Shopping Mall Transformation: Brand Collection Stores Become The New Favorite Of Retail Stores Such As Traditional Department Stores, Shopping Centers, Etc.

Today, the impact of electricity providers, consumer demand diversification, terminal competition intensified, in addition to adjusting formats, overweight O2O, the introduction of brand collection shop has become a new choice of traditional retail store pformation.

A few days ago, a reporter visited some business circles in the main city and found that compared with the traditional single brand counters, the brand collection store form is becoming the new favorite of many traditional department stores, shopping centers and other retail stores.

dynamic

Wangfujing will push brand collection shop

"In December of this year, a brand new collection store introduced by Wangfujing department store Monument for Liberation will meet with the public."

Chongqing department store yesterday told the business daily reporter that according to the group strategy, in addition to the development of shopping centers and outlets mode, the brand collection store is also one of the directions of its future pformation.

However, what brands are included in the brand collection store? Chongqing department store said it was not convenient to disclose it in Chongqing.

"Following the opening of the brand collection store in the big shopping center of Guanyin Bridge and Wanzhou Wanda Plaza, we are expected to enter Huarun the Mixc next year in third brand collection stores in Chongqing."

Yesterday, NOVO

Chongqing people told the Business Daily reporters that the details are still being planned.

Reporters yesterday combed and found that many shopping centers in the main city, many shopping centers have also introduced the brand collection shop form.

Among them, as early as 2012, the Shapingba commercial circle Huang Hua new shopping plaza introduced the brand collection shop The Fabric.

In March this year, the Guanyin Bridge Yingjia Center announced that it would introduce a COACH collection store with an area of nearly 400 square meters. In July, Yingli international shopping center introduced the fashion collection store FOSS.

In addition, there are shoes collection shop FOLDER, cosmetics collection store SEPHORA, sports collection shop, etc.

Reason

More in line with diversified needs

According to incomplete statistics of win business network, as of the end of 8, the semi annual reports of Listed Companies in various department stores in China have been released, and negative growth is still the keynote.

In the 54 department stores that reported Chinese newspapers, 35 enterprises had negative growth.

Yesterday, Li Yunyang, Secretary General of the city Retailers Association, analyzed the rise of the electricity supplier, the continuing downturn in the industry environment, the intensification of competition, and the continuous diversification of consumer demand, making the traditional retail stores such as traditional department stores and shopping centers have to find ways to pform, and it is reasonable to accept the presence of brand collection shops.

"In recent years, traditional department stores and shopping centers have been criticized for their homogenization, and they have chosen to sell their own unique ways."

A commercial real estate personage in our city said that the collection store was equivalent to the theme area, which enlarged its selectivity in a certain category and formed multiple highlights, which avoided overlapping with traditional department stores.

The average passenger flow of a collection store is usually two times that of a nearby store, according to a professional institution.

Wangfujing department store Chongqing said that the use of integrated store mode can not only allow more brands to share rental pressure, reduce operating costs, but also increase customer retention time, thereby increasing turnover.

"Compared to last year's National Day holiday, our brand collection store located in the big fusion city of Guanyin Bridge grew by 20% over the same period last year."

Chongqing Department of NOVO stores said that compared to traditional department stores or single brand counters, the form of brand collection stores is more attractive to consumers.

The person said that in the brand collection shop can better meet the diversified needs of consumers.

At the same time, as the operator itself, the brand can be adjusted timely according to the changing needs of consumers, so that the goods sold are always personalized.

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The collection store, also known as the "brand integration shop", is a collection of multiple brand products in a unified name store, which can include men, women and children, including clothing, shoes, bags, jewelry, watches and so on.

At present, there are four kinds of brand collection shops: multi brand collection shops, boutique boutique stores, lifestyle shops, department stores and multi brand stores.

proposal

Commodity capabilities and precise positioning are indispensable.

"Collection store" is in a marginal but hot market situation.

However, in the light of the current situation of the association, the introduction of brand collection shops in traditional department stores or shopping centers does not lead to success.

Li Yunyang, Secretary General of the city Retailers Association, admitted that, despite the future development trend of the retail industry,

There is a prospect for the gathering store, but it is not a simple operation that will bring about a successful pformation.

"How to cater to consumer psychology and focus on product and service upgrading is a permanent solution."

Li Yunyang analysis, the development of brand collection shop mode, also need to spend a lot of manpower, material resources, creativity, etc. for traditional department stores or shopping centers, no matter which way to take the pformation, its commodity capacity and precise positioning are still indispensable.

Li Yunyang also suggested that a good brand collection shop needs a professional top-level buyer who can integrate personal aesthetics and marketization. At the same time, it needs strong resource integration capability. "Brand collection shop is only one of the ways to pform traditional retail stores, and department stores or shopping centers should be carefully built according to their own characteristics and avoid blindly following suit."