Front Door Business Circle: 100 Years Old Street Hard Revival

In the winter afternoon, the bustling tourists stroll along the new front pedestrian street. Front door archway The bird cage shaped street lamp, the blue stone slab paved flat road, on both sides is a grey brick green tile antique building, the rail clanging workshop or shuttle passing, attracting tourists to raise their cameras from time to time, recording the famous traditional commercial street style. However, after several repairs, multiple positioning and numerous twists and turns, it is still difficult for 100 years old street to break through the embarrassment and difficulty of tourists. Exit 。

Prosperity, renovation, renovation, expectation of rebirth

In the two streets crossing the east side of Qianmen pedestrian street, municipal workers are making the final improvement of roads, flower beds, lighting and other "city furniture", and some of the shops' interior decorations are also strained. "In a few days, December 25th, fresh fish mouth street will open the street. On the same day, Taiwan business street will be opened to the public. Qianmen Street adds two fresh vitality. " Beijing Tianjie Real Estate Development Company Limited chairman Tian Yun excitedly told reporters.

As the streets and alleys around the front door have been decorated and transformed, a number of commercial projects have sprung up, and the former Qianmen District, which has been once glorious for a hundred years, has been revitalized.

From the Ming and Qing Dynasties to the early 80s of last century, Qianmen district had been Beijing business. The most prosperous Place.

Qianmen district has gathered the time-honored brand enterprises. "Top of the horse poly source (hat shop), foot on the inner League (shoe store), wearing eight Daxiang (silk shop), waist wrapped four Daheng (Qian Zhuang)" is a folk image of the business in this area. The front gate is the main gate of Beijing City, and its prosperity is closely related to its location. The talented and business officials who go to Beijing to go to Beijing are living in this area, creating more shops, more restaurants, more playgrounds and more hotels.

By the 70s and 80s of last century, there was a shortage of goods and circulation, and many goods could only be bought in Beijing. Quanjude, Tongrentang, Zhang Yiyuan, Yue Sheng Zhai, Qian Xiang Yi, Ruixiang Xiang, Sheng Xifu, Liu Bi Ju, Zheng Ming Zhai, and other famous old brands are naturally the first choice for foreign tourists and people in Beijing.

The wheels of the age are rolling forward. Since the 90s of last century, with the vigorous development of the market economy, the number of large shopping malls in Beijing has increased dramatically, and the purchasing power of the urban market has been rapidly dispersed. Wangfujing, Xidan and other large commercial concentration business district is increasingly prosperous, and the former Qianmen business circle with its reputation has gradually fade out of the mainstream.

Taking the most prosperous dhuran of Qianmen district as an example, in 2005, the data released by the Beijing Academy of Social Sciences "Beijing city corner survey" showed that the residents aged 60 years or above accounted for 17% of the dhuran permanent residents. The crowd structure showed the characteristics of the social hardship crowd; the industrial and commercial registration self-employed 729 industries, 90% were small restaurants, small hotels, small grocery stores, small salons and small karaoke halls, and the scale and format of the business were in decline; a large number of residents had less than 8 yuan daily living expenses.

Once the urban central district and the prosperous area become poor areas, the municipal government is obviously intolerant. Beginning in 2005, Qianmen district began the largest demolition and renovation in a century. In May 2007, the Chongwen district government launched the renovation and renovation project on both sides of Beijing Qianmen Street. With the rumbling of bulldozers, the old Qianmen Street collapsed, and a new Qianmen Street stood up.

Tourists are more photographed than shopping.

September 28, 2009 is the day when the Qianmen Street was officially opened. All the gray bricks, blue tiles, clean two or three storey buildings, bird cage shaped street lamps, and passing rail griddle cars. People coming from all sides of the capital found that the appearance of the ancient Qianmen Street in the late Qing Dynasty and the early Republic of China in the pedestrian street was not as spacious and tidy as it used to be.

However, visitors to Qianmen Street take more pictures than do shopping. In an ancient rhyme style architecture, apart from a few old traditional brands, most of them are international brands such as Starbucks, Swatch, ZARA, H&M, and Lining, Nike, Semir, rink and other common brands. The brand layout of this combination of Chinese and Western makes many people feel awkward. "The former Qianmen Street has been more and more similar to other commercial streets and shopping centers." A local consumer has shared the feelings of many people. Before the front door archway, two foreign tourists told reporters: "to come to the front door is to feel the characteristics of Beijing, but half of them do not want to go shopping. There is nothing to buy. It is better to take some pictures here."

Foreign tourists account for a large proportion of the bustling crowd in Qianmen pedestrian street. There are many people who take photos, but few of them choose to shop. Even the famous Swatch store near Qianmen archway, there are only a few customers who choose their products, but they only pay a lot of money. In addition, in Rolex, Tudor, CITIZEN and other name store stores, there are few customers in the stores that import cosmetics. Other stores include 361 degrees, Mertes Bonwe, Nike and other brand stores. Although stores are more luxurious than shopping malls, they even arrange promotional efforts for promoters, but few consumers are willing to enter. The whole street is really full of business.

