The bustling scene of Zhongshan Road in Xiamen, one of the "Top Ten Famous Streets in China", is now unpleasant to see. According to the survey of Siming Industrial and Commercial Branch of Xiamen City, most of the 282 enterprises and self-employed registered in Zhongshan Road are in a state of loss, struggling and waiting for business opportunities.
The reporter visited Zhongshan Road and found that Zhongshan Road, which has always been known as the golden shop, even had vacant storefronts. Some storefronts were locked waiting for rent, and the flow of people was obviously reduced. Except for holidays, the business atmosphere here was already very light. Xue Shengchao, the owner of Xianyazhai, said that he has been working on Zhongshan Road for more than ten years, and he has a clear feeling about the decline of Zhongshan Road. The current traffic volume is not half as good as before, and the transaction rate is low.
Why did Zhongshan Road in Xiamen fall into an unprecedented crisis?
Since the beginning of the year, the Xiamen Municipal Government has been paying attention to the phenomenon that Zhongshan Road has become increasingly neglected. Many functional departments have conducted research and discussion on this issue, and the consistent conclusion is that the development of regional economy has led to the decline of Zhongshan Road.
With more than 2 years' reform and opening-up, the rapid development of Xiamen's economy, especially the acceleration of Xiamen's urbanization in recent years, the commercial centers of railway station, Fushan Commercial District, SM Commercial City, Lianhua Community, Qianpu New District and other places have risen one after another, and the scale of supermarkets has been expanding day by day, and the emergence of large shopping plazas advocating leisure shopping has led to the decline of the status of commercial districts with Zhongshan Road as the core in Xiamen year by year. At the same time, with the expansion of the urban area, a large number of people in the old areas have moved to the new eastern areas, and the hot areas have gradually dispersed to the eastern areas.
In a survey report submitted to the relevant departments, Xiamen Siming Industrial and Commercial Branch also analyzed other reasons that led to the crisis of Zhongshan Road:
First, the function was not complete, which did not meet the needs of the new business development model. None of the 282 enterprises in Zhongshan Road can be used for leisure and entertainment. Apart from shopping or shopping, people's concept of tourism has changed from sightseeing and shopping in the past to leisure, cultural and spiritual enjoyment, resulting in the lack of Xiamen's characteristics and corporate cultural taste.
second, the pavement rent remains high, and the operating cost is rising. At present, the store rent in the most prosperous section of Zhongshan Road is 2-5 yuan per square meter, and the cost of store rent accounts for 6%-7% of all operating expenses, so operators generally feel heavy burden.
third, there are obstacles in traffic. Zhongshan Road is an old city with narrow ground and heavy traffic. Vehicles and bicycles have nowhere to park and are easily lost.
How to revitalize Zhongshan Road, Xiamen Municipal Government, Siming District Government and functional departments have made a series of measures after active planning.
First, it is planned to build a large commercial plaza in Zhonghua District of Zhongshan Road, with a planned area of over 4, square meters, a total construction area of 83,5 square meters and a total investment of 85 million RMB, so as to set off the business circle atmosphere, gather popularity and increase regional attraction.
The second is to plan to build Zhongshan Road into an all-weather pedestrian street.
the third is to give policy support. For example, 6% of the shops on Zhongshan Road are managed and rented by Siming District Housing Management Office, which has certain control ability in rent. Siming Industrial and Commercial Sub-bureau also put forward a proposal to combine the actual and reasonable planning of Zhongshan Road, that is, to coordinate supporting facilities in the rules and layout accordingly, such as building Little Square, small courtyards, small green spaces, night scene projects, etc., to provide people with the characteristics of Ludao for leisure, entertainment and sightseeing, and to attract more tourists and consumers to visit Zhongshan Road.
Future development trend
Not long ago, Zhongshan Road Pedestrian Street Chamber of Commerce and Xiamen Evening News jointly hosted the Zhongshan Business Circle Development Summit Forum. Government leaders, experts, scholars and people in the industry all put forward their own views:
Huang Jiabin, deputy head of Siming District: The goal of Zhongshan Road is to build a famous commercial street in China
After Zhongshan Road was converted into a pedestrian street last year, the overall popularity increased. However, the positioning of Zhongshan Road is not the same as before. It used to be just pure shopping, that is, the commercial street in the primary stage. Now, it is a commercial street integrating tourism, shopping and leisure. Our goal is to build it into a famous commercial street in China. Before achieving this goal, we have also made great efforts, such as the construction of night scene project on hardware and the adjustment of the whole format. In addition, considering the professional construction, combined with the delisting of the first market, Zhongshan Road will launch various professional streets. For example, Xiaxi Road may be changed into a characteristic street in Fujian and Taiwan, and Dazhong Road into a street for women and children.
