Qipu Road Fashion Market in Shanghai: 30 Years of Growth in a Professional Trade Area

Shanghai Qipu Road attracts wholesalers from Jiangsu, Zhejiang, Anhui, Hubei and other provinces and Shanghai local buyers, with daily passenger traffic of several hundred thousand.

Qipu Road professional business circle formed a number of professional markets.

In Shanghai, there is a 30-year-old Lao Shang Street. Since the sale of cheap clothing in the late 1970s to the clothing city in a row, Huapu has laid its place with its core location and keen sense of fashion. In recent years, the brand strategy has enabled this old business street to achieve a higher level of leapfrogging.

The bustling wholesalers and FITs make Qi Pu Road very lively. The wholesaler's room completed his routine purchases. Every day, he had to come here to wholesale his own Taobao shop for about 8,000 yuan.

The radiation effect of the 7 Pu Road clothing wholesale market in Shanghai is far more than that of Shanghai. Located at the intersection of Zhabei, Hongkou and Huangpu districts, this commercial street attracts wholesalers from Jiangsu, Zhejiang, Anhui, Hubei and other provinces and Shanghai local buyers. The daily traffic is up to several hundred thousand, even More than Nanjing Road. The large-scale professional clothing wholesale city and nearly 6,000 merchants row upon row have made Qipu Road a highly popular business district.

The change of Laojie from the street market to the e-commerce From the street market selling bargains to the shopping mall with clear features, Qipu Road shows us that a 7-square-meter development street of Qipu Road is located in Zhabei District. This commercial street took almost 30 years from its embryonic form, maturity, and scale.

In September 1979, some traders used the convenience of Qipu Road near the railway station to spontaneously sell small commodities on Qipu Road. These street stalls and trolleys and wire beds are the origin of Qipu Road Commercial Street. The Zhabei District Administration for Industry and Commerce and the street on the northwest side of the mountain took advantage of the situation to jointly set up the Qipu Road Comprehensive Commodity Market in April 1981. The price advantage of the road market has enabled the rapid development of Qipu Road's market, and the market pattern of middle- and low-end clothing has gradually taken shape.

The relevant person in charge of the Zhabei branch of the Shanghai Municipal Bureau of Industry and Commerce told the reporter that at the end of 1982, the Zhabei District Administration for Industry and Commerce expanded the operating pattern of Qipu Road and gradually put into use the format shelves, so that Qipu Road's operating environment changed from floor to shelf, a professional The wholesale clothing market is ready to go. By 2001, the new Qipu Apparel Mall, invested by Wenzhou businessmen, was opened. As the first mall-type market on Qipu Road, New Seven Pu was a huge success. Since then, professional clothing stores such as Haopu, Baima and Chaofeijie have flocked out.

From the stall to turn into the mall, the merchant's profit increased from 10% to 30%.

"At the beginning of 2006, all road stalls were dismantled, and Qipu Road officially entered the mall era," said the person in charge of the Industrial and Commercial Zhabei Branch.

Ping Xuexiao, chairman of Shanghai Haopu Clothing City, said that the Haopu Building was completed in December 2005 and the investment was started in March 2006. At the beginning of investment promotion, Haopu set the goal of producing high-end clothing. “A shop with an old shopping mall is often different from only 15 square meters, and the single-storey area of ​​the Haopu Building is as high as 45 square meters. Moreover, a clothing display platform ranging from 80 to 100 square meters is set up on the 3rd floor.” Ping Xuexiao Introduction said. Today, Haupo has formed the business characteristics of business men's wear, fashion women's wear and casual denim products. The current businesses can be divided into two categories: one belongs to the factory outlets, has its own brand, and designs and sells on its own; the other It is the franchisee of clothing brand in Shanghai.

"From the second-level agent to the first-level agent to the general agent of the Yangtze River Delta, Qipu Road has laid its place." An old business owner of Qipu Road concluded that "Because the cost remains high, it is very difficult for the merchants on Qipu Road to Shanghai has its own processing base, but it is also an early start because it is located in Shanghai. Therefore, Qipu Road has a keen sense of touch for fashion. The best-selling style here is guaranteed in the Yangtze River Delta and even in the country."

Today, customers want to understand the situation of Qipu Road, they can also directly log on the “7 Pu Road” professional clothing wholesale website, and some clothing markets even have opened an independent website. Ping Xuexiao handed it to the mall's exquisite color page with the official website address of Haopu. From the physical wholesale to e-commerce conversion, Qipu Road market has gone one step at a time.

The benefits of the hub create a stylish transit station with a superior geographical position and ever-increasing radiation function, making Qipu Road more and more mature. When he saw Xu Weiguo, he was carefully checking the parcels of the day. In the fierce competition of several logistics companies on Qipu Road, Xu Weiguo still opened its own logistics line. "The goods are mainly from factories in Guangzhou, Wuhan and Hangzhou, and are continuously sent from Qipu Road to Nanjing, Wuxi and Changzhou." Xu Weiguo said that his logistics company can receive nearly 1,000 parcels and send more than 300 parcels each day. The number of clothes in each package ranges from tens to hundreds.

"I have my own receiving point in every market. I first concentrate the parcels according to the big lines and then divert them." The prosperity of the market not only brought Xu Weiguo's logistics company, but also made him very optimistic about the prospects of Qi Pu Road clothing market. . Last year, Xu Weiguo rented more than 10 square meters of paving at Xinqi Pu Mall and officially entered the industry.

