Urgent! ! ! Is Guangzhou Tianhe computer store saturated? (Latest information)

Southern Metropolis Daily: Is Guangzhou Tianhe Computer Store saturated?

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"The new store will not have much impact on the rent."

Tianhe Computer City is now adjusting the floor structure to make the layout more reasonable.

This year, a new round of signing for Tianhe Computer City is about to begin, which coincides with the opening of many new stores. Will it affect the rent? The rent policy of Tianhe Computer City is continuous and forward-looking and will not be greatly affected by the external environment.

—— Qi Lin, Director of Operation of Tianhe Computer City

"The Pacific hopes that everyone will make the market bigger and stronger together."

On the surface, the opening of the new computer store will intensify the fierce competition in the industry, but it will also play a good role in promoting and driving the development of the industry, prompting the original computer store to further strengthen its own management level. Pacific welcomes new entrants, and we hope we can make the market bigger and stronger together.

—— Hu Kunhui, Assistant General Manager of Guangzhou Pacific Computer Market

In the second half of this year, the IT store circle located in Tianhe Road, Guangzhou will welcome the opening of four major stores: Bainaohui, Gao Yi Headquarters Phase II, Haoyuan 3C Store and Witten IT Headquarters.

The business area of these four stores is about 80,000 square meters, which is equivalent to the total business area of existing stores (referring to the four IT stores of Pacific Phase I and Phase II, Tianhe Computer City, Nanfang Computer City, Ego Head Office and all the large and small stores in Shipai West Street).

Whether these new stores can be digested has become a big suspense for stores, IT vendors and distributors. ...

There is a story about an old monk holding a wooden bucket full of big stones and asking the young monk, can you still carry it? The young monk said, no; The old monk picked up the fine sand, which seeped out from the cracks in the stone; "Can you still pack it?" "It's really full this time!" The old monk picked up another bowl of water and slowly poured it into the bucket. ...

IT is more appropriate to use this story to describe the competition situation of IT store circle in Tianhe Road, Guangzhou. When Ego's South China headquarters opened in 2004, the industry was vaguely worried: Are there too many IT stores here? In July, 2005, Bainaohui announced that it was stationed in Tianhe Road, Guangzhou, and invested 900 million yuan to build its own property on the east side of Pacific Computer City (3 floors underground and 30 floors above ground, with a total construction area of 6.5438+0.2 million square meters). Among them, the podium 1 floor to the 6th floor underground is the Bainaohui IT store with a storefront area of 38,000 square meters. At this time, many manufacturers and distributors have come forward to say that IT stores are too saturated. Who knows that from the end of last year to now, Haoyuan 3G Digital World, Ego South China Headquarters Phase II and Witten IT Headquarters have come forward to attract investment. ...

Four new black and pink stores were unveiled.

Bainaohui IT Store was originally planned to open at the end of last year. Later, for various reasons, the opening time was pushed back and forth.

Xie Xiangde, commercial service department of Guangzhou Bainaohui, and Ye Qiufen, marketing department, said in an interview that the opening time of Bainaohui has not been finalized. However, Bainaohui's outdoor advertisements have already been sold out, many tenants are renovating, and Pizza Hut has also entered the market ... According to informed sources, Bainaohui has obtained the fire protection certificate in April, and it is not far from leaving the industry.

Wu Ting, president of Guangzhou Gao Yi Technology (Group) Co., Ltd., told the reporter that the second phase of Gao Yi headquarters (located in Tianhe Fengxing Square) across the street from Gao Yi Digital Plaza will be capped in July and is expected to be put into operation in August this year. "The operating area of Gao Yi Headquarters Phase II has reached 20,000 square meters, which is larger than that of South China Headquarters. More importantly, the second phase successfully entered the Tianhe City business circle (Tianhe City and Jiazheng Square on the left, opposite the taikoo hui Square under construction), which is more convenient to integrate with the traditional business circle and more vulnerable to its radiation and profit. "

Previously, Zhang Chun, head of Haoyuan 3G digital world, revealed that Haoyuan will be officially put into operation in July this year. Zhang Chun told reporters that Haoyuan 3G digital world is a certain distance from Tianhe IT store circle, but because Guangzhou's commercial centers (represented by CITIC Plaza and Mayor Building) and traditional commercial centers (such as Tianhe City and Jiazheng Plaza) are located in the west of Tianhe IT store circle, it is closer to Haoyuan 3G digital world and more convenient for these business people to buy.

