Zhongguancun high rank in the cold as normal or by electronic commerce Zhongguancun | | | stores _ e-commerce news and information
Gathered many merchants prosperous in the past bustling Zhongguancun now rank in the cold. One reason, Zhongguancun initial operation mode is believed to contain a huge crisis, it was also considered to be robbed Zhongguancun e-commerce cake. In any case, Zhong Guan Cun is seeking transformation. Future, where Zhongguancun, worth the wait
Rule of law the weekend Ma Shujuan
The morning of December 21, 2013, located in Beijing's Zhongguancun electronic zone a corner booth on the second floor, Li bin is an old clean up the dust in the chassis, loads the memory stick, the wife busy accounting accounts, 4 year old son while playing computer games.
Despite the weekend, bustling passenger did not appear here. In a morning time, Li Bin stores did not come in an inquiry hanging or customer. "This is a regular occurrence. "Li bin is used to the quiet.
Rule of law reporter seen in visits over the weekend, kemao electronics City has been sporadic shops there vacant, some businesses will be better adjusted to the location of the place of their shops.
Li bin was moved in April 2011 from Pacific digital computer city Tri-City. Over 12 years, that he had ranked traditional Zhongguancun electronic market, three of the top Pacific digital computer city in June of the same year closing at the end of its business.
Zhongguancun billion trade electronic city, across the street from the world of digital Plaza, there are already more than half of the area is vacant, many repair shops with a good; two or three floors have different degrees of empty. Due to the scarcity of visitors, many businesses either at the computer watching movies to kill boredom and time or small groups gathered to chat, sighing business difficult.
After upgrading and Hailong electronics City dinghao electronics City, although each store so large a number, many more are decorated in refined versions of well-known brands flagship store and experience Center, but traffic has less trading. Deserted market make it difficult to use it with the original red fire busy, with "Northern Electronics distribution center," said linking in Zhongguancun.
Glorious past
2013 is the 14th year of Li bin in Zhongguancun. In 1999, the speciality of graduation, he came to the famous Zhongguancun, Zhongguancun, has also experienced the most festive times.
At that time he worked at the Pacific digital city, a merchant. Li bin memories, make the same aisle in other cargo, only ten-metre long gangway, and elsewhere can be walked in less than 1 minute, and then he needs to be in a crowd full of difficult several minutes.
Second half of 2003, Li bin in the city rented a Pacific Digital counter, engaged in computer accessories, Office supplies, and his wife's business. After business stationary, deducting rent and other overhead, to have a balance of about 60,000 yuan every year.
At a time when Li bin started his own business, all surrounded by young people in the hinterland of the ivory tower, Zhongguancun smelled Zhongguancun breeds opportunity, Zhang Bohao is one of them.
In 2003 on a Peking University sophomore Zhang Bohao pulled up saved by Brother machine business, they set up "numerous DIY clubs", the main campus market. Because of good service and price concessions, their clubs also acquired the Beida weiming BBS DIY version "credit counter" of the title.
Of course, their profits can be substantial. Zhang Bohao on rule of law told reporters over the weekend, down to two hundred thousand or three hundred thousand dollars a year, "far higher than that of an ordinary university teacher's income".
After graduating in 2005, Zhang Bohao and students in this club was established on the basis of a company, the company is located in the Silicon Valley Office. While in Office, feel the bustle of traffic, the company's turnover is also notable for Zhongguancun's mounting geopolitical relations.
However, beginning in 2009, Li bin is clear that more and more difficult to do business, despite the accumulation of old customer for ten consecutive years, revenue did not decline, but in the context of rising prices, can profit significantly "shrink".
In June 2011, the Pacific Digital Mall closed, Li Bin stores relocated to the second floor of the science. In order to reduce rental costs that he and who rented a booth against the wall. Enter this property in an inconspicuous corner on the second floor, of about 60 square meters, which Li bin shop occupies about one-third of the area.
