An Internet celebrity 188bet mobile login that breaks away from the traditional physical 188bet mobile login model，&ldquo appeared;shop closing trend”。

Public information display，Yan Ji is shutting down Beijing again、Chengdu、After some stores in Xi’an，Shenzhen has been closed one after another recently、Multiple stores in Guangzhou (some officials call this a strategic adjustment)；At the same time，Some employees&ldquo on Weibo;Ask for salary&188bet mobile login;、Some suppliers revealed that payments have been in arrears for a long time......

Punch-in Holy Land、Creative 188bet mobile login、Cultural life experience space......Yan Jiyou has multiple labels on his body，Opened the first store in 2014，Opened nearly 60 physical stores in 14 cities including Beijing, Shanghai, Guangzhou and Shenzhen，Multiple rounds of financing exceeding 200 million yuan，It’s a 188bet mobile login“红人”。

From high light to dim at this time，The black swan 188bet mobile login epidemic will naturally take some 188bet mobile login blame，But in fact it is difficult to become the most essential and core factor。Inadequacy of business model、Rapid expansion and capital passivity or retreat，Coupled with the impact 188bet mobile login epidemic，brings about continuous effect。

Essentially，Yanji can be regarded as an Eslite 188bet mobile login、China in Tsutaya 188bet mobile login“Disciple”，its scene space、Some models have deep imprints of both。

In Japan，Tsutaya 188bet mobile login has achieved great success so far，Expanding in the Chinese market，Become a new journey，Hangzhou、Xi’an、Shanghai becomes the first destination，Chengdu、Store stores in Nanchang and other places are also planned to be launched。

Comparison of two phases，Of course this is not“Disciple”Downlink、A simple reflection of the master walking high，Itself in multiple key dimensions，It is difficult to directly compare Yanji with Tsutaya 188bet mobile login。But the shadows of both sides overlap，And the reflected new urban consumption、Urban Cultural Space、The in-depth evolution of new urban lifestyle spaces，But it is of great analytical value。

A few questions to think 188bet mobile login:

1、Why did Yan Jiyou once“High fever&188bet mobile login;，Why capital continues to increase、Physical stores continue to expand？Now，Why did it go down rapidly again？How many comeback opportunities will there be in the future？

2、What is the core of the success of Tsutaya 188bet mobile login in Japan？China“Disciple”How much have you learned，How much have I learned？Its mid-term goal in China is to open 1,100 stores，How possible？The time was right, the place was right and the people were right，How much does it have in the Chinese market？

3、How should we view the great changes taking place in urban 188bet mobile login，How to seize the opportunity？

China in Tsutaya 188bet mobile login“Disciple”

188bet mobile login Jiyou、Zhongshuge、The appearance of some representatives of domestic Internet celebrity bookstores such as Sisyphus，There are two key factors:

1、Under the impact of Internet e-commerce，Domestic physical bookstores (which mainly generate revenue by selling books) have suffered heavy losses，Facing the worries of survival，Need to find a way to save yourself；

2、Urban commercial real estate continues to expand，Changes in product models including shopping malls or business districts，In urgent need of new products/new business formats，Tagged with “Lifestyle”The tagged internet celebrity 188bet mobile login is regarded as one of the popular choices。

Under two major background factors，Before the epidemic，188bet mobile login Ji walked out of another ups and downs line，Overall highlight attribute。

Refer to public information，&ldquo in the form of a community 188bet mobile login;Reading today”，Is the predecessor of Yan Jiyou，Once mainly distributed in major communities in Chengdu，And thus completed the accumulation of a certain number of users。2008，Start reading today and enter the business district，And expand to Beijing、Shanghai and other first-tier cities。

However，Subject to the general environment，Today Reading was eventually forced to close more than 60 188bet mobile login，Seeking transformation。