Contrary to Qianmen Street, it is more popular with consumers, such as Rui Xiang Xiang, Tong Ren Tang, Nei Lian Sheng, bu Ying Zhai, Zhang Yiyuan, Daguan Lou, Goubuli and Zhang Xiaoquan. This is not only a crowded place, but also a small number of consumers. A tourist said that he was still willing to feel the traditional Chinese culture. The old shop of Da Palan can really appreciate the ambience of Qianmen Street.

To explain the current operating condition of Qianmen pedestrian street, Tian Yun explained that the new Qianmen Street opened more than a year ago and is still in the breeding stage of the project. According to him, when the street opened last year, all 103 merchants in Qianmen pedestrian street were recruited, and only 10 were currently adjusted. Judging from the general business rule, the replacement rate of new business projects in the first year is less than 30%.

However, after the incident that the traditional old brand enterprises failed to take away the Mai Cheng later, the operator had to think about how to plan and manage Qianmen Street.

After several twists and turns of high rent, the old brand is pushed back.

It is easy to see that the famous brand of old brand is booming. Qianmen Street needs the business with the traditional characteristics of Beijing. However, the most prominent brand of the front door and the old brand with Beijing characteristics is unable to return because of the rising of the rents after the renovation of the front door.

"The government has paid for the renovation of Qianmen Street, and the old snacks are certainly willing to go back. But the rent is too high, and the rent is too high for a month, and even the rent and the wages of workers are not equal." Feng Guangju, the head of Feng Bei Feng, calculated an account: according to the current rent of 38 yuan / square meter / day, a monthly rent of 100 square meters of pavement is nearly 120 thousand yuan, and selling 10 yuan a plate of broken belly is very difficult to pay high rent, plus wages, raw materials, water and electricity and other expenses.

"If the rent is now on Qianmen Street, the sale price of 18 yuan of sauce beef will be 50-60 yuan per set to ensure profits." Ma Guoqi, the head of Yue Sheng Zhai, sighs.

"The popularity of the Qianmen area is largely due to the variety of restaurants and snacks, and the popularity of food, especially snacks. Many people who live abroad come to the front door to taste snacks, which can attract tourists from all over the world, or something with Beijing characteristics. A local resident said.

Yao Liming, director of the China Economic Research Institute, believes that the deep historical accumulation of Qianmen area determines that it is the most suitable place to develop the traditional business culture of old Beijing. However, due to the rising land price and the high rent cost, some enterprises that reflect the culture of the old city of Beijing, such as the traditional snacks of old Beijing, and some special handicraft shops, are hard to survive here because of the small profits and small profits, causing the prevailing fashion business in this area and giving people a sense of incongruity.

Due to the difficulty of paying high rent and moving out of the front door of the old brand snacks, it is now gathered in nine new snacks such as snack food, or near the front door of the street. Many veteran owners said they still hoped to have a chance to return to Qianmen Street. After all, Qianmen Street is the birthplace and growing place of these old brands. It is also the best display platform for Beijing snack.

Positioning cultural tourism business opportunities is export

In 2010, with the merging of the original Chongwen district and the former Dongcheng District, Qianmen Street and its east area also entered the administrative layout of the new east city. The front gate area was positioned as the "Beijing historical and cultural exhibition area" by the new Dongcheng area.

December 25th will be another milestone for Qianmen business circle. On this day, the fresh fish mouth dining Street on the east side of Qianmen pedestrian street will officially open the street. At the same time, Taiwan business street, which is supported by Dajiang Hutong, will also open for business. Qianmen business circle again injected two fresh blood.

Tian Yun told reporters that the total renovation of the fresh fish mouth street is more than 1 billion 500 million yuan and is positioned as food and beverage street. According to the overall planning of the block, 70% of the old restaurant and restaurant brands will be accounted for, of which 70% will be the Beijing flavor old brand, and the 20% of the special products will be sold. The remaining one will become the service industry. Chef flagship store, The Inn Boutique Royal Station, Beijing rice village, Tianyuan sauce garden, and native old name tianxingju fried liver, black monkey department store, Xinghua garden bathing pool, Jinxin bean juice shop and so on have been signed and stationed, and will be put into operation before May 1 2011.

In addition, in December 25th, the entire Taiwan business street, with the big alley as the carrier, including the Taiwan guild hall, will also open. Taiwan guild hall, founded in 1893, is an important cultural relic for witnessing a series of historical events such as bus boarding. It is reported that after the original site is renovate, it will become a venue for Taiwan's cultural and cultural exhibitions and reception.

Because of these two East-West commercial streets, their Xikou is in line with Qianmen pedestrian street, and the east side leads directly to the east side of the front door, which provides two important commercial routes for tourists to enter and exit the front gate blocks. Managers hope to further enhance the overall passenger volume of the front door business circle. Tian Yun predicts that two new business streets are expected to generate more than 50% of business revenue, that is, an increase of 600 million yuan on the basis of current annual sales of 1 billion 200 million yuan.

