once became one of the hottest businesses this year.
Many people are attracted by the saying "money earns more than 1,000 yuan a day" on the Internet, and feel that setting up stalls for a few hours a day can easily subsidize their household income. There are also many luxury car stall owners in the market. All cars worth hundreds of millions of yuan are opened to sell trunks for 30 yuan a handful of flowers or 10 yuan a bowl of jelly. In recent years, in , trunk markets have blossomed everywhere in , becoming a cultural trend. For stall owners, setting up stalls in the trunk is extremely ignited and a rare life experience. However, aside from the lively atmosphere, some stall owners operate without a license, and food safety, product quality, etc. are difficult to guarantee. Not only that, urban management problems such as illegal occupation of roads and garbage everywhere are also becoming increasingly apparent. Many people hurriedly closed their stalls and left the market because they were disappointed more than expected. Some people believe that due to various constraints, the trunk market can only be a flash in the pan. Maybe there is no need to be so pessimistic. The trunk economy was initially like a mirror, reflecting the resilience of the individual economy; later it was like a sieve, waving the sand with great waves, leaving valuable experience and truly worthy of continuing. The trunk market was bustling with people, especially lively. Respondent provided by
" Wumadu "
trunk market has had glorious times - it was sold for 4 hours at night and earned more than 1,000 yuan; it only took three nights a week, earning more than 1,000 yuan a month. These seemingly fantasy stories are being played out in the trunk market. In March this year, there were many car shops along the way in the Wumadu Scenic Area on the Yangtze River in Nanjing. The stall owners opened their trunks of their cars and placed signs in front of them, like a night market, and their dresses and categories were more novel and interesting. Some people used drones to record this scene - it is located on the northern foot of Mufu Mountain, , Mufu Mountain, adjacent to the rolling Yangtze River , and on both sides of the straight and wide avenue, paving like fireflies... This video with great fireworks is quickly "out of the circle" in Nanjing, planting the seeds of setting up stalls in the hearts of many people. Ren Xiaoqing is under great pressure from work and decides to sell coffee after get off work. At the beginning, she set up a stall and didn’t want to make money, just to relax. In the video of the trunk market that has become popular, there are more than 30 cars in the fleet. Ren Xiaoqing found the team leader, said hello, and joined successfully. "I was very uncomfortable at first. I felt that it was strange to set up a stall to sell things, so I had to shout." Ren Xiaoqing said that she decided to make coffee first, and produce two to three cups of coffee in one pot, and wait at least 9 minutes. Unexpectedly, there were more and more people queuing in front of such a slow-paced stall. Since then, she has set up stalls with the fleet many times. On the night of the best business, Ren Xiaoqing's turnover was nearly 2,000 yuan. For the trunk market, hand-ground coffee is not the most suitable category. At the stall where you make lemon tea, you can use two large buckets of tea base every night; the stall owner who sells baked starch sausages needs to prepare several large boxes of sausages a day; next to the trunk selling freshly squeezed orange juice, orange waste like a hill is piled up. Even the simplest and cheapest snacks can be sold for two or three thousand yuan a day. Zhou Zhou has his own flower art studio in Nanjing. He felt that the trunk market was in a novel way, so he wanted to come out to make friends and expand his business. The stall owners once made an appointment to go to a motorcycle club to set up a stall. The place was a bit desolate. There was an open space in the middle of the large factory. The stall owners who had already been familiar with each other formed a circle and adjusted the position of the car and sat and chatted, "The location is too far off. I don't expect anyone to come at all." What Zhou Zhou didn't expect was that many people came that day, and the goods she prepared were not enough to sell. At the same time, the "replica" of Wumadu Market began to bloom everywhere in Nanjing. Experienced and resourced stall owners began to spontaneously connect and negotiate leisure venues such as shopping malls, parks or scenic spots. After finalizing the venue, they recruited trunk stall owners and each had some fixed followers. The fleet quickly developed from one of the original Wumadu to more than a dozen. Ren Xiaoqing and Zhou Zhou both "established their own businesses" and became the captain of the team from stall owners. At the same time, the venue also smelled business opportunities and took the initiative to provide venues for the trunk market to attract greater traffic. In some thank-you meetings, auto shows and other commercial activities, each stall owner can also receive a stall subsidy of several hundred yuan.
