"Shop In The Building" Is Cheap And Comfortable.

As a white-collar woman who likes fashion, Xiao Gao's recent shopping habits have changed stealthily. From the original weekly shopping mall to the shopping mall, every few days now, we have to visit several small shops in the office buildings. Speaking of the shop's shopping experience, she was a connoisseur. "The goods in these small shops are very personal. The landlady and we are chatting and shopping like friends, it's very interesting!"

Xiao Gao is a staff member of a company in Shahekou district. The company was in a mansion. One day, when she went to other floors, she found a clothing store unconsciously. "The building is dual-use commercial and residential, clothing store opened in a more than 40 square meter house, the doorway down the bead chain and screen curtain appears very feminine temperament." Xiao Gao was attracted by the style of this shop and went in for a stroll.

It is found that many clothes are suitable for white-collar workers to wear for work, and the prices are also better than those of shopping malls. After buying a shirt for the first time, Xiao Gao became a frequent visitor to the shop. Xiao Gao also pulled several colleagues and friends from time to time to join in. For a long time, Xiao Gao and her wife became friends. She said that the landlady was not only hospitable, but also a very original person. She always carefully selected and matched her customers, so that she was satisfied.

Miss Lin, who also likes to shop in the middle of the shop, says that buying things in office buildings is completely different from the feelings of street stores. "If you want to try clothes, you can put a lot in it and try it out. If you try tired, you just lie on the sofa in the shop without taking care of the image."

　　 Low rent Make price more attractive

On the white wall hung at random. clothes The floor was painted, the cartons full of clothes, the sofa that could lie on their own. In an office building in Zhongshan District, the reporter really saw the "shop in the boudoir" building. Through a friend's presentation, the reporter had a dialogue with the store operator. She admitted that the first step into office buildings is entirely out of the high rent helplessness. "I used to open a shop in a busy market, but a small shop with 10 square meters will cost tens of thousands of yuan a year, plus the cost of decoration, so that it will cost about 100000 yuan for a big palm. When I run into a business day, I feel really sad. " The shopkeeper said that it was for this reason that after running for a while, she moved the store to the office.

Compared with the high cost of opening a shop along the street, the rent in office buildings is much cheaper. This more than 40 square meter apartment with an independent bathroom has a monthly rent of only 3000 yuan. "The cost of the rent has been reduced, and the price of the goods in the shop has come down naturally. The same shirt, which sells for 200 yuan, is now almost half the price."

　　 by Word of mouth Communication and mining

Subverting the golden rule of traditional shop location, shop in the building usually faces the problem of "wine is also afraid of deep alley". In order to tap the source of tourists and let their "fragrance" float out of the "deep alley" of the office building, the shopkeepers not only choose the source of goods, but also create an atmosphere. Like the production of leaflets, gift coupons and internet promotion, these low-cost advertisements are the most widely used.

"The shops in the building lack the advantages of tourists, which are usually spread through word of mouth." A shop operator told reporters that the most common thing was the network linkage, and a small shop was opened online. Some local customers would follow the trail. "As long as there are customers coming, I will give them their business cards, including address, telephone, QQ, MSN and so on. Old guest again introduce friends to come, slowly business is good. "

Despite the price advantage, there are great risks in shopping in the shop. Reporters interviewed learned that there is no accurate statistics of the shop in the building. And when consumers shop in these buildings, most of them are introduced by friends, without invoices or after sale service cards. At the same time, it is precisely because the shops in these buildings are "hidden in the boudoir", so there is a problem of incomplete industrial and commercial procedures. Once the quality of goods is in question, the rights and interests of consumers are hard to maintain.