Nowadays, not only the department store industry is struggling, shopping malls have also become a difficult business. Affected by factors such as the impact of e-commerce and economic downturn, domestic shopping malls have also entered a stage of structural excess and fierce competition. Even commercial real estate giant Wanda is gradually shrinking its front lines.
As a new force in the commercial real estate field in southern Zhejiang, Wenzhou Xianzai Commercial Management Co., Ltd. focuses on the operation and management of commercial real estate, aiming to provide high-quality, professional and comprehensive services to commercial real estate urban areas in the region. Value-added services for commercial assets. We have always been adhering to the principle of "Every job makes us better, and every job is better than the last one."
It is precisely because of such practical operating concepts and solid business foundation that the online business landscape has achieved rapid expansion. From "Wenzhou International Hotel - a landmark business in the city center" to the "Yueqing Parknshop Plaza - the first themed lifestyle plaza in Beibaixiang" which is currently attracting investment, and then to Zhicheng Plaza (Oubei) - the first one-stop shopping in Yongjia, It only took 8 months from investment promotion and positioning to opening, and the opening will be held in December.
Zhicheng Plaza
Intensify regional expansion in southern Zhejiang and develop differentiated development according to local conditions
In fact, challenges and opportunities coexist with business expansion. Affected by various factors such as increasingly fierce market competition, serious homogeneity, lack of brand resources, and scarcity of business talents, the biggest difficulty in the process of expansion is how to truly implement the brand.
Next, online commerce will accelerate the pace of development in southern Zhejiang. When faced with the problem of how to implement the overall business, online commerce said that it will analyze specific problems on the ground and fully consider the local economy. Based on the development level, humanistic market and business environment, we can find a suitable positioning for the project and implement it quickly according to local conditions.
Take the Zhicheng Plaza (Oubei) project as an example. In fact, in the early stage of our team’s intervention, the overall positioning of Zhicheng Plaza was to focus on large-scale comprehensive supermarkets, supplemented by other supporting businesses. The business model is somewhat similar. The concept of a neighborhood center is positioned, and investment promotion has been carried out for 2 years, but it has been delayed in opening to the public.
After we took over, based on the overall economy, population, and business pattern of Yongjia Oubei, we were able to support a regional fashion shopping center (Metropolitan North), especially Oubei is still a commercial center dominated by street shops. A considerable number of consumer groups with high quality requirements often choose to go across the river to the urban area for consumption. In view of the fact that the project property itself only needs partial renovation to become a one-stop shopping mall, it was quickly determined to overturn the original project positioning and position the project as the first one-stop urban life plaza in the north of Wenzhou metropolis, which will completely change and Improve people's shopping lifestyle.
Considering that the commercial part of the project covers 77,200 square meters (including parking lots) and has 6 floors, in order to ensure the overall investment and operation needs of the project, it needs to be carried out on the commercial layout and commercial routes. Transformation. Helping the project party to introduce well-known domestic design units to carry out the overall design planning, the investment promotion team quickly promoted the investment promotion work of the project according to the new positioning, and basically completed the investment promotion work of the project in only 3 months.
The introduced brands include China Film International Cinema, Watsons, Pizza Hut, Starbucks, KFC, YY Sports City, Happy Island, Napa Space, Qiuzhi Bookstore, Kyoto Fitness and other nearly 150 well-known domestic and foreign brands. Nearly 60% of them entered Yongjia area for the first time. So far, the project has entered the on-site decoration stage and the pre-opening preparation stage. Through our effective management and control of all nodes in the entire process, including investment promotion, contracts, project docking, decoration, and opening preparations, Wenzhou Zhicheng Plaza will be completed in December 2016. Open for business.
Attach importance to brand cooperation and win-win is the ultimate goal
It is true that the successful promotion of every commercial project in online commerce is based on strong commercial resources. It is also inseparable from a stable commercial real estate management and operation team. Professional talents and teams and mature operation experience are the guarantee for development.
Investment promotion is the basis for the future operation of a shopping center. The quality of investment promotion determines the overall quality of the project. Today's commercial real estate pattern determines that investment promotion work no longer depends on who has more resources, but on the relationship between the developer and the developer. Whether the brand’s positioning and cooperation concepts can be integrated.
However, investment promotion is only the first step towards the success of the project, and future operations are the core of the sustainable development of the project. For example, in terms of business operations and marketing promotion, the shopping mall operation team needs to have a comprehensive understanding of consumer trends and behaviors in order to better "prescribe the right medicine". "Actually, in the final analysis, we focus on how to please consumers. What we need to do is to achieve a higher conversion rate and return rate for project traffic. To achieve this goal, the owner and the brand must reach an agreement "Based on this, we have repeatedly emphasized the importance of finding a balance between developers and brands.
Finally, what we want to summarize is: "The operation of commercial real estate plays a vital role in the operation of the entire project, but if there is no investment to pave the way, the later operations will inevitably encounter great obstacles. Therefore, investment promotion and operation are complementary and inseparable.
”