What Are The Tricks Of Running Underground Business Opportunities?

According to the layout of floor business and main store investment, the business format and brand of Metro business should be in line with the flow and random consumption of passenger flow. Fast and light is the key point for the operation of Metro businesses. Such "portable" consumer goods need to be priced at a low price, and high-end brands are not suitable for underground development.

Classification and format

Limited, densely populated, resulting in very scarce land resources, high urban land prices, and bottlenecks in commercial development. Therefore, many cities vigorously build rail pit and make full use of urban three-dimensional space, thus relieving ground pressure, and Metro business came into being.

Reporters recently visited Shanghai, Xujiahui, people's Square, Jingan Temple and other metro business circles and interviewed many of them, and learned that subway business from space layout can be roughly divided into three categories: pointwise commerce, strip commerce and three-dimensional business.

Point commerce is focused on the business in the station hall, usually based on convenience goods and services, and commercial retail outlets are set up in the public space of the station hall, such as vending machines, self-service photography, etc. in the corridors, entrances and exits, waiting rooms, etc.

Nowadays, spot commerce is common in all cities' subways.

Strip commerce is an underground business channel connecting several stores and subway stations. It is often arranged in a pfer station with more pedestrian flow. The purpose is to centralize the crowd and purposefully guide.

Such commercial corridors have diversified commodities, rich formats and complete functions. For example, the 5 km underground pedestrian system in Wujiaochang, Shanghai, belongs to strip commerce and Montreal underground city belongs to this category.

The stereoscopic business is the commercial body connected to the ground and underground.

Underground rail pit links many shopping centers and stores within the business circle to expand the radiation coverage of the business center.

For example, the Shanghai Xujiahui site connects several shopping centers, making Xujiahui one of the most important business circles in Shanghai.

Shanghai Zhongshan Park dragon dream shopping center and Hongkong Taigu shopping mall also belong to the typical three-dimensional business.

The above classifications form the difference of the layout of the Metro business.

For example, there are more convenient formats in point commercial form, including cash dispenser, newsstand, dim sum shop, self service and convenience store.

While the three-dimensional business should consider the linkage layout with the upper building and so on, and open up the shopping malls and subway passageways, and make unified plans.

RET Rui Yide China commercial real estate research center selects Shanghai as a typical case to conduct in-depth research. According to the five types of urban functions such as office area, residential area, business district, tourist attractions and pportation hub, it analyzes and analyzes the location and format difference of rail pit business in different functional areas.

　　研究發現，根據消費人群的不同特征，不同城市功能區內軌交商業的業態構成和比重明顯不同：商業區的軌交商業中，服飾業態比重高達39%，明顯高于其他功能區內的比重;住宅區中，生活服務業態比重最高，超過35%，房產中介服務占21%，這是在其他功能區內沒有出現的業態;輕食業態在辦公區的比重高達40%，主要客群為上班族，而在住宅區內的比重不足5%;旅游景點周邊的軌交商業具有一定的特殊性，受季節影響較大，租車服務、酒店接待點和旅行社是這一功能區域內獨有的業態，比重達50%以上;從軌交商業客群消費時段來看，辦公區的消費時段集中于午市，住宅區、商業區在晚市時段更紅火，旅游景點、交通樞紐的軌交商業則有顯著季節性變化。

RET Rui Yide research also found that Shanghai office concentrated several areas: such as Lujiazui, Huaihai Road, Nanjing West Road rail pit business, light food business share the largest proportion, accounting for 40%.

Light and portable light food is not only suitable for leisure food after work, but also can be eaten on the way to and from work, so it is favored by the office workers. In addition, the proportion of the restaurant mainly based on simple meals is as high as 28%, which mainly satisfies the lunch needs of office workers.

It is worth noting that beauty, hairdressing, SPA health, yoga, fitness and other life services in the office area of the ratio of 18%, in addition to meet the health needs of office workers, convenience is also a great advantage to attract customers.

In different urban locations, the difference of per capita consumption level between the office buildings and the rail pit businesses is relatively significant. Comparing the price of light food products in the CBD of the city center, the sub center of the city and the industrial park in the suburb, it is found that the lowest unit price of the suburban industrial park is 3.5 times that of the sub center, and that of CBD is 6.5 times that of the park.

Although the passenger flow in the subway is large, the key is to convert passenger flow into consumption.

"If we want to do a good job in subway business, we should first have a theme in the overall planning, just like the planning of the commercial street or the brand layout of the shopping mall. Whether it is a dot, a bar or a three-dimensional business, the theme planning is necessary.

Good theme planning can sometimes pform part of the Metro business into people's "destination consumption".

And too loose, there is no theme of the subway business can not cause scale effect, the rent level is also not up.

Shi Jin, chief analyst of RET Ruiyi, told the first Financial Daily reporter.

Take Shanghai as an example, there are several themes in the people's Square subway, including the street of DMEI, the street of wedding dress and the street of Hongkong famous shop.

The first Financial Daily reporters at the Jingan Temple subway station saw that the subway business was obviously unified planning, opened up a special "IN SHOP gathering place" street, there were signboards at the entrance, the outlet was also unified style, clothing, daily necessities stores and coffee shops were all small investors and designers brand positioning, the theme was distinct.

