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【為什麼唐吉軻德選擇的是西門町?|時事新思維】Why does Don Don Donki choose Ximen as their first location in Taiwan?

Updated: Jan 27, 2021

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唐吉軻德對有去過東京的人來說絕對不陌生。


作為去東京觀光必定朝聖的平價百貨聖地,他的特色就是包羅各種平價且豐富的商品讓你選擇。唐吉軻德這次選擇在西門町設立台灣第一座分店,想必能為西門町增添幾分樂趣。


從商圈特色來看,融合了老城區和新潮流的西門一直以來可以說是台灣最具特色且國際化的商圈之一。它是台北的首座徒步區商圈,吸引了電影院、文創產業、塗鴉文化和特色小店等聚集,也有許多知名國際品牌進駐。每年除了有許多國際觀光客拜訪外,更是許多年輕族群流連的地點。唐吉軻德的品牌特色也是如此,多樣、豐富、奇特且逛不完的新奇商品等著消費者去挖掘。因此,唐吉軻德的品牌集客力結合西門商圈的特色,勢必能夠相互產生正面影響力。


回歸到店面本身,他的位置離捷運站出口其實不算近。話雖如此,此店面所在地點為西寧南路與武昌街二段交叉處,也就是大馬路與徒步區交叉口,也是匯聚人流與車流的絕佳地理位置。對唐吉軻德來說,這個位置足以作為進軍台灣市場的前哨站。


Don Don Donki is definitely no stranger to anyone who has been to Tokyo. As a must-go location in Tokyo, it has a variety of relatively affordable and abundant products for visitors. Don Don Donki's choice to set up the first branch in Ximen, Taiwan, will definitely add some fun to this area.


With regards to this area’s characteristics, Ximen, which combines the old with the new, has always been one of Taiwan's most unique and international shopping areas. It is Taipei’s first shopping district with well-planned pedestrian zones. This has attracted movie theaters, graffiti culture, specialty shops, and many well-known international brands to set up their stores in this area. It not only attracts many international tourists each year, it is also a main spot where local young generation hangs out. The nature of the district very much meets Don Don Donki's image. Therefore, Don Don Donki's brand identity combined with the characteristics of Ximen is bound to benefit both sides.


Going back to the location itself, it is not close to the MRT station. Having said that, the location is at the intersection of Xining South Road and Wuchang Street, which connects the main road and the pedestrian area. It is also an excellent location where people and vehicle traffic join. Thus, this location is enough to serve the first flagship store for Don Don Donki in entering Taiwan’s market.


選擇對的租客對資產定位的重要性

The importance of choosing right tenants for asset owners


從房東的角度,選擇正確的租客也相當重要。此店面的前承租客,韓國快時尚品牌SPAO,當初撤離西門的原因除了品牌集客力不足和自身經營不善外,更可以看到西門H&M和Uniqlo的店址對此品牌造成的影響。H&M選擇的區位為西門黃金店面,臨西門主要道路和徒步區起點,也是捷運站正出口的位置,Uniqlo也是處在徒步區聚集人潮的核心地點。有購衣需求的消費者很有可能在還未走到SPAO時就已經提早滿足其需求。無法和其他兩家知名服飾品牌競爭的結果就是在台的最後一個堡壘被迫撤出台灣市場。因此,除非有另一家服飾品牌有足夠吸引力和特色以贏得消費者青睞,否則短期內應不會再有其他服飾品牌進駐。


然而唐吉軻德卻有望能翻轉這個情況。唐吉軻德的品牌集客力強,產品有其獨特性,能夠吸引穩定的人流和客源。對房東來說,這個三層樓,佔地一千多坪的店面正能夠滿足其對營運空間的需求,因此店面價值才能夠有效被利用。唐吉軻德進駐也有望將人流引導至商圈的內部,促進西門商圈整體的平衡發展和整體效益。


從上述例子我們可以知道,資產擁有者有完善的產品規劃顯得非常重要。找到最適合的租戶能帶來穩定的收益,更能提升資產的價值。


Asset owners should also put emphasis on choosing the right tenant. The former tenant prior to Don Don Donki was a Korean fast fashion brand SPAO. SPAO had to give up on this location in Ximen because it failed to appeal to a broader customer range other than the young people who have interest in Korean fashion and was less accessible compared to H&M and Uniqlo.

H&M Ximen is adjacent to the intersection of two main roads in Ximen and located within the pedestrian zone, and more importantly, next to the MRT exit. Uniqlo is also the same. Consumers with clothing needs are likely to shop in Uniqlo and H&M before they reach SPAO. Thus, it is inevitable to see SPAO withdrawing from Taiwan because of the above reasons.

Don Don Donki is different from H&M and Uniqlo. This brand is attractive and distinctive enough to appeal to a broader range of consumers. The three-story space with an area of more than 1,000 ping (3,000 sqm) is able to accommodate Don Don Donki’s wide product range and large space requirements. This brand is expected to bring further diversity and attractions to this area.

Hence, for asset owners, finding the right tenant is critical to the success of their assets. Good product positioning strategy can help to create and strengthen best asset value and further sustain the local development.



#唐吉軻德 #西門町 #時事新思維 #諾締不動產

#CreateBestAssetValue





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