Recently, I often brush all kinds of ugly haircards and dolls in Little Red Book.
Don't ask, ask is infinitely exciting. What mentally unstable worker can refuse a grab clip that can tie a pigtail and beanie eye sausage mouth?
Source: Little Red Book
I thought that Jellycat suddenly had an epiphany and began to make accessories, but upon closer inspection, it was actually Sanfu.
After a few seconds of silence with the explosive turnip, I began to doubt my eyes. After all, the last time I heard the name of this store was four or five years ago when I went to the only Wandali mall in my hometown, and my friend frantically pulled me to buy earrings. I never expected that the humble grocery collection store that survived in memory was not only alive, but also changing its tricks to make money.
Sanfu, the exclusive domestic fast fashion of this once disappeared small city, why is it popular again?
I believe that all the girls who grew up in third- and fourth-tier small cities have never heard of the famous name of Sanfu.
When I was still in my hometown a few years ago, Sanfu was almost my shopping must, and the large venue of 2,000 square meters at every turn could fully satisfy the shopping desire of an ordinary adult woman. Next door to Miniso on the second floor of the mall, or the brightest shop in the underground shopping street, it will definitely be there. The reason I like to go is also simple - things are cheap, there is a lot of variety, and the venue is large.
Needless to say, there are necklace earrings that girls like, and even women's clothing. I remember that when I came home from the freshman vacation, I bought a pair of black ruffled radish pants for 78 yuan, which was once regarded as a fashion magic weapon by me, and Amway gave it to many friends around me. Later, the style became outdated, but the quality is still strong and still lies in my hometown wardrobe.
Xiaohongshu@Xiaoxia Summer Sanfu new storefront; Mocked like MINISO
After arriving in Beijing, I never saw San Fu again. Now the small shop that has been sealed in the memory has returned to the sight again, and has become a "domestic time-honored fast fashion" that everyone loves.
Especially in recent times, everyone's mental state is unstable, the "ugly thing economy" is rampant, and Sanfu just at the right time began to produce a series of explosive new products such as ugly dolls, ugly rings, and ugly bags. The effect is really good, and it is instantly grasping people's hearts.
Netizens gradually began to go up: "It's so ugly, it's a little urgent to go to Sanfu."
Little Red Book @ Go crazy if you're unhappy
After lying down and brushing Sanfu's posts for a long time, I went from being unimpressed at first, to simply sitting up and awe-inspiring. Is this still the three beatitudes in my memory? This is simply a large-scale offline 1688.
What can you buy in Sanfu that you can't imagine?
I know that Sanfu sells clothes, but I don't know that I still sell home pajamas that can blush just by looking at them.
This lace, this see-through, at first glance it is hard not to think who bought the erotic lingerie online hanging on the shelves. I was not the only one who was surprised, and everyone nodded silently to their friends while being surprised by the scale of Sanfu, "Don't say, it's quite sexy and good-looking."
Little Red Book @ Sanfu Liu Yifei
To say that sheer nightdresses have caught people's attention by curiosity, it is too underestimating the aesthetics of Sanfu.
Although some people complain about plagiarism and imitation and borrowing from other brands every day, they still can't bear the cheap price of Sanfu. A pair of Mary Jane shoes that are only sold for 38 pieces out of season is hard not to be heartwarmed.
Not to mention more than one style. Every few days, it will be new again, only what you can't grab, no Sanfu can't sell. In the official flagship store of Tmall, several popular Mary Jane shoes maintain monthly sales of 200+ all year round, and the price is also maintained at about 100 yuan.
The main one can't buy a loss, can't buy a fool.
Source: Little Red Book
But the true hexagonal warrior will never stay quietly in his comfort zone.
Sanfu will also sell trendy blind boxes, although there is a slight sense of discord next to the hat shelf, but it can't resist the temptation of blind boxes to adults. What's more, next to it, there is also the "hairy dog made of mango pits" sold two days ago, and the new pet with a monthly salary of 20,000 dozen workers mentioned in the Guka suit, which is now also loved by adults.
