Five Major Development Directions Of Multi Brand Buyer Shops In China

　　 Select Shop It has become an indicator of urban fashion consumption. With the maturity of consumers, the demand for specificity and uniqueness of products has become larger. So what is the real life of the buyer shop in China? The following is an article from the time authorized by Yang Jiong.

In 2004, Guo Ben, who had just returned from Switzerland, hesitated for a long time between Hang Lung Plaza and Xintiandi. Finally, he chose to open Glossy in Xintiandi because of the lower rent relationship. At that time, he did not think that 11 years later, multi brand buyer shops would become a hot spot in China's fashion retailing industry. Glossy It will be the pioneer of Chinese multi brand buyer shop.

Buyer-Oriented Multibrand Boutique started in the Second World War, and began to flourish in Europe, America and Japan in the late 80s. At present, there are more than 32 thousand stores of multi brand buyers in the world, with a total turnover of nearly US $200 billion, which is the most important part of the global fashion wholesale link. The definition standard of multi brand buyer shops is basically: there is a unified aesthetic value and core value in store decoration display, visual image and brand / goods selection, so as to attract specific customer communities. The official exhibition hall (Showroom) and Exhibition (Fair) are the most important ordering channels for the shops. The values, preferences and experiences of buyers (individuals or teams) are the important criteria for choosing brands, product combinations and single products. Retail stores that meet the above criteria, no matter what the scale can be called Barneys New York, lconford, Dover Street Market, or a 20 square meter shop on the street of Kobe and Istanbul, also can be classified as a multi brand buyer shop, regardless of the number of hundreds of chain stores Beams, Via Bus Stop, or Paris's Colette without any semicolon.

Back to China 10 years ago, it was clear that the prevailing market environment and consumer habits did not provide beneficial soil for the development of multi brand buyer shops. Consumers are in the initial stage of chasing famous brands. They do not leave room for luxury brands or fashion brands outside their commercial sense, either in terms of cognition or aesthetics. From 2004 to 2009, it is still the golden year of China's "foreign trade store fashion". The local multi brand buyer shop can only take the European stores with Chinese characteristics apart from Shanghai's Glossy, BY and Beijing's Waterstone.

From 2009 to 2011, it can be regarded as the shell breaking period of Chinese local buyer shops. BNC, pillar, Triple-Major, Alter and TIPS are basically born at this stage, and Glossy and BY have entered the growth stage at this stage. The main reason for this is that the market environment is changing: some consumers are tired of luxury products and try to design more aesthetical differences. Chinese designer brands gradually mature and get more attention; the increasingly competitive commercial real estate projects start looking for differentiated retail content. At this stage, there are two basic characteristics of the Chinese local buyer shop. One is the two Chinese fashion frontier cities in Shanghai and Beijing, the two is the Chinese designer as a whole or part of the selling point.

Around 2012, with the acceleration of the change of fashion market environment, Chinese local buyer shops entered the initial stage of growth. The growing market shows three good signs:

First, with the involvement of all kinds of players, the number of shops has increased rapidly. The fame of BNC and Dong Liang has led to a large number of buyer shops to promote the Chinese designer brand, one of Guangzhou's Shang men, and one of Nanjing's Roun. D Round, Chengdu The Galatea Wan in Changsha and the greenhouse in Chongqing are among the best. The opening of HCH in Wuhan Tiandi in 2012 is a landmark event of traditional agents spanforming multi brand buyer shops, and its unusually successful performance has led to a large number of agents unable to continue to enter or prepare to enter the industry in traditional mode. On the clothing brand side, Arrtco, opened in Beijing by Han Bo, opened its first voice. The 01 MEN of Guangzhou's card road and the high-profile D2C entry of Zhejiang's autumn Shui people background attracted the increasing testing of Metersbonwe, Mass Phil, Mark Ed Faye and other brands. In the field of Chinese designers, there was Wang Chuqiao's One By One before, and then Archipel of Shangguan zhe was about to open in Xiamen. By conservative estimates, by the end of 2014, the number of local buyers in China was close to 900, with an annual turnover of more than 6 billion yuan.