Xiushui Street

Xiushui Street used to be a characteristic street of individual shops in a narrow lane of nearly 300 meters. It mainly engaged in clothing accessories, silk fabrics and other kinds of Chinese handicrafts and specialties. It is one of the favorite shopping places in Beijing for foreign friends. Today's Xinxiu Water Street is close to the original market construction, with three floors underground and five floors above the ground, maintaining the original market commodity structure, street characteristics and bargaining methods.

Xiushui Street

Xiushui Street market is located in the extension line of Chang'an Street, close to the international CBD business circle, with prominent geographical location and convenient transportation. It is the most influential international tourism shopping market in China, which is as famous as the great wall and the Forbidden City.

Laoxiushui street market was established spontaneously in 1978. At the beginning, it was just a few scattered shops, scattered among embassies and Diplomatic Apartments. At that time, there were not many residents nearby, and the consumer market was not optimistic. Who would have thought that after many years, it has become a "folk trade center" for overseas tourists to visit and shop. Some economists even call it "the Qingming River map of the 21st century cut out with the scissors of reform and opening up.". "Climbing the Great Wall, visiting the Forbidden City, eating roast duck and visiting Xiushui", Beijing Xiushui Street, together with the "Beijing symbols" of the Great Wall, the Forbidden City and roast duck, has become a landmark for many tourists at home and abroad to visit Beijing.

History and culture

As the earliest free market and the most famous commercial brand in China, "Xiushui Street" has a history of nearly 30 years, which is accompanied by China's reform and opening up. Laoxiushui once withdrew from the stage of history because of the serious problem of selling counterfeit goods, poor hardware facilities and major fire safety hazards. It was not until March 19, 2005 that the market of Xiushui Street appeared with a new look and opened the most brilliant new chapter in the history of Xiushui Street. Since its opening, Xiushui Street has won the favor of guests from all over the world with the service concept of "international quality, real price". Among them, the commodities with the most national characteristics, such as: boutique clothing, silk, pearls, porcelain, tea, handicrafts and Chinese food including Quanjude roast duck, are welcomed by consumers all over the world. In the past two years, hundreds of world politicians and their wives and countless international cultural and sports stars have visited Xiushui Street frequently, which shows the unique position of Xiushui Street as the first foreign market in China.

During the forum, Xiushui Street received a successful reception of more than 290 people from all over Africa and designated as "the advanced unit of Beijing's reception and support work at the Beijing summit of the China Africa Cooperation Forum". As a designated reception market, the Xiushui Street market was designated as "the characteristic commercial street to meet the Olympic Games" by the Beijing municipal government in January 2007, and it is responsible for the 2008 Beijing Olympic Games. It is an important social unit of the society. At the same time, Xiushui Street has also been focused and widely reported by the central media. In June 2007, the overseas special edition of people's daily made a large report on Xiushui Street. In October, CCTV1 "focus interview" column reported the party building work in Xiushui Street market.

Historical evolution

Time of establishment

Founded in 1978, Xiushui Street market was just a few scattered shops scattered among embassies and Diplomatic Apartments. At that time, there were not many residents nearby and the consumer market was not optimistic. By the end of 1985, the government approved the establishment of Xiushui market here. Some merchants began to sell silk garments and crafts with Chinese characteristics, and soon became popular as "China Silk Street". Who would have thought that ten years later, it has become a "folk trade center" for overseas tourists to watch shopping.

In the late 90s, with the withdrawal of many old vendors, counterfeit merchants from Chinese mainland came in and monopolized all kinds of counterfeit products such as foreign famous brands, watches and glasses. It is also a place for foreigners to "pilgrimage" to Beijing. Xiushui Street, with more than 400 stalls, has an annual turnover of 100 million yuan. Xiushui Street is not only visited by foreigners, but also by many local people and tourists from other places. Former French President Jacques Chirac and former US Secretary of state Mrs. Baker also went to Xiushui Street as ordinary customers to buy clothes. Some economists even called it "the Qingming River map of the 21st century cut out with the scissors of reform and opening up". "Fashionable style of goods, unique geographical location," bargaining "business model, a variety of" dialect "communication.

In any case, Xiushui has established an irreplaceable position. It is a combination of brand, fashion and diverse cultures. Boss sun, who runs a brand clothing store in "Xiushui" boutique corridor, is very proud to analyze the "success" of Xiushui. She has been in Xiushui for 13 years and experienced the alternation of "new and old Xiushui" in 2005.