2014，Yanji opened his first store in Zhongguancun, Beijing，After，Opened the first standard store in Chengdu，The area is about 3600 square meters；July 2016，Yanji opened his second standard store in Beijing Xihongmen Shopping Center，The area is similar to the Chengdu store，But the 188bet mobile login format has changed，Covers the Cultural and Creative Life Center、Creative Incubation Base、Children’s Paradise、Creative incubation base, etc.。At the same time，The store also attracts other brands to settle in，Increase service experience。

Cultural life experience space，It is the brand positioning word of Yanjiyou，Its two major 188bet mobile login brands, Yanjiyou (generally flagship stores of about 3,000 square meters)、Yan Jiyou·Today’s reading (about 500㎡)，Defined as a composite 188bet mobile login on its official website，Committed to“Physical 188bet mobile login、Coffee Culture、Cultural and creative products”，can also be understood as“Books + Cafe + Social Space + Cultural and Creative Products”’s lifestyle collection。

There were reports in May 2019，Yanjiyou’s revenue proportion is: cultural and creative products 30%，Cafe 20%，Books 30%，Activity 188bet mobile login income accounts for 20%。

Reporting at that 188bet mobile login，Mentioned by Danjie, the founder of Yanjiyou，In urban expansion，To enhance freshness，The design emphasizes chaining and non-replication，In Yan Jiyou’s store，There is a coffee shop、Restaurant、Flower Shop、Gallery、Home furnishing store、DIY handicraft shop, etc.。

Isn’t it very similar to Eslite 188bet mobile login and Tsutaya 188bet mobile login?

Strictly speaking，Yan Jiyou (we) are Eslite 188bet mobile login、China in Tsutaya 188bet mobile login“Disciple”。

Tsutaya 188bet mobile login was founded in 1983，The initial business structure is books + videos + records，The target customers of the three are mainly young white-collar workers、Middle class, etc.，More consistent，It avoids a single book selling business，The three products can be better connected，Increase revenue。After，Books + Coffee，The combination of 188bet mobile login and department store，Towards a lifestyle, leisure and entertainment complex。

After，Muneaaki Masuda, founder of Tsutaya 188bet mobile login, founded Culture Convenience Club (CCC Group for short)，Tsutaya 188bet mobile login’s parent company)，The company is positioned as: building cultural infrastructure，Develop life proposals for customers。

How to understand?

“Lifestyle Proposal”meaning，Yu Tsutaya 188bet mobile login actually wants to create a visual experience、Highly experiential、Entity’s lifestyle，This need has always existed，And has two characteristics: 1、More fragmented，For example, buying books、Buy DVDs or records，Or go to an offline scene to experience it, etc.，They are all specific components of lifestyle；2、Changes over time，Socioeconomic development、Consumption upgrade, etc.，New lifestyle appears，It is a new brand、New trend。

Tsutaya 188bet mobile login is the first to satisfy these fragmented needs，Meet diverse and rich experiences in one physical scene，Then dig further、Combined refining，Form a new lifestyle plan，In layman’s terms，The user is Party A，Tsutaya 188bet mobile login is Party B，The latter is based on a deep understanding of the needs of the former，gives or creates a new consumption and new life“Proposal”。For users，“Go to Tsutaya 188bet mobile login”Can meet the new needs of your own lifestyle，At the same time, this thing itself has become a way of life“Flaunt”。

By extension，Tsutaya 188bet mobile login is essentially ";Selling”A new way of life，Culture is the core of lifestyle，Books are the foundation of culture，It is a carrier of lifestyle，Read paper book、Visiting bookstores is a reflection of a philosophy of life，And continue to strengthen in the hearts of users，Attract users，Guarantee the customer flow of the 188bet mobile login，Then experience through the scene of the 188bet mobile login、Immersive experience to retain users，Book revenue becomes second priority，Non-book revenue conversion is more mainstream。

Hangzhou Tianmuli Tsutaya 188bet mobile login

Picture source: Tsutaya 188bet mobile login official website

And build cultural infrastructure，Can be taken apart to see，Culture、Infrastructure，Can be understood as making cultural entities necessary (or even necessary) in urban development、And irreplaceable“Infrastructure&188bet mobile login;，Meet the basic needs of urban residents。

The name of CCC 188bet mobile login has been revealed.

