Xidan Business Circle Bearing Capacity Limited "Tide Fan Son" Saturated Appearance.

From the Xidan subway exit, with the bustling flow of people heading north, within about 1 kilometers, you will see the most prosperous scenery of Beijing business: Beijing book building, Xidan Cultural Plaza, Zhongyou department store, national great world, Xidan pearl, Xidan shopping center, Xidan shopping center, lined up by several air corridors with escalators and pparent dome.

This is a shopping centre for young fashion consumers in Beijing.

Young people and people in Beijing

If foreigners come to Beijing to shop, they always have to walk the Wangfujing pedestrian street. When foreigners look for the old Beijing customs, they will go to the front gate fence. Then, Xidan, with the highest concentration of Beijing's large department stores, has become the first choice for Beijing local people to shop with rich formats, fashionable commodities and convenient service facilities.

A soft brown hair, pale pink eye shadow and black mascara, Xiao Qi, born in 1983, is a typical Beijing girl.

Her biggest interest in dressing up is shopping, especially in Xidan.

Xiao Qi said that visiting Xidan has become a habit of its own. Sometimes it is not for shopping, but for the taste of Xidan street fashion.

In 2009, the dynamic monitoring statistics of Xidan business district showed that the daily traffic volume of Xidan business district was 164 thousand, with 223 thousand days on weekends, and 310 thousand people in the golden week.

Among them, more than 70% of consumers are under 40 years old.

Xidan has become the most important consumer place for young people in Beijing.

"The biggest success of Xidan business circle lies in the consistency of the positioning of all businesses, all of which are dominated by youth fashion, thus making the overall influence of the business circle bigger."

Guo Zengli, director of China shopping center industry information center, believes that the young and fashionable characteristics of Xidan commercial circle have produced a strong polymerization effect, amplifying its influence and attracting more target customers into Xidan.

Although all of them are based on youth fashion, Xidan

Zhongyou, Jun Tai's big sales promotion has become a landscape of Xidan weekend.

For young people who are fashionable and shy, cheap prices are always attractive enough.

The alternative, characteristic and funny clothing accessories are undoubtedly the magic weapon for attracting young fashion people.

Black graffiti T-shirt, skull head ring, glistening ear studs, colorful hat, scarf...

Handsome boys and cool girls can always find their favorite objects here.

At the beginning of the great joy City, we adopted the market strategy of "originate from Xidan, which is higher than Xidan, and then lead Xidan".

According to Ho Cheng, deputy director general of Hongkong SPACE business management group, chief investment and operation management consultant of Joy City, in Xidan, the city of Victoria has deliberately picked up smallpox, creating a spacious and spacious sense of space. This wasteful space is a low-key luxury.

In addition, the city of joy has been waiting for H&M for two years to leave the most prominent position to Apple stores. It is precisely because of the great attraction of these international brands to the fashionable consumption crowd.

Xidan business circle, which is based on fashion consumption, has gained wide recognition.

Authoritative data show that only a month in October 2010, commercial enterprises above Designated Size in Xidan business district realized 940 million yuan of retail sales of social consumer goods, an increase of 28.3% over the same period last year.

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Running update looking for difference advantage

"Although the business in Xidan has been rising gradually since the late Qing Dynasty, it has become a famous commercial block in Beijing, but the real prosperity of Xidan commercial street is probably the last 20 years."

Speaking of the development of Xidan business circle, Guo Xin, director of Xicheng District Business Committee of Beijing, has a lot of feelings.

Many old Beijing people may recall that in the 80s of last century, only one of the most popular merchants in Xidan was selling traditional shopping malls in Xidan.

When you buy back the black-and-white TV set, the whole family will be excited for several days.

Most young people go to Xidan to try to persuade the trade fair, where there are lots of stalls selling jeans, leading the fashion trend of Beijing at that time.

With the construction of Huawei edifice and the Pearl of Xidan, many booth owners began to "enter the room".

By the middle of 90s of last century, Huawei edifice and Xidan pearl became the first shopping places for young students, such as students and other young people, with cheap prices, fancy clothes and dazzling ornaments.

In 1999, the introduction of Zhongyou department store opened a new chapter in the development of Xidan's history.

At that time, the location of the youth fashion in Zhongyou department made Beijing consumers shine.

Since then, Xidan Seth, Jun Tai Department store and Xidan shopping mall after pformation have basically taken similar market positioning.

The fashionable brand, the fashionable style and the colorful promotional activities have created a splendid sight of Xidan's commercial dominance.

In 2007, the opening of Xidan Joy City, located in the "Youth City of internationalization", brought to Xidan business circle the perfection of its format and the upgrading of its quality.

Joy City fills the gap of Shopping Mall in Xidan business circle.

