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In recent years, with the transformation of the old city in Xiangcheng District and the acceleration of urban expansion, the living environment of urban residents has changed greatly, the function of community service has been greatly improved, community commerce has developed rapidly, the number of community commercial outlets has been increasing, and the business format and service fields have been further broadened. According to the survey, there are currently 69 communities in xiangcheng district. There are nearly 65,438+0,000 commercial outlets in various communities, and their business scope includes restaurants, supermarkets, various intermediaries, convenience stores, logistics, grocery stores, laundries, repair shops, recycling stations, bookstores, printing shops, pharmacies, family service stations and public baths. Community business development mainly presents the following characteristics:

1. Community commercial outlets have developed rapidly, and the clients of the "double-entry project" have been expanding. With the development of economy and the continuous expansion of central cities, the customers of community commerce are also expanding. The clients are not only residents, but also socially vulnerable groups such as the elderly, children, the disabled, the entitled groups, and laid-off workers.

2. Community commercial outlets are developing in a multi-format trend. In the past, community commerce was mainly based on commercial retail outlets, limited to food, daily necessities, beauty salons and other industries. In recent years, a number of new forms of community commercial outlets have emerged, which have now developed into dozens of services such as nanny, cleaning and maintenance, property greening, tutor, skill training, network service, wedding etiquette, catering, health care, community medical care, agency and intermediary service.

3. The supporting service facilities and functions of the new community are relatively complete. With the continuous expansion of the central city, the construction of new communities is accelerated, which promotes the development of community commerce and the development of surrounding commercial centers. Its commercial facilities, network distribution, commodity structure and service functions are relatively complete, which is obviously superior to the old residential areas.

4. Traditional businesses and service industries have been fully developed in the construction of community businesses. In recent years, the process of marketization in the circulation field has been accelerating, and community commerce has developed rapidly in response to market demand. Large and small commercial outlets have penetrated into residential streets, forming a certain scale in and around the residential area. At the same time, various small commodity markets along the street in the community have been developed, including vegetable market, dried fruit market and aquatic product market. It provides convenience for community residents to spend and shop.

Second, the main problems

1. The development of community commerce lacks scientific planning and effective guidance. At present, many commercial outlets in the development of community commerce are mixed with community houses, which seriously affects the normal life of residents and causes potential safety hazards and environmental pollution. Among them, restaurants, hotels and various service organizations built on the ground floor of residential buildings or in buildings have great influence, leading to more disputes between private enterprises. The functional orientation of community business and regional business centers lacks scientific planning, reasonable division of labor and effective supervision.

2. The development of community commerce is unbalanced, and the development of commercial outlets in old communities is slow and the foundation is poor. In this survey, we can see that some old residential areas have poor commercial facilities and incomplete functions. Generally, they are self-owned houses, temporary structures and even illegal construction operations. These small shops are mainly non-staple food, with single goods, poor quality and poor shopping environment, which brings inconvenience to community residents. Many daily consumption needs to run a long way, and the service function of the community is not perfect, which is far from the development goal of community commerce proposed by building "convenient consumption into the community and convenient service into the family".

3. The community commercial infrastructure is poor and the modern service industry is underdeveloped. With the improvement of people's living standards, residents' consumption demand has generally increased, showing diversified and multi-level consumption characteristics, and the low-level and low-level service situation of community commerce is incompatible with it and needs to be improved urgently. During the investigation, some people reported that there was no parking lot in the community, and the phenomenon that vehicles were parked and placed indiscriminately was more serious. Some people say that there is no vegetable market in the community, so it is inconvenient for residents to buy food. Some reflect that the domestic service industry has not been formed, and it is inconvenient for residents to seek domestic service. Some response community commercial outlets can not only rely on small shops and vendors to provide goods and services, but also improve their grades and ensure their quality. Judging from the reaction, the service function of community commerce generally lags behind the consumer demand of residents. Therefore, strengthening the planning and construction of community commercial infrastructure and expanding the functions of community commercial services are the key tasks to implement Scientific Outlook on Development and complete the community dual-innovation project.

Third, promotion measures and development direction

1. Reasonable planning, improve the community business format. * * * should take the lead, in conjunction with the business, planning, construction, housing management, finance, urban areas, industry and commerce, taxation and other departments, study and formulate the network transformation plan. For example, make clear the scale, structure, layout, standards and classification of community commerce. There are about 10 business formats, and suggestions include distribution catering chain stores, small supermarkets, vegetable markets, grocery stores, beauty salons, repair shops, dyeing shops, photo studios, second-hand waste recycling stations, family services, books and video stores, pharmacies, etc.

