1. Background and purpose
With the rapid development of economy, the rapid increase of traffic flow and the accelerating urbanization, expressway service area has developed into a transportation and commercial complex with functions of public services, commodity consumption, product exhibition, leisure and entertainment, information release and so on.
however, unlike the urban commercial complex, the drivers and passengers used to have a strong consumption purpose in the service area, and they pursued fast and convenience, which made it difficult to drain the second floor. Moreover, judging from the current situation, the vast majority of business formats in the service area are arranged on the first floor, and the second floor is mainly used for office, staff quarters and other purposes. In addition, it is an idle site in a state of waste of resources. At the same time, some large-flow service areas cannot expand the area of the comprehensive building due to the small land acquisition area, and the number of formats that can be accommodated on the first floor is limited, which is in a state of supersaturated operation.
therefore, the development and utilization of the second floor is very necessary, which is of great significance to fully tap the commercial potential and value development of the second floor of the service area and the future business development of the service area.
Second, the development and utilization status of the second floor of the service area in the province
(1) Just-needed formats go up to the second floor
"People are iron and rice is steel". People's lives can't be separated from three meals a day, and expressway is no exception. At the time of meals, the number of drivers and passengers entering the service area is always the largest in a day, so we can arrange catering and other just-needed formats to go up to the second floor to operate and take advantage of its power.
Xinchang service area is located at 268k of Changtai Expressway (G15W), which is divided into north and south areas. In 2118, the average daily cross-sectional traffic was 26,215 vehicles/day, and the inbound traffic was 4,755 vehicles/day, with an inbound rate of 18%, and the annual revenue for passengers was 31.68 million yuan, belonging to a medium service area. Because the operating area on the first floor of the north area of Xinchang service area is very limited, it is very valuable, and it is more suitable for arranging snacks with small required area and high rent, while the self-operated restaurant needs a large area, so the self-operated restaurant is set on the second floor. The revenue of self-operated restaurants on the second floor of North District and self-operated restaurants on the first floor of South District in recent five years is shown in the following table.
time/year: 2114211521162117218
revenue of north district/ten thousand yuan: 412359.2322.8255.7213.5
revenue of south district/ten thousand yuan: 245.8238.7219.3168.8212.1
table 1: revenue of self-operated restaurants in Xinchang service area in recent five years
as can be seen from the table, the revenue of self-operated restaurants in the two areas was basically the same in 2118, and the self-operated restaurants on the second floor were more effective in attracting tourists to spend on the second floor, which increased the revenue of customers in the service area. However, on the other hand, from 2114 to 2118, the business format showed a decreasing trend to the guest revenue, mainly for the following reasons:
After the renovation in 1 and 2115, the business area on the first floor was increased, and the number and types of business formats were correspondingly expanded, such as noodle shops and other alternative business formats, which had an impact on the revenue of self-operated restaurants;
2. Considering the cost, the quality of self-operated restaurant dishes has not been effectively improved, but the variety is decreasing;
3. The stairs leading to the second floor have not been transformed into escalators or straight ladders, which makes it inconvenient for drivers and passengers to get up and down for meals.
(2) Non-food items (accommodation) are on the second floor
Due to the high point and high rent, catering items are generally arranged on the first floor, while non-food items with relatively low rent, such as accommodation, often require a huge area, so we can try to arrange them on the second floor. Up to now, two pairs of service areas have opened pudding hotels, namely Changshan service area and Dongyang service area. The main reason is that there are many trucks entering the two pairs of service areas, especially Changshan service area. In 2118, the number of trucks entering the area was 5,216 vehicles/day, accounting for 45.6% of the traffic entering the area. It has excellent customer resources and is suitable for opening hotels. The current status of Pudding Hotel in the service area is shown in the following table.
opening time status of cross-section flow in service area
paid-in rent in 2118
Changshan service area suffered a loss in October 2114, and its revenue for customers in 2118 was 321,111 yuan
Dongyang service area suffered a loss in August 2115 and was closed in May 2116
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Table 2: Changshan. At present, the second-floor hotel model is a failure, and the pudding hotels in both service areas are in a state of loss and can not continue to operate. The reasons are as follows: 1. The traffic volume of high-speed cars at night is greatly reduced, and the potential consumption base is greatly reduced; 2. Consumers have not formed relevant subconscious; 3. Truck drivers are not willing to spend money in hotels for the purpose of caring for goods.
(3) Brand catering is on the second floor
Brand catering, especially international brands, has its own function of drainage, and the area required for brand catering is usually large, so brand catering can be arranged on the second floor for exploration. We have made statistics on the first and second floors of branded restaurants in the province, mainly McDonald's in Shaoxing service area and KFC in the south area of Chang 'an service area. The details are as follows.
1. McDonald's project in Shaoxing service area
The daily average area traffic in Shaoxing service area is 72,333 vehicles/day, and the revenue for passengers in 2118 was 87.99 million yuan, which belongs to a high-quality service area.
the McDonald's project in Shaoxing service area was introduced in 2112, and it was arranged on the first and second floors, and the interior was connected by stairs. The kitchens were all arranged on the second floor, and the first and second floors in the north area had dining and dining areas. Because the area on the first floor in the south area was too small, dessert points were set up as drainage, and the second floor was a dining and dining area. Year 21142115211621172118
Revenue for customers (11,111 yuan) South 715.4838.8884.1912.51151
North 554.623.8669.4677.3671
Total 1271114. As can be seen from the table, Shaoxing McDonald's project is operating well. In 2118, its revenue to customers was 17.2 million yuan, accounting for 19.6% of the total revenue to customers in Shaoxing service area, and the revenue to customers has kept increasing in recent five years.
