Who pushed the "three pits" economy to the public when traditional department stores moved closer to young people?

With the rise of "second element" and "national style", "three pits" clothing began to enter the public's field of vision from the crowd, and some shopping centers and traditional department stores launched special counters and even opened special "three pits floor". Who is spending "three pits"? Who is the booster of the "three pits" economy?

From the online layout line, traditional department stores have been reborn.

"Sankeng" refers to JK uniform, Lolita and Hanfu, and belongs to the derivative of the pan-secondary minority cultural circle. The reason why it is called "pit" is that these kinds of clothes are expensive and update quickly, which requires a certain amount of energy and financial resources to study.

With the pursuit of "Generation Z" consumer groups, while "Sankeng" clothing screens online social platforms, more and more "Sankeng" brands begin to lay out offline and enter major shopping centers.

Nanjing Xinbai Clothing City originally gave people the impression of selling middle-aged and elderly clothes. Now the third floor of Building B of the shopping mall is called "Sankeng" Street in the circle.

"Young fashion is the current positioning of Xinbai." Xue Yuan, deputy general manager of Nanjing Xinbai Center Store, said that it is most important for enterprises to find a correct positioning if they want to continue to operate. "In the face of the arrival of the' Z generation', we seized the consumer demand after 1995 and 00, and adjusted the third and fourth floors of Block B as the punching place for' Sankeng' cultural lovers."

In recent years, "Sankeng" brand has been favored by capital frequently, and the business model of "Sankeng" collective store has emerged in many shopping centers. For example, the "Sankeng" collection store "Poetry and Mirror" completed two rounds of financing in two months, with a total financing of nearly 100 million yuan. Last June, 5438+065438+ 10, the first offline store of "Shihe Wanhuajing" officially opened in Shanghai Jingpin Shopping Center, covering an area of 1 100 square meters. According to industry insiders, the advantage of offline collection stores is that it is convenient for consumers to try on and buy in stock. Previously, most of the "Sankeng" brands that started online were small in scale and complicated in production technology. The supply chain capacity was often difficult to guarantee the spot and could only be pre-sold, which objectively restricted the "Sankeng" brand from going to the public.

Short video promotion, becoming a "three pits" booster

The promotion of platform anchors is also a booster of the "three pits" culture. "A Blue Whale" is a Hanfu travel blogger with 6,543,800 fans in Tik Tok and has been to more than 70 cities in China. Because I like Hanfu, every time I punch in the city, I will carefully prepare a set of Hanfu to match it and record it in the form of a short video. 20 19 The first video has been played more than1100,000 times.

"Matching Hanfu is also a process of enjoyment." "A Blue Whale" said that a suit of Hanfu, with waist-length sleeves in Wei and Jin Dynasties, a chest-length shirt and skirt in Tang Dynasty, embroidery and embroidery in Song Dynasty, horse face in Ming Dynasty, and accessories such as beads, pins, garlands and silks are very common, and the price is more than 1,000 yuan. "In order to save money, many girls choose fabrics in private studios, and even women's buttons and cloak buttons can be customized. Then send the size to the other party, and the finished product effect is no more than the brand variance. "

There is also a group of "restoration parties" who only wear Hanfu, which is based on existing books and cultural relics. Minghuatang is a high-end custom-made shop. From design to cloth, to final cutting and sewing, the pattern and texture of Ming and Han clothes are restored to the greatest extent. Mainly produces Ming-style Hanfu, which is the shape of an upper coat and a lower skirt. Single items usually range from 1400 yuan to 7800 yuan, and the price of suits is mostly around 10,000 yuan. Although the price is expensive, the construction period often starts in a few months, but it does not affect the enthusiasm of consumers at all.

According to the data of Huge Engine City Research Institute, Hanfu released about 580,000 new videos in June+10 this year, and the number of newly released videos was about 65.438+0.9 billion times. JK uniforms released about 4089 videos, and the newly released videos were played about 83 1000 times. The number of newly released videos of Lolita is about 38,000, and the number of newly released videos is about 300 million.

"Bankrupt Girl" propped up the 10 billion market.

An analysis report of Guotai Junan Securities shows that in 2020, the size of the "Sankeng" clothing market has exceeded 20 billion yuan. The agency predicts that by 2025, the market size of "Sankeng" is expected to reach 654.38+0266 billion yuan. The "bankrupt girls" who are addicted to the "three pits" support a market of hundreds of billions.

Many "three pits" sellers themselves are lovers of this culture, and they have become watchmen to catch trends and trends. Shuang Han is a post-90s Hanfu stylist. During the trip, she observed that traditional national costumes were widely welcomed by travelers and became one of the best ways to export traditional culture, which became her original intention of establishing the "Ten Steps Hanfu Experience Hall". Among the clients she served, some came to take photos of Hanfu for the 20th wedding anniversary, some added girlfriends in their 80s to take photos of Hanfu, and some parents came to wear Hanfu to celebrate their daughter's graduation season. ...

In addition, pirated shanzhai and shoddy manufacturers can also be called "blooming everywhere". "A Blue Whale" said that due to the special fabric and complex components, there is a high loss rate in offline sales, and many manufacturers cut corners to make Hanfu, resulting in improper market forms of "studio money" and "fairy clothes". "The consumer groups of JK uniforms, Lolita and Hanfu have higher requirements on the brand and quality of clothes. For example, JK uniform enthusiasts will judge whether a brand is' authentic' by the details of the works such as the pleats, lines and categories of shops. "