Analysis Of Domestic And Foreign Buyer Shop Industry Status And Future Trends

According to the world clothing and shoe net, with the rapid development of the national economy and the improvement of people's living standard, the consumption power has been rising in all aspects.

At present, consumers pay more attention to the quality of commodities and choose products that meet their needs and consumption characteristics.

Under the new retail background

The differentiated consumption experience of buyers' stores and products and services that are more in line with consumer demand will become the future retail hotspot.

First, the status quo of the international environment buyer shop industry

Not long ago, Colette, a legendary buyer shop, announced that the news of closing stores at the end of the year collapsed.

Circle.

Colette, known as the best buyer shop in the world, is a representative of the buying shop's business format. One of the signs of Paris has created a new mode of lifestyle integration store.

Today's concept stores or buyer shops are more or less influenced by Colette, and some even imitate and copy Colette.

In July this year, the 20 year old legendary buyer shop suddenly announced that it was closed at the end of the year, on the grounds that founder Colette decided to retire.

In fact, the traditional buying shop industry is already a dusk industry in the international fashion circle. Colette's closing shop makes the buyer's shop industry worse.

In the current downturn of the international retail industry, there is no financial support in the past, and it bears the responsibility of exploring and supporting young people.

The traditional buying shop industry with heavy burden has been unable to move.

Even Colette is under pressure from the deteriorating environment of fashion retailing.

Some analysts pointed out that although the shop floor is still crowded with people, the customers who enter the shop mainly buy souvenirs on the first floor, but seldom buy more expensive garments.

Before the announcement of Colette's closure, Browns, the flagship independent buyer shop in London, announced in 2015 that it had sold its UK electricity supplier Farfetch. Another Milan landmark independent buyer shop, 10 Corso Como operation entity Dieci Srl also announced bankruptcy protection in September 2015. At present, its Milan head office has lost more than 100 million liabilities, and the Hongkong originator Joyce Joyce Boutique Holdings Ltd. (Boutique) has lost for two consecutive years.

Since 2010, the buying and selling industry in Europe and the United States has been declining.

The buying shop business will not die out, but from the commercial point of view, the buyer shop is no longer the best choice to create profits and brand marketing, the rest is traditional reservation, art display, independent designer's rigid demand.

In Europe and America, where the fashion industry is mature, there are many reasons for the outdated buyers.

1. the weak international economic environment affects the fashion consumer market.

2. fashion e-commerce platform is growing crazily, and the commodity scarcity and richness of the buyer's store can't satisfy the consumer

3. fashion change quicker, "see or buy" let fashion week die out

4. light consumer tastes are changeable, consuming power is weak, and fast fashion brands are rising.

5. sub culture has become the mainstream of young people. Street brands and star brands have become the hearts of young people.

6. social networking has spawned KOL and become a new way of bringing goods and promotion.

7. offline flash store + limited joint become a new retail hotspot

To sum up, in Europe and America, the fashion industry has bred new business models, and the buyer's shop industry has gone downhill.

Two, the development of domestic buyer shop industry

In China, Bailian's opening shop is a big news compared with the little-known Colette in China.

The state-run old department store giant opened a large buyer's shop on the two floor of the east commercial building, calling it a small attempt to pform the fashion related retail format. In the future, the Oriental Shopping Center will match the international department store of the Paris Lafayette department store (the first Shanghai store has just announced its opening in Lujiazui).

Professional people do professional things, state-owned enterprises do fashion, the industry is quite skeptical, but no matter how the results, the domestic buyer shop industry is bound to change.

In recent years, compared with the gloomy international environment, the domestic buyer's shop has experienced explosive growth.

Since 2010, the opening speed of the Chinese buyer's shop can be described as a "surge". Taking Shanghai as an example, there are about more than 70 buyers in Shanghai in 2014. By 2016, about 80 new brand stores have been in Shanghai in a year, and the total number of buyers is close to 300.

In addition to Shanghai, Beijing and Guangzhou, Hangzhou, Chengdu, Chongqing, Nanjing and other cities have opened 20~50 buyer stores, and many three line cities have added new home buyers ranging from 1~10 stores.

The number of buyers in the country is 1000, but it is a very conservative estimate (data source: Hua Lizhi).

About 2/3 of all buyers' stores have built online shopping centers.

In the light of the influence of the industry, the number of shops and the potential for development, the author summarizes the main brands of the domestic buyer shops as shown below.

The first place in the local brands is a group of independent buyer shops, most of which appeared around 2010, and helped the domestic designers to help them.

