2/3 Shops In Chaoshan Street In Shanghai Are Closed For Business &Nbsp, And The New Mall Of Metro Mall Is Facing "Midwinter".

Recently, the most recently opened underground commercial street in Chaozhou street, Chaozhou street, has been closed. Recently, the "Chaozhou Street", which is similar to the di Mei shopping center of the people's Square, is located in a poor location or a commercial location problem? A reporter's survey found that, on the one hand, the "new army" of underground businesses simply failed to copy the "predecessors" successfully.

NO.1

The longest subway mall in history

Di Mei shopping center: a sense of crisis under full rent

Business positioning: for young people aged 15-22, the main trend is unique.

Location: opening time of the people's Square: 1995 business area: 25000 square meters of shops: nearly 300 shops and more than 200 small counters: almost full rent, only 5%-6% rental rate per year, rental income steadily increased.

In recent years, however, passenger volume has decreased by four to 70%, and the turnover of some stores has decreased significantly.

Uniform dress and etiquette, neat and orderly shops and counters.

Coming to the di Mei shopping center on the ground floor of the people's Square, the underground business is chaotic and messy.

But today's appearance is not innate. The de Mei shopping center, built in 1993, has been reformed and adjusted over the past decade. However, its positioning of new fashion costumes and accessories for 15-22 year old youngsters has been maintained so far.

When the reporter came to di Mei's management office area, he happened to meet Miss Li who came to consult whether there was any empty shop.

"Every day there is such a demand for consultation, most people can only be disappointed, and we will record their information, and wait for the shops to adjust, and then notify them."

A staff member told a reporter that the entire shopping center was almost full rent, and the annual rent change rate was only 5%-6%.

"Our products are selling at a new, fantastic, special and fast speed. These businesses have been steadily increasing in recent years. The rent in 2003 is around 27 million 500 thousand yuan, which has reached 38 million 500 thousand yuan / year in recent years."

During the interview, Zhang Guoqin, general manager of Di Mei, told reporters that in recent years, in order to improve the overall hardware level of the shopping center, the company spent about 30000000 yuan on upgrading the fire fighting system, ventilation system and air conditioning lighting equipment.

The reason why he did not dare to stop was because Zhang Guoqin felt the crisis.

"We have statistics, because of the explosive expansion of commercial area, the daily passenger flow of the original working day is about 2.5-3 million, and now only 17 thousand, down four to 70%."

Therefore, the safety and comfort of the environment, the matching food and beverage, and the characteristics of commodities are the key issues that Zhang Guoqin has been thinking about and focused on in recent years.

"There was a food court area before, and now to enhance the overall environment,

NO.2

The highest location of Metro mall

Yimei Fashion Plaza: positioning and upgrading to boost purchasing power

Business positioning: targeting 22-30 year old young white-collar workers, a lot of personality shops, fashion and Western style clothing accessories, etc.

Location: Jingan Temple opening time: 2002 business area: 8000 square meters of shops: nearly 300 shops are distributed in the two floors of underground and above ground management: basically full rent, business steadily rising, and the overall positioning upgrading after 2009 has led to effective purchasing power.

Since the opening of Yimei Fashion Plaza, Jin Wenwen opened shop there. From the beginning of passing guests to a group of fixed "VIP members", the development of this fashionable women's shoes bag shop has enriched the whole process of Yimei for nearly ten years.

"The goods were selected by myself in Shenzhen. The quality of Guangdong's clothes is not as good as that of Shenzhen and Cheap Road."

Speaking of the goods in the small shop, Jin Wenwen is very proud of his aesthetic taste and merchandise quality: "sometimes the guests don't know what to wear. I will recommend them to them. I sometimes get a big difference when I'm not in the store."

Jin Wenwen told reporters that customers who come to the store often spend thousands of dollars, and some of the office workers have a look at the style and quality of their clothes. "Our price performance is higher than that of department stores, and has its own characteristics."

But, for better and better business, a dozen square meters of shops look smaller.

"Now 300 stores will probably become 200 in the future. We want to enlarge the stores of each small shop and fit the location and consumption of Yimei," Wang Kun, general manager of Yimei, told reporters. The larger area will enable shopkeepers to display more products and enhance the comfort of customers when shopping.

Wang Kun said that in recent years, the rise of business buildings near Jingan Temple has also led to the development of Yimei. Yimei and the nine lights opposite the opposite side, have a certain aesthetic and consumption ability, and pursue personalized fashion and cost-effective performance of young office workers, is the main consumer group of Yimei.

"Young artists, some movie stars will come to our store.

After the pformation in 2009, the further improvement of the overall positioning led to effective purchasing power.

NO.3

The newly opened Metro mall

Chaoshan Street: there are only more than 30 businesses in 90 shops.

Business positioning: the location is similar to that of the people's Square.

Location: Cao Yang Road station at 3, 4 and 11 lines.

Opening time: 2010 business area: 5000 square meters of shops: the more than 90 operation of pavement: opening last November basically full rent, now 2/3 shops "closed down", only more than 30 of them are in operation.

