Wangfujing Shopping Mall "Hq Shang Shang" Forced To Adjust

Fashion Mall

"HQ Shang Ke" opening ceremony

When commercial real estate is surging, the competition is not just a development capability. The investment resources of the operation team are also as important as the positioning ability and management experience after opening.

In recent years, Zhong Kun estate has been walking on two legs. In addition to tourism real estate, completely self reliant commercial real estate is another important fulcrum for its advance.

Recently, however, the reporter has learned exclusively that the main department store located in Zhong Kun Plaza in Beijing city and the first fashion shop in Wangfujing department store will be adjusted to hQ.

Another industry insider revealed that the reason for the adjustment is that the main store's operating condition has not reached the expected level in the past year.

In this regard, the industry generally believe that the completely self-contained commercial real estate to Zhong Kun's financial pressure is a huge test.

So, will the adjustment be in a dilemma for Zhong Kun?

Homogenization leads to embarrassment in positioning

"The Wangfujing department store is in good condition in the Zhong Kun square of the Great Bell Temple."

In May 13th, Cao Shibin, Minister of development of Wangfujing department store, denied the rumors of "poor management" in an interview with reporters.

But he also said that "hQ Shang Ke" will indeed be adjusted to achieve dislocation operation with the surrounding business circles.

"We will adjust the brand structure of" hQ Shangke "in Dazhong Temple Square, including the name and location of customers. We hope to improve the brand as well as differentiate the brand of the Shuang an shopping mall, the contemporary shopping mall and Huayu fashion shopping center as far as possible.

Cao Shibin said.

According to the introduction, "hQ Shang Ke" is the first fashion shop in Wangfujing department store to get out of the traditional boutique department store. The original plan was mainly targeted at the 18~35 year old young customer layer, and was run by the operation team of his brother enterprise.

The brand settled in Chung Kun Plaza, the Great Bell Temple, opened in September last year, and became the only main store opened by Zhong Kun Plaza.

The industry believes that the important reason for the adjustment is that business performance has not reached the expected level in the past 9 months.

In May 13th, reporters also found in the Chung Kun Plaza that there were not many people in "hQ Shang Ke", and the number of shopping guides in stores was even more than that of customers.

A staff member of "hQ Shang Ke" told reporters that the brand structure is not the main problem of "hQ Shang Shang".

In his view, the Central Plaza, which has not yet been opened as a whole, has failed to play a supporting role in "hQ Shang Ke".

"Many new business projects will enhance the popularity of the catering industry to shorten the incubation period.

However, only a few brands of E block are open to customers in the main restaurant format of Zhong Kun Plaza.

In fact, the Zhong Zhong Kun square, which has a total body weight of more than 400 thousand square meters, planned to open the street in 2007. After that, it was delayed several times because of catching up with the Olympic Games and the National Day 50th anniversary.

In 2010, Zhong Kun Plaza opened its business with the cooperation of Wangfujing department store. After that, it began to attract large commercial brands such as diamond mall, Gome and Carrefour.

But today, the Plaza has not yet been opened. The official website shows that many stores are still "looking forward to".

An insider who declined to be named said that the "hQ Shang Ke" adjustment reflects the positioning of the business circle of Zhong Kun Plaza.

The opening of Metro Line 13 has made the industry hope that the Dazhong temple area will become another Metro business district in Beijing, but it does not seem to have formed a more effective passenger flow.

Business experts believe that the business has been dominated by small commodities, home and building materials, and lacks food and entertainment.

Although there are a large number of subway passenger flow, there are many difficulties in retaining the passenger flow because of the lack of random consumption places.

In addition, not far from Dazhong temple area, there are many famous commercial brands such as Shuang an shopping arcade, contemporary shopping mall, Huayu fashion shopping center and WAL-MART. These shopping centers have trained many loyal customers in Dazhong temple area.

In the view of the industry, the encirclement and suppression of large shopping malls has left little room for commercial development in Dazhong temple area, and the traditional shopping centers of "department stores, supermarkets and movie studios" are also hard to attract the interest of surrounding consumers.

"If the shopping arcade of Dazhong Temple business district can take the" sword to go forward "and adopt a thematic management idea, it may be able to find a place in the surrounding competitive business environment.

An industry expert said.

Lack of experience faces difficulties

From the perspective of operation mode, insisting on the mode of "self sustainment property management" has led to the pressure of Zhong Kun on cash flow, which is another reason for the difficult operation of Zhong Kun Plaza.

Compared with Wanda's mode of selling property in advance for later cash flow, Zhong Kun has always emphasized the strategy of self-sustaining in the operation of commercial real estate.

Chung Kun, President of Zhong Kun investment group, has publicly stated that large commercial projects must be able to withstand temptations, endure humiliation and endure loneliness, and be prepared to fight for protracted war funds.

At present, the Zhong Kun square of the Great Bell Temple has entered the stage of "raising business" after its opening. The planned shopping malls, supermarkets, electrical appliances city and home town have all been implemented.

However, an insider who knows more details told reporters that the lack of experience in the operation of commercial real estate was the reason for the poor operation of Zhong Kun Plaza.

"In the early stage of project planning, we did not like the professional commercial real estate companies to invest and build houses first, but only to do business planning."

Chi Shutao, general manager of Zhong Kun Plaza, the Great Bell Temple, said frankly.

When the project has already seen the scale, Chi Shutao confidently finds the Wangfujing group to talk about the specific occupancy matters, but the feedback from the other side is that the inner structure of the Plaza does not conform to the specifications and needs overall adjustment.

"Wangfujing department store invites the first commercial design team in the us to invest 10 million yuan in the overall design of the business area of nearly 40 thousand square meters.

But at that time, the structure of the commercial square had been completed, and several locations had to be changed according to needs, some of them should be closed, others should be moved.

Even if only one structure is moved, it will not be completed in two or three months.

Lack of experience is the biggest problem Chi Shutao has ever faced. "I have done housing, office buildings, education real estate, tourism real estate, but I have not run commercial real estate, so the pressure can be imagined."

Not only did Chi Shutao feel that her team was mostly recruits, but it was not easy to complete such a huge volume project.

From this perspective, the key of Zhong Kun's strategic thinking is how to form a sustainable development mode of self-sustaining property system, which is a major problem that Zhong Kun must overstep.