★ On February 8, the Chaoyang Joy City, located in the Chaoyang District of Beijing by the youth road, is for the 25th anniversary of the Crayon Shin-chan special exhibition in China, the tension of the exhibition. Zheng Zheng, the deputy director of the operation department of Chaoyang Joy City, has been organizing the authorized merchants in the Joy City to design cookies and pizzas with the image of Crayola.
Zheng Zheng is responsible for the operation of the Joyland, is the Joy City in March open to the public theme space. 10,000 square meters of space, half of the central garden, water system and streetscape and other public **** environment, the other half of the recruitment of quite a characteristic of the commercial tenants: the same or painting gallery painting teaching, there is a "Mansi Happy Kitchen" to teach the culinary arts, as well as Jay Chou's first restaurant in mainland China, the "J Warrior Chinese Cuisine". ......
Some traditional concepts of popular restaurants were rejected. According to Zhou Peng, general manager of the Chaoyang Joy City, the Yuejie this newly opened area, to recruit merchants to be as far as possible not in the shopping center has appeared in the personality of the brand, to create a natural and comfortable atmosphere, to meet the needs of customers social rest.
In the 230,000 square meters of shopping center, 10,000 square meters of the world is not big. This is an experiment being carried out by Joy City - when the shopping center customer flow to a certain extent, not to continue to push in the direction of full-floor hypermarkets, but to find a more precise way of operation.
A big question mark is appearing and trying to subvert the traditional business philosophy of shopping centers: customer flow, the more the better?
Customer flow control
Joy City Chaoyang opened in May of this year. Inheriting the positioning of the emerging middle class of 18-35 year olds, Joy City Chaoyang has become the pioneer of shopping centers to test the waters of big data, and in 2014, the retail rent of 417 million yuan, in the six Joy City, second only to the Xidan Joy City, ranked second.
The problem of customer flow, but it is plagued.
At the moment, Joy City Chaoyang has an average of 100,000 visitors on weekends and 50,000-60,000 visitors from Monday to Friday, which seems to be a good result.
But Joy City is worried that the weekend is too hot, the weekday heat is not enough, the distribution of traffic is not balanced; more people can ensure that some of the low consumption, but there is a crowded effect, high-end customers may not come to spend because of too many people.
Wen Juan, the deputy director of Joy City Chaoyang's promotion department, said, "We need to consider whether the project's future development will be in the form of a hypermarket, or whether it will continue to cut precise sales to maintain a reasonable customer flow."
Chaoyang Joy City, respectively, in the 2013 Christmas period, 2014 June 1 period, 2014 Christmas period, the field of random questionnaire survey (total number of 400), consumer feedback back to the 25-35 years old consumers accounted for 62%, 68%, 66%. From the internal membership data, 25-35 years old consumers accounted for about 60%. This means that there are still some customers who are outside the target group of Joy City Chaoyang.
At the same time, many of the consumers who participated in the survey said that the café was too full and there was no place to chat.
After heated discussions within Chaoyang Joy City, they came to the realization that consumers now have a lot of emotional and experiential needs in addition to purchasing needs. The amount of customer flow depends on the products of the mall, if the products are all aimed at the general public, they will definitely be the general public. The Joy City, however, is not a full-fledged shopping mall.
How can this change?
Joy City Chaoyang's answer was to redevelop its public space to meet the social and recreational needs of its target audience. This led to the creation of a new concept, known internally as the "New District," to differentiate it from the original shopping centers. Instead of focusing on popular brands as in the old district, the new district focuses on stores that contribute to the 24/7 distribution of traffic.
The original Chaoyang Joy City had a 300-space high-bay parking garage on the 5th and 6th floors, which was often used on weekends when crowds were high. Chaoyang Joy City transformed this parking lot into 10,000 square meters of public **** space. The shortage of parking spaces is solved by building a three-dimensional parking lot in the rear plaza and renting a temporary parking lot for public transportation.
This aims to create a theme, topics and humanistic care of the living space, but also gave the 1983-born Zheng Zheng opportunities. 2013, Zheng Zheng is still in the headquarters of the Joy City legal department, by Zhou Peng was dug to the Chaoyang Joy City in charge of the world of the Joy of the investment work.
