Audience Analysis

1. Audience Portrait

Age: 18-35 years old
18-24 years old: college students and young people who have just entered the workplace, are keen to try new things, are easily attracted by limited co-branded products, have medium consumption power but strong social skills.

25-35 Age: financially independent professionals, pursue high quality and identity, and are willing to pay a premium for "luxury crossover".

Characteristics:
High fashion sensitivity: pay attention to fashion trends, familiar with luxury brands such as Balenciaga, and have a strong interest in the "high-end × mass" co-branded model.
Heavy social media users: active on platforms such as redbook, Instagram, and tiktok, accustomed to punching in and sharing, and easily planted by KOL/KOC content.

2. Segmented scenarios and behavior analysis
① Local trend leaders (Guangzhou and surrounding areas)
Characteristics: regularly go in and out of Tianhe Business District (Parc, Taikoo Hui), are sensitive to pop-up stores, will make a special trip to punch in and publish content as soon as possible.

Possible touchpoints: limited edition co-branded packaging, on-site interactive installations (such as "high-end herbal tea photo wall").

② Tourist check-in
Features: As a landmark in Guangzhou, the square attracts foreign tourists, and the co-branded pop-up store has become a tourist check-in point.

③ Luxury lovers
Features: Pay attention to the dynamics of the Balenciaga brand, have the desire to collect cross-border co-branded products, and make rational consumption decisions but with a high customer unit price.

Touchpoint: Co-branded peripherals (maybe brand LOGO cups?).

3. Scene adaptability
Traffic flow guarantee: The average daily passenger flow in the business district exceeds 500,000, and the target audience is highly concentrated in young and fashionable groups.
Space matching: The 750 square meters of outdoor venue can be designed with immersive experiences, such as the "herbal tea laboratory" interactive area, to meet the needs of photo dissemination.

Competitive product reference: Past successful cases of the square (preliminary research and display).

➊ Preliminary Design with Additional Research

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