(photo by omar_a via flickr) |
The Grand Opening The minutes ticked down in the courtyard as the press grew in size and formed up to the right of the store entrance. The black umbrellas created a "roof" beyond which is was difficult to see more than 3-4 rows back into the line. But it was clear that not all of the zig-zag waiting line was filled up. The last wristband assignment I saw was 254, just around 8:30 a.m., so it appears there were fewer than 400 persons either in line or waiting inside the building to form up. The sun continued full-blast as we waited the last quarter hour. There was lots of activity in front of the store as the security crew arranged to block passersby from crossing the path of the crowd. Finally, the manager John Ford (formerly at The Gateway, Flatiron) and several colleagues came out, asked the now traditional question of, "Are you ready?" in Chinese, and front of the line began to "whoop." The doors came open and there was a short 15-foot walk to the store. The stor staff clapped, the front of the line clapped, and as we came inside 10-12 employees held T-shirt boxes (black T-shirt, white writing, iPod earbuds & cord design) into the air and waved them back-and-forth before handing each entrant a souvenir. Most of the early line headed to the back of the ground floor, but then a surge formed the other direction, heading to the second floor. The store was crowded with the truly curious. Unlike some U.S. store initial examinations, the people from China were genuinely studied in their initial view of the interior. And, of course, they were taking photos and videos of every angle, of every one. Every product display position was immediately occupied by someone who was bent over, using the product, holding it, examining its dimensions, and looking at its screen. Downstairs, the stairway was receiving lots of attention, both its structure and picturesque quality from below. By the way, it's four sections: an initial run upward, a landing, another run upward, and then a second landing at the top that connects with the second level. A set of four steel rods from the ceiling provide the suspension support. When I initially reached the second level I headed to the front of the store to view the waiting crowd, and was somewhat surprised to see there were just three turns of the line, or perhaps 40-50 persons. I was later told that the waiting space was nearly empty, although I could see people entering the space at a regular pace. In any event, for a city with the largest population of any Apple store location, it obviously didn't generate the largest grand opening turn-out. On the other hand, it may have rivaled the largest overnight turn-out I'ver seen, next to the Osaka (Japan) grand opening. The arrangement of products is constrained by the space. There are iPods on the ground floor, at the front of the store, followed by laptops and iMacs. At the very rear of the store is a cashwrap counter and the rear door. On the second level, you arrive at the rear of the space to find a second cashwrap at the rear, then a display of speakers on an island shelf, adjacent to the standard wall of accessories. Going towards the front of the store, there is a sit-down table with iMacs for demonstrations and training, the kids table and the rather short Genius Bar at the front of the space. Overall, the store certainly isn't spacious. The long and narrow space is quickly consumed by the stairs and surrounding open space, and the two sets of pillars. There is also deadspace at the back of the store on both levels where there is access to the adjacent storage and stock areas. Of course, on an ordinary shopping day, there would definitely be more space to stroll the store--if an "ordinary" day could ever come for an Apple store in Beijing. Of couse, the big news is the big "box." That structure is façade-only for the public. It's still not clear if the space encompassed by that structure faced with a back-lit logo is being used for storage or offices. But the Apple store is just two levels for retail space, with a hidden third level. Overall, the store is open and airy, like many recent other stores of similar design. Right now the view outside isn't exactly perfect, since building on the two exterior sides of the Apple store are still under construction. The front of the store is fairly panoramic, since it faces the interior plaza of the mall. But the side and rear views of the store only persist for 20-25 feet, just across a walkway to the opposite buildings. As for dimensions, the store is a trapezoid…a slightly off-kilter rectangle. It's about 97 feet front to back, about the size of a typical U.S. mall store. At the front, and narrowest, part of the store, it's 30 feet wide. The store widens as you walk to the back of the store, where it's 40 feet wide. Behind the rear wall is another 15 feet or so, apparently used for stock access. (I'll diagram this store when I return--it's interesting.) Based on my old high school math, all of these dimensions put the potential retail space for the store at about 6,820 s.f. for two levels. However, since the second floor occupies only 3,550 s.f. of the total potential space, the entire footprint, the total floor space is just 5,960 s.f. The store's location is definitely for the locals. Among all of Apple's high-profile stores, it's the most hidden and out-of-the-way location. Unlike Regent Street, San Francisco or Fifth Avenue, no tourist will ever come by this store. On the other hand, in a land of mostly tours for out-of-country guests, it's questionable if there will be lots of drop-ins from other countries even when the Qianmen store opens closer to Tianemen Square. But Apple has made the point. And the point is, "We're in." Among all the international brands that have arrived in China, Apple is one of them. They want to be visible, to compete, and to begin to set a level of product quality and personal service that will establish a standard for this country. Not only will this statement help existing Apple product users, which is already a large and enthusiastic group, but it will begin--begin--the process of expanding Apple's product share by making new sales. It's early. My 20-minute taxi ride to the new store from the hotel demonstrates, in just a small way, the vastness that is Beijing, and gives only a small hint at the huge size of China's economy and retail commerce. Can one back-lit logo change the face of Apple retailing? Absolutely not. Can one Beijing store generate staggering sales? No. Is Apple's foray into China symbolic of a global economy and how well brands can be translated across borders? Yes, it sure does.
