Brand wedding collective discount to seize the cottage wedding market

At 7 PM last night, Yu Yu and her sister arrived at a private club located in the heart of Kunhe. They were greeted by three waiters in white gloves. Ten minutes later, a beautifully dressed woman pulled back the red curtain, revealing more than ten different wedding dress styles on display. This shop operates as a salon-style wedding dress agency, offering not only the option to rent or purchase wedding gowns but also free bridal training sessions. "The discount is as low as 700 yuan per set," she said, adding that the prices are comparable to those found in Hangzhou’s photographic equipment wedding cottage market. Currently, many brand wedding dress retailers are trying to capture the cottage wedding market. The Hangzhou wedding market remains highly competitive. In this area, wedding dresses range from just a few hundred yuan to around 1,800 yuan. Customers say the main reason for choosing this market is the affordability. However, since December last year, some branded wedding dress shops have started offering significant discounts, with prices dropping so low that some are even cheaper than those in the cottage market. For example, to gain a foothold in the Hangzhou market, Pinchun Garment Co., Ltd. offered a 50% discount in January. Although the original prices in the store are relatively high, the discounted price often matches what's available on the market. A resident designer at the store, Dong **, said, "Our company doesn't promote price wars. Most of these offers are for brand exposure." Singaporean renowned wedding dress brand VIVAN also offered discounts before January 31, with some dresses getting up to 15% off when buying three items, whether rented or purchased. On Fengqi Road, Taiwanese bridal brands were offering 10% off in January, with an 8.5% discount for two pieces. “Wedding dresses priced between 1,000 and 1,500 yuan are the best sellers,” said a receptionist. “After all, all the designs in the store come from Taiwanese designers, and the discounted prices are very reasonable.” Although there are only a few wedding dress brands in the Hangzhou market, most offer discounts. For consumers, this means more choices. Zheng **, who got married in May this year, mentioned that her friends are increasingly choosing to buy rather than rent wedding dresses. “A wedding dress costs 3-4 thousand yuan. We can still afford it as white-collar workers. But the quality of wedding dresses sold in the market isn’t always guaranteed. If there are discounts, we might consider high-end brands.” These days, she's been running around the city, searching for a wedding dress that fits without breaking the bank. High-end “through-train service” is becoming popular in both the wedding dress market and some stores in Hangzhou. Some shops offer “customized” services. However, the so-called customization is usually based on pre-made samples, which are then tailored to fit the customer’s size. The final product is essentially a high-quality imitation. In contrast, custom wedding dresses in Europe and the U.S. are completely different. Guests need to book an appointment online first, select a design, and then communicate directly with a designer. Details such as fabric choices, or even adding hand-sewn Swarovski crystals, can be customized. Only one bridal shop in Hangzhou offers this kind of service. “We only serve one guest at a time. Four or five staff members work together for each bride. From selecting a style to trying on, communicating with the designer, and going through multiple fittings, we can create a unique wedding dress.” This store can accommodate only 4 to 6 guests per day. Although it's not a large-scale market, they expect about 50 sales this month. “We also hold weekly bridal courses to help future brides learn more about weddings,” said Dong **. This store offers the same “through-train service” for wedding dresses priced over 1,000 yuan or even 10,000 yuan, which is one of the reasons it has gained popularity.

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