Attention: Is It Really Hard To Do The Hanfu Physical Store

Even if there is no "Cao County, the center of the universe", in recent years, many films and TV works with ancient costume themes such as "twelve hours of Chang'an" and "more than one year of celebration" have laid the groundwork for the popularity of Hanfu. As Hanfu gradually tore off the label of "minority" and even became the pronoun of "national tide", the bustling Hanfu market also attracted a large number of players to join. Whether online or offline, we are trying to get a piece of it and make a business.

As a result, Han clothing began to roll.

Some Hanfu enthusiasts have told them to understand the notes. Under the fierce competition in the market, many Hanfu physical stores have gone from the first tier cities to the fourth, fifth tier and county towns. Even in rural towns, there are many Hanfu shops, which is really crowded. Although Hanfu has been successfully "out of the circle" and received a lot of attention, the real living conditions of Hanfu physical stores, which are constantly penetrating into the 456 line market, are still worrying.

　　1 More and more Hanfu shops in Xiaoxian City

"Now, Hanfu stores are really hard to do."

As a Hanfu fan, unwilling to inherit the tea business of his family, he opened an entity Hanfu shop in his hometown Wuyishan two years ago. Youyou tells you that you know how to take notes. In the eyes of the elders, Han clothes were just popular in big cities, so it's too risky to open a Hanfu shop in the county.

The key is that the newborn calf is not afraid of tigers. She did not make a big profit in the process of Hanfu's penetration into the sinking market. After opening her shop, she suddenly found that there were more and more Hanfu stores in small counties.

According to the national "seven Census" data, the permanent population of Wuyishan City is less than 260000. However, youyou revealed that this small county with a population of less than 260000 has opened seven or eight Hanfu shops. Among them, there are four or five Han nationality clothing stores around Wuyishan Scenic Spot alone. Some of them even opened just last month. "It's obviously for the summer peak season, and there are many foreign business households in the store operators."

Adhering to the business philosophy of "know yourself and know the enemy, youyou has made an understanding of each newly opened Hanfu store in private. She said that some operators are in order to avoid the fierce competition in the Hanfu market in the first and second tier cities and take root in small counties instead; Some are "losers" in the first and second tier markets, collecting surplus funds and trying to "make a comeback" in small counties and cities.

"It's not hard to understand why a small county with scenic spots can attract so many Han suit operators." According to youYou analysis, at present, there are a large number of Hanfu enthusiasts in China, and Hanfu has become a "phenomenon level" hot topic. Young people wearing Hanfu and taking a group of artistic photos are no longer exclusive to the first and second tier young people.

According to the sales data released by a shopping platform, in the first half of 2020, the sales volume of original Hanfu increased the fastest, 30 times compared with the same period in 2019; 3、 The order volume of the fourth tier cities is also gradually equal to that of the first and second tier cities. It can be seen that the consumption of Hanfu has gradually achieved compatibility and popularization in various cities.

"In addition, in the third, fourth and fifth tier cities, the original natural landscape and Hanfu can be more integrated." She told me that in the first tier cities such as Shenzhen and Shanghai, there are so many steel bars and cement that it is difficult for Hanfu enthusiasts to find a scene that can be integrated and matched with Hanfu.

On the contrary, many small cities and towns with original ancient scenery can make young people take a group of artistic photos in Hanfu. After a round of field research on the Hanfu market, youyou is even more surprised to find that Hanfu stores in some first tier and second tier cities have quietly transformed into tie-in sales of JK, Lolita, etc., selling fashion clothes that match the urban scene.

"In cities with rich natural landscapes, such as Shaoguan, Huangshan, Zhangjiajie and Luoyang, there are more and more Hanfu shops." In addition, youyou also revealed that one of the main reasons for operating Hanfu stores in similar cities is for tourists' consumption. After all, tourists generally don't mean to buy or rent a set of Hanfu for the sake of beautiful scenery.

It can be seen that compared with the reinforced concrete of metropolis, Hanfu is more suitable for natural scenic spots. At the same time, in order to avoid the fierce competition in the first and second tier cities, some Hanfu merchants turned to the sinking market to seek business opportunities.

Since Hanfu has unique consumption scene advantages in the county with unique scenery, why do these businesses feel that business is difficult to do?

　　 two From price competition to value added service

"There are more and more Hanfu shops in small counties and cities, so the competition is also big."

Xiao Liu, another Hanfu merchant located near Wuyishan Scenic Area, told him that due to the low population in the small county and the fact that most of the young people work in big cities, the consumption demand of local Hanfu is not high, so they can only do business as tourists. Last year, affected by the epidemic, the number of tourists decreased significantly, further intensifying the competition between businesses.

In addition, although the sales volume of Hanfu is considerable and the market scale seems to be huge, more and more consumers choose to purchase and rent Hanfu on the e-commerce platform, which makes the business of physical stores worse and worse.

According to the insight report on consumption trend of Hanfu 2020 released by the first finance and economics business data center and tmall apparel, nearly 20 million consumers have purchased Hanfu on Alibaba platform. In addition, according to the data released by AI media consulting, in 2019, the sales scale of Chinese Hanfu market will reach 4.52 billion yuan, with a year-on-year increase of 318.5%. However, at the same time, in terms of channels for consumers to purchase Hanfu, e-commerce platforms accounted for 76.2% and physical stores accounted for 41.7%.

