Site selection is very important. You can choose the mature business district or the new district or suburb with appreciation potential. Wanda's project in Ningbo has a comprehensive area of 450,000 square meters and a commercial area of 250,000 square meters. This project is in the new district. Why did you choose the new district? First, next to the administrative center, industry and commerce, taxation, insurance and banks all work here. Second, there is a large residential area nearby, about 10 square kilometer. This plot is being built on a large scale, and the land price and house price are relatively expensive, with an average house price of about 6,000 yuan, and the future consumption level is high. Being a shopping center here may have a small flow of people at first, but it has great potential for appreciation in the future. There is a famous saying in the shopping mall, "One step is 30% short". There is also a saying called "crossing the street to die". Therefore, commercial site selection is not a whim, and it must be discussed repeatedly, depending on the comprehensive evaluation of the government's long-term planning.
(2) Booking customers
Target customers should be selected. We have also learned our lesson. The first batch of six single stores were sold as boutiques on the first floor of Wal-Mart, with a price of 20,000 to 30,000 yuan per square meter. Because of the high price and high rent, we can only deal in high-profit goods such as clothing and leather goods, but in fact the business is not good. We wonder why the first floor of Wal-Mart is not popular. After repeated observation, Wal-Mart has tens of thousands of people coming in and out every day, but only a few percent of its customers enter the boutique on the first floor. Because Wal-Mart is aimed at mass customers, boutique customers are high-end consumers, and their positioning does not match. Starting from the seventh store, we began to combine a new model, combining department stores, movie city, food street and digital plaza in a shopping center. The customers in these main stores are basically the same as those in our boutique. Therefore, anyone who has made a combination store has fewer problems.
(3) Fixed scale
The bigger the shopping center, the better, and the smaller it is. Commercial real estate has two core indicators, one is the owner's square meter rental income and the other is the operator's square meter sales income. 65438+ 10,000 square meters shopping center, with a monthly rent of 50 yuan per square meter; Due to the large scale of the 200,000-square-meter shopping center, it is difficult to attract investment. When inviting investment, the rent should be reduced appropriately, and the monthly rent per square meter is 40 yuan, which means that 654.38+ 10,000 square meters is the best scale. To be a shopping center is to be big, which is a very bad phenomenon. I heard something. A shopping center will be built in a prefecture-level city in Anhui with a planned area of 530,000 square meters. I feel very scared. How big is this place and how many people go shopping? According to our own experience, no matter how big a city is, the area of a shopping center in China is about 6,543,800 square meters.
The maximum area shall not exceed 200,000 square meters. If it exceeds 200,000 square meters, the increased area is inefficient or inefficient.
(4) Fixed format
The success or failure of a commercial project can be said to be determined by 80% when the format is positioned, and the remaining 20% depends on the strength of the operation team. The positioning of commercial format is like the battle plan of a legion, which is guided by the general policy and circuitous and mobile operations. The positioning of commercial format first determines the functional layout and architectural structure layout of the whole commercial project, and a good positioning can also save the construction cost of the project to the greatest extent. The orientation of business format should be based on the principle that the most suitable is the best, and we should not excessively pursue novelty, strangeness and strangeness. Some commercial projects are quite novel in format orientation, but they are struggling in the process of attracting investment, which greatly affects the sales or operation of the projects. We must put investment before construction, and investment mainly solves two problems:
(A) determine the main stores
The determination of main stores is learned, not the more the better. According to our own experience, 3-5 main stores in a shopping mall are enough. We used to be a shopping mall with 10 main stores. And the head office must be selected in combination with the location of the shopping mall. In the city's business district, it is best to do it in department stores, movie cities and digital cities. If the location is close, you can do it in the supermarket, and then do it in the suburbs. You can do home and building materials. We have learned a lesson in this respect. I once built two building materials supermarkets in the most prime location and rented them to top international enterprises, but the benefits were not as good as those of suburban stores.
