Brand Collection Stores Have Developed Relatively Well In European And American Countries.

< p > in recent years, the competition of retail terminals in China is becoming more and more serious.

Due to the high brand repetition rate, poor renting ability and the ability to gather crowd flow, the department stores are losing the attention of the public, and the brand new stores in China are beginning to gradually enter the public view.

< /p >

< p > < strong > domestic brand collection shop is not yet mature > /strong > /p >

< p > in fact, brand collection shop is not a completely new concept. It has developed relatively mature in European and American countries.

But in China, the development of brand collection shops is lagging behind. There are two main reasons: < /p >

< p > 1., because of the strong operation of the channel business, the domestic retail market does not have the environment to train a large number of buyers. Many domestic stores have adopted similar ways of joint operation of the department stores. At the very best, they can only be considered as a smaller theme store than the traditional department stores.

The operation of this small department store is limited by joint channel and can not play its due advantages.

< /p >

< p > 2. the problem of brand selection of these stores is for brand collection shops, which pursue "rich category, unique taste" and sometimes override the brand.

Although such a collocation has made many choices for Chinese people, they also enjoy the convenience of matching. However, the consumption power of local mainstream consumers is still very limited, and most consumers are still in the pition period from product demand to consumer demand.

In the process of pformation, consumers love brands better than quality and taste, and can not quickly accept the so-called "strange big card" collection, resulting in some international quality collection stores operating in China is not so smooth.

However, with the continuous increase of consumer income and escalation of consumption level, it is foreseeable that brand collection stores will become a new trend in the development of domestic retail formats.

< /p >

< p > strong > brand collection shop becomes the new favorite of shopping center < /strong > /p >

P, although shopping centers are still eating away the living space of single department stores abroad, department stores can still retain a place and have a harmonious coexistence with shopping centers.

The reason is that foreign department stores have their own brands, good brand portfolios and goods bought by themselves.

For example, Japan's Yi Dan Dan department stores, many brands are unique to their own. They not only have the capital of monomer operation, but also can enrich the brand diversity of shopping centers and increase the penetration of shopping centers to target customers after they enter the shopping mall as the main store.

On the contrary, in China, the "two landlord" joint operation mode of the department stores takes the "landlord" joint operation mode of the rental sites, causing the brand structure, category combination and even marketing means of the domestic department stores to be basically identical.

< /p >

< p > compared with the existing main department stores, the merchandise of the brand collection shop can keep the difference between the buyers and sellers, and it can be consistent with the overall positioning of the shopping center, avoiding the phenomenon of "store side by side" and effectively improving the fullness of the brand structure.

In the future, the main shops of shopping centres may consist of 35 small collection shops, which will not only increase the flow of customers, but also have higher rental income.

< /p >

< p > compared with the exclusive stores in the shopping center, the collection store also has strong advantages.

According to the survey, the guests do not stay in a single brand store for a long time, but in the store, the guests stay 3 times as long as the single brand store.

The collection store mode can reduce the rental pressure and personnel cost per square meter in the store, which is about 15% lower than that of the single brand store, but sales can increase a lot.

According to the industry, the goal of different stores and shopping centers to pursue differences is the most recent, because the collection store is equivalent to the theme area, enlarging the selectivity of a brand, and forming multiple highlights to make the brand's richness higher.

The richness of products allows consumers to gain more initiative in the selection process.

< /p >

< p > > Tianjin Joy City is a model of introducing brand collection store. It covers a total of 19 brand collection shops including high street fashion, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > shoes, household products, cosmetics, fashion household appliances and so on.

High street collection shops including ZRAR, H&M, GAP, WE, MANGO, ASOBIO and other brands can meet the needs of young people for fast fashion brands; DEAL sells all kinds of high-end limited edition shoes and classic street a target= "_blank" href= "_blank" > clothing "," which provides the best choice for street cultural enthusiasts; caters cater to the taste of fashionable young people in the metropolis, and conveys the concept of life to young people who like sports. After assembling a first-class cosmetics brand, customers can also freely explore, try and buy various kinds of products such as skin care, beauty, bathing, body care and so on.

Through the effective combination of brand collection stores, Tianjin's Joy City has become a brand new museum of the middle class, creating a comfortable one-stop shopping place for it.

< /p >

< p > forecasting the future, the shopping center may gradually evolve into a pattern of "gathering stores + franchised stores + matching".

The proportion of collection shops should be 40%, but the rental income brought by this 40% to the shopping center will be more than doubled than that of the previous department stores. The brand collection store will play an important role in the upgrading of shopping centers in China.

< /p >

< p > < strong > brand collection store enhances collection ability < /strong > < /p >

< p > collection shop is not only important for shopping centers, but also for some fashionable brands, especially those who are newly entering the market.

Because the emergence of the store saves the complicated work of individual brands in registration, logistics, store design, and so on, saving the time and cost of products entering the market.

For example, there are many kinds of fashion brands in Hongkong. < a target= "_blank" href= "http://www.91se91.com/" > designer "/a" has a higher degree of internationalization. But Hongkong fashion brand featured by "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 by joining the congregation stores.

Many brands choose to cooperate with each other, effectively sharing the flow of people, sharing professional brand channels, sharing the operation information of new markets, and enhancing their ability to collect customers.

< /p >

"P" is unique. In recent years, sports brands that are gradually weakening their customers' capabilities have begun to brand collections as a magic weapon to break through difficulties.

In recent two or three years, China's sporting goods industry has fallen from its peak to the bottom.

Data showed that Nike's 2012 second quarter (September 2012 to November) fell 11% in China's sales in China and fell in the top of the world's markets.

Lining Group annual report 2012 shows that during the reporting period, the company achieved operating income of 6 billion 739 million yuan, down 24.5% from the same period last year, and gross profit was 2 billion 550 million yuan, down 36.9% from the same period last year.

< /p >

< p > in view of the depressed performance of the single sports brand, the major shopping malls have decided to shift the position of the sports brand to fast fashion, light luxury and tide card for the sake of higher profits and attracting more young customers.

For example, the impression city of Xixi, Hangzhou, which is currently in trial operation, does not appear in the main shops, such as Nike, Adidas and other sports big store stores. The sports brand intends to gather together to enter the store, gather resources in the form of a collection store, and attract customers in the store with the intuitive stimulation of sports experience.

It is reported that there will be a real sports brand collection store in Xixi impression city and Yintai city in Hangzhou. A store will gather nearly 20 sports brands, add sports experience areas in the store, specially equipped plastic runways and rock climbing facilities, all are trying to wake up customers' motor nerves.

It will even open sports clubs to attract people who love sports and outdoor activities to watch or gather together to increase customer stickiness.

< /p >

< p > sports brand is pferred from the exclusive store to the collection store. Not only the business area of each brand is reduced, but also the rent is saved, and the sports atmosphere that is built together can enhance the ability of collecting customers, so that they can have a place in the shopping center.

This may become an important trend of sports brand retail terminal.

< /p >