Inventory: Beijing Business "Bermuda"

Commercial Bermuda I: world capital stores

Brilliant memory of high-end commercial landmark in Beijing

The world's department stores, which fail in many times, have been "renown" for their "commercial Bermuda" again and again.

Since the announcement of its return to business in Beijing in 2009, the world department store has become indissoluble with the transformation. From the beginning of the famous discount shop to the nearest parity jewellery store, although the name has changed from the world department store to "Xiangyun century name" and "Wangfu International Jewelry City", it has never changed the fate of the market turmoil.

The world's department store, which once became a high-end commercial landmark in Beijing in the 90s of last century, began in 2006. At that time, due to complex disputes with developers, banks, and so on, Shi Du department left a notice to close shop.

According to a person familiar with the matter, Shi Du Department has contacted a number of interested suppliers in the next 3 years, and its business positioning is constantly changing, involving department stores, small commodity markets, discount stores and so on. In the end, Shi Du Department renamed the "auspicious cloud century name" in the 16 year old "debut" giant Zhejiang merchants and appeared in Oteri J format. However, due to the lack of department store operation experience, the "Lai Lai edition" world department store did not last too long.

In fact, in the eyes of the industry, the property dispute that caused the collapse of the world department store 5 years ago is still the main reason for the normal operation of the mall. Only by solving this problem can it be possible for the world department store to remove the hat of "commercial Bermuda".

This is indeed the case. According to the reporter, at present, the investment floor of Wangdu International Jewelry City is rented in the middle of 2009. However, the property rights of the two or three and four levels are assigned to two big owners and hundreds of other small owners. Among them, the two tier owners have nearly 3000 square meters of operating area. Although Wangfu International Jewelry City is trying to negotiate with the two tier owners, it has little effect. The owner has not agreed to sublet the operation right of the layer to Wangfu International Jewellery City, but that is based on the actual operation of the shopping mall.

In the eyes of an insider, the total volume of Shi Du department store is about 25 thousand square meters, which is inferior to the shopping center which has become the mainstream commercial business in Beijing. Moreover, the property of the department store has been built for more than 10 years. There are obvious gaps between the hardware links such as storeys, decoration, counters and the mainstream department stores in Beijing. Under the premise of restricting the volume of business, the operation of the shopping mall is also dispersed due to the decentralization of property rights, resulting in several commercial groping for the world department store. {page_break}

Commercial Bermuda two: Tianqiao department store

Brilliant memory of Beijing's ten major department stores

Once a brilliant business, today's shopping malls are not rare in Beijing.

Located in the southern part of Beijing, it has been one of the ten major shopping malls in Beijing, and has undergone three major transformation in two years due to its poor performance. After that, they stopped at the front door of the fashion department store. Although there is still a big gap between mainstream shopping centers in Beijing, it has gone out of the way of changing business positioning.

The flyover Department store took the road of transformation two years ago. At that time, business performance was not always satisfactory, and the mall began to transform from small businesses and middle aged clothing to folklore and local specialties.

After more than a year of playing the "folk custom card", the old brand Tianqiao department store was "unable to sustain", picking up the location of the department store again, and starting with the fashion brand as the main player.

For the failure of the last transformation, Dou Jingmei, general manager of Tianqiao department store, believes that the outbreak of the international financial crisis has led to a bad life in the whole tourism industry, and the folk custom in the shopping mall is based on tourism.

According to Dou Jingmei, the Tianqiao department store, after changing its face, is characterized by fashion, sports and leisure and introduces about 70 famous brands. Among them, Nike, Adidas, Lining, ONLY and other fashion brands.

Reporters visited the flyover Department store after transformation, and found that Adidas, Lining counters and down jacket world are the most popular shopping areas in sports areas. Although the sales performance of the mall is about several hundred thousand yuan per day, it is difficult to match the current mainstream shopping malls. But in the current situation, the positioning of fashion department stores is a practical way out for many years of turbulent shopping malls.

Commercial Bermuda three: Magic Plaza

Brilliant memory of the first experiential shopping mall in Beijing

"Commercial Bermuda" is not just a patent for old stores. The opening ceremony in the spring of 2007 made Wangjing's Fashion Plaza become the focus of business in Beijing. At that time, after the debut of the Fashion Plaza of the first "experiential" shopping mall in Beijing, the art avant-garde bathroom, unique air hall, and endless fresh marketing ideas attracted many consumers' attention.

However, due to the lack of characteristics of brands and formats, other shopping malls in the Fashion Plaza and Wangjing business circle have fallen into the mire of homogenization competition.

Later, after the new business model of the pure department store, the Fashion Plaza once saw the dawn of entering the mainstream shopping mall in Beijing. It is reported that pure department stores rely on "0 rent, 0 deduction rate, 7 days one checkout" of the "007 mode" once opened on the first day of the 50 thousand passenger flow, nearly 6 million yuan sales outstanding performance. However, less than half a year after its appearance, the performance of this department store began to decline.

Reporters recently visited that, although it was at the time of shopping peak in general shopping mall, there were few passenger flow in this department store. There are only a few cars parked in the free parking lot outside the shopping mall, which is in sharp contrast with the parking lot in Wangjing shopping mall.

At the same time, pure department stores in the early days of the development of advertising advertising, but also greatly reduced.

The once pure hot department store failed to reverse the decline of the commercial sector, which led to a "Bermuda" rumour rising in Wangjing's Commercial Fashion Plaza after the Wangfujing world department store. {page_break}

(related reports: who will touch the transfer of the city?