The Chaoyang Street, under the Cao Yang Road subway station, has closed 2/3 since its opening last year. Reporters at the scene saw many shops "iron generals" holding the door, and the entire underground commercial street was sparsely populated.

Xiaowen, a salesperson at a nail shop, told reporters, "in addition to buying more guests, the average business is less than 10 per day, and two or three times a day.

It is impossible to buy group buying all the time. Group buying is very low or not profitable.

Business is so bad that the monthly rent of 6000 yuan is really a headache for the boss.

"Our business can still be maintained, but there is a lot of difference from the beginning. There is a difference of 20 thousand yuan in turnover per month."

Miss Li, a shopkeeper who sells sushi, told reporters that her "Jiangtai sushi" was opened in November 28th last year, and the entire shop was 19 square meters. The original rent of more than 10 thousand yuan per month is now reduced to 6000 yuan.

Miss Li said that when the new shop opened, all the shops in chaoshon street were open. In August and September this year, more and more rents went out, and her sushi shop business declined sharply.

"The flow of people here is not good. We can continue to operate, mainly by some white-collar workers working around, and some" repeat customers "who recognize our products.

NO.4

The most "western style" MTR mall

Asia Pacific Shenghui: failure of "Xiangyang road" replication

Business positioning: the main businesses are made up of the former Xiangyang Road operators. The business mode and the business commodities are basically replica of the original Xiangyang Road market. They also have clothing, bags, watches, fabrics, pearls and so on.

Location: the opening hours of science and Technology Museum Station on line 2: business area in 2006: the total area of the north and South Square is 5700 square meters.

The number of shops: more than 200 shops: less people at ordinary times, a little more on weekends, mainly customers, and poor overall operation.

Sara worked for four years in a small shop that ran scarves, shawls and ties in Asia Pacific Shenghui.

According to her, in recent years, the business situation has gone from bad to worse, especially this year.

Profit is very small except cost and cost.

There will be more talents on weekends.

During the interview, the reporters saw that most of the customers came from foreigners. Sara was fluent in English, and it was clear how to please these foreign tourists.

This had to remind people of the old Xiangyang road.

It is understood that the main businesses of the Asia Pacific Shenghui group are made up of the former Xiangyang Road operators. The business mode and business commodities are basically replica of the original Xiangyang Road market. They also have clothing, bags, watches, fabrics, pearls and so on.

A shop assistant, von auntie, who runs a wallet and purse, has worked here for five years. She said that business has been getting worse and worse in recent years. This year is particularly bad, and turnover is probably down by 30%.

Moreover, the annual fees charged by the shopping malls continue to increase, including rent, management fees and even "travel promotion fees".

"Foreigners also know that the prices of commodities here are water and the price is very high."

A staff member at a shopping mall told reporters that there are about more than 200 shops here. The South Square is more than the North Square, and there are several restaurants in the North Plaza.

"Although there are many kinds of goods here, clothes, bags, pearl jewelry, mobile phone computer accessories and so on are all available, but the reproducibility of each business is very high, and the price is not low.

The business situation is far from the original Xiangyang road. "

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Think about it

MTR Mall: "up and down" linkage can be successful.

Shop product type is exactly the same, location, location, and out of business.

Analysis of the current situation of Shanghai MTR mall, increasingly homogenization and lack of commercial promotion on the ground is a common problem.

Key words: characteristics

Homogenization competition meets bottlenecks

Most of the MTR mall in Shanghai is currently selling small commodities such as clothing, shoes, bags and accessories. The trend of homogenization is serious. When a few old MTR stores occupy a strong market position, it is hard for them to get a slice of it without the characteristic "latecomers".

The "copy" of the street is one of the failures.

In an interview, an industry insider told reporters that the location of Chaoshan street is similar to that of Di Mei. It is a place for young people to have 35 friends. But the location of Cao Yang road is more suitable for family oriented community consumption. That is why some shops selling food on Chaozhou Street are still in camp, but sales of clothing accessories are difficult to sustain.

In fact, cheap commodities are not the only way out for MTR mall.

Both Di Mei and Yimei are underground businesses in the center of the city near the subway station. They are quite different from each other but are quite popular.

Zhu Lianqing, director of the center for business economics research, Shanghai Academy of Social Sciences, is one of the earliest "think tanks" involved in the Yimei program.

"Combined with the geographical location of Jingan Temple in Nanjing West Road, Yimei has a relatively high position from the beginning." 'low end' is not the only choice for underground businesses.

Zhu Lianqing told reporters that the current underground business, some of which used the original underground space to form natural format, while others were through the early stage of unified planning and construction.

"People's Square and Jingan Temple are all landmarks in Shanghai, but they are different.

People's square has a more complicated crowd, but one of its functions is the gathering place for young people. In Jingan Temple, Nanjing West Road has more white-collar working people.

During the interview, Professor Chao Gang Ling, director of the modern marketing research center of Shanghai University of Finance and Economics and a retail expert, pointed out to reporters that the two formed their own characteristics and cultivated a loyal group of customers.

During the interview, the reporter learned about the story of "the only one who doesn't have to queue up in Shanghai."

