Red Dragonfly Launches Brand Collection Store To Explore New Retail Mode

According to the world clothing and shoe net, the red half Dragonfly released its semi annual report in 2017, revealing that the company is introducing "D.VALLEY" and "DNEST" light extravagance.

Style brand collection shop to explore new retail mode.

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Collection stores in Europe and the United States has nearly a hundred years of history, in recent years, with the improvement of Chinese aesthetic appreciation, gradually rising in China.

Insiders pointed out that the main body of aesthetics in China still stays in appreciating big cards rather than

Mainly, but many consumers are awakening, and some representative samples appear, leaving room for reverie for the development prospect of brand collection shops.

Designer first

Direct connection to the designer's brand collection shop is unique. They collaborate mainly with Chinese original designers to pool the designer's works and save too many intermediate links to consumers directly.

There are 102 shops on the international level of the new street, there are two glass windows displaying exquisite costumes and shoes bags. From time to time there are foreigners passing by. In a trance, people feel the illusion of being placed in Paris. They can see that the two pillars of the "pillars" are simple and upright. This is one of the earliest designer brand collection shops in China.

The first pillar was first built in five Hutong Hutong in Beijing and moved to the new international new store in 2012.

Shop is not big, mainly sells designer clothing, shoes and hats, jewelry and other designer original products, cooperative designers include UMA WANG, XANDER ZHOU and other Chinese more attention designers, at present, there are three shops in Beijing, Shanghai and Chengdu.

D2C is an earlier collection store for designers' original works. The expansion speed is obviously faster. In Beijing, Shanghai, Hangzhou and other cities, the number of shops is about 31.

At the same time, we have a self built electronic business platform. We can see the latest styles, costumes, accessories and bags of thousands of designer brands on the D2C official website. The average price of the products is about 1000-3000 yuan, and the sales figures are not shown in detail.

But another online sales of designer brand collection shops called "peppermint glutinous green onion" can be a glimpse of one or two. Peppermint glutinous rice is sold in Taobao and Jingdong platforms, and there are about 600 items in Taobao shops, with a price range of 25-7880 yuan. The number of successful merchandise trading on merchandise page sales is only 4, and the number of goods in Jingdong stores is basically 0 or single digits.

Traditional brand test water

In the 2017 semi annual report released by the red dragonfly, the "D.VALLEY" and "DNEST" of the self styled and self styled collection store of luxury and fashion have surfaced.

Red dragonfly has formed its own buyer team and has co operated with many designers at home and abroad to sell shoes, clothing, accessories and other commodities. At present, D.VALLEY and DNEST have opened two entity stores in Shanghai.

However, the new collection store brand red dragonfly is still in the initial stage of exploration. According to the results, in the first half of 2017, the Red Dragonfly brand's revenue was 1 billion 401 million yuan, while the other brand revenue was about 6 million yuan, accounting for only 0.4% of the total revenue.

At the same time, Taiping, Metersbonwe, Jiangnan Buyi and other traditional clothing brands have also tested the water brand collection shop.

Jiangnan cloth is located in the collection store of Yintai City, west of Hangzhou city. It concentrates on the four brands of LESS, sketch, JNBY and JNBYHOME of Jiangnan cloth.

Insiders pointed out that the traditional clothing group chose to gather their own sub brands into a larger volume of shops, mainly based on two considerations. On the one hand, it hoped to make use of the flow rate attracted by the well-known brands in the group to drive the new brand performance. On the other hand, it wanted to make use of the combination of different large stores to form different forms and enrich the shopping diversity to resist the impact of online shopping.

In Beijing SKP, almost every layer has SKP SELECT stores, which is one of the typical cases of traditional department stores testing water buyers.

In the interview, reporters found that each SKP SELECT store has different positioning, from young fashion, professional men to high-end luxury.

SKP SELECT clerk, who is located on the ground floor, told reporters that the SKP SELECT product localization is younger, the price from hundreds to thousands of yuan, the most valuable is twenty thousand or thirty thousand yuan, for SKP shopping mall self run, from jewelry to clothing, shoes bag, the commodity type is very miscellaneous, customers in the store can match from head to toe together.

The store has brands from all over the world, and the products are updated at any time, generally maintaining around 75 brands.

Prospects and risks coexist

Zhu Yue, director of consulting and executive director of CIC, believes that the development of Chinese buyers' stores is still at the initial stage. There are three main types: private brand collection stores, multi brand buyers' stores, and collection shops with designer brands.

And the success of the buyer's store can still be attributed to the quality of the product.

Zhu Yue believes that under normal circumstances, the buyer shop will often pursue zero inventory, sold out, so it is difficult to accumulate customers who repeat the same product, will not produce high single product sales.

This feature is more in line with the current consumer's pursuit of diversity and individuality, so that consumers can get different surprises after each time they enter the store.

Zhang Peiying, an honorary consultant of luxury China Alliance, believes that from the perspective of high-end luxury goods, the form of brand collection stores is not good. In the past, luxury brands chose fixed time to deal with seasonal and tail goods each year, and they would make annual authorization to some international buyers, and buyers would enter the brand collection store through international purchases.

But in recent years, such as Hermes, LV and other brands based on intellectual property rights difficult to control, the brand growth is unfavorable and so on, has already sold such sales authorization.

For the original designer brand collection shop, due to the great impact of the Internet, various forms of physical stores are actually struggling. If we only sell from the perspective of product selling, the form of brand collection shop should not bring significant changes in revenue, but if we integrate into a diversified lifestyle, there may be room for development.

Lai Yang, Secretary General of Beijing Institute of business economics, pointed out that some of the designer's original new, fancy and personalized brand products are actually popular. But in the form of designer brand stores, they are actually faced with great operational risks and difficulties. Buyers need to have sufficient judgement on the market, because the rate of renewal of goods is very fast, and if they do not operate well, they will generate a high risk of pressure and lead to losses.

More interesting reports, please pay attention to the world clothing shoes and hats net.