Peppermint glutinous rice onion (BNC) and beams, both of which are the earliest Pathfinder of the domestic buyer shop industry, are mainly made of domestic designer brand. The former is founded by Hong Huang and has plenty of designer resources. The latter is a strong promoter of Chinese designers and has strong influence in China.

Yismen is a well developed local brand. It started with consignment and self mining, gathered more than 140 brands at home and abroad, and integrated into new formats such as flower art, book bar, catering and so on.

D2C line integration route, with online shopping mall D2CMALL, with domestic and foreign high cost performance niche brand as the main selling point.

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Triple-Major is one of the earliest buyer shops in China. With its unique shop style, it has made remarkable achievements in introducing famous foreign designer brands.

Seven Days is also a mature brand integration shop. Zhang Longjiang, a former Hongkong enterprise, engaged in fabric business in 2008, merged its mode, team, brand and access, and is also based on local designers.

The remaining CO11 and SAMMY are the pformation of the original agency business in the industry. The four brands of P PLUS, SPIGE, SF Fashion, LA RUTA DE VIA are all shoes business as the main business.

Another brand of local brands is the buyer's shop of department stores.

At present, many brand collection stores become the new direction of department store pformation. Traditional stores actively introduce the brand of buyers, but also establish their own brands. This kind of buyer's shop mainly depends on the original supply chain, commodity resources and location advantages.

Hi department, known as the first buyer department store in China, was established by the domestic buyer department store pioneer in 2012. It built up a global buyer's team and strengthened its store experience and value-added services. Currently, four stores have been profitable.

Orient Fred is the first domestic store in Nanjing after the 100 billion year old British retail department store HoF (House of Fraser). It adopts the new business mode of "own brand + buyer brand + scene sale".

West has the brand of Yintai's buyer shop. Its first store was established in 2012. Its biggest feature is to launch the "buyer shop mode" on the basis of the "buyer mode". It has both self marketing and self financing businesses, and has App links to overseas stock stores, and realizes direct mail from overseas stores. The current mode is mature, mainly based on international light luxury brands, with annual sales of about 300 million, and there are thirteen stores in Yintai system and other high-end department stores.

JIHOOD is also a brand of Yintai's buyer's shop. In November 2015, it opened its first store, featuring intelligent stores, relying on Yintai SPP and RFID technology, providing technology experience of magic mirror fitting, smart fitting room, Magic Silver collection and so on. The products mainly came from Tmall TOP brand, online TOP single product, online original designer and producer, and now it has opened 12 stores.

SKP SELECT is a multi brand brand in Beijing SKP. It is a new form of pformation to boutique general merchandise department. It brings together dozens of international designer brands, and jointly launches many limited joint works.

Assemble by R e el is a self-employed buyer shop launched by Rui o department store in Shanghai in 16 years. It is dominated by international designer brand, and it is all women's clothing.

The b lancing is a new attempt of Bailian Group's pformation and upgrading. According to official news, the first store has been stationed in the two storeys of the east commercial building, which is huge. Relying on the professional buyer team, it brings together luxury brand, light luxury, designer brand, street brand, furniture and lifestyle brand, and the momentum is very fast.

Foreign brands are relatively mature brands.

Hongkong mainly focuses on lac, I.T. and Joyce, and I.T. has developed well in mainland China with its young and current positioning. However, Joyce has suffered a great loss in recent years.

European and American brands choose to cooperate with local garment enterprises, such as I.T, 10Corso Como and Hechi group, Maria Lusia and fine Jia group, among which ATTOS shoes are mainly footwear, bags, accessories and perfume.

From the current domestic buyer's shop industry, the larger the brand scale of the foreign buyer shop, the more vanguard the style, the stronger the resistance to enter the mainland market. Most of them choose partners who have experience in the domestic market.

Single category, cost-effective, young brand has a good development.

Domestic independent buyer shops have surged in recent years, but well done, either the influence is large enough, the style is widely recognized, or they can withstand the early losses and rely on the professional team to cultivate for a long time.

As a matter of fact, the profit cycle of today's buyer shops is mostly 3 to 5 years. Most foreign buyers' brands can spend a few years to maintain their stores because of their capital adequacy, and the problem of capital turnover in smaller home buyers is more common.

In addition, brands with high cost performance and single category are more likely to survive.

The department store's buyer's shop is a new growth point in the domestic buyer's shop industry, especially when there is a profitable buyer's department store in China, there will be a large number of department stores to follow up.

From the current sample, capital, commodity supply chain and store location are their big advantages.

