Hi Department Store Buyer Department Store Change The Traditional Relationship

Most of the current buyer shops in China are self-employed.

Shops, small area, fast turnover of goods, capital rolling fast.

And Hi department store, which is the main home life product department, is facing a much bigger test of its commodity and capital turnover.

about

And her team is engaged in an experiment on department stores.

2012 turning year

2012 is an unforgettable year for department stores.

Statistics of China's general merchandise business association show that in 2012, the sales volume of 81 large and medium-sized retail enterprises was 228 billion 270 million yuan, up 8.92% from the same period last year, which is significantly lower than the average annual growth rate of 16.5% in the department store industry in 2006-2011 years, forcing many department stores to introduce catering, entertainment and other experience formats to counter the impact.

Parkson group went public in Hongkong in 2005, and its net profit fell for the first time in 2012, and began to reform drastically.

In October of that year, a 7000 square meter dining area was added to the old Buddha's department store again, bringing in several exclusive catering brands.

In Guangzhou, the Department of agriculture and forestry in the United States opened the Department of agriculture in one year and two months.

Guangzhou department store chain giant Guang Bai shares stationed in the East department store to become a new "catcher".

In the 2008 global financial tsunami, we realized the necessity of pformation.

Xie Meng, vice chairman and CEO of Zheng Jia group, returned from studying in the United States in 2003. In 2008, he was faced with the problem of the withdrawal of tenants from good Plaza. At one point, I did not know how to adjust the format to continue to develop.

"At that time, it was really very confused. With the strength of external consulting companies, it was finally discovered that no one could help you find your way forward, only you wanted to know how to go on."

Xie Meng said in an interview with the media.

Finally, Xie Meng decided that one of the pformation ways was to draw lessons from foreign department stores to China and break the homogeneity of domestic department stores.

Yao Zhuoni is an important member of the new Plaza.

The team visited many famous department stores in the world, studied the operation mode of these boutique stores, and communicated with the management departments of many department stores.

"We can see that there are many department stores in Japan, but each has its own characteristics, so that people can remember it.

They are small and medium-sized, most of them have their own themes.

British and American Department Stores pay more attention to history and inheritance.

For example, Liberty in the UK is a very traditional British style shop, while Harrods is the representative of luxury department stores.

Remembering the inspection process, Yao Zhuoni said that she believed that it would be entirely feasible to make a feature department store.

In 2012, the plaza was formally planned to build Hi department store, locating buyer's department stores.

China's department stores do not have Buying (Purchasing).

The department store is equivalent to the "two landlord" of the brand business. If the brand counters can afford rent, other things will not be questioned.

But the buying department of the department stores first contributed to the purchase, which changed the traditional relationship.

Because the sale of products is related to the withdrawal of funds, the "buyer's department stores must be concerned about the sales status of single products".

Lyann is a clothing buyer of Hi department store, buying fashion in Europe, Japan and Korea every year for three to four months.

Each purchase decision must be targeted at sales.

"Purchasing must not be based on my preference, but on the tastes of the guests."

Lyann said.

According to the data and store experience of Guangzhou store, Lyann concluded that customers who visited Hi department store fashion were mostly women aged 25-35 or so, so "suitable for purchasing clothes that are elegant and fabric with good texture".

In Wuhan, after two months of business, Lyann found that consumers would make a special trip for a pair of boots, even on rainy days. This shows that Wuhan consumers are more receptivity to fashion clothes and can try to increase fashion related product types.

Unlike the traditional department store's long term lease, the biggest advantage of the buyer's system is flexibility, which can quickly adjust the commodity structure.

However, as Hi department stores involve many kinds of products, apart from accessories and clothing, it also involves stationery, children's home textiles, tableware and other household products, as well as crafts and design products from designer brands.

Each type of commodity has its own characteristics. Every commodity has many brands in supply. Buyers must find the right product orientation and find a good brand.

In the past two years, Hi department store has been adjusting, and has done a lot of work to train mature buyers and set up clear guidelines for procurement.

To this end, Hi stores rejected some people seeking cooperation at the beginning of the business.

Now, the company has basically established product procurement guidelines for each category.

"Design aesthetics is the basic requirement of all categories, but each category has its own priorities, such as children's articles. Our brand screening focuses more on safety and environmental protection. Food and kitchenware must emphasize functionality and convenience."

