浴见北京首店开业 探索身体护理品牌的线下新样本

This article covers the case of bath and body care brand Yujian (浴见) opening its first store in North China on Xixinglong Street in Beijing's Qianmen area. The key highlight is that the store is not designed as an ordinary retail outlet, but as an experience space built around the "bathroom" scenario. For general readers, the noteworthy point is how offline stores can offer unique experiences: consumers can smell fragrances, wash hands, try products, and talk to staff about skin conditions. Products are understood through scent, texture and touch, rather than just being displayed on shelves.

Another practical insight is how the brand leverages urban culture to tell stories. Before opening, the store invited passersby to write postcards about "little thoughts in the bathroom," weaving neighborhood memories into the space. The Beijing-exclusive fragrance "Ink Wintergreen" turns an impression of the city into a product that can be smelled and used. These practices help create emotional connections with consumers and are worth learning from.

The article also notes that Yujian has opened stores with different themes in different cities: "A Free Bathroom for One" in Shanghai responds to the need for solitude; "Late Night Bathroom" in Changsha leaves room for a pause during the night; "Leisurely Bathroom" in Wuxi continues a relaxed rhythm; and "The Writer's Bathroom" in Beijing connects with hutong culture. This shows that even non-professionals can see how a brand uses creativity to turn shopping into a lifestyle experience.

This article offers brand owners key lessons on building offline spaces and localized expression. Yujian's methodology is "one store, one strategy, one city, one mood" centered on the bathroom, which suggests that entering offline should not be about displaying products only; brands should revolve around a core scenario and continuously deliver stable brand assets. For premium domestic brands, an offline space can become a brand "sanctum," where product experience, brand understanding and lifestyle converge in one place.

In terms of brand marketing, Yujian avoided symbolic Beijing elements. Instead, it blended urban life, architectural design and its core brand scenario, using "The Writer's Bathroom" to respond to Beijing's density of expression, allowing consumers to pause output and reconnect with their bodies. By inviting passersby to write postcards, recording podcasts, curating exhibitions, and publishing the brand magazine "Body Knowledge" (《身体新知》), the store's theme is extended into ongoing brand content, strengthening memory and public discussion.

Looking at consumer trends, body care brands address urban states such as solitude, relaxation and self-care, which meet current demand for emotional value and slow living. Yujian's choice of Xixinglong Street in Qianmen matches the street's positioning of "slow but tasteful, content in one's own way," showing that site selection should consider the target audience's lifestyle, not just foot traffic and rent.

This article offers sellers several policy takeaways and opportunity signals. The Xixinglong Street in Qianmen, where Yujian opened its first Beijing store, is an old-city block undergoing priority renewal in Dongcheng District. Seven architects and heritage conservation experts were involved, applying a "cluster design" approach to improve residential and commercial functions. The street's positioning is "slow but tasteful, content in one's own way," and it continuously attracts premium domestic brands with distinctive aesthetics and clear lifestyle propositions. That means sellers with brands of a similar tone may gain opportunities to enter such high-quality streets.

Changes in consumer demand are also worth attention. Shoppers are no longer satisfied with simple purchases; they are willing to make special trips for experience, emotion and lifestyle. Yujian combines product experience, content expression and user memory through its "bathroom" scenario, helping brands reduce reliance on mall locations, shelf efficiency and promotional mechanics. This suggests that offline stores can become long-term recognizable spatial motifs for a brand, not just transaction terminals.

On policy details and risk, the article does not go into specific regulations. But it shows that moving into old buildings and hutong spaces is a trend. The challenge is whether a brand can truly understand the site and turn its spatial character into a reason for people to stay and visit. The key lesson for sellers is Yujian's "one store, one strategy, one city, one mood" approach. By launching different themed stores in different cities, the brand maintains a consistent underlying logic while adapting to local culture. That model may be replicable in other categories.

From a factory perspective, this article provides a reference for product production and design needs. As a body care brand, Yujian's offline store emphasizes consumers understanding products through scent, texture and skin feel, which means product design should not only focus on function but also strengthen sensory experience. The Beijing-exclusive fragrance "Ink Wintergreen" shows that developing specific scents and products for different cities or scenarios could be a direction for differentiated manufacturing.

The article also points to a business opportunity: premium domestic brands are moving into urban-renewal streets, and they place high demands on product quality, design aesthetics, and harmonious coexistence with the old urban environment. Factories that can support such brands with small-batch, customized, culturally rich products may find new room for collaboration.

