How to put fakes in large shopping malls?

It is not surprising that there are several counterfeit goods of a certain brand in small commodity markets such as Providence and Wantong. However, when counterfeit goods appear in shopping malls with good brand image in Beijing, such as Century Jinyuan Shopping Mall, Du Shi Department Store, Lufthansa Outlets and Silicon Valley Computer City, it is hard to accept: What happened to the shopping malls now? No fake goods, no market? The insiders believe that the fakes in big shopping malls reflect the difficulties in attracting investment for commercial real estate projects.

When commercial real estate keeps appearing in Beijing with the trend of heavy volume, the big shopping malls that once established a good brand image are caught in the trouble of "fake door". Recently, counterfeit goods have frequently appeared in supermarkets with good image among Beijing citizens, such as Century Jinyuan Mall, Du Shi Department Store, Lufthansa Outlets and Silicon Valley Computer City, which has caused shocks in the industry.

The insiders believe that if there are fakes in small commodity markets such as Wantong and Tianyi, people will not pay attention at all, but the influence of big shopping malls is enough to make people lose confidence in commercial real estate projects. The root of fake goods in big shopping malls lies in the variation of commercial real estate investment model, which leads to the project operators losing control of their booths, reflecting the embarrassing situation of attracting investment for commercial projects.

Dilemma mode dislocation

Real estate developers build houses without purpose and planning, which may directly lead to the dislocation of their later operation mode.

Century Jinyuan is located near the West Fourth Ring Road. According to an insider, this house was declared as a real estate project when it was built, and later it was changed into a business. How to do this commercial project has also undergone many changes, and finally it is positioned as a "shopping center". However, this "shopping center" is fundamentally different from the internationally known "shopping mall".

Gu Yihua, executive director of Wei 'an Design Company, the designer of Oriental Xintiandi, said that in the United States, shopping malls are places where poor people shop, and large supermarkets and pharmacies can be found in shopping malls. However, Century Jinyuan has become a high-end shopping mall mainly because developers are unwilling to make long-term investments in order to withdraw funds. It is understood that the developer of Century Jinyuan mainly divided the shopping mall into several pieces and sold them to several large families, including Easyhome, Lufthansa and Gui You. "They have autonomy over what they run, and we can't control it." A person in charge of Jinyuan Mall seems confident in finding fakes.

When the original site of Yansha Outlets Project was completed, it was home. Due to poor management, it closed, and Yansha took over and turned it into a famous discount store. In fact, when Du Shi Department Store and Silicon Valley Computer City were first developed, there was no positioning. Later, the operators of commercial real estate "crossed the river by feeling the stones" and gradually formed their own business orientation.

"Commercial real estate is often a supporting project for residential projects. The lack of unified planning in the early stage leads to difficulties in later operation." Liuli, chief designer of Wuhe International, said.

Dilemma 2 disorderly investment promotion

At present, the investment promotion of commercial real estate projects has become a secret in the industry. Following the development ideas of real estate developers, operators are eager to withdraw funds, so as long as they can sell projects, the specific business is not what they can do.

According to Professor Guo Zhijun, Executive Deputy Secretary-General of China Business Culture Research Association, there were more than 2 million square meters of idle commercial real estate in China last year, and more than 200,000 square meters in Beijing. Due to the homogenization of projects and similar business models, different projects compete for the same business, and the merchants recruited are naturally mixed. What's more, some projects simply can't recruit people. According to him, a street next to the Yizhuang living area where he lives has long been positioned as a commercial street. The opening time has been pushed to 1 1 month and Spring Festival from May last year, and then to May1day this year. Now it has been pushed to 1 1 month, and there is still no sign of opening. "Why? Because there is no business at all. "

Guo Zhijun attributed the difficulty of attracting investment to the concentration of the same format, which led to excessive competition. In order to attract manufacturers to settle in, some commercial real estate projects "try their best", such as selling property rights, speculating on concepts, looking for childcare and so on. Some manufacturers were cheated and paid to settle in. It is not surprising that some fakes are made to earn some excess profits in order to get their money back.

Dilemma three positioning missing

The giant warehouse in Jiangzuikou, the Fifth Avenue in the Asian Games Village and the 77th Street in Xidan are all recent examples of failed commercial real estate projects. The insiders believe that inadequate positioning is an important reason for the failure of investment promotion, and the operation mode of concept speculation alone cannot support the sustainable development of the project.

Take Juku as an example, from its predecessor, Schwab Great Wall Small Commodity Market, it is a typical example of lack of positioning. Jiaxin Great Wall is positioned as a small commodity, claiming to build a "Northern City Wantong". However, when people walked into the store with confidence, they found that the first thing was that the goods were incomplete, and many things that could be bought in Wantong could not be bought here. Secondly, the price is too expensive, and it is not competitive compared with Wantong. Schwab Great Wall died in a very short time, and Juku sold a property-based store with the concept of "the first youth experience store". However, the wishful commitment of the project packager is directly controlled by the merchants who buy the shops. Because these businesses spend money to buy property rights, and the price is quite expensive, in order to rush to turn over the books, they not only operate their own projects, but also destroy the overall pattern. The price of products is set at a very high level, and consumers cannot become repeat customers.

