Brand Collection Shop Is Time.

"It has strong brand awareness and likes to try new trends in products and services, but there is not much shopping time."

This is a precise description of the new middle class's pursuit of fashion in China.

The "brand collection shop" can help this group of people solve the problem of finding the most worth buying goods in the shortest time.

In recent years, "

Brand collection shop is also known as "brand concept store", that is, in a unified name store, it brings together several brand new products.

The category of brand collection shops is not limited to a certain category, covering clothing, shoes, bags, jewelry, watches and many other varieties.

Although the style and design concept of each brand are different, they are called together by the same store and become a brand collection shop that deserves attention.

Brand collection shop is the product of the times, and it is also a manifestation of the deep operation of multi brand strategy.

In fact, several decades ago, European and American countries became popular.

The popularity of the buying system also accelerated the development of the brand collection store in Europe and America, and made it the mainstream retail mode in the European and American countries.

In recent years,

Under the condition that the domestic market environment is not yet mature, the concept of brand collection shop is still vague.

Some experts even pointed out that Lian Crawford is not a real gathering shop, but a genuine professional department store.

In Guo Zengli's view, China has not yet seen its own brand collection shop at present. Most of them are just embryonic form, but the collection store has become the trend of domestic retail formats, and will be introduced more by shopping centers in the future.

"Insufficient competition, lack of patience and shortage of buyers are the main reasons".

Clothing times: how do you understand the brand collection shop?

Guo Zengli: in my view, brand collection stores should be divided into two categories.

The first is a collection store with different brands under a certain category.

For example, there are two hundred or three hundred brands of stores that sell slippers abroad.

The second is a chain store with different kinds of goods, which is equivalent to a small shopping center, because the store is full of products from clothing, shoes to bags, accessories, cosmetics and so on.

Shi Sheng Fa: as a whole, one is the horizontal extension of the product line, the other is the vertical assembly of the product line.

On the other hand, the scale store is obviously smaller than the department store.

Clothing times: in a foreign definition store, a phrase called "under one roof" is specifically mentioned. It can be understood that no matter which category it is, the customer group that the confront store is facing must be a group of consumers who have similar consumption level.

Guo Zengli: This is inevitable. Only when facing the same level of consumption, can the collective Store play a real role.

Fashion times: what do you think is the reason why brand collection shops fail to develop rapidly in China?

Guo Zengli: first of all, there is no adequate market competition environment in China.

Even if the competition between local department stores and shopping centers is very cruel, careful thinking will find that their competition is very simple, that is to say, "adjust tactics when facing competition."

That is to say, no enterprise will go deep into the market segmentation demand when competing, and the gathering store is just an innovative way to take place when the market space is very narrow.

Therefore, the biggest challenge for China is that the local market environment can not fully support its healthy development.

Second, patience is also important.

Three years ago, there was a combination store of 40 small and medium Korean brands, called GST318, which was also the prototype of the collection store. The store was introduced by Yansha OLE and Warwick building, but it was a pity that Huawei store was closed.

Now I want to come, mainly due to the lack of patience of the shopping center to the store. In fact, as long as this collection store has its embryonic form, people will recognize these brands, and the sales volume will naturally be high.

So shopping centres should give the store a relaxed space for growth.

Shi Shengfa: the development of the buying system is lagging behind in China, which is also the main reason.

In foreign countries, they are all based on the buying system, but in China, the environment of buying hands is very immature.

If it's a buyer system, the source of goods is controlled by itself, so it's much easier to set up stores.

"Brand collection shop + exclusive store + matching = shopping center"

Clothing times: what advantages do you think the brand stores will bring to brand and shopping center?

Guo Zengli: the richness of products allows consumers to have more initiative in the selection process.

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.

Besides, for the brand itself, because of the multi brand combination operation, the brand must constantly force itself to innovate in order not to be outdone.

Shi Sheng Fa: the benefits of the brand collection store are very obvious. Adopting the integrated store mode can not only allow more brands to share the rent pressure of the shops, reduce the operating costs, but also increase the stay time of the guests, thus improving the turnover rate.

Clothing times: it is understood that the foreign brand collection shops are not only introduced by shopping centers, but also many retailers themselves. Will they be the same in China?

