Japanese media: Tokyo, Japan Akihabara to transform into a female holy land?

[Global Technology Reporter Wang Huan] “Nihon Keizai Shimbun” reported on July 4 that on June 22nd, the large-scale home appliance retailer Bic Camera’s Tokyo-Akihabara new store “Bic Camera AKIBA” opened in Yodobashi Camera etc. In Akihabara where many competitors gather, the Bic Camera, which is one step behind, targets the female group. As a highlight of the new store, the shopping malls located on the lower floors have a special sales area for daily necessities and cosmetics. From electric street to the birthplace of sub-culture, to the concentration of tourists in Japan, Akihabara has undergone a new round of evolution. Merchants are increasingly competing to attract customers of all ages. fierce.

Bic Camera AKIBA has a lot of cosmetics on the lower floor (June 22, Chiyoda-ku, Tokyo)

"I would probably come here even more than Yodobashi Camera," said a female customer who had just visited Bic Camera AKIBA. The new store faces the Central Avenue in Akihabara, and it mainly sells daily necessities and Japanese specialties. The second floor mainly consists of cosmetics and beauty appliances. There are only four or more computers and white goods sold.

The director of Bic Camera, Miyagi Koki, said: "Not only visitors to Japan, we also consider the needs of female customers." Yodobashi Camera, Yamada Denki, Edion, and other large home appliance vendors all have stores in Akihabara and compete fiercely. The presence of Bic Camera's new stores as home appliance sellers is low.

The new store replaces the company Afama’s flagship store “Akihabara Museum” in Akihabara. Sofmap is mainly engaged in digital appliances such as computers. The area of ​​the original store is less than one-fourth that of the Yodobashi Camera located opposite the station, and it is obviously in a disadvantageous situation when it competes directly. The reason why Bic Camera decided to change to a new store is also to change the sales of its previous store computers.

According to data from the MM Research Institute of the Japanese Survey Company, the number of shipments of personal computers in Japan in 2016 was 3.96 million, a year-on-year decrease of 7.9%. Due to the rise of online shopping, sales of physical retail stores are hardly expected to maintain their previous growth.

In the past, the fruit and vegetable market was a symbol of Akihabara. Afterwards, shops selling electronic components and household appliances continued to gather and Akihabara became a world-famous "electricity street." However, the main products that attract customers also change with the times. In April of this year, the "price.com" of operational product price comparison and information websites ended the regular release of relevant information on computer parts at the "AKIBA General Research Institute" website that collects information on Akihabara. The company stated that "the number of parts dealers we interviewed is decreasing."

Substituting home appliances to become the protagonist of Akihabara is anime and other Japanese subcultures. Akihabara also became the birthplace of such subcultures. Later, as a gathering place for Otaku (OTAKU), Akihabara attracted a large number of foreign tourists and further became the focus of "buy." In recent years, in addition to the proliferation of subcultures, the redevelopment of the neighborhood of Akihabara has increased the number of office buildings and brought about an increase in “female customers.” (Chief President Akihabara Electric Street Promotion Association, Ono Ichi, President of Onoden) .

In 2016, Akihabara opened a shop selling women's main customers with animation products, and a female-only capsule hotel was born. It is said that the large-scale duty-free shop Laox Akihabara’s main store’s “70% of people who purchase goods are women”. In late June, Laox will open a face-to-face cosmetics sales counter to attract more female customers.

Akihabara Sightseeing Promotion Association’s director General Yoshiharu Quanden is looking forward to the transformation of Akihabara. He said: “At present, the proportion of male customers in Akihabara is still very high. I hope that through the efforts of Bic Camera, female customers will continue to increase.”

However, on the day of the opening of the Bic Camera AKIBA on June 22, more foreign tourists could still be seen. Some female customers also stated that "the merchandise in the store is disorderly. It does not take into account women's perspectives and feelings." Whether or not Bic Camera can balance the sales of home appliances with new consumer demand is still unknown.

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