COFCO Plaza, as the gathering place of Beijing's first imported home furnishing brand, was once the benchmark for imported home furnishing brands. Therefore, the home furnishing industry once said that "buy foreigners to COFCO". However, as more and more imported home furnishing brands enter the country, COFCO Plaza's industry status is declining. The withdrawal of big names, the opening of "vacant" stores, and actual homes and other professional stores have made COFCO Plaza The situation is embarrassing.
Deserted COFCO Plaza
In Beijing, when it comes to buying high-end imported furniture, people first think of COFCO Plaza on Chang'an Street. Since the mid-1990s, COFCO Plaza has become synonymous with "imported home distribution center", however, this situation is changing. Represented by the honor of the home, the gathering place of imported home brands is shifting, and COFCO Plaza has to face market divergence. At the same time, its own business situation is not optimistic.
On July 19th, the reporter visited COFCO Plaza, which is located on Changan Street and has an excellent location in the Second Ring Road. Although it is a weekend, there are not many consumers in the mall. Except for the catering, beauty, and apparel formats on the first floor that attract more people, the flow of people on the remaining floors can almost be counted.
The reporter counted the shopping guide maps of his mall and found that there were less than 40 brands opening stores in total. From the third floor to the third floor of the mall, almost every floor has a vacant store. Some indicate the words that are being renovated, while others close all the facades and look through the door slits, and the inside is empty. From the perspective of brand layout, in addition to home brands, there are multiple stores such as catering, beauty, clothing, supermarkets, etc., scattered sporadically from three floors to one floor underground. The home brands laid out here, in addition to NATUZZI, Hasten, It is almost impossible to find big names in the House of Law, Fengyide Home, Europa, etc.
Relevant information shows that the developer of COFCO Plaza is Beijing COFCO Plaza Development Co., Ltd., which was built in 1996 and is divided into office buildings (office building decoration renderings) and shopping malls. The shopping malls are distributed from three to five underground floors. It was found at the scene that the fourth and fifth floors have been closed, and the actual open area is the third to third floors underground.
Declined "nobility"
According to Wang Yuke, executive director of Ruiyide, COFCO Plaza has been positioned in the shopping mall since its opening, and has adopted a fully leased venue business model. However, due to poor management, from 1996 to 2000, COFCO Plaza's merchants changed frequently, experiencing problems such as low passenger flow and declining rents. At the beginning of the opening, the furniture and home furnishing brand was not positioned as the main business, only one "Peng Andi Furniture Garden (garden decoration rendering)" was stationed. However, with the poor operation of other formats, imported home brands have settled here. In 2001, COFCO Plaza readjusted the positioning of its shopping mall, with high-end fashion furniture and home accessories as the theme to determine the main direction.
The adjusted positioning made COFCO Plaza very successful at one time, and has gained a high reputation in the field of high-end home furnishing in Beijing. Before 2006, freehand space, Rocheburg, Da Vinci, Europa, NATUZZI, Fanini cabinets, Hansgrohe and other furniture, cabinets, bathrooms, lighting and household goods brands came to settle down. Statistics show that around 2006, COFCO Plaza has more than 20 international top furniture brands. COFCO International top furniture brands once occupied 50% of the total furniture brands, becoming a veritable gathering place of the highest domestic furniture and imported brands. .
However, the market situation has not been smooth. In 2006, the home of North Fourth Ring Building officially opened, and its international furniture pavilion attracted big names such as Roach Castle, Freehand Space, and Very Home. Market competition and diversion began from then on. Although brands such as Roach Fort and Freehand Space opened their first flagship store in COFCO Plaza, and did not rush out when opening stores elsewhere, the status of COFCO Plaza began to be threatened.
An industry source told reporters that as a gathering place for furniture brands, COFCO Plaza began to show the mismatch of its hardware facilities. Although the location is excellent, the driving traffic is not convenient, especially from east to west, it needs to bypass to be accessible; the tight parking space has become an important factor restricting passenger flow; after ten years, its interior decoration style is also slightly obvious Obsolete; the most important thing is that the shorter floor height and the smaller area of ​​each floor can no longer meet the space requirements of furniture brands to display products.
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