Li bin said that the original rent of 170,000 yuan a year, due to the loss of businesses, rent of 2013 also will cut 20,000 yuan. Rent lower let Li bin couple relax. Near the end of 2013, their focus has changed to "knot transfers": many business peers chose to leave, they're going to carry-over payments ahead of the year end.
Was the "crook Street"?
Pacific digital city's closing, Jingdong Mall CEO Liu Qiangdong statement on Twitter: "not Jing dong leather for your life, but your own! Ask yourself, how much you have done to covertly work? Sales of parallel imports fake? Beat up customers? This is karma! ”
Czipo Zhongguancun electronic Chamber of Commerce Executive Vice President and Secretary-General for the rule of law reporters this weekend, Pacific Digital Chengguan's most immediate cause is the ownership of the building of Peking University took back the title, of course, had long been immersed Zhongguancun Liu Qiangdong is also aware of the weaknesses and shortcomings of Zhongguancun.
"Zhongguancun witnessed the growth of China's IT industry, and changes in the IT industry has a profound impact on the Zhongguancun format patterns. "Czipo said.
Czipo describe the Decade of 90 's of the last century, number of computer brands in the market, "better a few people use fingers to count them"; by 2007, through the development of industry and reshuffle, sharp decline in surviving brands on the market, increased homogenization competition. Meanwhile, after several years the rapid development of the market, consumer demand for electronic products has been becoming more and more saturated.
At this point, the business area of Zhongguancun electronics stores have multiplied: in 1999, the Pacific Digital blocks, Silicon Valley, Hailong electronics City opened in succession; 2003 tophere 50,000 square meters in 2007, millions of 60,000 square meters, the tripod is good in the world by the end of the second business area of about 50,000 square meters have been put into use.
Li bin also struck for this: as the bulky, fit new stores put into use, the original collection in Pacific digital city visitors clearly were triaged, who had been jammed the aisles became "good".
Housing leak on continuous rain, the 2008 financial crisis hit. Czipo review, 2008 is an important time for the Zhongguancun, a variety of factors stacking pressure suddenly appeared out of the competition between businesses.
Accessories to make Zhongguancun save computers, consumers may have memories: enter any of Zhongguancun electronic market, instantly surrounded by black shopping guide, kept asking whether or not to buy a computer or accessories, some black shopping guide in order to win business and can even do it people.
"They operated are not making money, but secretly to earn money. "As a result, price gouging, product packaging, change, and many other drama began. However, Li bin recalled to reporters, "crook is very hard. Is no base salary for most of those shopping guide, can only lie to one count, lie on the law is constantly changing. "
Li bin, said sources of product diversification and fraud technology upgrade, licensed, renovation, parallel imports, cottage goods mixed with and even let him fight for more than 10 years of senior practitioners in the industry to tell the true and false.
Chamber of Commerce, the Mall organizers are now taking measures to regulate dealers, but with little success. Price, black shopping guide, switching fraud by consumers of mouth and media exposure, Zhongguancun backs "trickster blocks" infamy. As a result, consumers "vote with their feet" away from Zhongguancun had become inevitable, Zhongguancun weakness seems to be irreversible.
"Take the cake"
Liu Qiangdong think Zhongguancun is they lifted a rock only to drop it on their own feet, but Zhang Bohao do not think of Zhongguancun "had it coming", so that "do not live".
Zhang Bohao, 2011, the whole electronics ecosystem had changed: "Zhong Guan Cun made the cake becomes smaller or even disappear, but the cake was taken away by rapidly developing e-commerce in the past. ”
Also in this year, Zhang Bohao chose going back to MBA and his wife back to campus when thinking about this change in Zhongguancun.
He gave reporters a metaphorical in Zhongguancun, Haidian book City, were once the ideal for many readers buy books, merchant's business is compliant, there is no price fraud and swindling, but why the Haidian book City eventually went bust?