Witten IT headquarters is located at the junction of Shipai West and Tianhe Road in the center of South China IT business circle, close to Pacific Computer City. This 27-story building consists of a central shopping mall and an office building, which constitutes an integrated exclusive IT headquarters. Among them, the skirt building of nearly 30,000 square meters will become a specialized IT center store. The reporter learned that wITten it headquarters is expected to open in June this year at 5438+ 10.

Four new stores will open within half a year, which will undoubtedly greatly change the ecological environment of Tianhe IT store circle.

Gao Yi's "Guild Wars" Bainaohui

Among these new computer stores that are about to open, the most striking ones are naturally Bainaohui and Gao Yi.

Bainaohui is the largest investment project of Taiwan Province Blue Sky Computer Group (famous for developing and manufacturing notebook computers) in China, with an investment of nearly 10 billion yuan. Since 1998 entered the Shanghai market, Bainaohui has established professional it chain stores in Nanjing, Chengdu and other cities 10, which is the largest chain computer store in China.

Ego computer specialty store is an industry owned by Zhejiang Ego Group, a domestic private enterprise. At present, 2 1 professional digital stores have been successfully opened in Hangzhou, Ningbo, Shanghai, Guangzhou, Tianjin and Changsha.

In the field of IT chain stores, in recent years, the top three have competed for hegemony, namely, Bainaohui, Cyber, and Ego.

Informed sources told reporters that Cybertron has been expanding wildly in the past few years, hoping to increase its chips when it is acquired by manufacturing giant Hon Hai Group in Taiwan Province Province. After being acquired by Hon Hai, the expansion of Cybertron slowed down obviously.

What is really aggressive is Bainaohui and Gao Yi. The competition between the second phase project of Ego South China Headquarters and Guangzhou Bainaohui has undoubtedly become a focus of national competition between the two sides.

"After the opening of Gao Yi South China Headquarters, Tianhe IT Store Circle has been in a state of balance. However, the addition of Bainaohui broke this balance. Tianhe Ding Gang is like a balance, with Shipai Western Pacific as the center and Bainaohui and Gao Yi as the two ends. At both ends of the balance, the heaviest end will land first, and the lightest end will definitely be suspended and marginalized. " Wu Ting called this delicate competitive relationship "equilibrium theory". "The second phase project of Gao Yi South China Headquarters is to increase the western end of the balance, so that Gao Yi can avoid being marginalized. To put it bluntly, the second phase of Gao Yi Corporation is to protect Gao Yi South China Corporation. "

The competition between Bainaohui and Ego Corporation for IT vendors and distributors (tenants) is also the fiercest. On the laptop in Wu Ting, the reporter also saw the latest tenant decoration "information" of Bainaohui.

Shops are under saturated pressure.

In just half a year, the four major computer stores will be put into operation, and the business area will double. For the operators of computer stores, the pressure is undoubtedly enormous.

Previously, Lv Zhiyang, general manager of Bainaohui Guangzhou Branch, once said that although Tianhe IT business circle tends to be saturated, there is still some room in the market stimulated by huge purchase demand. Hong Quan, deputy general manager of Witten IT headquarters project, also pointed out that there are many businesses outside the local circle who want to enter Tianhe IT circle, so the supply of computer city is not saturated.

Wu Ting, president of Gao Yi, disagreed with this view. In Wu Ting's view, Tianhe IT business circle is saturated and it is difficult to achieve a win-win situation. "In the case of oversupply, how to attract and retain customers is the primary problem faced by major IT stores."

