Where Is The Future Of Cheap Road? How Should We Play In Cheap Road'S Pformation?

Ask 10 people, "where is Cheap Road?" I'm afraid 9 people will say, "it's the Cheap road."

Yes, Cheap Road was once the largest medium and low gear in East China.

Market, "cheap" is the label here.

Every time the reporter took the track to line 10 line, to this station, a batch of or carrying or dragging the wholesale guests with black gum bags would be brought up.

However, recently, a reporter interviewed in Cheap Road found that many white-collar workers would also be here to sweep goods, and the black plastic vest bags had long been replaced by fashionable white paper bags.

However, there are huge differences in the operation of 12 markets in Cheap Road. The same 30 square meter shops, good annual rent 700 thousand yuan to 900 thousand yuan, poor annual rent of $35 million, still no one asks.

"Saint and Saint" did not feel the cold winter of business.

Walking into the seven Pu Road, the name is "Sheng He Sheng".

The market is not the same as the wholesale market which is noisy and disorderly.

The 123 tier market is segregated into a few small shops. Although the clothing sold by each store is different, the decoration style is fresh and pastoral, and each layer from lighting, public space design to soft clothing is also unified with the style of each store.

Although some customers are bargaining with the store, they are not noisy.

Saint and holy garments

Cao Aihua, manager of the company's management department, said that unlike other clothing markets in Cheap Road, Sheng and Saint have a unified positioning requirement for the merchants, mainly selling Korean style clothing, bags and cosmetics. The market operators have carried out the overall packaging here.

Walking to the four or five floor of the market can really sense the posture of the big market.

There is no such kind of partition as a small shop. The display of goods is placed in the center of the shop. Some dressed girls choose leisurely goods.

Saint and holy is the earliest and most successful pformation in Cheap Road's clothing market.

When other markets in Cheap Road are mainly wholesale, there has already been a situation of equal distribution of retail and wholesale.

With more retail sales, market sentiment is flourishing.

The reporter came over at about 4 o'clock in the afternoon and found that every shop had basically young customers patronizing, many of whom were still dressed in white collar.

"The number of people here is twice as much as that of today," the most popular one is the cosmetics section on the four floor.

The four or five storefront store is mostly run by Koreans. Many of them are Korean costumes, which are relatively expensive.

The four layer cosmetics area is basically sold in South Korean cosmetics, the price is high and low, but the whole is not expensive.

The comfort of shopping environment and the relatively high level of merchandise are only one aspect of attracting white collar consumers.

Cao Aihua believes that there is a more important reason why white-collar workers are willing to shop here, "I bought this suit on me.

A size of three, not easy to crash shirts, there is a sense of tailored. "

The traditional wholesale market has the phenomenon of "exploding money", and clothes that are bought back are too easy to crash.

But there are only a few of the same styles in many shops.

"In general, the price has advantages over the big shopping malls. There are many styles that are used by the big brands in this phase, and the OEM is done."

"Business winter?" Cao Aihua thought for a moment and said, "we hardly felt it."

"I know that some markets in Cheap Road are still vacant, but we have no shop here."

He pointed to several young men next to him. They were all floor managers, and each of them had several stores that he wanted to enter.

10 market operating conditions are huge.

Saint and Saint clothing market is only one of the 12 markets in Cheap Road, but it is also the most untypical one.

Cheap Road, East, is located in Jiangxi Road, Hongkou District, Shanghai. It is about 1 km long from the west to the hot river road in Jingan District.

Take Henan North Road as the boundary, the east side is Hongkou District, about 100 meters, has two markets; the western part is Jingan District, about 900 meters, and has 10 markets, including new seven pools, Lian Fu, Hao Pu, seven Pu wholesale, Baima, Chao Fei Jie, Xin Jin Pu, triumph City, San Sheng and LAN Cheng, with a total construction area of about 300000 square meters.

"In the last two years, the overall popularity of Cheap Road has been declining compared with its peak.

