The transformation of Huaqiang North Beauty Cosmetics was frustrated. Thousands of shops were evacuated overnight, and 98% of beauty booths were temporarily closed.

Editor Chen Fang

The crazy growth of Huaqiang North Beauty City was suddenly splashed with cold water.

Recently, some netizens found that thousands of shops and businesses in the beauty city in Huaqiang North business district, Futian District, Shenzhen were evacuated overnight, and the once bustling shopping mall has now become extremely empty.

"Recently, due to special circumstances, the beauty city merchants closed their doors for rest, which takes about 3-4 days, maybe longer." The staff of the beautiful city investment promotion office told Ai Caijing. Another beauty merchant said that only a few merchants have opened the door to put a little bit of goods. "Recently, due to special circumstances, the beauty city merchants closed their doors for rest, which takes about 3-4 days, maybe longer." Tong Ming Digital City Investment Promotion Office staff told Ai Caijing. Another beauty merchant said that only a few merchants have opened the door to put a little bit of goods.

The cause of the incident is that at the end of 2020, CCTV Financial Channel reported the smuggling case of Shenzhen Huaqiang North Extra Large Beauty, which destroyed 4 smuggling gangs and arrested 36 suspects, involving a total amount of 600 million yuan, including internationally renowned cosmetics such as Estee Lauder and Lancome. In June, 65438+ 10 this year, the Shenzhen government required beauty shops to have sales records of incoming and outgoing goods.

According to the unified deployment of the Anti-smuggling Bureau of the General Administration of Customs, the anti-smuggling department of the Customs and the local police jointly carried out a major inspection in the field of beauty cosmetics in Huaqiang North. At present, nearly a thousand beauty shops have moved goods overnight and suspended delivery.

Take shelter from the wind under special circumstances.

"Notice notice, due to the special circumstances of these two days, all the goods will not be delivered out of the warehouse and will not be delivered. The delivery time will be announced separately. Please forgive me for the special period! " 65438+10.5, a beauty stall merchant in Huaqiang North posted a message in a circle of friends, mentioning that he had a day off.

It is understood that since the Market Supervision Bureau, public security and other relevant departments jointly carried out a major inspection on the smuggling, selling fakes, tax evasion and other acts of cosmetics stalls in Huaqiang North, the whole Tong Ming began to suspend business for rectification from 65438+ 10. According to media interviews, except Tong Ming, 98% of the stalls of beauty shops in Huaqiang North Business Circle, such as Harman, Perfect and Women's World, are closed.

When asked when to reopen, another merchant said he was not sure, but he didn't recover so quickly. "This time the wind is tight, to avoid shelter. Today, you can connect the order and deliver it normally. "

Due to the recent closure of physical stores, merchants no longer publish pictures and prices of goods in the circle of friends as before, but take the form of notes, and daily commodity prices will fluctuate due to channel conditions. "Every day or even a few hours later, some prices will change. We earn channel money. We only earn a few dollars per order, and hoarding goods will increase our risk. "

It is not difficult to see from the price list of its circle of friends that every commodity is less than half of the market price. But the low price also makes many people doubt the authenticity of the product. "Support to change the sender's address, and merchants generally fill in the delivery at Luohu Port." An industry insider said. According to this person, Haitao cosmetics flowing into Huaqiang North were partly taken from Hainan Duty Free Shop and partly from "illegal immigrants".

In September last year, a delivery man pushing a trolley in Huaqiang North revealed to Ai Caijing, "A big boss has just been arrested and is being strictly arrested. The wind is tight now. He usually brings some health care products and medicines and sends them two or three times a week. " And the person suggested that the beauty city is mixed, and many businesses are mixed, so you must pay more attention when buying goods.

From Electronic City to Beauty City, it is very important to change tracks, but the biggest problem that puzzles Huaqiang North at present is the memory of changing the standard. The beauty city, which has been vigorously innovated and launched, has been frequently criticized for counterfeit goods. Some customers even reported that in the products they bought, the official did not admit that the goods flowed out through their own formal channels, and there was no inspection. Coupled with the negative impression of the "cottage machine" in the mobile phone era, it has become the shackles of Huaqiang North's transformation.

In this regard, Huaqiang North managers are well aware and are gradually taking measures. In Tong Ming, Haman and other buildings that have been opened, signs of "One Fake and Ten Penalties" are posted everywhere, as well as the owner's business responsibility letter according to his handprint. Recently, major shopping malls have been transformed into beauty cities, and market supervisors have also increased their supervision. Recently, information about the arrest of smugglers has been constantly coming out, which has put the whole market into silence. The above-mentioned insiders revealed.

Beauty career in Huaqiang North

"There are still no vacant booths and no one has quit." Tong Ming Digital City Marketing Department staff responded to Ai Caijing.

At the end of 2065438+2008, the information of beauty city in Huaqiang North began to be gradually known. Nowadays, advertisements released by vendors can also be seen in Tik Tok, Xianyu and other channels.

A 10 square meter booth located on the first floor of Tongming, the monthly rent is 60,000-80,000, which needs to be paid for half a year and then deducted for two months. Plus 2-3 employees employed in the store, the cost of each store is at least 500,000 yuan. In addition to the high rent, the transfer fee of shops in Tong Ming Digital City has also been fired to more than 6,543,800 yuan.

However, even in the face of strengthened supervision, Ai Caijing also consulted the investment promotion offices of several shopping malls, and all said that there was still no transfer of shops. "Just wait for the reopening, and now it can be delivered online." Huaqiang North's beauty business is still favored by businesses. E-commerce and purchasing are the main distribution channels of these cosmetics. According to the booth staff, they will cooperate with some e-commerce stores to provide them with goods, and will open live channels later.

Legend: Tong Ming cosmetics market, buyers in front of shops.

Compared with the previous mining machines and electronic cigarettes, Beauty City is the most successful sector in Huaqiang North. The market opens at 2 pm, 1 and at 2 pm, all the shops in the beauty city are flooded with customers. There is no need to try and recommend here. The price difference of each store is between 5- 10 yuan. Buyers only need to tell the merchants their own list of goods. "Hundreds of thousands and millions of orders are very common." A merchant said.

However, in Huaqiang North Beauty City, most merchants are not familiar with the products they sell, only know the category name and price. When consumers ask about product performance and related collocation, only a few businesses can answer. For them, they only need to know that this is a commodity circulating through channels, and the market demand is enough, and the rest is not important.

In the cosmetics market in Tong Ming, for the convenience of merchants, the building has specially customized a "Tong Ming Search" applet, in which merchant information, product details and prices can be seen at a glance. Bauhinia City and Harman Commercial Plaza are also promoting a customized small program with market quotation function-Pig Search.

The huge electronic lights and landmarks of the renovated Tong Ming Beauty City and Tong Ming Digital City are still impressive. Signs such as Harman Digital Plaza, Roy Communication Accessories City and Longsheng Accessories City have not been removed. It is not difficult to see that all major commercial buildings have decided to transform the beautiful city in a short time, and the once brilliant mark of the mobile phone era is still there.

Or get rich, change careers, or stick to it and try boldly. Huaqiang North has experienced too many ups and downs, and businesses are both sad and happy. For any enterprise, transformation is undoubtedly a difficult problem, especially for Huaqiang North, a business circle with obvious solidified impression.

The electronic age has passed, but Huaqiang North is unwilling to take a curtain call. In the new round of replacement, the beauty industry with a trillion-dollar market will create a new era of Huaqiang North, but whether it can eradicate the memory of the fake era may be the key to the success or failure of Huaqiang North.