current position:Home>Why hasn't the street clothing store closed yet?

Why hasn't the street clothing store closed yet?

2022-08-06 18:27:33Burning time yuan

图片来源@视觉中国

图片来源@视觉中国

钛媒体注:本文来源于微信公众号燃次元(ID:chaintruth),作者 | 马舒叶,编辑 | 饶霞飞,钛媒体经授权发布.

“It's been too difficult for a physical clothing store in the past two years.”

7月30日,多家媒体报道,ZARAThe three sister brands of——Bershka、Pull&Bear和Stradivarius将从31Online store closed,Previously, its offline physical stores have been closed one after another.,面对这一消息,Luo Chen, a senior practitioner in the clothing store, said.

近年来,The number of enterprises above designated size in my country's garment industry is decreasing year by year.根据智研咨询数据,2021There are enterprises above designated size in China's garment industry12653家,较2020年减少647家,同比减少4.86%.And many chain clothing brands such as La Chapelle、H&MAlso caught in a wave of store closures.

Beyond well-known brands,There are many like Luo Chen“街边服装店”,Through the establishment of WeChat customer groups、The little red book drainage channels,they are doing“利润可观”Neighborhood business.

Luo Chen's shop has opened12年,In the clothing market with low threshold,Luo Chen doesn't need to design and make patterns,只要“Find a stall that can wholesale in small quantities”,Since there is no brandIP,ready-to-wear ready-to-wear“OEM sale”.

不过,Small looking shop,Through the bright eye and quick match new ways to retain customers,收益可观,仅30平米的小店,“The maximum monthly turnover is50万元,平均也有30多万元”.

But not all street shops are as lucky as Luo Chen,2022年,More brick-and-mortar clothing store owners are facing the dilemma of struggling to survive.

The first is that the rise of online shopping channels has made the price of the clothing market more transparent.“Now when I go shopping, I will search for the same style when I see the style I like.,then buy online.”00After the consumer Fang Fang told Ran Dimension,“After all the online price less,更实惠.”

“Now the pressure of competition,顾客可以在1688、拼多多、淘宝等各种APP比价,Street clothing stores are less profitable,also pay the rent、Human and other operating costs,nature is unsustainable.”Fang Yang, a senior garment factory director, also said.

Secondly, the store owner switched to become a fashion blogger to attract traffic online,却并不容易.“no one in the store,Busy shooting for a day to wear,Uploaded Xiaohongshu but only got one like.”开实体店3Years of haruko Posting in the little red book six months but also thousands of powder,她苦笑道,“Customers who come online are easy to return and exchange,After all, the profit is not enough for round-trip postage..”Finally, only the update can be paused.

目前,Luo Chen, who has been in business for many years, has witnessed the rise and fall of the offline physical clothing market,Whether it is selling online to offline physical stores、The multidimensional impact of returns and exchanges,or cost and other factors,Especially the hard hit of the epidemic,Luo Chen is still active in the physical clothing market.

“Although the current income10profiteering,But as long as you work hard,Street clothing stores have new stories to tell.”Luo Chen is optimistic.

月入50万的“A neighborhood business”

Luo Chen's store opened on a street in a residential area in Wuhan City, Hubei Province,已经开了12年.

say shop,其实只有30平米大小,In addition to the clear style exhibition shelves,It's the fitting room.每天到了下午4点后,There will be customers coming in sporadically,The clothes displayed inside are not shopping mall brands,Mostly from wholesale market stalls,Just hang up Luo Chen's custom clothes tag,This is also the norm in street clothing stores——Don't have to design version,Save the cost of self-made design and materials.

这两年,Unlike the overall decline in clothing store sales,,Luo Chen's store sales have increased steadily.

Luo Chen's pricing is mid-to-high-end for street clothing stores in Wuhan.

“之所以这样定位,It is found that more and more young people in Wuhan have higher demand for fashion in recent years.”Luo Chen said.

 实际上,As Luo Chen said,从2017年开始,Wuhan began to implement“百万大学生留汉创业就业工程”吸引毕业生,Continue to relax settlement conditions,并在2021Established Talent Group Co., Ltd.,In recent years, the inflow of talents to Wuhan has increased significantly,仅2021 The annual number of new students studying in Han has reached34.5 万人.

These young groups have brought life to Luo Chen's store.She positioned her small shop group25-35岁,Fashionable female customers.“Working female groups generally have requirements for the quality of clothes,be special again,又要便宜,compared to shopping malls,Street clothing stores only need to grasp the selection,Make customers feel good and cheap.”Luo Chen said.

In the summer clothes, for example,Luo Chen's shirt is roughly in150-300元之间,裤子、skirts are common200-300元左右.the same quality,These clothes may double in price at the mall.

“Just work normally,You can afford.”And visit customers of the store,The most said is to achieve“buy buy buy freedom”.

