Beijing Imitated Hongkong? Build A Subway Mall At The Foot Of The Royal City

Core of Beijing

Existing commercial enterprises are eyeing underground.

New underground business, low rent, fast passenger flow, quick profit

Opening half a month to achieve profitability

Commercial enterprises in Beijing have been eyeing the big cake of underground business.

At the end of last month, the Guangde super Mark shopping mall, which went straight to the surrounding community, was officially unveiled at the two floor of the national underground shopping center in Chongwenmen.

Compared with other commercial projects on the ground and underground, the mall is all underground.

This is the first underground commercial project in the core business circle of the capital.

Since its opening, the daily sales of Guangde super Mark shopping plaza have reached several hundred thousand yuan.

According to Yuan Zhiwei, general manager of Guangde super Mark shopping plaza, the mall has achieved profitability.

This may add confidence to the underground commercial development of Beijing, which is about to open the curtain.

The underground business in Beijing is mostly low-end and is still in the initial stage of development.

The excellent sales performance of Guangde super Mark shopping plaza has attracted the attention of the industry.

It is reported that investors in Guangde shopping plaza have operated underground business projects in Beijing's Oteri J and other markets.

Dislocation operation makes up for regional blank

Although investment in underground business can achieve substantial profit returns, it also faces risks of relatively poor location and difficulty in converging passenger flow.

The experience of dislocation operation in super Mark shopping plaza in Guangde may be a reference for other commercial enterprises who want to divide the underground business.

Its main formats are divided into three parts, including Guangde footwear, fashion shopping street and fresh produce market.

Although Lotte Mart, which is equipped with the national Rui shopping center, also manages fresh products at the same time, the fresh form of Guangde shopping plaza is positioned as a supermarket like farm market.

These formats and brands make up for the commercial gap of the National Mall.

Under the intense commercial competition pattern of Chongwenmen and other core business circles, the market wants to find a place, while in dislocation operation, it also needs to innovate its business mode continuously.

It is reported that the main business format of Guangde super Mark shopping plaza is the fashion shopping street, which will be sold with the help of enterprise independent research and development network platform.

Docking with Baidu, Taobao network and other platforms.

Yuen Cheewai

Guangde super Mark shopping plaza

General manager

"If the core business resources in Beijing are increasingly scarce and expensive, if the underground businesses connected with the community can be raised", it can give consumers more convenient shopping options, and can also become a cost-effective investment for enterprises.

Compared to the rents of commercial projects around the ground, the rental level of Guangde super Mark shopping plaza is only 1/3.

On the one hand, this is a way to reduce the pressure of business operation and shorten the incubation period, and on the other hand, it proves that the overall rent level of underground businesses is relatively low.

Old underground businesses, low grade commodities earn more money.

The feeling of "Amoy"

When it comes to underground commerce, most people will think of the underground cultural square in Xidan.

There are not only restaurants, rink, game rooms, but also all kinds of clothing accessories shops represented by 77th street.

Miss Yang is a frequent visitor to Xidan. Every time she goes shopping with her friends in Xidan, she will go to Xidan's underground culture plaza to personalize her foreign trade products.

Although the products of each shop are not brand names, Miss Yang likes this feeling of "Amoy".

In her words, a lot of the same clothes will be found in the streets of Zhongyou and Jun's clothes, but in the small shop of the underground culture square, it is definitely "limited edition".

Small commodities congregate

In addition to the underground Plaza of the old business district in Xidan, there are two underground shopping places at both ends of Chang'an Avenue, that is, Yongan's rookie foreign trade city and the small commodity grocery area in the Gongzhufen subway corridor.

According to the introduction of Xiaohe in Hebei, she went to Yongan's new city's foreign trade city on the side of the subway.

She listens to his classmates. There is a place where foreigners shop in Beijing, called Xiushui Street.

When she visited Beijing with her friends, she decided to visit the legendary market of Xiushui. Who knew the bus was mistaken that the foreign trade city was the Xiushui market.

"The T-shirts and bags are nice. We bought a few things and asked for a cheaper price than Xiushui market."

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Earn money on the way

Compared with two underground business districts in Xidan and Yongan, the grocery area at the Gongzhufen subway passageway is inferior to grade or product richness.

The stall owners here do business on the subway commuters, mainly selling gloves, slippers, shoulder bags and cheap children's toys.

Many of the passengers come and go to buy things conveniently on the way.

However, because Gongzhufen is located in the urban rural junction, the popularity of cheap goods is not bad.

Last night at 10 o'clock, when some shops were closed, the stall owners were still greeting the passengers who just left work.

Spontaneous underground business location good space, big function.

Change "Haidian makes money Chaoyang flower"

When it comes to the mature underground business, people will soon think of the huge underground business community in Zhongguancun.