In addition to the 46 fashionable brands that first entered the Beijing market, the introduction of restaurants, cinemas and entertainment facilities made up for the shortage of food and entertainment facilities in Xidan business circle, and also brought more comfortable and enjoyable shopping experience to consumers.

In order to promote the development of Xidan commercial street, Xicheng District government has invested more than 6 billion 600 million yuan in the past five years, and has upgraded and upgraded Xidan's commercial facilities.

Now entering Xidan, the leisure seats can be seen everywhere, so that tired people can stop at any time. And the air corridor bridges equipped with escalators are all connected to the main commercial buildings on both sides of the commercial street.

Consumers do not have to cross the street, they can enter the two layer of Joy City directly from the Zhongyou department store through the air corridor.

The seamless connection between large commercial enterprises not only provides convenience for consumers, but also provides hardware support for Xidan businessmen to share their customers.

Waiting for the north and South radiation after the heyday

At present, in the area of 1600 meters of commercial street in Xidan, there are large and small hundreds and hundreds of commercial enterprises.

Among them, Xidan shopping mall, Zhongyou department store, Jun Tai Department store and Beijing Book Building 4 enterprises have annual sales volume of more than 100 million yuan.

However, such a large volume of business tycoons densely distributed, let some business experts doubt: Xidan business district has reached the peak, or even saturation?

Where will the future of Xidan business circle go? Two of the recent news seem to have revealed the mystery to us.

According to one source, the most famous department store in France and even Europe is old Buddha, who will return to the mainland market after more than ten years. The first shop is in Xidan, Beijing.

It is reported that Lord Buddha and Hongkong I.T group have signed a joint venture agreement to form a joint venture of equity 50:50. The first station is located in the Financial Street holding property on the north side of Xidan shopping mall. The project belongs to Xidan square in Financial Street. At present, the main building has been capped and is expected to open in 2013.

Another news is that the 100 Jun Hongkong Holding Group invested 3 billion yuan to build, volume of about 40 thousand square meters, located on the southern side of Xidan business circle Bai Jun Ming Guang Department store, will be officially unveiled next year.

In this regard, Yao Liming, director of the China Economic Research Institute, thinks that the focus of Xidan commercial street is mainly in the areas of Zhongyou, Jun Tai, and joy city.

If the old Buddha's department store is located in the north of Xidan shopping center, it will hopefully promote the development of the northern part of Xidan business circle. It will even link Xidan business district with the small business with the characteristics of the west, which is dominated by the large department stores, so that the Xidan business circle in the north to the Ling Hutong area will continue to extend northward.

For the commercial facilities south of Chang'an Avenue, Yao Liming believes that instead of being classified as a Xidan business district, it is better to move closer to the Zhuang Shengchongguang store in the South and consider the Xuanwumen business circle to consider comprehensively.

However, the idea of linking Xidan, West Fourth and Xuanwumen three major business circles has already been included in the planning of Xicheng District Business Committee.

According to Guo Xin, the Xidan commercial street will continue to move south and North, with a street of musical instruments in Xinjiekou and west 4, a wedding Street on the north side of Xidan, a department store in Xuanwumen, a WAL-MART, and a supporting business in the Guang'an Industrial Park under construction, so as to realize the linking of North and south, and form a super large business district with larger area and wider radiation scope. "Xinjiekou"

Reporter's notes

Looking forward to the spillover effect of Xidan business circle {page_break}

Walking along the streets of Xidan, there is a large shopping mall next to each other.

Interspersed with all kinds of clothing stores, restaurants, stores are shoulder to shoulder.

No matter whether it is sunny or rainy, standing down on the overpass is always a continuous stream of people, giving people a sense of airtight.

However, at present, this bustling business scene seems to be confined to the intersection of Xidan and Xidan shopping malls.

Reporters moved from Xidan shopping mall to the north, and obviously felt the density of people around them rapidly declined.

Although there are such features as wedding street, musical street, etc., due to the lack of large commercial facilities, its gathering capacity is obviously inferior to that of the Xidan core area with large commercial concentration.

From the crossroads of Xidan to the south, across the vast Chang'an Avenue, there was only a large commercial in the Capital Times Square.

Reporters recently saw here that their commercial area has been greatly reduced, and it is said that they are preparing for the pformation of financial services.

The surrounding food stores and clothing stores are also in general business.

"There's no Fabio on the north side of the business," said a restaurant owner.

The distribution of a dozen large businesses has made Xidan a highly prosperous business, but the trend of saturation is becoming more and more obvious.

At the same time, there is still great potential for commercial development in the core area of Xidan.

In the evening, the Lantern Festival begins.

The bustling flow of people with all kinds of neon, electronic colors and lights, the commercial streets of Xidan seem to be glitzy, and even more lively.

At this time, not far from the core area, a few light business clothing stores are expecting customers to come in the middle of the cold wind.

I hope that with the extension of Xidan business circle, the business of these small shops can also get better and better.

Expert pulse