Zhang Bohao contend that today's book City's decline was caused by the rise of e-commerce: dangdang books, Amazon and other e-commerce site's emergence has changed the consumer's shopping habits, emerging in cake originally enjoyed by traditional stores were robbed of electronic commerce in the past.
His views are supported by data.
According to statistics of Zhongguancun electronic trade associations, Zhongguancun IT stores in 2010, sales of electronic products amounted to 28 billion dollars, of which, sitting to the top slot of dinghao 2010 sales totaled 9.22 billion yuan. Ding Jingdong Mall 2010 and sales at a five-year $ 10.2 billion worth of accomplishments comparable to, but tophere rise 2009, 22.4%, while the East is 200%. A weakness, is thriving.
This gap in 2011 is more obvious. 2011 Zhongguancun IT sells electronic products slipped to 17.6 billion yuan in sales, Jingdong Mall 2011 net sales of 21 billion dollars. Strong growth of e-commerce, have begun to incorporate traditional electronics stores fall far behind.
According to Zhongguancun electronic Chamber of Commerce estimates that cats this year include Jingdong Mall, days away from Zhongguancun electronic commerce businesses more than 10 billion yuan.
Zhang Bohao believes that information opaque is the original Zhongguancun shopping malls to make money, and the rise of e-commerce, merchants and consumers this state of information asymmetry to eliminate invisible, think again seeking exorbitant profits, improbable.
From Zhong Guan Cun start Liu Qiangdong, after lying dormant for a few years, through the creation of Jingdong Mall of this e-commerce, began to erode the cake originally belonging to the Zhongguancun.
As electronic commerce has become eroded ranks also include cats, Taobao, and had many years of suning and Gome Home Appliance stores in the traditional deep and other enterprises.
The pain of change
In 2011, the one dominated by a Government-led industry regulatory action beginning in the core area of Zhongguancun--Zhongguancun West District breaks ground. Zhongguancun electronic market benchmarking of dragons, good tripod, millions of the world are in the format adjustment range.
In May 2011, the Zhongguancun West District industry adjustment plan (2011-2015) published and implemented requirements 2011 year, Dragon, dinghao building commercial area dropped below 50%, and scientific and technological research and development, technology and finance will be introduced in line with industry claims of enterprises.
In fact, as early as in 2009, there have been industry adjusted to take shape. In March of that year, the State Council approved construction of the "national independent innovation demonstration zone in Zhongguancun" and called turn Zhongguancun into an innovation and Technology Centre has a global impact.
In July, the Haidian District Government issued the notice on accelerating Zhongguancun West District format adjustment, no longer encourage the electronic stores, shopping malls, shopping centers, restaurants and other retail developments in the region, requiring room for high-end industry. By the year 2011, it does not "encourage" compression is a business area targets.
Zhongguancun told the rule of law, the Head Office of the CMC in Western journalists at the weekend, in order to implement these policies, encourage guided Western Zhongguancun electronic market management concepts, Haidian District Government has promulgated documents introduction and positioning Zhongguancun West District features consistent quality enterprises to financial incentives of the sponsor; and qualified in stores, international and domestic brands franchise stores to be up to 5 million yuan of subsidies.
Now State adjustment, which has been in the past two years, in which 3 electronics stores also experienced a difficult transition process.
Weekend of the rule good tripod Planning Department official told reporters, from 2009, the company has found that the original store formats to sustain, but where the transfer does not know the bow, Haidian District Government state adjustment policy that gave the company a direction.
In August 2011, dinghao launch the industry restructuring. Since 2012 has attracted a creative workshop, Tsinghua Science Park, the company's e-commerce and many other institutions settled in, which only the company's e-commerce leased 17,000 square meters of office space.
But this is not Ding well on its own merit. The official said to reporters: "they can be settled, the Government's matchmaking was very helpful alone Ding myself, it's hard to do that. ”
Compared with the dinghao, Dragon transformation of walking to the lame. When rule of law reporter Hailong electronics City, visited over the weekend, 1/f, 4/f, all have varying degrees of vacant space, 5 upper service area on the ground floor, there are large areas of vacant cubicles.
