Research Plan of Shuiyoucheng Project
Background materials (for reference only)
The theme shopping park "Shuiyoucheng" is a large leisure shopping center located in the core area of Nanjing Zhonghua Road and Confucius Temple business district, with a total construction area of 1.67 million square meters, including about 1.11 million square meters of commercial area, 27,111 square meters of hotel area and 41,111 square meters of parking area, which can be regarded as the largest commercial facility in the south of the city. It combines different life experiences such as holiday inn, sports world, cinema, leisure center, fashionable lifestyle brand store, special food city and children's entertainment world. It is different from the original commercial shopping places in layout, function division, business philosophy, etc. The "Water Tour City" emphasizes the combination of leisure and comfortable shopping state with diversified amusement facilities and fun performances, and satisfies the diversified life interests of different ages, genders and personalities of family consumption with colorful life experiences. At the same time, relying on Nanjing's unique natural and humanistic environment, nature, sunshine, water flow and reflection are depicted in the theme shopping paradise of "Water Tour City" with exquisite architectural design techniques. At the same time, the investor introduced the international advanced concept of "time consumption experience" and vowed to stage a never-ending performance in the central stage of the city.
The project was built by Shanghai Pengxin Real Estate with an investment of over one billion RMB. Pengxin Group's strength, geographical advantages and characteristic business model of the project will surely attract many well-known international and domestic brands. At present, the hotel has signed a contract with the well-known Intercontinental Hotel Group for management, and the 4-5 floors of the shopping mall have also successfully introduced the high-end studios of Hengdian Group. This project has become a new landmark of Nanjing urban fashion style.
original brand status:
negative second floor: SPORT 111, U1, AZONE, HANG TEN, Jeanswest, camel, 1727, IN BASE, BHG supermarket, food court
negative first floor: Keyi glasses, Manifen, An Lifang, THE SUIT AOYAMA, Lan Tea House, e base. BEAUX-ARTS, STGE, MUJI Muji, Fudian Boots under the House, Natural Snacks, MAP, Meimeiism Restaurant, Hello Kitty, Guodian Sweets Shop, Beierduo Dad's Puff Workshop, Lovely Lace, E BLAN, lenscrafters, Manguyin, Jiabeishi, CASIO, Indian Curry, Sakura Garden, Tudali, Noodles. Sat, crocs, ichido, great! John, Leonidas chocolate coffee, COSTA, HOTWIND, mannings Wanning, Cigar Bar, Hutchison Hong Kong Restaurant
The first floor: I.T., Quiksilver, CK underwear, SEPHORA, LEVI'S, GUESS, Byford, P one company, sofft, Steve Madden, Navigare, DOCKERS, ILIONNO, Oujue Coffee, MANGO, Folli Follie, swatch, PIANO MOOD, promod, ZARA, sisley, Express 131 French Connection, G-STAR, Killtec, Adidas originals, K-Gold, Starbucks Coffee, red earth, AREZZO, H&; M, HILFIGER DENIM, Calvin Klein Jeans
Floor 2: ONLY/vero moda, BASIC HOUSE, NINE WEST, Bench Body, ODBO, Blanc R.G, Olive des Olive, Lapargay, scofield, Oikos, UNIQLO Uniqlo, INDIVI/FA:GE, Proportion, Suite, WHY, Millie's, ZARA, TEENIE WEENIE, E.Land, Pink Mars, Youbai Shopping Small House, LOSACOS, SELECTED, H&; M
third floor: Cabbeen, Jack Jones, Honeys, Migano, Foi, Honeyme, Calfit, Lee, Nee, Mark Fairwhale, Jinava, GXG, rolian mille, Baby Shop, CHEVIGNON, Trojans, MK REPORTER, Donna Moore, Unban Tag, jingyi jiahua, Baodao optical, ETAM, so basic, Taco gourmet restaurant, video game, idef.zuo
the fourth floor: Sichuan style, Xinhua bookstore, genius baby early education center, shaxuan hairdressing, Alice residence hall, Jade Palace, crocs, LOCK LOCK, OQO, baby angel specialty. Beauty SPA, original color pasture, Xuan Zi ornaments, Jin Bani, Mahua Slimming, still refers to Yan Manicure, UNISEX, Hengdian Film and Television Movie City, and fashionable living area
5th floor: Shanghai Xiaonanguo Jinshi (Southeast Asian cuisine) Su Mi Xuan porridge house
1. The main introduction of the water tour city
Nanjing Water Tour City is the fourth generation of shopping. The fourth generation business model emphasizes experiential shopping, upgrading to meet people's one-stop shopping needs and increasing experiential consumption. Shopping is no longer the most important function of the fourth generation business model. It integrates four functions: shopping, catering, leisure and entertainment, among which sports, entertainment and leisure account for a considerable proportion. Experiential shopping center is not only a shopping center, but also a leisure center and a social center.