Although Bainaohui does not admit that the store is saturated, and the opening time of Bainaohui has been pushed back and forth, people inevitably have doubts: Is there a problem with attracting investment? Ye Qiufen of Guangzhou Bainaohui Marketing Department explained that at present, Bainaohui's investment promotion situation is very good, with 90% completed. "The opening time has not yet been determined. This is not because the signing rate is low. We buy our own land and have a lot of work to do in decoration and communication with the government. "

The person in charge of an MP3 manufacturer does not agree with this explanation. The person in charge told the reporter that they were in the pavement of Bainaohui and have not been renovated yet. "I saw that the reconstructed pavement was only 100, and there were more than 800 pavements in Bainaohui. It seems that it is unlikely that Bainaohui will open in the short term. " Ye Qiufen told reporters, "I don't think this problem (referring to the small number of stores currently being renovated) is big. The decoration time of the shop is short, and it can be completed in two or three weeks. Once we have determined the time, the renovation of the store can be completed quickly. "

As a competitor, Wu Ting analyzed: "There may be two reasons for the delay in the opening of Bainaohui: on the one hand, there may be problems in attracting investment, on the other hand, there may be no confidence in the popularity after the opening, waiting for the opening of the subway. However, as far as I know, Metro Line 3 will not be opened until the end of the year, and Bainaohui will definitely not be able to afford it, nor will manufacturers and distributors. "

Wu Ting said frankly that the second phase of Gao Yi headquarters opened nearly half of its business area, and introduced Gome, home appliance stores and the first e-sports hall in China. "Only in this way can we dilute some pressure."

The reporter learned from people familiar with the matter that the current subscription situation in Haoyuan 3G digital world is not ideal.

Hu Kunhui, secretary-general of Shipai Computer Market Industry Association in Tianhe District, pointed out that compared with Beijing and Chengdu, the overall business area of Guangzhou Tianhe IT business circle is still small, and the new computer store will increase the business area of the whole business circle. Whether this can keep up with the increase in the capacity of the consumer market is a matter of great concern to everyone. With the continuous development of the market, I believe there will be a new round of reshuffle in this business circle. "From the perspective of industry associations, strengthen industry self-discipline and standardize management supervision from all aspects, assist the government to create a healthy competitive environment, and promote the sustained and stable development of the industry."

Our reporter Tian Shen Intern Liu Shutao

Argument of views

A tripartite debate between stores, manufacturers and distributors

Is Tianhe computer store saturated?

Square view

Shop representative: "Tianhe IT business circle is saturated"

Wu Ting, President of Guangzhou Gao Yi: Tianhe IT business circle is saturated, so it is difficult to achieve a win-win situation for both parties. This is a trade-off game. The opening of many stores at the same time will inevitably bring more intense competition, and the decline in rents and the increase in marketing expenses are inevitable problems.

Manufacturer's representative: "The marginal benefit of opening a store will be reduced."

Head of a well-known monitor brand in South China: Now there are more and more stores. In order to compete with competitors, we have to set up many stores (plus dealers) in each store, and the rent, decoration expenses, personnel expenses, distribution expenses and so on are very high. With more stores, the cost will increase, but the marginal revenue will decrease.

Dealer representative: "Some stores have zero sales a day."

Ren Xiangming, general manager of Netzhong Digital Technology Co., Ltd. (general manager of several rechargeable batteries): We are still in a wait-and-see state for the newly opened stores. Big brands may be the first to enter, and small companies like us will look at the situation first. It will take a year or two for the store to mature, and it will definitely not work in the first year. Now IT stores in Tianhe business district should be considered surplus.

Li Yongwen, Guangzhou Saituo Computer Trading Co., Ltd. (agent of Hewlett-Packard, Samsung and Founder): The cost of increasing the berth will probably exceed the profit generated. As far as our present situation is concerned, bunks are not a place to make money, and the daily sales of bunks are often zero this year.

Fan Fangguan Hall

Store representative: "Merchants still have to expand their stores."

Lv Zhiyang, deputy general manager of Bainaohui Guangzhou Store: Although Tianhe IT business circle tends to be saturated, there is still some room in the market stimulated by huge purchase demand.

Hong Quan, Deputy General Manager of Witten IT Headquarters Project: At present, many businesses still need to expand their stores, and many businesses outside the local circle want to enter Tianhe IT circle, so the supply of computer city is still not saturated.

Manufacturer's Representative: "The increase in profit exceeds the cost of the new berth"

Feng Hui, general manager of Youguang Digital: It is a good thing for manufacturers to open more new stores, which gives us more choices, more exposure and more exhibition opportunities. The increase in profits exceeds the cost of adding new stores. The emergence of cluster stores is due to people's consumption habits and they are used to shopping around.

