Two Or Three Line City Shopping Center Development "Crazy" Opportunities Behind Homogeneous Problems

< p > Yang Jun, deputy general manager of Yongtai real estate, led the company's commercial real estate team to visit South Korea and found that the biggest gap between China's commercial real estate and South Korea's commercial real estate is not "hardware" but "software".

In recent years, Yongtai real estate in Harbin, Yinchuan and other two or three tier cities for the layout of large urban complex believes that although the supply of a href= "http://sjfzxm.com/news/index_f.asp" > retailers "/a" industry is large, there is a lack of one-stop large-scale theme commerce.

If we want to win in competition, we must be differentiated.

Experiential commerce or the development direction of two or three line cities.

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Chen Zhongwei, executive director of the global research department of the world bank, P, also expressed similar views.

In October 24th, CB Richard Ellis released a report on the location and opening of fast fashion brands in China. The report said that the large number of new retail outlets in the two or three tier cities provided the choice for fast fashion brands. However, due to the short development time of some emerging business circles and the matching of infrastructure facilities, it has led to a bad situation in the shops.

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< p > but there are still opportunities.

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< p > > strong > two or three line city, the opportunity is < /strong > /p >

According to the research report released by P, the world's built shopping center is 32 million square meters, of which 16 million 800 thousand square meters are in China, accounting for more than half of the world's total.

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< p > although the data are somewhat surprising, "Crazy" is not groundless.

Since 2000, the propensity to invest in China's economic growth has been continuously strengthened. The proportion of household consumption in GDP has dropped from 46% in 2000 to 36% in 2012.

CB Richard Ellis believes that at present, policy makers are more aware of the fact that China's economic growth model has reached a critical period of pformation from investment to consumption.

The central government has put forward the pformation of the economic growth mode with the new urbanization as the core and the income doubling plan in 2020, which will promote the improvement of residents' consumption ability and marginal utility of consumption.

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< p > Wu Yao, vice president of sunshine new industry, believes that the next 5 years will not only be an important period for industrial pformation and economic upgrading, but also a period of great changes in the consumption structure. It determines the growth space of commercial real estate.

With the gradual entry of 90 into society, consumption will show an accelerated growth trend.

When the housing industry has entered the bottleneck of development, the era of commercial real estate has arrived.

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< p > developers who see business opportunities rush into commercial real estate.

In the two or three tier cities, many newly established shopping centers or shopping malls, in order to gather popularity, want to introduce fast fashion brands. These brands cater to the consumption demands of the younger generation of China, and even replace the status of department stores in the minds of property owners.

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< p > by studying the layout of fast fashion brands, the development momentum of retail business in the two or three tier cities has a more growing consumer group than those in the first tier cities.

According to the National Bureau of statistics, over the past 5 years (from 2008 to 2012), the total retail sales of social consumer goods and the annual compound growth rate of urban residents in most of the second tier cities in China were higher than those in the first tier cities.

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< p > as of June 2013, the four international fast fashion brands, UNIQLO, ZARA, H&M and C&A, have reached 523 stores in China, 40% of which are newly opened shops after 2012.

UNIQLO plans to open new stores in China at the rate of around 100 per year, plans to add more than 1000 stores in 10 years, focusing on two or three line cities.

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< p > < strong > the worries behind opportunities are < /strong > /p >

< p > behind the great opportunities, the supply of retail business in the two or three tier cities has shown an excess trend.

Moreover, these cities face almost the same problems.

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< p > "China's commercial real estate starts late, develops rapidly, lacks experience, and lacks talent. Currently, the business represented by urban complex projects is being built and operated, and there are many deficiencies in such aspects as investment orientation, format layout, property matching, business enterprise docking and so on. Low level homogenization competition is serious, and there is no response to the rise of the electricity supplier."

Yang Jun said.

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< p > Chen Zhongwei also told reporters that the main problem is also focused on the lack of commercial operation capacity of developers, and the developers who can differentiate them are very few.

Wu Yao said that not all enterprises that rush into commercial real estate with big hands can win. The three talents, funds and operational capabilities are indispensable to any successful business project.

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< p > change has begun.

The adjustment made by Wanda is to reduce the proportion of < a target= "_blank" href= "http://www.91se91.com/" > dress > /a, and increase the experiential business format.

There is another way for developers to make changes in business models.

For example, the practice of Yongtai real estate is to introduce theme park mode, which integrates retail, leisure, entertainment, catering, exhibition, sports, tourism and business.

This mode is based on the international metropolis Business District of Las Vegas, New York Fifth Street, Tokyo Ginza and so on. Based on the Shopping Mall (a href= "http://fz.sjfzxm.com/" > shopping mall < /a) and the American concept Lifestyle Centre (Fashion Life Center), a new business model is derived, which integrates "shopping" with "experience", emphasizing experiential shopping, and making the city business gradually pform from the simple shopping function to the urban entertainment destination.

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Jin Chenghuan, director of Yongtai real estate cultural tourism department, told reporters in an interview with the reporter that the same Asian countries, China and South Korea differ in their living habits and ways of living, but they integrate various functions into one and serve the needs of people through one-stop services. Consumers of two countries in China and South Korea share the same points.

South Korea's commercial real estate is different business entities converging in the same region, promoting development through competition, while China's commercial real estate is usually developed by a single developer.

Korean businesses will also introduce U.E.C (Urban Entertainment Center City Entertainment Center) or F.E.C (Family Entertainment Center home entertainment center), competing with neighboring businesses.

Jin Chenghuan believes that this practice is worth learning from Chinese counterparts.

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From the perspective of software, Yang Jun believes that the experience that can be learned from Korea is to strengthen the construction of service system and experience the construction of the system, and build the hardware and provide first-class services at the same time. P

At the same time, we should strengthen the display of commodities, the visual environment and the creation of cultural and artistic atmosphere.

More cultural theme activities are also important measures to attract customers to repeat consumption.

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