After a few words, I fell into the tide of closing stores, and all the stores in Beijing were closed. Some members spoke out, and this time they closed the store, not only did they not inform in advance, but the after-sales phone number of the balance of the stored value card could never be reached, and members could not refund the fee. After a few words, I fell into the tide of closing stores, and all the stores in Beijing were closed.
After a few words, I fell into the tide of closing stores, and all the stores in Beijing were closed. 1 if god wants it to perish, he must first make it crazy and expand.
Online celebrity bookstore, the first generation of unlimited expansion, is gradually dying out.
Recently, Yanji closed its last store in Beijing, closed eight stores in eight years and completely withdrew from Beijing.
This is another city that quit after Guangzhou, Hangzhou and Xiamen closed their stores.
Different from the vigorous opening at the beginning, the seclusion of a few words in major cities is very lonely. Close the store quietly, even few people pay attention.
How did the once high-spirited and extremely luxurious online celebrity bookstore come to this step today?
Many people say that because of the epidemic, bookstores that rely on "to-store traffic" for a living have no source of income.
In fact, if we really want to dig deep, the epidemic is just the tip of the iceberg. The reason why the bookstore closed down has long been buried behind its popularity.
Do whatever it takes to get the eye.
Who would have thought that in the past years, Yanji used to be an online celebrity bookstore with unlimited scenery?
In 20 14, another founder, Yan Ji but Dan Jie, opened his first store in Chuangye Street, Zhongguancun, Beijing, which immediately surprised the whole capital.
As a bookstore focusing on new concepts, Yanji is a bookstore, not just a bookstore: restaurants, galleries and cultural and creative areas are often arranged inside, just like a space integrating self-display and creative life.
As a bookstore among network celebrities, the first impression given by a few words is "high value". In order to "look good", I said a few words, at the expense of work.
20 18, in a few words, Xi' an Mike central store burned down1400,000 yuan. He not only hired a famous Japanese designer Ikebukuro to design, but also perfectly combined Japanese architectural thinking with the characteristics of the ancient capital Xi 'an. In terms of materials, he did not hesitate to customize and import high-end materials.
Do you think this is a valuable ceiling in a few words? Then underestimate its determination to be a bookstore among online celebrities.
In Kunming, Yanji invited Shuhei Aoyama, a top Japanese designer, to design a lakeside bookstore with green mountains and green waters according to the characteristics of Kunming as a "spring city".
In Zhengzhou, a 7,000-square-meter store and bookstore were divided into small villages and equipped with observation decks.
This is not a bookstore, it is simply a landmark tourist attraction.
In addition to high face value, Yan Ji also made full use of the bookstore's functions through her own efforts.
Traditional bookstores simply sell books, at most some stationery and cultural and creative supplies, and a few words can provide readers with more services than this.
Moving Starbucks and other coffee shops into bookstores is just a few basic operations.
In Chengdu store, Yanji also opened a restaurant, where readers can even eat local delicacies such as hot and sour fish belly soup and rabbit meat.
In Zhengzhou's hypermarkets, there are also brand stores such as hairdressing, manicure and household goods, which are simply developing into tourism.
Yanji, with its super-high face value and diversified functions, has shined brilliantly in the past few years and repeatedly set off social circles. At the busiest time, some readers lined up for three hours just to get into Yanjiyou Bookstore.
Burning money is a bottomless pit.
Founder Shan Jie regards writing as a "dream" place and spends money to realize his ideas. However, how can daydreaming last? In just a few years, a few words fell from the peak to the abyss.
We should have seen the "closure" of the store earlier than we saw the public who closed the store.
Last year, several employees broke the news one after another, saying that they didn't get a penny salary for a year and didn't buy social security. Later, Yan Ji also broke the rumors that many domestic stores were in arrears with wages.
Because of the pressure of life, some employees directly shouted the founder Shan Jie on the Internet. But it has also been delayed in getting a response.
In addition to employees' wages, there are also arrears from suppliers. Many publishers sent several batches of goods, but they still didn't receive the payment after the settlement time, so they cooperated directly.
After arrears of wages and arrears, it is arrears of rent.
You know, as a physical store, you have to pay the store rent. 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 rent-free at the beginning. However, in a few words, after this "honeymoon period", it means that the rent must be paid on time.
At its peak, Yanji opened nearly 60 stores across the country. The remaining half of today, just because the high expenditure is unsustainable, had to close.
Since its establishment, Yanji has successively obtained four rounds of financing, and the accumulated financing amount is only 240 million yuan. The money was used to build two stores.
The cost of opening a store, plus the later operating rent, employee salary and marketing promotion, such a speed of burning money, relying solely on the later operating income, is simply a drop in the bucket. Without corresponding financing, we can only go to the end of bankruptcy.
