The Secret Of "Accessories" Star Market

23 years later, the market of the east station quietly turned around.

People suddenly find that the merchants who shuttle between them have changed their business cards, and their identity is no longer the same. A large market of small commodities has become a complete variety of Hangzhou city.

Market.

Even before that, there were similar markets trying to replicate the Eastern Station market, but ultimately failed to clone. Only the east station market was unique, and it still stands in the east of the rising sun in the whole industry crisis faced by the physical market.

The brilliance of the past has not become the burden of innovation.

Hangzhou automobile east station small commodity market is located at 75 Shanxi Road, Hangzhou, founded in September 25, 1991.

It was the leading market of a street in Hangzhou East Gate market. After 10 years, the market of the greenhouse structure had a renovation and renovation of the original site, with a total investment of 150 million yuan in the new market.

There are 3700 stalls in the old market, and only more than 1600 of them have been standardized after being rebuilt. However, they have attracted the envy of their peers and attracted a steady stream of merchants.

After the new market operation, in the increasingly fierce competition environment, the east station market continued to maintain a relatively high growth rate and strong development momentum. It not only kept a stable position in the leading market, but also created the business miracle of the big red market after the big demolition and construction.

However, such a combination of format and market positioning, in the time of the commercial revolution in the Internet era is not a universal policy, mass, convenient e-commerce market like a wave of fighting, the general manager Chen Shenggen forced the life and death of the firm.

To foster strengths and circumvent weaknesses is an integral part of the professional market.

On the left, there is pressure on shopping malls, right "Taobao" is rising, and looking around the similar market generation after generation, general manager Chen Shenggen has to rethink the new road of market development.

Many of the tall building shops have actually become the "fitting rooms" for online shopping, and this is related to the emergence of a large number of online shops. These online shops have small quantities of clothing, new styles and many patterns, and look forward to having a professional and fashionable clothing accessories market, which is just hard for Taobao Tmall networks to achieve.

With hang Pai clothing becoming the national garment base, garment accessories have become a commodity just now.

General manager Chen Shenggen saw this potential business opportunity. He decided to implant garment accessories in the market of east station.

Because, although there are some accessories booth in large garment wholesale market, it has not formed a complete set. However, whether through online or offline sales, the demand for one-stop and whole category purchase of garment accessories is inevitably increasing.

The outbreak of the electricity supplier channel will not only create a shock, but it can fly at the draught.

As a result, the market of east station will seize the new business opportunities brought about by the Internet age, make decisive decisions to cultivate and develop the excipient market, and realize the all-round pformation of market orientation.

Thus, general manager Chen Shenggen implemented the "cage cage for birds" on the basis of the existing 90 excipient stalls. First, he changed the 42 shirt stalls into accessories for clothing accessories, and then put 91 leather shoes stalls into the accessories section after a year.

At this time, the pformation signal coming from the east station market triggered the "Butterfly Effect" around the market. Rented businesses along the street have changed their ways, and have been pformed from garment accessories companies to clothing accessories stores from all sides.

As a result, the buzzword of "buying accessories and going to east station" soon appeared in business circles.

Internet thinking brings wings to the traditional market.

Although the Hangzhou long distance bus station has moved to Jiu Bao, the east station, which was originally dependent on geographical advantages, grew up.

It has already lost the "time and place advantage" of the stream of people, but because of the advanced layout of the east station market, the pformation of the Internet thinking has ushered in the "second spring" of the market.

In 2008, general manager Chen Shenggen really felt: "if the operators of the physical market do not grasp and understand the network, they will be willing to learn from the new generation of Internet operators who control advanced technology. Under the rule of survival of the fittest, the market will inevitably decline and find another way out."

Therefore, he invited Alibaba to offer training to market operators, open up the "Horizon" of the Internet world, and explain how to create online shopping malls.

At the same time, the market also invited students from Zhejiang Polytechnic University to provide network technical support for operators.

Electronic commerce and offline entity market is not a zero sum game, but a combination of online, offline, and interactive development. Now it has become the consensus of market operators in east station.

Online and offline simultaneous interpretation of new business models

While singing the "rival play" with the electricity supplier, the east station market once again "regulated the market".

First of all, we should implement the "survival of the fittest" system for the market merchants, and take the way of guidance and persuader to separate merchants who are not in good operation or in bad business conditions, and divide the shirts and blocks of shoes on the first floor, and the stall vacated will re absorb the merchants who are mainly excipients.

This is a very difficult step. It takes four years to go.

In order to solve the capital demand of market merchants, the cooperation between the east station market and the United Bank of Hangzhou has solved the urgent need for merchants to develop funds and promoted the healthy and stable development of the market.

Without the guarantee, the merchant can get the loan to the bank in accordance with the benchmark interest rate as long as he has the certificate issued by the market, and he will be able to get the loan within three days.

In just a few years, the market has been financing over 600 million yuan for business with its good reputation.

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With the expansion of the region and the challenge of the Internet, the market will be further divided into more than 200 blocks. The two buildings will be converted into lace and belt based blocks, and the merchants of the same floor will be "classified". Then they will develop the fur collar area and more than 100 professional businesses.

At present, garment accessories business is constantly gathering in the market. It has occupied most of the one or two berths, and buttons, fur, zippers and other accessories are available.

A new market framework after breaking cocoon and pforming butterflies

In accordance with the Internet thinking pformation of the east station market, many investors have been targeting the shops.

However, after the east station market broke the cocoon and turned into butterflies, it strictly followed the "contrast operation" and did not allow two landlords.

According to the contract, the merchants who have been stationed are not allowed to rent. They can only pfer the right of use and the operation right of the berth.

General manager Chen Shenggen believes that the new market structure must protect the rights and interests of operators.

Only by blocking the attempt of two landlords to stir up high shops can we further encourage operators to expand their business scale.

The east station market also has "Three Laws" with merchants, making use of WeChat management to raise the market standard to a new level.

The market adopts the 100 percent assessment method, and takes the appraisal team as the unit to examine the illegal behaviors and hygienic conditions in the market.

At the same time, the appraisal team has rolled the management information in the market on the electronic screen, and created a new style of health in the market.

Now, by expanding the small businesses into large ones, the number of merchants in the small commodity market has decreased from more than 3700 to more than 800, but the turnover has exceeded 4 billion yuan. The pfer price of a five or six square meter shop can reach about 1000000 yuan.