Will "Joint Retail" Sales Mode Become The Future Of The Hundred Goods Industry?

The bio, a joint retail store, has 32 Internet users.

The retail and exhibition rooms are combined to show fashion, jewelry, beauty and home accessories to customers.

Bio offers these brands a new space between traditional stores and new shopping experiences, giving them the opportunity to be unified.

In the environment, vividly display their uniqueness.

They built a low cost platform for offline promotion.

This new form of store will become

The future of the industry?

Comparison: Joint retail stores, buyer shops and brand collection stores

As we all know, the overall trend of the development of real business from department stores to shopping centers is to fill the whole space with all kinds of brand stores, but there are many sales combinations that combine multiple brands, such as buyers, brand collects, lifestyle shops, or more traditional supermarkets or department stores.

It is also a multi brand sales combination. This "joint retail store" is different from a buyer's shop or a brand store. It is mainly a group of independent retailers established jointly with the principle of voluntariness, mutual benefit and mutual benefit, with the purpose of unified procurement and joint promotion.

This is a kind of "de centralization" organization.

In contrast, the buyer's shop is a business model pioneered by Europeans. It is based on the unique fashion concept and interest of the target customers, and selects different brands of fashion, jewelry, jewelry, leather bags, shoes and cosmetics.

"Buyer" is the core of deciding the storefront constitution.

Brand collection stores are mainly organized by channel providers, channel manufacturers choose brands, and the theme or lifestyle is the theme. In this way, the channel providers get more customers, and the brands share the cost.

In China's Hongkong and Taiwan, a buyer's shop or brand collection store is usually located in a shopping mall and is an independent store.

In Europe and the United States, these shops are dominated by street shops, and have been in the history of nearly 100 years.

But this new form of so-called "joint retailing" is more concerned with some brands that are still in the "incubation period", and they are gathered into a shop, which is equivalent to the "joint numbers" that the small and medium-sized retailers voluntarily participate in. The members are linked by contracts to clarify the rights and obligations of both parties, and to maximize the reduction of their operating costs and to achieve the maximum benefit release.

It is worth noting that the brand of the joint retail store in the United States is the brand of the Internet. Today, when the online and offline integration is promoted, Internet brands are facing many challenges, and joint retailing is a powerful way for them to test the water entities.

The "return" phenomenon of department stores?

In the eyes of some observers, the emergence of "joint retail store" provides a new way of upgrading the retail mode.

But when we look back on history, we feel that the "joint retail" sales model will remind people of the early days of the department store industry.

The Harding Howell &Co department store, known as "the world's first department store", opened in 1796 and is located in 89, Pall Mall, St. James's, London.

The sales model of this department store is divided into four departments, including sales of fur, electric fans, daily groceries, jewelry, watches and clocks and women's hat products. In fact, it is the four category brand "joint retailing".

From the perspective of historical development, in the west, after hundreds of years of development, department stores have formed a business form that usually buy out brand merchandise directly, sell authorized brands to terminal customers in the role of "retailers", and daily operations are also completed by department stores themselves, so buyers can become the main form of multi brand combination.

Like Italy Fuleight high fashion brand collection store, although its products cover many price and level, however, the concept of "picking" has been carried out consistently, bringing together a large number of brands including GiorgioArmani, MiuMiu, PRADA, VERSACE, D&G, DKNY, Polo and so on.

In China, department stores have both the role of "real estate developers" and part of the retail operation.

They sometimes rent the next building from the professional commercial real estate developers, and jointly manage the daily operation of the brand with the domestic professional distributors in the form of "joint operation".

The department stores in China basically do not buy out any brand's management rights, but introduce dealers through "investment".

In China, the "distributors" in the sales link should be supported by "brand dealers", and they need to be approved by "shopping malls". Their independence and independence are much weaker than those of Western distributors.

