Newly planned commercial street projects in third- and fourth-tier cities, most of which are combined with rental and sales projects, have a return of capital in the form of direct sales. However, the current market situation is that the return on investment in stores does not support the selling price, and cannot reach the investors' approval, resulting in a backlog of profits for the overall development of the project.
This requires the abandonment of the low-cost commercial street development model, to build quality commercial street project as the development goal, to improve the survival rate, improve business returns, and improve investor recognition of the goal.
The diamond carving party to the real, with the method of increasing potential energy to create quality commercial street is a more effective way.
First, the market exists window period
1, the trend of the first city
Looking at the past of first and second-tier cities, when a region developed to a certain extent, there will be a distinctive label of quality commercial street. For example, a formal dining street for the improvement of the clientele, a city parlor for the business clientele, and a trendy sports street for young people. This kind of quality commercial street, which is different from the mass consumption, emerges with the development of the city and can represent the trend of commercial consumption upgrade. The quality commercial street close to the exclusive customer group is also an important development direction to adapt to the future market.
2, the market opportunities in third and fourth-tier cities
As the third and fourth-tier cities are not a large geographical area, the population is not much, the commercial street project is directly facing the competition of the box type of business, in a direct state of chaos. Currently has been in a department store to shopping centers in the transition period, the overall commercial market in the consumer concept of change, the old and new conflict turbulence and uncertainty period.
On the one hand, the local customer base is used to the old department store form of consumption places, department stores to multi-brand aggregation of stable customer flow, to obtain high ping efficiency. On the other hand, Wanda, Wuyue and other city-level shopping centers do sinking market, encompassing the city's middle and high-end family-oriented consumption.
As the third type of daily consumption place, the commercial street occupies the advantage of being close to the community consumers and fills many regional consumption markets. The above three types make up today's commercial market in third and fourth tier cities, and none of these three types of business is actually suitable for a commercial street combined with rent and sale.
Third and fourth tier cities, in the mass consumption has been department stores, shopping centers, community business in three forms to meet the time, but also has come to the era of consumer upgrading.
The market window is the quality commercial street that has already appeared in the pioneer cities. Then how to customize the quality commercial street with the method of increasing potential energy"?
There are three specific ways to increase potential energy:
One is to lock the customer base to do high potential energy positioning;
The second is to meet the needs of the extreme scene;
The third is to use brand endorsement to highlight the value.
Second, lock the customer group to do high potential positioning
Establish the classification of consumer groups. The way out of the commercial street is to do characteristics in the segmented market, the three or four tier city consumer groups are roughly divided into five categories:
1, the old residents are mainly geopolitical groups
by the old department store business, community shopping street to meet. One of the community commercial street, suitable for very small volume commercial street, is the most secure and lowest-cost development direction, but basically rely on natural visitor flow, lost the future-oriented development space.
2, the mass of family-type customers
This part of the customer base is the most, basically by Wanda and other city-level shopping centers to meet. This kind of consumption needs to be driven by large space anchor stores and specialized stores, and is not suitable for rental and sale of commercial street projects.
3. City Leadership Circle
Every city has its own leadership circle, and this part of the clientele pursues enjoyment and privacy, and pays attention to socialization and leisure. This kind of consumption is generally not satisfied, is the most serious consumer spillover section. And the three groups of consumers, businessmen and real estate investors basically overlap.
There are two labels for this property development direction:
One is that there are high-end residential or business centers in the area where the business belongs to;
The second is that the management team has the ability to deploy high-quality resources.
4, emerging young customers
In any city, young customers continue to emerge, which is the leading age of the customer group, they pursue the new trend of experience, is the most important consumer groups and active dissemination of the group, in most small and medium-sized cities have not been met. It is suitable for the planning combination of multi-storey commercial street + apartments, and also for the old factory renovation project in the city center location.
