Da Vinci Shanghai prosperous door store door closing

The reporter recently visited and learned that Da Vinci ’s store in the prosperous section of Huaihai Road in Shanghai has closed its doors. Analysts believe that under the influence of the economic crisis, Da Vinci, who is engaged in the sales of luxury furniture, will be affected by the impact, the operating performance will decline significantly, and the rent pressure in the bustling area is also a major factor.

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However, Da Vinci’s director Huang Zhixin recently denied that the rent pressure is high, saying that Da Vinci’s business recovery is still good, and the closure of Shanghai Huaihai Road store is purely due to the small area.

Whether the Da Vinci furniture fraud case seems to be as difficult to crack as the Da Vinci Code, the lawyer who acts as a consumer rights defender recently told reporters that the court did not accept the case and the consumer has no way. At the same time, the reporter recently learned from the Shanghai Administration for Industry and Commerce that the bureau has not received any subpoena from the court to issue a summons for Da Vinci. At the end of December 2011, Da Vinci claimed that he was dissatisfied with the decision of the Trade and Industry Bureau. File an administrative lawsuit.

Huaihai Road Store

The Da Vinci Huaihai Road store on the bustling section of Shanghai is now closed for business. The gate of No. 1174 Huaihai Zhong Road is locked, and the store is empty. The trademark of “DAVINCI” has also fallen off. In the opposite door of the exhibition hall No. 1177, the reporter found that Da Vinci posted a notice saying that “the shop will be internally adjusted and suspended.” The notice also stated that Huashan Road has a new exhibition hall of 12,000 square meters. The Yan'an West Road Exhibition Hall was also renovated after the end of 2011, and those who are interested can visit.

The reporter found that the door of the exhibition hall was hidden, and it was indeed being renovated. However, after the decoration, it was not selling furniture, but selling the piano. According to the site decoration workers, Da Vinci had already moved away. They went to the store a week ago to carry out renovation work. According to the workers, the store will probably be used to sell the piano.

For the owner of the Da Vinci Huaihai Road store, some analysts believe that Da Vinci suffered setbacks after the above-mentioned storms, and the spread of the economic crisis brought down the sales of luxury goods. Da Vinci, who is engaged in luxury furniture, was also naturally affected. Spreading, the cost of rent in the bustling area climbed, and Da Vinci had to give up the store. However, Da Vinci director Huang Zhixin denied the above statement and said Da Vinci's business is currently recovering well.

“It’s purely because the exhibition hall on Huaihai Road is too small, only 1,000 square meters.” Huang Zhixin said in an interview with “Daily Economic News (Weibo)” that “our current main business is concentrated in Huashan Road Store and Yan'an West Road Store, which opened at the end of last year, has an area of ​​12,000 square meters."

The reporter learned from a number of intermediary companies that the Da Vinci store at 1177 and 1174 Huaihai Zhong Road is not the most prosperous, but the rent is also 20~40 yuan / square meter / day, depending on the specific situation of the store. At the same time, intermediaries said that although the current rent is relatively stable, there are few empty stores, and the trend of rents has been rising in recent years. At the same time, Huang Zhixin also told reporters that Da Vinci newly added a store in Guangzhou in March this year, and is also planning to add a new store in Nanjing, which is currently being selected.

The reporter visited Da Vinci's two stores on Huashan Road and Yan'an West Road and found the store customers. Among them, in the 12,000 square meters Huashan Road store, the reporter stayed for nearly an hour. In addition to the many staff members on the scene, only sporadic customers came to visit. Luxury marketing consultant Liu Puran told reporters that the European debt crisis is still unclear, and the US economy is still not fully recovered. Luxury goods are one of the most sensitive commodities affected by economic fluctuations, and their sales will naturally be affected. Liu Puran also pointed out that many first-line brands open stores in the prosperous road section, and the promotion is more than profitable. The rent problem is a problem that has to be considered. If the marginal benefits brought by expensive rents are not worthwhile, then the strategic adjustment must be considered.

At the same time, some insiders pointed out that Da Vinci is not a self-owned product brand, but a multi-brand business. It lacks core competitiveness and may not be worthwhile to enhance brand value and profit. The adjustment is to use the rent for other means of publicity and management.

Da Vinci's "password" is hard to understand

Since CCTV’s “Weekly Quality Report” in July 2011 reported Da Vinci’s “Quality Gate” incident, with the CCTV’s own involvement in the storm, Da Vinci’s topic of fraud has gradually faded out of people’s horizons.

Li Renzheng, a lawyer at Beijing Yingke (Shanghai) Law Firm, who was responsible for representing consumer rights, told the reporter a few days ago that the court of the final case was not open to the case, and consumers could not do anything. Now it is not enough. Li Renzheng admits that there are still many complaints about consumer rights protection, but the initial complaints have not been notified by the court. At present, it is difficult for the entire rights defense to continue to progress.

On August 5, 2011, Li Renzheng represented the relevant parties to submit three indictments to the Jing’an District People’s Court in Shanghai. The amount claimed in the first batch of claims totaled nearly 2 million yuan. However, the case has not received any notice of whether the court has filed a case. On the other hand, the reporter recently learned from the Shanghai Municipal Administration of Industry and Commerce that the bureau has not received a subpoena from Da Vinci suing the Shanghai Industrial and Commercial Bureau. "When we issued a decision on punishment, Da Vinci decided to sue the media for dissatisfaction with the punishment." The bureau recently told the reporter of the Daily Economic News. "But as far as I know, I have never heard of the court. The subpoena notice is now afraid of the statute of limitations."

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