The unfortunate occurrence of the “July 23 motor train rear-end collision accident†caused grief to the nation. Behind the “accidentâ€-induced huge loss of property and personnel, the reputation and development prospects of China’s high-speed rail were overshadowed.
This may be "implicated" in the development of high-speed rail station business.
As an emerging retail business, the high-speed rail station business (the business of high-speed rail stations), which was at its infancy and thrived, had high hopes for the apparel brand. Because of the high-end segment of high-speed rail passengers, sales of clothing became possible.
Should we re-evaluate the value of high-speed rail station business for clothing retail value?
On the third day after the "July 23 EMU rear-end collision accident," we conducted a commercial observation on "China High Speed ​​Rail First Station" - Beijing South Railway Station. Surprisingly, we did not find a significant reduction in passenger traffic from Those who have already settled in high-speed rail business clothing brands, we did not find them worried about the "accidents", and many brands' sales remained stable.
In fact, the general concern is not from “accidents†but from the high-speed rail business itself. The lack of business environment cultivation, the failure of high-end people to reach expectations, and the short stay of visitors have become obstacles for the clothing industry to get involved in the business of high-speed railway station houses.
Based on this, after the “July 23 EMU rear-end collision accidentâ€, due to the expectation of a better development of China's high-speed rail business, we are also trying to evaluate the high-speed rail station business and provide reference for garment enterprises to “get involvedâ€.
Reconstruct high-speed rail business opportunities
On the second day of the “July 23 Motors Aftermath Accident,†Hu Jun took 8 friends from New Zealand to take a high-speed train back and forth in Beijing and Tianjin.
He wants to show that the high-speed rail will be more secure in the future.
His business - the high-speed railway station business prospects, will not be a fundamental turning point due to accidents.
"Accident" has limited impact?
As the chairman of Beijing Ruiwei Business Management Co., Ltd., currently the largest operator of high-speed railway station houses in China, Hu Jun learned the occurrence of “7.23 EMU rear-end collision accident†at the first time and quickly assessed the accident. Impact on the development of China's high-speed rail and his high-speed rail station business.
Hu Jun insisted that "7.23 train rear-end collision accidents" will increase the safety level of China's high-speed rails, and the high-speed rail is a new and progressive thing that will surely continue to develop.
“Why I dared to invite my friends to take a high-speed rail trip on the second day of the accident because I believe that this incident will increase the safety level of China’s high-speed rails and the Ministry of Railways will be more careful not to let the accident happen again.â€
Jun Hu said: “As for our business, it may be affected in the short term. Within two or three months, the high-speed rail passenger traffic will decline, and the station’s business will be affected. However, the development of China’s high-speed rail will not be caused by an accident. Stagnant, long term, our business has no effect."
"So far, no one brand has talked with us. It has to exit the high-speed rail business or put forward new conditions." According to Hu Jun, the high-speed rail business that flourishes with the development of high-speed rail will happen in the accident. After the continuation of the momentum of the past hot development.
Thanks to the rapid development of China's high-speed rail, high-speed rail station business is booming. The new high-speed rail passenger stations have made the government and investors all ambitious. In Nanjing, the new high-speed railway station - Nanjing South Station area has planned 60,000. With the commercial support of Pingyao, Nanjing Underground Station will be underground and will develop 20,000 square meters of underground shopping malls. The Nanjing government claims to be the second largest commercial center next to Nanjing Xinjiekou; Shenzhen North Station will start 10 Ten thousand square meters of platform in front of commercial facilities to build a city sub-center; Chengdu East Railway Station will also create a total commercial capacity of six times the Chengdu Commercial Bank City Chengxi Road City. However, within the two kilometers of the vicinity of almost every high-speed rail station, the local government has made corresponding business plans.
For the apparel industry, the middle class characteristics of high-speed train passengers have changed the impression of the “instant noodles†market represented by ordinary railway stations. As the China High Speed ​​Rail is expected to divert some passengers from airports and highways. These new high-end “flowing†people have made the high-speed rail station business a potential retail channel for apparel brands, just as the airport business means for clothing brands.
