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After The Fourth Quarter Of 2013, The Two Floor Of Wanda Plaza Will Be Abolished Completely.

2013/9/2 21:08:00 116

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Wanda Group requires that the two floor of Wanda Plaza, which will be opened after the fourth quarter of 2013, will be completely abolished. < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > format, and strive not to recruit retail formats.

The core demand of Wanda is not how much traditional retail can occupy, but how to ensure the flow of people and the overall rental income in Wanda Plaza.

under the background of the impact of e-commerce on traditional retailing, the confidence of Wanda Group, the largest commercial real estate developer in China, seems to be accelerating.

in Wanda Group's 2013 annual summary of the first half of the year, Wang Jianlin proposed that Wanda Plaza should reduce the proportion of retail formats, especially reduce the proportion of clothing retail business, and increase the proportion of life styles, such as hairdressing, nail polish, book bar, education and training.

Wanda Group requires that the two floor of the Wanda Plaza, which will open in the fourth quarter of 2013, will completely abolish the format of dress and apparel, and strive not to recruit retail formats. After 2015, the two floors of the 72 Wanda Plaza have been adjusted.

retail is always a balance game between gross profit and scale, and price is the core.

Online wins win in cheap and offline experience.

In the "a target=" _blank "href=" http://www.91se91.com/ "> clothing" /a ", consumer electronics, home appliances and books and other standards, the impact of e-commerce on traditional retail channels has been very significant.

However, it is difficult for the electricity supplier to send a cup of coffee which is steaming hot and fragrant to you, and it can not provide happiness and satisfaction for parents and children to play together.

This is perhaps the opportunity for Wang Jianlin, as well as the concept of "big retailing".

"Wanda Plaza positioning terminal", its retail format is the biggest impact on the electricity supplier.

Wanda must pform from retail format to experiential business. "

Wang Yongping, vice president and Secretary General of China commercial real estate alliance, believes that the core demand of Wanda is not how much of the share of traditional retail can be allocated, but how to ensure the flow of people and the overall rental income of Wanda Plaza.

retail sale

in the first half of this year, Wanda Group has opened 5 Wanda Plaza.

Insiders from Wanda Commercial management company said that the two floor of the 5 Wanda Plaza had abolished the retail format of clothing.

Some big brand clothing brands are still retained, mainly on the first floor.

Other clothing brands are stationed in Wanda Department store.

The two floor mainly introduces experiential business, such as book bar, children's amusement, boutique, home experience shop and light catering.

according to Wanda Group, in the two new Plaza opened in Dalian new high tech and Yixing this year, the adjusted two floor passenger flow has increased by 10% over the unadjusted Wanda Plaza and sales increased by 8%.

"P >" Wanda replicated Wanda Plaza in accordance with the process and standardization, cosmetics on the first floor, women's clothing on the two floor, men's wear on the third floor, baby building on the four floor, sports brand, five and above dining.

However, this mode is outdated under the market downturn and the impact of the electricity supplier. The pformation experience format can enhance passenger flow and performance.

The insiders said Wanda Group put forward this idea internally and actively implemented it in the three quarter of last year.

Up to now, Wanda Plaza, which plans to open this year, has basically completed the adjustment of investment, and there is no clothing retailing on the two floor.

the whole idea is to go retail and pform into experiential business.

Although the rental level of clothing retail business has been higher, the apparel retailing performance under the line has generally declined, unable to continue to contribute to high rent.

At the same time, the attractiveness of clothing retailing to passenger flow has dropped dramatically.

Wanda Commercial Management Company's investment center said that the proportion of clothing retail business in Wanda Plaza will be adjusted from 35% to 20%.

Of course, this is not static.

Wanda Plaza of a second tier city can basically be adjusted, but the Wanda Plaza of the three or four tier cities is hard to achieve. "If you don't invite clothing retail, it's hard to fill up the shop, and it will affect the practice."

after weakening the clothing business, the proportion of retail business in the whole Wanda Plaza is also shrinking.

Before the retail, catering, entertainment and other formats, "52:18:30" gold ratio was also broken, showing a three equilibrium form.

Wang Jianlin once said, "a good shopping center is eaten."

Nowadays, almost all shopping centers are increasing the proportion of dining and entertainment interaction.

however, the problem of increasing the proportion of catering is that the space for rents to rise will be very limited.

"The scale of restaurants, the unit price of customers and the turnover rate are basically stable indicators. There is no room for substantial growth, and the rents can be very limited."

Wang Yongping believes that the contribution of rents rose, the clothing retail format has greater potential.

on the issue of rent, the insider of Wanda Commercial management company said that at present, Wanda should first consider how to optimize the overall structure.

In addition, the adjusted rent level of some boutiques is not lower than that of clothing retailers.

Wang Yongping pointed out that another challenge facing the pformation of Wanda Plaza is that there are not many experienced commercial brands, and the format is not rich enough for large-scale investment.

Even though some brands are in the early stages of development, it is difficult to keep pace with the expansion speed and scale of Wanda.

for this, Wanda revealed that it will develop comprehensive child formats.

"Japan and South Korea already have such formats, but the contents are incomplete, and domestic is still blank.

