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Recently, Yintai Department announced that its two Beijing store will be located in Dahongmen. Previously, Yintai department store Limited by Share Ltd has reached a strategic cooperation with developers. At this point, the industry has said that intime will take the Beijing to Yintai "order" cooperation mode shop. In fact, this is only a glimpse of the business mode in Beijing. Not only is Yintai, many retailers have begun to cooperate with developers. Wanda Group's "order mode", which was first established in Beijing, has made a comeback in Beijing.

　 Many retailers try water "order mode"

Shen Guojun, chairman and executive director of Yintai China, is very interested in the future business interests in Beijing. It claims that the company strives to open 10 shopping centers along the Beijing Metro in 5 years. Dahongmen is just an overture for intime general merchandise to Beijing market.

It is not uncommon for foreign retail giants to enter the capital business, but hiding behind intime department store's expansion of the significance behind the Beijing market is extraordinary. According to insiders, intime department store has formed a strategic partnership with Beijing Investment Bank Limited by Share Ltd in January to jointly develop the Beijing market. It is understood that the main business of Beijing voted intime is real estate development. The controlling shareholder of this company is Beijing infrastructure investment limited, which mainly undertakes the investment in Beijing's infrastructure transportation facilities.

　 Industry insiders It is believed that with the cooperation between Beijing and Yintai, on the one hand, Yintai department store Priority will be given to the commercial facilities near the subway station near Beijing's intime investment; on the other hand, Yintai department will probably cooperate with Beijing Yintai to take the "order mode".

According to the reporter, before the Yintai department store, retailers have begun to take orders with the developers. The new stores in Hua Tang shopping mall in Beiyuan and ten Libao are co developed with the real estate developer Sun Xin Ye. At present, both sides have tasted the sweetness of "order business" and are likely to continue to copy this successful mode.

In addition to the "order mode" cooperation between developers and retailers, many developers themselves have entered the retail sector. A few days ago, many famous real estate giants including guhao China, Cade land and so on increased investment in the retail sector.

Take guhao China as an example, its investment volume of nearly 160 thousand square meters of Guosheng fashion shopping center has officially launched investment promotion. It is understood that Guosheng shopping center is located in the high-end, the main consumer of white-collar consumer layer, the goal is to provide customers with one-stop shopping experience. The shopping mall will be opened in two phases. The first part of the plan to open in September includes fashion dress, beauty and leisure facilities, cinema, etc. the two phase of shopping malls, including high-end department stores and boutique supermarkets, will greet guests next summer.

Guo Sheng said that in addition to Guosheng fashion shopping center, the center of the whole fashion shopping center also includes office buildings, hotels, apartments and so on, with an overall volume of about 600 thousand square meters. And the project of Guosheng center in Shanghai will also be unveiled soon.

　 Borrowing large brands to stir up shops

According to the reporter, "order business" has double meanings for retailers. The first meaning is real estate developers according to the retailer's store planning, including the area and storeys.

The basis for signing the cooperation agreement between retailers and developers is the second meaning of "order business": the location of shopping malls should be determined through previous research, so as to predict the format and brand layout of stores. After determining the brand orientation, the underground orders will be targeted at the developers according to the specific characteristics, functional requirements, enterprise size and capital status of these brands. After that, the property will enter the actual stage of construction and business installation.

In fact, in 2004, Wanda Group, known for its commercial real estate development, pioneered the "order form" development model throughout the country. In the initial stage, this brand new mode had a great impact on the commercial real estate projects in Beijing and even in the whole country. But in the following years, in addition to Wanda Commercial Plaza, commercial real estate projects in Beijing rarely find products of other "order patterns".

For the "order business" this round of development expectations. The industry generally believes that the key to large-scale promotion is to refine orders. A business expert said that before the "order business" did not get a bigger development, merchants often only identified the main store, and promoted it as a gimmick to attract the other main stores and shops to join, resulting in many shopping malls operators neglecting whether they could build a shopping mall according to the standards of the main store, which also included the rent of the main store. With the help of the brand awareness of large main stores, it will lead to the "order mode" that claims the introduction of main shops to reduce investment risks.

