At 7:00 p.m., at Huaqiangbei, Shenzhen, at the beginning of the light, a middle-aged man was outside the Maoye Tiandi gate, peddling to passers-by the items in his handbag -- not electronic products, but cosmetics filled with brands such as SK-II.
On the opposite side of Manha building, the exterior wall is still a giant advertisement of Huawei mate 40, but this is obviously out of place. The Manha beauty square on the roof of the building is particularly bright in the night, and the smell of cosmetics has wrapped the building.
Next to Mingtong Digital City, the slogan used to be there is no mobile phone you cant buy. Now it has become converging global beauty brands.
At eleven oclock in the evening, it is still the busiest time of the Ming Dynasty. The market is brightly lit and people are surging. The sound of shopping spree, pushing cars, rubber cloth tearing and Alipays voice coming together is the voice of making rich.
Cosmetics are reshaping Huaqiangbei, becoming the leading role here. Once the China Electronics First Street transformation to do womens business, and, more and more crazy.
Mingtong mall at 11:00 p.m
East Gate of Mingtong shopping mall
Recruit younger sister: you has the final say.
In March 2017, Mingtong Digital City, as one of Huaqiangbeis well-known electronic shopping malls, began to transform to beauty cosmetics, which has become the most successful and thorough transformation.
According to the interview of the interface news reporter, Yuanwang phase I will build the second floor into a beauty trade center. At present, the basic transformation has been completed. The whole floor is cut into single rooms like bean curd. The area of each stall varies from several square meters to dozens of square meters. Investment has been started.
The staff in charge of investment promotion of Yuanwang phase I told the interface news that merchants need to sign a two-year contract to settle in, and the expenses include rent and renovation fee, which are paid quarterly. The rent and renovation fee depend on the location and area of the stall. Huaqiangbei has an inch of land and money, and the price announcement table shows that the cheapest one is a2215, with an area of 7 square meters, a monthly rent of 4500 yuan and a reconstruction cost of 30000 yuan; the most expensive shop number is b2531, with an area of 18.5 square meters, a monthly rent of 20800 yuan and a renovation cost of 240000 yuan.
The relevant person in charge of the Investment Promotion Office of Yuanwang phase II said that most of the shops in the shopping mall have been rented out. At present, only street shops are left to be rented. Taking a 14-15 square meter Street facing shop as an example, the monthly rent is estimated to be 35000 yuan, and the admission fee is as high as 200000 yuan. The above person in charge said that the admission fee is equivalent to the decoration fee, which needs to be paid in one time. If the business contract is renewed after the expiration of the two-year contract, it has the priority to renew the contract without paying the admission fee.
Interface news once reported that Yuanwang phase II began to transform beauty makeup in October last year. Due to its late start time, in order to attract merchants, it gave preferential policies to attract merchants and exempted the management fees and admission fees for tenants. Taking 5-and 6-square-meter shops as an example, the monthly rent ranged from 2000 yuan to 9500 yuan, and the concept of Street shop was not emphasized. It can be seen that with the growth of beauty business in Huaqiangbei, the rent of shops has risen.
The first and second floors of Manha block B have been transformed into import beauty areas, and the third and fourth floors have been transformed into food special areas, which have been open for some time. However, the popularity is far less than Mingtong.
Some shops have put up advertisements for younger brothers and younger sisters. It also introduces the most popular live broadcasting, and carries out anchor incubation, live broadcast training and other businesses.
Advertisement of recruiting younger brother in shops
Little sister of Huaqiang Beila cosmetics
New business of Huaqiangbei
Huaqiangbei has opened a new page.
In the summer of 1979, the state policy encouraged military to civilian reform and mobilized military factories to try to find their own way and market.
In 1980, Shenzhen special zone was established. AVIC, a subsidiary of the Ministry of aeronautical industry of the peoples Republic of China, and China Electric Power Corporation of the Ministry of electronic industry have settled in Huaqiangbei. Here was born the first high-rise building in Shenzhen in 1980s - Shangbu electronic building with a height of 69.9 meters and a total of 20 floors.
