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Department Stores Breed "Buyer System"

2011/7/29 16:22:00 59

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Department Store Buyer'S Shopping Center

In May, the model of the buyer system, the first discount store in mainland market, was officially unveiled in spry outlets, a Jingdong area.

Echoing with Lane Crawford's Financial Street shopping center.

According to the previously announced expansion plan, the new store will be opened in Shanghai, Beijing and Chengdu starting next year.

In June, Dangdang 2011 held the Guangzhou procurement fair.

Purchase

The main products are Dangdang net self operated department stores, such as cosmetics, clothing and so on. The total purchase scale reaches 200 million -3 billion yuan.

Not only that, in order to vigorously sell daily goods, in August, Dangdang will also set up a large local sourcing center in Guangzhou and Shanghai, vigorously developing the buyers team everywhere, and developing its own brand.

In July, Wangfujing department store announced that the current self purchase amount had reached 200 million yuan. In the future, this figure will also gradually expand, while developing its own brand.

At present, the products purchased by ourselves mainly include food, ornaments, gifts and clothing.

For a while, the "buyer system" has become the focus of attention in the industry.

Advantage

Avoid homogenization and raise gross margin

It is reported that the "buying system" originated in Europe in the 60s of last century, and is now popular in the department stores in Europe and the United States.

In this sales mode, shopping malls do not introduce existing brands, but buy products that are in line with their positioning through the buyer team.

In short, it is self procurement and self financing.

The main feature of the "buying" department store is the purchase of imported goods.

Market

It will no longer be sold as a brand, but as a style.

Lian Crawford is the representative brand of the domestic buyer system. This shopping mall will collect designer products all over the world by professional buyers every season, and classify and arrange them in the shops.

Lane Crawford set up a central shopping center to provide services for various stores.

At the same time, the head of the store will participate in the purchasing process of the central purchase of mobile phone.

A person in charge of China's Department Store Association said that the advantage of buying hands is reflected in the cost control.

Because the buyers of shopping malls directly purchase goods from manufacturers, especially with their own brands, they pay the factory price, and the gross profit margin is much higher than the "joint deduction point" mode.

Secondly, if the buyer team and supplier channel have a good grasp, the difference in goods will be very good, consumers will feel more characteristic.

For many years, the industry has always believed that the buyer system is an effective way to change the serious homogenization of the department stores.

But the risks inherent in the buying system make us hesitate.

Limitation

Limited size of staffing

Be relative to

department stores

Slowly, the clothing industry has introduced the "buyer system" much faster.

At present, the clothing brands are mainly divided into two categories, one is the designer brand, that is, the product style and characteristics have strong designer elements and connotations, and generally become fashion leaders.

Another category is the brand of "buying hands", that is, to launch its own style with the trend of fashion and market demand, such as ZARA, H&M, GAP, MANGO and women's wear brand ONLY and agher, which have been popular in the domestic market in recent years.

At present, many domestic brands have begun to get involved in the "buying system". It is reported that seven wolves and other clothing companies also set up a brand buyer position last year.

A head of China Clothing Association believes that this is a typical manifestation of more refined industrial division and industrial evolution.

The new mode can not only reduce the cost of product operation cycle, but also greatly reduce operational risks, so that products can be combined according to market needs.

In the past two years, there have been many stores in Beijing on the streets of ZARA, H&M and other brands of buying apparel brands, mostly in thousands of square meters.

A head of the Chinese Department Store Association said that the size of the shopping malls of buyers is generally small.

"Because if you sell yourself, the manpower is limited, and it is impossible to buy the scale of the goods in the shopping mall like the current joint point system. Otherwise, the increase of manpower will lead to the excessive increase of management cost."

In fact, in foreign countries, department stores may not be large in scale, but they are unique in their contents, either private brands, buyout operations, or boutique from the corners of the world.

Future

Coexist with the mode of joint deduction.

Over the past two years, many e-commerce websites, including Dangdang, Jingdong mall and so on, are training and hoarding buyers.

Hong Tao, a professor at Beijing Technology and Business University, thinks that buying hands will be a beneficial business mode in the future, but it will not become the mainstream.

Especially in a large department store, a long period of time will be the joint operation of the joint mode and the buyer's system.

Because buying a system requires capital, if it is ordinary consumer goods, such as general clothing, shoes and hats, etc., a few tens or hundreds of dollars, but also.

"And some luxury goods, each of which costs tens of thousands, hundreds of thousands, or even higher, will be hard to sell with a buying system."