Today Apple opened its first store in Xiamen, China, at the SM Lifestyle Center shopping mall. Unlike the notable
Apple Store which opened almost a year ago at Jiefangbei in Chongqing, no Apple logo could be seen from afar.
As explained by several Apple Store employees, that is all by design and part of the look for Apple's newest "D phase" of stores which also appears at new locations in Nanning far to the west and Shenyang far to the north.
Apple hasn't totally eliminated the outside logo, though. One is well hidden on a wall at the Xiamen store.
My eyes strain to see the faintest sign of the logo in the above photo, and I had the same experience in person. If a store employee hadn't mentioned a hidden logo, I wouldn't have noticed it. Even after the hint, finding it took significant effort. Close up, the logo is somewhat easier to see but still doesn't jump out.
Employees explained Apple wants people to focus more on the products than the logo and believes its stores' distinctive design will be enough for people to identify them.
It may also be hoped it communicates a message similar to "we're so cool we don't even need to show our logo". Another possible impact relates to the "fake" Apple Stores still common in China. Will they be willing to imitate a look which includes no sign?
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| Another "Apple Store" I saw by chance today in Xiamen |
Although it is not illegal in China for these stores to resell genuine Apple merchandise and most are easily distinguished from a genuine Apple Store, the bigger question is whether these stores are selling genuine, fake, or the semi-genuine Apple products I have
seen being made at Huaqiangbei and elsewhere in China. Apple has far more control over what is sold in its own stores, where it can sell its genuine products in an environment which best complements its brand image, no small part of Apple's success.
The lack of a visible Apple logo didn't appear to hurt today. Over 30 minutes after opening there was still a long, slow line of people. The store is much easier to find than the logo.
A big draw for some people were the limited free shirts commemorating the opening.
One group of Apple fans decided it was worth taking a break from their jobs in order to be among the first to visit the store and hopefully score some shirts.
At the entrance, people were greeted with cheers and high-fives from Apple Store employees.
Unlike the Jiefangbei store, no
special art marked its opening. But the Xiamen store can make its own claims to fame, at least for now. According to an employee, it boasts the longest LED light panels of any Apple Store in China.
And it also has the largest Ultra HD Screen.
The live greenery inside is another aspect Apple's new look for its stores.
During the opening hours the store was packed with customers and Apple Store employees.
As seems to be common for Apple's new stores in China, a number of the employees were from the the U.S. and established stores elsewhere in China. During my visit I met employees who had transferred from California, Hawaii, Texas, and Shanghai. At least some of them expect to be at the Xiamen store for two years. This not only helps Apple ensure its China stores offer an experience similar to its U.S. stores but could also have benefits when Apple's employees bring what they learn in China back to the U.S. or to elsewhere in the world.
After the opening hour or two, the crowd thinned to a point where the outside line had disappeared and the inside was still busy but moving around was more manageable.
As Best Buy has learned, crowds can be especially deceiving in China. In the end, something else matters much more.
So Apple is surely keeping a closer eye on sales, whether by cash or card.
Below are more scenes from the store today including employees demonstrating, assisting, discussing, and photographing; customers watching, trying, buying, and waiting for others; and security keeping an eye on things. The store is Apple's 30th in China, and more are on the way. The opening is symbolic not only for Apple but Xiamen as well. Like many other cities in China, Xiamen has seen much recent development. An under-construction subway system will soon have a station next to the large shopping mall, something surely not lost on Apple as it seeks to grow as well.
