Structural Adjustment Of Vanishing Times Square

"GUCCI (GUCCI) shop?" at noon yesterday, Chiang Fei, who did not come to the Capital Times Square for half a day yesterday, turned around the building. Only a few inquiries revealed that the GUCCI shop closed a few months ago. The chain stores also included famous shops such as COACH (korchi) and Versace (Versace). "These stores are being renovated." a staff member of the building explained this. From the news of relevant departments in West China, the shops were gradually moving away from the adjustment of the format structure of the Capital Times Square. It is reported that the Capital Times Square will be pformed from commerce to the financial industry, and become a headquarter financial company headquarters or a regional headquarters in Beijing.

For a long time, Xidan, which is located in the most prosperous part of Beijing, has never gone out of the strange circle of "the north is hot and the south is cold".

On the northern side of Chang'an Avenue, there is an economic boom and few people in the south side of the street.

According to industry analysis, the times square of the capital in southern Chang'an Avenue is quietly pforming, which will bring a new change to the Xidan commercial circle under the traditional definition.

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A white barrier is wrapped outside the closed shop.

The original street glass windows are world-famous brand advertising, and now large advertisements have been replaced by white baffles. However, the symbol of Capital Times Square -- a 3 meter high capital "M" is now replaced by two Arabia figures "8". Now the building is called Chang'an Avenue 88.

There are only 4 storefront shops on the first floor of times square. GUCCI, GUCCI, COACH (Kou Chi), Versace (Versace), Ferragamo (Ferragamo) and other famous stores have been closed down, and the boards are tightly wrapped up.

The elevator to the two floor has been closed.

The whole building was very cold, with only one floor, two layers of restaurants, cinemas and supermarkets open to greet guests.

Reporters found that the largest area of human traffic is on the two floor of the ground, because it goes straight to the subway station.

Jiang Fei, who often shops here, told reporters that times square was a little famous in Beijing. Since its opening in 2002, it has become the main owner of the times. By the end of 2008, the high-end department store was stationed in the Department of American and American department stores, and some of the top international brands were gathered here. The US and US Department stores became the most concentrated shopping malls in Xidan.

Through a random survey of 10 customers, the reporters found that these people came to Times Square mainly to eat and watch movies.

Almost no one bought anything on the first floor.

"Things are expensive, styles are not new enough, products are not enough, shopping malls are more like office buildings."

This is the impression left by Times Square in the minds of customers.

Opposite to Chang'an Avenue, Zhongyou, Joy City and other shopping malls are another scene: at 12 noon, there is a large number of customers on each floor, which is as lively as "amusement park".

Cause

Chang'an Avenue causes north and South imbalance in Xidan business circle

Xidan is definitely the golden area of Beijing, known as Xidan business circle.

But why is the difference between the north and the south of Chang'an Avenue so huge?

Yesterday, Li Wenjie, the general manager of the Central Plains real estate, analyzed the three major causes of the "North heat and the South cold" in Xidan business circle.

Li Wenjie believes that the business environment can not be formed in a few days or one or two years. The real meaning of business circle needs decades of consumption accumulation.

Traditional business in Xidan has been concentrated in the north of Chang'an Avenue, and Xidan shopping malls, Zhongyou and Huawei are all mature business enterprises.

There is no mature commercial facilities in the south of Chang'an Avenue and Xidan business circle, but "innate" can not compare with northern Xidan.

Li Wenjie said that the direct cause of the imbalance between the north and south of the Xidan business circle was that Chang'an Avenue blocked the flow of people to the south.

"Theoretically speaking, Xidan's business format can expand to the south, but because of Chang'an Avenue, it restricts the pace of expansion and blocks the flow of people from the south."

The second reasons why Xidan business circle is "hot in the north and cold in the South", Li Wenjie concluded that the South did not form a complete commercial scale.

According to him, the shopping malls in northern Xidan are well-developed and well-developed, integrating all the elements that consumers need to eat, buy, entertain and so on. Moreover, the levels and grades are clear, which provide consumers with a wide choice of space and activity radius, and become a magnet for consumers.

In southern Xidan, there is only a commercial facility in Times Square, where consumers are limited in their selectivity and scope of activities.

The third reason is the high-end positioning in the South and the lack of competitiveness in the northern mass consumption route.

According to statistics, the consumers in Xidan area are young people under 30 years old. Although they have a strong purchasing power, they are not a luxury consumer group.

In a business environment dominated by mass consumption, high-end formats lack competitiveness.

Journalist observation

"Xidan business circle" is only half a street?

On the south side of Xidan street and Chang'an Avenue cross road, handkerchief Hutong 12 was once the home of Tao's executive secretary of Beijing Business Management Association.

He recalls that when he was a child, the numerous business offices, restaurants and theaters in Xidan were always familiar.

Now, he said with regret, "what I am most distressed is that Xidan has not adopted the suggestion of" Walking Street ".

