Analysis Of The Current Situation Of Buyers In Asia'S Largest Order Season "MODE Shanghai Fashion Show"

"This season, designer brand works are obviously more mature and better quality!"

"The brand is more abundant than the season, and the space for choice is bigger."

These are the original words of several buyers in the 2018 autumn winter Shanghai fashion week MODE exhibition.

As Shanghai

Zhou's official supporting exhibition, MODE Shanghai clothing and apparel Exhibition (hereinafter referred to as "MODE Exhibition") has been developed into the seventh quarter. Not only the exhibition infrastructure and professional services have been optimized iteratively, but also the proportion of exhibitors' repetition rate and professional buyers has been increasing year by year.

According to Ms. Zhang Jie, director of MODE exhibition, many exhibitors and brands have responded to the second day's development, and their sales performance has reached the sum of four days in the previous quarter.

Through field follow-up buyers, we obtained a lot of valuable first-hand information. The situation of Chinese designers' industry closest to the terminal has also been more clearly and truly. Based on the real feedback from buyers, we have sorted out the following five observations:

More department stores / shopping centers / traditional retailers pay attention and buy.

The form of buying shop and the diversification of its business mode

Buyer shop operation specialization, service diversification

Buyer shops continue to sink, Changsha, Wuhan,

Four hottest cities in Zhengzhou

Designers turn to buyers, or even to set up shop.

Observe 1: more department stores / shopping centers / traditional retailers pay attention to and buy.

He Min, founder of the Modern Museum modern museum, the designer of the accessories designer, said that MODE has received nearly 10 orders in the two day, many buyers come from the collection store, and there are also many buyers of Chinese boutique retail stores, such as K11, SKP, etc.

The Modern Museum modern museum is also a designer brand collection store. It has opened shop in Beijing's overseas Chinese garden and North Joy City.

She said: "the opening of multi brand stores will not be very simple in style, especially for accessories brands."

Before establishing his own brand, He Min has been engaged in the buyer's industry for many years.

"Many designer brand works may not be recognized by the market. The experience of the buyer makes me know more about how a designer brand fits the market.

Besides, I can learn the feedback from the market first in the process of running a collection store, which is also helpful for making brand. "

In addition to K11 and SKP, retailers from Messi department store, Paris spring, the Mixc, Takashima Ya, Aegean Sea shopping center and other retailers also appeared at the MODE exhibition site.

Jackie Kim Kim, deputy director of fashion department of Barneys, a famous American high-end department store, said to "ornate ambition" that the "MODE Exhibition" provided a terrific platform for buyers and retailers. She felt that she could see so many Chinese brands and even overseas brands that she had never seen before. It really made her an eye opener.

Observation two: the form of buying shop and the diversification of business mode.

In the traditional sense, designer brand store / buyer stores are located in the street and retail business. With the continuous iteration of China's retail formats, the buyer's shop also presents a more diversified form and business mode.

For example:

Cai Yi, chief designer of Absolute Cai, a Haikou designer brand collection store, said they have developed WeChat Mini program "Absolute Cai buyer shop" to facilitate users to buy more conveniently on the ground.

"Flash collection shop" Popup Union flash hall buyer manager Lai Zhenqi told "gorgeous ambition", this is her second years MODE, this time comes to hope to discuss and cooperate with more brands.

Popup Union flash hall provides flash sharing space for new cutting-edge brands through joint commercial real estate, and crossover brings together many brand formats such as buyer's collection store, tide card, creative home, light coffee and so on.

Lai Zhenqi said that from the beginning of last season, the team decided to regard designer brand as the main customer.

The main reasons are: the rapid expansion of the brand size of the designer, the adjustment of the retail brand in the shopping center, and the acceleration of designer brand and collection store.

Observation three: buyer shop operation specialization, service diversification

The director Judith owns a more than 60 flat multi brand store RevRev near Jingan Temple, Shanghai.

The target customers are mainly 25 to 40 years old urban white-collar workers. Since 2011, the team has formed a set of logic system in operation.

For example, according to customer needs for display rather than brand classification; based on the understanding of the needs of their own target groups, a single product will be reassembled annually for 2~4 times lookbook shooting; customers will be equipped with stylists for customers when they arrive at the store, and suggestions for collocation will be provided at the scene.

Ms. Zhao from Yanji, Jilin, runs a more than 50 level collection shop in the area. She said she would cooperate with the modeling agency so that customers could be drained from each other. This is a win-win practice.

The buyer shop has become the key channel for mass consumers to understand and buy designer brands. "We are bridges and filters.

The elements are also suitable for everyday wear.

Judith said.

Zhengzhou's "Yuan Yuan Hui" has positioned itself as a buyer's experiential living hall, and its founder has entered the garment industry for ten years.

According to her introduction, as the first designer brand collection shop in Zhengzhou, there are thousands of members, mainly women aged 35~45.

