Buyers Have Brought New Boutique Stores And Shopping Malls To China.

Though right

Buyers have brought new boutique stores and shopping malls to China.

Characterized by buyer purchasing.

In fact, not long ago, at the end of 2010, most of the independent designer brands, and the three phase of the new world fashion, which had part of the buyer's shop, was unveiled in Shanghai. It has become a new fashion landmark in Shanghai.

In Beijing, Shanghai and Hangzhou, fashion shops are mushrooming.

The "buyer's fashion" is increasingly emerging in the Chinese perspective and has brought new boutique stores and shopping malls to mainland China.

"Boutique"

"More than 20 years ago, shopping with family members in department stores was always the most exciting time of my holidays.

Now, instead of department stores, those are huge shopping centers.

Here we can find cinemas, restaurants and hundreds of shops.

You can even spend the whole day. "

Lan Guoying, the first president, said, "but do we really need those big shopping centers that can stay for a day? How many people are willing to find shops suitable for their style in a large shopping mall that can be stray into the Stray Shopping Center? Consumers need a new type of shopping place."

In the definition of LAN Guo Ying, such a shopping area "will not be particularly large, characterized by buyer procurement, with only a few dozen brands, but each has its own personality".

He believes that "even in other shopping centers or department stores will also appear in the brand, in this shopping location will be the first to show new products.

There will also be regular fashion week, concerts or art exhibitions.

I call this shopping place "boutique department store".

As we are now familiar with, The Inn Boutique is small but unique.

Nearly half of the brand merchandise is selected by buyers, and the company operates on its own.

Buyers usually choose products from all over the world in commemorative edition, limited edition or cross-border cooperation special edition.

Compared with traditional department stores, boutique shopping space is open, and there is no counter to create a sense of distance for consumers.

But compared to shopping centers, boutique stores are small in size and display styles are more distinctive.

"Their operators and planners will organize some special art and fashion activities, such as boutique shopping malls, their own fashion festivals, art exhibitions and DJ parties.

Even designers of different brands will be invited to work together to design limited products that only belong to the mall, such as jewellery or jeans.

Andrew Keith, senior retail brand and fashion shopper JOYCE.

Not long ago, the JOYCE 40th anniversary commemorative exhibition, "Ajourneyin Fashion", was just unveiled at the source of Rock the Bund in Shanghai.

Although boutique stores are not as luxuriously decorated as shopping centers, it may effectively break away from the magic spell that is now tightly tied to the head of domestic shopping centers - "more and more serious homogenization competition".

Those major brands who want to improve their visibility and local market share through large shopping centers in prime locations are also the main objects of other shopping centers' pursuit and investment. They often appear in different shopping centers in the same city, but the items they sell are roughly the same.

This is not only easy to make consumers "aesthetic fatigue", but also easy to let the owners of different shopping centers get into the homogenization competition.

"Many suppliers are acting on multiple brands at the same time, making more and more capital to department stores, leaving less and less profit for shopping centers.

To solve this problem, we must increase the proportion of self purchase and sale, such as hiring buyers to purchase goods.

Huang Yongzhi, general manager of Guang Bai, once told the media, "although this pformation is very difficult, it is a trend of the development of fashion department stores in the future."

Train buyers?

20 years ago, department stores used to be fashionable endorsements. With the emergence of new shopping centers such as shopping centers, the commercial form that had dominated the fashion retail industry gradually faded away.

As the first luxury department store in Shanghai, the US Department Store ended last year on Huaihai Road.

The closure of the old shopping mall has to be questioned about the future of the new boutique department store.

Lian Crawford used to be the first buyer's market in China.

In December 2006, after six years in Shanghai, he announced that he would quit. Three months later, Lun Crawford, who was stationed in Hangzhou for three years, broke away from West Lake.

Many people in the industry have attributed the withdrawal of four years ago in mainland China to "the difference between buyers and consumers' selection criteria is too large, consumers do not know enough about many fashion brands, and the risk of buying is too large."

But only four years later, can the boutique department buy a place in mainland China? Wang Xinmin, President of Beijing Seth group, once said: "when domestic department stores are learning international management, the most difficult thing to learn is international sourcing and buyer training."

Lan Guoying thinks, "the more and more buyer shops in China's two or three tier cities, this shows that the consumer groups have become bigger and bigger. They are fashionable and fashion conscious. They have an independent view of originality and should be the first to be the first to experience the latest trend.

Usually, consumers with new thinking tend to choose luxury brands such as Martin Margeila, Neil Barrett, Raf Simmons or Vivienne Westwood, rather than mainstream luxury brands such as LV or Chanel.

At the same time, with the emergence of the buyer shop, Lan Guoying said he believes there are more possibilities in developing Chinese buyers who are familiar with the local market: "for example, there are fashion buyer stores such as Shine and Arrtco Collection in Hangzhou, and their operators have chosen from all over the world to sell Chinese brands that are not yet familiar to Chinese consumers and more special fashion brands."

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Agent buying?

Wang Xiangsheng, a fashion industry veteran and fashion industry researcher, believes that there is still some acclimatization in the mainland market for "buyer style business": "although the buyer's business is the way out for the development of department stores, it can not be denied that the actual operation of this mode is still more complicated."

Although the buying system is regarded as the life-saving straw of the homogenous fashion shopping center under the joint mode, whether the international brand that persists in shaping the "unified image" will raise objection to the unique display mode of the buyer's department stores? Will there be conflicts of interest between the buyer's boutique department and the brand agents? These are the unavoidable problems of the development of boutique stores under the buyer's mode.

"Different brands have different views on this. Different ways of dealing with these contradictions will directly determine whether they support, or to what extent, they support the buying department store."

Andrew Keith thinks, "these contradictions need specific problems to be analyzed in detail, so it is difficult to generalize.

However, more and more international brands are optimistic about the mainland market and cancel or stop renewing contracts with agents. This will be an opportunity for the development of boutique shopping sites.