In 1984, Deng Xiaoping came to the electronic building, and then walked into an electronic factory. After seeing the chess performance between people and computers, he said the familiar saying, computers should start with dolls..
This sentence changed Huaqiangbei. Four years later, the state combined scattered small and medium-sized enterprises and established SEG Electronics Group. Then a small half of the first floor of SEG industrial development building was separated and decorated into a matching market. More than ten months later, the whole eight storey building was occupied by the electronic supporting market.
Huaqiangbei officially opened the curtain of its era.
In the 1990s, it was the highlight of Huaqiangbei. When some of the outlets were doing well, the daily turnover reached one million yuan. It is not only the worlds largest distribution center for electronic components, but also the first stop for many young people to search for gold. According to statistics, in the past 30 years, there have been 50 billionaires and countless millionaires in Huaqiangbei.
In 2008, Huaqiangbei won the honorary title of Chinas first electronic street. In the business district, there are many digital shopping malls and professional markets, such as SEG Electronic Plaza, Huaqiang electronic world, Yuanwang Digital City, Mingtong Digital City, New Asia electronic mall, Manha Huaqiangbei commercial square, womens world, etc.
With the popularity of e-commerce and the rising land price and rent of Huaqiangbei, the e-store gradually lost its competitiveness here. Huaqiangbei chose to transform to beauty after several breakthroughs.
Hu Gang, President of South China Urban Research Association and professor of Jinan University, said in an interview with interface news that this is a spontaneous adjustment and automatic selection of the market. Huaqiangbeis regional location and transportation are very good. It has close ties with Hong Kong and has a high market sensitivity. With the development of industry and the upgrading of consumption, cosmetics like cosmetics have better profits and higher investment value It is normal that there will be industrial adjustment after a certain period of time.
The crackdown on counterfeiting is more strict
Businesses are clearly aware of this. Nowadays, in various beauty markets, slogans such as quality assurance, one penalty for fake products and standardized operation can be seen everywhere. The relevant departments also pasted the regulations on the management of cosmetics in conspicuous places.
Yuanwang beauty trade centers promise is product quality complaints will be handled within 24 hours, and compensation will be made immediately after market confirmation.
Lin Xu, general manager of Mingtong cosmetics market, once said publicly, we can only guarantee that everything in the market is genuine. All cosmetics will be fined 10 per counterfeit, and serious ones will be cleared out of the market. This is my promise to consumers.
However, at 11:00 a.m. on November 20, the reporter called Mingtong customer service complaint telephone number and counterfeit complaint telephone number (both numbers are mobile phone numbers). The former indicated that the call had been stopped, while the latter was not answered.
Although businesses are trying their best to show their authentic posture, but talking about Huaqiangbei cosmetics, many peoples first reaction is still fake.
Ms. Yang, who lives in Futian District of Shenzhen, is only 20 minutes away from Huaqiangbei. She explains why she would not choose to buy cosmetics in Huaqiangbei. The cosmetics there are not particularly cheap, and they are not worth my risk if they are not guaranteed to be genuine.. She used to go to Hong Kong to buy or buy from familiar channels.
In July 2019, Mingtong required the resident merchants to sign the letter of responsibility for not operating fake and shoddy commodities without legal sources. However, in February, the Shenzhen Municipal Bureau of cosmetics and other suspected cases were investigated, and no inspection was carried out in Shenzhen.
Duty free shops become the source of goods?
So, where does Huaqiangbeis cosmetics come from?
According to people familiar with the matter, many of Huaqiangbeis cosmetics come from duty-free shops in South Korea, Hainan and other places. For example, goods from South Korea are first transported to Hong Kong in wholesale, and then enter the mainland through customs clearance, water smuggling or other illegal means in Hong Kong. In order to get a lower price, merchants often join hands to brush goods.
From the cases published by the customs, we can have a glimpse of the clues of some special paths. On November 3, Shenzhen Customs reported that the Sungang customs, which belonged to the customs, had seized five cases of suspected smuggling of imported cosmetics.
