Yuexian (in the newly opened Ole City in Xi 'an, we have seen new business trends)

In many big cities, the "aging" of old business districts has always been a difficult problem for business development. It can be seen that with the enlargement of the urban skeleton, the upgrading of consumption forms and the rise of commercial bodies in various regions, there are still a large number of customers in the old city, usually completing various consumption links within the existing living radius, which is quite different from the travel habits and activity cycles of new urban groups.

In the recently published list of key projects in Xi 2022, there are 248 service projects represented by commerce, trade and urban complexes, accounting for about 30% of the total number of projects, second only to advanced manufacturing and other industrial projects. Xi 'an's confidence in promoting economic and social development with the revival of service industry is self-evident. Then, as the first commercial complex unveiled since the beginning of spring, how does Jing 'an Hui Life Ole perform?

Positioning the opening of Ole City is not only full of popularity.

On Saturday morning, Huimin Street in Jing 'an, located outside Anyuanmen, announced its opening. This is the first successful appearance of a commercial complex delayed by the outbreak of the epidemic at the end of last year. The label of the project is clear: Ole, the subway entrance, the north central axis of the city, the hinterland of the old city, the development model is mature, and the opening rate is over 95%. Taking "Ole together, double happiness" as the story clue, the first wave of commercial powder absorption in early spring was started.

We should know that since 20 1 1 the municipal government moved northward, the north and south ends of the central axis of the city in the traditional sense began to balance, and the situation that Xi 'an was once "strong in the south and weak in the north" was greatly alleviated. After ten years of development, people no longer use colloquial "northern suburb" to describe the north of the city, but bring it into the thinking of the main city. A remarkable phenomenon is that the total passenger flow of Metro Line 2 ranks first in Xi all the year round.

Compared with the administrative center business circle and the Fenger business circle, the Beimen business circle, as the core area in the North Second Ring Road, is not only driven by a single factor, but also a compound business circle spontaneously formed in the process of natural population gathering.

Jing 'an Hui Life Aolai Corner of Indoor Space

With the advantage of opening on weekends in prime time, according to big data, the first-day passenger flow of Jing 'an Hui Living Ole reached 16W, the sales reached 1200W, the two-day passenger flow reached 28W, and the sales exceeded 2,000 W. I have to say, for a shopping center with a volume of less than 70,000, this result is already good.

At the brand level, indicators based on the traditional Ole format are equally eye-catching:

-Red Star Hongxing Erke, Manifen and other six brands ranked first in Northwest China on the opening day.

-On the opening day, Andema and other brands ranked second in Northwest China.

-Five brands including Warrior, Leyou and 36 1 ranked first in Shaanxi on the opening day.

-Chow Tai Fook, Xtep and other brands ranked second in Shaanxi on the opening day.

—— Li Ning, JEEP and other brands ranked first in Xi on the opening day.

In addition to the strong performance of the retail sector, a number of catering and living supporting brands such as Shengjiangshan self-service cuisine, Zuimei Chang 'an, Holiland and DQ all set a new high in single-store sales on the opening day.

In fact, this is not the first layout of Jing 'an Hui in An, but the second work of trader Tibet City Investment in An after Jing 'an Hui Ole Garden landed in Jinghe New Town. It has created a commercial landmark for a virgin land like Jinghe New Town, filled the gap and achieved good results, which is enough to explain the market judgment of Tibet City Investment.

Correspondingly, Jing 'an Hui Life Olecha is located at the junction of Lianhu District, Xincheng District and weiyang district, at the intersection of Beiguanzheng Street and the newly opened Hongmiaopo Road, only 3-5 minutes' walk from Anyuanmen Station of Metro Line 2, and more than 20 bus lines are direct. Multidimensional traffic * * * forms a powerful passenger gathering magnetic field, radiating potential passengers beyond a radius of 3 kilometers.

Jing 'an Hui Life Aolai

Of course, from the perspective of quickly establishing consumer awareness, the project has carried out effective marketing strategies one year ahead of schedule, especially adjusting the project positioning according to the consumption habits of surrounding residents and the commercial pain points of the North Second Ring Road.

In terms of goods scheduling, Jing 'an Hui Life Ole actively coordinates with the brand to arrange goods that are more suitable for sale in the current season, alleviate the logistics congestion that may be brought about by the opening preparations, rationally allocate the loading and unloading sequence of goods, plan more effective passenger flow, design more interesting commercial beauty, balance the relationship between people, markets and commodities, and create more experienced consumption scenes.

From the first floor to the sixth floor, the rich and complete consumer goods broke the stereotype that Ole's business was only retail, recreated a commercial landmark for the excellent position of the north central axis, and brought a diversified lifestyle to the residents around the north of the city.

B 1: locate comfortable life, including lifestyle supermarkets and main streets.

L 1: Create exquisite life, focusing on boutique retail+coffee drinks+fashion.

L2: Intellectual life taste, mainly women's wear and extended categories.

L3: Deliver a better life and focus on the layout of children's parent-child business.

L4: Rhythm and dynamic life, mainly sports, outdoor, leisure and men's wear.

L5: Gluttony is still life, party theme catering and special catering.

L6: Enjoy leisure life: international cinema, food court, Hi Seven and other formats.

