Text丨CBNData
When the youthful JK uniforms, Hanfu full of Chinese elements and the gorgeous and complex Lolita dress appear in the same store, will you have the desire to enter the store and stroll around?
Nowadays, such stores are increasingly appearing in shopping malls, creative parks, and other trendy places where Generation Z concentrates.
Due to the complex process of clothing production, unique layout, and many accessories such as shoes, socks, and bags, a complete set of clothing is not low for the Z-generation consumer group who are still on campus or just entering society. Therefore, JK, Hanfu and Lolita dresses are also called the "Three Major Trap of Bankruptcy". Offline, stores that combine three are called the "Three Trap Store".
A complete JK uniform includes clothing, shoes and socks, bow tie, backpack and headdress, etc. | Source: Online
Relevant data shows that among the two commercial entities of Hong Kong Ming Store Street and Dimei Shopping Center in Shanghai, "Sankeng Store" and related stores account for more than 50% of the retail stores, and the former "Sankeng Store" accounted for 70%; there is a special "Sankeng Store" block in Tianfu Plaza in Chengdu, where Hanfu, Lolita and JK uniforms account for 40%, 40% and 20% of the proportion of Hanfu, Lolita and JK uniforms in the block account for 40%, 40% and 20% respectively; and in many places in Hangzhou and Guangzhou, the introduction of some small "Sankeng Store" has also become the first choice for many old business districts to seek youth transformation.
With the emergence of offline "three pit stores", "'three pits' are becoming more and more out of the circle" has become a consensus inside and outside the circle.
However, from "one pit" to "three pits", from online to offline, can "three pits" take advantage of the explosion of new consumer brands to become a hot phenomenon in the clothing track? After the enthusiasm of capital, how far can the "Sankeng Store" go outside the circle? These questions of
have no answers yet but are worth exploring.
grows in reverse, "transformed" the alien-dimensional girl life museum
is different from the regular clothing. Most of the "three pits" industries adopt a low-cost operation model, that is, the brand opens online stores online, displays clothing design drawings, sets the planned release time and charges consumers a pre-sale deposit. Subsequently, the brand will invest the deposit in raw materials, factory production and other links, and then adjust the delivery time and batch according to the pre-sale situation to avoid inventory backlog.
Because the entire process takes a long time, consumers need to wait 1-3 months from paying the deposit to receiving the goods. If it is a more complex Hanfu and Lolita dress style, the delivery period will even reach more than three months.
online display design drawing Source: Network
In addition to the long purchasing link, there are many unique "rules" in the "three pits". For example, due to the strong cultural attributes of the industrial circle, information in the circle is often only circulated within the community, showing a certain degree of closure; the people in the circle have a strong sense of authenticity and often "design police to the police (accusing consumers who buy copycat skirts)" online. For a long time, questions like "Where to buy? How to buy? What to buy?" set a threshold for many people on earth (the name of people inside the circle to outside the circle)" who are interested in the "three pits".
But with the rapid growth of the Z generation, the market demand for "three pits" clothing has also shown explosive growth.
The "Post-00s Interest Report" released by Tencent pointed out that at present, the "three pits" of JK uniforms, Hanfu and Lolita foreign clothing are the top three hot topics in Generation Z.
Among them, taking Hanfu as an example, the "2020 Hanfu Consumer Trend Insight Report" released by First Financial Business Data (CBNData) and Tmall showed that the sales scale of online Hanfu increased exponentially from 2017 to 2019, with about 18 million users having experience in purchasing Hanfu, and the potential purchase population has exceeded 400 million.
Source: CBNData "Online Hanfu Consumer Insight Report"
Market demand is growing, but there are still barriers in the circle. The willingness to "get out of the circle", similar audiences, and greater customer acquisition needs make the "three pits" integrated and go from online to offline in the form of a collection store.
Shanghai "Bankruptcy Street" Source: Xiaohongshu
For example, the "Sankeng" collective store brand has 12 light years. It currently has 8 physical stores offline, and it is expected to increase to 30 by the end of the year; another "Sankeng Store" Cat Galaxy is optimistic about by Pop Mart and other capital parties, and has currently opened 16 stores across the country; in addition, some creative blocks featuring "Sankeng" stores are also frequently unveiled in various cities.
drains "earth people". Can open up offline channels break through the barriers of the circle?
is different from online brand franchise stores. The "Sankeng Physical Store" not only combines three categories: Hanfu, JK uniforms, and Lolita foreign clothing, but also realizes the collection of well-known "Sankeng" brands through brand authorization in specific clothing.