Chen Pei 'ai, deputy dean of the School of Humanities, Xiamen University: Do a good job in extending time and region
Although Zhongshan Road is positioned as an entertainment, leisure and food street, there are still few snacks at present. At present, Zhongshan Road has its own logo, which is helpful for publicity. But how can people come to Xiamen and regret if they don't go to Gulangyu and Zhongshan Road? There are two extensions involved-time extension and geographical extension. We can hold all kinds of activities here, not necessarily large-scale, but also some small humanized activities. In addition, many people don't start nightlife until after 1 pm, so government departments should mobilize some businesses to stay open until 12 pm. In order to retain people, Zhongshan Road should be extended geographically. Turn some fork roads of Zhongshan Road into snack streets, so that people who are tired of shopping can have a place to stay. What the government needs to do is to create a shopping atmosphere.
Guo Xiaohua, Head of the Department of Cultural Communication of Xiamen University of Technology: Passing through "Slow Life" in Zhongshan
In the eyes of many people in China, Xiamen is a very traditional city enjoying slow life. Zhongshan Road should be a reducer. Therefore, Zhongshan Road should be for people to come here without shopping. Therefore, Zhongshan Road should do some big activities. If Zhongshan Road can hold the Bo Cake Competition, which Xiamen people like, during the Mid-Autumn Festival, the whole street will be surrounded by tables of people playing games. (Building) Style and pursuit of luxury make people close the door and don't want to go. The cultural definition of Zhongshan Road should be higher than commercial trade.
Yang Limao, associate professor of the Party School of Xiamen Municipal Committee, makes people feel the cultural atmosphere of southern Fujian.
The development of Zhongshan Road is a process of historical precipitation, and it will not become like this in a day or two. As a tourist attraction, Zhongshan Road should be the main brand of warmth for Xiamen citizens and foreign tourists. Let tourists wander Zhongshan Road and feel the warm, harmonious and quiet Minnan culture. In addition to the current cultural symbols such as sculptures, some merchants with Minnan culture, such as books, calligraphy and painting, should be introduced. In addition, for merchants and commodities with Minnan characteristics, consumers' associations can take measures such as licensing and fidelity to protect consumers' interests to the maximum extent, so that Zhongshan Road can generate credibility different from ordinary shopping places. In addition, for local residents, Zhongshan Road should be a nostalgic place, and some characteristics of Zhongshan Road that impressed me the most as a child, such as commodities, shops and signboards, should be restored. Let the public feel that they are not shopping, but it is important to commemorate and dream.
Liang Qunmin, deputy director of the Municipal Trade Development Bureau: Shopkeepers in the shopping plaza should not be too scattered
It is not a good business model to have a single store. After Zhongshan Road is full of breath, a strong business atmosphere will be formed, and all businesses will be honored. The most successful shopping MALLs in Xiamen are SM and World Trade Center, and there are also some failure cases such as perfume city and Dayi mall. The success of SM lies in its business philosophy, and SM has mastered 8% of the stores in the whole MALL. What many developers think is that when the project is over and the house is sold out, I will have nothing to do with how to operate it. If many storefronts are in the hands of owners, it will be difficult for shopping malls to form a unified business.
Features and location
As the birthplace of Xiamen's commerce, Zhongshan Business Circle has a long history and is well-known, and keeps up with the pulse of the times and always stands at the forefront of the economic development of Xiamen Special Economic Zone. She is located in the southwest of Xiamen Island, with Zhongshan Road as the main trunk and radiating various branches. In addition to the further deepening of the Women's Street in Jukou, the business formats of the branches such as Dazhong Road and Zhenbang Road have gradually formed a special commodity street. Zhongshan Business Circle is one of the business circles with the most commercial value in Xiamen and even the entire Golden Triangle in southern Fujian. Apart from its inherent location advantages, it also has a unique cultural accumulation, which reflects Xiamen's business compatibility and pioneering style. Zhongshan Road in the business circle is the only national demonstration street in Xiamen at present, and it is known as one of the top ten famous streets in China, where large well-known enterprises such as Hualian, Laiya and Paris Spring all live. In order to further build the business circle of Zhongshan, the Siming District Government takes Zhongshan Road as the leading factor to develop and construct ten major projects, including Nanzhong Dadi, Minghui Square and Tiger City. At present, these ten projects are under construction, with a total investment of 6 billion yuan and a total construction area of nearly 1 million square meters. Many people in the industry believe that the good environment of Zhongshan Road and the development of ten major projects will promote the further prosperity of Zhongshan business circle.