1/20 rent is still no business

Absrtact: Even entrenched in Zhongguancun, the bustling it product gathering place, because of the spread of property rights, restricted E World normal operation, standardize management, even if the rent is low to Zhongguancun area rare monthly thousand yuan, also difficult to retain business operators. Reporter Field Visit

Even if entrenched in Zhongguancun this bustling it product gathering place, because the store property right disperses, restricts e world normal operation, the standard management, even if rents low to Zhongguancun area rare monthly thousand yuan, also difficult to retain the business merchant. This reporter visits the field to investigate the status of E-world business, and asked experts to reverse the status of E-world pulse.

1/20 rent is still no business

A few customers, gossip shop assistants ... This is Zhongguancun e world deserted one layer of electronic stores. Take the elevator, the reporter came to the ground floor found that there are about 80% of the bunks in idle state, peremptory is an "empty city."

Reporter visit found, with 3200 square meters of underground a layer of electronic stores only more than 20 business operators, the rest of the majority of shops affixed to the "berth for rent, price negotiable" notice. Reporter randomly dialed several rental telephone to understand, its underground a floor near the elevator 10 square meters of bunk, the monthly rent in 1500 yuan, a day of 4.17 yuan per square metre. Reporter investigation found that a mobile phone Mr. Wang even rented a monthly rent of 1000 yuan a 13 square meters of bunk, a day of 2.54 yuan per square metre. In any of Beijing's traditional business circles, such a level of rent is surprising enough, but even if the rent is low to this point, the store is still no business, the entire underground floor vacancy rate of 80%.

Reporter investigation found that the same is adjacent to the elevator underground bunk, Ding good Electronics Mall a 5 square meters of bunk monthly rent 15000 yuan, a day of 100 yuan per square metre. Although Ding good Electronic mall and Zhongguancun e World in the rent has about 20 times times the disparity, but Ding good electronic mall still attracts most merchants.

Reporter learned that the ding good electronic mall business hours are as early as 9 o'clock to 9 o'clock in the evening, Zhongguancun e World is early 9 o'clock to 6:30 P.M.. Many businesses in Zhongguancun e World say that they can take care of their business if they reach 9 o ' hour. "We often have no business in the daytime, we start to have orders at 5 o'clock in the afternoon, and the stores will close when we are busiest at 6." We would continue to work sometimes, but the security guard was standing by and urging, and we had to call it a call. "We only signed a one-year contract with E-world, and we're not going to be here next year," said a camera wholesaler. We may choose another mall to rent a writing room, so there is no limit to the business hours. We don't want to do business every day and have to deal with other problems. ”

In this covering a number of large shopping malls, electronic stores in the gold business circle, such as Zhongguancun e world such a low rent may be difficult to find a second home. "We just came by looking at the cheap rents, but the business was worse than I thought." "Sales of digital cameras, Ms. Chen said, she is this year just from the Ding good Electronic Mall moved to Zhongguancun E world, nearly 5 months, sales fell to the bottom."

Management confusion scare back merchant

"Over the years the market has become more saturated and business is becoming lighter." At the beginning although the rent is high, but at least there are passenger flow, now moved to E World, few new customers, basically only do old customers barely maintain business. "Ms. Chen helplessly Preach," here (Zhongguancun e world) I pay 1500 yuan per month rent, than the original in the Ding good less than nearly twice times, but I still have a headache for the cost problem. ”

Ms. Chen revealed that in her first visit to Zhongguancun e World in the past few months, the marketing department has received her training fees, work clothes, badges and other fees. "A rain, my work clothes wet did not wear, the market will punish me 200 yuan, I told them half a day, finally gave them 100 yuan." Although these costs are not high, but the project too much, market management confusion. "Ms. Chen said.

Not only business day sad, bought a bunk, originally want to do "two landlords" steady earn not compensate owners are more sad days. On the one hand, due to the low level of customers, rents continue to lower, on the other hand, more than 5,000 yuan a year of property costs to eat about three months of rent. More let the owners can not accept is that the market recently began to levy a monthly 10 yuan per square metre of "comprehensive management fee", the owners of the collective boycott.

Ms. Wang told the reporter that at the outset, she bought a 12-square-metre berth at 600,000 yuan, and the rent was 3900 yuan a month last year, but the merchant reflected business depression and did not renew the rent. This year, Ms. Wang lowered the rent to 1500 yuan, but the low rents were hard to conceal, and most businesses still didn't buy it.

In addition to training fees, work clothes and other costs, the reporter from the sale of the ground floor of the marketing department to understand that in the e-world leasing businesses also need to pay 5000 yuan operating security. This operation guarantee is returned to the merchant only one year after the expiry of the contract, a head of the marketing department told reporters that some electronic products in a year may appear problems need to be covered by the warranty, the merchant has gone, but Zhongguancun e world still, this guarantee is equivalent to help them do "rehabilitation" work. The person in charge said, "If no one is looking for a year, this guarantee will be refunded to the merchant".