The three Cs correspond to Culture、 Convenience、 Club，Chinese can be simply translated as culture、Convenience、Club。Take Tsutaya 188bet mobile login as an example，It is a cultural club that provides convenience，Here，Consumption of rich and diverse cultural products、Service experience, etc.，Bringing convenience of acquisition and highly condensed experience。

What’s behind 188bet mobile login?

One，CCC Group has a precise grasp of user needs (involving big data analysis)；Part 2，More non-book comprehensive business aggregation，It itself integrates users’ chain needs (or needs created for users) in an innovation space“Convenience&188bet mobile login;Supply。

People are divided into groups，People with similar consumption concepts are gathered here、Lifestyle People，It is a group with a common temperament that demonstrates the philosophy of life、Consumption space for identity and belonging，It is also a social space，Also“CLUB”。This is also the upgraded product that CCC Group continues to derive based on Tsutaya 188bet mobile login“T-SITE”，Created with Tsutaya 188bet mobile login as the core“Culture + Business”One of the main reasons for the complex。

corresponds to Yanjiyou，Can continue to make 188bet mobile login bigger，In fact, 188bet mobile login has a lot of reference meaning。

Of course，A fundamental factor is“天时&188bet mobile login;。

When Tsutaya 188bet mobile login developed and rose，At a time when Japanese society has entered an era of high consumption，High-end、Personalization、The consumption characteristics of diversification and quality are obvious，There are social and economic development factors，Also affected by the economic bubble。

The same is true for Eslite 188bet mobile login，At that time, Taiwan, China was in a period of rapid economic development，The emerging middle class is expanding，The above consumption characteristics are also obvious，became a new consumption trend at that time。

The socio-economic development situation in mainland China has been similar in recent years，Coupled with the continuous promotion of 188bet mobile login urbanization for many years，Making the city a huge upgraded consumption aggregator。

188bet mobile login Jiyou has a richer soil for his survival and development.

Super 188bet mobile login and commercial real estate“Collusion”Mutual benefit

Commercial properties or more specifically 188bet mobile login centers，Become the direct carrier of this soil。

Refer to Yingshang.com data，its display，The total stock of domestic 188bet mobile login malls in 2019 is about 4.200 million square meters，Among them, first- and second-tier cities account for 51.5%，About 2.100 million square meters。About 982 188bet mobile login mall projects are planned to open nationwide in 2019，The total commercial volume is about 86.22 million square meters。Newly opened theme 188bet mobile login malls across the country are increasing year by year。

Other monitoring data display，As 188bet mobile login end of 2020，The number of domestic shopping malls is about 4,800，Area up to 4.400 million㎡。Within the administrative areas under the jurisdiction of 367 cities across the country (excluding Hong Kong, Macao and Taiwan)，There are 1,990 shopping malls planned to open from January 2021 to December 2022 with a commercial area of ​​30,000 square meters and above (incomplete statistics)。Among them，There are 1,113 shopping malls planned to open nationwide in 2021 alone，The total volume is close to 100 million square meters。

The improvement of urban and inter-city modern transportation conditions and the rapid maturity of the system，Directly improves urban and intercity passenger transport capacity，Expanded the consumption radius and distance circle of urban residents。Added urbanization promotion，Increase in urban population，And the extension of urban industrial development，The trend of urban multi-centering is obvious，Regional geography of urban development“Skeleton&188bet mobile login;Expansion，Bringing upgrades to existing shopping malls、incremental shopping center is needed。

At the same time，The overall consumption power of urban residents has been improved，Growth in demand for urban leisure tourism/leisure consumption，High frequency、Short to medium distance、Highly experience-based、Diversity and comprehensiveness have become 188bet mobile login consumption characteristics in cities，A shopping mall or business district with a relatively comprehensive consumption format，Towards a small destination format。

