Original Brand Collection Shop, Hundreds Of Goods Industry Pformation Panacea
I'm going to have a cup of coffee and afternoon tea. Who knows the fashion displayed in the shop and finally brings two skirts to go home. When we go out for a meal, we can also enjoy the latest antique furniture from all over the world. If the restaurant's table and cutlery are good, you can also pack it together and buy it home. Look at the new clothes bought by the shopkeeper, and you can make a manicure and a new book in the shop.
Since the end of last year, a variety of brand and multi function collection shops (also known as buyers' stores) have sprung up in the streets of Ningbo.
Under the pressure of the electricity supplier, the entity department stores
Transformation
Imminent.
Cafe + clothing, western restaurant + clothing +...
The emergence of a variety of stores, together with various consumer scenarios, is called a new trend in the development of future department stores.
Can this cross-border pformation bring more people to the business? Can it become a panacea for the pformation of Ningbo's department stores? It remains to be tested by time.
There are six formats in a shop.
Besides buying, buying and buying, there is also leisure social space.
A shop has clothes to see, have household goods to buy, can read and drink coffee, can also do nail, custom cloth household goods, and even to open a sharing meeting.
Last year, the 11 moon phase and the first floor of yantiu shopping center were a collection store with multiple brands and various formats.
In this 700 square meter mix and match space, all kinds of special products are dazzling. Nearly half of the shops are over ten brands of fashion and accessories.
Stores also display daily necessities and household products from shoppers from all over the world: mobile phones made from German marble, handmade umbrellas made in Italy, natural scented British aromatherapy products, famous photographers or painters, etc.
Walking into the deep part of the shop, you will find that there is room for leisure and social interaction.
Large volumes of books and coffee bars and tables and chairs allow customers to read and drink coffee here, or even embroider eyebrows on the side of the nail area, or ask designers to customize a set of curtains or couplers in their art area.
There is also a separate conference room full of artwork in the shop. It is OK for customers to open a Party or share it.
Multiple choices mean multiple possibilities.
In the interview at the scene, the reporter saw that in the store, in addition to the dress attracted by the lady, a middle-aged man walked into the shop following the fragrance and bought a British citrus lemon flavor.
Studies have shown that the benefits of introducing collections in shopping centers are far greater than department stores, as a collection is equivalent to a brand theme area, in addition to enlarging its selectivity in a category and increasing the volume rate of the brand.
"This kind of gathering mode in foreign countries is more common, and both Paris and Japan have. We hope to provide a fresh space for consumers, both shopping and experience."
The head of the collection shop, Ms. Yi, said she would go to all parts of the world because of her working relationship.
Ms. Lai, who has just returned from Japan, will go to Paris fashion week in a few days to find a good and unique product.
The mode of buying a hand makes the Mo family.
Collection shop
With greater freedom of adjustment, Ms Yi said she would adjust the store's formats and products at any time according to customer needs and changes.
Coffee + clothing, Western food + antique furniture
Stores are training customers, and customers are also training businesses.
It is understood that the current collection store format is not uncommon in the northern Guangzhou, Shenzhen and other tier cities, but in Ningbo, it began to grow up from the end of last year.
At present, the collection shops of various modes are springing up in the South Street, Drum Tower, Qian Hu Tian Di, and 1844 popular commercial blocks.
The most concentrated place is the two phase of Nan Tang Lao street, which opened last year. In the street a few steps will be able to meet a cross boundary collection shop, such as the Chauvoir enjoyment of catering and fashion, the DSKYHOME of home furnishing catering, the magic cube LOFT of liquor blending and music, and so on, all of which are local brands in Ningbo.
Chauvoir is not a collection shop founded by three young people, two of which are in the clothing industry, and another is a shop owner who is engaged in interior design.
Walking into this collection store, customers can buy many brands of light luxury clothing, and can also taste the delicious food and coffee that shopkeepers are getting from the whole world.
"Every time we go abroad, we will pay attention to all kinds of delicacies. For example, we went to France to have a very good roast chicken, with crispy skin and juice in the meat. Now it is the best food in the shop.
Recently we have just returned from India and are planning to add curry rice to the menu. "
Xu Mingcheng, owner of the store, said that the location of customers at the beginning of the shop was 25~40 years old. It was not expected that consumers over the age of 50 would like to sit in the shop.
"We don't sell clothing in particular, we just connect the timeline and integrate several consumer scenarios.
