Hangzhou'S "Gold Shops" On The Wulin Road, A Series Of Chain Clothing Brands Have Been Withdrawn.

Here world

Xiaobian of the network introduced to everyone is Hangzhou's Wulin Road, "gold shops" fade - initial Wulin shop suddenly closed, a series of chain clothing brand successively removed.

The biggest initial in Queens Park, Wulin Road, Hangzhou suddenly closed.

There was a big lock on the shop door, and it could see from the glass door that there were traces in it.

Many old customers came running, sighing and sighing.

No one had thought that the shops that were so crowded were suddenly closed.

This summer, Wulin Road women's wear street again encountered shop closing tide.

Around 2012, the argument of "new crisis" in Wulin Road women's wear street began to circulate.

Some people say that the rent is too high, no one can afford it when it is over the ceiling; some people say that it is caused by the electricity supplier. Now everyone is buying clothes on the Internet. Who is willing to take the road to the sun?

Wulin Road is one of the facades of Hangzhou's commerce.

If one house in another Street closes the door, it is not a taste that we have not seen it for a long time.

Why does the gold shops on Wulin Road fade? Can the women's street with low popularity under high rents rely on O2O to reinvigorate the wind?

investigation

With 6 facades, the landlord advised not to open the clothing store.

Hongkong fashion brand initial, the three storefront store on the Wulin Road, is the largest store in the mainland, and now it suddenly closes and goes out of business.

Initial brand leader told reporters that "store adjustment, next month to enter the mall."

Initial Hangzhou's other store attendants whispered to VIP customers, "Wulin Road business is really bad, so the store is adjusted to the shopping mall."

Mr. Wang, who has held many years of shops on the Wulin Road, told reporters: "many big brand stores do not necessarily make money here.

When they regard it as an image exhibition shop, they have to pay for publicity.

More than one initial shop was turned off.

Reporters found that Taiping bird clothing also withdrew from Wulin Road.

Not only chain brands have been withdrawn, but reporters from Wulin Road from north to south, five or six separate facades can see a shop rental notices.

Close to the lion tiger Bridge Road, with 6 facades closed together, all have been posted on the shop rental notice.

Prior to the pressure of high rent, Wulin Road women's wear street had once again been the tide of shop pfer, but all one or two shops were pferred.

Why did they pfer? The reporter called the landlord phone of one of the rental shops.

Mr. Tang (a pseudonym) told reporters, "this shop is 37 square meters, the rent is 250 thousand yuan a year.

Last year's rent was 260 thousand, and this year it dropped by ten thousand, the lowest can be reduced to 240 thousand, and definitely not less than 240 thousand. "

Mr. Tang said he was not a landlord. He was just an agent. The real landlord of the shop had planned to sell it some time ago.

Later, Mr. Tang asked, "what are you driving?"

The reporter told him to open a clothing store and was immediately persuading him, "clothing store is a little difficult to do unless it is a chain or a special personality."

This location is easier to make profit than opening a nail shop.

The landlord was reluctant to reduce the price and wanted to open the store and run away.

Reporter survey found that the high rents of Wulin Road let the young people who want to start their own business are stunned.

At the intersection of Wulin Road near the stadium, the original shop of Taiping bird clothing has been emptied, and there are 110 square meters left for rent.

The landlady Huang asked the reporters to look at the storefront, the 110 square meters, and her offer was 90 years in rent.

Mr. Lin, who is looking at the rental notice nearby, said: "90 in case it is too expensive.

What shop can we make now earn 100 thousand yuan a month?

Some people are bluntly saying that if the landlord does not rent down, there will be a vicious circle in the form of Wulin Road.

In this regard, Wu Lin Road women's wear street management committee and the jurisdiction of the Wulin street party office officials do not agree.

They believe that the market economy, the rent level depends on the market.

When the shop is empty for a long time, the landlord is in a hurry.

Because most of the shops on the Wulin Road belong to private property, the price is determined by the landlord.

As a management department, they will not interfere, nor can they get in touch.

Electricity supplier impact, clothing shops most hurt

Although Wulin Road women's wear street management committee firmly believes that the women's clothing street has her unbeaten foothold, the black and white data reflect the impact of the electricity supplier on the traditional retail shops on the Wulin Road.

A real estate intermediary told reporters, "at present, the shops in Hangzhou are mainly clothing, and there are many stores, especially in commercial streets.

And on the Internet, it is also the largest clothing store, so the impact of electricity suppliers on clothing shops is relatively large.