For example, among the twelve light-year stores, 60% belong to their own brands, and the other 40% are cooperative products with brands such as Massage, Cellophane Night, Qiandai Jiangnan, Zhong Brand Uniform Hall, Angel Tears, and other brands; in addition to its own brands Dorothy Night, DorisNight, and Neverland Xingfusong, there are both domestic brands Yuchajia, Walnut JK, and Japanese Juliette-et-Justine, Innocent World and other brands.
Compared with online, although these "three-kill physical stores" will increase the price by 10-20 yuan, they also provide consumers with sample clothes trial and cultural explanation services. At the same time, some clothing is available in stock in the store, avoiding the long waiting period for online shopping and greatly improving consumers' shopping experience. Therefore, the "Sankeng Physical Store" also shoulders the important task of "expanding customers" for the circle. Liu Ying, founder of
"Twelve Light Years", once said that 2D related products have fierce competition online and high customer acquisition costs, but offline, 2D related stores are scattered, and brands can access larger pan-2D female users through offline stores.
Through the form of a "collective store", the "three pit physical stores" can not only reach consumers more directly, but also allow three different clothing to leverage each other to achieve the marketing effect of "entering one pit and knowing three pits", thereby breaking the market size of a single circle.
In addition, in order to improve user stickiness, offline "Sankeng Store" will also regularly hold "Sankeng Newbie" outfit meetings, Halloween theme venue vendors, and dating in the same city for store fans/members to help newcomers who have just entered the circle further integrate.
Hanfu offline activities Source: Internet
is so repeated, the brand’s customer acquisition effect is significant. Huang Zhengneng, co-founder of Zaiyi Xinghui, once said that in the offline sales of Lolita's foreign clothing brand Midsummer Story, more than 60% came from the "Earth Man" who had initially tried; Liu Ying also said that among the twelve light-year offline user group, "Earth Man" and veteran enthusiasts each accounted for half.
When the "niche" goes to the public, the 10 billion market behind the "three pits" of
An analysis report by Guotai Junan Securities showed that the market size of the "three pits" clothing in 2020 has exceeded 20 billion yuan, of which JK uniforms, Hanfu, and Lolita dresses account for about 35%, 30%, and 35%.
Based on the previously disclosed data that "the scale of Hanfu enthusiasts in 2020 was 5.16 million and the market sales scale was 6.36 billion yuan", it can be estimated that the total scale of the "Three Pits" clothing in 2020 reached about 21.2 billion yuan. The institution also predicts that by 2025, the market size of the "three pits" is expected to reach 126.6 billion yuan. Some new trends are also beginning to emerge.
For example, because the "Three Pits" clothing has a high degree of freedom in design, the joint brand with well-known animations, costume dramas and 2D ancient style games has become a marketing tool for both mutually beneficial parties.
has more than thirteen "three pits" brands with Hanfu as the core category. It has previously launched a joint design with well-known IPs such as the TV series "Qing Ping Le", the game "Jiangnan Hundred Scenery", "Honor of Kings" and the anime "Magic Card Girl Sakura"; Midsummer Story has been jointly designed with the games "Miracle Nuannuan", "Identity V", and Sanrio's HelloKitty, MYMELODY, etc.
Thirteen Qingpingle and Midsummer Story "Identity V" Source: Internet
In addition, some other brands also target Generation Z as the target user also expressed optimism about the "Three Pits" business.In the past few years, Pop Mart, B Station and game company Mihayou have all participated in the investment in the "Three-Pocket" brand. However, although the capital and the market are currently showing enthusiasm for the "three pits" categories, behind the excitement, there are still some problems that hinder future development in the overall industry.
, on the one hand, is different from other consumer goods tracks. Although there are many entrants in the "three pits" industry, the market lacks certain regulations, there are fewer leading brands with influence online, and there are more offline collection stores and it is difficult to form a brand effect.
, especially in the sinking market, which also has incremental space, the form of spot sales determines that the store will have to pay a higher cost in the early stage, and it also requires a fee to obtain authorization from the brand. Some individual "Sankeng Stores" often purchase products as consumers, and sell them again after labeling and raising prices.
Source: Network
Although brands such as Cat Galaxy have also stated that they will adopt a semi-hosted franchise model in low-tier cities in the future, as of now, it seems that it is still difficult for the entire industry to form standardized market management in the short term.
On the other hand, the upstream and downstream industrial chain of the "three pits" has not yet matured, and the brand output is limited. The entire category relies on IP derivative logic to a certain extent and is in the customer acquisition stage.
Overall, the "Three Pits" industry itself has strong social attributes, strong user stickiness and high repurchase rate, and consumers have a strong willingness to pay. However, as the circle "expands" and consumers further pour into the market. The "Three Pits" industry still needs to build a more mature industrial chain in the future, improve brand acceptance capabilities, shorten production and sales links, and integrate brand top resources, so as to take advantage of the outbreak of new consumer brands and achieve sustainable development after "breaking the circle".