5, with unique resources and the development of customer groups
Including tourist groups, industrial groups, business groups, student groups, cultural groups, recreational groups, etc., which depends on the commercial projects can be directly with the help of the resources, with an inherent advantage.
Third, to meet the needs of the ultimate scene
1, planning the core gathering space
In the community business, to ensure that the flow of customers is generally supermarkets, theaters, education, the three big things. With the setbacks of theaters and education and training this year, and the slow sinking of branded supermarkets, all three of these major components are in trouble. In the previous section elaborated on the high potential quality of commercial streets need to lock exclusive customer groups, it is necessary to customize the most appropriate commercial street, if the prospects of the traditional anchor store is not clear, it is recommended that the planning of the core gathering space.
For the exclusive customer groups to customize the unique extreme scene, planning "commercial street + extreme scene"; for example: commercial street + sports field, + museum, + community services, + plaza, + mini church, + art center, + high line corridor, + small theater, + urban art building ... ... ...The ultimate scene space planning business inward gathering core, improve the value of the inner street stores at the same time, shaping a strong topic of high potential quality commercial street.
2. Flexible design of scarce business
When designing commercial buildings, we should avoid absolute "maximization of value" and plan "effective business suitable for operation", i.e., planning "flexible scarce business". Scarcity of commercial". For example, there are unique flagship stores in the outer street, visible stores in the inner street, external space, exclusive balconies, **** enjoy the courtyard, creative blocks and texture. It maximizes the flexibility of the space of the commercial street, enhances its potential with extreme scenes, and reserves the imagination space for the operating merchants. Build the commercial street as a beautiful work.
For example, Thailand's The Commons Saladaeng, with a floor area of only 3,000 square meters, is a small commercial body with a collection of retail, food and beverage and other services, and a semi-open giant red roof to create a place where the surrounding crowd likes to gather the most **** enjoyment, and this red roof is the symbol of the spirit of the project.
Fourth, the value of brand endorsement
1, the first brand
Commercial projects through the brand endorsement to achieve the maximization of potential show. Although the main bearing place of brand sinking is shopping centers, the city display surface advantage of the commercial street is fully capable of attracting famous brands to settle down, including specialty food and beverage, new retail, energy cars, chain coffee, cell phone brand stores, etc.
1
The first entry brand of commercial projects can be maximized through brand endorsement.
2, upgrading local high-quality merchants
The best dining, leisure and entertainment merchants in third and fourth-tier cities are often local independent brands, which already have a good reputation and customer base accumulation, and have the willingness to open branches in the good new district, also adapted to the open commercial street form. This part of the merchants know their customers best, inspire the sentiment of the merchants, upgrade and innovate for the shopping street customer base.
In terms of investment promotion, the global control of the project positioning and the high degree of match with the core of the content, insisting on the differences between the same industry and the complementarity of different industries;
In terms of operation, focusing on the refined operation of the content, strengthening the labeling attributes of the membership system, extending the offline scene experience services;
In terms of planning, the experiential marketing is committed to the value of the content of the linkage marketing, cross-boundary marketing, and the great interconnection of the new media marketing, so as to realize the value of the content, and the value of the new media marketing. Marketing of the big interconnection, so as to realize the conversion of customer flow into 'customer retention'."
Conclusion
We stimulate the special nature of the commercial project, lock the exclusive customer groups, set the goal of the project to increase the potential energy, give play to the flexibility of the space of the commercial street, shaping the ultimate scene, and highlighting the commercial value with brand endorsement. This is the method of increasing potential energy to create quality commercial street, to achieve a multi-win situation for developers, investors and consumers. We*** work together to create high potential commercial works for the city.
In order to successfully operate a shopping center, it is necessary to go deep into the local area and understand the folk culture. Global control project positioning and content core highly compatible, adhere to the same industry differences, complementary industry at the same time, adhere to the "people-oriented", return to the origin, pay attention to consumer demand, focus on the experience and the development of humanities.