Glance At HAYDON：
Key Competitors： NOISY Beauty, East West Beauty, Sephora, Bonnie & Clyde, HARMAY
Main Categories： Beauty, Personal care, Lifestyle
SKU： Over 5,000+
Positioning： High-end beauty retailer
Location： Popular business districts within First-tier cities and provincial capital cities
Stores： 3
(Estimated over 20 stores by the end of 2021, reaching 100 stores by the middle of 2023.)
First Store：31st Dec 2020
Average Store Spaces：1000+ m²
Target Consumer： Post-80s and 90s, Female aged between 25-35
Ave Pricing： Around RMB¥500
HAYDON uses design language to add content attributes to the space. Integrating with urban culture, art, technology, and other characteristics creates a continuous, systematic, and avant-garde theme and enrich the HAYDON store with a diversified aesthetic colour. The store design also breaks the traditional retail merchandising model to embrace the need for shopping + exhibition. HAYDON「黑洞」, as the keyword search on Xiaohongshu alone, has 3000+ pin-in and articles.
The aesthetic design of the new beauty store follows the calling for "Better Life Experiences". The substantial attributes of HAYDON will give that strong "kick" that young Gen-Z sought after. For the unique in-store experience, they are even willing to "escape" from the low price incentive offered by eCommerce & cross border platforms, Sasa and Watsons.
Create An Unknown Diversified Space To Meet With The Need of Younger Gen-Zs
Setting foot in HAYDON, the most instant feeling is comfortable! The merchandising will not overwhelm the customers, but it almost gives you an eagerness to explore — every detail and display tidily link with the black hole inspiration. The customers will be lead into the world of "Unknown Pluralism", waiting to be explored and deciphered.
"HAYDON customizes the store design according to each city's cultural features and the building's attributes to ensure that it reflects the brand's tone & voices also links the city's artistic genes to create different scenarios." Among the launched stores, Wuhan took the inspiration of UFO to state it as the beginning journey towards the black hole; Guangzhou store uses a space capsule as the main design concept; The global flagship store in Shenzhen continues the journey with the theme of the "galaxy underworld". Having a simple industrial style with high-tech specs, HAYDON strengthens the black hole inspiration with a prominent and robust brand image — Not Defined But More Innovative.
In its nearly 1,000 m² of store, HAYDON is not just a one-stop beauty station but also a trip for "TECHNOLOTY + ART + EXPERIENCE". You can enjoy artworks created by young artists and local musicians' live performances while experiencing the most innovative technology for beauty.
Since the launch of the HAYDON「黑洞」, stores have always located in the city's most popular business district. A top design team has been invested in creating a landmark in the city to "Lead The Trend".
On 31st Dec 2020, the first HAYDON「黑洞」 store landed in Wuhan; following by a store in Guangzhou only 15 days apart to boost neighbourhood spending power; Three months later, the flagship store landed in Shenzhen. Over 20 stores opening is planned until the end of the year, with a total of 100 by the middle of 2023. Focus on the first tier and provincial capital cities, "One city, One/Dual stores" will remain the primary principle strategy. Wuhan, Guangzhou, and Shenzhen will soon launch their second stores; Hangzhou, Nanjing and Hohhot are in the line for the first launch, and there are more to come.
Professional Buyers + Big Data selection, Focus on Trending Products
A significant feature of the multiband beauty store is "ALL Inclusive". HAYDON「黑洞」 sells more than 5K SKUs within its one-stop, in-depth beauty shopping experience. Further adjustments are underway, and the total SKUs planned will reach between 6.5k to 7k.
The products in the store are selected based on the experience of professional buyers + extensive data analysis, a mixture result of "perceptual + rational" . The "Perceptual" is based on the data of the trending products across the entire market; While the "Rational" decisions are from the "Product Manager" team: a mixture of beauty bloggers and fashion buyers. They are the voices and pioneers for niche brands. They are also the core of HAYDON's forward-thinking strategy.
From the overall retail market, in the aftermath of the 2020 epidemic, the vacancy rate of shopping centers has increased significantly. With the high vacancy rate, shopping malls are naturally open to new businesses solution to bring people back indoors. Multiband beauty stores have become a trending place in the city, attracting new traffic to shopping malls, attracting many young consumers who have strong spending power and love to share and check in hot spots in the cities.
By 2022, the market size of China's beauty industry will exceed RMB¥500 billion, and the annual growth rate will be around 6.77% between 2019-2023. Emerging beauty retail stores focus on scene creation to guide consumers rather than traditional beauty collection stores that rely on BA sales, such as Watsons and Sephora. These newly emerging ones are even better in display, merchandising, atmosphere and marketing activities. Since last year, beauty collection stores have taken off with capital investment alliances, such as WOW COLOUR, HARMAY, H.E.A.T, THE COLORIST, etc., have rapidly expanded. The offline beauty retail industry has become increasingly competitive.
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