The Trend Of Brand Collection Shops Into Shopping Centers

Before 1980s, there were no shopping centers in China, and most of them were all kinds of supply and marketing cooperatives and department stores.

In the 90 mid-1990s, with the opening of Shanghai port shopping mall, Tianhe City of Guangzhou and China World Trade Center center of Beijing, a number of real shopping centers with high format, larger scale and more successful operation were established.

By the end of 2003, the total number of shopping centers in China's provincial capitals was 236. By the end of 2011, the number of shopping centers in the whole country reached 2795.

Domestic shopping centers are booming. In recent years, the number of new shopping centers is nearly 300.

A variety of retail stores and service facilities are concentrated in a building or a region, providing comprehensive commercial services to consumers.

Such commercial collections usually contain dozens or even hundreds of service places, covering large general supermarkets, specialized shops, exclusive stores, catering stores, grocery stores, entertainment, fitness and leisure.

The Ministry of Commerce has made the above definition for modern shopping centers.

Brand collection is the trend of the times.

It is easy to see that modern shopping centers are accelerating the introduction of brand collection stores.

It is estimated that the proportion of future brand stores will reach 40% in the shopping center. The growth of the store will bring more choices and initiatives to consumers.

For businesses, brand collection stores can reduce rental pressure per square meter in the store, while reducing staff costs, but sales can increase a lot.

Jin Yuan, new Lufthansa MALL and Fuli shopping center have introduced the love underwear brand collection shop, Jin Yuan new Yansha MALL also introduced the "SAMMY" (Sen Mei) brand collection store in May, the national Swiss shopping center introduced MAP by BELLE, Jinbao reunion introduced the twin sisters, NANA&VIVIAN has been seen in Wanda shopping Plaza.

According to the insiders, with the continuous development of Commerce, the collection store development of shopping centers has become an inevitable trend.

The concept of "brand collection store" has sprouted, developed and expanded in China from Europe and the United States. It refers to selecting a number of brands and products that are relatively consistent in terms of quality, price and target consumer groups with certain concepts and styles as the main line. It displays and sells together in the same store, wins consumers' recognition with unique concepts and styles, facilitates consumers to choose brands through brand selection and merchandise matching, and meets the needs of consumers through personalized and semi customized services.

Differentiated market share of "cake"

In recent years, brand collection shops have been roping around in shopping centers and department stores.

In many brand collection shops, it is easy to see that the "differentiation" of goods makes these shops more and more close to the demand of personal consumption. HOTWIND (hot wind), SANFU (Sanford), NANA&VIVIAN (Nana Vivian) and SEPHORE (Si Fu Lan) and other brands have gained market attention in the form of collection.

Take Nana Vivian (NANA&VIVIAN) as an example, the brand is deeply rooted in Hanfeng, with the form of "enter the shop or South Korea" as the store form, importing imported Korean products mainly based on accessories, bags, socks, skin care products and daily necessities through the buyers, grasping the trend and consumption psychology, and attracting customers to repeat and consume once and for all through the attraction of commodity prices, categories and styles, forming word-of-mouth and loyal customers, while speeding up the turnover of goods, and receiving high attention in a short time.

It is the differentiated marketing that conforms to the gathering trend, and the brand can blossom everywhere.

HOTWIND (hot air) combines design, selection and sales. It is a good example for the urban families who pursue the self expression.

SEPHORE sells the high-end skin care products on sale and offers a comprehensive product selection from skin care, beauty to perfume in the store.

Formal introduction

Professional logistics, distribution, open shelves, and new products synchronized with the counters. SEPHORE, a multi pronged company, is rapidly advancing into the Chinese mainland market.

NANA&VIVIAN (Nana, Vivian) takes the high-end high-end women's image, fashionable fashion products, moderate prices, safe and safe products as the main hits, and clears 100% Korean imports, focusing on creating a new fashion and leisure shopping atmosphere, so that customers can experience pure, fashionable and comprehensive consumption.

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By the Korean people's enthusiastic pursuit.

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Business is extremely rich in commodity mix: set up fashion buyers, strictly purchase products, systematically present the relationship and collocation between commodities and commodities, create consumption of concepts and fans, and actively enlarge the profit margins.

Under the premise of multi brand linkage and multiple complementarity, it provides consumers with comprehensive choices of multi-level, multi style, multi occasion and multiple roles.

Differentiated marketing has opened the door to the market.

Achieve good business benefits.

In the NANA&VIVIAN (Nana & Vivian) store, I saw the famous Korean skin care brands, care brands and dazzling brand of life, including Emily and Zheng Zhuang people. After comparing with the similar products on the line, we found that most of the products in the store were lower than those purchased abroad, and they had obvious price advantages.

At the same time, South Korea's hot selling products, word of mouth products, local popular products, cost-effective products and so on can be achieved. Different customers can achieve one-stop shopping experience.

Brand collection stores become a new way to attract audiences in a fast and mass way.

Consumers do not stay long in single brand or single category stores, but in a store, guests stay 3 times as long as single brand stores.

Fast fashion, multi category and high price will create consumers' preferences and interactions with shops.

In the confusion of buying and selling market and the quality of seafood, the quality of products is the most concerned problem for consumers. High quality, low access, good quality and good quality guarantee, shopping center collection shop as a shopping mall with more and more customers, is increasingly gaining the trust of the new generation of young consumer groups, and has become the forefront of business beachhead.