The ratio of public **** space and investment area in the new area is set at 5:5. Public **** space, the new area is at least 10% more than the old area. New dining, experience, retail proportion of 5:3:2. The proportion of the old district is 3:2:5. The new area of space greenery accounted for nearly 35%, the center of a huge eternal tree, the cost of 500,000 yuan, and other greenery, but also to adhere to all the real.
The vast majority of businesses in the new district are arranged to have an outside area and a small courtyard in front of the door, while businesses in the old district do not. The Chaoyang Joy City team also traveled to Europe and Japan to find samples for the Joy City. For example, how to make the entrance more ceremonial, the reference is a store on the Champs Elysees in France. There are also many excellent designs in Japan, but considering that the domestic aesthetics and store operations can't keep up, we had no choice but to give up. The store was eventually positioned as a European-style neighborhood.
The restaurants in Yuejie are not divided into lunch and dinner as in traditional old neighborhoods, but are positioned for all-day dining, covering breakfast, regular meals, afternoon tea, dinner, and even late-night snacks in the future, with a high turnover rate to satisfy the needs of consumers for dates and relaxation. In this way, to narrow the difference between daily and weekend traffic." It's all about getting the traffic up first, and then doing the purification." Wen Juan said that when the project has reached a relatively mature cycle, some promotional and product strategies have to be adjusted. Out of the demand for precise positioning, the product line will become narrower and narrower, and the catering adjustment is the most obvious.
Wu Gu Feng, general manager of COFCO Land's commercial management center, believes that Joy City hopes to hit the target audience with such a space in line with the positioning of the clientele, but this is not just a process of purification of the customer flow, which is from a traditional seller to a lifestyle provider of the shape of the leap.
Individuals and character
YUEJIANG started to attract customers around the Spring Festival of 2014. Zheng Zheng's research found that Western-style simple food is the best match for this area. However, it was difficult to attract new customers to the restaurant. The main difficulty was that the space was on the 5th-6th floors, not the 1st floor, and there was no natural light or terrace, which is the most important thing for a Western-style restaurant.
During that time, Zheng Zheng intensively talked to 40-50 restaurants. Because of the Shanghai Western-style simple food is more advanced, he ran to Shanghai, see the eyes of the restaurant store, go in and ask if there is an intention to cooperate and ask for the phone, but most of them were rejected.
In March of this year, Zheng Zheng contacted THE RUG restaurant, which only has two stores in Beijing. For the first time, Zheng Zheng felt embarrassed to ask for a phone number, and ordered some food, and ate three meals that way. The third time, THE RUG store manager came, but refused Zheng Zheng's request for a phone call, provided a mailbox, customer service mailbox.
Zheng Zheng went home and sent an email with more than 1000 words to the other side, divided into 7-8 statements of the Chaoyang Joy City clientele, spending power how suitable for THE RUG.THE RUG restaurant owner back to the email, not interested. After a period of time, Zheng Zheng sent another e-mail to communicate with the other party, but the other party was still not interested. It was not until the third time that Zheng Zheng and THE RUG finalized their cooperation with some well-known tenants of the same type.
"THE RUG boss did not want to cooperate with the centralized enterprises at first, he thought that the centralized enterprises have money but do not know how to do business, and the efficiency is low." Zheng Zheng said, but the boss said from their own here feel different, think the central enterprise people are also very dedicated, they pay also feel very pleased.
Leslie Cheung, Jacky Cheung ......DISC store has a lot of high-quality vinyl records. DISC is also the Joy City of the Chaoyang Joy City Merchandising Department searched for the Sanlitun, Nanluoguxiang and other places to invite. Communication about the renovation did not go well either, as the other owner was more interested in individuality and culture, but Joy City was more demanding. In the end, the Joy City Operations Department dedicated someone to accompany the renovation, and even helped to move the record, and finally on March 21st, and the joy of the world as a whole with the opening.
