Commercial Real Estate: Create New Attraction Of Shopping Center By Imagination

"Let's not talk about business. Let's talk about the craziest 35 years ago, which we call the most nonsensical fantasy.

This business fantasy was originally proposed by Douglas Adams, the five way to leave the earth.

First, call NASA. If NASA doesn't pick up your phone, you can try the White House.

If the White House fails, try Moscow Kremlin.

If it's not possible to try the Pope, if the Pope does not, you can only stop a flying saucer and tell him that you have made so many calls and that you have no money to pay for the phone, and can you go out.

This is an unbelievable opening speech, especially for the traditional and conservative retailing industry, but the vice chairman and executive director of Guangzhou Zheng Jia group and Xie Meng, President of Tianhe Road Association.

Even when asked about the nature of business, the post-80s entrepreneur said, "business itself is imagination, because dreams are immortal."

In fact, before the story was told, the group was absolutely emboldened. In the Guangzhou with a total population of 1300 or more, the annual passenger flow of the square square with an area of 350 thousand square meters could reach 80 million passengers, with an average of more than 6 times per person per year. In 2013, its sales volume reached 6 billion 200 million yuan, ranking the first in the list of shopping centers in China.

Meeting consumers' needs with culture

The combination of business and culture is not only a business convenience, but also an inner experience and touch.

"The good culture is not to make money, but to meet the needs of consumers."

This is Xie Meng's first commentary on Zheng Jia culture.

The most simple thing is that in the shopping centers of all major shopping centers, because of the rent problem, those CD shops and video game products shops are swept away, but they left them behind, because they must be enthusiastic about these things, so they can attract customers to the shops.

This is also improving customer satisfaction. When a customer can find everything he likes in the shop, can he walk? So it is a good cultural feature to meet the needs of consumers from the subtle.

Even Xie Meng said, "about 15% to 20% of the customers will spend in the store, which means that more than 80% of the consumers do not buy anything, but even then, it will provide all services and facilities so that they can leave happily."

These are hidden, slowly to experience the culture that will be discovered, in fact, the whole shop is more permeated with cultural atmosphere, which has to mention art.

For the good Plaza, graffiti is an important carrier of art and culture.

When entering the shop, customers will see a huge "Bunny" graffiti, which was produced by French artists on the spot for 42 days. "This rabbit is actually a bunny jumping up and up, representing vitality, while the rabbit forms a snake, a snake becomes a horse, a horse has a long horn on it, a symbol of Yangcheng, and a red fish in the middle, which represents more than one year.

We record the process that he drew every day. When we opened the museum, all of the documentaries will be put in it, which is the way of integration between business and culture we have been trying. "

Xie Meng said.

There are many examples of painting art. In 2013, the "breathing space" of Zhang Xiaochuan, the artist Zhang Xiaochuan, was displayed in the atrium of the 5 floor of Guangzhou's good Plaza.

In addition to works of art, music festival is also one of the best cultural strategies. Every year the concert is held in concert with musicians. Last year was Lang Lang. This year's concert was held by Burton. Next year, a concert of Yoyo Ma and Li Siqing will be held.

Therefore, it is better to combine business with those with cultural atmosphere so that customers can experience not only business convenience, but also inner experience and touch.

This is the integration of culture and commerce, not just a brand breakthrough.

Create differentiation with creativity

Creativity can really make a shop different. Creativity can attract new customers and leave behind the original passenger flow.

For any retail entity, its profitability can be reduced to two basic factors, namely customer price and customer volume.

Undoubtedly, shopping centers and department stores are all competing fiercely in a red sea. Even the linear capital partners, Zhang Chuan, once said, "our department stores and shopping centers must have a big shuffle before they can start a differentiated competition until they have real strength and courage."

From the perspective of Guangzhou's department stores and shopping malls, this is the case. According to Cai Jinsong, general manager of sun new world store, Guang Bai department store, Guangzhou's department stores and shopping centers have now entered the era of "folding and folding", because 62% off stores and sixty percent off competing examples have appeared in the same area this year.

Therefore, creativity can really make a shop different, and creativity can attract new customers and leave behind the original passenger flow.

In terms of passenger traffic, Xie Meng said, "we will not deliberately fight price wars in the Red Sea. This will only lead to vicious competition.

We are going to redefine the passenger flow and create our own passenger blue ocean.

Thus, in March this year, the good Plaza built its own "Tourism Festival".

This tourist festival focuses on the blue ocean. It is just a group of people who have just arrived in Guangzhou. In the eyes of Zheng Jia, they are the "lost sheep" that no one guides. Therefore, they are opening up the tourist line, directly pulling people from the airport and railway station to the good Plaza, so that they can take part in the good activities and get a new blue sea passenger flow.

Brands must be changed.

Bring new enjoyment, then it can not be limited to the traditional brands that consumers can see in every department store or shopping center. The way to perfect the Plaza is to integrate global resources with an international team, once it is found to be distinctive and distinctive.

Directly introduce it to the store.

Xie Meng said, "we have to evolve a lot of things, we need to change, and ultimately we need to break the content.

If the product itself is not available, no pattern will come into being, because you do not have core competitiveness, and we are searching for brands through these alliances throughout the world, so we are much better at searching for brands than others.

If children's articles are introduced and the most suitable international brands are introduced from the internal adjustment to maintain passenger flow, then the good Plaza actually has made brand differentiation through cooperation with several high-end department stores and shopping centers around the world, and this is due to the role of Tianhe Road chamber of Commerce.

Tianhe Road is

The largest market in the city is also the largest business circle in the core of CBD, with a total length of 2.8 kilometers, covering an area of 4.5 square kilometers, with over 10 thousand merchants and 1 million 300 thousand square meters of commercial area.

Through the Tianhe Road chamber of Commerce, merchants can communicate effectively on this platform, thus avoiding the problem of plagiarism in a certain extent.

From the data point of view, the Tianhe City, which has an area of more than 150 thousand square meters, ranks fifth in the country last year with sales of 5 billion 800 million yuan, with an average annual traffic volume of 5000 to 60 million passengers. Moreover, the sales volume of Tai Koo Hui in 2013 is also 2 billion 700 million yuan, that is to say, the three shops in Tianhe Road business district are the top 20 in the whole country.