“Now, there is no fundamental reversal in the development momentum of the high-speed rail station business. Just like airport business, there are accidents in the aviation sector. However, the occurrence of each accident will make air travel more secure, which will in turn lead to the development of airport business.â€
Jun Hu said: "So, what we need to do now is to eliminate the adverse effects of the accident. The Ministry of Railways should dare to announce the survey results to the public and win the confidence of consumers."
The challenge comes from the station business itself
In fact, according to Hu Jun, the “7.23 train rear-end collision accident†is not the main challenge facing the high-speed rail station business, because the high-speed rail's advantage will still ensure that it will become a priority choice for China’s traffic development and affect the high-speed rail station business development. The biggest challenge still comes from the high-speed rail business itself.
This is recognized by many clothing brands.
On the third day after the “July 23 EMU rear-end collision accident,†the newspaper visited the “China's first high-speed railway stationâ€, Beijing South Railway Station.
At present, Beijing South Railway Station has settled in and will soon be stationed in clothing brands JEEP, LONDONFOG, Erdos (18.63,0.44,2.42%), Timerland, CK, Caldunden, etc., accounting for nearly 40% of the entire South Station retail formats.
According to the reporter’s on-site observations, Beijing South Railway Station did not experience a significant drop in passenger flow. However, in the survey of some commercial clothing brands settled in Beijing South Railway Station House, these brands also expressed that they did not feel that the “accident†caused a sharp flow of people. Reduction, including representatives of brands such as Ordos, told reporters that their sales did not show a significant decrease compared with the time before the accident.
Even the person in charge of an apparel brand that did not wish to be named told this reporter that he was not worried that the accident would affect the brand's business. Compared with the "accident," he is more worried that the high-speed rail station business can not create the ideal "shopping atmosphere" for the clothing brand as the airport business.
In response, Lai Yang, secretary-general of the China Business Economics Association, pointed out in an interview with this reporter that railway resources are not open and the level of commercialization of railways is not high enough to make railway businesses less energetic in terms of introducing brands and satisfying shopping needs. The continued expansion of the entire high-speed rail commercial market. This is the biggest issue facing the expansion of domestic high-speed rail business.
At present, due to the monopoly of high-speed railway commercial resources, the time period required for the new passenger stations to be located on the edge of the city and the new business model for high-speed railways is long. It is considered by many clothing brands that it is the main obstacle to the investment of high-speed rail station houses.
First of all, from the perspective of financial performance, the investment used to expand the business of high-speed rail stations is costly and the risk is implied. According to Hu Jun’s calculations, the average lease cost for each investment in a high-speed rail station is about 20 million yuan, and the rent allocated to retail brands is even higher, such as Beijing South Railway Station, which achieves an average rent of around 35 yuan/square meter per day. For clothing brands, the cost is greater.
Secondly, except Beijing and Shanghai, which are newly added on the basis of the original stations, the supporting facilities along the Beijing-Shanghai high-speed rail line and other stations are not yet mature. The 22 railway stations along the Beijing-Shanghai high-speed rail line are all newly built, and most of them are relatively remote. , Such as Beijing South Railway Station is located in the South Third Ring Road in Beijing - in the secondary location of the main city is already rare. Therefore, the protection of future human traffic and business development will be a problem, at least in the short term, requiring commercial operators to invest great patience.
At present, the price of high-speed rail tickets is generally higher than the average consumer expects. The “limitation†of prices means that the high-speed rail passengers are mostly middle-class with certain purchasing power. Therefore, the development of station commercials will be different from that of ordinary stations in the past. From the choice of branding to the creation of an overall business climate, operators need to be positioned accurately. Including the apparel industry, it requires careful selection of different levels of clothing brands.
Obviously, the airport business model has implications. At present, the strategy adopted by most high-speed railway station houses is: "seeing" the airport business. Hu Jun said, "Almost all airport formats can be achieved at high-speed rail stations because the consumer groups are similar."
However, Hu Jun may have overlooked the difference between high-speed rail business and airport business. Since the flights are all required to arrive one or two hours in advance, the airport can therefore be equipped with many commercial facilities, of which the apparel industry is the main choice for this business environment. While the high-speed rail is free to go, the number of trips is relatively intensive, the waiting time for passengers is shorter, and the time for shopping and shopping is relatively less. For apparel brands, the situation of complaining about lack of purchasing power will be even more, just like this newspaper. The reporter observed the same situation at Beijing South Railway Station.