She said that since her opening in 2011, her shop is no longer a pure designer brand buyer shop, but will provide more fashion and lifestyle experience services. In this more than 300 square meter living hall, she also has other experience rooms such as gyms.

"Now not only sells goods, but also hopes to share lifestyles with women through different experiences."

Observation four: buyer shop continues to sink, Changsha, Wuhan, Xi'an, Zhengzhou four hottest cities

Xinhua news agency has just released the "2017 global fashion industry index, fashion week activity index report" shows that from the exhibitors MODE, Zhejiang, the number of shops in Hubei, Fujian accounted for more than 30%, followed by Hubei and the province.

During the MODE show, Changsha, Wuhan, Xi'an and Zhengzhou became the most frequently cited cities in buyers and Showroom outlets.

Jennifer, the founder of Fancy Tree, a fashion designer from Shanghai, sighs that the market for buyers in Changsha and Wuhan has been particularly prosperous over the past two years.

She said her brand sold well in a buyer shop in Changsha. Although she did not disclose the specific sales of the brand, she said the store's total store performance was about 1000000.

At the same time, she said, for designer brand, online is just a channel, and the situation is general.

"The store is coming back". In the future, she will think more of the shopping mall in the two or three tier cities.

Cai Yi, from Hainan, runs a Absolute Cai, a designer collection store of about 230 square meters in Haikou. But she admits that most of the local consumers in Hainan are slow to accept designer brands compared with other consumers such as Sichuan and Chongqing.

Robin runs a designer brand collection store in Longgang Town, Cangnan County, Wenzhou. He says customers are mainly the 20 to 40 years old people who pursue personalized consumption. There are so many people in the town who are in business, so the overall shopping strength is very strong.

According to Robin's introduction, he was originally a designer of men's clothing. He started as a wholesale market at the beginning of his shop, and formally pformed into a designer brand collection store in 2014.

"Wholesale market products are too rampant, and today's consumers are pursuing uniqueness."

Observation five: designers turn to buyers, or even to set up shop.

The founder of Fancy Tree, the designer of women's wear brand, has been a buyer of several designer brand stores since the last two years. Jennifer

For such a new identity, Jennifer believes that designers have the natural advantage of being a buyer: they are more familiar with brands; they are more professional in controlling clothing, material and structure.

"Since customers have such a demand, it is better to do it themselves."

Han Jianfei, the founder of the designer RAEHAN brand, also runs a brand collection store. This is the first time he has come to MODE to buy it. He also expressed the hope that his brand will also exhibit MODE next season.

In addition to designer pformation buyers, there are more and more cross-border fields from other fields. For example, Smile, a former music teacher from Yinzhou District, Ningbo, has quit her original job because of her love for fashion and clothing. She has opened a new buyer's shop called "Dejavu twist yarn" near the Wanda plaza near the city. The budget for the trip MODE is between 50 and 800 thousand.

Buyers' aspirations: I hope the designer brand will be more stable and durable.

When asked how to look at the Chinese designer brand, the multi brand collection shop RevRev director Judith said that designer brand began to be rational, the price was more in line with the market, and the market demand was more considered in the design.

"When the brand maturity of Chinese designers rises, it is also a good thing for us."

Judith said that when choosing cooperative designer brands, they will consider the background, price, service and other dimensions of the brand, and the most important thing is to see whether the brand's design style is stable.

"If the designer brand does not have its core, this is also a disadvantage to our cooperation."

She revealed.

"Yuan Yuan Hui" told Ma Kai, "they are focused on working with domestic designer brands. The brands currently collaborate include designer M's personal brand, essential WANG, and designer Wang Changrong's fashion sports brand WANG.

He attaches great importance to the durability of independent designer brands.

"I hope that Chinese designer brands have more personality tags, richer series and more consistency."

Referring to the criteria of choosing cooperative designer brand, she takes Wang Changrong as an example: "Wang Changrong has served as the lead designer in the exception of Marisfrolg, and has experienced many experience in the business brand, and has rich experience in product series, shipping time, SKU, and product consistency. I prefer to cooperate with more mature designers."

In an interview, he said he had already signed an order with a men's clothing brand and a hat brand at MODE.

She disclosed that each brand's purchase budget is between 60~100 million.

MODE is improving the efficiency of Asian fashion industry.

In the increasingly mature supply chain of China's clothing industry and the more mature environment of designer's brand, whether it is a large retailer and a large number of buyer's shops under the physical line, or online business platform, all of them are becoming the key channels to promote the acceleration of brand designers' collision with the market. These collisions have helped a large number of "small and beautiful" designer brands to enhance their commercialization efficiency, and have begun to take the MODE exhibition of the largest ordering season in Asia. Through the professional services of different dimensions, Shanghai's fashion week has been leveraged to create an excellent platform for all key business links in the Asian fashion industry, and ultimately, to a great extent, promote the efficiency of industrial exchange and paction.