Decrypt Shenzhen Citylink Xintiandi: How to build the most successful underground commercial street?
It is a recognized fact that land in Shenzhen is becoming increasingly scarce, and how to efficiently utilize underground space has become another topic. The organic combination of urban underground space development and rail transit will greatly expand the use space and utilization value of urban land, and at the same time promote the prosperity of urban commerce. In April, Shenzhen's first underground commercial land was successfully sold, and news broke that Shenzhen's urban rail network had planned 20 routes. The expansion of underground business along with subway development became a hot topic. How to do a good job in underground business? What is the current underground commercial development situation in Shenzhen? With these questions in mind, reporters from Yingshang.com visited a number of representative underground commercial projects along subway lines to see their development status, so as to provide reference for the industry.
This may be one of the most successful underground commercial streets in Shenzhen and even the country. That’s right, what I’m talking about is the “Link City New World” located in Futian CBD.
Undoubtedly, this is a treasure land. It is located at the core of Shenzhen CBD and is connected to several major shopping malls. Even if it is not doing business, just putting up a few billboards can make huge profits. However, doing business comes with risks. Just like Chengdu Jingronghui Commercial, faced with being surrounded by several major shopping malls, even if it is located in the best location, it may encounter embarrassing situations, not to mention the underground business itself, which is difficult to operate. It is easier said than done to stand out, so how does Liancheng Xintiandi develop the "Vajra Body"? This issue of Winshang.com is one of a series of reports on the underground commercial street of Shenzhen Station. The reporter conducted an on-site visit to it from 5:00-6:30 yesterday afternoon.
The way of branding surrounded by shopping malls
Liancheng Xintiandi is located in the core area of ??Shenzhen CBD. It is a themed shopping and leisure commercial street that mainly connects the convention and exhibition center and the shopping park subway station hall. , the project has a span of 663 meters, a construction area of ??approximately 27,000 square meters, and 19 underground entrances and exits directly connected to many surrounding shopping malls and Grade A office buildings such as Futian COCO Park. Liancheng Xintiandi is divided into three areas: A, B, and C. Area A is a fashion area; area B is positioned as a fashionable brand area; and area C is a colorful food area integrating shopping, dining, and leisure. In June 2012, It officially opened its doors on the 28th.
From a brand perspective, overall the brands of Citylink Xintiandi tend to be mid-to-low-end and popular brands, showing a "people-friendly style". According to the reporter’s understanding, Liancheng Xintiandi has introduced about 50 catering brands at present, most of which are popular catering brands such as KFC, Xinian Gongcha, Lao Xi’an, Zheli, Long Chaoshou, etc., and among them, light food is located at the main entrance. Catering accounts for a large proportion;
In addition, Citylink Xintiandi has also introduced popular 3C, NTE, PLUS+, Xiyu and other trendy clothing brands such as China Unicom, China Mobile, Telecom, and Fengchi Telecom, as well as Watsons, Mannings and other trendy clothing brands and other lifestyle service brands, but these brands are not positioned as high-end, but rather down-to-earth.
It stands to reason that Citylink Xintiandi is a shopping mall located at the core of the CBD and connected to multiple subway lines. Perhaps in the eyes of many people, it should be positioned as high-end, high-end, and then high-end. But according to the reporter's understanding, this "people-friendly" brand introduction strategy is one of the reasons for the success of the project.
As we all know, Citylink Xintiandi is connected to shopping malls such as Futian COCO Park, Yijing Central City, and Huangting Plaza. Among them, Futian COCO Park is fashionable and trendy, and Yijing Central City is friendly to the people, but the brands introduced are still mid-range. , while Huangting Plaza is a high-end shopping mall. In this business district with an area of ??370,000 square meters, there are already mid-to-high-end shopping malls, but the more down-to-earth Liancheng Xintiandi clearly differentiates itself from them. The reporter visited and found that the current occupancy rate of Liancheng Xintiandi is nearly 100%, and during the visit, the venue was filled with "a flood of customers."
Behind the success of Liancheng Xintiandi
As we all know, subway commercial streets are not an easy project type to operate. In this era that emphasizes experience, underground commercial streets in many cities have not been successful. For example, in Hangzhou, local media "Qianjiang Evening News" reported in August last year that Fengqi Road Commercial Street, which had been open for nearly a year, had only 17 merchants operating, and half of the original merchants were gone. The same situation has also happened in Chengdu, Xi'an and other cities.
However, as one of the most successful underground commercial streets in Shenzhen, what is the secret of Citylink Xintiandi?
Of course, in addition to the geographical advantages, brand introduction and placement strategies mentioned above, Dai Shuhua, managing director of Huaxia Tongbang, told reporters from Winshang.com that the project preparation and market entry time of Liancheng Xintiandi The very good selection is also one of the reasons for its success. Liancheng started preparations in 2009 and opened in 2012. It took 3-4 years to carry out project development, investment promotion, opening and other preliminary preparations. At the same time, the business atmosphere of Futian CBD has gradually matured after years of development.
At the same time, Dai Shuhua also said that some early design flaws may be discovered during the operation of underground commercial streets, such as failure to handle underground lighting, lighting, ventilation, etc., which will affect consumer space. A very important factor in the sense of experience.