1. Introduction介紹

1.1 Research background1.1研究背景
目前，不同種類的自產(chǎn)自銷的多品牌正變得越來(lái)越流行像成都城市已成為消費(fèi)的地方特色。 然而2006年在中國(guó)，他們經(jīng)歷了大規(guī)模關(guān)閉。這樣做的原因的現(xiàn)象是消費(fèi)者不愿支付未知的設(shè)計(jì)師品牌。在買家和品牌之間的選擇，消費(fèi)者選擇相信這個(gè)品牌。說(shuō)到底，這是因?yàn)槭袌?chǎng)不夠成熟。在近兩年，然而，自主開(kāi)發(fā)的多品牌開(kāi)始在中國(guó)的反彈，而中國(guó)市場(chǎng)斬獲自主開(kāi)發(fā)的多品牌最好的發(fā)展機(jī)遇，，尤其是在二線城市。中國(guó)多品牌專賣店的興起有許多原因。成熟的新的商業(yè)圈和擴(kuò)展到二線城市提供機(jī)會(huì)多品牌專賣店，他們因此面臨了繁榮的歷史性時(shí)刻。
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.

Table of Content目錄

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總結(jié)和建議

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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