Brand Stores Have Obvious Competitive Advantages Or Spring.

< p > September 28, 2013, < a href= "http://sjfzxm.com/news/index_s.asp" > Korean clothing and love collection < /a > received a gift from China. Its multi brand store Folder in Wujiaochang Wanda Plaza store in Shanghai opened a record sales of more than 900 thousand yuan on the first day, which exceeded the opening record of all new brands of the clothing and love group.

In April 2012, the multi brand collection store that just landed in Korea has rapidly expanded in a year.

As of November 2013, the number of Folder shops in Korea has reached 11.

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< p > this is no isolated case.

In 2011, China's shoe giant BELLE tried to launch the "a href=" http://sjfzxm.com/news/index_s.asp "footwear brand" /a "collection store map". The store not only gathered dozens of brands such as BeLLE, STACCATO, joy&peace, millies, GEOX, Bata and so on, but also introduced brands of other companies, such as "millies,", "and".

Multi brand collection stores are emerging in the Chinese market. This seemingly new format has always dominated the retail industry in Europe, America and Japan, especially sports brand and footwear accessories, mainly Footlocker, Sticks and XEBIO.

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< p > China's early collection stores were founded by celebrities or people who lived abroad for a long time.

"Many brands abroad are not imported from China. They bring these brands in, and at first people call them" parallel goods stores ".

Wang Qing, the merchandise purchasing manager of the attachment group Folder, told Global Entrepreneur.

Edison Chan's tide shop Juice belongs to this category.

Stars have strong brand resources, often can get limited edition, triggering panic buying.

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P, one of the largest sporting goods retail companies in China, launched in 2009, FOOTMARK is an enlarged version of Juice.

Its position as the popular trend fu MA now has 50 stores, mainly in the southern city, mainly in Jiangsu, Zhejiang, Shanghai, Hunan and Hubei, and will enter the northern market in 2014.

"In 2009, consumers saw this type of shop would question whether the product was authentic, and now the collection shop has been accepted by young consumers, and is now in a healthy and upward developing state."

Qu Feifei, product manager of fu MA Fashion Clothing Co., Ltd. told the "Global Entrepreneur".

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< p > advantage < /p >

There are complex factors in the rise of P stores in China.

On the one hand, the market stores tend to be saturated, and the competitive advantage of single brand stores has rapidly declined, and the rigid fees such as personnel and rents have increased rapidly.

Take Folder as an example, the business area of 370 square meters includes nearly 40 brands.

Multi brand enables retailers to get larger business area and form a higher terminal share.

At the same time, further enriching products will also enable customers to have more choices and contacts and create more opportunities for business.

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< p > with area estimation, multi brand store can create more Gaoping effect.

Since its opening in China for three months, the average Ping efficiency of Folder in Wujiaochang has reached ten thousand yuan / month.

According to statistics, in the collection store, the guest stay time is higher than the single brand store three times.

By increasing the richness of goods, multi brand stores virtually prolong the stay time of guests, and ultimately bring better benefits than single stores.

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< p > with the upgrading of consumption, consumer demand for brand is also becoming more diversified.

Some brands need to enter China through the channels of collective stores, so that Chinese consumers can accept them.

But for smaller brands, the cost of entering the Chinese market is too high. The establishment of a branch requires sufficient financial resources, and the development of the market through distributors is also faced with the risk of brand image damage.

The collection store provides a test ground for some leading brands. Those who dare not enter the market on a large scale can take a small test through the brand collection store. Retailers can also take this opportunity to hatch and create more loyal fans of new brands.

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< p > in the multi brand store, we can make full use of the brand combination to extend the brand.

For example, consumers may just be fans of Nike, but they would like to take a look at other niche brands when they go shopping.

Small brands should be driven by big brands, and multiple revenue points should be created for the collection shops to make up for the shortcomings of single selling single brands and high risks.

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< p > at the same time, according to market demand, changing at any time, < a href= "http://sjfzxm.com/news/index_s.asp" > brand combination < /a > is a major advantage of the store.

"You can constantly adjust the SKU (Stock Keeping Unit, stock unit number) of a single brand, so I don't need to be tough about choosing products that are not good."

Qu Feifei said.

Big brands such as Nike and Adidas will ask how many SKU the franchised store must have, while the multi brand store can have its own choice, even if it is certain.

Therefore, at the order meeting, some brands began to be divided into exclusive stores and multi brand channels.

"Brands are starting to pay more attention to multi brand channels. They also hope that our orders are different from those of specialty stores, so that we can achieve differentiation."

Wang Qing said.

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< p > not only that, < a href= "http://sjfzxm.com/news/index_s.asp" > collection shop < /a > can also be flexibly controlled in the display space.

"Brands suffer too much in the image of exclusive stores, because domestic agents spend less time on marketing and shop decoration."

Wang Qing said.

