Local Passenger Flow Is Critical To The Development Of Business Circles.

< p > the core problem of Wangfujing business circle is that popularity is not a passenger flow.

Many brands have settled in < a href= "http://www.91se91.com/news/index_p.asp" > Wangfujing < /a > and do not consider making money, just to show their image and regard it as a symbol of strength.

This is not a benign growth mode for a business circle.

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When p surpasses Xidan, CBD and Sanlitun, Wangfujing wins the first prize at 2500 yuan per square metre per month, becoming the most expensive business district in Beijing.

Recently, the Beijing retail property market report of the third quarter of 2013 released by the real estate Consultation Service Co, Gao Wei world, once again focused on the Wangfujing street.

Then, under the background of a sluggish retail business, how does this business street less than a kilometer achieve "golden day"? < /p >

< p > < strong > > the rent is laureate > /strong > /p >

< p > South to East Chang'an Avenue, north to the Wangfujing street of the Chinese art gallery, 810 meters long, is the most famous commercial street in Beijing. It is known as "the first street of Chinese commerce" and has a history of over 100 years of commercial development.

In the eyes of the Chinese people, the importance of the street is like Champs Elysees street to France.

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Because of this, there are no less than ten famous commercial facilities on Wangfujing street.

There are both the "new China first store" - Beijing department store, the large fashion shopping plaza, the Oriental new world, Beijing APM and so on, as well as the unique professional stores, the Gong Mei building, the Xinhua Bookstore, the new China children's goods store, and many time-honored old brands such as Nei Lian Sheng, bu Ying Zhai, Sheng Xifu and so on.

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A p market report released by Gao Wei world once again attracted people's attention to the golden street of Wangfujing.

The report shows that in the third quarter of this year, the Wangfujing business circle continued to lead the retail property market in Beijing with a monthly rent of 2500 yuan per square meter.

The rent is 475 yuan per square meter per month higher than the following Xidan business circle, more than two times more than the CBD and Sanlitun business circle.

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How does Wangfujing street take the highest rents of Beijing's retail property in Beijing? < /p >

< p > "this is because Wangfujing is well situated, famous and has high passenger flow."

Li Jun, deputy director of the construction and Management Office of the Wangfujing District of Beijing win win business network, immediately saw the reporter's reply. It was close to Tiananmen square, and its geographical location was superior.

To this end, an average of 200 thousand visitors from all over the world come here every year.

In their view, visiting Wangfujing and climbing the Great Wall are the necessary journeys to Beijing.

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< p > to the above problems, the report publisher Gao Wei global responsible person in an interview with reporters said that the Wangfujing business district is one of the oldest retail property business circles in Beijing, and also wins the business network is Beijing's famous municipal core business circle.

The average rent of the business circle can be the top priority, mainly due to the strong combination of the two quality shopping centers of Oriental Plaza and Beijing APM, which has pushed the rent of the Wangfujing business circle for several years to lead the Beijing retail property market.

"In the last quarter, the average rent of the Wangfujing business district was 2500 yuan per square meter per month, while the highest rent in the Oriental Plaza was 3000 yuan per square meter per month."

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< p > > it is understood that, opened in 2000, is located in East Chang'an Avenue 1, by the Hongkong rich Li Jiacheng invest in the construction of the East Plaza to win the business network, and the Wangfujing subway station is connected, the pportation is very convenient, is a shopping, leisure, entertainment, hotels, office buildings, apartments as one of the super large city commercial complex.

As the main commercial item of Oriental Plaza, the Oriental new world, composed of 7 different theme shopping areas, is the first choice for many famous brands to settle in Beijing.

At present, the famous brands in the mall are Burberry, Coach, Dunhill, Tiffany and so on.

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"P", "Xintiandi brand is complete, from expensive to cheap, both have been taken care of, affordable and never affordable.

Even if some brands can't afford to win the business network, look at the fashion trend of < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "http://www.91se91.com/" > shoes > Bag > accessories.

I always like to come here because I have nothing to do, because eating, drinking and playing can be solved, and pportation is convenient. "

This is the evaluation of Dongfang Xintiandi, a white collar lady working in China World Trade Center.

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P APM is also built by the Hongkong people's investment in Beijing APM. Although the pport convenience is not as good as the New Oriental world, winning the business network, but since the change to the current name in 2008, and the target population was identified as young people, the shopping center has undergone a reinvent change.

The sound of selling 5 yuan or 10 yuan of tourist products has been heard.

