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Lian Crawford Opens 4 Stores In China, "Buying System" To Test The Ability Of Resource Integration.

2014/6/27 9:26:00 19

Lian Crawford Buying System Resource Integration

"the most frightening thing about the electricity supplier platform is to cultivate the consumption habits of the main consumers in the next 20 years. Shan Bai, chairman of Shijiazhuang Bei Guo hundred group, spoke the fear of the vast majority of department stores. 
 according to the statistics of the China National Business Information Center, in 2013, the retail sales volume of the major national "a href=" //www.sjfzxm.com/news/index_c.asp "> retail" /a "increased by 9.1% compared to the same period last year, and the growth rate dropped by 1.1%, the lowest since 1999, while online shopping still maintained a high growth rate of 42%. In this regard, the industry believes that the general merchandise industry generally adopted by the joint mode led to the homogenization of goods, service formalization, low sense of value and so on, is the main reason for the original consumer groups to online shopping. 
Less than 7 years from mainland China, the high-end stores of Lac Crawford have made a comeback. They have opened four stores in Beijing, Shanghai, Chengdu and other places, and the momentum of development has been swift and violent. The biggest attraction of Lian Crawford is its unique "buyer system": the professional buyer team exclusively purchases the differentiated brands according to the local consumers' aesthetic habits, and works together with other famous brands to create the competitiveness of commodity combination. In view of the development of link, the buying system was regarded as a good way to save the department stores. 
However, on the one hand, on the one hand, how to grasp the complex and diverse tastes of Chinese consumers, effectively cross regional commodity procurement; on the other hand, how to make the low profile and unpopular products get the recognition of a second tier city consumers. In the face of the above doubt, < a href= "//www.sjfzxm.com/news/index_c.asp" > buying system < /a > still needs to bear many risks and tests. 
 Lane Crawford: create a personality image /p >
Less than P, only half a year after the flagship store opened in Shanghai. In October 2013, the Chengdu store, which invested 300 million yuan, was unveiled again, including two specialized stores in Beijing, and even the Chengdu store of Lian koff became its fourth store in the mainland of China. In order to adapt to the development of the mainland market, Lane Crawford also launched a Chinese online store to support online payment function. 
 reporter visited Chengdu < a href= "//www.sjfzxm.com/news/index_c.asp" > Lane Crawford < /a >. It was learned that the shopping mall was divided into two levels, including more than 300 international brands including women's wear, women's shoes, accessories and cosmetics. Among them, more than 120 non famous brands entered Chengdu market for the first time. These brands were jointly bought by 85 professional buyers for Lian Ke department store. 
 in the cosmetics area, Guerlain, Dior, Lancome, Estee Lauder, SK-II, BURBERRY and other high-end cosmetics brands have more than 10 counters, all adopt joint mode, Brand Company rental counters directly operate, Lian Crawford provides corresponding services and management. The French premium perfume brand Atelier Cologne (Ou long) and Italy luxury brand Acqua di Parma (Palma's water) are the exclusive brand of Lian Ke FA's exclusive buyout. 
In addition to the exclusive buyout business, P's innovation is still in progress. Lian Carver has set up a personal image advisory group. Consumers can get all-round packaging for their hairstyles, skin care, clothing matching, make-up, shoes and socks, accessories and so on, but only for high-end customers. 
 "our expertise is to provide consumers with all the products, including cosmetics, accessories, clothing and even furniture, to create the most stylish design and merchandise service for consumers." Kaki Ren, a personal image consultant of Chengdu's Crawford, told the newspaper that the personal image consultant group has 6 people and 2 assistants. Each image consultant has rich experience in image design, art and beauty make-up. 
 it is understood that the customer service price of more than 30 thousand yuan can enjoy the exclusive service of Lian koff's personal image consultant. If the customer price exceeds 60 thousand yuan, the consumer can be upgraded to platinum member. Not only can he use the 530 square meter lounge The Platinum Suite, but also enjoy the hair styling care of the senior hairstylist, advance the appointment of personal image consultant service, and enjoy the 10 percent off discount for the purchase of merchandise. According to Kaki Ren, each image consultant of LKF Department has a basic sales task of 150-200 yuan per month, of which cosmetics sales account for 5%. In May, an image consultant has created 300 thousand yuan customer price, which has created some pressure on other image consultants. 
 > "joint operation + buyout operation + personal image customization service". After the comeback, the new brand buying system of lconford general merchandise is refreshing, which makes the industry full of expectation for its later development. 
 "buying system" tests the ability of resource integration /p >
 it is understood that the buyer (buyer) is a typical foreign product, originated in Europe in 1960s. After decades of development, some buyers have become buyers of large brands with unmarketable, backlog or larger inventory, buying products at department stores and other stores through reasonable prices, earning reasonable profits, and gradually becoming the basic form of today's buying department stores. 
According to people familiar with the matter, there are about 80 professional buyers around the world looking for the most suitable products for lac Crawford, P, which ensures that 40% of the brands are exclusively sold in the local market, and that the products should be purchased 8 months in advance. Because sales of goods are directly linked to buyers' income, if the buyout products can be sold well, there will be higher incentives. If unsalable sales are usually discounted, it will also test buyers' eyesight. It is understood that the amount of goods sold by Lian Crawford is controlled by more than 50%. 
 in fact, the prospect of "buying hands" is not only linked to the family of Crawford. Recently, Nanjing new hundred and Golden Eagle International Trade Group have acquired or held British department store HoF and SKINMINT company. Two traditional department stores are trying to transform their buying mode with foreign mature experience. 
 for this reason, people in the industry generally believe that there are three main reasons why the department stores try to transform the buying system. First of all, the average profit margin of the retail industry in China is only about 1%. The rise of cost and the rise of the electricity supplier have a great impact on the traditional department stores. Secondly, the traditional "joint deduction" has obliterated the differentiation of goods in the department stores, resulting in the homogenization of commodities. At present, the repeat rate of women's shoes in the department stores is over 80%, the repetition rate of sporting goods is 70%, and cosmetics are more than 40%. 
 however, there are also insiders who believe that the "buying system" can hardly become a life-saving straw in the department store industry. It is evident that the Department of esdan and Thailand Shang Tai Department stores have been closed down in China. 
 in addition, similar to the British Hof, the Japanese Ito Yang Hua Tang and other buying department stores are also joint ventures, buyers and private brands, and the share of buyout and private brands is usually no more than 18%, which is far below the level of developed markets in Europe and the United States.