In the shop display, Folder will leave the gold position to the snow boots PAWZ, not only that, but also spent twenty thousand yuan on it to customize a display counter, using wooden boxes, lanterns and other elements to foil its display effect.

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< p > the risk of inventory existing in a franchised store may not be so high in multi product stores.

Because in the consignment shop, some small brands adopt the consignment system. They are usually liquidated once a month. They are divided according to the contract, and the goods that cannot be sold by the end of the year can be refunded.

For some famous brands, though not consignment, multi brand stores can choose better selling styles and even get limited edition cooperation.

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Store stores tend to be saturated and their competitive advantage is declining rapidly, while staff and rents are rising rapidly. In order to improve the efficiency and efficiency of retail stores, they have to pform to multi brand stores. < /p > p

< p > private brand in multi brand store is a hidden profit growth point.

Fu MA and Folder have their own brands.

For example, Fu Ma's two private brands Malamala and Fortresshill, where Malamala comes from the name of a grassland, the style is defined as the national wind, while Fortresshill is the main spring and summer, and it takes a light and comfortable route.

The snow boots named after Folder are the most profitable products, and the profit gap with ordinary brands is between 20% and 30%.

Although the number of private brands occupy only a small number of brands, but in the depth of SKU, it exceeds other brands, and the number of products is often more than that of other brands.

Because private brand is usually a better brand in store sales.

"In general, the style and style of their products are the hottest in the market, and the prices are cheap, so they sell well."

Wang Qing said.

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< p > Development > /p >

The attitude of P to department stores is still in the wait-and-see stage.

Collection shops usually have a large area and belong to a relatively new format. It is not easy to get a gold business location when choosing a location.

Folder currently has two stores in Shanghai, Wujiaochang and Xhenzhuang, which are not traditional core business districts.

"We opened a store in Wujiaochang before, and Wanda did not really support it.

Now that our business is good, their attitude has changed. "

Wang Qing said.

Because the shopping area is limited, if you leave the location to the store, you can receive fifty or sixty brands at the same time, leaving only two or three brands for the exclusive stores.

As far as experience is concerned, the pool effect will be higher than that of the franchised store, and at the same time, it will attract more people. The pressure of department stores will be reduced.

"When a department store has such a change of mind, the store will begin to develop."

Wang Qing said.

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< p > the store brand is too similar in the market. One of the purposes of the store is to divide it up.

For example, Nike has a line called NIKE SPORTS WEAR, Folder only acts as running shoes and basketball shoes for this brand, while other casual shoes and skateboard shoes are not in the scope of agency, while Footmark sells slippers for this line.

Different collection stores choose products according to their brand positioning and get a more distinct brand image.

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< p > location of stores is different, but sports and leisure are still the main ones.

Topsports2 under a href= "http://sjfzxm.com/news/index_s.asp" > BELLE < /a has become the first multi brand store in the field of water sports.

At present, there are three shops in the country.

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XEBIO, also known as P, has been a multi-brand store with more than 20 years of history in Japan.

Unlike China, there is no concept of sports leisure in the consumption of sports products in Europe and the United States. The main demand of sports brand is in sports specialty, and the area is usually 1000 to 2000 square meters by multi brand stores.

With China's attention to fitness, there are also opportunities for development of sports professional multi brand store.

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< p > how to choose the same brand as the location of the store has become an important issue for buyers.

"The electricity supplier has hit the store too much. On the one hand, the price is cheap, on the one hand, there are many kinds of products.

Therefore, the best way to fight against electricity suppliers is better products, such as popular brands.

Wang Qing said.

Positioning itself as the Folder of the trend selection, nearly 50% of the brands in China will be directly imported into the Folder brand collection store in Korea.

Changing the exquisite accessories on shoes is a trend in Korea. Korean brand MAC MOC is such a kind of shoes. It is the target brand of Folder.

The environmental protection bag, Switzerland brand Freitag and PAWZ snow boots, which are also sought after by the tide makers, are also introduced into Folder and occupy a better position in the shops.

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"P" collection stores do not simply put different brands in stores to sell.

From brand to category, how to combine the brand of a store is a profound knowledge.

"It's not always a good thing to bring a brand's essence to a store.

Good flowers need green leaves. "

A senior industry insider who has been engaged in sports brand management concluded: "in multi brand store, brand effect is the second.

More depends on what kind of sport the consumer chooses, and the first one will jump out.

For example, yoga consumers will choose professional brands such as Lululemon, but rookies will still choose Nike equipment because they are enough.

In multi brand stores, consumers will be divided into different levels, and businesses will be divided into several units according to different dimensions.

The SUK of single brand is less, it only pays attention to the integrity of < a href= "http://sjfzxm.com/news/index_s.asp" > marketing < /a > positioning, while multi brands are more complex, and need to cross brand and cross series, which also raise higher requirements for buyers.

They not only need to face wider product breadth but also become an expert in a certain field to choose the right products from the consumer perspective.

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