Guo Zengli: Business And Electricity Providers Need To Create More Value For Users.

"In 2013 and 2014, I'm afraid China's business really suffers from a disease called" electricity supplier phobia ", which has been choked by us for two years. I am afraid I will be more worried when I see the number of double 11 "57 billion 100 million" this year. China Federation of purchasing Shopping Mall Guo Zengli, director of the development committee, said at the 2014 annual business conference that business and electricity providers are not a life to death relationship, and both sides need to create more for users. value 。

"The supply of commercial real estate in China is very large. According to the statistics of China Federation of shopping unions, by the end of 2013, 3450 shopping centers have opened, and 390 shopping centers are expected to enter the market in 2014."

Guo Zengli believes that from the Internet perspective, the main problem of shopping centers is not to seize the needs of users. "We are caught by the top departments in Pyramid. China's 60% to 70% shopping centers all advocate luxurious and fashionable projects, so it is very important to make a shopping mall with a taste of life in the future, so we need to restore the function of life services."

Guo Zengli suggested that in the Internet era, commercial real estate should learn from the core strengths of the Internet and learn internet thinking. "The advantages of the Internet are communication, interaction and sharing.

Commercial real estate can learn from the following aspects of Internet thinking: through the analysis of user experience, find the problems that users need to solve, achieve user experience through service, create better value for tenants, bring better turnover to tenants, consider from customers' point of view, whether commercial real estate can have what he wants to buy, become a place he wants to go, there are services he wants to enjoy, and from the perspective of products, from the perspective of integrating resources, there will be many revelations to commercial real estate developers.

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Zhengzhou Huarun the Mixc, which opened in April 19th this year, has a total construction scale of over 200 thousand. Its commercial hardware level is among the best in China, including Ole, supermarket, ice variety, ice cream, gold Parkson, Etro, Givenchy, Ports, APPLESTORE flagship store, China International Cinema (the Mixc two) and other international brands such as catering, entertainment, shopping and leisure. The world's largest toy and infant products retailer "Toys R" is also stationed in Zhengzhou with the Mixc for the first time.

The opening of the Mixc not only promoted the commercial level of the 27 business circles in Zhengzhou, but also brought the international brand combination and the mature shopping center management concept to Zhengzhou, which can be regarded as Zhengzhou's first real city complex and international shopping center.

In the early days of the Mixc's opening up, many big brands on the first floor were not yet stationed, and the second phase of the cinema had not yet been formed, which was slightly inferior in popularity. In the past six months, the Mixc has been spared no effort in marketing activities, HelloKitty exhibition, Star Tours of several brands, using its own network platform to release information and interact with consumers. They all showed their intentions in marketing.

The Mixc's main store, the golden standard Parkson Department store, opened only 5 months after the official opening of the shopping centre. Golden Parkson is located on the western side of the Mixc (the 1~5 level). From the perspective of brand entry, it is mainly a domestic second tier and international three line, complementing the Mixc's own brand. However, the 1 phase of DHQ will be completed and upgraded this year. Upgrading of formats and promotion of brand richness will become obstacles to the development of golden Parkson in the future. In addition, the Denis David City, which will be opened in early 2015, seems to have no obvious competitiveness in the 27 business circles.

At the present stage, the Mixc lacks a format that can retain passenger flow (cinemas and KTV's planning is in the two stage). Its high-end brand needs a familiar period for consumers in Zhengzhou. With the opening of MCM in November 2nd, the opening of Etro in November 8th, and the opening of Versace in November 30th, the Mixc, the future high-end brand, will probably attract more high-end customers.