How Can A Buyer Shop Hold A Visitor'S Heart?

According to the world clothing shoes and hats net, this spring, Chen Xia, the buyer of Kunming, brought her little sister to Shanghai for the first time.

。

Her first stop is Shanghai international on longevity Road.

Education Centre.

The eagerness of the eager buyers and the quick myth of the Chinese market can be seen here. There are 8 other trainees who will spend three days learning to become professional buyers.

"I went to see Carina Lau this time.

ANIRAC shows that many of the top ranking ladies are really different in dressing quality, but there are not many in Kunming.

Chen Xia's buyer's shop is located in downtown Kunming, named "fruit", about 100 square meters.

15 years ago, when the shop opened, she ran to Guangzhou and Shenzhen to catch up with others, and later flew to Hongkong to sell "light luxury" and "first line brand".

In recent days, she has been busy decorating the new shop on Shu Lin Street, a fashionable buyer shop.

This is the main reason why she came to Shanghai for class.

"A large number of buyers in China used to be brand agents, but later they found that a single brand was not good enough to do so, so they wanted to change their location."

Zhou Jingjiao, the head of the training version, selected 10 candidates from the first batch of candidates, from Shanghai, Beijing, Wuhan, Shenyang, Kunming, Xiamen and Hangzhou.

Buyer training

Some of them want to feel the way of ordering in Shanghai fashion week.

Of course, no one can guarantee that 6800 yuan courses will be applicable to everyone.

"Out of town travel," 2000, 3000 is also a normal day, when the holiday.

Lin Mo was born in the media industry. He began to sell some original design products four years ago. He used to follow the local Fashion Association in Shenyang. "Chang Guang has 40 stores in Shenyang".

Line earn word of mouth, two or three line sales?

2017 autumn and winter Shanghai fashion week statistics show that between 2015 and 2017, the number of Chinese buyers increased from 1636 to 3781.

Zhejiang, Hubei and Fujian are among the top three in the country.

The data are exciting. To tell you the truth, there is media credit here.

"Probably because the media is exposed frequently, the shops that survive survive give people the illusion that it is very good."

Sun Ying's next words made me feel a bit ashamed, because the shop she opened in Guiyang came at least three times a day.

To put it plainly, it is to steal copies of display, sales, membership services, and even secretly steal videos.

In the small Chinese buyer's community, Sun Ying is regarded as an elder.

In 2011, she opened a boutique clothing store in downtown Guiyang, called "cabinet designer", which specializes in Chinese designer brand.

That is the beginning stage of China's design force. The official order meeting of Shanghai fashion week is not yet available, let alone retail channel.

At that time, there were only two buyers in Beijing and Shanghai, named Hong Huang and BNC.

In the past six years, "cupboard" has brought SANKUANZ, VEGA ZAISHI WANG, RICOSTRU, Yifang Wan and other brands to Guiyang with 4 million 880 thousand population.

To ensure business, the buyer shop will sign a regional exclusive agreement with the brand.

"Guiyang is relatively closed, and there are so many good spaces".

According to the manager, the monthly sales volume of "cabinets" increased in addition to the February off-season, which was affected by the Spring Festival.

Designer Zhang Na's brand FAKE NATOO is sold through "cupboard" to Guiyang.

Her clothes cost 1000 yuan, and the handmade yak felt coats cost 12880 yuan.

During the call, Zhang Na was driving: "I tell you, every city has a rich class. The people on the top of Pyramid are buying drizzle.

Besides, like Chengdu, people who earn 3000 yuan a month spend 2000 yuan on clothes. "

As early as the age of agents, there is a saying that "one line and two lines are the image, and the three or four line is the achievement".

The head of the marketing department of a well-known women's clothing brand in China told us that "the second line competition is big, the rent is high, the number of three or four line local tyrants is much, the brands are few, and the VIP contribution rate and loyalty are even higher."

The same phenomenon has been carved into the buyer's shop through blue ink paper, but it has not yet sunk to the four line city.

"The two or three line city is exactly the same as the information received in the first line in the Internet age, but the actual market is very small, so the desire to buy is stronger."

When Chen Peng opened up the domestic market last year, he was surprised by the order and sales volume of the two or three tier cities.

"Like the big northwest, it's hard to get a few good shops. It's normal to sell well."

Under the change of the environment, a number of brain intermediaries came into being.

Chen Peng met a buyer shop with 60 styles, and the latter asked for additional orders after purchase.

After he visited, he found that the buyer's property company had shops in Hangzhou the Mixc, Beijing blue harbor and Chengdu Taigu.

Small gifts, sparkling wine, sharing... How can we fasten our guests' hearts?

Guiyang, capital of Guizhou province.

