2020 begins with the special Spring Festival when the entire population is “on lockdown”. The apparel industry is naturally not immune to this epidemic. For independent designer brands with relatively weak risk-taking capabilities, the pressure on rent, labor, and inventory is even greater. However, in this case, a voice sounded like this: “As long as the mall is not open, we will not collect rent!” Behind this promise is a Shenzhen shopping mall that provides services to more than 100 small and micro clothing companies. The story of reducing rent and management fees by 5 million yuan.
Under the epidemic, clothing companies are experiencing a cold winter
Yin Zhijun’s Shenzhen Shengshi Changhe Investment Management Co., Ltd. is Jinhui •The lessee and property manager of Nanyou Fashion Original Center (hereinafter referred to as “Jinhui”). There are 143 tenants in the mall, all of which are original local designer brands. Yin Zhijun told reporters that at this time in previous years, it was the peak season for wholesalers to rush to order spring and summer clothing. The shopping mall was open for 11 hours a day, and the average daily passenger flow could reach more than 20,000. “From February to April, the demand for Shenzhen clothing It is very important for enterprises.” Yin Zhijun said: “It can be said that 60% of the annual sales of these independent designers are completed in these few months.” However, due to the impact of the epidemic, starting from the Spring Festival holiday on January 20 this year After that, the mall has still not been able to open.
Shenzhen Jinhui Nanyou Fashion Original Center is an exquisite work created by Shenzhen Shengshi Changhe Investment Management Co., Ltd. Located in Jinhui Building, No. 2087 Nanhai Avenue, Nanshan District, Shenzhen City, with a construction area of 20,000 square meters, it is positioned as a platform for original fashion design, interpretation of fashion, and display of original fashion culture. Aggregate resources of outstanding designers and fashion buyers, and use shared resources to facilitate the rapid realization of original design and procurement.
It is a routine operation in the clothing industry to put next season’s new styles on the shelves in advance. Now that shopping malls cannot resume operations, not only does it mean that the spring clothes prepared by designers cannot be sold, but even the production and sales of this year’s summer clothes are in jeopardy.
Yin Zhijun said that in order to get the mall to open as soon as possible, in addition to preparing thermometers, disinfectant water, registration forms, etc., he also did a lot of preliminary work: “We provide each tenant with 100 masks have been reserved, and hand sanitizer will also be distributed to everyone.” Yin Zhijun told reporters that although it is not yet open for business, the mall has been cleaning and disinfecting on time from the fourth day of the new year to now.
▲Cleaners are killing people in the mall
Independent designers are facing difficulties, and the shopping mall has reduced the rent by 5 million
Sun Guitian is one of the independent designers who are anxious to open a store. His Yizhuo Creative Fashion Co., Ltd. The company (hereinafter referred to as “Yizhuo”) settled in Jinhui in 2016. Sun Guitian said that it costs a lot to run an independent designer team: “Just to maintain a store, studio, pattern makers, sales, etc., it costs 200,000 to 300,000 yuan a month, and this does not include inventory. The pressure.” This year made Sun Guitui very anxious.
“At this time, whoever can help them solve some difficulties is their close friend.” Yin Zhijun said that he himself also runs a clothing brand, so he is well aware of the pain points of the industry. On the night of New Year’s Eve, he made the decision to reduce rent and management fees: “The initial estimate was to reduce rents and management fees for 15 days, but now I have informed them when the mall will open and when the rent will be paid again.”
The current amount of rent and management fee reductions has reached 5 million yuan, but because it is not yet known when the shopping mall will officially open, this number will continue to rise. “Actually, our plans have also been disrupted, and many promotional activities cannot be carried out.” Yin Zhijun told reporters that the mall also has its own difficulties: “But no matter how difficult it is, our situation is better than that of the designers. So we have to give everyone Some positive energy makes independent designers feel that Shenzhen is humane.” In addition to reducing rent for brands in shopping malls, Yin Zhijun also pledged 85,000 yuan through the Shenzhen Garment Industry Association to purchase protective clothing and other materials to support the front line of the fight against the epidemic. .
