Tianjin Brand Collection Store Creates A One-Stop Shopping Experience

"It has strong brand awareness, likes to try new trends, products and services, but does not have much time to shop."

This is a lot.

The consumption characteristics of fans.

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

In these stores, consumers can buy goods one by one and enjoy professional guidance.

Each brand occupies an area of small size, but it is "Five Zang and complete."

Of course, the congregation shop will bring some niche personality brands.

Create a one-stop shopping experience

Summarize the skin care strategy and go to the cosmetics collection shop to "sweep the goods together".

I can't stand my friends' ridicule about their skin condition, and the maid who is engaged in telephone customer service has begun to pay attention to all kinds of beauty cosmetics.

"I am a theoretical school. Although I have no skin care and makeup experience, I am absolutely open-minded."

Mao Mao's introduction to her skin care and beauty strategy is all shared by people from the Internet. "Lancome's mascara, Dior's Blue Gold lipstick, five Color Eyeshadow, SK-II's" fairy water ", Arden's 8 hour moisturizing cream, all kinds of star products are from the forum.

Mao said her beauty concept is "buy the best in every household", but it is very difficult to buy one from the brand counter.

Cosmetics stores in shopping malls can take up more than 40 minutes to get the cosmetics and skin care products she needs.

According to the relevant personnel of Sasa company, "one-stop" cosmetics shop refers to skin care products, perfume, cosmetics, hair / body care products and beauty appliances, etc. it brings together a variety of international brand and high-end, mid end, popular and other different price products stores, so that customers can save time and energy to buy around; beauty consultants provide tailored professional services to customers, so that the purchase of cosmetics is more relaxed and enjoyable.

"One-stop shopping" still exists.

The number of garments sold is batch, but the collocation is unique. The clothing collection store provides more imagination for consumers who love the tide.

Sun Ying, who has been selling clothes for 5 years, still feels very happy when he recalls working in a clothing store.

"There is no need to introduce brand knowledge to customers, but they can provide collocation advice."

Sun Ying said that she likes to see customers with unique tastes to match different styles of clothes that are irrelevant to the store.

"There were mothers and daughters coming to the store, mothers like their daughters wearing suits, instead of looking like this" no spirit "fashion clothes.

But her daughter chose a few collocations that were not only very personal but also generous.

Sun Ying introduced that the clothing materials of integrated clothing stores are often not single, and there are more choices of colors.

Therefore, some tide makers who have their own dressing styles are more willing to patronize.

Brand collection shops are also known as "

"Concept store", that is, in a unified name of the store, the collection of many brands of the new season.

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.

The collection store mode is expanding rapidly in the whole country and the city.

The collection shops of cosmetics, represented by Sasa and Se f LAN, are almost all over the first tier cities in the country.

In August 1, 2010, Sasa, from Hongkong, first entered the European style street in Tianjin, bringing the new experience of "one stop" which can buy more than 200 global brands.

Florence Town, which opened in June last year, opened the 858 square in December last year and opened in March this year. MALL has settled down and will be in the Oriental Plaza of the gold treasure shop.

Likewise, there is also a rapid development.

On Christmas Eve, 2007, the city officially entered the mall of Milo.

In Europe and the United States, there are more than 500 chain stores, but only in April 2005, it has opened 25 stores in the country in two years before entering Tianjin.

And then opened in Yuecheng city in December 2011.

The location of collection shops is mostly MALL format.

Take Sasa as an example, the site selection criteria are: the first choice of commercial complex, shopping center, office building, despot and supporting business, community despot and supporting business.

In 2010, when most of the shopping malls in the city were engaged in traditional formats, Sasa chose to enter the "shopping mall despot". This is by no means the first choice, but in the "compact neighborhoods (mature professional commercial streets and districts)", although the competition is fierce, there are still more sales opportunities.

Then, with the development of the comprehensive MALL business of Florence Town, 858 square and Kade MALL, Sasa entered one by one.

The collection store will account for 40% of the shopping center.

If the admission of independent brands to SHOPPING MALL is homogenization, then the collection stores, especially some buyers, will be the highlight of the same row shops.

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The collection store purchases goods globally, creating personalized "one-stop" consumption.

Whether it is cosmetics or clothing collection shop, its sales of goods are bought by the company "buyers" carefully selected after presenting in the shop.

It seems that a good taste friend selects the most fashionable products and then matches them with the consumers themselves.

According to the marketing department of I.T, in 2011, I.T, which opened with the joy of Christmas, not only introduced and sold the most popular brands in Japan, but also some other famous European and American brands.

In March 2012, the first novoPLUS in Tianjin opened in Milo shop.

Novo PLUS, which pursues individuality and fashion, also brings the famous international brands of fashion designers, including the avant-garde clothing, the fashionable accessories and the wave shoes.