Refer to the "Future of Shopping Centers" report released by the research consulting agency AK in 2019，its mentioned，Retail real estate 188bet mobile login future，Whether it is a shopping mall (commercial complex)、Experience Center，It’s still a fashion exhibition，Consumers may share the same identity or value orientation，Not a retail brand，Gather together，This will be a place where people meet friends、Meet like-minded shoppers、Looking for unique experience items、A space to reconnect with your values ​​and interact with your favorite brands。

Can be understood as，188bet mobile login consumption in the city，The importance of emotional links between products and consumers，Emotional elements are more important in product composition。

Culture carries or creates emotional resonance，With outstanding effect，So we can see that 188bet mobile login is seeking more integration with culture and art，The proportion of attributes of cultural and artistic life circles in urban 188bet mobile login districts is increasing。

specifically, bookstores and shopping malls or 188bet mobile login districts，Can be viewed in two dimensions:

1、Super 188bet mobile login，Under the premise of retaining the core elements of book sales or leasing，Add more business formats at the consumption level，Catering、Culture and Creativity、Leisure and entertainment are newly added or the proportion is greatly increased，Towards a comprehensive offline lifestyle experience space。There is public information mentioned，Yan Jiyou planned to launch a complex with an area of ​​more than 30,000 square meters at the end of 2019，as 3.0 upgraded version，Let’s not talk about feasibility yet，But it also shows that it has a glimpse of the potential market space。

2、The original comprehensive shopping attributes of the shopping mall，Towards another kind of synthesis，Culture、Catering、Leisure and entertainment and other businesses have also been increased in proportion，Simple“Purchase”relatively weak，And more prominently the leisure and entertainment complex、The product or brand positioning of a certain type of lifestyle experience complex。Then，Super 188bet mobile login has become one of the new business formats that shopping malls are seeking to introduce，There is even a trend towards standardization。Among them，Extend passenger flow stay time、Increase stickiness，Attract customers，And improve the tonality, etc.，It is directly considered as part of the shopping center。In reverse，The large passenger flow of the shopping mall itself，It is also the core foundation of the 188bet mobile login。

Super 188bet mobile login embedded in the shopping mall“Skeleton Body”，Form a community of interests with the shopping center，It is an Eslite、The core path for Yan Jiyou and other internet celebrity bookstores to survive, develop and grow。

Eslite 188bet mobile login is in the front.

2006，Eslite Xinyi store is built into ";188bet mobile login + Shopping Mall”Mode，Including 2 floors underground and 6 floors above ground，The bookstores on floors 2-4 are positioned“Living Museum”，Other floors are shopping malls，Including clothing、Catering、Cultural salon, etc.。

2013，Eslite Life Songyan store except 188bet mobile login，There is also a performance hall、cinema、Cultural and creative performances, etc.，is a cultural content complex。

In other words，Eslite 188bet mobile login in the 188bet mobile login、The dual areas of the shopping mall have achieved expansion and combination。The Eslite 188bet mobile login opened in Suzhou in 2015，It even directly entered commercial real estate，Using bookstores as the core attraction and cultural business service carrier，Real estate as derivatives，Develop real estate for sale，Combining cultural industry with real estate development。This is actually the trend of commercial real estate transformation。

These are 188bet mobile login the foundations on which Yanji can continue to expand.

Yanjiyou official website display，188bet mobile login in 14 cities across the country: Chengdu、Chongqing、Kunming、Beijing、Tianjin、Xi’an、Shanghai、Hangzhou、Nanjing、Nantong、Ningbo、Guangzhou、Shenzhen、Nearly 60 physical stores have been opened in Xiamen，The business area nationwide reaches more than 70,000 square meters。

The pursuit and continuous increase of capital are 188bet mobile login important driving forces.

