In shanghai, when the winter was cold, the shopping malls were “hot” and almost every mall was able to see their “faces” or appear in the middle of the courtyard, or at the crossing points or elevators, and some of them opened up the subject. Among the many brands of doll machines, there is such a high-value doll machine collection — the republic of dolls (demand size: 100-200 square metres, 12 shopping malls, 10 planned for this year) — as a result of which their products have become popular, especially in 2017, which is called “industry stars”. During the year, the country opened more than 20 new shops in the cities of beijing, shanghai, nanjing and wuhan (ginhawk, dragon lake, hua yun, etc.). At a time when the doll machine is almost a shopping mall frame, why is the republic of dolls favoured by so many well-known projects? How do we plan for a new breakthrough? In an interview with the global network of callers, li wingjie, founder of the doll republic, provided detailed answers. In order to upgrade the doll's blog, the country not only has a brandy and copyrighted doll, but also brings together balloons, mini ktv, handmade, water bars, computer nails, and so on. Lee wingjie once told the global network of recruiters that the doll republic operates an average of one shop a month, mainly locking down a front-line shopping mall, which tends to be young and dynamic. This plan was also fully reflected in 2017. By the end of 2017, more than 20 new shops had been established in the country, mainly in china, china, china, the asia-based world of nanjing golden eagles, the second-largest commercial district of long lake, tianshan street, and the south american school block of the new gang. Among them, the xinxiang congri shop in the doll republic highlights the ancient town character in terms of door, shop and interior decoration, with the coloured umbrellas of oil and paper hanging in it. In particular, the doll republic does not aspire to the upper floors, but rather places most of its stores on the b1 floor of the shopping mall. This is because the population targeted by the republic is mainly young, especially young women. According to lee wingjie, most of the b1 floors are light meals, fast fashion and fast food, with only less entertainment for young people. "the republic of the dolls is a perfect business and has been placed on the b1 floor, adding to the entertainment gap on the floor." in 2018, the republic of dolls will accelerate its national layout and plan to open another 50 shops this year. It is understood that the doll republic is now open to association, but for quality purposes, it has adopted an alliance similar to that of a bullfighter, whose members cannot participate in the operation. Sticking to the shopping mall route and upgrading it to a "joy center" with a nice doll machine has also triggered intense competition. Public data show that out of the country's 661 core cities, each city owns 20 to 3000 doll machines. The total number of machines is 1. 5 to 2 million, calculated at 30,000 yuan a year. The total market for doll machines is about 60 billion a year. However, this does not affect the market preference of the country, which is largely due to its sensitivity to channels. The large number of doll machines in the market, but the gradual movement of street shops and malls towards shopping centres, from the very outset, has allowed the republic to move into shopping centres, regardless of the size of the renovation, the design/positioning of brands/business activities, which also means that the republic has a greater advantage in the choice of channels. In addition, the current doll machine is simply a doll, with more formal additions of push, cut, shoot, etc., and the experience is not rich enough. The doll republic, broken down from the video game, is fully aware of the problem, and a number of video games, handmade, computer nails, balloon machines, etc. Were installed in the store and a new concept was introduced at the end of 2017. For example, the 350 m2 shop has added elements such as the ayman binary, video games and carnivals, and, in the type of game, has added traditional games such as throwing sandbags, rolling balls, garbs and repackaging to provide people with a sense of fun. As li wingji said, in addition to leading the shopping mall, the doll republic acts as a "joy centre", which is the main reason why many well-known projects have been introduced into the doll republic. The country of dolls is popular with many well-known developers because of the powerful online system and image of ip. Gcn has been informed that by the end of 2017, the number of fans in the country had reached 1 million, so that players can participate in public sphere events, with a five-time build-up and specific dolls. The republic of the dolls will also be able to connect with the member system of the shopping mall, which includes images of various generations, such as hand-washing, burgers, etc., which can be exchanged for gifts. The system will enable fans to connect and channel successfully, and cooperation has been established with yongwang and golden eagle. At the same time, the republic of dolls are making full use of their ip advantages and are increasing their interaction with shopping centres. In addition to its image of ip - the interstellar aliens - the republic of dolls have cooperated with various ips, such as the collaboration between the republic of dolls and sony, which will supply the derivatives of sony emoji's great film, the spectacular adventure, and even the convening of a group of men and women who will appear on the starbucks or roads with derivatives。