The design of Milo shop has visual impact, and the clothing collocation is also creative, and there are personalized theme activities.

Sasa, who has been leading the Asian cosmetics retailing for more than 30 years, has introduced a batch of high-quality international professional nursing brands, including the top beauty salon brands, to provide more choices other than department stores' brand names.

Guo Zengli, director of China shopping center industry information center, has publicly stated that in the future, SHOPPING MALL will be the "brand collection shop".

There are two modes for such shops: one is the collection of the same brand and the other is the collection of different brands.

If you can keep more guests, you will have more chances to make business.

A Brand Company once counted that the guests did not stay in a single brand store for a long time, but the time for guests to stay in the store was obviously 3 times higher than that in a single brand store.

They also calculate another account. The collection store mode can reduce the rental pressure and personnel cost 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 shopping centers, the benefits of introducing a collection store are much greater than traditional department stores.

Guo Zengli believes that the collection shop is equivalent to the theme area, magnifying its selectivity in a certain category, and forming multiple highlights, which avoids the overlap with traditional department stores and at the same time increases the brand's richness.

SHOPPING MALL, which is usually made up of two hundred or three hundred brands, fully introduces the concept of the collection store. It is possible to form two hundred or three hundred collection stores. The total number of single brands may become two thousand or three thousand, showing the trend of magnification.

According to the insiders, in the future, the shopping center will gradually evolve into a pattern of "triple shop, exclusive store + matching".

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

The local market can cultivate huge space.

The sales volume is longer than that of other stores.

In this well designed shopping environment, the store can effectively enhance the richness of goods and extend customer retention time.

While providing customers with more choices and services, the collection store has also opened up a new path for itself in fierce competition.

Everyone's favorite brand is different. When other stores are facing the narrow consumption, the congregation stores the majority of consumers into one network.

It is understood that the average passenger flow of a collection shop is usually two times that of a nearby store.

The space for customers to choose is large, and the time to stay is naturally long.

"Many guests will choose the comparison among many products, choose the most cost-effective and most suitable for themselves."

Sales staff of Novo say that it is common for a guest to try three or four clothes.

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

As novo's agent in Tianjin, Wang Tao, head of the future international trade Co. Ltd., said, "at the same time, some new fashion brands with" small and fine "characteristics are hard to compete with the brands that customers already know in the high-end market in Tianjin.

It is a shortcut to enter the market in the way of gathering stores, which can make use of the regional appeal of a number of well-known brands to achieve the sales of all brand products.

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Different regional stores, the main brands are different.

Taking I.T as an example, it is understood that its flagship brand in every city will be differentiated according to local consumers' needs.

At present, the Japanese brands sold in Tianjin's Joy City I.T include five or six brands such as E hyphen world gallery and so on. There are also many European and American brand stores in the shopping mall, including four or five independent brand stores that are popular among young people, such as izzue and 5cm.

"Every time we go to the head office, the store manager will collect the opinions of the staff on the sales category and report them to the head office.

According to the feedback from different stores, brand buyers will make adjustments in the purchase.

Sun Ying said, but no matter how the sales volume, each branch will enter the most popular products in the season and the highest recognition of brand style. "It's like the feeling of" store treasure ".

"After investigation, the consumers in Tianjin are more concerned about the factors such as complete commodity selection, high quality, good quality, good reputation, reasonable price and convenient shopping."

According to the business environment of all regions, Sasa worked out a business strategy suited to the market rules of all regions. Under the premise of maintaining the retail mode of "one-stop shopping", different brand strategies were formulated according to the different needs of consumers in different markets.

In terms of price characteristics, Hongkong is a duty free port which is different from the mainland's operating environment. However, Sasa will formulate price strategies based on local business rules.

For example, the exclusive agent brand, the first Swiss seller of Sasa stores in Hongkong, makes its price attractive as the price of Hongkong market through various activities.

"The retail market in Tianjin can be said to have just opened."

Wang Tao said frankly, whether it is brand density or collection shop layout, there is still plenty of room for cultivation in Tianjin market.

Now the citizens of Tianjin are still in a stage of brand recognition and acceptance. The advantages of the store haven't been fully realized.

But after a period of running in, in the future, the younger generation of consumer groups will gradually break the concept of brand, and value the whole set of their own styles. At that time, the advantages of the store will be brought into full play.

"In the future, we hope to make a local brand store in Tianjin. Based on the opportunity of SHOPPING MALL, the company is looking for a brand that can better adapt to the Tianjin market."

Wang Tao said, "the introduction of Novo has proved that the Tianjin market is very recognized for the form of the congregate store. After that, we will integrate the brand and make the company's own store."