另一方面,To attract customers into the store,Luo Chen hired3salesperson,Every day changes the collocation of the store window,At the same time, high frequency and small amount of goods are taken from the stall,Updated every two days.

“Color impact of clothes is more important than style,”Luo Chen said,Whenever the window is matched with a single product of raspberry powder that belongs to the bright color system,Basically the same item will be out of stock on the same day.

Compared with blindly lowering the price and wholesale volume,Luo Chen choose1对1Matching services to retain customers,“Because it fits well,Customers will be impressed,Ready-made matching is very easy to buy.”Even many familiar customers will directly ask the salesperson to take them with a few sets.,Spend a few hundred dollars at a time,One more consumption of nearly 10,000 yuan.

Luo Chen informed the burning dimension,虽然“The items in the store are almost the same,What you have others will have”,But a bright match,换言之“审美在线,”Make Luochen's store easy to achieve a single product premium.

同时,Luo Chen will also organize salespersons to release new products to WeChat every day.,In order to squat down new,Some customers visit the store every two or three days to make purchases,consume in a week2000多元,Through the online WeChat community,Luo Chen achieved a small increase in sales,“现在天气热,Many people don't want to go out,Just place an order directly on WeChat,Basic is WeChat sales and store sales1:1.”

Yingying entered the business later than Luo Chen,2018she returned home——一个三线城市,Opened a street children's clothing store,Online drainage is her operational focus,“Easily affected by the epidemic,so every morning10Before opening the store, it will be broadcast live on Douyin2-3Hourly introducing new products,In the store, I will also post clothes on Xiaohongshu.”

Yingying expressed to the burning dimension,Both Douyin and Xiaohongshu can recommend traffic locally,She will also continue to push to users in the same city by purchasing traffic-supported gameplay,Then introduce these diverted users into WeChat,建立社群,“A Douyin live broadcast can increase fans100-300粉丝,虽然少,but very precise,基本80%Can be poured into WeChat transaction,Daily turnover in2000-4000元不等.”

Yingying also supports users in the same city to return and exchange goods in stores,In order to reintroduce online traffic to offline,This year, Yingying set up a mother and baby tea break area in the open space outside the store.,Parent-child activities are organized every weekend,Now Yingying's store monthly sales can reach30-35万元.

increasingly difficult brick and mortar business

But even if Luo Chen and Yingying are doing well now,They also have concerns,“Physical clothing stores are really bad.”

在疫情的3年间,Yingying witnessed the same street30%Clothing store closures,When she first entered the industry, her profit from a single piece of clothing could reach200元左右,Profits are now down80-100元.

Brick-and-mortar stores are getting harder,It's not just the feelings of Yingying and Luo Chen.

追溯到10年前,after the financial crisis2010年,Brick-and-mortar clothing stores are booming.

根据国家统计局数据,2010Year-on-year growth in retail sales of apparel products in wholesale and retail industries above designated size25.8%,Clothing prices of key large-scale retail enterprises in the country increased year-on-year19.1%,my country's clothing consumption upgrade trend is obvious,Rapid growth in demand for premium clothing.同时,国外品牌如H&M、ZaraWaiting for the expansion of the store.

Fang Yang told Ran Dimension,Express delivery was not yet developed at that time,Brick-and-mortar clothing stores remain the main channel for customers to spend,Purchase from wholesale stalls,Resale for a price increase100-300元卖出,A single clothing store can achieve high monthly sales100-200万元左右.

Except for this kind of street clothing store,Business is booming in the mall,因需求旺盛,The rent of clothing shops in large shopping malls is even higher.

Fang Yang took advantage of the situation to expand the processing plant,I even plan to pack a few wholesale stalls to do retail business for brick-and-mortar stores,After all, in Sijiqing clothing wholesale market,Annual income is just average.

but all the ideas,It seems that everything has changed in the three years of the epidemic.

“一方面,The rapid development of e-commerce has squeezed the living space of traditional street retail stores,General decline in store revenue30%以上;另一方面,Consumers' desire to buy has declined,Many brick-and-mortar stores are unattended,只能苦苦支撑.”Fang Yang said,With people working after the pandemic、Uncertainty about income levels increases,Many consumers are more rational,Will not easily invest large sums of money in clothing.

根据晚点LatePost报道,京东零售CEOXinLiJun this year618大促期间曾说,“原来618,用户吃喝玩乐什么都买.现在更多选择的是吃的,or something guaranteed,(前几个月)没买的东西下单了.”

如今,“To buy”of consumers are haunting brick-and-mortar apparel retailers. 

特别是近几年,Many stalls in the primary wholesale market have passed through1688、First-hand and other platforms enter the public eye,原本处于“信息黑箱”的用户可以“One-click image search”、“real-time price comparison”,Brick-and-mortar store owners live on“信息差”Dissolved by the Internet.Fang Yang said,“Users can directly find manufacturers for wholesale,The price increase space of brick-and-mortar stores has been repeatedly compressed.”

