Changle Road Street, Which Has A Lot Of Tide Cards, Needs To Be Changed.

According to the world clothing and shoe net, on January 12th, "Lin Edition Limit" launched an event recruitment message at the official micro-blog shop, inviting fans to sign up for a "family feast" entitled "contentment and happiness" on the second day.

At the same time when Lin released the news, artistes Li Chen and Willber Pan co founded.

NPC is hosting the first event of the theme dinner.

The publicity activities of both events pointed out that the purpose of the family banquet was simple, mainly to commemorate the two brand shop that was once opened in Changle Road.

Lin Edition Limit's Changle Road store has been closed before the "family banquet".

Starting from Taobao, Changle Road store was the first offline store of the brand.

NPC's shop is still open, but it has not been sold. There are no goods in the space. It is mainly used for the theme exhibition of "contentment and happiness", which is the predecessor of the shop -- ACU, which is run by Edison Chan. It also hosts a dinner with the same name at night.

NPC, Lin Limited Edition official micro-blog screenshots

In 2016, the "French concession" block in Shanghai was gradually ushered in the demolition and demolition of some sections, and many street shops were demolished.

In the second half of 2017, the wave changed to once.

Shops, especially Chao Pai street, are concentrated in Changle Road.

If you go to the venue of the two night of the "family banquet", near the NPC shop in Changle Road, you will find that Changle Road, which is next to the Shanghai Academy of Social Sciences, has been very lonely.

Besides NPC will be open until the end of January, other shops along the street including Lin Edition Limit and Ueno glasses store have been affixed with seals.

Even if the lights are black, the light beams projected by the streetlights still can be seen in a faint way. There are already piles of construction waste in these exquisite shops.

"According to the plan, some illegal buildings in the area and some unsuitable small shops will be cleared away. There will be some shops that are more in line with the old architectural style and emphasize cultural attributes, such as some independence.

The shops also include some bars and cafes with petty bourgeois sentiment.

Beijing nine Yicheng Business Management Co., Ltd., general manager of Shanghai branch Chen Lilin told reporters.

Before the Shanghai Academy of Social Sciences, the street shops on the Changle road were covered with seals.

The plan mentioned by Chen Lilin is the "urban master plan of Shanghai", which was put forward by the Shanghai municipal government to 2040.

According to the public reading of the relevant planning, "in 2040, Shanghai," buildings are readable, streets can be roaming, parks can be tasted, and skylines can be overlooked. "

Some people say that this is "Harajuku in China".

For those in China, especially in Shanghai, who are fond of fashion culture, the shops that have been demolished in Changle Road are indeed worth remembrance.

This street, together with the Julu road and Fumin Road, together with it, is regarded as the landmark representing the youth culture of Shanghai.

A more ambitious description has also been given - this is the most likely block to be the "Chinese version of Harajuku".

Harajuku is a narrow street in Tokyo, Japan.

Most shops in the street are not conspicuous, but the quality of the products is commendable. There are also NIGO (Nagao Zhimin), Teng Yuan Hao and other trend originator shop owners. Therefore, they attract local and global pursuit of personalized young fashion to come shopping.

The "super rich", both NPC and Edison Chan's Juice, are well-known shops in the mass consumer level. There are also famous shops such as MU821 and flystreetwear, which are influential in the local cultural circles.

If the flystreetwear was stationed in Changle Road in 1999, until now, you have come to this area and have been born with the tide of local brands such as NY:CREW, SOUTHFINESS and VISIBLE. They are stationed in the "underground city street" which has been led by the Luwan District government.

In addition, there are ONE BY ONE studio, Even Penniless, Liu2 and other designer brand shops.

"There was a certain climate here."

Wang Xiaosa, a fashion commercial writer who wrote fashion news website BoF, "how does Asian culture attack the mainstream culture?"

Wang Xiaosa was born in 1990, and began to touch street culture because he liked hip hop music in his teens. After that, he naturally wore the street brand (Streetwear).

