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【士林夜市商圈為何逐漸沒落?|時事新思維】Why Is Shilin Night Market in Recession?

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士林夜市位處基河路與文林路交叉路口,並且向北延伸至小北路所構成的區塊。士林夜市從1990至2010時期都是呈現人聲鼎沸的盛況,但現在卻有逐漸沒落的跡象。要探究此問題,必須先從消費族群及商圈特色著手。


士林夜市長期倚重國際觀光客的消費,其中陸客就佔了大多數。然而在這個時期,當有總體因素使得兩大消費族群無法來時,累積已久的問題才終於浮上檯面。商圈特色不夠鮮明、商品同值性過高的問題都是最終造成商圈沒落的原因。走進夜市,時常走沒幾步路就看到一模一樣的攤位,身為觀光客可能會懷疑自己是否走入了無限迴圈。觀光夜市的業種業態比較容易受短期潮流影響:當哪樣東西賣得好,就大量複製其商業模式。若遊客無法分辨士林夜市、饒河夜市或寧夏夜市的差別或獨特之處時,又該如何說服他們前來此地消費呢?沒有定位的商圈除了將失去觀光客,也終會流失真正穩定的在地消費族群。


Shilin Night Market is a well-known tourist spot in Taipei. The market is surrounded by three main roads - Jihe Road, Wenlin Road, and Xiaobei Road. It was one of the busiest night markets in Taipei from the 1990s to 2010s, but now there are signs of recession.


As a tourist attraction, the majority of consumers in Shilin Night Market are international tourists, especially those from mainland China. However, during this period of the pandemic, the fact that the night market is highly dependent on overseas tourists has become an issue.


No distinctive character, similar products all over the area - these are the two main reasons why Shilin Night Market loses its competitiveness. Tourist night markets in Taiwan tend to duplicate on-trend and successful business models, resulting in more and more similar stands and stores everywhere around the corner. This has become increasingly difficult for the market to attract more customers since it is not easy for customers to distinguish the difference from other night markets. A night market without proper segmentation and positioning strategy will eventually lose its edge.



美國紐約的Chelsea Market可以提供士林夜市一個參考。這個室內市集融合各種不同商品於此,例如墨西哥捲餅、海鮮食品、酒窖及各種手工藝店家,並且結合工業風建築,這些都塑造了單屬於此市集的特色及風格。倫敦的Covent Garden也融合各種特色商店於一身,咖啡廳、酒吧,及各種美食都成為觀光客流連的地點。這兩個市集甚至也擁有精美網站,提供市集的歷史、商家資訊、活動資訊,並結合附近住宿、觀光景點等資訊,除了方便遊客更快獲取資訊外,也能增加商圈內各商家的曝光度。我們找不到第二個Chelsea Market或是Covent Garden,因為每個市集皆有其獨到之處。當每個商圈都能根據自己的特色和做出差異化時,才能在競爭的環境中找出自己的定位和價值,並且永續經營。


However, Chelsea Market in New York can serve as a good example for Shilin Night Market. This indoor market is famous for a variety of commodities, such as burritos, wine cellars, various handicraft shops and industrial style architectures. These features make it distinctive from others.


Apart from the Chelsea market in the US, Covent Garden, located in the west of London, is another good example. It also has a variety of coffee shops, bars, and various cuisines. These two markets even have websites providing not only the information of market history, shops, and events but the nearby accommodations and sightseeing spots.


These marketing tools help to increase its market exposure for their businesses. There won’t be another Chelsea Market or Covent Garden, because each market has its unique character. Businesses should create their own value through good positioning methods in order to operate sustainably in a competitive market.



其實士林商圈不乏一些具特色且經營得有聲有色的店家。他們有一群死忠的顧客,這群顧客能夠在網路上帶起話題,而且當產品本質夠好,帶動需求,除了能吸引在地居民消費,更能匯集本地遊客前往,帶來穩定的人流及金流。然而,如同前面所提到的,在追求吸引在地居民消費的同時,應避免再次大量複製和模仿相似的商業模式。如前陣子火紅的夾娃娃機,在網路上竄起的很快,曾帶起了一陣夾娃娃機開店潮。然而小眾市場被大量瓜分,導致這些店面皆難以長期經營。租戶退租、違約的結果和風險最後還是由房東來承擔。放眼附近區位,住宅區、銘傳大學台北校區就正臨士林夜市,百齡高中也是附近重要的學區之一。如何滿足這群年輕族群和當地居住者的需求就是一大關鍵。


In fact, there are still some unique and well-run stores in Shilin. They have good quality products that meet customer’s needs, and their diehard customers are willing to market topics on the internet and boost spendings from the locals.


However, as mentioned earlier, the store owners should avoid copying the same business model, while they are seeking to differentiate themselves to attract the locals. Take the claw machine craze a while ago for instance. It quickly went viral on the internet and once brought a wave of claw machine shop openings. When the market becomes saturated, these shops will gradually go out of business, and landlords eventually become the victims.


Therefore, thinking about how to meet the needs of the locals and students from nearby Ming Chuan University and Bailing High School becomes a critical issue to solve.



因此作為店面擁有者,此時要思考的是,目前空置的店面是否能夠做更有效的利用。是該先暫時租給一般租戶以獲得短期現金流,還是積極尋找真正能夠為店面帶來長期穩定收益租戶?


滿足在地族群的需求應是基本且首要條件,找到能夠長期穩定經營且有特色的租戶將能夠為你的店面帶來人流,如此才能確保商圈的永續發展。對店面擁有者來說,這個寒冬時期正式思考如何重新運用自身資產的最佳時機。


Therefore, these asset owners have to start to reposition their vacant storefronts. They should think whether to rent the spaces to ordinary tenants or to look for those who can stand out and be different with good value for money and bring stable and long-term income for their assets.


As to create the best asset value, the basic and essential part of running these retail properties is to satisfy the needs of the locals. And, more importantly, it is better to look for tenants that can leverage on the local demographics and create differentiated product to attract a broader range of customers, so as to create the best value for assets.


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