The Shopping Center Gradient And The Store Store Complement Each Other.

The practice of gathering multiple brands in one store not only meets the growing demand of consumers for one-stop shopping, but also serves as a base for designer's brand incubation. BNC (Mint glutinous rice onion), located in the northern part of Taigu, Beijing, is a Chinese original design collection concept shop invested by Hong Huang, a well-known media man. Currently, there are more than one hundred and fifty local designers. "What Chinese designers lack most is not the report. What they lack most is the inspection of the market. They especially need a platform." Hong Huang had made it clear that BNC gave them such a platform.

At present, the collection stores in the domestic market can be roughly divided into two categories: one is the multi brand collection store, that is, the brand of the brand or the agent is concentrated in the same shop. Usually, each brand is relatively independent; the second is the buyer's boutique shop, usually based on the unique fashion concept of the target customers, and chooses the different brands of fashion, accessories, jewelry, leather bags, shoes and cosmetics through a buyer.

It is worth noticing that in recent years, a new type of collection shop has been developed from the buying shop. It not only sells clothing accessories, but also integrates stationery, books, sundries, coffee, and even restaurants and hotels, creating a unique lifestyle space, showing and even leading the fashion and trend. Europe is the birthplace of such a collection store. Colette, a fashion shop in Paris, Paris, France, can be said to be unknown in the fashion world. It has attracted fans from all over the world to go to pilgrimage. Every two weeks, the display of window displays has also become the vogue of Paris fashion. "Colet"

In recent years, this trend has gradually swept across our country. Last year, 10 corsocomo opened near Jingan Temple in Shanghai. It is the fourth largest in the world. It combines bookstores, galleries, shops and cafes as a concept store, providing not only the taste of life, but also a platform for artistic display.

　 First, increase Shopping Mall Brand richness extended Consumer Stay in the store.

The number of brands in a collection store is less than a dozen or more, and it can provide consumers with more brand choices when the number of shops in the shopping mall is limited. At the same time, some studies have shown that compared with single brand stores, consumers are more than 3 times longer than single brand stores because of their more diversified brands, which promotes sales of goods. At the same time, the use of integrated store mode can reduce the rental pressure and personnel cost per square meter in the store, and greatly enhance the profitability of the shops.

　　 Second, with Department store Compared with the main stores, the collection store has a flexible area and high rental capacity, and gradually becomes an alternative to the main department stores.

The main shops in general stores usually have an area of more than twenty thousand square meters, and the rent is between fifteen and twenty years, while the rent is relatively low. With the development of social economy and the change of people's consumption concept, especially in recent years, the competitiveness of the department stores has been declining. In many shopping centers, the main department stores can not contribute to the flow of people, nor can they contribute to the rent. In the process of "going to the main store of stores", the collection store can play a replacement role because of its size. It has gradually become an indispensable sub store of shopping centers, such as the size of it, novo and so on.

　　 Third, increase the competitiveness of weaker shopping centres.

Compared with traditional department stores, cosmetics, shoes, underwear and other categories have always been the weaker part of shopping centers. Most of the brands of these categories are generally smaller in demand and prefer to shop together. It is difficult for shopping centers to provide a large number of small shops to meet the needs of these brands. And the emergence of the collection mode can solve these problems better, such as the brand of this kind of shopping mall has become the focus of shopping mall chase. In the new round of adjustment, shopping centers have also attached great importance to the introduction of this kind of collection shops. For example, Shenyang's Joy City has signed about two thousand square meters of WASS ocean warehouse footwear to enhance its overall competitiveness. At the same time, we have noticed that many brands also integrate resources, set up a store suitable for shopping center operation, and actively cater for the development trend of shopping centers, such as BELLE's MAP, and the lingerie collection store.

　　 Fourth, provide more fresh vitality.

A large part of the collection store is mainly based on the buying system. They usually introduce niche brands with unique characteristics, and are popular in the new season. Like 10 Corso Como, Shanghai stores provide a series of unique brands such as Como Fornasetti, Ligne Blanche, Dyptique, Mad et Len, Atelier Atelier and so on, giving consumers more fresh sense of shopping.