It doesn't matter if the blind box and Guka are not interested, if you move your gaze to the side, a pair of wearing armor for 15 yuan can always win you, right?
Source: Little Red Book
They even sell Hakimi's favorite pet supplies. From cat and dog food to grooming utensils to collars and toys. I believe that a mature dog can live his life happily and fully in San Fu alone.
Little Red Book @ Sanfu
Then again, Sanfu is still a fast fashion collection store after all. Selling only a few curious categories is naturally not enough to appease people's hearts. The old line is still clothing and accessories.
It's just that clothing has long evolved to eight hundred styles. No matter what style of girl it is, there is always an area where you can stop and stop when you walk into Sanfu. Whether you buy it or not, try it first.
Needless to say, the popular Y2K in recent years is clear from hairstyle to outfit. Or the pure desire style that needs to be painted in plain water, cake skirts, gentle broken flowers, and a sense of atmosphere. It doesn't matter if you can't accept the millennial style and pure lust style, the hot girl style that everyone loves also has its own exclusive area, and you don't even need to scorch and match yourself, and the clerk has long matched you with a complete set of sweet and spicy girl groups. The most important thing is that it is less than two hundred to take one body.
San Fu you really, I cry to death.
Source: Little Red Book
To do everything, just "spicy" is not enough. I was surprised to find that there were also new Chinese style and court style, and I felt that the style was always inexplicably familiar (I may have seen it in a Taobao store).
As the saying goes, every sweet girl will have a royal sister friend (a little dirty, not what I said), two people shopping, you have to look at both styles.
Just enter San Fu, you go to your hot girl area, I pick my new Chinese style, let's meet in the fitting room.
Source: Little Red Book
If I say offline, I must be tired at the moment.
But in Sanfu, there is no word "tired", because there is also a beauty and skin care area, snack area, accessories area, and underwear area... I have no doubt that if there is any apocalypse or zombie attack on the city one day, you can hide in San Fu. Not only can you eat and drink, but you can also use different cosmetics every day to wear full makeup, wear a variety of beautiful clothes, and open the blind box and gu card when you have nothing to do, and live a leisurely life.
Source: Little Red Book
There are always two voices about the Three Beatitudes. Some people love it so much, they can't buy it in a big city, and they will find "Sanfu buyers" to help buy it in small cities and send it over; There are also people who can't accept it at all, thinking that this is cheap and delicate, which detracts from the quality of life.
But turnip greens have their own love, and the Sanfu universe will always be a white moonlight existence in the hearts of girls in small towns. After all, Miniso is too much life, and HM and Zara are few.
And Sanfu, who is not only crazy about the new, but also likes to expand categories crazy, has become a one-stop shopping paradise for the "best shopping" in small cities.
Even if you only shop and don't buy it, you can first take a photo of the new product and send it to Xiaohongshu or Moments of friends, and then add a copy, "Is this still the Sanfu I know?" ”
Seeing that Sanfu ugly baby has become the new baby of girls, my first reaction is:
Sanfu is still alive?
Although Baidu has always been mainly engaged in seeking medical advice, I never expected that this time we reached a rare consensus. After entering "Sanfu" in the Baidu search bar, the terms that appeared were closely related to the word "bankruptcy", and netizens from all over the world must have asked some useless questions like me at some point in the middle of the night.
Sanfu was briefly in a downturn due to the impact of the Binary Store, but soon "came back from the dead". Phoenix Nirvana became more and more courageous in battle, and the town Sanfu secretly became rich.
The current Sanfu is not the plain pure pine that was thrown to the Ganlu Temple, but the big heroine who put on a big lipstick and cleaned up and prepared to return. In other words, Sanfu has become a famous product for girls in small cities, such as big city workers drinking Heytea, Sanfu is like a sinking market honey snow ice city, the taste is decent but the price is low, so it is always extra favored.
In an interview with Bright Company, Wei Mingjie, the founder of Puli, summarized the characteristics of Sanfu who can "cross the cycle" and "low-key evergreen": reasonable store type, sinking channel, category combination, excellent gross profit, and rapid iteration.
