Expansion Of Major Fashion Brands In Tianjin

Mr. Gao Ju, general manager of Tianjin and Shandong, summarized the development and future trend of Tianjin real estate market in the first half of 2014.

In the second quarter of 2014, there was no new supply of class a rental office buildings in Tianjin, and the total stock of Grade A office buildings in Tianjin remained at 810650 square meters.

In this quarter, the rental market of Grade A office buildings showed an active trend, with a number of enterprises' whole floor leasing cases driving up transactions. The net absorption of high-quality office buildings in the city reached 13851 square meters, a significant increase compared with the previous quarter. Compared with the new type of office space, the new type of real estate projects, especially those with large space, are more attractive to customers Between comfort and corporate image. With the increase of absorption, the vacancy rate of Grade A office buildings in the city dropped to 14.27%, down 1.71 percentage points month on month.

In this quarter, the rental of Grade A office buildings in Tianjin was 124.23 yuan (19.88 US dollars) per square meter per month, about 4.14 yuan (0.66 US dollars) per square meter per day, a slight decrease of 0.75% compared with the previous quarter. The increase in absorption does not bring about an increase in rent. The main reason is that with some high-quality projects about to be put into use and have begun to store water for potential customers, the mentality of the original owners began to change, reducing the rent expectation, and starting to reduce the actual rent by giving a certain rent free period when the actual transaction was completed.

"There is still a relative shortage of high-quality buildings in Tianjin's core business district, so once high-quality properties enter the market in the future, it is expected to encourage a considerable number of enterprises to release the office improvement and expansion demand accumulated in the early stage," said Gao Ju, general manager of DTL in Tianjin and Shandong

Fast fashion designer The brand of similar tide is actively distributed in Tianjin, and the brand adjustment of major shopping centers is strengthened

From January to may 2014, Tianjin achieved a total retail sales of consumer goods of 186.961 billion yuan (US $29.914 billion), a year-on-year increase of 4.3%. This growth rate was 8.9% lower than that of last year, mainly due to the impact of automobile purchase restriction policy, high-end consumption and group consumption reduction.

In this quarter, although the growth of traditional retail industry is still weak, mainstream fashion brands are still optimistic about Tianjin and continue to expand. After department stores, UNIQLO, a fast fashion brand, opened another new store on the ground floor of Joy City, bringing its number of stores in Jinmen to 10. Db.group, China's first designer fashion life concept integrated store, has been settled in Tianjin Ocean future Plaza. The greatest characteristics of this kind of designer brand integrated store are originality, design sense and personalization, and are creating a new shopping experience. At present, the location and expansion of personalized fashion brands are more selective, and they prefer the layout of shopping centers which are superior in popularity, passenger flow and business richness.

This quarter, the major shopping centers, generally increased the intensity of brand adjustment. Among them, the poorly operated projects try to attract customers by increasing the proportion of catering, children's entertainment and other formats, while the well operated projects gradually remove some non mainstream brands with low sales volume, and focus on introducing fashion brands that cater to young groups, so as to improve the price of customers and maximize the rental income.

"In this year, high-quality commercial projects such as Henglong square and Century City Hall will be opened in succession, which is expected to bring many brand-new commercial brands to Tianjin. The market will inject new vitality and the consumer market is expected to be heated," Gao Ju said

　　 residence Market wait-and-see sentiment spread, credit tightening is not yet loose, the early supply of excessive pressure

In April 2014, Tianjin announced that from May 31, it would stop people from other provinces and cities from applying for blue print Hukou by purchasing commercial housing, investing in establishing enterprises and introducing talents. The blue print household registration policy implemented in Tianjin for nearly 20 years ended. The cancellation of blue print directly led to a blowout of residential transactions in the city from late April to May before the implementation of the policy, especially in the outer suburbs where blue print houses are concentrated.

From March to may 2014, only the six districts in the city and Binhai New Area added 1284200 square meters of approved pre-sale area, up 43.32% month on month. In addition to the increase in seasonal push, the rise in supply in this period does not exclude the fact that a small number of developers focusing on blue print housing seize the last bus of the policy.

In terms of transaction price, from March to may 2014, the average transaction price of six districts in the city and Binhai New Area was 13758 yuan (US $2201) per square meter, down 0.50% month on month compared with the previous quarter, showing a trend of volume increase and price decline, reflecting the cautious attitude of development enterprises. Among them, the average transaction price of six districts in the city reached 21626 yuan (3460 US dollars) per square meter, up 5.22% month on month; the average transaction price of Binhai New Area reached 9345 yuan (1495 US dollars) per square meter, down 2.47% month on month.

In the first half of 2014, the housing market across the country was affected by negative emotions such as the turning point theory and collapse theory of the property market. The buyers were not optimistic about the market research and judgment, and had a strong wait-and-see mood. As far as Tianjin is concerned, after the withdrawal of blue printing, the favorable policies such as the loosening of purchase restriction and the integration of Beijing, Tianjin and Hebei have not been implemented, and the credit policy is still tightening, which has aggravated the wait-and-see sentiment of the market.

Gao Ju said: "it is estimated that in the second half of the year, in Tianjin, which is dominated by rigid demand, the urban and suburban areas with convenient transportation and supporting facilities, the possibility of housing price reduction is not likely. However, due to the considerable amount of land taken by real estate enterprises in the early stage, the pressure of market de marketing should not be underestimated, and the pressure of the outer suburbs and counties is more prominent."