Hailong electronics brand manager Gao Xiaoli to the rule of law in the city weekend reporter, currently Hailong Electronics Mall vacancy rate is about 30%, some of which are close to the end of merchant stalls due to the expiration. Gao Xiaoli admitted, as the entire IT industry contraction, "bringing in what kind of product, attract what kinds of consumers, as organizers of the market is still in the learning process."
Transformation of this groping and organizers under the throes of transformation. Gao Xiaoli said in 2011, since the second half of the Dragon part cleaning businesses, stores converted into office space at the top, the introduction of education, IT research and development enterprise, the whole process will last for nearly half a year, the Dragon for a cost of over 10 million Yuan.
By contrast, billion world market made little headway. Weekend visit found in the rule of law, on the first floor of the building there are plenty of vacant areas, on the second floor there are varying degrees of vacant.
In this regard, Zhongguancun West District Office in charge of the CMC said that compared to the first two stores is another world title is more dispersed, 1451 family of owners, management philosophy to unify, makes a lot of business to adjust policy to fall to the ground.
China electronic Chamber of Commerce Professional Committee Secretary-General Liu Yufeng electronics market has been concerned about the domestic electronics market transformation and upgrade issues. He pointed out in an interview with rule of law the weekend, Zhongguancun's current state upgrades, Government-led policy, but support the strength and market transformation of the organizers will, market demand was not formed an effective combination.
Once snatching gold stores shop now has a large number of vacant, who told reporters in Zhongguancun businesses carrying on business for many years feeling, and now "cage is freed, but not too many birds come in that match your criteria".
Merchant solution in the future
Shopping malls organized by going through the pains of transition, in which operators are also in pursuit of a better route.
2011 second half of began, from Dragon, and Ding good check and return out of merchant began find new of shops, and Ding good, and Dragon, and billion world a street of across, and not in Zhongguancun Western industry State adjustment range within of Tri-electronic city into has many merchant new of settled of to, plus previously from Pacific Digital building relocation now of merchant, Tri-keep has relative lively of scene, but, these merchant of business and no good how many.
In accepting the rule of law by reporters for an hour over the weekend, despite the weekend, Li Bin stores did not usher in an even hang out customer.
Li bin's wife told reporters that this is the norm, they mainly have accumulated more than 10 years old clients ' businesses, don't expect these direct customers. Since the sentiment of the market is relatively bleak, despite the better position of such vacancy, but has no plans to replace them.
Although rents have now lowered, but compared with the meager income, Li bin are still feeling pressure to rent. Some familiar counterparts have already been chosen to leave, went to rent some more cheap office buildings into e-commerce, either directly select a career change.
Changing industries, Li bin couples after some hesitation, because they found that the smooth transition of peers is not around, ending all non-satisfactory.
In 2011, along with Li bin in fellow Pacific digital city engaged in electronic product, see the industry boom irreducible, then sold the property in Beijing by the end of the year, more than 2 million dollar home business, resulting in fading, in 2013 and return to Beijing.
Hometown suffer a loss of experience, Li bin, they suffer a fairly cautious: "after all, has been in the industry for more than 10 years, clients and resources in the industry. ”
Zhang Bohao organization in conducting business, group purchases as their main direction now has access to a number of large enterprises purchase agreement supplier directory. Of course, they are also becoming climate punches on e-commerce, environmental degradation, haze and constantly present, their sales agent products also increased the Air Purifier.
As far as personal development, MBA graduate, Zhang Bohao chose moderate distance from Zhong Guan Cun: share capital remained firm, others elsewhere. In accepting the rule of law in an interview over the weekend, Zhang Bohao live in Changsha, is currently in a real-estate subsidiary company as a professional manager.
Talked about the reason for switching, Zhang Bohao joke, Zhongguancun is a small community, and here you see the cheat and tricks for stroke survival, innovation, up genes. He believed that "mixed in Zhongguancun as long as well, to other places, other industries will mix well."
