Restructuring High-Speed Rail Business Opportunities For Enterprises To Sell A Pot Of Gold?

The misfortune of "7. 23 bullet train rear end accident" has caused great sorrow to China.

This will involve "the development of high-speed rail station" business.

As a new form of retail business, the high-speed rail station business (high speed rail station's commercial business) has been highly regarded by the clothing brand.

Because high-speed rail passenger groups in the high-end, so that clothing sales possible.

Should we reassess the value of the high-speed rail station business to the retail value of clothing?

On the third day after the "7 23 bullet train accident", we carried out business observation on the Beijing South Railway Station, the first stop of China's high-speed rail network. Surprisingly, we did not find a significant reduction in the volume of passenger traffic. From those who had already entered the high-speed rail business, we did not find their worry about the accident, and sales of many brands remained stable.

In fact, the general worry is not the "accident", but the high speed rail business itself, the lack of business environment, the failure of the high-end crowd and the short stay time of passengers.

Based on this, after the "7 23 motor vehicle rear end accident" occurred, for the better development of China's high-speed rail business expectations, we also strive to assess the business of high-speed rail station, so as to provide reference for clothing enterprises' "involvement".

Reconstructing high-speed rail business opportunities

On the second day of the "7 23 bullet train accident", Hu Jun took 8 New Zealand friends to take a round-trip trip in Beijing and Tianjin.

He wants to show that high-speed rail will be safer in the future.

His

Is accident limited?

As the biggest operator of China's high-speed rail station, the chairman of Beijing Rui Wei Business Management Co., Ltd., Hu Jun first learned the "7 23 bullet train rear end accident" and quickly assessed the possible impact of the accident on China's high-speed rail development and its high-speed rail station business.

Hu Jun insists that the "7 / 23 car rear end accident" will improve the safety level of China's high speed rail. The new and progressive new things of high speed rail will inevitably develop.

"Why do I dare to invite friends to take the high-speed rail trip on the second day of the accident? Because I believe this accident will enhance the safety level of China's high-speed rail, and the Ministry of Railways will be more careful not to let the accident happen again."

Hu Jun said: "as for our business, it may be affected in the short term. In about two or three months, the volume of high-speed rail will drop, and the business of the station will be affected. But the development of China's high-speed rail will not stagnate because of an accident. In the long run, our health will not be affected."

"So far, no brand has talked with us about this accident. We must withdraw from the high-speed rail business or put forward new conditions."

In Hu Jun's view, the high-speed rail industry, which is booming along with the development of high-speed rail, will continue to develop its momentum before the accident.

Thanks to the rapid development of China's high-speed rail, high-speed rail station business is booming at the moment. The new high-speed rail station has made the government and investors all ambitious, planning 60 thousand square meters of commercial facilities around the high-speed rail new station NanJing South Railway Station area. The underground layer of the NanJing South Railway Station will carry out the development of 20 thousand square meters underground shopping mall. The Nanjing government claims to make it the second largest commercial center after Nanjing Xinjiekou. Shenzhen north station will start 100 thousand square meters of commercial support to build the city sub center; Chengdu East passenger station should build an inter city commercial city with a total business capacity of 6 times that of Chengdu and Chunxi Road.

In the vicinity of almost every two km of the high-speed rail station, the local government has made corresponding business plans.

As for the clothing industry, the characteristics of the middle class of high-speed rail passenger traffic have changed the impression of the "instant noodle" market represented by ordinary railway stations in the past.

These new high-end "mobile" crowd make high-speed rail station business to become another potential retail channel for clothing brand, just like the meaning of airport business for clothing brand.

"Now, the development momentum of the high-speed rail station has not fundamentally reversed.

Just like airport business, there are also accidents in the aviation field, but the emergence of every accident will make air travel safer and drive the development of airport business. "

Hu Jun said: "therefore, what we need to do now is to eliminate the adverse effects of accidents. The Ministry of Railways should dare to publicize the findings of the investigation and win the confidence of consumers."

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The challenge comes from the business of the station itself.

In fact, in Hu Jun's view, the "7. 23 bullet train rear end accident" is not the main challenge facing the high-speed rail station business, because the superiority of the high-speed rail will still ensure that it will become a priority choice for China's pportation development, and the biggest challenge to the high-speed rail station's commercial development will still come from the high-speed rail business itself.

