Zhongguancun Business district: Electronic store who will take over after the fading

A few years ago, Zhongguancun Business Circle is almost synonymous with the electronic market, however, the electronic market after the capital but because the market is not standardized caused confusion.　　At that time, there is a lack of department stores, supermarkets and food and entertainment facilities, many businesses have a huge potential for the business circle "gearing up." Now, known as the capital "Silicon Valley," the Zhongguancun Business Circle has changed, people walk in the Zhongguancun area is no longer just to buy electronic products, more "eat and drink" commercial facilities are increasing.　　Who will be the engine for future development when Zhongguancun business is surrounded by a wealth of commercial facilities with its core features of electronic stores? The electronic market fades away on the weekend 5:30 P.M., Mr. Wang was driving in the Zhongguancun area on the south side of the bridge, he and his colleagues called "Four Bridge" dubbed "Four Bridge."　　Around the four-ring electronic stores, large supermarkets Carrefour, new Central and zhongguancun underground shopping malls and other commercial facilities surrounded by crowded, but congestion of traffic does not stop people's consumption enthusiasm. The initial stage of Zhongguancun Business Circle takes the electronic store as the core. Zhongguancun area planning covers an area of 95 hectares, public buildings of about 2.5 million square meters, there are 12 electronic market, covers an area of nearly 300,000 square meters. As early as 1999 Baiyilu transformation, Zhongguancun area has formed in the electronic market, Sihai market, science and electronics market, such as the nine major electronic market.　　After more than 10 years of development, the new and old electronic stores have changed, Zhongguancun is still linked with High-tech, known as Beijing and China's "Silicon Valley." According to the ZHONGGUANCUN Electronic Products trade association data show that as of 2008, Zhongguancun area sales growth rate remained around 18%.　　Although the economic crisis in the past two years, the growth rate has declined, but 2009 Zhongguancun area electronic products sales still nearly 60 billion yuan, of which Ding good electronic mall sales total of 7.53 billion yuan, sat on the head of Zhongguancun Electronics store. Beijing University, People's University and other high schools and high school, to the Zhongguancun business district brought a large number of young consumers, they are good at contact with new things, happy to buy young fashion goods.　　Because of this, businesses began to enter the business district, aiming at "leisure and entertainment" opportunities. In the new business impact of the old business, a new plan to try to reverse the direction of development here. July 2009, the Haidian District government for the first time to adjust the industrial state of Zhongguancun West, set up a special Zhongguancun West Management Committee, and issued the "on the promotion of Zhongguancun West sector adjustment of the circular." The circular made it clear that the Zhongguancun West will be positioned as a functional area for the accumulation of innovative elements.　　This means that the development direction of Zhongguancun is changing, and the government no longer encourages the development of electronic stores, shopping malls, shopping malls and restaurants in the region. Since the establishment of ZHONGGUANCUN electronic market, there have been various questions. "Liar a Street", "sell science and technology products farmers ' market" and other ridicule reflects the consumer of the electronic business of many dissatisfaction. The market is full of fakes, merchants dragged type of promotional methods, etc. are restrictedThe healthy development of Zhongguancun electronic store. There is a huge volume of traffic and the environment of the business circle has been criticized.　　Some complain, often see the naked arm, carrying a box of people walking in Zhongguancun Street. In recent years, the government departments "repeatedly shot" to renovate, hope to build here to become a good faith management, benign development of Zhongguancun High-tech Park.　　The manager's will is that Zhongguancun should appear more "grade" some, in the Zhongguancun Street walk a lap, should see more suits in the IT industry elite. In recent years, such as Jingdong Mall and other E-commerce enterprises, the rapid rise of the impact of Zhongguancun electronic store operation. 2009 Jingdong Mall to 4 billion yuan sales show that the network sales have slowly invaded the retail industry site.　　Interestingly, Jingdong Mall CEO Liu initially from the Zhongguancun electronics store started, he relies on a deputy magneto-optical products counter started the business. Businesses aimed at students white-collar consumer groups with Zhongguancun Square, the last street building "Zhongguancun e World Wealth Center" built, Hailong, ding Good and Zhongguancun e World three major electronic stores formally formed tripod situation, the three stores almost monopolized the area of electronic products sales. At present, Zhongguancun is still the IT industry elite entrepreneurial cradle.　　