Hongkong Enterprises Open Up The Mainland Garment Market In The Form Of Collective Stores

More and more overseas and local clothing brands in Hongkong began to " Collection shop "In the form of the mainland market, the opening speed of the market makes people feel that the market is somewhat" Crazy ".

Shen Jiayi, chief executive officer of Handsome Hero, Hongkong's golden egg group, told the first financial daily that in the next 9 months, they will invest 10 million dollars to open 150 stores in the mainland, including more than 100 brands of "HH", and less than 30 stores two years ago.

"Mainland market demand is very diversified, and for Hongkong or overseas brands, the best way to quickly open the mainland market is to enter the collection store. They are responsible for brand design, and we are responsible for marketing. " Shen Jiayi believes that Hongkong garment industry has been dealing with the mainland for more than 30 years, and is familiar with the circulation environment, quality needs and urban culture of the mainland. This is the most important advantage of Hongkong brand collection shop.

But he did not think so in the 4 years when he was in the mainland market.

At that time, YJ holdings also operated a single brand store with menswear brand Silvo. They looked at the demand for high-end menswear from mainland consumers. "We think this is a market to be developed urgently." But in fact, the market is not as good as expected. In 2008, the rent of the first tier cities has begun to skyrocket. For new brands that have just entered the field, maintaining business means throwing money continuously. "Beijing and Shanghai are not tasty, because there are 10 to 20 clothing brands on a street," he said. Shen Jiayi made a decision at once. To make money, we must develop two or three line cities.

At the same time, as a franchisee of MANGO, a Spanish apparel dealer in Zhejiang, and an agent of Italy men's brand Byblos in the mainland, Shen Jiayi made full use of the advantages of agents in the development of the two or three line market, but agent "Big brand" is not always the best way to maintain high profits. He hopes to find a way to increase profits.

In 2009, Yung Chun holdings changed its business strategy, and gradually changed the single brand store to a multi brand store. It was called "HH". It specialized in overseas two or three line clothing brands for men and women and local brands in Hongkong. "A single brand has to operate continuously for ten years or fifteen years. It may not be easy, but we are a multi brand collection shop with a much larger space to adjust." Shen Jiayi said that when many retail formats had to close down because of the low profit of a single store, he could adjust the store's brand to achieve the best sales results.

As a matter of fact, Hongkong enterprises, which tried to form a brand store, had I.T, and sold over 300 brands in their stores, spanning all levels and styles. From the bold and dramatic Alexander McQueen to the minimalist Jil Sander, from the as know as of the national broken flower wind to the April 77 of rock and roll, from the advanced clothing Dior Homme to the Holland minority brand Humanoid, there are hundreds of thousands of Yuan fur, and there are also hundreds of yuan of them.

Unlike I.T, Shen Jiayi hopes that the shop area of "HH" should be small and suitable for special purpose in department stores. Shen Jiayi told reporters that this year will increase the maximum number of 100 "HH" stores, mainly attacking the middle and high-end market, the main selling men, women, children's wear, jewelry, handbags and shoes 6 series products, more than 50% of the goods from Europe, and the rest from Japan, Korea, the United States and Hongkong and other places.

from Hong Kong The Mana Denning store, a local designer, is also optimistic about the form of a collection store. This shop has 3 series of jeans with different styles, including women's wear, men's wear and middle-aged gentlemen. Manatannin, the first store to open in Hongkong 6 years ago, was welcomed by cowboy enthusiasts of all ages. Designer Marshall hopes to "enter Beijing collectively". In his view, opening up the mainland market is a sign of success.

"The emergence of the consign store eliminates the complicated work of individual brands in registration, logistics, store design, and so on, saving the time and cost of products entering the market." The head of Guangdong Garment Industry Association said that there are many kinds of fashion brands in Hongkong, and the internationalization degree of designers is relatively high. But the Hongkong fashion brand featuring "small and fine" is difficult to compete with European and American brands in the high-end market in the mainland. It is a shortcut to enter the mainland market in the form of congregation stores.