Comprehensive services are the way out. The reshuffling of commercial complexes is destined to eliminate some brands with low-end quality and services. If they want to remain invincible in this change, where should commercial complexes go?

Zhang Jianxun has been engaged in business consulting services for many years and is familiar with the development of commercial complexes. He told reporters that the answer can be obtained from some successful cases.

In his eyes, Joy City is a relatively successful case. Joy City's success comes from the following points.

First, Joy City has a clear grasp of itself.

Zhang Jianxun explained that what kind of positioning a commercial complex should have and which age group the consumer group is dominated by are all development priorities.

And many complexes just have the mentality of building and selling things, which will definitely not succeed.

"For example, the Xidan Joy City in Beijing is positioned to focus on youth, while the Chaoyang Joy City in Beijing is focused on quality, the Joy City in Tianjin focuses on young families, and the Joy City in Shanghai focuses on love." The reporter found that the reason why Wanda

In recent years, it has been tightened year after year. One of the reasons is that the copying of products is serious.

Wanda's business model is almost the same. Whether in first-tier cities or second-tier and third-tier cities, Wanda's positioning has always been to integrate all brands into one, without integrating with local characteristics, creating a cookie-cutter commercial complex.

Second, IP must be implanted.

He believes that in recent years, business models have increasingly favored implanting IP, which has almost become a business method.

Nowadays, Joy City in many cities holds specific IP activities every month. For example, shopping carnivals featuring Doraemon and Kumamon Bear attract many animation fans.

There is also a commercial complex in Yan'an that has embedded IP represented by "red" and continued to amplify it on this basis to create a complex that embodies the color of international communism.

Third, the use of business talents.

"There is currently a shortage of talents in domestic commercial complexes, and the success of Joy City cannot be achieved by just a few people." Zhang Jianxun believes that most people do not have a thorough understanding of business, which leads to decision-making, including brand combination, introduction, management

Thinking and other aspects are not detailed enough.

Designing or operating a company also requires cultivating talents who truly understand business. "If the general manager of a shopping mall does not have 10 years of operational experience and accumulation, it will definitely fail."

"If a commercial complex wants to be invincible, it must not only be integrated in functions, but also needs to be integrated in services." Qin Chuan gave the reporter an example. In the past, IKEA was just a furniture hypermarket, but in recent years, in its original

On the basis of some, dining, shopping and leisure experiences have been added.

Enhance your own value through this comprehensive service.

For another example, the catering part of many shopping malls originally only had large and complex food courts, but Joy City broke this rule and opened branded catering in the mall to maximize the share of comprehensive services, which also attracted many customers.

Fewer consumers come to enjoy high-quality catering services.

In fact, comprehensive services within commercial complexes are already a commonplace, and now there is an external service experience.

For example, Wanda Plaza in Nanchang not only has a large number of comprehensive services in the mall, but also has supporting services such as theme parks and children's playgrounds outside.

Guo Zhun, president of Beijing Coast Jiujiu Architectural Decoration Design Co., Ltd., said in an interview with a reporter from "Economy" that although many first-tier cities have integrated with international standards and have relatively mature commercial development, there are not many commercial complexes that consumers like to visit.

, so in order to adapt to the development of the city, it is necessary to refine the categories of commercial complexes.