It would not be surprising if several fake products of a certain brand appear in small commodity markets such as Tianyi and Wantong. However, when fake goods appear in shopping malls such as Century Golden Resources Mall, World Department Store, Lufthansa Outlets, and Silicon Valley Computer City, which have a good brand image in Beijing, it is difficult to accept: What is wrong with today's shopping malls? There is no market without fakes? Industry insiders believe that the emergence of fake goods in large shopping malls reflects various difficulties in attracting investment in commercial real estate projects.
While commercial real estate is still emerging in Beijing at a rapid pace, large shopping malls that once created a good brand image have been troubled by the "fake door". Recently, counterfeit goods have frequently appeared in hypermarkets such as Century Golden Resources Mall, Shidu Department Store, Lufthansa Outlets, and Silicon Valley Computer City, which have a good image among Beijing residents, causing shock in the industry.
Industry insiders believe that if fake goods appear in small commodity markets such as Wantong and Tianyi, people will not pay attention at all, but the influence of large shopping malls is enough to make people lose confidence in commercial real estate projects. The root cause of the counterfeit goods incident in large shopping malls lies in the mutation of the commercial real estate investment model, which led to the loss of project operators' control over their stalls, reflecting the embarrassing situation of commercial project investment.
Dilemma 1: Model misalignment
The aimlessness and lack of planning of real estate developers in building houses may directly lead to the misalignment of their later operating models.
Century Jinyuan is located near the West Fourth Ring Road. According to an insider, when this house was built, it was declared as a real estate project, but later it was converted into a commercial project after completion. There have been many changes on how to do this commercial project, and it was finally positioned as "SHOPPING MALL". However, this "SHOPPING MALL" is completely different from the internationally known "MALL".
Gu Yihua, executive director of Wei'an Design Company, the designer of Oriental Xintiandi, said that in the United States, SHOPPING MALL is a place for poor people to shop. Large supermarkets and drugstores can be found in MALL. However, Century Jinyuan has built a high-end MALL. This is mainly because the developer is unwilling to make long-term investment in order to withdraw funds. It is understood that the developer of Century Jinyuan divided this MALL into several major pieces and sold them to several large companies, including Juranzhijia, Lufthansa, Guiyou, etc. “We have no control over what they operate, and we have no control over it.” A person in charge of Jinyuan MALL seemed confident about detecting fake goods.
The original site of the Lufthansa Outlets project was built as a home furnishing business. However, it closed due to poor management and was taken over by Lufthansa and turned into a discount store. In fact, cities such as City Department Store and Silicon Valley Computer City did not have much of a position when they were first developed. Later, commercial real estate operators "crossed the river by feeling for the stones" and gradually formed their own business positioning.
“Commercial real estate is often a supporting project for residential projects. The lack of unified planning in the early stage leads to difficulties in later operations.” Liu Li, chief designer of Wuhe International, said.
Dilemma 2: Disorganized investment promotion
The investment promotion techniques for commercial real estate projects have become a secret in the industry. Because they have followed the development ideas of real estate developers, operators are eager to withdraw funds. Therefore, as long as they can sell the project, they are beyond their reach to conduct specific operations.
According to Professor Guo Zhijun, executive deputy secretary-general of the China Business Culture Research Association, idle commercial real estate nationwide reached more than 2 million square meters last year, with more than 200,000 square meters in Beijing. Due to the homogeneity of projects and similar business models, different projects compete for the same merchants, and the merchants recruited are naturally mixed. What's more, some projects simply can't recruit people. According to him, a street next to the Yizhuang living area where he lives has long been positioned as a commercial street. The opening time has been pushed from May Day last year to National Day and the Spring Festival, and then to May Day this year, and now it has been It has been pushed to "Eleven" and pushed again and again, but there is still no sign of opening. "Why? Because we can't attract business at all."
Guo Zhijun attributed the difficulty in attracting business to the fact that the same business format is too concentrated, resulting in excessive competition. In order to attract manufacturers to settle in, some commercial real estate projects have "tried all kinds of evil tricks", such as selling property rights, speculating on concepts, looking for shills, etc. Some manufacturers were deceived and paid money to settle in. In order to get their capital back, they made some fake ones. It is not surprising that the goods come to make some excess profits.
Dilemma 3: Lack of positioning
Jukuo in Jiangzhaikou, Fifth Avenue in the Asian Games Village, and 77th Street in Xidan are all examples of commercial real estate projects that have failed in recent times. Industry insiders believe that the lack of positioning is an important reason for the failure of investment promotion, and the operation model that relies solely on conceptual hype cannot support the sustainable development of the project.
Take Juku as an example. Its predecessor, Jiaxin Great Wall Commodity Market, is a typical example of lack of positioning. Jiaxin Great Wall is positioned at small commodities and claims to be the "Wantong of North City". But when people walked into the store with confidence, they discovered that first of all, the goods were incomplete, and many of the things that could be bought at Wantong were not available here. Secondly, the price was too expensive and was not competitive at all compared with Wantong. Jiaxin Great Wall came to an end in a short period of time, and Juku started selling property-based shops with the concept of "the first youth experiential store". However, the wishful promises of the project packagers are directly subject to the merchants who purchase the shops. Since these merchants spent money to buy the property rights, and the price is quite expensive, in order to make money, they not only operate the projects on their own, destroying the overall pattern, but also set the product prices. Extremely high, making it impossible for consumers to become repeat customers.
