Main Topic: A Walk Through ShiLin Night Market

Hosts: Stephen Huang, James Stanworth, Clyde Warden

Clyde, Stephen, James and the crew are out for a night of fun. How do you have fun at night in Taiwan? Head to the night market!

Night markets in Chinese culture date back to the Tang Dynasty, and are archetypes of Chinese retailing. These markets include many core Chinese values, such as an emphasis on food, bargaining (what Stephen calls "Dynamic Pricing," noises, inside out retailing, and crowds, crowds, crowds. Western retailers often miss the huge revenue produced at these locations, dismissing them as old fashioned. The risk with that approach is that these markets where many Chinese consumers have learned values they carry with them to other locations, and successful retailers often use metaphors that link back to these night markets. In this show, our TAM team walk you through the ShiLin night market, pointing out some of these attributes. 

Big night markets, like ShiLin and Feng Chia are fixed and opened every night, but most night markets are open only a couple nights a week, with the retailers moving from one location to the next.

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Length: 15 minutes. Download MP3 10.11MB (Right click->Save As).

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In the Taipei ShiLin night market, Clyde, Stephen, and James.
Length: 15 minutes.

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{embed_uri}show_044_night_market{/embed_uri}

Photos:

• (1) Setting up for our night shoot. (1) Setting up for our night shoot.
• (2) Rain covers for cameras in case of bad weather. (2) Rain covers for cameras in case of bad weather.
• (3) The crew with homemade steadycam. (3) The crew with homemade steadycam.
• (4) Jimmy checking sound. (4) Jimmy checking sound.
• (5) Antony working on editing. (5) Antony working on editing.
• (6) The big night market in central Taiwan is Feng Chia (next to the university). (6) The big night market in central Taiwan is Feng Chia (next to the university).
• (7) The Feng Chia area is typical of Taiwan's dense retailing landscape. (7) The Feng Chia area is typical of Taiwan's dense retailing landscape.
• (8) Weekends bring huge crowds, and street sides are closed off to create safer sidewalks (since the real sidewalks are taken up by stalls). (8) Weekends bring huge crowds, and street sides are closed off to create safer sidewalks (since the real sidewalks are taken up by stalls).
• (9) Targeting the night market, a developer opened a mall right next to the night market street. (9) Targeting the night market, a developer opened a mall right next to the night market street.
• (10) Inside, the night market look is borrowed, with a small event area. (10) Inside, the night market look is borrowed, with a small event area.
• (11) Tight spaces and small stores are the norm. (11) Tight spaces and small stores are the norm.
• (12) The second floor has a very tight walkway. (12) The second floor has a very tight walkway.
• (13) Before night, most stores are still closed. (13) Before night, most stores are still closed.
• (14) Inside Out Retailing is normal. (14) Inside Out Retailing is normal.
• (15) A number of tunnels connect the mall to the actual night market. (15) A number of tunnels connect the mall to the actual night market.
• (16) By five in the afternoon, stands are setting up and more people coming in. (16) By five in the afternoon, stands are setting up and more people coming in.
• (17) Independent stands are the norm (everyone is the boss). (17) Independent stands are the norm (everyone is the boss).
• (18) A food stall near the night market entry. (18) A food stall near the night market entry.
• (19) Price is one of the main attractions of the night market, along with the excitement of seeing all the colors. (19) Price is one of the main attractions of the night market, along with the excitement of seeing all the colors.
• (20) Medical treatments and devices can be found in night markets. (20) Medical treatments and devices can be found in night markets.
• (21) As the sun goes down, the crowds pick up. (21) As the sun goes down, the crowds pick up.
• (22) Visitors come in groups--classmates, friends, families, and the age skew is not obvious. (22) Visitors come in groups--classmates, friends, families, and the age skew is not obvious.
• (23) Bins of low priced items are often pushed out into the walkway to draw a crowd--here jeans for about 3.50USD. (23) Bins of low priced items are often pushed out into the walkway to draw a crowd--here jeans for about 3.50USD.
• (24) Food and drinks draws huge crowds. (24) Food and drinks draws huge crowds.
• (25) Products, signs, displays are packed in all key parts of the renao feeling of the night market. (25) Products, signs, displays are packed in all key parts of the renao feeling of the night market.
• (26) A store front converted to a takeaway restaurant--the traditional deep frying stand presented in a modern format. (26) A store front converted to a takeaway restaurant--the traditional deep frying stand presented in a modern format.
• (27) The more traditional stands are much more common and very busy. (27) The more traditional stands are much more common and very busy.