Refer to public information，May 2014，Yanji received another million-level angel round of financing；April 2015，Received 26 million yuan in Series A financing；2017，Get 1 more.200 million yuan in Series B financing；December 2018，Complete B+ round of financing of over 100 million yuan。

The prospects look very good?

Tsutaya 188bet mobile login this“Master”What’s great about it？

Yanji failed to continue the upward trend，The epidemic not only brings direct revenue losses，Also revealed the shortcomings of its 188bet mobile login model。

March last year，In communication with the media，The founder of Yanjiyou Danjie once mentioned，After the outbreak，Due to epidemic prevention，Yanji closed most of his stores again，Basically no harvest from the end of January to the end of February，The entire sales dropped by more than 95%。May last year，Yanji closed the area of ​​3,600 square meters again，covers bookstores、coffee、Art Gallery、Chengdu Kaide Tianfu store with markets and theme restaurants；August 188bet mobile login same year，It has closed its store in Ningbo Impression City，The store area is nearly 500 square meters，This store covers other cooperative brands，Also introduced Yan·cafe and YJY Kids Yanbao Paradise and other brands。

Yanbao Paradise YJYKIDS

Picture source: 188bet mobile login

Until recently，Yan Jiyou’s situation doesn’t seem to have improved much，Shutting down Beijing、Chengdu、After some stores in Xi’an，Shenzhen has been closed one after another、Multiple stores in Guangzhou，188bet mobile login closure is different from the temporary closure early last year。

Back to the preface 188bet mobile login epidemic and waiting for the survival and development path of Internet celebrity bookstores，You will find deeper problems。

1、Before the epidemic，Basic of large passenger flow in business district、Yan Ji is waiting for the Internet celebrity 188bet mobile login’s own new consumption-draining ability，Achieving mutual traffic conversion between the two parties，Achieve diversified product sales，Bring a certain amount of revenue；

2、The 188bet mobile login mall provides rent discounts，Tax exemptions and financial subsidies for the cultural industry，Reduce the operating costs of Internet celebrity bookstores，Increase profit possibilities，This is also an important factor driving the entry of capital investment；

3、Focus on scene design、Space creation，Transforming the beauty economy，Become an internet celebrity and check in“Holy Land&188bet mobile login;，For example, Yan Jiyou attracts attention through high-standard design，Good looks、Punch-in Holy Land，are two of the most prominent labels in public information (the same is true for Zhongshuge)，This part solves the traffic problem，Visual and emotional experience，Plus the amplification effect of short videos，Promote bookstores to become a new traffic pool，For the aforementioned shopping mall cooperation、The basics of selling your own products。

But there are several corresponding problems at the same 188bet mobile login:

1、Rely heavily on offline consumption，There is little power to fight back in the face 188bet mobile login epidemic；

2、Focus on scene design and creation、The Internet celebrity effect brought about by the appearance of space，Easy to disappear，Unsustainable，It is also difficult to have a precipitation effect。This is similar to many internet celebrity scenic spots/projects，“Internet celebrity&188bet mobile login;The traffic it brings comes and goes quickly，Products and services that can sustain continuous consumption and conversion are more core。A large flow tank without sustained sedimentation capability，It is difficult to accumulate users with high viscosity，Update to product、It is difficult to expand new projects and help。For example, during the epidemic，Yanji expands online business，Initiate book delivery，What are the advantages of this compared to book e-commerce？In user、The supply chain and other aspects may not be comparable。

3、If the profitability of a single store is not enough，Continuous store expansion will bring financial pressure，Special shopping mall rental discount validity period、Cultural industry subsidies are limited after all，This will lead to lower enthusiasm for continued capital investment，Especially when the capital environment is not good enough，Even more so，Performed during the epidemic。Once there is no continued capital“Blood transfusion&188bet mobile login;，Crisis intensifies。

With Eslite 188bet mobile login、Compared to Tsutaya 188bet mobile login，Most internet celebrity bookstores in China have learned ";Surface”，But“里子”’s learning and practical application，There is still a long way to go，A feasible systematic business model has not yet been established，Of course it can be said that the time is still short，A longer cultivation and development period is needed，But the market will not be so patient after all。

How to go further?

