Zhongguancun Electronics store E World close: The waiter has more than the customer

Absrtact: The Spring Festival from the year of the sheep has 9 days, E World began early holiday. Once here all year round, is one of the main output of the national electronic products, some merchants earn more than 10,000 yuan a day is very easy. Now, under the impact of the electric business, the torrent of times and the

of the market

9 days before the year of the Sheep Spring Festival, the E World begins the holiday early. Once here all year round, is one of the main output of the national electronic products, some merchants earn more than 10,000 yuan a day is very easy. Now, under the impact of the electricity business, the torrent of times and market leverage are speeding up the transformation of e world. Zhongguancun Business Avenue gradually replaced the old electronic mall, to become Zhongguancun must go to the place. China Youth Daily Reporter investigates the rise and fall of the E World--e era, e World gone?

January 22, Beijing Zhongguancun E World Electronic Market on the first floor has no shops, two to four floors of shops are still open, and some have been evacuated, only one or two customers come to buy electronic products. CFP Map

E World Location reporter Chen Zhuo/photo

November 29, 2011, Beijing, Zhongguancun e World staff in the mezzanine platform to eat lunch. CFP Map

February 3, Beijing, Zhongguancun e world. Recently, Beijing Zhongguancun E World Mall posted a notice, because the E World unified operating owners signed the work has officially begun, the market decided to stop their own shop investment and leasing.

After February 10, the e world was completely deserted.

The Big red closing notice is already posted at the door, "because Zhongguancun e World unified operator signing work has officially begun, the market decided to stop their own shop investment and leasing."

In fact, before this, shopping malls of the entire layer of the merchant has been emptied, many bright signs dropped in the Ashes, draughty wiped the floor to blow. The only open entrance added several guides, because "the change is too big, the elevator direction changes today, tomorrow also change, very easy to find". Although the other floors are normally open, customers are twos and threes and have not been many.

This in the past years to open to the New Year Eve electronic stores, in the February 10 of that Tuesday, 9 days before the spring Festival of the Ram, began the holiday early, and now no one has said clearly, it will be in what appearance again in front of people.

At this time the E world opened, less than 10.

Once, here is the treasure of Zhongguancun. In e World, ding Good, hailong together known as "electronic commerce Golden Triangle" of that prosperous period, visitors must first in apart accent supercharged in the crowd to maneuver, to reach the glass counters piled full of various goods, see the right electronic products. These malls are the main output of the national electronic products.

But now, "electric quotient" becomes the word that people more and more frequently mentions, E world closes news, even already difficult to arouse people's surprise on the network. Zhongguancun Business Avenue is gradually replacing the old electronic mall, to become Zhongguancun must go to the place. 3D three-dimensional painting, the young people with a cup of coffee work a day, 1 yuan registered station, an idea to attract companions, a project to obtain investment.

Just the day before the e world closed, some counters were covered with green canvas, with scribbled handwriting indicating the new business address of the shop at the other mall. The people who had not had time to move the goods pulled the carts through the messy counters. More bosses are stuck in the counter that is still showing the Linlang, or surfing the Internet or chatting.

"What are you going to do next?" "A boss leaning on the counter greeted the person who was busy with the pull, then turned and sighed," How did you get to this step today? ”

"Every Sunday, there are so many people in front of the counter who can't squeeze." "A merchant who has operated in Zhongguancun for many years told reporters," making more than 10,000 yuan a day is easy. ”

Located in Zhongguancun Avenue, "Out of print gold location", the opening of the July 29, 2006 Open E World has a series of ambitions, including "to build China's best environmental Digital Plaza", "to allow owners in the opening 3 months after the start of profitability."

In the bustling Zhongguancun, such a wish is not grand. Founded in 1999, the Hailong mansion, the daily average of several years of passenger traffic in 30,000 ~4 million, by the end of 2006, there are more than 70 million passengers visited here, that year, now closed the Pacific Digital City Daily also has 40,000 people in and out.

"Every Sunday, there are so many people in front of the counter who can't squeeze." "A merchant who has operated in Zhongguancun for many years told reporters," making more than 10,000 yuan a day is easy. ”

For this newborn on Zhongguancun Avenue, people are equally enthusiastic. There are reports that the opening day, the E world has all rented light, the two-storey occupancy rate reached more than 90%, three-storey over 80%, four-storey also reached 60%. "Before opening, can have such occupancy rate in the industry is also rare."

