On December 22nd, Xin Kexia, President of Hisap, officially announced that Hisap would make full-scale transformation for Brookstone’s debut in China during Hisap’s Strategic Transformation Conference, held at Sanpower Group Headquarters. Xin expected to shift Hisap from following the trend of selling hot products into leading the pack, making it a leader in fashion products. He also announced that Hisap’s officially upgraded version 4.0, namely, the first store of Hisap Brookstone, would be opened on January 1st, 2016, in Nanjing Aqua City.

 

FOO Piau Phang (PP), Global Senior Vice President of Sanpower Group and Global Chairman of the Board of Brookstone, delivering a speech.

Entering into Brookstone’s New Mode

This transformation is, in fact, a test run and just the beginning of Sanpower Group’s entire 3C retail business. Yuan Yafei, founder of Hisap and Chairman of Sanpower Group, has reiterated that in the Internet era, offline sales possess a unique value and are irreplaceable in nature, and humanity is inseparable from face-to-face interaction. However, offline commerce in the Internet era also needs to mould to changes in society, constantly improve specialised skills and bring more value to consumers. Based on this idea, Sanpower Group acquired American professional novelty chain Brookstone and introduced its leading concepts of product innovation, supply chain systems and unique operation modes to China, which provides references for Hisap and Sanpower Group’s 3C retail business.

It’s said that in the minds of Americans, Brookstone is the most professional novelty product retailer with 50 years if history, providing all manner of hard-to-find consumer products that offer a variety of functions and excellent quality with unique and novel designs. Brookstone boasts its own R&D team, and its products adhere to three key facets, namely, work, life and entertainment, so as to enhance the quality of life with intelligent science and technology as well as unbound creativity. What’s more, Brookstone, as the distributor of novelty products, has also offered novelty products from other brands.

With Brookstone’s sound supply chain system, novelty products from all over the world will be introduced into China’s market, bringing the experiential, scenario-specific, differentiated innovative retail mode to Chinese consumers. Xin Kexia holds that after entering China, Brookstone will not only be a brand that sells novelty products, but also the name in innovative product concepts as well as supply chain and sales modes. Hisap will take advantage of Brookstone’s superiority to carry out strategic transformation of China retail business and boost its reform.

 

Xin Kexia, President of Hisap, announces that Hisap will make full-scale transformation.

Entering into Era 4.0

In the 4.0 Strategic Blueprint, showscased by Hisap, Hisap would transform from PCMALL into Brookstone. In the future, Hisap’s business will fully cover novelty products, intelligent life products, smart products, smart dressing, drones, robots, to name but a few. Meanwhile, Hisap will officially launch the “Xiu Hao Le” (meaning: All Fixed), an omni-channel service brand, which can cover 3C and novelty smart products, and whose service upgraded and expanded from past installations and debugging, repairing and maintenance into player training, intelligent help and education, service-oriented financing, O2O omni-channel services and other socialised full-channel services. As for Hisap’s full-scale transformation, Xin Kexia has set the tone.

Notably, in such an era in which “Internet +” has been on the tongues of so many, Hisap has also creatively put forward the “entity +” concept: based on the entity offline, it inserts Internet technology, supply chain and consumer financing, omni-channel payment, experiential and on-site sales, meeting the social and spiritual needs of individual consumption and other powerful wings to form a complete business system to meet the needs of modern consumption.

It is said that Sanpower Group’s manufacturing and product brands like Brookstone, IDT International, Hisap, Funtalk Telecommunications, Lashou.com and Meici; online and offline multiple-channel brands; O2O payment platforms including Tianfubao and Wanspay; and its fully-licenced financial holding platform, would form a commercial matrix and develop synergetically. In the future, they look to create the largest ecosystem of novelty products in China, if not all over the world.

Joining the “Experience” Family

E-commerce has been developing in full swing. However, facing myriad “visible but out-of-touch” products on the Internet, consumer perception is becoming weaker and weaker, and their needs to experience shopping in a brick-and-mortar store has become increasingly prominent. CISCO’s “2015 China Retail Survey Report” shows that although Chinese consumers are more inclined to online and mobile shopping, they have not given up the experience of shopping in a store. They are more inclined to see, touch and compare products in person (66% compared to 53% worldwide) and experience the fun of shopping (45% compared to 22% worldwide).

Besides, the transformation of Hisap stores corresponds to this report. The outlets of Hisap Brookstone will gradually change from places for selling products into places to be seen and into a venue geared towards the hands-on experience. “To experience what? In Hisap stores, there are novelty products that no other outlets or e-commerce sites have, and these products will be updated every two or three months. So consumers would come to shop, gradually becoming accustomed to it, because every time they come to Hisap, they would experience something new.” This is store transformation.

Xin Kexia noted that the transition is designed to let consumers come to stores of their own accord, because consumers know that Hisap products represent the trend of the e-consumer. “Even though there is no actual object for a few cutting-edge products, they can still be displayed via screens, or we can let consumers experience possible future technologies in a number of different ways.”