It's more "disciplined" than it was a few years ago. After the announcement of the new adjustment plan, several electronic markets quietly reformed. Nowadays, the price of electronic products is getting lower, and the market space of "saving machine" business is nearly compressed, the major brand notebook computer becomes the mainstream of sales. Hailong Mansion, E World and so on to adjust their store area. Among them, the Dragon Building 12 to 16 floors of merchants have been moved out, no longer operating it products, and will be transformed into a room to rent outside. The reporter learned that about 80% of the writing room has been booked by the enterprise.　　At the same time, "within three years repaying saving machine" rumors also spread through the streets of Zhongguancun. At present, Zhongguancun Core Area office enterprises, including patriots, New Oriental, Sina, kaixin, China Putian, Gameloft and other well-known enterprises. Zhongguancun business district has the advantage of High-tech talent resources, natural become the domestic it enterprises and multinational companies research and Development headquarters of the first choice. According to the latest research data of the global high latitude, the average effective net rent of Grade A office space in Zhongguancun Business Circle is about USD 22.83 per square metre each month. The rent level is relatively low in Beijing.　　Office space for many High-tech enterprises, research and development centers, such as NEC, Founder, Google, AMD, Intel, Microsoft Research, Samsung Center and so on. In addition, Zhongguancun Business Circle by virtue of Peking University, Renmin University and other institutions of higher learning, to create a unique entrepreneurial atmosphere, bringing together a lot of high-tech areas of SMEs, incubators and other growth-oriented enterprises.　　"To attract international High-tech enterprises" has been the goal of Zhongguancun, the office buildings also make Zhongguancun shopping district looks full of face. Because this brings together a large number of white-collar consumer groups, food and entertainment environment gradually improved. Previously, Zhongguancun area catering Enterprises to KFC, McDonald's and other Western-style fast food, takeout lunch box onceBecome the most prosperous business.　　After years of development, zhongguancun Business Circle of food and entertainment facilities are increasingly rich. Leopard International Food sinks, Meizhou Dongpo restaurants, Port of Lou, Jiangnan Fu and other catering enterprises to business people talk about business have more better choice. Starbucks, Costa, Haagen-Dazs and other casual dining venues also let white-collar workers in the work of the rest of the good place. In the leisure and entertainment, the United States Studios, Jin Yi International Studios, Ka Mei Video games Center and other places can meet the needs of more students.　　Now Zhongguancun, can be said to be "delicious and fun." Shopping malls supermarkets crowded the boom in the electronic market, bringing about 100,000 people a day of traffic. They bring consumer demand to other commercial facilities. Businesses are not "blind" to such huge consumer potential. It is the opportunity to see the transformation of Zhongguancun, a lot of business and sometimes move.　　Zhongguancun Plaza Shopping Center, the new centre-close shopping center, Huayu Fashion Shopping Center and this year, just opened in September, Europe and the United States and other shopping malls, and other businesses stationed in, and the old business here, such as the Contemporary Mall, double Ann Shopping Center echoed, the department store's positive competition has begun.　　Opened in April 2006 Zhongguancun Plaza Shopping Center is the first Zhongguancun area shopping center, the total construction area of 200,000 square meters, by the commercial pedestrian street, boutique stores, famous shops sports city and Tianjin Le Hui department Stores, Carrefour Hypermarket, large studios, aerial garden six main parts. In addition, Carrefour's presence for the Zhongguancun business district also played an important role. Previously, the lack of supermarket industry has been a major problem of Zhongguancun business circle. Zhongguancun Business Circle has always relied on supermarkets to send a store to support the entire region of consumption. After Carrefour opened, local residents ' consumption eased and Carrefour became an important commercial facility to attract passenger flow outside the electronics store. In addition, Zhongguancun Plaza shopping mall commercial pedestrian street directly connected to the electronic stores.　　