The theme shopping park of "Water Tour City" is a large leisure shopping center located in the core areas of Nanjing Zhonghua Road and Confucius Temple business district, with a total construction area of 1.67 million square meters, including about 1.11 million square meters of commercial area, 27,111 square meters of hotel area and 41,111 square meters of parking area.
2. Analysis of external environment
(1) Impact of national tax policy on shopping malls
1. Related contents of tax policy
In p>2118, legitimate enterprises faced with the global financial crisis under the severe situation of the implementation of new labor contracts, macro-control and monetary tightening. In order to stimulate domestic demand and resist the financial hurricane that swept through, the state launched the reform measures of value-added tax transformation around this goal. The impact of this reform on small-scale commercial taxpayers is as follows: (1) The collection rate of value-added tax for small-scale commercial taxpayers is adjusted from 4% to 3%; (2) The sales standard of small-scale commercial taxpayers is reduced from 1.8 million yuan to 811,111 yuan. As a typical department store mainly operated by small-scale taxpayers, Shuiyou City will face the impact of tax policy adjustment.
2. Thinking about the business direction that Shuiyou can take in the face of the adjustment of tax policy
In the face of the national tax reform, Shuiyou City encourages and helps individual merchants with sales reaching the target to change into ordinary taxpayers, and further adjusts and optimizes their business brands in the direction of cooperation with manufacturers. In this way, on the one hand, from passivity to initiative, on the other hand, the focus of operation has shifted from leasing to cooperative operation with guaranteed prices, keeping close contact with existing manufacturers, expanding their business and opening up new business brands.
(2) the impact of inflation on the operation of shopping malls
The latest data in October, 2111 shows that the CPI in China has increased by 4.4% year-on-year, and food, clothing, housing and transportation are all rising. Among them, the price of cotton rose greatly, and the highest price reached 7 yuan /511g. Under this circumstance, many cotton fabrics and garments will raise prices in the second half of the year, and many enterprises that raise the price of cotton fabrics by rising costs will be affected by the expected increase in inflation and raise the price increase. In this vicious circle, it seems that it will be inevitable for clothing products to raise prices again, and eventually all the product costs will be passed on to the vast number of consumers.
As the undertaker of price increase, consumers have different reactions to such price inflation. In the consumer survey, it can be clearly seen that, regardless of the original pricing, among many shopping malls in Nanjing, Shuiyoucheng is a mid-range shopping place, and 51% of the respondents visit Shuiyoucheng several times a month, and the vast majority of consumers spend less than 1,111 yuan each time. At such a consumption level, 91% of consumers tend to discount sales, and only 21% will choose full reduction. For textile and garment enterprises that are already in a completely competitive environment, there is not much internal potential to dig to absorb the rising cost, and the price increase of clothing is a foregone conclusion for major shopping malls. Under such a consumption pattern, the price increase and discount are already contradictory, and the full reduction promotion method will become the mainstay of shopping mall promotion, but only 21% of consumers accept the full reduction method. All this shows that the negative impact of inflation on the operation of shopping malls already exists.
(3) Analysis of surrounding business districts
1. Confucius Temple business district
As the birthplace of folk culture in Nanjing, Zhonghua Road and Confucius Temple in the south of Nanjing are rich in traditional cultural heritage, with rich gold powder and humanities in the Six Dynasties. This area not only has a large office and residential population, but also is full of tourists. Since ancient times, it has been both a tourist attraction and a prosperous business, with more than 41 million tourists annually.
The current success of Shuiyou City mainly benefits from the large number of people in the business circle of Confucius Temple. The planning of the Water Tour City can be copied and made better. As long as the merchants in the Water Tour City are profitable, they are easy to lose. The only thing that can't be taken away is the flow of people in the Confucius Temple, which is precisely the basis of its current success.
