Interview: Experience Of Opening Taobao Clothing Store

　 B: for a long time, in the eyes of local people, visiting small shops means cleaning up bargains. But now, the "small shop" goods will be more expensive than department stores.

Y: many people are complaining about the fact that things are getting more and more expensive, but shopping in small shops is fun first, followed by cheap bargains. Faced with this change, people just complain about going to shopping mall and shopping malls, or shopping online.

　 B: of course, selling cheap. clothes There are quite a few shops. In the middle of a prosperous clothing store owner, there are many people who are ignorant of fashion. On the other hand, people who think themselves knowledgeable are likely to lose money when they open a shop.

Y: this phenomenon is very common, because almost everyone has a dream of opening a shop, and even hopes to express their taste and way of life through shops. However, many consumers come to buy clothes, not to catch up with the fashion of shopkeepers. The fashionable people often have their own choices, and do not need the shopkeeper to recommend them.

　 B: is this also an important reason for Changle Road's decline?

Y: many things in China are always like bees. They are as blind as buying salt. In the absence of clear understanding, lack of detailed plan to rush to open shop, and later found that business is not so good and quickly quit, and then immediately new people took over, so the family passed the transfer fee to transfer some of the losses to the next family. This process continues to circulate and eventually leads to the decline of Changle Road.

　　 B: it seems very difficult to open a clothing store.

Y: most of the small businesses nearby have failed, but few of them have succeeded. Most of them have rented a good price performance window. In my view, they are earning cheap rent. A friend once opened a shop on the side road in Nanjing West Road, dug a fish tank in the shop, and wanted to provide fresh bread and coffee for the customers every day. Later, it was found that these were just floating clouds, because the aunt came in may be passing the food shopping. Opening a clothing store and opening a cigarette shop have something in common, that is, accounting will control inventory.

There are several online shops that are quite good, but it is concluded that shopkeepers will pick their own products and take pictures. Fukano Chunobu, known as Taobao's first landmine shopkeeper, has two new stores a week and different themes every week.

To open a decent clothing store in the downtown area, it is a conservative estimate that the rent for the facade will be more than 20 thousand yuan, plus the transfer fee, the intermediary fee, the deposit and the monthly rent for one time payment. In this regard, there will be more than ten thousand investment, and the decoration and so on will cost 200 thousand. Store operation plus staff wages in 1 months, it is necessary to sell clothes every month to earn more than 30 thousand yuan to make profits, that is equivalent to making 1000 yuan a day. That is to say, if you sell 1000 yuan of clothes and sell 2000 yuan, you can strike a flat cost. If you sell 3000, you can earn 500 by removing the cost of clothes. This is the real profit. So pricing is very critical, it is right and sold, and there is enough profit.

As for returning to the original, we will see how much we invested earlier, and the more we invest, the longer we will go back. In view of the fact that the rental contract of a small shop is generally signed for one year, the return period should be controlled within half a year. According to the assumption of 2 000 store rents, if half a year to return to the original, earn at least 4-5 yuan a month to half a year to recover the investment, it means that we have to sell 100 thousand yuan clothes. If the clothes are on average, 500 pieces need to be sold for 200 pieces, if 200 pieces are sold, 500 pieces will be sold. Therefore, the source of goods is very important, as well as the price and grade.

In general, the total investment should be at least 300 thousand yuan. The investment from the beginning should not exceed half of the input, otherwise there will be no turnover. 3 months after opening a shop, we need to see if we are on the right track. After half a year's look at the number of returns, we should consider whether the shop is interested or in order to make money. If the former is going to continue, if it is the latter, we should consider whether to renew the lease. Now, there are more than 150 thousand people investing in a duck neck shop, and those who earn this money are definitely more interested in making money than I am interested in - I mean, the competition in clothing stores may be more intense.

　　 B: so more and more people open shop on Taobao, which has low cost and low risk.

Y: the skills and resources required to open a shop and open a physical store are very different. Open shop has requirements for shooting and modeling, and also needs some knowledge and resources of network promotion. In this regard, it may be easier to open a store, because it is easier to recruit an aunt who sells clothes. In addition, for designer brand, if you put all your hopes on the shop, there will be some problems, because designers can hardly understand their special designs if they are not tried on.

　　 B: in those days, the backbone of Changle Road was a group of local designers. Now these people have entered the new world. fashion 。 Where is the attraction of this place?

Y: the advantage of opening a shop on the street is the original ecology, giving customers a pleasure of discovery. The disadvantage may be that the shops in the region are relatively scattered and uneven in quality. The shopping environment is better, but the rent will be higher, and the selling price of the product will also increase. The attraction of Xintiandi fashion lies mainly in positioning. Designer brand has its own specific target consumers. They like to go to a fashionable place, but they can not be too popular. In addition, shopping malls can provide better hardware and services, and avoid many of the tedious problems that they will encounter when they open their stores. In addition, the mall will continue to do some centralized promotion, which will help designers. For example, this fashion week in Shanghai fashion world is one of the sub venues, and several brands will be there.

　　 B: there were young designers who complained that because Chinese people used to clean up foreign trade goods, and the prices and costs of foreign trade goods were often not directly proportional to them, it would be too expensive for designer clothes.

Y: authentic foreign trade goods are cheaper because foreign trade orders usually produce more than 3%, and the cost of these products has been washed away in orders, so they sometimes go to foreign trade stores at below cost, and the selling price is low. However, with the popularity of foreign trade products, manufacturers began to produce some "foreign trade goods" aimed at the domestic market. The style comes from foreign trade orders, and surface accessories are replaced by cheaper ones, so the cost can also be reduced. The most important thing is that the production volume is relatively large, so that the unit price can be greatly reduced.

Designer clothing is mainly a small order, or can not go to the factory order, even if the order, the cost of a single piece will be much higher, so designers must spend their minds in design, so that consumers can pay for it. If the designer's work can not compete with the large volume of foreign trade goods in style, it is also normal to be robbed of the business.

B: so, will the foreign trade shop as a specialty of China continue to exist?

Y: China is a big producer. As long as garment trade continues, foreign trade stores will always exist. Foreign trade goods will not be a stumbling block to the development of local fashion industry. On the contrary, many brands will learn about the direction of new products from foreign brands dealing with foreign famous brands. On the other hand, many low-end foreign trade clothing is far from fashionable in domestic department stores, and the size version is not suitable for Chinese people.

　　 B: online shopping It is the general trend of the whole world. If people in the future are accustomed to buying and selling things online, will the fun of going shopping on the street be gone forever?

Y: at present, the proportion of network sales is actually small, and its share will continue to grow, but it will not completely replace traditional shops. There will surely be more and more exquisite shops in the future, with unique styles and products, just like the common multi brand stores abroad, and then the fun will return. Since the beginning of last year, Shanghai has opened several small buyer shops for high fashion fashion. At present, several bosses are quite strong, and have made long-term plans and have a specific audience.