This is recognized by many fashion brands.

The newspaper visited the Beijing South Railway Station of China's first high-speed rail station on the third day after the "7 23 bullet train rear end accident".

At present, Beijing South Railway Station has entered and will soon enter the clothing brand has JEEP, LONDONFOG, Ordos, Timerland, CK, and so on, accounting for nearly 40% of the entire southern station retail format.

According to the reporter's on-site observation, the Beijing South Railway Station did not show a marked decline in the volume of passenger traffic. In the investigation of some commercial clothing brands entering the Beijing South Railway Station station, the brands also indicated that they did not feel that the "accident" caused a sharp decrease in the volume of people's traffic, including the representatives of the brands such as Ordos told reporters that their sales did not show a marked decline compared with the previous accident.

Even a person in charge of a clothing brand who did not want to be named told this reporter that he was not worried that the "accident" would affect the brand's business.

Compared with the "accident", he is more worried that the business of high-speed rail station can not create an ideal shopping atmosphere for the clothing brand like the airport business.

In response to this, Lai Yang, Secretary General of the China business economics society, pointed out in an interview with our reporter that railway resources are not open, and that the level of commercialization of railway business is not high, which makes railway business less active in introducing brands and satisfying shopping demand, and thus affecting the continuous amplification of the entire high-speed rail business market.

This is the biggest problem facing domestic high-speed rail business.

At present, due to the monopoly of high-speed rail business resources, the new passenger station is located on the edge of the city and the time needed for the development of new high-speed commercial form is longer. Many clothing brands regard it as a major obstacle to its investment in high-speed rail station business.

First of all, from the perspective of financial performance, the investment in developing high-speed rail station businesses is costly and risky.

According to Hu Jun's reckoning, the average cost of leasing a business per high-speed railway station is about 20 million yuan, and the rent to the retail brand is higher. For example, Beijing South Railway Station has an average daily rent of about 35 yuan / square meter, which is more costly for clothing brands.

Secondly, besides Beijing and Shanghai, which are newly built on the existing stations, the supporting facilities along the lines such as Beijing-Shanghai high-speed railway are not yet mature. The 22 railway stations along the Beijing-Shanghai high-speed railway are newly built, and most of them are remote. It is rare for them to be located in the South Third ring road of Beijing.

Therefore, the protection of future traffic and business cultivation will be a problem, at least in the short term, commercial operators need to invest a lot of patience.

At present, the price of high-speed rail tickets is generally higher than that of ordinary consumers. The "restriction" of prices means that most of the passengers of high-speed rail are middle class with a certain purchasing power. Therefore, the development of station business will be different from the operation mode of ordinary stations in the past. From the choice of brand to the creation of the overall business atmosphere, operators need precise positioning.

Including clothing formats, we need to select different levels of clothing brands.

Obviously, the airport business model can be used for reference.

At present, most high-speed rail station businesses adopt the strategy of "keeping in line with the airport business".

Hu Jun said, "almost all airport formats can be realized at high-speed rail stations.

Because consumer groups are similar.

But Hu Jun may have overlooked the difference between high-speed rail business and airport business.

The airport is required to arrive one to two hours in advance, so the airport can be equipped with a lot of commercial facilities. Among them, the clothing industry fits the business environment is the main choice.

The high-speed rail is accompanied by the following, the number of trips is relatively dense, passenger waiting time is shorter, shopping and consumption time will be much less, for clothing brands, complain about the lack of purchasing power will be more, just like our reporter at Beijing South Railway Station observed the same situation.

Different from the airport, the high speed rail traffic is concentrated in the weekend holidays, and the business passenger flow from Monday to Friday is relatively small. Nowadays, the phenomenon of many "vacant" seats in the one or two seat of the Beijing-Shanghai high-speed railway clearly shows that the commercial profits of high-speed rail will ultimately depend on the increase of business passenger flow.

The most important thing is that the flow of mobile users in China's real business environment does not actually bring purchasing power and consumption power.

According to Lai Yang, the way forward for the business of the high-speed rail station and the surrounding large commercial facilities is to introduce business form from the perspective of emergency consumption, especially for the theme of short distance travel, increasing the proportion of the mobile consumption format, focusing on catering, entertainment and other experiential consumption, and doing comprehensive shopping and entertainment places.

In terms of clothing format, the significance of high-speed rail business will be greatly reduced.