1. Introduction介绍
1.1 Research background背景研究
如今，不同种类的本土多品牌在成都等城市越来越受欢迎，成为当地的消费特色。然而，在2006年，他们在中国经历了大规模的近距离接触。造成这种现象的原因是消费者不愿意为未知的设计师品牌买单。在买家和品牌之间的选择中，消费者选择相信品牌。归根结底，那是因为市场还不够成熟。然而，近两年来，本土多品牌在中国开始反弹，中国市场为本土多品牌，特别是二线城市带来了最佳发展机遇。中国多品牌商店的兴起有很多原因。新商业圈的成熟以及向二线城市的扩张为多品牌商店提供了机会，因此他们面临着历史性时刻的繁荣。
Nowadays, different kinds of homegrown multi-brand are becoming more and more popular in cities like Chengdu and becoming the local characteristics of consumption. In 2006, however, they has experienced large-scale of close in China. The reason for this phenomenon is that the consumers are not willing to pay for the unknown designer brands. In the selection between buyer and brand, consumers choose to believe the brand. In the final analysis, that is because the market is not mature enough. In the recent two years, however, the homegrown multi-brand begins to rally in China, and the Chinese market gains the best development opportunity for homegrown multi-brand, especially in the second-tier cities. The rise of Chinese multi-brand store has many reasons. The mature of the new business circle and the expanding to second-tier cities give the opportunity to the multi-brand stores, they thus face to a boom at the historic moment.
1.2Research questions研究问题
本文重点关注中国二线本土多品牌专卖店的发展。它试图回答的主要问题如下：
a）本土多品牌商店的机会是什么？
b）本土多品牌商店面临的挑战是什么？
c）本土多品牌商店的未来发展方向是什么？
This paper focuses on the development of the homegrown multi-brand stores in the second-tier of China. The main questions it tries to answer are the following ones:
a) What is the opportunity of the homegrown multi-brand stores?
b) What is the challenge of the homegrown multi-brand stores?
c) What is the future direction of the homegrown multi-brand stores?
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Table of Content
1. Introduction 2
1.1 Research background 2
1.2Research questions 3
1.3 Research significance 3
1.4 Research purpose 3
2. Literature Review 4
2.1The potential of multiple brand market in China 4
2.2The factors that influence the buying behavior of Chinese customers 5
3. Analysis of the Present Situation about the Homegrown Multi-brand Stores in China 6
4. The opportunities of homegrown multi-brand in the second-tier cities of China 8
4.1The unique style of homegrown multi-brand stores attracts different groups of customers 8
4.2The special decoration inside the multi-brand stores makes the stores more adorable 9
4.3The scarcity of the products in the homegrown multi-brand stores 11
5. The challenges of homegrown multi-brand in the second-tier cities of China 12
5.1The shortage of professional buyer 12
5.2The entrant of the international multi-brand stores 13
5.3The serious plagiarism 15
6. The future direction of homegrown multi-brand in the second-tier cities of China 16
6.1The improvement of the buyer team 16
6.2The countermeasures of international multi-brand stores 17
6.3The innovation of homegrown multi-brand stores 18
7. Conclusion and recommendations 19
Reference 21
Acknowledgements 23
7. Conclusion and recommendations
According to the analysis above, it is obvious that the homegrown multi-brand stores have a bright future in the second-tier cities in China. As the rapid development of the market in China, there are many opportunities provided for them. The unique style with Chinese traditional factors makes them distinguish from the international rival and also other stores from home. And the special decoration there attracts more and more people, which have become a wise way to convey their culture idea. Besides, the scarcity of their products makes them full of customers that search for the rare thing.
However, there are also some challenges for them. First of all, the talent professional buyers are hard to find in the second-tier cities in China, because this industry is still immature and most of people are not familiar with it. Secondly, the entrants of international famous multi-brand stores also thread the market share of homegrown multi-brand stores due to their mature management system and marketing strategies. Thirdly, the plagiarism phenomenon is more and more serious in the multi-brand market, which makes the industry lack of innovation. Besides, this phenomenon also brings the assimilation of the products. In order to solve these problems, this paper provides three suggestions. In order to gain enough professional buyers, the owners of the homegrown multi-brand stores must cultivate the features that a professional buyers need and search for talent ones in the talent market. As for the competition with the foreign stores, the homegrown stores should make full use of their capital and workers to focus on their unique style and extend to a large amount of products to create a special buying atmosphere. And the plagiarism phenomenon comes from the confusion of profit in short term and long term. As the stores look for profit in a relative long period, then they should focus on the innovation of their own style but not only copy from the first-rate stores. There is no doubt that by adopting the above suggestions, the homegrown multi-brand stores will achieve more goals in the near future.
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Acknowledgements
First I would like to express my heartfelt gratitude to Professor xxx who supervises my thesis, for her constructive guidance and patient assistance. The accomplishment of the thesis is attributed to my supervisor’s elicitation and instruction. I am greatly impressed by her erudition and kind personality.
I should deliver my special thanks to Prof. xxx who gave a lot of suggestions for the selection of the topic.
My sincere thanks should also be given to those professors who taught me at university when I studied there for the courses XXX. They are Prof. xxx, Prof. xxx, Prof. xxx, Prof. xxx, and Prof. xxx. They provide great help for me.