DTC运动品牌Halara进军美国线下市场 快闪店战略助力全球扩张
【亿邦原创/Original by EBrun】 据外媒消息，DTC运动休闲服饰出海品牌Halara开始探索线下市场，日前在美国纽约开出了第一家快闪店。
According to foreign media reports, DTC activewear brand Halara has begun exploring offline markets, recently opening its first pop-up store in New York, USA.
据悉，该店位于曼哈顿百老汇470号，店铺面积约为3500平方英尺（约325.16平方米），于美国时间上周五正式开业，营业至周日，营业时间从上午11点到晚上7点。
The store is located at 470 Broadway in Manhattan, covering approximately 3,500 square feet (about 325.16 square meters). It officially opened last Friday (US time) and will operate until Sunday, with business hours from 11am to 7pm.
据Halara方面对外透露，这是其在美国快闪测试店系列中的第一个，目前公司正在寻找德克萨斯州、加利福尼亚州、佛罗里达州以及欧洲、日本和韩国市场合适的开店地点，且公司还计划在未来三年内开设永久性商店。
Halara revealed this is the first in its series of US pop-up test stores. The company is currently seeking suitable locations in Texas, California, Florida, as well as European, Japanese and Korean markets, with plans to open permanent stores within three years.
"我们选择纽约市，因为它是我们大量客户群以及我们美国总部所在地。"Halara品牌负责人Gabby Hirata在一封电子邮件中说道，"这是在扩大零售渠道前收集社区反馈的理想起点。"
"We chose New York City because it's home to a large portion of our customer base and our US headquarters," said Gabby Hirata, Halara's brand lead, in an email. "This is the ideal starting point to gather community feedback before expanding retail channels."
"快闪店的最佳时长是我们想要测试的关键点。"Hirata指出，"我们已经看到了7天快闪店的一些成功案例。在房地产非常昂贵的城市，我们希望尽可能地节约成本，因为我们作为效率玩家的运营原则是将所有价值（包括节省）传递给我们的客户。"
"The optimal duration for pop-up stores is a key point we want to test," Hirata noted. "We've seen some successful cases of 7-day pop-ups. In cities with very expensive real estate, we want to save costs as much as possible, because our operational principle as efficiency players is to pass all value (including savings) to our customers."
根据公开资料，Halara创办于2020年，为原车好多集团联合创始人、CTO张小沛创立的运动服装品牌，隶属于北京全量全速科技有限公司。Halara主要销售短袖、运动裤、网球裙等各种运动休闲服装，每周每周推出数百种新款式，并通过算法几乎实现了零库存。
Public information shows Halara was founded in 2020 by Zhang Xiaopei, former co-founder and CTO of Chehaoduo Group, under Beijing Quanliang Quansu Technology Co., Ltd. The brand mainly sells various activewear including T-shirts, sport pants, and tennis skirts, launching hundreds of new styles weekly and achieving near-zero inventory through algorithms.
从品牌创立初期开始，Halara便在YouTube、Instragam、Facebook、TikTok等平台进行内容营销布局，同时开展了大规模的红人合作。比如，今年2月份Halara就在TikTok上推出了一个名为#ConfidentlyHalara的品牌活动，在为期一个月的活动中，吸引了上百位UGC参与者，该标签下的视频总共有200个帖子和超过1358万次观看。
Since its founding, Halara has implemented content marketing strategies on YouTube, Instagram, Facebook, and TikTok, while conducting large-scale influencer collaborations. For example, in February this year, Halara launched a branded campaign called #ConfidentlyHalara on TikTok, attracting over 100 UGC participants during the month-long event, with videos under this hashtag totaling 200 posts and over 13.58 million views.
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[EBrun Tracking Brand Globalization] If you wish to exchange industry information or explore cooperation opportunities, please add the author on WeChat: hy834615920.
