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South Of Joy City Is In Distress &Nbsp; Hushang Business District Is Difficult To Conceal.

2010/12/25 10:45:00 188

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Weekend of Shanghai Joy City

From the north "fortune", and even in Beijing Xidan business circle, the popular food city, which is popular over the surrounding shopping malls, will "layout south". The Shanghai Joy City, located on Qufu Road, Tibet Road, will open this weekend.

Positioning young white-collar workers.

However, whether the "commercial aircraft carrier" with a 2 billion annual sale in the northern monomer shopping mall can successfully extend the "business myth" in the south, the industry has a wait-and-see attitude.

Romantic Ferris wheel as "decoration"

In Shanghai's core business circle, experiencing the slow rising romance of Ferris wheel is the thinking of many consumers.

But reporters learned that on the day of grand opening, consumers could not take the 42 meter high Ferris wheel to view the beauty of both sides of Pujiang.

According to the relevant sources of Joy City, at the beginning of the construction, Ferris wheel intended for consumers to play, but in the near future, considering safety risks, it had to be "halted".

Reporters learned that before, in order to attract popularity, Shanghai Joy City also organized a round of "dating Ferris wheel" game activities, and has aroused heated discussion in the forum.

In spite of the failure to experience Ferris wheel activities, it is still hard to conceal the loss of consumers, despite the fact that the shopping mall has raised two tickets and a Trojan horse ticket at the mall.

"I saw the merry go round. It's not like the ferris wheel!"

Cinema KTV postponed opening

Yesterday afternoon, the reporter came to Shanghai, which is still in final decoration, and saw that most shops were still surrounded by panels, folding staircases, or even containers. In the air, sawdust and dust were all in a mess. Only a few brands such as MUJI and H&M had completed the decoration work.

Yuecheng people told reporters that catering, retail and other formats can basically open the door, cinema, KTV will only open after Christmas.

Reporters at the scene saw that there were not many main shops in the area of 1000 square meters, and only H&M was the main storehouse of three storeys in the retail format, and the other brands were mostly medium-sized shops with 500-1000 square meters.

Most of the brands are regular retail brands in shopping centers such as CK, Adidas, and so on.

Shanghai Joy City integrates shopping, leisure, entertainment, catering and other functions into one. With the subversive idea of "perfect dating place", Shanghai has never filled up any blank in a shopping mall.

From Nine West, Steven Madden, UGG to Sephora, M.A.C, L occitane, etc., joy city brings together the most fashionable cosmetics and clothing brands in the world.

For the first time, the Japanese ABC cooking studio was introduced to enhance women's understanding of cooking skills from the perspectives of nutrition knowledge, cooking enhancement and food appreciation.

Shanghai Joy City has assembled more than 30 super restaurants. Shanghai's most cost-effective KTV Shanghai song city has settled in Yuecheng high district.

According to the relevant sources, about 10% of the brands in the joy city's tenant portfolio are exclusive brands in the people's Square business circle, such as the Hangzhou restaurant, the grandma's home, and the American brand JoyRich.

It is reported that Joy City in Shanghai will eventually target customers locked in the 22 year old -30 years old fashion young women.

Among these groups, the monthly income of 3000 yuan -10000 yuan, the most consumption driving force.

City Ferris wheel in fairy tales

The disadvantages of business circles are hard to conceal.

According to information, before the COFCO took over the Joy City, the plot was part of the new Mei Da ancient city project, which was developed by Xin Lan real estate company.

Shanghai Xin Lan Real Estate Development Co., Ltd. was jointly invested by Shanghai Xin Mei and Shanghai Xingsheng Industrial Development (Group) Co., Ltd., of which Shanghai Xin Mei holds a 51% stake, and Xingsheng group has a 49% stake.

In February 2010, COFCO purchased the new Mei Tai Koo city project from Shanghai Xin Mei for a total price of 1 billion 350 million yuan.

In June 12th of the same year, Xingsheng group and COFCO Real Estate Investment Co., Ltd. signed the "equity pfer agreement", pferring the 49% stake in Xin Lan real estate to COFCO.

By the end of November this year, Xin Mei had given up capital raising again, and the shareholding ratio of COFCO has reached 80.025%.

In the reason of Shanghai Xin Mei's refusal to increase capital, it is difficult to estimate the capital return and cycle of subsequent development.

Earlier media pointed out that "(the project) in the commercial atmosphere is not fully mature areas, followed by hundreds of millions of money to go down, it is certainly not up."

According to the reporter's on-the-spot observation, although the distance from the people's Square is only one stop, the wholesale market of hardware, lamps and lanterns is still the main concern around COFCO, and the consumption level of the whole lot is not high.

Yang Yongshi, President of Asia's platinum (Asia) Co., Ltd. also said: "there is no interaction between the Qufu road and the surrounding area. Good offices and houses are not many.

Although the people's Square and Qufu road are only one station, taking the Jiangsu road and the Jingan Temple on line two as an example, the difference between the two stations may also be very different in terms of consumption and consumption characteristics.

The difficulty of duplication of urban complex

In November this year, Gao Ning, chairman of COFCO, revealed that COFCO's investment in commercial real estate has reached about 60000000000 yuan.

In the next 5 years, the total business assets planned for -10 will reach at least 100 billion yuan.

COFCO plans to reproduce more than 10 cities in the next 2 years in -3. In the 5 year -10, there will be about 20 joy cities in large and medium-sized cities in China.

Wanda real estate, another layout of the national urban complex, is also "ambitious" and plans to complete 80 Wanda Plaza by the end of 2012.

"In fact, the developers who are committed to the development of the national commercial complex also have such places as Kade land and Wanda Group."

Song Huiyong, director of Shanghai Central Plains research consulting department, told reporters, "however, the replication mode of COFCO Joy City is not as clear as these developers."

He believes that the replication mode of Wanda Commercial Plaza, for example, is still a successful model with "trace to follow".

"You can see that Wanda projects are generally not selected in the core areas, such as Zhoupu and Jiangqiao. The standard of their location is to find some strong consumption, but there is no commercial drive to achieve effective brand integration.

For example, Zhoupu Wanda, the original shops in this area are small property rights management, each of them is a matrix. After the development of Wanda, it has formed a large-scale operation. At the same time, consumers in southern Zhou Pu Nan do not have to cross Zhoupu to spend in the urban area, which has played a good role in blocking the consumption crowd.

At the same time, Song Huiyong also said: "some mature urban complex developers will have more brand resources on their hands, such as Wanda, the first tier, second tier and three line brands. There are many brands that can be selected according to the location of the project. After the project is opened, some large main stores will follow naturally.

But in the layout of Yuehua City, the main store is not the main part, and it may be weaker in attracting investment resources.

But there are also people in the industry who believe that the brand tenants of Shanghai Joy City are doing well, but there is also a certain relationship with Beijing's Joy City "bundled" investment.

Dong Li, Deputy Secretary General of China's urban commercial network construction and Management Association, also believes that although the format of the joy city and the mode of holding property are easy to replicate, the business environment is not easy to replicate.

"Shopping centers can ultimately support their operation or consumption, and it is easy to build and open business, but if the consumption power is insufficient, it will be difficult to operate."

The industry believes that with the successful development of Suzhou Bay project, the consumption of joy city will be greatly promoted, but the completion of Suhe Bay project will still take several years.