The 20-year-old small house opened an online shop selling clothing on Taobao five years ago. The sources were all from Qipu Road. The daily purchase amounted to 8,000 yuan. “I will show in the online shop that these clothes come from Shanghai, because Shanghai is a gold sign,” Xiaofang said.

"These clothes come from Shanghai." This phrase has been repeatedly described by merchants and wholesalers. All kinds of garments are shipped from factories across the country to Qipu Road. After careful selection by merchants and wholesalers, these clothes are Branded with a symbol of fashion and trend, it was shipped again in all directions. Qipu Road has served far more than one city in Shanghai, and the entire Yangtze River Delta region and Anhui, Hubei, and other central provinces have used this as a trend indicator for a modern transit station and trend.

It is about 1 km from Nanjing Pedestrian Street in the south, 1.5 km from Shanghai Railway Station in the west, and Suzhou Creek in the south. It can be said that Qi Pu Road is located in a prime location in Shanghai. From the historical point of view, even in the entire country, it is seldom able to find a clothing market with such a long history.

The congenital advantage of being located in the downtown area makes it difficult for Qipu Road to take steps to expand. It needs to develop in a limited space and become a vibrant business district. Qipu Road needs to be more professional and more brand-building. The direction of the move.

“If the apparel of Qipu Road stays at the low-end products, it will not contribute much to the development of the regional economy, and it will not be in harmony with the development of the environment.” The relevant person in charge of the Industrial and Commercial Zhabei Branch said that the Trademark Advertising Supervision Bureau of the Trade and Industry Bureau and the supervision of market contracts Section intervention to guide merchants to register and cultivate trademarks. “From the perspective of the business practices of the industry and commerce, we believe that it is only by relying on merchants and enterprises that improving the quality of garments and continuously refurbishing the styles will enable this street to have a way out.”

This road is a road from the famous brand to the famous brand. It is a disorderly to orderly market. Shanghai needs such a professional clothing wholesaler street, more conditions to create a quality business street.

The trend of transformation Establishing a quality professional business district is not enough for popularity and fashion. Qipu Road has embarked on a road of brand building, and it is our goal to become a high-end business district with quality brands and enterprises. A quality business district and supporting the entire Suhe Bay, in order to reflect the value of Qipu Road business district.” The relevant head of the Zhabei branch of the Industry and Commerce said.

In fact, with the ever-increasing scale of Qipu Road market, the competition among business households has become increasingly fierce, and there have also been cases in which some business households have become confused and even brand names have hitchhiked or even faked and sold fake goods. The industrial and commercial departments have strengthened the supervision over trademark infringements. They have conducted inspections for three times a month and driven 200 market management personnel to step up publicity.

“In the past three years, the branch office has filed 464 cases of trademark infringement in the apparel market of Qipu Road, which are strong and deterrent,” said the person in charge of the Zhabei branch of the Industrial and Commercial Bureau.

With fish farming and fish breeding, the Beibei Industrial and Commercial Administration Bureau also changed the extensive monitoring model of “strike, impact and assault” to strengthen the trademark protection of the Qipu Road clothing market, and strongly encouraged the merchants to create brand names.

Nowadays, every commercial building that enters Qipu Road can clearly see the industry and commerce departments' tips on trademark protection and combating piracy. The relevant person in charge of the Zhabei branch of the Industrial and Commercial Bureau told the reporter that on March 31, 2010, the Zhabei branch of the Shanghai Municipal Bureau of Industry and Commerce convened the "Commercial Zhabei branch office to meet the World Expo commodity trading market "trademark protection, food safety" laws and regulations training conference, Shanghai Xinqipu Road clothing The market issued an initiative on how to strengthen trademark protection to the apparel market in the region. The Hakuba market made an exchange statement on how to enhance the effectiveness of trademark protection. The North Station Industry and Commerce Office gave an exchange statement on strengthening the daily supervision of trademark protection. The impact of this meeting on merchants was discussed. Deep and long-lasting.

Zhang Hong has a clothing store named “Jess Carmen” at the Haopu Clothing Wholesale Market. This is also his clothing brand. Tao Fang, who has cleared the trademark in the same market, also registered Aiwang Clothing Co., Ltd. The brand is also the biggest dream of Chuan Tao, who is doing clothing business in Xinqipu.

Chuan Chuantao's “Wan Wei” girl apparel store is located on the third floor of the new Qi Pu Shopping Mall. All clothing is directly supplied by the manufacturers in Guangzhou. Ten years ago, Ruan Chuantao came to Qipu Road, different from the cheap clothing on the street stalls of that era. She firmly believes that only by having her own brand can she become a successful business owner.

“The best business operator in this mall has a monthly sales income of up to 500,000 yuan and a profit of up to 30%.” Chuan Chuantao said that although it is convenient to obtain goods directly from manufacturers, one factory often supplies a lot of merchants at the same time, even if it is In the same market, there will inevitably be a "Zhuangshan" phenomenon. Chuan Chuantao’s next goal is to find a garment processing factory in Zhejiang that specializes in producing his own brand.

"On the Qipu Road, there will be fewer and fewer bulk cargoes, and more and more independent brands will come." Chuan Chuantao firmly believes that with the brand, the clothing wholesale business will be better.

From the low-end apparel wholesale to full-fledged independent brands, Qipu Road has not stopped its pace. If the government administration department of industry and commerce is the dream maker of Qipu Road, then the brand dream of more than 6,000 merchants will jointly weave the future of Qipu Road.