Research Report On Chinese Buyer Shops In 2014

The rising purchasing power of the middle class is promoting structural adjustment of China's consumer market, and more and more.

From the pursuit of international famous brand to the distinctive buyer shop, it is unique.

Buyer shops are targeted customers.

The concept is the keynote, and the style of the merchandise is above the brand, and it is the operation mode of "buying the hands" as the core.

A buyer's shop offers dozens or even hundreds of fashion brands. It is a fashionable, unique and distinctive place that is increasingly sought after by fashion fads.

In recent years, the development of Chinese buyer shops has been developing rapidly.

The urban distribution has also spread from the first tier cities in Beijing and Shanghai to the two or three tier cities, becoming an important force for future shopping centers.

In this study, 55 brand buyers' stores in mainland China were selected as the research samples, and the data of the shop area, the number of stores, the number of brands, and the scale of the enterprises were analyzed and analyzed.

Hint: the origin and change of buying shop

Buyer shops first appeared in Europe in 50s and 60s twentieth Century and gradually developed.

With the continuous enrichment of commodities and the development of fashion industry, the precise and unique buyers began to emerge. Most of the buyers in early days were based on the tastes and tastes of buyers or shopkeepers, and from the global collection of products that conformed to their aesthetic and store concepts, they were displayed and sold with their own taste.

With the increasing number of consumers who emphasize individuality, buyers have gradually gained more and more space and channels in the past one hundred years.

It can be seen that the buyer model has already won a small group of consumer groups, not only promoting the pformation of Galeries Lafayette and Lane Crawford to the buying department store, but also promoting the Macy "s, Saks Fifth Avenue" and other boutique products, and buying a large number of personalized buyer shops such as Swank, Colette and so on.

Buying shop in China

Since the opening of the first buyer shop in Shanghai in 1996, the buying shop brand has been slow to start business, and after 2010, the brand of buyer's shop has risen rapidly in China.

It can be seen that from 2010 to 2012, it was also the period when luxury was accelerated in China.

But after a round of horse racing, a number of overly flaunting and symbolic luxury brands have lost interest in some consumer groups.

More and more consumers are moving from the pursuit of international famous brands to the distinctive buyers' shops, in order to achieve unique specialization.

What we should pay attention to is that unlike the luxury goods consumption, the buyer shop has less gift consumption, while the more self employed buyers, the buyer shop has a higher demand for consumers' taste, and is less affected by overseas purchasing.

Against this background, in recent 3 years, China has ushered in a surge in the number of buyers' stores. Among these brands, the number of shops opened by some single buyer stores has increased rapidly, especially the expansion of brands such as P Plus and Attos.

In recent years, the surge of commercial real estate supply and the dilemma of product homogenization competition have forced developers to have higher demands for differentiated development. Some shopping centers have begun to introduce the concept of "buyer shops" in positioning. Moreover, compared with general merchandise stores, they have gradually become a substitute for main stores because of the flexibility of the area and the higher renting rents. They can also provide abundant brand and vitality for shopping centers, and there are more and more strategic cooperation between buyers and shopping centers.

These projects or spaces specially designed for buyers' shops have increased the sense of art and sense of experience, providing a better solution for the expansion of buyers' stores.

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Geographical distribution of mainland China

Chinese buyer shops are mainly located in the mainland of China, and are mainly located in the first tier cities in Southern China and East China with higher economic development and a certain degree of awareness of brands.

Shanghai: the base of a buyer's shop

Shanghai is a gathering place of multi-source culture. Its population structure is rich. Consumers have a high degree of acceptance of new things and have strong pursuit for fashion.

According to our statistics, Shanghai has 75 buyer shops, ranking first in the country.

In addition to the characteristics of the city itself, we should also see that Shanghai has a group of consumers who have both consumer power and higher international brand awareness.

All along, consumers in Shanghai are famous for their courage to learn new products and are highly receptive to new brands and new things.

So in addition to the buyer's shop, Shanghai is also the first stop for many luxury goods and fast fashion brands to enter China.

Chengdu: light luxury opportunities should not be missed

Chengdu is a heavy city in Southwest China. Due to its limited geographical location, Chengdu has become the most concentrated consumption area in the province and its surrounding provinces, which has gathered the demand for high-end shopping in the West.

At present, Chengdu has 21 buyer shops, even more than the first tier cities in Guangzhou.

From the perspective of overall development, the current luxury brand is still in cultivation in Chengdu, and there are market vacancies. But in the long run, the market potential of luxury buyers based on light luxury brands is larger than that of luxury brands in Chengdu.

Guangzhou: designer brand is unique

Guangzhou people are influenced by local culture, pragmatism consumption tendency is obvious, they will not pursue international brand names too much, and they are more sensitive to price.

As a result, many domestic and foreign buyers in Guangzhou have a slow and slow expansion to push their own characteristics and scarce brand designers to meet the needs of small consumer groups.

At present, there are mainly brand stores such as Shang men in Guangzhou.

Abundant location distribution

We can see the market positioning of different brands based on the 2 dimensions of buyer's price and fashion.

As can be seen from the chart below, almost every subdivision market has been covered.

Lian kapok, 10 Corso Como, Maria Luisa and other large-scale buyer shops advocate noble and exclusive shopping ideas. The products are expensive and provide customized services for consumers. The target audience is the rich crowd at the top of Pyramid.

Most buyers' brands prefer the trendy and advanced products. The main consumers are avant-garde, personalized young fashion people, and the price is moderate, which is in line with the economic affordability of the cutting-edge consumers.

For example, when Lord I.T signed a contract with China to enter China, he introduced many relatively low price commodities to meet the needs of the Chinese market.

The buyer's shop, which specializes in domestic designer's brand, has a distinct personality and distributes in different markets. Sometimes the Seven Days, which has higher quality, strong sense of design and pursuit of natural simplicity, has an independent customer base based on the characteristics of the product.

China expansion strategy for different background buyer shops

From different modes of operation and development stages, different expansion strategies are often adopted in China's mainstream foreign buyer stores in China.

Local buyer shops: rapid rise in recent years

The local buyer shop has gained the recognition of the market with its unique style of original products.

BNC, Seven Days, Dong Liang and other brands are the main designer brand buyers, in a few years has gained a high reputation.

Commercial real estate developers pay more attention to buyer shops

Xahui real estate in Jiaxing Xuhui square by the related enterprises to operate the buyer's shop IORI, Chongqing is about to open a shopping mall in a large number of space for a number of new open buyer shop.

Buyer shops will become one of the more important formats in many commercial projects.

Local department stores enter the era of buyers

With the return of overseas buyers such as old Buddha and other overseas department stores, local department stores are also following the buying model and taking the boutique line.

After Nanjing's new 100 acquisition of British department store HoF, the Golden Eagle International Business Group, which is based in Nanjing, also announced its holding of the SKINMINT company.

Niche brands will light up buyers' stores.

With the large number of buyer shops opened, there has been a trend of brand convergence. In the future, more and more buyers will introduce more domestic and foreign niche brands to reflect the individuality of stores.

Accelerating the differentiation of buyers' stores

Investment from more and more different fields began to enter the buyer's shop market. Because the threshold of buying shops can be high or low, there will be more kinds of buyers from tiny to huge.