2. Xinjiekou Business Circle
As the largest commercial concentration area in Nanjing, Xinjiekou is home to commercial carriers such as Deji, Xinbai, Central, Dayang, Dongfang and Golden Eagle International, and its holiday passenger flow exceeds one million. And the traffic around it is convenient, and the bus lines extend in all directions, with 4111 vehicles passing by every day; Sanshanjie station of Metro Line 1 is only 211 meters away from Shuiyou City, and it can be reached in 5 minutes on foot. Close at hand, the business circle of Confucius Temple, the bus terminal of Jiankang Road and Shuiyou City have formed a powerful and unobstructed pedestrian flow line, which has been popular for years. These unique objective conditions, combined with the theme characteristics of business culture and the "experience" style displayed in the business format, have achieved great success.
(4) Analysis of competitors
1. Competitive pressure among major shopping malls in Nanjing
(1) Operating status of central shopping malls
Nanjing central shopping malls: from "sitting in business" to "attracting investment". Nowadays, fashion and brand are competing, and the management of the central shopping mall has also begun to implement a new transformation strategy in the upgrading of shopping malls. The central shopping mall has the following characteristics in terms of software and hardware facilities: First, it has newly increased its business area by 5,111 square meters. The brands in this area are positioned as domestic and international first-and second-tier brands, and the high-end goods will be around 21%, while the variety of the whole shopping mall will increase from the current million to 51,111. Second, the consumer orientation is more perfect, and the public department stores are led to large shopping centers.
(2) Operation Status of Xinbai
Nanjing Xinbai is located in the southeast of Xinjiekou Square, the most prosperous section in the center of Nanjing, with an area of 3,111 square meters and a business area of 51,111 square meters. Since its establishment in August, 1952, it has a history of more than half a century. It is an old-fashioned large-scale department store retail enterprise, one of the top ten department stores in China and the first listed company of commercial enterprises in Nanjing. At present, the company has 13 professional shopping malls with more than 241,111 kinds of business, and its economic benefits have remained the first among peers in Jiangsu Province for 2116. In 2111, its sales and profit indicators ranked first among the top ten independent stores in China. In 2117, the company achieved a cumulative sales of 2.38 billion yuan, and its economic benefits reached the best level in history. In recent years, Nanjing Xinbai, driven by reform and innovation, has adhered to the development strategy of "highlighting its main business and actively taking the road of diversification". Implement dynamic adjustment in operation, optimize commodity structure, improve shopping environment, pay attention to business characteristics, and constantly improve the main business ability. Nanjing Xinbai is advancing towards the goal of modernization, collectivization and internationalization with the pioneering spirit of "breaking through innovation and keeping pace with the times" and the service tenet of "sincerely offering customers and satisfying in Xinbai".
(3) Operating Status of Dayang Department Store
The operating area of Nanjing Dayang Department Store is 76,111 square meters. Ocean takes a young, fashionable and high-grade consumption route. Facing the fierce competition in Xinjiekou, there are four main advantages of the ocean: first, a mature and professional team, and the management personnel have many years of professional experience in operating the department store industry; Second, goods, ocean department store will bring many well-known brands that are not available in Nanjing market at present; Third, professional management determination, that is, only engaged in department stores, not misappropriating funds to other industries; Fourth, there is strong financial support.
(4) The operating status of Deji
The first phase of Nanjing deji plaza was officially opened on June 26th, 2116. The Plaza was the first of its kind in Nanjing's top shopping centers, and it was unique in the core business center of Xinjiekou where many businessmen gathered. Its unique architectural design, first-class shopping environment, rich artistic and cultural atmosphere, and considerate and perfect customer service allow consumers to enjoy the infinite charm of world-class brands and the popular elements close to the world, and integrate the perfect functional facilities such as catering, leisure and entertainment, covering all the contents of consumers' wonderful consumption life. The presence of international palace-level brands has completely established the strong brand effect of Nanjing deji plaza and become an important pole of high-end commerce in the Yangtze River Delta region.
(5) Confucius Temple Small Commodity Market
Nanjing, Confucius Temple Market was transformed twice in 1998 and 2111, and the third leap was completed in May 2114. After upgrading the file, the average business area of the Confucius Temple market has been expanded from 4 square meters to 6-8 square meters. In the form of private rooms and partitions, the height and width are limited, and the overall image of the market is standardized. The business plan has been re-planned, the business varieties have been subdivided and classified, and the lines have been zoned to the city. Installed central air conditioning; Walls and floors are new; Unified lighting has improved and improved the business environment; All roads in the inner and outer ring roads of the market have been paved again, which makes them integrate with the style of Confucius Temple area, meets the requirements of relevant management departments for the market, and enhances the competitiveness and vitality of the market.
(6) Nanjing Taiping Shopping Mall
Nanjing Taiping Shopping Mall was first built in 194.