The Clothing Sales Market Is In The Doldrums

But after three years, Qianmen Street went to a fork in the road.

Known at the beginning

The purpose of choosing Qianmen Street to build flagship stores runs counter to the fact that, on the 29 day's visit, reporters saw that in addition to banking, catering and other formats, nearly half of the more than 50 retail outlets of the commercial street have been reduced to discount stores.

The brand signs 90 percent off promotions, and ONLY and other brands are even shopping in the street.

Reporters visited 29 days to see, UNIQLO, H&M and ZARA fast.

Brands are promoted in the form of "one price".

Metersbonwe, a domestic fashion brand, has launched a 30 yuan promotion campaign.

Sports brand Hongxing Erke and Semir sell the goods "buy one get one free".

ONLY, VERO MODA and other brands are sold at 50 percent off; Kangnai leather shoes are as low as 49 yuan; "Qian Xiang Yi" silk products "full 300 yuan minus 100 yuan".

Famous brands such as Adam and Lining even opened discount stores directly in Qianmen Street.

Even so, many brand stores are still not popular.

Few stores such as Zhou Dafu, plum blossom, Rolex and sieprand went shopping.

Reporters noted that ONLY's shopping guide even went out of the shop "soliciting".

Coincidentally, one of the stores that originally owned two door stores in Qianmen Street has been closed. CITIZEN, S.DEER, strong Menswear, Bosideng and other brands have also been closed.

Compared with the brand stores that rely on discounts, Qianmen Street, including "redwood trees", "Shang Yuan Ge", "Hengdali" and other "10 yuan special" and "2 yuan" shops, are quite popular.

In the interview, reporters found that there are nearly ten stores with low price slogans, and almost every one of them has a tendency to shoulder the burden.

"Come out and play with special souvenirs. You don't need to buy that kind of good stuff."

A lady who is picking Cloisonne told reporters.

According to people familiar with the matter, expensive rent may be a major reason for the discount of brand stores in Qianmen Street.

It is understood that one of Qianmen Street.

The bidding price is 60 yuan per square meter per day, becoming the real "Golden Street Golden shop" in Beijing. The rental price has exceeded the cost of 40 yuan per square meter per day in China World Trade Center's first floor and the Wangfujing commercial street in Beijing.

In fact, the front gate, like Wangfujing and Xidan street, is a business card in the process of building an international business center in Beijing. It is not surprising that the rent is high.

The real problem is that businesses have paid high costs at Qianmen Street, but failed to get the desired results.

This is not related to the current positioning of Qianmen Street and consumer demand.

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Reporters noted that most of the tourists to Qianmen Street carry "Beijing roast duck".

On the evening of 29, there were many consumers queuing up to buy their products before Quanjude gate.

A tourist from Sichuan told reporters that Qianmen Street wanted to buy Beijing special products.

For the flagship store of Qianmen Street, Miss Song said that the merchandise discount and style in the store are almost the same as those in other shopping malls.

For the location of Qianmen Street, director of Business Economics Institute of Beijing Technology and Business University, Ministry of Commerce

Hong Tao, the operation and control expert, said the location of Qianmen Street has been plaguing its own development. Qianmen Street is more foreign tourists. Although many brand flagship stores are open in Qianmen Street, they do not highlight Beijing features. They should make a choice between the old Beijing special and fashion brands.

The industry also said that Qianmen Street brand positioning is too vague, its "Beijing flavor" still stays on the surface form, and has not penetrated into the consumer's shopping experience.