After investigation, the suspect was suspected of smuggling imported cosmetics by means of false declaration and price concealment from 2017 to 2020, with a preliminary estimated case value of 42.88 million.
It is understood that the suspect does not make documents to customs according to the real transaction price of trade, but randomly fabricates the price. Compared with the declared price of cosmetics import by the general agent in China, the average reporting range is more than 50%.
The reporter visited the duty-free shop in Riyue square, Haikou, Hainan on November 21, and found that the cosmetics area was the most popular, and there were even long queues at some counters. Time sales promotion, perfume, cosmetics 15% off /3 pieces 20 percent off, some designated explosive products, 30 percent off flash. 250 ml SK-II skin care lotion can be obtained for 1005 yuan, which is much cheaper than the counter and e-commerce platform.
Cosmetics area of duty free shop in Riyue Plaza, Haikou
In fact, cosmetics contributed to the largest sales and sales volume of Haikou duty-free stores. Customs statistics show that from July 1 to October 31, the new tax-free policy for Hainan outlying islands was implemented for four months. Haikou customs supervised a total of 12.01 billion yuan of tax-free sales on the outlying islands, up 214.1% year-on-year. Among them, the sales volume of cosmetics was 5.82 billion yuan and 10.78 million pieces, ranking first among all major categories.
Some of these cosmetics will be sold for the second time, and the purchasing agent is the key role. Hainan purchasing agent was once a popular part-time job. According to another person familiar with the matter, some people will organize the old people and old women in Leizhou Peninsula to become water customers. Each old man only needs to pay for the round-trip ticket, and use their personal quota to buy cosmetics in duty-free shops, so the cost is very low.
Although the supervision is being tightened, as long as there is profit, purchasing agents can not be stopped. A staff member of the duty-free shop told reporters, before purchasing on behalf of others was quite common, but now it is much better, but there should still be, which we cant control.. When I go shopping at the airport, I have to pay for the ticket. I need to pay for the ticket.
There is no accurate data on how many goods from Hainan duty-free shops have flowed to Huaqiangbei.
When a reporter inquired about cosmetics prices, delivery and other matters in Huaqiangbei, some shopkeepers kept a secret and pointed to the wechat QR code posted in front of their own files, implying online communication. The shopkeeper didnt seem to be enthusiastic. He didnt have enough patience to answer the questions one by one. Huaqiangbeis ambiguous, gray can be seen.
One of the hidden rules here is that the shipping address can be changed at will according to the requirements of customers. For example, it is clearly delivered in Huaqiangbei, but it can be changed to Japan, South Korea and other places. Many stalls have the words one piece issued on behalf of others, which means that a wechat business only needs to act as an intermediary and can purchase globally without leaving home. After the wechat merchants attract buyers, they take the goods from Huaqiangbei and let the store deliver the goods to the buyers on their behalf. However, the shipping address can be written as from South Korea.
To be sure, Huaqiangbei is full of a large number of parallel goods, but after all, parallel goods are not equal to fake goods. It is still difficult to determine scientifically whether a cosmetic is a fake.
First of all, cosmetics testing needs professional institutions, which is expensive, and ordinary individual consumers will not do it; secondly, some cosmetic brands will not publish all the ingredients of the products, so it is difficult for the testing institutions to judge whether the products are true or false even if they have been tested.
For consumers, if they can buy authentic parallel products with less money, they will call Zhenxiang. No matter once electronic products or now cosmetics, cheap is still the first power to support the wild growth of Huaqiangbei.
In the early stage of the development of Huaqiangbei electronic age, a lot of parallel goods and fake goods appeared, which is inevitable in the market economy. In the process of further development of Huaqiangbei, the government planned and intervened.
In the future, the development of beauty can not be separated from the government to regulate. At the beginning of the development of each industry, the market is spontaneous. To a certain stage, the government should strengthen management, which is conducive to its more healthy and sustainable development. Hu Gang said.