The commercial rent of Chengdu Metro Line 2 was adjusted and the grade was upgraded.

It is understood that by 20 15 years, Chengdu Metro will have * * 5 lines with a total length of * * 150 km. The subway is basically connected into a network, carrying millions of passengers every day, and the value of a large number of business opportunities is obvious. However, according to the current survey, many single retailers of Chengdu Metro 1 Line have little interest in Line 2, while chain brands such as Hongqi Supermarket, Wudongfeng Supermarket and Blue Bookstore still show obvious bidding desire. It can be seen that these powerful chain businesses obviously have a clear understanding and prediction of the value of subway business.

Throughout the shortlisted foreign businesses, most of them are confident in the interview, and most of them are powerful group brands or chain enterprises. Zhang Hongbing, executive director of Xingang Real Estate, analyzed that the value of changing subway shops to a single merchant is very low and the risk is great, and the format of subway business needs professional merchants to operate. Line 2 gives this kind of brand merchants a good opportunity. At this time, it is more appropriate to enter the subway 1 line, because everyone's business understanding of the subway is becoming clearer and more rational.

MTR Corporation: Adjusting Rent to Improve Commercial Taste

Liang Qian, executive director of Chengdu Metro Industry Co., Ltd., said in an interview that in March this year, Chengdu Metro Industry Co., Ltd. took over the management of the shops in the subway 1 line. For the rent problem that businessmen are most concerned about, they also hired a professional company to calculate it. The results show that the current rent tolerance range of Chengdu subway shops is 200-300 yuan/m2? Month. As the shops on Metro 1 Line adopt the bidding mode, the average rent is pushed up to 500 yuan/m2? Month.

Therefore, Liang Qian made it clear that the bidding mode is no longer adopted for the investment promotion of the station hall of Line 2, but businesses are allowed to bid at one time according to their own profit estimates to avoid pushing up rents due to blind bidding. The positioning of the format must be accurate, and the merchants should be screened by setting the threshold. This time, they will pay more attention to brands and chains, and some individual businesses with lower formats will be rejected. Generally speaking, it can be summarized as two points: Line 2 will comprehensively upgrade the commercial grade and ensure the brand purity.

Liang Qian also said that he is optimistic about the future development space of Line 2 business, because the development speed of subway business and the progress of subway network complement each other. Metro 1 Line has been officially opened for nearly two years, and Metro Line 2 will be put into operation in September this year. In 20 15, five subway lines will be opened to traffic in Chengdu, and the backbone network will be formed, which will certainly bring a lot of business opportunities. For example, he said, the rent of a storefront at People's Square Station of Shanghai Metro will be reduced from 500 yuan/square meter five years later? Monthly rise to 1500 yuan/square meter? June relied on the huge consumer groups brought about by the formation of the entire subway network.

Short-listed businesses: At present, the rent is reasonable and the market prospect is broad.

Vice Chairman Tang told Chengdu Business Daily that the most direct reason why they signed up for Line 2 was that the subway company made some adjustments to the rent of shops. ? At that time, the rent of shops on the subway 1 line exceeded our expectations, so we turned to the goal of opening shops at the entrance and exit of subway stations. The price of the shops on Line 2 is obviously within our acceptable range. ? As for the future of Line 2, he said that he was more optimistic about its commercial driving force: with the opening of Line 2, Chengdu Metro began to show networking, and passenger flow would increase accordingly. ?

Shanghai Laiyifen, a well-known fast food brand popular in southeast coastal cities, is also full of expectations for Chengdu subway store. In an interview with Chengdu Business Daily, Manager Tang of Chengdu Regional Marketing Department of Shanghai Laiyifen said that the business of Chengdu subway station hall will become an important strategic layout of the enterprise. Judging from our operation in Shanghai subway, the market prospect of Chengdu subway shops is equally broad. ? It is reported that the core value of subway business has been clearly feedback in other cities. For example, the rents in mature areas of subway stations in Beijing, Shanghai and Guangzhou are generally 1/3 ~ 1/2 of the rents of superstructure shops, but the increase rate has reached more than 20% every year.

For the operators in the subway shops, the relevant person in charge of Christie's expressed confidence. Talking about the rent of shops on Metro Line 2, he thinks that the standard should not be 1 line, but should be based on the current market price. ? At present, the subway company's quotation is reasonable and within the acceptable range. ? He said that he would bid according to his own ability, and the company would continue to adhere to the strategy of ensuring 100% profit. ? Excessive rent is too much for enterprises. If the cost is passed on to customers, it will definitely be detrimental to healthy development. ?