With the overall planning, we must design the moving line. The reporter learned from field observation and interviews that the subway business is different from the shopping mall on the ground. The shopping malls on the ground should pay attention to bringing the passenger flow to the high places, and layout the main shops, sub main stores and experiential formats. There are not many layers in the subway and there is no shop in the usual sense of "gold position".

For example, the people's Square in Shanghai has a very large volume of traffic, because it is a key pfer station, and the rent will be very high.

According to the operators, the average berth of the people's Square subway station is about 20~30 yuan per square meter, which is comparable to the rental level of the shops in Nanjing West Road.

And the subway shops in remote non pfer stations are only a few yuan / day / square meter.

In addition, the entrance to the landmarks or destinations is also "golden", for example, there are about 6 entrances and exits of the ShangHai Railway Station subway entrance, and the most close to the outlet of the railway station ticket office is the largest volume of passenger traffic, and the rents in the region are also the highest.

Therefore, when investing and designing the moving line, it is necessary to start with the pit site and the main entry and exit as the "gold spot", and focus on the layout of the "gold position", and then use other outlets or sites as auxiliary lines.

To implement the specific format operation, the subway business should grasp the random consumption, low price and Gaoping efficiency.

"We found in operation that we should pay special attention to differentiation. We all choose light food, so we have to make a difference in the specific subdivision format. At present, Xhenzhuang subway station in Shanghai has milk tea, fruit juice, fast food, cake shop, egg tart shop, so I can't repeat these formats. I plan to open a fried chicken shop."

Miss Cui, who is planning to open a shop at Xhenzhuang subway station in Shanghai, told reporters that the subway business must pay attention to low price and high performance price ratio. Random consumption is unlikely to be expensive. Only fair and fast commodities can make mobile customers pay.

"Another trick is that the MTR shops must be small and efficient.

Tea shops and egg tarts are small businesses, so the rent is cheap. On the contrary, the most important thing is the passenger flow and the large passenger flow of the subway. Therefore, the subway shops with high quality shops are expensive, such as not the subway stations, but the average rent of the underground shops is only 5~6 yuan / day square meters, while the subway shops can reach tens of yuan / day / square meters, so that they can catch up with the rent level of the high quality ground bunk. Therefore, the subway business owners must have a strong rental capacity. Since the price of the passenger trains is not high under the low price route, they should pay attention to the sales volume and reduce the area, such as the usual shops are below 50 square meters, so as to control the rental cost and produce the Gaoping efficiency. Don't think of these milk.

Shi Jin pointed out.

Another key is that the linkage between subway business and the top building can greatly enhance the economic effect.

For example, the Dragon dream of Zhongshan Park, the Raffles of the people's Square, the light of Jingan Temple, and the port of Xujiahui.

The most typical example is the Hongkong subway.

Public information shows that the total length of the Hongkong metro line is only 43.2 kilometers, but the daily passenger volume is as high as 2 million 200 thousand passengers. The maximum time can reach 2 million 800 thousand passengers, of which nine railways carry about 750 thousand passengers per day.

Hongkong Metro is a listed company, which was listed in Hongkong in 2005. Its main revenue is pportation and management operations, and the subway strategy is also considered in the field of property management.

Among the many properties of the Hongkong subway, the Tsing Yi City (Ying Tsui Peninsula), Huijing garden and Xin Cui garden are very typical. Their characteristics are similar. The bottom is bus station or subway station. The two to three floors above are commercial buildings, and above are high-rise residential buildings with enclosed layout, with the center garden in the middle of the residential area.

According to industry sources, about 40% of the revenue from the Hongkong subway comes from pportation, about 25% from shops, about 20% from building operations, and the rest from property development.

In addition to basic rents and passenger consumption, Metro business has huge added value - advertising revenue and the promotion of peripheral property value.

Public data show that in the daily passenger volume data of the subway, more than 10 million people in Paris, 20 million passengers in New York, 8 million passengers in Moscow, 1 million 300 thousand passengers in Beijing subway, 1 million people in Shanghai, and 600 thousand people in Guangzhou.

Over the past 5 years, the total number of passengers pported by the Beijing Metro has reached 2 billion 300 million.

The huge passenger flow has turned the subway into a huge information pmission platform. Therefore, for subway operation companies, advertising revenue is huge and stable.

Mr. Zhou, who has been engaged in subway advertising for a long time, has revealed that the advertising of subway is usually calculated in 4 weeks, that is, a month or so to update advertising content, fast turnover rate and floating price, so that it can get more advertisers and maximize the added economic value of the communication platform.

"Subway advertising is divided into light boxes, walls, car stickers and so on. For example, the advertising price of the different location of the light box varies from 30 thousand ~10 yuan per week to /4 weeks, the wall bulletin is at 110 thousand ~12 yuan /4 weeks, and the vehicle sticker is about 280 thousand yuan / /4 week.

The annual revenue of subway advertising is as high as several hundred million yuan, and the commercial value should not be underestimated.

Mr. Zhou said.

Besides the advertising value, the value added of the surrounding property brought by the subway is also very obvious.

Data show that Guangzhou has the concept of MTR business shops than the concept of shops without the subway value of 1.4~1.8 times.

Taigu City, Hongkong, a large shopping center built on the subway station, from