Chongqing Shoe City Relocation New Area Sales No Improvement

With the upgrading of Chaotianmen archives, the original Chaotianmen seventh trading area shoe city moved to Xinhua Road as a whole. Chongqing Yuxin integrated wholesale market, originally thought of closer to the fashion crowd in Monument for Liberation, the shoe shop owner in the area has also upgraded files, but the result is unexpected. Businessman Zhou boss told reporters yesterday that the store was clean and spacious, and the product quality was better, but the sales volume decreased by half.

　　 Status quo: customers reduce sales decline

At noon yesterday, the new Chongqing international small commodities wholesale center in the small Shin word, the crowd was weaving, but in the 50 meters across the Yuen Hsin comprehensive wholesale market, South Korea. Old brand Agent Zhou boss sits in his shop and drinks tea leisurely.

"If I hadn't had lunch before," Zhou boss said he had made leather shoes sales for 8 years. Before the seventh trading area near Chaotianmen station, though the environment was worse, business was much better than now.

In March and April last year, the seven trading area of Chao Tian Men ushered in the demolition. The owners of Zhou and the original seventh trading areas were mostly transferred to the Yuxin integrated wholesale market in Xinhua Road, and more than 170 of the relocated households occupied the 6000 square meters of the third floor of the Yuxin integrated wholesale market.

However, relocation did not bring more passenger flow. "It's a big drop, especially retail." Zhou said that compared with the original, retail sales are now about half cut. And this statement has been confirmed by many households.

The reporter contacted Mr. Yu, who is responsible for Yu Xin wholesale wholesale market yesterday. The other side said that because of the fact that few people in the new market knew that there was indeed a drop in retail sales, the specific data were not yet available.

　　 Reason: embarrassment in positioning is not enough.

"Now that shoes are made of better materials, the cost of each pair of shoes has increased by about 20 yuan." Ms. Zhao, who has been selling brand shoes for 7 years, said. Sales division, and the famous brands such as bath, Carver and so on. leather shoes Ouyang Fan, general manager of the brand Chongqing Carver Trading Co., Ltd. also said that it was the advantage of seeing the new market that he took 5 stalls in succession.

But consumers do not seem to know the efforts of business operators. On the one hand, high-end customers in Monument for Liberation do not come here to buy high-end goods. On the other hand, the cheap customers in the Chaotianmen market think the market is too high, and the operators are not happy at the two ends.

Reporters yesterday saw that despite the upgrading of leather shoes, many merchants also offered retail prices to enjoy preferential wholesale prices. However, only 50 meters away from the new Chongqing international commodity wholesale center, the flow of people rarely entered the leather shoes trading area, and to passers-by asked the seventh Jiao Yi District (shoe city), many people shook their heads and said they did not know.

　　 Way out: clear positioning and upgrading services

"The key is positioning." Zhou Yong, a lecturer in marketing at Industrial and Commercial University Of Chongqing, said that Yuxin's shoes trading area should first have a precise positioning, and that it should be wholesale in the early stage. In the retail line training, we need to complete the brand image first.

Ouyang Fan has a deep understanding of this. "When you buy things in Chaotianmen, consumers like to bargain. They always think you are not selling good brands." Ouyang Fan said that upgrading is not only a matter of shop decoration, but also more importantly, it is necessary to improve the stereotype of consumers from the brand image. Ouyang Fan made a product image exhibition area in the new market, and sold products without bargaining. At the same time, he also implemented three package principles for goods and three months' unconditional replacement.

"We are also aware of this problem and are trying to retain customers from the aspect of promotion and service." Mr. Yu Wen said.

　　 Suggestion: improve facilities "borrow brand to push brand".

For the problems faced by the seventh trading area, the experience of Shen Yunding, the operator of the Monument for Liberation LRT famous store City, is "borrowing the brand to push the brand". In an interview with reporters, Shen Yunding said that when the LRT city decided to target the customer group, it introduced Watsons and other brands at any cost. With the popularity of these brands, the popularity and brand of the shopping malls increased.

"High-end development is already the general trend of the wholesale market development." Zhang Shixiong, President of Chaotianmen small commodities Association, believes that the upgrading of shopping malls is not enough only on content. Supporting facilities must also keep pace with them. "In particular, we should consider the customers' shopping experience, such as the demand for rest area and parking." Zhang Shixiong introduced that at present, the new Chongqing international commodity wholesale center and the Jinli yuan mall of Cai Yuan Ba have attracted many popularity because of the perfect facilities such as parking and logistics.

Zhou Yong also said that according to the current geographical location of the seventh trading area, a large number of people have been attracted by the new Chongqing international commodity wholesale center. The seventh transaction area needs to be considered from hardware facilities, convenience of people flow and convenience, even opening some necessary passageways, leading to the consumption stream.