China'S "Buyer'S Shop" And "Collection Shop" Are False Prosperity?

We all know that the job of FASHION BUYER is to buy: MULTIBRAND STORE's job is to buy and sell (SELL-IN/ SELL-OUT), and where to buy it, then where to buy it? It is impossible to buy the shop like those "pseudo BUYER". Then where should the brand purchase go? Where will the order be opened? The answer is: SHOWROOM-- exhibition hall.

Obviously, the role of SHOWROOM is to sell goods to the buyers and distributors, retailers.

SHOWROOM may be the MONOBRAND SHOWROOM that the brand itself controls, and it may also be a MULTIBRAND SHOWROOM set up in the form of brand collection, which is dominated by an intermediary merchant.

And in the 2014 year of this year, people in China see the exhibition halls on the ground floor, mostly for the latter.

The people who set up this exhibition hall, without exception, are the development trend of the retail business in China, which is very optimistic about the buying shop, which is considered to be the mainstream of the fashion retailing industry in the future.

Therefore, under the general trend, they have set up exhibition halls, hoping to profit from selling these buyers' stores that will soon become mainstream retail formats, and to collect commissions or rents to the brands.

After all, such an exhibition hall is not like a collection shop. It does not need to purchase goods for retail, nor is it the brand itself. Therefore, there is no need to produce bulk goods for stock. From risk control, as an intermediate link, it is more advantageous than the buyers and sellers.

But what is "zero inventory"? The concept of zero inventory comes from supply chain management. He is a relative concept, that is, a relatively small number of stocks or products in a state of high-speed turnover, so that it looks like there is no stock in hand.

If an enterprise wants to achieve a good state of zero inventory, it should apply to many logistics concepts: for example, JIT (editor's note: Just In Time, zero inventory mode), MTO (Made To Order, according to single production) and other modes of operation, combined with the rational stock of spare parts.

This is a concept for productive enterprises to optimize the supply chain and speed up turnover. It is not that these SHOWROOM's so-called spare stock is called zero inventory.

In addition to confusing the public, the words used in the exhibition also show that the operators of such exhibition hall do not possess good business and academic attainments.

They often invest in venues, personnel, marketing and marketing costs, so as to find buyers, retailers, distributors and other customers.

Does that sound like a real estate agent? Well, the nature is almost the same, but the industry is different from the commodity.

When the housing market is good, the real estate agency has made a pot of pie, so when the fashion retailing market is good, everyone thinks, "I should make money in opening an exhibition hall."

Unfortunately, things go against the wishes of the past. Why do you say so? Since you want to sell goods to others, first of all, we need to know the current situation of your customers.

Let's take a look at the current situation of China's highly motivated and highly sought after buyers.

Recently, we often see the so-called "buyer's shop list" in the Internet. Basically, we are strongly touting the good development trend of this retail format in the future.

But frankly, this is the way the laymen look at the bustle and see the doorway.

Ordinary consumers will think that a buyer's shop is a place to provide niche brands and styled designer clothes.

Today, I want to come up with a big announcement to reveal the different ways of deception in different buyer shops.

At the moment, most of the mainland buying shops (which do not include foreign countries and Hongkong) are set up not to earn profits from buying and selling goods, but are not as simple as those seen by outside consumers.

First of all, there are so many buying shops, 1 luxury stores, 2 designer stores, and 3 lifestyle shops.

Luxury Collection shops -- because of the fact that luxury stores have been closed down for nearly 2-3 years, the number of commercial real estate developers has not been recruited, so a large amount of decoration subsidies are given to those who can get the authorized luxury stores, especially in the 3-4 tier cities.

So a group of stores that go to Europe to get authorization (some shops are limited in size can not get the authorization of large brands, and forged fake empowerment books into the shopping mall), but in fact, these stores do not care about the brand combination and the scientific nature of the commodity combination. As long as the authorized commercial real estate of the brand can be seen, they will be stocked up. The selling rate of this shop is extremely poor every quarter, usually only about 20-30% (or even less).

However, when the commercial real estate decoration subsidy is given to a flat of 2 or more, how much can the 500-1000 flat store get? How many stores are there in the rumor's buyer's shop list? Some shops rely on food and clothing to make bigger ones.

So they can not only take up the money, but also take the investor's money, and they are completely free from the money they have bought and sold. They are not selling the white wolf by selling goods. They will not make money by selling the merchandise. Of course, you will say that the selling rate is so bad that the money will be spent sooner or later, and the cash flow will not be able to operate. Yes, so the companies behind these stores often take the money to invest in another kind of business, instead of concentrating on retailing. When the store is not well managed, it starts to pform into other businesses.