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Such a retail environment will make China's local multi brand store grow rapidly. On the one hand, as a channel operator, China will have more power to handle more differentiated brands in China. On the other hand, as a distributor of brand into the Chinese market, it will be safer to distribute the brand on a single brand.

Therefore, in China, many forward-looking retailers are willing to challenge the store mode.

But the form of "joint retailing", such as the bio joint retail store mentioned above, looks like the old way of re moving the department store. It has neither formed a European buyer nor a Chinese dealer.

Compared with the "small brand joint retail" many years ago, these new brands are just some of the new forces coming online.

Experience is greater than shopping.

Is the joint retail store only a new name after the gradual decline of the department store?

In fact, carefully studying the mode of joint retailing, we can find that it is not a complete copy of the department store's business and sales mode. From its body, we can still find some innovative points, such as the design of experience and the flexibility of brand combination.

These points are just to make up for the malpractice of department stores, and the decline of the social status of department stores can not reverse the current situation. If combined retail stores make up for these shortcomings, it may be a new breakthrough.

A major drawback of traditional department stores is that the sense of experience is not strong, and today's consumers are a group of people who want to experience things everywhere.

For bio joint retail outlets, careful consideration has also been taken when choosing to enter the brand.

Because you can see them in the store for the consumer to set up social areas, restaurants, bars and other gourmet areas.

Customers can stroll around and enjoy the unique items brought by brands. They can rest in the rest area when they are tired.

In this shop, your first feeling is that the status of "experience" is higher than sales.

In fact, bio is changing the buying habit of consumers. For Internet brands, consumers are accustomed to selling online, so entering entities will inevitably make their sales weak.

In order to drive sales, bio's social networking area highlights the fact that it actually displays products to consumers through another way, and consumers mostly come to feel these products on the spot.

The new generation of consumers has strong brand awareness, and they prefer to try new trend products and services, but there is not much shopping time.

This is a precise description of the new middle class's pursuit of fashion in China.

And "joint retail" can help this group of people solve the problem of finding the most worth buying goods in the shortest time.

Shopping centers are, in the final analysis, a retail channel rather than a purely financial product.

Compared to a single store, multi brand combination sales, shopping center capacity will also significantly enlarge.

Adopting integrated store mode can not only allow multi brands to share rental pressure, reduce operating costs, but also increase guest stay time and increase turnover rate.

In the future, shopping centers in many places may develop in the direction of sub specialization.

As a result, the main store can best be composed of 35 small collection shops, and the rental income for shopping centers is relatively high.

Unlike the traditional department store's brand aging, bio's brand in the joint retail store is all Internet brands, and these brands have not set foot in the background of real business before.

For the real business, these brands are brand new, and the innovation of the new brands can make the joint retail stores bring more vitality to the shops when they introduce new brands, which is aimed at the dull feeling of the department stores blindly entering the old brands.

The sprout of Internet brand

Internet brands take offline sales channels, which is a powerful way to integrate online and offline.

For the new generation of fashionable brands growing up on the Internet, while maintaining the advantage of Internet asset management, we will provide users with more intuitive experience of goods and services so as to enhance brand awareness and customer trust.

Making use of the shortage of the offline compensation line, and then using the sales under the leading line, this integrated sales mode has never been experienced by department stores in the past.

With the improvement of national income level and the escalation of consumption demand, the single format form is hard to satisfy consumers' "one-stop" diversified consumption experience.

So in recent years, the shopping experience of large shopping centers has been gradually enriched.

In the future, the mode of joint retailing will be further developed after the trial of bio.

If the shopping center can make good use of the advantage of the "department store's advanced replica" of the joint retail store, it will open up a joint retail store in the shopping center, which will enrich the shopping center's form and increase the interest and creativity of the shopping center.

In many cases, business development is a recurrent process from the end to the beginning.

Maybe it's just some small brands that are pferred from the hatchery, but the emergence of "joint operation" stores shows at least that a group of new brands are carrying fresh blood for the offline businesses. This is good news for the real businesses eager to find new space. We should give them a kind hug.