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Fewer army stores, more fashion shops at Beach Road army market as NSmen turn to cyberstores

JUST 10 years ago, every shop in the 'army market' at the Golden Mile food centre sold army supplies.

01 October 2007

JUST 10 years ago, every shop in the 'army market' at the Golden Mile food centre sold army supplies.

Green socks, green towels, army boots and uniform.

That's how the army market in Beach Road got its name.

But it's not exactly the same now.

Of the more than 30 shops there, only about 10 are still selling army supplies.

The market, located on the second floor of the Golden Mile food centre, may be losing its hold on the younger recruits.

The reason: The younger generation of recruits and NSmen now prefer to shop for their army essentials online.

The change is due to the Ministry of Defence's move in giving 'cyber money' to fresh recruits and NSmen to buy their supplies.

These credits can be used to buy things from shops inside military camps called e-marts and from the online SAF e-mart, which offers free delivery for purchases over $80.

Active servicemen each get about $120 to $260 in credits every year.

NSmen are each given fresh credits of about $100 every two years.

Active serviceman Samuel Chua, 21, said the credit policy is a good idea and the amount of credits issued is also 'very generous'.

He said: 'Sometimes there are excess unused credits, and my camp mates and I use them to help newcomers to our units to buy items like uniform or boots before they get their credits.'

With such online convenience, stall owners at Beach Road like Mr M C Tan, 55, is bearing the brunt of it.

Mr Tan, who has been selling army goods at unit 133 since 1989, said in Mandarin: 'Reservists don't come here anymore. It used to be that nine out of 10 reservists would come here.

'Now, those who buy from here are mostly fresh recruits or those waiting to be enlisted.'

Another shop owner Mariam Abdullah, 45, said: 'Most stalls here used to sell army items and my customers were all NS guys.

'Now, there are shops selling girls' fashion. School children and their parents come here to buy things like camping equipment during the school holidays.'

BUSINESS DROPPED

Owners say business has dropped by more than a third and they hope that they can regain some business by selling things at a cheaper price.

Mr Tan said: 'I still sell my bootlaces at 50 cents a pair.'

A check also shows that the shops there sell boots at a few dollars cheaper per pair, from $75 to $95.

Madam Mariam isn't worried about losing more customers because she believes she gives better service.

She said: 'I have regular customers.

'It all depends on how you treat them. I get repeat customers as I treat them well.'

Then there is the greater variety of goods available at the army market.

Mr Chua, who was enlisted over a year ago, said: 'I have been to the Beach Road army market a few times because there are things that are sold there which are not immediately available in camps.

'For example, when I go out to the field, I need rubber bands to tie my gear. I can get them easily in Beach Road. But at the e-mart, I have to place advance orders for them.'

New shops selling streetwear and young women's clothes are also bringing in a new crowd.

Two such shopowners said they chose to set up business there because of the 'affordable rent' and good location and they saw the potential in targeting different customers.

Ms Janice Quah, 29, started My Little Shop selling young women's clothes such as sundresses and vintage T-shirts four months ago.

She said: 'Families will come here with army boys who just got enlisted, and their mothers and sisters accompany them here for their shopping.'

Ms Shawna Yuen, 29, owner of Shophaus which sells vintage and retro streetwear, noted: 'We see more army guys here on Sundays as it is their day off. A lot of them will bring their girlfriends along too.

'So when the guys shop for their army stuff, their girlfriends can walk around and look at ladies' fashion.'

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