New Measures For Clothing Sales Under Heavy Pressure: March Into Office Buildings

Shop in the building will become the next step. Online shopping After changing the traditional shopping mall another. consumption pattern Do you?

Recently, the shop opened in the office. According to an incomplete statistics, there are nearly 600 shops in Nanjing. In Hangzhou, the offices of Huanglong Ya Yuan, Guo Du business building, and Fung Kai business building are all in the middle of the shop. They range from clothing stores, spectacles shops, men's underwear shops, wedding shops, beauty salons, jewelry shops, etc.

As a new way of sales, the shop has attracted some specific people with its own charm. These stores have quite distinct characteristics, ranging from tens of thousands to thousands of yuan, and both white-collar workers and students can accept it. It seems unreasonable to open a shop in an office building, but reverse thinking often results in new business models. The so-called existence is reasonable, and since these shops are appearing and operating in a continuous way, they will have a distinctive survival rule.

Network derivative

The mode of office opening was first appeared in Japan and Hongkong, but in recent years, the real climate has come into being. Tracing to the source, this phenomenon can not be achieved without the help of the Internet.

Take Nanjing as a example, fashion shops enter office buildings from the West ancestral community. Defeated MM concentration camp "It is a network layout with the main contents of young women group buying, transferring and purchasing. The netizens of "defeated version" often buy goods together with group members, distribute commodity information, and organize the users to call "heads". The online purchase requests them to be called "League members"; when new products are released, they are called "open groups"; and the commodities purchased by statistical groups are nearly called "cut-off groups". When I need to contact, I am not "calling me", but "fly me", set the quota to pick up the goods, and call it "spoils". There must be a specific location for "spoils". At first, netizens split the spoils in McDonald's, KFC and some shopping malls in Xinjiekou, but as time went by, more and more people "split the spoils" and disrupted the normal operation of the people. As a result, the "defeated version" rented a room in the Xinjiekou polybo business center, where it became the "stronghold" of the "defeated version". Several full-time leaders of the "defeated version" have rented rooms in the office and opened shops. Gradually, the popularity of this place is getting more and more prosperous. Some people who open shop online also come here. As a matter of fact, many shops in such buildings are shopkeepers who first opened a shop on the Internet such as Taobao. After hard work, business is getting better and better, and there is a certain fixed population. At this time, a physical store is needed, and at the same time, it is convenient for users to see goods. The cost of commercial opening is too high. In order to save costs, some people think of office buildings. Such shops are open to offices, exhibition halls, warehouses and storefronts. Most of the shops in the building are not only produced by the Internet, but also can not be separated from the Internet. The biggest difficulty in opening an office is the source of tourists, and many smart shopkeepers solve the problem with the Internet. The advantage of the Internet is that in addition to letting them send advertisements in an unlimited space, women also voluntarily act as communicators. Communities, forums, blogs, QQ groups are so developed, who discovers an interesting shop in some place, sends a message on the Internet, spreads all over the community immediately, and many communities are people with similar interests. How high the hitting rate of the target consumer is and how well the publicity effect is good is totally imaginable, which is difficult to achieve in the pre Internet age.

Of course, apart from the development of online shops, it is not ruled out that a number of shop buildings are opened by wholesalers. They either supply goods to the sales counters, or have a berth in a market, so they open a shop in their own offices. Anyway, the office has already paid the rent, and then open a storefront, it will not increase the cost. Many female white-collar workers in the office are supported by the consumer group, and the goods are cheaper than the shopping malls. Such a shop, though not born by the Internet, is also inseparable from the promotion of the Internet. In short, without the Internet, the shop in the building is afraid of being a castle in the air.

The way to survive under heavy pressure

In today's society, with the soaring property prices, the rental of commercial property opens up. A few years ago, hundreds of thousands of monthly rents were now available. At present, tens of thousands or even one hundred thousand of them are often taken up. Rising costs are increasingly eating away the profits of store businesses, and downtown stores are increasingly becoming the "image of losing money making". At the same time, it is becoming increasingly difficult to enter stores in the department stores. On the one hand, because of the lack of bargaining chips, domestic brands are unable to get a good location, or are forced to accept high cost of rent or deduction, as well as various fees such as entry fees and publicity fees. On the other hand, due to the fact that the mall is unified for the collection of silver, the settlement cycle is long and some of them are still in arrears, resulting in low receivables turnover and increased cost. As a matter of fact, in addition to commodities, shop opening in the downtown area is as indispensable as gold, rents and labor. These factors often lead to high costs and make profits very low. The rent of shops is very high in the cost of merchants. Generally speaking, the cost of site will account for 1/4 to 1/3 or more of its total cost. On the contrary, the advantage of opening an office is low cost. In the same big area, the same area, the floor shop is at least 3/4 cheaper than the ordinary street store. A shop located in the downtown area, with an area of 100 square meters, has a monthly rent of tens of thousands of yuan or even more than ten million yuan. If it is in office buildings, the monthly rent of the same area may be as long as several thousand yuan. It has to be said that the opening of an office building is actually another kind of survival wisdom under the condition of increasing the cost of opening a shop in a busy market.

The cost of the shop is down, of course, it can turn the cost advantage into price advantage, and adopt the strategy of high quality and low price to attract consumers to take the initiative to come. Giving profits to customers is definitely better than giving the landlords who want to raise their rent. In fashionable words, it is definitely a win-win situation. Hide into the small building to become unified, and manage it in winter, summer and spring and autumn. Another way to live is to win more.

The earliest shops in the building were all engaged in clothing and costumes. It was not thought that the shops in the building were becoming more and more extensive. Shops in shops are becoming a new fashion. Just imagine the distance between the high building and the prosperous and keeping the distance from the elevator, walking out of the escalator, a long narrow corridor, turning a bend and suddenly looking at it. It is actually a brightly lit place, not many customers. The quiet shop is not noisy at all. Is this a mysterious and romantic shopping place? We have reason to believe that with the emergence of shops in the shops, it will become another brand new mode of consumption after the online shopping.