Shenzhen Tianhong Test Water Intimate Community Shopping Center

< p > < strong > < a > href= > "http:// > www.91se91.com/news/index_c.asp > > Shenzhen < /a > Tianhong test water shopping center is now open at Hangzhou, now the second ones are < /strong > /p >

< p > on the one hand, the Mixc is thriving in the Qianjiang new town of the adjacent business circle. The opening time window of Raffles is also designated as 2015. On the other side, Qingchun Yintai has been doing well for many years in the Qingchun commercial circle. In addition, there is also a Hangzhou Tower project in the future. In the orderly preparation, Shenzhen Tianhong first enters the main city of Hangzhou. What is the battle situation and prospects? < /p >

This Tuesday afternoon, the hot sun was burning hot. The reporter came to the "a href=" http:// "www.91se91.com/news/index_c.asp" at the intersection of Fung Qi Road and Xintang Road, "Tianhong < /a > shopping mall." P

The project is on the side of the road: from the east of the Phoenix Road to the east of the Phoenix Road, it is a one-stop shopping plaza newly opened at the end of May. It is positioned as a one-stop shopping experience shop with supermarkets and department stores. The volume of the shopping center is twenty thousand yuan, which was previously run by Xintang. In contrast, it was a large scale podium building in Binjiang New Times Square, and opened a Lianhua flagship store with a volume of 25 thousand. It was the largest single store in Lianhua in Hangzhou. It also took the supermarket mix with department stores, catering and other mashup routes. Besides, Suning and Gome, and the walking distance from Tianhong to Qingchun Yintai were about 1000 meters. Look around and find many businesses.

Such a picture can be interpreted as the store of Duo long, but there is also a lot of worries about how to break through the single project.

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< p > > ingenious, < a href= "http:// www.91se91.com/news/index_c.asp" > Tianhong shopping center < /a > divided into A block and B block, with an overall volume of 73 thousand square meters. This concept of volume has gone beyond the category of community commerce and has risen to the regional commercial level. This rainbow is just the second store opened by Tianhong Department store after the official expansion of its shopping center product. The first Tianhong Shopping Center opened in Baoan, Shenzhen last October, with an area of nearly 80 thousand.

It is understood that Tianhong has opened 65 stores nationwide. Apart from the above two shopping centers, the rest are all Tianhong Department Stores ranging from 10 thousand to 40 thousand, while the regional layout is dominated by Southern China.

Because of this, the newly launched rainbow project can be seen as a test of water diversion from department stores to shopping centers.

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< p > < strong > children's play and dining are the two main themes. The purpose is to bypass the paternity type family group < /strong > < /p >.

< p > into Tianhong A department store, you can see the appearance of a traditional department store. The 1 to 4 floor is the main store of the department store, which includes jewelry, clocks and watches, men's and women's clothing, etc. 5 to 6 floors are Yao Da fitness and Boer Jia dental.

Reporters turned around and felt that the brand name and popularity were not high. For example, the footwear brand was headed by BELLE, and it was noon at work day, so there were few visitors in Tianhong Department store.

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The shopping mall, which has entered P B, has gained a lot of popularity. Because of the summer working day, there are mainly two types of people in the shopping malls, one is the people who work nearby white-collar workers and residents, the other is the summer crowds dominated by the surrounding households, especially the elderly with grandchildren.

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"P > food and beverage is becoming the top priority of new shopping centers. The proportion of restaurants in Yintai City, west of city, is 1/3. Compared to it, the proportion of restaurants in the rainbow shopping center is not high, about 20%.

However, catering is still a magic weapon for Tianhong. At noon, many restaurants are doing a good job, such as the northern Xinjiang restaurant, the 70 themed restaurant with nostalgia, and the upgraded version of the restaurant.

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< p > children's play is another major theme of rainbow B.

The golden location of the atrium on the first floor set up the expansion point of the king's Boy Scout Park, and can expand training through climbing and other movements. A group of children are climbing up and down. It's also on the first floor atrium. The mall also provides free facilities such as large banana seats, power rocking chairs, indoor Mini trains, mini board games, etc. for everyone to relax and play. The 3 floor is a concentrated area for children's amusement. Besides children's clothing counters, there are also children's entertainment facilities and educational institutions with sand pit, such as love and amusement children's Park, music dance, creation world, and so on, and nearly 40% of the children's brands are being renovated.