At that time, he and his friends knew and understood the brand through the discussion of black culture and underground culture BBS forum.

Buying clothes mainly goes to shops in Cheap Road, Shanghai, which are purchased from the wholesale market of Guangzhou white horse, instead of International Street brand foreign trade goods and original single goods.

When the shops in Cheap Road moved to the lot because of the rent increase, compared to the Changle Road and mejlok road areas with higher rental cost, their circle of activities also shifted.

In fact, there are many underground bars hidden in the rich Shops of the clothing retail shops and several blocks in the extension area, and the lovers of underground art form such as hip-hop music, skateboarding, graffiti and so on are gathered.

This adds to the charm of this block, attracting people to shop and buy goods in the daytime.

When the fashionable young people in the city think of a party, they will think of this area, and they will not be able to walk from morning till night.

As time goes on, there are more and more shops gathered by name. From the earliest foreign trade shops, there are more and more authentic brand collection shops and original brand stores.

"Wang Xiao Shu" also grew up, one from customers to "circle people", just like many people started the independent Trend Magazine, and some people started to open their store in this area.

Li Chen is one of them.

In 2009, he and Willber Pan jointly opened the original shop of ACU, which opened by Edison Chan, and opened the first NPC store.

Looking back now, it is from one or two years before and after that, the prosperity of Changle Road is beginning to change.

According to the trend website, citing Shanghai's housing data, Changle Road Street store's revenue reached its peak in 2007, with an average turnover of 150 thousand yuan to 300 thousand yuan per month.

But after 2008, the average monthly income of the street shops is only 50 thousand yuan.

"On the one hand, the number of foreign orders received by Chinese factories since that year has begun to decrease, which makes the outflow of original goods less, and many shops are slowly losing supply."

Wang Xiaosa recalled, "on the other hand, Taobao and other online shopping platforms are booming rapidly, changing the consumption habits of young people, and more and more people are no longer walking around the street."

The demolition of the old field glasses store

Now inside the field store.

{page_break}

The new generation of Chaozhou has new choices.

The way of Pan Yingying's pursuit of tide in 2000 has not much to do with street shops.

The first time she bought a tide card was a follower.

That was the year when she bought a pair of Air Jordan shoes.

And the reason for the choice of Air Jordan is that at that time the people in the school were wearing Jordan's shoes.

"At that time, AJ (Air Jordan) was very hot, and I was dressed in fashionable school elder sister in several schools that I was concerned about in micro-blog.

I searched the Internet with the Jordan logo on the back of my shoe, and then I knew the brand. Later I thought the style was really nice, so I bought it.

From understanding the brand to buying products, Pan Yingying completed the whole process through the Internet.

From buying the first pair of "AJ", she felt that she had really become a trendy card.

After that, she recognized many new brands through search items recommended by search engines.

With the attention of Justin Bieber, Wu Yifan, her favorite idol stars and the dress of the tide makers, she gradually summed up a set of Chao brand brand library she likes, from Supreme to Stussy, from Thom Browne to Giuseppe Zanotti, as well as "student standard" such as Bape and MCM.

Compared with 10 years ago, Chao's brand has already broken through the trend of small circles, for example, Pan Yingying mentioned the tide cards, even those who are not familiar with street culture know their names.

Take Supreme as an example, it originated in the street, and is still an important vocaler of street culture. But in 2017, the cooperation with luxury brand Louis Vuitton quickly broke the original circle of Supreme, catered for richer customers and became a more mainstream brand. Not to mention Thom Browne, Giuseppe Zanotti were not born for the streets, but only in the design of street brand designers.

Brands that belong to this category also include Vetements, OFF-WHITE, Hood By Air and so on.

Although they have strong Street spirit from the beginning, they create many street bursts, and are easy to be associated with black culture and hip-hop culture. But from the design process, supply process, pricing, sales channels, marketing strategies and so on, the clothes of these brands are rooted in the bottom or high fashion.

