ULTRAMAN CONVENIENCE STORE IN SHANGHAI
by THE BERGSTROM GROUP on June 21, 2012
Japanese convenience store brand Lawson is bringing a Japanese icon to China – in a big way. According to Manabu Matsura, President of Lawson, the first Ultraman character themed store which is situated near Zhongshan Park will not be the last. We took a trip to check out the Lawson door meets character franchise mash-up.
What we found is a store that stood out on a block overrun with other convenience store brands and fast food shops. Despite only having one aisle of Ultraman merchandise, the theme pervaded other in-store aspects. Customers were treated to staff wearing Ultraman-inspired outfits, Ultraman decorations hung on the walls (i.e., masks over the refrigerated section), a play area was provided in the corner, and a VIP kids' play area on the second floor was free with the purchase of 100 RMB or more.
The Bergstrom Group is an insights consultancy with a passion for telling the story of new China.
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