FOREVER21, GAP, ZARA, apple and other super flagship stores are making a new look.

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To build a shopping mall is not just to collect the rent, but also to give consumers and businessmen a reason to choose your reasons. This requires that you not only consider how to make a good location, but also consider which brands to enter, how to rent the tenants, what services can be provided, and so on, P.

Cai Zhiqiang, general manager of Beijing APM shopping center, told reporters that the most important thing for commercial facilities to live in Wangfujing is to let local people consume.

At present, unlike other shopping malls, the main customers of APM consumption are locals, accounting for more than 70%.

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< p > strong > /strong does not mean that all < /strong > < >

In the view of Li Jun, P is a double-edged sword with advantages and disadvantages.

On the one hand, the high and low rent is the result of the two-way choice of the market. Under the condition of high rent, there are still many brands waiting in Wangfujing.

For example, at present, there are 250 brands in Dongxin Xintiandi, and more than 250 brands are waiting. On the other hand, in the face of the high rent, some merchants often pass on the cost to consumers in pursuit of maximizing profits. This is especially prominent in low-end or even unknown brands.

To a certain extent, it also resulted in repeated prohibition of illegal phenomena such as fake and shoddy, discounted discounts and so on.

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< p > however, although the East Xintiandi and Beijing APM have raised the rent level of the Wangfujing business circle, it can not be said in a broad sense that Wangfujing is the most expensive business district in Beijing.

After all, there are still some unreconstructed, undeveloped and temporary buildings on Wangfujing street. The rents of these shops can not reach the above average level.

At the same time, the rental of Dan Yao mansion, Gong Mei mansion, Friends World Shopping Center, Lisheng shopping mall and so on is not so high, Li Jun stressed.

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< p > in addition, a senior Wangfujing department store executive who did not want to be named said in an interview with reporters that the Beijing department store is the company's own property and operates mainly in the mode of joint point deduction.

Therefore, in daily work, the rent will not be high or low.

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< p > "rent is the result of market formation. Merchants are concerned about whether they can recover the cost and earn money after renting a store.

As a matter of fact, the difference between the rental rates of different shopping malls in Wangfujing is still very large.

There are stores that make money, and there are no money making. "

Lai Yang, Secretary General of Beijing business economics society, told reporters.

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< p > < strong >. Tourists can't eat well < /strong > /p >

< p >, as Lai said, reporters interviewed on Wangfujing street in October 28th found that the current living conditions of some shopping malls are getting weaker.

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P, located in the northern part of Wangfujing street, is a professional shop with 90 years of history and main sports products. It has won many honorary titles including "100 strong enterprises in Beijing".

Nowadays, this shopping mall for professional sports enthusiasts has gradually lost the attention of brands.

"Not only is PEAK's new brand less than here, but so are other brands.

Because there is no passenger flow here, even the old lady who is only in twos and threes on weekends, who chooses in the promotion car, will never enter the shop.

PEAK store manager in the mall is an introduction.

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"P", as a professional shopping mall for sports goods, can not afford the interest of tourists on Wangfujing street, and locals do not come to Wangfujing. This is the main reason for the shortage of tourists.

In the past, because professional can still rely on bulk group buying business, now sports events are scarce, and business in this area is also going from bad to worse.

Adidas store manager on the first floor of the shopping mall said.

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"How can there be no passenger flow on Wangfujing street like the p?" a senior executive who asked for anonymity at the world shopping mall said, "the flow of people is like weaving, but they are all pulled by a bus, and then pulled away by a car.

You see, there are several shopping bags in their hands, all empty handed.

Don't say it's a tourist. How many people in the locals are willing to pay four digit price to buy a < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >.

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At the same time, the newly decorated Beijing department store only has the shopping guide to look at it in P.

They say frankly: "very few people come in to shop at ordinary times, and only when the mall is doing activities is an exception."

The consumer's evaluation of the mall is that the stores are old, the price is high, the varieties are few, and the service is not flattering.

In October 30th, the third quarter earnings report issued by the Wangfujing department store, the owner of the store, further told the frustration of the decline. In the first three quarters, the net profit attributable to the company was 470 million yuan, down 13.44% from the same period last year.

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< p > > it is worth noting that the Lotte Department store located in the golden fish Hutong and the northeast corner of Wangfujing street is not optimistic about the sales volume and sales volume. After repeated adjustments, the fence is still encircles, so only a small door on the south side is available for consumers to enter and exit.

