Buyer Shop: Yunnan Is Not Short Of Designers, But Short Of Pushing Hands.

Elegant clothes, ceiling guides, is this a photography studio? No! Red Ibride antelope bookshelf. Is this bookstore? No! The hat of New York in the 50s of last century, the little dress designed by stone, the sofa designed by Alexander McCune, the local painter Shi Zhiming's dreamlike blue oil painting.

If you do not look at the appearance, it is hard for you to imagine such a quiet, refreshing, misty forest like shop that is a designer brand collection shop wrapped in six container bodies.

The objects and furnishings in the shop seem to be casual and apparently arranged together. Wang Shanshan, a shopkeeper in a small black suit, said with a laugh, "just like the style of mix match. I like to share good things with others. I hope that in this far away from the urban area, let the customers calm down and enjoy the "slow" life philosophy.

This is an era when personalized labels are being constantly amplified and enlarged. In Kunming, which is considered not fashionable, Wang Shanshan, a fashion buyer, serves the pursuit of individuality. clothing And accessories to home lifestyle, and their customer base is growing.

Design "volume"

In the afternoon after drizzle, an English afternoon tea in the balcony of the two floor of the designer's brand collection shop, called Wang Shanshan, is one of the services she provides to VIP customers.

The first floor is the main display area of the shop. In order to let the customers experience the Creative Aesthetics produced by the intersection of fashion household products and clothing in a specific environment, interior design is designed with a bright, simple and comfortable design, creating an elegant, fashionable and savor shopping environment for the customers.

Wang Shanshan, who likes mix match, displays the latest works of his collection of old objects and designers. On the other hand, the latest works of the 2015 spring summer series of domestic and foreign designers are being sold, and those old leather suitcases, dozens of top hat and foreign refined iron stoves are their own collections. At present, designers' works (including accessories) have 19 brands, and autumn and winter will reach 28.

Is it because the house can't be put down, so do you want to open a shop to put it? In the face of such questions, Wang Shanshan, who designed the design, laughed, "it's reasonable! Actually, I prefer to share with others." So, to become a buyer, we will recommend all the fashion design works and household articles from all over the world to you.

"Now is an era of personal labeling. Designers can bring different ideas to them. Wang Shanshan said, although in Kunming, the buyer's degree of acceptance is not very big. But buyers have targeted customers, who are able to buy luxury brands, but in pursuit of individuality, they will prefer works with a sense of design.

As the soul and core of the buyer's shop, the buyer is the most important role. Wang Shanshan said that the aesthetic and taste of the buyer determines the popularity of the store, and the buyer also reflects the concept of the store by constantly working with the designers around the world and improving the survival of the fittest according to the market reaction.

"I am a very self person, including the selected items. Sometimes reason may tell me that this is the fashion and color of the moment, but more often I will match the shop's seasonal products for my shop. This shop needs the characteristics of my buyer. " Wang Shanshan said.

"I want to look back. This shop is like an album of paintings. It contains a lot of things that have been carefully selected and collated. Store the drip of the store. Although there was a book in his name, Wang Shanshan placed such a feeling on the shop name. At the same time, as a buyer shop, Wang Shanshan also positioned the shop as a comprehensive store. It seems to be neutral and hard like the word "volume", not only for women, but also for men.

"Slow" fashion

The emergence of a buyer shop like Wang Shanshan is not accidental.

When the leaders of ZARA, H&M, and GAP three fast fashion swept through the domestic market, some brands that advocated more quality, better understanding of design and taste began to educate consumers.

Just as the founder of the "exception" can say, clothing shows people's characteristics and different things in her heart. It is an extension of human thinking, and allows the same kind of eye to discern you. "In a society like this, people and people interact with each other for a short time. Under such circumstances, there is no in-depth understanding. What kind of clothes you wear will be like a label on you, so that the same kind will identify you and create a desire for further communication with you.

So, which is far away from the center of the city, the 1919 of Jin Ding, which is full of creative and artistic atmosphere, Wang Shanshan's shop and the gallery next door form the most delicious semi private space in A district. Wang Shanshan loves this quiet and secluded place alone, but it is not closed. He can visit galleries, friends, stay away from the business center, calm down, slow down and savor carefully.

Wang Shanshan not only sells clothes, but also hopes to become a bridge between customers and designers. "Designers are no longer designed for T, they are serving the public. I will recommend different designers for different shapes and sizes, customers of different ages and needs.

Independent designers are growing at an amazing speed, but the lack of channels and the lack of buyers have been the untold injuries of independent designers.

