Why Do Large Shopping Malls In Beijing Rush To Occupy The Suburban Area?

At present, there are many outside Beijing rings.

More and more shopping malls are aiming at new towns.

With the development of Beijing rail pit and new towns, the distribution scope of retail enterprises is rapidly extended, and the commercial pattern of the suburbs is undergoing "chemical reaction".

Reporters saw in Fangshan District yesterday that the Carrefour Liangxiang store opened in December 30th last year has formed a close hand fight with Hua Guan, a leading local businessman in Fangshan.

With the guidance of "the famous retail enterprises' suburban counties" and the release of the potential consumption potential of the rural market, more famous retail enterprises will be landing in the outskirts of Beijing. Meanwhile, the "new game" between the new business forces and the local retailers will also start.

"Many people can't stand a rolling ladder, but they haven't seen such a hot scene for many years."

Last October 1st, Wangfujing department store Beijing Daxing shop trial business, recalled the situation at that time, its general manager Tao Xiaogang is still excited.

As the first suburban store opened by the Wangfujing group in China, Tao Xiaogang said that the sales volume of Daxing was larger than that of the city stores, with the highest turnover exceeding three million yuan per day. "The turnover of three months last year has reached the company's expectations."

Earlier in the urban area of Beijing, the Dragon shop, located in Tiantongyuan, Beijing, has entered the growth stage after the opening in late 2007. "In 2010, the turnover was 385 million yuan, an increase of 30% over the same period, reaching the expected goal."

The store's top executives said that the sales volume of Longde store increased by more than 30% per year, passenger volume, customer price and membership.

The performance of new stores in the suburbs exceeds expectations, which is closely related to market strategy and suburban consumption demand.

"Daxing finally has a big shopping mall like the city."

Miss Zhou, who is shopping at Daxing shop of Wangfujing department store, said she likes all the brands here, so she doesn't need to run to the city anymore.

According to the preliminary investigation, Wangfujing department store Daxing shop is positioned as a dynamic and high-quality mainstream department store.

More than 400 brands in the store, "at least 80% of the same brand is synchronized with the city store on new products.

The turnover of high-end brands has been increasing, and the new ones will be able to go.

Tao Xiaogang said, this shows that the suburbs are not lack of purchasing power, but the shopping malls without matching grades in the past, the purchasing power was sucked away by the city.

"Like the shopping malls in the city, there are brands that we want to buy, and the shopping environment is good, so there is no need to go to town."

Ms. Li, who buys clothes with her daughter at Longde store, Cui Wei, said.

"The consumption ability and consumption concept of residents here are roughly the same as those in urban areas."

The above market executives said that the business category of Longde store is the same as that of urban stores, and high-end brands are being introduced gradually.

At present, the location of shopping mall branches outside Beijing's five rings is similar to that of the urban areas.

From the category of operation to the way of promotion, it is almost the same as the city store.

With the pace of domestic shopping malls almost the same, foreign retail enterprises are also moving towards the suburbs.

"Before shopping here, only Guotai department store and Hua Guan supermarket were two, and recently there was more choice," said a student who was studying in the university town of Fangshan District, a suburb of Beijing.

The new choice he referred to was the Carrefour Liangxiang shopping center, which was settled in Fangshan District in December 30th last year.

"The cost of rents and staff costs in the suburbs is low."

Carrefour responsible person said that in the suburbs not only can build a larger shopping area, but also build a large parking lot, parking lots will attract more consumers in remote areas.

Reporters at Carrefour Liangxiang store saw that the shop was divided into two floors, and the area and quantity of the store were similar to that of the downtown Carrefour store.

A resident in Fangshan District told reporters that Carrefour should be the largest supermarket in Fangshan District.

A local consumer said that the location of Carrefour store is Fangshan District's more prosperous "business district".

Reporters observed that this "business district" also stands a commercial building to be completed recently.

The reporter learned from the staff that the building will build a large shopping center and may introduce WAL-MART supermarket.

Whether or not WAL-MART is stationed, Carrefour's arrival has already had an impact on the retail industry in the region.

Walking from Carrefour's Liangxiang store for about ten minutes, it is a shopping center built by Hua Guan, a leading enterprise in Fangshan District.

Reporters saw at Hua Guan supermarket that their stores are two floors up and down, and the size and type of goods are different from Carrefour.

For Carrefour's entry, Hua Guan said that in Beijing, Fangshan District's economy has attracted more and more attention in recent years, so many enterprises have begun to enter Fangshan District, which is also a normal thing.

Carrefour's opening will definitely affect the operation of Hua Guan supermarket. After all, Fangshan District's population is limited and its purchasing power is limited.

When more enterprises are settled in the future, a good company will be able to "eat enough", and a bad company will starve to death.

Statistics show that Fangshan Hua Guan's operating income last year was 2 billion 80 million yuan, and its main stores include four shopping centers with more than 10000 square meters, twenty comprehensive supermarkets and 34 convenience stores.

Statistics show that Carrefour's sales performance in the first stores in Fangshan is even higher than that in some urban stores.

According to the information provided by the Fangshan District Business Council, the total sales amount of the Carrefour Liangxiang store trial business reached 5 million 610 thousand yuan a day, with an average daily turnover of about 1 million 120 thousand yuan.

According to the 2010 chain top 100 sales data released by China Chain Store Association, the total sales of Carrefour's 182 stores in China last year were about 42 billion yuan, and the average daily revenue of a single store was about 630 thousand yuan.

A consumer said that when Carrefour's Liangxiang store opened for sale, Hua Guan also launched many promotional activities during the same period, and consumers in Liangxiang received substantial benefits.

In fact, the development of Beijing rail pit and new towns is letting the distribution of famous retail enterprises expand rapidly.

The Beijing Municipal Commission of Commerce has organized famous retail enterprises to investigate in suburban counties, and signed a strategic agreement on strengthening business cooperation with counties such as Fangshan, Fengtai and Chaoyang to build a platform for retail enterprises and new town commercial projects.

A retailer believed that TESCO entered Tai Hing, Carrefour's entry into Fangshan, and the suburbs of big island shopping centers such as blue island were also open for business.

The entry of famous retail enterprises will promote the business development in these areas. Meanwhile, the game between the new commercial forces and local retailers will also start in the suburbs.

Shopping mall in Beijing suburb

Blue island mansion 1

1. The 17 thousand square meters of blue island Jinyu department store opened in 2007.

2. Tongzhou store five rings 26 thousand square meters opened in 2011

2 Wangfujing department store

(1) Daxing shop 43 thousand rings in Wuhuan, opened in 2010.

3 Cui Wei Department Store

1. Longde five rings 21 thousand square meters opened in 2007.

2. Qinghe store 30 thousand rings in Wuhuan, opened in 2010.

4 Hua Tang shopping centre

Beiyuan shop, Wuhuan 19 thousand square meters, opened in 2009.

2. 12 thousand square meters of Daxing store five rings opened in 2005.

5 contemporary mall

1. Dingcheng store five rings 29 thousand square meters opened in 2009.

6 New World Department Store

1. The six rings and 57 thousand square meters of Qian Zi department store opened in 2010.

7 your friends house.

1. The 35 thousand square meters of Tongzhou store rings opened in 2008.