Water submerges house right away: residents recall

"The water submerged the house right away!" a resident of Paiport recalled the moment the devastating flood struck eastern Valencia in Spain starting from October 29.

As of November 7, floods caused by continuous rains had killed at least 219 people in Spain, with 93 still reported missing.

According to the Spanish government's incomplete statistics, the economic losses are estimated to exceed 10 billion euros. The reconstruction and recovery will demand huge efforts, and full recovery in the affected areas will take a considerable amount of time.

Mari Carmen Guzman in Paiport, Valencia recalled how her home was submerged and said the situation remains dire.

"The storm caught me in the street. Right there, one block from here. You can't imagine the intensity of the rain that day. I had just enough time to make it home and close the door. But the water started to enter very quickly. And the water submerged the house right away. By chance I could go to the upper floor with my dog, and without electricity. Everything was in the dark. For two or three days we had neither lights nor water. It was very rough. Now the street lights have been restored," said Mari Carmen Guzman.

As rescue and relief efforts have poured in from all over the country, those affected by the deadly floods remain hopeful for the future.

"I am in a very dire situation. I am helpless, I am alone. And there's a lot of chaos around here in Paiporta. But, step by step, we will try to overcome this and go forward," said Leo Parra Nieves, a pensioner.

"[We do not have] gas to cook. We do not have hot water either. Everyone hopes nothing terrible would happen to them. But there are a lot of damaged villages. This area was the beginning. The storm began here, but I know there are other towns in dire situation too. We are happy that nobody is dead in our family. The rest can be fixed. All the volunteers here, there are many as you can see, there are 40 or 50, they are working to pump water out of the parking lots. They come from all around Spain. They help us, asking for nothing in return," said another resident.

Volunteers involved in the rescue efforts mentioned that the sewage treatment system had collapsed, streets were covered with mud and broken furniture, and the rescue was hindered by shortage of both manpower and equipment.

"There's much to be done. We lack hands, and also machines, heavy machines, because we have to get rid of all this water. But the sewage system has collapsed. It's impossible to pump out all this water. We take it out from the parking lots to the streets," said a local policeman in Granada, who is also chief of local civil protection.

"What we are mainly doing is clearing mud in houses. And also getting rid of damaged furniture. Now we are waiting for machines to remove all the mud and furniture in the streets to be able to go on emptying the houses," said a volunteer.

Water submerges house right away: residents recall

Water submerges house right away: residents recall

Pop-up stores, temporary retail spaces that are open in hustle and bustle business districts for a limited period, typically a few days to weeks, have emerged as a popular sales strategy among retailers targeting young consumers and became a significant driver of increased consumption.

Compared with traditional brick-and-mortar stores or online sales channels, the pop-up store model can efficiently reach a wide range of potential buyers in multiple cities and scenarios at a lower cost.

For instance, at Gate M West Bund Dream Center in east China's Shanghai, a pop-up store, featuring a six-meter-tall Disney's Stitch figure plus exclusive limited-edition merchandise, made this cute fictional character a top hit this May along the Huangpu River. Despite the event lasting only over 40 days, it attracted thousands of people every day to take photos.

According to staff there, many of the blind boxes and dolls for sale are limited editions and were already sold out upon release.

"I feel that exclusive sales can really arouse people's desire to consume. If you miss it, it will be gone. And it is very cute and pretty. It can be posted on moments," said a consumer.

Limited-time offers, exclusive products, or special events associated with pop-up shops creates a sense of scarcity, generate buzz and create a fear of missing out among customers.

Pop-up shops also allow brands to create immersive experiences that go beyond traditional retail environments. By carefully curating the ambiance, decorations, and interactive elements, brands can captivate customers, add excitement and novelty to their shopping journey, and leave a lasting impression.

Since April, China's first-ever LEGO-themed garden has been unveiled at the Bund Finance Center in Shanghai for a limited period, converting the shopping mall into a temporary giant garden featuring thousands of stunning floral creations made from colorful LEGO bricks. By encouraging consumer participation through photo-taking, check-ins, and interactive experiences, the pop-up has successfully pushed the sales of new products to record highs.

"By introducing our new products in this way, our overall sales have been greatly boosted. Consumers' comments can also be fed back to our brand, providing more inspiration for our future product planning and event planning," said Liu Mingsheng, brand manager at LEGO China.

Through the model, brands can enhance their visibility, explore new markets, and trial new product launches. Simultaneously, shopping malls and commercial districts can effectively generate foot traffic in a short period.

"During the period of pop-up activities, the foot traffic is basically doubled compared to regular days. These activities also prolong customers' dwell time within the mall, encouraging spending on dining, leisure browsing, and other purchases, thereby enhancing overall consumption conversion rates," said Wu Yiping, director of Marketing Department at Shanghai Bund Financial Center.

Pop-up stores fuel consumption in China