"Collection Shop" Becomes The "Darling" Of Guangzhou Shopping Malls.

< p > you hate the face similar shopping center, want to find some personality design? Do you want to buy a family's goods in the same store? Maybe the designer brand "collection shop" can meet your needs.

Since this year, the "collection store" which has gathered many designer brands has become the favorite of Guangzhou shopping malls.

Insiders pointed out that this is related to the overall downturn in the retail industry and the excess of shopping centres.

However, some experts believe that the expensive designer brand is not in line with Guangzhou's consumption habits. Compared with the overseas and even Beijing Shanghai, Guangzhou's consumption soil is not yet mature.

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< p > < strong > phenomenon: < a href= "http://www.91se91.com/news/index_c.asp > > designer < /a >" collection shop "rise < /strong > /p >

< p > Hungary handmade ceramics, Japanese industrial designer teapot, oil painting of the Italy Jin Jin painting school. In the good Plaza, the Department of design aesthetics department store "Hi life concept hall", gathered from the United Kingdom, Germany, Spain, Italy and other dozens of countries and regions from the original designer brand original works.

The head of HI department store said that its performance has exceeded expectations since its opening for more than a year.

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< p > after the introduction of the Luxury Collection store LAURORA by the Xintiandi shopping center, recently, Hua Cheng Hui announced that two buyers of the designer set up shop "one door" and "plaything" to settle down.

"Our price below 200 yuan of goods accounted for less than 5%, 1500 yuan to 3000 yuan or more of the goods accounted for more than half."

Hu Zhijun, director of marketing department of Huacheng Hui, said that designer brand has unique aesthetic standards, and its value can not be simply measured by its use function.

They have a unique buyer team who will collect fashionable, original and interesting designer products in Korean, Japanese, British, American, Swiss and other countries, including clothing, accessories, footwear, household items, and so on.

And how these goods are combined depends on the level of consumption in each region.

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< p > and the reporter has learned that the two or three floor of the "winter" shopping mall, which will be tested in May next year, will assemble the brand of excellent fashion designers from Europe, Asia and China. It will be introduced into China's "a href=" http://www.91se91.com/news/index_c.asp "original brand" /a "and dozens of international light luxury brands for the first time stationed in Guangzhou or even China. The European Fashion Museum, the American Fashion Museum, the Asian Fashion Museum, the fashion life hall, the international designer cluster store and the Chinese designer brand cluster store will be set up to establish the international fashion brand headquarters base.

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< p > in addition, Huang Yongzhi, CEO of Guang Bai shares, also revealed that Guang Bai is planning a one-stop brand portfolio store.

"In department stores, clothes, shoes, bags and accessories are sold separately in different districts.

In fact, consumers are tired.

We plan to store products with similar brand styles in an experiential hall for consumers to feel.

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< p > < strong > consumer: like interesting original, not crash shirt < /strong > < /p >

< p > "like to visit designer brand stores, not only because the products are interesting and creative, but also do not have to worry about bumping into shirts."

MIKE and VICKY of the post-80s generation said that they purchased the designer's brand < a href= "http://www.91se91.com/news/index_c.asp" > clothing "/a" more than 30 thousand yuan each year.

VICKY jokes that her parents' generation is going to follow suit to buy the same clothes, but now young people are particular about their personality. The most embarrassing thing is to "bump into shirts" at parties.

VICKY believes that the development model of men's wear and clothing separately sold in China can't meet consumer demand.

In a multi brand store, a couple can buy men's shirts, and girlfriends can choose their favorite products.

At present, this kind of collection, wear, use and life form of collection store is quite mature in foreign countries.

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< p > < strong > cause: the excess of shopping centers needs more "personality" /strong < /p >

< p > "domestic shopping centers have entered explosive development, and are already nearly saturated in the first tier cities."

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Finance and economics, believes that the shopping centers are throwing silk balls at the collection shops. The deep-seated business is due to the shotcrete supply of commercial projects in recent years, and the traditional routine of "department stores plus supermarkets and theaters". It is difficult to break through the homogenization competition of 1000 stores. On the other hand, under the economic downturn, many traditional brands have slowed down the pace of expansion, which further exacerbated the contradiction between supply and demand of merchants.

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Lin Jinrong, general manager of high land Plaza, admitted that when shopping centers were criticized by "homogenization", they must go out of their own unique path and integrate art, culture, fashion and Commerce together through resource integration to get rid of the traditional mode of "department store + dining + entertainment and entertainment". P

Guo Zengli, director of China shopping center industry information center, thinks that the collection store is very helpful to the brand richness of shopping centers, and also enhances the customers' wandering ability.

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< p > < strong > challenge: Guangzhou consumption soil is not mature yet < /strong > /p >

< p > "we want to introduce more brand collection stores, but there are not many good brands in the market."

Feng Jing said frankly, there are two challenges in the layout of designer collection stores. First, compared with Beijing and Shanghai, Guangzhou's pragmatic consumption psychology is not mature enough for high value-added designer products market. Guangzhou is the last stop for the designer brand to enter. In addition, many designers do not have market operation experience, and the design style can not keep pace with the market rhythm.

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< p > "gathering shop is not easy to do, this is not simply put a few brands together, it is necessary to consider why put together, what effect to achieve."

Dou Huaishan, general manager of China general merchandise department, also said that designers must focus on two issues when designing the integrated shop layout. First, designers should pay attention to original products, and the shipment volume is not large. How to ensure profits, if the price is too high and difficult to sell, two is that the price is moderate, it is necessary to open more chain stores, but the scale of the chain has come up, and the designer products have become the mainland goods and lose their characteristics.

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