The lack of positioning also shows the operators' eagerness for quick success. In their view, if the project is packaged and sold, it is done, and the subsequent management is left to the management company. The management company is also like a monk who beats the clock every day. Today I will take care of the management fees paid by the merchants. If I can't receive the money tomorrow, I will run away. It is not surprising that merchants often ask for rent but cannot find the owner.
Recently, the news about Di’anmen Mall being cut down and transformed into a tourist mall has been very sensational. Previously, this old shopping mall in the central area of ??Beijing was converted into a small commodity market. Guo Zhijun believes that the benefits of this transformation The reason for its failure was that its “positioning was wrong from the beginning.” He said that the target consumers of small commodities are young people, but the only consumer groups in the Di'anmen area are old men and old ladies, and the inconvenient transportation in the central area directly limits the consumer groups outside the surrounding area. "For commercial real estate projects to be successful, positioning is the first priority. Who to serve and how to serve must be understood first, otherwise it will definitely fail." Guo Zhijun said.
Dilemma Four: Loss of Control
Wang Yongping, Secretary-General of the China Commercial Real Estate Alliance, believes that there are currently three main commercial real estate operating models. No matter which one, the operator may The stall lost control. One is the "commercial + real estate" model, in which developers don't care whether the property is sold, resulting in a loss of control; the second is treating business as real estate. For example, some large shopping malls act as second landlords, and whoever gives the highest deduction rate will be the owner. It is easy to lose control no matter who you cooperate with; third, treat real estate as a business and manage the property sustainably, but the management does not pay enough attention to it and acts as a hands-off shopkeeper, thus losing its judgment on the market.
Wang Yongping said that at present, many shopping mall managers do not do market research at all, do not participate in brand ordering meetings, do not inspect stores, and do not understand competitors, products and customers, thus resulting in a loss of control over the brand. "Whenever the boss of KFC goes to any place in the world, he has to choose a store to understand its services as a customer. Our boss simply cannot do this. The specific things are done by the department managers, who are responsible for the shopping mall. The overall management and control cannot be very strong, and the emergence of fakes is of course inevitable. ”
Business Daily reporter Wu Houbin
Latest trends
Commercial real estate projects.
Variable investment promotion
Some of the latest commercial real estate projects entering the market have begun to learn the lessons of losing control by completely selling property rights, and have adopted some flexible tactics in investment promotion.
Guorui City: only for rent, not for sale
Guorui City, the largest commercial project in the Chongwenmen business district, which just opened in May this year with the board building as a touchstone, has a commercial real estate area of ??120,000 square meters. rice. Chen Nanping, the operating director of Guorui City, publicly stated that these commercial projects will only be rented and not sold.
According to Chen Nanping, the reason for adopting the “rent only but not for sale” approach is to avoid the division of property rights that would lead to operators losing overall operating rights. According to Guorui City's plan, even if it is to be "sold", it will still be sold to some large international companies, such as Metro and other commercial giants.
OCT: Unified Planning
The OCT Commercial Street, which will be officially opened this month, will be built into an Italian commercial street with a business area of ??60,000 square meters, Li Chen, marketing manager of Beijing OCT It was revealed that they will maintain the unity and integrity of the commercial street and carry out unified planning by themselves.
How to carry out unified planning? Li Chen said that they should connect commercial streets and residential buildings in the design, so that they can not only serve the entire community, but also allow developers to control the business formats themselves.
Zhongguancun e-World: Master the subject
Zhongguancun e-World, which started attracting investment at the beginning of this year, has adopted a "partial approach" to avoid Zhongguancun Science and Technology City selling property rights and affecting the overall layout. The sales model is to sell off and control the main body.
According to Hu Xue from the Zhongguancun e-World Investment Promotion Department, they divided the property rights of the accessories, consumables, and audio-visual stores on the third floor and the DIY store on the fourth floor for sale, while only selling the main brand stalls on the second floor. The right to use is sold, but the brand display space on the first floor is only rented and not sold.
Replay of the incident
Counterfeit products suddenly attack well-known shopping malls
Shido Department Store: Fake "BOSS" appears
Not long ago, a man who has always been self-defeating Beijing's top high-end shopping mall, which is known as a "counterfeit-free shopping mall", is located in Wangfujing and claims to specialize in famous brands. During the tracking and crackdown on counterfeiting of a brand, counterfeit "BOSS" clothing emerged.
According to the owner of the "BOSS" trademark, during their network investigation, they discovered that there is a "BOSS" clothing counter in the "European Famous Brands" section of Metropolitan Department Store. “This counter is selling ‘BOSS’ and ‘HUGO BOSS’ apparel products without authorization,” investigators said. According to the person in charge of this counter named Zhang, the goods they sell are from Hong Kong Yingcai Company, purchased from Guangzhou and shipped to Beijing for sale. However, Zhang cannot provide the supply and sales documents of the goods, the trademark registration certificate and license contract and other procedures. When the industrial and commercial personnel officially intervened, the person in charge actually staged a farce of "disappearance", so that no one paid the 100,000 yuan fine issued by the industrial and commercial department, and 318 pieces of counterfeit clothing had to be confiscated and destroyed. Based on Zhang's previous The deposit of RMB 30,000 paid was used to offset the fine.