“The same clothes I can directly1688buy factory,The price is much cheaper than the physical store,It's more expensive to buy trendy brands.”Consumers say.

“Manufacturer and wholesale archives mouths before is hidden,Item price100-200元,扣除房租、水电费,利润可观.”Haruko said,Online shopping now not only has large subsidy coupons,And many express can realize the same day/次日达,Street brick-and-mortar stores can only reduce profits in order to survive,“Profit from a piece of clothing5-10元.”

此前,Haruko bought a stall in a clothing city,Ships tens of thousands of pieces a month,“Now one day sometimes sells20-30件.”And the clothing city has long been covered with signs of clearance,Many shop owners can't bear the pressure of rent and sell their meat,Only the empty space left especially obvious“招租”字样.

最终,Haruko backed out of the stall,Opened a clothing store downstairs,Less pressure on rent than in shopping malls,At the same time, it is also convenient to add customers to WeChat for online conversion.,“盈利不多,每月大概在3000-4000元.”

She wants to hold on,Looking forward to the recovery of the market,And in her group of brick-and-mortar retail store owners,The most news every day is the transfer of the store.

told a new story

When the tide of brick-and-mortar retail fades,Growing number of brick-and-mortar store owners,even primary market suppliers、The dealer has the idea of ​​a social platform.

近两年,1688Become a social media celebrity,豆瓣上“1688Source factory excavator”The group is committed to digging out the source of good things,不让中间商赚差价,In the little red book,1688为关键词搜索,相关笔记高达168万篇,抖音平台的1688The number of broadcasts on the topic of exploring the store has reached4427万次.

图/小红书1688related stickers(左),抖音1688Explore the topic(右),来源/燃财经截图

Fang Yang's women's clothing processing factory has also entered1688三年,Specializes in traditional clothing wholesale archives mouths before he start with the online retail business,Also via Douyin、小红书的MCNWear a blogger to shop.

“Although retail customers are scattered,Earn extra a month with these new e-commerce platforms2-3万元.”Fang Yang now has a dedicated anchor,每天都在1688直播,“It can also attract small clothing store owners who take bulk goods,Can get hundreds of orders from time to time.”

根据前瞻产业研究院报告显示,2017年后,抖音、快手、The popularity of new social media such as Xiaohongshu is gradually increasing,Merchants advertise on these platforms through graphic and live video,Greatly enhanced direct communication and interaction with consumers.

Many street clothing store owners such as Luo Chen、Haruko also positively to the host.However, the influx of shopkeepers,But they have been caught in the traffic dilemma.

Haruko on Douyin、Xiaohongshu has established a personal account,In the trill is given priority to with goods on live,In Xiaohongshu, I mainly publish posts about dressing and planting grass.But after insisting on posting for half a year,Xiaohongshu's personal account is still tepid,“Too many replies to private messages will also be limited,Sent WeChat directly and was punished,Often a post is viewed less than100多.”

Luo Chen tried Douyin and Xiaohongshu,不过最后都放弃了.Trill and little red books need personal care,Her operational energy is limited,Compared to the already low profit,Users who buy online lack familiarity and trust with stores,Also easier to return.

抖音、Social media such as Xiaohongshu as a communication and consumption platform for emerging fashion,It has become an important path for fashion and apparel product promotion and sales.Fang Yang said,E-commerce platform traffic dividends gradually fade,In recent years, the online growth rate of the industry has slowed down to20-30%,In the future, social media will drive the continued growth of the apparel industry.

而另一方面,做“A neighborhood business”of community clothing stores are also showing a new lease of life.

A freelancer doing jewelry design told Ran Dimension,This year she opened an unmanned clothing store in her home,no rent pressure,no personnel costs,从1688拿货,Realize unmanned sales directly in the store.

With the help of the owner's WeChat group in the community,She completed the first batch of user accumulation,在上海疫情期间,All the goods she hoarded were sold out by the residents,even after the pandemic,This group of users still likes to come to her store for free shopping.作为副业,This community clothing store can bring her a month5000-7000元的盈利.

Luo Chen also said,Although the community clothing stores come mainly from around3-5Residents within km,But in the community where she lives, for example,The surrounding residents are about2-3万人,假设只有1%of users to shop,也有2000-3000人,Assuming that the annual consumption of a single person is5000元,The revenue of a single store can also reach the level of one million.The community store rent is low,To a certain extent, the store owner can give profits to customers,It is also easier to build a loyal online customer community.

根据前瞻产业研究院数据,2023The scale of China's clothing market is expected to break through4万亿元,And the retail store owners located in the middle and lower reaches、Dealer or choose to improve store service,or embrace online social platforms,积极求变.

They are still waiting for the next opportunity.

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