Bazaar, a not new concept, seems to have become a "substitute meal" in the city that young people can't travel far after the epidemic. By browsing the posts related to the market on the social platform, you can find that the market is different in size and length. One way, it means that the market is usually in a fixed place, including shopping malls, offline stores, pedestrian blocks, etc. to enter the market, you need to buy tickets. The price is about tens of yuan. There are also free markets, but many people will take "free access" as a metaphor for "this market is not good".
Entering a market is like entering a vegetable market, but the difference is that the stalls in the market are full of personalized craftsmen, designers and so on, and the things sold are not "ground stall goods". Some people think that the market is the "gathering place of culture and youth".
The difference lies mainly in various themes. In short, most of these commercial fairs that young people are keen on are hosted by cultural companies and new consumer brands. They have strong young people's genes and have a lot of imagination space for themes, especially retro fairs, trendy fairs and coffee Market, bread Bazaars and antique bazaars are common. At present, there are many famous market brands in China, such as silver salt retro market, Xinqiao market, wood eat tok, Fanji and big baby strange market.
Young people flock to the market. The stall owners make money and the organizers earn fame. According to practitioners, in a formal market, the daily turnover of each stall owner should be at least 1000 yuan, and a good one can earn more than 10000 yuan a day. Although the organizers are not full of pots and pans, attracting brands, sponsorship and accumulating reputation are also long-term values.
There are more and more markets, young people are dazzling, and it is difficult to avoid stepping on thunder. Not long ago, the three-day activity of a well-known market in Beijing ended, and the feedback of "selling Taobao goods" and "not worth ticket money" was still mixed with the praise on the social platform. In the eyes of enthusiasts, this is already a good market brand in the industry, but it is also difficult to unify the hearts of young people.
What are the mysteries behind the popularity of the market
Shopping in the market: young people like to punch in, and the stall owner can earn more than 10000 yuan a day
"The market is a stall, but it doesn't sell stall goods." The bazaar lover youyou summed up the charm of the bazaar in her eyes in one sentence. "Coffee and bread market, many stall owners have offline stores, which has a certain quality assurance. The market is a collection space, and they can condense their heavy offline stores into a small stall for more people to know."
Youyou prefers the market selling all kinds of groceries. She said that most of the stall owners in this kind of market are craftsmen, designers, or lovers who love to collect and find some new things. "Every stall can stop for a long time. The things sold are not what Taobao can find. Even the ornaments are made by the stall owner himself." Youyou remembers that she once met a stall owner who sold pottery products. "They were all small dishes and cups that she kneaded and colored by herself. They were very exquisite. Moreover, because they were made by hand, each item had unique production marks. However, they were still a little expensive. A small dish cost 200 yuan, and I didn't buy it."
Beijing's Zhuo is mainly engaged in medieval times and also runs a jewelry Taobao store. She usually not only runs market stalls, but also likes shopping. She was very impressed by a stall owner who sold handmade wooden gyroscopes. The cheaper one was more than 100 yuan, and the better one was 500 or 600 yuan. "Their family has a lot of personality. They don't allow them to take photos in front of the booth, and there are no online stores. They only appear in various markets, but they are very popular. Even if everyone doesn't make money, their family can at least get back."
There are also enthusiasts who share that they go to the market and indulge in the fun of stamping in addition to buying some creative gadgets. Many market organizers or stall owners will provide creative seals. Some can be stamped after consumption, and some do not require it. Young people like to collect stamps. With their own small book, they can stamp three or five seals after running through a market.
"Another feature of the market that attracts me is that most of the stall owners are young people with great personality. When meeting a good market, the stall owners have high looks, have personality in dressing and shouting performance programs. Standing there alone is a scenic spot." Youyou thinks that not only the atmosphere, but also the personal charm of the stall owner can add weight to the market.
In fact, it is true that many craftsmen, designers, baristas and other people engaged in personalized careers often toss between various markets. A Zhuo's boyfriend is a craftsman. They often run the market together. From last September to now, more than 20 markets in Beijing, large and small, have left their shadow, from Chaoyang Joy City to gubeishui Town, from catching more fish to Panjiayuan, "it can be said that they have experienced the market all over."
Source / respondent for map
According to a Zhuo's experience, there are three kinds of people who set up stalls in the market. One is to have a formal job and run the market in leisure time; One is that, like her boyfriend, her main business is small business. Usually, it is online channel. If there is a market, come and open the market; There is another kind. I had a job and found that the market was very profitable. I simply resigned and went to the market.
"The market is still very profitable." A Zhuo told shenran that she had just run through a market some time ago. After that, the organizer said in the stall group that there were 100 stalls in total, and the total turnover in three days was more than 1.4 million yuan, of which the stall with the best business had a daily turnover of 60000 yuan.
