In recent years, with the Xiangcheng District, the old city renovation, urban expansion accelerated the pace of urban residents living environment has changed significantly, the community service function is greatly enhanced, the community business has been the rapid development of the number of commercial outlets in the community continues to increase the number of business and service areas to further broaden the business model. From the survey, at present, Xiangcheng District **** there are 69 communities. Nearly 1,000 community commercial outlets of various types, operating in the form of food and beverage, supermarkets, various types of intermediaries, convenience stores, logistics, grocery stores, laundromats, repair stores, recycling stations, bookstores, printing stores, pharmacies, family service stations, public baths and so on. Community business development is mainly characterized by the following:
1, the rapid development of community business outlets, "double into the project" service object continues to expand. With the development of the economy and the continuous expansion of the central city, the community business services also continue to expand the object of service, the object of service is not only for the majority of residents, focusing on the elderly, children, the disabled, the welfare of the socially disadvantaged groups such as services, as well as for the laid-off, unemployed people to provide re-employment services.
2, community commercial outlets are multi-format development trend. Community business in the past to commercial retail outlets, limited to food, daily necessities, beauty salon and other industries, in recent years, a number of new forms of community business outlets came into being, has developed into dozens of services, such as babysitting, cleaning and maintenance, property landscaping, tutoring, skills training, network services, wedding etiquette, food and beverage, health care, community health care, agency, intermediary services, and other categories of The service program for the convenience and benefit of the people.
3, the new community supporting services, facilities and functions are more complete. With the expanding scope of the central city, accelerating the construction of new communities, the construction of new communities has led to the development of community business and the development of the surrounding commercial centers, its commercial facilities, distribution of outlets, commodity structure and service functions are more complete, significantly better than the old community.
4, the traditional commercial and service industries in the community business construction has been fully developed. In recent years, the circulation area of the market process is accelerating, community business should be the rapid development of market demand, large and small commercial outlets penetrate the community streets and alleys, and in the community and its surrounding area to form a certain scale. At the same time, the community along the street all kinds of small commodity market development, there are vegetable market, dried fruit market, aquatic products market, etc., for the community residents to provide a convenient consumer shopping.
Second, the main problems
1, community business development lack of scientific planning and effective guidance. At present, the community business in the development of more commercial outlets and community housing mixed together, seriously affecting the normal life of residents, and cause safety hazards and environmental pollution. Restaurants, hotels and service organizations of all kinds built on the ground floor of residential buildings or in residential buildings have a greater impact, resulting in more disputes between private enterprises. Community business and regional commercial centers in the functional positioning of the lack of scientific planning, rational division of labor and effective supervision.
2, community business development is not balanced, the old community business network development is slow and poor foundation. Seen in this survey, some of the old community commercial facilities are rudimentary, dysfunctional, generally the use of their own houses, or temporary construction, or even illegal structures opened. These small stores and stores to operate mainly foodstuffs, single commodity, poor quality, shopping environment and poor sanitation, resulting in community residents shopping inconvenience, many daily consumption need to run farther away, and community services are not functionally sound, and the construction of the "convenience of consumption into the community, convenient service into the family," the double into the project proposed by the community business development The gap between the goals is large.
3, community business infrastructure is poor, modern service industry is not developed enough. With the improvement of people's standard of living, residents' consumption demand generally increased, showing a diversity of multi-level consumption characteristics, community business low level, low-level service conditions are not compatible with the urgent need to improve. In the survey, some responded that there is no parking lot in the community, and the phenomenon of indiscriminate parking of vehicles is relatively serious. Some responded that there is no vegetable market in the community, and it is inconvenient for residents to buy food. Some responded that the domestic service industry has not been formed, and it is inconvenient for residents to seek domestic service. Some responded that community commercial outlets can not rely only on small stores and vendors to provide goods and services, but also to improve the grade and ensure quality, and so on. From the responses, the service function of community commerce generally lags behind the consumption needs of residents. Therefore, to strengthen the planning and construction of community commercial infrastructure, expanding community commercial service functions, is the implementation of the scientific concept of development, the completion of the community double into the project focus.
Third, the promotion of measures and development direction envisaged
1, should be rational planning, improve the community commercial business. Should be led by ***, together with business, planning, construction, housing management, finance, urban areas, industry and commerce, taxation and other departments, to study and formulate network transformation planning. Such as: the scale, structure, layout and standards of community business, classification, etc. to make clear provisions. Industry types of about 10 kinds of business, it is recommended to include the distribution of food and beverage chains, small supermarkets, food markets, grocery stores, beauty salons, repair stores, dyeing and washing stores, photo studio, old goods and waste recycling stations, family services, books and audio-visual stores, pharmacies and so on.
