Textile and apparel professional market began to take the high-end

The “Old” Tianya Building is located at the southwest side of Muduenyuan Island in Fengtai District of Beijing. It is located in the heart of the Dahongmen Garment Shopping District. The total construction area is more than 52,000 square meters. There are more than 600 boutique shops with more than 1,000 clothing brands. Professional clothing brand wholesale building. The wholesale clothing trading range radiates North China, northwest, northeast and other key areas and faces the national market.

Reporters used to visit friends and family for days. The average women's clothing ranges from a few tens of yuan to more than one hundred yuan. The slightly higher grades of silk yarn and double-faced garments are two or three hundred yuan. A reporter familiar with the shop selling Erdos real estate cashmere sweater, the brand is called "Tobago", generally a cashmere sweater containing more than 90% cashmere, two or three hundred yuan will be able to win, better but also four or five hundred new Yuan is a fraction of the price of similar products in high-end shopping malls. Fur garments are the most expensive category in Tianya Li. However, in general styles, the transaction price is also between 15,000 and 20,000, which is a lot lower than the market price.

Today, the “old” Tianya Building has been renamed the Tianya Women’s Building. The reporter saw that the building is full of scaffolding and is being completely renovated from the inside out. In accordance with the official website of the Beijing Wufang Tianya Group, the parent company of the Xintianya Building, “Tianya Women’s Building locates middle and high-end apparel brands and brings together well-known brands in the industry in North China or at the provincial level. The brand accumulation effect brings inherent advantages to clothing wholesale.Since its opening in 2003, the building has positioned itself as an 'incubator of apparel brands' with a strong forward-looking attitude, in the dual-track business model and market-oriented management of 'Piling Zero'. A complete brand strategy has been formed."

According to relevant media reports, this time the upgrading of the Tianya Building “has adopted an internationally advanced concept of product distribution, encourages the brand to be located and sells clothing to distributors and distributors throughout the country, and also sells directly to end consumers. The internationally popular "shop-in-shop" theme shop layout, the store environment is elegant and the layout is reasonable. "Of course, these ideas are all good.

It is said that the upgrade of the professional market is also a big trend, but is it the concept of upgrading or upgrading the brand? Is it the upgrade of hardware or the upgrading of software and hardware?

"High-end" trap?

Recently, the high-end market for professional markets has become more lively, and it is considered to be “dynamic approval”. However, the seemingly beautiful blueprint has given consumers a lot of concerns. "If the characteristics of inexpensive and cheap, 'dynamic approval' died in my heart." This year's 32-year-old Wei Xun, from the University era is the "dynamic approval" of loyal customers. When she had a leisure time, she got up early, put on plain clothes and carried several big black bags to get the goods. Several markets around the zoo are familiar with businesses, and they always find good things like "double-digit prices and four-digit prices."

In professional markets such as “dynamic approval”, young people who love beauty can easily purchase their favorite products. A few tens of yuan a small shirt, less than 100 yuan jacket, eyes are; and in the Parkson across three stations, seasonal clothing prices are basically four digits.

As for the plan to create a "Zoo Garment" trademark brand during the "dynamic approval" upgrade, Wei Wei felt cry and laughter. “For example, the clothes I was wearing wearing the zoo’s 80 bucks were considered by friends as comparable to the 800 bucks in the mall. There is a sense of accomplishment. In turn, it’s not enough! I’ll spend 800 to buy a 'moving license'. Isn't this a joke? People looked at the trademark and thought I bought it for 80 bucks."

Before attempting to transform the high-end Wantong market, it vigorously pursued “branding” and introduced famous merchants such as Nike and Adi. As a result, after the brand was settled, it was often considered by the guests to be fakes, which led the shopping guides to laugh and cry.

According to a report in March 2013, the entire Dahongmen apparel wholesale market is also being upgraded. According to Fengchao District Party Committee Li Chaogang, when interviewed by reporters, “The new round of the South City Plan of Action will start. Fengtai will complete 50 billion investment projects during the year, including three rail transit lines and Nanyuan shantytowns renovation project. The Dahongmen apparel wholesale market in the Fengtai District adjacent to the airport will also implement business adjustments, and the wholesale and distribution industry will gradually migrate to surrounding cities in Beijing."

“There is a lot of people traveling from south to north. There are serious traffic jams and there are serious security risks. Especially in the morning market, people are overcrowded. Clothing and people are in enclosed spaces. Some merchants do not use the functions of the building, such as the basement. It became a merchant, another example was the safe passage, and some of the passages were crowded out.” Li Chaogang stated that Dahongmen is an important distribution center for clothing in Beijing and has contributed to the development of clothing in Beijing or the north, but development has also brought about Problems, such as traffic, security, and order issues.

"Nothing can't be done. The carts are full of goods. Busses can't get in." An old lady who lives nearby describes the current traffic conditions in Dahongmen and Muxiyuan. It is understood that although the city government opened a rapid public transport bus specifically for the Muxi Park business district to ease the large number of people, it is still crowded around the Muxiyuan Bridge during the peak period of business.

The upgrading of the Dahongmen market seems imperative. However, as for the prospects after the reform, policy makers also have certain concerns. Li Chaogang said: “At present, we would rather go slower, and we must not rush to plan and build Dahongmen. We must follow the development of the future and avoid repeated construction.”

According to reports, the existing business conditions in the Dahongmen apparel wholesale market must change, and the distribution and distribution industry will have to shift outwards, for example, to neighboring Hebei and other places. Fengtai’s goal is to build Dahongmen into a business district in Beijing. The second cbd.

However, simply resolving traffic and overall upgrading is not the same thing. Some experts have spoken out that Beijing does not lack high-end businesses. The government must also learn to respect the market while renovating these mature business districts.

"Even if the 'high-end' transformation is successful, what will it look like? Shin Kong Place, or Jinyuan New Lufthansa Mall? But this format has already existed in Beijing, and after a very long market cultivation." Marketing experts Li Zhiqi said that he was concerned about many similar wholesale market reforms, but there are almost no successful examples.

"How to develop a professional big market, we should solicit the 'party', that is, the opinions of the business owners and the bosses." According to Song Ze, a researcher at the Institute of Financial Strategy of the Chinese Academy of Social Sciences and an expert of the Ministry of Commerce, the surrounding markets such as the zoo and Mudu Garden The formation of "has never been identified by a certain department or leader on the map", but because of the market's spontaneous needs and laws. Therefore, he called for: "The relevant departments should not use hands and feet to make decisions on behalf of others, but must respect the laws of the market."