Copy Yiwu? Lack Of Operational Management Capability

Zhejiang Yiwu Commodity City, Beijing Dahongmen garment market, Zhongguancun

But what kind of preparation is needed for developers to invest in the professional market? Is it possible to copy directly the Yiwu model? Let's take a look at the process of the professional market of Yiwu Commodity City in Kunming China World Trade Center commodity city. Maybe you will get some inspiration.

13 months, it is a commercial city with more than 1400 shops, all the time from busy business to gloomy exit.

Kunming China World Trade Center Commodity City, when a reporter interviewed insiders mentioned the name of the project, insiders said they had never paid attention to it.

Perhaps because this commodity city has not yet been able to break through its fame, it has ended its business history, so it has not attracted the attention of the industry.

In June 6, 2007, the commodity city of Kunming and the fifteenth Kunming Fair opened in the same period, and the scene was quite prosperous when it opened. There were 1400 berths that were recognized and rented, and the flow of passengers was like the tide. China World Trade Center,

Commodity city also signed agreements with ASEAN multinational consulates and business organizations, and put forward a sales slogan "buy one wholesale".

At that time, Zhou Yiping, chairman of China World Trade Center Commodity City company, also said: "we must not fail to meet expectations, take advantage of the trend and build China World Trade Center commodity city into China's first big business exchange and regional international wholesale procurement base for Southeast Asia and South Asia."

This series of signs can be turned into Kunming.

No one had thought that only half of the shops had been evacuated in just 4 months.

Entering the 2008, China World Trade Center commodity city was basically in a state of closure.

In July 2008, it was reported that the Kunming China World Trade Center commodity city asked merchants to move out within 3 days, and posted notices in front of the door that "those who did not move within the time limit should be treated as goods deserted by merchants".

Although it has been three years since the failure of China World Trade Center commodity city to leave, but what kind of inspiration can we bring to us as a commercial project that falls rapidly like a meteor?

Failed replication

China World Trade Center, Kunming

As we all know, the Yiwu market is the largest wholesale market for small commodities in China.

In 2005, a China development report jointly issued by the United Nations, the world bank, Morgan Stanley and other world authoritative organizations evaluated China's Yiwu as "the world's largest wholesale market for small commodities".

The prosperity of Yiwu market has become the model of replicated market.

When the Kunming China World Trade Center commodity city ended in dismal times, the manager of the mall planning department told the media: "our mistake lies in simply moving Yiwu mode to build a Yiwu in Yunnan."

In this regard, COFCO commercial real estate related person Zhang Maomao said that the business models that can be duplicated have a system of duplication standardization, but the organization of Yiwu commodity market is relatively fragmented, and it is not easy to form a standardized system, which makes replication more difficult.

In the process of replicating the Yiwu market, we will find three difficult problems. First, the channel is not easy to find; two, the workload involved is large; three, there is no fixed negotiation process.

At the same time, Zhang Jiapeng, director of the Department Store Department of Dade Liang Hua north, said: "wholesale includes two kinds, one is the wholesale pfer, usually in the city with strong radiation or pportation hub, such as Beijing, and the other is the wholesale of the source area, which is basically close to the origin, such as Yiwu."

Yiwu is backed by China's largest production base of small commodities, which is the unique advantage of the Yiwu small commodity city.

The development of the specialized market is inseparable from industrial support. The market with insufficient industrial conditions can not form a scale, and will gradually become weak or even eliminated in competition.

The success of the Yiwu market largely depends on the local small commodity production base, which is the key condition that other cities can not create in the process of replication.

Relying on industry to support the success of the professional market, not only the Yiwu market.

One of the key reasons for the success of Zhongguancun computer city in Beijing is that its location is located in the "Silicon Valley" zone of Beijing. "It is a more fashionable industry, which must be formed in a relatively forwards city."

Zhang Jiapeng said that relying on the demand for talents and technology in the region, the market has developed rapidly.

In this regard, Zhang Maomao also agreed that "Beijing's electronic industry layout is located in Zhongguancun, the government has given preferential industrial policies.

Zhongguancun has a large number of talents gathered, relying on scientific research and talent advantages, the development of IT offline industry is acceptable. "

Beijing's "zoo" and "Dahongmen" two famous clothing wholesale markets, for many years, can always maintain a large scale and attract a large number of consumer groups. It is precisely because Beijing is China's "fashion capital."

The Beijing Municipal People's government and China Textile Industry Association have officially promulgated the planning outline for promoting the development of fashion industry in Beijing and building the "fashion capital".

Now, Beijing has become an important gathering place of national clothing, which makes the growth of Beijing's clothing wholesale market have its inherent advantages.

During the operation of China World Trade Center Commodity City in Kunming, publicity and advertising showed that its main sales items were Yunnan agricultural and sideline products, international green food, international folk arts and crafts, international gifts, jewelry, jade, international tourism equipment, clothing and household goods.

There are many kinds of goods and large geographical span. There are no industrial conditions that can support their growth and development. This is an important reason for the failure of Kunming China World Trade Center commodity city to duplicate Yiwu mode.

Lack of operational management capability

The important difference between commercial real estate and residential real estate is that the cost of pre investment in commercial real estate is relatively high, so after the operation of commercial real estate projects, there is a need for a recycling mode.

COFCO commercial real estate related person Zhang Maomao said that for commercial real estate developers, the professional market has two advantages. If developers are self-sustaining, the professional market shops have smaller cutting area, and the investment return rate of developers is very high.

If sales can be made into different investment units, resulting in a large investment group, quickly realized cash.

But profits always go with risks. Developers have to face the bigger risks if they want to develop the relatively fragmented format of specialized markets.

"If developers themselves do the market, on the one hand, the channel integration capability is not enough, because there is no natural source of channels.

The two is the limited capacity of operation and management, and the development of professional market needs to control a large number of shops. Whether it is operation or format adjustment, the general developers' operational capacity can not reach this level.

Zhang Maomao said.

Kunming China World Trade Center commodity city has not been able to withstand the test of risk.

Some businessmen said in the media interview that after the merchants settled in the commodity city, the commodity city did not carry out management measures.

Many businesses are "fried" shop to make money, shops have been rented no operation after the operation, resulting in the mall high altitude rate, can not gather popularity.

At the same time, the quality of commodities is uneven and the price difference is large, causing disorderly competition among merchants.

Not only that, commodity city propaganda is not enough, the owners who live in the surrounding area do not even know such a mall.

If the commodity city of China World Trade Center can screen the rented merchants when inviting merchants, and strengthen the management of the commodity city in the course of business operation, the above problems can be circumvented.

Whether it is rough investment links or late management negligence, or lack of publicity, and other issues, it is revealed that China World Trade Center commercial city's operation and management capacity of professional market is weak.

In this regard, Zhang Maomao said: "developers to operate the professional market, there should be a business operation center as the core of the team, the investment and marketing personnel inside the team should be the origin of the commodity market, or should have a large number of customer channels. It is difficult to develop this format or copy this format on the basis of these two aspects."