How to get out of the predicament of commercial real estate under prosperity

Nowadays, not only the department store industry can't move, but also the shopping center has become a difficult business. Affected by the impact of e-commerce, economic downturn and other factors, domestic shopping centers have also entered the stage of fierce competition in the escape sequence, and even Wanda, a commercial real estate giant, is gradually shrinking its front line.

Wenzhou Hang Commercial Management Co., Ltd., as a new force in the field of commercial real estate in southern Zhejiang, focuses on the management organization of commercial real estate, aiming at providing high-quality, professional and all-round value-added services for the urban areas of commercial real estate in the region. Always adhering to the principle of "doing one thing into one thing, one thing is better than the other".

It is this practical trading concept and solid business foundation that has led to the rapid expansion of online business territory. From "Wenzhou International Hotel-a landmark business in downtown" to "Yueqing Baijia Plaza-the first theme life plaza of North White Elephant" which is attracting investment, and then to Zhicheng Plaza (Oubei), the first one-stop shopping in Yongjia, it took only eight months from attracting investment to opening, and it will open in February.

Zhicheng square

Coupled with the regional expansion in southern Zhejiang, differentiated development according to local conditions.

In fact, while expanding business, challenges and opportunities coexist. Affected by increasingly fierce market competition, serious homogenization and lack of brand resources and business talents, the biggest difficulty in the expansion process is how to truly land the brand.

Next, the new line will accelerate the development of southern Zhejiang commercially. Facing the problem of how to make the whole business land, Line will analyze the specific problems on the spot, fully consider the local economic development level, human market and business environment, find a suitable position according to local conditions, and implement the project quickly.

Take Zhicheng Square (Oubei) project as an example. In fact, in the early stage of our team's intervention, the overall positioning of Zhicheng Plaza was based on large-scale comprehensive supermarkets, supplemented by other supporting businesses. Some concepts similar to neighborhood centers have been attracting investment for two years and cannot be opened to the outside world.

After we take over, according to the overall economy, population and business form of Yongjia Oubei, we have the ability to support a regional fashion shopping center (Metropolitan North), especially in Oubei, or a business form dominated by street shops. A considerable number of consumer groups with quality requirements often choose to cross the river and spend in urban areas. In view of the condition that the project property itself can become a one-stop shopping center only by partial transformation, it will completely change and enhance people's shopping lifestyle to quickly determine to overthrow the original project positioning and position the project as the first one-stop urban life plaza in the northern part of Wenzhou metropolis.

Considering that the commercial part of the project has 77,200 square meters (including parking lot) and six floors in total, it is necessary to transform the commercial layout and commercial lines to meet the needs of the overall investment and operation of the project. Help the project party to introduce well-known domestic design units for overall design planning, and the investment promotion team quickly promoted the project investment promotion according to the new positioning, and basically completed the project investment promotion in only three months.

There are nearly 150 famous brands at home and abroad, such as China Film International Cinema, Watsons, Pizza Hut, Starbucks, KFC, YY Sports City, Happy Island, Na Ba Space, Qiu Zhi Bookstore and Kyoto Fitness. Nearly 60% of them entered Yongjia for the first time. Up to now, the project has entered the stage of on-site decoration and preparation before opening. Through our effective control of all nodes in the whole process, such as investment invitation, contract signing, project docking, decoration and opening preparation, Wenzhou Zhicheng Plaza will open in the pattern of 20 16 to 12.

Paying attention to brand cooperation * * * Winning is the ultimate goal.

It is true that the successful promotion of every commercial project in business is based on strong commercial resources, and of course it is inseparable from a stable commercial real estate management and operation team. Professional talents and teams and mature operating experience are the guarantee for development.

Investment promotion is the basis of the future operation of the shopping center, and the quality of investment promotion determines the overall quality of the project. Today's commercial real estate pattern determines that the investment promotion work no longer depends on who has more resources, but focuses on the positioning of developers and brands and whether the cooperation concept can be integrated.

However, attracting investment is only the first step to the success of the project, and future operation is the core of the sustainable development of the project. For example, in commercial operation and marketing promotion, the shopping center operation team needs to have a comprehensive understanding of consumption trends and behaviors in order to better "prescribe the right medicine". "In fact, in the final analysis, it is about how to please consumers. What we need to do is to make the project passenger flow reach a higher conversion rate and return rate. To achieve this goal, car owners and brands need to work together on the basis of understanding. " Based on this, we have repeatedly stressed the importance of finding a balance between developers and brands.

Finally, I want to sum up: "The operation of commercial real estate plays a vital role in the whole project operation, but if there is no investment, the later operation will inevitably encounter great obstacles. Therefore, investment promotion and operation are complementary and inseparable. "