Clothing Industry Latent Order Mode

A few days ago, the famous real estate Greenland Group developed a plan to expand the commercial real estate in nearly 20 cities, and the "order mode" adopted in the investment promotion attracted people's attention.

Greenland announced that it has entered into a strategic partnership with the famous retail brands such as the film, Shanghai Film Group, song Ge City, Gome and Megfi fitness. The green space will integrate the above commercial resources in the next commercial real estate development and operation to form a "bundled shop". Order Mode.

"Order mode" is not profitable

The Wanda Group is the founder of the order pattern, and the effective imitation of COFCO real estate. Today, the Greenland Group involved in commercial real estate is also adopting this mode. Chen Wei, general manager of the blue ocean commercial real estate consulting Management Co., Ltd., told reporters: "at present, the order pattern is a common phenomenon in commercial real estate development. This project is also adopted in a project I am currently working on."

The "order" business model is that commercial real estate developers choose a group that is easy to replicate. business The project establishes a long-term strategic cooperative relationship with its retailers. For example, in the Greenland Group's "order", the group will enter Greenland Group's projects in 19 cities in China. The Shanghai Film Group will enter 13 real estate projects of the Greenland Group. Gome, song Ge and mEGF will be stationed in 5 projects of the green group.

After the establishment of commercial real estate company, Wanda Group is not eager to develop, but has reached strategic cooperation with 12 retail giants such as Ou Beide, Dayang department store and so on. Thus, choosing the right retail partners is a key step in the order pattern.

Chen Wei believes that Wanda Group achieved a low cost expansion through the order mode, that is to say, "there will be more favorable conditions when we take the brand influence of Wan Wanda and get it everywhere."

Then the low cost effect of the successful "order mode" does not mean that commercial real estate can achieve better profits. In fact, the operation of Wanda Wanda is not only centered on commercial real estate, but Chen Wei said: "the order mode of commercial real estate is difficult to make profits in the short term."

"Developers have a large one-time investment, but the rentable rent is not high, especially in the face of large retailers. These commercial projects need to rely on their well-known customers to shorten their training period, so they must be attracted by low rent." Chen Wei explained.

Generally speaking, developers are relying on commercial real estate to enhance the overall image, and then through other projects as supplementary supplement, so as to achieve the balance of project returns.

Chen Wei revealed that the Wan Wan Department store of Wan Wanda will enter the market, and it has already had a high reputation in the north, which has a strong monopoly, and the difficulty of other department stores will increase again. But the scale of thousand stores is larger in China. "What they do is scale effect and expand. Influence Therefore, Wanda can achieve the purpose and effect of profit by selling office buildings and houses.

In the order mode, a very intuitive form is duplication. However, Chen Wei believes that no shopping center can be replicated easily.

The essence of the "order pattern" is to place orders according to the location of the project. Chen Wei believes that what kind of business pattern is needed for the retail business in a certain place must be considered in advance, and then planning and designing. The size, quantity and product mix of different places need not be the same. "With mature planning and design, and then going to business invitation, there is too much risk in the way of investment after first building, which is why" order "is needed. Chen Wei said.

Therefore, the order mode requires developers to communicate with different businesses ahead of time, which means that the cooperative retailers will get involved in the overall design and construction of the project from the beginning of the project construction.

Clothing brand or participation

In the retail mode of "order mode", shops with relatively high rents generally do not exceed 50%; while low rent formats, cinemas, rink, video games, fitness centers, restaurants and so on account for more than half.

Analysts said that this is because more than one entry into this entertainment format can bring passenger flow. Another principle is the introduction of brand enterprises, main stores or sub main stores. "Although they are not as good as the small businesses and small shops, the rent is high, but they can ensure the stability of the shopping center and the safety of the rent collection."

As the initial starting point of the order pattern is to bring passenger flow through the introduction of high-profile brands, some famous international brands are more likely to participate in the "order mode" for clothing brands. For example, in the introduction of brand name, the Plaza has given favorable conditions, including the decoration cost of tens of millions of yuan. Similarly, according to the "order mode" designed by the city, H&M was introduced as the main store.

Chen Wei introduced that when clothing brands expand their outlets, they can consider joining the "order" alliance through cooperation with developers. For example, he will be stationed in commercial real estate in the form of specialty stores and directly linked to property developers.

However, real estate developers have limited business resources, and they will choose to cooperate with well-known department stores. Following the shopping mall is a common way for clothing brands. "Of course, department stores have higher admission fees and deducting points for clothing brands, which will cause greater pressure on clothing brands. Now clothing brands can consider direct business, exclusive stores and developers if conditions permit." Chen Wei suggested.