Due to the opening hours of shopping malls just at the end of June, Tianhong also felt the summer vacation's drive to the overall popularity and children's consumption.

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< p > in addition, Tianhong shopping center in the layout of public space also reflects the intention of patrolling family paternity consumer groups. For example, the piano music ladder is designed on the 3 storehouse of A and B block, and different music can be produced automatically along with pedestrians' passing, so that children and even adults can linger on the experience. The 4 floor corridor is equipped with an ocean aisle. At present, a group of jellyfish is also available for sale.

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< p > as for the retail format of B block, it is not low from the proportion of 40%, and it appears to be lacking from the brand awareness and appeal. The women's clothing brand is basically led by the monsoon wind, the European force, SelectED and so on. Hangzhou style women's wear brands are not seen. Fast fashion brands do not show up, and sports brands are few. Only one side of the atrium next to the first floor is seen by Skech.

In short, the brand of Tianhong shopping center is lower than that of the existing department stores and shopping centers in Hangzhou.

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< p > < strong > good neighborhood community shopping center < /strong > /p >

< p > < strong > in the early stage of pformation, the rainbow is blocked and /strong < < /p >.

< p > Tianhong has long been known as the community department store of Tianhong Department store, and its layout is also concentrated in the Southern China area. But in recent years, the department store industry has been significantly affected by the electricity supplier and shopping center. Therefore, it has begun to seek to turn around and develop the new shopping center. At present, besides the shopping center of Shenzhen Bao An and Hangzhou Chengdong, they also have a shopping center reserve project in Jiangxi Ji'an and Guangdong Foshan.

In the Zhejiang market, Tianhong Department store, located in Xiaoshan, Hangzhou, although it has been opened in 2009, has been unknown. A rainbow department store in the core area of Huzhou is also struggling.

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< p > Tianhong believes that the Hangzhou shopping center will enter the blowout period in the next few years, and the close community shopping center that will win through life services will be an opportunity. This is also the location and mission of Tianhong headquarters entrusted to Hangzhou Tianhong shopping mall.

It is understood that at present, Shenzhen headquarters has set up a new shopping center business department, but there is no specific plan for the number of future projects and the layout of the region. From this we can see that Tianhong is still in the test period, and there is not much certainty about the pformation.

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Ma Ying Shu, managing director of Hangzhou branch of P, last week visited the Tianhong shopping center and had a say.

"Tianhong, as a brand of an external market, must first serve the water and soil in Hangzhou's main urban area. It is normal to experience an adjustment period.

From the current understanding of the completion rate of investment (around 95%) and the opening rate (70%) is pretty good.

There are some hard spots in the hardware layout, such as the connection between department stores and shopping centers is not very convenient, the L atrium is larger, but we can see that Tianhong has made a lot of efforts to make up for it.

The overall positioning of the project is in the middle stage, and it matches basically with the main urban areas surrounding the old urban households.

Of course, because of the opening soon, some details are still lacking, and during the working day, the popularity is not too strong, but the catering performance is good.

Ma Yingshu appraise that, compared with Yintai, Tianhong will be weaker in terms of brand awareness and influence, so it will be difficult to operate. How to run a good project and let the popularity of people become prosperous as much as possible is a key.

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< p > Fang Fang, general manager of win win investment, has expressed a certain degree of concern to the project: "the rainbow shopping center wants to compete with the surrounding projects in a competitive way. The positioning must be clear. At present, its main attraction is limited. The brand portfolio of Tianhong Department Store is generally not competitive. Jinyi theater has little bright spot compared with the nearby Lumie.

As for the main concept of children's leisure and entertainment, children's consumption flow is limited and unstable, so it is easy to find the situation that people do not come to money. Secondly, the rent for children's projects is not high, so the contribution rate to shopping centers is not high.

Moreover, Shenzhen Tianhong wants to pform from a department store to a shopping center, which is not an easy task. From thinking to official business to learning lessons, it will also take a long period of learning and adjustment. Hangzhou Tianhong shopping center is only the second item to test its water, and it has a long way to go.

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< p > indeed, on the one hand, it is eyeing on the side of Qingchun, Yintai and deep tillage for many years. On the one hand, wumi and Lianhua are laughing at the public consumption, and the Mixc, Raffles and Hangzhou Tower are all the core selling points. No matter from the external environment or the project itself, Hangzhou Tianhong wants to go far and long.

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