Yintai West Lake Store "Self Operated" Brand First Test Water "Buyer Mode"

Last weekend, Yintai

On the first floor of the shop, a Italy brand MANGANO was set up. Apart from its unique style of dress, MANGANO appeared to be "full of personalities" in the agency of clothing. It was decided by the intime group buying team to decide its quarterly order, operation and promotion.

This is not the first time that Yintai has tried to build its own brand. As early as 2007, Yintai had opened JUSTINTIME in many stores, and the limelight has not been two for a time, and after another 5 years, it was obvious that it was well prepared to set up a "self run department" again.

"This cooperation with Italy brand is the first truly self catering project in department stores, and department stores will have more initiative."

The leaders of Yintai said that the company has high expectations for the "buyer mode". On the one hand, it can make the department store stand out in the competition of the same brand, and on the other hand, it can make the department store get more profits. In fact, most of the high-end department stores in Europe and the United States now have a certain proportion of proprietary brands, which will become a trend.

First try "buyer mode" to run proprietary brand.

Five years ago, Yintai tried its own brand, JUSTINTIME, to cooperate with clothing companies, providing brand and capital instead of buying models.

The MANGANO, Yintai will set up a buyer team to directly control the order, store operation and brand promotion.

MANGANO is a pure Italy brand. It has more than 30 stores in Italy. Its clothing is quite individual. It has a high degree of recognition. It often decorations rivets, fringes and metal pieces. It is more suitable for wearing parties, so there is no obvious seasonal difference between the four seasons.

The price of clothes is also moderate, the price of ordinary clothes is 3000 yuan -6000 yuan, and the design is more complicated.

It will be around 10000 yuan.

"This season, we will help Yintai choose products, and when they have a mature buyer team, they can directly choose products."

Mangalo, director of Shanghai (Commerce) Co., Ltd., which is working with Yintai, said Li Jicheng.

The reason why MANGANO is chosen is mainly because of its high recognition and strong fashion. Because growth brand has great potential for development and large profit margins, it can foster market recognition.

Before entering Yintai, MANGANO has been running in with Yintai. "More than 60% of women in Yintai group are women, and it is a typical female department store. Therefore, women's clothing will be dominant in clothing sales in the future."

MANGANO company official said.

It plans to open stores in Yintai department store in the province.

Yintai West Lake store's MANGANO is just the first test of Yintai's "buyer mode". Next, there may be more actions in Yintai.

"China

Tracing back to the initial state 20 years ago, it also adopted the self operated mode, but later it was unable to adapt itself to the brand development, and was once abandoned by the department store.

Nowadays, we find that department stores can provide more distinctive services through self employment. We are also willing to grasp more resources and increase quality projects by leading the right to choose commodities. "

Zhang Gang, deputy general manager of Yintai group's self operation Department, said.

The key to self employment is that the department stores have stronger control over commodities, so Yintai intends to train a group of professional buyers, establish a buyer's system and its own sales analysis database, so as to make the selection of goods and sales performance linked.

"We are systematically training and classifying buyers.

In addition, the future self-management will be more integrated into the concept and requirements of the shopping mall, such as salesmen, formerly provided by the brand side, and in the future, the management and storage of personnel will be required according to the service standards of the shopping malls.

Zhang Gang said.

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It is reported that Yintai plans to bring MANGANO into many Yintai stores in the province, and it is estimated that more than 10 stores will be opened.

For Yintai, opening several stores is not just a simple achievement, but a more self built brand.

When Yintai has more proprietary brands, it will be able to stand out from the competition of the same brands, and self supporting brands will also provide more performance support for them.

"At present, our sales valuation of self brand is 1% of total sales."

Zhang Gang said Yintai hopes to have more proprietary brands to raise this proportion.

If the sales performance of Yintai 13 billion yuan is taken as an example, and the annual sales assumption of MANGANO is about 6 million yuan, the self brand shop should reach at least 20, which will account for 1% of the total sales.

Department stores at home and abroad contend for brand discourse right

"In Europe and America, Japan and South Korea and other regions, we have a large number of research examples to demonstrate the feasibility of self catering business, and self employment will also become a strategic direction."

Zhang Gang said.

In foreign countries, Harrods and Messi stores in the United Kingdom use a considerable proportion of self owned brands, and Neiman Marcus, a luxury chain store which mainly manages luxury goods, has made self operation as an important business strategy. The famous British retail brand Martha department store is completely self-employed.

Many department stores are busy promoting their own sales ratio, while some department stores are looking for ways to run their own businesses.

A few days ago, Ito's news came out, which decided to reduce the size of self service clothing and grocery stores by 15%-20%, and introduce many rental mode stores. Ito's strategy of narrowing self owned stores made many people start to think about whether the mainland is a self-employed department store.

The expansion of self run ratio helps to better store goods resources and avoid being restricted to brand dealers and agents.

However, the proprietary mode must be supported by sufficient sales and profit contribution rate. If the operation is not good, it will face major risks. Brand, capital and operational capacity will face severe tests.

Analysis of the industry.