2, should be used in the form of public bidding to determine the strength of the enterprise to participate in the construction of community business. First, select and cultivate the strength of the distribution of food and beverage enterprises (distributed by the central kitchen to the community chain stores) to enter the community business demonstration area, the implementation of popular food and beverage, including the "breakfast project" to ensure that residents in the community will be able to conveniently eat a guaranteed, better quality breakfast, fast food. Secondly, we encourage agricultural and sideline product distribution enterprises to build and renovate new chain stores of assured meat, assured soybean products, pollution-free vegetables and fruits in the community, and build life-supporting merchandise distribution centers to solve the problems of inconvenient living, insecure consumption and insecurity of the residents. Third, support chain enterprises to enter the community to build or renovate new family service outlets for the convenience of the people, carrying all kinds of convenient and beneficial service projects, so that community residents can solve the maintenance, beauty salon, laundry, family services and other aspects of life needs at home. Fourthly, support and guide the leading recycling enterprises to enter the community, forming a recycling system with communities, recycling enterprises and distribution markets as carriers, in line with the urban construction and development plan, with a reasonable layout, a sound network, a full range of service functions and scientific management. Fifth, to take practical measures, through funding, outlets and a series of support policies to encourage enterprises to take the acquisition, mergers, franchises and other forms of integration of scattered community business resources, standardize small stores in the community, to achieve resource **** enjoyment, comprehensive utilization.
3, should encourage and support the use of modern technological means, innovative service system. Actively build information service platform for community services, and encourage enterprises with the conditions to use information technology to carry out community convenience services, the development of online transactions, online services, to supplement the existing outlets. Encourage enterprises in a position to do so to establish a customer demand information system, collect, analyze and store customer information in a timely manner, and provide residents with targeted, fast and considerate services. Strongly advocate the community backbone enterprises to carry out home delivery, food delivery, repair door-to-door "three door-to-door" service, extend the service function, improve the level of service. Promote and encourage community business enterprises to set up a full-time comprehensive service team to the people's home services, with community committees, community residents to establish a stable and smooth channels of communication, to carry out community residents to solve problems for the purpose of the people's paid services.
Business survey report (two)
Beijing streets and neighborhoods in the commercial services, from the 1.0 version of the street couples store to the 2.0 version of the large-scale commercial complex, and now in-depth community combination of the form of the 3.0 version. In the future, with the in-depth use of e-commerce, the 4.0 version of community commerce has gradually taken shape. So what is the community business in Beijing in 2013, and what are the problems?
Scarcity of branded services
The community business, which was originally a spontaneous growth business model, is becoming one of the most optimal options for urban business development under the accelerated pace of urbanization.
In order to explore the basic needs of community residents, the hotspots and remaining gaps in community commerce, the North Business Research Institute recently selected 12 representative large-scale communities from Beijing's east, west, south, north, and central regions, such as the Hepingli community, the Shaoyaoju community, the Wangjing community, the Tongzhou community, the Changyang community in Fangshan, and the Dahongmen community, to conduct a survey. In these 12 samples, there are both old communities and new city communities such as Tongzhou and Fangshan.
According to the questionnaire survey, with the change of shopping habits, 92% of the respondents said that the frequency of shopping and consumption at home has increased, while they will regularly go to busy shopping districts to shop and consume. In the rapid penetration of e-commerce, Beijing's community business, has been from a single function of the daily miscellaneous department store-based, and gradually developed into a traditional catering, supermarkets, convenience stores, life services and the emerging network of shopping fusion service system. Some of the neighborhood couples store, conveyor room or guard room are active or passive *** help cell residents to collect express mail.
North Business Research Institute through the 12 community residents of the survey interviews found that nine communities on the chain of the largest demand for food and beverage, seven communities on the high demand for domestic services, followed by vegetable stores which represents the community business as a whole facing the status quo of the low degree of branding, beauty salons, washing and dyeing, housekeeping, convenience stores and so on there are miscellaneous army of the problem.
In fact, Beijing has been encouraging chain operators to accelerate the development of the community, encouraging brand chain operators to participate in the construction of community business, through the adoption of acquisitions, mergers and acquisitions, direct chain or franchise and other ways of integrating decentralized community business resources. As early as 20**, Wumi, Jingkelong and more than a hundred other enterprises were selected by the Municipal Commission of Commerce to recommend into the community chain enterprises.
