The High Front Door Is Not The Home Of Fashion Brands. Zara Also Left Here After UNIQLO And ONLY.

The development and reform of Qianmen Street is always in a state of precarious motion. After the withdrawal of Zara, the the Imperial Palace Museum of creative arts is almost introduced.

Your grandfather used to play here when he was little, but the high front door has never been the home of fashion brands.

Recently, according to the Beijing business daily, the fast fashion brand ZARA store on Qianmen Street has been shut down, and began to evacuate in April 18th. This is another fast fashion brand leaving the pedestrian street after the withdrawal of brands such as UNIQLO and ONLY. After the exit of ZARA, only one H&M left on the Qianmen Street is still open.

It is understood that ZARA withdrawal is due to the expiration of the lease, the brand did not choose to renew the contract.

Beijing Qianmen Street is experiencing the third upgrading after the pformation of the street in 2008.

In addition, in April 2nd, according to the Beijing Youth Daily, 14 well-known shops in Qianmen Street had received notice of cancellation, and most of them were settled in 2008. After ten years, they no longer renew their contracts.

It includes 8 tourist commodities shops, such as the North photo studio, Yue Sheng Qi, Sheng Xifu, Nei Lian Sheng, Yi Decheng, Suzhou rice fragrant village and Tan carpenter.

When the street opened in 2008, the operator SOHO China proposed to build a "Champs Elysees in Beijing", with the old name as the core, plus some high-end international brands, such as apple flagship store, Rolex flagship store, and Metersbonwe, Semir, ZARA and H&M.

With the upgrading and upgrading of the pedestrian street at that time, the time-honored brand was also "fashionable". Even Rui Xiang Xiang launched the fashionable cheongsam, which attracted more than 20 year old women to try it on and launched their own customized service during the Olympic Games.

Around 2014, Qianmen Street also put forward "international experience consumption". It introduced Peugeot cars, Madame Tussaud's and whimsy Museum, and restaurants introduced many happy days, M restaurants and coffee.

Qianmen Street property rights operation unit is Tian Jie group. Its daily management is a subsidiary of Beijing Tian Ying group.

Tien street said that the adjustment of the 14 businesses were completed by the end of 2017. The adjustment is expected to set up a brand flagship store, an image store or a special store. The shop decoration should conform to the overall appearance of Qianmen Street and explore the mode of joint operation with the operation company.

This time, Qianmen Street will become a cultural experience area with intangible cultural heritage.

The only fast fashion brand left is H&M.

In fact, long before the shop was withdrawn, the pedestrian street was

The brand has been cold.

Compared with other stores in other mature business circles in Beijing, there are few consumers who choose to shop in front door stores.

H&M Qianmen Street store is the first store opened in 2009 when H&M entered Beijing. But in the past ten years, store popularity has plummeted.

Although Qianmen Street has the advantage of the geographical location of the city center, this business circle has its own characteristics.

In Qianmen Street, more than 70% of the passengers are tourists. For such a group, the primary purpose of their arrival is to punch cards. The traditional culture and the appearance of the ancient streets are more important than shopping.

Shop shopping is only an accessory to sightseeing.

For local consumers, some brands on Qianmen Street have branches in major shopping centers, and few people buy them specially at the front door.

On the contrary, the niche stores on several oblique streets outside the front door and the whole environment complement each other. From the movable type printing model bookstore, the clothing store buyer's shop to the Chinese porcelain shop opened by Holland elder sister, because of their strong style, they become part of the "tourist card" of the scenic spot, and the fast fashion shops produced on those lines are naturally left out in the cold.

It is reported that after the closure of ZARA, we plan to introduce the Imperial Palace art creation experience store to display and sell the Imperial Palace products.

In recent years, the creation of the "palace of the Imperial Palace" has created a number of net red products, which has generated emotional links with the young generation. In early February of this year, the Imperial Palace's first "flash shop" appeared in Taigu, Sanlitun, in Beijing.

Landmark landing is also the creation of the Imperial Palace.

Marketing breakthroughs.

Although Tian Jie group has not officially signed a contract with the Imperial Palace, it has reached a cooperation intention. If it is successful, it is expected that this year the Imperial Palace cultural creation experience shop will appear in Qianmen Street.

The development and reform of Qianmen Street is always in a state of ups and falls. For any heavy city with cultural and historical background, the balance and integration of the old and new is a permanent topic of urban construction.