Overseas And Hongkong Branded Garments Dominate The Mainland Garment Market By Way Of "Collection 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 golden egg group, said that in the next 9 months, they will invest 10 million US dollars to open 150 stores in the mainland. Among them, there are more than 100 brands of multi brand shops, and two years ago, there were less than 30 shops in the HH store.

"Mainland market demand is very diverse, and for Hongkong or overseas. brand For example, the best way to quickly open the mainland market is to enter the 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 Spain Clothes & Accessories MANGO, a franchisee in Zhejiang Province, and an agent in Italy, a man's brand Byblos in the mainland, Shen Jiayi made full use of the advantages of the agent in the development of the two or three line market. But acting "big brands" is not always the best way to maintain high profits. He hopes to find a way to raise profits.

In 2009, Yong Jun holdings changed its business strategy and changed the single brand store to a multi brand store, named HH. It was named HH. It was a special agent for the two or three lines of women and men's clothing brands and local brands. "A single brand is not easy to manage for ten years and fifteen years for a single brand. But we are a multi brand collection shop, and the space for adjustment is much bigger." 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 wants HH's shop floor to be small and suitable for special counters 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.

The Mana Denning store, which is made up of local designers in Hongkong, is also optimistic about the form of the 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." Guangdong garment industry association responsible person said, Hongkong Fashion brand There are many kinds of designers, and the degree of internationalization of designers is 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.