The survey found that under the pressure of high costs and the impact of e-commerce, () traditional retailers have found two development paths in embracing e-commerce and sinking into the community. In the survey, a prominent change is that 7-11, Yoshinoya, KFC and other well-known traditional commercial enterprises began to appear in the community. However, the market cultivation period of community business will be longer than that of busy shopping districts, and it is difficult to match the sales scale of regional centers in the short term. However, the community around the high consumption frequency, pay more attention to convenience and cost-effective.
Dining tops the list of community businesses
In the selected interview samples, dining accounted for the highest proportion of community businesses, with an average of 32%; followed by life services (including housekeeping, laundry and dyeing, etc.), which accounted for 27.5%; and beauty salon industry, which accounted for 13.33%.
However, from the various types of commercial business surveyed, the spontaneity of community business development is clearly characterized. Although the catering industry has become the mainstay of community commerce, these catering are mainly small and unknown stores, which not only have a high frequency of replacement, but also have unstable service quality.
In the survey of Changyang, Tiantongyuan and other new neighborhoods dominated by young consumers, it was found that early childhood education is rapidly taking root in the community, with the highest percentage reaching 9%, becoming a new member of the community business sector. Previously, many early childhood education brands would choose the regional commercial center, but with the arrival of the birth peak, many young residents in emerging communities have been upgraded to three families. The huge children's consumer market has become the new launching point for businesses to make money. It can be predicted that the early childhood education will usher in a bigger market after the implementation of the separate two-child policy. In addition, with the increase in the elderly population and changes in consumption habits, the community home delivery, housekeeping, collection and payment services to increase demand.
In addition, the community commercial property is mainly from the bottom of the neighborhood, limited by the original developer's planning settings. This also causes the problem of lack of planning for community business.
The coverage of food stores needs to be improved
In response to the problems found in the community business survey, the official microblog of the Beijing Business Daily conducted a survey for nearly 500,000 fans to "help the community business new tactics". In the survey of microbloggers, 42% of the netizens living in their own community of agricultural products market is not satisfied, more than half of the netizens think that the community food market is too far away, can not meet the daily needs. Nearly 30% of netizens were also dissatisfied with the quality and price of fruits and vegetables provided by community food markets.
30% of netizens are not satisfied with the existing community convenience stores. The more prominent problems are mainly concentrated in Tongzhou, Tiantongyuan, and Changyang and other remote suburban counties. Some netizens reflected that small convenience stores and couples' stores around the community have limited quantity of goods and are not timely updated.
From the law of convenience store development, every 3,000 people need a convenience store. Tokyo, for example, has nearly 37 million people and several major convenience store brands totaling more than 40,000 stores. The resident population of Beijing has exceeded 20 million people in 20**, according to this calculation, Beijing needs at least 6700 convenience stores. According to a survey, there are less than 2,000 convenience stores in Beijing, far from the ideal number of stores. Not only that, the distribution of stores is also extremely uneven, to 7-11 official data released as an example, its more than 130 stores are concentrated in Chaoyang District, Haidian District and Dongcheng District, there are only five in Xicheng District, Tongzhou District is also only one, while the other areas have not yet opened stores.
In the survey, we also found that in the community near the regional center, all kinds of services and facilities are relatively perfect, but in some of the old neighborhoods, due to the property facilities and traffic restrictions, some convenient business can not enter.
Business Survey Report (3)
I. Background of Community Business Research
(a) The basic concepts of community business
1. Definition of community business
Community business refers to the residents of the community as the service object, to facilitate the people for the purpose of the people, in order to optimize the living environment, improve the quality of life of the residents, to meet the residents of the comprehensive consumption as the goal, to provide goods and services needed for daily life, and to provide the residents with a variety of goods and services. It is a territorial type of business that provides commodities and services needed in daily life. The service object of community commerce is mainly the residents in the community, and it should have the characteristics of complete industry and supporting services, and with advanced commercial forms and beautiful commercial environment, it can meet the needs of daily life of the residents in the community while paying more attention to providing diversified and personalized comprehensive consumption such as culture and entertainment, leisure services, and so on.
2, community business classification
3, community business function
(B) the development of foreign community business overview
Due to the large number of foreign urban residents living in the suburbs, community business is very developed, for example, the United States in 20 ** community business retail sales accounted for the country's total retail consumer goods accounted for 40%, while China's current less than 10%. Foreign community business mainly in the form of shopping centers, especially community-based shopping centers account for the largest share. Shopping center is a modern retail format, is a group of retail stores and their corresponding facilities, as a whole for the development and management, generally has one or several core stores, and a large number of small stores around. Shopping centers have spacious parking lots and are located close to the road, making it convenient for customers to go shopping. Foreign community business centers are generally implemented in the development and operation of the practice of separation: the developer is responsible for pre-development, the operator is responsible for leasing operations, the formation of a benign operating mechanism.