At that time, trapped in funds and other factors, a large number of time-honored brands were demolished.

On the south side of Xidan street, it is because "popularity" is not enough, and "Shang Qi" is hard to find.

Xidan street was once famous.

Xidan business circle, Wangfujing business district and Qianmen gate barrier are also called the three traditional commercial areas.

From the south to the West wool line, from the north to the west of Ling Ling Hutong, the Xidan commercial area, which is 1600 meters long and occupies 80 hectares, has always been a golden area.

Gao said that compared with the Bell Tower and Drum Tower built in the Yuan Dadu period, the Qianmen Street developed in the late Ming and early Qing Dynasty and the Wangfujing commercial street in the Republic of China, the history of Xidan Street business circle was more than one hundred years old.

But this is a very typical old Beijing business district. Its function structure is reasonable, and shopping, leisure and entertainment are also many.

At that time, he went to the theater, the movie theater, the Changan theater, the Capital Cinema and the central cinemas. The first play in Beijing opera was sung at the Xidan theater, and now it has become the grey building of the old business department after Mei Lanfang's visit to the US in Xidan.

People are shopping in Xidan shopping malls, Xidan food market, Wanli shoe store, Yuan Chang tea house and Tianyuan sauce garden. Beijing's most famous Southern flavor sweet sauce is produced by Tianyuan sauce garden. It was once a special food that many people came to Beijing to buy.

Photo photography can go to Eurasian photography; buy books and visit Xinhua Bookstore and science and Technology Bookstore; summer cold drinks will go to the "righteous" chestnut King cold drink shop.

It is hard to find "Shang Qi" in the southern section of the business circle.

Regretfully, in 90s of last century, during the pformation of widening roads and other cities, a large number of old brands were rebuilt or rebuilt so far.

"So far, I am most distressed that Xidan has not adopted the proposal to build a pedestrian street," Gao said.

At that time, trapped in funds and other factors, a large number of time-honored brands were demolished. This street was badly damaged and needed to recover.

In the past ten years, the northern side of Xidan street has been pformed. Xidan shopping mall, Joy City, Zhongyou department store and Jun Tai Department store have attracted a steady number of customers, and their relative development has been relatively successful.

But later, Chang'an Avenue's positioning function was determined, and two administrative buildings were built on both sides.

Xidan Avenue is bounded by Chang'an Avenue. The northwest corner of this intersection is Bank of China, southwest corner is Everbright Bank, and northeast corner is cultural square, southeast corner is "Mei Mei department store".

Apart from the building of "Mei Mei department store", the southern section is rarely related to commerce.

Gao said that the southern part of Xidan street is an organic whole with the north, including shopping, leisure, catering and so on. But after the widening of the road, most of the old brands failed to move back, which also led to insufficient commercial atmosphere.

He told a joke that even when the old shop was moved back, he was not convinced.

After the opening of the four star hotel, Marco Polo once placed the "Tianyuan sauce garden" in the meantime and made a joke. The smell of pickles affected the guests' complaints, and finally the sauce had to move out.

"Mei Mei department store" has been sold to the building.

According to insiders, Mei Mei's parent company decided to withdraw and sold the building to the Xicheng District government as a whole.

Analysis of "Mei Mei department store" business defeat, Gao Yi thought: the external factor is that the construction of Metro Line 4 had to set up a large number of enclosure, the building was surrounded by a small half, resulting in the loss of passenger flow; from the internal factors, Meimei department store in Shanghai failed to operate, saying that it failed to adapt to the new business environment, the high level of its positioning, management and other problems.

He said: "if the" Shang Qi "is broken, if we want to reappear brilliance, we must have a commercial master to revitalize the whole thing and create great attraction.

Can the southern section of Xidan business circle do business?

"If the Xidan business circle completely abandoned the south, only half the street in the north is left, which is a pity."

Gao believes that building any business circle must respect history and respect for culture.

Too much emphasis on modernization will lose the most distinctive feature of a city, and that will be an irreparable loss.

Transformation

Adjustment of commercial format to financial format

What is the use of white baffles outside the Times Square shop?

The staff explained that they were decorating.

For this reason, the property of the building declined the reporter's interview on the grounds that the person in charge was not there.

However, the news of relevant departments in Xicheng District shows that times square is quietly preparing for the pformation of financial housing.

As early as this year's West City "two sessions", the Times Square will start the signal of replacement work. Some commercial brand shops and non-financial small companies are moving out. Next year, we will introduce the headquartered financial enterprise headquarters or Beijing regional headquarters.

According to media reports, after the replacement of times square with a floor area of 110 thousand square meters, the fa ade will not change greatly, and the interior will be adjusted and renovated according to the requirements of the financial headquarters enterprises.

For this pformation, the industry believes that after the adjustment of the business format to the financial industry format, Xidan business circle "North hot South cold" pattern is expected to be broken.

Some people have said that since competition is no longer northern, pformation into other formats is a new way out.