At that time, the "51" "eleven" golden week had more people than Nanjing Road, the highest daily passenger flow was more than 100 thousand passengers, and the average daily cargo turnover was two hundred or three hundred tons.

Wang Yegen, deputy director of the Management Office of Shanghai Cheap Road dress and adornment business district, spoke of the brilliance of the past.

Wang Yegen's Office Management Office of Cheap Road clothing business district is exactly the 10 market of Jingan District.

"Now the 10 markets are in a state of uneven operation, and the 5 markets in Sheng and Sheng, Xin Qi Pu, Hao Pu and other 5 markets are in good condition, 3 markets are maintained, and 2 are not very good."

How big is the gap? Wang Ye has made a comparison: in a well managed market, shops with a location and level are good. 30 square meters can rent 700 thousand to 900 thousand yuan a year, but the same area in the market with poor operating conditions is no rent for three million yuan a year.

Reporters visited the market in a relatively poor market, and found that there were about twenty or thirty shops.

In the context of the real business downturn, the overall decline in Cheap Road's popularity is inevitable, but there are also reasons behind it.

Wang Yegen summed up two points: first, for a long time, most of the merchants in Cheap Road were mainly wholesale, and the wholesale customers mainly came from the Yangtze River Delta region. In recent years, with the rise of the wholesale clothing market of Changshu and Hangzhou Sijiqing, their product positioning was not much different from that of Cheap Road, and the traffic was more convenient. Some customers in Cheap Road were diverted.

Two is the improvement of people's living standard and higher requirements for clothing quality design, but many shops in Cheap Road still remain at a relatively low level, which can not meet the market demand and be eliminated naturally.

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How should we play in the pformation of Cheap Road?

Transformation? Cheap Road market has not been thought or done.

Saints and saints began to pform in 2009. After years of grinding, they have been pformed successfully.

But other markets are not so lucky, most of them continue the traditional mode, and the overall quality of clothing is low.

However, the success of saints and saints is difficult to replicate in other markets.

"Mainly because the property rights of other markets are too dispersed to form a cohesive force."

Wang Yegen said that there are more than 6500 shops in 10 markets, of which more than 5000 are small owners.

For example, 194 shops in Lancheng market belong to small proprietors, 41 belong to developers, and more than 80 belong to participating enterprises. When the market of Lancheng was just established, some people also put forward the plan of unified style, but the property owners could not reach agreement. Even some people simply did not want to do the clothing business inside.

The 10 markets of Cheap Road's clothing and commercial blocks in Jingan District are located in the core area of Su Hewan.

The environment surrounding the tall buildings has long been out of line with the current situation in Cheap Road.

At close proximity, the average price has already reached 160 thousand yuan in the high-end overseas Chinese town Suhe Wan, and south is the global Top Class Hotel Bvlgari Hotel, which is about to open this year.

In addition, the downtown area is relatively low end wholesale market, which also means many social problems such as public order, fire protection, pportation and city appearance.

Cheap Road clothing business district management committee was established last year, the executive management department, Cheap Road business district management has been relatively loose joint meetings.

The grid management is extended from the block to the market, and the commercial blocks are divided into "4 horizontal, 4 vertical" security modes. The most stringent regulations on tobacco control, such as "merchants' smoking and detention in the market for 5 days", the establishment of people's mediation rooms, and so on, have been made a little bit over the past two years.

In fact, Cheap Road merchants still have potential to tap.

At present, Cheap Road has built more than 50 independent brands with a certain reputation, and many shops have formed the business mode of the front store and back factory.

There are experts for Cheap Road: the introduction of professional companies from the overall layout to the packaging business to carry out a unified operation; with the surrounding great joy City, Bvlgari Hotel and so on, forming a linkage effect, expand the Cheap Road business effect; promote the "people goods separation, order sales" business mode, the formation of online wholesale mainly, entity shop to display and retail mainly clothing trading center, and so on.

The pformation of Cheap Road is a must, but the question is how to make this bigger chess game and the future Cheap Road to follow.