Retail Brands Come Into The Collection Store And Seek A Group Of Advantages

According to the world clothing shoes and hats net, we have changed the image of our peers, and more and more retailers.

Begin to set a distant view and go into the store to seek the advantage of holding together.

Brand collection shop is not something new, but it has extended more space under the new retail concept.

From now on, to the existing brands and even online brand names, the business model of collection stores has gradually penetrated into all walks of life.

Collection shop spread

The concept of brand collection store is well understood. It is a product of multiple brands in a unified name store. The product can be the same category, or it can be covered.

Cosmetics, leisure food and so on cross-border portfolio.

For example, the clothing industry's Topshop, I.T, the catering industry's big food generation and the collection of life department stores.

They are representatives of brand collection stores.

Brand collection shop is not something new, but the business mode of changing the brand individual combat is being accepted by more domestic retail brands.

Recently, the news of the time honored brand industry is going to set up a collection store.

The famous brand of traditional food industry, Quanjude, Beijing rice fragrant village and imperial food garden, recently announced that it will set up a "Beijing specialty food alliance" to establish a unified decoration and identification entity chain store, so that consumers can buy authentic products of three enterprises in a store.

Formally speaking, this is one of the few collection shops in the time-honored brand industry. For enterprises, by creating the advantage of aggregation, it will increase brand "weight" and commodity richness and attract more consumers.

If the previous collection store is mostly a store made up of solid retail brands, then the online and offline businesses will gradually open up. The business mode of the collection store also leads online brands to come to trial water.

The vegetarian lifestyle Museum in Chengdu's Kade shopping center realized sales of 319 thousand yuan on the day of "double 11". This is a collection store which combines 46 brands, of which nearly 90% of the brands are Amoy brands.

Lin Xuebo, founder and CEO of prime life, said that the effect of introducing more brands is obvious. Through the diversification of brands, the effect of "mashup" can better improve the rate of consumer shopping.

Wipe out jade and silk

For a collection store, whether it is the brand aggregation of the same industry, or the mixed management of all kinds of commodities, there will inevitably be competition among similar commodities.

Take the joint Quanjude, Beijing rice fragrant village and the imperial food garden as an example, Quanjude and royal food garden sell vacuum packed ducks products. Beijing rice fragrant village and imperial food garden are interlaced with special cakes. The three party enterprises have a certain degree of competition relationship.

In this regard, Sun Peng, deputy general manager of Beijing rice village, explained that the establishment of Beijing specialty food alliance is based on the past cooperation basis of the three enterprises. In the jointly opened stores, enterprises will choose the most representative products based on the agreement, such as Quanjude roast duck, snacks in imperial food garden and cakes in Beijing's rice garden village.

Through merchandise mismatch combined sales, to achieve the goal of allowing consumers to purchase Beijing specialty products one stop.

From now on, our peers are friends, and now we are looking for differentiated combinations. The change of brand enterprises' attitude and way of cooperation shows an attempt to break through in the increasingly competitive industry competition.

Liu Xiaohong, President of the Beijing time honored brand association, said that for the time honored brand enterprises, whether they can keep pace with the times with the changes in modern production and lifestyle is an important sticking point for the development of time-honored enterprises.

The three companies abandoned the market competition between each other and tried the water alliance store. This is a business innovation attempt of the time-honored brand and brand enterprises to survive and seek development under the modern market situation. It is a wise move to achieve mutual benefit and win-win results.

Intended to reduce costs and increase efficiency

Put aside the previous "family view", the biggest advantage of entering the store brand is to reduce costs and improve efficiency.

In the first battle of the "double 11" Amoy brand collection shop, the life shop, Lin Xuebo gave a set of data. "Double 11" period, the growth rate of the vegetarian lifestyle Pavilion increased 5 times compared with last year, and the Ping efficiency increased 3 times, and the joint rate increased from 1.3 to 3.8.

He said that based on the selection of big data and the study of user portrait, the sales promotion of stores is obvious. 3.8 of the sales joint rate is almost impossible in traditional retailing.

For retail brands, the mode of the collection store brings more profound touches.

Wang Liang, general manager of the main brand of home textiles, is an Amoy brand. The business model of self owned stores is a heavy model for enterprises. Compared to the design of products, store selection and management are not brand strengths. By entering this kind of light mode of collection stores, the brand can put more energy on what they are good at.

It is understood that in 2009, Kang Er Xin began to try out the layout of offline channels. As of the first half of this year, two franchised stores were opened in Shanghai, but in recent years, cooperation with the Yin Taitao brand collection store in Hangzhou has been achieved in addition to entering the Chengdu Kathy De life hall.

Data show that consumers do not stay in single brand shops for a long time, but in the collection store, the guests will stay longer than a single brand store more than 3 times.

Guo Zengli, director of the Development Committee of the China shopping union shopping center, said that the richness of products can enable consumers to gain more initiative in the selection process.

For the brand itself, because of the combined operation of multiple brands, the brand will continue to strengthen innovation in order to highlight its advantages.

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Targeting users' appetite

Brand collection shops have become one of the main directions of retail businesses, but they are not the master keys to brand development.

In the catering industry, the Hangzhou the Mixc big food generation was confirmed closed, which is the second store after the Xidan old Buddha's big food generation shut down.

Some analysts believe that the current dilemma faced by the great food generation is related to the increased rental pressure brought by shopping malls.

But in Guo Zengli's view, the key to the contradiction lies in the gradual increase of the proportion of food and beverage business in the shopping mall, and the large number of distinctive catering brands have been settled, which has impacted such a stall like business mode of the big food generation.

As a matter of fact, if the bargaining power of rents with shopping malls is to be considered, the stores will have more say than individual retail brands.

Guo Zengli said that the development of the collection store is accompanied by the increase of consumer portfolio consumption behavior, which has greater opportunities for development. The essence is to match the product with a related product, aiming at a diversified consumption place created by a certain group of people with common characteristics.

For shopping malls, the store can better play the comprehensive benefits of the site, improve the efficiency of the flat, and play a stronger ability to attract customers, so the brand side will have stronger bargaining power.

But at the same time, we need to pay attention to the fact that the catering industry has a stronger stage characteristic than clothing and home appliances industry. If the brand characteristics change in the collection store falls behind the preferences of consumers, it will inevitably suffer from the pressure from the market.

The core of collection store development is timely insight into consumers' demands.

Guo Zengli said that the aggregated store of similar commodities can provide consumers with multiple choices in a limited space. Cross boundary "mashup" type stores can stimulate consumers' potential demand through product combinations of different formats, and the two phases have greater room for development.

At present, there are many brands of collection stores in China. But what we should pay attention to is that if the stores are limited to the surface form of coffee and clothing, it is difficult to achieve good linkage effect. Different brands and different products need to explore innovation in the way of deep combination.

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