Because of this, more and more Han clothing stores are beginning to face the situation of more monks and less competition, especially in the fourth and fifth line and in small counties and cities. They can only win over consumers through price war. In this regard, Xiao Liu reluctantly said that the Han clothes sold in physical stores are also very cheap, not more expensive than online stores.

"A suit of Hanfu in our shop is only 100 yuan, and there are merchants nearby. Recently, they have started a sale of 80 yuan a set." A senior in the industry told Xiao Liu that as early as four or five years ago, a suit of Hanfu could be sold at a high price of over 1000 yuan, "but now it's no longer possible. Even if the goods are purchased from Caoxian County, the retail sales are only ten or twenty yuan."

Due to the cruel price war between the Hanfu entities, businesses generally fell into a bloody business situation, unable to support the rent, water and electricity costs. Therefore, in order to "escape" the dilemma of the price war, some businesses have changed all the Hanfu in the shop to rent only but not to sell, with the rent of 15-40 yuan / set / day, focusing on the tourist groups in an all-round way.

"Who wants to, in the past six months, all businesses have started the business of renting Hanfu, and we are again involved in new competition." Xiao Liu shook his head and said that in order to attract consumers and tourists to rent Hanfu, it can be said that the merchants have done their best to attract consumers and tourists to rent Hanfu.

Some stores rent Hanfu, send antique fans, headwear, etc; Some have launched a set meal of 100 yuan a day for a person, even sent physical art photos, and mailed them to tourists' homes with SF bags. With the increase of "value-added services" for merchants to attract customers, the space of shops is compressed again. "If we continue to do this, we will close sooner or later. The operating cost of physical stores can be much higher than that of online stores, especially those near scenic spots like ours."

Cixi, who runs a Hanfu shop near Moganshan, tells her that she knows how to take notes. Even the Hanfu shops near famous scenic spots are not very prosperous“ At present, there are a large number of Hanfu shops on the e-commerce platform, and there are many design styles. Basically, we will not choose to buy Hanfu in the physical store. After all, the offline price can't be lower than that of the e-commerce platform. " In her opinion, even if it's just following the trend, it's OK for consumers to sell a set of Hanfu for tens of Yuan online. There's no need to go to the physical store and rent a suit of Hanfu for 20 or 30 yuan. "Those who do so-called professional photographers in the scenic spots are no longer in the market."

Consumers can buy low-cost products from the "universe center Caoxian" or rent cheap Hanfu (borrowing and returning is also convenient) through e-commerce platform, which greatly squeezed the survival space of Hanfu stores trying to find "blue ocean" consumption in the sinking market.

However, it is very puzzling that even so, many small businesses of Hanfu are still struggling to insist. Why don't they stop loss and leave the market in time?

　　 three Fear of losing dividends after "retiring"

Although the operating costs of opening a Hanfu shop in the fourth and fifth tier counties are much lower than those in the first and second tier cities, due to the population size and consumption demand, businesses gradually understand that they can't compete at low prices and earn money like stores in big cities.

At the suggestion of the elders with rich business experience at home, youyou began to sell other clothing in Hanfu stores, such as cheongsam and popular clothing; With the location advantage of the store located at the entrance of the scenic spot, Liu Zeli grabbed the business of convenience stores and sold snacks and drinks.

The consensus of the two is that the physical stores of Hanfu must survive.

As for the reason, youyou explained that at present, Hanfu is red to purple, and the number of Hanfu enthusiasts is also increasing. If the business of Hanfu shop is terminated at this time, although the loss can be stopped in time, the heart is not willing.

"With the increasing number of Hanfu enthusiasts, consumer demand is bound to increase. If we close stores before that and miss a new wave of market dividends, I will certainly regret it. So I'll stick to it anyway. " Youyou told you to understand the notes, with the epidemic under control, the number of tourists in small counties and cities will gradually increase. Therefore, it is not wise to give up the business of Hanfu shop at this time.

According to the data jointly released by cbndata and tmall, at present, the potential consumer scale of Chinese clothing in China may have reached 415 million, and there is still room for improvement in the penetration rate of Hanfu consumers. In the future, with the gradual recovery of the tourism market, Hanfu physical stores may usher in a new turning point.

"The competition between Han clothing stores has also shifted from price competition to value-added services, and now it's about who can live longer and get out of the competition." Liu reluctantly said that although the Hanfu merchants in Xiaoxian city are suffering from the competition, no one dares to give up and escape the industry for the time being, and everyone is waiting for a turning point.

During a visit to Moganshan and Sanbao village in Jingdezhen, some Hanfu stores also told them to understand and understand notes. As early as the popularity of Hanfu small circle, consumers could only go to offline physical stores to purchase, and the price was very expensive. However, with the emergence of a large number of original Hanfu brands on the e-commerce platform, and the price is more affordable, the physical stores began to enter the dilemma.

A large number of Hanfu physical stores, which have been impacted by e-commerce channels, have to switch to "Shanzhai" (i.e. Shanzhai) because of their high operating costs. In particular, the Hanfu physical stores opened near small counties and scenic spots are the hardest hit areas of "Shanhuo" flooding.

In addition to price factors and shopping convenience, "mountain goods" flood may also be an important reason why Hanfu enthusiasts give up buying Hanfu in physical stores. Whether it's price war or value-added services, or even tie-in sales of other goods, the survival oriented Han clothing stores in Xiaoxian city will only deviate more and more from the consumer demand and expectation.

Hanfu business may last for a long time, but even if more and more entity store groups continue to penetrate into the sinking market, they may not be able to survive under the new consumption trend and dividend.