Exhibition Hall Or Shop? Is Brand Collection Store 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.

In addition, the retail mode, which dominated the retail market in Europe and America, has been copied 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.

There are only different brands in the same group.

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 assembled its high-end women's clothing LESS.

Sketch, women's wear JNBY, paradox collection, and last year's newly launched JNBY HOME five brands.

2, Metersbonwe

Since the 12 year of 2016, Metersbonwe has tried to open its own in the domestic shopping center.

Brand collection shop.

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

3.

In September 24, 2016, Taiping bird's first collection store opened in Kaifu Wanda Plaza, Changsha, Hunan, with an area of 1300 square meters.

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

After nearly two years (September 15, 2018), the Taiping bird collection store was stationed in Hangzhou Joy City, the store launched a new upgrade, creating a new consumer experience scene - interactive experience scene.

At the same time, the flagship store of the Pacific bird also set up an experimental base YOUTH LAB, which is the main young people's trend. The scene covers the whole category of products that are extended by clothing.

The interaction between philosophy and fans, gathering space, will create space periodically.

Both private and foreign brands.

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.

The former fashion brands are mainly brand names from all over the world, such as D&G, Miu Miu, Jean Paul Gaultier and so on. The latter are determined to become young and stylish people, and sell many Japanese brands including Asknowas, poudoudou, toutacoup, Mystywoman, pageboy and so on.

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.

There are different brands and different categories.

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 24th of 16, the life anthology was opened in Yinlin general store, with a total area of 1200 square meters, which is divided into three major regions: the customer experience area, the scene display area and the commodity selection area, which mainly focus on the aesthetics of life under the new retail concept.

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

The scene display area uses the sale commodity to arrange the living room, bedroom, children's room, bathroom, kitchen and study room several samples. The selection area of the goods will set 24 high popularity brands on the Taobao line to run under the line, and display the goods from different brands and different categories according to the living room, kitchen, bedroom and other specific use scenes.

2.

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 home furnishings, and at the same time manages clothing, shoes, bags and so on. There are about ten major categories, 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.

Conclusion:

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.

(Chen Jianwei)