Beijing K11 Fastest Access To Art Shopping Center Controversy In 2017

As an important part of the new world pformation of department stores, K11, once a controversial art shopping center, has found a differentiated way of existence.

Reporters learned yesterday that the Beijing K11 project, which has been held for many years, will be opened as soon as possible at the end of 2017.

In the front line of Chong Wai, three new world department stores will be gathered.

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"By the end of 2017 or early 2018, K11 will open in Beijing."

Yesterday appeared in the tenth annual meeting of the new world group K11

Chen Jianhao, general manager of operations, told the Beijing Commercial Daily reporter.

At present, Beijing K11 already has a plan, and its location will be slightly higher than the current Shanghai K11.

Chen Jianhao said that Beijing is the market that the new world group attaches great importance to.

K11, which goes all over the country, will continue the art line, but it will be improved according to the city's characteristics and consumer habits.

Chen Jianhao said that by 2019, the new world group will open 12 K11 in 11 cities, such as Shenyang, Qingdao, Tianjin, Guangzhou and other cities.

From Hongkong K11 to Shanghai K11, which has appeared in the mainland, the new world has sharpening the sword for nearly five years.

In the next five years, the new world will accelerate the pace of K11 expansion.

However, Chen Jianhao believes that compared to the regular property developers hundreds of stores planning, K11 shop strategy is very conservative.

Chen Jianhao said K11 should be a profitable shopping centre.

This also means that every step of K11 operation will eventually enter the profit making mode from the format planning to the brand introduction.

On behalf of Shanghai's highest rent level in Huaihailu Road business district, only 38 thousand of the mini K11 is becoming the most profitable shopping malls in the market.

From the controversial to the commercial real estate circle, K11, which moved the museum to the shopping center, broke the stagnant situation in the retail downturn.

Although the space is limited, K11 uses 3000 square meters to create art space, where 365 days will carry out art exhibitions, but not for profit purposes, just want to experience the core value of shopping mall art, humanities and nature.

However, in the new world abacus, this seemingly wasted commercial area has become the most important attraction for shopping malls.

The three floor of the art space itself has a high level of defects. If pformation is costly, if the overall rental rate is not high enough.

The new world has built this area into an exhibition hall with a sense of experience and design, which not only made up for the defects but also created the value.

The "Impressionist master Monet show" who did not enter the museum chose Shanghai K11.

According to public data, the exhibition has been over 260 thousand people in the two and a half months, with a maximum of 6000 people per day.

Although this is a great challenge for the exhibition hall which can only accommodate 200 people, the daily turnover of Shanghai K11 increased by 20% during the special exhibition.

Today, more and more developers are moving towards K11's art path, throwing millions of dollars into all kinds of art exhibitions.

Many shopping center operators also admitted that the exhibition in shopping malls is not cost-effective.

Chen Jianhao said that the market not only creates passenger flow, but what operators need to think more is to pform real sales with operational skills.

In the Shanghai K11 where there is no supermarket, consumers stay 3-6 hours, 2-3 times the average shopping center.

Speaking of operation, Chen Jianhao explained at a very fast rate that in the investment promotion, the K11 brand inevitably coincided with other shopping malls, but the shopping center demanded that the brand must provide unique products for K11.

It is understood that nearly 20% of the brands in K11 are entering China for the first time or for the first time in Shanghai.

The core of market operation lies in the deep excavation of brand and format.

In the tide of pfer business, most commercial real estate developers aim at one-stop, large and full shopping centers, while K11 chooses market segments.

However, the K11, which is based on the art gallery, will develop in depth through artistic derivatives.

Chen Jianhao said that commercial real estate development has entered the era of operation from investment.

K11 will not be an all-around shopping mall. It is destined that it cannot be replicated in large scale from the unique operation of brand and format.

Similar to department stores, the future development of shopping centers will also show stronger theme.