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The First Professional Jewelry Store In Beijing Is Facing A Premature Death In September.

2013/5/20 19:25:00 19

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ornament wind is the image of professional jewelry store independent of the east section of the Ten Mile River. The silver gray decoration makes it very unattractive. Poor location and wrong positioning are the important factors for its defeat. In the capital city's first professional jewelry store, it was only 9 months after its debut. The reporter was informed that the decorating industry had informed the merchants to withdraw from the shops in mid June, and some of the shops would be rented to another decoration company for the experience hall, while the other part would be made into the accessories experience room. With the introduction of accessories brand to focus on the display of consumers, and the "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "home accessories professional store mode to declare the end, whether the new spanformation of decorating the wind can give place to the east part of the Ten Mile River is still unknown. 
 reporter visit: 
 50 percent off still no one is interested in throwing goods. /p >
 May 13th, the Beijing Commercial Daily reporter walked into the decorative wind in the east part of the Ten Mile River. It was found that the "harbour" of all kinds of household ornaments, such as creative furniture, glazed ornaments, sculptures and so on, was hard to find. There were few customers in the 12 thousand square meter store. Most of the booths were sold by 44% off, but still no one was interested. 
 inside the store, the wording of the "decorative wind home decoration port, the code of the real price" is clearly printed on the glass door of the merchant, which makes people feel that although it is a jewelry store, it is no child. Beijing Commercial Daily reporter just walked into the jewelry store called "life decoration", and a salesperson enthusiastically greeted him. "Now the whole venue is 50 percent off, and pick it at will." The salesmen of "Baihua yuan" store have already got the news that the store wants to be reformed, so all the goods in the store are thrown away 50 percent off times. 
 "there is very little traffic here. Basically nobody comes. It's nice to walk in 20 people a day." A salesperson in the "Gilbert M Siti" store occupying the four staircase gold location admits that business has been dismal since its opening in the second half of last year. From the first floor to the four floor, the Beijing Commercial Daily reporter found that many stores opened their doors without saying customers, even the salesmen could not see anyone. 
Zhu Shenping, the customer manager of the decoration Center Design Center, told the Beijing Commercial Daily that in June, the decoration industry will be renovated and renovated. The three or four floor will cooperate with the home decoration company to make hard work. The one or two floors will be replaced by the P model, and will be reopened in August 1st. This means that the professional home accessories store, which houses the home accessories professional brand store, is facing a premature death only 9 months after its opening. 
 cause analysis: .
 location, location and propaganda are not given to force /p >
 August 25, 2012, decorating the world wind and grand opening. At that time, publicity materials claimed that the introduction of more than 30 professional home accessories brands was committed to providing a one-stop integration platform for furniture manufacturers, designers and consumers from space environment design to home furnishing details. However, in just 9 months, the decoration industry has to abandon the positioning of professional jewelry stores and rediscover the way of existence. 
 the industry believes that decorating the boundary is a great failure from the site selection. The decoration wind is located in the east of the Ten Mile River. It sounds settled in the golden household business circle, Shili River, but in fact it is not half light. The nearest min long ceramic headquarters base is 1 kilometers away. Its east side is Shili River KTV, the west side is the eighth Mile Shop community health service center, opposite is Dongfeng Citroen 4S store, it seems that there is no lack of popularity, but there are few customers who consume home accessories, while the exterior design silver gray is extremely inconspicuous. The Beijing Commercial Daily reporter has turned around several circles in the surrounding area and can not find its specific location. 
The strategic misdirection of "P >" has led directly to the sale of ornaments. "We are committed to building a professional, characteristic home brand brand alliances and a home platform for product display, circulation and service." Looking back on the decoration business in August last year, Shen Cheng, deputy director of operations at Beijing decoration wind Investment Limited, described the business philosophy of decorating the world with great enthusiasm. Time proved the mistake of positioning. Zhu Shenping admits that limited by scale and limited products, brand stores in the stores can not meet all the needs of designers in matching a house. Zhang Xiaoxia, a home decorating expert, believes that ornaments are more decorative and less practical than ordinary consumers. "Designers do not come, consumers do not understand, and buyers are not able to survive." 
Less than P, the lack of publicity has made the business owners in a state of self destruction for a long time. This is another reason for the decline of decoration. In May 13th, the Beijing Commercial Daily reporter found in the decoration wind store that the pestle stands out in the doorway, or the "aesthetic life" held in -9 on August 25, 2012 9, the contemporary high-end sculpture art appreciation exhibition. "A newly opened store has no reputation at all, and does not make use of publicity to enhance its popularity, where does it come from?" insiders believe. 
 industry comment: 
 professional jewelry store is still short of survival soil /p >
 in recent years, with the concept of "light decoration and heavy decoration" becoming more and more popular in China, ornaments are getting more and more attention, and the supporting role of people's lives has become the leading role. However, this industry is still rather immature, and the professional store with jewelry brand as its leading role is lacking in soil for survival. 
 Zhang Xiaoxia pointed out that many manufacturers of ornaments were affected by the financial crisis in 2008 and exported to the domestic market. In China, people often want to decorate a decoration for a long time. People who wear rough workmanship such as iron art are not popular. Domestic jewelry market is very difficult to do. "Consumers in home accessories are professionals. Designers usually decorate and decorate in areas such as exhibition templates or clubs. A variety of jewelry display centers can provide more choices and meet their needs." 
 at this stage, opening professional jewelry stores is better than relying on furniture stores. The salesperson of "Dick home" located on the two floor of decorating the wind said that they still had shops outside the city, where the business was much better. Many people went shopping for furniture and building materials booth. They also bought some accessories by the way. "This shop has been losing money, taking advantage of this opportunity to withdraw and do not want to play with them." 
 "newly opened stores need to be nurtured for several years to succeed. Under the situation that the capital is rising and the pattern is in the early stage, a single opening new store will not be very successful if there is no special originality." Liu Chen, Secretary General of Beijing Market Association home branch, said. The industry believes that after spanforming into a new business model of home decoration companies and scenario templates, the original positioning of the decoration industry has disappeared, and the site of the ten mile Hedong section can be used to revitalize it.