Is The Exhibition Hall Or A Store? Is The Brand Collection Shop A Good Business In China?

In recent years, the word "brand collection shop" has been touted in the real business in China. Many foreign brand collection shops have entered China in large numbers, and have opened shops in large scale shopping centers such as Beijing, Shanghai and Hongkong.

Besides this, it was early in Europe and America.

The dominant retail mode has been followed by many retailers in China.

However, although the appearance is bright, but in essence, most brand collection shops are difficult to manage.

Although some brand collection stores converge on products of various brands and different categories, their positioning is not clear enough to lead to a flash in the pan.

It is true that the rise of brand collection shops is a good opportunity for traditional retail enterprises, and also allows enterprises to have new thoughts on their brands.

However, in order to achieve "real personality" and achieve a real sense of "profitable", the domestic stores may be able to refer to the following collection mode.

Brand collection stores are quite mature in the European and American markets.

For example, Lian Crawford, Ta combines multiple categories or brand products in a store for unified management.

But from the domestic situation, most enterprises sell their own brands to a store, which not only improves the competitiveness of the entity stores, but also attracts customers.

1, Jiangnan cloth

In January 2017, the first collection shop of Jiangnan cloth dress "Jiangnan Buyi +" opened in Yintai City, west of Hangzhou city.

The store has gathered five high-end brands: LESS, men's sketches, women's wear JNBY, paradox collection and new JNBY HOME at the end of last year.

2, Metersbonwe

Since the 12 year of 2016, Metersbonwe has tried to set up a collection store of its own clothing brand in the domestic shopping center.

There are five major styles of products, including NEWear, HYSTYL, MTEE, N and ASELF.

3. Pacific bird

In September 24, 2016,

The first collection store opened in Kaifu Wanda Plaza, Changsha, Hunan, covering an area of 1300 square meters, bringing together the Taiping bird PEACEBIRD WOMEN and Taiping bird.

PEACEBIRD MEN and Taiping bird's clothing Mini peace are the three main brands.

After nearly two years (September 15, 2018),

The collection store is stationed in Hangzhou Joy City, and the store is upgraded completely, creating a new consumption experience scene -- interactive experience scene.

At the same time, the flagship store of Taiping bird's joy city also set up an experimental base YOUTH LAB, which is mainly built up by young people. This scene covers all kinds of products extended by clothes and the space of interaction and gathering with fans around the trend of fashion.

In the new retail era, consumption will change from material demand to spiritual demand.

Guided by consumers (users), it has become the management concept of many enterprises. Compared with the collection stores that sell different brands of the group, brand collection shops with different brands from different enterprises can meet diversified needs of different customers.

In addition, this type of brand collection shop has more room for customers to choose.

1. Hongkong I.T

Every shop opened by I.T chooses a composite flagship store mode.

Ta owns its own brand as well as its agent brand from all over the world.

I.T group's stores are mainly divided into two categories: English uppercase I.T and lowercase I.T.

Former business

The brand is mainly from the world's master brand, such as D&G, Miu Miu, Jean Paul Gaultier and other brands; the latter is determined to become a young and stylish trend of fashion, the sale of a number of Japanese brands, including Asknowas, poudoudou, toutacoup, Mystywoman, pageboy and other brands.

2, nine wooden debris Society

The nine wood grocery club is a chain store created by Chenguang stationery, which is mainly a creative stationery + life department store.

Stationery is no longer a boring learning tool, but a part of an interesting and fun creative experience in the nine wood sundry club.

The two main products are "national reputation self hand account" and paper tape.

The former is from Japan, and is the daily necessities of the Japanese; the latter is made in Japan and paper, made in Taiwan, and hundreds of designs are produced by the sundry society.

The style of Chenguang stationery has been extended. In the selection of nine wooden sundry clubs, self produced products also occupy a certain proportion, but less than 1/3.

In addition to creative stationery, nine wood sundry clubs move fine life department stores to sundry clubs, which include beauty makeup, travel products, daily necessities, eight sound boxes, etc., and also carry out cross-border cooperation with many famous IP, museums, art galleries and independent illustrators at home and abroad.

Brand collection shops are of great significance for some customers who are weak in collecting ability, especially for the fashionable brands that are newly entering the market.

Because the emergence of brand collection stores eliminates the complicated work of individual brands in registration, logistics, store design and so on, and saves the time and cost of products entering the market.

However, some domestic brand shops only simply and brutally mix and fill the brand.

In fact, every brand has its own positioning and target customers. If it does not operate well, conflicts and contradictions will arise, which will not achieve the 1+1>2 effect.

At present, there are many brand collection shops in China, and the products brand is downplayed, which is favored by young consumers.

1, life Anthology

In December 24, 2016, the life collection was opened in Yinlin general store in Wulin, with a total area of 1200 square meters, which is divided into three regions: the customer experience area, the scene display area and the commodity selection area.

Anthology of life is intime and Ali together to create a home based home collection, the store highlights the scene of sales.

The display area uses sales merchandise to decorate several living rooms, bedrooms, children's rooms, bathrooms, kitchens and study rooms. The commodity selection area will gather 24 high popularity brands on the Taobao line to operate under the line, and display products from different brands and different categories according to the specific use scenarios of the living room, kitchen and bedroom.

2, N ME

N ME is a new retail brand from Guangzhou. The R & D center is set up in Stockholm, Sweden. It is composed of Swedish independent designers and co designers. It provides creative support for the brand.

N ME emphasizes the Nordic design + the highest cost performance, mainly for household products, and also manages clothing.

There are about ten major categories of luggage and bags, over 3000 SKU, covering daily life.

The integration of brand main product channels is to remove intermediate links, products are only sold in their own channels, and the whole product cluster and store environment remain integrated.

In addition, the variety of channel brand involves the larger scale of supply chain integration.

At the same time, we should create a low price and create a burst fund through creative design, so as to raise turnover rate.

For collection stores, the market is widely defined, but most of the store models tend to display different types of products in the store to match and attract different consumers.

Not only that, but because of the diversity and richness of the products, the time for customers to stay in the shop will be lengthened accordingly.

For the traditional retailing industry, which was once very embarrassed under the impact of the electricity supplier, the one-stop service of the brand collection shop can satisfy the customers' all-round needs and let customers reflect customized services, which can not be replaced online.

At the same time, this has become a magic weapon for Ta and online fighting.

For shopping malls, brand collection shops can better play the comprehensive benefits of the site and improve the efficiency.

Especially for some brand collection shops with word of mouth, Ta has a strong ability to attract customers.

However, there are also natural problems at the same time.

Many people in the industry believe that the brand collection shop is just a product of large-scale enterprise smashing money, and how much benefit it can bring is unknown.

Therefore, the key to match the investment and the final benefit of the brand collection shop is to find and guarantee its core competitiveness, do well in the combination and display of the brand combination, product mix and channel combination, so that it will not lose the wife and the army.