In recent years, the collection of the whole people has gradually become the trend of the times, and the market potential can be described as huge. Driven by this kind of interest, the capital of all fields must be divided into a piece of cake. It seems that the home stores that are not compatible with each other have already entered the wenwan market, such as the collection of loved ones and the world of literary arts. So, can this "grafting" format last for a long time? Can it be the way out for the wenwan industry?
In recent years, the collection of the whole people has gradually become the trend of the times, and the market potential can be described as huge. Driven by this kind of interest, the capital of all fields must be divided into a piece of cake. It seems that the home stores that are not compatible with each other have already entered the wenwan market, such as the collection of loved ones and the world of literary arts. So, can this "grafting" format last for a long time? Can it be the way out for the wenwan industry? To this end, the Beijing Business Daily reporter interviewed the person in charge of the literary world and industry experts and merchants to interpret this format. Do antiques or wenwan
In terms of the market environment, the economic downturn has put the antiques market to the test, but the speed and scale of the expansion of the antique city is increasing. From the increasingly expanding Panjiayuan, Shilihe antique shopping district, to the collection market of Dazhongsi, Guanyuan, Yuetan, Baoguo Temple, Liangma, etc., the number can be described as huge, but it can really be called the antique market. number. Song Jianwen, chairman of the Beijing Antiques City and Chairman of the China National Association of Folk Art and Art (Art Decoration), said in an interview with the Beijing Business Daily that â€œthe antique market has an advertising effect that attracts customers, but at least More than half of the market is lacking in antique connotation, and it is not a real antique market. Deliberate pursuit of antique meaning is a misunderstanding at that time, and not the end of the antique market will be separated."
Let's talk about the home of the family. The first thing that everyone thinks of is the home building materials store. Among all its stores, the Lize store in the West Third Ring Road is the largest, and the wenwan world is also the first to start here. Its market positioning is clear - to do literary play rather than antiques. So, in the collection of the whole people today, will the literary and play market become a trend? Song Jianwen pointed out that "the market may be subdivided in two directions, namely, a pure, professional antique market and a cultural market and consumer goods market for the masses. The current market environment is not good, and the general trend is that every merchant has done a good job. The market can do a good job. The literary and play market of mass consumption still has certain market prospects in the future, such as bracelets, jade, etc. Whether the literary and play market can be done, the key is to create an atmosphere that meets the genre and business of wenwan merchants and let them Form real circles and increase their enthusiasm for engaging in interactions."
For the original intention of testing the water and video game market, Ren Lixiang, manager of the literary and literary business department of the House of Representatives, said in an interview with the Beijing Business Daily reporter, â€œIn the process of transforming the home from small home to big home, especially in the current market environment. Underneath, simple home building materials seem to be somewhat single. Whether it is products or services, we hope to be more enriched, and we may try to test more water in the future. The reason why we do the wenwan market is because this market has a long time. The historical sedimentation and market base are not as professional and complicated as the antique market. From the perspective of market regulation, the wenwan market is still in an untapped state, and there has been no big commercial body or institution to regulate this industry. The mature commercial body has a sound industrial chain, has strong management and marketing capabilities, and can standardize, institutionalize and regularize the wenwan industry."
Merchants are popular and popular
Located in the West of the Third Ring Road, the home of the literary world, can fill the gap in the literary and entertainment market. However, it is far from the residential area and the location is relatively closed, which greatly limits the passenger flow here. On the other hand, it takes more time for the customers of home building materials to transform into the source of the wenwan market. Through a field visit, the Beijing Business Daily reporter found that the literary and play market opened less than half a year. Nearly 10,000 square meters of space gathered 98 merchants, including paintings and calligraphy, jade jewelry, craft gifts, tea sets, porcelain and amber, agarwood, nuclear carving, etc. Wenwan miscellaneous. Although there are basically no vacant shops here, the operating status is not optimistic, because there are few passengers, and many shops are not open for business.
The heads of Beidoutang, Yu Yongxiang and Han Fei, were among the first merchants to enter the world of literary arts. They have shops in Guanyuan and Shilihe, and they are old merchants in the wenwan circle. For the reason for choosing to stay in the home of the real estate, Yu Yongxiang told the Beijing Business Daily reporter that the first thing to look at is the brand of the actual home. This is the only wenwan market in the West Third Ring Road area, so I want to enter. On the other hand, compared to other wenwan markets, the rent here is very favorable. What is important is that the merchants themselves have formed a fixed collection group, and do not expect the FITs here to bring much performance, so they mainly use this as a meeting place. But he also pointed out that this may be a big pressure for new merchants.
In general, the newly opened wenwan market may take at least a year to develop, but it is hard to say whether these merchants have the strength or confidence to share the risks with the market. Ren Lixiang said that they will continue to launch a series of support plans. "First of all, the rent is one year exemption for one year, equivalent to 3 yuan / square meter / day. Second, the use of wenwan coupons and vouchers, that is, the home in Beijing Any store to buy home building materials to implement a promotional policy of 10,000 yuan to return to 100 yuan wenwan coupons, hope to cultivate a customer base in the wenwan market. At present, the second phase of the investment has been successfully completed, is expected to open at the end of the year, as well as imported food supermarkets Admission soon, a variety of formats rely on each other, may use more powerful publicity and promotion to attract popularity."
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