The lack of positioning also shows that operators are eager for quick success and instant benefit. In their view, the project is packaged and then sold, and the subsequent management is handed over to the management company. The management company is also a monk ringing the bell day after day. Manage the management fee today, and run away if you don't receive the money tomorrow. It is not surprising that merchants often ask for rent and can't find their owners.

Recently, the news that Di 'anmen Shopping Mall has been transformed into a tourist shopping mall has caused a sensation. Previously, this old shopping mall in the central area of Beijing was transformed into a small commodity market. Guo Zhijun believes that the reason for the failure of this transformation is "wrong positioning from the beginning". He said that the consumers of small commodities are young people, while the consumers in Di 'anmen area are only old people and old ladies. The inconvenient transportation in the central area directly limits the consumers outside. "Commercial real estate projects to be successful, positioning is the first. In the end, who to serve and how to serve must first be clear, otherwise it will definitely fail. " Guo Zhijun said.

Dilemma 4 is out of control

Wang Yongping, secretary-general of China Commercial Real Estate Alliance, believes that there are three main modes of commercial real estate operation at present, no matter which one, operators may lose control of specific booths. One is the "business+real estate" model, where developers lose control regardless of whether the property is sold; The second is to treat business as real estate. For example, some big shopping malls become second landlords, and whoever gives a high discount will cooperate with them, which is easy to get out of control; Third, the real estate is regarded as a business, which can be managed sustainably. However, the management has not paid enough attention to it, and it has become the shopkeeper of cutting and losing the judgment on the market.

Wang Yongping said that at present, the owners of many shopping malls do not do market research at all, do not participate in brand ordering meetings, do not visit stores, and do not understand competitors, products and customers, thus causing the loss of brand control. "When the owner of KFC goes to any part of the world, he must choose a store as a customer to understand its service. Our boss can't do it at all. The specific things are done by the department manager, and the overall control of the mall cannot be very strong. The appearance of fakes is inevitable. "

Business Daily reporter Wu She

latest move

Commercial real estate project

Flexible investment promotion

Some commercial real estate projects that have recently entered the market have also begun to learn the lessons of completely selling property rights and losing control, and have used some flexible tricks in attracting investment.

Guoruicheng: rent only, not for sale

With the banlou as the touchstone, Guorui City, the largest commercial project in Chongwenmen business circle, which just opened in May this year, has a commercial real estate area of 6.5438+0.2 million square meters. Chen Nanping, director of operations of Guorui City, publicly stated that these commercial projects will only be rented and will not be sold.

According to Chen Nanping, the reason why we adopt the "only rent and not sell" method is to prevent operators from sidelining the overall management right because of the division of property rights. According to the plan of Guoruicheng, even if it is to be "sold", it will be sold to some international big enterprises, such as Metro and other business tycoons.

Overseas Chinese Town: Unified Planning

OCT Commercial Street, which will officially open this month, will be built into an Italian commercial street with a business area of 60,000 square meters. Jerry Lee, Marketing Manager of OCT, revealed that they will maintain the unity and integrity of the commercial street and make unified planning by themselves.

How to carry out unified planning? Jerry Lee said that in their design, they should link the commercial street with the residence, so as to serve the whole community and allow the developers to control the format themselves.

Zhongguancun Electronic World: Mastering the Theme

Zhongguancun e-world, which started to attract investment at the beginning of this year? In order to avoid the lesson that Zhongguancun Science and Trade City will affect the overall layout because of the sale of property rights, the sales model of "partial sale, subject control" is adopted.

According to Hu Xue of Zhongguancun E World Investment Promotion Department, they sell accessories, consumables, video stores and DIY stores on the third floor after property rights division, while the main brand booth on the second floor only sells the right to use, while the brand display space on the first floor is simply rented and not sold.

Event playback

Fake and shoddy raids on well-known shopping malls

Du Shi Department Store: Fake "Boss"

Not long ago, Dushi Department Store, the top high-end shopping mall in Beijing, located in Wangfujing and known as brand monopoly, was exposed in a brand tracking and counterfeiting.

