Brand Collection Shop Becomes The Main Force Of 2014 Shopping Centers

In recent years, under the background of increasingly fierce competition in retail terminals, the impact of electricity suppliers and the diversified demand of consumers, the traditional brand of single department stores is losing public attention.

At this point, the brand collection store, which is relatively new in China, quickly occupied the major shopping centers. With its own advantages, it was deeply loved by businesses and consumers. The brand collection store had a stronger ability to gather powder than a single brand counter.

Industry experts say that the future shopping center may gradually evolve into a pattern of "gathering stores + franchised stores + matching".

The retail trend of brand collection stores will become more and more obvious. Shopping centers should attach importance to and introduce multi brand collection stores, which is a major trend in the future.

The rise of brand collection stores

Consumers love mix and match wind

Brand collection shop is also known as "brand concept store", that is, in a unified name store, the collection of multiple brands.

The category of brand collection shops is not limited to a certain category, covering clothing, shoes, bags, jewelry, watches and many other varieties.

Although each brand's style and design concept are not the same, but put together, through mutual integration, become a noteworthy brand collection shop.

"It has strong brand awareness, likes to try new trends, products and services, but does not have much time to shop."

This is the consumption characteristic of many tide fans.

The "brand collection shop" can help this group of people to solve the problem of "finding the most worth of goods in the shortest time".

In these stores, consumers can buy goods one by one and enjoy professional guidance.

Although the area of each brand is smaller than that of a single store, it is "Five Zang and complete."

Whether it is cosmetics or clothing stores, the products sold are carefully selected by the company's "buyers" and appear in the store, just like a good taste friend who picked the most fashionable products, and then matched them by consumers themselves.

At present, the collection shops of cosmetics, represented by Sasa and Se f LAN, are almost all over the first tier cities in the country.

Consumers generally applaud the "mashup" route of brand collection stores. They believe that they can buy the favorite brands in the shortest time in the brand collection store, enjoying the one-stop service experience, and saving the time and energy of shopping everywhere.

Extensive coverage can satisfy customers' needs.

According to the reporter's visit, many shopping centers in Sanlitun, such as Taigu, Chaoyang and Joy City, have introduced many brand collection shops, including fashion, footwear, home, cosmetics, fashion appliances and so on.

At present, the brand collection stores in the market are mainly divided into two categories: one is the collection shop with category as the main line, such as the flagship cosmetics, Sasa, the life color of the household products, and so on, and the other is the collection of several brands, such as BELLE map store and 361 degree collection store.

Reporters interviewed found that the highest rate of production is the collection shops of SASA and other brands. Every weekend, these shops are like vegetable markets.

Lancome's mascara, Dior's Blue Gold lipstick, five Color Eyeshadow, SK-II's "fairy water", Arden's 8 hour Run Zeshuang...

All kinds of star products come from the online skin care beauty strategy.

For women who love beauty, the concept of beauty is "buy the best in every family", but it is very difficult to buy one from the brand counter, and it will waste a lot of time.

In cosmetics stores such as silk and Sasa, the brand cosmetics and skin care products that need more than 40 minutes can be concluded.

These cosmetics collection stores include skin care products, perfumes, cosmetics, hair, body care products and beauty appliances, etc., bringing together various international brands and high-end, mid end, popular products at different prices.

In addition, the beauty consultant provided in the store also provides tailored professional services to customers, making it easier and more enjoyable to buy cosmetics.

In addition to cosmetics, brand collection stores still exist in the clothing industry, and many brands are freely matched to provide consumers with more imagination and unique personality.

I.T is the trend of fashion seekers and stars.

It sells some famous brand costumes, which is popular among fashion people and set up a fashion trend among young people.

It is understood that I.T is mainly Japanese and European fashion personality brands and self created brands that are popular among young people.

However, the main brand of I.T in every city will be differentiated according to local consumers' needs.

i.t has both avant-garde costumes and fashionable accessories and wave shoes.

