There Are Two Reasons For The Relatively Lagging Behind In The Development Of Brand Collection Shops.

< 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.

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< 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, the domestic retail market, because of the strong operation of the channel operators, 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.

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< p > 2, for brand collection shops, on the question of brand selection, what they pursue is "rich category, special taste", sometimes overriding the brand.

Such a collocation, though having many choices for the Chinese people, has also enjoyed the convenience of matching, but because the consumption power of the local mainstream consumers is still very limited, and most of the consumers are still in the pition period from product demand to consumption demand. Therefore, in this pformation process, consumers are more interested in brand 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 the domestic market 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.

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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.

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< 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.

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< 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.

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< 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.

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