CHIC 2015 China Buyer Shop Research Report

Buying Showroom has become a new phenomenon.

More and more

Showroom, such as Both and Waterstone, is opening BOTH Showroom in Hang Lung Plaza, and Alter will launch its Showroom in Shanghai fashion week in April.

Before the rise of Showroom in China, buyers of foreign brands need to go abroad for fashion week or exhibition.

Since 2014, Showroom has emerged as a new business mode in China's first tier cities.

Showroom Showroom can flexibly change the brand according to the trend trend and the latest demand of consumers. Buyers and retailers decide the order needs according to the goods displayed by Showroom, while the brands will give the corresponding Commission according to the order status of the products.

For buyer shops, the business mode of Showroom can make ordering easier and more brands to choose from.

Showroom as a buyer and

They usually have their own venues and operate throughout the year, and participate in various fashion week and trade shows, such as Shanghai spring and summer fashion week and autumn winter fashion week attracting more and more Showroom.

A large number of foreign brands have a strong interest in the Chinese market. Showroom as a bridge of communication can help these brands increase their understanding of the Chinese market and set more reasonable pricing and Chinese market strategies.

Buy shop open audience

The domestic buyers' stores are increasingly returning to the "small shrine" of the high-end niche, and the high-end customers become the main customers.

The price range of buyer's shop has expanded from several hundred to tens of thousands, and more and more buyer shops are offering various value-added services.

The price range widens: the average price range of the buyer shop is wider and the distribution is more average. The buyer stores actively increase various pricing commodities to seize the market segments.

In 2014, the buyer's shop began to produce two segments of products below 500 yuan and 500-1000 yuan yuan, and the average price area accounts for 2.3% and 5.4% respectively, and the number of low-priced goods is increasing.

The reason is that, first, there are a large number of buyers in low price sections. Most of these shops are small personal buyer shops, which mainly focus on low-priced goods to achieve dislocation competition. Second, more and more large brand buyers are beginning to sell low-priced segment products.

Famous buyers such as Lafayette, Lafayette and so on are adjusting strategies in China to introduce low priced goods to attract diverse consumer groups.

We provide all kinds of value-added services:

And the rise of overseas shopping has made it easier for domestic consumers to buy overseas products, and the number of brands they can buy is also increasing, so that buyers of the flagship "scarcity" commodities will become more competitive.

People's demand for buying shop has exceeded the commodity itself and needs more "exclusive" services.

To attract more customers and enhance consumer loyalty, buyers have begun offering personal image consultation, beauty consultation and custom wardrobe service.

At the same time, all kinds of activities are held to increase customer stickiness, such as the continuous cocktail party held by Lafayette, the lucky turnaround of Spring Festival, the launch of Attos Festival.

Designer brand life cycle shortened

The designer's brand is shorter and shorter from its establishment to the attention and love of domestic consumers. Alexander Wang, House of Hello and so on, as young designer brands, are quickly known by domestic consumers in just 1-2 years.

The reason why the designer's brand life cycle is shortened is:

First, the use cycle of clothing products is shortened.

Young consumers begin to innovate more and seek individual uniqueness, recognize the added value behind the designer's brand, and pursue the trend to produce more and more new brands.

Second, clothing production technology and productivity are constantly strengthening, the production cycle of clothing is shortened, and the alternation of new and old commodities has been accelerated.

Third, in the era of information explosion, the use of a variety of communication tools and social media makes designer brand communication faster and can quickly enhance brand awareness in the short term.

The buyer store has a diversified background.

The entry threshold of buying shops is high and low. More and more investment and people from different fields begin to enter the buyer's shop market.

ASA shop buyer from the logistics industry, a founder from the building materials industry to fashion industry, this group of people optimistic about the future of the buyer shop market, and with its precise vision and many years of business experience to set up a buyer shop.

Second groups of people are very interested in buying shop. For example, Prezious was set up by a small couple who returned from studying in Britain, turning interest into a career, and using WeChat sales and other new media channels to achieve O2O.

The third group of people who are keen on setting up a buyer's shop are stars or celebrities.

Edison Chan's Juice, Hong Huang's BNC, Xiao Che's DMAGAZINE, such people rely on their industry advantages and contacts resources to set up a buyer's shop, and expand their brand influence by participating in various show activities.