In other words, Pan Yingying's "tide card" range is bigger, including the street brand that Wang Xiaosa pursued when he was young. It also includes the advanced clothing brand that is popular among young people nowadays because of the street elements.

"This is actually very normal, that is, the process of subculture becoming mainstream."

Wang Xiaosa said, "and now young people also need to buy such things. They certainly do not want to buy Louis Vuitton or Chanel, because that is the brand that their parents like."

Wang Xiaosa and the young people who liked fashion culture in those days were mostly different from music and skateboard in the street brand clothing. Pan Yingying's reason for the tide clothing was simple.

Like buying any fashion product, she didn't pay much attention and persistence.

Correspondingly, Nelson's recent interpretation of the 2017 Chinese consumer market said that Pan Yingying's age group is becoming the latest consumer force in China.

In the report, this group of people is described as more pursuit of individuality and consumptive power.

Vetements

OFF-WHITE what will happen if Changle Road is gone?

The negative impact of the demolition of Changle Road Street shop may not be that great.

For stores, customers are also.

After all, those brands most popular among young people, especially those of high fashion brands, are unlikely to enter Changle Road as a franchised store, or even the streets of the "big rich" neighborhood.

This is limited by the size and structure of these old neighborhoods. On the other hand, the brand knows that opening shop in such a street shop is not in line with the Chinese consumers' inherent cognition of high-end brands.

Even with the introduction of these brand stores, the high rent in the blocks has forced them to find another way out.

Similarly, data from Shanghai's housing show showed that the price of street shops near Changle Road and even the entire "French concession" began to rise from 2006 onwards.

The current rent level, according to a housing intermediary to undertake the rental business of the District, told reporters that the average monthly rental price of every 100 square meters is between 50 thousand and 75 thousand, compared with other blocks, "it is expensive, and the lease term is not short, generally 3 to 5 years rent."

In this context, coupled with the previously mentioned sources of goods and passenger flow reduction, many shops have been moved away.

For a long time, there are always empty shops in the block.

NPC has been the most lively and the most prosperous section of the road, but there are only a dozen shops connected with shops.

Even if we look at the whole "big rich" and "French concession", there are not many shops that we can visit. Most of them are on this road.

Such shopping experience can not be compared with Harajuku or Losangeles Fairfax street or New York SOHO.

Those shops that support are beginning to be online and linked.

NPC is an example. Apart from the brand Tmall store, it also opened branches in high-end commercial real estate projects such as Sanlitun, Shanghai and IAPM in Beijing.

Changle Road branch, as the first store of brand, is only a symbolic existence.

{page_break}

NPC only sells these two commemorative sweater with "contented and happy" in front of the shop in Changle Road.

NPC only sells these two commemorative sweater with "contented and happy" in front of the shop in Changle Road.

"Many shops should have been pformed, so I think the impact on the social life of young people is greater than that of clothing retailing."

Wang Xiaosa said.

For customers, without street shops, they can buy online and visit shopping centers. They still have plenty of channels to buy goods they want to buy.

And the whole shopping experience is even better than earlier years.

There are a lot of everyday leisure places that can be visited. It must be true. It may be a bar for listening to music, playing rap, dancing or chatting. It may also be a cargo shop, a try out, a real shop, or a "holy land" that the fans of the brand admire.

This is also a lot of people do not give up and cherish the memory of.

"Now many commercial real estate projects have begun to pay attention to this piece. In some places where students gather in Yangpu District, there are already some new commercial spaces, such as graffiti culture elements, sports scenes, small business units, and maybe a new gathering place for young people."

Chen Lilin said.

"But I think it's hard to have such a spontaneously formed block," Wang Xiaosa said. "The trend of the future is bound to be led by commercial real estate in the overall planning, in order to get a better price, higher location, environment and passenger flow."

More interesting reports, please pay attention to the world clothing shoes and hats net.