Entrepreneurship: Earning Nostalgia In Childhood Memories

Invest 100 thousand yuan to open an old national product store -- making nostalgic money in the childhood memories. In the 80s of last century, it was a special time in Chinese history. When the reform and opening up just started, people who just released from the Cultural Revolution fence enjoyed the great joy of cultural and artistic freedom.

At the same time, a large number of domestic brands sprung up.

Now they are coming back in another way, setting off a small wave of new business.

Many "Chinese elements" quietly lived in this quiet 2008, and even formed a strong trend of "domestic goods craze".

Not long ago, "Tian Hou" Faye Wong appeared in public with the appearance of a sailor jacket and a designer windbreaker.

Coincidentally, Tony Leung and Carina Lau returned from honeymoon, "Wei Zi" wore retro sportswear, while "Liang Tai" was the costumes.

Comparing with the three famous stars, Chun Xiao, a famous model, was not only dressed in the most popular Tianjin plum blossom sweater and pedal back shoes, but also picked up the horn of the last century.

It is more than just stars to admire the old goods.

Recently, many well-known domestic brands in the 70s and 80s of last century were picked up by people.

In a time when the material was not very rich, they condensed people's common memories of life and set off a nostalgia for today.

Clothing, sports shoes, stationery, skin care products, old-fashioned radios, and even snacks like figs and fruits, have become a hot topic for some people after they have disappeared for a while.

It is not the pursuit of the tide of people to curry favor with others, nor is it the hot blooded youth who resist the "foreign goods" and really attract them. They are the design, quality and price of those classic goods, and those wonderful memories of the 80s of last century.

As a result, some young Chinese goods began to collect and collect classic domestic products consciously.

He set up his collection and design as a theme store with classic Chinese products as the theme and in the 80s of the last century, and constantly adjusted and perfected the way of operation in the collision and running in of the market.

In the past thirty years, we have lived in the limited space by arranging carefully.

Large paintings outside doors, perpetual bicycles at the door, old white screen screens, pale green walls, ceiling ceiling fans, wall marked slogans, cat shop products on hangers, ancient red and white game machines on tables, 12 inch black and white TV sets, and hundreds of old stationery, toys, books, appliances in display cabinets...

Even the shopkeeper's business cards are old photographs.

Everything in front of us reminds us of many fragments of the past and feels familiar and cordial.

Yu Meijing, the owner of the shop, told reporters that the classic Chinese products were popular in the 80s of last century, such as plum blossom sports wear, Seagull camera, Lucky Film, perpetual bicycles, Phoenix bicycles, rubber shoes, jumping rubber shoes, double star sports shoes, Wan Zi thousand red moisturizing grease, Yu Meijing, Bee Shampoo, Jianlibao, white rabbit milk candy, little white rabbit toothpaste, Desheng radio, little bully learning machine, hero pen, Beijing brand thermos bottle...

"Those things with the distinctive impression of that era are practical, beautiful, simple and simple.

Just like the young people who like the national products, they say: Classic Chinese goods, the price is fair enough, we have been using it! "And the commodities in the cat store are mainly divided into two categories, one is the old products with obvious 80s characteristics, which are collected and collected by him, mainly for stationery and toys, the other includes daily necessities for all kinds of products; and another is that according to some special marks of that age, the classics are re engraved, together with the new products after the design, such as sportswear.

"Now the old stuff is mainly for display except for a small part, and some can also be bought outside, and the price is cheap. Some of them are not enough, and once they are sold, they can not be found.

So now the sale is mainly based on classic repetition.

"People who like classic Chinese products can be divided into two parts, the middle-aged and the elderly over forty and the twenty or thirty year old young people," he said.

Most of the young people are "post-80s". They have strong self-awareness and full exposure to foreign cultures. Some people are obsessed with classic Chinese products and the influence of rock singers.

However, Xi said that the atmosphere of pursuing domestic products is much more intense than that of Shanghai in Beijing.

In Shanghai, most of the visitors in Beijing are foreigners, as well as Hongkong and Taiwanese. In Beijing, more guests are native youth, rock musicians and fashion personalities. Andy Lau and He Jiong go to buy the imitation plum blossom sports wear.

In general, an item is endowed with spiritual meaning and there is always a real material basis.

In 80s of last century, he had a special feeling of joy, and found the beauty of Chinese products.

"People who like classic Chinese goods may be out of a complex emotion, mixed up with nostalgia, respect for classic design and weary of popular fashion.

On the one hand, on the one hand, for our generation, the new fashion is constantly affecting our vision, but it is easy to cause aesthetic fatigue. Moreover, young people like to be innovative and like their own fashion.

Simple domestic products contain an aesthetic demeanor, which can be used to fight too many fast fashion after being redesigned. "

"On the other hand, the social changes are too fast now, the future is full of uncertainty and the competition is fierce. People need spiritual relief," Xi added.

Childhood will bring warmth and stability to the post-80s generation. It seems to return to the past carefree years.

A certain spirit of the time preserved in classic Chinese goods will make the eyes of those who used to see the lead look back and see that they are so beautiful.

This hobby naturally develops into an interest of joy.

"I have always had a special feeling for domestic products, and I still wear back shoes when I was in college.