It's not worth the loss to give up the basics.
Without the influence of the epidemic, would a few words be another scene? Not necessarily!
In the early days of opening up, the high value of words was really full of gimmicks and earned enough attention. However, this enthusiasm has not brought practical benefits.
First of all, Yan value tactics are the easiest to copy.
In recent years, "high-value" online celebrity bookstores have emerged in an endless stream. It is not unique to say a few words, nor is it necessarily "the most beautiful".
When Zhongshuge, the "most beautiful bookstore" in Hangzhou, opened, 20,000 people entered the store and burst into stores, but there was no way to limit the flow.
Duoyun Academy is not only well-known, but also won the title of "the highest bookstore in China" because it is located on the 52nd floor of Shanghai Center, with tens of thousands of people rushing 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 designers and use materials, it is not difficult to build a high-value online celebrity bookstore.
The popularity of any online celebrity bookstore is no less than 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 sake of face value and fame, rather than really reading books and spending money.
Secondly, the product strength of a few words is too weak.
Even if you are an "online celebrity", you must first be a bookstore. If you can't provide readers with good books, you will lose your soul.
In a few words, I would rather spend a lot of manpower and financial resources on design and marketing than carefully choose books. Compared with traditional bookstores, the books in the store are not only homogenized seriously, but also the taste of placing and selecting books is not as good as that of traditional bookstores.
Many people turned around several times and couldn't find the book they wanted, so they had to leave angrily.
Finally, the consumption experience of a few sentences is too bad.
Many people go to chat several 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 net bookshelf is one of the most common decorations. In order to cooperate with netizens to take photos and punch in, bookshelves are made very high, books are placed very high, and even decorated with fake books, which is not for selling books at all.
Coupled with catering, nail art and other service industries, the noise index in bookstores is aggravated and the satisfaction of consumer experience is reduced.
As a result, the bookstore is not a bookstore, and there are a few words that have no connotation, pushing themselves to the abyss.
A lesson from the past-a lesson from the past
Being an "internet celebrity" is not a mistake. It is feasible to attract customers to the store by creating online celebrity punch points and IP forms.
But if we just stay on the surface of network celebrities and don't continue to provide customers with valuable products and services, it's just a farce. After the noise, everything will be silent.
Online celebrity bookstore is not the first one to say a few words, and it may not be the last one. I hope to give some reference to future generations.
Yanji is caught in the tide of closing stores. At the beginning of July, all the stores in Beijing have been closed, and all the eight stores opened by Yanji in Beijing have been withdrawn. Some members voiced and closed the store many times. Not only did they not inform in advance, but the after-sales phone number of the balance of the stored-value card was never contacted, and members could not refund the fee.
This brand, born in 20 14, is a typical representative of bookstore 2.0 era. On the basis of bookstores, Yanji has integrated innovative formats such as coffee shops and cultural and creative life houses. This new gameplay has also attracted the favor of capital, with four rounds of financing in five years, and the accumulated financing amount exceeds 200 million yuan.
I have been to Yanji, which is located on the third floor of Xihongmen Convergence Shopping Center in Beijing. The overall style is small and fresh, belonging to Japanese style. In addition to selling books, there are toys and some personalized daily necessities, audio-visual products, which young people will prefer. The surrounding shops are rented out to coffee shops and flower shops as second landlords, which expands the literary style of the whole talk.
Generally, parents take more children on Saturday and Sunday, because they can sit inside and read books. Some books don't have plastic covers, so children can sit on the ground and read freely. Young people just come to see if there are any new books in the market. I stayed for two hours at most. However, there are very few people who actually buy books within two hours on weekends. The coffee shop next to it is also rarely visited. This is still a few words in the busiest shopping center.
At its peak, Yanji opened nearly 60 physical stores in 14 cities across the country, including first-tier and new first-tier cities such as Beijing, Shanghai, Guangzhou, Hangzhou, Nanjing and Chengdu.
The epidemic situation is the main cause of network celebrity meteors. In addition, from May 20 14 to February 20 18, * * conducted four rounds of financing, with a total financing amount of 240 million yuan. Investors include Pegasus Brigade, Hongtai Fund and Shi Sheng Capital. With the blessing of capital, Yanji quickly spread all over the country, but the epidemic disrupted the original pace of Yanji.
Heavy assets have become a burden you can't get rid of. After a few words, I began to default on various payments. The first Guangzhou store that couldn't hold on chose to close on 202 1 year1month. At the end of 20021,a few words broke the news that employees were in arrears with wages and did not pay social security. Now the giant's footsteps have dragged on, and the game of heavy asset layout has come to an end, leaving only three out of 60 stores. How long the three companies can last is unknown. At present, many consumers' membership cards cannot be refunded.
