Shanghai 70% Brand Collection Store Positioning High-End Consumption

< p > > a href= "http:// www.91se91.com/news/index_c.asp" > brand collection shop < /a > is a brand and product mix that is relatively consistent in terms of quality, price, target consumer group and so on with a certain concept and style as the main line. It focuses on display and sale in the same store, wins consumers' recognition with unique concepts and styles, facilitates consumers to choose brands with brand selection and merchandise matching, and meets the needs of consumers through personalized and semi customized services.

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< p > at the beginning of this century, a number of brand collection shops such as "a href=" http:// "www.91se91.com/news/index_c.asp" > lac > /a > I.T have been stationed in Shanghai.

At that time, it was limited to the consumption habits, consumption ability of urban residents, and the awareness of fashion.

In recent years, with the increasing openness of urban commerce, the consumption and consumption structure of residents has been escalating. Especially the pulsation of urban culture, fashion and lifestyle, and the international trend are becoming more and more synchronized. The international brand collection shops are increasingly stationed in Shanghai market, and the expansion of domestic business in this field also shows a trend of fire.

Brand collection shop has become a new hot spot of urban commercial development.

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< p > according to incomplete investigation, there are more than 40 brand collection shops (enterprises) stationed in the a href= "http:// www.91se91.com/news/index_c.asp" > Shanghai < /a > market, with more than 130 outlets.

Nearly 80% of the enterprises are chain stores, and 40% of them have multiple stores in Shanghai. The average number of stores is 6.

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< p > from the main category of commodities, the collection shops of main clothing and luggage category account for about 70% of the total, while the main cosmetics category accounts for about 20%. Others also include glasses, ornaments, handicrafts, home and so on.

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< p > collection location is concentrated in the urban area.

According to the survey, the proportion of urban stores in the collection store reached 80.5%, and Huangpu and Jingan accounted for 22.7% and 19.5% respectively. The proportion of suburban stores was 19.5%, which was distributed only in Minhang, Qingpu, Baoshan and Songjiang.

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< p > partnership between stores and shopping centers.

According to the survey, brand collection shops tend to set up shop stores in shopping centers, accounting for 80% of the total number of stores. About 15% of them are shops along the street, while others are in hypermarkets, office buildings and other properties.

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< p > 70%. High-end stores are located in high-end stores.

At present, 30% of the brand collection shops settled in Shanghai come from Europe and the United States, and 40% come from Japan and Korea and China, Hong Kong and Taiwan.

Most of these cross regional well-known shops are located in high-end, with per capita consumption reaching more than 3000 yuan.

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< p > overall, as a newly developed retail mode, the collectivity store has the following characteristics compared with traditional formats such as department stores and professional monopolization: < /p >

< p > 1, buyer's system operation greatly enriches the commodity combination, systematically presents the correlation and collocation between the commodity and the commodity, creates the concept consumption, the fan consumption, and positively enlarges the profit space.

For example, I.T, a famous fashion retailing group in Hongkong, has opened more than 13 retail stores in Shanghai in recent years, with an average store size of over 1200 square meters, with 49 brands of large and small size.

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< p > 2, brand collection, multiple complementarity, to provide consumers with multi-level, multi style, multi occasion, multiple roles of comprehensive choice.

Such as BELLE group's multi brand fashion shoes and accessories retail brand "Map by Belle", there are currently 4 stores in Shanghai, which are the most popular shoe brands in Europe, Hongkong and China.

Whether young people or dynamic or elegant people, can achieve one-stop shopping experience.

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< p > 3, becoming a new way to introduce excellent brands and fashion in a fast and mass way.

For example, the first store opened in mainland China by THE STAIRS, founded by Hongkong Chuang Yi brand Co., brings together the latest design of the leading international fashion designers.

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< p > 4, becoming the founder of cultural business, especially as a bridge to combine business with art and creative industries.

For example, the "10 Corso Como" opened in Nanjing West Road, Shanghai last September, brings together all kinds of space to bring extraordinary experience to customers.

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< p > 5, providing a platform for the development of domestic original brands and designers.

For example, the "pillar" of Shanghai's Fumin road has about 200 square meters of exhibition space, with Chinese design as the carrier, and strive to build a bridge between designers and wearers.

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