Chengdu's "Tian Jie" Shopping Center Brand New Image And Business Philosophy Released

"Tian Jie, lighting your life" -- a new brand meeting of Longhu Tian Jie was held in Beijing. At this conference, the Longhu group first announced its brand new image and business philosophy of its flagship commercial brand, Tian Jie shopping center.

This release Sky street The brand new image is centered on the visual system of "colorful clouds and starry sky", and the brand essence of "satisfying the needs and surprises" is the brand that we stick to. As the flagship brand of the commercial real estate in Longhu, Tian Jie will set up a regional shopping center for middle-income and emerging families.

In line with brand new image and positioning, Longhu formally announced that "satisfying consumer demand" as the core business concept of Tian Jie shopping center, promulgated a series of practical construction standards and operation systems, and prepared for the upcoming national opening operation.

According to the Longhu business development plan, it is estimated that by 2017, the number of opening days of shopping mall in Longhu will be increased from 5 to 14, all of which are located in 6 front-line and leading second tier cities such as Chongqing, Chengdu, Beijing, Hangzhou, Shanghai and Suzhou. By then, Longhu will have more than 20 opening stores, with a total area of more than 3 million square meters.

　　 The new brand image conveys "meet the needs and be more pleasant".

　　 dragon lake The theme of this day's new brand image is "colorful clouds and starry sky". Its inspiration comes from Guo Moruo's poem "the market in the sky" - "the stars in the sky appear now, as if there are countless streetlights." Among them, the main logo is interpreted as "the sky and flowing watercolor" of cloud neon, which aims to convey the "changing" sense of innovation and the intuitive feeling of the sky street shopping center from bright objects to rich and varied shop types.

The brand new image of Tian Jie also comes from the brand nature of "satisfying and pleasing". Longhu said that in the future, Tian Jie will clearly identify a regional shopping center for middle-income new families, and create a family life platform with "exquisite and rich, warm hearts, pleasant surprises, and changing growth".

"The new brand of Tian Jie inherits and interprets the customer concept of" treat your life well "in Longhu, and keeps the pursuit of details and perfection. It not only meets the daily needs of customers, but also brings fresh, unexpected and inspirational ideas, trying to brighten every ordinary day and the whole family's memories for customers. "Kindness" and "lighting up life" will be the brand commitment of Tian Jie to consumers and businesses. Wei Jian, general manager of the commercial real estate department of Longhu group, believes that with the brand new image in the new and old Shopping Mall After implementation, sky street will bring new experience to consumers.

　　 "Meet consumer demand" business philosophy will be implemented nationwide

The hardware environment is concentrated on the creation of the public space with the longest residence time for consumers. Longhu has implemented a series of practical shopping center construction standards and operation systems in the past few years. In 2014, the latest edition of the Longhu group has a commercial construction standard, and detailed planning of aspects closely related to consumer demand and experience, such as indoor and outdoor transportation system, guidance system, indoor temperature, humidity, lighting system, etc. For public areas such as toilets and parking lots, which are most frequently used by consumers, Longhu has introduced a series of humanized details that meet the needs of consumers. It specifically specifies that the area of female toilets is 2 times the size of male toilets. It also includes women's make-up areas, multiple replaces, women's parking spaces and parking lots, etc. to meet the needs of consumers' convenience, safety and speed.

In terms of soft service, Tian Jie also strives to meet the needs of consumers and businesses. Longhu has increased the assessment weight of experiential indicators in daily operation and management, and vigorously introduced the mobile Internet technology to build an intelligent business system to achieve three improvement in consumer satisfaction, business satisfaction and operational efficiency. For example, Tian Jie brand mobile client "Xiao Tian Jie" was launched early this year, providing consumers with convenient and personalized services. At the same time, Longhu business has established a merchant passenger flow system, which can understand the number of passenger flow in each merchant, assist business operators in diagnosing business problems, and achieve targeted guidance from full format management to single merchant management, and enhance business management effectiveness.

In addition, in order to reflect the consumer's feelings in real and dynamic way, the concept of "meeting the needs of consumers" has been practically landed. Since 2013, Longhu has implemented the "mysterious customer" system in the shopping mall of Tian Jie. The independent third party organizations invite consumers to conduct on-site research every month, while collecting data on customer complaints and complaints from salesmen and customer service staff as the basis for operation rectification. According to statistics, over a year of the implementation of the system, Longhu has collected more than 1000 opinions in the shopping mall of Tian Jie, which has been opened. More than 90% of the opinions have been completed in a month, and follow-up surveys show that consumer satisfaction has increased significantly.

　　 Focusing on front-line and leading second tier cities with "business" strategy

As one of the earliest developers of shopping centers in China, Longhu established business management department as early as 2000, and opened its first shopping center in 2003, Chongqing's North City street. Up to now, Longhu has owned three main commercial brands, including Tian Jie, Xing Yue Hui and Jia Yue Hui, and has commercial land reserves in 13 cities across the country.

The Longhu annual report shows that as of the end of 2013, the group has opened the shopping mall to 1 million square meters, the overall rental rate is 97.6%, the total rent is 670 million yuan, and the rent income after deducting business tax is 630 million yuan, up 31.3% over the same period last year. And this growth rate is expected to rise again with the opening of the street in the future.

According to the Longhu business development plan, it is estimated that by 2017, the number of opening days of shopping mall in Longhu will be increased from 5 to 14, all of which are located in 6 front-line and leading second tier cities such as Chongqing, Chengdu, Beijing, Hangzhou, Shanghai and Suzhou. By then, Longhu will have more than 20 opening stores, with a total area of more than 3 million square meters.

"Beijing long Ying Tian street, opened at the end of this year, will mark the official layout of Longhu shopping center brand." Wei Jian said that the future development of Longhu's commerce will emphasize more strategically. On the one hand, according to the brand positioning of Tian Jie, we should take the initiative to find suitable commercial blocks suitable for developing shopping centers in the target cities. On the other hand, we should follow the business philosophy to carry out planning and construction after taking the land.

Shao Mingxiao, chief executive officer of Longhu group, said that Tian Street shopping center will be the main investment direction of Longhu's "business" strategy. The implementation of its brand new image and business philosophy will help Longhu create a "good place" concept for customers. In the future, Longhu will annually invest 10% of its sales property as a ceiling to invest in property holdings. Through 10-15 years of development, it will increase the contribution of commercial real estate to the core profit of the group from about 5% to 20%.