Wang Shanshan said he often wore designer clothes to attend. fashion week It was also filmed by the street and got on Vogue. "This fully shows that Yunnan is not short of designers, but it is short of pushing hands." Wang Shanshan wants his buyer's shop to play such a role. I will bring their designs to fashion week and exchange with foreign buyers. Sometimes they will encounter buyers of big stores, such as Lian Crawford.

Wang Shanshan's position in his shop is to keep up with local designers and make the best deployment according to the store's products. Now the products of domestic and foreign designers account for half of the products in the store. "If two designers with similar styles and designs are alike, I will not appear in the shop two at the same time, and I will push the native designers." Wang Shanshan said.

It's not easy to keep a store.

The spring of the buyer shop will come. And I feel close. " Wang Shanshan said, because Online retailers The big department store will exist in another form.

Perhaps it is because of the "first lady" visit to work in the domestic designer, and let the pursuit of design and personality of the consumer group is growing. With the constant upgrading and upgrading of business circles in recent years, designer brand has also been favored by many shopping malls and shopping centers, returning slowly.

In the traditional core business circle of Kunming, Shuncheng shopping center has a brand exclusive store like "exceptions", and a collection of designer brands such as D2C and Xiang Meng Xia Du. One is a nationally known designer brand integrated store, the other is the newly born designer brand collection store in Kunming. In other places, there are not many shops that are small and beautiful.

Wang Shanshan said, now there are two types of buyer shops, one is independent like "pillar" and "volume"; the other is a small department store supported by big financial conglomerates like D2C. Wang Shanshan hopes that "book" is a small and beautiful shop, because the buyer's style is independent and distinctive.

Wang Shanshan has no sense of crisis in the face of the colder fashion store in Kunming.

"The topic now is not whether there is a good buyer shop, but whether there is a live buyer shop." Wang Shanshan said frankly that popularity is the most important thing. There is a need for healthy competition in the industry, and a strong opponent is very stimulating and benign for me. "But there are no strong competitors yet, though they are very big." Wang Shanshan is very confident that her buyer shop is different because of the existence of her soul role.

However, confidence is not easy to maintain.

"Book" has been open for a year and a half. When Wang Shanshan opened the shop, he began to record the daily traffic volume, 0/1/2/0/1/3/3... 10/12/... Now the traffic has doubled.

Wang Shanshan said frankly that he was still throwing money into it. "Buyer shops burn money and demand for capital is very large. Before the opening, 6 container decoration and store accessories cost about 300000, and every month there are rent and maintenance costs of the container. Plus the designer's works are all ordering system, the goods that are ordered for one season at the fashion week and the press conference are to be booked and purchased according to the buyer's judgement. I think the designers of cooperation need roughly about 2000000 of the capital. "

Faced with such a big investment, Wang Shanshan was very calm. "I want to say that I failed, and I let it happen!" this kind of courage comes from, in the early stage, in order to find his target customer group, Wang Shanshan has done many activities. Such as show, show and press conference co sponsored by designer brand. brand And shops will send invitations to VIP. At the same time, there is a positive interaction with the gallery. "We all have some VIP guests in common." Wang Shanshan said, this can expand the customer circle, also made 1st Anniversary celebrates, coupled with the frequent circle of friends now, I believe this is an amiable buyer shop.

Fashion industry is also a service industry.

Wang Shanshan said that the best appearance of a shop will change with different stages. It may never be the best.

A buyer's shop is considered to be Fashion, but Wang Shanshan thinks it's more of a service. Including, for guests matching; customers in the shop to buy things, husband or boyfriend or do not love shopping friends, this time will be very embarrassed, you can rest on the two floor, provide tea, Wi-Fi.

"VIP guests have the hope to meet their friends. You can have a little private room here, with a Tea time (afternoon tea time)." Wang Shanshan said, these are the added value that she can provide to the guests. In order to serve our guests, we also try to meet their needs. "This is also the service I hope to get when I go shopping."

Wang Shanshan hopes to keep buying shop and become one of China's 10 corse Como one day. She said that the fashion design and concept store, founded in Milan, is the world's leading buyer shop integrating clothing, accessories, galleries and restaurants.

I also set up a five year plan. "The first step is to open a shop. Now this store is exactly what I want. The second step is to inject more elements of life into the book. The third floor will make a Roof garden and make Oriental Zen tea. It's already a cross border buyer shop. Now the form of Mashup is becoming more and more abundant. In the future, it will be diversified based on the divergence and expansion of the buyer shop. But we are more refined.