Multi Brand Collection Shop Quietly Hit

In the same month, the discount store of I.T, a famous multi brand group in Hongkong, opened in the West Lake era store of Hangzhou clothing store, and I.T combined its b+ab and izzue brands to form a brand store.

In addition, BELLE, Nike, Adidas, Levis and agge have been trying the terminal mode of brand collection store in recent years.

The wind of multi brand shops is coming.

Changshu children's enterprises try multi brand store operation

In mid August, the first store of colorful city children's Square invested by Suzhou colorful city dress limited company officially opened in the most prosperous commercial district of Twin Towers, Changshu.

This seemingly ordinary business behavior has attracted the attention of many children's clothing enterprises in the industry.

Because the colorful city children's Square adopts the multi brand collection store mode, which is quietly rising in the domestic clothing industry. Its store not only sets up several children's clothing brands under the colorful city, but also attracts a large number of other enterprises' children's brands to enter together.

Brand collection shop is also known as brand concept store, that is, a theme, in a fixed logo, unified management, consistent marketing of the hypermarket, bringing together several or even dozens of brands of seasonal fashion new products, so that consumers can be one-stop shopping.

As a matter of fact, multi brand stores exist in the form of buyers' stores abroad, and the core of them is buyer style operation.

The multi brand store on the domestic market is a combination of many brands of the same company, such as the BELLE "M.A.P" collection store has integrated its BELLE, Staccato, TaTa, Teenmix and other footwear brands; in addition, the collection stores like I.T group have their own group brands (such as b+ab, izzue, 5cm), and other international brands.

In this sense, the seven color city children's Square is a model similar to I.T.

"For the colorful city, the brand collection shop is really a brand new business model, and we are constantly groping."

Chen Xing, general manager of children's Square in colorful city, said that two months after the opening of children's Square in colorful city, although the overall turnover is not very high, the trend of monthly growth is particularly obvious.

According to Chen Xing, the brand of "colorful city" was first produced by children's down garments, and it was derived from the development of a brand.

For brands with single season products, it will be very difficult to develop exclusive stores alone.

"At present, although the colorful city is developing in the direction of the whole series of products in the four seasons, the terminal control power is slightly insufficient, and this terminal mode exploration can better consolidate and perfect this deficiency."

In fact, Chinese children's clothing brands are facing pressure from scarce business resources in the channel.

On the one hand, the limited sales area of the shopping mall has welcomed overseas brands to enter. On the other hand, the price of commercial rents has increased.

Channel innovation has become a top priority for the development of children's wear brands in China.

According to the introduction, the colorful city children's Square is located in the shopping center of the Changshou City commercial center, which is an old commercial center. The colorful city company rented its half storey building on the second floor and its business area is about 1200 square meters.

At present, there are 14 children's wear brands in qatai city children's Square, including seven colorful cities, colorful beans, sports cats, and so on. The brands include pencil clubs, mini houses, Carle fitt, Imbert and other enterprises. Each brand occupies an area of 20~50 square meters. According to the style of leisure and sports, the brand is located in the middle end consumer group.

In addition to children's clothing area, children's Square also set up children's play experience area, fashionable children's shoes area, baby products area, toy gift area, soft service area and so on.

"Colorful city" set up an exclusive team responsible for the operation of the children's Square project, similar to the shopping mall, and collaborate with the brand players in the way of deduction.

In Chen's view, compared with the charging mode of rent operation, this mode can better carry out unified operation, unified management, ensure the speed of goods circulation, and better differentiate the brand service.

Chen Xing said that the operation mode of children's Square in the colorful city is similar to that in the children's clothing market, but its professional degree and location are better than those of the latter.

The children's clothing market is generally located on the top floor of the shopping mall, and the colorful city children's Square is located on the two floor of the commercial building.

In addition, the current rate of buckles in the colorful city children's Square is less than 20%, while the rate of the locals in some similar shopping centers is close to 30%.

According to the introduction, the "colorful city" plan will push the multi brand mode to the whole country. At the same time, according to the needs of different market environments, we will delineate different types of shops: Children's Square with 1000~1700 square meters, B children's living room with 400~600 square meters, and C boutique children's world with 200 square meters.

Recently, qice city has opened a 250 square meter boutique children's world store in Changshu, which has assembled six or seven children's wear brands.

I.T group Hangzhou expands stores

I.T shop, Financial Street shopping center, Beijing

In August of this year, the discount shop of I.T, a famous multi brand group in Hongkong, was officially opened in the West Lake era store of Hangzhou clothing store, and I.T integrated its brand products such as b+ab and izzue into a brand integration store.

