The Star City Will Be Built As The First " In Central China; The Theater Eco Shopping Center "

　　 Characteristics: drawing on international experience to create "five most" characteristics

　　 H&M World famous business tycoons such as C&A, UR, NITORI furniture and home have been roving in Star City, HI department store, Da Chuang life hall, parallel goods SEAHOOD, JUCY JUDY, seabed, Starbucks, Hans and so on. So far, star city's investment situation can be full of eyeballs. So what are the positioning and characteristics of Star City?

Talking about the location and characteristics of the Star City, Xia Shan recalled that Fuxing Hui Yu did walk through some detours in the process of developing commercial projects. The project was called down immediately after the completion of the basement has been completed, and the original plan was pushed down and began to be redesigned.

Xia Shan specifically referred to many mature and excellent commercial projects in Japan and Europe, and studied international advanced experience directly. "Through many surveys, we find that if we are closed behind the doors in Wuhan, it is impossible to find a way out. If we want to seek breakthroughs in commercial projects, we must learn more from the international experience and help. Only in this way can we grow faster and adapt to the needs of business development."

In this regard, Fuxing Fitch has found a shortcut. In the construction and development of Star City, many "international" elements have been used, such as Japan CCD company, which is responsible for the whole operation, participated in the architectural design of Japan and LEOX, participated in the lighting design of the German LEOX, and participated in the interior design of Japan iXIAO, participated in the watercolor design of the German Oase and other internationally renowned units. Xia Shan is bluntly: "in order to make the star city project more pure, from the early positioning, planning, design, construction, to the future operation management, all have the participation of the Japanese team."

What's the appearance of the star city built on the international experience? Xia Shan gave us a detailed introduction. First, "the most ecological" is to integrate architecture and nature. According to the different floors, the "River", "land", "forest", "mountains and rivers" and "sky" and other elements are used as the progressive design themes. Second, "the most theaters" will set up the Global Theater in the central area, and there will be thousands of performances throughout the year. Third, "the most art" will allow the arts and art to enter the life of ordinary citizens; fourth, "the most intelligent", the intelligent system of WiFi in the Star City, the intelligent system including WeChat, APP, membership, intelligent shopping guide, parking payment and so on. Meals, movies, parking, shopping, enquiry information and so on can be realized through intelligent terminal equipment. Fifth, the location of "the most family" and the star city is the consumption of young, fashionable and family type. "Under the redesign of the international team, star city will become the first theater eco shopping center in Central China."

　　 Transformation: from old city transformation to self built and self supporting commercial project

As a local developer in Wuhan, Fuxing, as a local developer in Wuhan, has been deeply cultivating the Wuhan market as the largest developer of the old city in the province. Through actively participating in the transformation of the old city, the company effectively controlled the land cost and obtained a large number of project reserves in the downtown area.

General manager, Hubei Fuxing Hui Yu Real Estate Co., Ltd. Tan Xiao Gang It has been pointed out that considering the strategic development of enterprises and sustainable development, it is an inevitable trend for single regional real estate developers to move to the country's real estate operators. And commercial real estate is the direction of transformation of Fuxing and Fitch. At present, the commercial projects of Fuxing and Fitch have been opened in recent years, including Grand Avenue, Fuke Maoming, East Lanping square, waterfront international K4, etc.

In response to the transformation, Xia Shan said, "in the past five years, all of the company's projects, all commercial parts are being developed and opened. There are neighborhoods, community businesses, and Star City shopping centers that are positioned according to the needs of development at that time."

The company has been established for five years. "It has been in the initial stage of two years, and there has been no big business development." Xia Shanru said. In September 2009, Fuxing Fitch international city 1 commercial "Grand Avenue business street" appeared, the first trial water response was very good. "Based on the experience of developing grand road and Fuke Maoming, the company plans to build a star city project to create a pure holding shopping center."

According to the reporter's understanding, the sale of commercial items is a common phenomenon in the development and operation of commercial real estate. However, the decentralization of management and management brought about by the split sale is widely regarded as the root cause of various problems in commercial project management. Property self-control can effectively evade this risk.

But self-sustaining business is a big risk to developers. The scale of its investment is larger than that of the property sale, and the business cycle is long. The operation and management need to invest a lot of manpower and material resources, and whether the main store investment operation and the opening of the business can attract people are the key. A director of a planning company in Wuhan said: "the greater the proportion of self possession property, the greater the capital requirements for enterprises."

　　 The future: forced to carry out business Transformation brings new opportunities

According to statistics from data agencies, 31 large commercial complexes have been built and opened in Wuhan this next two years. At present, 20 large commercial complexes have been built in Wuhan, and 48 large-scale commercial complex projects are being built and proposed, with a total investment of about 225 billion 200 million yuan. Faced with such a large volume of development, how will star city cope with the fierce competition?

Xia Shan talked about the problem of overdevelopment of commercial development. First of all, the regulation of state policies led to high risks in housing development and small profits, and developers were forced to make commercial transformation. Second, the land leasing structure had changed. The government explicitly requested that the land sold should have at least 20%-30% business matching. Third, commercial development is more sustainable than residential development, which is conducive to enhancing the follow-up value and bringing new opportunities for enterprises.

Because of the above reasons, some of the real estate developers are actively or passively transferring to commercial real estate, especially in the past two years. In order to adapt to the policy adjustment, some developers blindly launched commercial projects, resulting in excessive commercial development and shopping centers everywhere.

"Summing up the experience of predecessors and peers, I believe that only by solving the following five problems, can commercial projects produce sustained competitiveness." The five problem is as follows: first, business positioning is very similar, homogenization is serious; second, brand competition is fierce, "too few"; third, business wait-and-see mentality is serious; fourth, developers lack of experience in commercial development; fifth, there is a serious shortage of management talents.

Why, then, in the period of overdevelopment of business, Fuxing Fitch "dare to do business"? Xia Shan said: "although we are under pressure now, we still think there are many opportunities, because we think of and do many things that others have not done. We have the" five most characteristic "shopping mall and the whole country is the only one. To win the consumer, the shopping center has won the future and development.

Referring to this important day in October 1st, Xia Shan is full of confidence. "The opening of the mall is only one day. What is more important is whether the next five or ten years will continue to develop. Therefore, our cooperation with the Japanese team is not two days in a day. The next five years will be together, using their advanced management experience to manage and develop, and at the same time train our own management team so as to achieve sustained and long-term development. We are well prepared. "