Half A Retail Discount In Qianmen Street Of Shopping Center Is A Natural Cause.

Many cities

Less than three years after its operation, Qianmen Street went to a fork in the road.

Contrary to the purpose of building a flagship store at Qianmen Street, a well-known brand, a reporter visited a shopping street to see that in addition to banking, catering and other formats, nearly half of the more than 50 retail outlets of the commercial street have been reduced to discount stores.

The brand signs 90 percent off promotions, and ONLY and other brands are even shopping in the street.

According to the reporter's visit, the fast fashion brands such as UNIQLO, H&M and ZARA are promoted in the form of "one price".

Metersbonwe, a domestic fashion brand, has launched a 30 yuan promotion campaign.

Sports brand Hongxing Erke and Semir sell the goods "buy one get one free".

ONLY, VERO MODA and other brands are sold at 50 percent off; Kangnai leather shoes are as low as 49 yuan; "Qian Xiang Yi" silk products "full 300 yuan minus 100 yuan".

Famous brands such as Adam and Lining even opened discount stores directly in Qianmen Street.

Even so, many

Still not popular.

Few stores such as Zhou Dafu, plum blossom, Rolex and sieprand went shopping.

Reporters noted that ONLY's shopping guide even went out of the shop "soliciting".

Coincidentally, one of the stores that originally owned two door stores in Qianmen Street has been closed. CITIZEN, S.DEER, strong Menswear, Bosideng and other brands have also been closed.

Compared with the brand brand store, it depends on the situation of discount.

Including "Redwood Tree", Shang Jian Ge, Hengdali and other "10 yuan special" and "2 yuan" shops are quite popular.

In the interview, reporters found that there are nearly ten stores with low price slogans, and almost every one of them has a tendency to shoulder the burden.

"Come out and play with special souvenirs. You don't need to buy that kind of good stuff."

A lady who is picking Cloisonne told reporters.

According to people familiar with the matter, expensive rent may be a major reason for the discount of brand stores in Qianmen Street.

It is understood that one of the Qianmen Street, one of the shops bidding business to the daily price of 60 yuan per square metre of real Beijing "Golden Street Golden shop", the rental price has exceeded the most expensive shops in Beijing, China World Trade Center first floor and Wangfujing commercial street daily cost of 40 yuan per square metre.

In fact, the front gate, like other streets, is a business card in the process of building an international business center. It is not surprising that the rent is high.

The real problem is that businesses have paid high costs at Qianmen Street, but failed to get the desired results.

This is not related to the current positioning of Qianmen Street and consumer demand.

Reporters noted that most of the tourists to the Qianmen Street are carrying snacks in the hands. In the evening, there are still many consumers waiting in front of a famous shop.

A visitor from abroad told reporters that Qianmen Street wanted to buy local specialties.

For the flagship store of Qianmen Street, Miss Song said that the merchandise discount and style in the store are almost the same as those in other shopping malls.

In view of the location of Qianmen Street, Hong Tao, director of the Institute of Business Economics of Beijing Technology and Business University and the expert of market operation and regulation of the Ministry of Commerce, said that the location problem of Qianmen Street has been plaguing its own development. Qianmen Street is mainly facing foreign tourists. Although many brand flagship stores are located in Qianmen Street, they have not highlighted the local characteristics, and they should make a choice between local characteristics and fashion brands.

The industry also said that Qianmen Street brand positioning is too vague, its characteristics remain on the surface form, and has not penetrated into the consumer's shopping experience.