Trunk market next to Nanjing Dabaoen Temple Ruins Park.Respondent provided by
took a sharp turn and went straight down
trunk market for another month. After June, there seemed to be a "crisis" in the Nanjing trunk market. The crisis first occurred in the base camp Wumadu. As the scale expanded, the vehicles setting up stalls there gradually occupied the entire road, and after the stalls were closed, the "wild" trunk market was a little out of control. Since April, law enforcement officers in charge of urban management have been waiting in Wumadu for half a month. The adjacent Damo Ancient Cave Scenic Area stretched out an olive branch, and Wumadu Market moved from the roadside to the scenic area, but it was no longer as lively as before. Zhou Zhou described that for a period of time, in Nanjing, there were trunk markets of varying sizes on the open space in front of almost every shopping mall. In parallel, trunk stall owners are no longer scarce. The "Nanjing Big Meat Fleet" formed by Ren Xiaoqing initially had a total of more than ten cars, but later it expanded to nearly 2,000 cars. Shopping malls or parks are still willing to provide venues for the trunk market, but the stall owners who join will have to pay a management fee ranging from 50 to 100 yuan each time they set up a stall, and the most popular venue management fee reaches 300 yuan. Some team captains also charge a certain fee when recruiting stall owners. These are all extra costs for stall owners.
Trunk market next to Nanjing Dabaoen Temple Ruins Park. The trunk market is almost always outdoors. The hot weather this summer has been sucking the enthusiasm of many people. There was a time when the weather was too hot and the flowers were tender and I couldn't stand it. I changed my career every week and sold my hand-pressed juice for two months. There is also a stall owner selling Bobo Chicken . He set up a table in front of the trunk, and basins containing dipping sauce and ingredients were placed on it. Suddenly, it rained heavily and it was too late to take it back and could not be eaten. The stall owner selling wool hooks put out the handmade gadgets he made at home. When the next shower or a gust of wind, the hairpin, earrings, etc. were lightweight and could not be sold when it fell into the water. The stall owner selling lemon tea, the fragrance and juice of lemon can only be shaken out with great effort. He sweated profusely every day, and his clothes were wet and dry, and he was wet and wet again after drying. The stall owners who once earned 1,000 yuan a day could not make any money. On the Chinese Valentine's Day, Zhou Zhou went to a movie town to sell flowers. Only the surrounding residents took the children to stroll around casually. There were no festival activities, and the atmosphere was not in place. Only a few flowers were sold. On the day of the interview, it was drizzling. I waited for the stall all night and only one little girl bought two bouquets of flowers. Zhou Zhou has become accustomed to such desertedness, and bad business has almost become the norm. "I haven't made any money in a month or two, so I'll persuade many people to withdraw." Zhou Zhou said that by the end of the summer, the convoys were disbanded one after another and the stall owners left one after another. All teams were transferring equipment. "A stall owner who sold roasted oysters made money at the beginning and was very 'high'. He quit his job. Later, he had to find a new job." Ren Xiaoqing heard that the first coffee cart in Nanjing was the most popular, and when it was 1,500 yuan a day, he no longer had to sell the car.
Weekly trunk stall, she mainly sells flowers and often brings her pet cat out to attract customers. Respondent provided by
Internet celebrity effect
Everyone reflects that the reason why the trunk market could make money in the initial trunk market was due to the "Internet celebrity effect". At the end of April this year, Mark also became interested in using the trunk to sell lemon tea. Before setting up the stall, he carefully studied the equipment of other stall owners on social platforms and designed his own trunk stall. Every time he sets out, Mark wears a conspicuous floral shirt, "Let everyone remember me, when buying lemon tea, you have to buy floral shirts," Mark said. In the trunk market, if you want to be outstanding, gathering the elements of "Internet celebrities" may be more important than product quality. Mark's first stall was on May 1st. There was an internet celebrity coffee shop nearby, which brought its own traffic. Although he had made enough preparations, he still felt that he was "written" as soon as he arrived at the scene. Some people painted the entire car and painted eye-catching cartoon characters; the contrast between luxury cars and stalls is a natural traffic code. It is a sports car worth millions of yuan to sell perfume samples, Japanese ingredients, and ice powder , which has attracted a lot of attention... Almost every trunk has a personalized and internet celebrity label.
Mark wears a floral shirt every time he sets out to make lemon tea, which is quite unique.The interviewee provided the picture to open a social account and attract traffic to his own stalls online, which is also the "routine" prepared by all stall owners at the beginning. Mark opened an account and a special photographer took "stall photos" for him. The composition, light and shadow and the elements appearing in the photos all pay attention to the sense of atmosphere. The photos were posted online, implying that everyone went to check in and take photos. Sometimes he also sends information content, teaching later generations what materials to prepare for lemon tea, how to decorate the trunk to make better films, where to set up stalls with greater traffic, many people will comment below: "Where will be placed tomorrow?" "Can you book online?" When you are not busy, Mark will set up an tripod in front of the stall, and the whole process will be broadcast live from opening the trunk to preparing to set up the stall to closing the stall home. During this period, he would interact and chat with the audience, then add contact information, and the audience would join the customer group, and everything would be natural.