Dealer representative: "The more new stores there are, the more goods will be distributed."

CEO of a well-known digital camera in Pacific Computer City: As the general representative of the well-known digital camera in Guangzhou, retail is on the one hand, and more business is to distribute goods to various dealers. Therefore, we certainly hope that more and more stores will appear and more dealers will come to us to get goods, and the sales performance will be better.

conclusion

Obviously, in today's increasingly fierce terminal competition, well-known brands (such as Lenovo, TCL, etc. ) And those brands (such as Ubuntu) that are in a fast-rising period want to get more exposure, so they generally welcome the emergence of new stores; Those dealers who have strong ability to distribute goods (such as general agents, mainly concentrated in the Pacific for historical reasons) also hope to bring more dealers through the increase of stores, and are also very supportive of the expansion of stores.

For those small-scale dealers, the emergence of more stores often leads to higher costs and more competitors rather than business opportunities. In their view, the IT stores on Tianhe Road are already too saturated. And such dealers are the mainstream of the current dealer team.

Reporter's notes

Characteristic management is a PK weapon

There are more and more IT shops in Tianhe Road, and amateurs are watching the excitement, while experts are worried about management. In the near future, there will inevitably be a cruel PK between stores.

Seeing this, the Pacific Ocean spared no effort to build the Pacific computer network while improving the hardware environment as much as possible. Not long ago, Pacific Network also held a grand press conference in view of the low-key norms in the past, and it was necessary to unite many well-known mass media in the country to fully shape the golden signboard of Pacific evaluation. The booming Pacific network and the much-anticipated Pacific assessment are the PK weapon of the Pacific Ocean.

Gao Yi saw this, so Gao Yi wanted to introduce Gome and the first e-sports hall in China, and introduced a combination of mobile phones, restaurants, animation and other formats into the second phase project of the head office, actively cutting into the traditional business circle, hoping to take advantage of the radiation advantages of the traditional business circle to enhance its competitiveness.

Bainaohui saw this, so Bainaohui firmly grasped the goal of "building a comprehensive store focusing on IT products". In addition to traditional IT products, restaurants such as KFC and Pizza Hut and mobile phone dealers such as Dixintong were introduced, and an "animation game park" was established. ...

It is the 3G digital world of Haoyuan, and it also emphasizes that we should make a fuss about "essence" and "novelty" and take a different road from our predecessors.

Although four new stores have not yet opened, savvy merchants have taken precautions. Many "equipments" are ready for future competition.

The comprehensive strength competition of major computer cities.

Comprehensive strength of advantages and disadvantages of computer city

Pacific (1.2) has a leading position, a stable dealer team, limited space for distribution expansion, and a property structure of ★★★★★★★

Powerful; There are stone tablets in the back, and the west is deep, so the storage is unreasonable and the rent is relatively expensive.

Convenient logistics; Pacific network and shops are in place.

Gao Yi South China Headquarters subway exit has a good property environment, which is separated from the second and third phases of the West District.

And the second phase of the project, Tianhe City Business Circle; The chain operation mode is mature and open; There is a lack of storage and other assistance nearby.

Close relationship with manufacturers and mature management; Www.it facilities

Website. Com.cn enjoys a good momentum of development.

Bainaohui subway exit, good property environment; East of the chain is the hospital, and then it is not ★★★★☆.

Mature business model, close relationship with manufacturers, business circle management, and unsatisfactory passenger flow in the east.

Mature; Own property. ; The business area is too large.

Tianhe Computer City has a good property environment and mature management. Being in a single store in the business circle is not explosive enough. ★★★★

Central position, facing the source on both sides.

Southern Computer City is in the center of the business circle. Confusion of property rights, management ★★★★☆.

bad

WITten it headquarters is in a quasi-core position; There are stone tablets in the west, and the warehouse deviates from the main street; Located in the Pacific Ocean

Convenient storage and logistics. Behind, "it was dark under the lamp".

Haoyuan 3G digital has its own property rights and a good environment; Being in Tianhe City, far away from the core of IT store circle; ★★☆

The boundary between world business circle and IT business circle; Subway exit. Operators lack IT background and attract investment.

It is more difficult.