Located in the East Fourth Ring Road, the mall mall is finally unable to carry it. Reporters learned from reliable sources that the main asset is 100% of Huamao real estate, which is sold in the Beijing property exchange. After the expiration of this month, due to the concern of many enterprises, the large shopping mall is likely to engage in substantive contact with the intentional enterprise. At this point, the commercial story of "the writing" of the city in the capital is almost finished, but its transfer will remain unsettled for Beijing's business.

The final transfer of the city after several adjustments

In mid last month, Huamao estate, the parent company of the mall city in East Fourth Ring, officially sold the entire stake on the Beijing equity exchange. More than 10 days ago, the sale of the listing was expired. It is reported that foreign and local developers are interested in the mall. The mall of Beijing, which has appeared in the city for more than 4 years, has officially entered the bidding link.

In fact, before the listing of Huamao real estate on the Beijing property exchange, the industry has repeatedly heard rumors from the mall of the city. A person familiar with the matter said that two months ago, a large commercial real estate company had reached a consensus with the mall, but the final payment was not negotiated, resulting in a failure of the transaction.

But one thing is for sure, the brand of the city is about to end in Beijing's commercial sector.

For the reason of the transfer of the mall, the industry generally believed that the main reason for the transfer of the shopping center was due to its poor management, resulting in the lack of effective passenger flow.

At the same time, despite the introduction of Parkson, WAL-MART and other well-known retailers as the main store in the mall, the operating performance of these brands is not outstanding.

It is reported that in the 4 years of operation, the mall has tried several times to try to reverse the status quo through the adjustment of formats, but most of them have little effect. The "365 foreign trade collection" introduced in June 2009 has brought cash flow to the shopping centre which has been short of tourists. However, its Singaporean investors believe that this format is not in line with the high-end positioning of the shopping center, and is halted by 3 months in advance by Singapore.

The mode of equity equity cooperation has also become an important reason for the swaying of the mall's business model and its popularity.

Statistics show that the main asset is the Huamao real estate in the mall of the city. It is a cooperative enterprise holding 50% of the China Arts and crafts group and the Beijing city of Singapore.

Strong home or family MALL?

At present, the main businesses of the mall are many large retailers such as Parkson, WAL-MART and Gome, as well as many small shops. In the eyes of the industry, regardless of the ultimate destination of the mall, the merchants outside the main store will be the first to be adjusted, which means that "new beauty city" will be repositioned.

One problem followed. With the arrival of the big furniture brand Hongmei Miron in 2009, the brand of "home business circle" in the location of the mall is becoming more and more obvious. In the view of business experts, the new developers can take advantage of the theme to strengthen the theme of the home, and make the mall mall a new commercial landmark in Beijing. Strong home furnishing is a viable and easy way to operate in the future.

But this is not the best way to adjust the "new beauty city". There are many high-end communities around the mall. These residents have strong purchasing power, but they lack suitable places for consumption. However, at present, the attractiveness of these businesses is limited by the commercial configuration of the mall. If the "new beauty city" can reasonably configure the format and brand, the shopping center that locates household consumption will bring more benefits to the recipients.

Trigger a business pattern earthquake?

Although there is a long contract with the mall, if the mall is to be changed, WAL-MART, Parkson and Gome will face two-way choice. Guo Zengli, director of the China shopping center industry information center, seems to be the first to make adjustments to small businesses in order to reduce the negative impact of changing their businesses. However, if the capital strength of the receiver is very strong, the possibility of a big adjustment will not be ruled out.

Yesterday, Parkson, a responsible person in an interview with reporters, did not explicitly indicate that the continuation or termination of the contract, but said that "will be based on the new property side of the situation."

In the view of business experts, if Parkson finally left the mall, its number of stores in Beijing will be reduced to two. Because the shopping center has just opened the sun palace store is still in the incubation period, Parkson is likely to face the situation of revitalization of stores to support the overall situation, which is not good news for Parkson, which aims to accelerate the pace of China's market linkage.

At the same time, the East Fourth Ring area has become an important stronghold for foreign supermarkets because of the large number of communities. Not far away from WAL-MART, it is Carrefour Shuangjing store and TESCO Tesco Dacheng store. If WAL-MART ends up working with the mall, it will have a significant impact on the surrounding business pattern.

Reporters interviewed found that it may be dragged down by the mall of the city, and WAL-MART's passenger flow is not as high as the nearby Carrefour. Many areas in the parking lot are in a large area of vacancy. TESCO Tesco's current popularity also has a certain gap with Carrefour.

However, WAL-MART's relevant person in charge said yesterday that even if there were new enterprises, it would not affect the contract signed by WAL-MART and the mall.

Brand property is more popular?

The mall has only been operating for 4 years to change its owner. This is not a normal phenomenon for commercial projects which are generally cultivated for a long time. Although the mall is about to change, perhaps a better operator will be welcomed.

Some business experts believe that when signing contracts, foreign retail enterprises will carefully put all possible problems in the future into the contract so as to avoid any worries. However, even if the signing of the contract is more careful for the protection of the brand, the bad management of the large property and even the frequent change of the project owner will have some adverse effects on the operation of the merchant.

The expert recommends that when choosing the location of a project, a business enterprise should pay more attention to the qualification of the owner of the property as well as the needs of the business district and the target consumer group. This is not just an inspection of the financial strength of the property owner, but more importantly, whether it has enough experience in commercial operation.

At present, the lack of commercial operation experience of real estate developers is not unusual for the poor operation of commercial projects. With the lack of commercial operation experience in real estate operators frequent problems in operation, COFCO, Wanda Group and other mature and well known commercial real estate groups, is likely to be more favored and pursued by retailers in the future. )