□ Our reporter Zhao Li
□ Sun Yifei, our intern
Six or seven dollars a bottle of nail polish, four or five dollars a packaging box, two or three dollars a hair string... In recent years, some brand chain “ten yuan shops” and individual independent “one yuan shops” "Two-yuan shops" continue to appear, attracting a constant stream of customers to shop for consumption.
Recently, the Shanghai Food and Drug Administration issued a cosmetics sampling quality announcement showing that the chloroform content of a nail polish of MINISO exceeded the national standard limit by more than 1,400 times. The company applied for re-inspection, but it was researched by Shenzhen Drug Inspection The hospital re-examined and the result was still unqualified.
It is worth noting that, as a leader in the "Ten Yuan Store", the quality of MINISO's products has not been exposed for the first time.
In June of this year, the Shanghai Municipal Administration of Market Supervision announced that the "KaKao Friends" single-ear apple bowl, which was sold by MINISO, was found to have unqualified melamine migration.
Affected by this, the quality of goods sold in the "Yuanyuandian" and "Tenyuandian" has also attracted social attention.
According to a recent investigation by a reporter from the Rule of Law Daily, in many small commodity stores, the proportion of goods less than 10 yuan has dropped significantly, and "hundred yuan goods" are gradually entering the room.
Some products are not only highly homogenized, but their quality has also been criticized by consumers. Some stores also rely on "fake discounts" to attract consumers.
Most are located in the mall
Commodity prices are not cheap
A reporter from the "Rules of Law Daily" searched in Beijing and found that most of the "ten yuan stores" were chain brand branches opened in shopping malls, such as miniso, Nome Nomi, etc., only a few "ten yuan stores" Open in places such as Dashilan, and the number of people in the store is far less than that of MINISO and other chain stores.
In addition, Japanese veteran "hundred-yen shop" (100 yen is about 6 yuan) DAISO also has two branches in Beijing, located in Fengtai District and Changping District, both far away from the city center.
In a "ten yuan store" in Dashilan, a reporter from the Rule of Law Daily saw that the store has a small area and a disorderly arrangement of goods. The goods sold are mainly daily necessities, clothing accessories and small toys, except for individual products. Most commodity prices do not exceed 10 yuan.
When selecting products in the store, a reporter from the Rule of Law Daily found that most of the products were far inferior to similar products sold in the market.
Take belts as an example. The belts sold in this shop are of poor quality, and some belts even have slight cracking.
It is worth noting that although the store is located in a commercial street with many tourists, and the broadcast at the entrance of the store is broadcasting the "clearance sale", there are still no customers in the store.
According to the owner’s description, it’s normal to have no customers. "Occasionally there are customers who come into the store, but most of them leave after a round and can’t buy anything."
Many passers-by said that they are tourists who come to Beijing to play, "The'ten yuan shop' is everywhere, so there is no need to spend time shopping."
Some people also said, "I feel that the store is messy at the door and the quality of the items sold is not very good, so I won't go in."
Unlike the “ten yuan store” in Dashilan, most of the chain stores such as MINISO or Nuomi are open in shopping malls, and the furnishings in the stores are relatively simple and regular, and the types of goods are more comprehensive, including daily necessities, food, cosmetics, etc. Skin care products, electronic products, etc.
At the same time, the store has a large flow of people, both hanging out customers and shopping customers, which is in sharp contrast with the unattended "ten yuan store" in Dashilan.
The reporter of "Rules of Law Daily" noticed that with the improvement of citizens' consumption level, more and more beautifully decorated "ten yuan shops" are opening into shopping malls.
From sewing boxes, screwdrivers, rubber bands to headphones, speakers, and humidifiers, the prices of goods range from a few yuan to hundreds of yuan.
Many commodities with a price of less than 10 yuan are concentrated in several categories such as stationery, tableware, and snacks, while the prices of other commodities in the store are not cheap.
Many consumers also said that the “ten yuan shop” that once attracted people with the “10 yuan quality life” is now becoming more and more expensive.
Young people have mixed reviews
Counterfeit goods are criticized
The survey shows that most consumers of the 10 yuan store are female users between the ages of 18 and 35, including high school students, college students, and white-collar users. They are a high-quality group that the entire retail market is competing for, and they have high requirements for cost performance.
As the main consumer group of the "Ten Yuan Store", young people have mixed attitudes.
During the interview, almost all the interviewees said that when they mentioned the "ten yuan store", the first reaction was the street shop, not the brand chain stores such as MINISO.
Regarding the “ten yuan shop” on the street, Zhou Miao, a sophomore in Beijing, said: “The existence means that it is necessary. It can meet the psychological needs of buying something in the student days, and it is a place where you can go shopping after school. , But it’s relatively rare now."
Zhou Miao said that he didn't care about the possible quality problems, because the quality of the goods might be poorer when buying.
In addition, some Beijing university students interviewed said that the "ten yuan shop" is cheap but of average quality, and will only buy things for short-term use, without considering quality.
