The Adjustment And Upgrading Of Beijing APM Will Continue Until 2015.

< p > following the introduction of the two main businesses of apple and Forever21, the adjustment of Beijing APM continues.

After the closure of Nike store at the end of last month, reporters learned yesterday that Beijing APM will continue to introduce H&M and other fast fashion brand flagship stores, the adjustment will continue until 2015.

By then, nearly half of the brands in the shopping mall will be adjusted and upgraded.

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< p > according to the press, Nike flagship store, located at < a href= "//www.sjfzxm.com/news/index_p.asp" > Beijing < /a > APM, was closed on the 28 day of last month. At present, the entire facade is covered by red wall stickers.

According to a person familiar with the matter, the original Nike occupied B1 floor to 2 floor area will be replaced by fast fashion brand H&M.

Beijing APM said that the continued introduction of the "a href=" //www.sjfzxm.com/news/index_h.asp "fast fashion" /a brand will be the main business of the mall in the next three years.

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< p > previously, Assistant General Manager (tenancy) of Sun Hung Kai Properties Agency Co., Ltd., responsible for Beijing APM investment promotion, "a" href= "//www.sjfzxm.com/pioneer/" > Sun Yayin < /a >, said that after introducing Forever21 and apple flagship store, Beijing APM will continue to "gather big cards" strategy. In the next few years, we will introduce 7-10 international flagship stores with a volume of more than 2000 square meters.

This means that Beijing's APM, which has an area of more than 60 thousand square meters, will occupy nearly half of its volume by large flagship stores.

At present, the fast fashion brands that are already in the mall include ZARA, Forever21, GAP and C&A.

Forever21 is the only store in the city.

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"P >" after the current round of adjustment, there will be no scattered small shops on the first floor of the shopping mall, and they will become larger cross level flagship stores. For example, the shops on the opposite side of Nike will also be changed.

I always feel that I will adjust to the direction of fast fashion, and the grade of brand will also be improved. "

Beijing APM responsible person said that the mall has set up a "Watch Jewellery area", will concentrate all watches and jewellery brands to operate in the special area.

By 2015, the mall will complete the adjustment, and half of the brands will be different now.

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< p > in the view of the industry, there are many shopping malls in the Wangfujing business circle, such as Oriental Xintiandi, Beijing APM, Beijing department store and Lotte Department store, etc.

Beijing APM also admitted that shopping malls are very sensitive to differentiation during the adjustment process.

"As the only store in Beijing, the entry of Forever21 attracts young people from all over the city to shop. Therefore, according to our experience, we will give priority to the brand with the only store and the high degree of differentiation in this adjustment."

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< p > besides, popular restaurant brands including Hong Kong, Lukang Town, Xibei northwest cuisine and stove fire will be opened in Beijing APM.

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