Di Mei introduced the pizza hut a few years ago. This brand of imported food and beverage is popular in Shanghai. Every shop has to queue up for peak hours and holidays, but the only one that doesn't have to queue is the beauty shop.

"Not elsewhere, the business is good. We can copy it here. The per capita consumption of pizza hut exceeds the consumption power of the consumer group. The Kentucky Fried Chicken introduced later is doing well.

Just like hot pot, we chose the brand of 30 yuan per capita, which is not enough to win the business. "

Zhang Guoqin concluded that to form its own characteristics and seize the market segments is the way out for the MTR mall.

Keywords: site selection

"Upper and lower" linkage and complementary symbiosis

In addition, underground businesses need to be linked to the ground.

The location of some new shopping malls in Shanghai is "detached" from commerce on the ground, such as chaoshmen street and Asia Pacific Shenghui, which are built on the underground area without land business.

Cao Yang Road subway station is mainly a function of public pport hub. The newly developed the Great Wall Hongji Plaza is also dominated by business office buildings, some of which are good restaurants.

As for the location selection of Asia Pacific Shenghui, an industry insider who did not want to be named told reporters: "at the beginning, I would not recommend copying" Xiangyang road "," what is Xiangyang road "? Huaihailu Road.

How can the location of Asia Pacific Shenghui be better than "Shanghai" Jingan Temple, people's Square, Hongkong's Mong Kok and Tongluowan, where underground businesses can gather popularity, and most businesses are more prosperous.

Once the Xujiahui Metro business was successful, it was closely related to the commercial circle on the ground. "

Chao said that looking at domestic and overseas examples, almost no underground business was needed.

Zhu Lianqing believes that the development of Metro business from the center of the city should be "node type" and "leapfrog". It is not that there will be passenger flow if there are people.

"Zhongshan Park is not far away from Cao Yang road. If people's Square and Jingan Temple extend to the next node, it's Zhongshan Park, not Cao Yang road."

Thinking two

Shop vendors: goods for sale must be pformed into quality products.

Online shopping is squeezing their living space for the owners of small businesses run by Metro businesses.

Because of the explosive growth of online shopping, the young consumer groups targeting the sale of cheap goods are losing.

Take the case of Di Mei as an example, although the overall business has been rising steadily, in recent years, some of the shops in di Mei are still far behind.

Experts believe that cheap goods can not be equated with poor quality paintings. For small commodities, consumers have changed from pursuing cheap prices to looking at the beauty of heavy objects. Delicate goods may be the way for small shops to come.

Question:

Online shopping squeeze living space

In this regard, Zhu Lianqing believes that business from the center of the city continue to "spread pie", the expansion of the total, so that each person to have a share of the cake, can only "eat less."

Zhang Guoqin told reporters, "the area of Di Mei is 25000 square meters, and the commercial area in Shanghai in 1994 is about 2 million 800 thousand square meters, and now the overall commercial area of Shanghai is at least 46 million square meters, and the consumption crowd is bound to diverge.

College students living in Wujiaochang do not necessarily have to come to the people's market.

"In addition, more and more business formats give consumers more choices. The group of consumers is now the main force in online shopping."

Zhu Lianqing said.

Lao Mei, a small shopkeeper of Di Mei, told reporters: "there is no more than 100 pieces of clothes on the Internet. We need two hundred or three hundred here. Young people themselves love online shopping, so business is not as good as before."

Countermeasures:

Ingenuity or future way out

Chao Gang believes that the short stay and the underground shopping environment determine that underground businesses are mostly small commodities that are extemporaneous.

"Because time and environmental factors, customers can not spend a lot of time to choose goods, and the price of choice in a short time must not be too high."

"But it does not mean that the subway stores can only sell cheap goods. With the development of online shopping and the demand of consumers for goods, the sophistication of small shops will become the most important commercial value."

Chao Gang Ling, for example, said that the popularity of the five streets in the city of Mei Luo city in Xujiahui can reflect that more and more consumers are turning to small commodities from the pursuit of cheap price, which has changed to look at the beauty of heavy objects. "Delicate goods may be the way for small shops to come."

People in the industry pointed out that the most important thing to open a shop is to have a vision. All the shops on a street are also going to a wholesale place to get goods. Why do some people shop in a continuous stream of shops, and some shops are open?

But now it is not easy to have a unique personality.

Now, in the streets and alleys of the city, there seem to be all kinds of strange shops, and the purchase channels have gradually become an open secret.

When Jiang Lin opened a store in the Plaza in Shanghai a few years ago, she went to Hongkong, Japan or Korea every month and brought back a small vest that could also sell for three hundred or four hundred yuan, and the business was excellent.

If a friend goes shopping, she can earn 70 percent off for her friends.

At that time, few people knew about this way of purchase.

Now, almost 60% of small businesses know that they want to buy goods from Hongkong and Japan, and that is a more practical way to set prices more pragmatic.

Another feature of a small shop is its price flexibility, which is one of the key factors that make the store full of charm.

"The choice of rich, goods three, bargaining is also the charm of small shops," Zhu Lianqing believes that small shops in the future is not only a form of business economy, but also a way of life for people.