The combination of formats involves three aspects:,
1. Format Selection: What functions and formats should a complex or shopping center have?
2. Proportion: the proportion of various formats in the complex or shopping center, the number of specific industries in each format and the proportional relationship between them.
3. Location and distribution: the relationship between the location and format of various formats in the complex or shopping center.
How to effectively divide and combine different formats is not only related to the realization of square positioning, the enjoyment of passenger flow, but also to the maximization of operating income.
Basic principles of layout design
1, location priority principle
The format combination of a single complex or shopping center must serve the development requirements of the company's overall strategy. The choice and proportion planning of shopping center format must conform to the overall positioning of urban complex and meet the business needs and consumption needs of merchants.
The positioning of the complex or shopping center includes three levels:
1) overall functional orientation: that is, what basic functions should be realized by the complex (shopping center). Urban complexes located in different cities and different regional attributes have different basic functions and functions due to different location characteristics. For example, Wujiaochang wanda plaza in Shanghai is a city center (sub-center) urban complex, wanda plaza in Beijing CBD is a complex of urban specific functional areas, and wanda plaza in Ningbo is a typical suburban urban complex.
2) Selection of target customers: urban complexes located in different types of cities and different locations in cities. The target consumers' structure, consumption ability and consumption tendency will be different, which will inevitably affect the choice of commercial formats and the proportion of each format in the complex (especially shopping centers).
3) scale selection: the area, scale and spatial structure of urban complex (shopping center)
Thoughts on the commercial format planning of shopping centers
Business format refers to the business model or business form formed by operators to meet different consumption needs. The business format planning of shopping center is to make full use of various commercial resources to plan the functional zoning and business projects of each floor of commercial projects in order to achieve successful investment, sales and future operation. Commercial format planning is an overall and strategic commercial combination of shopping centers, which comprehensively embodies the overall positioning and characteristics of shopping centers. Reasonable business format planning can provide directional guidance for project investment promotion and promote the progress of project investment promotion; At the same time, it can also create profits for a single merchant during the operation of the project, expand the commercial influence of the project through the overall effect, attract as many target customers as possible, increase the intrinsic value of the shopping center, enhance the market competitiveness, and lay the foundation for the long-term prosperity of the project. Therefore, it is of practical significance to study the comprehensive consideration factors of format planning under the rapid development of group commercial real estate.
1, the economic development level of the project location.
The development of shopping center project needs a rich combination of industries and formats, but this combination is not unprincipled "piling up", it must be supported by the market, and the consistency with the project positioning and target market must be considered, which is the premise of making full use of shopping center space resources and steadily improving rental returns.
The level of a city's economic development determines its consumption power. A successful shopping center must match the development of the city, and at the same time, it must actively adapt to the needs of urban development and actively serve the development of the city. Only in this way can it be said that it is out of touch with the development of the city. If the shopping center wants to survive, it must adapt to the economic development level of the project location and conform to the local consumption habits and spending power. In the face of competition, if the shopping center project can not meet the needs of the target consumers, consumers will be lost, that is, they will be transferred to other shopping centers that can provide better goods, prices and services, which will inevitably reduce the passenger flow of the project, while stores in other regions will expand the market scope. Therefore, the format planning of shopping center should also adapt to the economic development of the project location and conform to the local consumption development of the project.
The potential of urban economic development directly determines that the format planning of shopping centers can be ahead of schedule. Shopping centers can change local consumption habits to some extent. When planning the business format, we can refer to the local consumption capacity and maintain a moderately advanced planning, but we can't deviate too far from the local consumption situation. Otherwise, there will be a situation of "high and low", which will lead to the failure of shopping centers.
The local economic development level is also the guarantee of business planning innovation. An important basis for accurate market positioning of shopping centers is the economic development level of the project location. A full analysis of the local economic development potential is conducive to the accurate positioning of business planning, and on this basis, some business combinations are innovated to form a set of management systems to support and cooperate. Otherwise, it is easy to blindly follow the trend and change the format planning, and it is difficult to ensure the success of format innovation.
2. Resources of local merchants in the project
The local commercial resources of the project largely determine the future investment resources and direction of the project.
When planning the business format, it is necessary to conduct market research on the commercial resources where the project is located. According to the results of market research, the local business resources are summarized, classified and summarized, and the proportion of each classification item is calculated. Generally speaking, business resources can be divided into three categories: shopping, catering and entertainment. The purpose of market adjustment business classification is to analyze the local business development, grasp the local business development of the project, and provide basis for business planning.
Based on the analysis of the market research results, the business area of each format is estimated according to the project's own physical area and the local commercial development of the project. At the same time, we can learn from the successful planning experience of some large-scale businesses at home and abroad, such as the golden ratio commonly used in planning, that is, the area ratio of shopping, dining and entertainment in a shopping center is 52: 18: 30. When estimating the required business area, the area of business category and store category should be classified and listed, which is conducive to controlling the investment area as a whole.
After the area is estimated, the market demand should also be verified according to the local conditions of the project. The purpose of verifying the market demand is to verify whether the demand of all planned areas/stores exists. Without demand, there is no market. If the local demand does not exist or the market demand is insufficient, then make relevant adjustments in time. If the whole plan is far from the local market demand, it will cause great difficulties in attracting investment in the later period, and it will also be divorced from the local actual situation, which will adversely affect the future operation.