While standing in front of the store with a crowd of enthusiastic supporters, the grand opening of the Sanlitun store made a big noise and big statement. But when you take a wider view that includes the entire region and its economy, this opening created just one small enthusiastic voice for Apple. Nevertheless, it was very significant. Thanks to everyone who made this among the best openings--all the residents of China who talked me through the 17 overnight hours, the Apple support team who were always cordial while taking good care of us, and the store team for their pride and enthusiasm. As a U.S. customer of Apple since the beginning, I welcome China to the Apple family. Check some other coverage of the store opening:
Saturday Morning I've learned that Apple has super-organized the waiting line: several plasma screens inside the waiting area will flash the wristband numbers assigned to those who arrive for the grand opening. Each number will be associated with a lane number, 1-10. When your number appears, you report to you assigned lane for eventual entry into the store. This procedure will create lines of 10 persons each, and allow the line to cool off, get water and get ready for their entry into the store. Taking a closer look at the store, it's pretty obvious that Apple's architects had a very peculiar space with which to work. First of all, the space is trapezoidal--it starts narrow at the front of the store, and then becomes wides towards the back. Then there is the "pillar" issue: a double set of interior support pillars that take up lots of floor space and obstruct the interior view. First, large circular pillars run along the outside long dimension of the store. These pillars are finished in light-color masonry. There is a second set of pillars set further inside the store, which are squared-off and covered in stainless steel. It's not clear why there are two sets, but either way they were undoubtedly a major design consideration. The glass staircase rises along the length of the store. If it were supported from beneath, it would take away even more square feet from the ground floor. So in this case, the staircase is supported by steel rods, similar to the Shinsaibashi (Osaka, Japan) retail store. On the other hand, there is still unusable space beneath a considerable portion of the staircase, particularly close to its landing on the ground floor. The staircase takes a right turn at the top of the stairs to meet the second level. I believe this is the first such diversion of any of Apple's staircases. By 4:30 a.m. the sky is beginning to grow brighter outside the waiting space. An hour later the latest wristband handed out was numbered #157, although we can only count about 86 persons in the waiting space. The now-legendary #4 person in line appeared at mid-day…and promptly disappeared forever. The six security guards and three cleaning women don't have much to do at this hour. David Feng, president of Bejing's Macintosh User Group, had been active all night, talking with everyone, taking pictures and blogging. About 5 a.m. he virtually collapsed from his camping chair onto the floor, ignoring the growing noise of the crowd around him who was beginning to rouse. I mean, he was o-u-t. After a little amusement that he was so soundly asleep, some people then thought he meant be beyond sleep. But fortunately, after some slumber he came back to consciousness and enjoyed the rest of the grand opening. By 5:45 a.m. those sleeping are beginning to stir. Some people have left and returned with McDonald's food or coffee. Others are walking around a bit outside, although the stanchions limit how close we can get to the store. At 7:00 a.m. a 6 year-old, his mother and grandmother came into the waiting area with wristbands #204-206. Almost everyone is awake by now, but a tent is still standing and occupied. Outside the store is still empty except for an occasional cleaner. On the plaza in front of the store, a team of 18 security guards in light blue shirts stands at attention, apparently listening to their supervisor give instructions for the day. Apple's contract film team arrived with cases of equipment and went into a back room. They put together a video and film crew and were out among the waiting group by 7:30 a.m. By 8:15 a.m. blue-shirted Apple employees began handing out the store "Visitor's Guide," available in English and Chinese. Some of the numbered lines are beginning to fill up by 8:20 a.m. Within 15 minutes they required us to take our places in the appropriate line--I was in line #3 inside the waiting space. As the sun rose over the building to the right of the Apple store, we were allowed out into the outer line formed by over 140 stanchions, as those in front of the line raised their arms and yelled. Since we all were near the front, it took 2-3 minutes for us to weave back and forth to the front. At that point the sun was broiling. The line crunched forward to avoid the sun, leaving gaps in the line where the sun hit. Some early-arriving press began interviewing the photographing those at the very front of the line. Apple employees came around constantly with water bottles, and they also came by to offer large black umbrellas for sun protection--everyone took them up on the offer. Inside the store the employees held a meeting at the back of the ground level, accompanied by clapping and yelling. Then they all went upstairs to hear the final speech from Ron Johnson. Afterwards, the employees went out the back door and, after about 10-12 minutes, appeared behind us, coming in the main courtyard entrance. The made their way down the outer layer of the zig-zag line, giving everyone high-fives. It was now 8:42 a.m. Friday Evening I arrived at the Apple store along the side road just as a rain storm hit. All the shops in the complex look like they're under construction and there was red-and-white barricade tape round that side of the complex. But coming around to the front, where the Adidas store is located, you can see into the courtyard of The Village at Sanlitun, and barely see the back-lit Apple logo. The surrounding neighborhood is a mix of residential apartments on the upper floors and retail on the lower floors, a giant stadium, and other businesses. Adjacent to the shopping mall is what's left of Sanlitun's central bar district, a narrow, tree-lined section of Sanlitun Road with garish signs advertising various brands of beer. North on Sanlitun Street, past the Nike-Apple-Adidas complex but still within the Village, is China Doll, a club and