(Interviewer's request, Li bin, Zhang Bohao aliases)
(Original title: Zhongguancun)
January 08, 2014 Law weekend(中关村门庭冷落成常态 或因电子商务兴起所致|中关村|电子商务|卖场_新闻资讯
昔日聚集众多商家红火热闹的中关村，如今变得门庭冷落。其中原因，有人认为是中关村最初的运营模式蕴藏了巨大危机，也有人认为是电子商务抢了中关村的蛋糕。无论如何，中关村正在谋求转型。未来，中关村将走向何方，值得期待
法治周末记者 马树娟
2013年12月21日上午，在位于北京市中关村科贸电子城二楼一个角落的格子间里，李彬正在给一个老客户清理机箱中的灰尘，加载内存条，妻子忙着核算账务，4岁的儿子则在一旁玩着电脑游戏。
尽管是周末，这里并没有出现熙熙攘攘的客流。一个上午的时间里，李彬的店铺没有进来一位询价或是闲逛的顾客。“这已经是一种常态了。”李彬已经习惯了这种冷清。
法治周末记者在走访中看到，科贸电子城已有零星商铺出现空置，有的商户趁机将自己的商铺调整到位置较好的地方。
李彬是在2011年4月从太平洋数码电脑城迁来科贸电子城的。那个他驻扎了12年、曾位居中关村传统电子市场三强之列的太平洋数码电脑城已于当年6月底关张歇业。
而与科贸电子城一街之隔的中关村亿世界数码广场一层，已经有超过一半以上的面积空置，其中不乏装修良好的店铺；二、三楼层也有不同程度的空置。由于客流稀少，很多商户要么在电脑上看着影片打发着百无聊赖的时光，要么三五成群聚在一起聊天，感慨着生意的艰难。
改造升级后的海龙电子城和鼎好电子商城，虽然每家商铺的面积都大了许多，很多更是装修精致的知名品牌的旗舰店和体验中心，但是客流量甚至不及科贸。冷清的市场让人很难将其同原先那个红火热闹、有着“北方电子产品集散地”之称的中关村联系起来。
辉煌已成过往
2013年是李彬在中关村的第14个年头。1999年，学计算机应用专业毕业的他来到了声名远扬的中关村，也经历了中关村最为热闹的时代。
当时他在太平洋数码城一家商户处打工。李彬回忆，给同一过道的其他商铺调货，仅十米长的过道，在其他地方不到1分钟就能走完，而当时他需要在摩肩接踵的人群中艰难前进好几分钟。
2003年下半年李彬在太平洋数码城租了一个柜台，和妻子一起经营电脑配件、办公耗材的生意。生意平稳后，扣除租金等开销，每年能够有6万元左右的结余。
就在李彬开始自己创业之时，身处中关村腹地象牙塔里的年轻人也嗅到了中关村孕育的商机，张波昊就是其中的一位。
2003年正在北京大学上大二的张波昊被师兄们拉着做起了攒机的生意，他们成立了“莘莘DIY俱乐部”，主攻校园市场。由于服务周到且价格优惠实在，他们的俱乐部还获得了北大未名BBS DIY版“信誉柜台”的称号。
当然，他们的收益也相当可观。张波昊对法治周末记者说，当时一年下来能有二三十万元，“远比一个普通大学老师的收入高”。
2005年毕业后，张波昊和同学在此俱乐部的基础上成立了一家公司，公司坐落在硅谷写字楼内。尽管在写字楼里，感受不到熙熙攘攘的客流，公司的营业额也因中关村的地缘关系不断上升。
不过，从2009年开始，李彬明显地感觉到生意越来越难做了，尽管有十来年的老客户的积累，收益没有下滑，但在物价上涨的背景下，所能赚取的利润明显“缩水”。