The daily turnover of 60000 yuan belongs to the "astronomical figure" in the market circle. A Zhuo said that it is difficult for ordinary stall owners to achieve such a terrible income. "Go to a better market to set up stalls. The daily turnover of 1000 yuan is the general level, and 2000 yuan - 4000 yuan is good." She said that the stall owners will also have a number in mind before going to the market. "It is appropriate that the daily turnover is more than three times the stall fee." Of course, there was also a time when there was "no harvest". Ah Zhuo remembered that there was a market with 30 stall owners and 10 customers. "Basically, everyone didn't open that day, but he ran into Li now playing basketball that day. It was a return."
In addition to making money, ah Zhuo felt that running the market can contact all kinds of people, including skilled craftsmen with a daily income of more than 10000 and famous craftsmen in the circle. "We know a stall owner. He used to be the organizer of the market. Later, he quit and went out to set up a stall in the market."
Running a market: making fame is more important than making money
How did a market come about?
Wei bin, head of smart Mountain brand, the organizer of "Nashan market" in Tianjin, introduced to shenran, "first determine the theme and start to make a full set of visual system. Then attract investment and connect the needs of merchants one by one, including booth rationing and Meichen mode. Then summarize the overall scale of merchants for site location, material printing and production, publicity, and finally go to the event site for implementation." He said that the key to the success or failure of the market is to determine the theme. "Determining the theme is to determine the customer base behind the theme."
SoMi, who has done the content planning of commercial market, explained that in short, a commercial market involves staff from five parties, including curators, brands, volunteers, stall owners and guests** Wei bin admitted that due to many links, the operation is not simple, and there are many emergencies.
It is time-consuming and labor-consuming to set up a market. At the same time, it is also a cost of money, in which the rent is the largest part Wei bin introduced that the selection of market venues should consider two dimensions: soft and hard. "In terms of hardware, there are better site flatness, memory points, places where consumers can rest, property services with high cooperation, convenient transportation and rich commercial supporting facilities as much as possible. The soft point of view is the inside information of the site, the matching degree between its own passenger flow and the market itself, and whether the site often organizes cultural activities, which are well known and recognized by the target customers."
Source / respondent for map
Throughout the venues of large and small fairs, as Wei Bin said, they are basically in the core business district or art venues, which are precisely places with expensive rents. SoMi said that taking a market she had contacted as an example, the package price of 6-day rent was about 200000** "We can also see from the sponsorship that many auto brands sponsor the market. I feel that only auto brands can afford to sponsor."
Under such a complex work, what do the organizers and stall owners want from the market?
In terms of income, the income sources of a commercial market are divided into sponsorship income, ticket income and booth fee income. Generally speaking, the ticket prices of popular markets at present vary from 19 yuan to hundreds of yuan, most of which are concentrated in the stalls of 30 yuan to 60 yuan. According to the traffic of 500 people, ticket revenue is about 15000 yuan to 30000 yuan The price of booth fee is more diversified. According to a Zhuo, the most common is 300 yuan / day, and the expensive is 600 yuan / day If there are hundreds of stall owners, the booth fee income is basically the same as the ticket income.
"The price of tickets depends on the SKU of the market. If it's a new consumer brand, the price of tickets can't be too high, because obviously, the market is for the purpose of selling goods. But if it's a content related market, or there are exclusive goods, the price of tickets can be higher, up to a few hundred yuan." SoMi said that the pricing of booth fee is the same idea. "500 yuan / day is a standard line. Those above 500 yuan either have great highlights, IP blessing, or the audience is high net worth people."
Wei bin explained that if you want to make the market a sustainable, normalized and high-quality activity, the ticket free model is unsustainable, and commercialization is a basic operating condition "Because the scale is small and the investment experience is limited, there will be a traffic ceiling. At the same time, it will not attract good brands. Without good brands, there will be no traffic, which will enter a dead cycle." He said, try to rely on income to cover costs
For the organizers of the market, money needs to be earned, but it is not easy to earn, and the value that the market can bring to the organizers, stall owners and other participants is far more than making money.
It can be understood that ticket and booth fees, while bearing part of the income of the market, also basically represent the level and positioning of a market Tickets represent how much cultural value and consumption fun the market can bring to consumers; Booth fee represents how much profit and publicity value the market can give to stall owners or businesses interested in promoting their own brands
A Zhuo said that even if the business is online, it still needs offline publicity and customer acquisition. "Offline traffic is more valuable and sticky." She explained that making money is actually secondary, mainly through wechat added to many consumers through a market, accumulated many peers, and met several reliable organizers, which are more valuable than daily turnover in the long term. "For example, once we can add more than 100 people a day. This will become potential customers. People often jump out and say, 'I added you at the market before. What do I want to customize.'"