Despite the company's stated willingness to work with Wanda for long term cooperation, we decided to develop our own products in order to do better.

Wanda Plaza children's format will integrate retail, amusement, education and food, and it will make the Wanda Plaza more sticky.

Wang Jianlin arranged in the mid year report that Wanda business management company completed the preliminary work in the three quarter of this year, and will open up next year and fully promote it.

as of the end of June 2013, Wanda Plaza has opened 72.

Wanda business management company achieved rental income of 3 billion 670 million yuan in the first half of this year.

In the second half of the year, Wanda plans to open another 13 Wanda Plaza.

Wanda Department Store advance and retreat

in Wanda Plaza's overall "de retail" thinking, Wanda Department store format layout also needs to be adjusted.

According to Wanda Group's thinking, the proportion of retail sales in Wanda Plaza is reduced, especially the proportion of apparel retailing, so as to reduce the overlap with Wanda Department stores and enhance the comparative efficiency.

Lou Yun, assistant general manager of Wanda Group and vice general manager of Wanda Department store, said that in the future, the types of formats that will be more impacted by e-commerce will gradually be reduced, and the experience oriented format will be the main direction of Wanda Department store development. P

The specific idea is to avoid confrontation with the E-business on household appliances, books and clothing products as much as possible, but to gain profits in some high-end consumer goods, such as jewelry, cosmetics and < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >.

At the same time, we should increase children's experience area, high-end dentistry, ophthalmology, children's education and other experiential formats.

The expansion of the "P" Wanda Department Store is very fast.

By the middle of 2013, Wanda has set up 62 stores, which has become the largest department store in China.

But the operation is not optimistic.

In the first half of the year, Wanda's revenue was 6 billion 860 million yuan, and its stores were about 110 million yuan, far below the industry average.

Wanda's department store is the worst in all the Wanda plates, and completed only 91% of the target for half a year in the first half of this year.

In response, Wanda explained that on the one hand, the national department store industry was very difficult. On the other hand, the internal adjustment of Wanda Department store, Ding Yao, general manager of the original Wanda Department store, left this year.

in fact, Wanda Department store has been in a state of loss since it was founded in May 2007.

The highest single store gross margin is around 12%, and the gross profit margin of new stores is only 1%~2%, far below the industry's average gross margin of 17%.

"Wanda has opened more than 20 department stores a year, and no enterprise can do it. This is certainly against industry rules and business rules."

An internal staff member of Wanda Department said Wanda had very strict modular time nodes. It must follow the development rhythm of Wanda Plaza and shop continuously, with great pressure.

Before, Wanda had cooperation with the department stores such as ocean, Parkson and new world, but no department store could keep pace with Wanda's expansion.

closer to Wanda Group, a person familiar with the matter said that Wanda did not consider the Department's business status as a department store, but because Wanda Department occupied an important part in the whole "Wanda mode".

First of all, Wanda will promise the local government at the stage of taking the place, and will be able to open up in 18 months after taking the land.

As a main store, department stores must be in place.

Since partners can not keep up with the expansion of Wanda, it is reasonable to do their own business, and the opening time is controllable.

Secondly, the construction of Wanda Plaza, most of which came from the sales of shops, and Wanda's full rented opening has greatly improved the sales of shops, and the price and profit of shops are higher than those of residential and office buildings.

However, the "San Jie" products scattered shops, usually in the late stage of operation.

After sale, there is no unified planning, investment promotion and management.

At the same time, Wanda's self-sustaining shopping center is full of various formats, and it also squeezes the investment space of Jin Street.

Third, the self managed Wanda Department stores will help improve the overall rental income of shopping centres in the future.

At present, the rent of Wanda Department stores is based on internal cost accounting, and the rent level is low.

In the shopping center, the rent of the main shops such as general merchandise stores is low, while the auxiliary small and medium-sized shops have high rents.

After the field has been prosperous, Wanda can split up more small shops to reduce rent and raise the rent level by reducing the size of the department store.

If it's not a department store, it's hard to do that because the main stores are long term agreements.

"P >" Wanda Department Stores insiders said that although the department store business continued losses, Wanda Group still intends to continue to make big department stores.

This year, we talked with Yintai department about the possibility of takeover.

"Making department stores, brand resources is the most important, Yintai has many very good brand resources.

Wanda has the biggest channel. By the end of 2013, there were 80 stores, and 100 stores at the end of 2014.

The two sides can integrate. "

According to the source, the paction has not yet been finalized.

for Wanda Group, another advantage of expanding the scale of department stores is to help Wanda's overall financing.

Wanda Department itself can issue trust loans with advance accounts receivable.

In 2012, Golden Valley International Trust and Huaxin International Trust provided 900 million and 500 million yuan of financial support for Wanda Department Store in succession.

In addition, Wanda Plaza, which is located in Wanda Department store as the main store, has completed the "full rent opening" in the shortest time. Wanda Group can take the future rental income as collateral and obtain operating property loans to quickly return the cage and set up funds to invest in the next complex project.

"as long as Wanda Plaza continues to expand, Wanda store will also expand and continue to grow."

Those close to Wanda Group said that Wanda's department store business was "Xiang Zhuang sword", meaning "Pei Gong".