Friends in Guiyang talk about their hometown. They must recommend sour soup fish, spicy chicken, Huaxi beef powder, sausage noodles, silk dolls and Moutai.

The local economy is not supported by food products. The lucrative wine industry makes GDP grow rapidly.

In addition, there is also the phosphate mine bestowed by God.

They have prepared potential buyers for buyers' stores.

"Most of my shop owners are bossy women executives."

After graduating from the British business school three years ago, he returned to his hometown of Guiyang. He then rented a clothing store in a downtown street and called it "ShowRoom show".

ShowRoom show shop display

{page_break}

ShowRoom show shop display

In the book "how to offer designer brand buyer shop", the book takes it as a case study, saying that the shop starts to profit after six months' opening.

"At that time, the water was about 800000, and the song on the same street was more than ten thousand."

Wen Jia recalled with some pride: "before Guiyang people went to traditional shopping centers to buy luxury brands, they seldom saw clothes with a sense of design and high cost performance."

If it was not for her to fly to Paris to buy goods, she might not be able to meet in Shanghai in the near future.

The moment you opened her circle of friends, you could almost feel the four words of "Japan's fortune".

The host is a rookie, a buyer's show, plus orders from all over the world.

"To tell you the truth, I didn't have much hair because I was afraid of being blacked."

She compared himself to a net red buyer shop that bombed friends circles with more than ten photos a day in Zhoushan. "I stipulate that I only send 4 articles a day, saving every time."

On the night of the meeting, Wen Jia wore the fashionable pajamas and wind shirts. The moment he stepped into the shop was almost the focus.

On the land of China, the net red effect and the star effect always seem to work. The principal of buying shop is always the best sign.

Kunming's "fruit" owner Chen Xia's little sister is a model.

Guiyang customers of ShowRoom show may not read the English name of the shop, but they often say, "let's go to Cana."

This intimacy far exceeds the relationship between private shopping guide and VIP in Western department stores.

The 35-50 year old "elder sister" in Wen Jia's mouth sometimes stays for only half an hour, sits on the sofa and so on, recommends clothes, then tries, swipe cards and leave.

When they bring fruit one day and share them with the shop assistants, that means they have to spend the whole day in the store to kill time -- chatting is also a kind of customer maintenance.

The potential customers of buying shops are always there, but the more open stores, especially the "foot in" of department stores, is difficult to avoid.

How to enhance customer viscosity becomes the first challenge.

From hardware, the two or three line shops are not stage fright.

ShowRoom show to the original luxury brand Chen division to help adjust the display.

The shop owner's new shop Ark Gallery looks like a gallery, and the designer has participated in the Shanghai Alter, Chongqing SND, Chengdu Sowhat's buyer shop project.

Ark Gallery renderings

Ark Gallery renderings

In addition to the most basic personal shopping service, free dressing, free makeup and free manicure are all the bonus points for VIP customers.

Like a heart sister, Wen Jia will bring back some small gifts to her guests from time to time, such as coffee, perfume and cosmetics.

{page_break}

Of course you can understand these small services as pleasing, but who says shopping is just shopping?

Sun Ying, an advertising company, has 12 experiential marketing activities in Guiyang every year, and Chen Xia, west of Kunming, is going to design the new store as a bar. VIP customers will be able to enjoy bubble water, black tea and coffee. Guiyang, north of Kunming, a small celebrity shop in the Yinchuan, Shi Nan will set up a space for art exhibitions, and also open flower shops and coffee shops.

Yinchuan buying shop

Designer brand of Shi Nan Li

Shnana cafe is like a bright cocktail, and the structure of a buyer's shop is somewhat complicated.

Buyers and buyers will usually have a common understanding of the brand and order: there are both good and bad in the buyer's shop, and it has regional characteristics.

The buyer market in Shanghai is not large, but it is more systematic, while the buyers in the West and northeast still prefer personal aesthetic preferences.

From the business level, the latter is understandable and necessary.

Net red shop is proof.

But professional buyers who are recognized by Westerners need to jump out of their personal preferences.

Tracey Cheng, director of I.T dress merchandising, told her "qualified buyer" that her job was absolutely not as bright as the outside world, and spent most of her time analyzing sales volume, reading price lists and making excel.

Until this point, Lin Mo did not realize until attending the buyer training class.

After flying back to Shenyang, she took color textbooks, examination forms, and other classroom teaching materials to her friends, and everyone exclaimed that its complexity was comparable to that of chemical elements.

"Originally (we go to order), with 4-5 people as a unit, we can directly say how much we can eat this."

She said.

In fact, apart from professionalism, it's not easy to run a buyer's shop in Shenyang.

Until now, large wholesalers are the leading local fashion makers, so the city is always slower than the international fashion trend.