(C) the domestic community business development
China's community business is still in its infancy, the community business is mainly formed by the history of the street stores as a carrier. This form of business is the natural formation of the lack of unified planning, business grade is generally low, community business function is incomplete. With the development of the real estate industry, especially the gradual maturation of commercial real estate, community business has made great progress. A large number of "shopping centers", "life plaza", "entertainment and leisure street" and other community commercial projects have appeared in China. Domestic community commercial facilities are moving towards becoming a comprehensive architecture, landscape, space, sound experience place, a crowded and lively place for community residents. In general the current domestic community business is generally characterized by a strong residential base (in order to maintain a good living and green environment, more and more residential areas in Pudong, Shanghai, eliminated the residential base, and take the centralized shopping center model), and there is still a big gap compared with the mature community business model abroad.
(D) The development trend of domestic community business
Due to the differences in the level of economic development of various cities, community business also presents different levels of development, the current community business in developed cities in China mainly presents the following development trend, which is also the direction of the development of less developed cities.
1, *** Strengthened planning for community business. China's Ministry of Commerce issued in April this year, "on accelerating the development of community business in China's guiding opinions" to promote the development of community business in China.
2, shopping centers create large-scale community business. Such as Walmart shopping plaza has been stationed in Chengdu Jiaoda - JiuLiDi community, and will be opened in the first half of 20 **.
3. Convenience stores and fresh food supermarkets are an important part of community commerce. For example, 7-11 convenience stores, Champion Fresh Supermarket and other emerging formats are now stationed in Beijing, Shanghai and other developed cities.
4, community business began to segment the market. As consumers can be subdivided into different consumer groups according to gender, age, income level, cultural cultivation, values, social class, lifestyle, etc., different consumer groups mean different consumer demand, consumer psychology, consumer motivation and consumer structure, community business in the development of commercial business must be considered in the commercial business ratios and business combinations.
5, specialized operation is the guarantee of the success of community business. The core of commercial real estate is actually commercial, real estate is just a carrier of business, experienced investment marketing and commercial management team for the successful development of community business plays a relatively key role.
Second, Chengdu community business profile
With the commercial facilities in the central city of Chengdu is close to saturation, the competition is becoming increasingly white-hot, the business performance of enterprises is difficult to have a substantial increase. And the accelerated process of urbanization, the residents of the out-migration and the new residential areas continue to increase, the relative lack of commercial facilities in these areas, the market space and consumer demand is huge, this new consumer demand for new forms of business to undertake, community business is precisely in line with this need. On the other hand, the per capita disposable income of urban residents is increasing consumer demand and consumption structure has changed significantly, the residents can meet the basic needs of life, improve the quality of life of the community business demand is also increasing. In this context, the community business is becoming a new economic growth point in the circulation area of Chengdu, and has played an important role in enhancing the comprehensive competitiveness of urban business.
In order to implement the "Ministry of Commerce on accelerating the development of China's community business guidance", Chengdu on June 21, held the "First Community Business Summit Forum", the participating experts *** with the discussion of the future development of the city's community business road, but also for the future of Chengdu's community business to build a new direction. The first Community Business Summit Forum. At the conference, Rambler Bay (the community commercial support project of Blue Valley, see the right picture below) was named China's first "National Community Commercial Demonstration Project", which has a certain reference role in the development of community commercial.
Chengdu City, as one of the pilot cities in the country to deepen the reform of the circulation system, the development of community business is strong, and has covered a variety of life services such as convenience stores, chain supermarkets, restaurants, hairdressing, teahouses, dry cleaners, colorful, express delivery, newspapers and magazines, housekeeping, maintenance and other life services, the city's urban areas of the 324 communities **** there are 33,912 community business outlets. The specific number of various types of commercial outlets is shown in the figure below.
Third, the typical community business survey in Chengdu
The survey *** selected the east, west, south and north of Chengdu City, four regions of various grades *** six communities, mainly on the distribution of these community businesses, rent levels, operating characteristics, etc. conducted a survey and analysis, from the analysis of Chengdu's current situation of community business can be understood, so that the company used in the development of community commercial The analysis can be used to understand the current situation of community commerce in Chengdu, which can be used for the company to develop community commerce.