Jay Chou's J Warrior Chinese cuisine, but did not catch the opening. On the eve of the opening, in order to pursue perfection, the store is still waiting for the recipe written by Fang Wenshan himself. In this restaurant, from time to time, everyone will sing Jay Chou's songs together. This kind of characteristics of the creation of fan recognition, the store opened quite hot." Street characteristics of the store, they did not open a store in the shopping center, when they opened their own street store, not at all involved in the deductions and other issues, directly pay the rent on it." Wen Juan said, in the decoration of the issue, the street store also emphasized more personality, and to the shopping center to adapt to the unified decoration requirements.
Of course, in the Chaoyang Joy City in the pursuit of the characteristics of the Western-style simple food restaurant process, there are some popular traditional restaurant brands to find the door. At one time, the Chaoyang Joy City investment team also wavered, worried about the lack of popularity of the world of joy, want to find those who come to the door of the popularity of the traditional stores into the world of joy, to increase the popularity. But Zhou Peng refused, he believes that the world should be a pure product, can not be compromised and incongruous.
In the Chaoyang Joy City insiders think, Yue world of customer traffic indicators are not strict requirements. Of course, this will not be contrary to the economic benefits, full-time dining set up, the purpose is to let the store continued to have people, rather than focusing on a period of time, many people queuing. And the Yuejie's food and beverage unit price is 30% higher than the old district, which also ensures the revenue.
There are 32 businesses in Yuejie, and more than half of them are self-employed. Zheng Zheng said that Yuejie is used to make the tone and highlights. Most of the stores are not part of a large group, and more than half of the stores are run by the owners themselves. They care more about their customers and are more responsive to customer interactions.
Zhou Peng is not satisfied, he only gave Yuejie 70 points. And the remaining 30 points to get, it is necessary to continue to adjust the brand to improve. Wen Juan said, Yuejie there are things not added, such as telephone booths fountains, etc., the owner hopes not to add a one-time, but through the environment so that the demand for natural growth.
Spatial possibilities
Zheng Zheng is currently in charge of the operation of Yuejie, the rent is an important indicator of his assessment, and the current rent of the new district and the old district is quite close.
The feedback from the tenants is also a source of confidence for him. When the Jazz House first opened, there was a problem with the popularity of the store. Zheng Zheng communicated with the owner of the Jazz House, worried that customers would have bad expectations. But the response was that the environment had created the right tone, and the clientele and unit price were well-matched, with the unit price being the highest among the four stores in Beijing." This gives me confidence." Zheng Zheng said.
In the Joy City system, internal benchmarking and **** enjoy the culture is quite strong. The Joy City of Chaoyang's benchmark unit, is the sister unit - Tianjin Joy City, the latter in Tianjin Joy City in 2013 launched a literary neighborhood riding the goose commune.
It is understood that the riding goose commune phase I and II *** total of 45 stores, a total operating area of about 3,000 square meters, the opening of the first year of the average daily traffic of 8,000 people, holidays exceeded 15,000 people; the first year of the monthly sales ping effect reached 3,000 yuan, more than the average level of the museum 30%. After the opening of Riding Goose Commune, the customer flow of the whole museum increased by 10%, and the young target group of 18-25 years old increased by 30%. This is clearly a change that Joy City Chaoyang would like to see.
The experiential theme space is also blowing through the Joy City projects like a wind wave. In addition to the Chaoyang Joy City, Chengdu Joy City will build Yue Street, catering is a collection of the most popular local specialties and Top Ghost Diet Top 10, opening hours for 24 hours without closing; Shanghai Joy City, "my dating home" as the positioning, to do a post-modern industrial style of the art of the neighborhood. In the future, other projects such as Xidan Joy City will also launch similar space products.
In the experiential theme space consideration criteria, Wu Gu Feng continued, rental returns, word-of-mouth effect are considered indicators. At the same time, Joy City, each project is at a different stage of development and urban characteristics, it is not a simple copy of the problem. The location of this space, usually in the high-rise or moving line is not easy to reach the place, so as to bring the destination type of passenger flow shower effect, disk activity line dead corner.
In the context of the booming e-commerce, how to use the space of the shopping center to move and set up a sophisticated, more targeted customer experience, which has become a difficult problem in front of the commercial real estate operators.