Hangzhou Wulin Road women's wear street in this area was once a regular "secret closet" by consumers, but now it is sold online.

Not only Taobao Tmall, but also Jingdong, shop No. 1, WeChat...

Too many choices.

Before making clothes, the boss is proud to open a shop on the Wulin Road. Now people introduce the Tmall shop directly to the guests, where there are stars that can rush to the crown.

Under the impact of the electricity supplier, the charm value of Wulin Road gold shop has also declined.

The most direct manifestation is that from the beginning of 2012, the rent of the shops began to stagnate or decline slightly.

The landlord himself knows this, and it's still the original rent price, and it's not up.

According to one data, about 65% of the 6 million Taobao sellers in the country are making clothes.

Facing the high rent of the shops along the street and the business diversion brought by the electricity supplier, they are unwilling to start looking for a way out for the small shop owner who works for the landlord.

observation

Shops experiencing less impact

On the Wulin Road, there were two very popular barber shops, one was "A Wei" and the other was "love story".

Ah Wei later changed her name to "silhouette" and rented part of the shop on the first floor to a women's clothing shop called "so fashion". She moved to the two floor business on the grounds that the rent was too high.

In 2012, the rent rose from about 800000 in the previous year to about 1200000, or nearly 50%.

Wool comes from sheep.

The rent is loiter. The way that barber shops can cope is to raise prices.

As a result, in 2012, the price of "George" cut from 68 yuan to 80 yuan; "silhouette" jumped from 60 yuan to 120 yuan; "love story" also changed from 70 yuan to 120 yuan.

Ma Aiping, general manager of Zhongyuan Real estate business department, said that according to normal understanding, the clothing store on the women's clothing street of Wulin Road is the best.

Before going to the brand, Hangzhou women's clothing and outsiders must rush to the Wulin Road to set up an image shop, so that dealers can see them on the Wulin Road and go back to join them, and their business will become bigger and bigger.

Many enterprises originally wanted to go public, but the rent was so high at the moment that many of the clothing companies that were originally going to be listed have rejected the idea.

No matter what the passengers are, they can't afford to continue to bear high rent.

She believes that compared to clothing shops, the kind of commercial consumption that must be manually completed and must be passed through human services is less affected by the electricity supplier, and the probability of survival is much larger. There is still room for survival.

For example, the nail shop can receive hundreds of dollars in two hours, and the cost is not high.

In addition, people nowadays are becoming more and more personalities. They can also try small shops with real personality.

Countermeasures

O2O can you get those familiar customers back?

Hangzhou beauty Flora told reporters that she seldom visited Wulin Road now.

The goal of "long grass" (Internet language, meaning "heartbeat") is to find friends to buy on behalf of it and buy abroad on condition.

How to recover the lost familiar customers? In August 10th, Xiacheng reached a strategic cooperation with Alibaba group to create a O2O platform for Wulin business circle covering six major areas of food, housing, purchase, entertainment, tourism and public service, and explored the new mode of pformation and upgrading and operation of Wulin business circle.

Reporters have seen Ali's business model before. The O2O platform can access many projects, ordering meals, booking, buying movie tickets, booking hotels, parking, looking for toilets, and waiting for public pportation. As long as the business circle has enough popularity, its application will be very rich.

In other words, this mode is not custom-made for any street, it can be duplicated, so under the challenge of the electricity supplier, every characteristic street in every district is eager to try.

This is called the first stop of Ali's future business circle.

In order to give the store a sense of initiative to embrace the Internet, the lecturers from Ali, the management committee and other parties have been instilling the idea of businesses on the Wulin Road from door to door.

"As long as the guest buys Taobao's clothes with your mobile phone, the next time she comes in, the system will remind you when she came, picked out what code and chose what color, and the backstage database will help you remember that your salesperson has changed several crops."

From the head of Wulin Road to the other end, there are altogether more than 400 stores. Since April, one to one counselling has just been completed.

According to the timetable of O2O in Wulin business circle, we must realize the coverage of the major commercial complexes of the Wulin business circle by the end of October this year, and plan to achieve a comprehensive coverage of the fragmented formats in the business circle by the end of next June.

Can it help the Wulin Road to restore its declining trend and reunite its high popularity? "O2O until now, no one has said that it is a mature product, and businesses may have doubts and may wait and see."

A member of the CMC who did not want to be named said firmly, "it is very difficult, but it must be promoted."