After entering the door, the luxury brand that has been decorated for one or two years has not yet unveiled the mystery.

At the same time, the 3 floors of the downstairs decoration are still cold and clear.

"Often there is no consumer."

Italy brand CACHET store shopping guide is like that.

On the western side of Lotte Yintai, Xintian has never been opened since its completion.

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In addition, when the merchants of the Dan Yao mansion could not find the reason why no guests came in to buy them, Li boss, who had worked for more than 20 years in the toy store of new China, was worried about his business at the moment. "P"

"In the rush hour, a stall can do 200 thousand, and now three stalls are 15 million. It was our own money that we put in last month."

The native Beijing boss said helplessly.

With the downturn in online shopping, he has reduced the number of more than 20 toy stores to the current 1, and even the stores across the Wangfujing department store have been withdrawn.

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< p > < strong > return to local < /strong > < /p >

Less than P, although merchants earn less money on Wangfujing street, they are not worried about whether they are Beijing department store, new China children's goods store, friends world shopping mall, Lisheng sports mall, etc.

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"P", "as the largest children's product franchise store in China, and the Wangfujing gathering place, which merchants are willing to give up? Do not believe, you ask these bosses, who is willing to go.

Even if there is no real operation, the alternative tenants in my hands can be replaced anytime. "

The new China children's products store floor floor director said.

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In the third quarter of this year, with the 700 square meters of Lenovo flagship store signing the Oriental new world, the vacancy rate of shopping mall in Wangfujing shopping center was 1%, basically in full rent status in the third quarter of this year.

If we count the number of vacant stores in Jinbao Hui, Macao center and Lotte intime department store, the average vacancy rate of Wangfujing business circle is only 2%, far below the average vacancy rate of 6% in Beijing retail property market.

However, higher rents, lower vacancy areas and a difficult situation of shops will make it difficult for Wangfujing business circle to remain active in the future, and rents are also very limited.

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< p > it is worth noting that the vigorous development of the Oriental Xintiandi and Beijing APM, the subsequent weakness of the Dan Yao mansion, the Friends World Shopping Mall, the Lisheng commercial building, and the frustrations of Lotte Yintai and Tao Hui Xin Tian have made "uneven" become Wangfujing street in the eyes of Li Jun, deputy director of the Construction Management Office of the Wangfujing area in Beijing.

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What is the reason why these commercial facilities are located in the same business circle? What is the difference between them? < /p > p

< p > Cai Zhiqiang believes that relying on tourists in Wangfujing is difficult to support the future development of shopping centers. The key is to attract local customers.

Because tourists come to Wangfujing mainly for shopping, and local customers actually come here to spend.

In this case, no matter the other shopping malls, such as the Dan Yao building or the Dongan market, it is not possible to attract the local customers to upgrade their consumption without upgrading their service attitude and keeping pace with the times.

You know, nowadays, community shopping centers are springing up like mushrooms. There are ocean going future squares in the East. There are Jin Yuan times shopping mall in the west, there are Huarun multicolored cities in the north, and a grand canyon in the south. What are the consumers willing to jam here? /p

"P" also has similar views. He stressed: "the core issue of the Wangfujing business circle is that popularity is not a passenger flow.

Many brands settle in Wangfujing and do not consider making money, just to show their image and regard it as a symbol of strength.

This is not a benign growth mode for a business circle. "

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The key to "changing P" is to attract Beijing residents to come here to spend.

This means that in addition to increasing the experience of catering, entertainment and leisure, Wangfujing street should also create some activities based on the Commercial Street itself and have a wide range of influence to attract consumers.

Lai Yang suggested.

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Because of P, Wangfujing department stores are changing.

Under the background of the change of < a href= "http://www.91se91.com/news/index_s.asp" > consumer < /a >, there will be no way out for shopping malls without adjustment. At present, we are in the period of pformation and adjustment.

In the future, Wangfujing department stores will weaken the function of shopping, increase the proportion of catering, entertainment, beauty, film and other experience formats, and will find new growth points by opening online and offline.

The Wangfujing department store executives said.

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< p > Li Jun believes that many foreign tourists are not a bad thing for Wangfujing street.

After all, besides facing Beijing, Wangfujing street also faces the whole country and even the whole world.

The key to future development is how to enhance valuable passenger flow.

In this process, the Wangfujing business circle will use the concept of zoning to develop, just like the Champs Elysees street in France.

There are not only gourmet areas, but also cultural areas and luxury areas.

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