Beijing SKP Increases Its Proprietary Brand, A New Way To Buy Buyers.

World clothing shoes and hats, as representatives of high-end department stores in Beijing, Beijing SKP is famous for sitting on the top line, but has been in the process of brand adjustment and part of the floor decoration.

A reporter recently noted that all the adjustment and renovation of Beijing SKP has been withdrawn. The five tier has joined the "SKP HOME Select", enriching the category of "SKP Select" of Beijing SKP self purchase shop.

According to the insiders, shopping mall stores have their own fixed purchasing teams and rich fashion awareness, and more importantly, understand the needs of consumers in their stores.

Such a business model not only brings uniqueness to the shopping malls, but also reduces the cost by utilizing the advantages of the shopping malls.

Set up a number of self operated buyer shops.

After the new year, Beijing SKP greets consumers with its new look, and self buying shop "SKP Select" attracts eyes.

Reporter visits found that Beijing SKP four and five floors of the ground decoration and shop decoration has been fully completed, the five floor has increased the "SKP HOME Select" home buyer shop, and children's clothing and toy area in the middle opened up a children's entertainment area.

Before the Beijing SKP four and five floors are still in the format adjustment and decoration.

At the same time, a number of high-end cosmetics and fragrance counters were introduced on the first floor, and the LV counters also removed the enclosure; Thom Browne moved into the new store location.

It is worth noting that the obvious location of the negative, one, two, three, four and five floors of SKP in Beijing is the "SKP Select" of the self-employed buyer shop, involving hundreds of international brands and multi style international designer brands.

Innovative break the traditional retail space layout, and provide a consumption place for men's customers.

Unlike the previous ones, the two floor men's wear has changed many new brands and has introduced a new self brand under men's clothing category.

Reporters saw, "SKP Select" men's clothing category includes clothing, accessories,

And more than 50 brands like pajamas, such as CANADA GOOSE, VALEXTRA and ARMANI.

The shopping guide in this area introduces that the general stores will choose to place men's brands in the three level or above. In fact, compared to female consumers, men pay more attention to image and clothing quality. Therefore, Beijing SKP places men's shopping in the two tier gold location, providing lifestyle experience and convenient and smooth shopping experience for male consumers.

The independent buyer team of the mall supports the operation of the whole self brand brand. Beijing SKP has recently joined the brand SKP HOME Select of its home buyer brand in its own brand.

In the self home products area, the shopping guide briefed reporters that the area covered the famous household products in Europe and Italy, all the shopping malls bought by their own buyers from different countries. In order to make differentiation cards with other merchants in the shopping mall, Beijing SKP has purchased more than more than 200 cutting-edge designer brand products worldwide, which is attractive to high consumption groups.

In addition, reporters in the negative layer of women's clothing area learned that many clothes are single single piece, sold without replenishment.

The reporter noted that the overall price of "SKP Select" ranged from three thousand or four thousand yuan to 10000 yuan.

Adjustment of format ratio

Beijing SKP adjustment is more learning from the European department store mode, the brand according to different categories of stratification.

The reporter sees, shoe shoe shop is concentrated in four shoe area, home product is concentrated in five layer area.

At the same time, Beijing SKP has strengthened the part of its buyers, with multiple "SKP Select" areas, including

Women's wear and home products.

It is reported that the central part of the North District is an international boutique watch and luxury luxury jewelry and high-end cosmetics counters; the two tier mainly meets the needs of male gentry, the main luxury brand and light luxury brand; the three and four main leisure and elegant classic women's wear and designer women's wear, women's shoes and box accessories.

Equipped with professional luxury leather care shops, flower shops.

The five level is exquisite and luxurious home appliances, high-end children's wear, children's shoes, toys and baby products. The six floor brings together Ding Taifeng, Yin Quan, Ding Ding Xiang, Beijing kitchen and South Xiaoli restaurant.

Since its opening,

There has been a shortage of children's amusement, beauty, hairdressing, cinema, medical care and so on, which is slightly different from the one-stop consumption function.

The adjusted Beijing SKP has set up a beauty center on the three floor, and the four floor introduces the "RENDEZ-VOUS" feature store, which has a mixed leisure space for reading, wine and simple meals.

In the second half of 2017, Beijing SKP focused on redecorating the five tier children's District, with 70 newly opened brands, and DIOR, LORO PIANA, MONCLER and other luxury brand children's clothing.

At present, the overall market structure is clear and the environment has been upgraded.

Before that, some floors of Beijing SKP were poorly perceived.

The first floor of the LV counters also set up the enclosure as a whole. The two floor Thom Browne is still on the temporary berth of the elevator, and the home appliance area is extremely compact, which is very different from the fashionable style of the downstairs.

Closely packed goods, smaller berths, and shopping guide solicitation, the overall impression is even like the ordinary market, and the positioning of the high-end department stores is quite different.

In 2016, there were nearly 20 new retail brands introduced by SKP in Beijing, including clothing, luggage, cosmetics and other products. Among them, the most popular concern was the world's first brand store, Louis thirteen, which was opened in Beijing SKP in October 27, 2016.

Both drainage advantages and inventory risks

In terms of sales volume of various stores in 2017, Beijing SKP became China's first single store with over 12 billion 500 million billion yuan.

Besides the high-end positioning of luxury goods and the linkage of office buildings and high-end hotels, the operation mode of Beijing SKP is also widely concerned by the industry.

Experts will also have different judgments on whether the practice of self buying brand group will break through in the past traditional buying shop mode.

Fan Yanru, executive vice president and Secretary General of the China Business Federation intelligent business branch, said that the general shopping mall self-help buyer team can get a lower price when purchasing globally, while bringing back some small brands that are not domestic, increasing the attraction of shopping malls.

At the same time, the self purchase shop can rely on its own advantages to occupy a more prominent position in the shopping mall. If the product meets the needs of consumers, it will also drive the performance revenue of the self run store.

There is data in the industry.

Self built brand profits can be as high as 40%, and women's clothing category even reaches 60%-70%.

Although the self purchase shop is different from the self built brand, there is a consensus in the industry. Compared with the introduction of brand counters, self run businesses have higher profit margins.

Lai Yang, executive vice president of Beijing Institute of business economics, said that the reason why shopping centres frequently create their own brand collection shops is that the products of these stores are faster than others. On the other hand, there are more limited number of products and more attractive to consumers.

Consumers are no longer shopping directly for shopping purposes. They are more interested in shopping, and some new brands are more popular with consumers.

But the biggest risk of buying shop is inventory pressure. If sales are bad, it will drag business performance.

Self-support

The price of commodities is too high. Many consumers will lose money only if they do not buy it.

Consumers will also consume in restaurants, cinemas or other stores, which will reduce the degree of loss to some extent.

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