“My pavilion in Guangzhou Pacific Computer City and Bainaohui has become a tasteless, and the store business is getting worse. Compared with 2004 and 2005, the operating income of stores has shrunk by more than 60%.” It operates in the computer core business district of Guangzhou City. Huang Sheng, who was more than 10 years ago, reluctantly stated to the "First Financial Daily" yesterday that at present, his storefront turnover in Computer City is only at the same level as monthly rent and labor, and there are sometimes losses. The reason why he is willing to stay in the computer city, mainly based on a feeling, "many businesses have moved out of the computer city, such as Pacific Computer City, there is a very open window on the third floor."

In fact, the main source of business for Huang Sheng, who is a computer accessories business, is the accumulated customer base in the computer city for more than ten years, and these wholesale-like businesses can bring tens of millions of dollars in revenue every month.

“Last year we also opened stores on Taobao and pat, and the proportion of online sales revenue to total revenue has risen by 10%.” Huang Sheng said that due to the squeeze of Gome and Suning and other integrated stores, he himself is in Guangzhou Pacific Computer City and Bainao. The exchange store has gradually lost the role of retailing, and is more a window for companies to display their images and negotiate wholesale business.

Huang Sheng’s experiences and feelings are also shown in one aspect. In the traditional computer stores under Suning, Gome and other integrated 3C stores and online shopping, the current status quo: the business is difficult for businesses, businesses revolve running, a large number of merchants delisting, stores Closed and so on.

Gome and Suning's Encroachment On May 31st, the reporters made a lap in Guangzhou Yonggao, Tianhe Computer City, Pacific Computer City, and Bainaohui. Although they are still the core shopping district of Guangzhou Computer Stores, they are still busy, but they are in the computer city. The flow of people is obviously less than in previous years, and the sales of each store are basically people-to-people. As soon as a customer enters, someone will immediately follow your enthusiasm and make a recommendation.

In contrast, the GOME and Suning stores in the core business district have obvious advantages in terms of the shopping environment and the richness of product categories.

“In the core business district near Tianhe Computer City in Guangzhou, Suning has arranged 4 chain stores.” Wei Wei, Suning’s Southern China Management Office’s operations director, said that the number of Suning stores in Guangzhou has reached 43 and will increase to 50 at the end of the year. The annual growth rate of computer products is above 50%, which is higher than the average growth rate of 10% in the computer market. At present, the turnover of computer products accounts for 13% to 14% of the total sales of Guangzhou Suning, and it is estimated that it will exceed 20% by next year.

“Actually, the Zhengjia shop near the computer shopping district has accounted for more than 20% of computer revenue last year, and this proportion will rise to 25% this year.” Gu Wei pointed out that the reason why the integrated 3C store has successfully eroded the market of Computer City, In terms of computer products becoming more standardized, direct supply from computer manufacturers has provided cheaper prices for the whole family. On the other hand, Suning has also offered trade-in services with a maximum discount of RMB 400. “All of these have become Suning and attract more computer consumers. s reason."

If Guangzhou Suning is still only a computer shop around the city, gradually erode the market of Computer City, Guangzhou Gome can be said to directly set competitors as a computer city. In August last year, Gome's new living hall opened in Gangding, its location is on the first floor of the original South Computer City, and the main products sold are computer digital products.

"This year, Guangzhou Gome will also increase a store near Taigu in the vicinity of Computer City. By then, the number of Gome stores near the Guangzhou Tianhe Computer Business Circle will reach 6." Gao Geng, general manager of Guangzhou Gome, said this year, Gome Guangzhou will put a mobile phone. The proportion of revenue from computer and digital products has increased from the original 25% to 35%.

The high cluster points out that the sales advantage of GOME's mobile phones, computers and other digital products is low price. Because, GOME Electric Group has already placed very large PC orders to international brands such as Asustek and Acer at the beginning of the year, and some models are still tailor-made for Gome.

Huang Sheng also admitted that the original computer city's price advantage under the impact of the United States and Suning, has little left, and Gome and Suning in some computer products, the price will be cheaper.

The direction of manufacturers is facing the shift of computer digital consumers, and computer digital brand manufacturers have gradually strengthened cooperation with emerging channels in recent years.

“Emerging channels such as TV shopping and online shopping are emerging. For this reason, Lenovo established a dedicated network department in the first two years.” Lenovo sources said that the computer sales of Gome and Suning accounted for more and more in the past two years. So Lenovo has formed strategic partnerships with GOME and Suning and other integrated 3C stores. However, from the sales point of view, the current sales of Computer City still accounted for the vast majority.

Zhang Shuguang, Guangdong Platform Manager of Aigo Electronics, pointed out that currently, Patriot’s electronic digital products account for only about 50% of computer city sales, online shopping accounts for about 30%, and Gome and Suning account for 20%.

"Because of the rise of mobile phone products and Apple products, IT industry as a whole is declining. For example, mobile phone products have squeezed a lot of market for audio and video and digital products, and many digital functions have been integrated into mobile phone products; and Apple's tablet computers, Laptops, all-in-one products and other products, because of the dual attraction of brands and products, make many computer manufacturers difficult to survive, sales plummeted.” Zhang Shuguang said.

A computer city executive also said yesterday that IT manufacturers in the computer city store image display role, short-term or other stores can not be replaced. However, judging from the development trend in the future, the Guangzhou computer business district has actually stopped its expansion and is gradually shrinking. Only the computer city with better operations and more people flow is likely to continue to survive.

Perhaps consumer opinions can better reflect the real situation.

One employee who is responsible for the maintenance of the computer network in the enterprise pointed out that the prices of IT products are almost the same, the products purchased online may be cheaper, and the arrival time is also fast, so the computer products needed by their own units are basically purchased online. Computer City's traffic is inconvenient, and too many people are tired of buying things."