Most of the markets are self-employed, with limited publicity funds, and there is no way to open a live broadcast Running to the market and paying a booth fee is a publicity fee "Product publicity is greater than sales." SoMi said that most people who can run the market also recognize the publicity value brought by the market. "There is a coffee shop near my home. If there is a market, they would rather close down than attend."
Wei bin recalled that last year they made a coffee market, and the stall owners were the managers of coffee brands all over the country. "On the first day, the passenger flow reached 16000 people, and many coffee brands sold more than 100 cups a day. There was no raw material before the market was over. Everyone's experience and response were also good." He believes that "holding a market is more about providing a platform for brand merchants, consumers and local organizations to communicate together."
The market is on fire and rotten
From the experience of enthusiasts, the first problem exposed by the proliferation of market concepts is the uneven quality of market stall owners and commodities. Youyou has also stepped on thunder. The quality of the things you buy is not good, and there is no way to sell after-sales. "Moreover, in some markets that are not very good, someone really sells stall goods for money."
Ah Zhuo knows it. After running to the market for such a long time, she often saw vendors selling imitation perfume and high imitation luxury bags. "That perfume costs 99 yuan for a tube. Buy 2 get 1 free. Many people pay the bill." She also met a person who specializes in selling toy balls wholesale on the Internet. The business is very hot. 20 yuan each can sell more than 10000 yuan a day.
SoMi has visited many markets. She has some experience on how to distinguish whether the stall owner is sincere in doing business "I'll see if the stall owner keeps his contact information and brand logo. Generally, stall owners who want to drain and seriously build a brand will put these elements out, which is convenient for customers and after-sales."
There are many pits in the stall owners. In the final analysis, the organizers are not strict enough in controlling the market positioning and the quality of the stall owners. A Zhuo said that once her boyfriend took handicrafts to a market stall. "He said that as soon as he went in, he saw all the people selling dates, handicrafts and accessories mixed together. The host may not know whether they were doing a market or a night market."
A Zhuo said, a better market, the screening of stall owners in the early stage is very strict** "When you sign up, you need to fill in a questionnaire and write down your basic information. If the stall owner's positioning and price do not meet the market tone, they will be brushed off. For example, the price range of each stall in a market is locked between 100 yuan and 300 yuan. If someone comes up and fills in 2000 yuan, the host will feel that it is too expensive. Consumers won't buy it and won't choose."
Source / pexels
Wei bin also said that in the past two years, the word "market" has gradually become popular. Some organizers have won an agreement on a prosperous area and split and lease it to many stalls, which are called markets. Some shopping malls also regard the market as a drainage activity to feed their own business. "Personally, I don't think these are markets. The former is night market snack street and the latter is daily business activities. The market still needs to gather people with the same interests to complete the purpose of communication."
"The flooding of the market, on the one hand, is that the sponsors want to fry the concept, on the other hand, we can't sell goods online, and began to seek offline traffic. Later, the market will certainly divide, and the high-quality market will still stay. Other uneven ones will naturally stop because their ROI is not right." Wei Bin said.
For the stall owners, the market is not only to make money, but also to complete the task of publicity and drainage. Therefore, for many stall owners, the publicity ability of the organizers is also very important.
A Zhuo met some organizers, "after going, he didn't care about anything and didn't publicize." What's more, some so-called market organizers return the stall fees of the stall owners and run away after collecting the money. "What we care about most is the operation ability of the organizer. We follow the market to publicize our own things through the ability of hosting and the influence of IP." A Zhuo said that the most intuitive embodiment of the organizer's ability is in the passenger flow. "We have run so many markets, in fact, only one or two can ensure the passenger flow."
Many enthusiasts found that after the epidemic, they could not travel, so everyone's attention was focused on various markets on weekends and small and long holidays. However, although the market meets the desire of young people to play during the epidemic to a certain extent, it will also be affected by the epidemic. "The markets I plan to go to during the May Day holiday have basically been postponed." Yo yo said.
This is also a problem for the market organizers. If they miss the bonus of the holiday, the traffic of the market will shrink significantly. However, Wei bin also said that in fact, non key holidays are a better time to hold markets. "Good brand merchants have more than one physical store. They are busy in the golden week. It is unrealistic for them to share their energy and take out good products, or even the manager to make and sell in person. We should consider these practical factors more."
Youyou is still waiting for the return of the postponed market, "I hope it's meaningful to wait. Don't sell stall goods and don't deceive people too much."