Different from the airport, high-speed rail traffic is concentrated in weekends and holidays. There are relatively few business passenger flows from Monday to Friday. Now many “vacant†seats such as the Beijing-Shanghai high-speed railway seat clearly indicate that the commercial profits of the high-speed rail will eventually depend on the bus. The increase in business traffic has only earned.
The most crucial point is that the flow of human traffic actually does not bring about purchasing power and spending power in the real business environment in China. Lai Yang believes that high-speed rail station business and surrounding large-scale commercial facilities, such as the way out of the business lies in the introduction of commercial forms from the emergency consumption, especially for short-distance travel, the key idea of ​​operation to increase the proportion of liquidity consumer business, focusing on restaurants, entertainment, etc. Experienced consumption, comprehensive shopping and entertainment.
For the apparel industry, the significance of high-speed rail business will be greatly reduced.
Related reports
·After the "rear-end event," two high-speed rail operators observed a subway station at the Beijing South Railway Station. All the way to the subway station was very smooth. Although it was not possible to look at the entire site of the first station of the China High Speed ​​Rail - Beijing South Railway Station, Li Feng Still a little admiration for this modern train station, changing the impression of the chaotic and old traditional station that was left to him.
· High-speed rail airport costume feast pulled up?
The rapid development of China's high-speed rail, in addition to bringing the world's most dense high-speed rail network, also opened up a new railway station business market. Different from the business of ordinary railway stations in the past, the station business of high-speed railways is no longer an ordinary passenger. Instead, it hopes to transfer high-end consumers from airports and highways. This is a new thing in China. There is no precedent to follow.
The commercial atmosphere is not yet mature and it is difficult to judge Shen Chun personally responsible for the brand stationed in Beijing South Railway Station, he called it "an experiment." While appreciating passenger flow and passenger spending power, the relatively short stay of passengers at the station became the biggest concern of Shenchun. Kubota, who has a certain interest in high-speed rail business, is maintaining a wait-and-see attitude. "High-speed rail access is an emerging channel and needs further training."
This may be "implicated" in the development of high-speed rail station business.
As an emerging retail business, the high-speed rail station business (the business of high-speed rail stations), which was at its infancy and thrived, had high hopes for the apparel brand. Because of the high-end segment of high-speed rail passengers, sales of clothing became possible.
Should we re-evaluate the value of high-speed rail station business for clothing retail value?
On the third day after the "July 23 EMU rear-end collision accident," we conducted a commercial observation on "China High Speed ​​Rail First Station" - Beijing South Railway Station. Surprisingly, we did not find a significant reduction in passenger traffic from Those who have already settled in high-speed rail business clothing brands, we did not find them worried about the "accidents", and many brands' sales remained stable.
In fact, the general concern is not from “accidents†but from the high-speed rail business itself. The lack of business environment cultivation, the failure of high-end people to reach expectations, and the short stay of visitors have become obstacles for the clothing industry to get involved in the business of high-speed railway station houses.
Based on this, after the “July 23 EMU rear-end collision accidentâ€, due to the expectation of a better development of China's high-speed rail business, we are also trying to evaluate the high-speed rail station business and provide reference for garment enterprises to “get involvedâ€.
Reconstruct high-speed rail business opportunities
On the second day of the “July 23 Motors Aftermath Accident,†Hu Jun took 8 friends from New Zealand to take a high-speed train back and forth in Beijing and Tianjin.
He wants to show that the high-speed rail will be more secure in the future.
His business - the high-speed railway station business prospects, will not be a fundamental turning point due to accidents.
"Accident" has limited impact?
As the chairman of Beijing Ruiwei Business Management Co., Ltd., currently the largest operator of high-speed railway station houses in China, Hu Jun learned the occurrence of “7.23 EMU rear-end collision accident†at the first time and quickly assessed the accident. Impact on the development of China's high-speed rail and his high-speed rail station business.
Hu Jun insisted that "7.23 train rear-end collision accidents" will increase the safety level of China's high-speed rails, and the high-speed rail is a new and progressive thing that will surely continue to develop.