2, should adopt the form of public bidding. To determine the strength of enterprises to participate in community business construction. First, select and cultivate powerful distribution catering enterprises (from central kitchen to community chain stores) to enter the community commercial demonstration zone, and implement popular catering including "breakfast project" to ensure that residents can conveniently eat guaranteed and good quality breakfast and fast food in the community. Second, encourage the circulation enterprises of agricultural and sideline products to build and transform chain stores of assured meat, assured bean products and pollution-free vegetables and fruits in the community, and build a life-supporting commodity distribution center to solve the problems of inconvenient life, uneasy consumption and insecurity of residents. The third is to support chain enterprises to enter the community to build or transform convenience family service outlets, and to carry all kinds of convenience and benefit services, so that community residents can solve many aspects of life needs such as maintenance, beauty salons, laundry and family services at their doorsteps. . Fourth, support and guide leading enterprises in recycling renewable resources to enter communities, and form a recycling system of renewable resources with communities, recycling enterprises and distribution markets as carriers, which conforms to the urban construction and development plan, has a reasonable layout, a sound network, complete service functions and scientific management. Fifth, take practical measures to encourage enterprises to integrate scattered community commercial resources in various forms such as acquisition, merger and franchise through a series of support policies such as funds and outlets, standardize community small shops and realize comprehensive utilization of resources.

3, should encourage and support the use of modern technology, innovative service system. Actively build a community service information service platform, encourage qualified enterprises to use information technology to carry out community convenience services, develop online transactions and services, and fill the shortcomings of existing outlets. Encourage qualified enterprises to establish customer demand information systems, collect, analyze and store customer information in time, and provide targeted, fast and thoughtful services for residents. Vigorously promote the backbone enterprises in the community to carry out the "three-door" service of door-to-door, door-to-door and door-to-door maintenance, extend the service function and improve the service level. Advocate and encourage community commercial enterprises to set up full-time convenience comprehensive service teams to provide on-site services, establish stable and smooth communication channels with community neighborhood committees and community residents, and carry out paid convenience services for the purpose of solving problems for community residents.

Business Survey Report (2)

The commercial services of streets and communities in Beijing range from 1.0 version of street lovers' shop to 2.0 version of large-scale commercial complex, and now to 3.0 version of community combination. In the future, with the in-depth application of e-commerce, version 4.0 of community commerce will gradually take shape. So what is the community commerce in 20 13 Beijing and what are the problems?

Lack of brand services.

With the acceleration of urbanization, community commerce, which was originally a spontaneous growth business model, is becoming one of the best choices for urban commercial development.

In order to explore the basic needs of community residents and the hot spots and gaps in community commerce, recently, Beijing Institute of Commerce selected 12 representative large communities, such as Hepingli Community, shaoyaoju Community, Wangjing Community, Tongzhou Community, Fangshan Changyang Community and Dahongmen Community, from four regions of Beijing. 12 sample, there are both built communities and new urban communities such as Tongzhou and Fangshan.

According to the questionnaire survey, with the change of shopping habits, 92% of the respondents said that the frequency of shopping and spending at home increased, and at the same time, they would regularly go shopping and spending in busy business districts. With the rapid penetration of e-commerce, community commerce in Beijing has gradually developed from a single-function grocery store to a service system integrating traditional catering, supermarket convenience stores, life service industry and emerging online shopping. Couples' shops, reception rooms or guard rooms in some communities actively or passively help residents collect express mail.

Through the investigation and interview of residents in 12 community, Beishang Commercial Research Institute found that 9 communities have the greatest demand for chain restaurants, 7 communities have higher demand for domestic service, followed by vegetable shops, which represents the current situation of low branding faced by community businesses as a whole, and there are mixed brands in beauty salons, washing and dyeing, domestic service and convenience stores.

In fact, Beijing has been encouraging chain enterprises to accelerate their development to the community, encouraging brand chain enterprises to participate in community commercial construction, and integrating scattered community commercial resources through acquisition, merger, direct chain operation or joining. As early as 20**, Wumart, Jingkelong and other enterprises 100 were recommended by the Municipal Commission of Commerce as chain enterprises to enter the community.

The survey found that under the pressure of high cost and the impact of e-commerce, (1) the traditional retail industry found two development paths in embracing e-commerce and sinking communities. In the survey, a prominent change is that well-known traditional commercial enterprises such as 7- 1 1, Yoshinoya, KFC and so on began to appear in the community. However, the market cultivation period of community commerce will be longer than that of the bustling business district, and the sales scale will not be comparable to that of regional centers in the short term. However, the consumption frequency around the community is high, and more attention is paid to convenience and cost performance.