Now in the tripod good store business Li Qiang remembers, oneself then in order to buy an e world of shops, lined up a few all-night team. And from Zhejiang Cixi Hardy, spent 400,000 yuan from other people's hands bought a 8 square meters of shops, which is only the transfer fee spent 30,000 yuan.

Retail shop can be rented shopping mall, Hardy now in the E World three, most of the merchant is its own property rights, many of them still remember the slogan of the year, "a shop to raise three generations."

For many people, buying a shop has spent all their savings. Once in the E world has the pavement of Liu Wei, relying on others to assemble the computer to make the first bucket of gold, installed a machine can earn more than 600 yuan, the busiest one months, he earned a person 6000 yuan. In 1999, Hardy, a entrance in Zhongguancun, sold a stall to sell electronic products that she had not even heard of before, including the 2.8-inch floppy disk, which "people don't know what it is".

From Zhejiang Cixi She does not speak Mandarin, business door-to-door, can only gestures to communicate. Once the customer wants more things, she pedal to the car Torline ride back to the rental house not far away to take the goods, for fear of slow a second people left. A hurry, the car hit the road side, the right hand wiped a piece of blood, climbed up mixed with sand wipe, pedal on the car and run.

Stall for several years, Hardy did not know that they have been chased by Chengguan several times. When e World opened business, Hardy to compatriots 4 sisters each borrowed 50,000 yuan, plus these years of savings, in the new empty three floor finally have their own counter.

Hardy by Zhongguancun crazy growth of the tide pushed forward, from the entrance stall, to the counter in the cottage, and then to high-rise shops

Before Beijing, Hardy was just a girl picking Myrica rubra in Cixi Mountain, Zhejiang province. The mountain was so deep that it didn't get through the bus until recent years. Before that, she had to ride a one-hour bike to the mountain under car and then turn the train to get out of Zhejiang.

In the small village more than 2000 kilometers away from Beijing, the name "Zhongguancun" is becoming louder, even the hardy of primary school knows that it is a place where the gold shines with hope. She bit the teeth, decided to break, "at least take home to build a small foreign house money."

1999, 30-Year-old Hardy and her husband sat for 36 hours of green leather car hard seat to Beijing, double foot into the "Zhongguancun Electronic Street", Dust yang her face. The country's famous streets are lined with bungalows and alleys, and several floors have been dug up and the loess piles aside. In addition to the shadow of the distant high-rise, here and her hometown is not as big as the imagination of the difference.

But the potholes of the land, have planted a variety of people's hope. Reform and opening-up has touched the field of science and education. Zhongguancun This inconspicuous street, a cottage has become a storefront, become a large number of companies and businesses gathered place. Next to Tsinghua, Peking University, the People's Congress of these institutions of higher learning, young technology companies like the mushroom after the rain from the corner of the vigorous growth. Chiri's Alley, "full of bright-dressed young people", excitedly "speak of others do not understand words."

Assembling is a more common option for those who touch computers at the time, and Zhongguancun is often the first place to think. To Beijing University of Fan Lin in sophomore year and a few roommates collectively, in Zhongguancun saved the first computer life. The most popular pastime for boys was Blizzard's new game, the Diablo, nicknamed "The Big Pineapple".

But all this is quickly washed, after the new millennium, like a 10 times times fast film, soil pits filled, street growth, cottage, Ding Good, Sea Dragon and other high-rise stores springing up.

Hardy by Zhongguancun crazy growth of a wave of waves pushed forward. From entrance stall, to the counter in the cottage, and then to the shops in the high-rise, hardy with those she is not familiar with the electronic products moved seven or eight times, until the e world opened, she felt "no longer move, should find a place to settle down."

In the mountains of Zhejiang, her more than 70-year-old mother met People said, the children in Beijing has an industry, rooted. And Hardy has gradually felt that every penny earned from it is his own, the days have to be.

Even in the day before the e world closes, hardy, sitting in the counter, still feels that the modern architecture of the blue glass façade is "the best place in Zhongguancun" and "should be profitable".