“Landlord” turns into “incubator” to build Shenzhen original brand
Yin Zhijun told reporters that his current ” “Warmth” comes from the “pain” I have experienced. Ten years ago, Yin Zhijun was also engaged in the clothing wholesale business. At that time, the Nanyou area of Nanshan, where Jinhui was located, was the source of “foreign trade final orders”, and the entire industry was developing rapidly. “At that time, the relationship between the landlord and us can be described as rough, with no support and little communication.” Yin Zhijun said that this “barbaric growth” trend began to slow down in 2014. At that time, he had taken over Jinhui, with the purpose of turning it into an incubation base for Shenzhen original designers, and providing a good living environment for small businesses with cheaper rent than surrounding areas. He put forward three seemingly strict conditions for merchants who want to enter: “First, I require them to have a certificate from a formal school, and second, they must have experience in a big brand.”Third, we must build our own brand. Otherwise, I would rather this shop remain empty than let you in. ”
Due to the high threshold, it took Yin Zhijun 2 years from opening to recruiting the first batch of merchants, but he still thinks it is worth it: “Let clothing who want to do things People have the opportunity to show off, and at the same time, the mall as a whole also creates a brand effect among customers. “In order to support designer brands in shopping malls, Jinhui will invite industry insiders to hold marketing lectures from time to time, and will also organize independent designers to participate in exhibitions in various places to help them attract customers. Yin Zhijun said that these years of intensive cultivation have not helped In vain, more than a dozen independent designers who started here have successfully entered large shopping malls to open counters. Shenzhen’s original fashion is being recognized by more and more people. “Designers who want to enter Jinhui are now queuing up. There are still more than 200 brands, and everyone hopes to develop on a good platform. Yin Zhijun said this.
From offline to online, clothing people are actively seeking transformation
In this epidemic, In addition to bringing operational pressure to independent designers, the bigger problem is the backlog of inventory. Sun Guidi of Yichuo told reporters that wholesale and OEM merchants are all buyers and shop owners who need ready goods. Therefore, It is necessary to prepare goods in advance, and it is impossible to order first and then make them. He calculated an account for reporters: “Even if one piece costs 300 yuan, we prepare 20,000 pieces, which is already 6 million. This year’s spring clothes are all on hand. If they can’t sell them, there will be no cash flow. ”
In order to help merchants solve inventory problems, Yin Zhijun began to encourage designers to switch from offline to online. He said that because in the past, he only contacted wholesalers who preferred to see goods on site, Many designers do not have strong online sales capabilities. This epidemic is also an opportunity to promote the transformation of merchants. “We have a live broadcast base, and since the outbreak, we have been promoting online sales. “In addition to Jinhui Shopping Mall, Yin Zhijun is also running his own clothing brand. He used himself as an example: “In the past, our live broadcast sales may only account for 20 to 30% of the total, but during the epidemic, it has reached 70 to 80%. One day There are also three to four million, which can still make up for some of the offline losses. ”
It is a “crisis” and an “opportunity”, mutual assistance and development for win-win results
In this epidemic, Clothing companies have been hit, but at the same time they have also been inspired. “Only by turning crises into opportunities in special times and achieving win-win growth can we minimize our respective losses. Pan Ming, president of the Shenzhen Garment Industry Association, believes that shopping malls like Jinhui Nanyou Fashion Original Center are willing to take on social responsibilities and share the worries of original designers, which is touching: “For the association, love has no size.” , they responded proactively, responded quickly, and took practical action, both in terms of the overall situation and the execution level. ”
Pan Ming told reporters that Shenzhen is the “city of fashion” and “the city of design”. There are already many internationally influential brands here, but they want to seek sustainable development. , Shenzhen’s original designers must be protected: “For long-term and healthy development, at least two points are essential: 1. The collision and integration of ideas, allowing a hundred flowers to bloom, which determines how big the ‘pool’ of the entire industry can be; 2. The growth of emerging forces determines how far the industry can really go. “Pan Ming also told reporters that the Shenzhen Service Association is currently summarizing the difficulties encountered by enterprises during the epidemic, and will invite authoritative persons to answer questions and help enterprises out of difficulties in the near future.
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