When customers come to see beautiful clothes, they will grow grass in their hearts. They will come to weeds sooner or later.
Yesterday, a customer bought coffee and bought two clothes. "
Zhao Qinyu, owner of the store, said that the collection store is a new format in Ningbo. While the store is training customers, customers' consumption habits virtually determine the future direction of the store.
Entering the DSKYHOME of Nantian old street, all kinds of antique furniture are very bright. There are elephant decorations in Thailand, antique tea table boxes in Egypt, and 100 years of history display cabinets in Italy, each of which is selected by shopkeepers from all over the world.
"Guests can drink tea while choosing furniture accessories, and have favorite desks and chairs and tea sets to buy home."
Xu Zhaodong, owner of the store, told reporters that DSKYHOME is a collection store from around the world to buy creative furniture accessories, and Spain's exotic cuisine. It opened for half a year, and there were more than 10 merchants from all over the world.
Studies have shown that because the brand is more diversified, consumers stay in the store for more than 3 times the traditional single store. At the same time, the collection mode can reduce the rent pressure and personnel cost per square meter in the store, and enhance the profitability of the shops.
This is also one of the reasons why franchisees are favored by franchisees.
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Sales performance ranks first on the floor.
Original brand collection shop becomes "new favorite" of shopping malls
The mode of collection shop or buyer shop is a seemingly small market, which caters to the needs of urban youth.
This group "has a clear understanding of brands, has a clear definition of their preferences, but few shopping hours." the traditional department store business model can no longer meet their needs well.
In recent years, when it comes to the decline of department stores' performance, the homogenization of shopping malls has always been a subject of much criticism.
In fact, because of the limited popularity of the market and the high acceptance of brand resources, it is difficult for department stores to highlight differences in investment promotion.
Last October, at the third floor of cool shopping mall, a designer's original brand collection shop YC630 appeared.
More than 300 square meters of business area, up to more than a dozen.
Original designer
Designed clothing.
Yesterday morning, reporters at the scene saw that the styles of clothing displayed here are different, the fabric is different, and the suitable customer groups are different.
"Clothes are very special, the price is not expensive, sometimes the discount is quite cost-effective, the only problem is that every dress is not very large, often the fancy style is broken."
Ms Hu is a frequent visitor to the brand. She feels that this multi style shop offers more choices.
"The overall style of this brand is younger, and it is all the works of original designers. Some designers may just go out of school, and their popularity is not high.
All works that are well designed are commissioned to produce, so the number of each style may not be large, but the biggest advantage is that the design is good, and it is not easy to wear a shirt.
The chief executive of cool shopping mall said that the brand introduced shopping malls only a few months ago, and has become the best selling brand in the floor.
In the future, cool shopping mall also plans to find some new collection store or buyer shop brand.
expert
Constructing the concept of diversified experience
Collection shop mode is worth learning from traditional department stores
"In the increasingly rich material, we need more experience and shopping together to tap the needs of consumers.
We need a new business model to solve the problems of high brand repetition rate and poor rental capacity in traditional retail and department stores. "
Yin Qiuping, director of marketing and consumption promotion division of Ningbo Municipal Commission of Commerce, believes that the collection store providing diversified experience can better cater for the needs of young consumers.
"There are many types of collection shops, one is a brand collection shop that combines multiple brands, one is a boutique shop with a buyer's hand, a buyer selects all kinds of special products together, and another is a lifestyle shop, which takes a certain form of life as a store location, and products are all combined around these forms."
Guo Jian, an associate professor at Zhejiang Wanli University, thinks that this format of the collection store has a great advantage in commodity richness, enabling consumers to gain more initiative in the selection process, and also increasing the customer's stay in the business.
"Under the impact of the electricity supplier, the real department stores are having a hard time.
To be sure, the emergence of the collection store gives a reference to Ningbo's overrun commercial real estate pformation.
In the context of encouraging public entrepreneurship and innovation, the collection store as a sample of innovation and pformation of department stores can also be used for reference by other industries.
Guo Jian believes that although the mode of the collective store is worth affirming, it is not easy to do well, no matter whether it brings new challenges to operators or regulators.
"For operators, the management of multi formats requires all aspects of management and resource integration capabilities.
For regulatory authorities, it is also necessary to change the traditional way of thinking and look at the new mode of this department store with new ideas.
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