Property rights scattered thousands of owners difficult to reconcile

In fact, whether the early closure of the store cost savings or a number of management fees, Zhongguancun e World only play a responsible for planning, service, management of the third party role. Because of its developers Beijing Science and Technology Park Real Estate Co., Ltd. as early as the completion of the project has been Zhongguancun e World building in the store, writing between the sale of scattered. Zhongguancun e World from the ground floor to the fourth floor of the store property rights distribution in more than 1800 owners hands.

Zhongguancun E World Market director told reporters that before last year, the underground floor of the store by a charter operators to rent. At that time, the charter operators rented a number of owners ' bunks and then merged them into a lease. This year, the Charter did not renew the lease, before the leasing of merchants need to negotiate with their owners. "Some businesses need to reach an agreement with more than 20 owners to complete a larger lease, and if one disagrees, the tenant cannot renew the lease." The director said.

A commercial real estate industry Personage said, "sell the shop" such phenomenon originally violates the market law. International practice is that developers in the completion of shops, office building development, should be unified property companies to carry out the project operation and management, to seek long-term financial returns. The sale of shops, both for developers and operators, is a thirst.

The problem of Zhongguancun e world is here.

The store has become a "child without control" after it has been sold for a one-off profit. It's hard to see when the store is booming. But as the electronic market tends to saturation, electric enterprises in the 3C digital products on the frequent price war and other reasons, Zhongguancun e world, such as the survival of electronic stores all the way down, rents are expected to lower valuations, the decentralization of the management of the spread of the shortcomings are also exposed.

Reporter learned that, because of the decentralization of property rights, Zhongguancun E World only three-story stores have more than 400 owners, they have to how to operate, management stores ideas can not be unified. "We are trying to communicate with the owners in the hope of assembling more shops for the merger lease." But as these owners are scattered all over the country, and some even live overseas for a long time, it is almost impossible for us to bring them together, so it is difficult for them to agree on a consensus. The director admits.

A mobile phone business, Mr. Li told reporters, shopping malls inside the shop selling things are similar, increasingly fierce competition. "My shop used to sell more than 20 mobile phones a day, now basically sell only 1-3 units a day, and each cell phone plus 30-50 yuan on the shot, the profit is getting thinner." In this way, we certainly do not want the rent to be the same as when the market is good. Mr. Lee preached.

It is understood that the rental prices of the previous charter business is higher, but the store business is increasingly cold, after the expiry of the lease, many businesses want to drive down rents. But the landlord as the "second landlord", do not understand the operation of the store, their expectations of rents remain at the previous price. As a result, the lack of communication between the merchant and the owner led to a large number of commercial tenants abandoning. "An owner talks about will cause a ripple effect, other owners will also control high rents do not put, so more and more merchants left the Zhongguancun e world." The director said.

The whole transformation is not easy to brew

The decentralization of property rights is the most different place in Zhongguancun e World and Ding, hailong and other electronic shopping malls, which is the biggest problem in the transformation process of Zhongguancun e world. Prior to that, the tripod is good, the dragon has compressed some of the mall area, instead of office rental. Ding Good Planning department responsible told reporters, Ding in the transition period did not appear too much pressure, because the tripod good stores, office property rights are basically in their hands. In the process of transformation, the lease expires on more than six-storey commercial tenants, so that the store gradually cleared to do the writing room.

The director said that in the planning of the store, the tripod will be with manufacturers, distributors for tripartite communication, planning layout stores. This can avoid too serious homogeneity of competition, but also convenient for customers to buy. "We have been maintaining a 5%-8% store vacancy rate, and if a certain type of electronic product has a greater demand and active market over a period of time, we will make a place for them to do the sales area." The official said.

The successful transformation of "neighbour" may bring some experience to Zhongguancun e world. In fact, Zhongguancun e World is also brewing through the introduction of different patterns to attract consumers, and promote the image of the store and grade. Zhongguancun E World Market department Responsible Person said, the end of this year, Zhongguancun E will introduce KFC, Starbucks and other supporting industries, for the stores converge passenger flow.

"In the future, we will consider many forms of development and attract passenger flow through other consumption," he said. The official said, "for the underground layer, we have the introduction of 3C electronic stores, such as Su Ning, gome (micro-blog) and other ideas, but this and the government planning has a certain discrepancy." If the idea can be implemented and the owners reach a consensus, we will submit the application for adjustment to the Government on behalf of the owners. ”

But unlike your neighbors, property rights are not in the hands of the Zhongguancun e World, the state of the adjustment process is not easy. Reporter visits found that even in the underground layer of more than 20 business operators, nearly half also in the sale of HTC, Samsung equivalent brand mobile phones and prices are comparable. Analysts believe that the owners need to maximize the rental benefits, they will not be too much consideration of the layout of the products, management. This for Zhongguancun e world market, on the one hand to talk about the owners, on the one hand to find manufacturers, distributors, both of these jobs may have many problems. There is no good solution to the problem of the decentralization of the property right in Zhongguancun e world, so it is difficult to complete the transformation.