Now, for consumers, there is really no need to apply for membership cards casually, and stored-value cards should be more cautious.
Nowadays, the era of capital investment in fast-moving consumer goods such as online celebrity bookstores and online celebrity snacks has passed, and it is difficult for a big MAC with heavy assets to make a profit. Only by using light assets as a platform can there be a way out for future investment.
A few words is the end of a generation of online celebrity bookstores, but China people don't like reading? No, but now there are too many channels for people to buy and get new books, and these channels are all 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 keep pace with the times in order to last forever.
After a few words, I fell into the tide of closing stores, and all the stores in Beijing were closed. In a few words, the remaining eight stores in Beijing closed one after another and completely evacuated from Beijing. As a new store among network celebrities, Yanji's business model is also very fashionable and advanced, attracting many people to punch in. Recently, it was reported that it had 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 stores, and it is reported that its investment amount is as high as 200 million yuan! Recently, such a high-investment shop among online celebrities has been exposed to outstanding problems such as wage arrears and failure to pay social security to employees. Recently, they even frantically closed stores in Beijing and evacuated from Beijing. Why did the online celebrity store end up like this? What do you know about it?
First, what kind of shop is it?
Yanji is also a creative life experience store full of imagination and creativity, aiming 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 contains a variety of services, and it seems that it has become an online celebrity store overnight.
At the same time, Yanji combines the design space of various elements, full of satisfactory books and unique layout and decoration, and also brings together the most representative fashion brands at present. It was first opened on 20 14, and the first Yanji Youdian in China is located in Chuangye Street, Zhongguancun, Beijing.
In short, as an "upgraded" version and an "enhanced" version of the traditional bookstore, it has completed four rounds of financing in just four years, and the financing amount has reached more than 200 million yuan. This was a very high achievement at that time, which was beyond the reach of similar shops.
A series of personalized services have also been launched, such as "Yanbao Paradise YJYKIDS" and coffee cultural space "Yan Cafe" which are specially developed for children. How did such an excellent and famous store in Celebrity on the Internet go bankrupt step by step?
Second, evacuate Beijing and close the store crazily?
Why should the shops in the network celebrities who should have gained fame and fortune be exposed to crazy closure and leave Beijing overnight? Just as the public is optimistic about its development potential, it is exposed to problems such as arrears of employees' wages and failure to pay social security for employees. It cost 200 million. What happened to it?
According to reports, the company's leaders have been restricted from high consumption at present, and they have also been included in the list of people who have lost their trust, which has a huge negative impact on enterprises. The company frequently broke amazing news, which made countless consumers feel sorry for it. What is the reason for the collapse of online celebrity stores?
First, employees' wages are in arrears, and employees' interests cannot be guaranteed. Many employees don't get the wages they deserve after resigning, and the company doesn't pay social security for employees. The wages of former employees have been overdue for a long time. At the same time, it is said that the court summons is 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 excusable.
Second, consumers' rights and interests are not guaranteed. Employees said that the company began to modify the mechanism and rights of store members two or three years ago. I didn't inform and ask for consumers' opinions in advance, and I haven't informed to return the card until now, which has caused many consumers to complain. But the company only gave an after-sales number that would never get through, and consumers really couldn't tell.
Third, the company is eager to expand blindly. A few words and debut are the peak, which coincides with the dividend period of China's "bookstore economy". In order to seize the market share quickly, Yanji began its "vigorous" expansion in Zhang Zhilu, opening a large number of branches in major cities across the country. This directly led to the successive problems of its funds. Is the originator of the online celebrity shop who spent 200 million really going to "die" this time?
Third, is it really necessary to "die" after spending 200 million yuan?
Judging from the current situation, most of Yanji's stores all over the country have closed. The store in Beijing even closed crazily, which can be said to have left Beijing overnight! According to this development trend, Yanji is likely to be eliminated by the market in this crisis.
As we all know, the network celebrity economy comes and goes quickly. Once the heat has passed, it seems that it never happened. In addition, the volatile epidemic in recent years has also dealt a great blow to physical stores. For the sake of safety, consumers will not choose to go shopping in physical stores, because if they accidentally go to physical stores, they will become close contacts and be sent to isolation.
Unfortunately, the physical stores of a generation of online celebrities have gradually disappeared from consumers' sight. The fact that a few words have gone from peak to decline tells us that enterprises should not only have excellent technology, but also have perfect after-sales service to develop. For an enterprise in the rising period of its career, blind expansion is extremely dangerous.