Sanlitun: Personalized Customization Loss Making Cry?

When night falls, we gather a lot of trends.

The Taigu Lane in Sanlitun is like a stream of people, but Sanlitun, a street away from it, has already entered dreamland.

In Sanlitun, where there is always no bustle, it seems that the cold and cheerless nature of elegant show is far from being compatible with its prosperous.

Last October, Ya Shuo, who had closed shop, reappeared.

wholesale

It was upgraded to a modern shopping center.

However, over the past six months, the situation of the pformation of the company has been faced with severe challenges due to the sparsely scarce passenger flow and the loss of merchants.

In the daytime, elegant and elegant.

Shops are streamlined from thousands to hundreds.

"Really different!" Ms. Wang, who had just returned from her vacation, accompanied her parents to the door of Ya Xiu, only to find that the appearance of Ya Xiu's appearance changed. He once wrote that the simple sign of "Sanlitun's elegant dress market" was missing. Instead, it replaced the orange grille background wall of "Sanlitun Ya Xiu", and an unopened LED display on the upper left.

Mrs. Wang vaguely remembers that the last time she visited Ya show was Christmas in 2013.

"I bought some Chinese jackets, pearl necklaces and scarves as gifts for foreign friends."

"I also like the stockings of foreign trade," she said. "At that time, the most expensive 30 yuan one pair."

Walking into the elegant and elegant shopping mall for a long time, Ms. Wang's first feeling is "the earth shaking change". Once the stalls crowded like lattice have disappeared, and the front is the neat and bright brand clothing store.

Compared to the elegant clothing market that used to hold seven thousand or eight thousand businesses, the elegant show mall only contained less than 100 shops, with an average of less than 20 shops on each floor.

These shops changed the mess of selling low-end goods in the past, and operated famous brands both at home and abroad.

On the surface, Ya show has indeed experienced a magnificent metamorphosis.

However, after the pformation, the popularity of elegant show is not as good as before.

In the mall, there are very few customers on each floor. Even two main brands of clothing stores, more than half of the shop assistants are playing with mobile phones.

In the eyes of Master Liu, who is responsible for parking charges in front of the hotel, the only thing that did not change is the parking space in front of the shop is still very popular.

He said that in the past, this parking lot came from the big bus of every major travel agency. Now every day the car of the office worker is full, and the number of customers entering and leaving the elegant gate is numbered.

Despite the fact that more than half a year has been put on display, the shops have not yet been filled.

Reporters saw on the first floor that several customers were choosing clothes in a newly opened women's clothing store, but the fitting room had not yet installed a curtain.

Three layers of high grade home textiles and other berths have not yet been settled by merchants. Slogans are waiting on the wall.

According to the plan of opening last October, the five layer of elegant show is the gourmet area, but now the stairs leading to the five level have been blocked.

The staff said that after three months' operation, the region was closed because of internal problems.

Personalized customization lose money?

At the time when ya Su was the hottest, before and after the Beijing Olympic Games, the custom made costume was once touted by international tourists.

At that time, a designer on the three floor of the market became a "market celebrity" because he was asked to tailor clothes for president George W. Bush's youngest daughter, Barbara.

Now, the three tier high-end high-end customization is hoping for a personalized breakthrough.

But after the upgrade, the store area increased and the rent increased significantly, which made it difficult for the customers' unstable clothing shop.

"My location here is rather partial, and the rent is doubled to more than 20 yuan per square meter, and the rent is 1000 yuan per day.

Those shops with good location cost five thousand or six thousand yuan per day.

Mr. Lu, an old businessman, said that their shop's casual wear was between 120 yuan and 800 yuan each.

"Before the group of foreign tourists accounted for the majority, one time to customize nearly 20 sets.

After upgrading, the main high-end products are not connected to the group, and the traffic volume is reduced. Most of the customers are regular customers.

In the view of the old merchants, the shopping environment has been changed after the pformation, but many small shops that attract customers to go upstairs have disappeared, so they can not bring more new customers.

"In fact, there was not a lot of custom-made clothing before, but when customers went upstairs to pick up small items, they also patronized the custom shop and brought some business.

There are not a few people coming here a week now. It's hard to do business and has been losing money. "

A businessman who is engaged in suits is very helpless.

In the face of low popularity, shopkeepers are adopting discount marketing strategies.

Health clubs, eyeglasses and beauty shops in the shopping mall set up a special discount card at the entrance of a shopping mall, and two layers of clothing stores played a "6 fold" prompts.

But months of business have left some businesses anxious.

A gift shop's shopping guide said, "the first year lease is not ready to continue after the expiration of the lease. The boss will not let him buy more, and everything should be thrown away."

A store owner said, "a layer of shops have changed a lot of children." in order to break the embarrassment of not making money, a watch shop continued to upgrade the mode before selling fake products, but it was soon discovered by the head of the elegant show and was stopped.

Simple upgrade is not that easy.

In the previous stage of investment, the official of the elegant show has indicated that the upgraded position is consistent with the personality and fashion style of Sanlitun, hoping to attract a large number of young people.

Does the elegant show really conform to the characteristics of Sanlitun business circle?

In the view of Lai Yang, Secretary General of Beijing Business Economics Association, there are many misunderstandings in the pformation.

Judging from its current positioning, Yatsu's pformation is neither too high nor too low, neither has the heavyweight fashion brand of first class shopping center settled, nor has the costumes of high performance price ratio, nor the rich formats that allow consumers to relax and relax.

With the development of the Internet, consumers are less likely to shop for the necessities of life. Shopping has become a joy. Shopping centres are no longer shopping centers but lifestyle centers.

"There are two kinds of pformation directions in this shopping mall: one is to create experience shops for large brands, such as Sanlitun UNIQLO; the two is to switch to beer and skittles, for example, Sanlitun's emerging businesses, such as the museum, self-help studios, cafes, bars and so on."

According to Lai Yang, it is only a simple upgrade version of the wholesale market, which is far from the modern shopping center.

In fact, in the background of integration of Beijing, Tianjin and Hebei, and the function of non capital, there are a number of similar markets that are facing pformation difficulties.

Market analysis, even in the bustling area, upgrading in situ also requires precise positioning in combination with the characteristics of business circles, and even ventured outside the pformation path of traditional commerce.