Yanji has fallen into the tide of closing stores, and all the stores in Beijing have closed.

Yanji has fallen into the tide of closing stores, and all the stores in Beijing have closed. Some members have complained that they have closed stores in advance, and the after-sales phone number of the stored value card balance will never get through, so there is no way for members to refund their fees. After a few words, it has fallen into the tide of closing stores, and all the stores in Beijing have closed. After a few words, it has fallen into the tide of closing stores, and all the stores in Beijing have closed. 1

If God wants to make it perish, he must first make it crazy and let it expand.

online celebrity Bookstore, the first generation with infinite expansion, is dying out.

Recently, Yanji closed its last store in Beijing, and closed eight stores in eight years, completely withdrawing from Beijing.

This is another city that Yanji quit after closing its stores in Guangzhou, Hangzhou and Xiamen.

different from the grand opening at the beginning, it is very lonely to retreat in major cities. Close the store quietly, and even few people pay attention.

How did online celebrity Bookstore, which used to be full of elegance and luxury, get to this point today?

Many people say that it is because of the epidemic that bookstores, which live on "traffic to stores", have no source of income.

in fact, if we really want to dig deeper, the epidemic is just the tip of the iceberg. The reason for the collapse of the bookstore has long been deeply buried behind its popularity.

Do whatever it takes to gain eyeballs

Who would have thought that Yanji used to be a online celebrity bookstore with unlimited scenery in the past few years if you just saw it leaving today?

in 2114, Yan Ji, the founder of Yan Ji, opened his first store in Chuangye Street, Zhongguancun, Beijing, and immediately surprised the whole capital.

As a bookstore focusing on new concepts, Yanji is a bookstore, not just a bookstore: restaurants, galleries, cultural and creative areas are often arranged inside, which seems to be a space integrating self-display and creative life.

As a bookstore in online celebrity, the first impression that a few words give people is "high value". In order to "look good", I said a few words and spared no expense.

in 2118, Yan Ji and Xi' an maike center store burned 41 million yuan. Not only did he hire a famous Japanese designer, Ikebukuro, to design, but he perfectly combined Japanese architectural thinking with the characteristics of the ancient capital of Xi 'an. In terms of materials, he did not hesitate to customize and import high-end materials.

do you think this is the ceiling with a few words and a lot of value? Then underestimate its determination to be a bookstore in online celebrity.

When I arrived in Kunming, Yanji invited Shuhei Aoyama, a top Japanese designer, to design a lakeside bookstore that complements the green mountains and green waters according to the characteristics of Kunming as a "spring city".

In Zhengzhou, a 7,111-square-meter store, the bookstore was divided into small villages, and an observation deck was installed.

this is not a bookstore, it is simply a landmark tourist attraction.

in addition to its high value, Yan Ji also exerts the functions of a bookstore to the fullest through his own efforts.

The traditional bookstore simply sells books, and at most, it matches some stationery and cultural and creative supplies, which can provide readers with more services than that.

To move Starbucks and other coffee shops into the bookstore is just a basic operation.

In Chengdu, Yanji has also opened a restaurant, and readers can even eat hot and sour fish belly soup, rabbit meat and other local delicacies;

The big stores in Zhengzhou, as well as brand stores such as hairdressing, nail-dressing and household goods, have settled in, which is simply developing into tourism.

With its super-high face value and diversified functions, Yanji has made a splash in the past few years and repeatedly set off social circles. At the most noisy time, some readers lined up for three hours just to get into Yanjiyou Bookstore and "make a card".

Burning money is a bottomless pit

The founder, Jiejie, regards Yanji as a place where he "dreams" and does not hesitate to burn money to realize his ideas. However, how can daydreaming last? In just a few years, a few words have fallen from the peak to the abyss.

Compared with the public who saw the closure of the store, we should have seen the "collapse" of the store earlier.

Last year, a number of employees broke the news one after another, saying that they didn't get a penny of salary and didn't buy social security for a year. Later, Yan Ji also broke the rumors of wage arrears in many stores in China.

Some employees directly call out the founder Dan Jie on the Internet due to the pressure of life. But it is also delayed to get a response.

in addition to the employee's salary, there is also the money owed by the supplier. Many publishing houses have delivered several shipments, but after the settlement time, they still haven't received the payment, so they have cooperated directly without saying anything.

After the arrears, the rent is in arrears.

you know, as a physical store, you have to pay the rent for the store. In other words, most of them are stationed in shopping malls, and the rent is high. In addition, their own area is large, and the rent is outrageous.