Jinyuan MALL: A mix of real and fake Levi's are sold
Century Jinyuan Shopping Mall, known as the largest SHOPPING MALL in China and even Asia, was also attacked by counterfeit goods last week, with 100,000 yuan worth of Counterfeit jeans, T-shirts, and belts from the famous American brand Levi's were found.
According to an official from the American Levi's Company, the licensor of the Levi's trademark, the Levi's brand clothing store in Century Jinyuan is operated by Beijing Jingaobi Clothing Co., Ltd., and Jingaobi Company claims that they sell The Levi's brand is all imported and is a world-famous brand of clothing. Among them, jeans are priced at 1,200 yuan and sell for about 500 yuan after discounts. However, American Levi's Company stated that they did not authorize Jingaobi Company at all, and Jingobi Company used counterfeit Levi's clothing to look like genuine products when selling them, placing counterfeit Levi's clothing next to genuine Levi's products to make people look fake. It is difficult to distinguish, inducing consumers to pay high prices to buy fake products.
Silicon Valley Computer City: Counterfeit LG computer cases for sale
Last week, the Trademark Section of Haidian Industrial and Commercial Bureau seized 134 counterfeit LG computer cases in Zhongguancun Silicon Valley Computer City. According to the LG trademark owner, These goods were identified and all were found to be infringing goods.
It is understood that the LG brand has a relatively large influence in China, so some counterfeiters have adopted a "free ride" approach to sell counterfeit LG brand products. These infringing products are mainly produced in Guangdong. The outer packaging boxes generally have no factory name and address, are rough in workmanship, and many of their models and styles have never been produced by LG manufacturers.
Related links
Five foreign classical furniture giants came to Beijing to fight counterfeiting
Set up a tens of millions of yuan anti-counterfeiting fund in Beijing
At the same time as many department stores in Beijing When news of fake goods came out in shopping malls, home and building materials stores also started anti-counterfeiting strategies. Last week, seven CEOs from five top furniture companies in Spain and Italy, entrusted by 50 top European and American furniture manufacturers, traveled across the ocean to Beijing to crack down on counterfeiting, and held an on-site identification meeting of European classical furniture at DaVinci Yang Furniture Supermarket to let consumers Learn to identify authenticity.
It is understood that after market research, it was found that fake foreign furniture that imitates European and American classical furniture to make huge profits has occupied a considerable proportion of the market. These 50 foreign furniture manufacturers will set up a special anti-counterfeiting fund of 10 million yuan. , and stated that they would pursue legal responsibilities for counterfeit foreign furniture manufacturers that imitate the appearance patents of these companies.
According to the investigation of the Beijing furniture market conducted by these seven bosses, in a certain shopping mall, a dealer of fake furniture imitating the Italian CITTERIO brand, faced with the boss of the brand, was stunned and said that it was the original product. When he asked to see the certificate of origin and the packing location, he said it was a counterfeit product. The boss of the Spanish MOVI brand saw a set of modular furniture from his manufacturer worth 1.68 million yuan priced at 1.2 million yuan here. The dealer said that their purchasing channels were different from those of Da Vinci stores, so it was 20 yuan lower than the original price. %many. After investigation, they found that among the sales of so-called imported furniture, the sales volume of genuine foreign brand furniture was less than 30%. This means that 70% of the market has been given to imitation furniture and fake foreign furniture. Some imitation furniture and furniture produced on foreign production lines are sold as original imported furniture; domestic furniture only needs to go to the customs once and go on a "one-day trip abroad", and it will be transformed into "imported furniture" after obtaining the customs declaration form.
What makes these foreign furniture dealers angry is that the cost of fake foreign furniture is less than 20 to 30% of the real foreign furniture, but the selling price is 70 to 80% of the original imported furniture, and Claims that prices at imported furniture stores such as DaVinci are high. "They lack basic integrity and let consumers be deceived just to make huge profits." One manager said that the most terrifying thing is the impact that fakes have on the reputation of genuine products. Fake products are not only poorly made, but also have poor design quality. It is very different from real European classical furniture.
In order to fight against counterfeiting, seven CEOs of five companies handed over a check of 10 million yuan to Wang Hongxia, the person in charge of Da Vinci Supermarket. This is the first time that more than 50 foreign furniture manufacturing companies have jointly invested in Beijing. Anti-counterfeiting fund established. The anti-counterfeiting fund will be used by DaVinci Supermarket as anti-counterfeiting expenses, and it will represent these furniture factories and be responsible for specific anti-counterfeiting activities in the Beijing area. No matter which market in Beijing their furniture appears to be counterfeited or deceive consumers, Da Vinci has the right to use this fund to fight counterfeiting and protect intellectual property rights for foreign manufacturers.