On digitalization and e-commerce, the article does not discuss technology directly. But Yujian used low-cost, traditional methods such as postcards inviting passersby to share "little thoughts in the bathroom," live podcasts, character stories in exhibition areas, and a brand magazine, creating a wealth of content assets. This suggests factories should consider how to make products carry storytelling and content appeal, helping brands communicate across online and offline channels, rather than merely fulfilling OEM orders.

This article offers service providers insights into industry trends and solutions. The Yujian store case shows that when body care brands go offline, the client pain point is how to transform a store from a sales terminal into a space for experience and brand expression. Yujian's solution is to focus on the "bathroom" motif, merge urban culture with the brand's core scenario through a "one store, one strategy" approach, and use organic curved "bubble" forms to connect the space, creating a soft, unhurried wandering experience and a sense of envelopment that solves the monotony of standard circulation.

In terms of new technology and spatial design, the store avoids symbolic Beijing elements and instead organizes urban life, architecture and brand scenarios together. This suggests that service providers should pay more attention to site interpretation, emotional atmosphere and the translation of brand stories in space design, rather than applying traditional retail templates.

Looking at client needs, Yujian successfully attracted public events such as a live recording of the podcast "Random Wave" (随机波动) and guest conversations, showing that service providers can help brands plan offline content activities, turning stores into venues for content production. In addition, the brand magazine "Body Knowledge" and installation art create demand for content planning and curation services. Going forward, service providers can offer integrated services for such premium brands—from spatial design and content programming to brand asset management—helping brands replicate stores across cities while maintaining stable recognition.

This article is most relevant to marketplace operators in terms of commercial street tenant recruitment and operations management. The Xixinglong Street case shows that when operating an urban-renewal street, platforms should not simply bring in merchants. Rather, they should stick to the positioning of "slow but tasteful, content in one's own way" and continuously attract premium domestic brands with distinctive aesthetics and clear lifestyle propositions. As a representative brand, Yujian's restrained and textural expression matches the street's tone, suggesting that tenant recruitment should weigh brand-street cultural fit more heavily than rent and fame.

In terms of latest practices, Xixinglong Street uses a "cluster design" philosophy to preserve the old city's texture and hutong character, while improving residential and commercial services. It also leverages the Mandarin Oriental Qianmen, Beijing project to attract cultural travelers and high-end consumers. This street operation strategy provides a model for platforms: by linking with city landmarks and capturing destination consumption, they can build high-value commercial clusters.

On risk control, the article reminds platforms that brands entering old buildings and hutong spaces need to truly understand the site and avoid piling up superficial visual symbols. When offering venues, platforms should help brands create localized expression, so stores connect with the surrounding neighborhood and become places people are willing to travel to. Yujian's "one store, one strategy, one city, one mood" approach across different cities also reminds platforms that brands with chain-expansion plans need consistent brand assets across cities while embracing local characteristics.

From a research perspective, this article illustrates a new trend in the convergence of urban renewal and brand commerce. Yujian's first Beijing store is on Xixinglong Street in Qianmen, a block renovated by seven architects and heritage conservation experts using a "cluster design" approach. Premium brands are introduced while preserving the old city's texture, creating a sample of "building something new in the old." This provides a concrete case for studying commercial formats in urban renewal and the symbiotic relationship between brands and neighborhoods.

The article also raises a new question: when a store is no longer just a display and transaction terminal, what can a brand leave behind? Using "bathroom" as the spatial motif, Yujian has evolved into "A Free Bathroom for One," "Late Night Bathroom," "Leisurely Bathroom," "Blank Space Bathroom," and "The Writer's Bathroom" across different cities, showing that a "one place, one strategy" approach requires both differentiated experience and long-term recognizable brand assets. Researchers can explore how this spatial brand methodology affects consumer memory and loyalty.

In terms of policy and planning implications, Xixinglong Street's positioning of "slow but tasteful, content in one's own way" and its practice of bringing in premium domestic brands may offer a reference for other old-city renewal projects. How brands coexist naturally with urban culture, and how offline spaces carry public discussion (such as podcast live recordings, curation, brand magazines) are also directions worth studying at the intersection of content marketing and public culture. As this article comes from an industry media outlet, its views do not represent any platform's stance; researchers should be mindful of its perspective and case representativeness.