Catering ranks first in community commerce.

In the selected interview samples, catering accounts for the highest proportion in all formats of community commerce, accounting for an average of 32%; Followed by life services (including housekeeping, dyeing and other industries), accounting for 27.5%; The third place is the beauty and hairdressing industry, accounting for 13.33%.

However, from the investigation of various business formats, the spontaneous characteristics of community business development are obvious. Although the catering industry has become the main force of community commerce, these restaurants are mainly unknown small shops, which not only have high replacement frequency, but also have unstable service quality.

In the research of new communities such as Changyang and Tiantongyuan, which are mainly young consumers, it is found that early childhood education is rapidly taking root in the community, accounting for up to 9% and becoming a new member of the community business format. Before, many preschool education brands would choose regional business centers. However, with the arrival of the baby boom, many young residents in emerging communities have been upgraded to a family of three. The huge children's consumer market has become a new starting point for businesses to dig gold. It can be predicted that after the implementation of the separate second child policy, early childhood education will usher in a bigger market. In addition, with the increase of the elderly population and the change of consumption habits, the demand for community home delivery, housekeeping, collection and payment services has increased.

In addition, the property of community business mainly comes from the underlying business of the community, which is limited by the planning and setting of the original developer. This has also caused the problem of lack of planning in community commerce.

The coverage of vegetable shops needs to be improved.

In view of the problems found in the community business survey, Weibo, the official commercial official of Beijing Today, launched a survey activity of "Helping Community Business to Create New Tactics" for nearly 500,000 fans. Among the netizens who participated in the survey in Weibo, 42% were dissatisfied with the agricultural products market in their community, and more than half thought that the community vegetable market was too far away to meet the daily needs. Nearly 30% of netizens are dissatisfied with the quality and price of fruits and vegetables provided by the community vegetable market.

30% netizens are not satisfied with the existing community convenience stores. The problems reflected are mainly concentrated in netizens in remote suburban counties such as Tongzhou, Tiantongyuan and Changyang. Some netizens reported that the number of small convenience stores and mom-and-pop shops around the community was limited and the updates were not timely.

According to the development law of convenience stores, every 3,000 people need a convenience store. For example, Tokyo has a population of nearly 37 million, and the total number of brands in major convenience stores exceeds 40,000. The resident population in Beijing has exceeded 20 million in 20 years. According to this calculation, Beijing needs at least 6,700 convenience stores. According to relevant surveys, there are less than 2,000 convenience stores in Beijing, which is far from the ideal number of stores. And the distribution of shops is extremely uneven. Take the official data of 7- 1 1 as an example. More than 30 stores in 1 are concentrated in Chaoyang District, Haidian District and Dongcheng District, with only 5 in Xicheng District and1in Tongzhou District. No stores have been opened in other areas.

In the investigation, we also found that in the neighborhood near the regional center, all kinds of service facilities are relatively perfect, but in some old neighborhoods, due to property facilities and traffic restrictions, some convenience formats cannot enter.

Business Survey Report (3)

First, the research background of community commerce

(A) the basic concept of community commerce

1, community business definition

Community commerce refers to a kind of territorial commerce that serves the residents in the community, aims at facilitating the people and benefiting the people, and aims at optimizing the living environment, improving the quality of life and satisfying the comprehensive consumption of residents, and providing commodities and services needed for daily life. The service object of community business is mainly the residents in the community, and it should have the characteristics of complete industry and supporting services. The business format is advanced and the business environment is beautiful. While meeting the daily needs of community residents, it pays more attention to providing diversified and personalized comprehensive consumption such as cultural entertainment and leisure services.

2, community business classification

3. Community business function

(B) Overview of community business development abroad

Because a large number of foreign urban residents live in the suburbs, community commerce is very developed. For example, the retail sales of community businesses in the United States accounted for 40% of the total retail consumer goods in China in 20 years, while China currently accounts for less than 10%. Community commerce abroad mainly appears in the form of shopping centers, especially community shopping centers. Shopping center is a modern retail format, which is a group of shops composed of retail shops and their corresponding facilities. On the whole, it is development and operation, generally there are one or several core stores, and there are many small stores around. The shopping center has a spacious parking lot, which is located near the road and convenient for customers to shop. Foreign community business centers generally separate development from operation: developers are responsible for early development and operators are responsible for leasing operations, forming a benign operating mechanism.