Unlike student groups, Ms. Xie, who works at an Internet company in Beijing, said that because she believes more in brands or large chain stores, the small shops on the roadside will usually not go in and shop even if they encounter them, and will not buy the "ten yuan shop." "Products, will worry about quality issues.
Regarding the attitude towards the chain brand "Ten Yuan Store", almost all respondents said that they would frequent it, but whether to buy goods depends on their own needs and the types of goods.
Ms. Liu, who is engaged in new media operations, said that she would buy hair ties, slippers and other sundries, but she would not buy electronic products and skin care products. "It depends mainly on the quality. Electronic products and skin care products are still more accustomed to buying counters. ".
When talking about the reasons for choosing the chain brand "Ten Yuan Store", Ms. Liu said, "The main reason is that it is convenient. It is opened in the mall and saves the time to buy things in other places. Moreover, this store is also considered a brand store, and the quality should be better than outside. The shop is better".
Chen Zhou, a graduate student at a university in Beijing, said that he likes to visit similar stores very much, but mainly to kill time, "I have bought some cosmetics before, but the quality is average and they are not easy to use. , So I rarely buy anything later, but I still go to look in the mirror, try on hats, and just leave after shopping.”
Although some well-known brands of "Ten Yuan Stores" have won the favor of some consumers with their cost-effectiveness, it is undeniable that the strong copycat style in the "Ten Yuan Stores" that has emerged in recent years is often criticized.
The "gathering place of cottage products" was once the impression of consumers of the "ten yuan store".
"For example, there are many imitations of big-name perfumes in some'ten yuan stores'." Chen Zhou said, a 50ml bottle of "flower eau de toilette" only costs 39 yuan in the'ten yuan stores', while the original price is 760. yuan.
More homogenization of products
Vague supply information
At present, there are many "ten yuan shop" franchise sites and promotion advertisements on the Internet.
A reporter from the "Rule of Law Daily" randomly clicked on 3 websites for inquiries. Except for the phone provided by one website that was unanswered, the other two websites all adopted the form of "users leave a message + waiting for reply", that is, the user left his personal mobile phone number After joining the address, the website staff will send the information to the person in charge of the relevant area, and the user only needs to keep the mobile phone unblocked, wait for the brand to call back and communicate the specific joining details.
Affected by the National Day holiday, the website said that it may take one to two working days to get a call back from the brand.
As of press time, reporters from the Rule of Law Daily have only made contact with a “ten yuan shop” headquartered in Guangzhou.
At the beginning of the communication, the brand will ask for the store address and give suggestions on the location of the store.
Subsequently, the person in charge of the company said that the company will send people to provide store decoration guidance, clerk and store manager training, etc., all of which do not charge additional fees. "The franchisees only need to bear the store rent, decoration costs and purchase costs, without paying additional franchise fees. And the trademark usage fee, in general, an initial budget of 60,000 to 70,000 yuan is enough.”
In addition, the person in charge of the company also emphasized that in the later store operation process, all the benefits are freely arranged by the franchisees, and the headquarters will not conduct any commission.
However, when talking about the supply of goods, the person in charge of the company did not give a clear answer, only that the quality can be guaranteed, and the goods are uniformly distributed by the headquarters. The first purchase is recommended to the franchisees to go to the headquarters to select them, and then they can go through the company line Shop on the mall for purchase, and the company will deliver it directly to the store.
At the same time, the person in charge added, “In the actual sales process, if something is found to be difficult to sell or cannot be sold out of season, it can be recycled in a unified manner and the franchisee will be refunded according to the purchase price.”
However, despite repeated inquiries by reporters from the Rule of Law Daily, the person in charge of the company did not reply to the specific manufacturer and other information of the product, only that the specific details can go to the headquarters for on-site inspection and communication.
Unlike the above-mentioned "ten yuan shop" franchise process, the franchise process of some big brands is clearer.
On the official website of MINISO, five types of information are clearly listed: "Investment Conditions", "Investment Policies", "Investment Processes", "Goods Margin System" and "Investment Service Policies".
In terms of recruitment, the staff are "recruited uniformly by the company, and the recruitment fees and staff salaries are paid by investors."
In terms of franchise fees, taking MINISO as an example, in addition to store rental and decoration costs, franchise fees, product deposits, and decoration prepayments are required to join, and the turnover needs to be shared with the company headquarters.
Regarding information on the quality of the in-store goods and manufacturers, the official website of MINISO only lists the three major manufacturers of Intertec, Givaudan, and Jiacheng Industrial as their cooperative suppliers, and does not give more detailed manufacturers. Or source information.
Earlier, according to media reports, in terms of source of goods, almost all "ten yuan shops" have similar sources. For example, clothing is usually produced in Guangdong, and most of the accessories come from Yiwu, Zhejiang.
The low barriers to entry and the homogeneity of products have also led to a mix of good and bad “ten yuan shops” in the market.