The Gathering Point Will Usher In The Winter Of Clothing Industry In The Winter.

In September 28, 2013, the Korean clothes and love group received a gift from China, Folder, a multi brand collection store in Wanda Plaza, Wujiaochang, Shanghai. On the first day, its sales volume exceeded 900 thousand yuan, which exceeded the opening record of all the new brands of the clothing and love group. In April 2012, the multi brand collection store that just landed in Korea has rapidly expanded in a year. As of November 2013, the number of Folder shops in Korea has reached 11.

This is no isolated case. China shoes Industry giant BELLE also launched the footwear brand collection store map in 2011. The store not only gathered dozens of brands such as BeLLE, STACCATO, joy&peace, millies, GEOX, Bata of the group, but also introduced brands of Crocs, havaianas, Betula and other companies. Multi brand collection stores are emerging in the Chinese market. This seemingly new format has always dominated the retail industry in Europe, America and Japan, especially sports brand and footwear accessories, mainly Footlocker, Sticks and XEBIO.

FOOTMARK, one of the largest sporting goods retail companies in China, launched in 2009, is an enlarged version of Juice. Its position as the popular trend fu MA now has 50 stores, mainly in the southern city, mainly in Jiangsu, Zhejiang, Shanghai, Hunan and Hubei, and will enter the northern market in 2014. "In 2009, consumers saw this type of shop would question whether the product was authentic, and now the collection shop has been accepted by young consumers, and is now in a healthy and upward developing state." FM trend Clothes & Accessories Qu Feifei, product manager of the limited company, told reporters.

The rise of collection stores in China has complicated factors. On the one hand, the market stores tend to be saturated, and the competitive advantage of single brand stores has rapidly declined, and the rigid fees such as personnel and rents have increased rapidly. Take Folder as an example, the business area of 370 square meters includes nearly 40 brands. Multi brand enables retailers to get larger business area and form a higher terminal share. At the same time, further enriching products will also enable customers to have more choices and contacts and create more opportunities for business.

With area estimation, multi brand store can create more Gaoping effect. Since its opening in China for three months, the average Ping efficiency of Folder in Wujiaochang has reached ten thousand yuan / month. According to statistics, in the collection store, the guest stay time is higher than the single brand store three times. By increasing the richness of goods, multi brand stores virtually prolong the stay time of guests, and ultimately bring better benefits than single stores.

With the upgrading of consumption, consumer demand for brands has gradually become diversified. Some brands need to enter China through the channels of collective stores, so that Chinese consumers can accept them. But for smaller brands, the cost of entering the Chinese market is too high. The establishment of a branch requires sufficient financial resources, and the development of the market through distributors is also faced with the risk of brand image damage. The collection store provides a test ground for some leading brands. Those who dare not enter the market on a large scale can take a small test through the brand collection store. Retailers can also take this opportunity to hatch and create more loyal fans of new brands.

In the multi brand store, we can make full use of the brand combination to extend the brand. For example, consumers may just be fans of Nike, but they would like to take a look at other niche brands when they go shopping. Small brands should be driven by big brands, and multiple revenue points should be created for the collection shops to make up for the shortcomings of single selling single brands and high risks.

At the same time, changing the brand portfolio according to market demand is a major advantage of the store. "You can constantly adjust the SKU (Stock Keeping Unit, stock unit number) of a single brand, so I don't need to be tough about choosing products that are not good." Qu Feifei said. Big brands such as Nike and Adidas will ask how many SKU the franchised store must have, while the multi brand store can have its own choice, even if it is certain. Therefore, at the order meeting, some brands began to be divided into exclusive stores and multi brand channels. "Brands are starting to pay more attention to multi brand channels. They also hope that our orders are different from those of specialty stores, so that we can achieve differentiation." Wang Qing said.

More Than This, Collection shop It can also be flexible in display space. "Brands suffer too much in the image of exclusive stores, because domestic agents spend less time on marketing and shop decoration." Wang Qing said. In the shop display, Folder will leave the gold position to the snow boots PAWZ, not only that, but also spent twenty thousand yuan on it to customize a display counter, using wooden boxes, lanterns and other elements to foil its display effect.

The risk of inventory in stores is probably not so high in multi product stores. Because in the consignment shop, some small brands adopt the consignment system. They are usually liquidated once a month. They are divided according to the contract, and the goods that cannot be sold by the end of the year can be refunded. For some famous brands, though not consignment, multi brand stores can choose better selling styles and even get limited edition cooperation.