(C) General situation of domestic community business development

The community commerce in China is still in its infancy, and the community commerce is mainly based on shops along the street formed in history. This business form is naturally formed, lacking of unified planning, generally low business level and incomplete community business functions. With the development of real estate industry, especially the gradual maturity of commercial real estate, community commerce has made great progress. A large number of community commercial projects such as shopping centers, life squares and entertainment streets have appeared in China. Domestic community commercial facilities are developing towards becoming an experiential place integrating architecture, landscape, space and sound, and a crowded and lively place for community residents. Generally speaking, at present, community commerce in China is generally characterized by strong residential ground floor commerce (in order to maintain a good living and greening environment, more and more residential areas in Pudong, Shanghai have cancelled residential ground floor commerce and adopted the mode of centralized shopping center), which is still far from the mature community business model abroad.

(D) the development trend of domestic community commerce

Due to the difference of urban economic development level, community commerce also presents different development levels. At present, the community commerce in developed cities in China mainly presents the following development trends, which is also the development direction of underdeveloped cities.

1 and * * * strengthened the planning of community commerce. In April this year, the Ministry of Commerce of China issued "Guiding Opinions on Accelerating the Development of Community Commerce in China" to promote the development of community commerce in China.

2. Shopping centers have created large-scale community commerce. For example, Wal-Mart Shopping Plaza has settled in Chengdu Jiaotong University-Jiulidi Community and will open in the first half of 20**.

3. Convenience stores and fresh supermarkets are important parts of community commerce. For example, 7- 1 1 convenience stores, champion fresh supermarkets and other emerging formats have now entered developed cities such as Beijing and Shanghai.

4. Community commerce began to segment the market. Because consumers can be divided into different consumer groups according to their gender, age, income level, cultural accomplishment, values, social class, lifestyle, etc. Different consumer groups mean different consumption needs, consumption psychology, consumption motivation and consumption structure. In the development of community commerce, the proportion of business formats and business combinations must be considered.

5. Specialized operation is the guarantee of community business success. The core of commercial real estate is actually business, and real estate is only the carrier of business. Experienced investment promotion marketing and business management teams play a key role in the successful development of community business.

Second, the general situation of community commerce in Chengdu

As the commercial facilities in downtown Chengdu are close to saturation and the competition is becoming increasingly fierce, it is difficult to greatly improve the business performance of enterprises. With the acceleration of urbanization, the number of residents moving out and new residential areas is increasing. The commercial facilities in these areas are relatively insufficient, and the market space and consumer demand are huge. This new consumer demand needs a new business form to undertake, and community commerce just meets this demand. On the other hand, the per capita disposable income of urban residents is increasing, and the consumption demand and consumption structure have changed obviously. Residents' demand for community businesses that can meet their basic needs and improve their quality of life is also increasing. In this context, community commerce is becoming a new economic growth point in Chengdu's circulation field, which has played an important role in enhancing the comprehensive competitiveness of urban commerce.

In order to implement the guidance of the Ministry of Commerce on accelerating the development of community commerce in China, Chengdu held the "First Community Commerce Summit Forum" on June 2 1. Experts attending the meeting discussed the future development of urban community commerce and pointed out a new direction for the future construction of community commerce in Chengdu. At this meeting, Rambo Bay (Blue Valley Community Business Supporting Project, see the right figure below) was awarded the first "National Community Business Demonstration Project" in China, which has certain reference for the development of community business.

Chengdu, as one of the pilot cities to deepen the reform of circulation system in China, has a strong momentum of community commerce development. At present, it has covered convenience stores, supermarket chains, restaurants, beauty salons, teahouses, dry cleaners, color film processing, express delivery, newspapers and periodicals, housekeeping, maintenance and other life services. There are 339 12 community commercial outlets in 324 communities in the city. The specific number of commercial outlets is shown in the figure below.

Third, the typical community business survey in Chengdu

This survey * * * selected six residential districts of various grades in the east, west, south and north of Chengdu, and mainly investigated and analyzed the commercial format distribution, rent level and operating characteristics of these residential districts. Through analysis, we can understand the present situation of community commerce in Chengdu and provide reference for the company to develop community commerce.

(1) Jinshayuan Community

Jinshayuan Community was developed by Hong Xin Real Estate in 20**, and the commercial part of the community, Waterscape Commercial Street, has been uniformly planned. At present, the overall occupancy rate of residents is not high, the popularity is obviously insufficient, and the business spirit is insufficient. Community commerce has the following characteristics:

1. The vacancy rate of shops in Jinsha Park is relatively high. According to the survey, the occupancy rate of shops is only 62%. There are five main reasons: ① Limited support from target consumer groups. ② Store supply

Overweight. . ③ Lack of unified management. ④ Diversion effect caused by Xidan department store and supermarket. (5) The pedestrian street cannot be opened to traffic, and consumer guide is insufficient.