Four or five years ago, the income of white-collar workers in Zhongguancun was in the middle and high grade in Beijing.

But there is a shortage of commercial facilities and consumers have to move elsewhere.

A survey conducted in that year showed that at least half of the consumers in high-end shopping centers headed by Yansha and Seth were white collar and gold collar workers in Haidian District.

"Haidian earned money Chaoyang flower" has also become the most appropriate word to summarize the consumption situation at that time.

At that time, nearly 5000 small and medium dealers in Zhongguancun's electronic market brought 100 thousand passengers per day, and billions of dollars in sales revenue each year.

Huge consumption potential, no businessman is willing to give up.

However, in 2009, issued by the Haidian District people's Government of Beijing, the circular on speeding up the adjustment of the format of Zhongguancun's western region, it clearly indicated that it did not encourage the development of electronic stores, shopping malls, shopping centers, restaurants and other formats in the region.

In order not to give up such a huge consumption potential, underground business has become a clever move.

Large communities need planning

Subsequently, businesses launched their efforts in underground business in Zhongguancun. The Zhongguancun Plaza Shopping Center opened in April 2006 has become the first shopping center in Zhongguancun's underground business.

The shopping centre, which has no business area on the ground, consists of 6 main parts: commercial pedestrian street, boutique store, famous sports city and Tianjin Le department store, Carrefour hypermarket, large movie city and air garden. It can satisfy most people's consumption needs, and then the new central customs shopping center is completed, and gradually meets the high-grade consumption in the region.

At this point, the underground business in Zhongguancun is improving day by day.

The completion of line 4 and line 10 has played a more powerful role in Zhongguancun.

The business area is huge, and most of the consumer demand can be met by one-stop, but many consumers are "lost" in shopping here, or they can not find the location of the brand store that they want to buy.

The lack of guidance between Zhongguancun's underground shopping areas and the lack of linkage with commercial facilities on the ground make consumers complain about "going down but not knowing where to come from."

Reporter's notes

Sunshine and haze

What is underground business? When consulting and consulting the industry, the reporters found that the definition of underground business also plagued many people.

On the one hand, Beijing's gold in the above ground space makes people think of developing at the foot, but on the other hand, the cultivation of underground business popularity and safety problems make this topic the object of shouting.

First, solve conceptual questions first.

After visiting the existing underground business in Beijing and reviewing the current planning of the underground space of the Beijing municipal government, the underground and underground businesses are not the contents discussed in this article, for example, the underground one layer and two levels commonly developed in the department stores of the above ground, and many of them are set up as dining areas, supermarkets and so on.

Many of those primitive and small bodies were pformed from civil air defense works or subway tunnels. They were the initial underground businesses and developed slowly.

Large underground commercial plaza is the representative of underground business, such as the underground cultural plaza mentioned above, and the emerging Chongwenmen Guangde super Mark shopping plaza.

At present, Qianmen, Tongzhou, Daxing and other regions have made clear the development of underground business planning, and believe that these underground projects promoted by the government and the development of Beijing city will bring more sunshine to underground businesses.

The underground Culture Plaza of Xidan is alive from death. It may provide a reference for the future development of underground commerce in Beijing.

Xidan underground Culture Plaza officially opened in February 2000. Although it has worked with Xidan shopping malls and Zhongyou department stores, it failed in the end.

Investors even once rented on the price of Chinese cabbage, but there were few, and underground shops once closed.

Later, the 77th Street Group in Singapore rented the shop, and through the combination of formats and precise locking of the 17-25 year old young people, it has become one of the representatives of fashion consumption in Xidan business circle.

However, the success of business operation is hard to hide a fatal weakness of underground business, that is, safety.

Earlier, some people suggested that Yongan's rookie foreign trade city has security risks.

As the foreign trade city merchants will lock their area after work and cut off the passage between the two subway estuits, once a fire breaks out, it is not conducive to crowd evacuation.

Today, the rookie foreign trade city has reduced the area and left the underground aisle space, so it is still operating in Yongan without salty and indifferent ground.

This is one of the reasons why underground business has not grown rapidly over the years.

After all, expanding underground space requires people to feel safe so that they can entertain and shop.

Only in this way can there be rows of shops in Hongkong and Shanghai subway in Beijing.

The experience of Nanjing Xinjiekou Underground Commercial Street's successful "fatten up" last year is worth learning from.

The underground space not only connects the major shopping malls under the ground, but also stores, restaurants, entertainment and other formats in the special underground business layer, and designs 16 entrances and exits, which are connected with the shopping malls, which is convenient for customers to enter the shopping malls. Once the danger occurs, it can also be used as an evacuation channel.