Guangzhou: Gold Business Circle Is Now "Isolated Island" Strange Phenomenon

Tianhe business circle is the first business district in Southern China. It has gathered large shopping malls such as Tianhe City, Zheng Jia square, Huacheng Hui, Tai Koo Hui, Wan Ling Hui and fashion Tianhe. The superiority of Tianhe business district is self-evident, but it is inevitable that there will be "Yin Yang Road" phenomenon like Tianhe Road South and north side.

Thus, the influx of gold business circle may not be able to get gold.

Following the 1836 women's department stores' gloomy business, the Victorian square and the Wan Ling Hui's popularity, the phenomenon of "cool island" has appeared one after another. Why does the gold business circle exist "isolated island" phenomenon, which triggered a heated debate in Guangzhou.

Why is there a "Yin Yang Road" phenomenon on Tianhe Road?

And look at it

Similarly, what is the "Yin Road" and "dead space" of the commercial circle in the commercial flourishing area? Take Tianhe Road commercial circle as an example, how should the "isolated island" phenomenon of commercial development be improved? Is there any inherent deficiency in business planning? How can a businessman avoid it?

Phenomenon

Tianhe Road South weak North

On Tianhe business circle, merchants gathered on the golden road.

On the Tianhe Road less than 2 kilometers long, the commercial area is over 1 million 500 thousand square meters. In the north of Tianhe Road, there are Guangzhou book buying center, Victoria Plaza, Tianhe Sports Center and Tai Koo Hui. There are Zhongyi fashion, Tianhe City, Zheng Jia square and Wan Ling Hui south of Tianhe Road. There are southern computer city, EGO Digital Plaza, Tianhe entertainment square and modern East.

But even in the golden section of Tianhe Road, the north and south sides are also hot and cold.

On the south side of Tianhe Road, commercial plaza is booming, such as Tianjia City, Guangzhou City and Guangzhou, and the retail business in the north is very cold except for the catering industry.

The most direct example is that 1836 women's department stores are in a dark business, and the people in the Victoria Plaza are deserted.

"At a bad time, one day, a single business is not done."

A clothing store clerk on the two floor of the Times Square in the north of Tianhe Road sighed to reporters. "Times Square" has almost no peak flow and low peak. "Even at weekends, the flow of people is almost the same as it is now."

A brand shoe store clerk in Vitoria square thinks that there are few places to visit in the north of the Tianhe River, so it is hard to gather popularity.

However, with the commercial flourishing area and the Tianhe south area separated from one street, every weekend holiday or working day, the shopping malls seem to flow like a woven fabric.

With the east-west direction of Tianhe Road as the boundary, the northwest side of the area seems to be lonely compared with the Bermuda Triangle of Tianhe Road commercial circle.

Not only that, the industry believes that in the future, three air corridors will be built, and the Hongcheng square, which links up the good Plaza, Tianhe City and Sports Center, will bring the Tianhe South Road to a more prosperous commercial atmosphere.

Many commercial flourishing areas also exist "isolated island" strange circle.

According to the theory of the industry, a section of a large volume of traffic is called "Yang Road", and a section or side of less traffic is called "Yin Road".

In a lot of busy business circles in Guangzhou, the same street or the same road will bring about a scene of "Yin-Yang Street" which is bustling or deserted, or partly half noisy.

In this way, there is no lack of evidence in the development of Guangzhou business circle.

Hustle and bustle, this is the classic impression of many people walking on the Beijing road pedestrian street.

However, with the five roads in Zhongshan as the boundary, the north and south people's atmosphere has formed a strong contrast of Fengshui mountain: the southern end of the people is surging, while the northern section from the new Daxin company to the finance hall, there are few people, and the southern section of the passenger flow is almost all day long.

Recently, reporters visited Beijing Road on weekends and workdays respectively. The reporter came to Beijing road pedestrian street.

Taking Zhongshan Road as the boundary, the reporters found in detail that the number of people who went shopping in the northern part of Beijing road and the southern section in 15 minutes were 400 and 2000 respectively.

Due to the large number of people and the same 200 meters Road, the southern section of Beijing road will take at least 10 minutes to complete, and the empty northern section will only take one or two minutes to reach the end.

Another important business district in the central city, the agricultural and forestry road business circle, takes the Department of agriculture and forestry under the leadership of Wangfujing department store and Mendong department store, highlighting the overall positioning of "famous brand names in famous cities", and the characteristics of fashion brands such as brand clothes and ornaments counters are becoming increasingly prominent.