Zhongguancun all kinds of "ugly", in addition to show the market greed side, more reflection of the era of the pace of press

and hardy similar, from Anhui Li Qiang, is also because of "Zhongguancun" This brand of attraction, only resigned in his hometown when the teacher's work, with his wife and children came to Beijing. Now he recalls feeling "sorry".

"This industry threshold is very low, want to come in cashing more and more people, so the whole store environment is very bad." "Li Qiang told reporters that some of the operators do not have the capital to take credit from other counters to extract the goods, became the hidden rules in the store, but often encountered arrears of escape from nowhere to collect money."

And for the operators in the electronic store, a more unable to get rid of the shadow, is the "Black Shopping Guide" notoriety.

In Zhongguancun work for nearly 10 years of white-collar Hujan said, here to get rid of shopping guide is just like in a muddy mud walk as trouble, two feet of mud, the more flung heavier. Single person do not enter the warning of Zhongguancun, still in Peking University, Tsinghua University, such as the surrounding network forum on the cycle appeared.

Once in Zhongguancun assembled his first computer Fan Lin, also gradually familiar with Zhongguancun deceive that set.

According to him, in addition to using shanzhai equipment to fake authentic sales of illegal behavior, greedy merchants are also particularly good at psychological warfare. Customers at home to check the price of a certain type of computer, came to the shop, several shopping guides instantly killed. They enthusiastically surrounded the customers to a small room upstairs office to sit down and persuade customers to change their choices.

In order to persuade the effect, they will also take out the hands and feet of the model computer, demonstrating its various inconvenience. See the customer a little confused, shopping guide immediately took out the "better choice" model, the show a good performance, the function is better, the price and customers want to buy the same paragraph. Under the impact of the chain, most customers will lose their own judgment, buy the guide recommendation. When they get home, they often find themselves frustrated that they have paid a much higher price than the market.

By the machine to fight the head of the Liu Wei sometimes and comb the non-mainstream hairstyle of the small shopping guide Chat day. He often advised people not to do: "No culture, no basic wages, pit a talent to earn a point commission; no future." ”

He himself was no longer a personal machine.

The state-owned PC brand began to rise in May 2005 as Lenovo completed its takeover of IBM's personal computer division. Until now, the younger generation has not been able to understand what is saving machine, even if there are sporadic customers, each installed profit is only a few yuan.

Zhongguancun West District, the Ministry of Industry and Commerce and public security departments have been soliciting and black shopping for several times centralized rectification, but did not let these black shopping guide completely disappeared.

In China E-commerce Association Network Marketing Center expert Advisor Guo, Zhongguancun's all kinds of "ugly", in addition to show the market greed side, more reflected the pace of the times. It is not the main reason for the turn of the electronic retailing industry, but the symptom.

The data show that Zhongguancun sales total from 2003 to 28 billion Yuan, reached 2007 years of 56.97 billion yuan, sales annual growth rate remained around 18%. In 2009, the complaints of the store also grew by 116%.

"The rent is too expensive, do not deceptive to leave." "E-World merchants open up to say. In the 2010, this Shandong man had rented a counter in the two-storey short, and now he is doing office supplies business in Zhongguancun office.

At that time, the production and sales of electronic technology products in the country rapid development, Zhongguancun has not been the only choice. And the shopping mall rents have risen to more than 3000 yuan per square metre, a layer of boutique shops the most expensive, so the most serious slaughter.

Hardy, operating on the three floor, said his counter had not been used for shopping, and most of the time was run by the couple. Some students bought electronic products from her, and they could recognize her after graduation. She even calculated that the son of the hometown of junior High School will not continue to study, the future to the shop to him.

Fan Lin calmly accepted his own Pacific Electronics Mall closed the fate of the closure, he transferred to the 10-storey Kemao building rented a room in the forum to promote new digital products

7 Days a week, 9 o'clock to 7 o'clock in the evening, Hardy and her husband took turns guarding the store, and for 8 years she had only been physically ill for 3 times.