Three, the reason for the surge

Multi brand buyer shops or buyers' models are no longer new. Under the pressure of retailing under the electricity supplier pformation line, why did it appear in China in recent years and the pformation of traditional department stores? The main reasons are the following three points.

1. start late

The buying shop, or the buyer model, was used in Europe in the 50s of last century.

For most people, the shop is still a novelty.

Due to economic and historical reasons, the domestic garment industry is almost shaping up to the end of the last century. Until the 2010, foreign brands entered the Chinese market and had an enlightening influence on the domestic fashion industry. After consumers chasing LOGO, they thought about the lifestyle problem. At that time, the domestic buyers shop should be on time. For 80 after 90, compared with department stores, electricity suppliers, shopping at the buyer's shop is a more fashionable fashion experience.

2. independent buyer shops, most of the nature of gambling.

Most of the buyers are ideal or interested, except Hong Huang and other industry insiders and agents in the future.

Fashion has always been a tempting industry. The bright surface attracts people to enter this industry. However, if you want to be a buyer shop, only money and likes can not be done. There is no commodity channel, commercial aesthetics and operation ability. In the past three years, it is not a closed shop but a loss of interest.

There are also a group of so-called buyer shops. Most of the shopkeepers do copy wholesale business. They buy large brand clothing for reproduction and wholesale, and sample clothes accumulate more directly to open a shop. This shop can not be called a buyer shop.

3. general trend of department store pformation

In Europe, buyer's department stores are normal, and the scale of European independent brand chain operation is generally over 50 million. Such enterprises have the ability to conduct chain monopolization. The reason is that European clothing retailing, multi brand collection stores and buyers' stores are the main formats.

European large department stores often have their own characteristics, and small companies can also rely on differences to survive.

At present, the trend of personalized consumption in China is becoming more and more intense. The department store industry has relied on the investment mode of "selling holes and collecting rent", which has been unable to cope with the pressure of manpower, rent and the Internet. At present, even if the businessmen who are losing money to allow strong drainage capacity to enter, they may not be able to afford a level of sales.

In the present form, the buying system is the general trend of the pformation of department stores and shopping centers.

Four. Future trend

At present, consumption ability, aesthetic level and retail demand will promote the development of this format, and the potential of the consumer market is huge.

From the point of view of China's main buyer's brand at home and abroad, we can extract the following four points according to the importance.

1. professional buyer team

2. funds

3. fame and resources

4. needs and interests

As a result, the following formats may be added:

1. experienced enterprises or buyers

2. famous designers, media and fashion brands

3. department stores and retail enterprises

4. interested persons

From the perspective of the current development, independent buyer shops will have a big reshuffle, and the strength and fame that can survive are indispensable.

The new brand designers will rely mainly on these buyers.

There will be a large number of pformation in the department stores and retail businesses into the buying shop. It is expected that a large number of garment talents will enter the department stores in the next few years. This batch of buyer shops will focus on the mature international luxury and designer brands, which are the supply chain and commodity resources behind them, which are cost-effective and commodity richness.

In addition, the integration of online and offline will also become a fatal point.

For the Department Store pformation buyer shop, the author is optimistic. In recent years, the pressure of the electricity supplier has opened the old department store's obsolete meteorology.

Yintai's two brands are all good pformation cases. One is taking intelligent samples, and the other is the offline channels for the original e-commerce platform. They use their original advantages, and there is no hard work in design and style.

In addition, we must take the example of foreign countries, actively integrate online and offline, and use smart tools, big data, content platform and other new tools to improve the vitality of the format.

As a buyer of the core of a buyer's shop, reading data in the new retail era is more important than choosing products.

This requires buyers to take advantage of big data in addition to their own business capabilities.

The above figure is a basic data aided buyer decision framework. Compared with the traditional buyer's experience, intuition and less data, Internet, intelligent devices and big data can enhance buyer's decision-making accuracy in all aspects.

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The direction of fashion buyers, from the perspective of vertical electricity providers, Yoho! Goods have a good experience gene, but the operation of big data and AI technology in the direction of buyers is definitely far less than Ali and Jingdong, but the latter two also have obvious differences on the path.

The clothing category has been Ali long board, Jingdong short board.

Ali can display the data in the existing fashion and fashion Tmall flagship store with ALI entertainment, and take the initiative to guide the "fashion" hotspots. However, the business model of Ali platform is destined to be a "guidance" service output only.

In contrast, Jingdong is slightly single. Although Jingdong started the fashion industry in 2014, it has spent $397 million this year to become a major shareholder of Farfetch, a luxury business platform in the UK.

And this way of buying shops in China will still be a process of "going all the way".

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