In the view of this person, this point just explains the slogan of "the 500 strong neighbors" in the commercial real estate market, "shops with rent," and "one shop, three generation" and "zero risk". In the context of this hype, the price of shops is rising. Many investors believe that relying on the world's top 500 "big trees under the good shade", can take profits, and finally flock to buy property rights shops. Developers can be full of profits, while the interests of merchants outside the main shops are hard to guarantee.

The reason why it is only decided that the main shop is not specific to the specific shops is the bottleneck of the development of the "order business". It is because the entry of main stores can bring people flow to the shopping mall, but because of the previous planning of other shops, it is difficult for these businesses and main stores to form passenger flow sharing, which leads to the same field management but little help.

Moreover, some famous brands are likely to take the lead in other brands because of their high popularity. For example, there are shopping malls with LV stores, and the operation of similar brands may be affected. In Raffles and Xidan Joy City, because of the existence of H&M, the survival of other fashion brands at the same price is not optimistic.

Today, however, many shopping malls have noticed this. The IKEA group, which is familiar with the home market and is known by the domestic market, has announced that it will join the IKEA brand IKEA group, which is jointly invested by IKEA, to invest in 49% and 51% equity relations to build the IKEA IKEA shopping center. At present, the IKEA shopping center in Wuxi and Beijing stores have entered the actual project planning stage.

According to the reporter's understanding, before entering the domestic shopping center market, Intel IKEA has already made a pre estimation of the 80% of the store's format and brand before entering the investment stage. This disguised "order mode" has been well received by many industry experts. At the same time, inte IKEA will also package and operate several shopping centers at the same time, which will greatly increase the attractiveness of the brand.

Retailers can reduce investment pressure

In recent years, with the continuous development of Beijing's business, Beijing's business volume is increasing day by day. On the one hand, the increase in commercial area is the basis for the introduction of more brands and businesses in Beijing shopping malls. But on the other hand, the commercial volume is increasing rapidly, and the lack of differentiation between shopping malls makes many businesses struggling to survive.

Reporters found that a large number of shopping malls, including Europe and America shopping mall, national Swiss shopping center and Fuli center, had been vacant. Commercial area can not make the best use of it. While increasing the operating cost of enterprises, it also wastes limited commercial resources, which is not conducive to Beijing's stride towards the international city.

Guo Zengli, director of China shopping center industry information center, believes that if the "order pattern" can finally be refined to most of the brands in the store, the promotion will eventually play an important role in reducing the pressure of business investment. At the same time, this is also the development rule of the relatively developed retail market, but it will take a long time to achieve this process. Only a brand chain enterprise with a certain scale can win the trust of the brand.

In Guo Zengli's view, Wanda Group, which founded the "order business" mode in Beijing, is facing less investment pressure because of its resource advantages. These resources include operational capability, capital strength, brand awareness and so on.

However, some experts say that the success of investment is only the beginning of the long term business of "order business". The smooth investment link is only the foundation for the successful operation of the later stage. In operation, developers must undertake the responsibility of cultivating shopping malls, coordinate the unified planning, unified investment and unified management of the shopping malls, so as to realize the win-win situation among developers, investors, businessmen and managers.

In the view of this person, when the main store is operating successfully, it can bring higher profits to the developers. Once the operation is not good, they will not share risks with the developers, but they will close down. The risk will eventually be passed on to developers and transferred to small and medium-sized businesses. This situation is not uncommon in domestic shopping malls. If the merchants take a laissez faire attitude towards shopping malls, even a good commercial project can not escape the fate of premature death.

At the same time, he also said that the commercial real estate projects developed by the "order pattern" need to solve many problems in the actual operation. Only by following the rules of operation of commercial projects, do business planning, real estate operation and marketing promotion, can we succeed.

In addition, attaching importance to talents, professional operation, creating business environment with pragmatic concepts and avoiding risks ahead of time are also compulsory courses for retail enterprises.