Location Advantage Analysis Of Ji'Nan Hang Lung Plaza

(score standard: geographical location A+ is the best, A is very good, B is better, C is passing, D is failing, A+ for competition is no main competitor, D is fierce competition. A+ is the best and D is failing. )

(Location: A+, competition: A+, business status: B-)

Geographical location: score A+. Ji'nan Heng Lung Plaza has a total area of 170 thousand square meters, locating four stars, targeting the middle end and some high-end customers. It is my favorite in all Hang Lung Plaza. First of all, its geographical location is excellent. Its north side is the most popular core business circle in Ji'nan, Quancheng road. Its southern side is the most popular Plaza in Ji'nan, Quancheng Square. From Quancheng Square to Quancheng Road, it needs to pass a small bridge. The Ji'nan Heng Lung Plaza is divided into two parts: the east wing and the west wing. There is a passage in the middle, which connects directly to the small bridge, while the two wings of Hang Lung are connected on the third floor. The location of Hang Lung Plaza in Ji'nan is the best except Shanghai. During my research, I spent five nights on Friday night, Saturday noon, Saturday afternoon, Saturday evening and morning in the morning, and I went to Quancheng Square and Hang Lung every time. There was an endless stream of people. Chen Chi TSE said in the 2013 annual report that the traffic volume of Ji'nan Heng lung averaged 50 thousand people per year, if the annual figure would exceed 18 million, the total population of Ji'nan was only 6 million 800 thousand. In addition, Hang Lung Plaza is the station name of buses in Ji'nan. There are many bus lines including this station, and the brand image has been greatly promoted. From the shopping center building itself, Ji'nan Hang Lung Plaza shows the advantages of the high rise (high-end, atmosphere, upper class) of the Hang Lung estate. When I investigate, I really feel that this kind of building has improved the grade of Ji'nan city to a certain extent. It can be said that Hang Lung Plaza has become an important landmark building in Ji'nan.

Competition: score A+. From the perspective of competition, the advantages of Ji'nan Hang Lung Plaza are also unique. The east side of Hang Lung is the shopping center (affiliated to Luneng Group), although it is next to Hang Lung, but they are different in positioning, expensive and luxury, while Hang Lung mainly focuses on the middle and high end consumption. Expensive and then east is Ji'nan department store, although this department store popularity is pretty good, but the overall format is very backward, it is difficult to threat to hang lung.

Further eastward is Shimao International Plaza, Shimao. International Plaza The whole positioning and operation were all serious problems. At the end of last year, the resignation of project manager and investment manager and many managers was originally scheduled to open in December 28, 2013, but until I went there (in late February), it was still a construction site.

　　 Hang Lung Plaza The west side is a few office buildings, only the despot is Gome and Suning, has no impact on Hang Lung. On the street between Heng lung and GUI he, it is Baisheng department store and GUI he department store, which can not compare with Heng Long in terms of scale, construction or commercial format. Others are a large number of shops on the street. The brand is still dominated by Hai Lan's home, Anta, seven wolves, Semir, and the United States. After four road Wanda Plaza is popular, but there are three bus stops from Heng Long, not in the same business district.

Huarun the Mixc only needs to open the earth in 2014, and it is located in the same business area with the harmonious square of Lu Shang Group after ten roads. It has a 50 minute drive from Heng Long. It will not exert great pressure on Hang Lung in the future. The Ginza department store, which has the highest sales volume in Ji'nan, is located on the Yuan Yuan Street, which has a distance of 15 minutes walking from Heng lung.

Operation status: Ji'nan Heng lung's business situation can be described as ice and fire. The hottest 6 and 7 tier restaurants and movie studios. Most restaurants even have two seats at two o'clock in the afternoon, but the movie city is even more lively. Next is the 5 level of children's format. If the passenger flow of 6 and 7 floors is counted by 100 points, the 5 level will have 70 points, while the rest of the levels will not be satisfactory except for one level, which can only be 20 or 30 points. This is also the reason why the passenger flow is huge, but the rental rate has dropped from 95% to 88%. In the 2013 annual report, Chen Qizong said that Ji'nan's Hang Lung turnover increased by 8%. Catering should contribute to the main part of the growth. As we all know, the contribution of rentals to catering is lower than that of clothing categories. Therefore, Ji'nan Hang Lung will have a turnover increase but the rental income will remain unchanged. 2013 square rental income of HK $367 million, if the rent / sales accounted for 20%-25%, annual sales are generally between 11.5 and 14.5, for this turnover, I gave the score is B - failed to fully tap the potential consumption capacity of this lot.

The second compete The opponent is Huarun the Mixc, 3 kilometers south of the city square. The Mixc is located in the core position of "Golden Corridor", and its location can be said to be A+. The Mixc is 12 kilometers away from Shenyang Taoxian International Airport and 5 kilometers from Shenyang north railway station. More than 30 bus lines are located at the periphery of the Shenyang Taoxian International Airport. The exit of Metro Line 2 is located at the main entrance of the Mixc. The surrounding high-end hotels include Shangri-La, Lido Sheraton, Emperor Wanxin and Kempinski. There are also important cultural institutions such as Liaoning TV, Shenyang TV, Northeastern University, Lu Xun Academy of fine arts, Shenyang administrative examination and approval center, environmental protection bureau, the United States, Korea, Japan consulate and other government departments, and are close to Sanhao Street business circle. Opened in May 2011, sales in 2012 were 1 billion 600 million and 2 billion 50 million in 2013. The development momentum is good. In the long run, the Mixc will be the biggest rival of Hang Lung.

　　■經(jīng)營(yíng)狀況：卓展的客流量不低，一、二兩層里大約一半的店鋪內(nèi)都有顧客，三、四層顧客少一些，但是也還算不錯(cuò);萬(wàn)象城整體人氣很好，奢侈品主要在一、二兩層，我的觀察是大約兩三成的店鋪有顧客，溜冰場(chǎng)和餐飲客流非常多，只有4樓的尚泰百貨里客流稀少;市府恒隆的一層客流量非常少，二層往上幾乎沒人，只有頂層的百利宮影城有一些客流，不少店鋪內(nèi)的導(dǎo)購(gòu)無(wú)所事事，顧客走在里面會(huì)覺得自己就像動(dòng)物園里的猴子一樣被導(dǎo)購(gòu)盯著...... 雖然市府恒隆廣場(chǎng)租金看起來(lái)不錯(cuò)，投資回報(bào)率高達(dá)10%，但是這個(gè)數(shù)字和賣場(chǎng)內(nèi)的情況并不相符，所以我預(yù)計(jì)未來(lái)市府恒隆廣場(chǎng)將會(huì)面臨很大挑戰(zhàn)，我給市府恒隆的經(jīng)營(yíng)狀況分?jǐn)?shù)為C—，我預(yù)期這個(gè)賣場(chǎng)未來(lái)的租金將會(huì)下滑，恒隆在這里必須要熬上幾年才能見到曙光。