Nanjing Road's sleepy: The electricity trader hits 10% customers to resemble "the fitting the clothing family"

Asking: Is there any innovation in the face of electric shocks and discounts?

Oriental Network January 25 News: According to the "Morning News" report, Nanjing East Road, a border people's square, which is now the center of Shanghai, the other end of the Waitan, the foreign buildings here witness the past "ten Li Long-hidden" behind the Western civilization. Over the past century, this 1033-metre-long road has been the city's innate commercial gene, known as "China commercial First Street."

At the end of January 2013, Nanjing East Road, the crowd is still bustling, the streets of neon is still bright, just more than 10 years after the Nanjing Road suddenly found, in the face of Taobao and other electric business, the constant impact of their own some lost.

Faced with the "fitting room" doubts and worries, how to break through the Nanjing Road? Where does it go? This is not only a commercial examination of Nanjing Road, but also a test of the city of Shanghai.

More than 10 years of booming

7 o'clock in the morning the Nanjing Road pedestrian street neon lights out, bustling not awake. At this time old people from a century old alley filed, they put music, play Taijiquan.

Time reversal, as the first established after the opening of a commercial street in Shanghai, Nanjing Road witnessed the business innovation again and again, "such as China's first electric light in Nanjing East Road, Jiangxi Junction lit." Shiri, a famous scholar who studies Shanghai's history, said that the Nanjing Road was the first tram, trolley bus ...

From the beginning of 20th century to the middle of the 30, the firm of Nanjing Road has increased to 277 households. First, Yongan, new and new, the emergence of four major companies, breaking through the traditional business model of China, which will be bathing, restaurants, storytelling, the band into the shopping malls, and Yongan first launched the salesgirl ...

After the founding of a long period of time, there is no oriental pearl (600832, shares bar), no "New World", Nanjing Road to become Shanghai's "business card." Talking about the childhood shopping, family Yangpu Mr. Kim to the Oriental shopping mall escalator love, "holding the father's hand, up and down, very happy and fresh."

After entering the new century, Nanjing Road pedestrian street has found a new "weapon" to attract passenger flow: discount. In a 2001 report, the media mentioned that the first day of the new century, Shanghai commercial victory: from December 30, 2000, 31st to January 1, 2001, 144 large and medium-sized commercial enterprises in Shanghai to achieve a total retail sales of 625 million yuan, the year-on-year growth of 27.8%.

Since then, this "weapon" has been repeatedly proved to be immediate. 2006, a reporter so described: At the end of the Nanjing Road pedestrian street Many brands discount margins, even as Hong Kong. So Shanghai around the city and even some of the northern city of white-collar workers often inquire good "discount quotes", while the weekend came to Shanghai "blood spell."

And 2006 this year, there is no "double 11" promotion of Ma and his peers, but also in order to solve the online shopping "pay" and "logistics" problems and racked their brains.

"The devil quietly into the village"

From line Line 2 Nanjing East Road subway station on the rise, head-on is the Nanjing Road pedestrian street, crowded and bustling. Down in the subway station Hall, although it is nearly two months away from that crazy day, but the effect is "8 New York Five Avenue, the cat on the" buy "ads so far everywhere.

That crazy Day is now well known: November 11, 2012. This day, Mr Ma's Taobao, Cat in this day to complete the 19.1 billion net purchase sales. And in order to ease the logistics pressure, the cat even put more than 100,000 yuan package under a Boeing 757-type cargo ship package.

19.1 billion! This figure, far more than the mid-Autumn day Golden Week 8 days, Shanghai 395 Large and medium-sized commercial enterprises, more than 5,000 outlets of the total operating income of 6.43 billion yuan. This naturally also has Nanjing Road pedestrian street.

It is worth noting that the data also shows that in the top 10 cities in Alipay turnover, Shanghai tops the list.

Faced with the "devils" that had crept into the village, Nanjing Road seems to show a very "calm", coping with the tricks is still a discount, but the strength has to be again, such as this year's promotional business from the previous "199 yuan, 110 yuan" to promote to "99 yuan and 60 yuan."

The dilemma of "fitting room"

The coin always has the opposite side, the promotion certainly also has the opposite side, is also a double-edged sword.

Shopping to line up, pay to queue, shopping is like buying food ... The sales promotion brings the big passenger flow at the same time, the complaining sound also never breaks. The excessive price war, but also the traditional department store weaknesses exposed.