“Why I dared to invite my friends to take a high-speed rail trip on the second day of the accident because I believe that this incident will increase the safety level of China’s high-speed rails and the Ministry of Railways will be more careful not to let the accident happen again.â€
Jun Hu said: “As for our business, it may be affected in the short term. Within two or three months, the high-speed rail passenger traffic will decline, and the station’s business will be affected. However, the development of China’s high-speed rail will not be caused by an accident. Stagnant, long term, our business has no effect."
"So far, no one brand has talked with us. It has to exit the high-speed rail business or put forward new conditions." According to Hu Jun, the high-speed rail business that flourishes with the development of high-speed rail will happen in the accident. After the continuation of the momentum of the past hot development.
Thanks to the rapid development of China's high-speed rail, high-speed rail station business is booming. The new high-speed rail passenger stations have made the government and investors all ambitious. In Nanjing, the new high-speed railway station - Nanjing South Station area has planned 60,000. With the commercial support of Pingyao, Nanjing Underground Station will be underground and will develop 20,000 square meters of underground shopping malls. The Nanjing government claims to be the second largest commercial center next to Nanjing Xinjiekou; Shenzhen North Station will start 10 Ten thousand square meters of platform in front of commercial facilities to build a city sub-center; Chengdu East Railway Station will also create a total commercial capacity of six times the Chengdu Commercial Bank City Chengxi Road City. However, within the two kilometers of the vicinity of almost every high-speed rail station, the local government has made corresponding business plans.
For the apparel industry, the middle class characteristics of high-speed train passengers have changed the impression of the “instant noodles†market represented by ordinary railway stations. As the China High Speed ​​Rail is expected to divert some passengers from airports and highways. These new high-end “flowing†people have made the high-speed rail station business a potential retail channel for apparel brands, just as the airport business means for clothing brands.
“Now, there is no fundamental reversal in the development momentum of the high-speed rail station business. Just like airport business, there are accidents in the aviation sector. However, the occurrence of each accident will make air travel more secure, which will in turn lead to the development of airport business.â€
Jun Hu said: "So, what we need to do now is to eliminate the adverse effects of the accident. The Ministry of Railways should dare to announce the survey results to the public and win the confidence of consumers."
The challenge comes from the station business itself
In fact, according to Hu Jun, the “7.23 train rear-end collision accident†is not the main challenge facing the high-speed rail station business, because the high-speed rail's advantage will still ensure that it will become a priority choice for China’s traffic development and affect the high-speed rail station business development. The biggest challenge still comes from the high-speed rail business itself.
This is recognized by many clothing brands.
On the third day after the “July 23 EMU rear-end collision accident,†the newspaper visited the “China's first high-speed railway stationâ€, Beijing South Railway Station.
At present, Beijing South Railway Station has settled in and will soon be stationed in clothing brands JEEP, LONDONFOG, Erdos (18.63,0.44,2.42%), Timerland, CK, Caldunden, etc., accounting for nearly 40% of the entire South Station retail formats.
According to the reporter’s on-site observations, Beijing South Railway Station did not experience a significant drop in passenger flow. However, in the survey of some commercial clothing brands settled in Beijing South Railway Station House, these brands also expressed that they did not feel that the “accident†caused a sharp flow of people. Reduction, including representatives of brands such as Ordos, told reporters that their sales did not show a significant decrease compared with the time before the accident.
Even the person in charge of an apparel brand that did not wish to be named told this reporter that he was not worried that the accident would affect the brand's business. Compared with the "accident," he is more worried that the high-speed rail station business can not create the ideal "shopping atmosphere" for the clothing brand as the airport business.
In response, Lai Yang, secretary-general of the China Business Economics Association, pointed out in an interview with this reporter that railway resources are not open and the level of commercialization of railways is not high enough to make railway businesses less energetic in terms of introducing brands and satisfying shopping needs. The continued expansion of the entire high-speed rail commercial market. This is the biggest issue facing the expansion of domestic high-speed rail business.
At present, due to the monopoly of high-speed railway commercial resources, the time period required for the new passenger stations to be located on the edge of the city and the new business model for high-speed railways is long. It is considered by many clothing brands that it is the main obstacle to the investment of high-speed rail station houses.
