Collection Stores Attack Sporting Goods And Blow "Brand Assembly Number"

A few days ago, in the first half of the 361 ° results announcement, a number caused widespread concern. It is the first store in China to expand within one thousand years, which is the first store in China to expand rapidly.

Under the background of the poor sales of traditional department stores and the division of retail brand sales by e-commerce, the "collection store" is becoming a "new favorite" for shoe and clothing brand merchants to change channels and seek new growth points of performance.

　　 The number of "collection stores" increased against the market

At last year's Shoe Expo, 361 ° put forward the concept of collection store for the first time, integrating the products of its multiple brands, and launched 361 ° collection store based on the concept of "family fashion". President Ding Wu of 361 ° said that the first launch of "collection store" in the industry is to provide more terminal experience for the future development of the industry by exploring different business models.

After a year of development The number of 361 ° stores increased significantly. According to the data, in the first half of this year, the number of stores decreased by 159, including 511 stores opened and 670 closed. As of the end of June, there were 7140 retail outlets operated by distributors, of which 1007 were "three in one" stores. The collection store comprehensively sells 361 ° sports, fashion brand "Shang" and 361 ° children's wear, with an average area of more than 180 square meters.

According to, try to understand the men's clothing industry earlier. Since 2007, seven wolf has started to open a number of large flagship stores and life halls across the country. In a variety of different styles of shops, seven wolf integrates traditional men's clothing, men's clothing, family clothing, household goods and so on. In addition to its own sub brands, the life museum also tries to include some international brands.

In the first half of this year, Aokang international also issued a fixed increase plan, which plans to raise 401.7 million yuan. In the next three years, 150 Aokang international pavilions will be built and multi brand collection stores will be tested. In the past two years, the group has transformed itself from a brand-new retailer to a retailer. Since 2012, the group has launched a new retail format and multi brand collection store "Fenghuang Shangpin".

　　 Improve store efficiency and shopping experience

The most prominent feature of multi brand store is that different brands are required to be collected in the store. The 361 ° store is mainly aimed at the enterprise's own brand, integrating three brands of 361 ° sports, fashion brand "Shang" and 361 ° children's wear, respectively aiming at different consumer groups such as sports people, leisure fashion people and children.

361 ° at Semiannual report China said that compared with general stores, collection stores are more efficient in terms of rent and marketing, and the performance of stores has improved significantly. At present, collection stores account for more than 14% of the total number of stores. Last year, 361 ° stores are responsible for providing more shopping related services within one stop.

The same attempt is also reflected in international sports brands. At the end of last year, Adidas opened the world's only collection store of Y-3, SLVR and PDs in Shimao department store in Beijing. According to the data of Shimao department store, the sales performance of the store is better than that of single brand stores.

Zhang Wenlong, a brand consultant of Jingdao strategy, said: "with the development of sports goods industry today, it is bound to seek a breakthrough in the mode. Brand store is like a small Zara. It takes consumers as the center and combines the products of various categories and cross-year periods of the enterprise to enrich consumers' purchase choices. At the same time, it provides a broader scope for the marketing group combination of series of activities, which is conducive to the landing and promotion of the brand. "

There used to be more than one family brand According to the calculation of the company, the time spent by customers in a collection store is significantly three times higher than that in a single brand store. At the same time, the adoption of the store model can reduce the rent pressure and personnel cost per square meter in the store, which is estimated to be 15% lower than that in the single brand store, but the sales volume can be increased a lot.