The simple truth is，Provide what others cannot give、Better than others，Precipitate more effective assets，For example, user (member)、Supply chain capabilities)，etc.。

Of course you can still refer to Tsutaya 188bet mobile login.

Hangzhou Tianmuli Tsutaya 188bet mobile login

Picture source: Tsutaya 188bet mobile login official website

Tsutaya 188bet mobile login continues to expand in Japan，And iterations to implement different products，And a core“Weapons”Related:“T Points”and T Card”(T Points Card) redemption system，Can also be understood as big data、Member System。

2003，Tsutaya 188bet mobile login starts“T Points”(virtual currency，The physical T card is the carrier，Similar to membership card)，2007，Comprehensive website for T points and T point cards“T-SITE”Start；2011，Established &ldquo with Tsutaya 188bet mobile login as its core;Daikanyama T-SITE”，Can be regarded as an offline trial product of the T-SITE website (currently proven to be relatively successful)；2014，The number of T members exceeds 40 million，T point system operation business becomes a new company independently。CCC Group has become one of the two major points company giants in Japan。

Refer to public information，T card holders can spend points at nearly 670,000 stores of 108 companies in Japan, including Tsutaya 188bet mobile login，We are gradually forming the T-Card Alliance，Making T-Card almost covers consumption scenarios or business formats of all age groups and industries in Japan，Including but not limited to entertainment、Sports、Shopping、Gourmet food、Fashion、Life and services, etc.。

In the book "The Capital of Knowledge" (published in March 2017)，Mentioned by the author Muneaki Masuda, founder of CCC Group，CCC has a database of nearly 50 million people (more reference data is available，T-Card members exceeded 70 million in November 2019，The total population of Japan that year was 1.2.6 billion people，Meaning that more than half of Japanese people are T-Card members)，T points can reflect that companies from a wide range of fields have participated，Purchasing information covering almost all areas of life is accumulated and updated here。He called this database one 188bet mobile login factors that will determine life and death in the future business society。

T-Card and its sophisticated big data analysis，Brings significant results。To Tsutaya 188bet mobile login: 1、A large amount of fine-grained user data，Let them know and even gain insights into users’ consumption habits and their changes，Planning for it、Marketing、Product update iteration、Improved user stickiness and refined operations bring substantial help；2、Connected with other covered business formats，Passenger flow conversion and mutual diversion，Increase traffic sources，And improve the granularity of user portraits，Form a positive cycle“Snowball”Effect。

These effects 188bet mobile login affect T-Card alliance members，Help them refine their operations，Thus increasing the enthusiasm for cooperation with CCC Group，188bet mobile login means positive circulation。

The competition barriers for Tsutaya 188bet mobile login and even the CCC Group are even thicker。

Actually，Yan Ji cooperated with Zhihu in April 2019，Opened a problematic 188bet mobile login together“Yanyan Question and Answer Space”，Create an immersive &ldquo offline experience;There is a problem”188bet mobile login，Open up the membership rights of both parties at the same time，Create“Yanyan member”System，Provide users with a three-dimensional salt selection content experience。

This can be regarded as touching the edge of the core of Tsutaya 188bet mobile login’s business model，Not surprising，But one of the souls of Tsutaya 188bet mobile login lies in the self-generation of the 188bet mobile login itself、The ability to adsorb and aggregate other cross-border resources to form mutual promotion。This is the operational capability，Also supply chain capabilities。A question: Yanjiyou and Zhihu’s membership system，What new and competitive products and services can both parties add to each other’s members？

There is also another issue: the strong membership system established by Tsutaya 188bet mobile login or CCC Group in Japan，Will it be established in the Chinese market？How to create？You can refer to the original path，But national conditions、Markets are different。

I have to say，The expansion of Tsutaya 188bet mobile login in the Chinese market，It won’t be easy either。