From the pursuit of international fashion brands to the rise of national tide, looking at the changes in consumption over the past decade, under the joint action of e-commerce and the real economy, the open and diversified consumption concept is all the rage, coupled with the rise of the younger generation of consumer groups, traditional consumption and new consumption alternating integration, China's trend consumption continues to heat up.

"Retail Business Finance" has long paid attention to the development of China's trend retail industry, taking into account enterprise strength, brand honor, consumer reputation, and enterprise ranking in the industry, and finally, the final 10 trend retail brands stood out and were selected as the "Top 10 Trend brands in 2022" list.

01 Flower West: Oriental makeup, to flower makeup

In 2017, Huaxizi was born in Xizi Lake, which is a makeup brand with the concept of "Oriental makeup and flower nourishing makeup". In only five years, Huaxizi has become the first brand of domestic makeup.

In view of Oriental women's skin characteristics and makeup needs, Huaxizi takes flower essence and Chinese herbal ingredients as the core, and uses modern makeup manufacturing technology to develop healthy, skin-nourishing makeup products suitable for Oriental women. As the first brand in China to propose and build the "Oriental beauty makeup system", in recent years, Huaxizi has continuously invested in research and development and cultural construction, enhance brand strength, and consolidate the two pillars of the system, Oriental beauty makeup research and development system and Oriental aesthetic culture system.

Hanazi's good wishes for Chinese women are embodied in the brand name, hoping that they will be as beautiful as Xizi no matter how heavy or light makeup.

02 Millet Home: Truly become the "home" of rice fans and users

Millet Home is the official direct retail experience store of Millet company, and it is also an important platform and window for millet company and users to face to face. In 2015, the first Mi Home store was opened and operated on the sixth floor of Contemporary Mall, Haidian District, Beijing, and in 2021, Mi Home exceeded the scale of 10,000 stores.

As the core position of millet new retail, millet home to "let every county have millet home, let every rice noodle side has millet home" as the goal, continue to standardize the store, digital implementation to the country, thus changing the traditional mobile phone retail profit model of information asymmetry disadvantages, so that more offline users can clearly consume, comfortable shopping.

Muji was born in Japan in 1980, and its brand name means "good product without brand logo". Muji designs products according to the purpose of "value for money" and only produces products that are basic and truly needed in life.

In the selection of raw materials, the improvement of processes, the simplification of packaging, etc., Muji has its own set of standards in order to make full use of raw materials and reduce the production cost of products. For example, clothing should strictly abide by the design principles of no pattern, plaid, stripe, etc.; Use environmentally friendly materials as packaging, transparent or translucent style to display to consumers.

Muji is not so much a brand as a philosophy of life, and its natural, simple and rustic lifestyle is respected by environmentalists and some taste people.

04T-Site Bookstore: Leading a new way of aesthetic education

Founded as a bookstore and rental of DVDS and CDS, Daikanyama T-Site is a Japanese bookstore brand that was founded in Shibuya, Tokyo in 2011.

Daikanyama T-Site considers itself not a book store, but a lifestyle venue -- only 20% of its revenue comes from books, audiovisual products, and 80% from its franchises. Life proposal consultants use their expertise to plan their lives through experiences such as books, products, and events to make their customers' lives and routines more enjoyable.

Nowadays, the operation of bookstores has changed from the store mode to the buying mode, and consumers are the most important core. Daikanyama T-Site understands the way of user insight, accurately locates the target customer group, provides customers with comfortable space, touching experience and activities, and quality service connecting space and experience, and provides continuous vitality for the development of the city and the community.

05 KKV: Let the good life have no boundaries

KKV is the first flagship brand launched by KK Group, a leading domestic fashion retailer, which focuses on the exquisite lifestyle collection and is one of the hottest anchor store brands in shopping malls.

KKV, which advocates the trend retail philosophy of "aesthetics + technology", innovated the design of bright yellow containers in the store design, and built a visual spectacle of "changing the scenery" with rainbow hand account text creation tower, jewelry curtain wall, bubble bath ball wall, wine cabinet, sports shoes wall, stationery wall, etc.

