How many formats are there in the global business field? What are the similarities and differences between each format? What are the attributes?

The so-called business format refers to the specific needs of specific consumers. According to a certain strategic goal, it selectively uses commodity management structure, store location, store size, store form, price policy, sales method and sales service to provide sales and services. Commercial planning is an important link in the development process of commercial real estate projects (commercial real estate in this paper refers to shops, excluding office buildings and hotels), and commercial planning is an extremely important content. If the business combination positioning is scientific and reasonable, it can increase the beautiful selling point of real estate marketing and effectively promote real estate sales, such as the Wanda shopping plaza model launched by Dalian Wanda in the country; It can also lay a solid foundation for the real long-term prosperity after the project is completed and put into production, such as Tianhe City project in Guangzhou. On the other hand, if the positioning of commercial portfolio does not meet the actual needs of the commercial development status of the city where the project is located, it will lead to the failure of the project after it is put into operation. This kind of case can be described as everywhere in many cities across the country. Defining the positioning of commercial portfolio in the early stage of project development is also of guiding significance to project planning and architectural design. So, what is the business format? What is the combination of business formats? What factors should be considered in the orientation of enterprise merger? What are the common ways to combine the formats of a single commercial real estate project? This paper attempts to take prefecture-level cities as an example to discuss the above problems. Business format refers to the business model or business form formed by operators to meet different consumption needs. Its classification is mainly based on the number of business entities (one or more), target market, business philosophy, service function, store size, site selection, target customers, product structure, store facilities and decoration standards, commodity purchase channels (from manufacturers or distributors) and fund-raising methods (whether centralized procurement or single-store procurement), and the width and depth of commodities. At present, the existing commercial formats in China mainly include: department stores (there are traditional department stores and modern department stores, and most of the department stores in prefecture-level cities are traditional department stores at this stage, but they have begun to transition to modern department stores), specialty stores, specialty stores, commercial pedestrian streets, supermarkets, large-scale comprehensive supermarkets, warehouse-type shopping malls, shopping centers, convenience stores, discount stores, professional markets (wholesale markets) and farmers' markets. Among them, warehouse shopping malls emphasize the integration of storage and sales and the location of non-central business districts, convenience stores emphasize community convenience services, professional markets emphasize logistics concepts such as transportation, warehousing and distribution, and farmers' markets emphasize the sales of agricultural and sideline products. These forms and commercial pedestrian streets as architectural forms are not discussed in this paper. The format combination of a commercial real estate project means that the developer plans the format of each functional division and each floor of the project according to the existing format of the project city and the grasp of the future commercial development trend, and makes full use of various investment resources that may be integrated, so as to facilitate the sales of the real estate as a real estate project and the successful operation of the project as a commercial real estate in the future. The positioning of business combination must be completed in the early stage of project development. According to our trading experience, the following factors are mainly considered in the positioning of the format combination of a single commercial real estate project: 1, try to introduce new formats that meet the actual needs of the project location, which will have a strong impact on the original formats and subvert the old commercial pattern; At the same time, the determined format must be large enough that no one can compete in 3~5 years, forming a strong position in scale and turning the project into a new commercial center; 2. There must be mainstream formats and core stores to ensure that after the project is opened, it will form a competitive situation for the surrounding commercial properties, have strong sales power to attract people and accumulate business spirit; But it also emphasizes multi-format operation, so that the advantages of each format complement each other, reduce the overall operating costs, improve profit margins and prevent risks; 3. Modern department stores and large general supermarkets are more suitable to be introduced as mainstream formats, but there is a competitive relationship between them, so we should pay attention to their misplaced operation; 4. In the future, the first and second floors will adopt the built-in pedestrian street format with clear property rights and easy management. Even if modern department stores or general supermarkets are introduced as core stores, it is necessary to consider splitting the project into parts for sale in a way suitable for property rights division to ensure the return of development funds; 5. Large-scale comprehensive supermarkets can effectively form a business atmosphere, which is conducive to ensuring the success of the project operation, but the rent required is relatively low, which is easy to form a contradiction of "renting and selling"; 6. Modern department stores mainly focus on fashion and women's consumption, and can bear higher rents, but this format must be configured from the first floor, with a pool area of at least 40%. Similar to large-scale comprehensive supermarkets, some potential customers will be reluctant to invest