2. Distribution characteristics of community business formats

Although community commerce covers most of the formats necessary for residents' life, and there are new formats such as parent-child parks and car clubs, the formats are still not rich enough, the quality of customers is also average, and the number of brand businesses needs to be improved.

The large number of restaurants, food stores, tea houses and other shops is related to the suitability of buildings for catering, the strong spending power of consumer groups, the developed catering industry in Chengdu and other factors.

There are many building materials and decoration shops, mainly because the community is a newly built community, and residents have settled in one after another, so there is a great demand for such services. With the increase of occupancy rate, the proportion of such formats will gradually decline.

Because there are many empty shops, most of the shops that can survive are closely related to residents' lives, such as restaurants, teahouses, food and other formats, which shows that this kind of format is the most demanding format for residents' daily life and can be one of the key factors to consider when attracting investment.

(2) Outer Shuangnan Community

This survey mainly focuses on the street shops in Yunying Road, Xia Yun Road and Yidu Road, with complete formats, high consumption level and strong consumption power. From the perspective of its business distribution, community business presents the following characteristics:

1. The community stores represented by Yunying Garden have been uniformly planned, with rich formats, a certain level of store decoration and numerous brand stores.

2. The number of clothing stores exceeds the number of restaurants, which shows that the surrounding residents attach great importance to "wearing", which is also one of the signs of high consumption level and high quality of life in this area.

3. There is Ito Yanghuatang No.2 Store at the junction of Yidu Road and Second Ring Road. Hypermarkets have a certain impact on the format of the survey area. The complementary formats of beauty salons, restaurants and other supermarkets are relatively stable, while the turnover rate of shops such as clothing, shoes and hats is high, and most of them rely on business characteristics and brand effect to survive.

(3) Yulin community

This survey mainly investigates Yulin North Road, East Road and Middle Road in the old Yulin area and Yulin West Road in the new Yulin area. The formats and grades of the old Yulin area and the new Yulin area are in sharp contrast. There are middle and high-grade buildings such as Wang Fu Garden and Wu Tong Shijia in the new Yulin area, while the houses in the old Yulin area are relatively old. The characteristics of this community business are as follows:

1. This residential area is one of the most mature residential areas in Chengdu, with high population density, rich formats, high-grade shops and strong business atmosphere, mainly catering, clothing, boutiques and convenience stores.

2. In terms of store rent, the average store rent in the old Yulin area is 35 ~ 80 yuan/㎡ month, while the store rent in the new Yulin area can reach 150 yuan/㎡ month. It can be seen that there is a certain relationship between the rent of shops and the consumption power of regional residents.

3. From the perspective of business distribution, clothing still accounts for the largest proportion, followed by catering. The catering business in this region presents a certain agglomeration effect, and its radiation effect attracts the whole consumer group in Chengdu. There are many housing intermediary shops, mainly because the living environment in this area is mature, attracting more and more petty bourgeoisie to live in this area, and the second-hand housing transaction is active. The leisure and entertainment industry also accounts for a large proportion. In addition to the surrounding areas, consumers in other regions are also satisfied with Yulin area.

4. The high maturity and strong consumption in this area have attracted some specialty stores and new formats to enter this area, such as Color Key Store on Yulin East Road and Tupperware Home Chain Store on Yulin Middle Road.

The business of this community is mainly street-facing business, and there are also independent commercial buildings such as Yulin Life Plaza and Fuhe City.

Tongzilin community

This community belongs to an upscale community in Chengdu. This survey focuses on Tongzilin East Road and Tongzilin North Road, and is surrounded by various high-end real estates such as China Garden, fairview park and Century Jinyuan. Most of them are successful people and foreigners with strong spending power.

1. From the distribution of commercial formats, the number of clothing stores is far ahead, which is directly related to the consumption ability, consumption consciousness and lifestyle of the people in this area, followed by catering and gourmet. There are some exotic restaurants such as Japanese food in Fengting, and there is a great demand for domestic service in this area, with a large number of stores.

There are a large number of leisure, entertainment, beauty and fitness shops here, and this kind of business has a great market space in this area. For example, there is the first professional men's beauty shop in Sichuan (Karuijie Professional Men's Beauty SPA Health Club).