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Deciphering Shenzhen Liancheng Xintiandi: How to build the most successful underground commercial street?

It is an acknowledged fact that land in Shenzhen is increasingly scarce, and how to make efficient use of underground space has become another topic. The organic combination of urban underground space development and rail transit will greatly expand the use space and value of urban land and promote the prosperity of urban commerce. In April, the first underground commercial land in Shenzhen was successfully sold, and the news that Shenzhen urban rail network planned 21 routes came out. The underground business that expanded with the development of the subway once became a hot topic. How to do underground business well? What is the current development of underground commerce in Shenzhen? With these questions, the reporter of Win Business Network specially visited a number of representative underground commercial projects along the subway to see their development, so as to provide reference for the industry.

This may be one of the most successful underground commercial streets in Shenzhen and even the whole country. Yes, what I am talking about is the "Liancheng Xintiandi" located in Futian CBD.

Undoubtedly, this is a treasure-house, sitting in the core position of Shenzhen CBD and connecting with several major shopping centers. Even if you don't do business, you may make countless profits just by playing a few billboards. However, it is dangerous to do business organically. Don't you see that it is just like Chengdu Jingronghui Business. Facing several shopping centers, even if it is located in the best position, it may encounter an embarrassing situation. What's more, it is difficult for underground businesses with high operational difficulties to stand out. How can Liancheng Xintiandi be refined into a "King Kong"? This issue is one of a series of reports on the underground commercial street of Shenzhen Station of Yingshang. The reporter paid a field visit to it from 5: 11 to 6: 31 yesterday afternoon.

Brand Road under the Surrounding of Shopping Center

Liancheng Xintiandi, located in the core area of Shenzhen CBD, mainly connects the theme shopping and leisure commercial street between the Convention and Exhibition Center and the subway station hall of the shopping park, with a project span of 663 meters and a construction area of about 27,111 square meters. 19 underground entrances and exits are directly connected with many shopping centers and Grade A office buildings around Futian COCO Park. Liancheng Xintiandi is divided into three areas: A, B and C, among which Area A is a popular square; Area B is positioned as a famous fashion shop; Area C, on the other hand, is a colorful food court, which integrates shopping, catering and leisure, and officially opened its doors on June 28, 2112.

from the brand point of view, on the whole, the brands of Liancheng Xintiandi tend to be low-end and popular brands, showing the "people-friendly style". According to the reporter's understanding, at present, there are about 51 catering brands introduced into Liancheng Xintiandi, most of which are popular catering brands such as KFC, Happy New Year Gongcha, Lao Xi 'an, Zheli, Longchaoshou, etc., and among them, light food catering at the main entrance accounts for a large proportion;

In addition, Liancheng Xintiandi also introduced China Unicom, China Mobile, China Telecom, Fengchi Telecom and other fashionable clothing brands such as 3C, NTE, PLUS+ and Xiyu, as well as life service brands such as Watsons and Wanning. However, these brands are not high-end, but very grounded.

according to the truth, Liancheng Xintiandi is located in the core of CBD, and it is connected with many subway lines. Perhaps in the eyes of many people, it should be positioned as a high-end high-end and then high-end. However, according to the reporter, this brand introduction strategy of "being close to the people" is one of the reasons for the success of the project.

as we all know, Liancheng Xintiandi is connected with shopping centers such as Futian COCO Park, Yijing Central City and Huangting Square, among which Futian COCO Park is fashionable, Yijing Central City is close to the people, but the imported brands are still in the middle, while Huangting Square is a high-end shopping center. In this business circle with an area of 371,111 square meters, there are already high-end shopping centers, and Liancheng Xintiandi, which is more grounded, has obviously formed a distinct differentiation with it. The reporter visited and found that the rental rate of Liancheng Xintiandi is nearly 111% at present, and during the visit, the venue can be described as "guests like the tide".

Behind the success of Liancheng Xintiandi

As we all know, the subway commercial street is not an easy-to-operate project type. In this era of emphasizing experience, underground commercial streets in many cities are not successful. For example, in Hangzhou, according to the local media "qianjiang evening news" reported in August last year, Fengqi Road Commercial Street, which was opened for nearly a year, had only 17 businesses, and the original businesses ran half way. The same situation has been staged in Chengdu, Xi 'an and other cities.

However, as one of the most successful underground commercial streets in Shenzhen, what's the secret of Liancheng Xintiandi?

of course, in addition to the geographical advantages, brand introduction and positioning strategies mentioned above, Dai Shuhua, managing director of Huaxia Tongbang, told the reporter of Yingshang.com that the excellent project preparation and market entry time of Liancheng Xintiandi are also one of the reasons for its success. Liancheng began to prepare in 2119 and opened in 2112. It took 3-4 years to carry out the preparatory work such as project development, investment promotion and opening. At the same time, the commercial atmosphere of Futian CBD has gradually matured after years of development.

at the same time, Dai Shuhua also said that some defects in the previous design may be found during the operation of underground commercial streets, such as not properly handling the lighting, lighting and ventilation in the underground, which is a very important factor affecting consumers' sense of space experience. During the visit to Liancheng Xintiandi, the reporter of Win Business Network found that the underground music fountain could be specially set up in the venue, and the coolness brought by the wind was relatively good.

because of the long length of Liancheng Xintiandi, it not only set up many shops in the corridor to make rational use of space, but also set up many seats for customers to rest. In addition, the huge Riverside Scene at the corner of Area A and B, the robot statue at the border of Area B and C, etc., make the venue not only limited to consumption, but also have more possibilities for extension.

in addition, during the visit, the reporter found that activities such as "subway baby growth" in Liancheng Xintiandi are under way. As a hot and loving topic that fits in with Liancheng Xintiandi, the "subway baby" in a crowded venue is relatively easy to trigger the feelings of guests, thus arousing a sense of belonging and loyalty to a shopping mall.

It is understood that Shenzhen is now in full swing to build the Futian Guangzhou-Shenzhen-Hong Kong Hub, which will come in the future. At that time, Liancheng Xintiandi will be connected with five subway lines of Metro Lines 1, 2, 3, 4 and 11, and the space and potential will be even greater. However, in Dai Shuguang's view, in the future, the underground business that relies on the transportation hub will have the characteristics of rapid flow of people. How to enhance the customer's viscosity and loyalty will be a very important topic for the underground business operation.

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