Lin Mo's clothing store "ask Zen" is on the side of the largest wholesale market in Shenyang, mainly displaying Chinese style style.

After coming to Shanghai, she lamented the Shanghai buyer's pursuit of feelings, because most of the clothes sold in the Shenyang buyer's shop were from the wholesale market, and only 15% of them were designer brands, just like window dressing.

The reason is simple and crude, and the latter can not bring profits.

Lin Mo's clothing store asks Zen.

Chen Xia, a classmate, is planning a new store.

Her plan may make professional buyers feel confused: there will be handbags in front of the shop, such as Birkin of Hermes, and Maxmara coats and Balmain suits on the hangers.

In order to prevent a bump in Kunming or a customer to buy Taobao in her shop, Chen Xia will excavate designer brand, but thousands of thousands will not consider it.

{page_break}

Eight immortals cross the sea.

For Kunming, skirts of 4 or 5 million yuan are not sold, and 3 or 4 months' shipments can not afford to wait.

She admits that she is a novice in the field of buying, but in the end, retail is still business. 100%, the era of buying shop has not arrived.

So does Yinchuan's buyer shop.

In the space of 3500 square meters, only 1000 square meters are used to sell designer brand, the two or three floor is the commercial brand area, and the top floor is used for art exhibition.

"The key to the existence of the market lies in your expectations of it."

Xu Qibo, a veteran buyer, felt that the vulgar place would be vulgar, otherwise, even good employees could not be recruited.

In the four tier space for artistic activities, we should remember that there are treasures and traps buried in the original jungle.

Lv Xiaolei, Deputy Secretary General of Shanghai Fashion Week Organizing Committee, is quite sober.

In April this year, she interviewed the media at the main show of fashion week in Xintiandi, and believed that the sacrifice of the waves was inevitable.

"The buying system in the west is very mature, but some of our buying shops are coming down."

Compared with the first tier cities, the burden of the two or three line central location is relatively small.

Some commercial real estate in order to reflect the difference and sense of upgrading, are willing to introduce buyer shops, or even provide decoration subsidies.

This characteristic of China used to attract luxury brands and fast fashion brands.

The former promotes the market style while the latter is the passenger flow.

But if there are only treasures in the eye and no traps, it will probably not be able to wait for the day to start.

Compared with single brand stores, the cost of buying a shop is higher.

"In a store, a person sells dozens of brands and practices matching."

"We sell more than 10 thousand of our top sales a month," says Wen Jia. "The salary is higher than the bank manager here."

It is a good thing for a buyer's shop to get a high salary by commission.

It is only a handful of buyers who exit from the battlefield for reasons such as losing focus, high inventory and financial pressure.

Even the Xiamen designer Shangguan zhe opened the "AKP island group" of the buyer's shop, which was closed quietly last year. The newly opened shop is mainly located in the bar.

But the environment is very urgent.

After 2014, a group of designers who came back from abroad came to the cusp. They set up a company at a meteor speed, held conferences at home and abroad, and entered a benchmarking buyer's shop.

In order to make the design landing, Shanghai fashion week began to set up an order meeting from April 2014.

In just three years, a large number of orders such as Mode Showroom, time hall, Ontime Show, Tube, Alter will emerge.

Last season, Shanghai fashion week decided to restrict the show, because the supply chain in the upstream industry and the C end consumer market were deficient.

If this goes on, the buyer will eventually sell the goods.

Sun Ying is often asked by his friends how to run a good buyer's shop and whether to buy a buyer's shop.

Her suggestion is that if you are still in the consultation stage, it is best not to try, because the change and failure rate of the buyer shop is very large, and it is difficult to survive for three years.

She frankly believes that the current boom in buying shops is only a short-term effect, because the market itself is still too small.

And the designers at the commercial level are still underestimated.

The fabric is expensive and the output is small. The workers on the line just touch it and change into the next one.

They are also not sensitive enough to price fixing. Some designers use the cost multiplied by a certain percentage of the price as the selling price.

But consumers can only feel the price level through the latter.

What is the ultimate goal of a buyer's shop?

Maybe it's a pilgrimage landmark like 10 Corso Como; or is Opening Ceremony a left-hand brand of the same brand, a buyer's shop on the right hand side, or an industry benchmark alongside Dover Street Market?

Everyone is thinking about the distance, but most people are busy working on the market at the moment.

Under the teachings of Wen Jia, Guiyang's older sisters wear a thousand yuan dress and stand on the lawn happily. Po shows a buyer's show.

ShowRoom show buyers show

"Do they have dress requirements for the dress?"

"Our dress code is a little tuxedo."

"What will happen when my old sister is old?"

"Yes, what shall I do then?" she threw the problem to her boyfriend, who was also a financial graduate from England.

More interesting reports, please pay attention to the world clothing shoes and hats net.