Successful mode of community commerce

Relevant data show that when the per capita GDP exceeds $3,000, people's lifestyle will change dramatically, and the business format will gradually change from a large department store in the business center to a large supermarket, suburban storage market and various community businesses. Community commerce in China is developing in the direction of unified planning, scientific site selection and centralized layout. As can be seen from the development planning of community commerce in various cities, the future community commerce will have the following characteristics:

1. The city will vigorously develop community business centers;

2. Residents' daily shopping consumption will be completed within 500 meters of their residence;

3. Various commercial industries will take the form of supermarkets, convenience stores, specialty stores, chain stores, specialty stores and other advanced formats; At the same time, it can not only meet the traditional needs of food, clothing, housing and transportation, but also adapt to the new consumption needs. Development zone 1

The dominant factors affecting the commercial layout of the community are the size of the community and the commercial facilities around the community.

Step 2 Configure the location

There are two kinds of business layout-decentralized and centralized. Decentralized businesses tend to develop linearly along streets, and commercial streets are mainly distributed on pedestrian lines and traffic lines. It has brought many problems, such as mixed people and vehicles, traffic congestion, noise disturbing people, parking indiscriminately and poor safety. In foreign countries, community commerce often adopts the centralized commercial layout of inner streets, such as the successful reference of Shanghai New World. This commercial layout is relatively separated from residential buildings, which concentrates all pollution and noise, and public facilities can also be used centrally, which is beneficial to management and has little interference to residents' normal life.

Where should the centralized business be located in the project for the large-scale real estate developed by stages? If it is placed at the core of the project, it will be beneficial to the development of commercial activities of Yu Jiancheng residents. But in the initial stage, the built-in commercial street is often unpopular. Putting the commercial street on the edge will affect the convenience of residents shopping in the later period. From the service scope, it is best to walk within 500 meters (within a radius of 5-8 minutes). If you exceed this distance, people will feel far away and feel tired when walking. Therefore, for some large-scale communities, in addition to centralized business (80%), some decentralized (20%) auxiliary business configurations should be made within the radius of commercial services, such as beauty salons and convenience stores, so that residents can meet their daily needs while shopping and spending in centralized business districts.

3. Planning Orientation and Investment Promotion

The format structure of community commerce is generally set according to the proportion of shopping 40%, catering 30% and other services 30%. Different communities can be different according to the distance from commercial centers, professional streets, large-scale comprehensive supermarkets, the spatial form of communities, the traffic network and the consumption level of community residents.

In order to make the commercial street more dynamic, the principle of attracting investment should avoid competition in the same industry and promote complementary management. Of course, considering the commercial characteristics of different formats, supermarkets, film processing shops, stereos, laundries, beauty salons and restaurants can provide residents with a variety of choices according to their grades and characteristics. But how much and what grade are needed are determined by the location and grade of the community.

4. Business model

Disadvantages of the way of selling shops in commercial streets: most small owners who buy shops are not commercial operators, but they buy shops for the purpose of waiting for opportunities to sell or rent them to high-priced merchants, regardless of whether the brand strength and service content of the latter correspond to market demand and community taste. After encountering short-term behavior under speculative mentality, the consequences of disorderly operation often appear, which makes community commerce wander in a low-grade disorderly state, which is not conducive to improving the quality and image of the community.

More and more developers realize that community business can't let itself go. They should not only operate with their own characteristics, but also rely on it to improve the quality of the community, seek longer-term commercial value and establish a brand image. The construction of community commercial street is a good supplement to community image, supporting facilities, popularity and customer service in the first phase. Especially when the residence can't show the community image, the commercial street can show the public image, brand and service of the community, and also show the quality of the community.

Therefore, in order to improve the quality and image of the community, integrate and promote the brand of housing enterprises, and form a good word-of-mouth multiplication effect, unified planning and centralized management are necessary conditions for the commercial operation of the community, while releasing water for fish farming (renting before selling) or renting only without selling is sufficient conditions, and the early sales in pursuit of rapid withdrawal of funds must be eliminated.

(1) release water to raise fish, rent it first and then sell it.

"Release water to raise fish": First, launch a "quality community business alliance" at the company (group) level, organize businesses (including investors and brand operators) that are conducive to the development of community business, and sign a framework cooperation agreement (learn from the business model of order-based commercial real estate). Then, according to the scale and location of each project, as well as the consumption capacity and characteristics of the owners, we will conduct fixed-point and directional investment promotion, and determine that only 2-3 similar formats are allowed in principle to avoid vicious competition, and there are certain requirements for the operator's brand and store exterior style. "Rent first and then sell": that is, by "releasing water to raise fish" in advance, we will introduce businesses or industries suitable for community quality and owners' needs, guide community businesses to a rational development track, and then sell community shops. Rent first and then sell, which can eliminate inappropriate operators, ensure the benign development of community commerce along the thinking of early planning, increase rents, ensure the value-added of later sales, and form a win-win situation for developers, investors and operators.

(2) Excellent assets, only for rent and not for sale.

The development of any industry has its own development cycle, and it is impossible to develop rapidly all the time, nor can it always be sluggish. The best policy of enterprise management strategy is to hoard some excellent assets in the golden age of high-speed development of industries or enterprises in order to obtain long-term benefits, ensure smooth transition in the trough and rapid response in the recovery period. Due to the particularity of the real estate industry and the scarcity of land resources, the advantages of this mode of combining development and management are emerging. For example, Hong Kong Land and Sun Hung Kai are very typical business operation modes that combine development and operation.

With the improvement of urban residents' living standards and the development of urban housing suburbanization, community commerce is absolutely no less than high-quality assets located on the second and third floors of downtown shopping plaza. As an excellent asset of an enterprise, community commerce can only be rented but not sold, which can not only ensure the virtuous circle development of community commerce, but also play an inestimable role in enhancing the brand and reputation of the enterprise (complete community business planning and management control will not only drive the sales or rents of shops in the first phase of the project, but also lay the foundation for the smooth development of community business planning and investment promotion of large-scale development projects such as the second and third phases developed by the enterprise, and at the same time have a very good interactive promotion effect on residential sales), and can also bring enterprises a continuous promotion.

But how to decide whether to rent first and then sell or just rent and not sell? We can treat the income from current sales as investment expenditure and buy these community businesses ourselves to obtain long-term benefits. Through dynamic investment calculation, we can discount the income from the later period 12 ~ 15 (the actual income period will not be less than 35 years) to the present, check whether the net present value (NPV) is greater than zero, and calculate the internal rate of return (IRR). If it is greater than the opportunity internal rate of return of the company investing in other projects, it should be. Of course, in decision-making, we can't ignore other marginal benefits (as mentioned above) brought by only renting and not selling, and we should make comprehensive decisions based on the enterprise development strategy.