Nearly half of the stores in Lan Plaza are closed

Today is the first anniversary of the opening of Milan Fashion Plaza in Zhongshan Park Station of Metro Line 2. According to the business practice of shopping malls, there must be vigorous promotion activities. But the reporter felt its desolation in this beautifully decorated underground shopping mall yesterday: 6 facades of more than 13 shops have been removed or closed, and the square covers an area of 3, square meters, with only more than 1 customers flowing inside. "Almost every day is a whiteboard, and business can't be done." A salesgirl in a women's clothing store is packing. She told reporters that on October 18 last year, they rented a shop to operate women's clothing in Milan Fashion Plaza. The business was once better, but it was only a flash in the pan. Now it has fallen into a difficult situation, so they decided to withdraw the shop.

It takes more than 2 days to sell a bra

The opening of Metro Line 2 has not only failed to bring an eye-watering passenger flow, but the lack of popularity of Milan Fashion Square can be described as "disaster". Miss Bao, the brand store of Yuda Clothing in Zone A, told the reporter that the current monthly turnover is only about 7, yuan, and the rent is about 4,1 yuan. The loss makes them feel very failed.

the decrease in investor enthusiasm is not unreasonable. Because the atmosphere of the shopping mall gives people a dull feeling, there is no commercial climate. Although there is a crowded Zhongshan Park above the mall, the seemingly busy crowd can take the initiative to enter the mall from the subway channel, and it is not satisfactory to rely solely on Line 2 to pull people. In addition, although there are department stores like Xinning Shopping Center in Zhongshan Park to attract citizens, there is a big gap in terms of gathering popularity and creating a business atmosphere compared with the large aircraft carrier shopping centers such as Pacific, Huijin and Huiyin Department Stores in Xujiahui, so the business circle effect is not obvious, resulting in a big gap between the actual passenger flow and people's psychological expectations.

if you don't know that Milan Fashion Plaza is located in the subway, it is difficult to find this shopping mall on the ground. A man turned around under the signboard of Milan Fashion Plaza in Zhongshan Park, but he didn't find the entrance. From the appearance, he couldn't see that the shopping mall would be in the subway. People in the underground rarely enter the shopping mall, and people on the ground rarely enter the shopping mall.

Many shopkeepers who make clothes and shoes told reporters that although many important exits of Metro Line 2 lead to Milan Fashion Plaza, many people didn't even know there was a plaza around them during the crowds, so they decided to withdraw their shops. "There has been a situation in which twenty days have passed in a month before a bra was sold." This is the only shop in Milan Fashion Square that sells bras. The lady told the reporter that there are eight shops operating around the shop, and six of them claim to be moving out. Mr. Feng, the owner of 8 Shengdanni Shoe Shop, even told reporters: "About 5% of the tenants in the square are planning to move out." Mr. Feng moved out of Milan on the 18th of this month, and now his sister has rented a new berth for him elsewhere.

in addition, many merchants in the square put up striking signs of "transfer" and "final clearance", and some shops kept their goods for several days, but no one operated them. Compared with the noisy and busy scenes on the ground, a few customers wandering around made Milan Fashion Square in the underground look particularly quiet, and the whole shopping mall was in a state of depression. Two cleaners walked around the shopping mall, and there were only a few scraps of paper in their dustpans. "No one, less garbage." The cleaning staff teased.

Almost 9% of tenants want to go to Milan Fashion Plaza, also known as Shanghai Civil Air Defense Shopping Mall. In fact, it is a business project of Shanghai Tianxingjian Shopping Mall Management Co., Ltd., with an area of 3, square meters and more than 13 shops. It is leased to Shanghai Civil Air Defense for 2 years. This situation makes Milan Fashion Plaza, which costs tens of millions on decoration alone, feel extremely embarrassed. At present, the minimum pavement rent is more than 2 yuan, and the big one is more than 1 thousand yuan. In the market management department of Milan Fashion Plaza, the reporter calculated an account for manager Yu Liquan. According to the preliminary idea of the mall, the monthly rent should exceed 5, yuan, but it is not so much, especially now it is difficult to collect rent, even 2, yuan.

"We hope tenants can do well, so that we can make money." Yu Liquan told reporters that the crisis in business status is not all due to management, and there are many objective factors, such as the same depression problem in the whole subway shop; There are also tenants whose goods are not very good, and they did not follow the requirements of renting at that time, which contradicted the positioning of the shopping mall; What's more, many tenants don't follow the requirements of the contract at all and don't open the door on time, which is also one of the reasons for the loss of customers in the mall. "For all these reasons, the whole square was opened from the first phase on October 18th last year, and it has been in a state of low popularity and poor business since it was fully opened at the end of December." Yu Liquan said.

