Ji'Nan Commercial War: Fur Of "Coax War"

　　 Rushing headlong into the crowd, fifteen out of five years. The city of leather "

As the general manager of the wolf Teng fur industry, Gu Ji Liang was also stepping up the pace of intensive shop opening. From 2013 onwards, the fur industry in Ji'nan has been very modest. It is like the Domino dominion that has been pushed down, and a professional market has sprung up. This year, in the autumn of October, it seems that the "Hai Ning Ning leather city", which is deliberately related to Haining, is officially open on the banks of the Xiaoqing River. Although only 38 thousand square meters, but this "foreign households" aspirations are not small -- break the Ji'nan professional fur market blank!

At this time, Kou Kou Leather City The news that Zheshang leather city will continue to add color to the fur industry in Ji'nan is coming out. In terms of area, a 50 thousand square meter, a 170 thousand square meter, and two leather cities can be called "big guys". In October 31st of that year, the only "authentic" leather city in Haining was officially signed and declared that it will open its doors 200 thousand years later, and its area will reach more than three square meters.

In fact, 6 years ago, Ji'nan had the first professional fur wholesale market in the province, the fur city of Shandong, and the merchants from Haining gathered in the world. clothing The two floor of the plaza was the largest professional fur market in the "1+6 metropolitan area". But the fur city of Shandong soon encountered "Waterloo" and then quickly withdrew. Looking at the whole of Shandong, only in 2010, there are nearly 15 large and small projects known as "leather city".

　　 The flames of war are burning and the festival is busy.

It was in the 2013 "great leap forward" of the fur industry in Ji'nan that Gu Jiliang took over the "olive branch" thrown by the leather city of Hai Ning Ning, ending 20 years of single store history and opening two stores in the mall. At that time, the leather city of Hai Ning Ning was like wind and water. It was everywhere on the highway signs, on the main roads and on the buses, and it launched a "propaganda war" on the whole city.

Other leather cities built in time did not seize the opportunity. In order to win the hearts of the people, they naturally worked harder in publicity. Almost all of the office buildings, taxis, roadside flags and paper media can see the slogan of the leather city and the leather city of Zhejiang merchants. "Leather city" has become a popular word in Ji'nan. Even Yucheng, which is only one step away from Ji'nan, has come to Ji'nan to "rob". However, Ji'nan's local leather city official is not optimistic about this 2 million square meter "Big Mac". "This is the image project of the government's investment promotion. The government provided land, and the investor built it. Is this a huge bubble?"

In October 2014, the leather industry of Zhexi leather and Zhejiang merchants opened one after another, and the leather industry became more and more dense. The "shopping gold strip" has been staged many times in Zhexi Leather City, and the "20 gram gold award" has been offered by Zhejiang merchants leather city. Since then, double 11, Christmas, new year's day and other festivals, the two major leather cities have launched promotional campaigns, and even no Festival has created marketing except fur festivals, photo festivals and other festivals.

　　 Virtual fire is not bad compared with previous years.

The leather cities are very dynamic, but the merchants are a few laughs. As a great guest of leather city, Gu Ji Liang was very proud in recent years, but he also had miscalculations. The "early death" of Hai Ning Ning leather city is an example. In August 2014, less than 10 months after its opening, Hai Ning Ning leather city went bankrupt. Gu Ji Liang only paid nearly 1 million yuan for the rent, and the cost of the renovation of the store was about 2000000 yuan.

It has long been reported that the cold business of Zhejiang merchants leather city is still very cold in the depths of winter. At 10:30 a.m. on January 14th, there were many shops on the first floor of Zheshang Leather City, which were named after the place names. Only three or three customers had posted more notices for rental transfer. On the first floor, the owner of the Wu family said that the reason for his own transfer of the shop was "there was a shop in Yantai." but when asked about her bad popularity, she had to prevaricate. "No shopping mall can be raised for several years."

In fact, the whole Zheshang leather city has been three main owners. "Zheshang leather city and many travel agencies signed a project to build a site for Ji'nan's travel shopping", which is the great word of Wen Guo Zheng, former general manager of Zhejiang leather city. The "Haining mode" of one-day tours and multi day tours is indeed their goal. But in addition to a few bus buses coming to the tourists every weekend, there are few tourist buses in the Zhexing leather city gate, and even the cars with foreign license plates are becoming scarce.

At the least, it seems to be quite lively. Zhang Jiawang, chairman of the leather city, said frankly, "the whole industry is not very competitive this year. Consumption is weak." Star aristocratic responsible person Liu Kangguo also said, "compared with previous years is not very good." The big economic situation is an important reason that they generally mentioned. Gu Ji Liang also spoke frankly, and the eight provisions and anti-corruption had a great impact on the whole industry.

　　 The price of leather has been reduced by 40%.

Gu Jiliang's worries are precisely the "Gospel" of the citizens. Fierce competition and sluggish situation have directly lowered the price of fur. Song Jun, the old patron of wolf Teng fur, once thought that he had picked up a cheap piece of fur. Of course, not only did she feel that way. Zhang Jiawang said frankly, the price of fur has dropped obviously this winter, but it will rise next year, because the trend of raw materials is to go up. Gu Jiliang also found that fur prices were 45% lower than in previous years.

Song Jun is naturally happy to spend less money, but wondering why there are so many leather cities suddenly. Zhejiang Zhexi leather city is 170 thousand square meters in one phase, and 200 thousand square meters in Haining Leather City under construction, plus 50 thousand square meters of leather city in the mouth, which is equal to 2.5 springs square. "At the beginning, Shandong fur city and Hai Ning Ning fur city were closed. They opened a couple, and fell a couple. The Ji'nan market is not so big at all." Zhang Jiawang said bluntly, "there must be a conflict of competition. In the last two years, two leather cities will go bankrupt in Ji'nan. See who can pull it to the end."

The reason for the first move is simple: the four seasons in Ji'nan, the low temperature in winter, the relatively advanced economy, should be particularly favored by the fur industry. But before 2013, there was no mature professional fur market.

　　 Confidence is still difficult to operate, but investment is continuous.

"20% to 30% of the people in Ji'nan have the ability to consume leather and fur." In the past, there was no professional fur market, and the public could only digest their desire for shopping elsewhere. Every year, many travel agencies in Ji'nan have special Xinji day tours and Haining three day tours. The professional fur market that first appeared in Ji'nan did bring a pleasant surprise to people. But the professional market has opened up, but it seems that the surface is "bustling".

Faced with all kinds of "adverse years", the chairman and general manager of Limited by Share Ltd, China Leather City Limited by Share Ltd in Haining, is very optimistic about the Ji'nan market. "Ji'nan is an important provincial capital city, with a large population, large flow volume, good consumption habits, and very cold winter, so we put Shandong's only Haining Leather City in Ji'nan." But few other leather cities were ambitious before opening up. For example, Hai Ning Ning leather city said it wanted to build leather carriers in Shandong and even in North China. Zhe Shang leather city also claimed in September 2014 that it was applying for the qualification of 4A grade national tourist attractions, but it was late.

"Only fallen enterprises, there is no down industry." Gu Jian Liang firmly believed. Because the familiarity with the target consumer market needs a process, if the isolated professional market project is not supported by a relatively mature business circle, the relevant industry chain and other formats will support it, and the success rate will not be too high. "Easy investment, real operation is not an easy task," said the head of Shandong Leather Industry Association.