As for the main stores, it is best to cooperate with the main stores in different formats such as department stores, supermarkets, digital cities and movie cities to attract consumers at different levels and increase the comparative benefits of the main stores. It is best not to make two identical headquarters in a shopping mall. Of course there are exceptions. There are five department stores in a shopping mall in the United States, and business is good.
(2) Choose the second main store
Wanda already has a 16 head office, but there is also a 500- 1 0,000 square meter deputy general store. I understand that in developed countries such as Britain and America, there are 300,000 kinds of goods to choose from, while in China, there are only 6,543,800 kinds of goods. What China lacks most is neither a head office nor a small shop. What it lacks most is a 500- 1000 square meter secondary head office. A considerable number of shopping center developers start first and then attract investment, and then attract investment when they are halfway built. I visited two shopping malls in Guangzhou and Shanghai and found me through my friends. They took a fancy to a dozen strategic partners of Wanda and asked me to help them attract investment. As long as I can help them attract investment successfully, they can give me 30% shares. However, the projects they did did not study the requirements of the main stores, but were built according to ordinary public construction standards. The load of each floor is 500 kg, and the height of each floor is the same. I knew at a glance that there was trouble. Supermarkets should bear at least 1 ton, 4 tons of building materials and 2 tons of books. How do you change it? After reading all the main stores, they all replied: No, these two projects, one is more than 400,000 square meters and the other is more than 200,000 square meters. I can't stop, but I can't do it if I want to. Therefore, it is very important to attract investment before. Three points should be paid attention to in the planning and design of shopping centers after the investment of main stores is solved:
(1) Transportation system
The most important thing in planning and design is the transportation system. First of all, the plane traffic system, people and vehicles should be separated, and the gate for people to enter and leave should not be next to the entrance and exit of vehicles. The second consideration is that the vertical transportation system should be reasonable and convenient for people to get on and off. The third unloading area should be arranged reasonably. Most of the practices are put in the basement to ensure that the ground is clean and tidy, and consumers can't see trucks, especially building materials supermarkets, which is more convenient for customers.
(2) Height and load
Different formats have completely different requirements for height and load. The supermarket needs at least 1 ton, 2 tons of books and 4 tons of building materials. To make a dining floor, you should lower the floor and drain the oil and water. Not without considering it. Therefore, the investment comes first and the design is more reasonable.
(3) Leave room.
When we started the first few stores, the average height was above 5 meters. At that time, we thought it was enough. At that time, we had not established a strategic partnership with time warner Inc. Company, nor did we consider making a digital cinema. After signing a contract with Warner, I found that the original store could not be a cinema, and the height was not enough. The minimum height of the cinema is 9 meters, so the top floor can only be demolished and rebuilt, with great losses. So I suggest that when designing shopping centers, it is best to leave room. One-time investment only costs a little more. Community stores refer to commercial shops located in residential areas, and their business targets are mainly residents of residential areas.
The main forms of community shops are 1-3-storey commercial buildings or the ground floor of buildings, or commercial podium buildings. Community shops have broken the original characteristics of bunk form as the main form, and pavement form has gradually become the mainstream of community shops. (In view of the particularity of the bottom shops and the attention of the market, the bottom shops are introduced separately. )
According to consumers' consumption behavior, commercial real estate is divided into commodity format, service format and experience format. Combined with the characteristics of community shops, community shops can be divided into retail community shops and service community shops according to their investment forms. It seems that there is less experience format, but it is actually more in line with the operating characteristics of community stores. Community shops are mainly used for daily necessities sales and life service facilities closely related to people's lives. The commercial forms of retail community stores are: convenience stores, small and medium-sized supermarkets, pharmacies, canteens, books and newspapers, and a small number of clothing stores;
As can be seen from the above possible business forms of community shops, community shops have a wide variety of functional characteristics, and most of them have small investment and are easy to rent and transfer. There is no doubt that community shops belong to the "small-cap active stocks" in shop investment.