In 2012, the Xinhua News agency successively aired several reflective articles after a series of terrorist data were obtained by the electric dealers such as Taobao. In one of the "labor pains" into "extinction", department stores why the gradual drift away, Xinhua news agency interviewed the industry even suggested that department stores, although the "72 change" can not be in the unit price with the electricity quotient. With the glut of stores, the department store, which is responsible for providing venues and services, may be forced out of the historical arena.

Holiday shopping malls can also engage in promotional to attract a bit of popularity and create some sales records, not festivals, Nanjing Road, shopping malls will face what kind of dilemma?

Also in that article "Labor pains" into "die out", the department store why gradually go away, Xinhua news agency made clear that many department stores have been reduced to "fitting room" at this stage. What about the shopping mall in Nanjing Road? To this end, the morning newspaper reporter for several consecutive days, in 5 large department stores to sample 30 staff found that: 10 customers, at least one is a "fitting", or even "copy number clan."

In the New World, 22nd 3 o'clock in the afternoon, the women's counter on the third floor. Several senior staff members said that the weekend shopping mall popularity will be more prosperous, but this time "the fitting family" many, "estimated 10 customers 1-2 have directly tried the clothes to go."

In the place, the shop assistant on the first floor of the women's shoe counter and the cosmetics counter said, occasionally will encounter some take the net shopping goods to the counter request to help the inspection girl, "for example this year a Star edition boots, the counter original price is 2000 yuan, some people come to the counter to try to go to the net to buy, it is said that online purchasing the cheapest one is only 400 yuan." Some people feel so cheap not at ease, and directly with the boots to find us, to see if it is authentic. ”

"Now, more and more" 4050 "also joined the" fitting family. " "said the clerk.

[New developments]

Change, starting from the window

"Bang" a sound, December 18, 2012 around 7:50 P.M., Oriental Shopping mall, Nanjing East Road Shop window Aquarium suddenly burst, 15 people were injured, 3 small lemon shark died.

This huge sea-view aquarium is 7 meters long, 1.5 meters wide, 3 meters high, the total weight 33.5 tons, is described as "Big Mac" in Shanghai commercial window, it is Oriental Shopping mall boutique shop for Nanjing Road pedestrian Street 11 birthday and built. In the aquarium, 4 ferocious sharks and 4 honest green turtle live peacefully. On weekdays, the window attracts a lot of customers and tourists.

Burst Shark Tank can be repaired can be replaced, facing the impact of the electrical business Nanjing Road, how to take their own future road? The problem has been brought to the attention.

In fact, the Nanjing Road in the past few years also changed quietly. September 2011, the largest Apple retail store in Asia was settled in Shanghai Nanjing Road pedestrian Street. This is the 5th Apple Store in mainland China and Apple's third in Shanghai.

Interestingly, last March, Facebook founder Zuckerberg, who was only 27 years old and worth more than tens of billions of dollars, took a look at Apple's new product at the store with his Chinese girlfriend, precious Priscilla.

In addition to Apple, accompanied by the original "Old Jie Fu" building flop into a fast fashion brand "Forever 21 (FOREVER21)", once considered to be "commercial Bermuda" in Nanjing East Road, Henan Junction formed a "Forever 21", Hong Yi Square, celebrity shopping center three young shopping malls "pillars" new pattern.

And as the first store in China, "Forever 21" also designed a night-lighting landscape light scheme. The old-Fu mansion is also a landmark building in the soft golden landscape.

Huangpu District Business Department said, in order to build "with the Waitan area, Shanghai landmark commercial block", Nanjing East Road, Henan Road will continue to eliminate the unknown brand stores, the introduction of high-end jewelry, watches, art and other brand stores, the formation of world-class commercial street.

But for this vision, Zishaoxia, chief researcher at the Shanghai Business Economics Research Center, poured cold water, "if the whole street is a fast fashion shop, why should consumers come to you to buy?" Is it different to buy online? ”

"High-end department stores provide the atmosphere, create a shopping experience, is not available to the electrical business." Just like in the window of Oriental shopping malls to watch shark swimming, people will find that the Nanjing Road originally can buy things side "Shiraai". Is this feeling similar to the mentality of Allah sitting on trams and trolley buses to "swing the streets" many years ago? "Zishaoxia said.

(A total of 662 samples were taken in this morning friends survey, of which the age distribution was 20-29 years: 10.3%, 30-39 years: 18.3%, 40-49 years old: 16.4%, 50 years and above: 55%). ）