in such shops to some extent. We must pay attention to this point when introducing department stores and large comprehensive supermarkets. According to the author's practical experience in several commercial real estate projects and personal experience of large-scale investigation in domestic prefecture-level cities, the author believes that in view of the population size, consumption level and purchasing power of most prefecture-level cities in China, generally speaking, the total construction area of a single commercial real estate project is 20,000-30,000 square meters, and 3-4 floors are appropriate. Limited by planning conditions such as land area and building density, the development area is too small, or the local city has a large population base and the existing business district is very prosperous, five floors can also be built. However, the general building should be controlled within 40,000 ㎡. Developers should be soberly aware that if the total amount of commercial projects is too large, the development risk will suddenly increase. Another study shows that people's maximum psychological tolerance for a single shopping mall area is 1.7 million ㎡, and the maximum physiological tolerance is 23,000 ㎡. Exceeding this "fatigue" is counterproductive. Judging from the general scale of foreign department stores, the business area of a single store is mostly 7000~8000㎡. In Japan, more than 6000 ㎡ is subject to the "big shop law". What needs to be vigilant is that there are many "great heroes" in domestic commercial real estate development. Some developers have developed 50,000-60,000 ㎡ in prefecture-level cities, and even in cities with a population of only 400,000, they have built many 654.38+100,000 ㎡ commercial giant disks! People have reason to worry that the "big shopping mall craze" in China in the early 1990s and the big shopping mall recession in the late 1990s will be repeated in a few years. In terms of architectural planning, dry fountain square, parking lot and other squares should be arranged as far as possible on the street side of the project, and a beautiful shopping environment should be provided to make its leisure characteristics obvious. Architectural modeling emphasizes modern avant-garde, concise and lively, and has high recognition. Pay attention to the accessibility of vertical traffic and create convenient multi-channel vertical traffic along the street: set up outdoor escalators to transport customers on the pedestrian line directly to the second floor or even the third floor, set up footbridges between adjacent commercial properties, and configure sightseeing elevators on streets with landscape value to guide passengers directly from the ground to all floors. An atrium with appropriate area should be set up in the building as far as possible, because the atrium is the key point of vertical traffic organization and the climax of pedestrian space sequence. There are many people here, and the flow of people is large, which is the easiest to encourage the flow between floors and is suitable for leisure and promotion. Transparent materials should be used to introduce natural light into the skylight at the top of the atrium, which not only saves energy, but also makes the upper space open and bright, attracting people's attention upwards. Supporting facilities should be relatively perfect, and central air conditioning, escalators, passenger elevators, freight elevators, smoke control and fire fighting systems, lighting systems, ventilation systems, background music systems, road indication systems, etc. should be planned and built in place. In most cases, no basement or semi-basement is built. The site should be located in the central business district to maximize the use and integration of existing commercial resources. According to the scale and number of floors of the total construction project, the proposal of business combination is as follows: 1. When the first floor covers an area of 4,000 ㎡ ~ 5,000 ㎡ and the total building is 1.6 million ㎡ ~ 20,000 ㎡, the format combination is as follows: (1): 1f+2f+3f. Among them, 1F is a famous street composed of fashion stores, boutiques and discount stores, and there are also 1~2 convenient fast food cold drinks shops, and 2F and 3F are mainly clothing pedestrian streets. 4F Introduce well-known brands to be professional hypermarkets, such as 3C hypermarkets (household appliances, mobile phones and computers) or home hypermarkets or professional hypermarkets such as video games, sports, book fairs and movie cities; 3F and 4F are designed with transparent facades, large transparent floor-to-ceiling glass and bright lights, which make them commercial positioning with high artistic conception and vision requirements for restaurants, cafes and tea rooms. And sold separately. And this kind of dining and entertainment landscape overlooking the railing will also have a very good selling point. The split sales of 3F and 4F are emphasized because the total building scale of the project is small, and the maximum saleable area is only 20,000 ㎡. In order to improve the investment income of developers, it is necessary to increase the proportion of divided sales shops as much as possible. The disadvantage of this combination is the lack of core stores. However, because the built-in pedestrian street integrates fashion and clothing monopoly, it provides a comfortable and bright shopping environment and has obvious "cluster" effect, which is more popular among operators and consumers. At the same time, the combination is suitable for the small shop area, which is convenient for controlling the total price and thus facilitating sales promotion. It must be emphasized that from the perspectives of pricing strategy, solving the contradiction of "renting and selling" and facilitating the operation and management after opening, this combination of the first floor as a pedestrian street and striving for as many floors as possible is the first choice and main combination method for single commercial real estate projects. Although the format of built-in pedestrian street is rare in prefecture-level cities at present, it will undoubtedly become a popular trend in the future. Combination (2): 1f+2f2/3 is a built-in pedestrian street, 2F 1/3+3F is a large comprehensive supermarket, and 4F is specialty store.