When Jinhua Road wanda plaza appeared in the form of a super-complex shopping center, it successfully introduced large-scale main stores such as Ito Yanghuatang, Wanqian Department Store and Wanda International Studios, and introduced catering brands such as the world's top 500 McDonald's and KFC, and more than 200 well-known merchants in an indoor boutique pedestrian street of nearly 20,000 square meters, attracting more than 300,000 consumers every day, with a total consumption of nearly one million.
Wanda plaza, Chengdu has developed a unique shopping center suitable for Chengdu. What is the secret of its success? 1. Advanced business model-super complex shopping center
Chengdu wanda plaza is the representative work of Wanda Group's rich experience in integrating multiple residential and commercial projects in the early stage, and it is also the typical representative of Wanda's third-generation commercial real estate-urban complex. The planned land in wanda plaza is 1 16 mu, with a total investment of 2 billion yuan and a total construction area of about 400,000 square meters, including 6,543,800 square meters of commercial plaza and more than 40,000 square meters of boutique office buildings and serviced apartments. As a super-complex shopping center in the east of the city, wanda plaza integrates various formats and architectural forms such as international department stores, large supermarkets, leisure restaurants, international cinemas, fashion fitness, indoor boutique pedestrian streets, etc. To the greatest extent, it meets the all-round and diversified needs of urban people for commercial facilities and services.
2. Excellent location-standing in the East Fifth Section of the Second Ring Road.
Wanda plaza, Chengdu is located at the intersection of East Fifth Section of Second Ring Road and Xincheng Renlu, Jinjiang District, Chengdu. It is adjacent to Planning Road in the south, Second Ring Road in the north and Laochengren Road in the west. Located in the "middle-class city east" gateway to the city center, the location advantage is very obvious.
3. Convenient transportation-a transportation network extending in all directions
Wanda plaza, Chengdu, the transportation network extending in all directions around Chengdu, Chengdu-Chongqing Expressway and Chengnan Expressway cross the eastern part of the city, becoming the golden avenue that runs through Chengdu-Chongqing Economic Belt and northern Sichuan: the planned subway lines 2, 3 and 4 pass through here; The bus route is very fine.
4. Extensive radiation-654.38+0 million people concentrated.
Who will eventually pay for the commercial economy? There is no doubt that consumers are of course. The radiation population of wanda plaza in Chengdu exceeds 1 10,000, and the floating population is nearly 200,000. Wangjianglou, East Lake, Shahe Park and Centennial Sichuan University are surrounded by noble markets, and large-scale finance, business office, comprehensive business, education and scientific research, leisure shopping and tourism culture are integrated. There are more than 20 recently developed large and medium-sized buildings, two universities and original living quarters around, with a radiation population of more than 300,000.
The timely rise of Chengdu wanda plaza quickly filled the large-scale commercial gap in the eastern part of the city, and then Chunxi Road built a new urban commercial center, and its success gave the best sample to shopping mall.
Jinhua Road in Chengdu is located in the fifth section of Chengdu Second Ring Road. It is in Chengdu, where the east is poor and the west is expensive, and the south is rich and the north is chaotic. Many years ago, Dongcheng was a poor and chaotic city. Now, when low-rise residential buildings are completely replaced by high-grade residential buildings, wanda plaza, Jinhua Road, Chengdu has also completed its own transformation.
From community to city
When Jinhua Road wanda plaza opened in 2007, all the surrounding areas were low-end residential areas, and there were no commercial office buildings. Now, Vientiane City, Sun Hung Kai World Trade Center, Korea Lotte Department Store, Wangfujing Second Department Store ... a large number of commercial facilities are located in the east of the city. Various commercial centers began to gather around wanda plaza, and a fashion business circle centered on wanda plaza has been formed. As a result, today's Jinhua Road wanda plaza has moved from a community family to a trendy city and has become synonymous with "quality life and urban fashion".
At that time, when wanda plaza of Jinhua Road positioned himself, he already knew that in the urban planning of Chengdu, the future east of the city had been defined as "the east of the middle class". This means that the crowd around Jinhua Road and wanda plaza will be high-end customers in the future. Based on this, wanda plaza Jinhua Road introduced Ito Yanghuatang Department Store and Supermarket, which were also targeted at middle and high-end consumers, and abandoned Wal-Mart Supermarket, which might be more suitable for residents in surrounding communities at that time.
Chen Hongtao, general manager of Chengdu Regional Commercial Management Company, recalled this key decision made by Jinhua Road wanda plaza, and said, "The positioning of the commercial center is gradually changing with the changes of customers, markets and urban planning. When positioning a business center, you must be ahead of your time and be forward-looking. Many companies often adjust their positioning according to the existing market research when positioning. In my opinion, this method is backward. The positioning of the business center should be considered in two or three years or even three or five years. Because the investment promotion adjustment of the Plaza generally takes three years as a cycle, according to the existing customer base, you will find that the adjusted customer base has changed and will always follow the needs of the customer base. But if we have a vision of three to five years, we will always be ahead. Of course, leading the market is not leaving the market, but leading the market. "
It is the forward-looking orientation of Jinhua Road wanda plaza that allows us to see this elegant and natural change.
frequently
What has Jinhua Road wanda plaza brought to Chengdu and Chengdu people for more than three years? International facilities matching international cities, a real one-stop shopping center, a brand-new and Wanda lifestyle. Yes, these things were brought to this city and its residents by wanda plaza, Jinhua Road. In the process of Chengdu's continuous internationalization, the presence of wanda plaza is an important starting point for its international supporting construction.