In order to attract online celebrity brands, many shopping malls will implement rent reduction and exemption in the early days. However, for a few words, after this "honeymoon period", it means that the rent must be paid on time.

At its peak, Yanji opened nearly 61 stores nationwide. Today, the remaining half is just because the high expenditure is unsustainable and it has to be closed.

Since its establishment, Yanji has successively obtained four rounds of financing, and the accumulated financing amount is only 241 million yuan. This fee was used up for the construction of two stores.

the cost of store construction, plus the later operating rent, employee salary and marketing promotion, so the speed of burning money, depending on the later operating income, is simply a drop in the bucket. Without corresponding financing, it can only go to the end of closure.

it's not worth the loss to give up the basics.

if there were no impact of the epidemic, would it be a different scene to talk about it? Not necessarily!

in the early days of opening, the high value of words was really full of gimmicks and earned all the attention. However, this kind of enthusiasm has failed to bring practical benefits.

First of all, Yan value tactics are the easiest to copy.

In recent years, online celebrity bookstores with "high value" have emerged one after another, and a few words are not unique, nor are they necessarily the "most beautiful".

When Zhongshuge, the "most beautiful bookstore" in Hangzhou, opened, 21,111 people entered the store and crowded the store, but they had no choice but to queue up and limit the flow.

Duoyun Academy not only has a high reputation, but also won the title of "the highest bookstore in China" because it opened on the 52nd floor of Shanghai Center, and tens of thousands of people rushed to punch in every weekend.

It can be said that Yan value is easy to be imitated and easily surpassed. As long as you are willing to spend money, hire good designers and use good materials, it is not difficult to build a high-value online celebrity Bookstore.

The popularity of any online celebrity bookstore is no less than that of a few words, so why can a few words win the lasting pursuit of more people? Many people go to the store just for the face value and fame, instead of really reading books and spending money.

Secondly, products that talk a lot are too weak.

Even if it is a "online celebrity", it must be a bookstore first. If you fail to provide readers with good books, you will lose your soul.

after a few words, I would rather spend a lot of manpower and financial resources on design and marketing, but I didn't choose books carefully. Compared with traditional bookstores, the books in the store are not only seriously homogenized, but even the taste of book placement and book selection is not as good as that of traditional bookstores.

many people turn around several times, but they can't find the book they want, so they can only leave in anger.

finally, the consumption experience of talking a few words is too bad.

many people go to talk a few times just to punch in. But a few words seem to only consider how to attract people in, but never think about how to keep people.

The red background wall of the online bookshelf is one of the most common renovations. In order to cooperate with netizens to take photos and punch in, the bookshelf is made very high, and the books are placed very high, even decorated with fake books, which is not for selling books at all.

Coupled with catering, manicure and other service industries, the noise index in the bookstore is aggravated, and the satisfaction of the consumer experience is reduced.

as a result, the bookstore is not a bookstore, but a few words with no connotation push itself to the abyss.

A lesson from the past

It is not a mistake to become a "online celebrity". It is feasible to attract customers to the store by creating the form of online celebrity punch points and IP.

But if we just stay on the surface of online celebrity and don't provide customers with valuable products and services continuously, it will only be a farce. After the uproar, everything will be silent.

online celebrity Bookstore is not the first one, and it may not be the last one. I hope I can give some lessons to later generations. Yanji has fallen into the tide of closing stores again, and all the stores in Beijing have closed. In early July, Yanji's eight stores opened in Beijing have all been closed. Some members spoke out and closed the store several times. Not only did they not inform in advance, but the after-sales phone number of the stored value card balance could never be reached, and there was no way for members to refund the fee.

this brand, which was born in 2114, was once a typical representative of the bookstore 2.1 era. On the basis of the bookstore, Yanji has integrated innovative formats such as coffee shop and Wenchuang Life Museum. This new style of play has also attracted the favor of capital, and it has received four rounds of financing in five years, with a cumulative financing amount exceeding 211 million yuan.

I have been to Yanjiyou, located on the third floor of Huiju Shopping Center in Xihongmen, Beijing. The overall style is small and fresh, belonging to Japanese style. Besides selling books, there are toys and some personalized daily necessities and audio-visual products, which young people will prefer. The shops around are rented out to coffee shops and flower shops as second landlords, expanding the literary style of the whole talk.

Generally, parents take more care of their children on Saturdays and Sundays, because they can sit inside and read books. Some books have no plastic covers, so children can sit on the ground and read freely. Young people just come to see if there are any new books on the market. I stayed for two hours at the longest. However, there are very few people who actually buy books and settle accounts within two hours of the weekend. The coffee shop next to it is also rarely visited. This is still a few words in the most lively shopping center.