But with the disappearance of the producers and the passage of time, these good things fade away from people's sight and begin to be forgotten.

Then I began to consciously collect old items of daily necessities, slowly expanding from the original domestic stationery and toys to other daily necessities, and then slowly wanted to share with people who had similar interests.

With a lot of people sharing the experience and growing memories together, joyful resigned from the graphic design work for more than two years, took out all of his collections and devoted himself to the establishment and operation of the cat store.

The two site selection strategy changed. Although the cat store was available for more than a year, the actual effect of the first site was not satisfactory, but finally moved to the "concept warehouse".

For the second time, the site is happy, and it knows exactly what new site it is looking for.

"I hope to find a workshop, because the atmosphere of 80s of last century must be displayed through space, such as collecting some large pieces of that era.

And such a large space can only be achieved in places like old factories.

The sharp exaggeration of space also means a sharp rise in rents.

From 10 square meters to 200 square meters, the rent paid by joy and happiness is three times more than the original one.

But Xi Xi thinks it is worth and necessary.

Because in addition to the needs of the cat store atmosphere, there is another meaning of adjusting the management mentality.

Now, the cat store is more like a concept warehouse. The sale of goods is gradually shifting, and more in the form of consignment.

At present, there are a total of six stores in the cat store's own brand, including two in Shanghai, three in Beijing, and another in Taiyuan.

And this cat store concept store is sold outside, and I give it more other functions.

I remember that in my primary school composition, I once confused "Panda" into "cat". This kind of mistake is now said by many friends, so when they see this shop name, they can't help smiling and remembering it.

Xi said, "therefore, I regard this cat store as a place to sell good memories, so that more people can participate in it, and experience the memories of growing together through different forms of interaction."

"At ordinary times, our fans will exchange some interesting things about classic domestic products online, such as where to buy, how to use and so on.

The cat store holds a party every month to give you a chance to meet face to face. You can come here to jump house, throw sandbags, drum flowers, jump rubber bands and even hawks catch chickens.

It can also play a game of "soul", "circus" and "Tank Wars".

In addition to reviewing our childhood, we will also review the culture of the 80s of last century, such as watching movies, reciting poems and listening to music during that period.

In the future, there will be exhibitions of classic graphic designs and photographic works. "

In addition, this spacious space has become another profitable channel for cat shops. Party parties, venue rental and so on have brought benefits to the cat store.

The price of the New Retro sports jacket is 289 yuan, 08 yuan, 289 yuan, the weight of the truck, the driver, the net, the hat, the driver, the net, the hat, the net, the hat, the 99 yuan, the white, the rubber, the design, the canvas, the satchel, the 120 yuan, the old, the torch, the table tennis racket (super old), the 88 yuan. Part of the commodity price is partial.

In addition to store rental, the rest are basically shopkeepers' own collections for many years.

After a period of operation, Xi Xi's investment in the store has increased a lot, and it has spent 50 thousand yuan on the decoration of the factory.

This is a big threshold for many entrepreneurs who want to take this project as the direction.

Profit analysis: now the price of cat shops is rather complicated. It is divided into two parts, namely, consignment, activities and rental.

The initial investment is estimated by 24 months' amortization, averaging 2000 yuan per month.

The rent is about 10000 yuan a month, plus some taxes, water and electricity and marketing expenses. The cost of running such a cat store is 15000 yuan.

This is estimated to be based on the gross profit margin of 40% of the garment industry. If we want to break even, we need monthly turnover of more than 37500 yuan.

On average, a daily turnover of 1250 yuan is calculated on the basis of 30 days.

The wages of shopkeepers are not included here, otherwise higher turnover is required.

Target customers: there are mainly two types of customers in the cat store at present, which are those who have deep memories of the 1980s and their parents in the 80s of last century.

In addition, after 90, the 80 culture is also attractive because of curiosity.

In contrast, fashion people are more sensitive to nostalgia culture.

Site selection: Although the first site selection of cat shops is not successful, the second store location has shifted somewhat in terms of business strategy, but it can be concluded from the target customers group of such stores.

Generally speaking, relatively small commercial establishments, such as Xintiandi in Shanghai, Tianzifang and so on, are good choices.

In addition, some music bar and young fashion people often haunt places can also be considered.

The prospect of 50 years of leaps in China is once the most familiar appearance of the Chinese people, and is dusty with the memory of countless Chinese people.

The Chinese brand, which is now hard to find in China, has not only boarded many well-known foreign fashion magazine pages, but also has become the darling of many international movie stars and models, selling high prices of more than 50 euros per euro in Europe.

Now, the young people have gone through the process of Western brands entering China. They are influenced by the western material consumption culture. However, when they use all kinds of imported cosmetics and see the so-called "fashion" in the tide, they suddenly find that the classic goods are no worse than foreign goods.

Under such a trend, the combination of nostalgia and fashion will mix modern and retro, and will continue to prevail over a period of time.

Risk: first of all, in the 80s of last century, there was a limited variety of goods, and it was slightly thinner just by Jersey and truck driver hat.

Secondly, nostalgia prevails, but the nostalgia for the 80s of last century is relatively small.

Besides, popularity is a gust of wind. How long can this wind blow?