Buyer Shops Will Become The Next Burst Point Of Fashion Retailing.

Consumer demand continues to escalate, emphasizing the "personality" and "experience" of the buyer shop has ushered in a great era of development.

This article selects foreign buyers and different types of buyers in the mainland to open up a retail shop in China.

The survival survey.

According to the world clothing and shoe net, even in the new retail market, there are many

"Encirclement and suppression" emphasizes

The "personality" and "experience" buying shops, cater to the needs of consumers' differentiated experience, step by step on the way to the future retail hotspots.

In 2015, there were 1636 stores nationwide.

It surged to 3781 in 2017, an increase of more than 130%.

It is an indisputable fact that domestic buying shops have sprung up in recent years.

What are the distribution characteristics of buyer shops in China?

1 concentrated in East China and North China, the northwest area is the "virgin land" of the buyer's shop.

East China, North China and other coastal areas are the most concentrated areas of buyer shops.

Economic development is an excellent condition for nurturing shop buyers. Active purchasing power accelerates the hatching of buyers' stores.

The regional distribution of the stores extends along the Yangtze River Valley to the inland area, and the southwest region suddenly rises.

Restricted by the economy, the northwest region is almost the "virgin land" of the buyer's industry. The market opportunities and challenges coexist. Although the northeast region develops slowly, it is on the rise.

2 from Beijing, Shanghai and other tier cities to two or three tier cities.

The number of buyers is increasing.

With the gradual saturation of the first tier city market and the development of commercial real estate development in the two or three tier cities, the buyer's shop has gradually expanded to two or three line cities, among which there are many chain store buyers such as lac, I.T and so on.

There are also differences in fashion attributes between cities.

Shanghai is rich and big, with abundant financial resources and 198 of the total.

Beijing has the most artistic atmosphere, ranking 168 in second place.

Shenzhen supports local design and insists on originality.

Guangzhou's pragmatism consumption tendency is obvious, and the niche design of scarcity and uniqueness is more mainstream.

Chengdu almost focused on all high-end shopping needs in the west, with high commercial activity and huge potential for light luxury market.

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3 the shopping center with strong artistic atmosphere favors a matching buyer shop.

Buyers are more flexible and have a higher rentability. Therefore, the traditional shopping district with higher rents and large shopping centers prefer importing shops, which account for 65% of the property types.

Among them, the shopping center with strong artistic atmosphere is biased towards introducing the buyer's shop that matches the project temperament. For example, Beijing Qiao Fu green grassland successfully introduced Ora Creation, Anyshop Style buyer shop, and Shanghai K11 art shopping center introduced C.P.U, Lapalette and so on.

Street stores accounted for 21%, and most of the shops in the leisure section bought high-grade residential areas or rich residential areas. Although there was a strong contrast with the traditional business circles with large traffic volume, the private density and consumption level were high, which could effectively stimulate consumption while meeting the tastes of the target customers.

What are the developmental characteristics of different types of buyer shops in China?

1 Hong Kong buyer shops: young, trend oriented new favorites, average price range widening

Today, the new middle class with superior taste has been supporting the "half sky" of China's consumer market. Many years ago, the Hong Kong buyer's shop has been deepening the domestic market for many years, and ushered in another spring of retail business in the mainland with the trend of youth and fashion.

In order to seize the market segments, the average price range of Hong Kong buyer shops widened, and low price commodities began to appear below 500 yuan. The proportion of products in 5000 yuan or more price segments showed a downward trend.

I.T young people's fashion benchmarking

I.T was first founded in Hongkong by a group of energetic young fashions, and then jointly developed the market with the joint venture mode.

Brand positioning is young and fashionable, and has set up a fashion trend among young people.

The store brand and product diversification, apart from the agent selling Kenzo, French Connection, YSL, Alexander McQueen and some other famous brand costumes, their own also produced izzue and b+ab and other flagship young people's brand clothing.

In addition, in order to let customers experience the Creative Aesthetics produced by the intersection of fashion products and garments, I.T also sells famous furniture such as sofa, chairs, tableware, and other kinds of boxes.