According to the introduction of "Boss" trademark holders, they found a "Boss" clothing counter in the "European Famous Products" area of Du Shi Department Store during the dragnet investigation. "Our counter sells" Boss "and" Hugo Boss "clothing products without authorization," said the investigator. According to Zhang, the person in charge of the counter, the goods they sell are from Hong Kong companies, purchased from Guangzhou and then shipped to Beijing for sale. However, Zhang cannot provide the supply and marketing documents, trademark registration certificate and license contract for the commodity. When the industrial and commercial personnel formally intervened, the person in charge staged a "missing" farce, so that the fine of 6.5438+million yuan issued by the industrial and commercial department was not paid, and 365.438+08 counterfeit clothes had to be confiscated and destroyed, and the fine was offset by the mortgage payment of 30,000 yuan paid by Zhang.

Jinyuan Mall: Real and False Levi's Mixed Sale

Century Jinyuan Shopping Center, known as the largest shopping center in China and even Asia, was also attacked by counterfeit goods last week. Jeans, T-shirts and belts worth 65,438+10,000 yuan were found to be counterfeit American famous brand Levi's.

According to the introduction of Levi's brand clothing store in Century Jinyuan by Beijing Jingaobi Clothing Co., Ltd., the licensor of Levi's trademark right in the United States, Jingaobi Company claims that all Levi's brands it sells are imported and world-famous brands, among which the price of jeans is 1200 yuan, and the discounted price is around 500 yuan. However, Li Hui Company of the United States said that they did not authorize Jinguobi Company at all. Jinguobi Company adopted the method of confusing fake Levi's clothing with real Levi's clothing in sales, which made it difficult to tell the truth from the falsehood and induced consumers to pay high prices to buy fakes.

Silicon valley computer city: hitchhiking sales of cottage LG chassis

Last week, the Trademark Section of Haidian Industrial and Commercial Branch seized 34 cases of counterfeit LG computers in Zhongguancun Silicon Valley Computer City. According to the identification of these goods by LG trademark owners, it is found that all of them are infringing goods.

It is understood that the LG brand has a great influence in China, so some counterfeiters take a "free ride" way to sell counterfeit LG brand products. These infringing goods are mainly produced in Guangdong, and the outer packaging boxes generally have no factory name and address, and their workmanship is rough. Most of their models and styles have never been produced by LG manufacturers.

Related links

Five giants of foreign classical furniture went to Beijing to fight counterfeiting.

Set up a10 million yuan anti-counterfeiting fund in Beijing.

At the same time that many department stores in Beijing exposed fake news, home building materials stores also began to crack down on fake goods. Last week, seven CEOs from five top furniture companies in Spain and Italy, entrusted by 50 top furniture manufacturers in Europe and America, went to Beijing to crack down on fakes, and held an on-site appraisal meeting of European classical furniture in Da Vinci's foreign furniture supermarket to let consumers learn to distinguish authenticity.

It is understood that after market research, it is found that fake foreign furniture that imitates European and American classical furniture for profiteering has occupied a considerable market proportion. These 50 foreign furniture manufacturers will set up a special anti-counterfeiting fund100000 yuan, and said that they will investigate the legal responsibility of fake foreign furniture manufacturers who counterfeit the appearance patents of these enterprises.

According to the investigation of seven bosses on Beijing furniture market, in a shopping mall, the dealer who copied the fake furniture of Italian CITTERIO brand said it was genuine in front of the boss of the brand, and said it was imitation when he asked to see the certificate of origin and packaging place. The owner of Spain's MOVI brand saw a set of combined furniture worth 6.5438+0.68 million yuan from his own manufacturer, and the price was 6.5438+0.2 million yuan here. The dealer said that their purchase channel is different from that of Da Vinci store, so it is lower than the original price by more than 20%. After investigation, they found that in the sales of imported furniture, the sales of real foreign brand furniture are less than 30%. This means that 70% of the market is lost to imitation furniture and fake foreign furniture. Some imitation furniture and furniture produced by foreign production lines are sold as original imported furniture; Domestic furniture will become "imported furniture" as long as it passes through the customs once and has a "one-day trip abroad".

What makes these foreign furniture manufacturers even more angry is that the cost of fake foreign furniture is less than 20% to 30% of the real foreign furniture, but the price is 70% to 80% of the original imported furniture, and it is claimed that imported furniture stores such as Da Vinci have high prices. "They lack the minimum integrity and let consumers be deceived to make huge profits." A boss said that the most terrible thing is the impact of fake goods on the reputation of real goods. Fake goods are not only rough to make, but also have a big gap with real European classical furniture in design taste.

In order to crack down on counterfeit goods, seven bosses of five enterprises handed a check worth 6.5438+million yuan to Wang Hongxia, the head of Da Vinci Supermarket, which was jointly funded by more than 50 foreign-funded furniture manufacturers in Beijing. The anti-counterfeiting fund will be paid by Da Vinci Supermarket and will be responsible for the specific anti-counterfeiting activities in Beijing on behalf of these furniture factories. No matter which market in Beijing their furniture is counterfeited or cheated by consumers, Leonardo da Vinci has the right to use this fund to counterfeit and protect intellectual property rights for foreign manufacturers.