However, there is a lot of snack shops in the area along the road of tortoise and Boulevard.

From the previous Dongshan restaurant, the commercial leader, Pien Tung Plaza, has returned to rent in the second half of the year, and even 90% shops are hard to rent for rent.

Way out

Seeking differentiated development

From all kinds of current situation, it seems inevitable that there will be "Yin Road" and "dead space" in commercial prosperity. How can this phenomenon be improved?

Deng Guojian believes that to develop, first of all, we must adjust measures to local conditions. The popularity of the southern passenger flow first forms a fixed consumption habit, and the north can not take the road of "similarity".

As far as the actual situation is concerned, the Guangzhou shopping center on the northwest section is crowded with people on holidays and holidays. Because unlike the department stores, Guangzhou's large shopping center is only one of these places, and its popularity has remained high.

Zhou Yifan, brand director of Guangzhou textile and trading garden, thinks that complementarity is very important.

At the developer level, a large commercial body must be very careful in its development and construction. It should not be seen that this area is flourishing. Now this phenomenon has emerged. Then there will be a prosperous area, which should be considered from the following operations and prosperous fields.

We should find our own Blue Ocean from the commercial red sea.

"Taking Victoria Plaza as an example, to improve its popularity problem, we can make good use of its unique pparent glass curtain wall, cut off the retail format, and turn it into catering, which is a way out."

Sun Xintiandi shopping center director general Yang Junting suggested so.

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Business, said that the isolated island phenomenon in the commercial watershed is determined by the dual rules of the distribution of gas fields in urban and commercial areas. The northern side of Tianhe Road is one of the dead corners of the Tianhe commercial circle. The only way to solve the problem is to break the popularity of the eastern part of the body of West Yu Road, otherwise it will never be prosperous.

How does Tianhe North Road collect human spirit and improve the status quo? Huang Wenjie set out such a prescription: to open up the underground and let all the consumers in the south go to the north in an unwittingly commercial atmosphere, so that the final result of the North South integration is completely integrated into one, and there will not be a pattern of South Wang north.

Analytic method

Business planning supporting three major crux of traffic consumption habits: "isolated island"

Why is it that the phenomenon of "isolated island" in the "prosperous area" is not an inevitable commercial rule, or how can it be improved in the course of planning and development?

The overall planning layout is "bruising".

"The main reason for the cold and hot business of many commercial districts in Guangzhou lies in the planning and largely determines the isolated island phenomenon in the commercial watershed."

In the view of Chu Rui commercial chairman Huang Wenjie, it is the premise to break the commercial island phenomenon and the government plan should appropriately increase the commercial scale of the northern side of Tianhe Road.

From the overall situation of Tianhe Road, the number of stores is larger than that of the north side.

In terms of the whole Tianhe Road, the number and scale of the stores we see at present are indeed more than that in the south, so the citizens feel that the south is flourishing. In fact, there are not many commercial plans in the North affected by the sports center.

Besides the commercial scale, the consumer group is also an important factor affecting business development.

There are a large number of residential areas on the side of Tianhe South Road, and a large number of residential population, while the northern side has always been short of residential population, mainly commercial population. This difference also causes Tianhe Road business to focus on food and entertainment.

Although the Beijing Road Pedestrian Street runs through the north and south, the main road of Zhongshan Road, which is east-west, becomes the key injury to stop the passenger flow, taking Zhongshan five road as the boundary.

The problem of agriculture and forestry is similar. "Before the link between agriculture and forestry, the first department store in Guangzhou Dongshan Department store opened here, and the limelight is not two."

An old neighbourhood told reporters that the commercial atmosphere in this area has gone downhill, especially in the front road, since the front road and the agricultural and forestry road were separated from the municipal planning.

Transportation convenient and prosperous day Henan

From the consumer's point of view, where is convenient to go?

The Tianhe City and the good plaza area on the south side not only connect directly to the subway, but also connect Tianhe Road with Whampoa Avenue, and also lead a lot of traffic flow to the south side.

In Tianhe North Road, there is no subway and no BRT.

Vehicles from sports west road to Tianhe North Road Times Square, need to open to Guangzhou Avenue North to turn around, to Hebei traffic caused great limitations.