More than 2000, the store area is mostly straight line and right angle as design elements, creating a elegant and fashionable shopping scene with dark colored main colors, ingenious use of glass color and subtle reflection.

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He has already been stationed in a typical shopping center: Nan Li square, Xintiandi, Shanghai.

2 local buyer shops: independent buyer shops and department stores are self-employed.

Among the local brands, first of all, a large number of independent buyer shops appeared in 2010, which have become the fashion landmark of China. The other brand of local brands is the buyer's shop of department stores, and the brand of Hi stores, Oriental flair and West have all become the forerunners of the pformation and development of department stores.

Independent buyer shop: seize market segments, "flow + area" plus

At that time, most of the small shoppers would choose to stay in the leisure section or characteristic streets to create a quiet shopping scene.

Today, the strength of the buyers' stores has risen to a level, and tends to move into large commercial complexes with large volume of traffic, or to set up larger stores in gold berths.

ARRTCO (Beijing Xidan happy city store):7000

Yi Shang men (Guangzhou Flower City Plaza Shop):2000

LA RUTA DE VIA (Shanghai Xujiahui Xujiahui City store):865

HCH (Wuhan Fangfang store):720

BNC (Beijing Sanlitun Village store):540

With the new retail model that emphasizes "experience", the buyer's shop is not only a platform for displaying and selling products, but also in different situations such as "theme" and "small show", with strong social functions.

In addition, the fierce competition environment and constantly seeking new and different consumers, prompting buyers to make further subdivision of positioning and products, add jewelry, bags and shoes.

PLAY LOUNGE

High value network red shop

PLAY LOUNG was founded in 2014, "PLAY" takes the game, the meaning of play, "LOUNGE" is intended to stroll, lazy, is a collection of innovative elements, fashion products, designer brand, coffee shop, book bar and other diversified lifestyle buyers.

Because of the high value of space design, PLAY LOUNG is still a trend crowd concentrated card punching holy land, known as "not a movie studio, better than a studio."

The space design uses rosy red, bright yellow, fruit green and other simple and bold color blocks to splice. The scattered structure design has created a pioneer space sense, showing the ultimate artistic sense on the display clothing.

In this new fashion space, every customer can find the most comfortable home or social status: sitting in the living room of PLAY LOUNG, visiting guests in the living room and enjoying social fun in the coffee shop.

He has already been stationed in typical shopping centers: Xidan, Beijing, Hangzhou, Binjiang and Longhu.

Department store self purchase shop: brand image is new, reproduce the charm of department stores

The department store, which was born in the 50s of last century, used to be fashionable vane. However, after the circulation of commodities and the global flatten, the charm of department stores was also gradually weakened.

Relying on its own supply chain, commodity resources and location advantages, to build a self catering buyer's shop is not only beneficial to the department store to dust away the years, but also create a high-end brand image. It is also a low cost testing method for the brand. When the effect is good, it can catch the momentum of brand emerging.

Wanda Group Wanda optimization

Capture the most in, fun, net red, cool, story.

Wanda chose to settle on the third floor of Wanda Department Store in Tongzhou, Beijing.

Store is not outstanding, but in terms of content, Wanda has a "momentum" momentum.

The store has large capacity output, from women's accessories, skin care, to shoes, food, and rich products.

According to Wanda, all the selected products are collected by buyers from all over the world. The characteristics of the selected products will no longer be based on the category and take the emotional attributes of the products as the core. As long as the most in, fun, net red, cool, and story are the catch targets of professional buyers.

According to the characteristics of retailing and the demand for sales space, Wanda has two forms of "shop in store" and "flash shop", which are designed by senior designers.

How is the buyer's shop going in the future?

There will be diversified invaders in the future buyer shops. They may be experienced companies or buyers, well-known designers, media, fashion brands, or department stores, retail businesses and interest groups.

As the soul and core of a buyer's shop, its aesthetic and taste determine the popularity of a buyer's shop.

In the new retail era, the Internet, smart devices and big data can improve the accuracy of decision making of buyers. Therefore, apart from their own business capabilities, buyers of data will be hot.

With the upgrading of customer experience, the supply chain and commodity resources, cost-effective and commodity richness will be the main force in the background of international light luxury and designer's brand mature operation.

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