The reporter made statistics on the facades that have been closed and will be removed in the shopping mall. One * * * is 6, which is consistent with what some tenants said about 5% tenants moving out. "From the bottom-up survey, almost 9% of tenants want to leave." In this regard, Yu Liquan said helplessly, "We will start the food court connected to the shopping mall next week, which is a measure for us to gather popularity." Yu Liquan revealed that the company has considered adjusting the business plan of the whole square and will have a new business plan. But at the same time, he admits that the current management can't be compared with before. Because the rent can't be collected, the security and cleaning facilities in the mall have been adjusted accordingly, and the expenses in this area have been reduced as much as possible.

At the same time, Yu Liquan mentioned that the development space of Milan, a small commodity market, has been squeezed, which is another major reason why Milan Fashion Plaza has come to this day. "Large department stores constantly adjust their products, and a good shopping environment is bound to steal some passengers from the small commodity market. The products operated by the small commodity market are similar, and the living space of the small commodity market without greater characteristics will be squeezed even more." Yu Liquan described the business model of small commodities like Milan Fashion Plaza as "surviving in the cracks".

Small commodity market "survives in the cracks"

It is not unique that Milan Fashion Square, which is located in the transportation distribution center, is in a bleak situation. Well-known shopping malls such as Yimei Fashion Plaza and Asia-Pacific Grand Meeting have also seen the decline of lack of popularity. An industry insider said that there are also good ones, such as Xujiahui's underground business circle. Its biggest advantage is its strong popularity, convenient transportation and its fear of wind and rain, which makes people flow here, and the underground business circle has a situation of small profits but quick turnover and crowded people. However, the current situation of Milan Fashion Plaza has entered a vicious circle, showing a strange circle in which there are few promotion activities, low popularity, rent delays by owners and headaches for the management of shopping malls.

Regarding the current situation of Milan Fashion Plaza and Yu Liquan's viewpoint of "surviving in the cracks" in the small commodity market, Wang Liuhe, secretary general of Shanghai Department Store Commercial Industry Association, analyzed that it is not the most critical thing that Milan is in the current situation, mainly because the whole format of Shanghai department store industry is in the adjustment period, which has caused a great impact on the small commodity market similar to Milan, making the whole Shanghai small commodity market fall into a recession. "With the continuous transformation of the department store industry, brands with relatively low prices in the second and third lines continue to flood into department stores. After all, a good shopping environment allows customers who like to spend in small commodity markets to leave." Wang Liuhe said that Zhongshan Park around Milan Fashion Square has not yet formed a real business circle. "At present, the area around Zhongshan Park is only in the stage of many people, and the surrounding residents have not formed a consumption circle belonging to this business circle."

Wang Liuhe believes that consumers' mentality of choosing things is gradually changing, but the market structure of goods has not kept up; The division of labor among the whole department store industry, supermarkets, commodity markets and other commercial components is not very clear. "Department stores should be supermarkets, supermarkets should be department stores." The characteristics of various commodity markets in Shanghai are gradually fading, and the brand itself is not very good after starting in Shanghai. After all, this format has given the department store industry an opportunity. "There is room for survival in the commodity market, but at present it is under increasing pressure from the market, so it has to be adjusted and re-planned."

Small commodity market "survives in cracks"

It is not unique that Milan Fashion Square, which is located in the transportation distribution center, is in a bleak situation. Well-known shopping malls such as Yimei Fashion Plaza and Asia-Pacific Grand Meeting have also seen the decline of lack of popularity. An industry insider said that there are also well-done, such as Xujiahui's underground business circle. Its biggest advantage is its strong popularity, convenient transportation makes people flow here, and the underground business circle has a situation of small profits but quick turnover and crowded people. However, the current situation of Milan Fashion Plaza has entered a vicious circle, and it has fallen into a strange circle of less promotion activities, low popularity, rent delays by owners and headaches for the management of shopping malls.

Regarding the current situation of Milan Fashion Plaza and Yu Liquan's viewpoint of "surviving in the cracks" in the small commodity market, Wang Liuhe, secretary-general of Shanghai Department Store Commercial Industry Association, analyzed that it is not the most critical thing that Milan is in the current situation, mainly because the whole format of Shanghai department store industry is in the adjustment period, which has a great impact on the small commodity market similar to Milan, making the whole Shanghai small commodity market fall into a depressed state. "With the continuous transformation of the department store industry, brands with relatively low prices in the second and third lines continue to flood into department stores. After all, a good shopping environment allows customers who like to spend in small commodity markets to leave." Wang Liuhe said that Zhongshan Park around Milan Fashion Square has not yet formed a real business circle. "At present, the area around Zhongshan Park is only in the stage of a lot of people, and there is no consumption around this business circle."

Wang Liuhe believes that consumers' mentality of choosing things is gradually changing, but the market structure of goods has not kept up; The division of labor among the whole department store industry, supermarkets, small commodity markets and other commercial components is not very clear. "Department stores should be supermarkets, supermarkets should be department stores", and the characteristics of various small commodity markets in Shanghai are gradually fading. "There is room for the survival of small commodity markets, but at present they are under increasing pressure from the market and need to be adjusted and re-planned."