Fashion Buyer -- A New Career In China

Consumption escalation

"Just say it.

Miss Yan is a buyer in Zhengzhou. She worked in Beijing for many years, and recently she was in Zhengzhou.

Whether it's Italy's leather shoes or Japanese fashions, just tell the brand names, and she and her colleagues can buy them for consumers.

Their appearance is not only in Zhengzhou, but also in every corner of the world.

In April of this year, SAMMY appeared in the Mixc, Hangzhou.

"This is a shop in the form of a buyer's shop."

SAMMY related responsible person Zheng Guanfeng said, SAMMY has about 50 high-end brands, of which Blumarine, Blugirl and other brands are the first time stationed in Hangzhou.

In the past, when people talked about buying shops, they only remembered some Korean or European clothing stores in Xinhua Road or Wulin Road.

Since last year, with the new opening of many large department stores in Hangzhou, fashion buyers have become a new business model of Hangzhou shopping malls.

For example, Hangzhou Tower D block, there are more than 10 integrated stores such as ALLE, CO11 and D-mop, "these are basically fashion buyer stores."

Ren Chanzhen, deputy director of the business operation management department of the shopping mall, said.

"There are many such shops in Beijing and Shanghai."

Chen Jin, assistant general manager of Huarun Sun Hung Kai (Hangzhou) company, said.

In fact, more enterprises are starting to adopt the buyer model.

Last year, customers formally announced that they would enter the jeans market, and jeans product design and production were an attempt to buy buyers.

According to the briefing, the 8 jeans that were launched for the first time were fashionable, full of design sense and quickly welcomed by consumers.

Van guest has trained more than 10 buyers. They buy Fashion festivals and shopping malls in Europe and America to find the most popular fashion elements.

The designer team processed the innovation according to the information provided by the buyers, and a fashionable jeans came into being.

A few years ago, Shi Yong set up a brand IT 'S4U in Wenzhou. After that, he was developing his own buyer.

"Seven wolves have set up a buyer for two years."

Seven wolves brand merchandise director Liu Yong said.

On the CHIC2010, the appearance of professional buyer also appears frequently. The theme forum of "buyer in China" is also held at the same time.

In fact, the earliest buyers appeared in Europe in the 60s of last century. They appeared in various fashion conferences such as Milan and Paris, visiting famous fashion shops and exhibitions, and shooting around like star scouts. They were called "buyers".

"Buyers", as a profession, popularly refers to people who help others or buy things for brands.

The introduction of the buying system is inevitable.

Jaceve luxury dress brand shop operator Sun Jiayu said.

In the first fashion buyer Chen Peng, who introduced Y-3, Onituska Tiger and other brands to China, it seems that the development of Chinese buyers has gradually gained some signs.

"The rise of buyers in China is the last 5 or 6 years."

Shao Ligang, a senior consultant in Beijing's nine sector advisory management, said.

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Why did Chinese buyers lag behind Europe and the United States for nearly half a century?

"This is related to the whole environment of China's development."

Shao Ligang said that before the reform and opening up, China was still in the period of planned economy, and many commodities, including textiles, were in short supply. There would be no buyers.

But in the 90s of last century and the beginning of this century, some newly rising enterprises have separated production and marketing, and some enterprises have begun to focus on sales, which can be said to be the prototype of Chinese buyers. "Buyers as a profession are beginning to be familiar to Chinese people."

Joint securities analyst Wang Rong said.

"Many domestic enterprises have been doing production and processing before, and market sales have always been led by production."

Senior Buyer Yao Xiaoyun said.

By 2003, China's per capita GDP reached US $1000, consumption began to escalate and manufacturing cost increased. China's garment industry is experiencing pformation from manufacturing to market.

"The core of the pformation is to profit from the circulation."

Yao Xiaoyun said that the buyer is to manage the goods from the circulation link, using the buyer mode to make the brand out of the simple processing and manufacturing situation, to achieve high added value.

In her view, the buyer mode refers to the operation of circulation enterprises, according to the actual demand of the market, a form of goods buyout operation.

"The subdivision of garment industry promotes the rise of Chinese buyers."

Zhao Qian, head of China's High Fashion Association, said.

"A buyer is a job created only when business competition develops to the stage of white hot."

Shao Ligang said.

And the test brought to China by the financial crisis is also a buyer.

After the cancellation of European and American orders, foreign trade shops such as "export to domestic sales" and "original single European and American goods" sprang up like mushrooms in the streets of Shenzhen.

But "simply owning the source of goods is not the key," said the head of a foreign trade boutique in Shenzhen. The key is how buyers can find fashionable elements popular with consumers in these foreign trade products.

Obviously, consumers' demands and personalities for products are becoming more and more detailed.

In fact, the maturity of the buyer is closely related to the level of consumption.

In the past few years, the buyer shop, even though he had entered Hangzhou, had to withdraw. "At that time, the market environment was very immature, and it was difficult to make achievements."

Wang Hao, manager of Hangzhou Tower boutique women's clothing store, said.

But at the moment, people in Hangzhou not only have strong spending power, but more importantly, they have their own judgement on beauty. "This is the consumptive soil of a successful buyer's shop."

Chen Jin said.

It is understood that in Hangzhou Tower SHINE and other buyer shops, clothing unit price of about 3000 yuan.

The price of SAMMY products is generally 1000 yuan, the most expensive is 30 thousand yuan.

Buyers are not particularly sensitive to prices. They care more about clothing styles.

Wang Hao said, many designers like Lekawa Kuborei and other designers will chase after them.

The main force of these stores is 15-25 years old.

"Young people speak more about their individuality and more about their sense of service."

Wang Hao said.

Obviously, the existing traditional enterprise operation mode can not effectively meet this consumption demand.

"The gap in this field needs to be filled by buyers."

Chen Peng said.

In fact, "the new generation of consumer groups represented by the 80 and the 90's are turning to more specialized and personalized sales places."

Mu Xuan, director of market supervision department of China National Business Information Center, said.

"If traditional department stores can not form a style that suits the future life style, will they stay in traditional department stores?" said Shi Jie, President of Hangzhou JS Fashion Co. Ltd.

In fact, the buying system has already struck the traditional department stores.

In Xidan, Beijing, there are a number of buyer shops, attracting many foreign designer brands.

And those retailers who applied the buying model began to have a good life.

For example, Wenzhou attracted 100-200% growth every year for several years after attracting buyers of international famous Plaza.

Similarly, a good buyer can increase the number of counters by several times.

Hangzhou Tower MaxMara counters sold only about 400000 a month when they first opened the cabinets. After a good buyer, their performance reached 160-180 yuan / month.

Obviously, with the arrival of the era of personalized consumption of Chinese people, less money and fast fashion will become the methodology of more and more enterprises, and the buying mode will also sweep the retail industry.

"Chinese brands must go out and operate in accordance with the prevailing international buying system."

Zhao Qian said.

In fact, "many bosses saw the success of the ZARA buyer mode, and they began to use it."

He Shaoqiang, general manager of the cat brand management company, said they also introduced buyers from last year.

"An excellent buyer has a keen sense of fashion and is able to place orders on the basis of market orientation rather than production orientation."

He Shaoqiang said.

Although buyers are praised by the boss, there are not many buyers in the clothing industry at present.

Bosideng, seven wolves, Mei bang, Ayilian and shoe enterprises BELLE and other parts introduced this model, while more enterprises are still in the "wait and see".