It is difficult to directly call Sanfu a low-end version of MINISO, look at the price, the two are already comparable opponents, [Ten Yuan Store] returns, that is, the price is a little expensive. However, if you count the founding time, MINISO, who is only 7 years old, is not called a big brother when he sees 31-year-old Sanfu, and this age difference is not an uncle.
What's more different is that although both are collection stores, but San Fu Da, when I was a child, the biggest feeling of visiting San Fu was like visiting a supermarket, and when I grew up, I thought that I had never seen the world when I was a child, only to find that the collection stores were really picking on the land.
When I was shopping in San Fu, I could swing left and right out of the appearance of a big brother in society, but when I arrived at MINISO, I could only converge on the casualness of that big brother, but even if I tiptoe, I would inevitably bump into the small goods on the shelf, and then bend down to pick it up and hit more with my butt.
Source: "Crazy"
Thinking so, I understand that in fact, MINISO is a gym that does not need money in addition to selling goods. But if I am thin enough or straighten my neck and body when I sleep like Song Yan, can I bump into the small goods on the shelves? I can't, so practice what beautiful ballet, go directly to MINISO to do Song Yan, you can also play basketball and walk the right step.
Image source network
And when MINISO was a lonely brave in a big city for rent more expensive than gold, Sanfu owner Zhao Jianning casually painted a shop of several hundred square meters. According to the official website, Sanfu is mainly engaged in six series of men's clothing, women's clothing, underwear, accessories, shoes and bags and cosmetics, and can buy sexy underwear makes me exclaim and this? In fact, it can only be counted as the basic operation of San Fu.
Therefore, it is not appropriate to call it a low-end version of MINISO, and in small cities, Sanfu is an opponent who can share the cake with MINISO. Nowadays, consumers who love Sanfu call themselves "Sanfu Girl".
"When the season is on sale, it's more cost-effective than Taobao. There is also a time when missing a dollar, Taobao now picks and searches for this kind of god price is rare, but in Sanfu can find wool from time to time. A Sanfu girl shared.
The reason why girls repeatedly fall in love with Sanfu is too simple - cheap. "200 yuan to buy enough for one" "The first stop to check in after returning from studying abroad is Sanfu"... There are more and more shopping shares about San Fu on social media, and consumers are repeatedly emphasizing how cost-effective it is.
But cheapness is really not the biggest advantage in an industrial country, after all, the most good young people have already used Yiwu as a business school.
So it's strange, the design is not as good as Zara and Uniqlo, the degree of digitalization is not as good as Shein can still earn foreigners' money, the expansion speed is not as good as MINISO has gone across Southeast Asia, what not, focusing on 1688 Sanfu has become an upgraded version of Zara for small-town girls? The white moonlight that big city workers want but can't get?
Sink. Remember to sink.
It is difficult to see Sanfu in first-tier cities, I checked the Sanfu stores in Beijing, the near is Fengtai Daxing, and the far is Fangshan Changping and Yanqing. "First-tier cities are not the main markets for 'ten-yuan stores' brands like Sanfu Fashion", "Wall Street News" once interviewed a Sanfu employee Bai Shuo, Sanfu Fashion has chosen to sink some new stores to the county level in 2019 after paving the city-level commercial center.
Little Red Book @ Lotus Bun
From the perspective of store design, this matter is easy to understand, small cities rent is cheap, casually carry a storefront to Sanlitun, it is enough to make Sanfu unbearable. So when others are thinking about how to surround the city in the countryside, only Sanfu is at ease as the "soil emperor".
In recent years, Hey Tea, which has been beaten by the market and consumers, lowered its noble head and finally looked at the sinking market, Honey Snow Ice City, which has been doing well in the county, has long become the most favored snow king, but Hey Tea is stuck in an embarrassing position.
One slow step, one slow step. Founded in 1992, Sanfu, which has been surrounding and suppressing small cities, has actually been making a fortune in the corners and corners that we can't see, learning the golden mean, which is the great Confucianism.
