One Street Distance

The old saying goes, "one step is bad for three cities", and the opening address is one step away from 30%.

This is related to the flow of people's movements. Some people may come to this place. If the corner or turn around is not far away from the place, it is impossible for the guests to arrive, but the business is likely to be "ice and fire".

This script is on Wangfujing street.

On the other hand, the flow of people is weaving, and it is cold and clear.

From the bustling Wangfujing tourist group, the popularity of Lotte Yintai shopping mall, which is just a dozen steps away, is simply unable to flourish.

Behind the cold shoulder

After the busy five day class, Miss Zhao, who was exhausted, welcomed the long weekend, and decided to make friends with her around all the shopping malls on Wangfujing street.

As she stroll around, Miss Zhao suddenly noticed that when he visited the Wangfujing department store, the Oriental new world and new Dongan, the sea was crowded. How did she cross the road?

Miss Zhao and her friends are curious.

At the entrance to the door, Miss Zhao and her friends looked at the international luxury brand that he knew and did not know, and did not say anything, just looking at it, and the waiters ignored them.

"They think we are not theirs.

One is the international famous brand, the two level is jewelry, gold and cosmetics, three layers of main shoes. It comes to the four level. "ONLY, finally, it has knowledge and consumption."

Miss Zhao's friends said excitedly.

"These are new products of our shop. They are very suitable for your figure. You can try them, baby."

Just entering the doorway of ONLY's dress, five or six female salesmen came up. "Try it, baby." well, this style is good, baby. "You are a native, baby..."

Miss Zhao and her friends were all goose bumps from their words "baby", and recalled that the first floor was "neglected". Miss Zhao was flattered and took off her friends and hurried out.

After enjoying the "cold shoulder" and "five or six female salesmen 'thoughtful service" for the two customers, it happened to be at the dinner table. Miss Zhao estimated that the food here would not be too expensive. Looking at the empty shopping malls located in "Golden Street" (Wangfujing), it was somewhat incredible that some people might be on the ground floor.

The price of fast food here is reasonable, but there are only a few scattered people, many of the seats are empty, Lotte's fifty seats are not even five people, and some of the waiter on the gourmet street are chatting.

After Miss Zhao and her friends settled their eating problems, they also rushed out the door.

In the impression of many people, Wangfujing street is still busy.

For foreign tourists, this is the place to come to Beijing; for the old Beijing people, this is the origin of new Beijing's modern business in New China.

So how can a shopping mall rooted in this market be popular?

According to the analysis of the industry, although the Wangfujing business circle is crowded with tourists, most of them are tourists from other cities. They have a strong desire to buy souvenirs. They really want to buy high-end brands and have high consumption ability.

"Wangfujing street is mainly foreign tourists, and there are many visitors to Beijing for the first time. Their demand is more to buy some commemorative gifts and special foods. Their awareness of Korean first-line brands is not high and lacks attraction.

We like Korean products, but they have fewer activities, fewer promotions, and less spending power.

Lin Rong, hahan nationality, has no choice but to say that many people like Korean brands, but the products in Lotte Yintai shopping mall are too expensive.

Reporters found that Lotte Yintai recently launched a "200 yuan for 360 yuan" and "free parking" activities during the period of 11.24 to 11.29 with the gimmick of Lotte Department Store 32nd anniversary, but "200 yuan when 360 yuan" can not be used at the same time with product discount, and supermarkets, tobacco and wine, restaurants and many brands have not participated in the event, and the degree of discount is rather limited.

Moreover, the layout, decoration and lighting of Lotte Yintai shopping mall are hard to create, and many of the top international brands have been settled.

Reporters to the Lotte Yintai store for nearly an hour, GUCCI, KENZO and other international famous brand stores, there are almost no guests, many shops in the number of shopping guide personnel than the aisle on the passenger flow is even larger.

Many customers hurried to look at it and walked away, not many of them in the store of every brand.

Location problem

Lotte Yintai department store is a newly opened shopping mall in 2008, facing high-end.

However, the overall positioning of Wangfujing street is tourist shopping street.

For the younger generation, they preferred China World Trade Center to luxury goods. In the past two years, they began to like to go to shinguang.

Xinguang Tiandi's brand is quite complete, its products are also rich, and its selectivity is relatively large.

So this group of people is not very likely to choose to come to Wangfujing.

Moreover, located in the best section of the Wangfujing business district, the Oriental new world is a high-end shopping center. The shopping center originally operated well, as well as the fixed crowd of Oriental The Square Hotel and office buildings as a strong backing. The demand for this group of people is totally in line with the products provided by the Oriental new world, so it will not be easily diverted to Lotte Yintai.

In addition, there are GUCCI, CARTIER and other high-end brands in Lotte Yintai shopping mall, but there are also low-end brands such as ONLY and VERO MODA.

Under normal circumstances, shopping malls will only locate in a class of consumer layer, but Lotte Yintai positioning is not clear, making it difficult for customers to form a clear understanding of the characteristics of shopping malls.

On the way back, reporters found that although Lotte Yintai is located on Wangfujing street, the location of No. 88 is already relatively north.

When people enter Wangfujing street, they usually walk from south to north. They walk around and walk to the distance of 88 at least 1000 meters. In addition, new Dongan, Wangfujing department store and Oriental Xintiandi are very large, and they are tired after shopping.

There is a east-west road at the gate of Lotte Yintai, which divides Wangfujing Street into two parts of North and south.

If there are no special attractions on the other side of the street, most tourists will not cross the road to Lotte mall.