The designer's collection shop, which runs counter to the actual market situation, must have clear consumer demand, preferences, purchasing power and so on.

Designers gathered in the store for the crowd is obviously the middle class, there are people who pursue the taste of life, so the designer set up the store's clothing prices are high, selling and quality design is not consistent with the high price.

But what is the consumption layer of the Chinese market today? Borrowing Kenichi Ohmae's report, today's society is a M society, the richer the richer, the poorer the poorer, the poorer is the middle class in the trough. These people have heavy living pressure, and the amount of disposable consumption is not large after they have been paid out. Besides, most middle school students have higher education, and are more sensitive figures and clearer people. So the middle class is the smartest consumer. In China, they are more cost-effective than Westerners. China's middle class has neglected the quality of life in pursuit of quality because of pressure.

How can a rational middle class become a loyal customer of a designer's collection shop? Even if he buys one occasionally, the rate of repeat purchase is not high.

A shop needs to cultivate VIP with high repetition rate, instead of always trying to catch a single vote. This is not a permanent solution. This problem stems from the location of shops and the breakdown of target customers. It is not well connected to the target customers, without considering their real consumption power.

Instead of ordinary consumers, you can easily buy three or five thousand clothes.

You haven't heard of it before. Are you willing?

Moreover, these designers' fatal weaknesses are design instability, exaggeration, no exaggeration, no trial and plagiarism, which often happens, as if the last time they burst out of Ji Cheng, many people in the industry knew that she had plagiarized, not the problem of double 11. She and Zhang Chi graduated from the design school of aristocratic school, which was built up by money, but there was not much real material. Many of them were rich in two generations.

And the designer who has no money? It's even more pathetic. The money is not enough to produce the cost. What is the consequence? The retail price is forced to go up! That's even more unmatched with the price and value that consumers want.

Then you will ask, in that case, there are so many people who open designer shops. Why? It's very simple.

Just like why electricity providers throw money into platforms.

When the channel is well known, you can imagine that the bosses of these designer shops are hard on their backs. They want to do all the black box operations. (now, how do they want to be settled in Tmall, Jingdong and vip.com? How unreasonable are the business terms?)

Moreover, most of the designers' stores are not buying goods but selling them, so their risks are relatively controllable. Some of the bad bosses are not paying the sales money to designers.

Lifestyle concept store -- the most typical case can refer to 10 CORSO COMO, but this store is not a very profitable and commercial reference shop.

First of all, CORSO COMO's shop in Seoul, South Korea failed, but no one mentioned it. Let's imagine that Seoul has a few steps higher than China's fashion. It is an undeniable fact that Shanghai, Beijing and Hongkong can not be more sensitive to fashion than Seoul.

But if Seoul fails, who will think that Shanghai and Beijing will succeed? How can Hechi group be so stupid? HKEE has made diversified layout in recent years, invested in MISS 60, innovating light luxury brand Coven Garden, and then set up a 10 CORSO COMO with luxury authorization, plus Xu Yu's experience of pushing vip.com to go public, so the way for them to prepare for group listing is very smooth.

If a group has only an ordinary fast fashion brand, the price of the listed stock can be worth about 10 yuan, but now it is so diversified, the story is complete and the share price can jump to 15,16 yuan.

This is the real profit point of their shop. Who cares about the retail performance of 10CORSO COMO?

But because of this way of life.

All of a sudden, everyone was jealous.

So commercial real estate came out again.

We should know that in addition to high-end commercial real estate positioning, there are also low-end commercial real estate, such as Wanda, great joy City, and so on. Usually the customers are mainly catering and entertainment consumption, and the proportion of retail consumption is less and less. (everyone is shopping online, who is going to buy things in the low-end shopping mall?) but after all, food and entertainment can not be a high shopping mall, the middle end shopping mall also needs to be image!

Yes, you are right. The great complement has come again, and then the middleman who sniffed the smell of copper coins came.

Those empty handed White Wolf guys are out again.

They publicize, write soft Wen to spread lifestyle collection shop, the purpose is to fight for the next way of life shop before the battle of the city (here is to say, the previous luxury collection shop after these years of too strong expansion and market downturn impact is rapidly collapsed, then to get money to rely on lifestyle stores).

Basically, the money provided by the mall is enough for these middlemen to spend 1-1.5 years without a cost. Of course, if you do not have the ability of self financing, then these middlemen will try to find a way to get rid of the business and get rid of the shops in advance.

But what do most of the people with the repair work do?

The owners of the stores and lifestyle shops take all the money they need to invest in other investments.

Who cares what consumers like and who cares about commercial real estate?

Besides, there are also some Chinese clothing groups that have their own brands and go to buy shop.