Up to now, San Fu Department Store has more than 1,000 stores nationwide. Although this data is still a big cut short of MINISO's 5540, it can still perfectly beat other collection store rivals, and NOME, which is always put together for comparison, revealed 600 stores in 2019, and now KKV has more than 400 KKV to hit the IPO.
But only Sanfu muffled in small cities bowed his head to open a store, the point is to also make money.
"Take a store of Sanfu Fashion in Handan, Hebei Province as an example, the annual sales revenue is as high as 20 million yuan, and the gross profit margin is as high as more than 50%." Wall Street News pointed out that there may be a possibility that these data may be underreported.
Image source network
What is the concept of 20 million revenue per store? MINISO's revenue in the third quarter of 2023 was 2,954.1 million yuan, which translates to an average annual revenue of about 2.13 million yuan per store. Wall Street Insight's view is that it is "generally higher than the stores of clothing brands such as Li Ning and Semir".
Therefore, the small town of Sanfu is now not only alive well, but also a thief who is happy, can make money, and has a beautiful cash flow. Wang Jun, founder of the 943 brand, revealed in an interview last year, "Stores like Sanfu have at least cash flow. "During the epidemic, which brand did not lose blood, and the fact that Sanfu still has cash flow on the books after the blood is lost is enough to imagine.
Of course, Sanfu does not sink casually, but vertically sinks, and sinks fiercely and steadily.
"Women in third- and fourth-tier cities spend 3,000 to 5,000 yuan a year on cosmetics, an average of 100 to 300 yuan a month." Wei Mingjie pointed out.
The Snow King made everyone drink milk tea, and Sanfu was committed to making all small town girls beautiful. Everyone else has gone to the front line to earn new middle-class money, only Sanfu took the small-town girl to become beautiful, or did this many years ago, so this money should be earned.
Little Red Book @ Grab a Cai Cai
Of course, it is not enough to sink, we ordinary girls also want to eat something good. Now, Sanfu has directly upgraded and become a [county MUJI] for young women.
In recent years, the popular warehouse-style shopping, the white thin baby bm and let the bean work of bf are all this set, but in fact, my old domestic fast fashion Sanfu has been doing for many years, hundreds of square meters of land like a large exhibition cabinet, is a small city girl 200 pieces can win the whole body can also rub the air conditioning for free cool version MUJI.
Sanfu fashion is not called fast fashion is not a hard call, San Fu fashion in the number of SKUs than MINISO products "only a lot more", "In addition to large accessories and life department store products, we have also added clothing, shoes, bags, cosmetics and other products, SKUs are even close to tens of thousands." Bai Shuo thought.
Looking at Sanfu's public account, I found that it knows fashion better than me, and the wasteland style hot girl style is a lot more fancy. The punk ballet top shared by the little red book blogger is 80 yuan a piece, who sees who is moved, I will go to San Fu to buy goods next time I go home.
Little Red Book @ Wind Chimes
After all, shopping malls in big cities no longer allow me to buy presumptuously.
Recently the popular saying is to go to the mall and not buy, and the main role of today's mall is to walk the baby, rub the sky, take pictures and try on clothes.
The happiness of going to MUJI is like a puzzle, pick up something to guess the use and price, and then silently put it down and complain with the good sisters; UNIQLO's happiness has a fitness element, twisting your body like a dressing blogger, and then taking a selfie in the mirror; The happiness of MINISO is much simpler than that, mainly to try this and try that.
That is, you can do anything except buy clothes, after all, in addition to affordable brands such as Uniqlo and Zara, other brands can shake their hands casually.
Uniqlo has also begun to increase prices in recent years, and Sanfu is not cheap. Everyone is clear in their hearts, and the source of Sanfu is probably from 1688, so they also began to try clothes and take photos, focusing on an experience.
Look, even if you just shop or don't buy, Sanfu has been ahead of major shopping malls for more than ten years. You are in your Sanlitun with a green bag in one hand and a gelato in the other, and I am shopping in Sanfu while drinking honey snow ice city in my small town, it doesn't matter, we all have a happy day.
Head image source Little Red Book: @三福刘亦菲 🤔 opening image source Little Red Book: @一桃🍑, tail image source Little Red Book: @风铃