Hongkong Clothing Brand Preempted The Mainland To Sounded "Collection Number"

More and more overseas and Hongkong local clothing brands began to appear in the mainland market in the form of "collection shops". The speed of opening shops makes people feel that the market is somewhat "Crazy".

　　 Hong Kong Shen Jiayi, CEO of Handsome Hero, said that in the next 9 months, they will invest 10 million US dollars to set up 150 stores in the mainland, among which more than 100 brands of multi brand stores are "HH", and two years ago, the number of shops was less than 30.

"Mainland market demand is very diversified, and for Hongkong or overseas brands, the best way to quickly open the mainland market is to enter the collection store. They are responsible for brand design, and we are responsible for marketing. " Shen Jiayi believes that Hongkong garment industry has been dealing with the mainland for more than 30 years, and is familiar with the circulation environment, quality needs and urban culture of the mainland. This is the most important advantage of Hongkong brand collection shop.

But he did not think so in the 4 years when he was in the mainland market.

At that time, YJ holdings also operated a single brand store with menswear brand Silvo. They looked at the demand for high-end menswear from mainland consumers. "We think this is a market to be developed urgently." But in fact, the market is not as good as expected. In 2008, the rent of the first tier cities has begun to skyrocket. For new brands that have just entered the field, maintaining business means throwing money continuously. "Beijing and Shanghai are not good to eat, because there are 10 or 20 clothing brands on a street, and choosing more consumers to make decisions is slow." Shen Jiayi made a decision at once. To make money, we must develop two or three line cities.

At the same time as Spain MANGO, a franchisee in Zhejiang Province, and an agent of Italy men's brand Byblos in the mainland, Shen Jiayi has made full use of the advantages of the agents in the development of the two or three line market. But acting "big brands" is not always the best way to maintain high profits. He hopes to find a way to raise profits.

In 2009, Yung Chun holdings changed its business strategy, and gradually changed the single brand store to a multi brand store. It was called "HH". It specialized in overseas two or three line clothing brands for men and women and local brands in Hongkong. "A single brand has to operate continuously for ten years or fifteen years. It may not be easy, but we are a multi brand collection shop with a much larger space to adjust." Shen Jiayi said that when many retail formats had to close down because of the low profit of a single store, he could adjust the store's brand to achieve the best sales results.

As a matter of fact, Hongkong enterprises, which tried to form a brand store, had I.T, and sold over 300 brands in their stores, spanning all levels and styles. From the bold and dramatic Alexander McQueen to the minimalist Jil Sander, from the as know as of the national broken flower wind to the April 77 of rock and roll, from the advanced clothing Dior Homme to the Holland minority brand Humanoid, there are hundreds of thousands of Yuan fur, and there are also hundreds of yuan of them.

Unlike I.T, Shen Jiayi hopes that the shop area of "HH" should be small and suitable for special purpose in department stores. Shen Jiayi told reporters that this year will increase the maximum number of 100 "HH" stores, mainly attacking the high-end market, the main selling men, women, children's wear, jewelry, handbags and shoes 6 series products, more than 50% of the goods from Europe, and the rest from Japan, South Korea, U.S.A And Hongkong and other places.

The Mana Denning store, which is made up of local designers in Hongkong, is also optimistic about the form of the collection store. This shop has 3 series of jeans with different styles, including women's wear, men's wear and middle-aged gentlemen. Manatannin, the first store to open in Hongkong 6 years ago, was welcomed by cowboy enthusiasts of all ages. Designer Marshall hopes to "enter Beijing collectively". In his view, opening up the mainland market is a sign of success.

"The emergence of the consign store eliminates the complicated work of individual brands in registration, logistics, store design, and so on, saving the time and cost of products entering the market." The head of Guangdong Garment Industry Association said that there are many kinds of fashion brands in Hongkong, and the internationalization degree of designers is relatively high. But the Hongkong fashion brand featuring "small and fine" is difficult to compete with European and American brands in the high-end market in the mainland. It is a shortcut to enter the mainland market in the form of congregation stores.