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Nanjing Shanxi Road Fabric City: From "Waiting For Business" To "Looking For Business"

2021/2/25 23:01:00 0

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When I was a child, Shanxi road was a paradise for shopping, and the first stop was "Bu Bu Bu Bu Bu Bu Bu." For many old Nanjing, the former Shanxi road fabric city is a "top stream" general existence. In the 26 years from 1995 to the present, the storefronts on Zhongshan North Road have changed again and again. Although the fabric city has lost its former glory, it still takes root here. On the afternoon of February 22, the reporter came here to find out.

Gold lettered signboard, the common memory of old Nanjing

Mention of Shanxi road fabric City, many people think of the door has not changed for more than 20 years. There is a big word "cloth" on the milky white facade. There are five slightly smaller "cloth" arranged on the left and right sides of it. There is a trace of "magic" in the balance. In this humble two-story building, a wide variety of silk brocades and woolen fabrics have dazzled customers. On the first floor of the fabric City, fabrics, clothing customization and accessories are concentrated, while on the second floor are curtain fabric and home textiles.

Ms. Li, who has just chosen the cloth in the cloth shop, is very excited. She turns a corner and goes to Master Kong's tailor-made clothes shop. "These two colors are well chosen. They are very suitable for you." See Ms. Li door, Master Kong warmly welcome up, "more than ten years ago, she was my customer."

"Over the years, fabric city has become my first choice for making clothes." Ms. Li told reporters that she was not tall and fat, so it was not easy to buy clothes. Therefore, every spring and autumn, she would come to Master Kong twice and concentrate on making some clothes. "The biggest feature of tailor-made clothes is" thousands of clothes and thousands of faces ". Master Kong will develop the advantages and avoid the disadvantages according to my body characteristics, and the clothes are made to look good and fit well."

For many post-80s and 90s, Shanxi road fabric city is also an indispensable childhood memory. "I still remember when I was 6 years old, my mother ordered a red silk cheongsam here. It was the first cheongsam in my life." Xiao Zhou, 28, said that when she was a child, she followed her parents to Shanxi Road, and the first clock in point was fabric city. Put down the clothes and trousers that need to be changed, go to Hunan Road for a walk, and finally pick up the clothes and then go home. "Now my parents are older, and they have higher requirements on the material and comfort of clothes. If they can't choose the right clothes in the shopping mall, they will still come to the fabric City, where the goods are beautiful and the price is low."

It's not the same as it used to be, and the orders are cut by half compared with the peak

Compared with the surrounding shops, the "king of trousers" in the center of the first floor of the fabric city is particularly foreign-style, and the words "welcome to you" are rolling on the small electronic screen. In the booth of less than 10 square meters, all kinds of trousers are hanging neatly on the clothes hanger. Master Lin is in front of the operating platform, drawing lines and printing plates on the cloth he is using.

Master Lin has been with the fabric city for 25 years. "When I came to fabric city in 1996, I was only 29 years old and spent most of my life here." Master Lin told reporters that Shanxi road fabric city was opened on New Year's day in 1995, and he should be the first batch of people to settle here. In this two story building, which has not changed for many years, there are still more than a dozen "veteran" who have been rooted here for more than 20 years like master Lin.

With the construction of Metro Line 5 and the implementation of Hunan Road reconstruction project, the enclosure construction in front of the fabric city gate of Shanxi road has been carried out one round after another, which is no longer the grand occasion of that year. The afternoon was originally the most prosperous period of fabric city business, but now shop owners have come out of their small shops and sit around in twos and threes to kill time.

"Most of my customers are repeat customers, and old customers will introduce some new customers. My business here is quite good." Master Lin told reporters that he was only responsible for helping customers tailor, and there were more than a dozen tailors in the rear. "More than ten years ago, the business was really good. Every day at least 30 or 40 guests came to order pants, and almost every day they had to work overtime with the workers until 90 o'clock. But now the order is only half of that year's, and the days of overtime and rush work no longer exist."

However, in the past two years, master Lin's business is also undergoing some changes. The main customers who used to be mainly middle-aged and elderly people aged 50-70 are gradually becoming younger. "Now there are many more young customers in their 30s and 40s who come to me with the latest online styles." In master Lin's opinion, although online shopping is fast and convenient, there will always be times when the quality is not up to standard or not suitable. The style of pants changes from time to time, but the principle of making a pair of pants with four pieces of fabric will never change. "This is not just a post-95 pansy list, asked me to order a high waist pencil pants."

Seeking innovation and change, time honored brands from "waiting for business" to "looking for business"

In recent years, Shanxi road fabric city around the shop door has changed again and again, only the fabric city appearance has not changed. In addition to the memory of old Nanjing, there is also the painstaking efforts of a batch of craftsmen.

"At the beginning, most of the shop owners in the fabric city were laid-off workers who had just come out of the fabric factory and textile factory. With their craftsmanship and the spirit of hard work, they had a new start. Everyone had a deep feeling for this place." Shanxi road fabric city manager Ren Fei said that when the largest scale, fabric city has more than 100 stores, now there are still more than 80.

Nowadays, the popularity of the fabric city is not as good as before. Ren Fei and the masters of the fabric city are thinking of "pulling back" the flow of people every day. "Shopping malls have been encouraging businesses to embrace the Internet and broaden sales channels." Ren Fei said that in the summer of 2019, for the first time, the mall launched targeted advertisements in wechat circle of friends. At present, more and more young consumers are about 30 years old.

Chen Shijun, an operator who has been engaged in tailor-made business of Tang suit and cheongsam for 11 years in fabric City, is a representative of embracing the Internet. On the afternoon of February 22, after changing the customer's cheongsam, Mr. Chen took out his mobile phone and had a video conversation with Ms. Tao, an old guest in Zhuhai. He selected the fabric for Ms. Tao and arranged the delivery time.

"We have changed from" waiting for business "to" looking for business. " Chen Shijun told reporters that in addition to "online selection, offline ordering", they also provided door-to-door service for customers. "Some of the old guests are too old to walk. If they need custom-made clothes, we will bring the pattern and fabric to the door, and there will be no service charge. At the same time, it also provides opportunities for us to attract new customers. Well, I went to an old woman's house to make clothes a year ago, and her little granddaughter fell in love with my craft. "

Speaking of his current business, Mr. Chen is very proud. "My oldest client is 90 years old and has celebrated his birthday in a cheongsam made by me. The youngest customer is only 10 years old. She went abroad to participate in the competition in my cheongsam


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