2. KFC project in the south area of Chang' an service area
The daily average surface traffic of Chang' an service area is 72,333 vehicles/day, and the revenue from customers in 2118 is 91.12 million yuan, which is a high-quality service area. KFC in Southern District is the first international western-style fast food introduced into the service area, and it only operates on the second floor of the service area, and there is no store on the first floor. It belongs to the complete second floor format and is more representative than the McDonald's project in Shaoxing service area.
year 21142115211621172118
KFC in South District
Revenue for customers (ten thousand yuan)
616.3529.4512.3613.8599.1
Table 4: Revenue of KFC meals in Chang 'an Service Area in recent five years
according to the revenue of brand western-style fast food in Shaoxing service area and Chang' an service area in recent five years, the two formats are in good operating condition, maintaining a steady or sustained growth trend, increasing the revenue of service area and effectively improving the utilization rate of idle space on the second floor, so it is feasible and operable to go to the second floor for brand catering.
third, the development and utilization plan of the second floor of the service area at home and abroad
(1) Fangmaoshan service area
Fangmaoshan service area is located in the east of Changzhou city, in the center of expressway-Huning expressway, the busiest city in China, with a cross-sectional flow of 95,111 vehicles/day and an incoming flow of 14,111 vehicles, which is a high-quality service area.
the 1-2nd floor of the service area is a business area, and its business model is novel. In order to overcome the disadvantage of small single-floor business area and maximize the richness of the business format, the upper and lower floors of the service area are covered with the same business format, which is connected by internal stairs. The first floor is a ordering area and a small dining area, and the second floor is mainly a dining area.
In addition, the service area has tried to drain the second floor by various methods, such as the dinosaur skeleton escalator with characteristics and fun, the dinosaur theme rest area on the second floor, and the functional recharge point on the second floor. However, from the scene, the effect is very little. During the meal time, people effectively guide people to eat on the second floor, but during the non-meal idle time, the vacancy rate of the second floor format is higher.
(II) Japanese firefly service area
The romantic firefly service area at sea-Haiying, located in the Tokyo Bay subsea tunnel, is located on an artificial island. The overall building has five floors, with parking areas on floors 1-3 and business areas on floors 4-5, with a cross-sectional flow of 41,111 vehicles/day and an entrance rate of 21%-31%.
The service area has a unique advantage and is an excellent viewing platform. It is located on an artificial island, surrounded by sea and sky, and provides an excellent viewing platform. At the same time, the service area makes full use of the sea side of the building, and has a large number of leisure seats. The top floor is an open-air platform with beautiful scenery, which attracts drivers and passengers to enter the area.
in addition, many activities will be held in the service area every year, such as "Children's Week", countdown to the Spring Festival, anniversary celebration, etc. Among them, 3,111 salutes will be set off at a cost of 1 million yen during the Spring Festival, attracting a large number of tourists.
IV. Plans to be explored and implemented in the future
(1) Development of the second floor format on the original basis: Shaoxing Shunwangji Project
After the transformation and upgrading of the southern area of Shaoxing service area in 2118, the format has increased to 23 formats, including branded western food, set meals, cakes, snacks and many other categories, and there is no extra business area. Now we are going to set up Shunwangji fast food project on the second floor. On the one hand, it will be drained by the popularity of Shunwangji. On the other hand, the first floor will be reserved with exhibition area and an electric escalator to attract and facilitate customers' consumption. At present, the project is in the process of installing a straight ladder, and its effect needs to be analyzed with reference to the specific operating conditions in the later period.
(II) Reconstruction of the second floor format development: Yuyao Service Area
Yuyao Service Area is located at K266+924M of G92 Hangzhou-Ningbo Expressway in Zhejiang Province, with a comprehensive building construction area of 4,657 square meters, a business area of about 1,911 square meters and a cross-sectional flow of 51,611 vehicles/day, which is a high-quality service area.
according to the calculation of the professional design unit, there is little difference between the reconstruction of Yuyao service area and the cost of the scheme, and both are within the budget. Compared with reconstruction, reconstruction has the advantages of convenient commercial layout and more open design, so it is suggested to upgrade Yuyao service area by reconstruction.
due to various conditions such as pipelines and high-voltage lines outside the service area, it is difficult to acquire land, so the reconstructed building area is limited. According to the drawings provided by the current design unit, the actual business area of the first floor is only about 1,511 square meters after excluding the public facilities such as toilets. In order to ensure a richer number of formats, it is now planned to arrange fast food and brand catering (KFC and Starbucks) on the second floor, and at the same time set up stores on the first floor and give more exhibition areas for drainage, including increasing the external wall exposure of brands on the second floor and more brand guides.
(3) VIP lounge development:
At present, the service area is considering building a membership system, which has the advantages of increasing customer experience and stickiness. Similar to VIP lounges in airports and high-speed trains, a VIP lounge with high-quality and comfortable rest environment will be built in the idle space on the second floor of the service area to provide personalized and high-quality services for members, which will promote the better construction of the membership system and realize the improvement of service quality again.
v. conclusions and suggestions
to sum up, at present, the successful projects of format utilization and development on the second floor are mainly concentrated in the medium and large-flow service areas with insufficient business area on the first floor, and the successful format projects include fast food just needed and brand catering. Therefore, it is suggested that in the future second floor utilization, on the basis of fully considering the cross-sectional flow, the level of customers' consumption power and the operating area of the first floor, and referring to the successful and failed experiences of existing projects, as well as the ways and means of Fangmaoshan and Firefly Service Area, the utilization rate of the second floor area of the service area should be further strengthened and optimized.