Main Topic: Spring Festival Retailing

Hosts: Stephen Huang , James Stanworth , Clyde Warden

Just a few days before Lunar New Year a street in downtown Taichung (Yi Chung Jie) began the heat up with a classic case of Chinese renao. Set aside as the official Spring Festival celebration location by the City government, the street normally packed with retailing, was stuffed further by opening a night market and blocking off traffic. Spring Festival is all about family, and this means it turns out to be much less exciting than what one expects. But, Lunar New Year is also one of the few times during the year when everyone really relaxes, and the classic way to relax in Chinese culture is to go out to the night market. TAM hits Yi Chung Jie to look at the retailing scene. What we found was a packed scene with marketing in every centimeter, friendly people, lots of noises, and lots of free samples!

We shot a lot more video at Yi Chung Jie but had some technical difficulties with the video tape (No more Sony tape--moving to JVC). We recovered enough to get some video and the photos below.

Watch The Show:

The core of the night market is food and the surrounding Renao (熱鬧) atmosphere.

Watch The Show (Video & Audio):

Photos:

• 1) We visited Yi Chung Jie in Taichung where the City government set aside an area for official Spring Festival celebrations. 1) We visited Yi Chung Jie in Taichung where the City government set aside an area for official Spring Festival celebrations.
• 2) No vehicles allowed during the activities, but the dates did not match the Spring Festival, which may have explained why motorcycles were not be slowed from entering. 2) No vehicles allowed during the activities, but the dates did not match the Spring Festival, which may have explained why motorcycles were not be slowed from entering.
• 3) Basically, a night market was set up for the celebration, requiring the standard mobile generator. 3) Basically, a night market was set up for the celebration, requiring the standard mobile generator.
• 4) Yi Chung Jie is normally a busy retailing area, but for Spring Festival, the added night market placed tents all up and down the road. 4) Yi Chung Jie is normally a busy retailing area, but for Spring Festival, the added night market placed tents all up and down the road.
• 5) Games for kids are standard (here shoot the balloons). 5) Games for kids are standard (here shoot the balloons).
• 6) Young men never pass up the chance to shoot some more hoops. 6) Young men never pass up the chance to shoot some more hoops.
• 7) Individual entrepreneurs often get their first experience by selling trinkets in night markets. 7) Individual entrepreneurs often get their first experience by selling trinkets in night markets.
• 8) Snacks are a big deal in all night markets, but since Spring Festival is wrapped around eating, there was plenty to eat. 8) Snacks are a big deal in all night markets, but since Spring Festival is wrapped around eating, there was plenty to eat.
• 9) Bullhorns are standard equipment, here being used to sell seaweed snacks. 9) Bullhorns are standard equipment, here being used to sell seaweed snacks.
• 10) James points out Yi Chung Jie's theme restaurants--these are the main attractions during other times of the year. 10) James points out Yi Chung Jie's theme restaurants--these are the main attractions during other times of the year.
• 11) Coffee and tea franchise. 11) Coffee and tea franchise.
• 12) Small food stalls have their own retail servicescape themes, here using a bamboo and wood theme to give a traditional Japanese look. 12) Small food stalls have their own retail servicescape themes, here using a bamboo and wood theme to give a traditional Japanese look.
• 13) Anyone who has watched Japanese anime (see the clip at the bottom of this page) will recognize the design. 13) Anyone who has watched Japanese anime (see the clip at the bottom of this page) will recognize the design.
• 14) Super Chicken mobile stand (a play on words here ). 14) Super Chicken mobile stand (a play on words here ).
• 15) Super Chicken has a high-tech theme. 15) Super Chicken has a high-tech theme.
• 16) Hong Kong Story, a restaurant theme clearly stated in the name. 16) Hong Kong Story, a restaurant theme clearly stated in the name.
• 17) Large neon signs, even in such a narrow street is standard. 17) Large neon signs, even in such a narrow street is standard.
• 18) Inside, the servicescape of this tea shop/restaurant refers to old China. 18) Inside, the servicescape of this tea shop/restaurant refers to old China.
• 19) Given Taiwan's Japanese history, it is common to find Japanese themed restaurants, here the wood themes and Japanese logo and words make this link clear. 19) Given Taiwan's Japanese history, it is common to find Japanese themed restaurants, here the wood themes and Japanese logo and words make this link clear.
• 20) Plasticized food dishes are another standard Japanese practice. 20) Plasticized food dishes are another standard Japanese practice.
• 21) The wood theme is carried though inside the restaurant. 21) The wood theme is carried though inside the restaurant.
• 22) Tea and small meals right next door (note the wooden plaques showing meals and drinks on offer). 22) Tea and small meals right next door (note the wooden plaques showing meals and drinks on offer).
• 24) A bit more basic servicscape for an ice shop (ice snacks are more popular and less expensive than ice-cream). 24) A bit more basic servicscape for an ice shop (ice snacks are more popular and less expensive than ice-cream).
• 25) Yi Chung Jie is packed in all directions. 25) Yi Chung Jie is packed in all directions.
• 26) Hong Kong Dim Sam being sold at a small stall that fronts the restaurant in the back (people love to just carry this out quickly or eat it while walking down the street). 26) Hong Kong Dim Sam being sold at a small stall that fronts the restaurant in the back (people love to just carry this out quickly or eat it while walking down the street).
• 27) Pushing the servicescape out (inside out) is common in Chinese retailing--not the steam rising and the take out boxes pushed right out into the street. 27) Pushing the servicescape out (inside out) is common in Chinese retailing--not the steam rising and the take out boxes pushed right out into the street.
• 28) A permanent store located on Yi Chung Jie caught James' attention. 28) A permanent store located on Yi Chung Jie caught James' attention.
• 29) The shelve space is rented to entrepreneurs to sell anything they want. 29) The shelve space is rented to entrepreneurs to sell anything they want.
• 30) Different shelf positions have different rent levels. 30) Different shelf positions have different rent levels.
•  

Example from the Japanese cartoon Chibi Maruko-chan (this is from the Cantonese localization for Hong Kong) (note the retail environment is similar to some of the shops at Yi Chung Jie in the photos).

Show Links:

• Chibi Maruko-chan Wiki
• Yorohoko's Life! (A Local Blog)

Bottom Line:

• Each vendor has their own servicecape and specialty.
• The food vendors offer unique flavors and packaging, this is not seen in China.
• Each stand has their own unique design to attract the crowd.
• The vendor offer friendly service and are knowledgeable about the product.
• Some of the vendors will hold up signs and interact with the crowd to gain attention.
• The atmosphere of Renao(熱鬧) is greatly promoted at the night market.
• A soft sell strategy is offered by most vendors, the consumers feel no pressure as they walk by.
• Loud speakers are used by some vendors to create attention and Renao (熱鬧).

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