How Long Can Beijing's Qianmen Street Maintain Its Economic Depression And Fashion?

According to the world clothing and shoe net, today, it is located at 54 to 56 of Qianmen Street.

All in the store

No clothes were left, only a few hangers were on the wall. Several staff members were working at the front desk to remove the shop.

On the Ching Ming Festival, the store is still open.

As a long history of traditional Beijing business street, Qianmen Street not only gathered a number of local brand names, but also attracted many international brands, especially H&M, ZARA, ONLY, UNIQLO and a number of international brands.

Since 2008, brands have been stationed in Qianmen Street, which will serve as a window to display the brand image to attract Chinese consumers.

But they are also facing the dilemma of adversity. Following the exit from Qianmen Street such as UNIQLO and ONLY, ZARA also recently waved goodbye.

ZARA's staff told reporters that the store's recent lease expires and stores will be officially closed this week.

The reporter learned from the operation of the Qianmen Street Fang Tian Jie group that after the lease expired, ZARA no longer renewed the contract and chose to withdraw from Qianmen Street.

After entering Qianmen Street in September 2014, the clothing brand from Spain reached a neighbor with Qingfeng baozi shop, but its business area was nearly 10 times that of Qingfeng baozi shop. Apart from its facade, the interior decoration and display were not significantly different from other ZARA stores.

Facts prove that such a fast fashion shop is not very popular in the antique atmosphere of the front door.

Before the shop was shut down, ZARA had 20 stores in Beijing, and all the other stores were open in the shopping center except for Qianmen store.

After ZARA withdrew, only H&M remained in the international fast fashion brand area.

H&M the lease has not yet expired and whether it will be closed in the future is still unknown.

Reporters visited the Qianmen Street several times, noting that whether ZARA or H&M, the store is very cold, compared with other stores opened in the mature shopping center, there are few customers here.

H&M Qianmen Street store is the first store opened in 2009 when H&M entered Beijing, but in the past 10 years, the popularity of this shop has also plummeted.

And UNIQLO, ONLY and other fast fashion brands also appeared in the front door shortly after the withdrawal.

Why is the international brand represented by fast fashion frequently "cold" in Qianmen Street? Besides fast fashion, it is also in the global business contraction trend, and also related to the particularity of Qianmen business circle.

In Qianmen Street, more than 70% of the passengers are tourists. For them, the main purpose of going to the front gate is to experience the traditional culture and old street style of old Beijing, and the fast fashion brand store is not the first choice for shopping.

For local consumers, these brands are all over the shopping centers, and can be easily bought. Few people will go to the front door to buy them.

For the long history Qianmen Street, it is necessary to provide consumers with more unique cultural consumption experience and avoid the embarrassment of homogenization with other business circles.

ZARA will change the format after the closure. Reporters learned that the Imperial Palace is planning to introduce the experience store of the Imperial Palace, to display and sell the Imperial Palace products and display the culture of the city to consumers.

Prior to that, the the Imperial Palace Museum has signed a cooperation agreement with Dongcheng District. The two sides announced that they will focus on the areas such as the Dragon blessing temple and the front gate. They will set up the Imperial Palace Museum Modern Museum of cultural relics and the Imperial Palace lecture hall. They will set up an ice house restaurant, a museum of rare languages, a digital multimedia exhibition of culture and culture, an exhibition of intangible cultural heritage, a Purple Forbidden college, a bookstore, etc.

The distance between these experiential shops and the the Imperial Palace will range from one to three kilometers to facilitate exhibition. The new palace will be customized as far as possible to meet the needs of the Imperial Palace in terms of area and Exhibition conditions.

In recent years, sales of broken goods, easy to lose luggage tags and other the Imperial Palace cultural products have gained a large number of fans. The Imperial Palace also hopes to produce face-to-face interaction with more consumers through "going out of the palace".

In early February of this year, the Imperial Palace's first "flash shop" appeared in Taigu, Sanlitun, and spread the thick the Imperial Palace culture to more young people.

Reporters learned that although Tian Jie group has not formally signed a contract with the Imperial Palace, it has reached a cooperation intention.

After ZARA withdrew from Qianmen Street, the store will be upgraded. If the cooperation is successful, it is expected that this year's the Imperial Palace creative experience shop will appear in Qianmen Street.

For the Qianmen Street adjacent to the Imperial Palace, the entry of the Imperial Palace will be a new opportunity, which is expected to attract more tourists and local consumers to experience.

More interesting reports, please pay attention to the world clothing shoes and hats net.