"One-size-Fits-all" causes regional problems to occur

As early as 2009, the Beijing Haidian District People's government issued the "Haidian District people's Government of China to speed up the promotion of Zhongguancun West sector adjustment Notice" (hereinafter referred to as "circular"). The circular clearly stated that, in addition to not encouraging the electronic stores, shopping malls, shopping malls, restaurants and other retail service industry will no longer encourage the development in the Zhongguancun region, but the promotion of scientific research institutions, technology enterprises, science and technology financial enterprises settled in.

Some analysts believe that, from the time of the promulgation of the policy, Zhongguancun has been on its electronic stores and other commercial retail business changes, and even gradually expelled similar to the sea, Ding, e world such as electronic stores here to survive. "The policy is to turn Zhongguancun into China's Silicon Valley, but the fact that a one-size-fits-all ' discourage ' will make zhongguancun face many problems." "The person thinks.

Raiyang, the Secretary general of the Beijing Business Economics Council, sees the government planning as a whole positive, but the industrial development needs a bit of training. "Research and development institutions, technology enterprises can not be separated from the industrial system and technology circulation system development, the survival of research and development enterprises need the support of the technology circulation system." Scientific and technological achievements need to be traded, only transactions exist, products have value, research and development enterprises can grasp the market demand, grasp the direction of development. If Zhongguancun only develop these institutions, enterprises, although convenient management, but not conducive to grasp the market and feedback. "Raiyang said.

Some people in the industry believe that the Ding good Electronic mall can be regarded as Zhongguancun Business Circle transformation More successful one of the stores. At present, the Ding good Electronic Mall of the first phase of more than six to office space, Innovation workshop, Gome Online Mall, International technology Transfer Center and Tsinghua Science and Technology Park have entered the six layer below also retains the original electronic stores.

Ding Good Electronics Mall Planning Department director said, Ding good for small stores or there is demand, if the entire market to tenants set the threshold is too high, it may kill a lot of innovative small businesses, small businesses, although they have low qualifications, but from the low-end stores do, it may be the next "Jingdong Mall." Electronic stores can also provide a good tripod for the current market data, customer demand, etc., which is more conducive to the tripod and manufacturers, distributors linkage for consumer services. The near-stage tripod is no longer a major commercial adjustment, and they will always provide opportunities and space for these innovative, competitive, and small-cost enterprises to develop.

Expert opinion

Property rights restricting the market clear positioning

Beijing Finance and Trade Vocational college Dean Wangchengrong:

The Small property right division of commercial real estate becomes the established fact, which is unfavorable to the development. Commercial real estate may also succeed if property is dispersed and business is concentrated. and Zhongguancun e World property rights dispersed, operating decentralized, if the owners can not reach a consistent centralized operation, and then good commercial facilities, will lose the original value of the market.

Zhongguancun e World Store is not a street shop can be decentralized operation. Small area of the store, independent, decentralized shops do not scale, shopping malls will not have a clear and clear positioning, investment, planning and so many things will have problems. Zhongguancun e World needs to guide the owners, let them integrate into the overall interest.

We can seek the development of regional business gap

Raiyang, secretary general of Beijing Business Economics Council:

Zhongguancun e World If you want to the direction of 3C stores, the prospects will not be too good. 3 C stores may bring the passenger flow to the e world, but the rent of the store will not be high, the owner may not be satisfied with the first hurdle is sad. In addition, the development of 3C stores in Zhongguancun is very limited, Zhongguancun provides the market environment is comparable, and 3C stores clearly, no price advantage.

Regional development is not necessarily the same as every building, Zhongguancun e world can be implemented dislocation management. Regional development In addition to the main business state, but also need supporting industry, Zhongguancun currently has a lot of business state Gap, Zhongguancun e world can reposition, dislocation management.

The government can introduce policies to standardize small and medium-sized enterprises and guide the development of SMEs. Zhongguancun needs scientific research institutions, technology enterprises, science and technology financial enterprises, but also the development of intermediary, distribution promotion, marketing, advertising planning, trade services and other projects, Zhongguancun needs to gather these form a business flow, logistics separation of the trading center. In addition, Zhongguancun if a large area to clear the low-end of the industry, forcing them to find another regional development, once the development of scale will compete with Zhongguancun. In this way, Zhongguancun unique talent, market, High-tech gathering and other advantages will gradually lose.