Business hotspots: cooked food and ready-to-eat goods are the stars of subway sales.

Regarding the characteristics of subway consumption, Li, director of familymart Southwest District, said that subway shops are definitely different from ordinary street shops. We will bring some special equipment developed by ourselves, such as the drainage equipment and refrigeration equipment of Shanghai subway shops, which will become the favorable competitiveness of Chengdu subway shops. In terms of commodity allocation, subway stores will emphasize the sale of cooked food during peak hours and increase ready-to-eat goods that can be taken away directly. ?

The popularity of cooked food and ready-to-eat goods in subway sales has been proved. Wang Minglu, General Manager of Dance Dongfeng Supermarket? After we entered the shops on the subway 1 line, we made a series of improvements in shop decoration and commodity selection, and carried out many activities. This will greatly promote the brand building of Dance Dongfeng. ? It said that after the opening of Line 2, the passenger flow will definitely increase substantially, and it has accumulated a lot of experience before and is full of confidence in this auction. Dance Dongfeng found that snacks are the best sellers in the store operation on 1 line, and roast red sausage has become the absolute sales king. ? Later, we will also make some adjustments in the products according to the consumption characteristics of Chengdu Metro. ? She thinks? The commercial prospect of Chengdu subway is certainly bright, but it is not only the enterprises that need to accumulate experience, but also we should pay attention to exploration and improvement, and gradually cultivate the subway consumption habits. ?

The relevant person in charge of Christie's said that if we win the subway shops, we should not only pay attention to updating and selling products, but more importantly, make subway consumption a kind of consumption through continuous improvement? Natural? Behavior. ? In order to guide and stimulate subway consumption, we should not only do our homework in exhibition and specialization, but also ensure that the service, price and product quality are consistent with or even better than those of ground shops. ? In his view, shouldn't the subway shop be specialized and handed over to consumers? Is it expensive? Or other impressions.

Reporter's Note: To do a big subway business, you must have more contacts.

In the eyes of many local businesses, subway shops are all? Resentment and entanglement? ; In the eyes of a large number of foreign businessmen, Chengdu subway shop seems to be? Are there many things to do? . A researcher at the Institute of Economics of Sichuan University explained the reasons for this cognitive difference: merchants have different perceptions and understandings of the commercial and consumption attributes of subways. 1 Shops along the line were robbed and left out in the cold, which is the real pain of sales first. But only paying attention to the flow of people and only looking at the sales volume will obviously be defeated by their high expectations and disappointments. The subway business is not to open a shop and wait for people to make money. Should the subway business be multi-channel and multi-faceted Multi-touch.

Knowing that the previous losses will still adhere to the layout of subway stores, this is no longer a question of profit from stand-alone business, but a question of the choice of strategic vision of merchants. Liang Qian told reporters that at present, Line 2 only launches 3,000-square-meter shops in eight mature sites, just to cooperate with and guide the merchants who entered the market in the early stage, and to cultivate people's cognition and consumption habits of underground commercial brands. It will take a long time, maybe even years. We will also popularize this knowledge for businesses and prevent some businesses from entering? Opening a shop can be profitable. You can open any store. Misunderstanding. Subway business is characterized by a short stop of passenger flow. How to induce subway passengers' consumption behavior requires businesses to make corresponding adjustments in terms of format positioning and service concept. As the whole family, Watsons, Wanning, Shanghai Laiyifen, Christie's and many other foreign subway merchants are shortlisted for Chengdu Metro Line 2, it is bound to bring a relatively professional and mature operation mode and service concept. ? After two years of exploration, this is a scene that Chengdu Metro has never seen before, and it should be full of confidence. ?

Secondly, the important value of subway shops is reflected in the channel value, which is the core and hub of distribution. Superstructure solves the traditional catering and leisure consumption, while subway shops change the channel value and display the commercial price. For subway merchants, products that want to enter people's sight will be given channel fees to display products, such as publications promotion in bookstores, merchandise display in cosmetics stores, and newly listed products in supermarkets. On the other hand, it also has a long-term advertising display function for retail brands such as clothing brands and beauty chain stores. The benefits of long-term travel in various countries and cities Mr. Yang, the head of the advertising company, told reporters that he found a very interesting situation in the subway station in South Korea. On the one hand, there are many QR codes on the display wall, which are promotional discount information of many chain brand products. Passers-by only need to scan with their mobile phones, and then return to the nearest store to buy related products. The centralized display of subway and the value of channel conversion are more vividly reflected.