Gathering Shop Arises At The Historic Moment, Differentiation And Consumption Experience Is The "King'S Way".

According to statistics, there are nearly 10000 brands of shoes and clothing stores closed in China in the past 2014-2015 years, among which we are familiar with brands, Bosideng, BELLE, Daphne, Anta, nine Mu Wang and seven wolves.

On the other hand, the international and domestic channel brand stores have accelerated the expansion or collective store mode pformation in this period, and achieved sustained growth in contrarian sales.

For example, ZARA's sales revenue increased by 15.4% in 2015, and its profit increased by 15%.

FOLDER, a multi brand shoe collection store in Korea's clothing and love group, has more than 900 thousand sales on the day of its opening.

Through the differentiation and customer experience of the collection store mode to maintain the brand's sustainable and healthy development has played a positive role.

In the future, our main consumer groups will be more "self and pluralistic" and "more informed". They need businesses to meet their "one-stop" demand in style, category and concept, while the development of distributors and brands by joint distribution mode clearly realizes that differentiation and consumption experience are the right way for sustainable and healthy development in the future.

It is under such a background that the presence of reasons and the motive for long-term development have emerged.

Although the development of the collection store is an inevitable trend at the historic moment, but for the domestic market, there is still a long way to go for the development of the collection store. It is certain that the enterprises that will have abundant brand resources or commodity development capability will dominate the field in the future. Precise positioning and excellent commodity combination ability are the key to decide whether the future of the collection store will be a new force or a sad departure.

According to the 2015 Taobao big data analysis report, in 2015, Taobao's whole network consumer analysis data, 80% of consumers are young people under 35 years old, 28 years of age consumers more than 50%, of which 24 below the consumer accounted for 35%.

Alipay data show that Chinese consumers of 25-30 years old prefer shopping shoes and cosmetics.

The number of post-80s generation in China has reached 415 million, accounting for 31% of China's total population. 59% of them live in cities. In 2015, they contributed more than 30% to the total consumption market, and will continue to increase.

Most of the 80's consumers are single children, and the rich material conditions that their parents have built gives them the inherent sense of security and "bottom".

And grew up in the background of China's entry into the WTO and the rapid popularization of the Internet, enabling them to have more and faster information contact platforms.

Against this background, the main consumer groups in the future form their own consumption values. (1) pay attention to their personality and trends, have their own judgement on fashion trends, and do not blindly follow the crowd; (2) pay attention to product quality, willing to pay for the quality fashion products that meet their requirements, and pay a premium; (3) advocate shopping decisions with high efficiency and value recognition, willing to pay for emotional identity and values consistency, and at the same time, some will follow suit with similar values to make quick consumption decisions.

In the face of such a "self and pluralistic" and "more sensible" main consumer groups, in addition to meet their demand for the goods themselves, they need to meet their "one-stop" shopping experience in style, category and concept.

In the face of the reduction of domestic and international consumption demand caused by the downward pressure of the economy, the factors such as the homogenization of the brand products, the limitation of the traditional business model, the rising of the raw materials and the rising cost of labor, a large number of large inventory tide has erupted in 2011-2014 years.

And channel adjustment.

What is a collection store? In short, it is to assemble products of multiple categories and / or brands in a shop for unified operation, and the products and business in the store are managed by the shop side.

The classification of collection stores can be divided into four categories from two dimensions.

One dimension is from the category dimension, according to the main category of the store, there are multiple commodity categories or single commodity categories; the other dimension is the commodity brand diversity dimension contained in the collection channel brand, and a category belongs to the collection store brand, which contains multiple product brands. When consumers purchase, the product brand will be their purchase decision-making elements, and the other is consumers buying more goods in the collection channel brand, and the product brand will not be their purchasing decision element.

Multi category brand collection stores create a unified value core through the collection of multiple brand products and satisfying consumers' shopping appeals, through the selection and combination of brand merchandise, visual display and scene design choices, and build a comprehensive and harmonious comprehensive store which can highlight their own characteristics.

Lian Crawford is typical of this kind of collection shop.

Single category

Through the buyer's aesthetic preference, experience and value recognition, choose brand and single product to make a combination sale, so as to meet the purchase demand of a specific customer group on a certain commodity.

Although the development of the collection store is an inevitable trend at the historic moment, there is still a long way to go for the domestic market.

At this stage, the collection store has just started in the Chinese market, and there is no typical case of large-scale success. At present, the development status and the predictable future market show the following three trends:

Enterprises with rich brand resources or strong commodity development capabilities will be the main players: the main reason for consumers to buy goods from the stores is that the stores can provide a one-stop shopping / brand experience and shopping experience.

This requires a rich store of rich brand resources or abundant commodity development capabilities.

For example, Decathlon's outstanding ability in commodity development and similar clothing and love groups, such as those with rich brand resources, are the foundation of successful internal force.

The popular high-end shoe brand collection stores and the collection stores of all kinds of commodities are all the leading players: for single category shops, they are mainly concentrated on three characteristics: "shoes", "high-end positioning" and "sports shoes".

The main reason is the supply of existing footwear brands, gross margin and consumer cognitive maturity.

For example, more typical FOLDER, Footmark, Shoemaker and so on, and the Japanese market very successful ABC Mart, is also caught the Japanese consumers in the sports shoes trend of subdivision demand, combined with the public positioning, a successful case.

There are three characteristics of the whole product collection store, namely, "specialization", "whole category" and "Popularization".

for example

Hot air and so on.

Precise positioning and commodity combination ability determine whether the future will be a new force or a sad departure: the key problem that traditional brands need to consider in the process of excessive collection is positioning.

Specifically, first of all, we need to clearly identify which kind of consumers to locate, what kind of demands to satisfy consumers, and what other advantages are different.

Secondly, the combination of commodities, the diversity of products, the specific style preferences, and the optimal shopping experience in the limited space will become the watershed to distinguish successful and unsuccessful stores.