On The Trouble Of Buying Shop Growth

As the first local buyer shop in Guangzhou, the market of Guangzhou buyer's shop has been activated by a broken door. At the beginning of his start-up, Yu had spent a lot of time trying to shape the aesthetic style of his shop. From the display details to the lighting effect and the music play, there were many considerations.

"Our store has more than 100 brands, so it must be very tolerant. It can absorb water just like a low valley. Some of these brands are suitable for European style decoration, some are suitable for Chinese style. Finally, we decided to use a simple, versatile but interesting decoration. We made a cave feeling. This white natural form is available all over the world."

In this industrial Bauhaus style store, a more than 2000 square meter super large space is divided into men's wear area, women's wear area, accessories area, flower bar, household goods and monthly updated designer theme exhibition area and leisure coffee shop, rather than a clothing buyer's shop, rather a lifestyle experience hall.

Yu Zeping frankly, at present, the home area of the store is not very efficient, but only one hundred of the 30 people come in. But what he cares about is to convey a kind of aesthetics and interest to customers through fashion, aesthetics and life in series. "It is necessary to have this piece to reflect the differences between us and ordinary commercial areas, and also to enhance the uniqueness of the products. You don't have to buy anything, come in for a cup of coffee, and feel the rush of people will feel very interesting.

In the flower bar opposite the home area, a door is actively using O2O to gather a group of young people who love life and have fun in arranging flowers. Every month, they carry out activities to expand their influence.

At present, there are 7 professional buyers in the Shang Dynasty. In addition to the pure buyer form, there is an integrated form, which is to work with designers to sell the latest works of the season for the other side, which is also inseparable from the shadow of buyers picking goods. On the choice of goods, one door does not solidify its line. Instead, it chooses the designers and products that are collaborate with the four angles of fashion, creativity, quality and interest. In the store, you can see Liu Qingyang, Shangguan Zhe and other highly focused local designers. Most of them are in Guangdong. The works of independent designers of Guangdong, Qiu Zihao and other new generation of Guangdong are also displayed in the store. Moreover, 90% of the goods in the shop are just one door, which shows its uniqueness. The more unique products, the better.

"In order to maintain scarcity, we have only 3-5 pieces per item and will not replenish it after sale, especially the image section, maintaining a stable band in the new aspect of clothing, so that every Friday there are 3-5 brands. We are different from fast fashion. Apart from the presentation of new products, it is more important to design new display collocations.

At the beginning of the shop, a Shang door once conducted statistics on shops and online designer shops in Beijing and Shanghai, and found that many customers came from Guangdong. Due to the proximity to Hongkong, the fashion acceptance of Cantonese is also large. These are favorable factors.

It is precisely because this is Guangzhou, a collection of clothing market. Wholesale market The customers in the Millennium commercial market are almost familiar with the cost market. The consumer habits of the buyers who are taking the light luxury route are not mature enough. Not only that, but the buyer shop with independent originality will also face the unique phenomenon of copying in the clothing field.

"A Shang door was once a large shop that was copied. Many people came over to copy it, took a camera, and then went back to make a Shanzhai. This is Guangzhou. The operation is too fast and too fierce. There are customers coming to our store to change clothes five or six times, making use of the rules that can be returned to us, and then we can replace them after copying them. Later, after making a decision not to allow the details of the clothing to be taken, the situation eased slightly, but it could not completely stop copying. Yu Zeping comforted the designer, which was also a manifestation of the market's acceptance of the work.

　　 Yu Ze Ping Think oneself in Guangzhou Opening this shop is "thankless effort". "We stand in the middle class, take the light luxury route, and this part of people's consumption habits still need to be cultivated, others accept our products. I am very pleased that everyone can't like it."

Since its opening in December 2012, the business status of Shang Shang is still in a state of loss. In fact, the profit cycle of today's buyer shops is mostly 3 to 5 years. Foreign buyers' shops can spend several years to maintain their stores because of their capital adequacy, and the smaller shops are most vulnerable to the problem of insufficient funds. There are also scattered buyers in Guangzhou, because they are too small and have no influence to close stores one after another.

Besides, the staffing and training of a buyer's shop is also a problem. A buyer shop usually has different brands, each brand has its different images and design concepts, and how to pass the designer's idea to the shopping guide is also a test.

The situation has been improving, although not yet profitable, but compared to the same period of turnover, the performance of one door has doubled, the total number of shop members has reached more than 700 people, the unique design style of the concept of selling, also let some large department stores frequently send out invitations.

"There are many possibilities in the future, such as brand agents, trusteeship, investment designers, production lines, or duplication of stores and brand output. In fact, as long as we build our models, I believe there will be various developments. Although they are spending money now, they will have great prospects."

After work, Yu Zeping likes to shop around all over the world. Colette, a buyer shop in Paris, is a good idea. This legendary buyer's shop is full of floors, which are all limited edition products specially customized for Colette. The fashionable customers all over the world are fascinated by this charming shop.