TSUTAYA BOOKSTORE

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一年连关三家,红极一时的网红书店为什么不红了?
3 6 Ke· 2025-05-19 09:20
Core Viewpoint - The phenomenon of popular bookstores, once vibrant and trendy, is witnessing a decline as several locations, including TSUTAYA BOOKSTORE in Shanghai, have closed down, raising questions about the sustainability of such businesses in the current market environment [3][4][6]. Group 1: Store Closures - TSUTAYA BOOKSTORE in Shanghai's Jing'an MOHO mall officially closed after three months of inactivity, marking the third closure of a popular bookstore in the past year [3]. - The Jing'an MOHO mall is experiencing a significant decline in foot traffic, with approximately half of its stores vacant and only a few dining options remaining [3]. - Since entering the Chinese market in 2020, TSUTAYA has opened 15 stores across various cities, with three now closed [4]. Group 2: Reasons for Decline - The initial success of TSUTAYA BOOKSTORE was driven by rising consumer income and a shift towards higher-level spiritual and emotional needs among young people, who sought unique experiences [6]. - Unlike its success in Japan, where TSUTAYA has a vast network and a strong membership system, the Chinese version has not established a similar cultural habit or loyalty among consumers, leading to a lack of sustained engagement [8]. - The transient nature of "internet celebrity" businesses means that once the novelty wears off, maintaining customer interest becomes challenging, highlighting the need for these businesses to integrate into consumers' daily lives [9]. Group 3: Implications for the Industry - The closures of popular bookstores serve as a warning that businesses must focus on long-term brand building and sustainable development rather than short-term trends [11]. - Cultural venues like bookstores should remain committed to their cultural mission while continuously innovating their business models to enhance intrinsic value [11].