Why Is The "Real Economy" Being Watched By The Electricity Supplier? Why Can The Ten Yuan Store On The Street Be Able To Thrive?

Compared with other deserted retail formats, these stores are often crowded with people. The most representative is a chain brand named "create good products", and more brands of imitation and excellent products. Why are these ten yuan small goods shops made in Japan and Korea style jacket and pure state?

Carrying forward "Shanzhai"

Last year, the famous products of "plagiarism" and "Shanzhai" were not dragged down by the public opinion. But a series of decoration styles and types of goods were basically the same. LOGO was also very similar. The first, second row was the English name, and the third row was the 10 yuan Chinese name department store. There is a famous brand of MALL on the two floor of Cade, West Third Ring Road, Beijing. But there is a store with the same appearance on the street from its two stop. The reporter randomly surveyed the shoppers in the store. They did not know the difference between the two brands.

Famous and excellent products have become the trend of "Muji" in China.

If you query on the Internet, there are many similar brands. For example, a brand called "Xi Mei Cheng pin", the official website introduced from South Korea, the English printed on LOGO is "XIMI VOGUE", and the "Best Western product", which is called "the selection of Korean high quality commodity stores", is "MISS GOOD". In addition, there are "excellent home products" and "Han Shang Gao pin".

At the recent China licensing exhibition, it was announced that the Korean company's "Hei Mei Cheng pin" site was consulted by many investment participants. According to the staff at the scene, the brand belongs to Korea's Hei Mei Cheng pin Co., and entered China in 2015. Yiwu Chu Rui Agel Ecommerce Ltd is its general agent in China. Currently, there are 300 stores in the country. This is the same as most of the small department store brands. The publicity comes from Korea or Japan. Most of the agents come from Yiwu and have a wide range of commodities, from daily necessities to kitchenware, stationery and even 3C small appliances. What is even more interesting is that most of the goods in the store are priced at around 10 yuan, even if they are designed with fashionable eyebrow, beautifully packaged eyebrow brushes, perfume, hand cream, and so on, the price is not more than 30 yuan. Once the "cottage brand" also encountered "Shanzhai", and these two categories. brand It's not bad. It's an extension of the trend of domestic consumer buying, that is, a reduction in brand sensitivity. It seems that products with good quality and low price are now more popular. According to reporters, the name of the best quality products only opened at the end of 2013, and sales in 2014 were 2 billion yuan. In 2015, it was 5 billion yuan, and this year it is expected to be 10 billion yuan.

Sacrifice price killer

In contrast to the ten yuan small department store blooming everywhere, many formats such as shopping centers, supermarkets and professional stores are still at a low ebb. Of course, Retail The downturn is often thought to have been hit hard by the electricity supplier, especially the destruction of the retail price system by the electricity price war, which has raised the consumer's sensitivity to the price, which is exactly the foundation of the consumer end of the ten yuan store.

Store products, snacks, data lines, headphones and other products are almost the same as the existing well-known brands, and its so-called shortest 12 days of the new product time is only the factory made time, and no original design. Although it is one of the reasons why public opinion has questioned its Shanzhai, it does not seem to affect consumers' enthusiasm for buying. In many forums, "ten yuan shop" is worth buying. There are many people who reply to the cheap and easy to use products they buy at the bottom. At the same time, this is why there are many different cottage brands in a short time. China has always been a big manufacturing country, especially small commodity manufacturing in Southern China. With the increase of labor costs, foreign foundries have gradually shifted to cheaper Southeast Asian countries, and foreign trade has shrunk. These factories not only have basic production capacity, but also have rich experience in doing foundry for big brands. For the ten yuan shop, this is the opportunity for manufacturing. According to Ye Guofu, the global co-founder of the famous product, there are about 3000 kinds of products, most of which come from more than 800 domestic factories, and then directly from factories to stores, eliminating the middle spanfer link to ensure low price and low cost. A case Ye Guofu often mentioned is that the store's eye liner is from the L'OREAL factory, but the price is only 9.9 yuan. "The average price in the store is lower than the 1/10 in the domestic department store, which is the 1/3 of the commodity price of the supermarket." They claim that only 10% of their products come from Korea, and more than 50% of the products and famous brands are produced in the same factory. Manufacturing factories in the Pearl River Delta and Yangtze River Delta have become an indispensable factor for the ten yuan small department store to blossom everywhere.

Such "10 yuan shop" is not uncommon in the streets of major cities in China.

In Ye Guofu's view, small commodity China is the most developed, and it is a new way to practice internal strength and go global. According to the introduction, this month, there will be 15 outlets for overseas famous stores, and 100 stores will be opened overseas at the end of this year, reaching 100 by the end of this year. And overseas Online retailers The impact is not obvious in China, but in the same store sales are better than in China.

Keep up with consumption upgrading

Consumers often "judge people by their appearance". Once the street two yuan store is cheap, but the stores are small and messy, and the whole low-end, even if it covers all kinds of daily commodities, not everyone will go shopping. In 2015, China's gross domestic product (GDP) was 67 trillion and 670 billion yuan in the world, ranking second in the world, second only to the United States, and the per capita GDP was 52 thousand yuan, or about 8016 dollars. Under such circumstances, various formats of consumption upgrading have begun to be active, such as cross-border electricity suppliers and imported fruit stores.

Although the ten yuan small department store still insists on low price, there are higher requirements in store than goods. "We are all in the shopping mall, and more than 90% of the shopping centers in Beijing are all open." In Ye Guofu's view, "10 yuan has not been able to buy anything now, but with the excellent environment of shopping centers, it is in line with the trend of consumption upgrading." In the eyes of the above people, "the escalation of consumption we are talking about is actually not perfect. We should upgrade our consumption concept and upgrade our products. If we only talk about the upgrading of consumption concept and the upgrading of products, there will still be no good products. If the product upgrade and the consumption concept is not upgraded, there is still no market in China."

According to the National Bureau of statistics, 10 provinces in the country have exceeded 10 thousand per capita GDP, including Beijing, Tianjin, Shanghai, Zhejiang, Jiangsu, Inner Mongolia, Guangdong, Fujian, Liaoning and Shandong. Although famous and famous products are sold at a very low price, they do not plan to enter a very low level city at present. According to Ye Guofu, stores in Beijing and Shanghai sell much better than prefecture level cities or county-level cities. "The concept of consumption in big cities is even more advanced. They have a certain judgement on the price of commodities, and think that this is very valuable, but consumers in less developed areas still need to question why it is so cheap." According to the reporter, famous brand products can be sold in Beijing for 600 million yuan a year, while the planned Beijing market will reach 1 billion yuan a year. Lai Yang, Secretary General of Beijing Business Economics Institute and special researcher of Beijing Institute of Commerce, think that the ten yuan store, which is represented by famous brand, is totally different from the previous two yuan store. From the point of view of the product mix, there are still some researches on the clear and consumption habits of the target consumer groups. The price is low, the single consumption is not high, and the frequency of consumers' random shopping is increased. At the same time, the commodity has also guaranteed novelty and interest or practicality. After the Internet has become the main channel for people's rigid consumption, this kind of small commodities purchased by the side will become a hot spot of the offline purchase.