Cheap Road Is Born 84 Independent Brands &Nbsp; Individual Brand Sales Are Less Than 100 Billion

Some of them are now in Huaihailu Road shopping mall and Xujiahui port Hui square. brand Counters, the latest fashions of jeans, women's clothing or leather goods purchased by three or four fashionable figures, may be from the Cheap Road clothing market not far away.

In the past 30 years, the three main business circles of Cheap Road along the north of the Suzhou River and the Nanjing East Road, North Sichuan Road and Huaihai Road are clear. Cheap Road is the pronoun of "low-grade, roadside stalls and fake brands" in the impression of many citizens. In order to change this deep-rooted "Prejudice", the new seven Pu clothing market is spanforming from the brand agent to the wholesale and retail of independent brand clothing.

Reporters recently visited the market to learn that Shanghai new seven Pu clothing. market Over the past 1100 years, 84 independent brands have been born in Shanghai, and some of them have entered the shopping mall of Hong Kong Hui square.

A brand familiar with the Cheap Road brand said that these brands would not disclose their "Cheap Road blood ties" because of their brand image. "But I'm sure there is a brand coming out of Cheap Road in Huaihailu Road shopping mall, and the quality is very good." The source said.

Reduce stock risk by selling products

In the Cheap Road business circle, Fan Degui is a representative figure. He is both a shop owner and an operator. Now he is elected by the owner as the chairman of the new seven clothing Market Association. He recalled that in September 1979, some peddlers sold small commodities in Cheap Road by using the convenient conditions of Cheap Road near the railway station (called Lao Bei station) at that time. These street stalls, trolleys and steel wire beds are the origin of Cheap Road Shang street.

In recent years, some merchants in Cheap Road have moved from agency brand. Self created The road of brand and factory building. Chen Jun, manager of the administrative department of Shanghai new seven Pu Investment Development Co., Ltd., revealed that the new seven Pu had agreed expressly to more than 1100 entry Merchants: those who develop their own brands can enjoy a reduction or exemption on the rent and taxes of the shops. Over the past year, 84 new autonomous clothing brands have emerged, including II, Janet, PI Mo and Shu Jing. Among them, only 10 square meters of shops have been rented out on the two floor of the new QPU, and the "leather devil" has been self operated in the fabric design, production and sale. It has quickly tasted the sweetness. Last year, the sales volume exceeded 100 million yuan. Even the high-end department stores in several major business circles in Shanghai also came to demand goods.

Fan Degui is also one of the 84 businesses. He used to be an agent of the "old car" in the Shanghai area. But the brand's strict regional restrictions on the agents restrict the development of the enterprise, and he also has the desire to create his own brand. At present, Fan Degui's own brand "FOX ZONE" (Fox belt) business casual men's clothing has successfully entered Shanghai shopping mall.

"The way I supply at present is to" sell products ", that is, there are 20 bestsellers available in the store, and the other 10 are only samples. If the merchant sees the best seller, he can pick up the goods on the spot and add the goods within a week. If I look at other items, I can also supply the goods within a week, which greatly reduces the risk of inventory. " Fan Degui believes that the 84 independent brands quickly get market recognition and open up the situation, which will play a more effective demonstration effect for the other merchants in the market than persuasion and education. The sales of independent brands may not change much in comparison with the first tier agents in a short time, but their profits are quite different. They are both brands and wholesalers, with less intermediate links and more lucrative profits, and consumers get cheaper than the original ones.

Wholesale and retail Yardstick is hard to grasp.

However, in the spanformation process, how to deal with the wholesale and retail yardstick is also a headache for many small owners in Cheap Road.

At 6 o'clock yesterday, the reporter came to the Lala fashion shop on the four floor of the new seven Pu clothing market. Only 30 square meters of shops were stacked with forty or fifty black plastic bags. Shopkeeper Zhang Weiqing said that these black plastic bags were made by old customers in advance, and the women's clothing in advance will be picked up later. "Now is the busiest time. After 8 o'clock, you can't see these packaged clothes. They have been sold on the shelves of shops in Changle Road and Shaanxi road in the afternoon." He pointed to dozens of Lala women's garments on the three sides of the wall. They were all designed by the young designers in Shanghai. The wholesale price was 300 yuan or more, the style was good and the update was fast. Boutiques of Changle Road and Shaanxi road also came in. "Some consumers hear the rumor and find my shop directly to buy clothes, because the price is at least half the price, but these consumers are usually driven away by me. One morning is too busy to have time to receive, and then buy a piece of two pieces and have to bargain, annoying." Zhang Weiqing said.

In the eyes of executive vice president Wang Wei of new seven Pu Industrial Co. Ltd., Cheap Road can walk to the present day, and the biggest sill is in the early 80s of last century. Earlier, it was described that in Cheap Road, "as long as there is a basin and a towel to make money", the emergence of many unlicensed vendors stalls market order for a time. The tax and management fees are too high, making the operators more deficient and bruising the initiative. At the same time, the professional markets of Jiangsu and Zhejiang provinces have been established, and various tax and management policies are relatively loose from the Cheap Road market, attracting a large number of owners to rush to it. In the early 80s of last century, the development of Cheap Road's market went to a low level, at least only 229 households operated. In the face of difficulties, the comprehensive economic management department of the government adjusted the measures in a timely manner. At the same time, the policy adopted a quota for Dongfeng, which constantly encouraged and supported the non-public economy. Taxation The 5 preferential measures, such as simplifying entry procedures, will bring the market back to life.

Wang Weiguo believes that now the spanformation to the wholesale and retail brands of independent brands is a threshold for Cheap Road to set up an international shopping center, an international first-line brand, and a new node of fashion consumption demand to brand and personalized upgrade in Shanghai. "In addition to doing ideological work for the small owners of the East China general agent and the general agent in Shanghai, we are still trying to increase the retail sales ratio to enhance the attractiveness of Cheap Road to consumers by reducing taxes and fees, encouraging them to compete for brand names and building their own brands," he said. Wang Weiguo indicated that they hoped that the new seven Pu would be able to form such a "time-sharing working system" in the future, that is, from 5 to 11 in the morning, and wholesale and retail outlets after 3 p.m.