"Multi Brand Integrated Store Mode" Is Gradually Becoming The New Favorite.

Test water multi brand store

Guangzhou men's clothing business card slave road launched the first many brand High end boutique shop "01MEN", and the business scope of the former clothing clothing production and sales mainly changed to retail business. AOKANG international also issued a fixed increase plan to raise 401 million 700 thousand yuan in the fund-raising, and 150 new AOKANG International Pavilion in the next 3 years. The early test of water is also a news bird. The news bird group has been transformed from a brand dealer to a retailer in two years. Since 2012, the news bird group has launched a new brand. retail Format, multi brand integrated store "Phoenix Shang Shang".

Seven wolves, 361 degrees and so on also tried in the multi brand collection shop. Since 2007, seven wolves have opened many large flagship stores and living centers throughout the country. In many different styles of shops, the seven wolves have integrated traditional men's wear, men's clothing, family clothing and household goods into one. Apart from their own brand, the life hall has tried to incorporate some international brands into it.

361 degrees at the shoe fair first launched the concept of a store, integrating its 361 degree movement, 361 degree children's clothing and 361 degrees brand products, based on the idea of "FamilyFashion", launched a 361 degree store. 361 degrees president Ding Wu said that in the industry first launched the "collection shop" is to explore different business models to promote healthy development of enterprises.

Efficiency is better than single brand store.

The most prominent feature of multi brand integrated stores is to require a large number of brands in the store. The "Phoenix Shang pin" store brings together about 20 men and women's shoes and clothing brands from Italy, France, the United States and South Korea. The "01MEN" store is a collection of about 100 international brands in many countries around the world. Apart from its own brand, it also tried to introduce some international brands. The 361 degree collection store is composed of 3 different brands.

According to the industry, the multi brand store is mainly composed of three types of brands. The first is enterprises. Own brand The second category is international brands from Italy, France and other countries, and enterprises cooperate through agency mode. The third type is the brand that has gained the right to operate through mutual cooperation mode, such as mutual participation and so on.

A Brand Company once counted that the guests did not stay in a single brand store for a long time, but the time for guests to stay in the store was obviously 3 times higher than that in a single brand store. They also calculate another account. The collection store mode can reduce the rental pressure and personnel cost per square meter in the store, which is estimated to be 15% lower than that of the single brand store, but sales can increase a lot.

"For shopping centers, the introduction of a collection store also means that the total number of single brands will increase significantly in the same area. Management benefit It will increase correspondingly. " Huang Shengrong, general manager of MOSO brand operation center, said. According to the introduction, Gome and Suning are the typical household appliances brand collection shops separated from the big business super department stores.

Multi brand cooperation risks

It is understood that in addition to 361 degrees, seven wolves and other brand enterprises in Quanzhou try more brand collection shop, some Quanzhou. Consumer Brand stores such as warehouse three, East + Red and Sanford are also frequently used. For example, the clothes in the East + Red store also have other brands besides the East plus red brand.

Sanford is more like a collection store of many kinds. Women's wear The two floor is a collection of girls' articles. "The comprehensive experience provided by the brand collection store can perfectly display the business's products, attract a large number of experiencer, and give the target customers a stronger desire to purchase to facilitate the transaction." Pan Xiaokuan, general manager of Quanzhou advertising planning Co., Ltd.

However, there are people in the industry who believe that because the brand collection store is multi brand cooperation, in the process of cooperation, if one party suddenly withdraws, it may face the risk of regrouping, and even more directly leads to the disbandment of the stores. These problems make the brand collection shop face greater risks than the single brand store.

"However, the future of the collection store that can provide more brands is the direction of development, and consumers will be more willing to shop in a place where more choices and services can be provided." Li Taige, President of Limited by Share Ltd, China fashion group.