I.T said that other brands of discount products will also be integrated into the clothing store.

Hongkong I.T group is a successful company with many brand collection shops. It runs both the brand of its own production and the agent brand from all over the world. Currently, there are shops in Hongkong, Beijing and Shanghai.

I.T group was first developed by a small store GreenPeace which sells foreign popular brands. It was founded in 1988. After more than ten years of development, it was supported and supported by many fashion lovers and gradually developed into one of the largest fashion groups in Hongkong.

I.T group has a large number of fashion brands, known for its avant-garde style, diversity and the trend of fashion, suitable for people of different ages and styles. Clothing category is available from international high fashion to Japan's young fashion brand that sweeps across Asia.

I.T group's stores are mainly divided into two categories: English uppercase I.T and lowercase I.T.

I.T's fashion brands are mainly master brand brands from all over the world, such as D&G, MiuMiu, JeanPaulGaultier, Dirk, Bikkembergs, Cacharel, Hussein Chalayan, AnnaSui and so on. The latest popular elements on the international T stage can be presented one by one, plus the avant-garde innovative shop design, becoming the first choice of fashion stars and fashion lovers.

Take the I.T flagship store in Nan Li square, Xintiandi, Shanghai as an example. The store has two floors and a total of about 1900 square meters, which mainly sells master brand fashion apparel from all over the world, including AnnaSui, AnnDemeulemeester, AsFour, Chloe, HelmutLang, Comme desGarcons, CostumeNational, DirkBikkembergs, MiuMiu, AFVandevorst, cable, cable, cable, cable, cable, cable, etc.

Wenzhou builds enterprise alliance brand

The Yi school is jointly invested by 8 members of the Wenzhou flaw group, including the 10 Austrian companies, including the Austrian pun dress, the dandy dress, the WAN Dian dress, the Tamar shoes industry, the Tai Li industry, the Jin silk textile enterprise and the Zhen Da enterprise. Meanwhile, more than 100 local excellent production and manufacturing enterprises are selected as product alliance cooperation enterprises.

Under the leadership of the Wenzhou clothing trade association, you Yi Pai dress Holdings Limited was formally established in July 2009.

In September 9, 2009, the first Yi Yi flagship store opened in Wenzhou.

"Judging from our trial business, the market response is good."

You Yi Pai clothing Holdings Limited, the person in charge said.

In November 27, 2009, 30 excellent clothing chain stores opened at the same time in all major cities of the country. The 30 excellent clothing shops that were collectively opened were mainly distributed in the important cities of Hangzhou, Ningbo and Wenzhou, as well as Changchun, Jiangsu, Zhenjiang, Wuxi, Suzhou and other provinces outside Jilin.

At the same time, the "Yi Yi faction" network flagship store is also synchronized.

Today, the online sales of the Yi school has already broken through tens of millions of yuan.

Its "3 years in 500 stores nationwide, 5 years in the world to open thousands of chain stores, and strive to achieve terminal sales of over 10 billion yuan" goal gradually clearer.

Analysts once pointed out: "the Yi school is unique, and there are several reasons why it can support the Eugene faction: first, it is a pure market behavior, not a simple manipulation at the government level; secondly, it is an integration of interests, 8 enterprises, 10 shareholders, more than 100 production enterprises, all of them share common interests; third, it solves the contradiction between the department stores and brands at present, and it has its own channels."

In the product series of the Yi Yi faction, there are not only the main clothing for men and women, but also shoes, leather goods, glasses, lighters, etc.

It extends the product line, not only can reduce the cost of intermediate links, reduce marketing costs, but also can gather popularity.

Although there are many differences between the Yi Yi school and the traditional multi brand store, it has only one brand, that is, the Yi Yi faction.

But from another point of view, there is a lot of products coming from different enterprises and brands in this school. Perhaps it can be said that this is a multi brand shop with Chinese characteristics, or the embryonic stage of the development of multi brand stores in China.

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The concept has a long way to go.

Ma Chunlin, general manager of Shanghai only good (International) brand management organization

It takes time for China's multi brand stores to fully integrate with the international market, and the length of the time depends on the operator's sense of management.

It is a good phenomenon to have children's clothing brand stores in China.

In the future, there will be room for development of children's clothing brand stores in China.

The reason is that children's clothing enterprises are quite numerous in China, but they are mostly in the processing and manufacturing stage, and are not strong in building their own brands.

