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曾经有位著名的公关专家说过:“在北京西单、王府井,卖什么都能卖出钱来”。可如今,零售业仅靠地段好、市口好就行的说法已经不灵了。96年,京城商战愈演愈烈,人们看到,有刚开业不久的大型商场突然停业,也有曾经红火一时的高档商场日益不景气。这些商场大都位于京城繁华地段。而同样位于繁华闹市的西单商场的销售额和利润却连年保持着14％的年平均递增率(除94年因停业改造外),并且连续8年保持着北京市商业零售企业销售总额第一位。这其中有什么奥秘呢? 稍加观察与思考,不难发现:经
Once there was a well-known PR expert who said: “In Xidan and Wangfujing in Beijing, whatever you sell can sell money.” But today, the retail industry’s argument of good location and good market conditions is not working. In 1996, the business battle in the capital became increasingly fierce. People saw that the large shopping malls that had just opened were suddenly closed down, and some high-end shopping centers that had once been booming were increasingly depressed. Most of these shopping malls are located in the bustling area of the capital. The sales and profits of Xidan Mall, which is also located in the bustling downtown, have maintained an average annual increase rate of 14% year-on-year (except for 94 years due to suspension of business transformation), and it has maintained the top position in total retail sales in Beijing for eight consecutive years. . What are the mysteries of this? When you observe and think a bit, it is not difficult to find: