Why Can Beijing'S Old Buddha'S Department Store Escape From The B1 Circle?

Occupy 12279.79 square meters of Xidan business district Beijing

Its underground one storey (B1 level) has been evacuated for more than a month. Yesterday, it was found that the core site of the building was still vacant, and the shopping mall was temporarily closed to the outside.

Originally from the underground garage into the shopping mall must be the place, why is located in Xidan prosperous business district Beijing old Buddha department store also can not escape the B1 strange circle?

Vacant no rent, brewing brand adjustment

A total of 5 shops were sold on the B1 floor of Beijing's Lafayette department store a month ago.

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Reporters visited yesterday that only those salesmen were present.

The entire B1 area did not visit customers within one hour at noon.

The previous eating area was surrounded by baffles.

Calling the developer of Beijing's Lafayette department store, Beijing Jin Sheng Hui real estate development Co., Ltd., according to the relevant responsible person, the business of Beijing's Lafayette department store is responsible for shopping malls.

Calling again to the investment department of Beijing's Lafayette department store, it was told that the first floor of the shopping mall is not currently being invited for leasing.

In response, the head of the Department of marketing of Beijing's Lafayette department said, "in the past two years, with the constant accumulation of operating data, the Department of Lafayette has a better understanding of consumer brand preferences, and based on this, actively adjusts the brand portfolio and restores the brand that has not reached the expected sales performance".

At the same time, Beijing's Lafayette department store also revealed that at present, the shopping mall is being adjusted. The emphasis of the pformation is on the ground floor and the four level. The elimination part is no longer favored by consumers, and it introduces new brands that meet the needs of consumers.

It is understood that Beijing's Lafayette department store has completed the upgrading of the four tier area, and four brands of MindBridge, YDG, U/TI and FionaChen were introduced half a month ago.

B1 curse difficult positioning embarrassment

Ms. Lao, who often went to the shopping mall in Xidan, told reporters that the service was always good and clean, but he was generally only going to go on the first floor and five floors, eating all the stairs and never going to the ground. Another Feng surnamed student said he had been to the B1 Dafu of Beijing old Buddha's department store: "although it was a snack, but the price was very high, then I never went underground."

Hong Tao, director of the Economic Research Institute of Beijing Technology and Business University, said that the catering in the department store should be active, but every shopping mall pformation is concerned about the layout of the catering brand. There is a fierce competition, which is particularly serious in the Xidan business circle.

If the shopping mall has fewer passenger flow, it will eventually lead to the withdrawal of catering enterprises.

Old Buddha's department store is located on the east side of Xidan North Street, opposite the northeast side of the city of joy, and the Xidan subway station passes through the Han Guang Department store, pearl shopping center, Huawei mansion and Xidan shopping center.

According to survey data, consumer groups in Xidan business circle are generally younger, focusing on students and new business people.

When interviewed by reporters, we found that the price range of Beijing's Lafayette department store has a larger span, ranging from several hundred yuan to 10000 yuan.

Among them, clothing is mostly light luxury and independent designer brand, the price is 2000-4000 yuan, and its surrounding shopping mall clothing price is about 1/10-1/5.

It is reported that in France, old Buddha's department store is the epitome and source of Paris's fashion culture, almost all of the fashion brands.

Chinese people enjoy duty-free prices when shopping in Paris's old Buddha's department stores, so the price of goods is about 12% cheaper than other shopping malls.

However, Beijing's Lafayette department stores lack such a price advantage that has been recognized by Chinese consumers.

The above consumers also said that the clothes of Beijing's old Buddha's department store were rather expensive than those of the trustees from abroad.

Traditional patterns should be selected.

After a month of vacancy, Beijing's Lafayette department store has not yet put forward specific plans for the ground floor.

After three years of operation, he did not put forward relevant plans for the market performance.

Lai Yang, a special researcher of the Beijing Institute of Commerce and the Secretary General of the business economics society of Hong Kong, believes that investment is not the key point for the old Buddha. Attracting tourists is the top priority.

Beijing Lafayette department store can use its European cultural characteristics to attract more consumers, change the traditional business mode, and appropriately increase the proportion of entertainment and leisure projects.

While Hong Tao analyzed that a large proportion of the Xidan business circle was non Beijing tourists. The two or three line city's foreign tourists did not know much about the old Buddha's department store. For some foreign tourists who often walked around the fashion capital, Beijing's old Buddha's department store also lacked European characteristics and local characteristics.

"Department stores are going to be fighting harder in traditional mode," he said.

According to Lai, with the current consumption habit, people seldom go shopping alone for shopping. This demand can be replaced by online shopping, but they are more concerned about the comprehensive experience of leisure and entertainment.

By contrast, the location of Beijing's Lafayette department store is very traditional, and the European two or three line brand is not well known to most Chinese consumers, and the price of these goods is also high, resulting in poor performance.

In this regard, a data provided by the relevant persons in charge of Beijing's old Buddha showed that compared with last year, the sales performance in the first 6 months of the shopping mall has increased by 13% over the same period last year, and the traffic volume has increased by 29% over the same period last year.

"In just two and a half years, the Beijing store of Lafayette department has entered a profitable State," the report said.