Wan De Cheng Will Change Into A Shopping Center. Shanghai Huaihailu Road "Empty Tide" Will End.

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201404/10/20140410025441_sj.JPG "/" < < > >

< p > < strong > three directions leading the "two street" adjustment < /strong > < /p >.

< p > the entity commerce with Nanjing road and Huaihailu Road "two street" as the core has always been the comparative advantage of Huangpu commerce.

However, "two street" now has to face the subversive challenges of online retail and community-based commercial complex.

In this regard, Huangpu District has set up a three year action plan, adhering to the "two street" feature positioning, taking into account the influence and contribution of the premise, with the new format, new mode, new technology to lead the "two street" business restructuring and future development.

< /p >

< p > on the day's conference, Zhang Jie, director of the Huangpu District Business Council, said that the "two street" business structure adjustment will adhere to three new directions.

One is to pform from "meeting the needs" to "creating demand", encouraging the introduction of new forms such as composite type; the two is to focus on brand introduction, to adapt to the business mode innovation that suits consumer sovereignty, personalized shops and business differentiation; and the three is to pform traditional technologies by utilizing new technologies such as e-commerce and mobile Internet.

< /p >

< p > it is reported that Huangpu District has discharged 2013-2015 key projects of "two street" < a href= "http://www.91se91.com/news/" > commercial < /a > structural adjustment, and has produced a number of influential and replicable new business models.

Among them, K11 shopping center, Lane Crawford department store, flagship store of UNIQLO and so on have been opened last year; the Hermes house project will be officially opened in September this year.

< /p >

< p > at the same time, in order to comply with the development trend of e-commerce, Huangpu District will also start the "two street" Wi-Fi information barrier free construction.

According to Zhang Jie, it is expected that by the end of August this year, the main roads of Nanjing road and Huaihailu Road will achieve "Wi-Fi through" and completely change the current situation of self building of Wi-Fi among merchants.

At that time, the public can access the wireless network on the whole road with only one password.

< /p >

"P > < strong >" the sunshine new industry "disks" of Wan De City < /strong > /p >

From the end of last year to the beginning of this year, more than ten pavements along the street in central Huaihailu Road have been shut down, including the first flagship store in Europe, < a href= "http://www.91se91.com/news/", "fast fashion" /a "brand C&A" in China, and the flagship store which was opened only in May last year.

In the early days, the famous doll brands, Bobbi dolls flagship store, electrical appliance store, Wan de Shanghai flagship store had been vacant for nearly three years and one year earlier.

For a time, the "empty pavement" on Huaihai Road has become the focus of media attention.

< /p >

< p > for this, Zhang Jie said that the scattered street shops in the middle of Huaihailu Road will be fully repositioned under the guidance of the government. It is expected to be reopened before the end of the year.

The original Bobbi flagship store and the WAN De city flagship store at the junction of South Chengdu Road, Huaihai Road, are also being redesigned and deployed. The future area will become the commercial backbone of the entire middle section of Huaihailu Road.

< /p >

< p > Jinjiang International Shopping Center, located at the junction of South Chengdu Road, Huaihai Middle Road, has attracted the arrival of Yi Dan Dan and WAN De City. However, the two came back in 2008 and 2013.

Last August, Beijing commercial real estate developer sun Xinye real estate Limited by Share Ltd signed a contract with Jinjiang group to become a new owner of Jinjiang International Shopping Center.

< /p >

< p > Cui Zhenyu, general manager of Shanghai new business management center, told the east net reporter that the project will show the new appearance of the shopping center in the future. The project pformation will start at the end of May this year. At present, the investment work has started synchronously. It is expected that this year will be open to guests before and after Christmas this year.

The shopping center will focus on the concept of "slow life" in the future. The restaurant area is expected to account for 40%-50% of the shopping center. At the same time, some international luxury and fashion brands that will not enter the domestic market will be introduced.

In addition, an air garden with an area of 400 square meters will be built on the third floor of the shopping center.

< /p >

< p > the intersection of Chengdu Road south of Huaihai middle road. The shops close on both sides make the intersection look very lonely.

On the other side of the intersection, after the withdrawal of Wan De City, Jinjiang International Shopping Center has been vacant for nearly a year.

{page_break} < /p >

< p > < strong > pformation of traditional commercial streets needs to change the "length" to "thickness" < /strong > < /p >.

< p > sweeping the middle part of Huaihailu Road may be just a microcosm of the decline of the traditional "commercial street" mode. Considering the similarly slow North Sichuan Road commercial street and the eastern section of Nanjing Road Pedestrian Street, it is inevitable that such a question will arise: in the face of the threatening electronic zero sale and the sprouted shopping center, has the once brilliant commercial street in Shanghai gone to the top? < /p >

"P" > International a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand management company GRI China General Manager Mao Tong Yi, in an interview with Dongfang network reporter, said that the rise of electricity suppliers and shopping centers brought about changes in consumption habits, and consumers could meet the basic needs of eating, drinking, playing and buying at home.

Therefore, the traditional commercial streets need urgent adjustment of commercial structure.

Mao Tongyi believes that this adjustment should be reflected in the pformation of commercial street from "length" to "thickness". Through the introduction of new formats and new modes, a commercial street will gradually be pformed into a commercial district.

< /p >

< p > Zhang Jie, director of the Huangpu District Business Council, also said that shopping, dining and entertainment are no longer the sole purpose for consumers to shop. In the future, only by meeting the needs of consumers at higher levels such as leisure, tourism, culture and social interaction can they enhance their consumption stickiness and achieve long-term sustainable growth of overall sales volume in the commercial area.

Therefore, the traditional commercial street needs to bring vitality into the new format to complete the innovation and pformation.

< /p >

< p > Huangpu District's adjustment to the "two street" is also based on this consideration.

Traditional department stores represent a single format, and the road is narrowing.

The new composite business format shows a strong upward trend.

The Monet art exhibition, which is being held at K11 shopping center, is the best evidence: according to statistics, since the first week of March 8th, the passenger flow of K11 has increased by 10% over the same period during the Spring Festival.

< /p >

< p > the result of Huangpu District's adjustment of the commercial structure of "two streets" is not yet known.

However, it is certain that Huaihailu Road will surely usher in a new round of development opportunities after the storm.

Although Zhang Jie said at the press conference that the exploration of the new business model is still in the stage of "crossing the river by feeling the stones," the idea and direction of the "two street" adjustment is still a reference model for the pformation of traditional commercial streets in Shanghai.

< /p >