Yao Zhuoni said.

The company adopts the procurement budget system to guide and regulate buyer's purchasing behavior.

Lyann will make a purchase budget form according to past data before each departure.

During the overseas purchase, she runs the exhibition during the day, negotiating with the brand designer and designer. In the evening, we should adjust the budget according to the day's purchase amount, and adjust the next purchase items in time.

After the goods are sold, they will be tabulated and compared with the original budget.

This is also a way for Hi department store to control its own cost and capital turnover.

If sales of purchased products are not ideal, the company will ask buyers to adjust the next quarter's procurement budget and strategy.

Once a month, Hi department stores will hold an inter departmental "product selection meeting", including shop salesmen, and discuss whether they should add or adjust brands or categories from different angles.

Besides purchasing, the purchasing mode of buying department stores is also different from traditional department stores.

Because most of the Hi department stores are rare brands in China, they need to consider how to explain their brand stories to consumers, tell customers the uniqueness of their products, and attract customers to buy.

"The easiest way is to set up a brief brand beside the product.

But the whole store is full of signs.

Yao Zhuoni said that this nuance took a long time.

Finally, the company decided to make a brief introduction to the "reappearance scenario", and make the space layout of department stores like home life, and intuitively tell customers how to use a product in your life.

Some courses or activities are added to enable customers to learn the use of goods.

Department store process reengineering

On the eve of Christmas this year, the buyers of Hi department, combined with the characteristics of their products, offer many suggestions to the marketing department on how to plan and display the theme of Christmas.

The buyer's shop originated from the grocery store, and the buyer is similar to the shop owner, who is responsible for the commodities from beginning to end.

For high-end high-end department stores, whether buyers can ensure the display effect and achieve good sales is a key role for foreign brands to decide whether they are willing to enter the Department at the right price and quantity.

"Foreign brands are very interested in the Chinese market, but at the same time feel that China is too big to know where to start."

Yao Zhuoni said that the Hi department will advise the brand on the Chinese market and the habits of Chinese consumers, and will also provide display programs and marketing programs, so as to build up complementary and supportive relationships with brands.

Therefore, buyers have a high degree of participation in marketing within the internal mechanism.

Yao Zhuoni's intention to require all employees to take part in rotation is also here.

Employees work directly in the front line of the store. They can not only understand the needs of their customers, but also learn the knowledge of shelf display and moving line design. They can even learn about the pportation process of the product, and maintain enough familiarity with every aspect of the product from production to sale.

The more the brand's product sales increase, the more trust it has for Hi department stores, the less paction costs the two sides have, and the more smooth the cooperation is.

Also on Christmas Eve, the French backpacker C arrived at te&Ciel's first store in China (shop-in-shop) and landed at Hi department store.

Previously, the Taiwan design brand ZUNY designed the circus series door file was sold exclusively at Hi department store. It was purchased and empty. Then the designer authorized Hi department store to select 5 pony images in this series of 12 rising horse door files to make small books and files for mass sale.

For a buyer's department store, it can be authorized or sold exclusively by a brand dealer, which means that the brand is fully recognized by the brand, and is also superior to its peers.

Entering the Chaoyang Joy City in Beijing means that Hi department store has begun to expand. Yao Zhuoni said it would consider developing various ways of cooperation with shopping malls so as to reduce the cost of Hi department stores.

In fact, despite the buying system, the risks faced by department stores still exist, and the most typical one is the impact of e-commerce.

At present, there are many online shopkeepers in China who introduce foreign brands through Hai Tao.

As a physical store, Hi department store not only takes on more rent and personnel pressure, but also adds extra cost to train customers.

Yao Zhuoni admitted that in the face of competition, Hi department store demanded strict control of commodity prices, only about 10% higher than similar products on the Internet. In addition, at least 30% of the purchases of Hi department stores could not be found online.

She also revealed that the company is actively preparing for the Hi department store online platform.

Yao Zhuoni believes that Hi department store's own life style layout, good display and experience is its advantage.

"I believe that customers will come to know and experience it, and find that the price of goods is not too expensive," he said. "By the way, they will take the goods home and do not wait to go back to the Internet to buy them."

Yao Zhuoni said.