High value may not bring high profitability Internet red bookstores "say a few words" to close a number of stores

Since December, as a representative of the Internet celebrity bookstore, many stores of "Yan Ji And" have been exposed to be closed one after another. Not long ago, "words and words" were exposed to problems such as wage arrears and non-payment of social security to employees. In addition, the Yangtze Evening News/ Purple Cow News reporter inquired and found that the "Yan Ji You" affiliated company has a number of restrictive consumption orders, and the total amount of execution exceeds 3.76 million yuan. At present, there is only one "YanJiyou" Jinmao store in Nanjing, and the previous Wuyue Plaza store has been withdrawn. Industry experts believe that when the drainage effect brought about by high value continues to weaken, it is difficult to make a profit has become an urgent problem for Internet celebrity brands to solve.

Bookstores not only sell books, but also coffee, clothes, and art exhibitions

According to its official introduction, it is a new lifestyle experience space integrating physical bookstores, coffee culture, cultural and creative products, cultural salons, and specialty experience stores. At present, it has opened stores in many cities across the country, and the reporter learned that its Nanjing store was previously located in the new city of Wuyue, and then the store was closed. In May this year, the Jin Mao LanXiu City store was officially opened.

At about two o'clock in the afternoon of December 26, a reporter from the Yangtze Evening News came to the "Yan Ji You" store in Jinmao Lanxiu City, Gulou District. The store is very large, incorporating a variety of elements, in addition to the area where physical books are sold, there are art exhibition spaces, children's playgrounds, coffee areas, etc.

In the art exhibition space, there are exquisite paintings by calligraphers and painters for sale; the coffee area has milk tea and coffee to choose from. There are also many cultural and creative products sold in the store, including pens, blind boxes, rice paper, cups and so on. There is also a shop-in-shop dedicated to selling trendy brand clothing. The store's customers are mainly young people and parents who bring their children to read books, and the coffee area where you can relax in the sun and the "Yanbao Paradise" where children can read are almost full of customers.

The drainage effect continues to weaken, and the net red bookstores close one after another

Recently, according to CCTV financial reports, as a representative of the "net red" bookstore, "words and several times", was exposed to problems such as wage arrears, not paying social security to employees, etc., and since December, a number of stores have closed.

The Yangtze Evening News reporter found in the Tianyancha App query that the affiliated companies of "Yanjiyou" Shanghai Yanjiyou Brand Management Co., Ltd. and Jiangsu Yanjiyou Cultural Communication Co., Ltd. have a number of restrictions on consumption, and the total amount of shanghai Yanjiyou Brand Management Co., Ltd. has exceeded 3.76 million yuan.

According to recently published legal documents, Jiangsu Yanjiyou Cultural Communication Co., Ltd. and Shanghai Yanjiyou Brand Management Co., Ltd. were involved in a number of cases. According to the enforcement ruling, the court did not find that the above two companies had property available for enforcement, and the outcome of the case was to conclude the enforcement procedure.

The reporter's visit found that there were many customers in the store on the weekend, but the cashier was very deserted. Under the Weibo about the closure of the store, many netizens commented that "the price of books in bookstores is too expensive, and buying them online can generally be cheaper than ten or twenty yuan." I see the right one in the bookstore and then go online to buy, who will not go with the money? ”

In this regard, bao Yuezhong, a new retail expert, analyzed that from "traffic stars" to closed stores and unpaid wages, the "words and words" of internet red bookstores are a good example. When the drainage effect brought about by high value continues to weaken, it is difficult to make profits and become an urgent problem for Internet celebrity brands to solve.

Text/Wang Can

Source: Yangtze Evening News