One time while resting, Hardy changed the body skirt, took the bus to the Forbidden City, this is to Beijing a year later she first out of Zhongguancun. Red Wall Gold tile reflected in the MOU, she exclaimed: "Really to Beijing." ”

Surrounded by institutions of higher learning and technology, in the latest digital products around, hardy wearing a thin red line to repair the broken hole of the clean red down jacket, carrying 2012 years to spend 100 yuan from a customer in the hands of the elimination of second-hand pink Nokia keypad phone, with ballpoint pen in the printed ads on the book record the daily sales.

Some of the shops around her have begun to try to sell Taobao, "all day qq ' beep beep ', keyboard ' da da Da". But she does not understand the computer, and dare not have new try.

2010, the online mall on the east of the user growth rate reached the Zhongguancun tripod good building growth rate of 10 times times. 2011, Beijing Pacific Digital City closed.

With the development of electronic commerce, the sense of the existence of digital products retailing may become less and less. "Guo said. According to him, digital products are more standardized, basically do not need offline experience, face-to-face counter sales value is not high. Whenever, the habit of online shopping, in the more developed areas, online will be more completely replaced offline.

E World merchants have had a glorious era, small bunk stood six or seven sales, or busy. Brilliant past, let her model of E-commerce is very alert: see, how to know there is no quality problems? Familiar with her guests are aware of her character, to the internet, how can strangers believe in themselves? How can you sell better than the counter in e world?

"Someone has to go to the store to buy something, right?" Her eyebrows were high, and she felt the media's continual singing had hurt her feelings. With more spare time, she would use a large-slapped learning machine to look at the CDs of Buddhist lectures. "All will be well." She believed.

Fan Linze, a college graduate, calmly accepted the fate of his Pacific Electronics Mall shutting down. He rented a room on the 10 floor of the Kemao building on the street. The counter was abandoned, he began to promote new digital products in the forum, and to the surrounding enterprises, schools and other old customers direct sales.

Fan Lin know the competition with E-commerce, fight the price at all but: "People behind the capital is strong", the link is simplified, can be close to the cost of low-cost sales without hurting the long-term. He can only take advantage of "differentiation". "Electronic commerce is particularly transparent and the rules are particularly dead. "And they can sell the" human touch "of a customer for a while, still appealing to some old customers.

"It's still a good time to be able to stand, but maybe E-commerce will touch on this area in the future," he said. "He confessed.

Fan Lin is located in the Kemao building has a dual identity, low-level is still the traditional electronic products retail, 9 layers to the "Zhongguancun Digital logistics port." This name shows in many Taobao big store address bar, appears in the sea and land in the Air Channel Express single, is the nerve center of the emerging power.

Zhongguancun west of the buildings in the underground, courier busy to push the goods into and out. Part of the supply of the top merchants, the other part of the country.

According to Guo described, not only is Beijing Zhongguancun once "golden Triangle", Shenzhen Huaqiang North, Shanghai Broadway and other major cities of electronic products retail stores have been forced to the corner of the Times. E world has been bustling in Ordos, Baotou, these three-tier cities to maintain, people from the express difficult to reach, the network is not counted on the popularity of the region came to buy computers and smartphones.

However, in 2014, Alibaba launched a procurement platform, in the market by the dealers accounted for a similar area, the purchase price than the provincial agent price lower. BEIJING-east to adopt channel sinking strategy, 2015 will establish 500 county service shops, landed on the coast, to transfer to the Midwest region. It may just be a matter of time before the boom and gloom of the electronics stores in these cities.

Owns 1803 shops, 50370 square meters of the area of the e world, lost in general standing on the streets of Zhongguancun, and Hardy was trapped in their own counter

In fact, for the E world, the 2006 flashing neon lights began to light up, in fact, doomed to a bleak fate.

In July 2009, the Beijing Haidian District Government promulgated the "on speeding up the promotion of zhongguancun Western sector adjustment of the circular" clearly said, "do not encourage electronic stores, shopping malls (stores), shopping malls, catering and other forms of development in the region." ”

In the second half of 2009, Hailong Building 10 to 16 floors, operators of electronic products repaying, 2012, Ding Good Mall's top ushered in Tsinghua Science Park and Kai-Fu Lee (micro-bo) innovation factory.