Guo Zengli: different in China.

It can be said that in the future, domestic shopping center developers will be the new force of brand collection shops, not retailers.

Now, from the point of view of the shopping center, what they need is not a department store, but a collection.

In fact, it is normal for most of the shopping centers abroad, but in China, the lack of market competition and the lack of collection stores cause the local shopping center to have no confidence and opportunity to introduce the collection store.

In fact, for shopping centers, the benefits of introducing a store are far greater than that of department stores.

Because the collection store is equivalent to the theme area, enlarging its selectivity and creating multiple highlights in a certain category, thus avoiding duplication with department stores and increasing the brand's richness.

For example, usually two hundred or three hundred brands can constitute a shopping center, but when the collection store is introduced, it may be two hundred or three hundred collection stores, but there are no more than two hundred or three hundred brands. Maybe the sum of the brands of these stores will become two thousand or three thousand, showing the trend of magnification.

In the future, the shopping center will gradually evolve into a pattern of "gathering stores + exclusive stores + matching".

The proportion of collection shops should be 40%, but the rental income brought by the "40%" to shopping centers is more than two times the rental income brought by the same department stores.

Now, we emphasize that shopping centers are a retail channel, rather than a purely financial product.

In addition to a single store, the shopping center's capacity can also be significantly enlarged.

Shi Sheng Fa: in the future, the main store will be greatly adjusted, and the shopping center will develop towards the main force.

As a result, the main store can best be composed of 35 small collection shops, and the rental income for shopping centers is relatively high.

"Vague concept of theme stores and stores"

Clothing times: do you think there is a typical brand collection store in China?

Guo Zengli: very few.

I heard many people say that Lian Crawford is a collection store, but I think it is a professional department store. It is very difficult to find out a specific evidence. From a scale, Lian Crawford is much larger than the standard store. According to the category, the richness of men's clothing category is not high enough.

At this stage, the collection store has just started in China, and there are not many successful local cases.

So in China, the concept of professional department stores and collection stores is very vague. Only when the market competition reaches a certain stage can it be distinguished.

Clothing times: what do you think of the prospect of brand collection stores in China?

Guo Zengli: the development of the collection store is an inevitable trend. Maybe in five years or ten years, the real state of the store will appear in the local market.

At present, there is no growth environment for Chinese buyers. No local enterprises are willing to invest heavily in training buyers, so we have no chance to practice.

If there is no buyer, the way to make profits is still the way of small department stores.

Finally, the way of joint operation of this small department store can not play the role of the consortium, it will become a smaller theme store than the traditional department store, but this theme store is not a consortium.

If the problem of buying system can not be solved, the probability of a real collection shop in China will be reduced.

So at the end of the day, it is very likely that there will be a new type of consortium formed in the form of joint venture. By that time, we should redefine the consortium in view of the local conditions.

Link -- typical case of brand collection store

Italy Fuleight high-end clothing brand collection shop

Fuleight is the leading collection of clothing brands in Italy.

Although its goods cover many prices and levels, the concept of "selection" has been implemented all along to ensure that whatever products are the best in the class.

The brands include Giorgio Armani, Miu Miu, PRADA, VERSACE, D&G, DKNY, Polo, Ermenegildo Zegna, Givenchy, cable, cable, cable, cable, cable, cable, etc.

Italy GIAMMABRUNS brand collection store

The most popular and influential fashion apparel retailer in Europe was founded in 1994 and is headquartered in Milan, Italy.

Every season, the most fashionable European fashion brands with international classic quality, including A-style, Bianca J and Daniele, are on display every quarter.

Fiesoli, Gaudi, Jaccobbe, Kess Lord, Paola Frani, Sweet Years, Sexy Woman provide professional services for international buyers.

Beams brand collection store in Japan

Founded in 1976, the Japanese fashion brand collection store has assembled several brands including BEAMS TIME, Ray BEAMS, BEAMS BOY, Uniform Circus, B.E. and so on. The products include men's and women's wear, jewelry, backpack bags, shoes, watches, desktop accessories, stationery, home accessories, furniture, gifts, toys, etc.