Because of poor shaping, they have problems in channel access.

For example, some children's clothing enterprises are specialized in external processing, and some are sold as domestic small customers. Their occupancy is not high in the market, and there are many small brands of unknown children's clothing.

In the mode of operation, dealers have come out to make a children's clothing store, gathering together small and medium-sized enterprises that are not clear in the domestic market, their own strength is not enough, and have not yet formed a scale.

In terms of price, the prices of these multi brand stores are generally not too high, and more depends on the variety and the variety of styles to get the market.

From the needs of consumer psychology, consumer spending habits and consumer mindset have gradually changed, from the original quality demand to brand demand, and then to the present one-stop shopping demand.

Whether a store can attract consumers' eyeballs and whether they can keep the pace of consumers depends on whether a shop can make consumers feel like a "scamper."

From the Gome mode to the H&M mode, the present children's clothing store also provides consumers with a multi-level and multi choice opportunity.

Combined with these points, the development of children's clothing brand stores in the domestic market is still promising.

Children's clothing brand stores can meet the needs of the two or three line market and the next market.

The quality is good, the price is also competitive, the styles and types are also many, these characteristics are more able to satisfy these local consumers purchase request.

Compared with the first-line market, the two or three line market is the soil for children's wear and multi brand shops to adapt to growth.

Because at present, many children's clothing stores in China are equivalent to doing a children's clothing supermarket.

Since it is a supermarket concept, then the first condition is that if the shop area is large and the area is small, it will not accommodate more brands. If the area is large, it will involve the pressure of the rental expenses. Obviously, if we are in the first tier cities, the profit margins of dealers will be compressed a lot, so dealers will tend to go down.

For domestic children's clothing brand operators, the most important thing is the logistics management and information management.

As operators, they are multi-channel procurement, while product suppliers are distributed throughout the country, nor are they targeted at a particular distributor. Therefore, multi brand store dealers should have organic management in the purchase channel and stock cost.

In information management, multi brand stores should accurately and timely grasp the arrival time and replenishment time, and advance the quantity.

Compared with foreign countries, most of China's multi brand stores are still profit oriented. Once some of the products are found to be inefficient, multi brand store dealers will surely abandon them. They will not lock up a brand for a long time through evaluation, and then make an issue on the scale and quantity of multi brand stores through replication of their own store channels.

If a multi brand shop operator is to make a short line, he will continue to exchange goods, which will cause confusion and confusion to the consumers, and loyalty will be affected.

Foreign multi brand stores pay more attention to management.

When a number of brands are put together, these brands are long-term and fixed. They will not change their brands one by one. Instead, they will focus more on maintaining relations with suppliers and building more brand stores.

At present, the concept of multi brand stores is available in China, but there are still many deficiencies in management.

It takes time for China's multi brand stores to fully integrate with the international market, and the length of the time depends on the operators' sense of management.

Only the operators of multi brand stores consciously excavate the potential brands in the domestic market. By analyzing and thinking, we can bind some brands that can be maintained for a long time, so as to shorten the gap with other developed countries.

Multi brand stores have more customer focus

Li Kailuo, an economic research expert of China's famous fashion industry

The benefits of brand collection shops are very obvious. Adopting the integrated store mode can not only allow more brands to share the pressure of store rent, but also reduce the operating cost, and also increase the stay time of guests to increase the turnover rate.

The predecessor of the brand collection store is the product assembly shop and the product franchised store, which correspond to the category era and quality era of product management.

The product assembly shop centrally sells all kinds of goods with the same logo.

Quantifying the market with products is the main form of operation in the category era. It is faced with consumers who have no purposeful lifestyle, such as Carrefour, WAL-MART and other popular supermarkets.

The product franchised store centrally and uniformly sells through screening different brand product suppliers and exclusive stores own goods.

Ensuring product quality and realizing the common operation of a certain type of product is the main form of the quality era, attracting large customers of the same purchase demand to the same store, realizing the purposeful purchase.

Today's brand collection stores brand the same type of products, and the brand with different needs and levels is concentrated in the same store.

It is an inevitable outcome of the development of store management mode to a certain stage, and it is also a manifestation of the deep operation of multi brand strategy.

When enterprises expand to a certain extent, they often adopt multi brand strategy to occupy more market segments.

In the early and middle stages of the implementation of multi brand strategy, different brands usually have different franchised stores for differential competition.

Some enterprises even deliberately hide information and avoid giving consumers the recognition of multiple brands for the same enterprise.