There is a slogan in wanda plaza, Jinhua Road: "28 hours a day, every day is a weekend." Because here, you can quickly switch between eating, drinking and having fun without going on a business trip, saving thousands of hours for customers; You can find the feeling of shopping here without waiting for the weekend. In this way, the square has enhanced the image of the city and subverted the lifestyle of residents. Then, in the name of culture, it changed the relationship between the square and the residents of this city.
In the planning activities of Jinhua Road wanda plaza, there are two main lines: "culture" and "promotion". Because Wanda people think: "Promotional goods can only bring temporary happiness and satisfaction to consumers, while cultural marketing brings spiritual pleasure and enjoyment to everyone. Cultural experience in Wanda, this memory is lifelong. "
At the end of 2008, after 30 years of reform and opening up, the government's online publicity activities were in full swing, but there were no activities among the people. How to combine grand themes with citizens' lives? Jinhua Road wanda plaza held the "30 Years of Reform and Opening-up-Old Chengdu Exhibition", which used memories of Chengdu people, old houses, old games and old photos. Similarly, in 2009, when the whole country celebrated the 60th anniversary of the founding of the People's Republic of China, the activity of "Gathering Wanda, Watching J- 10 and Promoting National Strength" was also close to the heartstrings of Chengdu people. The iconic fighter J-0/0, which was unveiled at the 60th National Day military parade, was designed and produced by Chengdu Aircraft Design and Research Institute, and many of its pilots were selected from Chengdu. Wanda plaza of Jinhua Road skillfully found the key point of combining hard theme with soft theme-localization.
Jinhua Road, wanda plaza, Chengdu Municipal Government and Foreign Affairs Office have jointly organized a series of customs weeks, and are also planning activities with distinctive cultural themes. Scenery of Taiwan Province Province at the end of 2008, Sino-Japanese Cultural Exchange Week at the beginning of 2009, China-Thailand Customs Week 20 10, China-Korea Tourism Culture Recommendation Week 20 10, Israeli Culture Week at the end of 0. ...
Since 2008, the annual "Double Festival" has been held all the way, but under the same theme, it is full of innovations from colleagues in Jinhua Road and wanda plaza. 20 10 "double festival" interacted with Chongqing wanda plaza, and walked out of a single store for the first time; 20 1 1, we are going to expand the area and interact with Xi 'an wanda plaza. This is probably the secret of an activity that can continue to maintain its vitality.
In this way, under the guidance of the cultural marketing idea of "cultural promotion and two-line parallel", wanda plaza won the hearts of Chengdu people with its unique cultural penetration, customer attraction and affinity.
From performance to quality
The planning activities of wanda plaza on Jinhua Road are successful, and the shops on Jinhua Road have achieved good results in a good atmosphere. Golden Flower Shop of big singer, Golden Flower Shop and Golden Flower Shop of Wanda Studios are all pioneers in their respective systems, and Golden Flower Shop of Wanqian Department Store is also in the top three, which is expected to achieve profit this year. Other businesses also praised Jinhua Road Commercial Management Company. During the Wenchuan earthquake in 2008, wanda plaza Jinhua Road provided rent-free tenants for one month. At present, many small decorations in the square are arranged by merchants, so they can do the overall atmosphere layout. On the one hand, the business environment naturally extends outward and plays a propaganda role; On the one hand, it benefits commercial management companies.
Jinhua Road wanda plaza has maintained a collection rate of 100% since its opening, and paid close attention to the collection quality. Let the merchants make money and enhance the brand value, so that they can pay the rent actively, on time or even in advance, thus achieving a high-quality collection rate. At the same time, the tenant's rent payment will be recorded in detail as one of the basis for future investment adjustment.
How to make businesses make money and enhance brand value? This is of course inseparable from the accurate market positioning of Jinhua Road and wanda plaza. In investment promotion, the combination of format, brand and category should conform to this positioning. In addition to the introduction of Ito Yokado Department Store and Supermarket, the big singer discount KTV introduced at the opening ceremony is the first large discount KTV in Chengdu, the big player is the first large-scale video game city in Chengdu, Wanda Studios is the only high-end cinema with double VIP halls, and Jinhua Road wanda plaza is also the first plaza for large-scale catering. These combinations shocked Chengdu at that time, and even today, they are still quite competitive.
Nowadays, wanda plaza on Jinhua Road is not short of popularity, and traffic jams around holidays have even become a heart disease for local authorities. Wanda plaza, a mature Jinhua Road, has passed the initial stage of operation of "increasing people first, then increasing wealth", and no longer simply pursues the growth of passenger flow. Effective passenger flow and customer unit price have become the focus of its attention. In order to attract core customers, wanda plaza Jinhua Road has made great efforts in investment quality, management quality and environmental quality. The opening of the first collection store in China is a representative of improving the quality of investment promotion. The 65,438+0,000-square-meter brand collection store was decorated with the fifth-generation brand image design scheme of Ou Shili. Cooperative marketing activities with banks and automobile brands are the marketing strategy of precision marketing of Plaza, because the members of products such as banks and automobiles are consistent with the customer base of Plaza. The control, protection and requirements of the square for hardware facilities can even be described as harsh. Many newly opened commercial centers will look old, but wanda plaza is as beautiful as new today. Recently, wanda plaza, Jinhua Road, has just finished the ceiling decoration. Here, every replaced floor tile needs to be seen by the general manager himself. It is through a three-pronged approach that Jinhua Road wanda plaza attracts real high-quality passenger flow and turns it into genuine sales.