net "With the young post-9s and generation Z gradually becoming the mainstream of consumption, paying attention to the needs of emerging groups should become a compulsory course for commercial real estate developers."

Young Shang Kun's understanding of commercial real estate is very sophisticated.

in the past 12 years, shangkun started from Shanghai and completed "from to top 1 real estate companies" and "listing in hong kong", and handed over a high-quality sample of growing real estate enterprises for the industry.

on April 28th, the Xianfan City of Rongxin Shangkun Center in Qibao Town, Minhang, Shanghai officially kicked off. As the third space of Z-generation community that Shangkun worked hard to build for four years, there was a constant stream of people who went to punch cards that day.

Opening Site of Xianfan City of Rongxin Shangkun Center

With a precise grasp of young people's preferences, Shangkun will start from "Xianfan City" and open up a new road of its own in the field of commercial real estate.

moving towards differentiation and opening the "pioneering era"

Nowadays, there are more and more online and offline consumption channels. As far as Shanghai is concerned, commercial centers of all sizes are almost saturated. Faced with the same project, Shang Kun realized that the change from "extensive" to "fine", homogenization to "differentiation" would be the embodiment of the core competitiveness of enterprises in the future.

in this era of "content is king", how to form customer stickiness through unique themes and special consumption scenes, and deeply and accurately hit the "cool points" and "pain points" of consumer groups often determines the success or failure of a commercial project.

To this end, Shangkun Commercial Company has launched four product lines named "Xianfan", including the series of "Xianfan City", "Xianfan Town", "Xianfan Club" and "Xianfan Center".

The word "Xianfan" sounds secondary, but it is actually derived from the transliteration of English "New Fans", which refers to new communities, new species, new generations and new cultures. This also expresses Shangkun's new idea of commercial projects, that is, to create a social space that makes modern young people feel interesting, self-centered, free and labeled.

Real scene of Rongxin Shangkun Center

The newly opened Rongxin Shangkun Center is located in the subway line 1 of Qibao Eco-business District, which can cover more than 2, surrounding residents within one kilometer and radiate up to 5, potential consumers. It is worth noting that most of the business districts are family businesses focusing on basic consumer brands, such as Vanke and Baolong, but they lack young businesses that carry the corresponding customer groups.

It is precisely because of this opportunity that Qibao Xianfan City did not stick to the traditional "community" perspective, but focused on the Z-generation community, focused on community operation, got rid of commercial homogenization with a strong sticky community economy, and created a community space with the same interests as * * *.

Rongxin Shangkun Center is a pioneer city

This project focuses on different cultural activities such as talk show, secondary entertainment, national tide show, band singing, etc., and combines with * * * to enjoy office, cultural and creative bookstore, food market and other future projects, which will complement the existing family-oriented businesses in the business circle and further improve the energy level of the regional commercial value chain.

according to the planning of the four major product lines of "Xianfan", although the positioning and scale of each major product are different, they are all built around the community. In the future, Shangkun Commercial will realize the large-scale development of regional community commercial complexes through the IP of "Xianfancheng" and create innovative and dynamic community life scenes around young customers; "Xianfanhui" builds a neighborhood life center and a one-stop social living room in large communities in first-and second-tier cities; "Pioneer Center" creates a green ecological office complex in the core area of first-tier cities; "Xianfan Town" chooses a high-quality cultural and natural resource area to build a large-scale theme cultural tourism complex.

Xianfan Gathering

In addition, in order to create innovative and dynamic community life scenes and interesting play spaces centered on new culture, Xianfan has also built various high-quality circle spaces such as Xianfan Gathering, Xianfan Bookstore, Xianfan Market, Xinfan Food Gathering, Music Thinking Space and Xianfan Planet around young customers.

Commercial-residential linkage to achieve higher quality development

With the policies of "limited purchase, limited price", "three red lines" and "two concentration" coming out one after another, the traditional real estate development model has gradually failed to adapt to the new market environment, and more and more developers have set foot in commercial real estate, through innovative operation modes such as self-management, de-real estate, light assets and diversified operation.

for a growing real estate enterprise like shangkun, the importance of commercial business is self-evident. Shang Kun said that for the group, commercial business plays an important role in building brand competitiveness and helping capital valuation; For the region, commercial business shoulders important functions such as land expansion and bargaining. Promoting housing by business, educating business by housing, and the coordinated development of commercial and residential development in Shangkun will also be the inevitable choice for Shangkun under the rapid development of scale. ?

As a newly listed young real estate enterprise, it is not too late for Shangkun to set foot in the commercial field. It is understood that as early as the beginning of its establishment in 21, Shangkun decided to continue to deepen the commercial field. In 215, when Shangkun launched the second five-year strategic plan, it even set "commercial and residential development, two-wheel drive" as the core development strategy.

Rongxin Shangkun Center is the first city

From Shanghai Shangkun City Plaza, the first community commercial project in 213, to the opening of Shangkun Street and Red Street in 215, and today, Rongxin Shangkun Center is the first city to land ... Shangkun keeps walking on commercial real estate. In the face of these projects, Shangkun Commercial always pursues three "essences", that is, discovering and determining "accurate customer orientation" for completely different types of projects; Continue Shangkun gene, innovate and deepen "exquisite product creation"; Ensure high-quality operation through "fine operation management".

However, although refinement is beneficial to the formation of unique market competitiveness, it also means that Shangkun needs to moderately slow down the scale and speed of development. Up to now, Shangkun has nearly 1 commercial property portfolios at different stages, including businesses, offices, hotels, complexes, etc., and the scale of commercial assets under development and operation has reached more than 1 billion.

Liang Jing, Assistant President of Shangkun and General Manager of Commercial Assets Division

In this regard, Liang Jing, Assistant President of Shangkun and General Manager of Commercial Assets Division, once said that "long-term doctrine" is the belief that Shangkun has always adhered to. For commercial real estate, it is difficult for us to evaluate it simply by the size of the scale. The qualitative dimension is far more important than the quantity. Shangkun Commercial pursues the continuous growth of quality.

in Shang Kun's understanding, the so-called rapid growth must be built on the basis of constantly updating ideas and upgrading products, so as to make commercial projects that are satisfactory to consumers and have good returns on assets. It is reported that in the same location, whether it is the flow of people or sales, the rental rate or rent, Shangkun's projects can often be 2%-3% higher than similar projects around.

perhaps it is based on this "long-term doctrine" that on January 9th this year, Shangkun Real Estate reached a strategic cooperation with Ping An Real Estate and Capital Real Estate to jointly develop the Tongxiang Wuzhen New Gate Project with a total construction area of about 74, square meters. If we can take the project as an opportunity to establish a mature cooperative relationship with Ping An Real Estate, we will further rely on strategic cooperation to obtain more high-quality project resources in the future.

The real scene of Baolong Shiyi Town

In addition, in Fuyang, Anhui Province, Shangkun Real Estate is also building Fuyang Baolong Shiyi Town with a total area of 1,68 mu and a total construction area of 89, square meters. It is understood that the above two small town projects will also become a member of the "Xianfan Town" in the future.

No matter from the exploration and practice of "Xianfan Town" or "Xianfan Town", Shangkun has embarked on a bright road to the future. According to Shangkun's plan, it will accelerate its development along the systematic path of "commercial and residential linkage, light and heavy combination" in the future.