2011年6月，太平洋数码城关门歇业，李彬将商铺迁至科贸二楼。为了降低租金成本，他与人合租一个靠墙的格子间。格子间位于二楼一个不太显眼的角落，约60平方米，其中李彬的店占有约1/3的面积。
李彬说，原先一年的租金为17万元，由于不断有商户流失，2013年的租金也随之下调了两万元。但租金下调并没有让李彬夫妻俩感到轻松。临近2013年年底，他们俩的工作重心已变为“结转账款”：很多有业务往来的同行选择了离开，他们要赶在年前把相关款项结转完毕。
曾是“骗子一条街”？
对于太平洋数码城的关张，京东商城CEO刘强东当时在微博上发言：“其实不是京东们革了你们的命，而是你们自己！扪心自问，你们做了多少偷梁换柱的勾当？卖了多少水货假货？暴打了多少客户？这是因果报应！”
中关村电子商会常务副会长兼秘书长齐波对法治周末记者表示，太平洋数码城关门的最直接原因其实是大厦的产权方北京大学收回了产权，当然曾长期浸淫中关村的刘强东也深知中关村的短板与弊病。
“中关村见证了中国IT业的成长，同时IT行业的变化也深刻影响着中关村的业态格局。”齐波说。
齐波形容，上世纪90年代前后的十年间，市场上计算机品牌的数量“得好几个人把手指头都用上才能数得过来”；而到2007年前后，经过行业的发展与洗牌，市场留存下来的品牌急剧减少，同质化竞争加剧。同时，经过几年市场的高速发展，消费者对电子产品的需求已逐渐趋于饱和。
此时，中关村电子产品卖场的营业面积却在成倍增加：1999年，太平洋数码大厦、硅谷、海龙电子城相继开业；2003年鼎好5万平方米、2007年年底亿世界6万平方米、鼎好二期约5万平方米的营业面积陆续投入使用。
李彬对此也感触颇深：随着一个个体积庞大、装修一新的卖场投入使用，原先汇集在太平洋数码城的客流明显被分流，原本被挤得水泄不通的过道逐渐变得“好走”起来。
屋漏偏逢连阴雨，2008年金融危机来袭。齐波评述，2008年对于中关村而言是个重要的时间节点，多种不利因素的叠加使得商户间竞争的压力顿时显现了出来。
去过中关村攒电脑、买配件的消费者可能都有这样的记忆：进入中关村任何一家电子卖场，瞬间会被黑导购团团围住，不停地询问是否购买电脑或是配件，一些黑导购为了争得生意甚至会动手拉人。
“明面上挣不来钱，只能暗地里来挣了。”于是乎，价格欺诈、产品调包、换型等诸多戏码开始上演。不过，李彬向记者回忆，“骗子骗得也很辛苦。那些导购大多是没有底薪的，只能骗一个算一个，骗法上还要不断翻新”。
李彬表示，产品来源的多元化，加上造假技术的提升，行货、翻新、水货、山寨商品混杂在一起，甚至让他这个在行业里打拼十余年的资深从业者都难辨真假。
尽管商会、各商城主办单位都在采取措施对经销商的行为进行规范，不过收效甚微。价格欺诈、黑导购、调包等行为经消费者口耳相传以及媒体的曝光，让中关村背上了“骗子一条街”的骂名。如此一来，消费者“用脚投票”，离中关村而去也就成了必然，中关村的颓势似乎已无法逆转。
“被抢走的蛋糕”
刘强东认为中关村是自己搬起石头砸了自己的脚，但张波昊并不认为是中关村“自作孽”，以至于“不可活”。
在张波昊看来，2011年时，整个电子产品的生态已经发生了改变：“不是中关村让这块蛋糕逐渐变小甚至变没了，而是蛋糕被日新月异的电子商务夺了过去。”
也就在这一年，张波昊选择了回学校读MBA，重回校园的他得空时也在思索中关村的这种变化。
他给记者打了个比方，位于中关村的海淀图书城，一度是很多读者购书的理想去处，商户的经营可谓合乎规范，也不存在价格欺诈和坑蒙拐骗的可能，但为什么海淀图书城最终也走向了萧条？