• (28) Some stands include seating areas--here a stand has three tables (all packed). (28) Some stands include seating areas--here a stand has three tables (all packed).
• (29) There is always a new stand getting attention, and once a line starts, it just grows and grows. (29) There is always a new stand getting attention, and once a line starts, it just grows and grows.
• (30) In this case, backed potatoes--an exotic food for everyone to try out. (30) In this case, backed potatoes--an exotic food for everyone to try out.
• (31) Sausage stands are always nearby. (31) Sausage stands are always nearby.
• (32) Socialization starts early. (32) Socialization starts early.
• (33) Retailers like McDonald's tend to locate near night markets, even allowing vendors to set up out front. (33) Retailers like McDonald's tend to locate near night markets, even allowing vendors to set up out front.
• (34) Night market stalls are very mobile and can be set up anywhere. Here a big university (NCHU) host a New Years concert and invited vendors in. (34) Night market stalls are very mobile and can be set up anywhere. Here a big university (NCHU) host a New Years concert and invited vendors in.
• (35) A concert at the center, surrounded by a temporary night market because night markets are all about excitement! (35) A concert at the center, surrounded by a temporary night market because night markets are all about excitement!
• (36) Food stalls with every local snack you can think of. (36) Food stalls with every local snack you can think of.
• (37) Sausage is never far away, and the clouds of smoke and the smells add to the feeling one is actually in a night market. (37) Sausage is never far away, and the clouds of smoke and the smells add to the feeling one is actually in a night market.
• (38) Sandwiches, hot dogs, and tortillas, are all adopted as exotic styles of eating out in the night market. Product innovation is key to keeping things exciting. (38) Sandwiches, hot dogs, and tortillas, are all adopted as exotic styles of eating out in the night market. Product innovation is key to keeping things exciting.
• (39) Rain doesn't slow down the fun. (39) Rain doesn't slow down the fun.
• (40) If you can walk through a night market and not feel hungry, you are officially a zombie. (40) If you can walk through a night market and not feel hungry, you are officially a zombie.
• (41) Businesses employ family members, as here a daughter is hawking the snacks over a PA system. (41) Businesses employ family members, as here a daughter is hawking the snacks over a PA system.
• (42) Colors, sounds, movements, people, the night market is a collage with retailing activity at its core. (42) Colors, sounds, movements, people, the night market is a collage with retailing activity at its core.
• (43) Trash separation is important in Taiwan--here each type of recycle bin is labeled, and includes a sample, and just in case you still are confused, two helpers to make sure your trash goes into the right bag. (43) Trash separation is important in Taiwan--here each type of recycle bin is labeled, and includes a sample, and just in case you still are confused, two helpers to make sure your trash goes into the right bag.
• (44) Mobile night markets stand out in the dark with their rows of awnings and open light bulbs. (44) Mobile night markets stand out in the dark with their rows of awnings and open light bulbs.
• (45) Small and large companies also can set up booths to get consumers to sign up for Internet service, sell mobile phone subscriptions, or even join community serviceNGOs. (45) Small and large companies also can set up booths to get consumers to sign up for Internet service, sell mobile phone subscriptions, or even join community serviceNGOs.
• (46) No bullhorn is too big, or in this case, too small. These owners were in the market promoting their business, making them working late into the night to promote their day jobs--the idea of taking a rest is a bit abnormal in Taiwan as long as opportunity exist. (46) No bullhorn is too big, or in this case, too small. These owners were in the market promoting their business, making them working late into the night to promote their day jobs--the idea of taking a rest is a bit abnormal in Taiwan as long as opportunity exist.
•  

Show Links:

• Yu's chapter on the ShiLin night market is good (pp. 129-149), but if you can find the thesis the paper is from, the details are much richer.
  
• Clyde and Stephen's paper from the Journal of Retailing that shows how the night market concept is core to successful Chinese retailers' marketing messages.
  

Bottom Line:

• ShiLin is a tourist destination for visitors from all over Taiwan.
  
• Stores line the street, and inside out retailing pushes products out into the street.
  
• Stores mimic department store displays, but emphasize special prices.
• Weekday nights are very busy and weekends are packed!
• Prices are "dynamic" if you have some skill.
• The road is often blocked by vendors with mobile stands--increasing the feeling of crowds.
• Food is a key ingredient to night markets.
• Western retailers find it difficult to adopt the renao values common in the night market.

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