-
Architects: Atelier Archmixing
- Area: 650 m²
- Year: 2018
-
Photographs:Qingshan Wu, Pingan Chen, Yitiao.tv
-
Lead Architect: Atelier Archmixing/ Shen Zhuang, Hao Ren, Yu Tang, Jie Zhu
-
Structural Engineer: Shanghai Wildness Structural Des. Firm Inc, Ye-wei Zhang, Qiuyun Li
-
Lighting: Tungsten Studio, Ming Zhong, Mengzhou Zhao, Rong Wu, Zhen Tang
Text description provided by the architects. September 22, 2018 witnessed the simultaneous opening of three offline new retail stores of Yitiao.tv in three shopping malls in Shanghai, followed by its ranking the No. 1 on the list of the most popular household commodities in Shanghai (from dianping.com) one month later. The concept of new retail was proposed by Jacky Ma in 2016, which was supposed to be the outcome of the combination of online, offline retails and logistics. Because the benefits arising from the Internet demographic dividend to the natural fans growth of e-commerce will hit a bottleneck over time. Under such a circumstance, Yitiao.tv decided to shift its business to offline markets, just as what the founder of Yitiao.tv said in an interview, “According to my personal estimation, the cost for getting a loyal customer through offline retail is only 10% of that through online retail”.
