"Small And Beautiful" Business Know-How

Alting runs a buyer's shop for many years. From buying several years ago to the wholesale market and now locating high-end buyers, she has come to the experience that the buyer shop must be precise, because the size and popularity of the buyer shop can not be compared with the ordinary brand in the shopping mall, so the buyer's shop must be exclusive and high-end.

"I first came to Cheap Road, Shanghai to purchase goods, the cost was very low, but the style and texture were relatively poor. To do some student customers business was ok, but the profit was low. In order to bear the cost of rents and manpower, I had to raise the price, which means that my goods must be high quality and exclusive, so that" people without me "and design and texture are better.

Ah Ting said.

RET Rui Yide's "China buyer shop Research Report" found that a lot of self-employed buyer shops emphasize the "uniqueness" and "dignity" of commodities. There are many limited products in the products, and each product has only 1 pieces of size, creating exclusive sense for buyers.

"The experience of the businessman illustrates the knack of" style first ". The buyer must emphasize his uniqueness. In order to highlight individuality and differentiation, the first step for a buyer's shop is to set a style, and then purchase goods according to this style. For example, a dark style buyer's shop will be dominated by bats or skeletons, and some visual fans will prefer it.

Shi Jin analysis.

After the style is established, the buyer's shop is aimed at the group of small group of customers that match them.

"There is no need for customers to have a wide range of faces, because buyer shops emphasize characteristics rather than popular preferences, and they can't meet all people's preferences like department stores, so buying shop only needs to grasp part of their customers."

Adam admitted that her customers are extremely fashionable and often attend high class banquets and have high consumption of young girls. So she went to Europe every 1~2 a year, buying a batch of dresses and dresses every time, and these clothes were only suitable for tall, bump and skinny girls.

Most people are hard to match, but as long as ah Ting's small group of customers can wear, her profits will be guaranteed.

Many buyers' case tells us that buyers are the key. After positioning accurately, they must purchase matching goods. The most important thing is that buyers' accurate insight into the market directly affects the turnover rate, inventory cost and flexibility of the business, and is the core competitiveness of enterprises.

Of course, every buyer has his own individualized ideas, but the common point is to grasp the world trend, customer preferences and market forecasts.

Now there are a lot of buyers in the popular goddess's new clothes. They look at the costumes worn by female stars and buy the works of the designers.

Once bought by buyers, the copyright fees of these designers can be as high as several hundred thousand to millions of dollars.

Shi Jin told reporters.

Because of the high-end, exclusive and high consumption consumer niche of the buyer's shop, most of the goods in the shop are expensive.

According to incomplete statistics of the market, the price of buyer's clothing ranges from 500 yuan to tens of thousands of yuan.

For example, there are many different types of private shops on the streets of Changle Road and Xinle in Shanghai. Many shopkeepers are buyers. They purchase goods from Europe and the United States every year. These shops are small in size, and the quantity of single products is not large. The prices of commodities are often high. The unique cognition of the shopkeepers on the brand brings premium to the products.

"A buyer's shop should be well managed, with a focus on membership and the corresponding format management.

For example, there is a newly opened buyer shop in Shanghai. It must be a member's appointment to enter the shop. This indicates that its location is a high-end customer with privacy and a threshold for non customer groups.

In short, "small and beautiful" is the core idea of success for a buyer's shop.

Shi Jin revealed.

Many businessmen revealed that, because the buyer shop itself is not large, it can not be set up in the cold corner of the street, otherwise it is easy to be overlooked, but the price of the rental in the prosperous area is too high. Therefore, it is not easy to choose the right place to open a shop, so many buyers choose to open shop in order to achieve the scale effect.

Reporters learned in the interview that at present

K11, INSHOP, and Xintiandi fashion have concentrated many buyer shops, including C.P.U, Lapalette, Momo, Barneys, Ora Creation, wood ninety, etc. but now the price of the rental shops of these locations is also rising. The main part of the INSHOP business of the Metro business has reached the level of 30~50 per square meter per day, which is close to Nanjing West Road and other categories.

Rent level.

Some of the most popular subway business shops can rent up to 100 yuan per square metre per day.

As far as cost is concerned, the buyer's shop of consignment designer brand also has to face the cost of making goods difficult to come down.

Some designers are fastidious about cloth, which is streamlined and minimalist because of its uniqueness, so that only 1 pieces of cloth that can be cut out of 2 clothes can be cut.

Worry

Another problem is the challenge of market acceptance caused by its niche and high price positioning. Although the buyer group is not a popular tourist source, it still needs a certain degree of market acceptance. Especially in economically developed cities, if there is a lack of acceptance, it is difficult to expand business.

RET Rui Yide, a research report on Chinese buyer shops, points out that buyer shops are mainly located in the mainland of China, and are mainly distributed in Southern China, East China and other cities with a higher level of economic development and a certain degree of awareness of brands.

Shanghai is a multi-cultural gathering place. Consumers have a higher degree of acceptance of new things. According to statistics, there are 75 buyers in Shanghai, ranking first in the country.

But relatively speaking, the concentration of buyers in other cities is not so high.

In addition, Rainbow Group, Via Bus Stop and other strong buyer shop in the Chinese market is still in the test stage, and the future expansion plan is not clear.

"In view of the current problems, many practitioners are also working hard to overcome them.

For example, in order to reduce the cost, some buyer shops began to turn to the electronic business platform without entity shops. According to our statistics, 2/3 of e-commerce platform has been established in the brand of buyer's shop, and more than half of the remaining brands are building online shopping centers.

O2O reduces the entity's operating cost of the buyer's shop, and promotes brand promotion in the whole channel, so as to enhance its popularity at a lower cost in the short term.

In addition to Shanghai and Beijing stores, "Dong Liang" has begun to customer service and sales through WeChat friends circle, which has contributed about 10% of sales.

The online sales of other buyer shops also reach almost 10% of the total turnover.

Shi Jin pointed out that for the site selection challenges, more commercial real estate developers have provided new business opportunities. Some developers, in view of the difficulties of traditional brand investment, pay more attention to buyer shops. For example, Xu Hui real estate is buying IORI in Jiaxing's Xuhui Plaza by related enterprises. Chongqing is about to open a shopping mall.

"With the return of overseas buyers such as old Buddha and other overseas buying department stores, local department stores are also following the buying model and taking the boutique line.

Nanjing Jinying international trade group announces holding the US SKINMINT company, and will try to buy water through the company.

Shi Jin analysis.