Lack Of Sense Of Experience Shanghai Hongqiao Baisheng Face "Nanfeng City"

With the impact of online shopping and various kinds of costs rising, the department store industry with a small size and lack of sense of experience is becoming more and more embarrassed. Hongqiao Parkson quietly closed down, and after 2 years of its withdrawal, fidelity trust took the project to rebuild it.

Reporters learned in November 26th that fidelity trust has re invested the project and pformed it into a shopping center plus office complex, which is expected to open at the end of this year.

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It's really hard to do, so after the Parkson's withdrawal in Hongqiao, we repositioned the project as a shopping center when we rebuilt the project. After redesigning the line, attracting investment and doing a lot of research, we finally completed the pformation of the project after 2 years.

Zhang Yi, director of fidelity trust asset management, told reporters that the project after pformation is called Hongqiao Nanfeng City, which is an international city complex of more than 370 thousand square meters, including 110 thousand square meters shopping center, about 110 thousand square meters of Grade A office buildings and 100 thousand square meters high stalls. It is a one-stop urban life hub with fashionable shopping, business entertainment and life entertainment. It is expected to open at the end of this year.

Reporters interviewed learned that in order to avoid the lack of experiential consumption in the department store industry, Nanfeng city did a comprehensive reinviting business, reorganizing the structure of shops and moving the business.

"In the past department stores, the choice of clothing brands with strong renting capacity will occupy a high proportion of 40%, but online shopping is too much impact on this sector. Therefore, we must go to costumes and increase experiential consumption, such as catering and children's formats. So we adjusted and reinventing business. Now the proportion of clothing in Nanfeng city is reduced from 35%~40% to 28%~30%, and the proportion of catering is up to 32%. It is generally known that the proportion of catering in shopping malls is around 20%."

Zhang Yi revealed.

Davies, director of the Department of store and store in the first Pacific area of China in charge of specific investment, told reporters that when introducing food and beverage in order to differentiate from the surrounding competitors, Zhu Zhaorong introduced more western food brands.

"Some of the brands that are slightly outdated or not environmentally friendly do not consider introducing, and some restaurants that have made shark fin before they want to enter, we refuse.

At present, the overall occupancy rate of Nanfeng city is about 92%, with the exception of some idle small shops, most of which have been completed.

Zhu Zhaorong said.

In addition to "going to costumes and increasing food and beverage", Nanfeng city has introduced a large number of children's formats and movie theaters to supplement the experiential consumption lacking in previous department stores.

Hongqiao's Nanfeng City, which is 377 thousand square meters in size, consists of international fast fashion, gourmet bar, boutique supermarket, cinema, children's playground, beauty fitness and spa.

"We must emphasize experiential consumption if we want to survive in offline stores. We will do a lot of on-site activities and marketing in the future, so that more permanent guests and business guests will come into Nanfeng city.

For example, we have hundreds of square meters of atrium vacant lots. At present, we have arranged more than 200 field activities in the coming months, which is very popular.

In the future, we will organize experiential marketing activities with all businesses. "

Zhang Yi said that the "sky farm" was specially introduced in Nanfeng city to allow guests to grow vegetables on the spot.

According to fidelity research, there are about 1 million middle and high end white-collar and family target consumers in Nanfeng City, Hongqiao, with a 1:2 radius of 1.5 kilometres radius. It believes that the ratio can ensure stable visitors on weekdays and weekends.

It is reported that Hongqiao Nanfeng city Zunyi road as the main axis of the Hongqiao business circle, connecting Tianshan and Hongqiao two commercial areas, in September 2014 released the "Shanghai city commercial network layout planning (2014-2020)", Shanghai city government to the urban commercial network layout planning, "new Hongqiao Tianshan commercial center" has become Nanjing West Road, Nanjing East Road, Xujiahui, Huaihai Road and Zhongshan Park, one of the 13 municipal commercial centers.

Among them, the "new Hongqiao Tianshan commercial center" consists of four commercial plates, namely, Zunyi Road, Lou Shan Guan Road, Tianshan Road and Gubei.

Because of this, there are many strong competitors around Nanfeng City, such as Shangjia center, Hongqiao friendship mall and Gao Dao house.

In this regard, Zhang Yi pointed out that the surrounding "strong hands like forest", Nanfeng city to take differentiated competition, such as the SHANG Jia center positioning luxury consumption, while Takashima Ya emphasized the Japanese commodity, so Nanfeng city emphasizes the high-end consumption in fashion. In order to distinguish it from the general shopping center, it also introduced some new brand shops of mature brands, such as clothing brand ZARA's home brand ZARA HOME.

"Now department stores are hard to manage. Therefore, the pformation of shopping centers is the choice of many practitioners. It is inevitable for experiential and catering to increase their popularity.

But in the specific operation, we must pay attention to details management and format layout, for example, although catering can stimulate people's popularity, but its customer unit price is low, and the rentability is low. If the proportion is too high, it will affect the rental income of the shopping mall.

RET Durbin, director of Business Services Department, said.