People prefer to stroll through the store and stroll around the mall. After the success of the Zhongguancun Plaza Shopping Center, other businesses flocked to the mall. December 2006, the new Center closed shopping mall opened, positioning relatively high-end, and Metro line Line 4, line Line 10 Huang Zhuang station directly connected to facilitate customers to come shopping.　　Opened in September this year, Europe and the United States will locate the shopping mall in the "Zhongguancun region high-end consumer destinations." At this point, Zhongguancun business district, the prosperity of general merchandise industry announced the coming. Now, walking in the Zhongguancun street crowd, hand more carrying a variety of clothing brand shopping bags, no longer shoulder heavy computer mainframe.　　At the same time, a number of shopping malls of the confrontation also opened the curtain.　　Industry talk about the existing commercial business needs to play the difference between the trade Center and Europe and America Central shopping Centre general manager Shepaul Policy, will make Zhongguancun West business environment greatly improved, which helps the existing commercial enterprises in Zhongguancun west to survive better, to consumers to achieve greater attractiveness. However, with the implementation of the policy, the future of Zhongguancun West may not have such a volume of shopping malls such as Europe and the United States, whichRequires the existing commercial enterprises to improve the structure of goods, improve service standards, so as to meet the needs of local consumers. From the existing commercial composition of Zhongguancun West, differentiated operation is indispensable. The mall in Europe and the United States introduced more than 10 first-time debut in Zhongguancun and even the western region of the well-known brands. Among them, clothing category brand including H&m, C&a, Uniqlo, CalvinKlein, Astor&ivy. Through the market research conducted in 2006 to grasp the data, decided to the business circle and other businesses to complement the brand. At the same time, shopping malls will focus on the service level, such as increasing education, health, catering and other sectors of the proportion.　　To this end, the mall introduced Disney English, Special Force House, Suning Boutique, Salia, Wu region, Toni&guy, Nokia concept store, Costa Coffee and other brands. Can be around the hub of Business China Business Federation of Experts Working Committee deputy director of the Lisheng line by the Jingdong Mall performance of the challenge of large growth, offline and Gome, suning and other household appliances giants rob the market, coupled with the recent years frequently exposed the problem of dishonest management, so that the future of Zhongguancun business more narrow.　　Zhongguancun business has faced a crisis, has been to the crossroads of transformation. The business of Zhongguancun commercial circle should be redesigned and transformed from the electronic retailing industry to the catering and entertainment industry.　　At the same time, the commercial enterprises of Zhongguancun business Circle should rely more on the subway passenger flow, and focus on the hub business. Pictures For information pictures of reporters Zhongguancun quietly change the investigation of Zhongguancun business Circle let people feel both cordial and unfamiliar, cordial is because the reporter from a small place of residence has been in the vicinity of Zhongguancun. Many years ago, Zhongguancun huge electronic market has made many people feel very mysterious, at that time the electronic market consumption level is relatively high-end, only the more affluent people can go there to buy a variety of electronic products. At that time, the salesman working in the electronic market will also give people a more look.　　If who says he works in Zhongguancun, it means he has a smart mind and a trendy eye. Said Zhongguancun business is unfamiliar, because today it and years ago compared to have almost "unrecognizable", the electronic market for everyone is no longer mysterious and high-end. On the contrary, it represents the disorder and disorder of the market.　　If anyone says that they are working in the electronics market now, everyone's association is not so envious, and may even wonder if the job will be a trick to consumers. However, Zhongguancun now has too many different functions than before.　　We go to Zhongguancun shopping, perhaps more is to Carrefour, shopping malls or to the cinema to see a movie. After years of Zhongguancun for the common people will mean what? Is the world of electronic stores or people's preferred place for leisure and entertainment? Or as a real hi-tech industrial zone as planned by the government? As a core area of Haidian District, its entertainment consumption function is very important, no matter how to adjust the Zhongguancun business circle, it is constantly adapting to the consumptionAnd consumers are adapting to the changes here. Commercial newspaper reporter Kang duo Li/Wen