Market closure

In November 2004, the relevant department of Chaoyang District of Beijing announced that Xiushui market would be demolished, and all merchants were required to move into the new Xiushui Street building nearby. However, the merchants have been opposing the demolition by petition, publishing newspapers and refusing to sign a contract. Some scholars in Beijing have jointly written to the Beijing municipal government and relevant state departments, calling on the authorities to retain this special commercial brand Street formed by the reform and opening up. The merchants said that the government's resettlement work was difficult to accept. The new Xiushui Street building not only had a high rent, but also had to pay a deposit of more than 100000 yuan in advance. What's more, there was collusion between the government and the businessmen in the new building.

On January 5, 2005, the authorities dispatched a large number of public security and local officials to take precautions outside Xiushui Street. As many shops closed down and sold off, a large number of people came to rush to buy. The small Xiushui Street was full of people for a while. At about 4 p.m., it began to snow heavily in the capital, and merchants began their protest activities. Some merchants put on clothes with the words of opposing collusion between government and business, returning Xiushui Street and other words, and pasted big character newspapers such as "solemn declaration", which attracted a large number of reporters at home and abroad. Xiushui Street was finally closed at 5 pm on January 6.

On January 6, 2005, the old "Xiushui market" was closed and renovated; on March 19, the new "Xiushui Street" officially opened, saying goodbye to the old "Xiushui market" business environment, and continuing the "Xiushui" myth in the building. The new "Xiushui Street" is actually a department store, with a construction area of 28000 square meters and 1500 stalls, which can provide shelter for merchants.

"In fact, xinxiushui has maintained the form of a shopping street in the old market, with more special products and longer shopping time. The world-famous Silk Street is still well preserved. " Xiushui merchant Lao Qin said. Less than 5 square meters of Arts and crafts stalls can bring a lot of income every day. In the past, Xiushui attracted overseas tourists with its highly simulated "famous brand". Today's Xiushui is changing. "Cultural water, fashion water, brand water and innovative water" is the image being created by the new "Xiushui Street". The stall owners use English and use calculators to bargain with foreign merchants. Although there is no traffic of open-air street stalls, there are still "merchants gather and prosper"

The momentum of "coming and going". Many foreign dignitaries, with their wives, specially come here to see the "Xiushui" style.

Industrial chain

In the new "Xiushui Street", you can buy authentic clothes in the "boutique corridor"; you can also find fashionable foreign trade orders. In addition, the new "Xiushui Street" has become the market with the largest density of time-honored brands in China: Quanjude, ruixiangxiang, Tongrentang, qianxiangyi, neiliansheng, Shengxifu. It has a place in it, from brand clothing, handicrafts, pearl silk, antique and other products with Chinese characteristics, to Beijing roast duck shop, western style coffee shop, fast restaurant and convenient supermarket Xiushui Street in Beijing.

development strategy

Cultural water

Xiushui Street mainly plays the brand of Chinese culture. It attracts consumers from all over the world with commodities and formats rich in Chinese cultural characteristics, such as silk, tea, porcelain, handicrafts, folk arts and crafts, Chinese tailors, etc., and strives to consolidate and expand the international market.

Fashion Show

The influences of western culture and civilization are the Chinese fashion market. It is the most fashionable market in mainland China. It is the most fashionable and sensitive market in the Greater China area. It is the first fashion market in Chinese mainland that leads the Chinese mainland to consume fashion and make it fashionable to "fashion, clean and deliver goods to Xiushui". The general choice of big consumers.

Brand Xiushui

Xiushui Street market makes every effort to promote its own brand and trademark authorization, carry forward national brands, encourage merchants to introduce Chinese time-honored brands and Chinese contemporary famous trademarks, encourage merchants to create their own brands, and encourage merchants to introduce international famous brands, so as to build Xiushui market into a brand market.

Innovative water

The so-called innovative water is to implement the concept of building an innovative society, encourage merchants to start thinking, break through the inherent business model and format, innovate, diversify operation, and take the road of independent innovation.

Management environment construction

Business

Xiushui Street is invested and constructed by Beijing Xinya Shenghong Real Estate Development Co., Ltd. and managed by Beijing Xiushui Haosen clothing market Co., Ltd. It is a comprehensive commercial market with the characteristics of multi language cultural exchange and free bargaining. The total construction area of the market is about 28000 square meters. The main business types are shoes, bags, leather goods, brand clothing, leisure clothing, fashion clothing, jeans series, sports and leisure

Chinese PinYin : Xiu Shui Jie