Wangfujing Street Is Looking For A Breakthrough.

The Wangfujing street, which has been worrying for many years, has finally found a breakthrough.

Reporters learned yesterday that many commercial projects on Wangfujing Avenue will be localized and popular with the two child policy.

This is three years ago when Wangfujing Street proposed the development of high-end clusters, a self positioning revolution was initiated by businesses.

In the face of the swaying of local tourists and tourists, the business ideas of Wangfujing Street are not unified.

This time, little partners on Wangfujing Street stood in the same trench.

However, the commercial street, which is endowed with the vision of a world-class block, is still too heavy to bear.

Whether to choose tourists or local customers? Is it a combination of two factors or a partial emphasis? This choice question has plagued Wangfujing street for a long time.

After the implementation of the second child policy in January 1st next year, business activities on Wangfujing Street are active. They are trying to attract the attention of local customers by increasing their children's formats and consuming N mode.

Zhang Jing, general manager of the new China children's goods store, said that in adjusting the overall layout of the store, the three floors and the one or two floors of the ground will create a complete range of infant flagship stores and children's intelligent experience zones.

Next year, the new China children's goods store, 60, is also planning to cooperate with a well-known e-commerce platform in China to try new concept of mother and baby flagship store, and introduce more cost-effective cross border maternal and child products.

The mall is expected to make a new appearance in April next year.

Zhang Jing said that the release of the second child policy is expected to pull.

The 20% growth of the market is a favorable entry point for the business of Wangfujing street.

In the past, the APM of Beijing, which repelled the tenant of rent, also changed.

According to Cai Zhiqiang, general manager of Beijing APM, the exclusive shopping area has been opened up.

Children's welcome toy R & C has special features in decorating style and commodity category.

In Wangfujing business district, Beijing APM is the most attractive commercial item for local customers. Cai Zhiqiang said that the mall will also do more articles on catering, and many restaurants will specially offer children's table drinks.

After conducting in-depth research on Wangfujing business district, Ren Weili, director of IN88 investment promotion, said that in the past, many commercial projects put too much effort into tourists, ignoring the shopping sense of local target customers.

The Wangfujing business district lacks the supporting facilities and the space elements that can extend the stopping time of consumers.

Ren Weili said that IN88 expanded the children's experience area and added a lot of comprehensive services to attract more customers in the region.

It is the signal of the Wangfujing business circle from the high-end to the people.

This is another attempt to pform Wangfujing street in recent years from the fragmented pattern to the high end.

In 2012, Wangfujing proposed International

Center construction plan, plan to catch up with the international top brand flagship store.

Wangfujing street is clear about high-end commercial positioning. According to the plan at that time, Wangfujing international brand center will become a new commercial landmark of Wangfujing and even Beijing.

However, under the influence of relevant policies, the rapid cooling of high-end businesses is not only difficult to ensure performance, but also continues to shrink the expansion plan.

According to an insider familiar with the Wangfujing business circle, it has not yet entered the market, and the location of the high-end harbour center has quietly changed.

The latest news is that those projects that are still under construction have long been shaken by high-end positioning.

On Wangfujing street, the biggest commercial project in New Town, Yansha Golden Street Plaza, is also adjusting to the changes of the high-end market.

According to a customer who works in Oriental Plaza, he will often choose to come to dinner after he has stepped up his catering efforts and has taken a new position.

There is also a sense of crisis in bringing together many large Beijing department stores.

In the past period, Beijing department store rarely experienced and other formats, but the consumption demand changed, and the traditional department stores, which mainly sell goods, had an unprecedented pressure to survive.

In order to cater for the trend change, Wangfujing department store has put many new attempts in the Beijing department store.

From Lotte Yintai department store to IN88 shopping center, IN88, which introduced many luxury brands, tried to mix up some restaurants and children's formats to narrow the distance from the local customers.

Wangfujing street, which has been working hard to develop into world-class blocks, has many difficulties in pformation.

The scattered property of Dan Yao building is a "heart disease" of upgrading and upgrading of Wangfujing street.

Public information shows that the property rights of the 59.22% of Dan Yao building are scattered among dozens of owners, including food, tea, handicrafts, etc.

Jewellery and so on.

The Real Estate Company is powerless for these scattered property rights.

On the northern side of Wangfujing street, the once popular department store disappeared because of the decentralization of property rights.

The selection of brands for the Muslim building also plagued Wangfujing street. Due to some special reasons, there are many restrictions on the investment in the Muslim building.

This limitation also left many brands coming here, but the flagship store of Metersbonwe Beijing was located here, but it was finally closed because of the difficulty of high-level drainage and poor operation.

Subsequently, Hai Lan's home took the United States and the United States, but the brand opened more shops here because of the image factor of the golden location. The massive passenger flow on Wangfujing street is not the primary factor.

In recent years, there are many scattered brands and formats scattered on Wangfujing street.

There are excellent Dongfang Xintiandi on the Wangfujing street, Beijing APM, the oldest Beijing department store, but there are also a large number of "rice fragrant village" and all kinds of tourist souvenirs which are captured by different brands.

In addition to the low end of the small scattered business format to clean up the street, there are still many restrictions and high costs.

The majority of commercial projects on Wangfujing Street are state-owned enterprises, which also affects the whole street in a more market-oriented way.

{page_break}

Tracing back to the past of the street, it was the most fashionable brand in the commercial market at the time when a series of brands such as the four hair salon, the inner League rise and the China Photo Studio appeared.

Business needs to keep pace with the times, but it's hard for Wangfujing street to give up the old brand that used to contribute a lot.

In the view of Wang Yongping, vice president and Secretary General of the China commercial real estate Union, the Wangfujing street is unbearable and needs to consider multiple factors such as commerce, culture and history. But if a standard is set up according to a world-class commercial street, all considerations need business ahead.

However, there is a lot of resistance to break through this street. In sensitive locations, most of the property aging projects are not only costly to pform, but also difficult to examine and approve.

The government hopes to change the street with invisible hands. But the property rights scattered on the main street and the commercial projects under the state-owned system are mostly. In the face of relatively conservative market strategy, the Wangfujing business circle is somewhat helpless.

Lai Yang, a special expert of the Beijing Academy of Commerce and Secretary General of the business economics society of Hong Kong, said that the starting point of a famous commercial district is to have enough attraction to the local customers, so that tourists can yearn for it.

This is also the successful experience of the international commercial street with the same status as Wangfujing.

Compared with the huge commercial volume of Wangfujing street, there are few experience items such as food and entertainment.

According to Lai Yang, the choice of local consumers in Wangfujing street can be cut from the urban white-collar families. By adding cultural, leisure and experience items, the experience of the whole street will be strengthened, so that the local customers can have more space for their activities.

Making the business more convenient is also a major improvement in Wangfujing street in the future.

For example, we should speed up the commercial series of underground space in Wangfujing, so as to enable each project to get through the shared passenger flow, optimize the parking lot, and let the local customers know that there will not be many thorny traffic problems coming here.