Deng Guojian, chairman of Guangzhou Yucca Cci Capital Ltd, believes that consumers are not convenient to drive the Tianhe North Road. They are usually used to go to Tianhe Road to Whampoa Avenue, thus causing a large number of people in the south.

According to the industry, the Tianhe business district is located in a straight line from Tianhe City, Tianjia City, Zhongjia square and Wan Ling Hui. It is natural to extend pedestrians or motorists along the line of Tianhe Road. It is in line with human inertia. But the route has been truncated from Tianhe City to the North of the sports west.

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Correlation

The lack of location in the busy market makes it difficult for large shopping malls to continue.

Dozens of shops in Wan Ling Hui have quietly withdrawn.

Tianhe commercial circle was once known as the first business circle in Southern China, and it is a prosperous place in Guangzhou and even Southern China.

However, following the withdrawal of Tianhe business district in August this year, the 1836 year old women's themed shopping mall has been confronted with the embarrassment of tens of thousands of merchants' withdrawal.

As for the current situation of Wan Ling Hui, some industry experts have pointed out frankly that the absence of their own characteristics is a curse that hinders their development.

Relatively few passenger traffic, business difficulties

Wan Ling Hui officially opened in November 2010 and has just completed a year's business. However, dozens of businesses have been evacuated.

Recently, reporters at Wan Ling Hui see, underground negative layer gathered food, clothing, jewelry and other more than 60 shops, and on the south side of the entrance, there are more than 10 shops shop door closed, people go to shop empty.

According to incomplete statistics from the tenants, there are nearly 20 shops that have closed down recently.

The second tier brands such as hundred silk, Messieurs, lady house, OZZO and so on have been withdrawn one after another in 3 months.

According to rough statistics, there are about 30 merchants in the entire Wan Ling Hui mall.

For the phenomenon of collective departure, Wan Ling Hui responsible person thinks: "there are 200 tenants in Wan Ling Hui, and the number of shops on the first floor is more than 95%. At present, there are a small number of them, about more than 10.

One of the reasons is that the two floor of shopping malls is adjusting to the introduction of some international fashion brands.

The official said that Tianhe business circle is still more tenants than shopping malls, leasing is not difficult.

However, a woman dress brand leader told reporters that the reason for the withdrawal was very direct. "No one has no money to earn, and the rent is very high."

It is understood that the rent of Wan Ling Hui is 450 yuan - 500 yuan / square meter, and the rent of Tai Koo Hui is 300 yuan - 500 yuan / square meter, and the rent of Tianhe City is about 500 yuan / square meter.

"Passenger flow is less than that of Tianhe City and Zheng Jia Du. For operators, it has neither the advantage of popularity nor the price advantage."

Wan Ling Hui, a shop owner, complained to reporters.

Vague themes and popularity

Why is there a embarrassing embarrassment of shopping centres in the most popular gold business circle in Guangzhou? The news of Wanli shopping mall's withdrawal has triggered many experts' comments.

Some experts believe that vague positioning of the theme is an important reason leading to the lack of popularity and the embarrassment of withdrawal.

"Wan Ling Hui's market positioning is problematic: its grade is not as high as that of Tai Koo Hui, its size is not as good as that of" good Plaza ", and its professionalism is not as good as EGO digital city. This kind of operation without characteristics and themes is a common problem in some large commercial cities, and it is also the main reason for the development of the mall.

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Business, believes that if a mall fails to form a brand, it will not attract customers.

Huang Wenjie, President of Guangdong Commercial Circulation Association, also believes that the theme characteristics of Wan Ling Hui shopping mall are not obvious, leading to popularity.

"Tianhe City has formed a customer consumption habit, and its status has been very stable. After adjusting in recent years, the Plaza has introduced more than 90 catering brands to form a catering kingdom.

According to Huang Wenjie's analysis, Wan Ling Hui has not yet formed its own characteristics. The lack of theme characteristics is the root of its development.

"Where is the way of remittance?" Huang Wenjie said.

"Such as the jewelry City, the cosmetics City, the sports specialized shop and so on the fashionable tidal current theme, forms a single movement line structure, a seamless connection with the Tai Gu Hui, one head connects with the good square, connects the two big shopping malls the geographical superiority to make good use of, forms one kind of unique superiority."

Huang Wenjie believes that Wan Ling Hui has a long display along the street and can display certain functions.