bar that looks brand new. Across from it are many of the same bars that have been Sanlitun's trademark. Even further north the embassy district of Beijing begins, with representatives of several nations, but not the United States. To the west of the complex is Yashow Clothing Market, a huge building with a huge parking lot to accommodate tour buses that flock there to drop off tourists. Across from the Village is an enormous construction site that stretches for blocks. Up at the next corner is a Hooters restaurant. Of course, the Adidas location is where Apple should have located--it's visible to the street, set back about 40 feet from the street to provide a great passerby view, and has a huge façade that would have been an empty canvas for Apple's architects. Oh, well. The complex is definitely "on the way up," meaning it's barely completed, not situated in the most walk-up position in town, and even it's underground parking lot may not attract visitors. Maybe the new #10 subway entrance minutes away will make the store easier to reach. At the moment it looks like a sketchy location choice, but Apple retail has a way of being among the first in a neighborhood. Maybe this will be another example of that. Once you walk inside the oddly shaped courtyard, the Nike store is to the left, a small and almost invisible façade and entrance tucked into one corner. The Apple store itself is strangely located and laid out. First, it's long but not very deep, and open to the interior (ground and second level) on the front side and along the left side of the rectangle. The front of the store is a three-story glass structure similar to Sydney or Boylston Street. The third level is all stainless steel, and has no windows. Lastly, there is an enclosed "box" across from the third level of the store to the adjacent section of the mall. On both sides of this box there is a back-lit Apple logo. It's not clear if there are any offices or other occupied spaces inside of this space (later found out that it's not a public space, although it may still be storage space for Apple). The glass staircase is of the standard visual variety, but in this case it's suspended from the ceiling on steel rods, not supported by glass from below. Apparently the architects needed the space that a glass foundation would have taken up.
The courtyard was initially blocked off by workers performing final work. But I was flagged down by someone who pointed me to a empty space adjacent to the Apple store where overnighters would be waiting. The property manager had made the arrangements, allowing access to bathrooms, power, Wi-Fi and air conditioning. Neat! I arrived as #27, behind the first-in-line who arrived around 8 a.m. on Friday morning. Several in the group have laptops and have logged on Web sites. The Beijing Macintosh Users Group (BeiMac) is represented by several persons, as is those from MacX.cn. By 10:45 there are about 85 persons gathered inside our holding area for the grand opening. There are a couple of tents (privacy?) and groupings around the power outlets. Outside the security team has erected more stanchions than I've ever seen for any opening. About 11:15 p.m. the security team started putting up line stanchions inside out staging space. So we've moved to the back of the space--closer to the giant video screen that displays Apple's red-themed store announcement graphic. The mall management also brought in round benches, which everyone is using as tables for their computers. There are tons of laptops of every variety, but mostly MacBooks or older iBooks. There are five security guards inside along each wall of the waiting space, along with 32 fire extinguishers brought specially for the occasion. By 2:30 a.m. several people are dead asleep, but most others are awake and using their computers to play music, DVDs or games. Someone started juggling water bottles, and just as quick, someone began taking video of it. The air conditioning system is nice, but it occasionally spits out some moisture that will surprise you, especially if you're sleeping. Preview There is no country more interesting than China, for all the reasons that writers, poets, artists and even politicians have previously described in detail. It's a country of vast spaces and intricate detail, of diversity yet monolithic culture. It's population alone puts the country into a special category, and yet in the end, those billions are individuals just like residents of any other country. To have an Apple store open in Beijing is truly a special event. The logistics of opening a U.S. brand retail outlet in another country is enormous. To open one in China presents an additional level of difficulty. Permissions, equipment, supplies, labor and Apple's specific building materials each rate a 10 on the difficulty scale for this first China store in the Chaoyang District of Beijing, inside The Village at SanLiTun development. The "special-ness" continues after the store is finished, since it will be the only true Apple retail outlet within 1,300 miles (Japan), and a beacon of Apple's brand within the country. The standard Apple store architecture, the back-lit Apple logo and the products themselves will become an attraction for the residents of Beijing who have computers, surf the Internet and who are anxious to sample international products. Apple originally planned to open a store along Qianmen Street near Tianemen Square in city center. However, the government has been extensively renovating neighborhoods in advance of the Olympics, and they weren't going to be finished with Qianmen Street in time to allow Apple to install its store. So Apple moved the first store to its second location, somewhat northeast in the SanLiTun District, home to the city's embassies. The first-choice store will eventually open later in 2008. The SanLiTun District is known for its bars, restaurants and night-life. However, much of it was bulldozed in the years before this year's Olympics. In its place is a huge block of high and low-rise buildings that form a commercial district where Apple and many other international retailers have located. There has been great interest shown in Apple's first store by the local Apple/Mac community, including the Beijing Macintosh Users Group. There will be a substantial waiting line for the event--pending approval by the local authorities. Keep a watch on this Web page for updates on the grand opening. I will also try to be active on Twitter if the Wi-Fi connections allow.
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