Hai Lan Home Wangfujing "Sign" Shop Closed Or Due To Rent Pressure.

Hai Lan's home recently closed the brand's largest flagship store in Wangfujing. Beijing Business Daily reporter recently visited, noting that the Wangfujing Street store, which is located at the intersection of Wangfujing street and the Hutong market, has been closed. The store is known as the flagship store of Hai Lan's home because its area is larger than the general store, but the exhibition rack in the shop has been emptied. For the reasons for closing stores, Beijing Business Daily reporter dialed the headquarters of Hai Lan home phone, but did not get a reply. Wang Yongping, President of the commercial real estate research association of the National Federation of industry and commerce, said that at the beginning, the establishment of the Wangfujing Street store was mainly aimed at advertising effect. The closing of the store was not directly proportional to the advertising benefit of the business circle and the income of the store, and it needed to bear the greater rent pressure.

"Signboard" store closes

On Wangfujing street, there were altogether 3 stores in Hai Lan's home. In addition to the closing of the Wangfujing Street shop, Beijing Business Daily reporter visited several times before, found that the two other stores are relatively impressive passenger traffic. One of them is targeting stores for young customers, mainly selling t-shirts that sell tens of dollars, and there will be queues in some nights. Comparatively speaking, the Wangfujing Boulevard is mainly business dress. According to a consumer who often shopping on Wangfujing street, Wangfujing street stores did not have enough daily traffic.

The shop rack has been emptied of Hai Lan's home Wangfujing Street shop.

In fact, for the closed Wangfujing Street store, besides the main brand, Hai Lan's home, it also includes "sea one family". According to the official website of Hai Lan's home, "Hai Jia" is the independent clothing store of Hai Lan's home. It was officially released in 2013. According to the Beijing Commercial Daily reporter's observation, the products sold by the sea one are more casual, and the price is lower than the general merchandise of Hai Lan's home. Despite its price advantage, the store has fierce competition in operation because of its fast fashion brand close to ZARA and GAP.

According to the staff of Hai Lan home, who is still in the business circle of Wangfujing, Wangfujing Street store has been closed a month ago, but it is not clear why the shop is closed. In response, the Beijing Commercial Daily reporter repeatedly called the Hai Lan group and Hai Lan home headquarters to inquire about the reasons for closing the store, but after being spanferred to the advertising department and the relevant media departments, the phone was always unanswered.

Or due to the pressure of rent.

It is understood that Hai Lan home Wangfujing Street shop opened in 2015, formerly known as Metersbonwe (hereinafter referred to as "American state") flagship store in Beijing. The Beijing Commercial Daily reported earlier that the flagship store at the time was finally closed because of the difficulty of high-level drainage and poor operation, and then came home from a more favorable price.

As for the reasons for the withdrawal of shops in Wangfujing street, the relevant officials of Wangfujing Street Management Office said that as long as the business owners own the relevant business licenses, they can enter the house after signing the contract with the property owners of the shops, and do not need the approval of the street management office. The closure of the flagship store of Hai Lan is not affected by the adjustment of Wangfujing street.

In Wang Yongping's view, at that time, the home of Hai Lan came to the United States to achieve the advertising effect by building a 400 square meter flagship store. In fact, the advertising effect of opening a shop in Wangfujing is greater than the actual operating income of the store. In his view, the closure of Hai Lan home's Wangfujing Street shop may be due to the high rent cost of Wangfujing business circle, and the income from advertising effect, which is not enough to support the rental cost of the store.

Beijing Business Daily reporter has learned that the daily rent of the Main Street merchants in Wangfujing is 100 yuan / square meter, which is ten times the rents of the merchants in the new neighborhood. Wang Yongping said that the Wangfujing business district is a characteristic commercial street. Although there are many daily tourists, most tourists do not choose to buy popular products here.

Strategic layout overweight line

Hai Lan's home has been developing rapidly in the past two years. By the end of 12 2017, the total number of brand stores reached 5792, of which 4503 were brand stores, 4503 were brand stores, and 239 were other brand stores. Zhang Peiying, a clothing industry expert, said that the Wangfujing Street store of Hai Lan home had been mainly branding. However, as the popularity of the brand improved, the function of the store weakened, and the impact of high rent accelerated the pace of the store's closing.

In addition, Zhang Peiying said that after the Tencent's stake in Hai Lan's home, the latter made many online adjustments. In the past, the layout of Hai Lan's home was mainly focused on the stores under the national layout line. At present, the layout of Hai Lan home's domestic line has been relatively perfect. The closure of the flagship store may be a performance under the weakening line.

According to Hai Lan's home 2017 performance bulletin, the total business income of the enterprises during the reporting period was 18 billion 200 million yuan, up 7.06% from the same period last year, of which the main business income of the electricity supplier business was 1 billion 54 million yuan, accounting for 5.7% of the total revenue. Zhang Peiying said that compared with other domestic brands, Hai Lan's electricity supplier accounts for a relatively small proportion, which means there is still room for further development. In the future, Hai Lan's home will focus on adjusting domestic layout, vigorously develop online, and accelerate overseas expansion. market 。