张波昊认为正是电子商务的兴起造成了今天图书城的没落：当当网、亚马逊等图书类电子商务网站的兴起改变了消费者的购物习惯，原本由传统卖场享用的蛋糕被新兴的电子商务抢了过去。
他的观点其实也是有数据支撑的。
根据中关村电子商会的统计，中关村IT卖场在2010年的电子产品销售总额为280亿元，其中，坐上头把交椅的鼎好2010年销售总额为92.2亿元。鼎好一家的销售额与京东商城2010年的102亿元的成绩不相上下，不过鼎好同比2009年增长了22.4%，而京东则是200%。一个已显疲态，一个则风头正劲。
这一差距在2011年更为明显。2011年中关村IT卖场电子产品销售额下滑至176亿元，而京东商城2011年净销售额为210亿元。电子商务的强劲增长势头，已开始将传统电子卖场远远甩在了身后。
据中关村电子商会的估算，这一年包括京东商城、天猫等电子商务从中关村抢走的生意就超过100亿元。
张波昊认为，原先中关村卖场赚的是信息不透明的钱，而电子商务的兴起，则让商家和消费者这种信息不对称的状态消弭于无形，再想谋求暴利几无可能。
从中关村起步的刘强东，在蛰伏了数年后，通过创办京东商城这种电子商务的方式，开始逐渐蚕食原本属于中关村的蛋糕。
随着电子商务蔚然成风，蚕食者队伍还包括了天猫、淘宝以及原先在传统家电卖场深耕多年的苏宁、国美等企业。
转型之痛
就在2011年，一场由政府牵头主导的业态调整行动开始在中关村核心区域——中关村西区拉开大幕。中关村电子卖场标杆的海龙、鼎好、亿世界皆在此次业态调整范围内。
2011年5月，《中关村西区业态调整规划(2011年-2015年)》发布并实施，要求2011年年内，海龙、鼎好等大厦的商业面积要下降至50%以下，并引入科技研发、科技金融等符合业态调整要求的企业。
其实，早在2009年，就已经出现了业态调整的端倪。当年3月，国务院批复建设“中关村国家自主创新示范区”，要求把中关村建设成为具有全球影响力的科技创新中心。
同年7月，北京市海淀区政府发布了《关于加快推进中关村西区业态调整的通告》，不再鼓励电子卖场、商场、购物中心、餐饮等业态在该区域发展，要求为高端产业发展腾出空间。到了2011年，“不鼓励”有了压缩营业面积的指标。
中关村西区管委会办公室负责人告诉法治周末记者，为了落实上述相关政策，鼓励引导中关村西区电子市场转变经营观念，海淀区政府先后出台文件，对引进与中关村西区功能定位相符合的优质企业的主办单位予以资金奖励；并对在卖场内符合条件的国际国内品牌专营店予以最高500万元的补贴。
如今业态调整已过去两年时间了，身处其中的3家电子卖场也经历了艰难的蜕变历程。
鼎好策划部负责人告诉法治周末记者，从2009年以来，公司已发觉原有的卖场业态将难以为继，但并不知晓船头该调往何处，海淀区政府业态调整政策的出台也给了公司一个方向。
2011年8月，鼎好开始启动业态调整工作。2012年以来先后吸引了创新工场、清华科技园、国美电子商务等多家机构入驻，其中仅国美电子商务就承租了1.7万平方米的办公面积。
不过这并非鼎好一己之功。该负责人对记者坦言：“这些企业能够入驻，政府的牵线搭桥帮了很大的忙，单靠鼎好自己很难做到这一点。”
与鼎好相比，海龙的转型步履要蹒跚一些。法治周末记者在海龙电子城走访时，1楼、4楼都有不同程度的空置面积，在5楼的高端服务体验区，更是有大片空置的格子间。