In its heyday, Yanji opened nearly 61 physical stores in 14 cities across the country, including Beijing, Shanghai, Guangzhou, Hangzhou, Nanjing, Chengdu and other first-tier and new first-tier cities.

The epidemic situation is the main cause of online celebrity's meteors. In addition, from May 2114 to February 2118, * * * conducted four rounds of financing, with a total financing of 241 million yuan. The investors involved Pegasus Brigade, Hongtai Fund and Shengshi Capital. With the blessing of capital, Yanji has spread rapidly all over the country, but the epidemic has disrupted the original pace of Yanji.

Heavy assets have become a burden that you can't get rid of. After a few words, I began to default on various payments. The earliest Guangzhou store that could not hold on chose to close in October 2121. At the end of 2121, a few words broke the news that employees were in arrears with wages and did not pay social security. Now the giant's footsteps can't be dragged on, and the game of heavy asset layout has come to an end, leaving only three of the 61 stores. How long those three companies can last is unknown. At present, many consumers' membership cards cannot be refunded.

nowadays, for consumers, it is really necessary not to apply for membership cards casually, but to be cautious about stored-value cards.

Now that the era of capital investment in fast-moving consumer goods such as online celebrity bookstores and online celebrity snacks has passed, it is very difficult for a big MAC with heavy assets to make a profit. Only by making light assets as a platform can there be a way out for future investment.

Yanji is the end of a generation of online celebrity bookstores, but people in China don't like reading? No. However, there are too many channels for people to buy and get new books now, and these channels are platforms for light assets. The height of bookstore decoration is also the traditional physical mode of finding people. In the era of mobile Internet, consumers can get information faster, and there are various reading apps to download. The function of a physical bookstore can no longer be the traditional definition of selling books and drinking coffee. It must be innovative with the times to last forever. Yanji has fallen into the tide of closing stores again, and all the stores in Beijing have closed. 3

Yanji has closed the remaining eight stores in Beijing one after another and completely evacuated from Beijing. As a new shop in online celebrity, Yanji's business model is also very fashionable and advanced, attracting many people to punch in. Recently, it has been reported that it has been evacuated from Beijing and closed its store crazily. So what kind of store is it?

Yanji is also known as the originator of online celebrity store, and it is reported that its investment amount is as high as 211 million yuan! Recently, such a high-investment store in online celebrity has been exposed to outstanding problems such as unpaid wages and failure to pay social security to employees. Recently, it has even frantically closed stores in Beijing and evacuated from Beijing. Why did the online celebrity store end up like this? How much do you know about it?

1. What kind of shop is Yanji?

Yanji is also a creative life experience shop full of imagination and creativity, which aims to show itself. It is not only a bookstore, but also a coffee shop. In addition, it has its own cultural and creative products, but it is far more than that. It also has food and drinks, and it also has its own gallery. A store includes a variety of services, and it seems that it has become a online celebrity store overnight.

At the same time, Yanji combines the design space with various elements, full of books and unique layout and decoration, and it also brings together the most representative fashion brands at present. It first opened in 2114, and the first store in China is located in Chuangye Street, Zhongguancun, Beijing.

After all, as an "upgraded" and "enhanced" version of the traditional bookstore, it has completed four rounds of financing in just four years, and the financing is as high as 211 million yuan. This was a very high achievement at that time, which similar shops could not catch up with.

It has also launched a series of personalized services, such as "YJYKIDS", a coffee cultural space "Yan ·cafe" and other sub-brands. How did such an excellent and famous store in online celebrity go bankrupt step by step?

Second, evacuate Beijing and close the store crazily?

Why were the shops in online celebrity, which should have gained fame and fortune, exposed to the madness of closing stores and leaving Beijing overnight? Just as the public is optimistic about its development potential, it has been exposed to problems such as arrears of employees' wages and failure to pay social security to employees. What happened to it that spent 211 million yuan?

It is reported that the company's leaders have been restricted from high consumption at present, and they have also been listed as the executors of dishonesty, which has a huge negative impact on the enterprise. The company frequently broke amazing news, which made countless consumers feel sorry for it. What are the reasons for the closure of the online celebrity store?

First, employees' interests can't be guaranteed if they are in arrears with their wages. Many employees can't get the wages they deserve after resigning, and the company has not paid social security for employees. The wages of resigned employees have been in arrears for a long time. At the same time, it is said that the subpoena of the court was scheduled for September, because the money owed by the company to suppliers, shopping malls and other partners has not been processed. It seems that its closure is also sentimental.