Under such circumstances, the differentiation between multi brands has become the goal pursued by enterprises.

Every time a new brand is created, it will be a new start. From product development to channels and management, it will be different from other brands.

Following this strategy, the development and growth of new brands will enable enterprises to continuously occupy new market space.

But the problem is that the investment in creating a new brand, including manpower and material resources, is also multiplied.

In the early stage of multi brand strategy, the relationship between different brands is often neglected. The establishment of collective brand is different from the general method of business brand building.

There is a certain degree of correlation between product brands in the collection brand, but also a cultural joint point between brand and brand. The different styles of brands can be concentrated through a unified and complete store, which will not form competition among them, but also maximize the amount of product updates.

For collection brand, its management and operation difficulty is more cumbersome and challenging than single brand management.

The fundamental driving force of brand collection shops is interest.

With the growing maturity of the consumer market, the intensification of competition and the increasingly diversified consumption, the single brand store's "gathering power" has gradually weakened, while the operating cost has been increasing.

The combination of different brands can broaden the choice of consumers by distinguishing different brands.

Utilize the regional appeal of a number of well-known brands to achieve the sales of all brand products.

Although the purpose is to embody more brands and goods on the same area, the ultimate goal is to enhance the store's "gathering power", which can save more guests and make more chances for business.

At home, many Brand Company have calculated that guests do not stay in single brand shops for a long time, but in the store, the time for guests to stay is significantly higher than that of single brand stores 3 times.

They also calculate another account, the use of integrated store mode can reduce the rental pressure and personnel costs per square meter in the store, which is estimated to be 15% lower than that of the single brand store, but sales can increase a lot.

For brands, the shops in downtown department stores are all small and small. Many brands may choose to set up an image store in ShoppingMall, while in the center of the city, it will become a "brand mix shop" with high square efficiency. This will surely become a trend.

Brand collection shops are mainly based on large stores, through marketing campaigns to collect brands, reduce the publicity costs of various brands in the marketing process, and centralize more funds and resources.

In this way, the purpose of maximizing the cost of operation can be maximized either in the upstream and downstream operation of the supply chain system or in the downstream terminal operation process.

At the same time, it ensures the universality of terminal operation. By distinguishing some brands and dividing the quantity marketing standard, it can also achieve a small number of brand's high profit selling and maintain the safety of operation under the premise of ensuring the business profits of the store.

This mode of operation can also form a pressure on the market of regional competitors.

It can be predicted that the formation and development of brand collection shops will become a new business model for large scale multi brand enterprises in the process of market expansion.

Extended reading

Brand collection store

Brand collection shop is also known as brand concept store.

That is, in a store with a uniform name, it brings together several or even dozens of brand new fashion products for the season.

The integration mode has broken through the sales form of the original department store single brand and single category, and has become a new market development trend.

Foreign well-known collection shops, Italy's leading Fuleight high-end clothing brand collection shop, Japanese BEAMS trend brand collection shop, Italy GIAMMABRUNS collection store, France SEPHORA cosmetics collection store, etc., there are MsMo collection store, C&J designer brand collection shop, ITS international famous brand collection shop, JAVECE and so on.

Group companies with multiple strong brands are more likely to adopt brand integration mode, so that brands can borrow each other. At present, companies like I.T, BELLE, Nike, ADI, Levi 's and AGG are trying to make brand integration stores.

In addition, there are other integrated stores in China. For example, Shanghai Pudong new Mei union Plaza integrates dozens of designers' brand styles of different styles into a space, creating a "ID designer brand integration store", trying to create another brand new concept of clothing shop.

Select Shop

The buyer's shop is a business mode developed by Europeans, also known as "buyer's business". It refers to a store that combines different brands of fashion, accessories, jewelry, leather bags, shoes and cosmetics based on the unique fashion concept and interest of the target customers.

In Europe and the United States, this shop is dominated by street shops and has a history of nearly 100 years.

The core of a buyer's shop is a buyer's business. Compared with a single brand sale, the core of the buyer's business is the buyer, sometimes the style is above the brand. For the buyer's shop, the buyer is the key to choose the style and is very important.

Buyer shops appear to be consumers' dissatisfaction with the popular aesthetics of specialty stores and department stores. Therefore, some shops that are specially designed for small consumers and high grade consumers have emerged. These shops are characterized by numerous brands, but with a unique aesthetic taste. They buy goods for a well established consumer group, and the competitive advantage of buyers is the same.