海龙电子城品牌经理高晓莉对法治周末记者介绍，目前海龙电子卖场空置率约为30%，其中有一些是临近年底商户摊位到期所致。高晓莉坦言，由于整个IT行业出现萎缩，“引进什么样的产品，吸引什么样的消费者，作为市场主办方还处在摸索过程中”。
这种摸索和转型也让主办方承受着转型的阵痛。高晓莉透露，2011年下半年以来海龙清理了一部分商户，将高层的卖场改造为写字楼，引入教育、IT研发等企业，整个过程持续了将近半年，海龙为此损失的租金超过1000万元。
相比之下，亿世界卖场进展不大。法治周末记者在走访中发现，在该大厦的一楼有大量的空置区域，二楼也有不同程度的空置。
对此，中关村西区管委会办公室负责人介绍说，相比较前两家卖场，亿世界的产权更为分散，共有1451户业主，经营理念难以统一，使得很多业态调整的政策难以落地。
中国电子商会电子市场专业委员会秘书长柳玉峰一直在关注国内电子市场的转型升级问题。他在接受法治周末记者采访时指出，目前中关村的业态升级，政府有引导的政策，但扶持的力度与市场主办单位的转型意愿、市场的需求还没有形成有效的合力。
看到曾经寸土寸金的卖场商铺如今有大量空置，一位曾在中关村经营多年生意的商户对记者感慨，现在“笼子是腾出来了，却没有太多符合条件的鸟飞进来”。
商户求解未来
商场主办单位经历着转型的阵痛，身处其中的商户们也在谋求更好的出路。
2011年下半年开始，从海龙、鼎好清退出来的商户开始找寻新的商铺，与鼎好、海龙、亿世界一街之隔、不在中关村西区业态调整范围内的科贸电子城成了很多商户新的落脚之地，加上此前从太平洋数码大厦搬迁至此的商户，科贸保持了相对热闹的景象，不过，这些商户的生意并没有好多少。
在接受法治周末记者采访的一个小时里，尽管是周末，李彬的店却没有迎来一位哪怕闲逛的顾客。
李彬的妻子告诉记者，这已是常态，他们目前主要做积累了十多年的老客户的生意，已不指望这些直接客户。由于整个市场的人气都比较惨淡，尽管有较好位置的商铺空置出来，但他们也没有更换位置的打算。
如今尽管租金已有下调，不过同微薄的收益相比起来，李彬仍感觉到租金的压力。已有部分熟悉的同行选择了离开，有的去了租金更为便宜的写字楼搞起了电子商务，有的直接选择了转行。
对于转行，李彬夫妇有些犹豫，因为他们发现身边同行的转型之路并不顺畅，结局也全非完满。
2011年，与李彬一起在太平洋数码城经营电子产品的同乡，看到行业景气难复，遂在当年年底卖掉北京的房产，得款200余万元回到老家创业，结果出师不利，2013年又折返北京。
同乡转行失利的经历，让李彬他们对转行颇为谨慎：“毕竟在这个行业做了十多年了，客户和资源都在这个行业里。”
张波昊所在的公司也在进行业务调整，集团采购成为他们主攻的方向，目前已经进入多家大型企业的采购协议供货厂商名录。当然，他们也在渐成气候的电子商务上发力，在环境恶化、雾霾不断的当下，他们代理销售的产品还增加了空气净化器。
就个人的发展而言，MBA毕业后，张波昊选择了与中关村保持适度的距离：股本仍留公司，人则另谋他业。在接受法治周末采访时，张波昊正身处长沙，目前在一家房地产集团下属公司担任职业经理人。
谈及转行的缘由，张波昊笑谈，中关村就是一个小社会，这里既有为搏生存而坑蒙拐骗的伎俩，亦有创新、向上的基因。他认为“只要在中关村混得好，到其他地方、其他行业也能混好”。
(应采访者要求，文中李彬、张波昊为化名)
(原标题：中关村之变)
2014年01月08日01:16法治周末)