Mark's lemon tea stall gathers various internet celebrity elements. Respondent's photo provided by Ren Xiaoqing is also well aware of it. When she set up a stall to sell coffee, she launched novel products such as "infusion coffee", and placed a 3D printer next to the stall, and curious visitors flocked to it. Now, next to Dabaoen Temple Ruins Park, next to , and next to Nanjing moat, is the regular stall site of Ren Xiaoqing's convoy. In order to attract traffic to the fleet, Ren Xiaoqing specially invested to invite a collector to display his collection at the market, which were all old objects from the 1970s and 1980s. She also invited a band to sing on the spot. However, the effect was not satisfactory during this period. Ren Xiaoqing started a live broadcast on a social platform and talked to the camera all night, and the number of people online was no more than 20 people; offline was also deserted, and many stall owners set up all night but did not wait for the opening, but they ended up in a hurry. Has the "Internet celebrity effect" been invalid?
stall owners decorate the trunk with light strips and banners, full of atmosphere. Respondent provided by
New way out
"We team captains will chat if we meet. If we don't make changes, we may never make money in the future." Zhou Zhou said. With the opening of multiple trunk markets and the influx of a large number of trunk shops, the mystery disappeared and consumers no longer felt it was fresh. Losing its formal uniqueness, people began to pay attention to the quality of the goods sold in the trunk market. The halo of "Internet celebrity" fades away, and evaluations such as "just ordinary snacks", "high prices, average tastes, quick money", and "this trunk is just like this". Most stall owners have rushed to work in order to set up stalls. Ice powder, tiramisu , lemon tea, bott cake , etc., which have a unit price of 10-20 yuan, have become the best choices. The production threshold is not high, and you can make it by getting the recipe online, but it is difficult to have special taste and taste without being polished by the market. Ren Xiaoqing described that sometimes 30 cars in the trunk market sell lemon tea, which almost became a water bar street. What is even more "fatal" is that people's trust in trunk sales is much worse than that in physical stores. Is the product safe? Is the quality up to standard? Are there corresponding business licenses and health licenses? The reporter learned from several team captains that in actual operation, because no clear regulations have been issued, stall owners who do not have fixed stores for the time being will be managed in advance, inspections at any time, and supervision and improvements. "But if food safety problems occur, consumers will have no way to complain, and the reputation of the entire trunk market is not good." Ren Xiaoqing said. For a long time, the rapid decay of Internet celebrity business models has been inseparable from the homogeneity of content and insufficient management standards. The same dilemma is also happening in the trunk market. With the appeal of many parties, in September this year, six departments of Nanjing Municipal Bureau of Commerce, Market Supervision Bureau, Urban Management Bureau, Culture and Tourism Bureau, Public Security Bureau, and Health Commission jointly issued the "Several Measures on Encouraging and Supporting the Healthy and Orderly Development of Nanjing Auto Trunk Cultural Market (Trial)", and introduced 8 policy measures, which were the first in the country to clarify that it is necessary to create a healthy, low-carbon, innovative and useful car trunk cultural market. Some people are already exploring new ways out for the trunk market. For example, Ren Xiaoqing began to try a unified cashier for the fleet - the original stall fee for selling snacks was 50 yuan per day and the sales of cultural and creative products were 10 yuan; after the unified cashier, if the revenue was less than 250 yuan on the same day, the stall fee was charged 20% for the part above 250 yuan.The purpose of her doing this is to collect daily sales data of each stall. "In the future, use data to speak, what kind of venue is suitable for what kind of merchants." Ren Xiaoqing's ultimate positioning of the fleet is an entrepreneurial platform. In the new consumption scenario of the trunk market, it will leave high-quality stall owners, guide the opening of stores, or develop brands.
Nanjing Dabaoen Temple Ruins Park is one of the daily stall locations for the large meat fleet. Respondent provided by
This National Day holiday, the trunk market is already combining with new business formats to incubate more business possibilities. For example, the Damao Convoy and the Dabaen Temple Ruins Park are linked to buy discounted scenic spot tickets at the stalls, achieving a clever combination of new trends and tourism economy; the Damao Convoy also went to the community and became a supporting link for open-air movies and other activities, bringing citizens a richer experience. For example, in front of various commercial complexes in Nanjing, in addition to the trunk stalls, there are also endless activities such as improvisation comedy, exotic cultural exhibitions, music scenes, etc., which are novel and fun. The trunk market is slowly iterating and upgrading. The possibility of diversification may be the right way to open it.
(Zhou Zhou and Mark are pseudonyms in the article)
column editor: Kong Lingjun Text editor: Kong Lingjun
Source: Author: Gong Jiping Shao Lisha