In addition to the unique store design, KKV also provides consumers with a one-stop shopping platform, its products cover food, accessories, mother and child, alcohol, daily necessities, stationery, toys, makeup, digital, home, pet supplies and other 18 categories of more than 20,000 SKUs, to provide consumers with a variety of choices. The KKV operations team also optimizes the display and selection according to consumer preferences and market conditions. KKV currently maintains an annual product renewal rate of 30-50%.

With a high level of appearance, high popularity and high sales, KKV has "advanced" all the way and has become the best gathering place for trendy new products.

06 UniQlo: LifeWear suits life

Uniqlo, founded in 1963, is a warehouse clothing store that uses self-service shopping in supermarkets to provide consumers with a more intuitive and convenient shopping experience. Uniqlo currently has more than 900 stores in China.

Uniqlo has always been popular with consumers for its high-quality basic clothing and reasonable prices. In the market for the same quality products, UNIQlo prices are more favorable; In the same price band of products, UNIQlo quality is better. In addition, Uniqlo also follows the trend to create co-branded explosive products, so that consumers are amazed by the evolutionary power of clothing.

As a fashion retail giant, Uniqlo has redefined "comfort." In many cases, it is not so much UniqLO that determines what people wear, as it is that it accompanies consumers, co-creating and co-living.

07 Quality products: Light up the better life of 99 countries around the world

Miniso was founded in 2013, as a design and development, digital technology driven, online and offline domestic and foreign development of the global enterprise, Miniso on the basis of maintaining a high cost to continue to output beautiful, easy to use, fun products, light up the good life of global consumers.

With the continuous deep cultivation in the global market and the in-depth insight of consumers, Miniso has proposed the concept of "interest consumption" for the first time in the industry, and constantly promotes product innovation through IP co-branding, excellent design, and black technology to meet the material pursuit and emotional value of consumer groups.

Miniso has always believed that "good life has nothing to do with price", breaking the boundary of "good products must be expensive" in product development, providing global consumers with 11 categories covering home life, electronic appliances, textiles, bag accessories, beauty tools, toy series, makeup, skin care, leisure food, perfume, stationery and gifts. More than 8000 core SKUs for good living supplies.

08 Bubble Mart: Create the trend, pass the beauty

Bubble Mart was founded in 2010, is the leading trend culture brand in China. After more than ten years of development, Bubble Marte has built a comprehensive operation platform covering the whole industry chain of trend toys in five fields: global artist mining, IP incubation and operation, consumer reach, fashion play culture promotion, innovative business incubation and investment.

In the future, Bubble Mart will continue to practice the brand concept of "creating trends and delivering beauty", with patience and time, precipitation more rich content, and create a multi-dimensional IP image full of vitality.

09 Perfect Diary: Beauty has no limits

Perfect Diary was founded in 2017, as the first beauty brand under the Yixian e-commerce, subvert the traditional luxury beauty impression, so that the public can enjoy the quality of the big name at the price of the people.

Perfect Diary is committed to exploring European and American fashion trends, while combining the facial and skin characteristics of Asian people, and carefully developing a series of high-quality, well-designed and easy-to-use makeup products for the new generation of women. When consumers are still in distress for "can not afford" big-name cosmetics, Perfect diary came out with cheap and easy to use products, endorsed the products with the use experience of the head and waist KOL, and quickly opened the market popularity with the attitude of "the light of domestic goods".

Beauty has no limits, constantly exploring imagination. While creating excellent product power, Perfect Diary uses all things to create beauty creativity, explores the infinite possibilities and realization ways of Chinese beauty in multiple dimensions, and injects strong vitality and cultural heritage into makeup.

10. Colorist: The pioneer of new makeup

THE COLORIST is a large beauty trend retail brand under KK Group, and is one of the most concerned beauty collection brands in China. It continues to lead the development of the beauty industry with product strength, aesthetic learning and innovation.

Through a keen insight into international makeup trends, the colorist connects the world's high-quality makeup brands with consumers, and provides Generation Z aged 14-35 with selected products and aesthetic experiences of "high quality, personalization and design sense" with an iterative model of "large-scale collection + fast fashion speed".

In recent years, relying on the group's strong technology and supply chain team, toners continue to improve their digital capabilities, focusing on data-driven and innovative iterations, so that the brand will achieve a more comprehensive intelligent operation in multiple links such as product selection, supply chain, warehousing, and stores, and thus obtain a more high-quality efficiency and screaming experience