First of all, from the perspective of financial performance, the investment used to expand the business of high-speed rail stations is costly and the risk is implied. According to Hu Jun’s calculations, the average lease cost for each investment in a high-speed rail station is about 20 million yuan, and the rent allocated to retail brands is even higher, such as Beijing South Railway Station, which achieves an average rent of around 35 yuan/square meter per day. For clothing brands, the cost is greater.
Secondly, except Beijing and Shanghai, which are newly added on the basis of the original stations, the supporting facilities along the Beijing-Shanghai high-speed rail line and other stations are not yet mature. The 22 railway stations along the Beijing-Shanghai high-speed rail line are all newly built, and most of them are relatively remote. , Such as Beijing South Railway Station is located in the South Third Ring Road in Beijing - in the secondary location of the main city is already rare. Therefore, the protection of future human traffic and business development will be a problem, at least in the short term, requiring commercial operators to invest great patience.
At present, the price of high-speed rail tickets is generally higher than the average consumer expects. The “limitation†of prices means that the high-speed rail passengers are mostly middle-class with certain purchasing power. Therefore, the development of station commercials will be different from that of ordinary stations in the past. From the choice of branding to the creation of an overall business climate, operators need to be positioned accurately. Including the apparel industry, it requires careful selection of different levels of clothing brands.
Obviously, the airport business model has implications. At present, the strategy adopted by most high-speed railway station houses is: "seeing" the airport business. Hu Jun said, "Almost all airport formats can be achieved at high-speed rail stations because the consumer groups are similar."
However, Hu Jun may have overlooked the difference between high-speed rail business and airport business. Since the flights are all required to arrive one or two hours in advance, the airport can therefore be equipped with many commercial facilities, of which the apparel industry is the main choice for this business environment. While the high-speed rail is free to go, the number of trips is relatively intensive, the waiting time for passengers is shorter, and the time for shopping and shopping is relatively less. For apparel brands, the situation of complaining about lack of purchasing power will be even more, just like this newspaper. The reporter observed the same situation at Beijing South Railway Station.
Different from the airport, high-speed rail traffic is concentrated in weekends and holidays. There are relatively few business passenger flows from Monday to Friday. Now many “vacant†seats such as the Beijing-Shanghai high-speed railway seat clearly indicate that the commercial profits of the high-speed rail will eventually depend on the bus. The increase in business traffic has only earned.
The most crucial point is that the flow of human traffic actually does not bring about purchasing power and spending power in the real business environment in China. Lai Yang believes that high-speed rail station business and surrounding large-scale commercial facilities, such as the way out of the business lies in the introduction of commercial forms from the emergency consumption, especially for short-distance travel, the key idea of ​​operation to increase the proportion of liquidity consumer business, focusing on restaurants, entertainment, etc. Experienced consumption, comprehensive shopping and entertainment.
For the apparel industry, the significance of high-speed rail business will be greatly reduced.
Related reports
·After the "rear-end event," two high-speed rail operators observed a subway station at the Beijing South Railway Station. All the way to the subway station was very smooth. Although it was not possible to look at the entire site of the first station of the China High Speed ​​Rail - Beijing South Railway Station, Li Feng Still a little admiration for this modern train station, changing the impression of the chaotic and old traditional station that was left to him.
· High-speed rail airport costume feast pulled up?
The rapid development of China's high-speed rail, in addition to bringing the world's most dense high-speed rail network, also opened up a new railway station business market. Different from the business of ordinary railway stations in the past, the station business of high-speed railways is no longer an ordinary passenger. Instead, it hopes to transfer high-end consumers from airports and highways. This is a new thing in China. There is no precedent to follow.
The commercial atmosphere is not yet mature and it is difficult to judge Shen Chun personally responsible for the brand stationed in Beijing South Railway Station, he called it "an experiment." While appreciating passenger flow and passenger spending power, the relatively short stay of passengers at the station became the biggest concern of Shenchun. Kubota, who has a certain interest in high-speed rail business, is maintaining a wait-and-see attitude. "High-speed rail access is an emerging channel and needs further training."
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