(a) Jinshayuan Community
Jinshayuan Community 20** developed by Hongxin Real Estate, its community business part of the water commercial street for unified planning, the current residents of the overall occupancy rate is not high, the popularity of the obvious insufficient, insufficient business. The community business presents the following characteristics:
1, Jinsha Park store vacancy rate is high, according to the survey, store occupancy rate of only 62%, there are five main reasons: ① limited support for the target consumer groups. ② store supply
volume is too large. ③ Lack of unified management. The main reason for this is that it is not possible for the company to provide the same level of service as the other companies in the market. ⑤ Walking Street can not be opened to traffic, consumption guidance is insufficient.
2, the community business industry distribution characteristics
Although the community business covers most of the necessary business of the residents' life, and there are new business such as parent-child garden, car club, but the business is still not rich enough, the quality of the business source also seems to be general, and the number of brand-name merchants needs to be improved.
The higher number of stores in the restaurant, food and teahouse sectors is related to the fact that the building is suitable for food and beverage operations, the consumer groups have stronger spending power, and the catering industry in Chengdu is more developed.
The higher number of building materials and decoration stores is mainly due to the fact that the district is an emerging community, with residents moving in one after another, and a greater demand for such services. With the increase in occupancy, the proportion of such businesses will show a gradual decline.
Due to the high number of empty stores, most of the stores that survive are closely related to residents' lives, such as restaurants, teahouses, food and other businesses, which means that these businesses are the highest demand for residents' daily lives, and can be used as one of the key objects to consider when investing.
(B) outside the Shuangnan community
The survey is mainly based on the Yunying Road, Yunxia Road and Yidu Road street stores, the industry is more complete, the residents have a higher level of consumption, strong consumption power. From the point of view of its business distribution, the community business presents the following characteristics:
1, represented by Cloud Shadow Court, the community stores have carried out unified planning, the industry is richer, store decoration presents a certain grade, more brand stores.
2, the number of clothing stores exceeds the number of restaurants, indicating that the residents of the neighborhood pay more attention to "wear", which is also one of the signs of the high level of consumption of the people in the area and high quality of life.
3, Yidu Road and the junction of the Second Ring Road, Ito-Yokado store No. 2, hypermarkets have a certain impact on the survey area of the industry, and hypermarkets show a complementary business such as beauty salons, restaurants and other stable, and clothing, shoes and hats and other types of stores have a higher rate of change of hands, and rely on the operating characteristics of the business, the brand effect of survival.
(C) Yulin community
This survey was conducted mainly on Yulin North Road, East Road, Middle Road in Yulin old district and Yulin West Road in Yulin new district, the old district and the new district's business, grade presents a sharp contrast, Yulin new district is distributed with the Wangfujing Garden, Sycamore Shijia and other mid-range and high-grade buildings, while Yulin's old district of the residence appears to be more obsolete. The community's commercial features are as follows:
1. The community is one of the most mature residential areas in Chengdu, with a high population density, a rich variety of formats, higher grade stores and a strong commercial atmosphere, with catering, clothing, boutiques and convenience stores as the main focus.
2, in terms of store rent, Yulin old district stores are generally 35 ~ 80 yuan / ㎡ month, while Yulin new district store rent up to 150 yuan / ㎡ month, from which can also be seen that there is a certain relationship between the store rent and the regional residents of the spending power.
3, from the distribution of business, clothing is still the largest proportion, followed by food and beverage, the region's food and beverage business shows a certain aggregation effect, its radiation attracts the whole of Chengdu city's consumer population. Housing agency stores are more, mainly because of the mature living environment in the area, attracting more and more petty family to live in the area, second-hand housing transactions are active. The proportion of leisure and entertainment industry is also larger, in addition to the neighboring areas, other areas of the consumer population also to the Yulin area is also happy.
4. The high maturity and strong consumption power of the area attracted some specialty stores and new types of businesses to the area, such as the colorful key store on Yulin East Road and the Tupperware home furnishing chain store on Yulin Middle Road.
5. The community commerce is dominated by street-level retailers, and there are also independent commercial buildings such as Yulin Life Square and Fuhe City.
(4) Tongzilin community
The community is a high-grade community in Chengdu, the survey to Tongzilin East Road and Tongzilin North Road, the distribution of high-grade buildings such as Zhonghua Park phases, Jinxiu Garden, Century Jinyuan, the majority of successful people, expatriates, strong spending power.
1, from the distribution of business, the number of clothing stores is far ahead, which is directly related to the consumption ability, consumer awareness, lifestyle of the people in the region, followed by catering and food, there are some exotic and flavorful restaurants such as Wafuentei Japanese restaurant, home services in the region has a greater demand for a larger number of stores.
2, leisure, entertainment, beauty and fitness stores are more, this type of business in the region there is a large market space, such as the first professional men's beauty store in Sichuan (Karijie professional men's beauty SPA health club).