The Second Spring Of Chinese Buyer Shops In Second Tier Cities

The October Shanghai fashion week became a great gathering of fashion buyers all over the country. In late October, RET Rui Yide China Commercial Real Estate Research Center released the first China buyer's shop Research Report in China. According to the data, the number of fashion buyers in China has increased sharply over the past 3 years, and the number of new store brands has increased 4 times since 2010. The number of local buyers' stores has occupied half of the market in the past 14 years.

Ten years ago, the Hongkong buyer's department store, represented by pioneer Lun Crawford, had tested the water in mainland China. Due to the acclimatized business, the business was dismal and ended in 2006. Nevertheless, the attempt to buy a shop has never stopped. Ten years later, the second spring of a buyer's shop seems to have arrived.

According to the relevant data of the Research Report on the Chinese buyer's shop, the buyers in the mainland of China are mainly located in the first tier cities in East China, North China and Southern China, where their economic development is relatively high and their brands have certain recognition. As the base of the buyer's shop, Shanghai now has 75 buyer shops, ranking first in the country, followed by Chengdu and Guangzhou, with 21 and 13 respectively.

Last October, lercarver's comeback was unstoppable. It not only returned to the old site of Shanghai, but also expanded the scale of operation. The 4 storey building, which covers an area of 14 thousand square meters, is 7 times larger than its previous exit. 85 professional buyers and more than 500 purchasing brands make it the largest flagship store in the world. The Chengdu store opened earlier this year and gathered a lot of popularity. Famous foreign buyer shops such as Galeries Lafayette, Paris, have returned to Beijing to join hands with I.T group to buy 16 stores in the next 4 years. Milan personality pioneer boutique 10 Corso Como took root in Shanghai last year. Beijing store, which has been preparing for a long time, is also going to enter shinguang world at the end of this year.

The rush of buying shops also shows that consumers are becoming more sophisticated with fashion brands. Bain Consulting's previously released luxury research report shows that Chinese Market In particular, some consumers in cities such as Beijing and Shanghai are becoming more sophisticated. Their preferences for luxury goods have shifted, and there has been a growing interest in brands with unique personalities rather than mass luxury brands. This is also an opportunity for domestic buyers to make a comeback.

It's not just financially strong buyers. Department store A group of shops opened by local independent buyers also came into being under this consumption demand. Peppermint glutinous rice scallion, Dong Liang and Yi Shang men are the earliest representatives of buyers in China. Among them, it is worth mentioning that the pillars of shops are set up in Beijing and Shanghai. While other buyers are scrambled for the right to foreign brands and ignore the support of local fashion designers, the pillars strive to promote the positioning of Chinese design and strive to graft bridges between local designers and wearers. Hong Huang, the founder of peppermint glutinous rice scallion, once said that the role of the buyer is not only to explore designers, but also to open up the market, and even activate the brand and promote the whole industry. Pillar shops are constantly digging. Emerging designers At the same time, it also helps them to promote the market. At the Shanghai fashion week, the pillars of the "one day" fashion show were very attractive. They have not only released a series of new works signed by local designers, but also invited many fashion experts to participate in academic discussions, such as the famous fashion critics Colin McDowell, senior media people Tang Shuang, Numero editor Liang Jiajun, designer Zhou Xiangyu, Zhang Da and so on.

Nowadays, the establishment of a buyer's shop has become a temperature meter for urban fashion consumption maturity, but most of the owners are still exploring the operation of the buyer's shop. The development of this industry depends not only on whether buyers can truly understand consumers' tastes, but also accurately predict the market prospects, and to a large extent, depend on the maturity of consumers.