"The market is the best lever, because business is becoming more and more difficult to do, must take into account survival and development." "Guo told the Chinese youth Daily Reporter," like e world such a day without a few customers, waiters than customers more shopping malls, market leverage will accelerate its transformation. ”

At one end of the market lever under heavy pressure, more and more difficult rents and increasingly difficult businesses are forcing businesses to find another way. 2014, Haidian District Teng back Zhongguancun West Ding Good Mall and other electronic market merchants more than 200, about 13,000 square meters.

Even for new power dealers, change is still unavoidable. On the 9 floor of the Kemao building, the guards on duty found that the old household was half cut, and moving to the lower-cost suburbs was almost universally acknowledged by the small electric dealers.

The newly-moved residents are innovative online education companies with green flowers on the walls. The government has set up the building as an online education development center. The lecture bulletin on "The Future, Trends" is rolling in the lobby electronic screen. And Ma Yun (Weibo) just said at the World Internet Conference, the education industry ranked in the next 10 years, the first list of investment plans.

Guo is sure that Zhongguancun needs to transform from an electronic retail center into an industrial chain that serves the entire e-business, including competitive services, logistics services, consultancy services, technical services, and financial project incubation services. This will be the transformation of the whole business.

Zhongguancun Pioneering street is a vivid embodiment of this transformation of the industry. 2013, there are more than 6,000 new enterprises, with various types of entrepreneurial services more than 120, zhongguancun occurred in the case and the amount of venture capital accounted for 1/3 of the country.

Hardy in Beijing for 10 years did not understand these numerous nouns, from the government to promote the adjustment of the trade notice, is already posted in the mall's underground garage, but Hardy has not felt that this will cause too much impact on themselves.

Until now, she and her husband still live in Zhongguancun, a rental room, the narrow room can only be the next one to shop. But she lay there and calculated that if she left Beijing, she would sell the shop, "enough to go home and build a house."

However, the repaying transformation of e world, but let Hardy hope completely frustrated.

According to Guo Introduction, in the repaying transformation process, buyout property owners can choose to rent or custody of the shop. In fact, Ding Good mall owners repaying is to take the custody and get compensation way. And in the e world, according to the merchant, the beginning of December 2014, with e-world large retail commercial shops big owners trying to change, but the big owners and small property rights of the merchants have not reached any form of contract,

The notice to close the building management side posted, small merchants do not know, Qibuguo uncovered. Put it on again.

The head of the Western office said to reporters: E-world transformation is its own business behavior, the emergence of commercial disputes, the government is difficult to intervene.

"We embrace transformation and hope for transformation, but look forward to a reasonable and legitimate transition." Merchant Shang said. The chubby middle-aged man set up a rights group to spend 3 hours a week on QQ to discuss and learn details of rights laws and policies with partners.

The big-target owners don't seem to be thinking about which direction to go next. At the beginning of the closure, there were rumors that e world would be transformed into a financial centre, but after the closing notice was posted 15 days later, the owners concerned said to the media: "Turning into a financial centre is not certain."

Owns 1803 shops, 50370 square meters of the area of the e world, lost in general standing on the streets of Zhongguancun, and Hardy was trapped in their own counter.

Customers have been drastically reduced, information about the closure has been put out, no one can give quasi-trusteeship own property of the shop will go. To the new year, back home again, do not know if this piece of heaven is still in.

Hardy's son likes to wander around Beijing, likes to turn on computers and smartphones, and occasionally blames her mother for premature termination of her studies. And Hardy has not been to any other Beijing attractions since the Palace Museum, living in the e world, supermarkets and 8 square meters of rental housing three points between reciprocating. Now, she only wants to legally get a fair berth transfer fee, back home, the dream of the small ocean floor up.

She never really understood the technology she was trading in, and she never looked out of the building for a peep. Over the past more than 10 years, no matter what kind of good or bad variables, she just gritted her teeth and survived.

When the electric dealer attacked, in order to try to open Taobao shop, do not understand the computer, she put the phonetic in the glass under the counter, a finger, a finger tapping keyboard and invisible customers chat. She did everything possible to try to adapt to the new changes in Zhongguancun, but in the e world the day before the close, standing at her cramped counter, she did not know what to do tomorrow.

"I am almost 50 years old, how to start a business?" Hardy tears 扑簌簌 tumble. The orange sun shines from the four sides of the glass, more than 100 fluorescent lights or 8 years ago, the white light