We know that offline business competition is intensifying, and the emergence of city Ole is by no means a simple "price war".

Many people will have such questions. Will more and more shopping malls prove that the market is picking up? Not exactly, because commercial competition is accompanied by survival of the fittest. A good shopping center should be adjusted according to the market consumption trend and the big economic environment. Different regional quality, different property conditions and different development backgrounds are all preconditions that affect the landing of commercial projects.

Jing 'an Hui Life Ole Location

Pratt & Whitney Retail Thinking under the New Situation

As the second core property invested by Zangcheng in An, Jinganhui Living Ole is adjacent to An City Wall in space and is a part of Jing 'an Square Complex. The podium includes nearly 800 business apartments and 20,000 office buildings. For developers, the whole complex can be completely self-sufficient. The underground parking entrance and exit extending in all directions, with nearly a thousand parking spaces, provide favorable conditions for the future business of merchants and the commuting of office people.

In order to give consideration to multi-frequency shopping behavior and quality life experience, Jinganhui Life Ole is not only an outlet, but also bears the responsibility of passing on a brand-new Ole lifestyle. Optimize the cost-effective Ole brand products, with full-format life scenes, make the consumption process and choice simpler, and effectively reach the regional target customers.

On the starting point of advocating customers to return to rational consumption and reduce the cost of living, Jing 'an Hui built a shopping center in the form of Ole, and rendered psychological hints of high quality and low price by arranging rich display points.

In the blank space of the public * * * area, the project follows the concept of simplicity and practicality, does not over-package flashy landscape elements, and returns more space to merchants and participants in consumer behavior. Some time-limited interactive areas are changed according to the nature of the activities.

During the opening period, there are electronic guidance equipment and floor distribution instructions at the upper and lower entrances of each escalator, which are used to show the detailed rules of activities in the current season and the theme of this floor. For example, fun interactive activities are set up in 4F to implant sports into the leisure space of shopping. However, the customs clearance prizes for participating in the game are homophonic rice flour and oil vinegar, all of which are family living materials, and customers passing by are eager to try.

On the elaborate activity strategy, Jing 'anhui Life Ole introduced the local well-known IP "expired convenience store" into the atrium on the south side of the first floor of the shopping mall. In addition to giant plush toys and plush living rooms, it also provides a quiet and leisurely rest space for the fiery opening scene through the mixture of home appliances and lovely things.

As for how to further extend the consumption radius and quickly establish a dialogue between customers, the head office and deputy general stores are flexibly distributed in the project. Chang 'an International Cinema is connected by double straight ladders in front of the ticket office in 6F, and the entrance of Yonghui Bravo Supermarket at-1F is located at the entrance of the north gate. At the same time, the formats such as green tree esports and food court are completely open, which weakens the sense of estrangement between functional scenes and the outside world and allows people to accurately obtain visual information within the shortest walking distance.

In addition to proper beauty and visual guidance, in terms of offline business, Jin Anhui Life Ole pays attention to subsidies to merchants and benefits to consumers, such as cash coupons of over 599 yuan 100 yuan, membership applets 19.9 rob 100 yuan vouchers, free parking for members for 3 hours and so on. By the first day of business, the registered members of1300,000 have been completed.

The city vision of Tibet Chengtou

In view of this opening, the project operator and the interior renovation design team are guided by simplicity and practicality without changing the functional scene, so that more humanized facilities have the opportunity to land. As for the bathroom, taking into account the usage habits of different groups of people in advance, not only the maternal and child rooms for children and young children are set separately, but also the special toilets for people with mobility difficulties are separated, which is eye-catching.

This humanization is also reflected in the diversified services such as points, redemption and smart parking of shopping mall applets, which can acquire customers efficiently and accurately, establish customer stickiness, and provide experience for subsequent new project development.

As a state-owned listed enterprise, Tibet Chengtou is controlled by the State-owned Assets Supervision and Administration Commission of Jing 'an District, Shanghai. Its main business is real estate development and mining. In recent years, it has successively developed residential buildings, hotels, office buildings and other products in Shanghai, Quanzhou, Xi 'an and other places, and participated in the energy development in Qinghai, making positive contributions to local economic development and urban construction.

In addition, it also invests in new energy and new materials to improve the industrial layout. Looking back at the commercial field, Jing 'an Huiju Ole is in a brand-new stage of optimizing the allocation of investment assets in Tibet. Only the heavy warehouse layout can continue to overweight Xi 'an's commercial real estate.

When urban renewal has become a hot topic in all walks of life, its core part-stock transformation has attracted more and more attention. The reason is that the urbanization process slows down and the growth dividend disappears, which promotes the transition of the whole commercial real estate market from incremental market to stock market and allocates commercial resources for the densely populated old city, which is the need of the current urban development stage.

As a central city, Xi's commercial real estate is changing from the incremental era to the stock era. To operate and maintain a good shopping center, we not only need to have sufficient capital reserves, but also need developers to be grounded, attract investment accurately, and follow considerable commercial laws.

You know, there are still many potential properties in Xi 'an that need to be activated. Zangchengtou will continue to take a highly responsible attitude towards investors, merchants and consumers to intervene in various commercial projects and create more beautiful life scenes for the city.