Beijing "Booth Business" Has Become An Important Channel For Clothing Sales.

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In Beijing, more and more streets are occupied by "stalls" in the evening.

The influx of these people directly "flourish" the whole format, so that the annual sales volume of the Beijing stalls and clothing market over 100 million yuan has not caused too much "attention".

Based on this, in order to get a deeper understanding of the market of Beijing stalls, this paper investigates 6 "stalls of commercial streets" in Beijing to explore the survival reality of the "booth road".

What are the "stall families" who live and operate violently, but what are they thinking about? How do they plan their future?

Ms. Wang did not seem to care about the stall business. Her 2 square meter booth on the spot laid bare a few cheap T-shirts. It seemed that the stall was more like a "boring" move to match her summer heat.

Every evening, Ms. Wang will bring her son to Beijing's West Luo Garden community on time, and after finishing the day's operation and finishing her dinner at the 100 Rong clothing store, she will simply clean up the "outfit" and start her stall business.

Ms. Wang said that now she will insist on putting up stall almost every day. This is not because the stall is very profitable, but she has nothing to do at night, idle is idle.

"Free and easy"

It is a great pity for Ms. Wang, who has been away from business for more than 1000 nights from Hubei to Beijing. She used to be trapped in the boredom of unfamiliar life. She hopes to have a night market and fill her leisure time with her own business in the 100 Rong clothing store during the day, so that she may have something to do.

So Ms. Wang chose a stall a year ago. In her opinion, the meaning of the stall is not just about making money. The stall gives her something to do after dinner, so that her son can contact other children in the open air, and even let her find the latest trend in the street.

Ms. Wang's booth is next to a T crossroad, which is a hard work for her every day.

She was always the person who first came to the gold stall. After picking out some new clothes that she could not decide whether to sell well from the stock clothes in her own house, she took her son for 5 minutes to come to the booth.

These clothes are women's products from Guangdong. During the day, she mainly sells wholesale in Bai Rong's shop, but in the evening, she selects several new items to test the "retail market", so as to make reference for its wholesale price.

Every day, Ms. Wang will spend about 3 hours in her booth. She is not the owner of the stall to take the initiative to attract customers. Most of the time, she puts her attention on the son playing beside her. Sometimes her son will play with other children who are playing host. Sometimes, her son and his playmates do not come because of this reason. Ms. Wang will play games with her son directly.

As for the stall business, Ms. Wang is not "up to the heart". Customers ask questions, she quotes, customers bargain, she directly refused.

"Customers who will stay in front of your booth do not care if the price can be reduced by a few dollars. The stalls are not expensive, and there is no need to be too obsessed with the price. The price stability of the clothes I put on can give people a sense of trust.

For me, what I really value is what retail customers are interested in and what they want to do for wholesale business.

The "stall" is getting hot.

Every evening, at the same time with Ms. Wang, there are nearly twenty booth costumes operators in the Siro Garden community, and quite a few of them are similar to Ms. Wang. They are from nearby Dahongmen and Bai Rong's clothing traders. Ms. Wang used to know them. So, in the evening, the people who had similar experiences were gathered together, and the stalls were spread out, pulling together their families and discussing the day's clothing business experience.

There are also many "outsiders", but they are not very fixed. They either drive to sell some things to subsidize their families, or to move to the region to try out business opportunities for full-time business operators.

Ms. Wang did not show hostility to these "outsiders". These competitors did not, in her view, cause any impact on her clothing business, "the most influential point of sale."

In fact, although not too "on the heart", Ms. Wang stall business is pretty good, "selling ten pieces a day or so is not too difficult."

This has also affected her view of the increasing number of strange "stand faces". "More and more people will join in creating the hot" business atmosphere "and help to stimulate the consumption enthusiasm of the residents in nearby communities.

At present, Ms. Wang and her stall business philosophy, and the increasingly popular "stalls" in the Siro Garden community are reflected in the boom of domestic booth clothing management.

Although there is no authoritative statistical data to illustrate the number of streets in Beijing, many streets are being occupied by the "spread shop".

According to the survey of nearly 60 street vendors in 6 Community streets in Beijing, at present, the "stalls" can be described by fire.

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Because of its low price, the stalls are getting rid of the high cost of physical stores and become increasingly popular among cities.

A large number of people are coming in to make up for their livelihood, to work full-time, and to "get free."

In the survey, we randomly selected 6 streets with "stalls". The "stalls" of these Community streets have expanded compared with previous years. "Business area" has extended from the original part of the street to the whole street, and even some streets did not exist in the past years.

A large number of "new faces" have joined them, so that many "veteran" booth operators complain about the difficult business and fierce competition.

More than 90% of them are under the age of 30.

And in the survey of sellers who are active in the stall net, many of the distributors of the stalls are now sharing the "welcome progress" of the current stalls.

A Li Xing stall clothing distributor told the newspaper reporter that now his sunrise volume is in 100 units, compared with two years ago, there is one more zero.

The self proclaimed business can only be described by a small and medium scale Lee's distributor. Now the development of the stalls is very fast, and there are many kinds of sales patterns, such as wholesale, distribution, sale and so on. The retailing of the stalls has already formed a system, and the daily shipment is not always stable.

In Beijing, for example, the sales of clothing related products in the year may be over 100 million yuan.

When asked why the stalls were able to achieve scale development in the "violation" environment, Mr Li said that it was because the "format" had left enough profit margins for the "retailers" who spread the stalls, making many interested parties willing to join them.

"A lot of booth operators will tell consumers when they sell clothes that the cost of each garment they sell is 20 yuan, and they can only earn a few yuan for 30 yuan to show their business difficulties and product reliability. In fact, they are mainly from the distributors, wholesale markets in the vicinity of Dahongmen, and distributors on the Internet. Most of the purchase price is not more than 10 yuan, the average summer clothing is 6 to 7 yuan, 8 yuan better, and the style is better 9 to 10 yuan.

At this price, they can be sold at a price of 20 to 30 yuan, and they can earn 2 to 3 times higher profits.

Mr Li said, "such a high profit return, without the high cost of a physical store, will certainly attract many people, especially young people."

The profit has become one of the main reasons for the growing popularity of the stalls. However, this high profit return will in fact become an obstacle to the further development of a certain scale.

Almost all the street vendors do not pay taxes for their business activities. Most of them are "active" at night, avoiding the law enforcement of the city management, laying the store at zero cost, and unfair competition for the legitimate operators who open the shop along the street.

More importantly, the sources of goods for the stalls are not effectively regulated, and many products have not been tested. The low price entry of these products is questionable in itself.

Therefore, from the very beginning, the high profit return of the booth clothing management is based on the violation of the existing laws and regulations, and its irregularities will also limit its further expansion.

"Now it's not appropriate for us to talk about the expansion of the stalls."

Mr. Li said, "how to make the stall run legally and form a special night market from the government to the market level is the key to the future development of the stall clothing."