The design of I.T store has visual impact, and the clothing collocation is also creative.

At present, the Japanese brands sold in Beijing I.T store include as know as, BEAMS BOY and many other popular brands, including five or six European and American brands such as Arnold Palmer, Fred Perry, and so on, and more than four or five independent brands, such as Arnold, Palmer and so on, which are popular among young people.

"Map by BeLLE" is a shoe store concept store opened by BELLE international.

"Map by BeLLE" has introduced a brand new concept to consumers. It is the most popular shoe brand in Europe, Hongkong and China. It includes BELLE, Teenmix, her, Teenmix, Teenmix, Staccato, Zhen Mei Shi, Miao Li, Mei Bao, and famous international brands such as BABT, GEOX, CAT and MERRELL.

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Fashion home:

Nature Living

The true color of life is a professional store for household furnishings, which is based on the quality of tableware, high-end products, imported brands and fashion styles.

The company specializes in creating "personal taste space" for successful men, excellent ladies, professional white-collar workers, and urban people who pursue health and beauty and pursue quality life.

The main categories of life are: grade tableware, fashion crystal, high-end cooking utensils, imported bedding, high-quality health care equipment, grade cabinet six main categories.

Among the colorful home furnishings, works of art with various colors, shapes, intuition, and taste value are vivid, vivid and practical. They are exquisite, smooth, high-grade, and various styles of feelings and classical craft ceramics.

Benefit over single

Operating cost reduced by 15%

Under normal circumstances, cosmetics, shoes and clothing and other similar products in the traditional department store display is relatively fragmented, and there will be serious problems such as homogenization.

The brand collection store is more targeted, and will collect similar products to provide consumers with more convenient one-stop shopping.

A multi brand store can effectively improve the product richness. A store can often encompass dozens of brands to provide consumers with more room for choice.

It is understood that the average passenger flow of a collection shop is usually two times that of a nearby store.

The space for customers to choose is large, and the time to stay is naturally long.

The brand collection store can keep more guests, and it also makes more chances for business, and the benefits are obvious.

Adopting integrated store mode can not only allow multi brands to share rental pressure, reduce operating costs, but also increase customer retention time and increase turnover rate.

A Brand Company once calculated that customers would not stay too long in a single brand store, but in the store, the customers' stay time was obviously 3 times higher than that of a single brand store.

They also calculate another account. The collection store mode can reduce the rental pressure and personnel cost per square meter in the store, which is estimated to be 15% lower than that of the single brand store, and the sales volume has also increased significantly.

While providing customers with more choices and services, the collection store has also opened up a new path for itself in fierce competition.

Everyone's favorite brand is different. When other stores are facing the narrow consumption, the congregation stores the majority of consumers into one network.

In addition, when choosing some suggestions to provide consumers with some collocation, customers' loyalty to multi brand stores is also much higher.

Analysis

Insiders say that when shopping centers suffer from "homogenization" criticism, 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 stores, restaurants and leisure entertainment".

In the future, the shopping center may gradually evolve into a pattern of "gathering stores + franchised stores + matching". The brand collection store will play an important role in the upgrading of shopping centers in China.

Guo Zengli, director of China shopping center industry information center,

It is a big trend to attach importance to and introduce multi brand collection stores.

He thinks that the collection store is equivalent to the theme area, enlarging its selectivity and creating multiple highlights in a certain category, thus avoiding overlapping with traditional department stores.

At the same time, it is very helpful to the brand richness of shopping centers, and also enhances the customers' wandering ability.

SHOPPING MALL, which is usually made up of two hundred or three hundred brands, fully introduces the concept of the collection store. It is possible to form two hundred or three hundred collection stores. The total number of single brands may become two thousand or three thousand, showing the trend of magnification.

In addition, at present, consumers' brand awareness is getting stronger and stronger. Brand collection stores can help consumers to get the items they need, and they can also enjoy professional guidance.