Computer marts have sprouted everywhere now the "information era" has arrived. Taipei's streets are full of small computer retails stores, and in recent years the rise of franchise stores has created ever bigger shopping arenas. These offer customers broader and more accessible information; made up of contracted shops, computer shopping centers offer a variety of hardware and software products for sale and trial use.

      Direct-operation IT centers are a major sales channel. With open product displays and onsite service staff to offer advice and technical consultations, consumers can also touch and operate the actual product. Stressing the latest and most complete product selection, direct-operation IT centers offer the convenience of one-stop shopping and the hottest IT products. The best examples of direct-operation IT centers are Zhen Dan IT Plaza, and Pacific T-ZONE.

      The principal feature of contract-style shopping centers is that the center's management acts as the landlord, and the tenants are the individual shops. The landlord collects management, marketing fees, and rent, and is responsible for initial planning and recruiting, plus subsequent management and marketing matters as well as trucking details. Once the shops move in, it is up to them to bring in their own products, set prices, and make their own sales effort. Contract-style shopping centers are represented by NOVA, GuangHua Computer Center, and T.T. Station.

      Many household-appliance stores are evolving into IT centers and even 3C stores. These traditional appliance-stores-turned-3C-retail-stores are typified by Tsann Kuen 3C, QuanGuo Electronics, ShangXin LianQing, Taiichi, ZhenGuang Appliance Wholesale, and Tatung Appliance Service Station.

      The GuangHua Computer Center on BaDe Road comes to mind immediately when one thinks about buying computer-related products. Because of its proximity to the National Taipei University of Technology, most of the products sold at the Center are geared towards students: CD, stereo equipment, and speakers. In fact, the most alluring products are the computers and peripheral items. The GuangHua Center is a unique shopping arena. Items sold here are a mixture of the new and the not so new. Stretching from BaDe Road to XinSheng South Road, this is Taipei's most famous computer-shop zone. Choice is wide and prices are easy to compare.

      NOVA -- GuanQian Store

      In recent years, computer stores have opened up by the train station with NOVA at the center. Aside from the large-scale shopping centers like Tsann Kuen and Shun Fa, there are also stores that sell computer hardware and software products. The easy access is good for consumers searching for products or information, or comparison shopping. Located on GuanQian Road and facing the ShinKong Life Tower, NOVA's GuanQian store is by Taipei Main Train Station. There are four floors (three above and one below ground) totaling 1,200 pings in area. The number of shops is at least 117. The basement is the components section, and has about 40 shops. This floor sells computer peripheral items, and components for computer upgrades, suitable for those with experience in computer assembly.

      The first floor houses name-brand computers. For first-time buyers, a complete selection of computer systems is available here. For experts, parts, computer hardware and software for self-assembly purposes can also be found here. The first floor also houses video and computer games--a favorite with young people. The second floor is devoted to domestic computer manufacturer products. This area is also a great place to buy computer parts. For people looking for CD disk software, this floor's many DVD, CD, VCD, and software shops will satisfy that need.

      The third floor is the hardware center and houses a complete selection of hardware and software. This biggest feature of this floor is the "Online Section," where several computers are available for online use with designated service personnel to assist with questions. There is also an area for multimedia talks, new product launches, and application classes.

      Tsann Kuen

      Tsann Kuen, a company that began by selling household appliances, is actively moving into the 3C field. All of its stores are huge, with an open display of all the products, categorized for easy searching. Staff provide immediate consultations and services. Most importantly, Tsann Kuen regularly introduces products at special prices. By keeping tabs on sales periods, great bargains can be had.

      Others computer stores, like T.T.Station, T-Zone or Zhen Dan Hang, resemble Tsann Kuen but are smaller with fewer products. However, thanks to the regular computer expos, the Zhen Dan Hang store near Hall 1 of the Taipei World Trade Center rolls out promotional sales according to the show schedule, giving consumers more options.
Shopping tips

      Because of fierce competition between shops operating in the same geographical area, the profit margin for contract-style shops is lower than those in general communities. Therefore, consumers of contract-style shops should have some knowledge and skill in product repair. However, these shops can also provide better technical services, consultation, and price comparison.

      Regardless of general community-style IT retail shops that stress after-sale service or large-scale shopping centers that offer complete product selection and one-stop convenience, these shops and centers all have their advantages, and tailor to different customer groups. As these sales channels compete in products and services, consumers are given more choices. Consumers--whether they are experts, users, or novices--must take their needs, degree of familiarity, and shopping habits into consideration, and choose a retail shop that meets their requirements.