In 2011, the main project of the whole front gate area, including 200 thousand square meters underground works, will be basically completed. In 2012, the business matching will form a complete scale and capacity. In the near future, the front door of an ancient capital with a strong style, profound culture, perfect facilities and prosperous business and Commerce will be presented to the world with a brand new image.

Interpretation: now Qianmen business is seeking the footprints of history and the rhythm of the times, moving slowly towards the tide of the world cities. According to incomplete survey, there are 128 shops in Qianmen trading area, 21 old brand shops, 16 famous international brands, and 15 famous brands in China.

Reporter's notes

Innovation is the best protection for tradition.

A recent news shocked the world: the famous Pompeii in Italy has seen three ancient building wall collapses in a month. When people sigh, they have to face the fact that no matter how strict protection measures are taken, the visible urban fossils will end up in smoke.

The reason for the association is Pompeii's recent interview with Qianmen business circle. In recent years, the large-scale demolition and transformation of the Qianmen area and the breaking up of old and new systems have made many Beijing civilians, including journalists, feel lost. But the Pompeii incident has made reporters realistically aware that compared with the tangible protection of historical sites, perhaps the continuation of cultural context is more critical.

The newly renovated Qianmen Commercial Street opened more than a year ago, and the current business seems to be in the doldrums. Instead of accusing it of changing the business arteries of the Qianmen area, it is better to study what made the front door prosperous.

As some business experts have pointed out, for more than 100 years, businessmen in Qianmen district not only pursue fashion, but also create fashions, guide fashion consumption, cultivate fashionable crowds, buy good things, enjoy delicious food, listen to famous opera, watch new movies, and have to go to Qianmen Street. As the saying goes, "people call a thousand words, and goods call people to come first." Just like today, we go all the way to Hongkong, Paris and Tokyo to buy things. The front door merchants also attracted customers through their uniqueness, novelty and fashion.

While emphasizing the continuity of history and culture, Qianmen Street must not weaken its fashion and modernization process. As a matter of fact, the best time honored brand represents Quanjude, which is a model that can continuously innovate and keep pace with the times, and constantly meet the new needs of modern consumption. On the contrary, if history is for the sake of history and divorced from the consumption demand of today's people, this history will have little vitality.

History and culture are among all kinds of cultural relics and sites. Only the merchants in the Qianmen area can take innovation as their mission. The prosperity and prosperity of the Qianmen business circle can truly be reborn.

Expert pulse

The front door should study the consumption characteristics of tourists.

Guo Zengli, director of China shopping center industry information center

The front door is a business district dominated by tourists. The tourist population has its own characteristics of consumption. From the perspective of the successful development of tourist blocks abroad, they all focus on providing traditional products with local characteristics. Therefore, Qianmen commercial street can not rely on international brands to attract consumers. In fact, in recent years, internationally renowned brands, such as LV, have been developing towards the second tier cities, and their attractiveness to the surrounding population is decreasing. And the front door is the most advantageous place to develop Beijing culture and Chinese culture. At present, the location of Shang street is not clear.

Rent income is a major factor that troubles the development of the front gate. Commercial operation is conducive to the withdrawal of funds in the short term, but the overall positioning of the region is blurred. At present, the transformation of the whole region to historical and cultural blocks requires a longer incubation period. In this process, it is difficult for enterprises alone to afford it. Therefore, to solve this contradiction, we need government support and enterprise support. After a period of cultivation, we will get more profits in a longer period. This will inevitably require a party to give up profits. At present, the party can only be the government. The development of the front gate requires the government to fish and fish. Only after overall planning, strengthening regional characteristics, realizing the sharing of passenger flow among merchants, and digging up the potential of consumption, can the front door achieve real prosperity, which is a long process.

The front door is suitable for developing Expo business.

Liu Hui, general manager of Beijing Zhao Yi Business Consulting Co., Ltd.

The front gate area is a must for tourists to Beijing. The annual number of tourists is millions, and the value of eyeballs is outstanding, so it is very suitable for developing Expo business. The front door should give full play to the role of two windows: first, the entry of foreign brands into China, and the two is the window for Chinese brands to go out. At present, the investment of Qianmen Street has obviously failed to find a meeting point between brand positioning and regional characteristics.

If viewed from the perspective of developing Expo business, Starbucks and Swatch, which are widely known by the public, will be more willing to set up stores in Qianmen Street than those famous abroad and eager to open the Chinese market, and are willing to pay higher rents. For those enterprises, the huge advertising effect created by setting up a store at the front door may be more attractive than the sale itself.

Besides, the front door is a visiting card of Beijing tourism, and it can also be regarded as the first stop for foreigners to travel in China. Therefore, the tourism products of the front door are not necessarily confined to Beijing. It can cooperate with the tourism bureaus of all provinces and cities in the country so that foreign tourists can see products with local characteristics here, and attract them to start from Beijing and explore the splendor of all parts of China.