Capital residents, briskly marching in step with the times, usually perceive the regions as nothing more than "unwashed Russia." Living in Moscow, seething with events and looking into the future, I just want to scornfully reproach the regions for being backward from the capital's level of development, education, culture and drowning in a scoop. Anna Komissarova searched for and found in Cheboksary an experience worthy of imitation.
In general, the reason is simple and well-known: Moscow lives on show, trying to resemble the West in everything. And the regions, knowing that nobody cares about them, spin around their axis, inhale clean air, not counting cubic meters, and only glance at the capital from time to time. And they see that Moscow was flooded with similarly confusing shops, shopping centers, cafes, restaurants and clubs. The stamping, for which everyone scolded the scoop so much, suddenly became the flip side of glamor.
The good news is that national features are not eroded by the spirits of Chanel or Kenzo. And no matter what the fashion dictates, in the Russian outback they will certainly break in a completely unpredictable way. Globalization is definitely not scary for us.
Recently I ended up in Cheboksary, the capital of Chuvashia. The half-million-city fell upon me with the tenderness of the autumn sun at the height of Indian summer, mirrored by the green Volga. Colored toy houses, bright signs, leisurely trolleybuses, in whose rhythm Cheboksars live. Having escaped from the clutches of the bustle of the capital and falling into the peaceful Cheboksary, it seemed to me that I found myself in paradise. Preferring an active rest to a passive one, I scurried back and forth, fixing the distinctive features of heaven on earth, in addition to the above. Female curiosity and a thirst for impressions sent me for intelligence to the largest Cheboksary shopping center “Mega Mall”.
It turned out to be molded in the image and likeness of the average Moscow shopping center: on the first floor there are cafes, household appliances, books and perfumery; on the second and third - different-sized clothing and footwear stores; on the fourth - numerous domestic competitors of Ikea. In general, a cornucopia, in which the salaries of the residents of the Chuvash capital dissolve.
I conducted a comparative study of shoe stores with the goal of choosing autumn boots. I had to visit Mega Mall for two days in a row, because on the first day I was there two hours before closing and managed to go around the shoe rows on only one floor. And on the very first day I was ready to give a hand for cutting off that all expert assessments regarding the crisis assortment did not materialize. They said that the market leader will be comfortable shoes a la Rieker, but without Italian design refinements. Either Cheboksary feast during the crisis plague, or PR crisis just has not yet reached the minds of local residents. It turned out that, firstly, comfortable shoe stores are not the most visited. Secondly, you need to look for flat shoes in the afternoon and with fire. And, thirdly, to find colored boots such a labor, as in Moscow, will not be. Cheboksary girls are not being conducted to the decadent mainstream, preferring the pre-crisis image of a bright songbird. So the mood on the middle Volga reaches the top of the thermometer.
Having completed full monitoring on the second day, I made an amazing discovery: what residents of the province do not need to learn what Muscovites have to learn by hiring expensive business trainers, namely, modern trading technologies and friendly communication with customers. Purely human, it was very nice when on the second day of my monitoring I again went to one of the stores and, while confusedly remembering what shoes I liked here, the saleswoman had already brought in the boots that I had tried on before. This is impressive. The owner of the Natalie store, Natalya, as you know, modestly shared that the sellers did not go through any sales training, they acquired all the skills through long work.
However, in general, the Cheboksary shoe retail is not very sweet. According to Natalia, in spring sales fell as much as 50%, had to be saved by sales and unfounded optimism. The rent in the most terrible summer months was reduced by an insignificant 200 rubles, and rose again in the fall. The secret to low shoe prices is impossibly simple. Salaries in the city are low, and the big payoff will frighten away rare buyers.
The only thing that remained unaffected by the crisis, according to Natalia, was the age-old tendency of the Chuvash girls to dress brightly. The crisis is in the wallets, not in the heads.
For your information:
Russian chronicles mention Cheboksary as a well-known settlement on the Volga route in connection with the campaign of the voivode Ivan Dmitrievich Runa in Kazan in May 1469. By the end of the 2002th century, the city became the main trade center of the Volga region, and in 80,6 Cheboksary was recognized as "The most comfortable city in Russia". Now the total number of people employed in the field of entrepreneurship is 35 thousand people, which is over 2009% of the total number of people employed in the economy in the city. In 28,6, 2,2 thousand small and medium-sized businesses were registered in Cheboksary, which is 50% more than at the beginning of the year. Wholesale and retail trade enterprises account for 1% of this number. There are 14 small enterprises per 1 inhabitants. The average monthly salary of employees of small and medium-sized enterprises as of July 9,2 was 453 thousand rubles. The number of residents is 200 1 people (data as of January 2008, XNUMX).
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